会展英语Unit 1 Section IV. Reading.ppt

Section IV. Extensive Reading Text ---- Exhibition and Its Classification Section IV. Extensive Reading Trade shows, exhibitions, expositions and scientific/ technical conferences are terms popularly used interchangeably in the conference and meeting 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 basically describe an activity designed to represent a major industries marketing event. Compared with meetings, established exhibitions usually generate operating profits both for the hall providers and organizers of the events. 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. Commercial exhibitions can be categorized as: ◆ Major specialized exhibitions This type of exhibition specializes in terms of industry and trade shows and fairs, which brings sellers and buyers of products, goods and services together in particular industrial sectors. For example, 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 business people specially concerned with the show’s area of specialization. The exhibitor can be sure that a large number of business people will be at the exhibition. For new entries, they can offer the best opportunity to find big buyers, distributors and ret