chapter nine Analyzing the Productivity of the Exhibition 《会展英语》教材.pptVIP

Chapter Nine Analyzing the Productivity of the Exhibition Learning Emphasis I. Focus Reading: Show Evaluation Techniques II. Situational Dialogues Dialogue A: Talking about the Result of an Exhibition Dialogue B: Analyzing the Outcome III. Practical Writing: Business Follow-up IV. Extended Reading Analyzing SAIC’s Four Highlights in the Exhibition Section I Brainstorming Directions: Look at the photograph below and read the four statements related to the photograph, then choose the statement that best describes the photograph, and then answer the question followed. This group of people are probably _____. having a dinner having a meeting analyzing the productivity of the exhibition chatting The ways to evaluate the productivity of the exhibition may include ______________ Possible answer: The percentage of the number of customer receiving compared with the total number of attendants; the result of the total investment divided by the number of actual received customers (average cost of the received potential customers); the average number of a staff receiving customers per hour, etc. C Section II Focus Reading Show Evaluation Techniques “A show is a living thing”, says Cathy Laieta, Group Show Director for National Expositions Company in New York City. “It must stay in touch with the changes in the marketplace, and be responsive to them.” What data do you need? What kinds of information about attendees and exhibitors do you need, and can you get to accomplish these desirable goals? Evaluation is a key component of any marketing technique. Evaluating audience quality, company size and job title or classification are basic beginnings. Although that information is often on the registration form, Cox of Exhibit Surveys says, “we ask those same questions on our survey to see if our results are representative of the attendees.” That’s especially important as a check to ensure that on-site interviewers selected subjects correctly—by budget designa