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Research Article

JCR. 2020; 7(12): 1824-1836


USING A SYSTEMATIC APPROACH IN THE DEVELOPMENT OF METHODOLOGICAL PRICE FORMING TOOLS IN THE MARKETING OF EXHIBITION ACTIVITIES

Oksana N. Ulanovskaya, Viktor A. Osovtsev.

Abstract
The relevance of the study consists in the fact that the existing methods for determining the price of exhibition area do not take into account the peculiarities of current demand and competition in the market of exhibition services, which does not allow the organizers of the expo-events to reach the optimal price of exhibition space. In this regard, this article is aimed at the development of methodological tools for exhibition price forming, taking into account the demand of exhibitors and the competition of organizing companies. The working hypothesis of the study consists in the assumption that the market approach in exhibition price forming can be carried out by using the value of too high price, which prevents the formation of demand, it is called by the authors the “alternative price”. The leading method for the study of this problem is a systematic approach, which helps the authors to substantiate the economic and mathematical model of the optimal cost for the stand space. Depending on the quality of the expo-events, it is proposed to use the principles of benchmarking for establishing such price. The materials of the article are of practical value for the expo-organizing companies, which, basing on information about the optimal and current price of the exhibition space, can make a price decision, which allows to strengthen the competitive position and increase the profitability of the exhibitions.

Key words: optimal price of the exhibition area; alternative price; benchmarking; benchmark exhibition; integral performance index of the exhibition quality



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