Published by:
Harvard Business Publishing
Length: 7 pages
Topics:
Industrial markets; Marketing strategy
Share a link:
https://casecent.re/p/47956
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
Trade show expenditures are the major form of organized marketing communications activity for many companies outside of efforts by their sales force and distributors. Yet managers are frequently unenthusiastic about shows, despite the opportunities they offer for contact with existing and potential customers. This attitude is primarily due to the difficulty of measuring the success of any given trade show program in effectively and efficiently meeting a company''s marketing needs. It is useful to classify trade shows in terms of their function, dividing them roughly into those where the major focus is selling activities and those where satisfaction of nonselling objectives is a likelier consequence of participation.
About
Abstract
Trade show expenditures are the major form of organized marketing communications activity for many companies outside of efforts by their sales force and distributors. Yet managers are frequently unenthusiastic about shows, despite the opportunities they offer for contact with existing and potential customers. This attitude is primarily due to the difficulty of measuring the success of any given trade show program in effectively and efficiently meeting a company''s marketing needs. It is useful to classify trade shows in terms of their function, dividing them roughly into those where the major focus is selling activities and those where satisfaction of nonselling objectives is a likelier consequence of participation.