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1.Background and Fundamentals 背景和基础知识
2.Trade Fairs & Exhibitions 贸易展和展览会
3.Definitions and types of fairs & exhibitions贸易展和展览会的定义和类型 4.Fair organizers 展会组织者
5.The Marketing Functions of Fairs & Exhibitions贸易展和展览会的市场营销功能 6.Promoting, Launching, and Selling 促销宣传，新产品的发布和销售 7.Aeing, Learning, and Interacting 评估，学习和互动 8.Return on Investment 投资回报 9.Journeying traders 商务旅行者 10.bazaars 集市
11.itinerant locations 流动的场所 12.permanent places 永久的/固定的场所 13.Fair Industry 集市产业
14.a permanent fair centre 永久的交易中心 15.fair 展览会
16.cash-and-carry products 现购自运 17.the Leipzig fair 莱比锡展 18.direct sales 直销 19.Sample Fairs 样品展 20.consumer goods 消费品
21.a specific theme 具体的主题
22.specialized fairs 专业展
23.temporary marketplaces 临时交易场所 24.sales and marketing tools 销售和营销工具 25.communications media 沟通媒介 26.market events 市场活动
27.a specific duration 具体的持续时间 28.industry sectors 产业部门
29.sell it on the basis of samples 看样订货 30.trade and busine visitors 贸易观众
31.the general public 普通观众/公众
32.UFI（=Union of International Fair）国际展览联盟 33.criteria 标准
34.an international trade fair/exhibition 国际展 35.foreign exhibitors 国外参展商 36.exhibitors 参展商 37.foreign visitors 国外观众
38.the manufacturing industry 制造业
39.trade fairs/exhibitions of consumer goods 消费品展 40.the public and end-consumers 公众和终端客户 41.a specialized trade fair/exhibition 专业展 42.a general trade fair/exhibition 综合展 43.a corporate exhibition 公司展 44.virtual fairs 虚拟展 45.physical fairs 实物展
46.the exhibition ground 展览场地 47.the exhibition halls 室内展厅
48.independent organizers 独立主办方 49.exhibition space 展览场地
50.not-for-profit federations or aociation非盈利联盟或行业协会 51.fairground owners 场馆方
Exhibition Subject 展会主题 Exhibition Concept 展会概念 Exhibition Results 展会结果 Exhibition Profitability 展会收益率 trade aociations 贸易（行业协会）supporting partner 支持方 product groups 产品组
the frequency of the event 活动频率 the target groups目标群
the terms and conditions for exhibiting 参展合同条款 opening hours, 开放时间
set-up and dismantling times,布展与撤展时间 terms of payment 付款条件 marketing-mix 营销组合 The quantitative criteria 数量标准 the rented area 展台租赁面积
the amount of sold catalogues 会刊销售量 The qualitative criteria 质量标准 the types of exhibitors;参展商类型
the types of visitors 专业观众类型
The Contribution Margin calculation 贡献边际计算法 variable costs 可变成本 fixed costs 固定成本
The Return On Investment(ROI)投资回报率 the “Turnover Profitability” 营业额利润率 the “Capital Turnover” 资本周转率 the annual profitability 年利率 The “Payback Period” 资本回报期 the promotion campaign 行销活动 satisfaction survey 满意度调查 exhibition directories 展会指南 the hall plans 展馆规划
the exhibitors´ manual.参展商手册
the size, the location of the stand 展台的大小和位子
stand construction and transportation companies展台搭建与运输公司 prospective customers 潜在客户 Stand Design 展台设计 the exhibition hall 展厅
Product-oriented positioning concept 产品导向的定位概念 Solution-oriented positioning concept.解决方案导向的定位概念
Communication & Event-oriented positioning concept.沟通与活动导向的定位概念 Competition-oriented positioning concept.竞争导向的定位概念 the paive zone(attraction)被动区（吸引眼球）the active zone(acquisition)主动区（主动接触客户）the intensive zone(negotiation)集中区（谈判区）eye-catcher 引人注目的东西
catalogue, brochure, graphic 会刊、手册、图表 layout of the stand;展台布局
Selection of exhibits;展品的选择
Selection of the exhibition staff;展台人员的选择 the Participation Costs 参展成本 stand rental, 展台租赁 exhibitor paes 参展证 stand lettering 展台字体设计 give-away 赠品 pre folder 媒体资料夹
admiion ticket vouchers 门票抵用券 border tax, 边境税 waste disposal 废物处理 follow-up 展后跟踪服务 Direct mailing 直接邮寄 Outdoor advertising 户外广告 Multimedia presentation 多媒体展示
Product/machine demonstration 产品/机器展示
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