Unit 3a Trade fairs

Teaching objectives
Upon completion of the unit, you should be
able to:
talk about trade affairs
discuss the benefits of trade fairs for
exhibitors and visitors
discuss their objectives for a trade fair and
decide where and when they should exhibit
review language of the present simple
referring to future time
write formal business letters
Teaching Contents
Background Information
Vocabulary preparation
Speaking 1
Reading 1
Speaking 2
Reading 2
Organization of letters
Language
Writing
Extra Vocabulary
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Some well-known trade fairs:
China Import and Export Fair/Canton Fair

Background Info
Some well-known trade fairs:
Yiwu International Commodities Fair

Background Info
Some well-known trade fairs:
China International Fair for Investment & Trade/Xiamen
Trade Fair

Background Info
Some well-known trade fairs:
the National Sugar and Alcoholic Commodities Trade Fair

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Some well-known trade fairs:
China Tea Expo

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Some well-known trade fairs:
Straits Flower Exposition

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Some well-known trade fairs:
World Exposition

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Some well-known trade fairs:
COMDEX(Computer Dealer's Exposition)

Vocabulary Preparation
exhibitor n.
trade fair
visual presentation
quality buyers
prospective a.
technical superiority
exposure n.
top drawer
home accessories n.
band-picked a.
Vocabulary Preparation
headlines n.
stand n.
catering n.
showcase n.
showcase event
mail order house
interior designer /
convention n.
Christmas ball
gourmet a.
Speaking 1
What are the benefits of trade fairs for exhibitors and
visitors?
Benefits for exhibitors: media exposure for the industry
as a whole and for specific companies; an opportunity
to show their wares to an interested public; to find out
what is happening in the industry and to evaluate the
competition
Benefits for visitors: the ease of judging relative
standards and prices; an opportunity to find out what is
happening in the industry; the convenience of
everything in one place; a chance to talk to exhibitors
Speaking 1
Some other useful expressions
Benefits for exhibitors: a chance for face-to-face talk
with prospective clients; better effects of promotion;
more chances for business transaction; visual
presentation of products; a good chance to push sales
Benefits for visitors: visual and direct knowledge of
products; find out more details about products, such as
quality, specifications, appearance, price, enjoying
technical superiority or not, terms of transaction, etc
Reading 1
Read the advertisement. What details are given about the
following?
The exhibition:
It is called Top Drawer. It exhibits design-led home accessories and
personal gift items. The three-day exhibition takes place at Earls
Court Two in London twice a year (May and Autumn).
The exhibitors:
550 exhibitions are selected on the basis of quality, talent and
originality. Over 150 places are kept for new exhibitors.
The visitors:
Each exhibition attracts about 20,000 professional buyers from the
UK and abroad.
Reading 1
Reading 1
Some impressive ads:
I'm lovin' it. (Mcdonald's)
Good time, Great taste. (Mcdonald's)
We do chicken right. (KFC)
Just do it. (NIKE)
Think different. (Apple Inc.)
Ask for MORE. (MORE) (Pepsi)
Connecting people. (NOKIA)
Start ahead. (Rejoice)
A diamond forever. (DE BEERS)
Reading 1
Detailed study of Reading 1
1. THE: The capital or italicized word indicates that sth or
sb is the most famous, important, or best thing of its
kind.
eg. That's THE show to see this year.

2. make/hit/reach/catch/grab/capture the headlines:to
become important news, to get a lot of publicity from
the media..A kind of figure
of speech, i.e. metonymy, is used here.
Speaking 2
What information might trade fair organizers include
in a letter of reply to enquiries about an exhibition?
dates
duration
location (venue)
size
focus (for trade/public)
stand size
cost
facilities (car parking, catering, accommodation etc.)
Reading 2
Put the jumbled letter into the correct order.
A

B
Reading 2
C

D
Reading 2
E

F
Reading 2
Detailed study of Reading 2
1. to best/good advantage: in a way that highlights its best
features.
eg. The painting is seen to its best advantage from a
distance.

The walls were painted in muted tones to show the

pictures to good advantage.

2. you will not be disappointed.

How to translate this sentence?

Organization of letters
In addition to knowing letter layout and standard
openings/endings (eg. Dear Mr Brown, Yours sincerely),
you need to know standard letter phrases such as:
Referring to previous correspondence:
Thank you for your interest...
Further to your letter of ...in which you...
As requested, ...
Stated the purpose of your letter:
I am writing to ...
I would like to ...
Organization of letters
Enclosing information:
I enclose ...
Please find enclosed ...
Ending the letter:
If you require any further information ... do not hesitate
to...
I look forward to hearing from you.
Main points need to be clear. As a general principle, you need to
provide ideas to support and illustrate main points.
The relationship between ideas in a letter can be made clear through
the use of linking words and phrases (showing relationships such
as contrast, consequence and addition).
Organization of letters
Find examples in the letter.
Organization of letters
Find examples of the following.
Language
present simple referring to future time.
Writing
Writing
Extra Vocabulary

trade show
booth
exihibit hall
consumer show
convention center
demonstrator
floor manager
giveaways
Extra Vocabulary
dismantling
decorating
move-in
move-out
press room
ROI (return on investment)
service desk