新境界职业英语综合教程精华版unit 6

.,.,.,Workinpairs.Talkaboutthepicturesbelowandtellwhatyouknowabouttheseexhibitioncenters.,ApproachingWorkplace,Back,HKCEC,McCormickPlace,HannoverMesse,CantonFairComplex,.,ApproachingWorkplace,Back,TheHongKongConventionandExhibitionCentre(HKCEC)(香港会议展览中心)isoneofthetwomajorconventionandexhibitionvenuesinHongKong,alongwithAsiaWorld-Expo.ItislocatedinWanChaiNorth,HongKongIsland.,.,ApproachingWorkplace,Back,McCormickPlace(迈考密展览中心)isthelargestconventioncenterinNorthAmerica.Ithostsnumeroustradeshowsandmeetings.ThelargestregulareventsaretheChicagoAutoShoweachFebruary,the,InternationalHomeandHousewaresShoweachMarchandtheNationalRestaurantAssociationAnnualShoweachMay.,.,ApproachingWorkplace,Back,HannoverMesse(德国汉诺威会展中心)isthelargestexhibitioncenterforindustrialtechnology.Itcoversanareaof451,260m.,.,ApproachingWorkplace,Back,CantonFairComplex(广交会会展中心)isthelargestmodernizedexhibitioncenterinAsia,coveringatotalconstructionareaof1,100,000mwiththeindoorexhibitionareaof338,000mandtheoutdoorexhibitionareaof43,600m.,.,1.Whatdoyouknowaboutatradefair?,Atradefairisalargeeventatwhichcompaniesshowtheirproductsorservicesinordertosellthem.,Back,Nowdiscussthequestionsbelowandthenreporttoyourclass.,.,2.Doyouknowanylargeexhibitioncentersintheworld?Canyounamesomeofthem?,Yes.Therearemanylargeexhibitioncentersintheworld.HannoverMesse(德国汉诺威会展中心),forexample,isthelargestexhibitioncenterforindustrialtechnology.Itcoversanareaof451,260m.CantonFairComplex(广交会会展中心)isthesecondlargest,withthetotalconstructionareaof395,000m.MesseFrankfurt(德国法兰克福会展中心)isoneoftheworldslargesttradefairorganizerswithitsownexhibitiongrounds.Everyyear,itrunsmorethan120exhibitionsandtradefairs,attractingmore65,000exhibitorsand3,000,000visitors.,Back,.,3.Whydomanypeoplevisittradefairsorexhibitions?4.Whydocompaniesparticipateintradefairs?,Peoplevisitthemfordifferentpurposes.Somepeoplewanttolookforproductsfortheirbusiness;some,fortheirownuse;moreotherpeoplegothereoutofcuriosity.,Theywanttopromotetheirproductsorservicesandattracttheirbuyers.,Back,.,5.Whatpreparationshouldacompanymakeifitispresentatatradefair?,Theyneedtoprepareposters,handoutsandinformationbrochuresfortheshow,andinvitetheirclientstothefair.Besides,attheexhibitionvenuetheyneedtodesignanddecoratethetradeshowboothanddisplaytheirproducts.,Back,.,WorkplaceCommunication,Back,.,Youwillhearfivestatements.Listentothemcarefullyandmatcheachstatementwiththecorrespondingpicture.,b,c,d,e,a,Back,.,Listentothestatementsagainanddecidewhetherthesesentencesare“Right”or“Wrong”.Ifthereisnotenoughinformationtochoose“Right”or“Wrong”,choose“Notmentioned”.,1.Hondapresentsanewcarmodelattheexhibitionandwinsalotoforders.a.Right.b.Wrong.c.Notmentioned.2.Thewinecompanydisplaysitsnewproductsatthewineshow.a.Right.b.Wrong.c.Notmentioned.,Back,.,3.Thefurniturecompanyhasdesignedtheirnewlogoforthetradefair.a.Right.b.Wrong.c.Notmentioned.4.PhilipsCompanyrentsacheapboothatthelightingexhibition.a.Right.b.Wrong.c.Notmentioned.5.StellademonstratesanewtabletcomputerofhercompanyatHongKongElectronicsFair.a.Right.b.Wrong.c.Notmentioned.,Scripts,Back,.,UsetheRightWord,Herearethreegroupsofwordsrelatedtotradefairs.Ineachgroup,deleteonewordwhichdoesnotgowiththeoneinthecircle.,Back,.,UsetheRightWord,Herearethreegroupsofwordsrelatedtotradefairs.Ineachgroup,deleteonewordwhichdoesnotgowiththeoneinthecircle.,Back,.,UsetheRightWord,Herearethreegroupsofwordsrelatedtotradefairs.Ineachgroup,deleteonewordwhichdoesnotgowiththeoneinthecircle.,Back,.,1.Hondapresentsanewcarmodelattheexhibitionandwinsalotoforders.2.Thewinecompanydisplaysitsnewproductsatthewineshow.3.Thefurniturecompanyhasdesignedtheirnewpostersforthetradefair.4.PhilipsCompanyrentsanexpensiveboothatthelightingexhibition.5.StellademonstratesanewtabletcomputerofhercompanyatHongKongElectronicsFair.,Scripts,Back,.,ListeningIn,Situation:JamesandSusanarestaffinamobilephonecompany.TheyaretalkingaboutattendingtheCantonFair.,Listentothemodeldialogueandfillintheblankswithwhatyouhear.,Back,.,ModelDialogue,Susan:James,whatisourobjective_theCantonFair?James:Well,ourmainobjectiveis_ournewproductsand_.Susan:Right.Then,whatbenefitscanitbringtousintermsofmarketing?James:Goodquestion.Ithinkthisfairisagoodopportunityto_andimproveourbrandawareness.Andwecanalsoseeourcompetitorsproducts.Susan:Yes,Iagreewithyou.Whatmaterialsshouldwegetpreparedforthefair?James:Ithinkweshould_,colorfulbannersandproductcatalogues.Susan:Good.,ofattending,toshowcase,getmoreorders,exposetothemedia,makesomeposters,Back,.,Listentothemodeldialogueagainandcheckyouranswers.Thenpracticethedialogueandtrytorole-playitwithyourpartner.Whenyourole-playit,youareexpectedtousetheMindMapbelow,butdoNOTlookatthemodeldialogue.,SpeakingOut,Scripts,Back,.,Back,.,Susan:James,whatisourobjectiveofattendingtheCantonFair?James:Well,ourmainobjectiveistoshowcaseournewproductsandgetmoreorders.Susan:Right.Then,whatbenefitscanitbringtousintermsofmarketing?James:Goodquestion.Ithinkthisfairisagoodopportunitytoexposetothemediaandimproveourbrandawareness.Andwecanalsoseeourcompetitorsproducts.Susan:Yes,Iagreewithyou.Whatmaterialsshouldwegetpreparedforthefair?James:Ithinkweshouldmakesomeposters,colorfulbannersandproductcatalogues.Susan:Good.,Scripts,Back,.,ListentothedialogueandfillinthemissinginformationonthefollowingMindMap.,Situation:AmyandSamarestaffintheMarketingDepartmentofacompany.Theyaretalkingaboutthepreparationworkforthecomingtradeshow.,ListeningIn,Back,.,five,displaysandbanners,productcatalogues,two,Back,freegifts,.,Listentothedialogueagainandcheckyouranswers.Thenrole-playitwithyourpartnerbyusingtheaboveMindMap.,Back,Scripts,.,Amy:Sam,howcanwedecorateourboothforthetradeshownextweek?Sam:Weneedtoputsomepostersonthewallandattheentrance.Besides,wecanusesomebright,colorfuldisplaysandbannerstoattractvisitors.Amy:Yes,thatsright.Sowhatsalestoolsshouldweuse?Sam:Well,weneedtohaveourproductcataloguesandbusinesscardsprepared.Itisalsonecessarytopreparesomefreegiftsforthecustomers.Amy:Good.Howmanyofuswillattendthistradeshow?Sam:Letmesee.WeneedthreepeoplefromourdepartmentandfivefromtheSalesDepartment.Wealsoneedtoemploytwopart-timeinterpreters.Amy:Fantastic!Imlookingforwardtoit.,Scripts,Back,.,ReadthefollowingMiniTextandfindthewordorexpressionthatmatchesthecontextmeaninggiven.,a)_:asmellthatisstrongbutpleasantb)_:theplacewhereanactivityoreventhappensc)_:whateverhappensd)_:tomakesomeonenoticesomethinge)_:wantingtoeatordrinkmorefoodthanyouneedf)_:apresentthatacompanygivesyoutotrytopersuadeyoutobuythingsfromthem,aroma,venue,inanyevent,draw,greedy,giveaway,MiniText,Back,.,Popcorn,NotaGoodTradeShowIdea!,Back,Iwenttoalocalhomeshowtheotherweek,andfoundoneoftheexhibitorshadanoldfashionedpopcornmachineintheirboothspace,handingoutfreebagsofdelicious,hotbutteredpopcorn.Thearomawasamazing,andcouldbesmelledalmosteverywhere.Iwasactuallysurprisedthattheexhibitorwaspermittedtomakeandserveit,sincealotoftradeshowvenues(includinghomeshows)dontletexhibitorshandoutfoodordrinksattheirtradeshowbooths.,WordTips,.,Back,Inanyevent,thepopcornboothhadahugecrowd,withlotsofpeoplewantingfreepopcorn.Unfortunately,Ididntseeanyoneinterestedinwhattheboothwasexhibiting,andthetruthis,Idontrememberwhatitwasexhibiting.Ithinkitwassomekindoffinancialproductorservicecompany.Thelessonhereisthatyouneedtopromoteyourtradeshowboothanddrawacrowd,butyouwanttodrawacrowdofqualifiedprospects,nothungryorgreedypeoplejustlookingforafreehandout.Youneedtocomeupwithcleverboothideas,suchashandingoutcoolgiveaways,butyoumustmakesurethatyourcleverboothideasandcoolgiveawaysaredrawingtherightvisitorstoyourshowbooth-visitorsthatyoucanturnintocustomers.,.,Back,aroman.芳香venuen.发生地点inanyevent无论如何drawv.吸引greedyadj.贪婪的，贪吃的giveawayn.赠品，免费样品,WordTips,.,TranslationofMiniText,前几周，我参加了一场当地的家居展，看到一家参展商在其展位空地前架着一台旧式爆米花机，给过往的访客免费派送美味的热奶油爆米花。爆米花香味四溢，实在太诱人了。令我惊讶的是：这家展商竟然被允许在这里做吃的，且还派送给大家。因为大部分的展会（包括家居展）是不允许在他们的展位派送食物或饮料的。,Back,送爆米花，并非吸引展会人气的好主意！,.,TranslationofMiniText,不管怎样，这个爆米花展位吸引了不少人，大家都期待尝到免费爆米花。不幸的是，我发现没有人对这个展位展示的是什么感兴趣。事实上，我自己也忘记了展位在展示什么，好像是某种金融产品或服务之类的公司。我们从中学得的经验教训是：想办法让展位吸引众人是很有必要的，但是吸引来的人应当是潜在的客户群，而不是饥肠辘辘或是排队等着拿赠品的贪婪之徒。花心思想想如何巧妙地让展位能吸引人群，例如，赠送很棒的免费样品。但是，你必须确保你所送出的免费样品吸引恰当的访客到你的展位-那些能成为你的顾客的访客。,Back,.,WorkwithyourpartnerandanswerthefollowingquestionsaccordingtotheMiniText.,PairWork,Back,1.Whatdidtheauthorfindwhengoingtothelocalhomeshow?2.Whywastheauthorsurprised?,Theauthorfoundoneoftheexhibitorswithanoldfashionedpopcornmachineintheirboothspace,handingoutfreebagsofpopcorn.,Theauthorwassurprisedthattheexhibitorwaspermittedtomakeandservethepopcornsincealotoftradeshowvenuesdontletexhibitorsdothisattheirtradeshowbooths.,.,PairWork,Back,3.Accordingtotheauthor,whatdidthe“popcornbooth”exhibit?4.Whatlessoncanwelearnfromthe“popcornbooth”story?5.Accordingtotheauthor,whoaretherightvisitorsforacompanyatatradeshow?,Theauthordidntrememberwhatthe“popcornbooth”wasexhibiting.,Thelessonisthatitisnecessarytopromotethetradeshowboothanddrawacrowd,butdrawacrowdofqualifiedprospects,insteadofthosewhoarelookingforgiveaways.,Therightvisitorsarethosethatacompanycanturnintocustomers.,.,ReadingText,ReadytoGo!,Task2,Task2,Task2,Text,Back,.,NewWords,PhrasesandExpressions,.,HowCompaniesBenefitfromTradeShows,IntroductionTradeshowsareorganizedinorderto_.Gainsforexhibitorswhopresentproductsorservicesattradeshows1.Advertisingandbrandpromotion2._,SkimtheTextforthekeypointsandfillintheoutlinewithnecessaryinformation.,attractcuriouscrowds,ReadingText,Back,Directsales,Whataretradeshowsfor?,Inwhatwaycanexhibitorsgainattradeshows?,.,BenefitsWaystoboostbusinessatatradeshow1.BePreparedfortheShowPreparewhattooffer;Designposters,_;Emailandinvitealltheclients.2.AttractVisitorsAttentionTrytograbattendeesattentionbydecoratingboothswith_andbanners.3.BeAvailabletoAllVisitorsAlltheTime,handouts,informationbrochures,bright,colorfuldisplays,Back,reachcustomersinarelativelyshortertime;showcasethelatestproductsorservices;createthefirstmostimportantimpression.,Tradeshowsofferopportunitiesto,Thestaffhastobeavailabletovisitorsallthetime,noeating,no_onmobilephones.,chattingandtalking,Whatshouldthecompanydotopreparefortheexhibition?,Howcananexhibitorgrabattendeesattentionwhentheypassthroughhisbooth?,Whatshouldthecompanystaffavoiddoingatatradeshow?,.,HowCompaniesBenefitfromTradeShows,Back,1,Tradeshowshavealwaysattractedcuriouscrowds,thatswhattheyrefor.Alargenumberoftradeshowsareorganizedthroughouttheyearandyoucanoftenhearaboutthemthrough,themedia,inyourlocalnewspaper,onTVorthroughtheInternet.,.,Exhibitorsusuallytrytopresentalargeproportionoftheirrangeofproductsorservicesatthesetradeshows,gainingintwoways.Thefirstgainisthroughadvertisingandbrandpromotion.Agoodportionofthetargetaudiencelearnsaboutnewproductstobelaunched.Thesecondgainisthroughthedirectsalesthathappenatthesetradeshows.Alargenumberofenthusiasticbuyersdirectlypurchasenewproducts.Thisisbecausetheygetagooddiscountduringthecourseofsuchbusinessevents.Exhibitingatatradeshowoffersyouoneofthebestwaystogetinfrontofmanycustomersandprospectsinarelativelyshortertime.Tradeshowsgiveanopportunitytoshowcaseacompanyslatestproductsorservicesandcreatethefirstmostimportantimpression,whichalsoreflectsthecompanysbrandimage.,Back,2,3,.,Accordingtoamarketresearchstudy,91%ofrespondentsrankedtradeshowas“extremelyuseful”sourceforacquiringproductinformation.Also,almost50%oftherespondentshadboughtproductsorservicesfromtradeshows.Therearemanywaystoboostbusinessatatradeshow.BePreparedfortheShowThecompanyshouldplanbeforehandastowhattoofferattheexhibition.Designposters,handoutsandinformationbrochuresaccordingly.Allclientsshouldbeemailedinadvance,invitedtovisittheexhibition.,Back,4,6,5,.,AttractVisitorsAttentionAttendeesmayonlypassoncethroughyourbooth,sotrytomaximizetheattentionyouintendtoattractthem.Decoratetradeshowboothswithbright,colorfuldisplaysandbanners,tograbtheirattention.Thetradeshowdisplayshouldalsomakealastingimpressionontheattendeesandinspirethemtospeakwithyourstaffandrequestfurtherinformation.Ifyourdisplaydoesntmakethisimpressionfast,youwillbewastingmoneyandavaluableopportunity.BeAvailabletoAllVisitorsAlltheTimeThereshouldbenoeatingatthetradeshowbooth.Dividestaffintoshiftswithmealbreaks.Chattingandtalkingonmobilephonesareotherthingstoavoid.Visitorswillsimplywalkawayifthereisnobodytotalkto.Thestaffhastobeavailableatallthetimeduringtheshowtodealwithcustomerinquiries.,Back,8,7,10,11,12,.,Thestaffshouldwelcomethevisitors,givethemthechancetospeakandunderstandwhattheyarelookingfor.Theiremailaddressesandcontactinformationshouldbetakendownforfollowinguplater.Youdontalwayshavetheopportunitytogointoasmuchdetailinyourpresentationasyouwouldlike,buttradeshowsopenthedoorsforcommunications,adoorthatsometimesisverydifficulttogetyourfootinto.Soformostofthecompaniestradeshowsareworththeeffort.,9,13,.,(Para.1)Alargenumberoftradeshowsareorganizedthroughouttheyearandyoucanoftenhearaboutthemthroughthemedia,inyourlocalnewspaper,onTVorthroughtheInternet.Paraphrase:Peopleorganizealargenumberoftradeshowsallovertheyearandyoucanoftenhearaboutthemthroughthemedia,forexample,inthelocalnewspaper,onTV,orthroughtheInternet.,Back,(Tobecontinued),.,media:(pluralformofmedium)themainwaysthatlargenumbersofpeoplereceiveinformationandentertainment,thatis,television,radio,newspapersandtheInternet新闻媒体e.g.Thescandalwaswidelyreportedinthenationalmedia.这件丑闻在全国媒体上被广泛曝光。StructureAnalysis:Itisacompoundsentence,“and”isacoordinatingconjunction.Translation:一年四季都有大量的商品交易会举行。通过当地报纸、电视、网络等新闻媒体你都能了解到它们。,(Theend),Back,.,2.(Para.2)Agoodportionofthetargetaudiencelearnsaboutnewproductstobelaunched.Paraphrase:Alargepartofthetargetcustomerslearnsaboutnewproductsthatwillstarttosell.launch:tostartsellinganewproductorservicetothepublic发行；将（新产品或服务）投放市场e.g.ThecompanyhopestolaunchitsnewproductbynextOctober.公司希望于明年十月前推出新产品。,Back,(Tobecontinued),.,StructureAnalysis:“tobelaunched”heremodifies“newproducts”,functioningaspost-modifier.Translation:大部分目标受众会因此了解到将要推出的新产品信息。,(Theend),Back,.,3.(Para.2)Alargenumberofenthusiasticbuyersdirectlypurchasenewproducts.Paraphrase:Alargenumberofinterestedcustomersbuynewproductsdirectlyfromthetradeshows.enthusiastic:feelingorshowingalotofinterestandexcitementaboutsomething热情的,热心的e.g.Thesingergotanenthusiasticreception.这位歌手受到了热情欢迎。,(Tobecontinued),Back,.,Synonyms:PURCHASE,BUYpurchaseandbuyimplyobtainingoracquiringpropertyorgoodsforaprice.Buyisthecommonandinformalword,applyingtoanysuchtransaction.e.g.tobuyahouse,vegetablesatthemarket(买房子、在市场上买菜)Purchaseismoreformalandmayconnotebuyingonalargerscale.e.g.topurchaseayearssupplies（采购一年的供需品）Translation:许多热情高涨的消费者会在交易会上直接购买新产品。,(Theend),Back,.,4.(Para.3)Exhibitingatatradeshowoffersyouoneofthebestwaystogetinfrontofmanycustomersandprospectsinarelativelyshortertime.Paraphrase:Showingyourproductorserviceatatradeexhibitionprovidesyouwithoneofthebestwaystomeetmanycustomersandpotentialcustomersinacomparativelyshortertime.offersomeonesomething:givesomeonesomething给某人提供某物e.g.Wellbehappytoofferyoualltheassistancewecan.我们将十分乐意竭尽所能为您提供帮助。,(Tobecontinued),Back,.,infrontof:facingsomeoneorsomething面对着某人/某物e.g.ThedooropenedandHarrietgotinfrontofhim.门开了，哈丽雅特站在他面前。relatively:toafairlylargedegree,especiallyincomparisontosomethingelse相对地e.g.E-commerceisarelativelyrecentphenomenon.电子商务是相对较新的现象。StructureAnalysis:“offer”isaintransitiveverb,ithasbothadirectobjectandanindirectobjectasinthefollowingconstruction:Translation:参加商品交易会给参展商提供了在相对较短的时间内接触到大量顾客的一种最好的途径。,(Theend),Back,.,5.(Para.3)Tradeshowsgiveanopportunitytoshowcaseacompanyslatestproductsorservicesandcreatethefirstmostimportantimpression,whichalsoreflectsthecompanysbrandimage.Paraphrase:Tradeshowsgiveacompanyachancetodisplayitsnewestproductsorservicesandcreatethefirstmostimportantimpressionandthesecanreflectpeoplesopinionsabouttheproduct.,(Tobecontinued),Back,.,showcase:toshowsomeoneorsomethinginawaythatattractsattentionandemphasizestheirgoodqualities展示（才能或优良品质）e.g.acomedysketchthatshowcasestheiruniquestyleofhumor展示他们独特幽默风格的喜剧小品StructureAnalysis:“whichalsoreflectsthecompanysbrandimage”isanon-restrictiverelativeclause.Translation:商品交易会为公司提供了一个展示最新产品或服务的机会，为其创造了最为重要的第一印象，这也反映出公司的品牌形象。,(Theend),Back,.,6.(Para.4)Accordingtoamarketresearchstudy,91%ofrespondentsrankedtradeshowas“extremelyuseful”sourceforacquiringproductinformation.Paraphrase:Amarketresearchstudyshowsthat91%ofrespondentsconsideredtradeshowas“veryuseful”sourceforgettingproductioninformation.rank:todecidethepositionofsomeoneorsomethingonalistbasedonqualityorimportance排列，归类于e.g.Werankamongthesafestcountriesintheworld.我们是世界上最安全的国家之一。Translation:一项市场调查显示，百分之九十一的受调查者把商品交易会列为获取产品信息“极有用”的途径。,(Theend),Back,.,7.(Para.5)Therearemanywaystoboostbusinessatatradeshow.Paraphrase:Wecanfindmanywaystoincreasesalesatatradeshow.boost:tohelpsomethingtoincrease,improve,orbecomemoresuccessful增加，提高，促进e.g.Thenewresortareahasboostedtourism.新的旅游胜地促进了旅游业的发展。Translation:通过商品交易会促进产品销售的方法有很多。,(Theend),Back,.,8.(Para.6)Allclientsshouldbeemailedinadvance,invitedtovisittheexhibition.Paraphrase:Weshouldsendemailstoallcustomersandinvitethemtovisittheexhibition.inadvance:aheadoftime;beforehand事先；预先e.g.Detailsofthemeetinghadbeencirculatedwellinadvance.会议的详细内容事先已被传阅。,(Tobecontinued),Back,.,StructureAnalysis:Subjectandpartofthepredicateareomittedin“invitedtovisittheexhibition”anditsfullpartshouldbe“(andtheyshouldbe)invitedtovisittheexhibition.”Translation:应该给所有的客户提前发邮件，邀请他们来参观展览。,(Theend),Back,.,9.(Para.7)Attendeesmayonlypassoncethroughyourbooth,sotrytomaximizetheattentionyouintendtoattractthem.Paraphrase:Peopleparticipatinginthetradeshowsmaypassthroughyourboothonlyonce,soyoudbettertrytoattractasmuchtheirattentionaspossible.Homonym:ATTENDEE,ATTENDANTattendee:someonewhoispresentataneventoractivity出席者；在场者e.g.Onlyone-halfoftheattendeescouldfitintothelargehallatanyonetime.这个大厅一次只能容下一半的出席者。,(Tobecontinued),Back,.,attendant:someonewhosejobistohelpcus