会展实务英语Part9AnalyzingExhibitionResults课件

1、Module 3 Services after an Exhibition Part 9 Analyzing Exhibition Results 分析会展成效Practical English for Exhibition and Trade FairModule 3 Services after an ExhibitionLearning ObjectivesWarm-upTask 1 Measuring the Success of an ExhibitionTask 2 Reporting Exhibition ResultsTask 3 Writing Reports on Exhi

2、bition ResultsPart 9Analyzing Exhibition ResultsPractical Training ProjectPractical English for Exhibition and Trade FairLearning ObjectivesAfter learning this unit, you will be able toAnalyze the exhibition resultsReport the exhibition results to your bossWrite a business report on exhibition resul

3、tsDiscuss future exhibiting needsPractical English for Exhibition and Trade FairWarm-up1. Vocabulary Match the words with their definition.(1) analyze a. the people that form the main part of a companys customers (2) budget b. money that a business or organization receives over a period of time, esp

4、ecially from selling goods or services (3) revenue c. pubic attention a brand gets from the media; publicity (4) customer base d. to examine or think about something carefully (5) brand exposure e. the money available for a particular activity (1) d (2) e (3) b (4) a (5) c Practical English for Exhi

5、bition and Trade FairWarm-up2. Pair work Discuss the following with your partner.Is it important for an exhibitor to do exhibition result analysis? Why?What should an exhibitor do to analyze the result of exhibiting at an exhibition?What are the purposes of attending an exhibition besides getting or

6、ders? Tour Guide PracticeTask 1 Measuring Exhibition Results measure v. 衡量，评估calculate v. 计算return n. 回报，收益recruit v. 招聘benchmark n. 衡量标准connection n. 人际关系information pack n. 资料包eye-catching adj. 引人注意的stock n. 存货，库存tremendous adj. 巨大的formula n. 模式，方式witness v. 见证respectively adv. 分别地，各自地account for

7、v. 占（比例）Practical English for Exhibition and Trade FairTask 1 Measuring Exhibition Results Mini task I. VocabularyRead the following statements and fill in the blanks with appropriate words in the word box.pay budget revenue return benchmarkPractical English for Exhibition and Trade FairTask 1 Measu

8、ring Exhibition Results (1) The valuation becomes a _ against which to judge other prices.(2) Strikes have cost $20 million in lost _.(3) How can you get the best _ on your investment?(4) They need to save $8 million this year to balance the _.(5) It _ to get some professional advice before you make

9、 a decision.benchmark revenues return budget pays Practical English for Exhibition and Trade FairTask 1 Measuring Exhibition Results Mini task . TranslationTranslate the following into Chinese.(1) in simple terms _(2) simply put _(3) make them pay _(4) be up to sb _(5) keep track _以简单的方式 简而言之 使之产生效益

10、 由某人决定 记录 Practical English for Exhibition and Trade FairTask 1 Measuring Exhibition Results Mini task . Discussion How do companies usually measure the exhibition results as far as you know? Is it effective?Practical English for Exhibition and Trade FairTask 1 Measuring Exhibition Results Activity

11、2 Listening Listen to the presentation on how to do exhibition result analysis. Write down the missing words in some questions with the information you hear from the presentation.Practical English for Exhibition and Trade FairTask 1 Measuring Exhibition Results Checklist of Exhibition ResultDid you

12、meet your planned (1) _?How many products did you sell?How many new (2) _ did you make? How are you going to follow up the leads? By letter, phone call or a fuller (3)_? Why did you have a good or poor (4)_ to what you are offering? What could you have done better? Did people just walk straight by?

13、Did you have eye-catching (5) _ and attractive a (6)_design? How did your prices compare? Were they (7)_? Did you have enough (8)_ or did you sell out? objectives connections information pack response graphics booth competitive stock Script Good morning, ladies and gentlemen. Thanks for coming. Toda

14、y Id like to talk about how to add values to your exhibition investment after the event. To be more exact, Ill share with you some tips on analyzing exhibition results. Youll agree with me that measuring the results after the show are just as important as preparing beforehand. If you can find answer

15、s to the following 10 questions, youll have a clear mind and a workable plan to begin your analysis. These fact-leading questions include:Did you meet your planned objectives?How many products did you sell?How many new connections did you make? How are you going to follow up the leads? By letter, ph

16、one call or a fuller information pack? Why did you have a good or poor response to what you are offering? What could you have done better? Script Did people just walk straight by? Did you have eye-catching graphics and attractive booth design? How did your prices compare? Were they competitive? Did

17、you have enough stock or did you sell out? Thats all the basic questions you need to ask yourself to review and re-plan. If the exhibition was a tremendous success for you, then remember to repeat the formula at the next exhibition. Dont forget to reserve your stand for next year, maybe its time to

18、look at a bigger stand and/or a better position. So much from me. Any questions?Practical English for Exhibition and Trade FairTask 1 Measuring Exhibition Results Activity 3 Listening Facts and figures about 108th Canton FairPractical English for Exhibition and Trade FairTask 1 Measuring Exhibition

19、Results Facts and figures about 108th Canton Fair As of November 3, (1) _ overseas buyers from (2) _countries and regions around the world attended the 108th Canton Fair, basically the same with 107th Canton Fair with only (3) _decrease, however an increase of 5.9% over the same period last year. Am

20、ong them, the number of buyers from the European Union, the United States significantly increased. Compared with last year, the greatest increase comes from Europe with a total of (4)_buyers attending the fair, an increase of up to 22.89%; (5)_ buyers from Asia, 28,733 from America attend the Fair,

21、with a slight decline about 7.81% and 1.62% respectively. 199,266 208 2.32% 41,475 108,723 Practical English for Exhibition and Trade FairTask 1 Measuring Exhibition Results The numbers of buyers among the top five countries are: Hong Kong SAR with (6)_, the United States with 11,650, 8,686 from Tai

22、wan Province, (7) _ from Iran and 6549 from Russia. Among the total buyers, the number of regular buyers reached 134,635, accounting for (8) _of the total, an increase of 2.6% over the previous session; the number of new buyers reaches (9) _, accounting for (10) _ of the total overseas buyers.26,691

23、 6786 67.6% 64,631 32.4% Practical English for Exhibition and Trade FairTask 2 Presenting Exhibition Results worthwhile adj. 值得的productive adj. 有成效的brand awareness n. 品牌意识response n. 客户反应amount to v. 达到impressive adj. 出色的Practical English for Exhibition and Trade FairTask 2 Presenting Exhibition Res

24、ultsActivity 1 ListeningListen to the conversation and fill in the blanks with the information you hear. Ms Wang, the Marketing Manager of Top Sports Company, is reporting the result of attending a trade fair to the Vice President, Mr. Anderson.A: Mr. AndersonB: Ms WangPractical English for Exhibiti

25、on and Trade FairTask 2 Presenting Exhibition ResultsA: Good morning, Ms. Wang. I heard youve just come back from the Milan trade fair.B: Yes, Mr. Anderson. Id like to report the result of the trade fair to you.A: Ok. So how did it generally?B: The fair was a huge success! I think our participation

26、proved to be worthwhile and (1) _. A: Thats certainly good news. What benefits did it bring to us?B: First of all, weve attained many new contacts. We attracted more than (2) _ visitors to our booth during the 10 days. A: Great! (3) _ is surely a vital part of our target. B: Yes, the customer leads

27、we gained at the fair will help us build a much wider (4) _. A: Obviously, we did have very good (5) _.Hopefully weve created positive awareness of our new products. What about visitors response to our new products?productive500Networking customer base brand exposure Practical English for Exhibition

28、 and Trade FairTask 2 Presenting Exhibition ResultsB: We had very (6) _response from the visitors, so we have good reason to believe that the participation in the fair was one of the most cost-effective means of (7) _.A: What about sales? B: We generated much new business. The total sales amounted t

29、o (8) _.A: Thats very impressive. What do you think of the organization and planning of the trade fair?B: It was satisfactory, I think. The only thing we should improve is the literature. Well need to take more (9) _with us as we expect much more buyer attendance.A: That makes sense. It seems that w

30、ere reached our objectives in attending the trade show, including making (10) _and making sales. Well done! Ms Wang.B: Thank you. Well try to keep up the good work.A: Please produce a written report on the result of the trade fair by next Monday. Well discuss the future exhibiting needs and make a p

31、lan for next year based on the report.B: All right. Mr. Anderson. Ill get down to it now.positive promotion$843millionsCataloguesConnectionsPractical English for Exhibition and Trade FairTask 2 Presenting Exhibition ResultsActivity 2 Speaking Practice the conversation with your partner. Substitute s

32、ome parts with your own information.Practical English for Exhibition and Trade FairTask 2 Presenting Exhibition ResultsActivity 3 Role-playRole play the following situation in a group of 4.Student AYou are the Marketing Manager in charge of attending a trade fair. Report orally the results of the fa

33、ir held last month to the staff in other departments. Include the following points in your report:General situation (organization, number of visitors, response from visitors, etc.)SalesConnectionsLeadsBrand awarenessStudent B/C/D You are the staff from other departments. Listen to Student As report

34、on the result and ask further questions about the five points.Practical English for Exhibition and Trade FairTask 3 Writing Reports on Exhibition Results with a view to prep. 以.为目的environment-friendly adj. 环保的green-house effect n. 温室效应take advantage of v. 利用优势awarding ceremony n. 颁奖典礼performance n.（

35、产品）性能personalized adj. 个性化的information desk n. 咨询台atmosphere n. 气氛，氛围transact v. 交易transition n. 过渡OEM=Original Equipment Manufacturer 原设备生产商，原厂委托制造ODM = Original Design Manufacturer原始设计制造商，原厂委托设计IPR = Intellectual Property Right 知识产权popularity n. 受欢迎程度round-the-clock adv. 全天候，24小时outbound adj. 境外的e

36、fficiency n. 效率sourcing n. 采购catering n. 餐饮stand dismantling n. 展位拆卸accelerate v. 加速competitiveness n. 竞争力Practical English for Exhibition and Trade FairTask 3 Writing Reports on Exhibition ResultsActivity 1 Reading Read the following report on a trade show. How was the show held generally?Practical

37、 English for Exhibition and Trade FairTask 3 Writing Reports on Exhibition ResultsMini task I. UnderstandingWhat are the characteristics of 2008 New York Auto Show?What subject did the show focus on?What is special about the arrangement of the show?What brand won the best environment-friendly model

38、award?What did the visitors complain about?Wide participation, environment-friendly subject, sale-focused arrangement, grand annual award and perfect spot instruction. Environment-friendly subject. The arrangement is sales-focused.BMW 118D was selected as the best environment-friendly model. Some vi

39、sitors complained that the services were not personalized enough to cater to their needs. Task 3 Writing Reports on Exhibition ResultsMini task . Discussion Discuss the following questions about the report itself with your partner.How many parts does this report contain?What is the purpose of this r

40、eport?What suggestions did the writer give to improve the show in the future?The report contains five parts including the title, Introduction, Findings, Conclusions and Recommendations sections. The report sets out to analyze the result and the characteristics of 2008 New York International Auto Sho

41、w in order to improve the organization of the event in the future. The report proposes that New York Auto Show should provide many convenient services for the visitors including stocking place, manuals and information desk. Task 3 Writing Reports on Exhibition ResultsMini task . VocabularyRead the f

42、ollowing statements and fill in the blanks with appropriate words in the word box.cater to environment-friendly personalized scale take advantage ofTask 3 Writing Reports on Exhibition Results1.This bank is entering Asian market to _ Asian businesses.2.I _ the good weather to paint the shed.3.We bel

43、ieve that our _ products can meet the clients exact requirements.4.The exhibition organizer entertained the exhibitors on a large _ after the event.5.With the growing concern about the environment, the Green Peace Group has been trying its best to promote _ automobile. cater to took advantage of per

44、sonalized scale environment-friendly Task 3 Writing Reports on Exhibition ResultsActivity 2 ReadingRead the following review of the 108th Session of China Import and Export Fair. Think of a title for each paragraph.Task 3 Writing Reports on Exhibition ResultsTitle ListBuyer attendance and business turnover_(1)The tendency of enterprises structure transition_(2)_ (3)_(4)_(5)E-commerce on-lineReforms The Canton Fair Call Center & Canto