VI. Evaluation of Participation
A. Importance of Evaluation 57)

Controlling as a management task serves the check and command of the enterprise. Components are: Aim development, planning, realization, testing. The check of a participation in a trade show is part of the overall controlling process and will help: - To optimize the marketing mix of the enterprise; - To supervise the cost-benefit relations and - To check and optimize the effects caused by the trade show appearance. The measures and tests available help to check the trade show targets can be used during or after the show.