Desktop Mapping: A Tool for Improving Small Business Marketing Anaysis and Customer Prospective


  • Ronald Rubin University of Central Florida


Moderately priced  personal  computer  based  spatial  analysis  systems  consisting  of  linked database,  spreadsheet,  and  desktop  mapping/GIS  programs   can  now  more  effectively  turn consumer and census data into useful information.  This paper  describes the operation of one such system - Microsoft Map - a feature  embedded  in Microsoft 's Excel spreadsheet.   Excel 's data-mapping capabilities let you plot  spreadsheets on thematic maps, making  it easier to see relationships  in your  data.  This  paper   implements  a  systematic  approach  for   applying consumer  data and spatial  marketing  techniques  to a small business, a photo  studio, for  trade area  growth   and   customer  mining.  Spotting  points   and  densities  of  sales for    the sampled customers provide   a foundation  for   understanding  the spatial  extent  of the customer  base. For the  small   business.  the  mapping   exercise   identified  purchasing   patterns  for    their  services, showing   those  areas   were  major  customers   reside.   Using  those  areas   identified  for    their services.  the company  can  begin  to plan   their strategy  to tap  into those  markets  and  hopefully increase  their sales.  It  is important  to note  that Excel 's mapping  abilities provide  a powerful and fertile   new  ground  for   data  analysis  experimentation.   S1nall   business  manager'   use  of spreadsheet   analysis,  combined   with  the  enhanced  presentation    mapping feature,    enable  the small  business person  to conduct  analyses  with even greater  detail.


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How to Cite

Rubin, R. (2002). Desktop Mapping: A Tool for Improving Small Business Marketing Anaysis and Customer Prospective. Journal of Small Business Strategy, 13(2), 16–25. Retrieved from