THE EFFECTIVE FACTORS IN INTERNATIONAL TRADE FAIRS "AN ANALYTICAL STUDY ON THE FOOD SECTOR IN JORDAN

Dr. Ma'en Abdel Rahim Juwaihan 1 and Dr. Abdulbaset Hasouneh 1. Assistant Professor Faculty of law Commercial law Petra University Jordan. 2. Associate professor Department of Marketing Freelancer Switzerland. ...................................................................................................................... Manuscript Info Abstract ......................... ........................................................................ Manuscript History Received: 05 June 2020 Final Accepted: 10 July 2020 Published: August 2020


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Assumes that there is stability achieved by the export companies due to the participation of international trade fairs during the years (2017, 2018, and 2019).

Methodology of the study:-The Study Population:
The study population was limited with food sector in Jordan, where was identified to include all Jordanian companies which took part in the international trade fairs through the Export Development Corporation and commercial centers of Jordan (JEDCO) for the years 2017, 2018 and 2019, which is 74 companies.

The study sample:
Have been distributed the study questionnaire by e-mail and fax to the heads of marketing and export to fill it, were also follow him by telephone calls for encourage them to respond. The total number of companies that responded on questionnaire (12) company, and which were subject to analysis, so the ratio of the sample population of the study will be 16%.

The study method:
This study is based in the method of their approach on descriptive analytical field, and based on the following sources to gather the information: 1. Primary sources: through the collection of data and information from the population of the study by questionnaire for the purposes of this study. 2. Secondary Sources: The books, annual reports, and official documents.
The questionnaire is including four main parts, the first three parts are designed according to the "Likert scale", where the first part relates with level of importance for objectives of participation in international trade fairs and devoted for it (14) closed question, and the second part specialize in evaluate the performance of their objectives for the participatory process, and has the (14) closed question, and the third part about the problems and difficulties faced by companies as a result of participation, which follow this section with a open question in order to find out other problems not included in the view of these companies, and the fourth part concerns with statement in the proportion of total exports for the participating companies in international fairs, and then indicate the ratio of exports achieved by international fairs for the exported of company's during the years (2017, 2018, 2019).

The importance of international marketing for Jordan:
The end of World War II to put an end to the conflict between the various countries in order to control the markets for the benefit of one party. And subsequently emerged a new philosophy of international marketing, nature should benefit all parties in international exchanges -the exporter and importer -and Jordan produced many goods such as phosphates, potash, and others. So that the export should be encouraged to Jordanian products and gain a clear and positive of the Jordanian economy by attracting foreign currencies on the one hand and by running a lot of the local workforce in the export operations on the other.
The resulting export promotion policies to provide sustained resources for capital investments as well as raise the standard of living for Jordanian citizens because the growth and expansion of export markets for Jordanian industries, which will widen the base load of fixed costs, resulting in lower overall the costs and which provides opportunities for decision-makers to impose lower prices and thus potential development, investing and so on. As for the import can be followed as a way to collect the value of exports and encourage the demand in the international markets on one hand. Aside from providing the opportunity to get some goods at a cost cheaper than locally produced in a country like Jordan, weak resources.

About the Export Development Corporation and commercial centers of Jordan (Jedco):
Established in 1972 as an independent institution about the Ministry of Industry and Commerce to implement the government's policy of trade agreements and protocols with other countries in addition to activating the national exports, In 1992, the Corporation Law was amended to become the institutional framework for the development of national exports and to promote its products to international quality standards and competitiveness in overseas markets and strengthen its presence in traditional markets and non-traditional, and penetrate the global markets to participate in the design and planning of local industrial policies in addition to providing the information about the local industries and foreign markets. Is characterized by the institution adopting a set of national objectives for the implementation of the strategy for the development of exports, and constitute a link between the efforts of public 4 and private sectors to raise the efficiency of national industry and adjustment disorder in the balance of payments. The foundation is achieving these goals through a variety of mechanisms: the development of national exports and the Jordanian foreign trade centers, the implementation of trade protocols, the establishment of foreign exhibitions, studies of markets, providing information on, hold seminars and specialized workshops, and collaboration with development institutions, international trade, where this work mechanism in four artistic circles in the organization for the development of Jordanian products through joint cooperation of the Export Development Department in collaboration with the Center for research to identify the problems of industrial exporters through field survey of plants and taking information from them, which result in the identification of problems facing the Jordanian goods and how to solve The role of the promotion to view high-quality products and compete in traditional markets and non-conventional supported the work of the International Cooperation Department, offering to manufacturers protocols and conventions by which facilitates access to new markets and competition as well as its relations with international organizations.
For the fairs which held and participating by institution; there is a section of the Promotion Department and commercial centers of the Foundation, which the administration and organization of foreign fairs because of its effective means to promote national products and make them known in foreign markets to increase exports of Jordan, which it is organized to-face meeting between the Jordanian source and foreign importer, identify the foreign markets, study and know the opportunities available to the best exit strategy for the promotion of his product in the market held by these fairs.

"Evaluation the participation of Jordanian companies in international trade fairs"
This chapter contains the results of analysis the questionnaire of study, in addition the determinants of the study and then test the validity of assumptions.

The results of the first part from the questionnaire:
Analysis results showed the first part of the questionnaire to measure the degree of importance to the objectives of participation.
That all the targets which relate with collection the information has received important degree (4.25) by the study sample, which was met the objective of know the size of the marketing opportunities for a greater importance to the goals of information gathering, where is (4.4), followed by a goal of collecting information on competitors that have reached the degree of importance (4.3), followed by the goal of know the extent of public acceptance for new product class (4.2), then the goal of a field study on the degree of external market (4.1).
The targets relating with sales of the importance of degree received (4.2), which was the goal of direct sales and deals degree of importance (4.5) which is very important, This is the most important goals for all involved, followed by the objective of strengthening the relationship with older buyers degree (4.1), then the objective definition of newly produced goods degree (4.0).
The objectives of promotion and communication were the degree of importance (4.0), where it was the most important goal of establishing relationships with new buyers and the degree (4.2), followed by a goal of bringing the company's abilities and the statement of its position in foreign markets and the degree (4.1), followed by the goal of creating loyalty to products company and the degree (3.9), then the goal of creating a good impression on the public image of the company and the degree (3.8).
Other targets received the same degree of importance to the goals of promoting communication and a degree (4.0), where he was the most important goal of access to new ideas and a degree (4.2), followed by the goal of supporting agents or distributors abroad and the degree of (3.9), then the goal of improving the performance of sales staff and the degree (3.8).
No .  The results of the second part from the questionnaire: Analysis results showed the second part of the questionnaire to measure the degree of company performance to the objectives of participation.
That the targets for the collection of information was the level of performance (3.0) the average, where the degree of level for performance to the goal of a field study about the foreign market and the objective of gathering information about competitors and see how public acceptance of new product (3.1), while the degree of level the performance to the goal of knowledge the size of the marketing opportunities (2.8).
The targets relating with sales the level of performance (2.9) the average, where the degree of level the performance to the goal of the newly produced goods (3.1) and the goal of direct sales and deals (3.0), while the degree of level the performance to the goal of knowledge the strengthen of relationship with old buyers ( 2.7).
The targets related to the promotion and communication was the level of their performance (3.2) the average, where the degree of level of performance to the goal of establishing relationships with new buyers and plans a good impression on the image of the company and view the company's capabilities and the statement of its position in foreign markets (3.0), while the degree of level of performance to the goal of create loyalty to the company's products (2.9).
Other targets the degree of their performance (3.0) the average, where the degree of performance for the goal of obtaining new ideas (3.4) and the objective of improving the performance of sales staff (2.9), while the degree of performance for the purpose of strengthening agents or distributors abroad (2.8).
No .  Comparisons between the results of first part "measuring the degree of importance", and the results of second part "measuring the performance of targets for participation in international trade fairs": See the figure of 3.

Questions
We note from the figure "3", that the goals, which carry numbers (1,2,4,7,9,10,11,12). Located in the area (Maintained to perform of work well), while the goals that carry numbers "3, 5, 6, 8, 13, 14" located in the area (Attempt to improve).   11. View the company abilities in foreign markets. 12. Access to new ideas. 13. Support the agents or distributors abroad. 14. Improve the performance of sales staff.
The results of the third part from the questionnaire: Showed the results of analysis part III of the questionnaire which related with frequency of problems and difficulties faced the companies by process of participation: The problems related with managing and evaluating the effectiveness of fair Where the degree of frequency (3.4) which sometimes (see Figure "4"), where the frequency of lack the expertise in fair management (3.7) often, and the difficulty of assessing the effectiveness of fairs for the costs (3.6) often , and the difficulty of assessing the fair as a way of promotion compared to other promotional methods (3.5) often, while the frequency of lack of awareness of the marketing staff with the skills to convince the public (2.7) times.
As to the problems of fairs and organized Where the degree of frequency    Figure 5:-Study Limitations: The difficulties were faced the researcher in conducting this study, the following things: 1. Do not fill the questioner of search by most companies of community study. 2. Lack of secondary data for the literature study and about companies that's target for this study, as well as the lack of data for the initial population of study. 3. Lack of objectivity when you answer the Part of IV, which measures the ratio of exports which achieved by companies due to their participation in international trade fairs in comparison to the overall total exports. This is due to the confidentiality of information and personality from the point of view. 4. Narrow time of period for this study.
Test the validity of assumptions: The first hypothesis: The first assumption is not achieved concerning the importance of objectives for participation, where the study was shown the goal of knowing the size of marketing opportunities, and the goal of direct sales, and deals throwing a high degree of importance compared with other goals, but the overall result for all the objectives of participation lies in the degree of (4.1) which is important.

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The second assumption: The second assumption is not achieved the scale of performance the companies in achieving the goals of participation, where the performance rating for overall goals of participation (3.1) which is average.

The third assumption:
The third hypothesis is not achieved concerning with problems and difficulties which faced the companies as a result for participatory process, was found that the degree of frequency for each of problems related for managing and evaluating the effectiveness of fairs, the high cost of participation was often, as for the frequency of other problems was sometimes.

The fourth hypothesis:
The fourth hypothesis is not achieved regarding the fixed of exports which achieved as a result to the participatory process during the years (2006, 2007 and 2008), where the study proved that there is a steady increase of exports achieved as a result for participation in the international trade fairs where they were in 2006 (39.4%) and in 2007 (45.6%) and in 2008 (48%).

Conclusions:-
Reference to the results of analysis the previous data which show that all the objectives mentioned in the questionnaire has received a high degree of importance specially the targets for direct sales, deals, know the marketing opportunities and establish the relationships with new buyers, and get new ideas, while the level of performance with achieving these goals average.
Also the results of analysis showed that all the problems faced due the participation in international trade fairs the degree of repetition (sometimes), with the exception of problems related to managing and evaluating the effectiveness of fairs, and the problem of high costs of participation in international fairs which show the degree of repetition (often).