商务英语综合教程IV(第三版)Unit2.doc

Unit 2 NegotiationRelated InformationNegotiation Skill DevelopmentAlthough everyone negotiates informally all the time without even being aware of it, formal negotiation is a skill that can be learned through experience and practice. People who negotiate a lot tend to be much more skilled at it than people who have not participated in many formal negotiations. Experienced people are more likely to know what to say, when to make concessions, when not to, what to concede, what not to, and, in general, how to manipulate the situation to their own advantage. For this reason, negotiation tends to favor the experienced party.In general, it is useful to know and understand the difference between integrative (or win-win) negotiation strategies and distributive (or win-lose) strategies. Win-win strategies are most useful when it is possible to develop a solution to a problem in which both (or all) sides win, or at least come out ahead of where they would, were the conflict to continue. Where there is a great deal at stake in a negotiation, then it may be appropriate to prepare in detail and legitimate “gamesmanship” to gain advantage. Anyone who has been involved with large sales negotiations will be familiar with this. Neither of these approaches is usually much good for resolving disputes with people with whom you have an ongoing relationship: If one person plays hardball, then this disadvantages the other person this may, quite fairly, lead to reprisal later. Similarly, using tricks and manipulation during a negotiation can undermine trust and damage teamwork. While a manipulative person may not get caught out if negotiation is infrequent, this is not the case when people work together routinely. Here, honesty and openness are almost always the best policies. Lead-in1. ListeningDialogue 1: Price Dialogue 2: Packing Dialogue 3: DeliveryTape Script: Dialogue 1A: Im sorry to say that your price has soared. Its almost 20% higher than last years.B: Thats because the price of raw materials has gone up. A: I see. Thank you. It would be very difficult for us to push any sales if we buy it at this price.B: Well, if you take quality into consideration, you wont think our price is too high.A: Lets meet each other halfway.Dialogue 2A: You know, packing has a close bearing on sales.B: Yes, it also affects the reputation of our products. Buyers always pay great attention to packing.A: We wish the new packing will give our clients satisfaction.A: So how do you think the shirts are packed?B: Theyre packed in cardboard boxes.A: Im afraid the cardboard boxes are not strong enough for ocean transportation.Dialogue 3A: When can you effect shipment? Im terribly worried about late shipment.B: We can effect shipment in December or early next year at the latest.A: Thats fine. How do you like the goods dispatched, by railway or by sea?B: By sea, please. Because of the high cost of railway transportation, we prefer sea transportation.A: Thats what we think.2. Spot DictationPart 11. soared 2. push any sales 3.take 4.into consideration 5. halfway 6. bearing 7. reputation 8.satisfaction 9. packed 10. ocean 11. shipment 12. dispatched 13. prefer 14.whatPart 21. Counteroffer 2. negotiating 3. unacceptable 4. bargaining 5. regret for being unable 6. other opportunities to do businessText ALanguage Study1. advocacy n. active support; especially the act of pleading or arguing for something 支持，拥护，提倡 Patience is essential in negotiation while advocacy of “quick success”is harmful.advocate n. 辩护者; 律师; 拥护者; 倡导者advocator n. 拥护者, 鼓吹者, 提倡者2. A “successful” negotiation in the advocacy approach is when the negotiator is able to obtain all or most of the outcomes his party desires, but without driving the other party to permanently break off negotiations. when the negotiator.是表语从句; but without driving.是分词短语,做状语。3. permanently ad. for a long time without essential change 永久地；长久地He has decided to settle down permanently in the US.permanent a. 永久的，持久的4. break off 中断, 折断, 突然停止,暂停, 断绝We have to break off the commercial relation with that company due to their breach of the contract.break off negotiations 中断谈判break off the action 停战break off the habit of 改掉的习惯break off with 与断绝交往5. Traditional negotiating is sometimes called win-lose because of the assumption of a fixed “pie”, that one persons gain results in another persons loss. that one persons.是同位语,修饰assumption。6. assumption n. thing accepted as true or as sure to happen, but not proved 假定，设想 Your assumption of high return proved wrong.assumed cost 假定成本assumed data 假定数据assumed setting day 假定结算日7. During the early part of the 20th century, academics such as Mary Parker Follett developed ideas suggesting that agreement often can be reached if parties look not at their stated positions but rather at their underlying interests and requirements.suggesting that.是分词短语,修饰ideas,做定语。that agreement often can.做宾语从句。8. assure vt. to cause to feel sure or certain; convince 使确信, 使放心They were assured that everything possible was being done to make the transaction concluded.They tried to assure him of their willingness to work.assurer n. 保证人，保险业者assurance n. 确信, 把握, 信心, 自信assurance company 保险公司assurance factor 安全系数9. In the 1970s, practitioners and researchers began to develop win-win approaches to negotiation, including the publication of Getting to YES published by Roger Fisher and William Ury as part of the Harvard negotiation project.including the publication.是分词短语,做状语。as part of.介词短语,做定语,修饰the publication of Getting to YES10. prioritizevt. assign a priority to 优先考虑Network managers can prioritize data traffic by assigning channels.Its also important for the company to prioritize the personal contact and group dynamics that shape employees development. prior a. 在前的，优先的priority n. 优先权11. issue n. an important question that is in dispute and must be settled 急需解决的问题These factors will force the boss to reconsider the cost issue. vt. prepare for public distribution or sale 发行The authorities in charge of examining and issuing cutting licenses shall not issue the cutting licensesissued capital 已发股本issue at the market price 按市价发行issue of bill of exchange 签发汇票issue of bonds 公司债券的发行12. intimidate vt. make timid or fearful恫吓, 恐吓 It is said that the accused has intimidated the witness. He usually intimidates his counterparty into making further concession by raising his voice and pounding the imidate sb into doing sth 恐吓，威胁某人做某事13. recap vt. short for recapitulate 扼要重述；摘要说明Let me just recap what weve agreed so far.14. formalize vt. to be or make formal; to make official or valid使具有形式，使定形The arrangement of this conference should be formalized as soon as possible.formalization n. 形式化，仪式化formalized model 形式化模型15. intent n. something that is intended; aim; purpose; design 意图，目的She tried everything to learn more about that company and prepare herself with intent to pass the interview and get hired. a. firmly fixed; determined; concentrated 热心的，急切的；专注的，专心的He is intent on his market ention n. 意图，目的intentional a. 有意图的，故意的16. competency n. the quality of being adequately or well qualified physically and intellectually 技能；本领The success of a company is directly related to the competency of its managers.Handling this matter is beyond his petent a. 有能力的，能胜任的，能干的competence n. 资格, 能力，胜任17. profile n. an analysis (often in graphical form) representing the extent to which something exhibits various characteristics 简介，概述The BBC is working on a profile of the recent Tibet riot. vt. write about 写（某人某事物的）简介This article profiles a famous Dutch painter in the 15th century.18. facilitate vt. to make easier; assist the progress of 使容易, 帮助, 促进It would facilitate matters if you were more co-operative.The advanced product line facilitates mass production.facilitated transport 易化运输Translation of the Text谈判策略和过程谈判策略 单赢策略 单赢策略是指谈判者只为其中谈判一方效力,并尽力获取最大利益。在单赢策略谈判中，谈判者要尽力弄明白谈判另一方(或几方)可以接受的最低要求,并随之对自己的要求做出调整。当谈判者能够为他这一方获取所有或多数想要的利益时（但不能使另一方当事人彻底拒绝谈判），谈判也就成功完成。 传统的谈判策略被称作单赢策略是因为按照馅饼分配假说,一方的赢必然导致另一方的亏,但这只适用于此种情况:谈判只涉及一个问题,比如买卖谈判当中的价格问题。如果谈判涉及多个问题，谈判方不同的选择就使得双赢成为可能。例如，在劳资谈判中，工会在工作保障和工资收入两者中可能会倾向前者。如果劳方的选择正好相反，就可能达成一个有利双方的交易。 双赢策略 二十世纪初，一些学者如Mary Parker Follett提出这样一些观点：如果当事方不在意已陈述的立场而是关注潜在的利益和要求就有可能达成一致意见。二十世纪六十年代，杰勒德I尼尔伦伯格肯定了谈判在人际交往，经营活动和国际关系的纠纷当中的作用。他出版了谈判的艺术一书，在书中他写到：谈判者的谈判理念决定着谈判的方向。他提出的共赢谈判理念可以确保谈判有利于所有当事人。 二十世纪七十年代，一些谈判者和研究人员开始提出双赢谈判策略,其中,作为哈佛大学的一个谈判研究项目, 罗杰费舍尔和威廉姆乌莱出版了达成一致一书,书中的策略,即原则谈判法也被称作双赢谈判。双赢谈判策略已经富有成效地运用于环境问题谈判和劳资关系谈判。谈判过程 谈判过程可分为三个阶段、六个步骤： 第一阶段：谈判前 第一步：计划准备：在这一步，首先决定取舍（谈判筹码）.收集谈判对手的资料,了解谈判对手的谈判风格,预测对手的立场和态度然后按重要性将所有问题排序,为确保谈判的顺利,您也应该准备一些预选的方案,从中找出最佳的方案。判断一下对手的需要，谈判筹码和最佳的谈判方案。最理想的状态是您的所得实现最大化。尽管不能指望您的对手很配合，但您也要坚持双赢策略。您的对手可能会想方设法为难您，要么设置时间限制，要么大吵大嚷，要么对您的动机提出质疑。 第二阶段：谈判中 第二步：弄清潜在的需要：积极地调查对方立场背后的事实和原因，弄清对方潜在的需要也很重要。如果存在矛盾，尽力想出一些创造性的办法（来解决）。如果情形很困难，就什么也不要说，只要什么也不说，我们就不会损失什么。 第三步：选择，推敲，和精心起草协议：在这一步，谈判双方提出自己初步的想法。双方要倾听新建议，创造性地思考以便化解矛盾，赢得赞同，创造和谐氛围。 第四步：审阅和扼要地重述协议：在这一步，谈判双方形成书面协议或意向书 第三阶段：谈判后 第五步：回顾谈判：回顾谈判可以帮助你汲取一些有关怎样取得最佳谈判结果的经验教训。因此，你应当花时间回顾一下谈判的方方面面，问问自己，“哪方面做得好”，“哪方面下次需改进”。 第六步：记录交易和关系情况：如果谈判进行了好多次、历经几周、几个月甚至几年，就有必要花更长时间对其进行回顾以便对整个交易有所了解。通常要回顾一下谈判的各个方面，包括：谈判小组情况，与谈判对手的关系，各有关方的利益和关系、谈判技巧及能力水平。一些全球性机构编辑一些谈判案例，为谈判小组成员写谈判传记，根据他们的贡献给予奖励，改变公司的程序以促进未来谈判的成功。Notes1. The Art of Negotiation is written by Negotiation expert Gerard I. Nirenberg, the Father of Contemporary Negotiating, President, Negotiation Institute, and Author of How to Read a Person Like a Book. In the book, he actually coined the phrase “Everybody Wins.” His examples are creative and pertain to real life situations. The results, presented in the book, will teach the reader how to bring mutual closure to any dispute. Nierenberg is a member of the American Bar Association and author of 8 best selling references on negotiating for business executives, government officials, corporation presidents, and even heads of state.谈判艺术由谈判专家，美国谈判学会会长，谈判之父杰勒德I尼尔伦伯格撰写，在书中他定义了“每个人都是赢家”的概念，所列举的实例非常新颖，符合现实生活场景。书中所提的观点教会读者如何更互利的解决纠纷。尼尔伦伯格是美国律师协会会员，8种谈判方面畅销书作者，分别供商务人员，政府官员，公司总经理甚至国家首脑参考。2. Getting to YES, presented by Roger Fisher and William Ury, shows the reader how to pursue his own interests and keep his adversaries happy. A few principles will guide the reader no matter what the other side does, or whatever tricks they may resort to. Getting to Yes is a straightforward, universally applicable method for negotiating personal and professional disputes without getting taken and without getting angry. It offers a concise, step-by-step, proven strategy for coming to mutually acceptable agreements in every sort of conflict. 达成一致一书由罗杰费舍尔和威廉姆乌莱编写，在书中为读者出谋划策，提出一些原则，无论对手做什么，玩什么把戏，如何在追求自身利益的同时让对手开心。达成一致非常直接、广泛的为个人和专业人员解决纠纷提供实用方法。它为在各类冲突中达成双方可以接受的协议提供了一个很好的互利、简便、按部就班实用的策略。 Keys1. Reading 1. In the advocacy approach, the negotiator attempts to determine the minimum outcome(s) the other party is (or parties are) willing to accept, then adjusts their demand(s) accordingly.2. When the negotiator is able to obtain all or most of the outcomes their party desires, but without driving the other party to permanently break off negotiation.3. Because of the assumption of a fixed “pie”, that one persons gain results in another persons loss.4. In the 1970s, practitioners and researchers began to develop winwin approaches to negotiation.5. In step 3 ,both parties to an agreement present the starting proposal, listen to new ideas and think creatively. 2. Comprehension1.F 2.F 3.T 4.T 5.F3. VocabularyPart 11.D 2.E 3.J 4.A 5.F 6.H 7.B 8.G 9.I 10.CPart 2 1.anticipated 2.multiple 3.adjustments 4.issues 5.underlying6.assure 7.alternative 8.Counting on 9.spanned 10.facilitate Part 31.something 2. business 3. deciding 4. where 5. compromise 6. settle 7. writing 8. several 9. negotiate 10. ways 4. TranslationPart 11. 双赢策略 2. 中断谈判 3. 工作保障 4. 谈判筹码Part 2 1. He has collected enough evidence to testify the assumption .2. They were discussing the possibilities of dealing with the economic crisis permanently . 3. We finally reached the agreement that some business publications would be introduced from them. 4. Our counterparty created a variety of obstacles to intimidate us.5. Through the first round negotiation, we obtained a clear idea of their needs and competency. Text BLanguage Study1. point n. a brief version of the essential meaning of something 要点，重点Lets stop discussing trivial details and come to the point. vt./vi. indicate a place, direction, person, or thing; either spatially or figuratively 指向，指出He pointed at a diagram to illustrate his theory. point outThe economic columnist for this newspaper points out the country economy is to collapse. 2. ascertain vt. to determine or discover definitely; to make certain 查明；弄清The secretary is required to ascertain who didnt come to the board meeting.The police are trying to ascertain what has really happened. ascertainable a. 可确定（探知）的，可发现的ascertainable production n. 小批生产3. resolution n. quality of being resolute or firm; determination; solution 坚决，正式决定,决心；决议 He is a man with great resolution.After a days meeting, we came to the resolution of the problem.resolve vt. 使下决心，决意，决议，解决4. take into account 考虑到，顾及Before signing the contract, every detail should be taken into account.5. measurable a. able to be measured; perceptible or significant 可度量的；可测量的There has been measurable improvement in the quality of the product.measurable funds effect 可衡量的资金效果6. quantifiable a. capable of being quantified 可以计量的，可量化的资料The cost of the massive earthquake this year is not quantifiable.quantify vt. 表示或测量（某事物）的数量quantity n. 量；大小；重量7. offset vt. compensate for or counterbalance 弥补；补偿He offsets his diligence against his slow reaction.offset account 抵消账户offset against accounts 账款抵消8. minuscule a. very small 极小的；微小的The drought of this area is partially due to the minuscule amount of rainfall there. 9. leveragen. power to act effectively 影响力Her fame gives her enormous leverage in this matter. leveraged buyout 融资收买leveraged lease 代偿贷款租赁，杠杆租货10. procurementn. the act or an instance of procuring; the act of buying 收买，（尤指为政府或机构）采购 We will try to work as procurement agent on behalf of that company.Bulk commodity purchase by BOCOG shall be carried out through the system of government procurement and open curement prices 采购价格procurement source 货源，供货人11. Whilst your alternative options, and therefore your BATNA might be known to you, very often your BATNA may not be.Whilst.very often.是让步状语从句,里面包含一个and 引导的表示递进关系的从句therefore your BATNA might be known to you。12. figure out弄清楚；弄明白；合计为, 计算出Can you figure the total cost out? It is difficult to figure out how to further control the production cost.13. actionable a. affording grounds for legal action 可提起诉讼的；可行的Slander is an actionable offense.14. seminar n. any group or meeting for holding discussions or exchanging information 研究班，研讨会 There is a hot discussion on improving management in the executive seminar.A novel theory was advanced during the seminar.seminar course 研究学程seminar room （大学）研究室15. simultaneously ad. at the same instant 同时地；同步地Simultaneously, demonstrations broke out in London and New York.simultaneous a. 同时的，同时发生的Translation of the Text最佳预选方案 根据谈判理论,最佳预选方案是指某方当事人在目前谈判失败，未能达成协议的情况下而采取的行动。 如果目前的谈判比最佳预选方案带来的价值要小，继续目前的谈判就没有意义，在谈判开始前，双方应当对各自的最佳预选方案心中有数。 最佳预选方案由哈佛大学的谈判项目小组的研究人员罗杰费舍尔和威谦姆乌莱在有关原则谈判法的丛书中提出, 此丛书的第一本书为达成一致。 诺贝尔奖获得者约翰福布斯纳什把这些观点溶进了他早期的研究中。 例如，如果我从某一经销商那获得用100美元买我车的书面报价，那么，当我与其他潜在的购买者打交道时，我的最佳预选方案将是100美元，因为即使与潜在的购买者达不成协议，我也能用车换得100美元。 任何一方通常都不应接受比最佳预选方案糟糕的结果。但要注意确保对所有交易估价的精确性，（估价时）要把所有因素考虑在内（