A STEP-BY-STEP GUIDE TO Individual Assignment 2 : The Marketing Environment (MKT1003 Principles of Marketing) by the Librarians of Hon Sui Sen

Memorial Library (hssmlib@nus.edu.sg) Question 1 These are some of the information you may consider searching: o What are the cultural differences or values that would influence marketing in India when compared to marketing in United States? How would McDonalds market in India or any where else outside United States when considering cultural values?

How to search 1. Think of alternative keywords to describe the topic. Cultural differences or values or culture Marketing India and United States McDonalds 2. Consider selecting Business Source Premier and Factiva. 3. To access Business Source Premier, access it via NUS Libraries portal (www.lib.nus.edu.sg), under Major Databases, click on Business Source Premier. 4. Proceed to login either via Campus Login or by entering your NUSNET ID. 5. At Business Source Premiers search box, enter your search:

OR

6. At the list of retrieved articles, at Sort By, click on Relevance to see the most relevant articles first. Or list the articles by date to see the latest developments.

7. If you want more articles, change the Field box to ALL TEXT. This will search India and United States in the entire full text.

OR

8. Try a similar search in Factiva. As Factiva is a newspaper database (not an academic database), try these searches: india and united states and cultur* and (difference* or value*) and marketing OR india and mcdonalds and marketing OR mcdonalds and marketing and cultur* and (difference* or value*) Question 2 These are some of the information you may consider searching: o How is the Chinese government marketing the Beijing Olympics?

How to search 1. Consider selecting Business Source Premier, ABI/Inform and Factiva. 2. At Business Source Premiers search box, enter your search:

3. At the list of retrieved articles, at Sort By, click on Relevance to see the most relevant articles first. Or list the articles by date to see the latest developments. 4. Try the above search in ABI/Inform. 5. Try this search for Factiva: Beijing near5 olympics and (marketing or advertis* or promot*) Note: Factiva uses near5 instead of n5. Question 4 These are some of the information you may consider searching: o o The differences among baby boomers, Generation X, Generation Y, Generation M. How does Dell target these groups.

How to search 1. 2. Consider selecting Business Source Premier, Factiva and Global Market Information Database. For Business Source Premier and Factiva, enter these searches in the search box:

("gen* x" or "gen* y" or "gen* m" or "baby boom*") and consumer behavior OR dell and consumer* OR dell and ("gen* x" or "gen* y" or "gen* m" or "baby boom*") OR (The following search is for Business Source Premier only) dell and ("gen* x" or "gen* y" or "gen* m" or "baby boom*") in All Tex Field 3. For Global Market Information Database, click on SEARCH and then TEXT SEARCH.

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Enter the search:

Ensure only REPORTS and BODY boxes are ticked. 5. Try this search also:

How to email from Business Source Premier 1. At the list of retrieved articles, click on Add to select the articles. 2. All the articles you added go into a Folder. Click on Folder Has Items. 3. Click on Email. Emailing would mean obtaining both HTML and PDF files. 4. Printing or Saving would only print or save HTML files (and not PDFs). 5. Exporting will only save citations and not the full report.