致用商务英语阅读（上）programmethreeVisitingTradeFair.ppt

Visiting Trade Fair,Programme Three,Contents,Programme Content,Read a passage on trade fair; Read a passage on why exhibit at trade fair; Learn the common expressions used on trade fair; Get some idea of major fairs and the relative departments in China.,Programme Objective,Introduce products at the trade fairs; Talk about the prices of products at the trade fairs; Talk about trade fair and the virtual tradeshow; Communicate with foreign business partners on the matters of trade fair.,Part one,Warming-up,Challenge Yourself Can you tell us the Chinese meaning of the following words immediately?,1. showcase,2. virtually,3. demonstrate,4. dynamism,5. considerable,6. era,7. promotional,8. accommodation,9. consequently,10. incur,Short Survey Have you got some idea of the following terms before reading the passage?,1. trade fair,2. expo,3. promotional literature,4. exhibitor manual,5. virtual tradeshow,Passage One Trade Fair,A trade fair (trade show, trade exhibition or expo) is an exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products, service, study activities of rivals and examine recent market trends and opportunities. In contrast to consumer fairs, only some trade fairs are open to the public, while others can only be attended by company representatives (members of the trade, e.g. professionals) and members of the press, therefore trade shows are classified as either “Public” or “Trade Only”.,A few fairs are hybrids of the two; one example is the Frankfurt Book Fair, which is trade-only for its first three days and open to the general public on its final two days. They are held on acontinuing basis in virtually all markets andnormally attract companies from around the globe. For example, in the U.S.there are currently over 10 000 trade shows held every year, and several online directories have been established to help organizers, attendees, and marketers identify appropriate events.,Modern trade fairs follow in the tradition of trade fairs established in late medieval Europe, in the era of merchant capitalism. In this era, produce and craft producers visited towns for trading fairs, to sell and showcase products. From the late eighteenth century, Industrial Exhibitions in Europe and North America became more common reflecting the technological dynamism of the industrial revolution.,Trade fairs often involve a considerable marketing investment by participating companies. Costs include space rental, design and construction of trade show displays, telecommunications and networking, travel, accommodations, and promotional literature and items to give to attendees. In addition, costs are incurred at the show for services such as electrical, booth cleaning, internet services, and drayage (also known as material handling). Consequently, cities often promote trade shows as a means of economic development.,Exhibitors attending the event are required to use an exhibitor manual or online exhibitor manual to order their required services and complete any necessary paperwork such as health and safety declarations. An increasing number of trade fairs are happening online, and these events are called virtual tradeshows. They are increasing in popularity due to their relatively low cost and because there is no need to travel whether you are attending or exhibiting.,Words & Expressions,1) expo n. 博览会 2) showcase v. 使展现 3) demonstrate v. 展示, 演示 4) in contrast to 和对比 5) representative n. 代表；典型 6) hybrid n. 混合物 7) virtually adv. 事实上 8) directory n. 人名录，地址录 9) identify v. 鉴定；识别 10) currently adv. 现在；当前 11) medieval adj. 中世纪的 12) era n. 时代；年代 13) produce n. 农产品，产品 14) dynamism n. 活力；动态 15) involve v. 包含；牵涉 16) considerable adj. 相当多的 17) accommodation n. 住处，膳宿 18) promotional adj. 促销的 19) incur v . 蒙受 20) drayage n. 马车运货费 21) consequently adv. 因此；结果 22) virtual adj. 虚拟的 23) manual n. 指南；手册 24) due to 因为，由于 25) relatively adv. 相对地；比较地,Notes (1). trade shows are classified as either “Public” or “Trade Only” 展览会分为“面向公众”或“只限业内人士”两类。 其中，短语classify as的意思是“分类为”, 例如，Would you classify this book as sociology or politics? （你会把这本书归入社会学类还是政治学类?）classify by 按把分类, 例如，The books in the library are classified by subject.（图书馆的书是按科目分类的） (2) Frankfurt Book Fair 法兰克福书展 法兰克福书展是德国举办的国际性图书展览，是世界上最大规模、最享盛誉的书展，被誉为“世界出版人的奥运会”。,(3) A trade fair (trade show, trade exhibition or expo) is an exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products, service, study activities of rivals and examine recent market trends and opportunities.商品交易会（商品展览会， 贸易博览会或博览会）是有组织的展览，为使特定行业内的公司能展出并展示他们的最新产品、服务、研究对手的活动以及最近的市场趋势和机会。 (4) costs are incurred at the show for services such as electrical, booth cleaning, internet services, and drayage (also known as material handling). 展会上产生的费用用于诸如用电、清洁展位、互联网服务以及运输费。 其中，incur用作及物动词, 意思是“招致；遭受；惹起” , 例如，Your despite at him will incur his revenge.（他会因你的藐视态度而报复你的。）If you dont do the job properly, you will incur blame.（如果你不把工作做好, 你将会招人责难。）,(5) They are increasing in popularity due to their relatively low cost and because there is no need to travel whether you are attending or exhibiting. 它们越来越受欢迎，因为费用相对较低，而且无论参观或是参展都无需外出旅行。 其中，短语no need的汉语意思是“不需要；没必要; 不必了”，例如，I only asked you a question. Theres no need to bite my head off. (我只是问你一个问题。你何必对我这么凶。) No need to teach an eagle to fly.（教鹰飞翔，无此必要。),Business Link:,Business link Some Departments Related to Trade Fairs in China and some Major Fairs in China,9/4/2019,Some departments related to trade fairs in China Ministry of Commerce 商务部 State Ministry of Foreign Trade and Economic Cooperation 国家对外经济贸易合作部 China Council for the Promotion of International Trade 中国贸易促进委员会 China International Electric Commerce Center 中国国际电子商务中心,9/4/2019,Some major fairs in China Canton Fair 广交会（Chinese Export & Import Commodities Fair, 中国进出口商品交易会） China Dalian Import and Export Commodity Fair 中国大连进出口商品交易会 Northeast China Area and Inner Mongolia Export Commodity Fair 中国东北和内蒙古商品交易会 China International Hardware Fair 全国五金商品交易会 China Sugar and Wine Commodities Fair 全国糖酒商品交易会,Read and Think,After Reading,9/4/2019,Task 1: After the passage, you will find 5 questions. For each question there are 4 choices marked A、B、C and D. You should make the correct choice.,Which of the following about a trade fair is not true? Companies can demonstrate their latest products at a trade fair. Trade fairs are open to the public. Companies can examine market trends at a trade fair. Companies can study activities of rivals. 2. According to the passage, the Frankfurt Book Fair is open to _. the public B. members of the trade C. members of the press D. all of the above,9/4/2019,3. Produce and craft producers are sold at _. A. trade fairs established in late medieval Europe B. modern trade fairs C. trading fairs in the late eighteenth century D. Industrial Exhibitions 4. Trade fairs involve the following costs except _. A. costs for renting space B. costs for promotional materials C. costs for trade show products D. costs for electricity 5. Online trade fairs are popular because _. A. there is no need to use an exhibitor manual B. exhibitors can complete any necessary paperwork online C. exhibitors dont have to go to trade fairs D. exhibitors can order their required service,9/4/2019,Task 2: Fill in the blanks with the words and expressions given in the box. Change the form if necessary.,considerable showcase in contrast to consequently dynamism virtually demonstrate accommodation incur era,9/4/2019,1. Your wears are too sharp _ your classmates. 2. A slowdown in the economy caused us to _ great losses. 3. It is _ impossible to predict the future accurately. 4. The company went bankrupt and _he lost his job. 5. They not only protect health. They bring in _ revenue. 6. She _how the computer works. 7. Shanghai is an international metropolis full of vigor, _ and variety. 8. This space should _whats important to you. 9. They provided comfortable _ for visitors. 10. The invention of the computer marked the beginning of a new_.,Read and Translate,After Reading,9/4/2019,Task 1: Translate the following phrases into English.,1. 自行车博览会 2. 消费者博览会 3. 和对比 4. 连续地 5. 虚拟现实 6. 中世纪末的欧洲 7. 相当的影响力 8. 经济活力 9. 土特产品 10. 蒙受损失,9/4/2019,Task 2: Translate the following sentences into Chinese.,1. She demonstrated a new car to customers in the department store. 2. In contrast to our house, the new one is a palace. 3. He had been ill for a long time and consequently he was behind in his work. 4. If you dont do the job properly, you will incur blame. 5. We are living in a great historic era.,After Reading,Read and Speak,9/4/2019,Task 1: Discuss the following questions with your partner after reading the passage.,What is a trade fair? What costs do the participating companies have to incur at the trade fair? Why are trade fairs online more and more popular?,9/4/2019,Task 2: Recite the following paragraph.,Exhibitors attending the event are required to use an exhibitor manual or online exhibitor manual to order their required services and complete any necessary paperwork such as health and safety declarations. An increasing number of trade fairs are happening online, and these events are called virtual tradeshows.,Passage Two Why Exhibit at Trade Fair?,Q 1 Have you ever attended trade fairs? If so, how did you feel at trade fairs?,Q 2 Do you think trade fairs as mediums of promoting sales are better than other media?,Trade fairs are one of the most effective mediums for establishing and maintaining customer relations. In increasingly digital age, they are the only media where buyer, supplier and product physically come together-a potent force for business. Highly targeted With their tightly focused profiles and carefully targeted audiences, trade fairs are highly cost-effective sales and marketing platforms. Reed trade fairs is committed to delivering business contacts that create value for each and every customer. Through buyer clubs, appointment setting systems etc, and on-line visitor planning services, we match the needs of importers and suppliers ever more closely.,Flexible Trade fairs provide a highly flexible environment in which a wide range of sales and marketing objectives can be achieved, from generating sales leads and launching new products, to building brand image, maintaining customer relations and appointing new agents. With a wealth of exposure opportunities, from stand presence and sponsorship, to seminars and competitions, and awards, together with our web sites, Reed events provide a dynamic environment for your sales and marketing activities.,A two-way communication process Unlike magazines and direct mail, trade fairs involve a two-way communication process. Visitors can question, challenge and debate. Exhibitors can give and seek information. Most importantly, business is conducted face-to-face-the most persuasive form of selling, and of building customer relationships. The buyer comes to you Trade fair visitors are pro-active rather than passive recipients of your sales and marketing messages. They make a conscious decision to attend, and set aside valuable time to do so. Many are specifiers and influencers who it might otherwise be impossible to identify.,Neutral sales environment The buyer feels under no great pressure to buy, while the supplier is not apprehensive about visiting the buyer on his home territory. A three-dimensional media Whilst advert, direct mailing or web page may say a product is the fastest, quietest, smallest or most advanced on the market, at trade fair, importers can see, taste, touch and try your product for themselves. Nothing beats the impact of a live demonstration.,Fast market penetration You can reach a large proportion of the market in a short space of time. Whether you are looking to raise your company profile, change market perceptions or generate sales leads, you can achieve more in four days at trade fair than you might otherwise achieve in months. Trade fairs are also one of the quickest and most cost-effective means of exploring and entering new export markets.,9/4/2019,Individually, the benefits listed are not unique to trade fairs but what is unusual is their combination in a single, highly flexible promotional tool. Trade fairs combine the mass-reach of advertising, the targeting of direct mail, the persuasive power of face-to-face selling, and the networking benefits of the Internet, to create a unique environment in which a wide range of sales and marketing objectives can be pursued, either singly, or side by side.,Words & Expressions,1) medium n. 手段；媒介 2) maintain v. 维持；维修 3) physically adv. 实际上 4) potent adj. 强有力的；有效的 5) target v. 把作为目标 6) cost-effective adj. 划算的 7) be committed to 致力于 8) flexible adj. 灵活的 9) a wide range of 大范围的；许多 10) generate v. 产生；发生 11) launch v. 发起; 推出 12) a wealth of 很多的；大量的 13) seminar n. 研讨会 14) sponsorship n. 赞助；发起 15) dynamic adj. 动态的；有活力的 16) conduct v. 引导；指挥 17) pro-active adj. 积极主动的 18) set aside 留出；拨出 19) apprehensive adj. 忧虑的 20) territory n. 领土，领域 21) advert n. 广告 22) whilst conj. 当的时候 23) penetration n. 渗透 24) unique adj. 独一无二的 25) pursue v. 追求，从事,Notes (1) Reed trade fairs: Reed Exhibition 举办的商品交易会。英国励展博览集团（Reed Exhibitions）是世界第一大的展览及会议活动主办机构，早于上世纪80年代就进入中国举办展览，已积淀逾百年的全球品质展览会的开发、策划、推广及销售丰厚经验。 如今，励展通过39个办事处在跨越美洲、欧洲、中东和亚太地区的38个国家每年举办超过500个展览、研讨会、论坛和会议，服务于47个行业，涵盖航天与航空、汽车、建筑与施工、设计、电子、能源、工程、环境、礼品、保健、信息技术、珠宝、生命科学与制药、制造、医疗教育、包装与纸品加工、印刷与视觉传达、房地产、安全、体育与娱乐、旅游。,9/4/2019,(2) Whilst advert, direct mailing or web page may say a product is the fastest, quietest, smallest or most advanced on the market, at trade fair, importers can see, taste, touch and try your product for themselves. 虽然广告、直发邮件或者网页上可能说产品是市场上最快捷、最安静、最小巧或最先进的，但在交易会上，进口商却可以亲自看到、品尝、触摸并试用你的产品。 其中，连词whilst的意思是“尽管”，引导让步状语从句, 例如，Whilst they are not roommates, they get along well with each other. （尽管他们不是室友, 但相处得很好。）Whilst I like the color of the hat, I do not like its shape.（尽管我喜欢帽子的颜色，但我不喜欢它的形状。） (3) Nothing beats the impact of a live demonstration. 没有什么能与现场展示的效果相媲美。 其中，形容词live的意思是“直播的；现场的”，例如，It wasnt a recorded show, it was live. （这不是录音表演, 这是现场转播。）,(4) Trade fairs combine the mass-reach of advertising, the targeting of direct mail, the persuasive power of face-to-face selling, and the networking benefits of the Internet, to create a unique environment in which a wide range of sales and marketing objectives can be pursued, either singly, or side by side. 交易会结合了广告传播范围大、直发邮件针对性强、面对面销售说服力强以及互联网的连网优势这些特点，创造了实现广泛销售和营销目标的独特环境，这些目标单独实现或一同实现。,Business Link:,Business link Virtual tradeshow,9/4/2019,A virtual tradeshow (sometimes called a virtual trade fair) is a type of virtual event run in an online environment, that goes live and stays live online for a limited period of time. It can be considered the online equivalent of a traditional tradeshow or exhibition, but exhibitors and visitors connect with one another via the Internet, regardless of geographic location, to exchange valuable information.,9/4/2019,The structure of a typical virtual tradeshow often includes a virtual exhibition hall which users enter with specific permissions and capabilities. Exhibitors can build virtual stands or booths to exhibit information related to their products or services, just as they would at a trade fair in a convention center; visitors view these virtual trade show displays in the exhibition hall. Users both exhibitors and Visitors-within the environment often create avatars as a visual representation of themselves.,Comprehension Check,9/4/2019,Task 1: Tell whether each of the following statements is true (T) or false (F) according to the passage.,( ) 1. Trade fairs are the most effective means for keeping customer relations. ( ) 2. Various sales and marketing objectives can be achieved at trade fairs. ( ) 3. Like magazines and direct mail, trade fairs involve a face-to-face communication process. ( ) 4. Trade fair visitors are passive in that they are under pressure to come and buy continuing in parallel with the main negotiation on more substantive issues. ( ) 5. Trade fairs have advantages over other media in that people can see, taste, touch and try products for themselves at trade fairs.,9/4/2019,Task 2: Discuss the following questions in groups after reading the passage and share your ideas with your partner.,What kinds of sales and marketing objectives can be achieved at trade fairs? What advantages do trade fairs have over magazines and direct mail? What is unusual about trade fairs as a promotional tool?,9/4/2019,Task 3: Make sentences using the given words and expressions.,be committed to launch apprehensive flexible a wide range of,Vocabulary Check,9/4/2019,Task 1: Fill in the blanks with the words and expressi