1、1. Background and Fundamentals 背景和基础知识2. Trade Fairs 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 “Payb
2、ack 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
3、 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 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 passes 参展证stand lettering 展台字体设计give-away 赠品press folder 媒体资料夹admission 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