Open AccessBusiness Objectives For Trade Shows Aimed At Final Consumers
Author(s) -
Ainhoa Rodríguez-Oromendía,
María Dolores Reina-Paz,
Claudia Sevilla
Publication year - 2012
Publication title -
the international business and economic research journal/the international business and economics research journal
Language(s) - English
Resource type - Journals
eISSN - 2157-9393
pISSN - 1535-0754
DOI - 10.19030/iber.v11i13.7447
Subject(s) - business , attendance , outcome (game theory) , plan (archaeology) , marketing , set (abstract data type) , business plan , event (particle physics) , economics , computer science , history , programming language , economic growth , physics , quantum mechanics , archaeology , mathematical economics
An exhibitors' attendance at any trade show calls for designing and developing a preliminary plan, which must in turn be a part of the company's overall marketing plan, so that the decisions that are taken before, during, and after attending the trade show are in keeping with the company's sales and overall objectives. To achieve the desired sales and business performance, trade show objectives have to be set and defined as part of the strategic plan for attending the event, and this definition can have an influence on the final outcome the company achieves after the show. Taking this into account, and bearing in mind the particular case of trade shows aimed at final consumers, this paper describes a study based on cluster analysis aimed at grouping the different objectives that lead companies to attend trade shows and determine which of these objectives are most important for participating firms.