V. Trade Fair Participation
A. Selection Criteria

1. Types of trade fairs
    - National or international exhibitions
    - Consumer show or trade show

• In order to use trade fairs efficiently as part of the marketing mix, it is necessary to be selective. The type of exhibition - national or international, consumer or trade show - will be a first criterion to decide if the company's marketing strategy and objectives can be achieved.
• If the company is not interested in international customers you should select exhibitions in which national exhibitors take part and where domestic visitors are expected.
• Considering the different type of visitors consumer and trade shows should be differentiated. Consumer shows are primarily for direct selling, while trade shows serve to develop relations with customers and clients. At trade shows purchasing decision may be made after the event.