商务英语理论与实务 教学课件 作者 蒋景东situation 4Task 4.ppt

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1、Situation4MarketingTask4ExhibitionTask4ExhibitionObjectives1.Graspadvantagesanddisadvantagesofexhibitions.2.Grasphowtoshineattheshow,howtoattractyourclients.Task4ExhibitionIPre-readingPairwork:Discussthefollowingquestionswithyourpartner.1.Mentionsomefamousexhibitionsrecentlyh

2、eldinyourpartofthecountry.2.Nameoneexhibitionyouhavevisited.Whatdoyouthinkofit-afailureorsuccess?Why?3.Whatpurposesareexhibitionsexpectedtoachieve?4.Whatdoyouthinkiscriticalinthesuccessofanexhibition?5.Supposeyouaretheexhibitor,whatwillyoudotocompeteforattention?Task4Exhibition

3、IICasestudyofthetaskWineTradeExhibitionEvent:WineTradeExhibitionExhibitors:85Visitors:2508Sqm:1345Venue:NationalHall,OlympiaDate:16-17January2008Organizer:FreshRMLtdTask4ExhibitionTask4ExhibitionBriefWineistheUK'sonlydedicatedon-tradewineevent,wherevettedsuppliersshowcasewines,

4、accessoriesandequipmentandconnectwithkeybuyersanddecisionmakersfromtherestaurant,pubandhoteltrade.Thepriorityfortheeventwastoattracthard-to-reachbuyersfromindependentlyowned“whitetableclothestablishments”basedinLondon(M25);withthegreaterSouthEastandMidlandsregionsbeingsecondary

5、markets.TheeventranfortwodaysatOlympiaNationalHallandisreturninginFebruary2009.TheorganizerneededatCentralLondonlocation,facilitatingpremiumnetworkingopportunities.Task4ExhibitionSolutionTheeventrequiredextensiveplanningandorganizationforsuchanaudience.Thewineindustryisassocia

6、tedwithhighqualityofproductandservice,traditionandeleganceandOlympiawastheperfectvenuetoreflectthis.Task4ExhibitionResultWinewasawardedthe2008AEOAwardforBestTradeShow(under2000sqm).99%ofvisitorswouldrecommendWinetoacolleague.24%ofvisitorssaidtheshow’slocationinLondon’sOlympiai

7、nfluencedtheirdecisiontovisit.“Wineisaverycomfortableenvironmentinwhichtointeractwithsuppliersandcontacts…”saidonevisitor,whilstanexhibitorstatedthat“thesetupandorganizationisamongstthebestwe’veexperienced.”JaniceEdmunds,OperationsDirectorof FreshRM,hadthistosay:“Winehasalways

8、hadaslightlydifferentconceptfromthenormalexhibitionwhi