-
Essay / Measuring Performance at a Trade Show - 1547
BACKGROUND OF THE STUDY Much research shows that the meaning of a trade show is that of fairs, exhibitions and also trade shows (Morrow 2002; Kirchgeorg 2005). According to Kirchgeorg, Springer, and Kastner (2010), trade shows are used as important tools in the communications mix for most companies today. Additionally, trade shows provide an important avenue for promotional strategies for marketers to promote and sell their products and services to many businesses (Smith, TM, Hama, K., & Smith, PM 2003). Business participation in the trade show can be a vital part of the company's marketing plan if implemented correctly. The trade show offered a unique opportunity by giving the customer an interactive message through the company's booth, graphic display, salesperson communication, available support materials, and demonstration of the product or services (Cavanough, 1976; Konikow, 1983) (Kerin and Cron, 1987). Many approved studies have been carried out to measure the understanding of trade show performance in food shows (Hansen, 2004) in small businesses (Tanner 2002; Gopalakrishna & Cox 1993) as well as in industrial companies (Bello, 1992). When it comes to organizing a successful and attractive trade show, some previous studies suggest managers to develop a specific plan to achieve the marketing objective based on the show (Godar & O'Connor, 2001; Sharland & Balogh , 1996). Based on the report from Au Malaysia Convention and Exhibition Bureau (MyCEB), the trade fair visitor would likely have a higher disposable income and would be willing to spend more. About 1.3 million international trade event visitors were welcomed to Malaysia in 2010, generating about RM11 billion for the local economy. According to...... middle of article...... adapt the research framework and will examine it at the MATTA fair trade show. SALES-RELATED ACTIVITIES The sales-related dimension values all sales activities that consist of on-site sales and sales. after the trade show, such as acquiring a potential buyer, selling new products, conveying and advertising the features, value of the products and services and closing the sale (Kerin and Cron 1987; Shipley et al 1993). Most of the time, previous models focused on sales-related activities are clearer. Carman and James (1968) use new product production as a motivator for performance at a trade show. Furthermore, early studies on the researcher only list the activities contained in the sales activities that mainly take place at the trade show, e.g. closing sales, testing market products, demonstration products, advancing the purchasing process, etc. (Cavanaugh 1976).