研讨会thinkstations20

UnitObjectivesAfterstudyingthisunit,youwilllearn:Asanorganizer:howtochoosethetimeforanexhibition;howtochoosethevenueforanexhibition.
Asanexhibitor:whyattendanexhibition;howtoprepareforanexhibition.
UnitPreparationsforExhibitions11U1-U7.
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205:30:22PMPartIOrganizer'sDiaryDuringthisperiod,Iwill:discussthetimeforanewexhibitionwithcolleagues;discussthevenueforanewexhibitionwithcolleagues;writeaninvitationlettertoexhibitors.
I.
Lead-inPracticeTask1Vocabulary:Lookatthepictures.
WorkwithyourpartnerandwriteoutthecompleteEnglishnamesoftheexhibitionbuildingsorlogos.
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205:30:24PMTask2Brainstorming:MatchthetermsincolumnAwiththedefinitionsincolumnB.
ABorganizersomeonewhosejobistochooseandbuygoodsforalargestore,factory,orshoptosellexhibitorsomeonewhovisitsaplaceoraneventbuyerapersonorbusinessthatpaysmoneytosupportaneventsponsoracompanythatarrangesforgoodstobetransportedcontractorthepersonorgroupwhoplansandarrangesaneventoractivityforwarderapersonorcompanywhosejobistoprovidegoodsortodoworkforanotherperson,organization,company,etc.
ataparticularpricevisitoraperson,company,ororganizationthathasmadeorownssomethingshowninanexhibitionII.
ReadingPassage1UFIandExhibitionsUFIwasfoundedinMilan,1925andcreatedunderthename"UniondesFoiresInternationales"(UFI)inFrench.
Itisnowtheworld'sleadingassociationoftradefairorganizers,exhibitionandconventioncenters,professionalexhibitionassociationsandindustrypartners.
Upto2011,ithasmorethan581membersfrom84countries.
Thenamechangeto"UFI",accompaniedbythetagline"TheGlobalAssociationoftheExhibitionIndustry",wasdecideduponbytheGeneralMeetinginCairo,2003.
AccordingtoUFI,theconceptsof"fair","exposition"and"exhibition"areusedsimilarlyininformalspeech.
However,therearesomeconceptualdevelopmentswhichshowthevariabilityoftoday'sexhibitionindustry.
FaircomesfromLatin"feria",meaning"holiday",aswellas"marketfair",aperiodicgatheringforsaleofgoods,oftenwithshowsorentertainment,ataplaceandtimefixedbycustom.
ExpositionsandExhibitionshavealwaysbeencombinedwiththedisplayofgoodsandproducts.
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205:30:25PMExhibitionsdifferfromfairsinfourmajorways:Exhibitionsareusuallyone-timeevents.
Exhibitionsarehousedinpermanentfacilitiesbuiltspecificallyforthem.
Althoughfairsareheldregularly,theyarenothighlyorganizedevents.
Exhibitions,ontheotherhand,arehighlyorganizedevents.
Exhibitionsdifferfromfairsintheverywayinwhichbusinessisconducted.
Goodsareboughtandsoldatfairs.
Atexhibitions,commercialactivityorsellingofthedisplayedgoodsisnotusuallyinvolved.
However,inherentindisplayingthegoodsisthehopeofstimulatingfuturesales.
WorldEXPOisthegeneralnameforvariouslargeexpositionsheldsincethemid-19thcentury.
Worldexpositionslastfrom3to6monthsinduration,usuallyhavingthemesbaseduponwhichpavilionsaremadetorepresentthecountry'sinterpretationonthattheme.
TradeFairshavebeentheprimarymarketingmediumofexportingcountries.
Theexhibitsareconfinedtooneindustryoraspecializedsegmentofaspecialindustry.
TradeShowsareB-to-B(B2B)events.
Companiesinaspecificindustrydemonstratetheirnewproductsandservices.
Generallytradeshowsareopentothepublicandareattendedbycompanyrepresentativesandmembersofthepress.
ConsumerShows(PublicShows)areeventsthatareopentothegeneralpublic.
Exhibitorsaretypicallyretailoutlets,manufacturersorserviceorganizationslookingtobringtheirgoodsandservicesdirectlytotheenduser.
MixedShowsareacombinationoftradeandpublicshows.
Exhibitionorganizerstendtoopentheirtradeshowstotradeandtopublicvisitors.
Notes*taglineavariantofabrandingslogantypicallyusedinmarketingmaterialsandadvertising标语;口号*inherentadj.
existingasanessentialconstituentorcharacteristic;intrinsic固有的;内在的*pavilionn.
ausuallytemporarystructureerectedatafairorshowforusebyanexhibitor临时搭建的棚架或建筑物*outletn.
astorethatsellsthegoodsofaparticularmanufacturerorwholesaler出售特定制造商或批发商的货物的商店4U1-U7.
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205:30:26PMTask1Readthetextandfillintheformbelowwiththeinformationfromthetext.
UFI(TheGlobalAssociationoftheExhibitionIndustry)FoundingtimeFoundingplaceInitialname(French)NumberofmembersCurrentnameTask2Readthetextagainandfillinthediagrambelowwiththeinformationfromthetext.
Passage2AGuidetoSuccessfulExhibitionPlanningAswithanyorganizedeventwhichinvolvesschedulesanddeadlines,theplanningofanexhibitiontakesalotofcoordinationanddedicationtomakeitsuccessful.
Therearevariousstepsthatneedtobecompleted.
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205:30:47PMSettingupaPlanningCommitteeThefirstandmostlogicalstepinexhibitionplanningisassemblingateamofpeoplewhohavethenecessaryskillsandexperience.
Onceyouhaveassembledyourteam,thenextstepisto1anexperiencedexhibitioncoordinator.
PlanningaBudgetAnexhibitionbudgetshouldbepreparedthrougha2processinvolvingthesponsor,planningcommitteeandcoordinator.
Abudgetisalistingofall3,fundingsourcesandprojectedrevenue.
SelectingaVenueandNegotiatingContractsChoosingasuitable4shouldbearrangedasearlyaspossibleinordertoavoidanylastminutenightmare.
Thesiteshouldbelocatedascentrallyaspossiblewithregardstoyourtargetaudience.
Afterselecting,itisagoodpracticetoenterintoaformalcontractagreementwiththevenue,andthe5shouldbehandledprofessionally.
SourcingExhibitorsNextintheplanningprocessisfindingpotentialexhibitorstotakepartinyourshow.
Sendingoutpersonal6isprobablythemosteffectivewaytogo.
PublicizingYourExhibitionPublicityisofutmostimportanceintheplanningofanexhibition.
Asure-firewayofincreasingtheamountofinterestinyourshowistoofferadiverserangeofactivities,suchasseminarsandinteractiveworkshops.
Notes*assemblev.
tobringorcalltogetherintoagrouporwhole集合或召集到一起*revenuen.
alltheincomeproducedbyaparticularsource收入*venuen.
aplaceforlargegatherings会场*publicityn.
theactorprocessofdisseminatinginformationtogainpublicinterest宣传*sure-fireadj.
boundtobesuccessfulorperformasexpected可靠的;一定能成功的*seminarn.
ameetingforanexchangeofideas;aconference研讨会;讨论会*workshopn.
aperiodofdiscussionandpracticalworkonaparticularsubject,inwhichagroupofpeoplesharetheirknowledgeandexperience研讨会;讲习班6U1-U7.
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205:30:47PMTask1Readthetextandfillintheblankswiththegivenwordsaccordingtothecontext.
anticipatedexpensesappointinvitationsnegotiationsthoughtfulvenueTask2Readthetextagainandanswerthefollowingquestions.
1.
Whatshouldbeincludedinabudget2.
Whatkindofplaceissuitableforanexhibition3.
WhatisthemostimportantthinginplanninganexhibitionIII.
SampleStudyAletterofinvitation,orinvitationletter,isakeybusinessmarketingletterthatistypicallyusedtoinviteclientsorcustomerstoparticipateinspecialbusinessevents.
Itgenerallyincludesthefollowingkeyelements:date,venue,andtimeoftheeventnameofthepersonororganizationsponsoringtheeventpeopletobeinvitedtypeofthesocialeventbeinghelddeadlineforapplicationorreplydirectionsorasimplemapifthelocationmaybedifficulttofind7Unit1PreparationsforExhibitionsU1-U7.
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205:30:48PMSample1:OrganizertoexhibitorsTask1FillintheformwiththeinformationfromSample1.
ItemContentExhibitionnameDateVenuePurposesofexhibitionPrioritydeadlineforboothapplicationExhibitionfeaturesHereisasample.
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205:30:50PMSample2:ExhibitortovisitorsAMLMobilesLimited18,PrettyParkHyderabadJune29,2012DearMr.
Ram,ItmakesgreathappinessandpleasureformetoinviteyoutotheAMLGadgetsExpo,tobeheldinSkywayExhibitionCenter,NewYorkfromJanuary14to16,2013.
Fortheconvenienceofeverybody,thetimingshavebeenarrangedbetween9∶00amto8∶00pm.
ThisexhibitionistoprovideanopportunityforeverybodywhoisinterestedinAMLgadgetstointeractwithoneanother.
Ournewproductsanddemandinworldwidemarketwillalsobeshownintheexhibition.
Pleasebethepartofthisexhibitionsothatwecanmovetothesuccessfulventuretogether.
BoothNumber:A-G-306,307.
Welookforwardtomeetingyouatthevenue.
Sincerely,CharlesGuptaTask2FillintheformwiththeinformationfromSample2.
ItemContentExhibitionnameDateVenuePurposeofexhibitionBoothnumberIV.
SituationalDialogsDialogoneDiscussingtheexhibitiontimeChrisDavis:theSalesManagerofSaidelGroup,afamousinternationalconventionandexhibitioncompanyLilyWangandCharlesZhang:Chris'colleaguesintheSalesandMarketingDepartmentHereisasample.
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205:30:51PMTask1Closeyourbookandlistentothedialog.
Chris:Morningeveryone.
Youknowwewillorganizeanewtradefair—AsiaSpringFair,whichfeaturesawidespectrumoflight-industryproducts.
Andtodaywewillchooseasuitabletimefortheshow.
Lily,pleasetakemeetingminutes.
Lily:OK.
Charles:Organizinganewshowisreallyhard,becausefewpeoplewanttoattendanewshow.
Chris:Iknow.
That'swhyweshouldchooseanappropriatetimeandvenue.
Charles:AsthenameisSpringFair,whatdoyouthinkofthemiddleofMarchChris:I'mafraiditwillbetoolate.
IpreferlateFebruary.
Lily:ButthetraditionalChineseSpringFestivalmaybeinFebruary.
HowaboutthemiddleofJanuaryIthinkitisthebesttimeslotbeforethelaunchofmajortradefairsinEuropeandtheUnitedStates.
Chris:Soundsreasonable.
Thesupplierscanaccommodatethebuyers'needs.
Charles:Iagree.
AndtherearemanysimilarlythemedtradeshowsheldinAsiaduringJanuary,whichgatheralargenumberofbuyersintheregionforsourcingproducts.
Chris:Yes.
Astheconsumerproductscycleshortens,internationalbuyersarenowsourcingmorefrequently.
AndJanuaryisthebesttimingformanufacturerstomeetnewbuyersfromaroundtheglobe.
Lily:Don'tforgetanoldChinesesaying—Ayear'splanstartswithspring.
Januaryisthebeginningoftheyear,whichprovidesbuyersthemostidealtimeslottosourcethelatestproductsoftheyear.
Chris:Great.
Youshouldwritedownthissentenceinourprospectustopromoteourshow.
Lily:Noproblem.
Task2Readthedialogagainandrecitetheunderlinedexpressions.
Task3Workingroups.
ActasChrisDavis,LilyWangandCharlesZhangandrole-playthedialog.
DialogtwoChoosingtheexhibitionvenueChrisDavis:theSalesManagerofSaidelGroup,afamousinternationalconventionandexhibitioncompanyLilyWangandCharlesZhang:Chris'colleaguesintheSalesandMarketingDepartmentTask1Closeyourbookandlistentothedialog.
Chris:Lastmeetingwasreallyproductiveandeffective.
Wedecidedthetimeofthenew10U1-U7.
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205:30:51PMSpringFair,andtodaywewilldiscussthevenueofthefair.
Lily:WewillorganizeitinHongKongSAR,rightChris:Sure.
Thatmeanswehavetwooptions—HongKongConventionandExhibitionCenter,orHKCEC,andAsiaWorld-ExpoHongKong.
Charles:Ithinktheformerisbetter.
Chris:OK.
Tellusyourreason.
Charles:Location,ofcourse,isatoppriority.
Itisamagnificent,multi-usevenuelocatedrightintheheartofHongKongonthefamousVictoriaHarbor.
Lily:However,locationisnotjustimportantforthevenueitself,butforitsdistancefromsuchthingsasairports,busstations,andthetrainstation.
Thecloserthevenueistosuchplaces,theeasieritwillbeforpeopletocometotheexhibition.
So,IthinkAsiaWorld-Expoisbetter.
Chris:Yes,AsiaWorld-ExpoislocatedrightnexttotheHongKongInternationalAirportandatthecenterofanefficientair,landandmarinetransportnetwork.
Lily:Anditboastsanin-venueMTRstation.
Charles:Iagree.
Butdistancefromhotelsisanotherthingweshouldconsider.
AdjacentandlinkedtotheHKCECtherearetwoworld-classhotelsandthereareover6,000roomswithinwalkingdistance.
Chris:What'smore,itisoneofthelargestmulti-usevenuesinAsiaandcontinuestobeagloballyrecognizedlandmarkinHongKong.
Lily:Ourfairattractsinternationalexhibitorsandbuyers.
Itisdesirablethatatradefairvenueshouldbeclosertotheairport.
AsiaWorld-Expo'sgoodlocationandfacilitieswillcreateagreatatmospheretobothexhibitorsandbuyers.
Chris:Asfarasfacilitiesandinfrastructuralcapabilitiesareconcerned,Ithinkbothofthemaregreat.
Whenchoosingalocationfortheexhibition,don'tforgetthebudgetandavailability.
Lily:Right.
IwillcheckwhethertheyareavailableinJanuary.
Task2Readthedialogandrecitetheunderlinedexpressions.
Task3Workingroups.
ActasChrisDavis,LilyWangandCharlesZhangandrole-playthedialog.
Task4Simulation:Makeupadialogwithyourpartner,takingtherolesofMr.
HemingwayandMissYao.
Mr.
JoeHemingwayistheMarketingManagerofanexhibitioncompany,theorganizerofatoyexhibition.
HeisdiscussingwithhiscolleagueMissYaoaboutchoosingthetimeandvenueofanewtradefair—SouthChinaToyFairinGuangzhou.
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205:30:51PMPartIIExhibitor'sDiaryDuringthisperiod,Iwill:visittheexhibitioncenter/hallinourcity;assigntaskstocolleaguesbeforeattendingashow.
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Lead-inPracticeTaskWorkwithyourpartnerandcollectyourthoughtsonthefollowingquestions.
1.
Whatarethepurposesofattendingtradeshows2.
WhatshouldbeconsideredbeforeattendingashowII.
ReadingWhyExhibitatTradeShowsExhibitionsareoneofthemosteffectivemediaforestablishingandmaintainingcustomerrelations.
Theyallowacompanyorindividualtoshowcasethelatestproducts;theyarealsousedbysellerstofindbuyersfortheirproductsandviceversa.
MakingConnectionsTheprimarybenefitofattendingatradeshowisnetworking.
Besidesstrengtheningrelationshipswithexistingcustomers,developingnewcontactsandpotentialnewbusinesspartnerscanhelpexpandyourbusinessandbuildadatabaseforyourcompany.
Tradeshowsaregoodplacestoexpandcustomerawarenessofyourproductorservice.
Theyallowyoutosavetimeandenergyinworkingtogetmeetingstodevelopbusinessrelationshipssincebothbuyersandsellersarerepresentedattradeshows.
StayingUpdatedonIndustryTrendsKeepingabreastofcurrenttrendsisanotherexcellentreasontoattendatradeshow12U1-U7.
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205:30:52PMinyourindustry.
Fromnewtechnologicalinnovationstothefast-pacedworldoffashion,changeisanessentialelementtovirtuallyanyindustry.
Thisiswhyunderstandingtheebbandflowofyourindustryrequiresyoutokeepakeeneyeonwhatisold,newandonthehorizon.
Tradeshowspresentthestateoftheartforanindustrytobothexhibitorsandattendees.
Therefore,exhibitionsnotonlyserveasapartofthemarketingmixandprovideanopportunityfortheexchangeofinformation,butalsoactasamediumformarketresearchanddevelopment.
ScopingouttheCompetitionAtradeshowgivesyou,oryourcompany,anopportunitytoseewhatyourcompetitorswillbeofferingasapartoftheirfutureproductline.
Thiscanbeadvantageousif,forexample,yourcompanyisconsideringassigningfundingtodevelopaproduct,theequivalentofwhichisabouttobemarketedbyacompetitor.
You,asexhibitors,notonlysellorpromotebutyoucanalsocompareyourproductstothoseofyourcompetitors.
KeepingYourNameoutThereAnotherimportantreasonforattendingtradeshowsistoreinforceyourmarketpositionandbrandmessage.
Ifyourcompanydecidestobeano-showforthemajortradeshows,yourabsenceitselfmaygeneratecomments,likelynegativeones.
Rumorsthatyourcompanyisonthedeclinemaynotbetrue,butcanbecomeaself-fulfillingprophecyifthepublicandotherbusinessesbelievethemandactaccordingly.
Notes*showcasev.
toexhibit,especiallyinanattractiveorfavorableaspect展现,展示*networkv.
totrytomeetandtalktopeoplewhomaybeusefultoyouinyourwork建立工作关系*keepabreastoftomakesurethatyouknowallthemostrecentfactsaboutasubject了解最新情况;跟上(某事物的发展)*theebbandowtherepeated,oftenregular,movementfromonestatetoanother;therepeatedchangeinlevel,numberoramount盛衰;起伏*onthehorizonlikelytohappensoon很可能即将发生*stateoftheartthemostmodernoradvancedtechniquesormethods最新技术*marketingmixabusinesstooltoassistindefiningthemarketingstrategy营销组合*scopeouttoexamineinmoredetail;totakeacloserlookat仔细研究*reinforcev.
tomakeastructureormaterialstronger加强*prophecyn.
astatementthatsomethingwillhappeninthefuture预言13Unit1PreparationsforExhibitionsU1-U7.
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205:30:52PMTask1Readthetextandfillintheformbelowwiththeinformationfromthetext.
ReasonsforAttendingWhatCananExhibitionDoorHelpYouDoMakingConnectionsTostrengthenrelationshipswithexistingcustomersStayingUpdatedonIndustryTrendsTopresentthestateoftheartforanindustryScopingouttheCompetitionToprovideanopportunitytoseewhatyourcompetitorswillbeofferingasapartoftheirfutureproductlineKeepingYourNameoutThereTask2SearchtheInternetandfindoutmorereasonsforattendingtradeshows.
Herearesomereferences:www.
saudidownstream.
comwww.
whichfranchise.
net.
auwww.
allworldexhibitions.
comwww.
fraudconference.
comwww.
intl-spectrum.
comIII.
DoItYourselfVisitexhibitioncenter(s)/hall(s)inyourcityandfillintheformaccordingtotheinformationyougather.
Ifthereisnoexhibitioncenter/hallinyourcity,searchtheInternetorthelibraryinyourschool,andgatherinformationofafamousexhibitioncenter/hall.
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205:30:53PMNameoftheExhibitionCenter/HallLocationHistoryAppearanceandDesignTransportationAdvantagesFacilitiesSuccessfulEventsIV.
SituationalDialogsDialogDiscussingattendingashowStellaLi:theMarketingManagerofDeshengToysCo.
,Ltd.
LisaSuandMartinZhao:Stella'scolleaguesintheSalesandMarketingDepartmentTask1Closeyourbookandlistentothedialog.
Stella:Ourcompanydecidestoattendtradeshowstopromoteourproductsnextyear.
Youknowthattradeshowsaremoreandmorerecognizedasamajorsegmentofacompany'smarketingmix.
Martin:Oh,yes.
Theyareanincrediblyeffectivepromotionandsalestoolforsmall-andmedium-sizedbusinesseslikeus.
Wenotonlysellproductsbutalsocompareourproductswiththoseofourcompetitors.
Lisa:Soundsexciting!
Wehavechancestomeetourcustomersandcompetitorsinoneplaceatthesametime.
Martin:WhatareourmajorgoalsforparticipationTherearemanyobjectivesforexhibiting,likesellingproducts,launchingnewproducts,researchingthemarket.
What'smore,wecanmakeuseofthechancetoincreasebrandawarenessandreinforceourcompany'simage.
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205:30:53PMStella:Sellingproductsandreinforcingourcompany'simageareourmajorpurposes.
Martin:OK.
Weshouldsearchforsometradeshowsandtrytoselectthebestshowforourpurpose.
Stella:Yes.
Martin,pleasedosomeresearchontradeshowsinourindustry,andsubmitareportthisFriday.
Martin:Noproblem.
Lisa:Stella,what'sthebudgetofattendingtradeshowsStella:Goodquestion.
Oncewechooseaparticulartradeshow,wewillplanourbudget.
Lisa:Ithinkthebudgetshouldbecalculatedbasedontheexpectedcostsandmustbedefinedbeforethetradeshowparticipationiscontracted.
Stella:Sure.
Wewillcalculatethecostsandnumberofpeoplefortheevent,andthenlistallthethingsweneedtodobeforeandduringtheshow.
Lisa:We'dbettertakeadvantageofearly-birddiscountsonboothspace,travelandhotelaccommodations.
Martin:HowmanyofuswillattendtheshowStella:Four,Ithink.
Wehavealotofthingstodo,forexample,preparingequipment,bookingabooth,bookingtravelticketsandaccommodation.
Lisa:Don'tforgettoplanourtradeshowdisplays,andadvertisebyinvitingourclients,customersandsuppliers.
Task2Readthedialogagainandrecitetheunderlinedexpressions.
Task3Workingroups.
ActasStellaLi,LisaSuandMartinZhaoandrole-playthedialog.
Task4Simulation:Makeupadialogwithyourpartners,takingtherolesofMr.
Ford,MissLauandMr.
Lin.
Mr.
DouglasFordistheMarketingManagerofNew-TechCompany.
MissCarolLauandMr.
GeorgeLinareMr.
Ford'scolleagues.
Theyareplanningtoattendthe15thChinaHigh-TechFair.
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205:30:54PMProject:WritingandReplyingtoanInvitationLetterStep1Workingroupsoffour.
Logontothefollowingwebsitestosearchforinformationofatradeshowyouareinterestedin.
www.
tsnn.
comwww.
eventseye.
comwww.
thetradeshowcalendar.
comwww.
hktdc.
comStep2Twostudentswriteaninvitationletteroftheeventeithertoexhibitorsortovisitorsinpaperforminvolvingallthekeyelements,aslistedinSampleStudy.
Step3Theothertwostudentswriteareplyletter(toacceptordeclinetheinvitation).
Acceptance:complimentsacceptingtheinvitationconfirmingthedate,venue,andtimeoftheeventDecline:complimentsdecliningtheinvitationgivingreasons(inconvenienceoftime,attendingotherexhibitions,nobudget,etc.
)Step4Giveanexampleoftheinvitationletterandreplyletterofyourgroupinclassnexttime.
Step5Givecommentsontheinvitationandreplylettersofothergroupsintermsofcontentandcreativity.
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