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Chapter 1 Extending an Invitation to an Exhibition 会展邀请 1

Section Ⅰ Brainstorming 1

Section Ⅱ Focus Reading 1

Exhibition Invitation 1

Section Ⅲ Situational Dialogues 4

Dialogue A Inviting a Regular Customer by Phone 4

Dialogue B Inviting a VIP Exhibitor in Person 5

Section Ⅳ Practical Writing 7

Invitation Letter 7

Section Ⅴ Extended Reading 10

Exhibition and Its Classification 10

Section Ⅵ Culture＆Etiquette 12

Section Ⅶ Enjoying English 14

Section Ⅷ Tips 15

Chapter 2 Making Travel Arrangements 参展计划 16

Section Ⅰ Brainstorming 16

Section Ⅱ Focus Reading 16

Get the Most Out of Trade Shows 16

Section Ⅲ Situational Dialogues 19

Dialogue A Shipping Exhibits 19

Dialogue B Talking About the Schedule 20

Section Ⅳ Practical Writing 22

Reservation Form 22

Section Ⅴ Extended Reading 24

Shipping and Move-in 24

Section Ⅵ Culture＆Etiquette 27

Section Ⅶ Enjoying English 29

Section Ⅷ Tips 30

Chapter 3 Making Exhibition Stands Attractive 布置展位 31

Section Ⅰ Brainstorming 31

Section Ⅱ Focus Reading 31

Making Your Trade Show Display Stand Out 31

Section Ⅲ Situational Dialogues 34

Dialogue A Setting up a Booth 34

Dialogue B Designing an Exhibition Stand 34

Section Ⅳ Practical Writing 37

Meeting Address 37

Section Ⅴ Extended Reading 40

Aesthetic Planning for Your Booth 40

Section Ⅵ Culture＆Etiquette 45

Section Ⅶ Enjoying English 46

Section Ⅷ Tips 47

Chapter 4 Attending the Exhibition 参加展会 48

Section Ⅰ Brainstorming 48

Section Ⅱ Focus Reading 48

Exhibition Rules 48

Section Ⅲ Situational Dialogues 50

Dialogue A At the Reception Desk（接待处）of an Exhibition Hall 50

Dialogue B At the Hall for Textiles（纺织品）and Garments（服装） 51

Section Ⅳ Practical Writing 54

Company Brochures 54

Section Ⅴ Extended Reading 56

Introduction to Canton Fair 56

Section Ⅵ Culture＆Etiquette 59

Section Ⅶ Enjoying English 60

Section Ⅷ Tips 61

Chapter 5 Receiving Visitors 接待客户 62

Section Ⅰ Brainstorming 62

Section Ⅱ Focus Reading 62

Visitor Registration Form 62

Section Ⅲ Situational Dialogues 64

Dialogue A Meeting a Regular Customer at a Stand 64

Dialogue B Introducing a New Type Machine 65

Section Ⅳ Practical Writing 68

Business Cards 68

Section Ⅴ Extended Reading 70

Keys to Effective Communication at a Stand 70

Section Ⅵ Culture＆Etiquette 72

Section Ⅶ Enjoying English 73

Section Ⅷ Tips 73

Chapter 6 Introducing Exhibits 介绍展品 75

Section Ⅰ Brainstorming 75

Section Ⅱ Focus Reading 75

Enhance Results with a Trade Show Promotional Item 75

Section Ⅲ Situational Dialogues 78

Dialogue A Recommending New Products 78

Dialogue B Introducing Handicrafts（手工艺品） 79

Section Ⅳ Practical Writing 81

Product Instruction 81

Section Ⅴ Extended Reading 84

Trade Show Exhibit Display 3 Seconds to Make an Impact 84

Section Ⅵ Culture＆Etiquette 87

Section Ⅶ Enjoying English 88

Section Ⅷ Tips 88

Chapter 7 Holding Business Negotiations 商务洽谈 90

Section Ⅰ Brainstorming 90

Section Ⅱ Focus Reading 90

Get What You Want in a Business Negotiation 90

Section Ⅲ Situational Dialogues 93

Dialogue A New Clients Expecting to Place a Trial Order（试订货） 93

Dialogue B Accepting an Order at a Lower Price in Order to Develop New Markets 94

Section Ⅳ Practical Writing 96

Letters for Establishing Business Relationship 96

Section Ⅴ Extended Reading 100

Group Dynamics in Negotiations 100

Section Ⅵ Culture＆Etiquette 102

Section Ⅶ Enjoying English 103

Section Ⅷ Tips 103

Chapter 8 Leaving an Exhibition and Follow-up of Negotiations 撤离展会及业务跟进 105

Section Ⅰ Brainstorming 105

Section Ⅱ Focus Reading 105

Negotiation 105

Section Ⅲ Situational Dialogues 108

Dialogue A Following up the Sales of a Previous Order 108

Dialogue B Dealing with the Orders from Potential Customers 109

Section Ⅳ Practical Writing 111

Negotiation on Price（价格谈判） 111

Section Ⅴ Extended Reading 114

Giving Feedback After a Negotiation 114

Section Ⅵ Culture＆Etiquette 117

Section Ⅶ Enjoying English 118

Section Ⅷ Tips 119

Chapter 9 Analyzing the Productivity of the Exhibition 分析成效 120

Section Ⅰ Brainstorming 120

Section Ⅱ Focus Reading 120

Show Evaluation Techniques 120

Section Ⅲ Situational Dialogues 123

Dialogue A Talking About the Result of an Exhibition 123

Dialogue B Analyzing the Outcome 123

Section Ⅳ Practical Writing 126

Business Follow-up 126

Section Ⅴ Extended Reading 129

Analyzing SAIC's Four Highlights in the Exhibition 129

Section Ⅵ Culture＆Etiquette 132

Section Ⅶ Enjoying English 134

Section Ⅷ Tips 135

附录一：主要国际会议、展览行业组织 136

附录二：外贸常用英语缩略词 137

附录三：会展英语词汇大全 140

Keys 156