A descriptive model of the trade-show budgeting decision process

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Abstract

Spending decisions for industrial trade shows are studied here. A discriminant analysis procedure identifies those factors that separate products that use trade shows from those that do not. The product category, fraction of sales made to order, industry sales level, importance of the product to the customer, and purchase frequency were found to be most instrumental. Another model evaluates the level of spending for products that use trade shows. The sales of the product and stage in the life cycle are shown to be most important in the budget-setting process. The potential use of these results for industrial communications and promotional planning and evaluation decisions is discussed.

Original languageEnglish (US)
Pages (from-to)25-29
Number of pages5
JournalIndustrial Marketing Management
Volume12
Issue number1
DOIs
StatePublished - Jan 1 1983

All Science Journal Classification (ASJC) codes

  • Marketing

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