1、实用商务英语听说第三册Unit 1 On the trade fairAimsTo listen and understand the operation of trade fairTo practice listening for specific information about trade fairTo practice listening for general ideasAims ContentsPart I.Warm-Up Part II Preparations for Trade FairsPart III Performance on Trade FairsPart IV
2、Assessment after Trade FairsContentsA trade fair is an exhibition organized so that companies in a specific industry can showcase and demonstrate their new products and services.Trade fairs often involve a considerable marketing investment by participating companies.Generally speaking,trade fairs ar
3、e not open to the public and can only be attended by company representatives and members of the press.SituationPart I.Warm-UpTask 1:Work with your partner and discuss the following questions.1.Generally,trade fair,or trade show,is divided into Public or Trade Only.Do you know the difference between
4、these two kinds of trade fairs?2.Have you ever participate in some trade fairs?Can you name some?Reference:12Trade shows can be categorized into three major groups;industry trade shows,consumer trade shows and trade shows that cater to both industries and consumers.Trade shows are also known as Expo
5、s.Industry trade shows are usually closed to the public,and consumer trade shows are organized to provide consumers with an opportunity to purchase goods and services.Industry and consumer trade show vendors typically occupy one or more 10-by-10 portioned spaces called exhibit booths.Open-ended.Word
6、 BankTask 2 KEYSdelegates forum educational programs digital health,annually showcased Accessories,Lifestyle Electronics,Task 3Part II Preparations for Trade FairsTask 1 KEYS1.The accident in power supply caused the difficulty for Monica to contact Mark.（True）2.The Publication Exhibition will last 4
7、 days.（False）3.If Mark pays for the deposit after 1st September,Monica cannot guarantee Mark will get the booth he wants.（False）4.Mark can pay for the deposit by cheque or money transfer.（False）5.Mark has to pay the full amount before the 14th February.（True）Task 2 KEYSCost of floor space:from$130 t
8、o$200 per square metre.Reservations to be made in writing by SeptemberReservation deposit:45%of total payable by chequeWill send floor planFull amount to be paid one month before exhibition.Otherwise space not guaranteedTask 3 KEYSReference:1.You sent me an email/called me the other day asking about
9、.I thought Id just ring you to give you the information.2.Floor space at the exhibition,which runs from.To,costs between and a square metre,depending on where your stand is situated.3.You have to reserve your space in writing by.4.You should pay of the total amount as the deposit.5.We work on a firs
10、t-come-first-serve basis for space booking.6.The deadline for paying the rest part is.before the exhibition starts.Part III Performance on Trade FairsThe International CES(or simply CES,acronym of Consumer Electronics Show)is a major technology-related trade show held each January in the Las Vegas C
11、onvention Center,Las Vegas,Nevada,United States.Not open to the public,the Consumer Electronics Association-sponsored show typically hosts previews of products and new product announcements.CES rose to prominence after COMDEX was canceled.Background InformationPart III Performance on Trade FairsTask
12、 1 KEYS1.Miss Hamilton is looking for some company which can provide some office software under their particular requirements.(B)2.The company that Mr.Arnaud works for is a computer provider.(A)3.High quality products and service are the main reasons which distinguish Mr.Arnauds company from its com
13、petitors.(B)4.There are more than 70 computer companies participating in the trade fair,but Mr.Arnauds company is the only one that provides customerized computers.(C)5.The company Mr.Arnaud works for also provides software and networking service.(A)Task 2 KEYS1.Which of the following is not the sel
14、ling point of the mobile?(D)Dual-core processor.8-million-pixel cameraState-of-the-art WIFI function.Price.2.What is the unit price,if Mrs.Olaya places a large order?(C)$350.$332.5.$325.5A.$308Task 2 KEYS3.What is the length of warranty?(B)Half a year.A year.Two years.Not mentioned.4.What can we inf
15、er from the dialogue?(C)This new model is beautiful designed,but not durable.Mrs.Olaya will place a large order to Mr.Kroc.Mrs.Olaya cannot make decisions by herself.A.The price of this mobile is higher than that of the similar products.Task 2 KEYS5.Which of the following sentences is true?(A)Users
16、can install electronic dictionary into the mobile.Mrs.Olaya is the purchasing manager in a large mobile retailer.The price on the leaflet is the final price.D.The WIFI function of this model is much better than that of the previous one.Task 3 KEYS Reference:Attending trade shows,fairs and other even
17、ts may increase your sales and enlighten individuals about your products and services.Despite rows of exhibition stands,you can make yours stand out to attract potential customers.Participate in events where you may find a customer base.View the layout map and request preferred placement in a heavil
18、y trafficked area near other exhibits.Advertise your exhibition participation by placing ads in local papers,town newsletters and radio,if its affordable.Place promotional objects on a table at the front of your exhibition.Put colorful,eye-catching toys and objects-such as pens and key rings with yo
19、ur business name,logo,website and phone number-on the table as handouts for potential customers.Use greeters to attract the attention of passersby.Hire a celebrity,if your budget allows.Greeters can drive individuals to your exhibition who wouldnt normally stop by.Present your products for sale on t
20、ables,shelves and hanging bars.Allow potential customers to handle your goods to get an idea of each products quality.Part IV Assessment after Trade FairsTask 1 KEYSWhat is the main purpose of the company participating in a trade show?Showcasing their latest products and services and staying current
21、 on competitors.2.If you want to enforce your brand,what should you print on your publicity materials?Print your logo on the informational printed pieces3.If you want the potential customers to buy your product on the trade fair,what should you to attract them?Offering a prize,or a special discount
22、only available to trade show guestsTask 2 KEYS Design a space that is welcoming.Use brightly colored fabric backgrounds to draw attention to your booth.Print brochures or fliers about your business.Use your logo on the informational printed pieces to enforce branding.Use prizes to lure potential cus
23、tomers in.Offering a prize,or a special discount only available to trade show guests,may increase sales.Write a press release.Notify the public that the business will be attending the trade show.Task 2 KEYS Bring your latest product with you.Allow guests to see firsthand why it is better than the co
24、mpetitors.Write and execute a survey before and after the event to measure the effectiveness.Note changes to make for next year,and note what increased sales.Task 3 KEYSReference:Once you return from a trade show it is important to measure the success of the trade show.This information can be used t
25、o report to management the effectiveness of the show and to improve exhibit performance for future shows.Success can be measured by the return on objectives set,and also by the return on investment.Here are some aspects you could use to assess your performance:Promote your company capabilities/awareness Introduce new products Sales leads from new prospects Sales leads from present customers Enter new markets Generate immediate sales orders Public relationsPart IPart IIPart IIIPart IVWarm-Up Preparations for Trade Fairs Performance on Trade Fairs Assessment after Trade FairsSummary
