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Le fiere rappresentano un tassello fondamentale nel marketing di un’azienda, specie se di medio-piccole dimensioni. Esse consentono di concentrare gli ordini alle imprese produttrici e ridurre quindi gli effetti negativi sia della stagionalità delle vendite sia del gap tra le limitate disponibilità finanziarie delle imprese minori e la massa critica minima necessaria per poter esportare.

La Fiera offre le opportunità del mercato globale alle piccole-medie imprese altrimenti inaccessibile per l’elevatezza dei costi e dei rischi. Lo strumento Fiera consente poi di stabilire una relazione diretta tra produttori (espositori) ed utilizzatori (operatori) senza alcuna intermediazione.

Di fatto la fiera in questo ruolo si pone nella veste di intermediario commerciale a basso costo-contatto. E' il luogo ideale per la proliferazione di idee e progetti grazie all’attività convegnistica che accompagna ogni manifestazione e che facilita le relazioni tra gli addetti al settore.

Il sistema-fiera facilita poi per la sua stessa natura la creazione o l’ampliamento di alleanze di reti di imprese di istituzioni, fornitori, distributori ed in generale partner di business.

Conseguenze immediate di ciò sono il rafforzamento dell’immagine delle aziende, la personalizzazione delle relazioni e la garanzia di un accesso immediato, quasi "sul campo", da parte degli operatori alle informazioni sul prodotto.

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