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

DIALOGUE Attending an Exhibition1

TEXT A What Is an Exhibition for?2

Notes to the Text4

In-class Discussion5

Exercises6

TEXT B Taking Advantage of the Exhibit Marketing7

Exercises10

LINK An Overview of the Exhibition Industry12

UNIT 2 Going for the Right Site确定场址15

DIALOGUE Asking about the Stand15

TEXT A Going for the Right Place for Exhibition16

Notes to the Text18

In-class Discussion19

Exercises20

TEXT B Exhibit Strategies and Its Manager21

Exercises25

LINK Size and Site Do Matter26

UNIT 3 Establishing a Budget制订预算29

DIALOGUE Discussing the Budget for Exhibition29

TEXT A Budget,the First Priority30

Notes to the Text33

In-class Discussion35

Exercises36

TEXT B A Good Exhibition Budget Does Pay off37

Exercises40

LINK Budget,a Means of Regulating the Operation of an Exhibition41

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

DIALOGUE Talking about Holding an Exhibition44

TEXT A Staff Selection and Training45

Notes to the Text48

In-class Discussion49

Exercises50

TEXT B Managing Your Stand Team51

Exercises54

LINK Staff Selection and Development55

UNIT 5 Preparing Your Stand装修和布置展台59

DIALOGUE Talking about the Shell Scheme Stand59

TEXT A Stand Construction and Decoration60

Notes to the Text63

In-class Discussion65

Exercises65

TEXT B Opex Exhibition Services66

Exercises69

LINK Getting Your Stand Built70

UNIT 6 Communicating Effectively有效沟通75

DIALOGUE Making Use of Giveaways75

TEXT A Making Your Stand a Complete Success76

Notes to the Text79

In-class Discussion81

Exercises82

TEXT B Selling by Asking Questions83

Exercises86

LINK Public Relations87

UNIT 7 Contract Management合同的签订与管理91

DIALOGUE Talking about Stand Design91

TEXT A How to Select Contractors92

Notes to the Text94

In-class Discussion96

Exercises96

TEXT B The Exhibition Space Application Contract97

Exercises100

LINK The Contract Management Process101

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

DIALOGUE Talking about the Post-show104

TEXT A Post-show Follow-up105

Notes to the Text107

In-class Discussion108

Exercises109

TEXT B Reap the Rewards110

Exercises112

LINK Measuring the Results113

UNIT 9 Meeting and Convention Venues会址选择117

DIALOGUE Deciding on a Venue117

TEXT A Selecting Conference and Convention Venues118

Notes to the Text121

In-class Discussion122

Exercises122

TEXT B Tips for Evaluating Your Meeting Venue Options124

Exercises127

LINK Choosing a Venue or an Event Site128

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

DIALOGUE Planning the Meeting Agenda132

TEXT A Meeting Planners and Convention Planners133

Notes to the Text136

In-class Discussion138

Exercises138

TEXT B The Agenda—Key to a Meeting139

Exercises142

LINK The Preparation of a Meeting143

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

DIALOGUE Talking about Organizer's Service147

TEXT A Conference Logistics148

Notes to the Text151

In-class Discussion152

Exercises152

TEXT B Post-conference Tour in Beijing153

Exercises157

LINK Logistics and Catering Management158

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

DIALOGUE Talking about the Show Plan162

TEXT A Preparing the Ground163

Notes to the Text165

In-class Discussion166

Exercises167

TEXT B Leadership Traits and Styles168

Exercises172

LINK Organizational Structures of an Event173

UNIT 13 Risk Management风险管理176

DIALOGUE Talking about Risk Preventions176

TEXT A Risk Management177

Notes to the Text180

In-class Discussion183

Exercises183

TEXT B The Effective Ways to Deal with Risks184

Exercises187

LINK Risk and Disaster Preventions188

UNIT 14 Evaluating a Meeting会议绩效评估193

DIALOGUE Evaluating with the Questionnaire193

TEXT A An Overview of Meeting Evaluation194

Notes to the Text197

In-class Discussion198

Exercises198

TEXT B Paving the Way for the Future by Evaluation199

Exercises203

LINK Ingredients of a Successful Meeting Evaluation204

Appendix Global Meetings ＆ Exhibitions世界会展举例208

References参考文献210