Disconnect in trade show staffing: A comparison of exhibitor emphasis and attendee preferences

被引：6

作者：

Haon, Christophe ^{[1
]}

Sego, Trina ^{[2
]}

Drapeau, Nancy ^{[3
]}

Sarin, Shikhar ^{[4
]}

机构：

[1] ComUE IREGE Univ Savoie Mt Blanc, Univ Grenoble Alpes, Grenoble Ecole Management, Chambery, France

[2] Univ Waikato, Waikato Management Sch, Hamilton 3240, New Zealand

[3] Ctr Exhibit Ind Res, 12700 Pk Cent Dr,Suite 308, Dallas, TX 75251 USA

[4] Univ Waikato, Waikato Management Sch, Hamilton 3240, New Zealand

来源：

INDUSTRIAL MARKETING MANAGEMENT | 2020年 / 91卷

关键词：

Trade shows; Exhibitions; Business-to-business marketing; B2B Marketing; Promotions;

D O I：

10.1016/j.indmarman.2020.03.016

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This research explores how and whether staffing at trade shows by exhibitors is consistent with attendee preferences for staffing in this channel. Using secondary data from 9215 attendees and 885 exhibitors, we observe that relative to attendee preferences, exhibitors significantly understaff with technical personnel, while overstaffing with executive/upper management and sales/marketing personnel. Additional comparisons between attendees who are decision-makers vs. influencers in the purchase process, between attendees from different kinds of firms (B2B vs. B2C, large vs. small firms) and between attendees to trade shows that differ in geographic scope suggest that substantial inconsistencies persist between preferences of attendees and staffing by exhibitors.

引用

页码：581 / 595

页数：15

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