海大商务英语Unit-9-Trade-Fairs-new

Unit9TradeFairsWhatisatradefair?LearningObjectivesAftercompletingthislesson,studentsshouldbeableto:understandwhatatradefairisabout;knowhowtoparticipateinatradefair;KnowhowtoconductbusinessatatradefairWhatpreparationsshouldbedonebeforeatradefair?Participationinatradefairtakesahugeamountofplanningandorganizing.Thefollowingguidelinesaremeanttoprovideageneraloverviewofthepreparationinvolved.SettingobjectivesGettinginformationBudgetplanningScheduleSelectionofexhibitsRegistrationTradefairstandStandpersonnelAdvertisingandpublicityPartIWarm-upDiscussthefollowingquestions:1.WhataresomefamoustradefairsinChina?Hints:ChinaImportandExportFair(CantonFair),ChinaHi-TechFair,BeijingInternationalAutomotiveExhibition,etc.PartIWarm-up2.Whatarelikelytobesoldattradefairs?Hints:kitchenware&tableware,generalceramics（陶瓷）,homedecorations,glassware,foodstuffs,nativeproducts,medicines&healthproducts,sporting,travel&recreationproducts,officesupplies,shoes,cases&bags,furniture,etc.3.Whatwillyoudowhenyouvisittradefairs?Hints:seeavarietyofgoods;comparegoodsofdifferentbrands;collectusefulinformationsuchascatalogues,pricelists,etc.visitpotentialbusinesspartners;placeorders.Learnaboutnovelties;Gainnewbusinesspartners;ParticipateinbusinessmeetingPartIVViewingandSpeakingPre-viewingWhataspectsshouldbetakenintoconsiderationwhenattendingtradefairsasanexhibitors?Hints:Choosetherighttradefairs.Makesureyouknowwhatkindofcustomersyouwanttoreachandwhatyouwanttoachieve.Makespecificandmeasurablegoals.Selectexhibitscarefullyanddecidewhatproductsshouldbefeatured.Trainthestandpersonnel.Designthestandcarefully.Video2Pre-viewingHowcouldyouchoosetherighttradefair?Considerthefollowingbeforedecidingonattendingatradefair:Isthisainternational,nationalorregionaltradefair?Willtheproduct/serviceofthecompanyfitinthistradefair?Willtheservicesandresourcesbeproperlyprepared?Whattypeofattendeeswillbeattractedtothetradefair?Whatotherexhibitorswillbethere?Settingobjectives:Tradefairsasmultifunctionaldialoginstrumentsmakeitpossibletofocusoncommunicationobjectives.However,itisnecessaryforparticipantstoformulateobjectivesclearlysothatsuccesscanbemeasured(e.g.sales,numbersofcontacts,numberofpotentialcustomersidentified,numberofcustomersacquired,levelofcommunicationachieved.)Gettinginformation:GeneralinformationabouttradefairsaswellasexhibitionscanbeobtainedviatheInternet.First-timeexhibitorshouldselectcarefullyfromthewiderangeofinternationaltradefairsandregionalexhibitions.Budgetplanning:Budgetplanningispartofthecarefulpreparationfortradefairparticipation.Inadditiontobasiccostssuchasstandrentalandenergysupply,costsmayincludestandconstruction,furnishinganddesign,standserviceandcommunication,transport,aswellaspersonnelandtravelcosts.ScheduleTheprocessofparticipationinatradefairbreaksdownintothreephases:preparation,standoperationsandfollow-up.SelectionofexhibitsTheexhibitionprogramshouldbedefinedinlinewiththeaimsofthetradefair.Theexhibitionprogramisderivedfromtheanswerstothefollowingquestions:Shouldtheentireproductrangebeshownorshouldonlyselecteditemsbepresented?Whatessentialsarerequiredtoshowtheproducts?Whichproductsarenew,improved,orsuperiortothecompetitors’?Whatmustbespeciallyfeatured?Whichproductcorrespondstothefutureneedsofthetargetgroup?Arethedesign,colors,andpackagingeffective?Shouldspecialtradefairmodelsbemanufactured?Whathastobeexplained?Shouldthisbedoneviatextpanels(文本显示器）,displaysorvideos?Howmuchspaceisavailable?RegistrationManytradefairsarebookedquitequickly.Anearlyregistrationisthereforeadvisable.Sinceanindicationofthespacerequiredisnecessaryforregistration,aroughdesignforthestandshouldbepreparedahead.TradefairstandAtradefairstandislikeacompany’sbusinesscard.Itthereforeshouldcorrespondintermsofsizeandfurnishingwiththestandardsfoundinyourcompanyaswellasbeingsuitablefortheproductsthataretobeexhibited.Thefocusshouldbeonacustomer-friendlypresentationofourexhibits.ThetradefairstandshouldappealtotheeyesandearsandmayalsomakeanemotionalappealtothevisitorsStandpersonnelCompetentstandpersonnelensurethesuccessoftradefairparticipation.Themoremotivatedandqualifiedthee