Entrepreneurial Small Business 4th Edition by Jerome Katz ,Richard Green

Exercise 21

Collect promotional materials for a small business in your area. These can include coupons, loyalty programs, special tie-ins, special events, advertisements or any other promotional materials. Using these materials, answer the following questions:
a. What is the owner trying to achieve with these promotions What are the goals and objectives of each If you take the various promotions as a portfolio, what overall goal do they have
b. What incentives (for the customer) are embedded in the promotion materials
c. What business image and/or business characteristics do these promotions convey or imply
d. Assuming limited funds, how would you improve the promotions for this business Be sure to tie your ideas to specific goals.