UNIT 1 Cashing in on Exhibitions充分利用展览会 1
DIALOGUE Attending an Exhibition 1
TEXT A What Is an Exhibition for? 2
Notes to the Text 4
In-class Discussion 5
Exercises 6
TEXT B Taking Advantage of the Exhibit Marketing 7
Exercises 10
LINK An Overview of the Exhibition Industry 12
UNIT 2 Going for the Right Site确定场址 15
DIALOGUE Asking about the Stand 15
TEXT A Going for the Right Place for Exhibition 16
Notes to the Text 18
In-class Discussion 19
Exercises 20
TEXT B Exhibit Strategies and Its Manager 21
Exercises 25
LINK Size and Site Do Matter 26
UNIT 3 Establishing a Budget制订预算 29
DIALOGUE Discussing the Budget for Exhibition 29
TEXT A Budget,the First Priority 30
Notes to the Text 33
In-class Discussion 35
Exercises 36
TEXT B A Good Exhibition Budget Does Pay off 37
Exercises 40
LINK Budget,a Means of Regulating the Operation of an Exhibition 41
UNIT 4 Managing and Training Your Staff工作人员的管理与培训 44
DIALOGUE Talking about Holding an Exhibition 44
TEXT A Staff Selection and Training 45
Notes to the Text 48
In-class Discussion 49
Exercises 50
TEXT B Managing Your Stand Team 51
Exercises 54
LINK Staff Selection and Development 55
UNIT 5 Preparing Your Stand装修和布置展台 59
DIALOGUE Talking about the Shell Scheme Stand 59
TEXT A Stand Construction and Decoration 60
Notes to the Text 63
In-class Discussion 65
Exercises 65
TEXT B Opex Exhibition Services 66
Exercises 69
LINK Getting Your Stand Built 70
UNIT 6 Communicating Effectively有效沟通 75
DIALOGUE Making Use of Giveaways 75
TEXT A Making Your Stand a Complete Success 76
Notes to the Text 79
In-class Discussion 81
Exercises 82
TEXT B Selling by Asking Questions 83
Exercises 86
LINK Public Relations 87
UNIT 7 Contract Management合同的签订与管理 91
DIALOGUE Talking about Stand Design 91
TEXT A How to Select Contractors 92
Notes to the Text 94
In-class Discussion 96
Exercises 96
TEXT B The Exhibition Space Application Contract 97
Exercises 100
LINK The Contract Management Process 101
UNIT 8 Measuring Exhibition Success衡量展览成功的标准 104
DIALOGUE Talking about the Post-show 104
TEXT A Post-show Follow-up 105
Notes to the Text 107
In-class Discussion 108
Exercises 109
TEXT B Reap the Rewards 110
Exercises 112
LINK Measuring the Results 113
UNIT 9 Meeting and Convention Venues会址选择 117
DIALOGUE Deciding on a Venue 117
TEXT A Selecting Conference and Convention Venues 118
Notes to the Text 121
In-class Discussion 122
Exercises 122
TEXT B Tips for Evaluating Your Meeting Venue Options 124
Exercises 127
LINK Choosing a Venue or an Event Site 128
UNIT 10 Preparing a Productive Meeting会议成功要诀 132
DIALOGUE Planning the Meeting Agenda 132
TEXT A Meeting Planners and Convention Planners 133
Notes to the Text 136
In-class Discussion 138
Exercises 138
TEXT B The Agenda—Key to a Meeting 139
Exercises 142
LINK The Preparation of a Meeting 143
UNIT 11 Logistics in Great Events大型活动后勤 147
DIALOGUE Talking about Organizer's Service 147
TEXT A Conference Logistics 148
Notes to the Text 151
In-class Discussion 152
Exercises 152
TEXT B Post-conference Tour in Beijing 153
Exercises 157
LINK Logistics and Catering Management 158
UNIT 12 Organization of Great Events大型活动的组织 162
DIALOGUE Talking about the Show Plan 162
TEXT A Preparing the Ground 163
Notes to the Text 165
In-class Discussion 166
Exercises 167
TEXT B Leadership Traits and Styles 168
Exercises 172
LINK Organizational Structures of an Event 173
UNIT 13 Risk Management风险管理 176
DIALOGUE Talking about Risk Preventions 176
TEXT A Risk Management 177
Notes to the Text 180
In-class Discussion 183
Exercises 183
TEXT B The Effective Ways to Deal with Risks 184
Exercises 187
LINK Risk and Disaster Preventions 188
UNIT 14 Evaluating a Meeting会议绩效评估 193
DIALOGUE Evaluating with the Questionnaire 193
TEXT A An Overview of Meeting Evaluation 194
Notes to the Text 197
In-class Discussion 198
Exercises 198
TEXT B Paving the Way for the Future by Evaluation 199
Exercises 203
LINK Ingredients of a Successful Meeting Evaluation 204
Appendix Global Meetings ＆ Exhibitions世界会展举例 208
References参考文献 210