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Journal of the Academy of Marketing Science

, Volume 1, Issue 2, pp 180–188 | Cite as

Rx small retailer survival: Community demand analysis

  • Louis H. Vorzimer
Article

Abstract

The sole proprietorship form of retailing organization comprises 60% of all retailers. Their average annual sales amounts to $31,600 while their average annual profit (including provision for salary) is $2,700. This group constitutes the poverty segment of the business community. Most in government and business consider the plight of the small retailer to be unsolvable. This article suggests a plan which could represent a major advance to improve the small retailers economic position. Means are presently available to determine community requirements for goods and services. The author contends that community demand analysis is a major key to the problem. The article outlines what is needed and how the plan could be implemented.

Keywords

Small Business Census Tract Central Business District Annual Sale Shopping Behavior 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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References

  1. 1.
    Vorzimer, Louis H., “Social and Economic Perspectives for Black Small Retailer Development,” University of Washington Business Review, Vol. 30, No. 4 (Summer 1971), p. 53.Google Scholar
  2. 2.
    Edwards, P. K. and Gerish, E. F., The Problem of Small Business in the State of New Jersey (Newark, New Jersey: Rutgers University, 1960), p. 56.Google Scholar
  3. 3.
    Vorzimer, Louis H., “Small Business Needs More Big Brothers,” Journal of Small Business Management, Vol. 8, No. 3, (July 1970), pp. 11–12.Google Scholar
  4. 4.
    Cox, William E. Jr., “A Commercial Structure Model for Depressed Neighborhoods,” Journal of Marketing, Vol. 33, No. 3, (July 1969), p. 1 and pp. 2–3.CrossRefGoogle Scholar
  5. 5.
    Charleworth, H. K., “Needed: A Reordering of SBA Priorities to Save Small Business,” Newsletter, National Council for Small Business Development, (April–May 1972), p. 4.Google Scholar
  6. 6.
    Kotler, Philip, “Metamarketing: The Marketing of Organization, Persons, Places, and Causes,” Marketing Forum (Great Britain), (July–August 1971), p. 20.Google Scholar
  7. 7.
    “The First Two Years: Small Firm Growth and Survival Problems,” Small Business Administration (Washington, D.C.: U.S. Government Printing Office, 1961), p. 5.Google Scholar

Copyright information

© Academy of Marketing Science 1973

Authors and Affiliations

  • Louis H. Vorzimer
    • 1
  1. 1.C. W. Post CenterLong Island UniversityLong IslandUSA

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