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

Situation 4Marketing Task 4 Exhibition Task 4 Exhibition ? Objectives 1. Grasp advantages and disadvantages of exhibitions. 2. Grasp how to shine at the show, how to attract your clients. Task 4 Exhibition I Pre-reading Pair work: Discuss the following questions with your partner. 1. Mention some famous exhibitions recently held in your part of the country. 2. Name one exhibition you have visited. What do you think of it-a failure or success? Why? 3. What purposes are exhibitions expected to achieve? 4. What do you think is critical in the success of an exhibition? 5. Suppose you are the exhibitor, what will you do to compete for attention? Task 4 Exhibition II Case study of the task Wine Trade Exhibition Event: Wine Trade ExhibitionExhibitors: 85Visitors: 2508Sqm: 1345Venue: National Hall, Olympia Date: 16-17 January 2008Organizer: Fresh RM Ltd Task 4 Exhibition Task 4 Exhibition Brief Wine is the UKs only dedicated on-trade wine event, where vetted suppliers showcase wines, accessories and equipment and connect with key buyers and decision makers from the restaurant, pub and hotel trade. The priority for the event was to attract hard-to-reach buyers from independently owned “white tablecloth establishments” based in London (M25); with the greater South East and Midlands regions being secondary markets. The event ran for two days at Olympia National Hall and is returning in February 2009. The organizer needed at Central London location, facilitating premium networking opportunities. Task 4 Exhibition Solution The event required extensive planning and organization for such an audience. The wine industry is associated with high quality of product and service, tradition and elegance and Olympia was the perfect venue to reflect this. Task 4 Exhibition Result Wine was awarded the 2008 AEO Award for Best Trade Show (under 2000sqm).99% of visitors would recommend Wine to a colleague. 24% of visitors sai