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Receiving Visitors on Exhibition

Learning Goals 1

Warm-up Activities2

Situated Learning3

Students Activities4

Study Material5

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Receiving Visitors on Exhibition

Learning Goal:

1. know the procedures of exhibition hospitality

2. know how to receive regular clients and potential clients

3. know how to introduce exhibits

4. master the basic expressions of receiving visitors on exhibition

5. be familiar with the etiquette of receiving visitors on exhibition

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Warm-up Activities

1. Have you ever been involved in an exhibition before? If so, describe your experience to your partner?

Warm-upQuestions

2. What do you think may be brought to your company if your reception work in exhibition is successful or unsuccessful?

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Typical Vocabulary

Complete the table by translating the English and Chinese equivalents of the words givenComplete the table by translating the English and Chinese equivalents of the words givenComplete the table by translating the English and Chinese equivalents of the words givenComplete the table by translating the English and Chinese equivalents of the words given

organizer 邀请函

booth 出席者

stand 展品

potential client 预定展位

display 交易会

exhibitor 签约

主办方

展位

摊位 展位

潜在客户

展览

参展商，展出者

invitation letter

attendee

exhibit

reserve booth(s)/stand(s)

trade fair

sign a contract

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Situated Learning

Background

The China Export Commodities Fair, also called Canton Fair, has been held twice a year in spring and autumn since it was inaugurated in the spring of 1957. It is China’s largest trade fair of the highest level, of the most complete varieties, and of the largest attendance and business turnover. Jiahui Light Industrial Products Import and Export Corporation is specialized in importing and exporting various footwear, bags, clothing and other light industrial products. The company decides to display their products and promote their sales in Canton Fair this autumn.

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Situated Learning

Task Description

Han Mei, as a sales representative of Jiahui Light Industrial Products Import and Export Corporation, is sent to attend the Canton Fair in autumn. She receives visitors from abroad at the fair.

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Situated Learning

Task Analysis

The ultimate purpose of participating in an exhibition event is to enhance the company’s brand recognition and enlarge its share in the target market. During the exhibition, you should receive potential and regular clients. If they have any questions, you may give an attractive and informative introduction on your products, your company as well as yourself to the visitors patiently.

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New Words

1. inaugurate [i'nɔ:gjureit] v. 开创 , 举行 ... 开幕典礼2. turnover ['tə:n,əuvə] n. 翻折，成交量3. ultimate ['ʌltimit] n. 终极 , 根本 a. 终极的，最后的4. annual [æ'njuəl] adj. 每年的 , 年度的 , 一年一次的5. place an order 下订单6. unique [ju:'ni:k] adj. 独一无二的 , 仅有的 , 惟一的7. cushion ['kuʃən] n. 垫子 , 橡皮软垫 v. 加垫褥8. midsole ['m id,səul] 鞋底夹层9. outsole ['autsəul] n.( 鞋子、靴子的 ) 外底，大底10. synthetic leather 合成皮带11. elastic [i'læstik] a. 有弹性的 n. 橡皮圈12. shrink [ʃriŋk] vt. & vi. 收缩 ; （使）缩水 , 收缩 , 缩小 ,

皱缩13. joint venture 合资企业14. salable ['seləbəl] adj. 适于销售的 ; 价格适当的 ; 畅销的

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Situated Learning (Step 1)

Listen to their conversation and fill in the blanks

Han Mei: Hello! May I speak to Mr. Williams? Williams: Speaking. Han Mei: Good morning, Mr. Williams. This is Han Mei from Jiahui Light

Industrial Products Import and Export Corporation. How are you going! Williams: , Thank you! Han Mei: I am calling to tell you that our company will attend the annual in Guangzhou. You’re warmly welcome to participate as usual.

We have some new styles to show you this time. Williams: Thank you for remembering me. Yes, we will attend. Han Mei: We are going to prepare for you. Williams: That's great! Thank you. Han Mei: I’ll email our booth number and to you. If you have

any questions, please let me know. Williams: Fine. You are very . Han Mei: Thank you. See you then.

Pretty well_____________________

autumn fair___________________

a guest card___________________

exact timetable___________________

considerate___________________

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Situated Learning (Step 2)

Han Mei: Welcome to our booth. Oh, is it Mr. Williams? How nice to see you again! How’s everything with you?

Williams: Fine. Nice to see you again. Han Mei: Well, Mr. Williams. I remember you for our products three months ago. How did you find the last lot of

leisure suits and children’s wear? Williams: Oh, excellent. They are and beautiful

designs. They sell well in my country. Han Mei: I’m very glad to hear that. Now we have a good variety of

new products displayed here. They are . Would you like to come in and have a look in the showroom?

Williams: Sure! Han Mei: Just come this way, please! (pointing)

placed a large order_________________________________

of high quality__________________________

available in various styles and sizes_________________________________________

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Situated Learning (Step 2)

Williams: Oh, you have so many different styles of clothes. Would you please introduce your latest products to me?

Han Mei: Certainly. The new varieties have vivid designs and beautiful colors. This style is the latest fashion. It has been on the market for only a week and has already become very popular.

Williams: It looks . Han Mei: That’s right. It is made of high-quality material. This fabric

is not liable to shrink or wrinkle. Different flower patterns are designed to satisfy different customers.

Williams: That’s . We always have faith in the quality of your products. How about the price?

Han Mei: Considering the long-standing business relationship between us, we can offer you very favorable prices. Would you like to take a seat and have a cup of coffee and we can talk about the price?

Williams: Good idea.

original and very fashionable_________________________________________

really impressive

___________________________

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Situated Learning (Step 3)

Han Mei: Welcome to our showroom. Please come in and have a look at our products.

Brown: I am interested in sports shoes. ?

Han Mei: I am glad to. We provide a unique collection of sports shoes of different types and styles. Soccer shoes, basketball shoes, and racing shoes are our featured products.

Brown: Do your company specialize in making sports shoes? Han Mei: Of course. Our company is a joint venture, which leads the

industry. Most of products are sold to the United States, Italy, France and

some other European countries. As a multinational enterprise

. Brown: Good, are these shoes newly designed? Han Mei: Yes, they are either newly-developed or modified models. Durability,

stability and light weight are typical of them.

Would you please introduce them to me________________________________________________

we produce products which lead the fashion___________________________________________________________________

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Situated Learning (Step 3)

Brown: I can’t see any differences between your products and others. Han Mei: Well, our products are made of high-tech materials so that the

shoes are cushioning, fit and durable. Look, the shoe has a light, cushioned midsole and a durable outsole. Besides, the upper is made of synthetic leather. You may have a try. .

Brown: Yes, it is quite elastic, comfortable and light. The sportsman can run faster in these shoes, I suppose.

Han Mei: yes, they are of great help to enhance his athletic performance. How about ordering some of them? Brown: .

Han Mei: Retail prices, if you place a large order, you will get a profitable discount. Here are some of brochures and price lists. You may have a good study of them before you make a decision. And you can also leave your business card so that we contact you later.

Brown: Thank you. . This is my business card. Here you are.

They may give you a different feeling________________________________________________

I would like to know their prices_______________________________________

It is very considerate of you_______________________________________

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Han Mei: Hello, Mr. Williams. This is Han Mei calling. Williams: Hello, Ms. Han. Are you still at Guangzhou? Han Mei: No. . The exhibition ended yesterday. Williams: It must have been a success, wasn’t it? Han Mei: Yes. . I’m calling you to express

our thanks for your interest in our products, and for your suggestion. Williams: Thanks for calling. . The

silk skirts I ordered last time was really salable. Han Mei: That’s good news. I’ll mail you the sample you asked for . I hope

that will be helpful. Williams: Wonderful! And Ms. Han, we'll be expecting the first shipment

next month? Han Mei: That's right. They'll be there on time. Mr. Williams, I hope you

have a chance to visit our factory if possible. Williams: I’m sure I’ll have the opportunity. China is gaining competitiveness

in the world market, and . Han Mei: You’re right. If you have time, you may call me and I hope to see

you in our factory.

Situated Learning (Step 4)

I am heading home now____________________________

We have made some achievements_________________________________________

I’m really interested in your products_________________________________________________

to the address on your business card after I arrive home______________________________________________________________________________

it has been attracting more and more visitors from all over the world______________________________________________________________________________

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Summary

It is a popular way for you and your company to promote your products in an exhibition. The workflow of receiving visitors on exhibition is as follow:

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Students Activities

Task one Tips for you (A)

Situation: You are attending an international exhibition on which a potential client is visiting your booth. The tips are for you to prepare a conversation.

You are

Chen Feng from China

The Sales representative of Surlink Shoes Co., Ltd. China You

Express your welcome and thanks

Ask for his business card

Introduce your new products

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Students Activities

Task one Tips for you (B):

Situation: The exhibitor is introducing their products to you at the exhibition. The tips are for you to prepare a conversation.

You are

Henry White from Brazil

The head of the Import Dept. Of ACME Company, Rio de Janeiro, Brazil You

Exchange business card

Inquiry about their products

Ask for catalogue or brochure

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Students Activities

Task Two Background The Xinfa Trading Company is specialized in exporting furniture & fixtures. Now they are

planning to attend an international trade fair. You are the sales representative of this company. David Law, the marketing manager of a Singapore company, is one of your regular clients.

Task DescriptionGroup work: You need to give a phone call or write an email to David Law, informing him

of your booth number and express your expectation of his coming. When David Law comes to your booth at the fair, you should receive him sincerely. Act out your conversation.

Task RequirementsThe conversation should last at least 6 minutes. The following items should be included: 1. telephone to David Law inviting him to the trade fair 2. greet to each other at the fair 3. recall your former pleasant transactions 4. introduce your new products 5. see him off at the gate of the exhibition hall

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Students Activities

Task Two (group work)

1. Making a plan on how to receive visitors on exhibition, then give a report to the whole class. Each group should give your comments on all the reports.

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Students Activities

Task Two (group work)

2. Improve your receiving plan referring to the comments of your teacher and classmates.

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Students Activities

Task Two (group work)

3. Act out how you receive visitors on exhibition

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Check list

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Check list

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Assessment

Self- assessment Form

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Assessment

Peer Assessment Form

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Study Material

New words

1. publicity [pʌb'lisiti] n. 公众的注意，宣传2. investor [in'vestə] n. 投资者3. objectively [əb'dʒektivli,ɔb-] adv. 客观地4. VCR Video Casstte Recorder 录像，录像机，现多指录像短片

5. apprise [ə'praiz] vt. 通知 (报告 )6. underestimate [,ʌndə'estimeit] n. 低估 v. 低估7. top-notch adj. 出色的8. highlight ['hailait] n. 加亮区 v. 加亮，强调9. vastly ['vɑ:stli] adv. 广大地，许多

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Study Material

New words

10. connotation [,kɔnəu'teiʃən] n. 含义11. cluster ['klʌstə] n. 串 ,丛 , 群 v. 聚合，成串，丛生，使 ...聚集

12. recognition [,rekəg'niʃən] n. 认可，识别，赞誉13. delivery [di'livəri] n. 递送 ,交付，运输14. warranty ['wɔrənti] n. 担保，保证，根据15. ambassador [æm'bæsədə] n. 大使16. time-consuming ['taimkən, sju:miŋ] adj. 耗费时间的17. troublesome ['trʌblsəm] adj. 麻烦的，棘手的，困难的18. analyze ['ænəlaiz] vt. 分析

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Study Material

Phrases and expressions

1. be essential to … 对 是重要的，2. prior to …在 之前3. get in touch with …与 联系4. make full use of 充分利用

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Study Material

Topic-related reading

Receiving Visitors on Exhibition

1. In modern trade exchanges, exhibition is an excellent platform for trade, publicity and information exchanges. With this platform, exhibitors, investors and visitors gather together to make business deals, obtain latest information and test their own products objectively.

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Study Material

2. Preparation for exhibition hospitality. Once you decide to attend an exhibition, you should tell your regular clients detailed information such as the time, the place and your reserved booth number. Then, you will do exhibition planning, for example, booth decorating, writing invitation letters, preparing exhibits, making promotional materials including VCR. Make sure you are apprised of the company’s overall vision and goals for attending the exhibition. Underestimating the amount of planning and preparation required to exhibit is one of the biggest reasons of poor efficiency. To ensure a top-notch performance, begin preparing your attendance four to six months prior to the event.

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Study Material

3. Receiving visitors on exhibition. The day before the exhibition, we should have booth decorating which is vital to all companies taking part in an exhibition. Exhibition decoration is used by exhibitor organizations to highlight the image of the company and its products through the designing of stands. You should have a high-quality exhibition decoration which will vastly enhance the modern and cultural connotation of your company and your products.

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Study Material

4. To know how to receive visitors is very important for a businessman. At the booth, you should give an attractive and informative introduction on your products, your company as well as yourself to the visitors patiently. The visitors may ask some questions concerning the basic information of different products such as prices, discounts, delivery time, warranties, etc. You should know your products very well and the first impression is essential to successful business dealing.

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Study Material

5. You should wear business dress standard for the industry and region, even if attendees will visit the trade show wearing informal clothes. Pay attention to your etiquette during exhibition. You should prohibit eating, smoking, drinking, or reading when you are on duty. You shouldn’t be talking on the phone, clustering in conversation groups with each other. Your purpose of participating in an exhibition is to enhance your company’s recognition and enlarge its share in the target market, so you are ambassadors, representing your company for the whole world to see. Make sure that you will visit your

VIP, give some gifts and see him off if necessary.

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Study Material

6. After the exhibition. Some enterprises think that everything is done after the exhibition. As a matter of fact, it is important to get in touch with visitors and consumers after the exhibition, to make your potential clients your real buyer, and to improve the quality of your products. Attending an exhibition is time-consuming, troublesome and costly. So the enterprises must analyze the results carefully, and make full use of this exhibition to expand your business.

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Study Material

Comprehension of the passage 1. Which of the following is the advantage of attending exhibitions

______?

A. attract new clients

B. maintains their reputation.

C. enlarge its share in the target market

D. all of the above.

2. When you prepare for an exhibition, you need to consider the following things except .

A. reserving a booth

B. preparing exhibits

C. preparing enough snacks

D. booth decorating

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Study Material

Comprehension of the passage 3. What kind of clothes you should wear in exhibition?

A. jeans

B. business dress

C. casual clothes

D. Whatever you like.

4. In concerning of products, what do attendees usually inquire at the exhibition except ?

A. price

B. warranty

C. delivery

D. your profit

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Study Material

Comprehension of the passage

5. You'd better do the following things after exhibition except ,

A. let it be

B. see off your attendees if necessary

C. give some gifts

D. visit your client in person if time permits

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Tips for exhibition hospitality

1. Not all exhibitions can reach targets and fulfill expectations. Sometimes it is time and energy consuming yet with little effect. Quality and level of exhibitions vary a great deal. Therefore, choosing a proper exhibition is the key for successful exhibition participation.

2. When you attend an exhibition, wear business dress and wear comfortable shoes. Respect and give attention to all visitors at your stand. Speak clearly and slowly.

3. When you have visitors, you never start a conversation with, “Can I help you?” Instead, create an open-ended question that encourages visitors to indicate a bit about who they are and what they do.

4. See off and give gifts to your clients if necessary. Contact your potential clients by e-mails or call them after the exhibition.

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Useful expressions

Booking a booth for exhibition

1. May I inquire something about stand booking?2. Early booking entails a discount.3. You need to establish how much space you require to

display your products or services and check whether this fits within your budget.

4. Complete the stand application form and fax it to ... Your booking then will be confirmed by phone.

5. The equipment is charged on a daily basis

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Useful expressions

Exhibitors can say

6. Welcome to our booth.7. Our company was established in 1998.8. Have you ever been to this fair before?9. The Fair is a big gathering. Thousands of businessmen from all over

the world are here to trade with China. 10. I'll be glad to do what we can for you.11. I wonder if the scarf has any attraction for you.12. Do you have any interest in the product? 13. We will be sending free samples to everyone that attended the trade

show.14. We will be glad to do what we can for you. Do you have anything in

mind at the moment?15. This is a brochure about our company and products. May I have your

business card? I can e-mail you some detailed information about the products.

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Useful expressions

Visitors may say

16. I wonder if you could give me some information about your company. 17. This is my first visit to the Fair. Everything is new to me.18. It would be nice if you can give me your booklet about the product.19. Can you tell me more about your products? 20. I’ll come back and talk more later. 21. Thank you for your time. 22. Let me look over your selection first. 23. I find the embroidered 2 sides’ muffler is very attracting. 24. This is my name card. Nice talking with you. 25.You have a great display and an excellent service.

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