Exhibition as Marketing tool and its practices in Ethiopia; observations in Finfinnee (Addis Ababa) city

Daniel Tadesse Tulu

Abstract


The landscape of marketing has become changing and growing in this contemporary world where there are new and innovative types of aspects of doing business. Merely producing a product which has a unique feature in the market has no value unless it is properly promoted to the target market. Nowadays Exhibition has become a tool to promote organizational product and services. It is one of the oldest forms of promoting the sales of products. Trade shows and exhibition provide opportunities for face-to-face contact with prospects, enable new companies to create a viable customer base in a short period of time, and allow small and mid-size companies that may not be visited on a regular basis to become familiar with suppliers, customers and vendors. Currently, Exhibition is one of the promotion tool which is showing an advancement in Ethiopia. In addition to promoting products to the current and prospective target market exhibition has a potential to contribute to economy of the country. In Ethiopia when there is holiday or holiday is approaching there are always the micro and small scale enterprises, medium as well as large enterprises start selling their products on street or in exhibition center.

Keywords


Exhibition, Marketing, Finfinnee and promotion

References


Anna Cline ( 2012). The Evolving Role of the Exhibition and its Impact on Art and Culture. Trinity College Digital Repository, Senior Theses and Projects.

Bob Dallmeyer ( n.d). Successful exhibit marketing, the global association of the exhibition industry

Center for Exhibition Industry Research (CEIR) (2003), the Role and Value of Face-to-Face Interaction, CEIR, Chicago, IL

Dennis A. Pitta, Margit W. and Peter L.(2006). Integrating exhibit marketing. Journal of Consumer Marketing Volume 23 • Number 3• 156–166

Jörg B. and Simon D. (n.d). The Role of Exhibitions In The Marketing Mix. UFI, The Global Association ,of the Exhibition Industry University of Cooperative Education Ravensburg, Germany.

Maitland, I., (1997). How to Plan Exhibitions. 1 st Edition: London: Cassell.

Margarita Petrova,2014. Participation in Trade Shows as a Method of Improving Marketing Performance: Passenger Port Saint Petersburg Marine Façade Case.

Patten, D. (2001). Successful Marketing for the Small Business. 5th Edition: Kogan Page Ltd

Preston, C. (2012). Event marketing: how to successfully promote events, festivals, conventions, and expositions. Wiley.

Sasaka Peter S. (2012). The Effectiveness of Trade Shows and Exhibitions as Organizational Marketing Tool (Analysis of Selected Companies in Mombasa), International Journal of Business and Social Science Vol. 3 No. 22

Yeshin, T. (2006). Sales Promotion. London: Illustrated, Cengage Learning EMEA.

Internet sources

http://addisfortune.net/articles/huge-new-year-exhibition-hard-on-the-pocket/

http://www.marketingdonut.co.uk/marketing/exhibitions-and-events/exhibiting/how-to-make-business-exhibitions-work-for-you

Www. Business.qld.gov.au/business/running

www.economictimes.com

http://biz-tradeshows.blogspot.com/2009/08/advantages-and-disadvantages-of-trade.html




DOI: https://doi.org/10.11634/216817831504851

Refbacks

  • There are currently no refbacks.




International Journal of Developing Societies

ISSN 2168-1783 (Print)  ISSN 2168-1791 (Online)/ Copyright © 2012-2017 World Scholars, LLC, USA