Brennan, Canning, McDowell. Business-to-Business Marketing. 4th edition. by Ross Brennan & Louise Canning & Raymond McDowell

Author:Ross Brennan & Louise Canning & Raymond McDowell
Language: eng
Format: epub
Published: 2017-05-05T13:38:25.045273+00:00

Functions performed by trade shows

Tasks that can be performed by trade-show participation are typically divided between those which are sales related and others that are not linked to the selling process. Non-selling functions include building or maintaining company image, gathering competitor information, product testing/evaluation, and maintaining company morale (Bonoma, 1983). Non-sales tasks are cited by companies as reasons for participating in trade shows, but sales-related functions are nevertheless the principal motivation for investment in these promotional events (Blythe, 1997). The key sales-related functions that can be performed by trade-show participation include: the identification of prospects; gaining access to key decision-makers in current and potential customer companies; disseminating facts about vendor products, services and personnel; actually selling products/winning orders; and servicing current accounts’ problems via contacts made (Bonoma, 1983).

Source: AUMA, 2013. AUMA: With permission from AUMA.

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