国际展览协会培训PPT——UFI_V_A.ppt

The following criteria are relevant: Types of trade fairs available for the product segment Relevance of the trade fair for the market Client target group Competition Costs Quality of the trade fair organizer Basic conditions National or international exhibitions Consumer show or trade show Presence of the market Recurrence of the trade fair Themes Quality of supply and demand at the trade fair Completeness of the permitted market segments Catchment area Regional origin Branch Size of the company Area of operations Wanted or not Defined budget Expected cost Experience and know-how Marketing strategy Exhibition venue and accessibility? Date Availability of personnel? ? * University of Cooperative Education, Ravensburg, Germany ? Prof. Dr. J. Beier UFI_V_A_* V. Trade Fair Participation A. Selection Criteria * The exhibition manager has to define criteria and objectives for the company’s trade fair participation 1. Types of trade fairs 2. Relevance of the trade fair for the market 3. Client target group 4. Competition 5. Costs 6. Quality of the trade fair organizer 7. Further conditions 377 ? 452 ? 698 ? 600 ? ? 100? Total 42 7 42 7 42 7 30 5 6 Recurrence (of the trade fair) 60 4 75 5 90 6 105 7 15 Catchment area of trade fair 22 2 44 4 88 8 66 6 11 Booth costs 57 3 95 5 114 6 133 7 19 Quota of trade 84 4 84 4 168 8 126 6 21 Significance of trade show for market 112 4 112 4 196 7 140 5 28 Target group ? ? ? ? ? ? ? ? ? Criteria ?i Productw x p Pointsp Productw x p Pointsp Productw x p Pointsp Productw x p Pointsp Weightw ? Brussels, Belgium, Batisbouw Nuremberg Stone+tec Valencia, Spain,MARMOL Verona, Italy MARMOMACC Appropriate trade fair Alternatives ? Scoring chart Trade shows are useful for many company strategies: e.g. launching new products, opening new markets, improving many customer relationships. Each potential exhibitor has to select the right show for each purpose. Therefore he should use as information sources as pos