V. Trade Fair Participation
A. Selection Criteria

The following chart shows a hypothetic example for choosing the right trade fair. Background: A Russian exhibitor (e.g. a producer of natural stones, see case study 2) intends to open the European market. Follow the explanation on the next slide.

 
Alternatives
Appropriate trade fair Verona, Italy MARMOMACC Valencia, Spain,MARMOL Nuremberg Stone+tec Brussels, Belgium, Batisbouw
 
Weight
w
Points
p
Product
w x p
Points
p
Product
w x p
Points
p
Product
w x p
Points
p
Product
w x p
Criteria  i                  
Target group
28
5
140
7
196
4
112
4
112
Significance of trade show for market
21
6
126
8
168
4
84
4
84
Quota of trade
19
7
133
6
114
5
95
3
57
Booth costs
11
6
66
8
88
4
44
2
22
Catchment area of trade fair
15
7
105
6
90
5
75
4
60
Recurrence (of the trade fair)
6
5
30
7
42
7
42
7
42
Total

100

      

600

  

698

  

452

  

377
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