TRADE FAIR AS AN INSTRUMENT OF PROMOTION LOCALLY MANUFACTURED GOODS
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Sales promotion is a handy technique to fulfil the short term sales goals by persuading potential customers to buy the product. It is an important promotional strategy. One of the techniques of sales promotion is using a trade show. Trade show or consumer show is one of the means to promote products or service as well as to lift sales temporarily.
Today’s marketing system is versatile and dynamic than ever. In order to remain competitive in the market, a business entity needs to apply different marketing strategies and techniques. Even though customer satisfaction has become the top priority for businesses, there are times when they need to stimulate demand and increase sales of their products for short-run. This is where sales promotion comes into play. Sales promotion is a part of the promotional mix where the business uses many short-term customer-oriented strategies to stimulate the demand for its product by making it look more attractive and worthy.
Trade show is a large-scale showcase of various products, prototypes and inventions designed to bring them to the attention of current and new potential buyers. They are a form of promotion media that can generate ten and billions of dollars in business opportunities (Dekimpe, Francois, Gopalakrishna, Lilien, & Van den Bulte, 1997). Trade fairs had been linked to sales, where the number and value of commercial contracts resided as a crucial and often the only barometer of how effective participation in a fair was. (Marek Zieliński & Grzegorz 2011).
Trade shows constitute an integral element of the industrial marketing process (Rinallo, Bathelt, & Golfetto, 2016). A consumer show, also referred to as a trade show, is a temporary market organized to promote trade. They have many