Do Trade Shows Pay off?

Gopalakrishna, Srinath; Lilien, Gary L.; Williams, Jerome D.; Sequeira, Ian K.

doi:10.2307/1252121

Cited by 92 publications

(72 citation statements)

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Section: Literature Reviewsmentioning

confidence: 99%

“…D.Williams Gopalakrishna and Lilien (1995) with the actual audience at the booth contact ratio as a performance measurement index of the exhibition. Cavanaugh, (1976) pointed out that by visiting the booth of the audience, to achieve the intention of clinch a deal amount, the cost of each visitor, every intention of cost as a fair benefit evaluation index; Dekimpe (1997) show performance is measured with the audience appeal, specific refers to visited the booth or took the information of the target audience, claiming that visitors are interested in the product ratio (Gopalakrishna S, Lilien G L, Williams JD & Sequeria I K, 1995). Kerin and Cron (1987) the research achievements of the attention, they raised from sales and non-sales activity for the exhibition, the concept of performance evaluation framework and experimental verification, the empirical study shows that enterprises, marketing manager of the sales behavior performance evaluation is much higher than sales behavior, suggests that only sales behavior assessment performance measure is inappropriate.…”

Section: Literature Reviewsmentioning

confidence: 99%

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Research on Exhibition Evaluation Based on 400 Exhibition Economy Information Journal

Chen¹,

Li²

2014

BMR

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Along with the development of Chinese exhibition economy, convention and exhibition industry get more and more attention of experts and scholars, the research achievements of the exhibition economy has countless. In this paper, the authors use 400 exhibition economy information journals, the exhibition, in terms of assessing statistics and will present the related results. The trace of the process, this paper first exhibition evaluation research in China in recent years are reviewed, and then evaluate the exhibition are summarized, and then comb when the current assessment of present situation and the period of exhibition economy the assessment of the status quo through "400 Chinese Exhibition Economy Information Journal", and the problems existing in the evaluation of combing the exhibition puts forward relevant policy suggestions.

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Section: Literature Reviewsmentioning

confidence: 99%

Section: Literature Reviewsmentioning

confidence: 99%

Research on Exhibition Evaluation Based on 400 Exhibition Economy Information Journal

Chen¹,

Li²

2014

BMR

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“…An estimated 4,800 trade shows were conducted in the United States and Canada with 1.3million companies and 140million attendees (Buss, 1996;CEIR, 2001;Hansen, 1996). Trade shows are even greater in Europe than in North America (Gopalikrishna et al, 1995) with an approximately 13percent of marketing communications budget allocated to trade shows (Miller, 1996;Trade show Bureau, 1994); and companies annually spend more than $15billion and generates more than $70billion in sales annually from trade show exhibiting in US alone.…”

Section: Trade Fairmentioning

confidence: 99%

Trade Sales Promotion Strategies and Marketing Performance in the Soft Drink Industries in Nigeria

Michael¹,

Ogwo²

2013

IJMS

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Rapid changes in technology, over production, shortened product life cycles, increased competition owing to reduced barriers to domestic and international trade, mass communication and globalization have all contributed to the need for a firm to have distinctive capabilities; which create a competitive advantage over others. We are inclined to believe that fully utilized, competent and well-articulated trade sales promotion strategies constitute a competitive advantage. With the notion that trade sales promotion strategies positively correlates with marketing performance, firms view trade sales promotion strategy incompetence with grave concern. The effect of poor trade promotion strategy performance is not limited to firms alone since organizations can and do experience sub-optimal or out-right poor performance; but also to the economy as a whole. The aggregate business performance of a country's economic unit shapes its economy, since a nation's wealth is measured mostly in terms of its GDP. Among the factors critical to business profitability; fresh concerns about the efficacy of trade promotion strategies is sparsely researched. This informs the research interest in this regard, recognizing the unique role of trade sales promotion strategies that distinguishes it from other marketing communication methods, and its critical roles in pushing and creating traffic for the manufacturer's product. With a survey research design, a regression model was formulated to incorporate eleven hypotheses of interests. Quantitative data were collected through a 5-point Likert-type scale questionnaire. A total of 234 copies of questionnaire were completed by senior promotion and sales executives of two major soft drink manufacturing firms and their accredited distributors in Nigeria. We adopted Pearson's 'r' and stepwise regression with its constituents-ANOVA and T-test to determine the trade sales promotion activities that actually influence marketing performance activities in these firms. Two of the hypothesized trade sales promotion strategies were retained and adjudged relevant in determining marketing performance levels. Our findings reveal that Trade promotion strategies affect marketing performance through the use of trade allowances and trade contests. Notwithstanding this fact, the study notes that the firms are not at their optimal levels in both their trade promotion strategies and marketing performance. We therefore recommend that for optimal levels to be achieved, they should adopt trade promotion strategies that emphasize trade allowances and trade contests.

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“…Businesses consider trade fairs to be an instrument which facilitates the attainment of commercial objectives such as contact with current clients, the securing of new clients, the taking of orders, and the improvement of the company image amongst others [32]. One of the main inconveniences in this type of trade fair is the elevated investment which they imply in terms of both time and money.…”

Section: The Extraction Of Useful Information On Trade Fairsmentioning

confidence: 99%

“…Trade Fair planning models indicate the convenience of dividing participation into three moments in time: before, during and after the fair [32,48].…”

Section: The Extraction Of Useful Information On Trade Fairsmentioning

confidence: 99%

Evolutionary Induction of Descriptive Rules in a Market Problem

Jesus

González

Herrera

et al. 2005

Intelligent Data Mining

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Abstract. Nowadays, face to face contact with the client continues to be fundamental to the development of marketing acts. Trade fairs are, in this sense, a basic instrument in company marketing policies, especially in Industrial Marketing. Due to the elevated investment in term of both time and money it is necessary the automatic extraction of relevant and interesting information which helps to improve fair planning policies.In this paper, we analyse this problem and the kind of knowledge the user is interested in. We study the use of Soft Computing methodologies, specifically Fuzzy Logic and Genetic Algorithms, in the design of the Data Mining algorithms most proper to this problem, descriptive induction algorithms for subgroup discovery. Then we present an evolutionary model for the descriptive induction of fuzzy or crisp rules which describe subgroups. The proposal includes a GA in an iterative model which extracts rules while examples are left uncovered and the rules obtained surpass an specified confidence level.

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Do Trade Shows Pay off?

Cited by 92 publications

References 0 publications

Research on Exhibition Evaluation Based on 400 Exhibition Economy Information Journal

Research on Exhibition Evaluation Based on 400 Exhibition Economy Information Journal

Trade Sales Promotion Strategies and Marketing Performance in the Soft Drink Industries in Nigeria

Evolutionary Induction of Descriptive Rules in a Market Problem

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