UNIT 11

1. UNIT 11 Exhibition 展 会

2. Section I Special Terms 1 Section II Text Study 2 Section III Situational Dialogues 3 Section IV Tasks 4 Contents

3. Section I Special Terms Trade Show 1. (Sales definition) An exhibition in which a number of manufacturers display their products. 2. (Sales promotion definition) A periodic gathering at which manufacturers, suppliers, and distributors in a particular industry, or related industries, display their products and provide information for potential buyers (retail, wholesale, or industrial). 贸易展览 1. ( 从销售角度定义) 展会是指许多厂商聚集在一起，展示产品。 2. ( 从促销角度定义) 某一产业或相关产业厂家、供应商和分销商在某一时期聚集一起，向潜在的零售、批发或产业内的买家展示其产品和提供信息。

4. Section II Text Study Pre-reading questions 1. What is a trade fair? 2. Why do firms exhibit products at a trade fair? 3. How can you attract more visitors to your booth?

5. Section II Text Study Text A Exhibitions Attending exhibitions is one of the most important methods of marketing. Major producers and buyers of related industries gather in a certain place, exchanging business information and developing friendships. These opportunities are not available on other occasions. How can you exhibit the products successfully? Here are some suggestions to exhibitors: 1) Choosing a professional fair is the basic point. Take the reputation, scale, organization and history of the exhibition into account. 2) Sufficient preparation is needed. Prepare exhibition samples, and brochures, and invite target clients to visit your booth.

6. Section II Text Study 3) A well-designed booth attracts the visitors to stop at your booth. 4) Send professional and enthusiastic representatives to attend the fair. They are always welcomed by customers. For numerous Chinese companies, the Canton Fair is a road to friendship and a bridge to trade. China Import and Export Fair, also called the Canton Fair, is held twice a year in Spring and Autumn since it was inaugurated in the Spring of 1957. It has attracted delegations, buyers and friends from the whole country and all over the world. The Canton Fair is regarded as the best channel to source and export products. Most manufacturers, trade companies, export agents and buyers, including those from the United Nations, show a great interest in the Canton Fair.

7. Section II Text Study Five categories of products were exhibited at the 103rd session of China Import and Export Fair, such as industrial products, textiles & garments, medicines & health products, consumer goods and gifts. The Canton Fair is China’s largest trade fair, with the most complete varieties and the largest attendance and business turnover.

8. Section II Text Study New Words and Expressions turnover occasion booth n. 场合 n. 成交量 n. 货摊；摊位 related industry Canton Fair enthusiastic 相关产业 adj. 热心的,热情的 广交会 textiles & garment industrial product numerous 纺织服装类产品 工业类产品 adj. 众多的

9. Section II Text Study inaugurate medicine & health product vt. 成立 医药保健类产品 delegation source consumer goods n. 代表团 vt. 采购 日用消费品 attendance n. 出席的人数

10. Section II Text Study Exercise 1 Decide whether the statements are true (T) or false (F) according to the above text. 1. Attending exhibitions is the only way to sell products. [ F ] • Only large companies show their interest in fairs. [ ] F [ F ] • The first Canton Fair was held in Oct. 1957. 4. The attendees at the Canton Fair include both domestic and foreign visitors. [ ] T • Antiques can be exhibited at the 103rd session of • the Canton Fair. [ F ]

11. Section II Text Study Exercise 2 Match the words in the table below with their correct Chinese equivalents. gather exchange professional friendship gift UN variety turnover 友谊 聚集 礼品 交换 营业额 专业的 联合国 种类

12. Section II Text Study Exercise 3 Fill in the blanks with the appropriate form of the words in brackets. Besides the traditional way of (negotiate) against samples, the business can also (do) through the Canton Fair Online. The Fair leans towards export trade, though import business is also done here. Apart from the above-mentioned, various types of business activities are also (carry out) in flexible ways. negotiating be done carried out

13. Section II Text Study Text B Broadcast, Cable & Satellite Eurasia (欧亚展) Dates: 01.11.2008—30.11.2008 Venue: Istanbul, Turkey Short Description: International Trade Fair and Conference for Broadcast, Cable & Satellite for Turkey, East Europe and the Middle East. Industry Sectors: Satellite Communication Equipment and Service, Broadcast and Broadband Communication Technology, Communication Service Provider, Radio Communication System, Cable, Video, Audio and Lighting, Satellite Phones, TV and Movie Program Trading.

14. Section II Text Study Organizer: Hannover-Messe International Istanbul Inönnü Cad. No. 69/934439 Gümüssuyu Istanbul Türkei Phone Number: +90 - 212 3 34 69-00 Fax Number: +90 - 212 3 34 69-34 www.hmist.com.tr

15. Section II Text Study Exercise 4 Decide whether the statements are true (T) or false (F) according to the above text. 1. The exhibition was held in Turkey. [ T ] • Furniture was exhibited at the fair. [ ] F • Customers could buy cable equipment at the exhibition. [ T ]

16. Section III Situational Dialogues Dialogue 1 Choosing an Exhibition for Umbrellas Arvid is a manager of an umbrella factory. He is talking with Linda about an exhibition. Arvid: Hi, Linda. I want to attend some exhibitions next year. Can you give me some advice? Linda: There are so many exhibitions held each year. You should choose the exhibition most suitable for your company. Arvid: My factory has been specializing in manufacturing umbrellas for ten years. Linda: Who are your target customers? Arvid: Domestic customers. But I intend to open up (开拓) the overseas market in the next few years. It’s much bigger than domestic market.

17. Section III Situational Dialogues Linda: Do you want to attend the Canton Fair? Arvid: Of course! But it is very difficult to apply for a booth. Linda: That is true. But there are many professional exhibitions held in other coastal cities. Arvid: I think I will consider those. Are you familiar with the fairs in Hong Kong? Linda: Hong Kong has a good reputation for holding different exhibitions and fairs. I attended the Asian Expo (亚洲博览会) last year. I was quite satisfied with the organization. Arvid: Sounds good! I intend to attend the Asian Expo in Hong Kong. Linda: You can visit the website of the organizer to get more information. Here is the organizer’s card. Arvid: Thank you! You are very helpful!

18. Section III Situational Dialogues Dialogue 2 Introducing Balls at a Booth Miss Li is a representative of a sporting company. She is receiving a client named Albert at an exhibition. Miss Li: Good morning! Welcome to our booth. Please have a look at our quality balls (质量好的球). Albert: You have so many different styles! Are you a trading company or a factory? Miss Li: A factory. Here is my business card. Albert: Thank you, Miss Li. This is mine. Miss Li: (looking at his business card) Oh, from America. We sold a lot of balls to your country last year. American people like sports very much!

19. Section III Situational Dialogues Albert: That’s for sure. Well, this genuine leather item looks nice. What about the price? Miss Li: US$5.5 each. FOB Shenzhen. Albert: Does the price include the printing of a logo? Miss Li: Yes. Albert: What about the delivery time for 20,000 pieces? Miss Li: 30 days. Albert: The quality is good. But I am afraid the price is a bit high. May I have a discount? Miss Li: We will offer a 5% discount if you place an order during the exhibition. Albert: Let me think about it. I will come back soon. Nice talking to you. Bye-bye. Miss Li: Bye-bye. I hope to meet you again.

20. Section III Situational Dialogues Exercise 5 Answer the following questions according to the dialogues. 1. Why did Arvid talk with Linda? He asked for advice on attending some exhibitions to promote his umbrellas. 2. Which exhibition caused Arvid’s interest? Asian Expo held in Hong Kong.

21. Section III Situational Dialogues Exercise 5 Answer the following questions according to the dialogues. 3. What products is Miss Li exhibiting? She is exhibiting balls. 4. Where is Albert from? He is from America. 5. Do they make a deal finally? No. Albert doesn’t make a buying decision right away.

22. Section III Situational Dialogues Exercise 6 Translate the following fair information into Chinese orally. Welcome to the 102nd Session of Chinese Export Commodities Fair The 102nd Session of Chinese Export Commodities Fair, which is the focus of attention from home and abroad, will open in Guangzhou on October 15th, 2008. Date: Phase I: Oct. 15-20, 2008 Phase II: Oct. 25-30, 2008 Venue: Chinese Export Commodities Fair (Guangzhou) Complex Chinese Export Commodities Fair (Shenzhen) Complex Categories: Industrial Products, Textiles & Garments, Medicines & Health Products, Consumer Goods and Gifts 时间：第一期：2008 年10月15日至20日第二期：2008 年10月25日至30日 地点： 中国出口商品博览会（广州会场） 中国出口商品博览会（深圳会场） 种类 工业品类，纺织服装类，医药及健康用 品类，消费品和礼品类

23. Section III Situational Dialogues Marketing Skills What shall we say on exhibitions? 展会上说什么客套话好呢？ 参加博览会、展览会和其他大型商务会议，是你获得客户资料的好机会。如何招揽顾客？只要有人走近你的展位，都应在第一时间跟他/她讲：“What can I do for you? / May I help you?” 也可说：“Can I be of any assistance?”, “Please have a look.” 如果是熟客，可简单说声：“Good afternoon, sir. Can I get something for you?” 同时，向客人介绍产品的最大特色，如：“These are our latest models. They are of very good quality.” 不要指望每次参加展会都大有斩获，但不要放过和客户沟通的机会，一定要留下客人的联络方式。Give him / her a phone call or send a greeting card to him / her each year. He / She will come back to you if there is any business opportunity.

24. Section IV Tasks Exercise 7 Fill in blanks with proper words and phrases to complete the passage. The 100th Session of the Canton Fair has received(引起极大的关注) by the (国内和国际的) media. More than 140 Chinese and global news media and nearly 400 (新闻记者) have made a thorough coverage of the Canton Fair. a great concern domestic and international journalists

25. Section IV Tasks Exercise 8 Attending the Trade Fair the 15th Shenzhen International Gifts, Handicrafts, Watches & Housewares Fair DATE: 19-22/4/2007 VENUE: China Hi-Tech Fair Exhibition Centre (Shenzhen) Over 3,500 booths featuring a wide range of toys, gifts, handicrafts, watches and houseware products in this trade fair. Application for the Fair has now begun. Please enquire with us before space run out.

26. Section IV Tasks ORGANIZED BY: Shenzhen Sinoexpo Exhibition Co., Ltd. JC Exhibition and Promotion Limited I want to attend the fair. I am interested in getting more information on: □ Exhibition □ Visiting □ Advertising in Fair Catalogue Name Sex □ M □ F Job Title Company ✓ Mr. Li Chong ✓ General Manager ABC Ltd., Co.

27. Section IV Tasks Address City Province Country Post Code Tel Fax E-mail DON’T HESITATE TO COMPLETE THIS FORM AND FAX / MAIL IT BACK TO US. 20F, Ti a n Fe ng Pl a z a , Zhonghua Road, Beijing. Beijing China ###### 010-######## 010-###### #############

28. Section IV Tasks Exercise 9 Imagine you want to choose an International Tourism Exhibition to exhibit your tour lines products. What are you going to prepare? A lot of things need to be done before attending the exhibition. 1) Choose a professional tourism exhibition with a sound reputation. The organizing job can be guaranteed. 2) Choose a suitable place to exhibit the tour lines of our travel agency. The target market must be very large so we can attract more tourists.

29. Section IV Tasks 3. 4. Design new tour lines with special characteristics. Necessary travel brochures should be prepared. Contact potential clients and invite them to visit your booth. It will raise the rate of success and attract more tourists.

30. Section IV Tasks 展会营销 展会是行业生产商、经销商和贸易商等进行交流、沟通等商业促进活动的平台。 专业性展会是其所代表行业的缩影，在某种程度上甚至就是一个市场。企业可以在展会中建立并维持自己与利益相关者之间的关系，树立在市场中良好的企业整体形象。展会营销工作要如何才能做得更好？ 第一步，根据公司的发展规划及营销目标，对企业的优势资源 (产品、信息、技术、服务)或需求进行分析，之后再斟选出适时对路的展会来做推广，最后再从策划的角度考虑如何出奇制胜。 第二步，制定的展会计划与组织实施工作要有弹性，包括对未来变化与竞争的思考，有必要的反馈与调整机制。 第三步，展会组织应有严格的流程与职责分工并有专人负责项目，强调企业内部的协作，企业与外协单位的协调。

31. The End !