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. Assessing, 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 business 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 ofconsumer 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 association非盈利联盟或行业协会
51. fairground owners 场馆方
52. Exhibition Subject 展会主题
53. Exhibition Concept 展会概念
54. Exhibition Results 展会结果
55. Exhibition Profitability 展会收益率
56. trade associations 贸易（行业协会）
57. supporting partner 支持方
58. product groups 产品组
59. the frequency of the event 活动频率
60. the target groups目标群
61. the terms and conditions for exhibiting 参展合同条款
62. opening hours, 开放时间
63. set-up and dismantling times,布展与撤展时间
64. terms of payment 付款条件
65. marketing-mix 营销组合
66. The quantitative criteria 数量标准
67. the rented area 展台租赁面积
68. the amount of sold catalogues 会刊销售量
69. The qualitative criteria 质量标准
70. the types of exhibitors; 参展商类型
71. the types of visitors 专业观众类型
72. The Contribution Margin calculation 贡献边际计算法
73. variable costs 可变成本
74. fixed costs 固定成本
75. The Return On Investment (ROI) 投资回报率
76. the "Turnover Profitability" 营业额利润率
77. the "Capital Turnover" 资本周转率
78. the annual profitability 年利率
79. The "Payback Period" 资本回报期
80. the promotion campaign 行销活动
81. satisfaction survey 满意度调查
82. exhibition directories 展会指南
83. the hall plans 展馆规划
84. the exhibitors´manual.参展商手册
85. the size, the location of the stand 展台的大小和位子
86. stand construction and transportation companies展台搭建与运输公司
87. prospective customers 潜在客户
88. Stand Design 展台设计
89. the exhibition hall 展厅
90. Product-oriented positioning concept 产品导向的定位概念
91. Solution-oriented positioning concept. 解决方案导向的定位概念
92. Communication & Event-oriented positioning concept. 沟通与活动导向的定位概念
93. Competition-oriented positioning concept.竞争导向的定位概念
94. the passive zone (attraction) 被动区（吸引眼球）
95. the active zone (acquisition) 主动区（主动接触客户）
96. the intensive zone (negotiation) 集中区（谈判区）
97. eye-catcher 引人注目的东西
98. catalogue, brochure, graphic 会刊、手册、图表
99. layout of the stand;展台布局
100. Selection of exhibits; 展品的选择
101. Selection of the exhibition staff; 展台人员的选择
102. the Participation Costs 参展成本
103. stand rental, 展台租赁
104. exhibitor passes 参展证
105. stand lettering 展台字体设计
106. give-away 赠品
107. press folder 媒体资料夹
108. admission ticket vouchers 门票抵用券
109. border tax, 边境税
110. waste disposal 废物处理
111. follow-up 展后跟踪服务
112. Direct mailing 直接邮寄
113. Outdoor advertising 户外广告
114. Multimedia presentation 多媒体展示
115. Product/machine demonstration 产品/机器展示