TAILIEUCHUNG - The Role of Exhibitions in the Marketing Mix

In the a-posteriori (post-hoc, natural or market defined) approach of market segmen- tation, market segments are identified by forming groups of consumers that are inter- nally homogeneous and externally heterogeneous along a set of measured consumer characteristics ( segmentation variables). That is, a-posteriori market segments are based on responses of consumers that are available only after a survey has been con- ducted. The type and number, as well as the estimated sizes and characteristics of segments are not known in advance, but are determined by the data and methodology used to identify the market segments. The advantages of a -posteriori market segmen- tation. | Wuerttemberg Cooperative state University s XI III The Global i III I Association of the rff I I Exhibition Industry The Role of Exhibitions in the Marketing Mix UFI - The Global Association of the Exhibition Industry Steinbeis Transfer Centre .Exhibition Convention and Event Management at the Cooperative State University Ravensburg Germany EXHIBITION CONVENTION EVENT MANAGEMENT I. Fairs Expositions and Exhibitions A. Definitions B. Types of Exhibitions II. Historical Development III. Benefits of Exhibitions A. Economic Significance of Exhibitions B. The Exhibition Industry in the world C. Importance for Exhibiting Enterprises IV. Integrated Exhibition Marketing A. Information Sources B. Specific Marketing Aspects V. Trade Fair Participation A. Selection Criteria B. Exhibition Strategies and Styles C. Exhibition Targets D. Stand Impact E. Follow-up Measures F. Risk Management VI. Evaluation of Participation A. Importance of Evaluation B. Efficiency Assessment C. Auditing VII. Summary A. Conclusion B. Future Development Dear visitor Welcome to the online course of UFI The Role of Exhibitions in the Marketing Mix . This online course is directed to lecturers who want to introduce the topic fairs and exhibitions to marketing and communication classes students who want information about trade fairs as a marketing instrument and personnel of exhibiting organizations who want to learn about the benefits of participating in trade fairs. The content is structured as follows In the first three Chapters general information about trade fairs and the exhibition industry is presented definitions integration into the marketing mix historical background benefits of trade fairs . The essential features of participation in trade fairs are described in Chapters IV - VI. A special focus is on integrated marketing and the future of the value of trade fairs and exhibitions in overall marketing strategies and action plans. The course lasts about eight hours. It can be used free of .

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