致用商务英语阅读上programmethreeVisitingTradeFair.pptx

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1、ContentsContents Programme Content1Programme Objective 2 Warming-up 3 Passage One4Passage Two5第1页/共59页Programme Content Read a passage on trade fair;Read a passage on why exhibit at trade fair;Learn the common expressions used on trade fair;Get some idea of major fairs and the relative departments i

2、n China.第2页/共59页Programme ObjectiveIntroduce products at the trade fairs;Talk about the prices of products at the trade fairs;Talk about trade fair and the virtual tradeshow;Communicate with foreign business partners on the matters of trade fair.第3页/共59页Part one Warming-upChallenge YourselfCan you t

3、ell us the Chinese meaning of the following words Can you tell us the Chinese meaning of the following words immediately?immediately?1.showcase 2.virtually3.demonstrate 4.dynamism5.considerable6.era7.promotional8.accommodation9.consequently10.incur第4页/共59页Short SurveyHave you got some idea of the fo

4、llowing terms before Have you got some idea of the following terms before reading the passage?reading the passage?1.trade fair 2.expo3.promotional literature 4.exhibitor manual 5.virtual tradeshow 第5页/共59页Passage One Trade Fair 第6页/共59页 A trade fair(trade show,trade exhibition or expo)is an exhibiti

5、on organized so that companies in a specific industry can showcase and demonstrate their latest products,service,study activities of rivals and examine recent market trends and opportunities.In contrast to consumer fairs,only some trade fairs are open to the public,while others can only be attended

6、by company representatives(members of the trade,e.g.professionals)and members of the press,therefore trade shows are classified as either“Public”or“Trade Only”.第7页/共59页 A few fairs are hybrids of the two;one example isthe Frankfurt Book Fair,which is trade-only for itsfirst three days and open to th

7、e general public on itsfinal two days.They are held on acontinuing basis invirtually all markets andnormally attract companiesfrom around the globe.For example,in the U.S.thereare currently over 10 000 trade shows held everyyear,and several online directories have beenestablished to help organizers,

8、attendees,andmarketers identify appropriate events.第8页/共59页 Modern trade fairs follow in the tradition of tradefairs established in late medieval Europe,in the era of merchant capitalism.In this era,produce and craft producers visited towns for trading fairs,to sell and showcase products.From the la

9、te eighteenth century,Industrial Exhibitions in Europe and North America became more common reflecting the technological dynamism of the industrial revolution.第9页/共59页 Trade fairs often involve a considerable marketing investment by participating companies.Costs include space rental,design and const

10、ruction of trade show displays,telecommunications and networking,travel,accommodations,and promotional literature and items to give to attendees.In addition,costs are incurred at the show for services such as electrical,booth cleaning,internet services,and drayage(also known as material handling).Co

11、nsequently,cities often promote trade shows as a means of economic development.第10页/共59页 Exhibitors attending the event are required to use an exhibitor manual or online exhibitor manual to order their required services and complete any necessary paperwork such as health and safety declarations.An i

12、ncreasing number of trade fairs are happening online,and these events are called virtual tradeshows.They are increasing in popularity due to their relatively low cost and because there is no need to travel whether you are attending or exhibiting.第11页/共59页Words&Expressions1)expo n.博览会 2)showcase v.使展

13、现 3)demonstrate v.展示,演示 4)in contrast to 和对比 5)representative n.代表；典型 6)hybrid n.混合物 7)virtually adv.事实上 8)directory n.人名录，地址录 9)identify v.鉴定；识别 10)currently adv.现在；当前 11)medieval adj.中世纪的 12)era n.时代；年代 13)produce n.农产品，产品 14)dynamism n.活力；动态 15)involve v.包含；牵涉 16)considerable adj.相当多的 17)accommod

14、ation n.住处，膳宿 18)promotional adj.促销的 19)incur v.蒙受 20)drayage n.马车运货费 21)consequently adv.因此；结果 22)virtual adj.虚拟的 23)manual n.指南；手册 24)due to 因为，由于 25)relatively adv.相对地；比较地第12页/共59页Notes (1).trade shows are classified as either“Public”or“Trade Only”展览会分为“面向公众”或“只限业内人士”两类。其中，短语classify as的意思是“分类为”,

15、例如，Would you classify this book as sociology or politics?（你会把这本书归入社会学类还是政治学类?）classify by 按把分类,例如，The books in the library are classified by subject.（图书馆的书是按科目分类的）(2)Frankfurt Book Fair 法兰克福书展 法兰克福书展是德国举办的国际性图书展览，是世界上最大规模、最享盛誉的书展，被誉为“世界出版人的奥运会”。第13页/共59页(3)A trade fair(trade show,trade exhibition or

16、 expo)is an exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products,service,study activities of rivals and examine recent market trends and opportunities.商品交易会（商品展览会，贸易博览会或博览会）是有组织的展览，为使特定行业内的公司能展出并展示他们的最新产品、服务、研究对手的活动以及最近的市场趋势和机会。(4)costs are

17、 incurred at the show for services such as electrical,booth cleaning,internet services,and drayage(also known as material handling).展会上产生的费用用于诸如用电、清洁展位、互联网服务以及运输费。其中，incur用作及物动词,意思是“招致；遭受；惹起”,例如，Your despite at him will incur his revenge.（他会因你的藐视态度而报复你的。）If you dont do the job properly,you will incu

18、r blame.（如果你不把工作做好,你将会招人责难。）第14页/共59页(5)They are increasing in popularity due to their relatively low cost and because there is no need to travel whether you are attending or exhibiting.它们越来越受欢迎，因为费用相对较低，而且无论参观或是参展都无需外出旅行。其中，短语no need的汉语意思是“不需要；没必要;不必了”，例如，I only asked you a question.Theres no need

19、to bite my head off.(我只是问你一个问题。你何必对我这么凶。)No need to teach an eagle to fly.（教鹰飞翔，无此必要。)第15页/共59页Business Link:Business linkSome Departments Some Departments Related to Trade Fairs Related to Trade Fairs in China and some in China and some Major Fairs in ChinaMajor Fairs in China 第16页/共59页3/26/2023 So

20、me departments related to trade fairs in Some departments related to trade fairs in ChinaChinaMinistry of Commerce Ministry of Commerce 商务部商务部State Ministry of Foreign Trade and State Ministry of Foreign Trade and Economic Cooperation Economic Cooperation 国家对外经济贸易国家对外经济贸易合作部合作部China Council for the

21、Promotion of China Council for the Promotion of International Trade International Trade 中国贸易促进委员会中国贸易促进委员会China International Electric Commerce China International Electric Commerce Center Center 中国国际电子商务中心中国国际电子商务中心第17页/共59页3/26/2023 Some major fairs in ChinaSome major fairs in China Canton Fair Ca

22、nton Fair 广交会（广交会（Chinese Export&Chinese Export&Import Commodities Fair,Import Commodities Fair,中国进出口商品中国进出口商品交易会）交易会）China Dalian Import and Export China Dalian Import and Export Commodity Fair Commodity Fair 中国大连进出口商品交易中国大连进出口商品交易会会 Northeast China Area and Inner Mongolia Northeast China Area and

23、Inner Mongolia Export Commodity FairExport Commodity Fair 中国东北和内蒙古商品交易会中国东北和内蒙古商品交易会 China International Hardware Fair China International Hardware Fair 全国五金商品交易会全国五金商品交易会 China Sugar and Wine Commodities Fair China Sugar and Wine Commodities Fair 全国糖酒商品交易会全国糖酒商品交易会第18页/共59页Read and ThinkAfter Readi

24、ng第19页/共59页3/26/2023Task 1:After the passage,you will find 5 questions.For each question there are 4 choices marked A、B、C and D.You should make the correct choice.1.Which of the following about a trade fair is not true?A.Companies can demonstrate their latest products at a trade fair.B.Trade fairs a

25、re open to the public.C.Companies can examine market trends at a trade fair.D.Companies can study activities of rivals.2.According to the passage,the Frankfurt Book Fair is open to _.A.the public B.members of the tradeC.members of the press D.all of the above第20页/共59页3/26/20233.Produce and craft pro

26、ducers are sold at _.A.trade fairs established in late medieval EuropeB.modern trade fairsC.trading fairs in the late eighteenth centuryD.Industrial Exhibitions 4.Trade fairs involve the following costs except _.A.costs for renting space B.costs for promotional materialsC.costs for trade show produc

27、ts D.costs for electricity5.Online trade fairs are popular because _.A.there is no need to use an exhibitor manualB.exhibitors can complete any necessary paperwork onlineC.exhibitors dont have to go to trade fairsD.exhibitors can order their required service第21页/共59页3/26/2023Task 2:Fill in the blank

28、s with the words and expressions given in the box.Change the form if necessary.considerable showcase considerable showcase in contrast to consequently in contrast to consequently dynamism virtually dynamism virtually demonstrate demonstrate accommodationaccommodation incur era incur era第22页/共59页3/26

29、/20231.Your wears are too sharp _ your classmates.2.A slowdown in the economy caused us to _ great losses.3.It is _ impossible to predict the future accurately.4.The company went bankrupt and _he lost his job.5.They not only protect health.They bring in _ revenue.6.She _how the computer works.7.Shan

30、ghai is an international metropolis full of vigor,_ and variety.8.This space should _whats important to you.9.They provided comfortable _ for visitors.10.The invention of the computer marked the beginning of a new_.第23页/共59页Read and TranslateAfter Reading第24页/共59页3/26/2023Task 1:Translate the follow

31、ing phrases into English.1.自行车博览会 2.消费者博览会 3.和对比 4.连续地 5.虚拟现实 6.中世纪末的欧洲 7.相当的影响力 8.经济活力 9.土特产品 10.蒙受损失第25页/共59页3/26/2023Task 2:Translate the following sentences into Chinese.1.She demonstrated a new car to customers in the department store.2.In contrast to our house,the new one is a palace.3.He had

32、been ill for a long time and consequently he was behind in his work.4.If you dont do the job properly,you will incur blame.5.We are living in a great historic era.第26页/共59页After ReadingRead and Speak第27页/共59页3/26/2023Task 1:Discuss the following questions with your partner after reading the passage.

33、What is a trade fair?What is a trade fair?What costs do the participating companies What costs do the participating companies have to incur at the trade fair?have to incur at the trade fair?Why are trade fairs online more and more Why are trade fairs online more and more popular?popular?第28页/共59页3/2

34、6/2023Task 2:Recite the following paragraph.E x h i b i t o r s a t t e n d i n g t h e e v e n t a r e r e q u i r e d t ou s e a n e x h i b i t o r m a n u a l o r o n l i n e e x h i b i t o rm a n u a l t o o r d e r t h e i r r e q u i r e d s e r v i c e s a n dc o m p l e t e a n y n e c e s

35、 s a r y p a p e r w o r k s u c h a sh e a l t h a n d s a f e t y d e c l a r a t i o n s.A n i n c r e a s i n gn u m b e r o f t r a d e f a i r s a r e h a p p e n i n g o n l i n e,a n d t h e s e e v e n t s a r e c a l l e d v i r t u a l t r a d e s h o w s.第29页/共59页Passage Two Why Exhibit

36、at Trade Fair?第30页/共59页Q 1 Have you ever attended trade fairs?If so,how did you feel at trade fairs?第31页/共59页Q 2Do you think trade fairs as mediums of promoting sales are better than other media?第32页/共59页 Trade fairs are one of the most effective mediums for establishing and maintaining customer rel

37、ations.In increasingly digital age,they are the only media where buyer,supplier and product physically come together-a potent force for business.Highly targetedHighly targeted With their tightly focused profiles and carefully targeted audiences,trade fairs are highly cost-effective sales and marketi

38、ng platforms.Reed trade fairs is committed to delivering business contacts that create value for each and every customer.Through buyer clubs,appointment setting systems etc,and on-line visitor planning services,we match the needs of importers and suppliers ever more closely.第33页/共59页FlexibleFlexible

39、 Trade fairs provide a highly flexible environment in which a wide range of sales and marketing objectives can be achieved,from generating sales leads and launching new products,to building brand image,maintaining customer relations and appointing new agents.With a wealth of exposure opportunities,f

40、rom stand presence and sponsorship,to seminars and competitions,and awards,together with our web sites,Reed events provide a dynamic environment for your sales and marketing activities.第34页/共59页A two-way communication processA two-way communication process Unlike magazines and direct mail,trade fair

41、s involve a two-way communication process.Visitors can question,challenge and debate.Exhibitors can give and seek information.Most importantly,business is conducted face-to-face-the most persuasive form of selling,and of building customer relationships.The buyer comes to youThe buyer comes to you Tr

42、ade fair visitors are pro-active rather than passive recipients of your sales and marketing messages.They make a conscious decision to attend,and set aside valuable time to do so.Many are specifiers and influencers who it might otherwise be impossible to identify.第35页/共59页Neutral sales environmentNe

43、utral sales environment The buyer feels under no great pressure to buy,while the supplier is not apprehensive about visiting the buyer on his home territory.A three-dimensional mediaA three-dimensional media Whilst advert,direct mailing or web page may say a product is the fastest,quietest,smallest

44、or most advanced on the market,at trade fair,importers can see,taste,touch and try your product for themselves.Nothing beats the impact of a live demonstration.第36页/共59页Fast market penetrationFast market penetration You can reach a large proportion of the market in a short space of time.Whether you

45、are looking to raise your company profile,change market perceptions or generate sales leads,you can achieve more in four days at trade fair than you might otherwise achieve in months.Trade fairs are also one of the quickest and most cost-effective means of exploring and entering new export markets.第

46、37页/共59页3/26/2023 Individually,the benefits listed are not unique to trade fairs but what is unusual is their combination in a single,highly flexible promotional tool.Trade fairs combine the mass-reach of advertising,the targeting of direct mail,the persuasive power of face-to-face selling,and the n

47、etworking benefits of the Internet,to create a unique environment in which a wide range of sales and marketing objectives can be pursued,either singly,or side by side.第38页/共59页Words&Expressions1)medium n.手段；媒介手段；媒介 2)maintain v.维持；维修维持；维修 3)physically adv.实际上实际上 4)potent adj.强有力的；有效的强有力的；有效的 5)targe

48、t v.把把作为目标作为目标 6)cost-effective adj.划算的划算的 7)be committed to 致力于致力于 8)flexible adj.灵活的灵活的 9)a wide range of 大范围的；许多大范围的；许多 10)generate v.产生；发生产生；发生 11)launch v.发起发起;推出推出 12)a wealth of 很多的；大量的很多的；大量的 13)seminar n.研讨会研讨会 14)sponsorship n.赞助；发起赞助；发起 15)dynamic adj.动态的；有活力的动态的；有活力的 16)conduct v.引导；指挥引导

49、；指挥 17)pro-active adj.积极主动的积极主动的 18)set aside 留出；拨出留出；拨出 19)apprehensive adj.忧虑的忧虑的 20)territory n.领土，领域领土，领域 21)advert n.广告广告 22)whilst conj.当当的时候的时候23)penetration n.渗透渗透 24)unique adj.独一无二的独一无二的 25)pursue v.追求，从事追求，从事 第39页/共59页Notes (1)Reed trade fairs:Reed Exhibition 举办的商品交易会。英国励展博览集团（Reed Exhibi

50、tions）是世界第一大的展览及会议活动主办机构，早于上世纪80年代就进入中国举办展览，已积淀逾百年的全球品质展览会的开发、策划、推广及销售丰厚经验。如今，励展通过39个办事处在跨越美洲、欧洲、中东和亚太地区的38个国家每年举办超过500个展览、研讨会、论坛和会议，服务于47个行业，涵盖航天与航空、汽车、建筑与施工、设计、电子、能源、工程、环境、礼品、保健、信息技术、珠宝、生命科学与制药、制造、医疗教育、包装与纸品加工、印刷与视觉传达、房地产、安全、体育与娱乐、旅游。第40页/共59页3/26/2023(2)Whilst advert,direct mailing or web page ma