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TRADE FAIR
PRESENTED BY NITISH ARORA
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WHAT IS TRADE FAIR
A trade fair (trade show, trade
exhibition or expo) is an exhibition organized
so that companies in a specific industry can
showcase and demonstrate their latest
products, service, study activities of rivals and
examine recent market trends and
opportunities.
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TYPES OF TRADE FAIR
THERE ARE THREE TYPES OF TRADE FAIR.
1. TRADE ONLY.
2. PUBLIC TRADE FAIR.3. HYBRID.
4. VIRTUAL TRADE SHOW
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TRADE ONLY
Trade only-is only attended by company
representatives (members of the trade,
e.g. professionals) and members of the press.
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EXAMPLE OF TRADE ONLY FAIR
LANDSCAPE AUSTRALIA EXPO.
Machine Tool World Exposition(MILAN).
CeBIT(Centrum
frB
roautomation,Informatio
nstechnologie
und Telekommunikation)GERMANY
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PUBLIC TRADE FAIR
In contrast to consumer fairs, only some trade
fairs are open to the public, For e.g
IITF DELHI
Cairo international book fair.
Bolonga motor show(Italy)
Canton fair(consumer and insdustryelectronics) China.
International automobile show (Germany).
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HYBRID TRADE SHOW
Only few fairs are hybrids.
E.G- Frankfurt Book Fair, which is trade-only
for its first three days and open to the general
public on its final two days. They are held on a
continuing basis in virtually all markets and
normally attract companies from around the
globe.
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VIRTUAL TRADE SHOW
An increasing number of trade fairs are
happening online, and these events are
called virtual tradeshows. They are increasing
in popularity due to their relatively low cost
and because there is no need to travel
whether you are attending or exhibiting.
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TRADE FAIRS IN HISTORY
original shows were the traditional fairs and
market days found throughout Europe in the
Middle Ages. At that time, trade show booths
were simply tables set up to display the wares
of particular merchants or individuals
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As these market days grew more popular,
more and more merchants began to travel
long distances in order to sell their products to
a greater variety of potential customers.
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EXHIBITIONS BECOME FOCUSED ON
SPECIFIC INDUSTRIES
As the Middle Ages progressed, guilds
focusing on specific industries or crafts gained
power, and markets began to focus on specific
commodities, such as wool and textile
markets or silver fairs.
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The Modern Era Of Trade Fairs
As long-distance travel became easier and less
expensive, many businesses opted to
participate in multiple shows each year. In
response to demands from customers,
manufacturers of displays began to design
portable trade show booths that could be
easily put up, taken apart, packed, and sent onto the next location.
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Trade Shows as a Marketing Tool
Trade shows are an essential ingredient in a
company's marketing mix. According to
surveys, companies consider appearing at a
trade fair even more important than face-to-
face sales discussions and company
presentations.
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According to an AUMA survey conducted in
autumn 2006, the main sales objectives for
companies appearing at a trade fair are to
increase their level of recognition, win new
customers, present their products and
services and engage in customer care. All of
these factors illustrate how participating at atrade show allows companies to highlight
their presence in the marketplace.
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It Goes with toe-to-toe with their competitors
and communicate with their customers in a
unique fashion. Business-to-business
communication at trade fairs is a highly
targeted affair.
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QUANTITATIVE OBJECTIVE
OF APPEARING AT TRADE
SHOW
2006 2008
INCREASED RECOGNITION 92% 90%
NEW CUSTOMERES 92% 92%
PRESENTATION OF
PRODUCTS AND SERVICES
90% 85
CUSTOMER CARE 89% 88%
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PURPOSE OF TRADE SHOWS
Important reason of arranging
these international trade events is that they
would promote your products and services
worldwide proactively.
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Trade shows are organized in order to removethe barriers ofinternational trade andinterconnect the entire world. Therefore one
will need to understand the whole scenario oftrade shows so that he or she might be able toget the lucrative knowledge and informationabout international trade events effortlessly.
In short, we have to say that tradeshows harmonize all the cultures of the worldin a most thrilling manner.
http://www.clocate.com/http://www.clocate.com/ -
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