致用商務(wù)英語閱讀(上)rogrammethreeVisitingTradeFair課件

1、致用商務(wù)英語閱讀(上)rogrammethreeVisitingTradeFair課件致用商務(wù)英語閱讀(上)rogrammethreeVisitiContents Programme Content1Programme Objective 2 Warming-up 3 Passage One4Passage Two5Contents Programme Content1PrProgramme Content Read a passage on trade fair;Read a passage on why exhibit at trade fair; Learn the common exp

2、ressions used on trade fair;Get some idea of major fairs and the relative departments in China. Programme Content Read a passaProgramme 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 wit

3、h foreign business partners on the matters of trade fair.Programme ObjectiveIntroduce pPart one Warming-upChallenge YourselfCan you tell us the Chinese meaning of the following words immediately?1. showcase 2. virtually3. demonstrate 4. dynamism5. considerable6. era7. promotional8. accommodation9. c

4、onsequently10. incurPart one Warming-upChallengeShort SurveyHave you got some idea of the following terms before reading the passage?1. trade fair 2. expo3. promotional literature 4. exhibitor manual 5. virtual tradeshow Short Survey1. trade fair 2. ePassage One Trade Fair Passage One Trade Fair A t

5、rade fair (trade show, trade exhibition or 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. In contrast to consumer fairs, only some tr

6、ade fairs are open to the public, while others can only be attended 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”. A few fairs are hybrids of the two; one example isthe Frankfurt

7、 Book Fair, which is trade-only for itsfirst three days and open to the 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 everyyea

8、r, and several online directories have beenestablished to help organizers, attendees, andmarketers identify appropriate events. 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 vi

9、sited towns for trading fairs, to sell and showcase products. From the late eighteenth century, Industrial Exhibitions in Europe and North America became more common reflecting the technological dynamism of the industrial revolution.致用商務(wù)英語閱讀(上)rogrammethreeVisitingTradeFair課件 Trade fairs often invol

10、ve a considerable marketing investment by participating companies. Costs include space rental, design and construction 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

11、show for services such as electrical, booth cleaning, internet services, and drayage (also known as material handling). Consequently, cities often promote trade shows as a means of economic development. Exhibitors attending the event are required to use an exhibitor manual or online exhibitor manual

12、 to order their required services and complete any necessary paperwork such as health and safety declarations. An increasing 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 ther

13、e is no need to travel whether you are attending or exhibiting. Words & Expressions1) expo n. 博覽會 2) showcase v. 使展現(xiàn) 3) demonstrate v. 展示, 演示 4) in contrast to 和對比 5) representative n. 代表；典型 6) hybrid n. 混合物 7) virtually adv. 事實(shí)上 8) directory n. 人名錄，地址錄 9) identify v. 鑒定；識別 10) currently adv. 現(xiàn)在；當(dāng)前

14、11) medieval adj. 中世紀(jì)的 12) era n. 時(shí)代；年代 13) produce n. 農(nóng)產(chǎn)品，產(chǎn)品 14) dynamism n. 活力；動態(tài) 15) involve v. 包含；牽涉 16) considerable adj. 相當(dāng)多的 17) accommodation n. 住處，膳宿 18) promotional adj. 促銷的 19) incur v . 蒙受 20) drayage n. 馬車運(yùn)貨費(fèi) 21) consequently adv. 因此；結(jié)果 22) virtual adj. 虛擬的 23) manual n. 指南；手冊 24) due t

15、o 因?yàn)?，由?25) relatively adv. 相對地；比較地Words & Expressions1) expo n.Notes (1). trade shows are classified as either “Public” or “Trade Only” 展覽會分為“面向公眾”或“只限業(yè)內(nèi)人士”兩類。 其中，短語classify as的意思是“分類為”, 例如，Would you classify this book as sociology or politics? （你會把這本書歸入社會學(xué)類還是政治學(xué)類?）classify by 按把分類, 例如，The books in

16、 the library are classified by subject.（圖書館的書是按科目分類的）(2) Frankfurt Book Fair 法蘭克福書展 法蘭克福書展是德國舉辦的國際性圖書展覽，是世界上最大規(guī)模、最享盛譽(yù)的書展，被譽(yù)為“世界出版人的奧運(yùn)會”。Notes (3) A trade fair (trade show, trade exhibition or expo) is an exhibition organized so that companies in a specific industry can showcase and demonstrate their

17、 latest products, service, study activities of rivals and examine recent market trends and opportunities.商品交易會（商品展覽會， 貿(mào)易博覽會或博覽會）是有組織的展覽，為使特定行業(yè)內(nèi)的公司能展出并展示他們的最新產(chǎn)品、服務(wù)、研究對手的活動以及最近的市場趨勢和機(jī)會。(4) costs are incurred at the show for services such as electrical, booth cleaning, internet services, and drayage (a

18、lso known as material handling). 展會上產(chǎn)生的費(fèi)用用于諸如用電、清潔展位、互聯(lián)網(wǎng)服務(wù)以及運(yùn)輸費(fèi)。 其中，incur用作及物動詞, 意思是“招致；遭受；惹起” , 例如，Your despite at him will incur his revenge.（他會因你的藐視態(tài)度而報(bào)復(fù)你的。）If you dont do the job properly, you will incur blame.（如果你不把工作做好, 你將會招人責(zé)難。） (3) A trade fair (trade show, (5) They are increasing in popular

19、ity due to their relatively low cost and because there is no need to travel whether you are attending or exhibiting. 它們越來越受歡迎，因?yàn)橘M(fèi)用相對較低，而且無論參觀或是參展都無需外出旅行。 其中，短語no need的漢語意思是“不需要；沒必要; 不必了”，例如，I only asked you a question. Theres no need to bite my head off. (我只是問你一個(gè)問題。你何必對我這么兇。) No need to teach an eag

20、le to fly.（教鷹飛翔，無此必要。)(5) They are increasing in popBusiness Link: Business linkSome Departments Related to Trade Fairs in China and some Major Fairs in China Business Link: Business link9/13/2022 Some departments related to trade fairs in ChinaMinistry of Commerce 商務(wù)部State Ministry of Foreign Trade

21、 and Economic Cooperation 國家對外經(jīng)濟(jì)貿(mào)易合作部China Council for the Promotion of International Trade 中國貿(mào)易促進(jìn)委員會China International Electric Commerce Center 中國國際電子商務(wù)中心9/10/2022 9/13/2022 Some major fairs in China Canton Fair 廣交會（Chinese Export & Import Commodities Fair, 中國進(jìn)出口商品交易會） China Dalian Import and Expo

22、rt Commodity Fair 中國大連進(jìn)出口商品交易會 Northeast China Area and Inner Mongolia Export Commodity Fair 中國東北和內(nèi)蒙古商品交易會 China International Hardware Fair 全國五金商品交易會 China Sugar and Wine Commodities Fair 全國糖酒商品交易會9/10/2022 Some major fairs in Read and ThinkAfter ReadingRead and ThinkAfter Reading9/13/2022Task 1: A

23、fter 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.Which of the following about a trade fair is not true?Companies can demonstrate their latest products at a trade fair. Trade fairs are open to the public.Companie

24、s can examine market trends at a trade fair.Companies can study activities of rivals.2. According to the passage, the Frankfurt Book Fair is open to _.the public B. members of the tradeC. members of the press D. all of the above9/10/2022Task 1: After the pas9/13/20223. Produce and craft producers ar

25、e 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 product

26、s 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 service9/10/20229/13/2022Task 2: Fill in the

27、 blanks with the words and expressions given in the box. Change the form if necessary. considerable showcase in contrast to consequently dynamism virtually demonstrate accommodation incur era9/10/2022Task 2: Fill in the b9/13/20221. Your wears are too sharp _ your classmates.2. A slowdown in the eco

28、nomy 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. Shanghai is an international metropolis full of vigor, _ and variet

29、y.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_.9/10/2022Read and TranslateAfter ReadingRead and TranslateAfter Readin9/13/2022Task 1: Translate the following phrases into English. 1. 自行車博覽會 2

30、. 消費(fèi)者博覽會 3. 和對比 4. 連續(xù)地 5. 虛擬現(xiàn)實(shí) 6. 中世紀(jì)末的歐洲 7. 相當(dāng)?shù)挠绊懥?8. 經(jīng)濟(jì)活力 9. 土特產(chǎn)品 10. 蒙受損失9/10/2022Task 1: Translate the9/13/2022Task 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

31、 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. 9/10/2022Task 2: Translate theAfter ReadingRead and SpeakAfter ReadingRead and Speak9/13/2022Task 1: Discuss the following question

32、s with your partner after reading the passage.What is a trade fair?What costs do the participating companies have to incur at the trade fair?Why are trade fairs online more and more popular?9/10/2022Task 1: Discuss the f9/13/2022Task 2: Recite the following paragraph. Exhibitors attending the event

33、are required touse an exhibitor manual or online exhibitormanual to order their required services andcomplete any necessary paperwork such ashealth and safety declarations. An increasingnumber of trade fairs are happening online,and these events are called virtual tradeshows.9/10/2022Task 2: Recite

34、the foPassage Two Why Exhibit at Trade Fair? Passage Two Why Exhibit at TQ 1 Have you ever attended trade fairs? If so, how did you feel at trade fairs?Q 1 Have you ever attended trQ 2Do you think trade fairs as mediums of promoting sales are better than other media? Q 2Do you think trade fairs a Tr

35、ade fairs are one of the most effective mediums for establishing and maintaining customer relations. In increasingly digital age, they are the only media where buyer, supplier and product physically come together-a potent force for business.Highly targeted With their tightly focused profiles and car

36、efully targeted audiences, trade fairs are highly cost-effective sales and marketing 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

37、 match the needs of importers and suppliers ever more closely. Trade fairs are one of the mFlexible 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 ima

38、ge, maintaining customer relations and appointing new agents. With a wealth of exposure opportunities, from 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.Flexibl

39、eA two-way communication process Unlike magazines and direct mail, trade fairs 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-facethe most persuasive form of selling, and

40、of building customer relationships.The buyer comes to you Trade 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

41、 be impossible to identify. A two-way communication procesNeutral 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 media Whilst advert, direct mailing or web page may say a prod

42、uct is the fastest, quietest, smallest 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. Neutral sales environmentFast market penetration You can reach a large proportion of the market

43、 in a short space of time. Whether you 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 e

44、xploring and entering new export markets. Fast market penetration9/13/2022 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 direc

45、t mail, the persuasive power of face-to-face selling, and the networking 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. 9/10/2022 Words & Expressions1) medium n. 手段；媒介 2) maintain v. 維持；

46、維修 3) physically adv. 實(shí)際上 4) potent adj. 強(qiáng)有力的；有效的 5) target v. 把作為目標(biāo) 6) cost-effective adj. 劃算的 7) be committed to 致力于 8) flexible adj. 靈活的 9) a wide range of 大范圍的；許多 10) generate v. 產(chǎn)生；發(fā)生 11) launch v. 發(fā)起; 推出 12) a wealth of 很多的；大量的 13) seminar n. 研討會 14) sponsorship n. 贊助；發(fā)起 15) dynamic adj. 動態(tài)的；有

47、活力的 16) conduct v. 引導(dǎo)；指揮 17) pro-active adj. 積極主動的 18) set aside 留出；撥出 19) apprehensive adj. 憂慮的 20) territory n. 領(lǐng)土，領(lǐng)域 21) advert n. 廣告 22) whilst conj. 當(dāng)?shù)臅r(shí)候23) penetration n. 滲透 24) unique adj. 獨(dú)一無二的 25) pursue v. 追求，從事 Words & Expressions1) medium Notes (1) Reed trade fairs: Reed Exhibition 舉辦的商品

48、交易會。英國勵展博覽集團(tuán)（Reed Exhibitions）是世界第一大的展覽及會議活動主辦機(jī)構(gòu)，早于上世紀(jì)80年代就進(jìn)入中國舉辦展覽，已積淀逾百年的全球品質(zhì)展覽會的開發(fā)、策劃、推廣及銷售豐厚經(jīng)驗(yàn)。 如今，勵展通過39個(gè)辦事處在跨越美洲、歐洲、中東和亞太地區(qū)的38個(gè)國家每年舉辦超過500個(gè)展覽、研討會、論壇和會議，服務(wù)于47個(gè)行業(yè)，涵蓋航天與航空、汽車、建筑與施工、設(shè)計(jì)、電子、能源、工程、環(huán)境、禮品、保健、信息技術(shù)、珠寶、生命科學(xué)與制藥、制造、醫(yī)療教育、包裝與紙品加工、印刷與視覺傳達(dá)、房地產(chǎn)、安全、體育與娛樂、旅游。Notes 9/13/2022(2) Whilst advert, direc

49、t mailing or web page may say a product is the fastest, quietest, smallest or most advanced on the market, at trade fair, importers can see, taste, touch and try your product for themselves.雖然廣告、直發(fā)郵件或者網(wǎng)頁上可能說產(chǎn)品是市場上最快捷、最安靜、最小巧或最先進(jìn)的，但在交易會上，進(jìn)口商卻可以親自看到、品嘗、觸摸并試用你的產(chǎn)品。 其中，連詞whilst的意思是“盡管”，引導(dǎo)讓步狀語從句, 例如，Whils

50、t they are not roommates, they get along well with each other. （盡管他們不是室友, 但相處得很好。）Whilst I like the color of the hat, I do not like its shape.（盡管我喜歡帽子的顏色，但我不喜歡它的形狀。）(3) Nothing beats the impact of a live demonstration. 沒有什么能與現(xiàn)場展示的效果相媲美。 其中，形容詞live的意思是“直播的；現(xiàn)場的”，例如，It wasnt a recorded show, it was liv

51、e. （這不是錄音表演, 這是現(xiàn)場轉(zhuǎn)播。）9/10/2022(2) Whilst advert, di(4) Trade fairs combine the mass-reach of advertising, the targeting of direct mail, the persuasive power of face-to-face selling, and the networking benefits of the Internet, to create a unique environment in which a wide range of sales and marketi

52、ng objectives can be pursued, either singly, or side by side. 交易會結(jié)合了廣告?zhèn)鞑シ秶?、直發(fā)郵件針對性強(qiáng)、面對面銷售說服力強(qiáng)以及互聯(lián)網(wǎng)的連網(wǎng)優(yōu)勢這些特點(diǎn)，創(chuàng)造了實(shí)現(xiàn)廣泛銷售和營銷目標(biāo)的獨(dú)特環(huán)境，這些目標(biāo)單獨(dú)實(shí)現(xiàn)或一同實(shí)現(xiàn)。致用商務(wù)英語閱讀(上)rogrammethreeVisitingTradeFair課件Business Link: Business linkVirtual tradeshowBusiness Link: Business link9/13/2022 A virtual tradeshow (sometimes

53、called a virtual tradefair) is a type of virtual event run in an onlineenvironment, that goes live and stays live online for alimited period of time. It can be considered the onlineequivalent of a traditional tradeshow or exhibition,but exhibitors and visitors connect with one anothervia the Interne

54、t, regardless of geographic location, toexchange valuable information.9/10/2022 A virtual tradesho9/13/2022 The structure of a typical virtual tradeshow oftenincludes a virtual exhibition hall which users enter withspecific permissions and capabilities. Exhibitors canbuild virtual stands or booths t

55、o exhibit informationrelated to their products or services, just as they wouldat a trade fair in a convention center; visitors view thesevirtual trade show displays in the exhibition hall. Usersboth exhibitors and Visitorswithin the environmentoften create avatars as a visual representation ofthemse

56、lves.9/10/2022 Comprehension CheckComprehension Check9/13/2022Task 1: Tell whether each of the following statements is true (T) or false (F) according to the passage.( ) 1. Trade fairs are the most effective means for keeping customer relations.( ) 2. Various sales and marketing objectives can be ac

57、hieved at trade fairs.( ) 3. Like magazines and direct mail, trade fairs involve a face-to-face communication process.( ) 4. Trade fair visitors are passive in that they are under pressure to come and buy continuing in parallel with the main negotiation on more substantive issues.( ) 5. Trade fairs

58、have advantages over other media in that people can see, taste, touch and try products for themselves at trade fairs.9/10/2022Task 1: Tell whether 9/13/2022Task 2: Discuss the following questions in groups after reading the passage and share your ideas with your partner. What kinds of sales and mark

59、eting objectives can be achieved at trade fairs?What advantages do trade fairs have over magazines and direct mail?What is unusual about trade fairs as a promotional tool?9/10/2022Task 2: Discuss the f9/13/2022Task 3: Make sentences using the given words and expressions. be committed to launch apprehensive flexible a wide range of 9/10/2022Task 3: Make sentenceVocabulary CheckVocabulary Check9/13/2022Task 1: Fill in the blanks with the words and expressions given below. Change the form where necessary. medium effective potent