《会展英语听说教程》课件-Uint 4

会展英语听说教程

UnitTwelveExhibitionMarketing&promotionTeachingTargets教学目标☆Todevelopthestudents’listeningskill.☆Togivethestudentsmorechancestotalkaboutsomethinginrelationtowhattheyhaveheardonthetape.☆Todevelopthestudentsspeakingskill.

BackgroundKnowledge背景知识展会营销是通过计划和执行理念，定价，促销，展会分销，服务和创意而创造交换行为来满足个人和企业的目标的过程。Wordbankgiveaway赠品；样品（promotionalitems）foottraffic人流量booth展位，货摊prominent突出的，显著的evoke引起，唤起Warm-up热身活动

Listentothefollowingmaterialscarefullyandanswerthefollowingquestions.1.Whatarethetwocategoriesofthebesttipsfortradeshowgiveaways?2.Whatkindofpromotionalitemsshouldbechosen?3.Whatarethewaystoincreasefoottraffic?4.Canspecialeventsbeheldattheboothduringthetradeshow?5.Dotradeshowgiveawaysalsohelppromotebrandawareness?WhatAretheBestTipsforTradeShowGiveaways?

Thebesttipsfortradeshowgiveawayscanbedividedintotwocategories,whicharechoosingthebestitemsandmakingsurepeopleknowaboutthem.Uniquepromotionalitemsthatnootherboothshavecandriveupdemand,ascanitemsordevicesthatareactuallyuseful.Prominentdisplayracks,cases,andsignscanhelpshowpeoplethataboothhasgoodtradeshowgiveaways,ascanwellpreparedandoutfittedstaffers.Ifeffortsareundertakentoensurethatpeopleknowaboutthegiveawaysataparticularbooth,itcanresultinamarkedupsurgeinfoottraffic.Specialeventscanalsobeheldattheboothduringspecifictimesofthedaydependingonthepoliciesoftheparticulartradeshow.Oneofthebestwaystoincreaseboothtrafficistohavesomegoodtradeshowgiveaways,buttheseitemscanalsohelppromoteaparticularmessageorgeneralbrandawareness.Choosingtherightitemscanensurethatpeoplenotonlystopbyaboothbutalsorememberthebusinesslateron.Ifpossible,apromotionalitemshouldevokethetypeofbusinessesorserviceratherthanbeingbrandedmerchandise.Listentoadialogueandanswerthefollowingquestions.1、Whatdoesthemando?Andwhyishecallingthewoman?2、Whatarethebenefitstoattendexhibitions?Themanisthesalesmanagerofaninternationalconventionandexhibitioncompany.Andheiscallingthewomantoseeifsheisinterestedinattendingthe16thAsiaPetExpo..WhatarethebenefitstoattendexhibitionsaccordingtoDialogue1?Maximize_____andmakethemostof_______;Providea________togain____toagreatmanyofpotentialclients;Enhance________;Build____________;_______orgrowmarketsharewithnew______.Maximizeinvestmentandmakethemostofprospectivebusiness使投资和预期业务达到最大化收益Provideauniqueopportunitytogainexposuretoagreatmanyofpotentialclients提供一个曝光给大量潜在客户的机会Enhancebrandawareness提升品牌知名度Buildstrategicrelationships建立战略关系Obtainorgrowmarketsharewithnewprospects因为新的潜在客户获得或增加市场份额Model

Dialogues

Dialogue1A:Goodmorning,canIspeaktoMissLiuFeng,theMarketingManagerofDaqi,please?B:Speaking,please.Who’sthat?A:ThisisJames

Thompson,theSalesManagerofWeifengGroup,aninternationalconventionandexhibitioncompany.Iamcallingtoseeifyouareinterestedinattendingthe16thAsiaPetExpo.B:we’dloveto.Butwehaveneverdoneanybusinessthroughattendinganyexhibitionsbefore.A:Youwillnotregretattendingexhibitions.Ifyouwanttomaximizeinvestmentandmakethemostofprospectivebusiness;anexhibitionprovidesauniqueopportunitytogainexposuretoagreatmanyofpotentialclients.B:Yes,Iagree.A:Besides,intheexhibitions;youcanenhancebrandawareness,buildstrategicrelationships,andobtainorgrowyourmarketsharewithnewprospects.B:Isee.Attendingexhibitionsisagoodwaytodoadvertisement.Buthowtoreachmytradeshowobjectives?A:Craftingsolidmessagesisanintegralpartofreachingtradeshowobjectives.Besides;youcanconnectwithyourtargetaudiencestocommunicateclearlythedistinctivevalueyourcompanybrings.B:Thankyouverymuch.Iwanttoconfirmsomedetails.TheexhibitiondatesarefromMay15to18,andthevenueisShanghaiInternationalExhibitionCenter,right?A:Yes,youareright.Wouldyoupleasetellmeyouremailaddressorfaxnumber?Icansendyoutheexhibitionprospectusandothermaterialsifyouneed.B:ok.Myemailaddressis748736891@andourfaxis84603004.A:OK.Ihavegotit.Andpleaseunderstandthatthedeadlineforregistrationistheendofnextmonth.B:Thanks.Iwillvisityourwebsiteandregisterassoonaspossible.A:You’rewelcome.Goodbye.Wordbankmaximize['mæksɪmaɪz]v.最大化；达到最大值investment

[ɪn'ves(t)m(ə)nt]n.投资；投入prospective[prə'spektɪv]adj.未来的；预期的n.预期；展望unique[juː'niːk]adj.独特的，独一无二的exposure[ɪk'spəʊʒə;ek-]n.暴露；曝光；揭露enhance[ɪn'hɑːns;-hæns;en-]vt.提高；加强；增加brand[brænd]vt.铭记；打烙印于；印…商标于n.商标，牌子awareness

[ə'weənəs]n.意识，认识；明白，知道confirm

[kən'fɜːm]vt.确认；确定；证实；批准；使巩固prospectus

[prə'spektəs]n.内容说明书；样张registration[redʒɪ'streɪʃ(ə)n]n.登记；注册；挂号

Notes1.Ifyouwanttomaximizeinvestmentandmakethemostofprospectivebusiness;anexhibitionprovidesauniqueopportunitytogainexposuretoahighvolumeofpotentialclients.如果你想要使投资和预期业务达到最大化收益，展会提供了一个将公司曝光给大量潜在客户的独特的机会。2.Besides,intheexhibitions;youcanenhancebrandawareness,buildstrategicrelationships,andobtainorgrowyourmarketsharewithnewprospects.此外，在展会中，你能够提升品牌知名度，建立战略关系，以新的预期获得或增加市场份额。3.Besides;youcanconnectwithyourtargetaudiencestocommunicateclearlythedistinctivevalueyourcompanybrings.此外，您要能够与您的目标客户清楚的传递您公司的独特价值。4.Icansendyoutheexhibitionprospectusandothermaterialsifyouneed.我可以发给你展会说明和你需要的其他资料。5.Iwillvisityourwebsiteandregisterassoonaspossible.我会访问你的网站并且尽快注册。television(TVadvertising)emailradio(broadcasting)Lookatthepictures.Workwithyourpartnerandwriteoutthewaysoftradeshowpromotion.TraditionalmarketingtoolsdirectmailtelemarketingposterTraditionalmarketingtoolsLookatthepictures.Workwithyourpartnerandwriteoutthewaysoftradeshowpromotion.TraditionalmarketingtoolsBrainstorming:Discusstheadvantagesanddisadvantagesofthetraditionalwaysoftradeshowpromotionwithyourpartners.WaystoPromoteAdvantagesDisadvantagesEmailtelemarketingDirectmailposterAdsonradioandTVTraditionalmarketingtoolsBrainstorming:Discusstheadvantagesanddisadvantagesofthewaysoftradeshowpromotionwithyourpartners.WaystoPromoteAdvantagesDisadvantagesEmail

cost-effectivetime-savinggoodforcapturingattentioneasilyrejectedasaspammailbeingnotsoinfluentialTelemarke-ting

activebuildingupapersonalconnectionwithpotentialattendeeshelpingthecustomergetinformationtheyneed.gettinghungupeasilydangerouswiththeDo-Not-CalllistTraditionalmarketingtoolsWaystoPromoteAdvantagesDisadvantagesDirectmail

sendinganythingregardlessofspacelimitextendingapersonaltouchwithexistingcustomerstime-consumingconsiderableprintingandpostagecostposter

longlastingprominentlessexpensive

limitedtopagerestrictionlesseffectiveAdsonradioandTV

reachingmorepeoplegeneratinggreatereffect

expensiveBrainstorming:Whatarethenewmarketingtoolsoftradeshowpromotion?

WeChat

Official

AccountAdvertisementsonmainstreamwebsitesSendingtextmessage…..Dialogue2Z:Nowadayseverythingischanging,soismarketingX:Yes.Traditionalmarketingischanging:thecustomersaregettingmoreandmoreexperienced.Furthermore,theytendtobemorepricesensitiveandmayprovideword-of-mouthadvertising.Atthesametime,traditionalmarketingtoolsarelesseffectivethaninthepast.Z:Yousaidit.Advertisingisexpensiveandlesseffectiveandthecostofsalespersonnelarerising.Howcanwecreate,win,anddominatemarketstoday?Couldyoupleasegiveussomeadvice?X:Yes.I’dbegladto.Isuggestthatyoufocusontheservicesbothexhibitorsandattendeesperceiveasvaluable.Z:Whatdoesthatmean?X:Thatmeanyouneedtoliveandbreatheforyourcustomers.It’sthefirststeptomakeyourmarketingjobpossible.Z:Itisveryimportanttomakeourmarketingmodedifferentfromothers,right?X:Right.Ifyoualwaysfollowothers,you’llbecomestale,andwillneverwinoveronyourcompetitors.Sinceattendeesexpecttoseeandexperiencesomethingnewandexcitingfromvisitingyourexhibitors’booths,thereforechangehastobeinlinewiththeessenceofyourshow.Z:Howcanweeffectivelytouchtheexhibitors’heartswithourshowpromotion?X:Therearesomeways.Z:Couldyougivemeanexplanationindetail?X:Youmayuseinformationtechnology,brands,andintegratedcommunicationsandentertainment.Haveyouheardof“experientialmarketing”?Z:No.Whatisit?X:Itisthelatesttrendinmarketingthatfocusesontheexperiencesofcustomers.Itcanhelptostimulateexcitementamongyourexhibitorsandattendeesthatyourshowisanexperiencenottobemissed.Z:Itisreallyagoodidea.I’dbettertellmyteamaboutit.Thankyousomuchforyouradvice.X:Youarewelcome.1、他们会对价格更敏感，并且提供口碑宣传。Theytendtobemorepricesensitiveandmayprovideword-of-mouthadvertising.2、我建议您可以专注于那些参展商和观众都认为有价值的服务。Isuggestthatyoufocusontheservicesbothexhibitorsandattendeesperceiveasvaluable.3、如果你总是步人后尘，你就会变得陈旧，就永远不会战胜其他的竞争者。Ifyoualwaysfollowothers,you’llbecomestale,andwillneverwinoveronyourcompetitors.4、它可以帮助激发参展商和观众的兴趣，使你的会展成为不可错过的体验。Itcanhelptostimulateexcitementamongyourexhibitorsandattendeesthatyourshowisanexperiencenottobemissed.1、他们会对价格更敏感，并且提供口碑宣传。2、我建议您可以专注于那些参展商和观众都认为有价值的服务。3、如果你总是步人后尘，你就会变得陈旧，就永远不会战胜其他的竞争者。4、它可以帮助激发参展商和观众的兴趣，使你的会展成为不可错过的体验。Wordbank

sensitive['sensɪtɪv]adj.敏感的；灵敏的；易受影响的word-of-mouth['wə:dəv'mauθ]adj.口头的，口述的dominate['dɒmɪneɪt]v.控制；支配；占优势stale

[steɪl]adj.陈腐的；不新鲜的competitor

[kəm'petɪtə]n.竞争者，对手essence['es(ə)ns]n.本质，实质；精华integrate['ɪntɪgreɪt]vt.使…完整；使…成整体entertainment[entə'teɪnm(ə)nt]n.娱乐；消遣；款待stimulate['stɪmjʊleɪt]v.刺激；鼓舞，激励Notes1.Furthermore,theytendtobemorepricesensitiveandmayprovideword-of-mouthadvertising.而且，他们会对价格更敏感，并且提供口碑宣传。2.Advertisingisexpensiveandlesseffectiveandthecostofsalespersonnelarerising.广告很贵，效果降低并且销售人员的成本在增加。3.Howcanwecreate,win,anddominatemarketstoday?

我们在今天如何能够创造、赢得和占有市场呢？4.Isuggestthatyoufocusontheservicesbothexhibitorsandattendeesperceiveasvaluable.我建议您可以专注于那些参展商和观众都认为有价值的服务。5.Ifyoualwaysfollowothers,you’llbecomestale,andwillneverwinoveronyourcompetitors.如果你总是步人后尘，你就会变得陈旧，就永远不会战胜其他的竞争者。PracticalSentencePatterns实用句型1.Iamcallingtoseeifyouareinterestedinattendingthe16thAsiaPetExpo.我打电话是想看看你是否有兴趣参加第16届亚洲宠物展览会。2.Anexhibitionprovidesauniqueopportunitytogainexposuretoahighvolumeofpotentialclients.一个展览提供了一个独特的机会来获得大量的潜在客户。3.Attendingexhibitionsisagoodwaytodoadvertisement.参加展览是一种很好的宣传方式。4.Wouldyoupleasetellmeyouremailaddressorfaxnumber?请告诉我您的电子邮件地址或传真号码好吗?5.Goodqualityandlowpricewillhelppushthesalesofourproducts.良好的质量和低廉的价格将有助于我们产品的销售。6.letmeshowyousomeofthegreatfeaturesofournewestproducts.让我向你展示我们最新产品的一些优越特性。7.Thispriceisnotourregularprice.Itisaspecialpromotion.这个价格不是我们的正常价格，是特别促销价。8.Wehavealotofproductsforyourchoice.我们有很多不同的产品供你选择。9.Thistypemachineistop-of-theline.这款机器是同类产品中最好的。10.Ifyouhaveanyquestions，Wecanprovidetechnicalsupporttoyou.如果你有什么问题，我们可以提供技术上的支持。11.Wewillprovidefreesamplestoourpotentialcustomers.我们会给潜在客户免费提供样品。12.Ifyouarenotsatisfiedwithourproducts，youcangetafullrefund.如果你对我们的产品不满意，可以全额退货。13.Inrecenttimeseverythingischanging,andsoismarketing.在当今时代一切都在变化，市场营销也是如此。14.Atthesametime,traditionalorold-stylemarketingtoolsarelesseffectivethaninthepast.与此同时,传统或老式的营销手段已经渐渐失去效果了。15.Andthecostofsalespersonnelisalsorising.而且销售人员的成本也在不断上升16.Howmanyhitsdoyouhaveonyourwebsiteeachmonth?你们网站每个月的点击量是多少？marketingmeans/toolseffectiveandrealistictargetsdrawthecorrectconclusionsevaluaterelatedserviceschoosingpromotionsExhibitionstaffsmartdecisionadvertisingatyourservicebriefintroductionentranceannuallobbyentranceprominentinternetexposurehitswillreachpurchasemanagementteamExhibitionprospectusisawrittenstatementthatgivesthegeneralinformationaboutthecomingfair.Itgenerallyincludesthefollowingkeyelements:titleofexhibitionexhibitiondetails:date,venue,admissionfeatures/advantagesoftheeventcategoriesofproductsorganizerbuyers’commentexhibitors’commentsuccessfulstoriesofpastexhibitionsfloorplanoftheexhibitionvenuecontactinformationSampleStudy（Prospectus）

会展说明书Project:MakingaProspectusStep1Logontothefollowingwebsitestosearchforinformationofatradeshowyouareinterestedin.Step2Designaprospectusforthetradeshowaboveinpaperform.RefertoSampleStudyinvolvingthekeyelements.titleofexhibitionexhibitiondetails:date,venue,admissionfeatures/advantagesoftheeventcategoriesofproductsorganizerbuyers’commentexhibitors’commentsuccessfulstoriesofpastexhibitionscontactinformationIII