The aim of the article. The article presents comparative analysis of exhibition and fair activities, reviews essence of such definitions as «exhibition» and «fair», generalizes and systematizes classification of different kinds of exhibitions, grounds expediency of application of this marketing communication tool when outputting industrial products into new sales markets. The results of the analysis. The article analyzes the exhibition activities as one of the current and future marketing communication tools of domestic enterprises. Examples of the largest exhibition centers in Ukraine in general, and in the Sumy region in particular are shown. The essence of the concept of «exhibition» and definition of «fair» are analysed. It is noted that the main difference between these measures is in their form (product demonstration, explanation of the features and operation of its production or sale of goods). It is indicated the appearance synthesized measures («sales exhibitions», «fairs») that share features of both types of events. An exhibition benefits for businesses as measures that outline the prospects of certain activities and is a kind of «window into the future». It is indicated that costs about a third of the budget for the communication exhibitions is economically feasible and effective. It is considered mission, goals and objectives of exhibitions. The comparative analysis of exhibition and fair activities, which have different and common features associated with unique capabilities informing different target audiences about competitive advantagesof certain producers, which allowed the application of the noted features exhibitions to domestic producers. It is proved that the task of removing domestic products to new markets (especially international), weak enterprises survive the economic crisis, a successful competition in the various markets, the increase in sales is impossible to realize without this tool of marketing communications. It is indicated that the frequency of exhibitions depends on the type of products that they are represented in the conditions of competition in the market. The overview and systematized classification of different kinds of exhibitions allows to note unique features and importance of them in promoting domestic producers to international markets. It is proved that the classification of these measures in only two grounds («status» and «in place of»), as defined in the Resolution of the Cabinet of Ministers «On improvement of exhibition and fair activity in Ukraine», restricts their understanding. The classification of the following grounds: «for the frequency of», «sources of financing», «topics», «on the instructions», «by the type of offer», «the target audience». Conclusions and directions of futher researches. Expediency of exhibiting is the derivation of industrial products to new markets. The basic stages of strategic media plan are analysed. A conventional media plan of enterprise participation in international exhibitions, the implementation of which will not only provide increased their sales volumes but also will increase the efficiency of Ukrainian economy as a whole. It is proved that increasing the participation of domestic producers in international exhibitions in other countries not only provides the increase of their sales, but also improves the efficiency of Ukrainian economy as a whole.
Keywords: exhibition, fair, industrial enterprise, industrial products, communication activity, market, sales
JEL Classification: L81, M31, O31.
Cite as: Bozhkova V. & Chykalova, A. (2015). Exhibition activity as effective tool of industrial products promoting into new sales markets. Marketing and Management of Innovations, 3, 11-19. https://doi.org/10.21272/mmi.2015.3-01
This work is licensed under a Creative Commons Attribution 4.0 International License