III. Benefits of Exhibitions
B. Importance for Exhibiting Enterprises

Cluster II: “Communication-oriented relationship-managers”

• Aim their efforts primarily at implementing communication objectives
• Prefer international trade fairs that are accompanied by other events, all of which are informational in nature
• Aim to demonstrate their ability to solve problems
• Priority is given to analysis of protocols of conversation and structural composition
• They are strong adherents to Customer Relationship Management techniques (CRM)

Cluster III: “Competition-oriented representatives”

• Are only rarely concerned with specific goals
• Prefer a position within a heterogeneous group of exhibitors and most often participate in national and regional trade fairs
• Are willing to compete and watch rival activities closely, often adopting their tactics, especially stand design
• Success is measured in terms of visitor numbers

Cluster IV: “Hybrid exhibitors”

• Do not set extraordinary goals, although employee motivation as a goal is common
• Tend towards international trade shows because of their informational nature