A trade show is an exhibition or a business gathering organized by companies that show their new products and services and also their latest offerings. Trade shows provide opportunities for companies to meet their customers, to compare their products to those of their competitors, to learn new trends and to identify new prospects. They also provide opportunities for customers to have the ability to closely examine competitive products. Trade shows are not open to the public and can only be attended by company representatives, members of the trade and members of the press. One advantage of the trade show is that it shortens the time it takes for companies to look for the perspective customers, while the major disadvantage is that customers usually can not concentrate on many exhibitors and their products due to the distractions and the busy atmosphere.
In a trade show, they often use devices for displays including banner stands, books, and counters, and panel display, etc. The trade show booth is an important component of the trade show display. As it aims to enhance the brand and facilitates valuable for face to face contact between the companies and their perspective customers. All the above devices clearly display the company logo and give customers a better understanding of the products or services being marketed.
Section B: speaking up
1. Typical dialogue.
1) Background information: At the north spring trade show, a Philippine dealer of electronic products, Winy Crews, is enquiring prices of the stand of a Chinese company. Winy Crews, Ms. Fang Juan, sale representative of the Chinese company.
2) Practical dialogue:
Winy Crews: Good morning, my name is Winy Crews. Here is my card. I’ve seen your exhibits in catalogues of your electronic stationary. Here is my list of requirements. Can you give me your lowest quotations, CIF Manila, Philippines?
Ms. Fang Juan: Thank you for your enquiry, Mr. Crews. Would you give us an estimated quantity you require, so as to enable us to work out the quotation?
Winy Crews: Sure I will, could you give me an indication of the price first?
Ms. Fang Juan: Here is our latest FOB price list. All the prices on the list are subject to a final confirmation.
Winy Crews: For how long does your quotation remain open?
Ms. Fang Juan: It’s open for seven days, the duration of the exhibition. When can you decide the size of your order?
Winy Crews: That will depend on your price. If your price is reasonable or if we can get the commission, we’ll place a large order.
Ms. Fang Juan: Aha! Generally we don’t allow any commission, but if your order is large, we will take it into consideration.
Winy Crews: Ok, I’ll be back to you tomorrow after I consult my head office in the Philippines.
Ms. Fang Juan: Then see you tomorrow.
2. Typical dialogue.
1) Background information: Mr. Black, sales manager of a farmer suety-cull plant, is going to publicize his product in a mini trade show. He is now talking the matter over with Mr. Lee, manager of LianTong Advertisement Co., Ltd.
Mr. Black, Mr. Lee
2) Practical dialogue.
Mr. Black: First, allow me to give you a brief introduction of our company. We are joint-venture with Canada and one of the largest manufacturers of medicine in Northeast China. In order to push sales of one of our new products into the market, our company is thinking of attending the mini trade show held next month in the city. I wonder if you are interested in helping us in this respect.
It would be a great pleasure to us. But first of all, could you tell me what you want so that I can see where I could be your help?
First, we’d like to ask you to help with balloons with slogans on and working staff, etc.
No problem, we do have such facilities and we have etiquette ladies to help with the reception etiquette, and some guys to help explain and propagate your product.
That’s fine. In order to make our show well-known to people, I have prepared some straight forward literature in both Chinese and English.
I wonder if you can help us to have it designed more impressively and attractively.
Small case! It is our job. We’ll surely do well. We suggest you to put an ad in the local newspaper as well, as posts on the bullets to make the coming show widely known in the public.
Good suggestion! By the way, we are going to invite some famous doctors from the local hospitals to help us offer free medical diagnoses and advice to the public. So could you please make a list of the doctors possibly invited?
That’s sounds a good idea. I’ll think about it and contact them.
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