英语商务谈判课后答案.docx

第一单元II. Discussion1.Students should identify:1.macro and micro information to be researched2. objectives and targets to be achieved3.strategies to bechosenand agenda to be set4. negotiation team members to be involved5. locations where negotiations to be conducted6.Adjusting based on reality backed up by learning1.macro and micro information to be researched1) Information on related environmental factorsThe political state,Religious belief,The legal system,Business convention,Social customs,Financial state, Infrastructure and logistics system, Climate factor2) Knowledge of the opponentNature of the company,Development history,Financial and credit status,Features of its products,World market shares,Production and supply capacity,Price levels,Preferred payment terms,Negotiation targets or objectives,Nature of the company,Credit status and financial status,Individuals3) Knowledge of competitorsSupply of and demand for the products,Information about similar products,Technological development trends,Production capacity,Operationalstates,Market shares of the major producers,Sales forces,Price levels,distribution channels,competition and relationship between or among rivals4) Knowledge of oneselfcapacities and abilities to supply,operational conditions2. objectives and targets to be achieved1)Defining ones interest2) Clarifying objectivesPrioritizingones goalsEstablishinggoals3)Building ones BATNA3.strategies to bechosenand agenda to be set1) Choosing a strategy(5 types)2) Setting an agenda(the order:1-4-3-2)4.negotiation team members to be involved1)One-on-One vs Team NegotiationAdvantagesandDisadvantages2)The LeaderObligations /responsibilities/ job descriptionGeneral Characteristics/ How to choose the leader ?3)Team MembersHow to choose team members?(2 wrong choices)Men vs. WomenNegotiatingcharacters (5 types)4) TeamworkGeneral Characteristics of effective teamsRolesSeatingLocation5. locations where negotiations to be conductedhome court /venue6.Adjusting based on reality backed up by learning2.For example (students will find their own examples, but should identify:A toy, cost 50 yuanideal target 90 yuanminimum targetorbottom line: 60 yuanrealistic target: 75 yuan3.Students should identify:Avoidance, Competition, Accommodation , Compromise, and CollaborationAvoidance is non-negotiation.Competition is also known as distributive or win-lose strategy.Accommodation is “I lose you win” policy.Compromise is a combination of competition and accommodation, two distributive strategies.Collaboration is also called integrative, or win-win strategy.Case one: Sino- Japanese negotiations1.What factor played an important role in concluding the deal at the figure given by the Chinese side ?Preparation played an important role in concluding the deal at the figure given by the Chinese side. Before the negotiation, the Chinese side devoted much energy to preparation including doing market research, gathering information. During the negotiation, they still kept a close look at the changing market, therefore they had a card up their sleeve from the beginning to the end of the negotiations that laid a foundation for further discussions, during which, a series of tactics were wisely used. 2.What tactics did the Japanese side use in the first round of negotiation?The Japaneseside used a tactic oftrialballoonby making an offer at 10 million Japanese yen. Their purposes are two fold: if the Chinese side did not know the international market, they can take it as a basis, a starting point for their bargaining, then they can surely make large profits. If the Chinese side wont accept it, they can justify themselves.3. Why did the Japanese side turn to introduction of their products?By talking about performance, and high quality of their products, they wanted to justify their first offerin a round about way.4. What tactics did the Chinese side use in responding to their introduction of the product ?Ask while knowing the answer.They meant to show that the Chinese side know quite clearly about the market, that the Japanese are not the only supplier, and that the Chinese side has the right to make a choice.5. How do you look at the result of the negotiation to both parties?To both parties the result of the negotiation is a win-win negotiation. The success of this negotiation reflects both cooperation and competition between the two sides. The Chinese side reached the goal of importing quality equipment with limited foreign exchange only after two rounds of talks. The Japanese side apparently sold goods at a price lower than the price of sales sold to other countries. But their profits were not reduced because of the short transportation distance, and their costs of transportation and risks were reduced. They adjusted their objective in good time, and chose to conclude the deal rather than leave this opportunity to rivals. Case two:Negotiatingabetterpackagewhenyoustartwork（这一部分是修改过的，要认真看看）You need to do your research before entering the negotiation so that youre supported by accurate, current information.Firstly, you need to get the general knowledge of the market price, that is the general wage level, of the labor like you, especially in the particular area where the company is located. Then you also shouldfamiliarizeyourself with the companyitself, as well as the range of salary and benefit options that are being offered.And as one of the applicants for the job, maybe you should be aware of other applicantsasking price for the remuneration, that is the BATNA of the company.If you are expecting better payment, knowing how to show your selling points or specialties which are superior to other competitors is of great importance. You should match your advantages logically and closely with the job description, thus the employer may be attracted and offer you higher pay.Its quite important to set clear goals in the preparation. Based on the above information, you need to set your three levels of goals. The goals should also be very comprehensive, in other words, it should includes both the salary and benefits. Maybe it is not easy to ask for higher pay, but you can ask for some housing allowance, telephone allowance, or travel allowance.You may be able to tinker with the combination of benefits, if the salaryis fixed.And the last point in the preparation is youd better know clearly of the negotiating power of the company and yourself. Combined with your career goals, you need to choose a wise strategy when negotiating with the company. That is to say, if it is a quite famous and powerful company, as an ordinary applicant, maybe you just want to have the chance to enter into the company to enrich your working experience and gain knowledge and ability. Therefore, you should choose a quite collaborating or even compromising strategy. And you should also know your BATNA clearly.第二单元Case two: The composition of American negotiating teamCross-cultural negotiation requires very detailed preparation on cultural differences. Many negotiations failed not because of lack of common ground but rather because of ignorance of cultural differences.PopularChinese values are: modesty, patience, respect for hierarchy, pride (no losing face), loyalty and tradition etc. All these show that in negotiations, there is something more important than the purely substantive matters for the Chinesethe relationship. As a result, decisions have a long term orientation. Negotiations in China are important social events used to foster relationships. The Chinese generally negotiate in an unhurried manner. They usually opennegotiationswith a discussion of general principles of mutual interests. They do not like the western eagerness to sign a contract and this typically means that you will be dealing with people who place values and principles abovemoney and expediency.There are two distinct phases of negotiating business deals in Chinathe technical and the commercial phases. There are usually two negotiating teams. The technical phase comes first and is very detailed. This is a stage where you need to send someone representative and competent in technical issues. To the Chinese, a contract is a commercial agreement, not a legal document and should be based on friendship and goodwill. In this context, a lawyer would not be the most appropriate resource to conduct the negotiation. In China, whenever unexpected circumstances arise, they are typically sorted out through the strong relationship bonds that exist.China is a one-leader oriented culture and Chinese expect exactly the same approach from foreigners. During negotiation, a team of negotiators is welcomed but the Chinese will look for the leader with authority to make decisions. It is definitely advisable to bring your technical experts to the negotiation table. Like in any negotiation you need to be sure that both substantive and relationship issues are considered in terms of negotiation goals. While composing your negotiation team, choose delegates who are competent in building relationships, creating and claiming value.Case three: Team members do not get on well togetherA common question in business negotiation when determining whether someone will be a success is,“Can theypassmuster（符合要求）?”. Members of a negotiating group are masters preparing to stitch together a successful negotiation. In this case, we should avoid arranging the unfriendly persons in one negotiating team because in such circumstances, their quarrel only brings up problems but never offers solutions, and the counterparts will make use of the dissension （意见不同, 纠纷, 争执）within the team. So they cannot be involved in the same group. A successful negotiating team needs those who can get on well with each other.第三单元II. Form Groups and Discuss1.Principled negotiations represent a higher level of negotiation strategy and tactics. They include focusing on interest, not position; separating the people from the problem; inventing options for mutual gains; and insisting on using objective criteria.(They can apply to negotiations involving various situations like politics, diplomacy, trade, management, even everyday conflicts. The principles help negotiators jump out of the set pattern of positional bargaining,andhelp them to deal with complicated problems freely.) 括号部分可以不用回答2.American famous psychologist Maslows hierarchy of human needs theory serves as a theory of negotiations. Based on which, Gerard I. Nierenbergan American famous negotiation expert points out that needs and satisfaction of the opponents needs serve as the basisof a negotiation.3 .ABC company wants to import a set of production line from Japan in order to increase productivity.To buy a set of production line from Japan is the position of ABC companyIn order to increase productivity is the interest of the company.Case one :Driving a bargain1.Why did both the German and the Chinese sides emphasize their own advantages?Because each of them adopted the tactic of forestalling their opponent by a show of strength.Both of them want to gain more negotiating power.The German side wanted to use its experience to influence the Chinese sidepsychologically,gaining thenegotiating power, andhoping that the Chinese side woulddefer to them. The Chinese side pushed the advantages of a host country in order to gain anequalposition from which to negotiate with the opponent. 2.Why did the Chinese side oppose the name of the joint venture given by the German side? Because the name firstly suggested denied theequalposition of the two parties, insteadthe joint venturebecame asubsidiaryof Baier.3. On the whole, in what spirit or with what principle did the negotiations come to a successful agreement to mutual benefits?The principles used are “focusing on interest, not position; inventing options for mutual gains; and insisting on using objective criteria”.(这三条原则具体体现在哪里，要结合文章用自己的语言简述).4 .What are the experiences reflected through the negotiations?First, the two parties prepared well, reflected by theircarryingouta feasibility study, and by forming a capableexplorationteamto collect information. During the opening stages, they dealt well with the degree of competition and cooperation, conducting the negotiations on an equal footing. During the bargaining stages, both parties competed and compromised, finding satisfactory solutions whenever they came across issues related with each others interests, and they just follow the principle of CPN.Finally at the closing stage, they did well in drafting the contract, preventing further disputes from arising. Casetwo:TheunitpriceThe rule of thumb in this situation is to let your counterpart offer to split the difference. If you make the offer, your counterpart knows you are willing to accept the lower price. A good solution is to state,“We are only twenty dollars apart. What should we do?”If the buyer offers to split the difference, you know she is willing to accept $190. With this new information, you, as the seller, could counter,“You have just stated that you are willing to take $185. I am willing to give you $195. That makes us only $10 apart. Why dont we split the difference and do the deal for $190?”Casethree:SpecialpricingThe hurdle can be overcome. Victor is able to raise a second possibility: to provide the Chinese with some new equipment at a cost he thought they would appreciate. In return, the Chinese agree to help him out with his regulatory mandate and agree to the pricing of the deal as originally stated. This satisfies Victors own pricing problems and seals the relationship of special friendship between his company and the Chinese, and looks on his possible chips as needs-satisfiers. Nowadays, many American business persons have come to see the importance of relationship in Chinese negotiation and adapt their style accordingly.Case four : PhrasessometimesheardHere are some key points to handle these scenarios:Dontbelieveeverythingyouseeandhear.Part of a good salespersons skill is to learn to read people and situations very quickly. However, when it gets down to negotiating, you have to take everything you see and hear with a grain of salt. Buyers are good negotiators, and thus they are good actors. You may be the only person who has what they need, but everything they do and say, from body language to the words they use, will be designed to lead you to believe that unless they get an extra 10% off or discount, theyre goingaway. Be skeptical. Be suspicious. Test, probe, and see what happens.Dontofferyourbottomlineearlyinthenegotiation.How many times have you been asked to“give me your best price”? And have you ever given your best price only to discover that the buyer still wanted more? You have to play the game. Its expected. If you could drop your price by 10%, start out with 0%, or 2%, or 4%. Leave yourself room to negotiate some more. Who knows-you may get it for a 2% reduction. You might have to go all the way to 10%, but often you wont. A little stubbornness（倔强,顽强）pays big dividends.Getsomethinginreturnforyouraddedvalue.Before you make concession, think about your options. You could throw it in as part of the package and try to build goodwill. Or you could take a deep breath and try something like,“Thats a difficult problem that will require some effort on our part, but its doable.”In the second case, youve told the buyer you definitely could do it, but you have not yet agreed to do it. You may not be able to get him to pay extra for it, but you may be able to use it as a bargaining chip in resisting price concessions. Which way you choose to go will depend on who your customer is and on the situation. However, you do have options.Sellandnegotiatesimultaneously.Think of selling and negotiating as two sides of the same coin. This is particularly true in your earliest contacts with the buyer. The face the buyer sees is that of a salesperson demonstrating features and benefits. The hidden face is that of a negotiator probing and seeking out information like price, terms, quality, delivery, etc. that may be invaluable later and have to be negotiated.Bepatient.Finally, and most important, be patient. Sales are a high energy, fast moving business. Patience is one commodity that is in relatively short supply, but if youre impatient in a negotiation, youll lose your shirt. Take the time that you need, dont rush to give in, dont show your anxiety, stay cool and dontget panicky. Negotiation is a process and a game. Use the process and play the game. Youll be astonished at the difference that it makes!第四单元Case one: A last minute decisionIf the deal sounds interestingit is suggested that you continue to negotiate. Do not give intohis threat or ultimatum. His tactic is designed to make you panic and not think carefully about your decision. If he refuses to give you more time to examine the details of the offer you should get on the plane and leave. He would not present the offer in such a way unless it gave him a big benefit to do so.Case two: Is that your best offerA great way to practice our negotiation skills is to simply get in the habit of asking salespeople,“Is That Your Best Offer?”We would be amazed how many times they will lower their price or throw in an extra benefit in response to this simple question.In this case, the salesperson is honest and does the right thing.The effective counter to this tactic is to build up the value of the benefits that the product or service has to support the price. The salesperson could respond, “That is our best pr