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1、Unit 1On the Trade Fair,,,,,,Aims,,,To listen and understand the operation of trade fair,,To practice listening for specific information about trade fair,,,,To practice listening for general ideas,,Contents,,,,Part I. Warm-Up,,Part II Preparations for Trade Fairs,,,,Part III Performance on Trade Fai

2、rs,,,Part IV Assessment after Trade Fairs,,A 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, trad

3、e fairs are not open to the public and can only be attended by company representatives and members of the press.,Situation,Part I. Warm-Up,Task 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 th

4、e difference between these two kinds of trade fairs? 2. Have you ever participate in some trade fairs? Can you name some?,Reference:,,,,,1,2,Trade shows can be categorized into three major groups; industry trade shows, consumer trade shows and trade shows that cater to both industries and consumers.

5、 Trade shows are also known as Expos. 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

6、 called exhibit booths.,Open-ended.,Word Bank,,Task 2 KEYS,delegates forum educational programs digital health, annually showcased Accessories, Lifestyle Electronics,,Directions: Listen to the passage about CES and fill in the blanks with the words and phrases you hear.,,Task 3,Directions: There are

7、 many famous fairs or exhibitions held worldwide every year. Look at the names of several famous fairs or exhibitions and match them with the corresponding exhibits.,Part II Preparations for Trade Fairs,,Task 1 KEYS,1.The accident in power supply caused the difficulty for Monica to contact Mark. （Tr

8、ue） 2.The Publication Exhibition will last 4 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 Febru

9、ary. （True）,Directions: Listen to a dialogue between Mark and Monica about participating in an exhibition. Does the following statements are True or False.,,Task 2 KEYS,Cost of floor space: from $130 to $200 per square metre. Reservations to be made in writing by September Reservation deposit: 45% o

10、f total payable by cheque Will send floor plan Full amount to be paid one month before exhibition. Otherwise space not guaranteed,Directions: Listen to the dialogue again and look at Marks notes and decide what type of information you need for each gap. And then, complete Marks notes below.,,Task 3

11、KEYS,Directions: Work with your partner and list all the sentences you may use to talk about reserving an exhibition booth. And brainstorm whether there are other preparations which should be done before the trade fair.,Reference: 1. You sent me an email / called me the other day asking about .. I t

12、hought 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 o

13、n a first-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 Fairs,The International CES (or simply CES, acronym of Consumer Electronics Show) is a major technology-related trade show held each January i

14、n the Las Vegas Convention 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 Information,Part III Perfo

15、rmance on Trade Fairs,,Task 1 KEYS,Directions: You will hear a conversation happening in the CES between Mr. Arnaud and Miss Hamilton. Choose Right, Wrong or Doesnt say for each of the following sentences.,1. Miss Hamilton is looking for some company which can provide some office software under thei

16、r 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 competitors.(B) 4. There are more than 70 computer companies participating in the trade fair, bu

17、t 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 KEYS,Directions: Listen to another conversation in CES between Mr. Kroc and Mrs. Olaya. Answer the following questions accordin

18、g to what you hear.,1. Which of the following is not the selling point of the mobile?(D) Dual-core processor. 8-million-pixel camera State-of-the-art WIFI function. Price. 2. What is the unit price, if Mrs. Olaya places a large order?(C) $350. $332.5. $325.5 $308,,Task 2 KEYS,3. What is the length o

19、f warranty?(B) Half a year. A year. Two years. Not mentioned. 4. What can we infer 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. The price of this mobile is higher than that

20、of the similar products.,Directions: Listen to another conversation in CES between Mr. Kroc and Mrs. Olaya. Answer the following questions according to what you hear.,,Task 2 KEYS,Directions: Listen to another conversation in CES between Mr. Kroc and Mrs. Olaya. Answer the following questions accord

21、ing to what you hear.,5. Which of the following sentences is true? (A) Users 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

22、 the previous one.,,Task 3 KEYS,Directions: Have you ever thought how to increase the attraction of the booth in the trade fair? Brainstorm with your partners about the positive effects of the following methods.,Reference: Attending trade shows, fairs and other events may increase your sales and enl

23、ighten 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 heavily trafficked area near other e

24、xhibits. 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 your business name, log

25、o, 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 tables, shel

26、ves and hanging bars. Allow potential customers to handle your goods to get an idea of each products quality.,Part IV Assessment after Trade Fairs,,Task 1 KEYS,Directions: Listen to a passage about how to how to increase the effectiveness of trade shows and answer the following questions.,What is th

27、e main purpose of the company participating in a trade show? Showcasing their latest products and services and staying current 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 pieces 3. If you want t

28、he potential customers to buy your product on the trade fair, what should you to attract them? Offering a prize, or a special discount only available to trade show guests,,Task 2 KEYS,Directions: Listen to a passage again and fill in the blanks according to what you hear.,Design a space that is welc

29、oming. 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 customers in. Offering a prize, or a special discount only available to t

30、rade show guests, may increase sales. Write a press release. Notify the public that the business will be attending the trade show.,,Task 2 KEYS,Directions: Listen to a passage again and fill in the blanks according to what you hear.,Bring your latest product with you. Allow guests to see firsthand w

31、hy it is better than the competitors. 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 KEYS,Brainstorm: List the key elements which determine whether the performance during the trade fair is

32、 successful or not.,Reference: Once you return from a trade show it is important to measure the success of the trade show. This information can be used to report to management the effectiveness of the show and to improve exhibit performance for future shows. Success can be measured by the return on

33、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 relations,,,,,,Part I,Part II,Part III,Part IV,Warm-Up,Preparations for Trade Fairs,Performance on Trade Fairs,Assessment after Trade Fairs,Summary,Thank You!,,,,,,