| Abstract:
This paper aims to provide one of the very first empirical tests of the mediating role of trade show marketing processes on the relationship between effective factors and achieving the goals of the trade fair. The present research is applied in terms of purpose and is descriptive-survey correlational in terms of methodology. In this research, lots of data were collected distributing questionnaires among furnishing manufacturers trying to extend and sell their products in international exhibition in Qazvin. A final total of 223 exhibitors, from among 350 firms, fully completed the questionnaires. After obtaining the data through structural equation, they were analyzed using AMOS (v. 18). The results of this research showed that “ staff training” and “ management capabilities” were considered as the most important parameters influencing the exhibition-based processes. In addition, it was found that the ongoing processes on the exhibition site have significantly positive effects on the selling and nonselling objectives of the firms. At the end, this research has proposed suitable solutions on how to effectively and optimally use the affective factors on those processes and its effectiveness on achieving trade show goals in the business.
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