高职高专国际商务应用系列教材

国际会展英语（视听说）教程 


English for International Exhibitions 
—— A Viewing, Listening and Speaking Course


谢雨彤舒立志主编
黄秀琴马爱梅副主编

清华大学出版社
北 京


内 容 简 介

本书根据高职高专“工学结合”培养模式编写，根据会展行业的工作环境和岗位要求，营造仿真的工
作情境，使学生在逐项完成工作任务的同时，掌握相应的英语词汇、英语表达方法和策划、营销、管理及
沟通技巧。全书共八个单元，每个单元包含五至六个模块，通过视频观看、词汇句型练习、角色扮演和口
头陈述四个学习步骤，由易到难、循序渐进地让学生掌握国际会展活动中的基本知识和技能，实现会展
英语运用能力培养和会展服务能力培养的有机结合。

本书难易程度适中，适合高等职业院校国际商务、会展策划与管理等相关专业教学使用，也可作为
会展行业的培训教材，或会展从业人员自学之用。

本书封面贴有清华大学出版社防伪标签，无标签者不得销售。
版权所有，侵权必究。举报：010-62782989，beiqinquan@tup. tsinghua. edu. cn。

图书在版编目（CIP）数据

国际会展英语（视听说）教程 / 谢雨彤，舒立志主编. —北京：清华大学出版社，2021.12 
高职高专国际商务应用系列教材 


ISBN 978-7-302-59342-3 

Ⅰ. ①国… 
Ⅱ 
. ①谢…②舒… 
Ⅲ 
. ①展览会－英语－听说教学－高等职业教育－教材 
Ⅳ 
. ①G245
中国版本图书馆CIP数据核字（2021）第208569号

责任编辑：刘士平
封面设计：傅瑞学
责任校对：赵琳爽
责任印制：朱雨萌

出版发行：清华大学出版社
网 址：http://www.tup.com.cn，http://www.wqbook.com
地 址：北京清华大学学研大厦 
A座 邮 编：100084
社总机： 
010-62770175 邮 购：010-62786544
投稿与读者服务：010-62776969，c-service@tup. 
tsinghua. 
edu. 
cn
质量反馈：010-62772015，zhiliang@tup. 
tsinghua. 
edu. 
cn
课件下载：http://www. 
tup. 
com.cn，010-83470410

印装者：三河市龙大印装有限公司
经 销：全国新华书店
开 本：185mm×260mm 印 张： 
11字 数：237千字
版 次：2021年 
12月第 
1版印 次：2021年 
12月第 
1次印刷
定 价：46.00元

产品编号：090416-01


前言 


PREFACE 

随着经济全球化的迅速发展，国际会展对于推动国家经济建设发展和促进国民经济效益
增长发挥着日益重要的作用，得到了社会各界的高度重视。为适应国际会展行业人才培养需
要，本书将理论与实践相结合，构建以工作任务为导向的教学内容体系，融合多学科知识、语
言沟通技巧，力求使学生成为满足社会需求的复合型、应用型人才。

本书根据高职高专“工学结合”培养模式编写。编者根据会展行业的工作环境和岗位要
求，营造了仿真的工作情境，使学生在逐项完成服务工作任务的同时，掌握相应的英语词汇、
英语表达方法和策划、营销、管理及沟通技巧。全书共八个单元，每个单元包含五至六个模块，
通过视频观看、词汇句型练习、角色扮演和口头陈述四个学习步骤，由易到难、循序渐进地让
学生掌握国际会展活动中的基本知识和技能，实现了会展英语运用能力培养和会展服务能力
培养的有机结合。

本书主要有以下特色。 


1. 创新性强
本书编者通过走访大量中小型企业，广泛调研中国进出口商品交易会（简称“广交会”）、
广州国际家具博览会等国际会展活动，确定了会展行业的典型工作过程，并邀请参展商和组展
商中经验丰富的行业人士在分析会展工作岗位能力的基础上，共同选取本书内容，实现了岗位
任务典型性、真实性及前沿性。本书创新性地设计了对学生实训成果的多元化综合性评价机
制，既包括对学生个人会展英语运用和会展服务能力的鉴定，又包括对学生团队项目合作、会
展职业道德意识的评价，体现了“课程思政”的宗旨。 


2. 趣味性强
本书教学内容丰富生动，典型工作情境以视频动画形式呈现，有助于增强学生学习兴趣，
调动学生学习积极性。同时，本书练习形式新颖有趣，包含采访、制作 Vlog、直播等，融知识
性、实践性、趣味性于一体，有助于提高学生解决实际问题的能力。 


3. 任务性强
本书以会展企业人才岗位需求为依据，以会展商务活动体系中的典型工作任务为导向，从
组展商、参展商，以及采购商三个不同角色的真实工作任务出发，编排教学内容，主要内容包
括：会展定义及分类、组展商筹办会展、参展商筹备参展、会展接待、展品展示、业务洽谈、展后
业务汇报及业务跟进等，学习时间可安排 
54 学时左右。本书中，国际会展工作特征体现明显，
任务要求明确，学习评价合理。


国际会展英语（视听说）教程 


本书由谢雨彤和舒立志担任主编，黄秀琴和马爱梅担任副主编，赵薇、黄敏、林晓玲、梁
极、刘玉贵、余竟超参与编写。具体编写分工如下：广东行政职业学院谢雨彤负责全书的总纂、
定稿，并编写第 4 单元；广东轻工职业技术学院舒立志负责编写第1单元；广州软件学院黄秀琴
负责编写第 
2 单元；江门职业技术学院马爱梅负责编写第 
3单元；广州城市职业学院赵薇负责
编写第 8 单元，并与广东行政职业学院梁极共同编写第 5 单元；仲恺农业工程学院黄敏负责编
写第 
6 单元；广东培正学院林晓玲负贵编写第 
7 单元；广东行政职业学院刘玉贵负责收集第 
5 
单元的资料：广交会广告有限公司总监余竟超负责审核相关专业术语。

编者在对国内外会展行业进行实地调研并对高职学生现有水平和认知规律准确把握的基
础上，力求使本书内容与实际工作岗位要求实现无缝对接。本书难易程度适中，适合高职高专
商务英语、会展管理、旅游管理、旅游英语等相关专业教学使用，也可作为会展行业的培训教
材，或会展从业人员自学之用。

尽管本书编者在特色建设方面做出了许多努力，但由于水平所限，难免有疏漏之处，恳请
广大读者批评、指正。本书案例中所有的内容，包括单位名称、人名等均为虚构，如有雷同，纯
属巧合。本书在编写过程中得到了广东行政职业学院、广交会广告有限公司、清华大学出版社
的大力支持，在此表示衷心感谢。

编者 


2021年7月

. ii . 



目录Contents Contents 
Unit 1 An Overview of Exhibition 
Module 1 Defining an Exhibition ................................................................................ 2 
Module 2 Classifying Exhibitions ............................................................................... 6 
Module 3 Choosing Exhibitions ................................................................................ 10 
Module 4 Further Exploration ................................................................................... 14 
Module 5 Simulation Workshop ................................................................................ 16 


Unit 2 Hosting an Exhibition 
Module 1 Planning an Exhibition .............................................................................. 20 
Module 2 Publicizing an Exhibition .......................................................................... 23 
Module 3 Inviting Exhibitors..................................................................................... 26 
Module 4 Further Exploration ................................................................................... 30 
Module 5 Simulation Workshop ................................................................................ 32 


Unit 3 Pre-exhibition Preparations 
Module 1 Entering the Exhibition and Security Check ............................................. 35 
Module 2 Building a Booth........................................................................................ 39 
Module 3 Inviting Clients .......................................................................................... 42 
Module 4 Further Exploration ................................................................................... 46 
Module 5 Simulation Workshop ................................................................................ 47 


Unit 4 Visitors Reception 
Module 1 Receiving Visitors at the Booth ................................................................. 51 
Module 2 Having Dinner with Clients....................................................................... 54 
Module 3 Seeing off Clients ...................................................................................... 58 
Module 4 Further Exploration ................................................................................... 61 
Module 5 Simulation Workshop ................................................................................ 63 



国际会展英语（视听说）教程 



Unit 5 Exhibits Presentation 
Module 1 Introducing a Company ............................................................................. 66 
Module 2 Introducing a Showroom ........................................................................... 69 
Module 3 Introducing Exhibits .................................................................................. 72 
Module 4 Further Exploration ................................................................................... 76 
Module 5 Simulation Workshop ................................................................................ 77 


Unit 6 Business Negotiation 
Module 1 Negotiating the Price ................................................................................. 80 
Module 2 Negotiating the Payment ........................................................................... 83 
Module 3 Negotiating Other Terms ........................................................................... 88 
Module 4 Signing a Contract ..................................................................................... 93 
Module 5 Further Exploration ................................................................................... 96 
Module 6 Simulation Workshop ................................................................................ 98 


Unit 7 Post-show Work 
Module 1 Discussing Booth Dismantling ................................................................ 101 
Module 2 Giving Feedback to the Host ................................................................... 104 
Module 3 Reporting an Exhibition .......................................................................... 107 
Module 4 Further Exploration ..................................................................................111 
Module 5 Simulation Workshop .............................................................................. 112 


Unit 8 Business Follow-up 
Module 1 Post-show Marketing Activities .............................................................. 115 
Module 2 Following up Contracted Clients............................................................. 119 
Module 3 Following up Potential Clients ................................................................ 122 
Module 4 Further Exploration ................................................................................. 126 
Module 5 Simulation Workshop .............................................................................. 128 


Scripts for Videos.................................................................................................. 130
参考文献 .................................................................................................................. 169


. iv . 



An Overview of Exhibition 
Unit 1　
Learning Objectives 
Unit 1　
Learning Objectives 
. 
Familiarize with words and expressions on exhibition definition, classification and selection. 
. 
Learn to handle the various processes of an exhibition. 
. 
Master the specific skills in communication of an exhibition. 
. 
Develop the ability to promote trade cooperation. 
Warm-up 
An exhibition, is a display, show or demonstration of something of beauty, value or particular interest 
to a target audience. Commercial exhibitions can be categorized into trade exhibitions, which bring 
sellers, buyers, products, goods and services together in particular industrial sectors and consumer 
exhibitions, which are open to the general public and cater to both industries and consumers. When 
choosing a suitable exhibition, the key is to be clear about your goals. You also need to check its 
history, consider its visitors and exhibitors, its location and your budget before making the decision. 
The exhibition, as one of the most effective platforms to establish and maintain client relationships, 
provides opportunities for companies and individuals to display the latest products. Exhibitions are 
also commonly used by sellers and buyers to stay updated on their industry trends. 


Discuss the following questions in pairs based on the background knowledge above. 

1. What do you know about the benefits of attending an exhibition? 
2. How many different types of exhibitions do you know? 
3. What factors should we take into consideration when choosing an exhibition? 
Module 1 Defining an Exhibition 


Watch 
Task 1 Watch the video and decide whether the following statements are True (T) or False (F). 

1. Ivy Xie is a new salesgirl from SKY Furniture Trading Company. ( ) 
2. Ivy Xie is knowledgeable about exhibitions. ( ) 
3. In general, trade shows are not open to the public. ( ) 
4. The trade show is a different term from the trade fair. ( ) 
5. Canton Fair is held twice a year in Guangzhou. ( ) 
Task 2 Fill in the blanks with the missing words based on the video. 

1. Good morning, Ivy. How’s ? 
2. I’m fine, thanks. Just trying to . 
3. Benefits of participating in an exhibition are . 
4. A trade show, , is an event where companies show their products and services. 
5. In general, trade shows are B2B type of events. They are not . 
6. Usually exhibitions cover at a time. 
7. Expositions are very large scale events, usually international and covering . 
8. A fair is a gathering of people for a variety of entertainment or . 
9. You know, some people, companies or even countries prefer one term over . 
10. Canton Fair is China’s largest trade fair with the highest level, the most complete varieties, and 
the largest attendance and . 
Task 3 Watch the video again and choose the best answer to each question. 

1. What is Baron Li’s job title? 
A. The sales manager. B. The production manager. 
C. The marketing manager. D. The personnel manager. 
2. Why are Ivy Xie and Baron Li talking about exhibitions? 
. 2 . 



Unit 1　An Overview of Exhibition 

A. Because exhibitions are their shared hobbies. 
B. Because they are taking an exhibition class in a college. 
C. Because they are planning to participate in the China Import and Export Fair. 
D. Because they are preparing for a job interview. 
3. Which of the following is NOT the benefit of attending an exhibition? 
A. It helps you acquire new business. 
B. It helps you sell products and services at the booth. 
C. It helps you form new partnerships. 
D. It may help you appear in the media. 
4. Which one is NOT the feature of expositions? 
A. Expositions are open to the public. 
B. Expositions are usually international and covering many industries. 
C. Expositions may have government support. 
D. Expositions cover only one industry at a time. 
5. Which statement is true according to the dialogue? 
A. Ivy Xie has learned a lot about exhibitions from Baron Li. 
B. Baron Li has learned a lot about exhibitions from Ivy Xie. 
C. Canton Fair is regularly held every April and October in Guangxi. 
D. Canton Fair is the world’s largest trade fair. 
Task 4 Work in pairs and summarize the key points of the conversation. Then, try to retell 
the story in the video. 

Learn 
Learn the following Words & Phrases and Sentence Drills. 

Words & Phrases 
adjust v.适应
exhibition n.展览
acquire v.获得
exposition(expo) n.博览会
demonstrate v.展示
B2B(Business-to-Business) abbr.企业对企业
B2C(Business-to-Consumer) abbr.企业对消费者
differentiate v.区别
variety n.产品种类
business turnover 营业额
keep track of 跟得上
. 3 .


China Import and Export Fair 中国进出口商品交
易会
trade show/trade fair 交易会
new leads 新客源
Sentence Drills 
.Greeting a new employee at the office 
1. Good morning. How’s everything going?
早上好！一切还好吗？
2. I’m Pretty good, thanks.
我很好，谢谢。
3. Just trying to get adjusted. It’s hard to keep 
track of everything around here.
我正在努力适应呢。在这里事事都要跟上
真不容易。
.Talking about exhibitions 
1. What are the benefits of attending an 
exhibition?
参展有什么好处？
2. The exhibition is one of the most effective 
media for establishing and maintaining 
customer relations.
展会是建立和维持客户关系最有效的媒介
之一。
3. You acquire new business, form new partnerships, 
and may even appear in the media, which, in turn, 
generates even more new leads. 
你获得了新的业务，建立了新的合作伙伴
关系，甚至可能出现在媒体上，这反过来
会带来更多新客源。
4. In general，trade shows are B2B type of 
events, they are not open to the public.
一般来说，交易会是B2B类型的活动，他
们不向公众开放。
5. Usually, an exhibition covers one industry at a 
time and is aiming at building a general image 
of the company.
展会通常一次只涉及一个行业，旨在建立
公司的整体形象。
Role-play 
China Import and Export Fair 中国进出口商品交
易会
trade show/trade fair 交易会
new leads 新客源
Sentence Drills 
.Greeting a new employee at the office 
1. Good morning. How’s everything going?
早上好！一切还好吗？
2. I’m Pretty good, thanks.
我很好，谢谢。
3. Just trying to get adjusted. It’s hard to keep 
track of everything around here.
我正在努力适应呢。在这里事事都要跟上
真不容易。
.Talking about exhibitions 
1. What are the benefits of attending an 
exhibition?
参展有什么好处？
2. The exhibition is one of the most effective 
media for establishing and maintaining 
customer relations.
展会是建立和维持客户关系最有效的媒介
之一。
3. You acquire new business, form new partnerships, 
and may even appear in the media, which, in turn, 
generates even more new leads. 
你获得了新的业务，建立了新的合作伙伴
关系，甚至可能出现在媒体上，这反过来
会带来更多新客源。
4. In general，trade shows are B2B type of 
events, they are not open to the public.
一般来说，交易会是B2B类型的活动，他
们不向公众开放。
5. Usually, an exhibition covers one industry at a 
time and is aiming at building a general image 
of the company.
展会通常一次只涉及一个行业，旨在建立
公司的整体形象。
Role-play 
Task 1 Alice Wang is a new salesgirl from Guangzhou Rainbow Leather Company who is planning 
to attend an exhibition. Jack Lee is her supervisor, a sales manager who is knowledgeable about 
exhibitions. Alice Wang is consulting Jack Lee about exhibitions. Work in pairs and role-play the 
conversation. Swap roles and practice again. Some sentences are listed for your reference. 

1. What are the benefits of attending an exhibition? 
2. You acquire new business, form new partnerships, and may even appear in the media, which, in 
turn, generates even more new leads. 
3. Could you tell me the differences between the trade show, exhibition, expo and fair? 
4. Trade shows are B2B type of events, they are not open to the public. 
5. An exhibition covers one industry at a time and are geared towards building a general image of the 
company. 
. 4 . 



Unit 1　An Overview of Exhibition 

6. How can we differentiate trade shows from trade fairs? 
Task 2 Suppose you and your partner are salespersons from the same company. You are planning 
to attend the Canton Fair this October. In pairs, role-play a conversation about attending the 
Canton Fair. Student A act as a new salesperson, initiate a conversation with Student B, the sales 
manager. 

. 
Student A: try to invent any details to know about exhibitions and Canton Fair from Student B. 
. 
Student B: try to answer the questions raised by Student A concerning exhibitions and Canton Fair. 
. 
Use as many words and expressions in the Sentence Drills as possible. 
Swap roles and practice again. Some sentences are listed for your reference. 
1. The Canton Fair is the largest trade fair in China. 
2. It has around 24,000 exhibitors showing their latest products over 3 Phases. 
3. It is the world’s first choice for outsourcing products and components. 
4. It attracts more than 200,000 visitors from about 200 countries. 
5. Exhibitions help you find products or services to buy. 
6. Exhibitions help you find buyers for the products or services that you sell. 
7. Exhibitions help you build a professional network with people. 
Speak 
Read the passage below and discuss the definition and origins of trade shows, then make a 
presentation about it and figure out how people can benefit from attending trade shows. 

Trade Shows: Definition and Origins 

There are hundreds of various trade shows taking place every year in the world. Anything can 
be presented there—from the latest genetic engineering devices and supercars to chicken food and 
wedding dresses. For every product or service, there is a trade show available, and there is a 
possibility that YOU — 
the person who is now reading this article—have participated in at least one 
of them. 

The origins of a trade show go back to medieval markets, which were usually taking place in 
a well-known location, such as the main square of the town, and were drawing the attention of both 
locals and visitors from afar having something to sell or wanting to buy things. Sometimes such 
a market was the main event of the year in local communities, serving as a meeting point for its 
members. It was a very convenient way to get the news and exchange information. As time passed 

. 5 .


by, some of such markets grew bigger. They became more centralized and specialized, finally turned 
into modern trade shows. And although the way trade shows look today has changed dramatically, 
the concept remained the same: the trade show is a place to show yourself, acquire new business and 
exchange news or information on the latest trends. 

To put it differently, the trade show is the place to present your business in a way that brings 
in new clients, strengthens the relationship with existing ones and helps form mutually beneficial 
partnerships. It is the place where companies can see their position amongst competitors and get 
ideas on improving their products or services. It is the place where you have a preselected audience 
for your company message—current and prospective clients, business partners and media, all within 
easy reach.

（Source：Trade Shows: Definition and Origins. http://www.trade-show-pr.com/2013/02/22/trade-shows-definition-andorigins/，
2021-09-16） 


Module 2 Classifying Exhibitions 


Watch 
Task 1 Watch the video and decide whether the following statements are True (T) or False (F). 

1. Ivy Xie knows nothing about exhibitions. ( ) 
2. Sculptures and paintings can be displayed at art exhibitions. ( ) 
3. There are three types of commercial exhibitions. ( ) 
4. Consumer shows are open to the public. ( ) 
5. B2C exhibitions are often referred to as trade shows. ( ) 
Task 2 Fill in the blanks with the missing words based on the video. 
1. I’ve already had about exhibitions. 
2. Well, exhibitions can be broadly three groups. 
3. Could you please that? 
4. Exhibits may one artist, one group or one theme. 
5. Exhibitions historical and scientific themes belong to this category. 
6. Business-to-Business exhibitions are often trade shows. 
7. They bring together sellers and buyers of products and services in particular . 
8. Companies gather not only to showcase but also to sell and market them. 

. 6 . 



9. How about the exhibitions that both industries and consumers? 
10. They are open to , but admit the public on certain days only. 
Task 3 Watch the video again and choose the best answer to each question. 

1. Which of the following is true about Ivy Xie? 
A. She is an experienced salesgirl. 
B. She is knowledgeable about exhibitions. 
C. She is consulting Baron Li about exhibitions. 
D. She is the sales manager. 
2. Which of the following is NOT one of three broad categories of exhibitions? 
A. Art exhibitions 
B. Interpretive exhibitions 
C. Commercial exhibitions 
D. Consumer exhibitions 
3. Which of the following CANNOT be displayed at art exhibitions? 
A. Consumer goods 
B. Paintings 
C. Sculptures 
D. Drawings 
4. Which of the following is NOT one of three categories of commercial exhibitions? 
A. B2B exhibitions 
B. Art exhibitions 
C. B2C exhibitions 
D. Exhibitions that cater to both industries and consumers 
5. Which statement is true according to the dialogue? 
A. B2B exhibitions are open to the public. 
B. B2C exhibitions are not open to the public. 
C. Exhibitions that cater to both industries and consumers are not open to the general public. 
D. At consumer shows, companies can sell their products and services. 
Task 4 Work in pairs and summarize the key points of the conversation. Then, try to retell 
the story in the video. 


Learn Learn 
Learn the following Words & Phrases and Sentence Drills. 

Words & Phrases 
商业展也可以分为三类 
:B2B展、B2C展，

以及同时向行业和消费者开放的展览。 
categorize v.分类 


.Talking about commercial exhibitions 
category n.种类，范畴 


1. B2B exhibitions are often referred to as trade 
interpretive adj.阐释性的 
, 解说性的 
shows, and they bring together sellers and 
commercial adj.商业性的 
buyers of products and services in particular 
elaborate v.详细阐述 
industrial sectors and are not open to the 
cater v.满足需要 
public.
exhibit v.展出 
B2B展通常被称为贸易展，它们把特定行
admit v.准许进入 
业的产品和服务的卖家和买家聚集在一起，
be referred to as 被称为 
而且不向公众开放。 
industrial sectors 工业领域 


2. B2C exhibitions are often referred to as 
consumer shows, and they are open to the 
Sentence Drills 

public. 

.Talking about exhibition classification B2C展通常被称为消费展，它们是对公众
1. How can we classify exhibitions? 
开放的。 
我们如何对展览进行分类？ 
3. At consumer shows, companies gather not only 
2. Exhibitions can be broadly categorized into 
to show their products and services but also to 
three groups: art exhibitions, interpretive sell and market them.
exhibitions, and commercial exhibitions.在消费类展会上，公司不仅要展示他们的
展览可以大致分为三大类 
:艺术展览、解说产品和服务，还要进行销售和推广。 
展览和商业展览。 
4. Such exhibitions exhibit all types of consumer 
3. Exhibitions related to historical and scientific 
and industrial goods. They are open to the 
themes fall into this category.general public, but admit the public on certain 
与历史和科学主题有关的展览属于这一类。 
days only.
4. Commercial exhibitions can also be categorized 
这样的展览展示了各种类型的消费品和工
into three major groups: B2B exhibitions, B2C 业产品。它们对公众开放，但只在特定的
exhibitions, and exhibitions that cater to both 日子才允许公众进入。
industries and consumers. 
. 8 . 



Unit 1　An Overview of Exhibition 

Role-play 
Alice Wang is a new salesgirl from Guangzhou Rainbow Leather Company who is planning to attend 
an exhibition. Jack Lee is her supervisor, a sales manager who is knowledgeable about exhibitions. 
Alice Wang is consulting Jack Lee about the classification of exhibitions. Work in pairs and role-play 
the conversation. Swap roles and practice again. Some sentences are listed for your reference. 

1. How can we classify exhibitions? 
2. Exhibitions can be broadly categorized into three groups: art exhibitions, interpretive exhibitions, 
and commercial exhibitions. 
3. Commercial exhibitions can also be categorized into three major groups: B2B exhibitions, B2C 
exhibitions, and exhibitions that cater to both industries and consumers. 
4. B2B exhibitions are often referred to as trade shows, and they bring sellers and buyers of products 
and services together in particular industrial sectors and are not open to the public. 
5. B2C exhibitions are often referred to as consumer shows, and they are open to the public. 
6. A trade show is a great opportunity to raise brand awareness among industry professionals. 
7. At consumer shows, companies gather not only to show their products and services but also to sell 
and market them. 
8. Such exhibitions exhibit all types of consumer and industrial goods. They are open to the general 
public, but admit the public on certain days only. 
Speak 
Read the passage below and discuss exhibition classification, then make a presentation on how to 
differentiate among the three types of exhibitions. 

Exhibition and Its Classification 

Trade shows, exhibitions and expositions are terms popularly used interchangeably in the 
exhibition industry. Exhibition, historically a European term, has been adopted by Americans as 
they become more global, particularly in referring to shows, such as art exhibitions which exhibit 
in various cities and countries. Expositions are public shows. Trade shows are historically private 
shows, only open to those involved in the industry. They are “business to business”. All these terms 
describe an activity designed to represent a major industry’s marketing event. 

In its broadest sense, an exhibition is a display, show or demonstration of something of beauty, 
value or particular interest to a target audience. Exhibits may be on permanent display or brought 
together temporarily for a particular event. There are several types of exhibitions. 

. 9 .


Business to Business exhibitions 

This type of exhibition brings sellers and buyers of products, goods and services together in 
particular industrial sectors, such as the leather sector, the handicraft sector, the textile sector, the 
wood sector, etc. However, the degree of specialization varies. They are primarily for business 
visitors from various levels of trade and industry. They attract a large number of businessmen 
especially concerned with the show’s area of specialization. The exhibitor can be sure that a large 
number of businessmen will be at the exhibition. For new entries, they can offer the best opportunity 
to find big buyers, distributors and retailers. 

Major multi-type exhibitions 

Such exhibitions exhibit all types of consumer and industrial goods. They are open to the 
general public, but admit the public on certain days only. The audience can be regional, national or 
international. When exhibiting in this fair, it is difficult to attract worthwhile target visitors, although 
the audience is huge. 

Consumer exhibitions 

These are general exhibitions in terms of products shown and audience interest. The primary visitors 
are the public who may come from the immediate area. This type of exhibition is more appropriate for an 
already established business with distributors and product identity, which are already in retail shops. For 
example, private exhibitions, in which individual companies or agencies organize their own exhibitions to 
demonstrate their new goods or services to a selected or invited audience. 

Exhibitions provide an opportunity for sellers to explain and demonstrate their products and 
services directly to potential buyers gathered in one place, and are a cost-effective way of launching 
new products, penetrating new markets, reinforcing existing customer interest and maintaining or 
increasing market share. We believe that anyone can enter that expo site and feel a part of something 
new, and feel a part of the world community.

（Source：李红英. 会展英语实用教程[M].大连：大连理工大学出版社，2008.） 


Module 3 Choosing Exhibitions 


Watch 
Task 1 Watch the video and decide whether the following statements are True (T) or False (F). 

1. Many people make mistakes when choosing exhibitions. ( ) 
2. When choosing exhibitions, step one is to be clear about your goals. ( ) 
3. When researching exhibitions, you only need to gather information about them. ( ) 
4. Usually 40%-60% of attendees come from a 200-mile radius of the show location. ( ) 

. 10 . 



5. If you are on a tight budget, you should only factor in the registration fees. ( ) 
Task 2 Fill in the blanks with the missing words based on the video. 

1. I come here again to from you on how to choose the right exhibition to attend. 
2. Many choose the biggest and most popular events and hope to get a good . 
3. You need to define your objectives and what you want to accomplish at trade shows. 
4. Do you want to increase leads and relationships with customers? 
5. Only after we’ve clearly defined our objectives should we begin to trade show options. 
6. When researching a trade show, you need to gather information on and the local market. 
7. Once you’ve identified a list of potential trade shows, the list by taking a look at their 
history and past attendance. 
8. You need to know how much buying power the trade show has and how well the trade show does 
sales and networking. 
9. Usually 40%-60% of attendees come from a 200-mile of the show location. 
10. You should carefully plan your budget and all costs for each exhibition. 
Task 3 Watch the video again and choose the best answer to each question. 

1. When choosing exhibitions, the first step is to . 
A. clearly define your objectives B. search for trade show options 
C. check the history of trade shows D. consider your budget 
2. How can you narrow down a list of potential trade shows according to the dialogue? 
A. By taking a look at their history and past attendance. 
B. By knowing how much buying power the trade show has. 
C. By knowing how well the trade show does in terms of sales and networking. 
D. All of the above. 
3. Usually of attendees come from a 200-mile radius of the show location. 
A. 30%-50% B. 40%-60% C. 50%-70% D. 60%-80% 
4. When making a budget, what costs should you factor in for each exhibition? 
A. The registration fees, space and exhibition display B. Travel, hotel 
C. Onsite expenses, giveaways, marketing and promotions D. All of the above 
5. Which statement is true according to the dialogue? 
A. If you choose the biggest and most popular exhibition, you can get a good return on investment. 
B. When researching trade shows, you don’t have to estimate how good a fit your product will be 
for the trade show’s audience. 
C. Location is a very important factor of choosing an exhibition. 
D. Even if you are on a tight budget, you can still attend the exhibition with success. 

Task 4 Work in pairs and summarize the key points of the conversation. Then, try to retell 
the story in the video. 

Learn 
Learn the following Words & Phrases and Sentence Drills. 

objectives and figure out what you want to 

Words & Phrases 

accomplish at the trade show.
define v.使明确 
首先，你需要明确你的目标，弄清楚你想
objective n.目标 
在交易会上实现什么。 
option n.选项 


3. Only after we’ve clearly defined our objectives 
identify v.确定 
networking n.社交，联络 
should we begin to search for trade show 
options.
attendee n.参会人员 
只有在明确了我们的目标之后，我们才能
radius n.半径范围 
开始寻找可以选择的展会。 
figure out 想出，算出 
4. When researching trade shows, you need to 

launch a new product 推出新产品 
gather information on the industry and local 
raise awareness 提高知名度 
market, identify your buyers’ needs, and 

narrow down 缩小 
estimate how good a fit your product will be 
giveaways 赠品 


in terms of 
从……角度 
, 在……方面 
for the trade show’s audience.
在搜寻交易会时，你需要收集行业和当地
drop off 让……下车 
市场的信息，确定买家的需求，并估计你
return on investment 投资回报 
的产品是否适合交易会的观众。 
distribution area 分销区域 


5. Once you’ve identified a list of potential trade 
target audience 目标观众 
shows, narrow down the list by taking a look at 
factor in 把……考虑在内 
their history and past attendance.
onsite expenses 现场费用 
一旦你确定了潜在的交易会的名单，通过

查看他们的历史和过去的参展情况来缩小

Sentence Drills 
名单范围。 


.Talking about exhibition selection 
6. Usually 40%-60% of attendees come from a 
1. I come here again to seek advice from you on 
200-mile radius of the show location.
how to choose the right exhibition to attend.通常 
40%～ 
60%的参会者都来自以展览地
我再次来这里是想咨询一下如何选择合适点为中心的 
200英里范围内。 
的展会。 
7. Last but not least is the budget.
2. First of all, you need to clearly define your 最后但并不意味着不重要的是预算。
. 12 . 



Unit 1　An Overview of Exhibition 

Role-play 
Alice Wang is a new salesgirl from Guangzhou Rainbow Leather Company who is planning to attend 
an exhibition. Jack Lee is her supervisor, a sales manager who is knowledgeable about exhibitions. 
Alice Wang is consulting Jack Lee about how to choose a right exhibition to attend. Work in pairs 
and role-play the conversation. Swap roles and practice again. Some sentences are listed for your 
reference. 

1. I come here again to seek advice from you on how to choose a right exhibition to attend. 
2. First of all, you need to clearly define your objectives and figure out what you want to accomplish 
at the trade show. 
3. Only after we’ve clearly defined our objectives, we can begin to search for trade show options. 
4. Attending a trade show is an investment. And you must make sure that your effort, time, and 
resources pay off. 
5. When researching trade shows, you need to gather information on the industry and local market, 
identify your buyer needs, and estimate how good a fit your product will be for the trade show’s 
audience. 
6. Once you’ve identified a list of potential trade shows, narrow down the list by taking a look at 
their history and past attendance. 
7. Usually 40%-60% of attendees come from a 200-mile radius of the show location. 
8. Last but not least is the budget. You should carefully plan the exhibiting budget and factor in all 
costs for each exhibition. 
Speak 
Read the passage below and discuss the crucial factors we should consider when selecting a trade 
show, then make a presentation on how to choose the right trade show to attend. 

How to Choose the Right Trade Show 

There are thousands upon thousands of trade shows that take place not only in China but 
throughout the world. Selecting ones that are right for your niche can be hard, especially when costs 
are factored into the equation. You have so much time and money that you need spend on trade 
shows — which is why there can be a lot of pressure behind your final decision. 

Here is a quick guide for identifying trade shows that are the right fit for your business. 

AUDIENCE 

Who is your ideal buyer? Who is your investor? Are they men or women? If you are trying 

. 13 .


to target a younger crowd, going to a trade show in a big metropolis, like Shenzhen, is basically 
guaranteed to get you in front of young people. But, if you are targeting an older crowd with more 
established roots, then bigger and more conventional trade show centers (in places like Guangzhou) 
might be better suited for you. 

INTENT 

What is your ultimate goal at a trade show? Do you want to increase leads and sales? Strengthen 
relationships with customers? Raise awareness for your brand? Depending on your end goal, you 
might want to consider different sizes of trade shows. If you just want awareness, then massive trade 
shows can get your name out there. But, if you want a few intimate leads, consider a smaller, more 
targeted and more exclusive trade show. 

HISTORY 

You will be taking a chance on a newly established trade show, although, one benefit is that you 
can probably negotiate a good deal with newer trade shows. For all other more established shows, 
make sure to check out their history. Here are some topics to research before committing to a trade 
show: Did the show organizer invest sufficient money and effort into advertising the trade show? 
How long have they been around? On average, how many people attend their shows? ...This is all the 
free information you can gather before you decide. 

BUDGET 

If you are on a tight budget, then not every trade show is going to work for you. Sometimes, 
you might even have to pick based on the timing of the trade show. There is a discount window when 
trade shows first announce their dates—you might find yourself simply basing your decision on the 
trade show dates to ensure you align the discount window with your budget. 

Yeah, there can be a lot of trade shows to choose from. Don’t feel overwhelmed. Take your 
time, use the guidelines above, do your research, find the trade shows that are the right fit for your 
business.

（Source: How to Choose the Right Trade Show. https://blog.exhibitday.com/how-to-choose-the-right-trade-show/， 
2021-05-06.） 


Module 4 Further Exploration 

Role-play 
Student A, a journalist for a program from Guangzhou TV－Share Your Story at the Canton Fair，is 
interviewing student B, an experienced exhibitor from SKY Furniture Trading Company about what 
benefits we can get from attending trade shows and how to get them. 

. 14 . 



. 
Student A try to invent any details to finish the program. 
. 
Student B try to share stories based on the following passage. 
. 
Use as many words and expressions in the passage below as possible. 
Swap roles and practice again. 
Top 5 Benefits of Attending Trade Shows 

Trade shows take place in the world in any industry. There is much value in attending a trade 
show for your industry. Here are the top 5 benefits of attending trade shows. 

1. RAISE BRAND AWARENESS 
A trade show is a great opportunity to raise brand awareness among industry professionals and 
key decision-makers. It can be difficult for start-ups to get a foothold in the industry in which they 
operate. Raising brand awareness at a trade show is a relatively straightforward process. Check out 
these tips to get it right. 

Create eye-catching graphics that engage the audience. Place your brand name, logo, and 
message strategically throughout the space for maximum impact. Include social media information 
for potential buyers to find you online. Place your booth close to blue-chip companies. This will 
enhance your brand as it gives attendees the impression that you are one of the industry leaders. It 
also has the benefit of a steady flow of foot traffic. 

2. FORGE BUSINESS RELATIONSHIPS 
Everybody needs help no matter how big or great they are as a company. Forging alliances with 
other industry-related companies can help you enter vertical markets that you would not break into 
otherwise. Here are some ideas on how to increase your networking opportunities. 

Take a look at the exhibition schedule for social events, such as parties, lunch breaks, and other 
gatherings. These are great side events that allow you to mingle with industry leaders in a relaxed 
setting and potentially exchange contact information. 

3. HIGHLY TARGETED LEADS 
Your sales team will love the trade show environment because a large crowd of highly targeted 
buyers is herded under one roof. Attendees who make the effort to attend a trade show do so because 
they are actively looking to buy the right products for their needs. The sales team simply needs to 
highlight the positive aspects of your products effectively to close a sale. Refer to these tips on how 
to sell at a trade show. 

Set up your trade show booth around your flagship products and highlight the benefits to the 
consumer. Try to close the deal on the spot. For deals that you cannot close on the spot, set up an 
appointment after the event for another chance to persuade the lead. 


4. COMPETITOR ANALYSIS 
A trade show exposes the strategies and best offerings of all the top brands in the industry. Take 
a walk around the show floor and see what other companies are doing to attract customers. Here are 
some suggestions for executing effective competitor analysis. 

As much as your industry and competitors will tolerate, do in-depth research in their booths. 
Learn as much as possible about what they have deemed to be their most significant offerings. Keep 
notes on everything you learn in an organized manner and focus on the booths that are attracting the 
most attention. 

5. EDUCATION 
Trade shows are usually filled with a lot of educational sessions that help you explore and 
learn about the industry you operate in. Keeping up-to-date with the latest developments and new 
technologies enables you to plot a course for your business to be competitive. 

Look at the schedule to find out what sessions are taking place during the event. Prioritize 
sessions that are most related to your business and determine how you can fit them into your 
schedule. 

Take notes during the educational events to remember actionable information to be applied once 
you get back to the office. Network with industry leaders at competing booths. Develop a relationship 
and they might share some insight that might help you improve your products. 

Now that you have learned about the benefits of attending trade shows—providing new 
business, increasing brand awareness, presenting networking opportunities, and giving the chance 
to learn more about the industry you conduct business in. Pick out a trade show that matches your 
product range and begin planning for success!

（Source:Top 5 Benefits of Attending Trade Shows. https://evoexhibits.com/top-5-benefits-of-attending-tradeshows/,
2021-07-06.） 


Module 5 Simulation Workshop 

Step 1 Project Background 
Ivy Xie, the salesgirl, and Baron Li, the sales manager are both from SKY Furniture Trading 
Company, visited Guangzhou International Convention and Exhibition Center which is home to 
China’s most important trade fair, the Canton Fair along with numerous other major international 
and domestic trade events. They are planning to attend a furniture exhibition there. The marketing 
manager John Wang and the receptionist Nina Zhang from Exhibition Center are responsible for 

. 16 . 



Unit 1　An Overview of Exhibition 

receiving Ivy and Baron and introducing different types of exhibitions held at the Exhibition Center. 
They are talking about how to choose a suitable exhibition for them to attend. 
Step 2 Suggested Preparations 
1. Role Assignment 
Build a team with 4 students. Then, decide roles for each team member who undertakes the 
corresponding task, such as: 
introducing Exhibition Center and different types of exhibitions held at the Center; 
introducing how to choose a suitable exhibition for exhibitors to attend; 
introducing SKY Furniture Trading Company, including business scope, history, achievements, 
certificates, exhibition objectives, etc. 
2. Collect Information 
Collect necessary information and get ready for the presentation. 
3. Rehearse and Make Improvements 
Have a rehearsal about the presentation and make improvements if necessary. 
Step 3 Video Shooting 
Shoot a video about the sum-up meeting. Hand in your video and your teacher will rank and award 
the top 3 videos. 

. 
Self-assessment 
Assess according to the following table and find out what progress you have made. 

Learning Assessment 

Assessment 
Content 
Assessment Standard 
Total 
Score 
Self-Assessment 
Result 
Your 
Score 
Listening 
Activity 
I can get the right answer for the listening tasks. 10 
I can grasp the general idea of the listening 
materials. 
10 
I can detect the details of the listening materials. 5 
I can take notes when listening to classmates’ 
presentations. 
5 

. 17 .


Continued 


Assessment 
Content 
Assessment Standard 
Total 
Score 
Self-Assessment 
Result 
Your 
Score 
Role-play 
and Speaking 
Activity 
I can use the skills and conduct the tasks required 
in this unit. 
5 
I can talk about the subject and its relevant 
information in this unit. 
5 
I can play well in the role-play. 10 
I can express and present my ideas about the 
subject and its relevant information. 
10 
Reading Activity 
I can understand the main idea of the text. 5 
I can use the words, phrases and sentence patterns 
in the text to finish the speaking exercises. 
5 
Pronunciation 
I can pronounce the new words correctly with a 
standard tone and rhythm. 
10 
Fluency and 
Coherence 
I can use a range of connectives and discourse markers 
to express my ideas with logic and coherence. 
10 
Grammatical 
Range and 
Accuracy 
I can use a mix of simple and complex grammatical 
structures, but with limited flexibility. 
10 
Total 100 

. 18 .