A CHECK of the dictionaries finds them giving the word a very simple meaning – display, a presentation or a show. Exhibitions probably had their origin in bazaars or fairs of ancient days, where merchants got together at a square or open space to put up their wares obtained locally and from exotic places.

Today, exhibitions are an important part of the marketing mix. They are used as part of the marketing strategies of manufacturers and marketing organizations to sell goods and services to a domestic market or for the promotion and sale of capital goods and finished products to buyers from all corners of the world, thus facilitating cross-border trade. 

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More importantly, an exhibition must be regarded as a marketing tool that can have long-term beneficial effects for companies and/or entrepreneurs that wish to stay ahead of the competition and to maintain good customer relations.  This is because exhibitions are no longer places merely for buying and selling goods and services. 

They have become essential meeting places for the communication of new ideas and technologies, the exchange of information, the establishment of new contacts, as well as the reinforcement of existing business relationships.

No other marketing tool can offer the transparency of exhibitions where products are presented physically and in detail, complemented by direct customer contact. The showcases enable visitors to see products from as many prospective supplies as possible, inspect their products, obtain the latest information on them and make the price comparisons-all at one location.

Furthermore, participation in an exhibition allows the participating companies/MSMES to test the acceptance of their products in the market. 

All exhibitions and fairs are held for a specific duration and at intervals with various reasons and themes. There are two main categories of exhibitions: the consumer shows or fairs, and trade exhibitions. Consumer shows provide a central, focused area for consumers from a specific locality to visit and buy goods and services.

Transactions are made instantly either by cash or deferred payment, where goods are handed over the counter or are delivered according to an agreed schedule.

Trade exhibitions are basically with two categories: general trade shows where such events together with manufacturers and suppliers of a variety of industries, often offering equipment next to produce or processed food stall. The visitors or market catchments of such events usually merchants or manufacturers within the city, provincial or national boundary while specialized trade exhibitions are predominant in most developed countries and in an increasing number of developing countries. 

Their content is well defined and restricted to a specific industry or range of technology areas. The territorial coverage of the events and the origins of the participants determine the characteristics of such fairs. They may be divided into the following categories: international, regional and/or conference exhibitions.

Meanwhile, parts of the Panagbenga Festival are the Market Encounter and Session Road in Bloom on February 1-March 7 and March 1-7, 2010, respectively are events that fall under the general trade fair category. 

General fairs that feature carnival-like activities. Specific product fairs, such as fashion and accessories, furniture and furnishings, household goods and equipment, service agencies, processed foods and food fair, ornamental plants with beautiful flowers, indigenous products and many sorts are being displayed and for sale.

Enjoy and have fun this Panagbenga Festival. Visit the place at Burnham and have an encounter with your favorite manufacturers and suppliers!