Taiwan¡¦s economy is a typical island economy. Its charactericts includes lack of natural resources and relying on international trade. Attending trade show is an important international marketing activity for Taiwanese companiese. Since trade show is important and its cost is not low, how to evaluate its cost-effect becomes a critical issue. To evaluate cost-effect of attending a trade show, we observed pre-show, at-show, and after-show activies of a company and evaluate its trade show cost-effect.
The company¡¦s pre-show activities includes informing its customers and potential customers of the trade show. At-show activities include introducing its company and products and increasing its visitors¡¦ awareness. After-show activities include the follow up after the trade show. After using six methods to evaluate trade show cost-effect, we suggest the company should train its resperantives to identify real potential buyers. In addition, the marketing plan of year (or years) and the goals of trade show should be set. In that case, it could improve its cost-effect. If the company could evaluate and review all the trade shows attended, it could improve its cost-effect further.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0804107-105009 |
| Date | 04 August 2007 |
| Creators | Tu, Yu-lin |
| Contributors | Chau-Jung Kuo, David Shyu, Miao-Ling Chen |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0804107-105009 |
| Rights | withheld, Copyright information available at source archive |
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