V. Trade Fair Participation
C. Exhibition Targets

To give an example for operational targets the following economic and psychographic targets are determined. If the Russian exhibitor (see chapter V. A "Selection Criteria") has already participated in the trade show Marmol in Valencia in 2004, the new targets could be determined as follows:

Economic targets

• To increase the number of visitors from 250 to 320 at the trade show Marmol 2005; responsible: Trade Show Department.
• To increase the number of orders from American customers (2004: 25; 2005: 40); responsible: Marketing Department.
• To increase the sales of additional services by 15% (2004 – 2005); responsible: Field Service.
• Reduction of trade show costs by 5% compared to last years trade show: responsible: Exhibition Team

Psychographic targets

• To improve the number of positive media publications by 15% from 35 to 40; responsible: Public Relations Team
• Increase of visitors share who recognize the companies brand four weeks after the show; today 25%, target 35%; responsible: Marketing Department, Marketing Agency, Market Research Team.