The midland journal. (Rising Sun, Md.) 1885-1947, 1924-11-07
DOLLARS AND SENSE

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The careless "give 'em anything''
merchant and the happy-go-lucky,
''take anything" buyer of yesterday
are disappearing from the avenues
of modern business. Today's rad
idly developing attitude Of careful
selection on the part of shoppers
everywhere is being reflected in the
need for more scientific manage
ment of stores. The successful re-
taller of tomorrow must substitute
knowledge for guesswork in judg
ing sales area and demand. accord
ing to the Domestic Commerce
Division of the Department of Com
merce in Measuring A Retail Mar
ket." the third pamphlet in serie,
prepared at the suggestion of i'm
portant retail organizations for thu
benefit of the store trade generally.
Just as the manufacturer anG
banker have realized the Importance
of research in their management
problem, so may the retail merchan,
benefit by study of his problem.
with more analytical mind and il
the light of facts scientificall.
gathered, the Division. suggests
"Since the purpose of any retail
business is to sell merchandise
thereby sufficient profit to com
pensate for the energy and capita
expended, it seems only logical tina
the merchant should desire to OBJ
tain all the information possible
relative to his market.
"The Chief function of the mer-
chant is to supply the customers de
mand," and the retailer can perform
this service most adequately il HI
makes a cumulative analysis of tn,
market and qualitative analyst
of the consumers demands. "Sucl
sales reseashes serve as guides t.
the possibilities Of the future ant
are Of value to the prospective mer
chant In choosing his field, as we'll
as to the established merchant in
pointing the way. In planning to
enter new feld the retailer may
find. by careful analysis, that his
prospective market does not reflect
such favorable circumstances as &
cursory examination appeared to re
veal. He may be saved from EN-
barking upon the enterprise, pre-
venting subsequent failure and
much loss to society OF wasted effort
and capital"
The campaign should be yisu
allzed in It's entirety, according tt
a chapter devoted to Preliminary
Analysis" 1t is beyond the hope
of anyone to know all possible facts
regarding a particular market, $.
the only logical course for an organ
ization desiring to try out marke
analysis on small scale Is to allo
in advance q definite amount Q
time and money for the, survey and
then keep to the schedule as tar al
practicable.
Home ownership usually mean
permanence: it Is indicative of tn
prosperity Of the community, par
ticularly in smaller towns and sub
urban districts, and Is worthy
careful stndy.
Z The number Of farmers who ow
tie land they till, the number VII
are renters, and the average size
their families are q few of the I'M
portant things to look into in col.
sldering farming community, col
,iition of the soil and climate, faci
tiles for reaching the market. dis
lance of haul, and ravages OF ].
sects, influence the farmers poke
book.
The pamphlet known as Trade In
formation Bulletin No. 272, Meas
urmg a Retail Market" may be Oh
tsined upon request from the De
partment of Commerce, Bureau OF
Foreign and Domestic Commerce il
Washington, or upon applicatio
from any Of the District offices
the Bureau OF Foreign and Domes
tic Commerce.
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