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UNIT 1 Cashing in on Exhibitions充分利用展览会 1

DIALOGUE Attending an Exhibition 1

TEXT A What Is an Exhibition for? 2

Notes to the Text 4

In-class Discussion 5

Exercises 6

TEXT B Taking Advantage of the Exhibit Marketing 7

Exercises 10

LINK An Overview of the Exhibition Industry 12

UNIT 2 Going for the Right Site确定场址 15

DIALOGUE Asking about the Stand 15

TEXT A Going for the Right Place for Exhibition 16

Notes to the Text 18

In-class Discussion 19

Exercises 20

TEXT B Exhibit Strategies and Its Manager 21

Exercises 25

LINK Size and Site Do Matter 26

UNIT 3 Establishing a Budget制订预算 29

DIALOGUE Discussing the Budget for Exhibition 29

TEXT A Budget,the First Priority 30

Notes to the Text 33

In-class Discussion 35

Exercises 36

TEXT B A Good Exhibition Budget Does Pay off 37

Exercises 40

LINK Budget,a Means of Regulating the Operation of an Exhibition 41

UNIT 4 Managing and Training Your Staff工作人员的管理与培训 44

DIALOGUE Talking about Holding an Exhibition 44

TEXT A Staff Selection and Training 45

Notes to the Text 48

In-class Discussion 49

Exercises 50

TEXT B Managing Your Stand Team 51

Exercises 54

LINK Staff Selection and Development 55

UNIT 5 Preparing Your Stand装修和布置展台 59

DIALOGUE Talking about the Shell Scheme Stand 59

TEXT A Stand Construction and Decoration 60

Notes to the Text 63

In-class Discussion 65

Exercises 65

TEXT B Opex Exhibition Services 66

Exercises 69

LINK Getting Your Stand Built 70

UNIT 6 Communicating Effectively有效沟通 75

DIALOGUE Making Use of Giveaways 75

TEXT A Making Your Stand a Complete Success 76

Notes to the Text 79

In-class Discussion 81

Exercises 82

TEXT B Selling by Asking Questions 83

Exercises 86

LINK Public Relations 87

UNIT 7 Contract Management合同的签订与管理 91

DIALOGUE Talking about Stand Design 91

TEXT A How to Select Contractors 92

Notes to the Text 94

In-class Discussion 96

Exercises 96

TEXT B The Exhibition Space Application Contract 97

Exercises 100

LINK The Contract Management Process 101

UNIT 8 Measuring Exhibition Success衡量展览成功的标准 104

DIALOGUE Talking about the Post-show 104

TEXT A Post-show Follow-up 105

Notes to the Text 107

In-class Discussion 108

Exercises 109

TEXT B Reap the Rewards 110

Exercises 112

LINK Measuring the Results 113

UNIT 9 Meeting and Convention Venues会址选择 117

DIALOGUE Deciding on a Venue 117

TEXT A Selecting Conference and Convention Venues 118

Notes to the Text 121

In-class Discussion 122

Exercises 122

TEXT B Tips for Evaluating Your Meeting Venue Options 124

Exercises 127

LINK Choosing a Venue or an Event Site 128

UNIT 10 Preparing a Productive Meeting会议成功要诀 132

DIALOGUE Planning the Meeting Agenda 132

TEXT A Meeting Planners and Convention Planners 133

Notes to the Text 136

In-class Discussion 138

Exercises 138

TEXT B The Agenda—Key to a Meeting 139

Exercises 142

LINK The Preparation of a Meeting 143

UNIT 11 Logistics in Great Events大型活动后勤 147

DIALOGUE Talking about Organizer's Service 147

TEXT A Conference Logistics 148

Notes to the Text 151

In-class Discussion 152

Exercises 152

TEXT B Post-conference Tour in Beijing 153

Exercises 157

LINK Logistics and Catering Management 158

UNIT 12 Organization of Great Events大型活动的组织 162

DIALOGUE Talking about the Show Plan 162

TEXT A Preparing the Ground 163

Notes to the Text 165

In-class Discussion 166

Exercises 167

TEXT B Leadership Traits and Styles 168

Exercises 172

LINK Organizational Structures of an Event 173

UNIT 13 Risk Management风险管理 176

DIALOGUE Talking about Risk Preventions 176

TEXT A Risk Management 177

Notes to the Text 180

In-class Discussion 183

Exercises 183

TEXT B The Effective Ways to Deal with Risks 184

Exercises 187

LINK Risk and Disaster Preventions 188

UNIT 14 Evaluating a Meeting会议绩效评估 193

DIALOGUE Evaluating with the Questionnaire 193

TEXT A An Overview of Meeting Evaluation 194

Notes to the Text 197

In-class Discussion 198

Exercises 198

TEXT B Paving the Way for the Future by Evaluation 199

Exercises 203

LINK Ingredients of a Successful Meeting Evaluation 204

Appendix Global Meetings ＆ Exhibitions世界会展举例 208

References参考文献 210