Concept, objectives, tasks, exhibitions (1) – Abstract

The CONTENTS



Introduction…………………………………………………………………….page
3

1.
The concept, goals, objectives of the exhibitions:



1.1. The concept and
the modern concept of exhibitions……………………..page
4



1.2. Classification
exhibitions……………………………………………page
4



1.3. The objectives of participation
of the company in the exhibitions……………………………page
7


2.
Monitoring and evaluation as elements
marketing management system:



2.1. Process
control……………………………………………………page
9



2.2. Types
control……………………………………………………..page
10


3.
Test
………………………………………………………………………page
12



Conclusion…………………………………………………………………page
13



Bibliography………………………………………………………..page
14


INTRODUCTION


In
modern marketing concept
the exhibitions is of particular importance.
The business of the firm is directed
the achievement of the desired end it
results. The achievement of these results
can be provided thanks
the implementation of the marketing plan, according to
which should have a certain
a complex of activities caused by
the objective of the company. In practice
the implementation of such measures is not always
it turns out predictable.
So you need to constantly consider
the actual state of Affairs and conduct
adjustments planned
events. It is advisable
to carry out marketing control.


And
now consider in more detail the concept of
“exhibition”, its goals and objectives, as well as
marketing control as an element
marketing management system.


1.The CONCEPT
GOALS, OBJECTIVES EXHIBITIONS


Modern exhibition
— multi-level
marketing tool, a platform where
the Exhibitor can simultaneously advertise,
to sell your products and establish
the image of the firm. However, this club
professionals, a kind of indicator
state and prospects of development of the industry.



For the organizers
business program of the exhibition
— the tool “forced”
to attract the target audience.


In
present exhibition
generally regarded as a short-term
the event, held periodically
usually in the same place, within
which a significant number of firms
(exhibitors) with samples
(exhibit) demonstrate new products,
ideas or services of one or more
industries to inform potential
consumers about your company and its products
in order to promote sales.

1.3.
The purpose of participation in the exhibitions


This
the purpose of its achievement should be subordinated to
the goals of a lower level, in particular
implement the marketing. Last
are:



  • software
    effective product policies;


  • implementation
    efficient pricing policy;


  • software
    efficient policy distribution
    of goods;


  • implementation
    effective promotion policy.




The achievement of the formulated
goals can be achieved, if you will
the objectives of the lower level.
As such, for example,
to ensure effective product
policy, you can specify:



  • extension
    the assortment of the offered goods;


  • rating
    new products;


  • improvement
    the quality of produced goods;


  • repositioning
    product on the market.



What
for pricing,
ensure its effectiveness possible
purposes of participation in the exhibition can be:



  • definition
    the upper limit of the price of the goods;


  • definition
    the most appropriate level of service
    service;


  • adaptation
    methods of pricing policy used
    approaches to solving similar tasks
    competitors.



With
the point of view of improving
goods distribution the main objectives
participation in the exhibitions usually are:



  • search
    new trading partners;


  • rating
    the efficiency of the existing system
    distribution;


  • create
    and improvement activities
    retailers.




Those objectives are specified
and specified for each particular
exhibition. This, along with the listed
can be formulated and others
a more General goal. In particular, such
can be:



  • increase
    sales volumes in the short
    term;


  • the study
    competitors;


  • the study
    of goods;


  • presentation
    the company and its products;


  • extension
    the number of clients, etc.



From
the above goal participation
firms in each specific exhibition
can be very different. However
they should all be subject to the order
implementation of marketing, which in turn
the turn should be coordinated with
long, medium and
short-term goals activities
company.


2.
MONITORING AND EVALUATION AS ELEMENTS
MARKETING


SYSTEM
MANAGEMENT



Marketing control is
the systematic comparison of actual
and planned results of work
of the company to ensure its effective
entrepreneurship.



Marketing control needs
to be objective and be carried out in
sequence.
It is recommended to observe
the periodicity, to provide
a comprehensive study of these
problems.


2.2.
Types of control



Marketing control can
to enable comparison of actual and
planned results of the work in different
the areas of the company. however
most often the objects of control
are:



  • the volume
    sales;


  • value
    profit and loss;


  • separate
    the results of another production
    commercial activities;


  • reaction
    buyers for new products


  • implementation
    marketing.



With
given these objects of control
considered:



  • annual
    planned control;


  • control
    profit;


  • control
    efficiency;


  • strategic
    control.




The most important
marketing control belongs
annual planned
control.
The purpose of this
control is the establishment of deviations
actual results of production
– commercial activities of the company from
planned. These deviations
monitored weekly, monthly
and on a quarterly basis. Due to this
the control is carried out:



  • analysis
    sales;


  • analysis
    competitive position;


  • analysis
    the ratio between costs and volume
    sales;


  • financial
    analysis;


  • analysis
    the relationship of customers to the company and its
    goods.



3.
TEST



What are the participants personal
sales.



A. Salesman



B. Logist



V. Dealer



G. The Consignee



Answer:



Salesman – sales
mediator, circuit representative
trading firms, which on behalf
company looking for buyers of its goods,
offering them samples, advertising goods,
distributing catalogs.


From
the above data definition
concepts should be that party’s personal
sales is a salesman, i.e. the answer
A.



Conclusion.


Marketing
market research aimed at
the effective functioning and successful
the activity of the company is a
complex and multi-component program.
The program of this comprehensive study
depends on the characteristics of the goods (goods)
the nature of activity, magnitude
sales and in defining the conditions
which is the most
full satisfaction of demand of the population
in this type of goods (in this case
computer technology) and are
preconditions for effective marketing
products.

LIST
LITERATURE


1.
Marketing: The Textbook / Under
ed. Akulich I. L. – M.: Higher school, 2004.


2.
Marketing management:
Analysis, planning, implementation and control:
The textbook / Under the editorship of F. Kotler – SPB.:
Peter, 2005.


3.
Marketing: The Textbook / Under
ed Vasil’eva G. A. – M.: YUNITI-DANA,2005.


4.
Marketing: The Textbook / Under
edited by Romanova A. N. – M.: YUNITI-DANA, 1995.




  1. Kotler F. Marketing Menedzhment:
    Analysis, planning, implementation,
    control. SPb.: Peter, 2005.


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