Business - to - Business Marketing by Ross Brennan & Louise Canning & Raymond Mcdowell

Author:Ross Brennan & Louise Canning & Raymond Mcdowell
Language: eng
Format: epub
ISBN: 9781473904859
Publisher: SAGE Publications Inc.
Published: 2014-04-09T04:00:00+00:00

In Britain, the government body UK Trade & Investment provides financial support to allow companies to participate in selected industry exhibitions, for example, in the Paris Airshow in France, the Asian Oil, Gas and Petrochemical Exhibition in Kuala Lumpur, Malaysia, and the Bio US 2014, in San Diego. The support is designed to help firms gain initial exposure in new markets. Trade missions can be particularly useful where firms are trying to develop export markets, especially if a company has limited international marketing experience in general, or with a specific country. Trade missions enable participants to acquire information fairly quickly about overseas markets as well as knowledge about the process of exporting to those countries (Seringhaus and Rosson, 1998).

Trade shows and exhibitions

Trade shows are a bit like temporary versions of the shopping centres or retail parks that are such a prominent feature in consumer markets. Potential buyers visit prospective sellers, with most of the visitors having specific plans to buy a product or influence the eventual purchase decision for a particular product (Gopalakrishna and Lilien, 1995). Key differences include representation and permanence. In consumer markets, intermediaries such as retailers are the principal means through which producers are able to present their products to target customers. In business markets, distributors will represent producers at some industrial trade shows (typically at regional or smaller national exhibitions) but in many instances suppliers will participate directly in shows that are key events within their industry.

Shopping centres and the retailers found within them are permanent, unless of course a retailer closes down its store. The location sites of most industrial trade shows are also fixed and can be quite substantial in terms of size. See Table 7.1 for details of the largest exhibition sites in various countries.

The events that take place within them, however, are not permanent; rather, they are temporary. Throughout any given year, a site will play host to numerous trade shows from a variety of industries. For example, Frankfurt, the second largest convention site in the world, plays host to some of the biggest trade fairs. See Table 7.2 for details of the world’s largest fairs.

Table 7.1 Key exhibition and convention centres around the world

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