Exhibitions as an effective
tool of marketing communications.
Soloviova-Rumyantseva Aleksandra, 3rd year student,
Faculty of Agricultural Management
Scientific director: Senior lecturer Mykhailo Lulko
The modern concept of
marketing based on knowledge of consumer demand and changes in the future, and
the special importance of trade fairs and exhibitions.
Unlike other marketing tools,
the advantage of trade shows is direct communication and live contact with the
goods and service. They create the preconditions for the so-called chance
encounters, provide an immediacy of communication, offer products in their
natural form, provide the buyer the opportunity to compare homogeneous products
for the commercial terms of sale, quality, price; facilitate the exchange of
information, in particular on new developments in science and technology.
The exhibition has helped to
enhance the credibility of agricultural enterprises to gain experience and
professional contacts, increase skills of workers and to intensify their
efforts to improve their business activities, to protect against erroneous
decisions and actions, to shape public opinion about the company and the
participant.
The best example in Ukraine is
the international exhibition of agricultural machinery and equipment “InterAGRO”.
Most of the participants of the exhibition “InterAGRO” are the manufacturers of
agricultural machinery and equipment that is more in keeping with the standards
of the world's largest agro-industrial exhibitions.
The exhibition presents the
latest achievements and innovations of the world and domestic machinery for the
agricultural sector, agricultural equipment for repair and service, spare
parts, technologies of precision agriculture and agro-climate. The exhibition
includes different business events, the subject of which formed in accordance
with the actual problems of agricultural sector, taking into account the latest
world trends in the industry. The participants of the international
conferences, seminars, round tables will be able to navigate the maelstrom of
innovations in the industry, to understand the direction of market development.
Since 1895, New Holland has
been developing solutions that improve the efficiency of agriculture and its
performance with available technologies. In 2006 began using a strategy of Clean
Energy Leader (Leadership in developing clean energy) for the active promotion
of renewable fuels, reducing the toxicity of engine technology and
environmentally sustainable agriculture. New Holland has created the widest
agricultural equipment range in the world, serving the needs of all markets and
customers.
This company has
considerable experience of participation in such activities, and through
effective use of marketing strategies and the quality and creative preparation
for participation, achieve good results and always makes visitors to stay
permanently at their stand. New Holland has always been famous for their
high-quality approach in preparations for each event. They are not only presenting their equipment
during the exhibitions, but also positioning the basic values of the brand –
innovative, dynamic and smart global leader.
Due to such exhibition events,
the most competitive products of home and foreign producers come to the
internal market of country, considerable part of export potential also formed,
and that is why industrial enterprises examine exhibition events as most
effective method of advancement of products, perhaps the only way to enter
foreign markets.
List of references:
1. Research and development
of the design-ergonomic methodology of information support of exhibition
activities [Text]: research report / NID hands. Semkin, V. V. – K., 1999. – 132
p. Il.
2. About measures for
improvement of the exhibition activity in Ukraine: the decree of the President
of Ukraine of 30 October 1996 No. 1015/96 (as amended from 12.02.2006) //
www.rada.gov.ua.
3. Arsovska, Marina, the
Problem of estimation of efficiency of exhibition activity // Marketing and
advertising. - 2006. - No. 1. - C. 53-57