UNIT 11
Exhibition
展会
Contents
1
2
3
4
Section I Special Terms
Section II Text Study
Section III Situational Dialogues
Section IV Tasks
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。
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?
Section II
Text A
Text Study
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.
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.
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.
Section II
Text Study
New Words and Expressions
occasion
n. 场合
turnover
n. 成交量
related industry enthusiastic
相关产业
industrial product
工业类产品
adj. 热心的,热情的
numerous
adj. 众多的
booth
n. 货摊；摊位
Canton Fair
广交会
textiles & garment
纺织服装类产品
Section II
inaugurate
medicine & health product
vt. 成立
医药保健类产品
delegation
source
n. 代表团
vt. 采购
attendance
n. 出席的人数
Text Study
consumer goods
日用消费品
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 ]
2. Only large companies show their interest in
fairs.
[ F ]
3. The first Canton Fair was held in Oct. 1957.
[ F ]
4. The attendees at the Canton Fair include both
domestic and foreign visitors.
[ T ]
5. Antiques can be exhibited at the 103rd session of
the Canton Fair.
[ F ]
Section II
Text Study
Exercise 2 Match the words in the table below with their correct
Chinese equivalents.
1. gather
A. 友谊
2. exchange
B. 聚集
3. professional
C. 礼品
4. friendship
D. 交换
5. gift
E. 营业额
6. UN
F. 专业的
7. variety
G. 联合国
8. turnover
H. 种类
Section II
Text Study
Exercise 3
Fill in the blanks with the appropriate form of the words in brackets.
Besides the traditional way of negotiating (negotiate) against samples,
the business can also
be done
(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 carried out
(carry out) in flexible ways.
Section II
Text B
Text Study
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.
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
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 ]
2. Furniture was exhibited at the fair.
[ F ]
3. Customers could buy cable equipment at the
exhibition.
[ T ]
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.
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!
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!
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.
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.
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.
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:
时间：
Venue:
地点：
Phase I: Oct. 15-20, 2008 Phase II: Oct. 25-30, 2008
第一期：2008 年10月15日至20日 第二期：2008 年10月25日至30日
Chinese Export Commodities Fair (Guangzhou) Complex
中国出口商品博览会（广州会场）
Chinese Export Commodities Fair (Shenzhen) Complex
中国出口商品博览会（深圳会场）
Categories:
Industrial Products, Textiles & Garments, Medicines &
种类
Health Products, Consumer Goods and Gifts
工业品类，纺织服装类，医药及健康用
品类，消费品和礼品类
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.
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 a great concern
(引起极大的关注) by the domestic and international
(国内和国际的)
media. More than 140 Chinese and global news media and nearly 400
journalists (新闻记者) have made a thorough coverage of the Canton
Fair.
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.
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
Mr. Li Chong
Sex □
✓ M□F
Job Title
General Manager
Company
ABC Ltd., Co.
Section IV Tasks
Address
City
20F, Ti a n Fe ng Pl a z a , Zhonghua Road, Beijing.
Country
Post Code
Tel
E-mail
Province
Beijing
China
######
010-########
Fax 010-######
#############
DON’T HESITATE TO COMPLETE THIS FORM AND FAX / MAIL
IT BACK TO US.
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.
Section IV Tasks
3.
Design new tour lines with special
characteristics. Necessary travel brochures
should be prepared.
4.
Contact potential clients and invite them
to visit your booth. It will raise the rate of
success and attract more tourists.
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。