What Do the Exhibitors Think—A PERSONAL SELLING PERSPECTIVE【外文翻译】.doc

1、1本科毕业论文外文翻译外文文献译文标题展览参展商的参展诉求基于营销角度的透视分析资料来源JOUNALOFBUSINESS5大大增加）用来表明受访者选择贸易展的12个特点。可能发生的变化分为三种类型，分别为（1）参展商的特征（质量和数量）（2）展会的特点（展会持续时间，展位面积，展位位置等）（3）公司的具体特点（高级管理人员的支持，展前计划，预算分配，展位人员配备，参展人员培训，参展目标设置和绩效评估）在贸易展览会的营销过程中，关于这些变化的潜在影响通过询问受访者以下问题来进行统计“以下25个选项中的你认为哪些对贸易会的的营销过程有影响”以下六个方面为受访者选择最多的潜在客户/数量（跟进确定是否

2、有机会成为新的联系客户），调查需求（包括该公司及其产品是否满足客户的需求），销售（一对一销售），提供服务（通过提供技术支持确保客户满意度，安排投资等），搜集情报（关注竞争对手的活动）和维护声誉（建立客户关系）（VYAKARNA1987）。一个五点量表用来统计这些数据（0没有影响4极其有效）。结果分别对这12个因素进行平均值和标准层的统计。受访者表示，展览可以提高观众的质量，观众的数量，和展会绩效评估。他们建议适当增加展前计划和展览目的设定，高级管理层的支持，展会的预算，展位大小，展位人员的培训，展台工作人员和参展商数目，没有结果表明人们关注展览会的持续时间。探讨在这项关于展览会的改进和这些改进

3、对于销售过程中的影响的调研中，有好几个问题值得探讨。一般来说，参展商认为，提升展会的影响力对于展会来3讲是必要的。具体来说，就是认为提升展会效果，可以通过观众的特点（更多，更好的质量）和公司具体的特点（贸展会绩效评估）进行提升。有趣的是，有文献支持这一结论。首先，参展观众的质量和数量是制定展会决策最重要的标准（法利亚和DICKINSON，1985）。主办单位必须努力在这方面不断改进。其次，展会绩效评估毫无疑问对于不少企业来说都非常缺乏（BONOMA，1983KITZING，1991）。这些或许可以解释为什么有人反对将展览会作为一种可行的营销工具。最后，本研究的结果表明了一些其他的关于展会调研的

4、结果。除了通过检测展会范围的提升（即区域，国家，国际），类似的基于参展商感知的研究对全方位服务的展会（那些强调展前展后销售活动的展会）和有限展览会（哪些主要建立销售客户关系和信息交流的展会）进行比较。进一步的研究可能还基于行业的视角对贸易展的改进及其对营销过程影响的探讨。我们的研究结果仅涉及某一行业的贸易展，并基于销售人员的视角展开研究，如果我们要更全面评估展会销售的成效，大量的后续研究是必要的。浙江万里学院商学院外文文献原文4外文文献原文TITLETRADESHOWSWHATDOTHEEXHIBITORSTHINKAPERSONALSELLINGPERSPECTIVEMATERIALSOUR

5、CEJOUNALOFBUSINESSSOCIALIZINGISCONSIDEREDTOBEHENORMATTRADESHOWSSKOLNIK,1987INANEFFORTTOCOUNTERACTTHISSENTIMENT,ASSESSMENTOFTRADESHOWSSHOULDCONSIDERHEACCOMPLISHMENTOFTHEPERSONALSELLINGCOMPONENTSANDPOSSIBLEWAYSTOIMPROVESELLINGEFFECTIVENESSATTHESEEVENTSUNFORTUNATELY,VERYLITTLEWORKISORIENTEDINHISDIRECTI

6、ONASACOMPONENTOFTHEPROMOTIONALMIX,TRADESHOWSAREAVERYIMPORTANTVEHICLEFORMARKETERSTHESEEVENTSACCOUNTFOR2225PERCENTOFTHETYPICALUSBUSINESSMARKETPROMOTIONALBUDGET,SECONDONLYTOPERSONALSELLINGANDAHEADOFPRINTADVERTISINGANDDIRECTMAILMILLIONSOFDOLLARSARESPENTANNUALLYONTHESEEVENTSINNORTHAMERICATHISFIGUREISEVEN

7、GREATERWHENONECONSIDERSSPENDINGBYUSCORPORATIONSFORTRADESHOWSOVERSEASWITHTHEGROWTHOFTHEEUROPEAN浙江万里学院商学院外文文献原文5COMMUNITYANDTHEEMERGENCEOFEASTERNEUROPE,TRADESHOWSABROADAREBECOMINGINCREASINGLYIMPORTANTASAMEANSFORBUSINESSEXPANSIONSZATHMARY,1991。METHODOLOGYINORDERTOEXAMINEPERCEPTIONSOFPOSSIBLETRADESHOWIM

8、PROVEMENTS,ACCESSTOANINDUSTRIALREGIONALTRADEEXHIBITIONWASOBTAINEDTHISTRADESHOW,HELDINAMIDSIZEDSOUTHWESTAMERICANCITY,ISANANNUALTWODAYEVENTFORTECHNICALPERSONNELINTHEOILANDGASINDUSTRYOVER100EXHIBITINGFIRMSPARTICIPATEINTHISAFFAIRAMODIFIEDDROPOFF,PICKUPFORMATWASEMPLOYEDTOCOLLECTDATAEXHIBITORSWEREPROVIDED

9、WITHPRENOTIFICATIONOFTHERESEARCHEFFORTDURINGREGISTRATIONPROCEDURESONDAYONEOFTHEEXHIBITIONINDIVIDUALSWEREINFORMEDTHATREPRESENTATIVESFROMAMAJORSOUTHEASTERNUNIVERSITYWOULDBEINATTENDANCETHEFOLLOWINGDAYTODISTRIBUTEANDCOLLECTAQUESTIONNAIRECONCERNINGTRADESHOWEFFECTIVENESSONDAYTWOOFTHETRADESHOW,QUESTIONNAIR

10、ESWERECIRCULATEDTOEXHIBITORSBEFORETHEOPENINGOFTHETRADEFLOORTOTHEGENERALPUBLICRESPONSESWERECOLLECTEDPRIORTOTHECONCLUSIONOFTHEEVENTEIGHTYOFTHE202EXHIBITORSINATTENDANCECOMPLETEDTHERESEARCHINSTRUMENTFORARESPONSERATEOF396PERCENTADEMOGRAPHICPROFILEOFRESPONDENTSSHOWEDTHATTHETYPICALEXHIBITORWAS38YEARSINAGEA

11、NDHADWORKEDFORTHEIRPRESENTEMPLOYERFORFIVEYEARSEMPLOYERSWEREMIDSIZEDFIRMSRANGINGFROM100TO500PERSONNELTHEAVERAGERESPONDENTWASRESPONSIBLEFORAREGIONALSALESTERRITORYASOPPOSEDTOSTATEORNATIONALINDIVIDUALSHADEXHIBITEDATANAVERAGEOFFOURREGIONALTRADESHOWSINTHEPREVIOUS12MONTHPERIODTHEYALSOINDICATEDTHATTHEYWEREA

12、CTIVELYINVOLVEDWITHCLIENTSPRIORTOTHESALEOFPRODUCTS,ASOPPOSEDTOACTUALSELLINGORAFTERSALESSERVICETHISSUGGESTSTHATTHESEPARTICIPANTSWEREOFTHEMISSIONARYSELLERORTRADESELLERTYPE。THEQUESTIONNAIRECOMPLETEDBYTRADESHOWEXHIBITORSASKEDRESPONDENTSTOCONSIDERTWOISSUESPOSSIBLEAREASTOCHANGEABOUTTRADESHOWSANDTHEIMPACTO

13、FTHESECHANGESONTHEPERSONALSELLINGPROCESSWITHRESPECTTOPOSSIBLETRADESHOWCHANGES,INDIVIDUALSWEREASKEDTHEQUESTION“GIVENYOUREXPERIENCEWITHTRADE浙江万里学院商学院外文文献原文6SHOWS,WHICHOFTHEFOLLOWINGCHANGESWOULDYOUMAKETOTHESEEVENTSINORDERTOINCREASETHEIREFFECTIVENESSFORYOURPARTICULARPOSITION“USINGAFIVEPOINTSCALE1GREATLY

14、DECREASE5GREATLYINCREASERESPONDENTSWEREENCOURAGEDTOINDICATETHEIRSELECTIONFOR12TRADESHOWCHARACTERISTICSTHESEPOSSIBLEAREASTOCHANGECONCERNINGTRADEFAIRSWEREGENERATEDTHROUGHTWOSOURCESAREVIEWOFTHELITERATUREANDDISCUSSIONSWITHMEMBERSOFTHETRADESHOWORGANIZINGCOMMITTEEPOSSIBLECHANGESGENERATEDWEREOFTHREETYPES1A

15、TTENDEECHARACTERISTICSQUALITYANDQUANTITY2EVENTCHARACTERISTICSEVENTLENGTH,BOOTHSIZE,BOOTHLOCATIONAND3FIRMSPECIFICCHARACTERISTICSSENIORMANAGEMENTSUPPORT,PRETRADESHOWPLANNING,BUDGETALLOCATION,BOOTHSTAFFING,TRAINING,GOALSETTING,ANDRESULTSMEASUREMENTTHEPOTENTIALIMPACTOFTHESECHANGESONTHEPERSONALSELLINGPRO

16、CESSATTRADESHOWSWASEXAMINEDBYASKINGRESPONDENTS“WHATIMPACTWOULDTHESECHANGESTHATYOUHAVEINDICATEDHAVEONTHEEFFECTIVENESSOFTRADESHOWSINTHEFOLLOWINGAREAS“THE25ITEM“PERSONALSELLINGPROCESSSCALE“OHARA,1993WASUSEDTOGATHERDATAFORPARTOFTHISSTUDYTHISSCALEWASGENERATEDINLIGHTOFSIXSPECIFICFUNCTIONSORDIMENSIONSTHATS

17、ALESPEOPLEUNDERTAKEPROSPECTING/QUALIFYINGFOLLOWINGUPONLEADSBYDETERMININGTHESUITABILITYOFTHESENEWCONTACTS,NEEDDISCOVERYINTRODUCINGTHECOMPANYANDITSPRODUCTSANDIDENTIFYINGTHENEEDSOFCUSTOMERS,SELLINGCLOSINGTHESALE,PROVIDINGSERVICEENSURINGCUSTOMERSATISFACTIONTHROUGHTECHNICALASSISTANCE,ARRANGINGFINANCING,E

18、TC,INTELLIGENCEGATHERINGOBSERVINGTHEACTIVITYOFCOMPETITORSANDMAINTAININGGOODWILLBUILDINGRAPPORTWITHCLIENTSVYAKARNA1987AFIVEPOINTSCALEWASUSEDFORRESPONSES0NOCHANGE4EXTREMELYMOREEFFECTIVERESULTSMEANSANDSTANDARDDEVIATIONSWEREGENERATEDFOREACHOFTHE12CHANGESEXAMINEDINTHISSTUDYASTABLEIDEMONSTRATES,RESPONDENT

19、SINDICATEDTHATTHEEFFECTIVENESSOFTRADESHOWSCOULDBEIMPROVEDGIVENASLIGHTINCREASEINATTENDEEQUALITY,ATTENDEEQUANTITY,ANDTRADESHOWRESULTSMEASUREMENTTHEYSUGGESTED浙江万里学院商学院外文文献原文7SMALLERINCREASESFORPRETRADESHOWPLANNING,TRADESHOWGOALSETTING,SENIORMANAGEMENTSUPPORT,TRADESHOWBUDGETS,BOOTHSIZE,BOOTHPERSONNELTRA

20、INING,BOOTHSTAFFING,ANDTHENUMBEROFEXHIBITORSNOCHANGEWASINDICATEDCONCERNINGTHELENGTHINDAYSOFTRADESHOWSDISCUSSIONTHEREARESEVERALPOINTSWORTHDISCUSSINGASARESULTOFHAVINGCONDUCTEDTHISEXPLORATORYSTUDYONTRADESHOWCHANGESANDTHEIRIMPACTONTHEPERSONALSELLINGPROCESSGENERALLY,EXHIBITORSBELIEVETHATIMPROVEMENTSINCRE

21、ASESINEFFORTARENECESSARYWITHRESPECTTOTRADESHOWSSPECIFICALLY,ITISFELTTHATTRADESHOWEFFECTIVENESSCANBEIMPROVEDBYADDRESSINGTHEAREASOFATTENDEECHARACTERISTICSMOREANDBETTERQUALITYANDFIRMSPECIFICCHARACTERISTICSTRADESHOWRESULTSMEASUREMENTINTERESTINGLY,THELITERATURESUPPORTSTHISFINDINGFIRST,AUDIENQUALITYANDQUA

22、NTITYTENDSTOBETHEMOSTIMPORTANTCRITERIAFORTRADESHOWSELECTIONFARIAANDDICKINSON,1985ORGANIZERSANEXHIBITORSMUSTSTRIVECONSTANTLYFORIMPROVEMENTSINTHISAREASECOND,THEMEASUREMENTOFTRADESHOWRESULTSISANAREWHICHADMITTEDLYISLACKINGWITHINSEVERALCORPORATIONSBONOMA,1983KITZING,1991THISMAYACCOUNTFOROPPOSITIONTOWARDT

23、HETRADESHOWASAVIABLEMARKETINGTOOLFINALLY,THEFINDINGSOFTHISSTUDYSUGGESTOTHEROPPORTUNITIESFORTRADESHOWINVESTIGATORSINADDITIONTOEXAMININGTRADESHOWIMPROVEMENTSBYSCOPEOFTHEEVENTIEREGIONAL,NATIONAL,INTERNATIONAL,ASIMILARSTUDYMIGHTBECONDUCTEDWHICHCOMPARESEXHIBITORSPERCEPTIONSATFULLSERVICETRADESHOWSTHOSEWHI

24、CHEMPHASIZEPREANDPOSTSELLINGACTIVITIESTOLIMITEDSERVICETRADESHOWSTHOSEWHICHHIGHLIGHTESTABLISHINGCUSTOMERRELATIONSANDINFORMATIONEXCHANGEASOPPOSEDTOSELLINGFURTHERSTUDIESMIGHTALSOINVESTIGATETRADESHOWIMPROVEMENTSANDTHEIRIMPACTONPERSONALSELLINGBYINDUSTRYTYPEASTHERESULTSOFOURSTUDYRELATETOPERCEPTIONSOFSALESPEOPLEINONEINDUSTRYATONETYPEOFTRADESHOW,MUCHFOLLOWUPWORKISNECESSARYIFWEARETOASSESSSALESFORCEEFFECTIVENESSMORECOMPLETELY