III. Benefits of Exhibitions
B. Importance for Exhibiting Enterprises

The following cluster analysis of exhibitors shows that there are various approaches, objectives and priorities which determine different types of exhibitors:28)

• Cluster I: “Hard sell exhibitors”
• Cluster II: “Communication-oriented relationship-managers”
• Cluster III: “Competition-oriented representatives”
• Cluster IV: “Hybrid exhibitors”
• Cluster V: “Ambitious regional exhibitor”

Cluster I: “Hard sell exhibitors”
This group of exhibitors

• is completely focused on meeting targets
• prefers specialist trade shows with a homogenous group of exhibitors, where direct selling is common
• includes goals achieving a set turnover, as well as remaining within the budget, especially in comparison to participation in other events
• The larger the company, the higher the tendency to monitor the competitors