For many years, different companies have integrated trade shows successfully with their other elements of the communication mix. Academics and marketing practitioners recognize trade shows as a significant marketing tool, which can influence considerably one company's ability to compete in the market place. Trade shows play the role of a catalyst to economic productivity both at home markets and abroad.
For many years, different companies have integrated trade shows successfully with their other elements of the communication mix. Academics and marketing practitioners recognize trade shows as a significant marketing tool, which can influence considerably one company's ability to compete in the market place. Trade shows play the role of a catalyst to economic productivity both at home markets and abroad.
For many years, different companies have integrated trade shows successfully with their other elements of the communication mix. Academics and marketing practitioners recognize trade shows as a significant marketing tool, which can influence considerably one company's ability to compete in the market place. Trade shows play the role of a catalyst to economic productivity both at home markets and abroad.
Introduction For many years, different companies have integrated trade shows successfully with their other elements of the communication mix. There are many reasons behind this strategy, but according to Hansen (1996) the most important relates to the fact that trade shows play the role of a catalyst to economic productivity both at home markets and abroad. Academics and marketing practitioners recognize trade shows as a significant marketing tool, which compared to the other elements of the communication mix, can influence considerably one companys ability to compete in the market place and especially in the global business market
Completion through trade show The consumers purchasing process in separate phases, where potential buyers seek for certain information in order to move from one phase to another. Accordingly, consumers pass from the stage of identifying their needs and how the different products available can satisfy them, toward identifying where they can get those products, and finally purchase them and give feedback after the purchase. Marketers have always given considerable importance to this process. Proceso de compra del consumidor en fases separadas, donde los compradores potenciales buscan cierta informacin con el fin de pasar de una fase a otra. En consecuencia, los consumidores pasan de la etapa de la identificacin de sus necesidades y la forma en que los diferentes productos disponibles pueden satisfacerlas, a identificar dnde pueden obtener estos productos, y, finalmente, la compra de ellos y dar retroalimentacin despus de la compra. Los vendedores siempre han dado gran importancia a este proceso Trade shows success factors The companies that decide to use trade show as a communication technique need to plan all the activities that should take place before, during and after the event. In fact, the need to organize all the activities in all these steps is stressed both by academics and by marketing practitioners. Situation analysis Definition of trade show marketing objectives Definition of the trade show marketing strategy Planning of the trade show marketing mix Implementation Control and evaluation Las empresas que decidan utilizar la feria como una tcnica de comunicacin necesitan para planificar todas las actividades que deben llevarse a cabo antes, durante y despus del evento. De hecho, la necesidad de organizar todas las actividades en todos estos pasos se destac tanto por acadmicos como por los profesionales de marketing. anlisis de la situacin Definicin de los objetivos de la feria de marketing Definicin de la estrategia de marketing de feria Planificacin de la mezcla de marketing ferial implementacin Control y evaluacin Return on trade show investment. One of the most common mistakes in marketing is that marketing managers consider communication activities as expenses and in economic turbulence times, this part of the marketing is usually cut off. But Uno de los errores ms comunes en la comercializacin es que los directores de marketing consideran que las actividades de comunicacin como los gastos y, en tiempos de turbulencia econmica, esta parte de la comercializacin por lo general se cortan. pero Marketing communication activities should be considered as an investment. If the message that is transmitted through communication campaigns is well coordinated, in the long run it will add value to the brand. Las actividades de comunicacin de marketing deben ser considerados como una inversin. Si el mensaje que se transmite a travs de campaas de comunicacin est bien coordinado, en el largo plazo va a aadir valor a la marca.
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