Chapter 1 Extending an Invitation to an Exhibition 会展邀请 1
Section Ⅰ Brainstorming 1
Section Ⅱ Focus Reading 1
Exhibition Invitation 1
Section Ⅲ Situational Dialogues 4
Dialogue A Inviting a Regular Customer by Phone 4
Dialogue B Inviting a VIP Exhibitor in Person 5
Section Ⅳ Practical Writing 7
Invitation Letter 7
Section Ⅴ Extended Reading 10
Exhibition and Its Classification 10
Section Ⅵ Culture＆Etiquette 12
Section Ⅶ Enjoying English 14
Section Ⅷ Tips 15
Chapter 2 Making Travel Arrangements 参展计划 16
Section Ⅰ Brainstorming 16
Section Ⅱ Focus Reading 16
Get the Most Out of Trade Shows 16
Section Ⅲ Situational Dialogues 19
Dialogue A Shipping Exhibits 19
Dialogue B Talking About the Schedule 20
Section Ⅳ Practical Writing 22
Reservation Form 22
Section Ⅴ Extended Reading 24
Shipping and Move-in 24
Section Ⅵ Culture＆Etiquette 27
Section Ⅶ Enjoying English 29
Section Ⅷ Tips 30
Chapter 3 Making Exhibition Stands Attractive 布置展位 31
Section Ⅰ Brainstorming 31
Section Ⅱ Focus Reading 31
Making Your Trade Show Display Stand Out 31
Section Ⅲ Situational Dialogues 34
Dialogue A Setting up a Booth 34
Dialogue B Designing an Exhibition Stand 34
Section Ⅳ Practical Writing 37
Meeting Address 37
Section Ⅴ Extended Reading 40
Aesthetic Planning for Your Booth 40
Section Ⅵ Culture＆Etiquette 45
Section Ⅶ Enjoying English 46
Section Ⅷ Tips 47
Chapter 4 Attending the Exhibition 参加展会 48
Section Ⅰ Brainstorming 48
Section Ⅱ Focus Reading 48
Exhibition Rules 48
Section Ⅲ Situational Dialogues 50
Dialogue A At the Reception Desk（接待处）of an Exhibition Hall 50
Dialogue B At the Hall for Textiles（纺织品）and Garments（服装） 51
Section Ⅳ Practical Writing 54
Company Brochures 54
Section Ⅴ Extended Reading 56
Introduction to Canton Fair 56
Section Ⅵ Culture＆Etiquette 59
Section Ⅶ Enjoying English 60
Section Ⅷ Tips 61
Chapter 5 Receiving Visitors 接待客户 62
Section Ⅰ Brainstorming 62
Section Ⅱ Focus Reading 62
Visitor Registration Form 62
Section Ⅲ Situational Dialogues 64
Dialogue A Meeting a Regular Customer at a Stand 64
Dialogue B Introducing a New Type Machine 65
Section Ⅳ Practical Writing 68
Business Cards 68
Section Ⅴ Extended Reading 70
Keys to Effective Communication at a Stand 70
Section Ⅵ Culture＆Etiquette 72
Section Ⅶ Enjoying English 73
Section Ⅷ Tips 73
Chapter 6 Introducing Exhibits 介绍展品 75
Section Ⅰ Brainstorming 75
Section Ⅱ Focus Reading 75
Enhance Results with a Trade Show Promotional Item 75
Section Ⅲ Situational Dialogues 78
Dialogue A Recommending New Products 78
Dialogue B Introducing Handicrafts（手工艺品） 79
Section Ⅳ Practical Writing 81
Product Instruction 81
Section Ⅴ Extended Reading 84
Trade Show Exhibit Display 3 Seconds to Make an Impact 84
Section Ⅵ Culture＆Etiquette 87
Section Ⅶ Enjoying English 88
Section Ⅷ Tips 88
Chapter 7 Holding Business Negotiations 商务洽谈 90
Section Ⅰ Brainstorming 90
Section Ⅱ Focus Reading 90
Get What You Want in a Business Negotiation 90
Section Ⅲ Situational Dialogues 93
Dialogue A New Clients Expecting to Place a Trial Order（试订货） 93
Dialogue B Accepting an Order at a Lower Price in Order to Develop New Markets 94
Section Ⅳ Practical Writing 96
Letters for Establishing Business Relationship 96
Section Ⅴ Extended Reading 100
Group Dynamics in Negotiations 100
Section Ⅵ Culture＆Etiquette 102
Section Ⅶ Enjoying English 103
Section Ⅷ Tips 103
Chapter 8 Leaving an Exhibition and Follow-up of Negotiations 撤离展会及业务跟进 105
Section Ⅰ Brainstorming 105
Section Ⅱ Focus Reading 105
Negotiation 105
Section Ⅲ Situational Dialogues 108
Dialogue A Following up the Sales of a Previous Order 108
Dialogue B Dealing with the Orders from Potential Customers 109
Section Ⅳ Practical Writing 111
Negotiation on Price（价格谈判） 111
Section Ⅴ Extended Reading 114
Giving Feedback After a Negotiation 114
Section Ⅵ Culture＆Etiquette 117
Section Ⅶ Enjoying English 118
Section Ⅷ Tips 119
Chapter 9 Analyzing the Productivity of the Exhibition 分析成效 120
Section Ⅰ Brainstorming 120
Section Ⅱ Focus Reading 120
Show Evaluation Techniques 120
Section Ⅲ Situational Dialogues 123
Dialogue A Talking About the Result of an Exhibition 123
Dialogue B Analyzing the Outcome 123
Section Ⅳ Practical Writing 126
Business Follow-up 126
Section Ⅴ Extended Reading 129
Analyzing SAIC's Four Highlights in the Exhibition 129
Section Ⅵ Culture＆Etiquette 132
Section Ⅶ Enjoying English 134
Section Ⅷ Tips 135
附录一：主要国际会议、展览行业组织 136
附录二：外贸常用英语缩略词 137
附录三：会展英语词汇大全 140
Keys 156