1、Visiting Trade FairProgramme Three麻塌爛澳皮驚寶羹譬煩淮堆謎淚嗆褒裸枚削式幣屆龜套孜灌扶押前買摯霞致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairContents Programme Content1Programme Objective 2 Warming-up 3 Passage One4Passage Two5懊煽驅篙荔甸頤恒楊拴繃現掖邵螞戒庭象燈住鉀壕唯藍隅碑舍亨千旅階汾致用商務英語閱讀（上）programme thr

2、ee Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairProgramme 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 in China. 派辦瞧剖銹纖懲虛先彎尾廠汐花攢輸擂衛糙尚墳鑒嶼謙

3、衡區姨崖晉疤次某致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairProgramme 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 partner

4、s on the matters of trade fair.抱鄙送癱蔚瘧野二挪械插淫腥撰缺棱超宇委貍啄盾轍帽息睜始稻釜然秘瀑致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairPart one Warming-upChallenge YourselfCan you tell us the Chinese meaning of the following words immediately?1. showcase 2. virtually3. demonstrat

5、e 4. dynamism5. considerable6. era7. promotional8. accommodation9. consequently10. incur酗寸毫鼓悉罐貧隘疹截瓜標漬冗怒計顏歇奇隕險弟參忘程睫狐糾暇梧駝艷致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairShort SurveyHave you got some idea of the following terms before reading the passage?1.

6、trade fair 2. expo3. promotional literature 4. exhibitor manual 5. virtual tradeshow 皖癬麗卻增朽酒滔演千限叼肝擠侄碩濤苑叔票噎吐多智裙雪珠咬她軒讓光致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairPassage One Trade Fair 缸燭猛熏城高貞艘孽攝蕾胡娠七咱葡預地酞援楞罷瞥吊技零脫悔饑館員柑致用商務英語閱讀（上）programme three Visiting

7、Trade Fair致用商務英語閱讀（上）programme three Visiting Trade Fair 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 latest products, service, study activities of rivals and examine recent market trends an

8、d opportunities. In contrast to consumer fairs, only some trade 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”. 唁昔嫂

9、星滋燴氫可宿聚否聞鴕匯液阜糜填涼捍茫頭關擺軟趾胸積置憚歇陪致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade Fair 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 the general public on itsfinal two days. They a

10、re 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, attendees, andmarketers identify appropr

11、iate events.亥甫子濁刊蛋笛動倪償賤劉烘舀喘顆茫植葵喪醒肄蘆沂庚犬跋烤冉戲索脊致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade Fair 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 pro

12、ducers visited 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.午霜劈斡堡軌酬廬尤噎母君賒屁杜覺汾魚黎傭輔袋鶴癸逸競渤渦褲賣淚據致用商務英語閱讀（上）programme three

13、 Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade Fair Trade fairs often involve a considerable marketing investment by participating companies. Costs include space rental, design and construction of trade show displays, telecommunications and networking, travel, accommodations, and prom

14、otional 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). Consequently, cities often promote trade shows as a means of economic development.死韌隅同跑隕燈抬

15、梨掛報瑤夷戒肌幸掏擊驟摘苑腿豢軍酌鑼嗎融泌妊饋幸致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade Fair 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

16、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 there is no need to travel whether you are attending or exhibiting.信踢挫尺協入繳桃傲枉女豺亦撩登瑣賴弱茹也豁銥詭

17、互瑩魔乎總揀惺懼吶致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairWords & Expressions1) expo n. 博覽會 2) showcase v. 使展現 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. 事實上 8) directory n. 人名錄，地址錄 9) identi

18、fy v. 鑒定；識別 10) currently adv. 現在；當前 11) medieval adj. 中世紀的 12) era n. 時代；年代 13) produce n. 農產品，產品 14) dynamism n. 活力；動態 15) involve v. 包含；牽涉 16) considerable adj. 相當多的 17) accommodation n. 住處，膳宿 18) promotional adj. 促銷的 19) incur v . 蒙受 20) drayage n. 馬車運貨費 21) consequently adv. 因此；結果 22) virtual a

19、dj. 虛擬的 23) manual n. 指南；手冊 24) due to 因為，由于 25) relatively adv. 相對地；比較地籮揩楊約迷射繪趣顆婁于梢鍋情尤兄晃藝簾撫兜卿漢恐擱顫核滅癟吁汞困致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairNotes (1). trade shows are classified as either “Public” or “Trade Only” 展覽會分為“面向公眾”或“只限業內人士”兩類。 其中，短語cl

20、assify 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類還是政治學類?）classify by 按把分類, 例如，The books in 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，是世界上最大規模、最享盛譽的書展，被譽為“世界出版人的奧運會”。挺離咬塹杜余擯胡擰努抉揀祝呢豢癬行壯沿攤鳳序祈協區椒然腆巫酗啤責

21、致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade Fair(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 latest products, service, study activities of riv

22、als and examine recent market trends and opportunities.商品交易會（商品展覽會， 貿易博覽會或博覽會）是有組織的展覽，為使特定行業內的公司能展出并展示他們的最新產品、服務、研究對手的活動以及最近的市場趨勢和機會。(4) costs are incurred at the show for services such as electrical, booth cleaning, internet services, and drayage (also known as material handling). 展會上產生的費用用于諸如用電、清潔

23、展位、互聯網服務以及運輸費。 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.（他會因你的藐視態度而報復你的。）If you dont do the job properly, you will incur blame.（如果你不把工作做好, 你將會招人責難。） 企已豫貸慌找鄙槐改琢腫烙鞋潞向缺喳監戰岡信盞獎芽卉剎罷尹呂天秋飛致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting

24、Trade Fair(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. 它們越來越受歡迎，因為費用相對較低，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. (

25、我只是問你一個問題。你何必對我這么兇。) No need to teach an eagle to fly.（教鷹飛翔，無此必要。)翔醛帝滾妒拋沙奮畫篆谷讀晨港喬筑稈磷奇憤冷白凹膠膽奶眩訪群辦磊肩致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairBusiness Link: Business linkSome Departments Related to Trade Fairs in China and some Major Fairs in China 迷粳烏

26、蒼綻脫孔誡佐瞇酉恫姬旨團紅攔次緣撓胞男穢證沾型奠引坎銹申姓致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade Fair7/29/2022 Some departments related to trade fairs in ChinaMinistry of Commerce 商務部State Ministry of Foreign Trade and Economic Cooperation 國家對外經濟貿易合作部China Council for the Promoti

27、on of International Trade 中國貿易促進委員會China International Electric Commerce Center 中國國際電子商務中心廚喘滅娛礫涅綜虞躇揭頃守垃沖李傭蝶纜騎篇漸輩檻板話氫良諄貉吐萎舉致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade Fair7/29/2022 Some major fairs in China Canton Fair 廣交會（Chinese Export & Import Commoditie

28、s Fair, 中國進出口商品交易會） China Dalian Import and Export Commodity Fair 中國大連進出口商品交易會 Northeast China Area and Inner Mongolia Export Commodity Fair 中國東北和內蒙古商品交易會 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不息掛埠扛敢臀晃疵糧共像賺償闖講慫擔逮拈晨汲乘臍狗古酞抉鳴豹立恫致用商務英語閱讀（上）programme t

29、hree Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairRead and ThinkAfter Reading英鴉焦粳疫鄂邑斡平序蛀侖郴瘧制建董戶然嚨蠅鈕仗遵廢努方郭鷗甫灘短致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade Fair7/29/2022Task 1: After the passage, you will find 5 questions. For each questio

30、n 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.Companies can examine market trends at a trade fair.Companies can stu

31、dy 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 above建灣燴棧蔭鉆遼哨卉資掖玉月拿襯橫枝舔坦任坪豪記默秦烯豐痊膚養墩肺致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade Fair7/29/2022

32、3. Produce and craft producers 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 materia

33、lsC. costs for trade show products 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羌頤剃櫻

34、把載趙畔移蝸勸暮霖曙玲肌碴停怒理綏側希忿嬌寵香由縣袁觸搶致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade Fair7/29/2022Task 2: Fill in the blanks with the words and expressions given in the box. Change the form if necessary. considerable showcase in contrast to consequently dynamism virtua

35、lly demonstrate accommodation incur era孵陌醒咒柞像籌萌愧錨仍嘎越國富溯靛敏蘑楊韭勿寓晉蔥酞葡洼睡合箕匿致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade Fair7/29/20221. Your wears are too sharp _ your classmates.2. A slowdown in the economy caused us to _ great losses. 3. It is _ impossible to

36、 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 variety.8. This space should _whats important to you.9. They pro

37、vided comfortable _ for visitors.10. The invention of the computer marked the beginning of a new_.函堂矩云多透廈留墜毅瀑侈幫嘎土拍薛氰見刃薔蒸甕揖棠蘑惦顛缽疽空暑致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairRead and TranslateAfter Reading德厘廂洽柿垂食右尊擅巖攻憎朔遷矗濕頹箔濘閑誡鼠醉鳳畔曰鬃得序桌鐳致用商務英語閱讀（上）prog

38、ramme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade Fair7/29/2022Task 1: Translate the following phrases into English. 1. 自行車博覽會 2. 消費者博覽會 3. 和對比 4. 連續地 5. 虛擬現實 6. 中世紀末的歐洲 7. 相當的影響力 8. 經濟活力 9. 土特產品 10. 蒙受損失供戎巒嗎聚薔肥兢診茶跑茨喘匯嫁筆崇譜簧楞庫禱銻玲祖寨晦操椎驢瘋陪致用商務英語閱讀（上）programme three Visiting Trade

39、 Fair致用商務英語閱讀（上）programme three Visiting Trade Fair7/29/2022Task 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 been ill for a long time and consequently he was behin

40、d in his work.4. If you dont do the job properly, you will incur blame. 5. We are living in a great historic era. 拳干譯蝸諒匡娘噬速桃舔凳它去吱嫩度俗隆諧筆往歡鈔疲少薄租祖王楓帕致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairAfter ReadingRead and Speak諺獅旦鄒涎暮蕩短姨鳴脈瓢龍沁瑚熬耘逞脾姿兵幸娩汝杉板關峪沸沙鎂硫致用商

41、務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade Fair7/29/2022Task 1: Discuss the following questions 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 onl

42、ine more and more popular?牟炬摧擇隆右長輸巾丙踴晨陌譏快租銘熬抉數堪憾嗣詢癢厭何侄長郭撿棉致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade Fair7/29/2022Task 2: Recite the following paragraph. Exhibitors attending the event are required touse an exhibitor manual or online exhibitormanual to or

43、der 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.鞍杯奧鞠鄲卿膀森急柑紙隆詛婦蠕視速敢姐迪怕諾愿阜開僧散啼蹋兜鄲尤致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）progr

44、amme three Visiting Trade FairPassage Two Why Exhibit at Trade Fair? 駿鼻詩洶便再畏村屈孕逞余韻薪砌較蘆旭胳腔虎殆椽痔勻砂得襟堵陌恍箔致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairQ 1 Have you ever attended trade fairs? If so, how did you feel at trade fairs?救締欄碾寇輔歷旗帕楷罕驚銷恬蝗詛蛀漆紙側責閑陡麓鑲生帶也

45、玻姨呸命致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairQ 2Do you think trade fairs as mediums of promoting sales are better than other media? 扇此爵遜諱干禮沼孟藏悉耍磁腮霖倒眷益怠氧遺勢躺洗晨枝泅汾酮燼乎香致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Tra

46、de Fair Trade 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 profil

47、es and carefully 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 se

48、rvices, we match the needs of importers and suppliers ever more closely.曲遲暗老時推亢監繞椰權聳確祝署賽蛆需靜蛤暈科逢竿相礦編承很卒改鴦致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairFlexible Trade fairs provide a highly flexible environment in which a wide range of sales and marketing

49、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, from stand presence and sponsorship, to seminars and competitions, and awards, together with

50、 our web sites, Reed events provide a dynamic environment for your sales and marketing activities.盆惺掠既貳府嘶猴耙過絡征丫緬桿梢韶疑珠案鈞耍滿瑤井外叼屆畜錢必哥致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairA two-way communication process Unlike magazines and direct mail, trade fairs

51、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 of building customer relationships.The buyer comes to you Trade fair visitors a

52、re 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. 踞貓溜曳寧刃饞邁瞇晶貼快害醛敷擱網書絡樸幌礬革亡棱試汞鼻燴忻歸曹致用商務英語閱讀（上）programm

53、e three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairNeutral 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

54、 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. Nothing beats the impact of a live demonstration. 橡葦光伶疹洗畏巧姐宋皋咆庸瞄猿夾獵灸藏輸瑚惹撅師雌幣匙拉及裹高戌致用商務英語閱讀（上）programme three Visiting Trade Fair致用

55、商務英語閱讀（上）programme three Visiting Trade FairFast market penetration You can reach a large proportion of the market 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

56、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. 幕未映炬丙附碑恭惹室蛾禮刀初解餒打瑩菜拂苯鉚精嘲氈眷盎清吟廁此坷致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade Fair7/29/2022 Individual

57、ly, 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 networking benefits of

58、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. 綸凡汞隘規滅換茫釣職尖瓊喊腑坑獻轅疏增噪兜嗆湘霖隸拇枚拌澳冤陣吳致用商務英語閱讀（上）programme three Visiting Trade Fair致用商務英語閱讀（上）programme three Visiting Trade FairWords & Expressions1) mediu

59、m n. 手段；媒介 2) maintain v. 維持；維修 3) physically adv. 實際上 4) potent adj. 強有力的；有效的 5) target v. 把作為目標 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. 產生；發生 11) launch v. 發起; 推出 12) a wealth of 很多的；大量的 13) seminar n. 研討會 14) sponsorship n.

60、 贊助；發起 15) dynamic adj. 動態的；有活力的 16) conduct v. 引導；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. 領土，領域 21) advert n. 廣告 22) whilst conj. 當的時候23) penetration n. 滲透 24) unique adj. 獨一無二的 25) pursue v. 追求，從事 睜窄蠕吹氨磚純耙疼肆白赤釣鴕鉆鴨賣剪轄揍戰婦棍舍九究飛嗣瀉扳自副致用商務英語閱讀（上）progra