2013年初级商务英语阅读指导.docx

2013年初级商务英语阅读指导你来我往价格战 Buy and SellRobert回公司呈报Dan的提案后，老板很满意对方的采购计划;但在折扣方面则希望Robert能继续维持强硬的态度，尽量探出对方的底限。就在这七上八下的价格翘翘板上，双方是否能找到彼此的平衡点呢?请看下面分解：英文正文Robert: Even with volume sales, our costs for the Exec-U-Ciser wont go down much.Dan: Just what are you proposing?Robert: We could take a cut on the price. But 25% would slash our profit margin. We suggest a compromise - 10%.Dan: Thats a big change from 25! 10 is beyond my negotiating limit. Any other ideas?Robert: I dont think I can change it right now. Why dont we talk again tomorrow?Dan: Sure. I must talk to my office anyway. I hope we can find some common ground on this. (next day) Robert, Ive been instructed to reject the numbers you proposed; but we can try to come up with something else.Robert: I hope so, Dan. My instructions are to negotiate hard on this deal - but Im trying very hard to reach some middle ground.Dan: I understand. We propose a structured deal. For the first six months, we get a discount of 20%, and the next six months we get 15%.Robert: Dan, I cant bring those numbers back to my office - theyll turn it down flat.Dan: Then youll have to think of something better, Robert.中文翻译R: 即使是大量销售，我们的健你乐生产成本仍然无法降低太多。D: 那你的建议是?R: 敝公司可以降价。但是七五折会过度削低我们的毛利。我们建议双方各让一步-九折。D: 那跟七五折差太多了!九折实在超出我的谈判限度。有其它方案吗?R: 我现在没办法决定。这样吧，我们何不明天再谈?D: 可以。反正我也得和公司方面讨论一下。希望我们能够达成共同协议。R: (次日)Robert，奉上头指示，我得否决你所提的折扣，但我们还是可以找出其它可行的办法。D: 希望如此，Dan。上面指示我要强硬地谈这笔生意-但我一直想达成折衷的方案。R: 我了解。那么我们提议阶段式的协议。前半年先给我们八折，后半年，则打八五折。D: 我没办法向公司报告这样的数字-他们一定会打回票的。R: 那你就得想出更好的法子啰!短语解说take a cut 接受削减take在此解释为接受、选择，等于accept;cut在此作名词，意思是削减、删除，引申为杀价。We need everyone to take a cut in his salary, or else the company will have to choose some people to let go.我们需要大家接受减薪，否则公司只好解雇一些人了。profit margin 毛利profit是利润;margin原义是边缘;profit margin可指销售所得利润与价格之间的比例关系;亦可指售价减去成本或进价的数额。The profit margin on fruit and vegetables is lower than last year.今年蔬果的毛利率比去年低。common ground 相同意见、兴趣common为共同;ground是场地;土地。common ground原指古欧洲民族用来畜牧的公共用地，演变至今则引申为彼此都同意的事情。When it comes to income agreements, were on common ground.就收入方面的协议而言，我们持有相同的意见。reach some middle ground 达成折衷;互相协调reach，到达;抵之意;middle为中间的。reach some middle ground原指两方交战，遥遥相望，唯待双方抵达中央交会处，才能进行协商，引申为折衷协调。Your demand is too high, but if we can reach some middle ground we might have a deal.你的要求太高了，不过，如果我们能达成折衷，或许可以成交。structured deal 阶段式的协议合约所谓structured deal是指合约预定几个阶段，价格或订货条件会因阶段而变动;与simple deal-单一合同不同，因simple deal可能只规定一种价格。We offered the agent a structured deal to make it easier for him to agree.我们向经销商提议阶段式的合约，好让他能欣然同意。turn (something / someone) down flat 断然拒绝turn down 这个动词词组有拒绝的意思;flat 在这里是副词，为绝对地、断然地之意，是加重语气的字。When he asked us to pay cash, we turned him down flat.当他要我们付现金时，我们就直截了当地拒绝。句型总结 巧妙否决1. We suggest a compromise - 10%.2. We propose an alternative - 10%.3. We have another possibility - 10%.4. We suggest another approach - 10%.谈判进行中，如果有意修改对方的提案，可技巧地使用：we suggest a (compromise).我们建议一项(折衷)使用这句话的好处是避免当面斩钉截铁地拒绝对方，而且还可提出另一个提议来试探对方;因此这个句型不但有降低现场火药味的作用，也可藉此表达新的意见，十分有利于双方进行磋商。它的语言技巧即在表达否定时没有用到不这样的字眼。 超出限度1. 10 is beyond my negotiating limit.2. 10 is outside where I can go.3. 10 is beyond the limits of what I can discuss.4. 10 is not acceptable to me.is beyond my negotiating limit.超出我的谈判限度。此句型的主词就是对方所提的条件。这句话明白告知对方，其提案超出己方设有的底限或自己的权限，若一味强求，可能造成谈判破裂。这种表达否决意味的句子，语气坚定却不失礼貌。 上级指示1. My instructions are to negotiate hard on this deal.2. Ive been instructed to negotiate hard on this deal.3. Ive been told to negotiate hard on this deal.4. Im obliged to negotiate hard on this deal.对话中，有两个表示自己乃衔命而来的句型，第一个是Dan说的：Ive been instructed to.。另一个是Robert说的：My instructions are to.。这两个句型均适用于正式场合，语气直截了当;一来传递上级的指示，二来划定谈判的界限。不仅请对方谅解自己权力有限的难处，并且抬出背后上司作护身符，借此保护自己不致成为对方攻击的箭靶。特别提示Robert对于Dan的谈判。时而动之以情，时而晓之以理。这一切的虚虚实实，无非是希望能与对方达成折衷方案、完成交易。以下两则谈判技巧供需要注意：A. 如何利用人称代名词博取对方的好感传递消息时，不要忘了随着消息的好坏，改变人称的使用。说坏消息时，利用we或our表示站在公司立场，或暗示这是公司的决定，而非个 人意思。例如文中Robert说:Our costs. Wont go down.及.would slash our profit margin.。再不然就抬出一个不在场的上司，表示奉命如此，请对方见谅自己的不得已。在说好消息或答应条件时，则尽量使用I或my，以拉近 彼此距离，加强对方的好感，利于日后关系的发展。B. 如何推测对方已到谈判的底限尽管双方在谈判的过程中，会不时地嚷嚷这已经是价格的底限了，其实通常都只是做做样子而已。经验之谈是当对方逐渐降低要求幅度时，就是快到价格底限的征兆了。请注意对方要求的幅度，当其逐渐降低到你心目中理想价格的边缘时，则离底限虽不中亦不远矣!买卖过招第一回 Buy and SellDan Smith是一位美国的健身用品经销商，此次是Robert第一回与他交手。就在短短几分钟的交谈中，Robert即感到这位大汉粗犷的外表下，藏有狡黠如脱兔的心思-他肯定是名沙场老将，自己绝不可掉以轻心。双方第一回过招如下：英文正文Dan: Id like to get the ball rolling by talking about prices.Robert: Shoot. Id be happy to answer any questions you may have.Dan: Your products are very good. But Im a little worried about the prices youre asking.Robert: You think we should be asking for more?Dan: Thats not exactly what I had in mind. I know your research costs are high, but what Id like is a 25% discount.Robert: That seems to be a little high, Mr. Smith. I dont know how we can make a profit with those numbers.Dan: Please, Robert, call me Dan. Well, if we promise future business - volume sales that will slash your costs for making the Exec-U-Ciser, right?Robert: Yes, but its hard to see how you can place such large orders. How could you turn over so many? Wed need a guarantee of future business, not just a promise.Dan: We said we wanted 1000 pieces over a six month period. What if we place orders for twelve months, with a guarantee?Robert: If you can guarantee that on paper, I think we can discuss this further.中文翻译D: 我想就从价钱方面开始谈吧!R: 洗耳恭听!我很乐意答复任何问题。D: 贵公司的产品很出色;但你们开的价码，让我觉得有点困难。R: 你是觉得我们应该把价钱开高一点啰?D: 我不是这个意思。我知道你们投入很高的开发费用，但是，我想要七五折。R: Smith先生，这个折扣似乎多了点。这样的价格，我们公司怎么能有利润可赚!D: Robert，请叫我Dan好了。这样吧!若我们答应以后继续合作，而且是大笔的生意，就可以使你们大幅降低健你乐的制造成本，对不?R: 嗯!不过，我看不出您怎能下这么大笔的订单?!贵公司如何销售这么多的货呢?我们要的可是保证，而不是随口答应就算数的哦!D: 我们本来说半年内订货1000件。如果现在我们保证一年内都会跟你们订货，你意下如何?R: 如果你们能以书面保证，我想我们可以再谈。短语解说get the ball rolling 开始get the ball rolling字面意思是让球滚动。此词组乃源自足球惯例：由一位球员开球，把球传给队友，借此展开一场比赛;因此这个让球滚动的动作，就引申为开始某活动。We can get the ball rolling on this deal by talking to the companys vice president.关于这笔生意，我们可以先找这家公司的副总谈。shoot 有话直说;洗耳恭听shoot，当动词有发射的含意。在本文中为感叹语，作用是鼓励他人踊跃发言，意思是有话尽管说，我洗耳恭听，为美式口语。If you think you have a better idea than this, shoot.如果你觉得还有比这更好的意见，尽管直说吧!make a profit 赚钱;获利赚钱这个词组的动词为 make - 用法是 make a profit。请注意 profit 要加冠词 a ,或改为复数形 - make profits 来使用。欢送场合 At a Farewell PartyJennifer的同事Kate，原是Action总公司的会计主任，由于表现杰出，公司将她调往台中分公司，担任中南部的会计部经理。在她南下就任之前，公司同仁为她举办了一个欢送会，由Jennifer代表致辞。英文正文Thank you for taking a moment to join us today. As you know, Kate is taking off next week for our Taichung branch office. She has been promoted to regional Accounting Manager for Actions central and southern regions.Kate has worked hard in our accounting department for three years now, and Id just like to say that Ive heard nothing but good things about her performance! Actually, the employee grapevine says shes a real slavedriver.Seriously, though, it comes as no surprise to me that you are moving up the Action corporate ladder. Everyone knows you are a hard worker. Accounting isnt going to be the same without you.Kate, wed all just like to say congratulations. Please let us know how youre doing, and the best of luck!中文翻译感谢各位今天的莅临。大家都知道，Kate在下星期就要到台中分公司上任，她刚升任为会计经理在本公司的中南部地区。Kate在公司的会计部门已认真工作了三年，而我得说，对于她的表现，我听到的除了赞美还是赞美!事实上呢，同事们的小道消息说，她可是个十足严苛的上司!说真的，你这次要升官，一点也不令我觉得意外。每个人都知道你工作卖力;会计部若没有你，就不可能有今天。Kate，我们全体跟你说一声恭喜!请与我们保持联络。祝你一切顺利!短语解说take off (for) 离开(前往)在此为俚语用法，意同leave。这词组另外还有脱下、起飞等意思。I usually take off for the office at eight every morning.我早上通常是八点出门上班。branch office 分公司;分处branch原为树枝的意思，branch office顾名思义，指一家大企业分设的子公司;与其相对的是headquarters，总公司。He worked at the bra