• Look at the notes about advantages of trade fairs. • Some information is missing. • You will hear part of a presentation by

Generally speaking, trade fairs offer the following advantages to exhibitors.
   The first advantage is concentration. The most effective method to sell or to promote a product is face-to-face. A good trade fair combines the advantages of personal selling and advertising. It brings together large numbers of buyers in one place, and provides the opportunity to present a sales message face-to-face, and to answer questions.
   The second advantage is product presentation. Trade fairs are often the most practical way for companies to actually show buyers their products, which can be important for closing a sale.
   The third one is chances of assessing buyer’s reaction. Trade fairs offer the opportunity for immediate "feed-back" from buyers or other members of the trade. The exhibitors can often find out immediately if his product is right for the market, or how it should be adapted to make it right.
   The next advantage is audience interest. Businessmen visit trade fairs because they are interested in seeing what is on offer. They tend to be more receptive to approaches from prospective new suppliers than they often are when they are sitting in their offices, pressed for time.
   Reaching the unknowns is another advantage of a trade fair. An important advantage of a trade fair is that they enable an exhibitor to meet people whom it would otherwise be difficult to meet.
   There is also the advantage of viewing the competition. Major trade fairs count among their exhibitors most of the important companies in their respective fields. Therefore, one of the advantages of attending such fairs is being able to study the products and some of the marketing techniques of the companies which are already successful in the market.
   The last advantage is group support. Usually, companies new to exporting, or to a particular export market, often feel more secure as part of a group of companies or trade associations than they would venturing into strange territory on their own. Because trade fairs, along with trade missions, are the primary means governments have for sponsoring group marketing activity, many companies find them a particularly attractive way to begin selling overseas.