?會(huì)展情景英語?Unit3展會(huì)營銷LearningObjectivesSituationalDialogues3IndustrialTips4Practical

ExercisesContent1KnowledgelinkingWarm-upUsefulSentences5267Warm-upReadthefollowingitemsandmatchthemwiththepictures熱身活動(dòng)experientialmarketingadvertisingthroughtheinternet(3)abanneradoralink(4)indooradvertising(5)outdooradvertisingABCDESituationalDialoguesDialogue1情景對(duì)話Mr.FengistalkingwithMr.Liaboutthechangeinmarketingnowadays.

F=Mr.Feng,L=Mr.LiF:Nowadayseverythingischanging,soismarketingL:Yes.Traditionalmarketingischanging:thecustomersaregettingmoreandmoreexperienced.Furthermore,theytendtobemorepricesensitiveandmayprovideword-of-mouthadvertising.Atthesametime,traditionalmarketingtoolsarelesseffectivethaninthepast.F:That’sreallytrue.Advertisingisexpensiveandlesseffectiveandthecostofsalespersonnelarerising.Howcanwecreate,win,anddominatemarketstoday?Couldyoupleasegiveussomeadvice?L:Yes.I’dbepleasedto.Isuggestthatyoufocusontheservicesbothexhibitorsandattendeesperceiveasvaluable.F:Whatdoesthatmean?L:Thatmeanyouneedtoliveandbreatheforyourcustomers.It’sthefirststeptomakeyourmarketingjobpossible.F:Itisveryimportanttomakeourmarketingformuladifferentfromothers,right?L:Right.Ifyoualwaysfollowothers,you’llbecomestale,andwillneverwinoveronyourcompetitors.Sinceattendeesexpecttoseeandexperiencesomethingnewandexcitingfromvisitingyourexhibitors’booths,thereforechangehastobeinlinewiththeessenceofyourshow.F:Howcanweeffectivelytouchtheexhibitors’heartswithourshowpromotion?L:Therearesomeways.F:Couldyougivemeanexplanationindetail?L:Youmayuseinformationtechnology,brands,andintegratedcommunicationsandentertainment.Haveyouheardof“experientialmarketing〞?F:No.Whatisit?L:Itisthelatesttrendinmarketingthatfocusesontheexperiencesofcustomers.Itcanhelptostimulateexcitementamongyourexhibitorsandattendeesthatyourshowisanexperiencenottobemissed.F:Itisreallyagoodoption.I’dbettertellmyteamaboutit.Thankyousomuchforyouradvice.L:Youarewelcome.Vocabularysensitive

['sens?t?v]

adj.敏感的advertising['?dv?ta?z??]

n.廣告；廣告業(yè)；登廣告effective[?'fekt?v]

adj.有效的，起作用的personnel[p??s?'nel]

n.人事部門;adj.人員的；有關(guān)人事的dominate['d?m?ne?t]vt.控制；支配；占優(yōu)勢attendee[?ten'di?]

n.出席者；在場者perceive[p?'si?v]vt.覺察，感覺；理解formula['f??mj?l?]

n.公式，準(zhǔn)那么stale

[ste?l]

adj.陳腐的；不新鮮的;vi.變陳舊triumph['tra??mf]n.勝利;vi.獲得勝利，成功Vocabularycompetitor

[k?m'pet?t?]

n.競爭者，對(duì)手essence['es(?)ns]

n.本質(zhì)，實(shí)質(zhì)；精華promotion[pr?'m???n]n.提升，促銷；促進(jìn)implement['?mpl?m(?)nt]

vt.實(shí)施;使生效trademark['tre?dmɑ?k]

n.商標(biāo)integrated['?nt?gre?t?d]adj.綜合的；完整的；互相協(xié)調(diào)的entertainment[ent?'te?nm(?)nt]

n.娛樂；消遣；款待experiential[?k,sp??r?'ent?(?)l;ek-]adj.經(jīng)驗(yàn)的;根據(jù)經(jīng)驗(yàn)的stimulate['st?mj?le?t]

vt.刺激；鼓舞，鼓勵(lì)Notes1.Inrecenttimeseverythingischanging,andsoismarketing.在當(dāng)今時(shí)代一切都在變化，市場營銷也是如此。2.word-of-mouthadvertising口頭廣告，口碑廣告3.Atthesametime,traditionalorold-stylemarketingtoolsarelesseffectivethaninthepast.與此同時(shí),傳統(tǒng)或老式的營銷手段已經(jīng)漸漸失去效果了。4.Andthecostofsalespersonnelisalsorising.而且銷售人員的本錢也在不斷上升5.Couldyougivemeanexplanationindetail?你能給我一個(gè)詳細(xì)的解釋嗎?6.experientialmarketing體驗(yàn)式營銷7.Itisthelatesttrendinmarketingthatfocusesontheexperiencesofvariouscustomers.市場營銷的最新趨勢是：專注于各種客戶的經(jīng)驗(yàn)。8.integratedcommunications整合傳播

exhibitionlogo展會(huì)標(biāo)識(shí)：

正規(guī)的展覽會(huì)除具有一個(gè)全稱和簡稱外，還專門設(shè)計(jì)一個(gè)logo，以便于參展商和觀眾在同類展覽會(huì)中識(shí)別和記憶優(yōu)質(zhì)的展會(huì)。marketleader市場領(lǐng)頭羊：又稱leadingplayer，展覽業(yè)務(wù)中常作為VIPclient，keyaccount重點(diǎn)客戶。IndustrialTips行業(yè)小貼士marketing(營銷)/sales(銷售)：國內(nèi)常將“營銷〞和“銷售〞混淆，如“營銷，數(shù)據(jù)庫營銷，店面營銷〞等?！颁N售〞應(yīng)只是“營銷〞的其中一局部。會(huì)展實(shí)踐中，“營銷〞主要是指對(duì)整個(gè)展覽工程的市場宣傳和推廣，“銷售〞是指對(duì)具體的展臺(tái)和面積銷售、廣告和贊助的招攬工作。

IndustrialTips行業(yè)小貼士SituationalDialoguesDialogue2情景對(duì)話Mr.Jordan,asalesrepresentativeofanAgriculturalProductsCompany,isconsultingMr.Wu,themanageroftheadvertisingdepartmentatanexhibitionandconferencecenter,aboutmakingsomeadvertisementsbeforehiscompanyattendstheexhibition.W:Goodmorning.WhatcanIdoforyou?J:Yes.MynameisJordan.I’mfromanAgriculturalProductsCompanyinBeijing.Iwouldliketoknowsomethingaboutadvertisinginyourcenter.W:I’mpleasedtobeatyourservice.Whatwouldyouliketoknow,sir?J:Couldyoupleasegivemeabriefintroductionaboutwhattypeofadvertisingyouareoffering?W:Sure.Weofferexhibitorsanopportunitytoadvertisetheirproductsandgainexposuretoattendeesbyplacingaposterbannerattheentrancetotheexhibition.J:Doyouofferpershowadvertisingorannualadvertising?W:Both.Forpershowadvertising,locationsareavailableatourlobbyentrance.Youmayplaceyourcompany’snamelistyourproductsandyourboothnumbertoinviteattendeestovisityouinside.J:Whataboutannualadvertising？W:Youradvertisingwillbeplacedinaprominentlocationforoneyear.Duringthetime,youmaychangeyouradtwiceinordertointroduceyournewproducts.J:Good.WhataboutadvertisingthroughtheInternet?W:That’salsoagoodwayforyourmarketingexposure.J:Howmanyhitsdoyouhaveonyourwebsiteeachmonth?W:21000hitslastyeareachmonth.Butthisyearitreaches32000hitseachmonth.J:Howcanweadvertiseonyourwebsite?W:Youmaypurchaseabanneradoralinktoyourownwebsite.J:Verygood.Thankyouforyourintroduction.WewillcomebackafterIgivetheinformationtoourmanagementteam.W:Youarewelcome.Welookforwardtoseeingyouagain.

Vocabularyexposure[?k'sp????;ek-]

n.暴露；曝光poster['p??st?]

n.海報(bào)，廣告；招貼banner['b?n?]

n.旗幟，橫幅；標(biāo)語entrance

['entr(?)ns]

n.入口；進(jìn)入location[l?(?)'ke??(?)n]

n.位置;地點(diǎn)lobby['l?b?]n.大廳；休息室；會(huì)客室prominent

['pr?m?n?nt]

adj.突出的；杰出的；卓越的enhance

[?n'hɑ?ns;-h?ns;en-]

vt.提高；加強(qiáng)；增加purchase['p?:t??s]

n.購置contact['k?nt?kt]

n.接觸，聯(lián)系;vt.使接觸，聯(lián)系Notes1.salesrepresentative銷售代表2.AgriculturalProductsCompany農(nóng)產(chǎn)品公司3.advertisingdepartment廣告部4.conferencecenter會(huì)議中心5.Couldyoupleasegivemeabriefintroductionconcerningthetypeofadvertisingyoucanprovide?關(guān)于你們可以提供的廣告的類型，你能給我一個(gè)簡短的介紹嗎?6.lobbyentrance門廳進(jìn)口

7.annualadvertising年度廣告8.marketingexposure市場曝光adinsertion廣告插頁：展覽會(huì)刊中刊登的展商客戶的廣告業(yè)。salespromotion:通常指促銷活動(dòng)，會(huì)展業(yè)指“招展工作〞。另有acquisitionwork的表達(dá)法，主要指招徠潛在的企業(yè)公司以及行業(yè)協(xié)會(huì)等參加展覽會(huì)進(jìn)行展示，相對(duì)應(yīng)于“招商〞，表示邀請(qǐng)和組織觀眾。IndustrialTips行業(yè)小貼士showdaily展報(bào)：展會(huì)組織方委托一家媒體機(jī)構(gòu)在展覽會(huì)開幕期間每日印發(fā)的展覽快訊。supportingmedia支持媒體：舉辦行業(yè)展覽會(huì)的必要措施之一，通過專業(yè)媒體的參與宣傳，對(duì)該展在相關(guān)行業(yè)中進(jìn)行有針對(duì)性的推廣。IndustrialTips行業(yè)小貼士UsefulSentences常用句式1.Goodqualityandlowpricewillhelppushthesalesofourproducts.良好的質(zhì)量和低廉的價(jià)格將有助于我們產(chǎn)品的銷售。2.letmeshowyousomeofthegreatfeaturesofournewestproducts.讓我向你展示我們最新產(chǎn)品的一些優(yōu)越特性。3.Thispriceisnotourregularprice.Itisaspecialpromotion.

這個(gè)價(jià)格不是我們的正常價(jià)格，是特別促銷價(jià)。4.Wehavealotofproductsforyourchoice.我們有很多不同的

產(chǎn)品供你選擇。5.Thistypemachineistop-of-theline.這款機(jī)器是同類產(chǎn)品中

最好的。6.Ifyouhaveanyquestions，Wecanprovidetechnicalsupporttoyou.如果你有什么問題，我們可以提供技術(shù)上的支持。UsefulSentences常用句式7.Wewillprovidefreesamplestoourpotentialcustomers.我們會(huì)給潛在客戶免費(fèi)提供樣品。8.Ifyouarenotsatisfiedwithourproducts，youcangetafullrefund.如果你對(duì)我們的產(chǎn)品不滿意，可以全額退貨。9.Inrecenttimeseverythingischanging,andsoismarketing.在當(dāng)今時(shí)代一切都在變化，市場營銷也是如此。10.Atthesametime,traditionalorold-stylemarketingtoolsarelesseffectivethaninthepast.與此同時(shí),傳統(tǒng)或老式的營銷手段已經(jīng)漸漸失去效果了。11.Andthecostofsalespersonnelisalsorising.而且銷售人員的本錢也在不斷上升12.Howmanyhitsdoyouhaveonyourwebsiteeachmonth?你們網(wǎng)站每個(gè)月的點(diǎn)擊量是多少？Practical

ExercisesRolePlay1.Supposeyouareaseniorsalesmanager,youareintroducingthetoolsofmarketingbeforeatradeshowtothemembersofthesalesdepartment.2.Mr.Bushcomesfromacompanythatproduceshealthcareproducts.ThecompanyisgoingtoattendaHealthcareTradeShow.HeistalkingwithMr.Wang,anadvertisingagent,abouthowtomakeadvertisementsabouttheproductsandhowtoattractmorecustomers.Matchtheexpressionsontheleftwiththebesttranslationontheright.

(1)sensitive(2)advertising(3)dominate(4)attendee(5)promotion(6)trademark(7)entertainment(8)stimulate(9)lobby(10)contacta.商標(biāo)b.娛樂c.鼓勵(lì)d.休息室e.聯(lián)系f.敏感的g.廣告h.占優(yōu)勢i.出席者j.促銷

texttexttexttexttextCompletethefollowingdialoguewiththereferencesinChineseA:Withthedevelopmentof〔1〕_________〔現(xiàn)代生活〕andtheimprovementoflivestandardinchina,moreandmorepeoplehavenowboughtcarsorareplanningto.Toourcompany,it'sagoodchanceforustosellcars.B:Youareright.China'scarindustryseemsenterintoa〔2〕________〔鼎盛時(shí)期〕.Ifwemakegooduseofthisopportunity,wecanbenefitmuchfromit.ButtheproblemiswhichkindofcardoChinesepeoplelikemoretoday,sedanorhatchback?A:ThefactthatsedanPKhatchbackisstillgoing.Chinese〔3〕________〔轎車市場〕traditionallypreferstosedans.Butinrecentyearshatchbackisincreasinglyfierceonthemarketsales.Manufacturerslaunchnewhatchbacksconstantly.B:Doyoumeanthathatchbackhasabettermarketthansedan?A:Yes.Idida〔4〕________〔消費(fèi)者調(diào)查〕afewdaysago.Itshowsthat56.6%customerswhohaveacarand53%potentialcustomerschoosethehatchbackinthecarshoppingcolumn.Whileonly31.3%potentialcustomerschoosethesedan.B:Itsoundsgood.Butaccordingtothe〔5〕________〔網(wǎng)絡(luò)調(diào)查〕,Chinesepeoplewilllikesedanmore.Becausesedanslookbetterandgenerallyhavebetterviewingangles.Sedanhaslargersize,looksmorestylish,andmakespeoplefeelmorerespectable.What'smore,sedan'sinteriorspaceislargerthanhatchback's.Andthetrunkisindependent,sothatpeoplecankeeptheseatscleanandfellcomfortable.Manypeoplethinkthatsedanismuchsaferthanhatchback.A:Iagreewithyou.ButIwanttowarnyouarealisticproblem,money.Sedanismuchmoreexpensivethanhatchback.Noteveryonecanaffordit.Ifyouareahighincomebracketofconsumers,〔6〕________汽車和石油的價(jià)格arenotbigdealstothem.Butwemustrealizethatourcustomersareconcentratedinthemiddlelevel.B:Moneyisabigproblem.Whatmakesyouthinkpeopleprefertohatchback?A:Well,therearemanyadvantagestobuyahatchback.Firstly,thedesignofhatchbackiscuteandpopular.It'smore〔7〕________〔休閑與時(shí)尚〕andmoresuitableforprivatecarsmodelingdesignlikeSUVandMUV,theyarebeautiful.Manyyoungpeopleespeciallygirlsliketheshapeverymuch.Secondly,it'squietsmall,soit'sconvenienttopark.Withthedevelopmentofcarindustry,themorepr