国际商务英语（纯英文版本）.ppt

1 主编张永莉张中强 上海财经大学出版社 国际商务英语 2 UnitOneINTERNATIONALBUSINESS1 1WhatIsInternationalBusiness 1 2TheScopeofInternationalBusinessActivities1 3CommercialRisk1 4CommercialCredit1 5InternationalBusinessManagement1 6ABriefIntroductiontoWTO 3 1 1WhatIsInternationalBusiness 1 1 1BasicConceptsonInternationalBusinessTherationaleforinternationalbusinessbetweennationscentersonspecialization absoluteadvantageandcomparativeadvantage 4 1 1WhatIsInternationalBusiness 1 1 2ReasonsforRecentInternationalBusinessGrowthExpansionofTechnologyLiberalizationofCross BorderMovementsOtherReasons 5 1 2TheScopeofInternationalBusinessActivities 1 2 1TradeinGoodsandTradeinServicesInternationalbusinessactivitiesconcernaboutthetradeoperationsofbothimportandexport whichincludesthepurchaseandthesaleofbothvisibleandinvisiblegoods Purchaseandsaleofvisiblegoodsiscalledtradeingoods whilepurchaseandsaleofinvisiblegoodsiscalledtradeinservices 6 1 2TheScopeofInternationalBusinessActivities 1 2 2InternationalInvestmentInternationalinvestmenthasacrucialimpactonanation sbalanceofpayments Whenforeigndirectinvestment FDI ismade capitalentersacountry enablingittoimportmanufacturedmaterialstobuildanewmanufacturingplantandtopayworkers FDIflowstodevelopingcountrieshavebeenheavilyconcentratedintwosectors 7 1 2TheScopeofInternationalBusinessActivities 1 2 3CulturalConflictsinInternationalBusinessCulturalConflictinNegotiationCulturalConflictinMarketingCulturalConflictinBusinessAdministrationCulturalConflictsinBusinessPublicRelations 8 1 3CommercialRisk Thespecialriskelementsconfrontedininternationalbusinessactivityincludefinancial political regulatoryandtaxrisks Thefinancialriskelementsinvolvebalance of paymentsconsiderations varyingexchangerates differentialinflationtrendsamongcountriesanddivergentinterestrates 9 1 4CommercialCredit 1 4 1WhatIsCommercialCredit Commercialcreditissometimesreferredtoasbusinesscreditorcommerciallending whichisameasureofanorganization sabilitytoobtaingoodsorservicesbasedonapromisetopayforthemlater Itsmainformsincludepurchasedmerchandiseonaccount advancesonsalesandcommercialbill 10 1 4CommercialCredit 1 4 2TheReasonofUsingCommercialCreditWiththeemergenceofthecommercialcredit theenterprisescanoffereachothercredit whilesolvingtheproblemofinconsistenciesduringtheprocess 11 1 4CommercialCredit 1 4 3TheMainBodiesofCommercialCreditThemainbodiesofcommercialcreditarebusinessenterprises Unlikeitemsandservicesobtainedusingpersonalcredit thoseacquiredwithbusinesscreditaremeanttobeusedforcommercialreasonsonly Insomecases theownerorownersofabusinessareheldpersonallyliableforthedebtsofthebusiness 12 1 4CommercialCredit 1 4 4TheProtectionofCommercialCreditProtectingthecommercialcreditisoneofthemostimportanttasksthatmoderncompaniesface Thejudicioususeofcommercialcreditensuresthatacorporationhasresourcestocalluponwhenatemporarydownturninsalestakesplace orwhenanopportunitytoexpandoperationsinordertotakeadvantageofmarketchangestakesplace 13 1 5InternationalBusinessManagement 1 5 1IntroductionThemainconcernsareenvironment processandregularityoftheinternationalbusinessactivities Peoplewhoareoccupiedininternationalbusinessmanagementmusthavesomeabilities 14 1 5InternationalBusinessManagement 1 5 2ImportanceofInternationalBusinessManagementChinawillbemoreheavilyinvolvedinworldeconomicandtradeactivities Ononehand moreandmorefamousenterprisesaresituatedinChinainformsofforeigninvestment jointventure corporationandsoon Ontheotherhand Chineseenterprisesaremovingtowardstheinternationalization 15 1 6ABriefIntroductiontoWTO 1 6 1WhatisWTO TheWorldTradeOrganization WTO istheumbrellaorganizationresponsibleforoverseeingtheimplementationofallthemultilateralagreementsthathavebeennegotiatedintheUruguayRoundandthosethatwillbenegotiatedinthefuture 16 1 6ABriefIntroductiontoWTO 1 6 1WhatisWTO TheWorldTradeOrganization WTO dealswiththerulesoftradebetweennationsataglobalornear globallevel ThereareanumberofwaysoflookingattheWTO Negotiationforum Aplacetooperateasystemoftraderules Aplacetohelpsettletradedisputes 17 1 6ABriefIntroductiontoWTO 1 6 2PrinciplesoftheTradingSystemTradewithoutDiscriminationMost favored nation MFN NationaltreatmentTransparencyPredictableandgrowingaccesstomarketsFreetradePredictability 18 1 6ABriefIntroductiontoWTO 1 6 3MajorFunctionsPromotingFairCompetitionEncouragingDevelopmentandEconomicReform 19 UnitTwoINTERNATIONALTRADE2 1Introduction2 2BusinessPreparatoryWork2 3BusinessNegotiationandEstablishmentofContract2 4ExportandImportDocumentation2 5ThePerformanceofanExportContract 20 2 1Introduction 2 1 1DefinitionandCharacteristicsofInternationalTradeInternationaltrade alsoknownasworldtrade oroverseastrade isthefairanddeliberateexchangeofgoodsandservicesacrossnationalboundaries Itconcernstradeoperationsofbothimportandexportandincludesthepurchaseandsaleofbothvisibleandinvisiblegoods 21 2 1Introduction 2 1 1DefinitionandCharacteristicsofInternationalTradeThefundamentalcharacteristicmakinginternationaltradedifferentfromdomestictradeisthatinternationaltradeinvolvestransactionsthattakeplaceacrossnationalborders 22 2 1Introduction 2 1 2ReasonsforInternationalTradeResourcereasons Economicreasons Otherreasons includingpoliticalobjectives tastes preferencesandconsumptionpatterns 23 2 1Introduction 2 1 3BasicConceptsofInternationalTradeExportandimportValueofforeigntradeQuantumofforeigntradeBalanceoftrade 24 2 1Introduction 2 1 4ClassificationofInternationalTradeExporttrade importtradeandtransittradeDirecttrade indirecttradeandentrepottradeTangibletradeandintangibletradeBartertradeandfree liquidationtrade 25 2 1Introduction 2 1 5BasicProceduresofExportBusinessPreparationforexportNegotiationoftermsandconditionsfortheformationofacontractforexportbusinessFulfillmentofacontractforexportbusiness 26 2 1Introduction 2 1 6BasicProceduresofImportBusinessPreparationforimportNegotiationoftermsandconditionsfortheformationofacontractforimportbusinessFulfillmentofacontractforimportbusiness 27 2 2BusinessPreparatoryWork 2 2 1MarketResearchEvaluationofthetargetmarketisthefirststepinimplementingprofitableimportorexportplans Informationconcerningthefollowingsubjectsmaybevaluablefordecidingthetargetcountry culturalbackgroundandeconomicsituations politicalclimateofthecountry currentimportandexportstatistics governmentpolicyoninternationaltrade andinformationontradebarriersandrestriction 28 2 2BusinessPreparatoryWork 2 2 2CreditInquiryIninternationalbusiness creditinquiryismadebytradersrequestingthefinancialposition credit reputationandbusinessmethodsofotherfirms 29 2 2BusinessPreparatoryWork 2 2 3MakingContactsMakingcontactsisaprocessthatbothreinforcesthecreditinquiryofcertainfirmsandestablishesbusinessrelationswiththem 30 2 3BusinessNegotiationandEstablishmentofContract Businessnegotiationisabargainprocessinvolvingpotentialparties buyerandseller toacontractwithanaimofcomingintoanagreementonprice payment quantity qualityandothertermsorconditionsofasale Toreachanagreementinthebusinessnegotiation inmostcases fivestagesareneeded enquiry offer counter offer acceptanceandconclusionofacontract 31 2 4ExportandImportDocumentation Documentationisaninvisiblepartofinternationaltrade Itreferstothepreparationandexaminationofdocumentsinvolvedinatransaction Themajorpurposeofdocumentationistoprovideaspecificandcompletedescriptionofthegoodssothattheycanbecorrectlyprocessedfortransport insurance payment customsclearance etc 32 2 4ExportandImportDocumentation 2 4 1GovernmentControlDocumentsGovernmentcontroldocumentsnormallyincludeimportlicense foreignexchangelicense exportlicense certificateoforigin inspectioncertificate consularinvoiceandcustomsinvoice 33 2 4ExportandImportDocumentation 2 4 2CommercialDocumentsCommercialdocumentsaregenerallyissuedbytheimporter theexporterorsomerelevantnon governmentalbusinessorganizations Commercialdocumentsmayincludeproformainvoice commercialinvoice qualitycertificateandweightcertificate 34 2 4ExportandImportDocumentation 2 4 3FinanceDocumentsQuiteafewfinancedocumentsareusedtoensurethattheexporterreceivesfullandtimelypaymentfortheshipmentininternationaltrade Thesedocumentsareusuallyissuedbybanksorexporters includingapplicationformforinternationalmoneytransfer drafts banker sdraft commercialdraft sightdraft timedraft applicationfordocumentaryletterofcreditandletterofcredit 35 2 4ExportandImportDocumentation 2 4 4TransportationDocumentsAfewcommonlyusedtransportationdocumentsarelistedbelow shippingnote packinglist billoflading consignmentnote rail road airwaybill parcelpostreceipt combinedtransportdocuments andarrivalnotification 36 2 4ExportandImportDocumentation 2 4 5InsuranceDocumentsThecargoinsurancedocumentisacontractwherebytheinsurer insurancecompany onthebasisofapremiumpaid undertakestoindemnifytheinsuredagainstlossfromcertainrisksorperilstowhichthecargoinsuredmaybeexposed Itisanindispensableadjunctofinternationaltrade Therearethreeimportantinsurancedocuments insurancepolicy insurancecertificateandopenpolicy 37 2 5ThePerformanceofanExportContract Performanceoftheestablishedcontractisanindispensablesteptobothpartiestorealizetheeconomicbenefitfrominternationaltradeanditisboththeeconomicbehaviorandthelegalacttothepartiesconcerned 38 2 5ThePerformanceofanExportContract 2 5 1ExportProceduresCargoreadinessL CCustomsclearanceShippingInsuranceDocumentandpayment 39 2 5ThePerformanceofanExportContract 2 5 2ImportProceduresImportlicenseL CTransportationpreparationInsurancePaymentCustomsclearanceInspectionandtakingdeliveryClaimSettlementofdisputes 40 UnitThreeBUSINESSNEGOTIATION3 1OverviewofBusinessNegotiation3 2ThePrinciplesofBusinessNegotiation3 3PreparationforNegotiation3 4GeneralProceduresinBusinessNegotiation3 5NegotiationStrategiesandtactics3 6LanguageforNegotiation3 7CulturalInfluenceonNegotiation 41 3 1OverviewofBusinessNegotiation 3 1 1WhatisNegotiation Negotiationistheprocessweusetosatisfyourneedswhensomeoneelsecontrolswhatwewant Wheneverpeopleexchangeideaswiththeintentionofchangingrelationships whenevertheyconferforagreement theyarenegotiating Theabilitytodealwithbusinessaffairs toarrangebydiscussionthesettlementofterms toreachagreementsthroughtreatiesandcompromise 42 3 1OverviewofBusinessNegotiation 3 1 2TheImportanceofBusinessNegotiationNegotiationisadynamicprocessofadjustment Itisinthemutualinterestofparticipantstocometosomeagreementandthisprovidesacooperativeaspect Successinnegotiationisseennottobemeasuredinpointsscoredoffone sopponent butinthecontributionthatthenegotiationitself 43 3 2ThePrinciplesofBusinessNegotiation Win winPrincipleEqualityPrincipleSincereCooperationKeepItFlexibleandFluid 44 3 3PreparationforNegotiation 3 3 1SelectingMembersoftheNegotiatingTeamComposingPrinciplesofNegotiatingGroupTheCompositionoftheNegotiatingGroupToorganizethenegotiatinggroupandtodividetheworkTheQualitiesofNegotiatingMembers 45 3 3PreparationforNegotiation 3 3 2IdentifyingtheNegotiationIssuesandObjectivesAnissueisanyassertionaboutwhichyouandyourcounterpartdisagree Incontrast nonissuesareassertionsaboutwhichbothpartiesagree Issuesarethebasesforthedifferencesofbothparties negotiationpositions Becauseofthat youmustidentifythekeyissuesthateffectthosepositionsbeforeyoudevelopyourpre negotiationobjectives 46 3 3PreparationforNegotiation 3 3 3GatheringInformationOncethenegotiatingteamhasbeenorganized thefirstandmostimportantstepinpreparingforaspecificnegotiationisgatheringinformation ObtainingInformation KeyInformationShouldBeGathered Analyzinginformation 47 3 3PreparationforNegotiation 3 3 4NegotiatingBriefandNegotiatingPlanThenegotiationbriefconsistsoftheinstructionsgiventotheteamleaderbythemanagement whilethenegotiatingplanisdevelopedbythenegotiatingteamandrepresentsthemannertheyproposetoimplementtheinstructionsstatedinthenegotiatingbrief 48 3 4GeneralProceduresinBusinessNegotiation 3 4 1EnquiryIninternationaltrade enquiryisusuallymadebythebuyerwithoutengagementtogetinformationaboutthegoodstobeordered suchasthecommodity sname quality price mode thedesiredquantityanddeliverydate andotherterms 49 3 4GeneralProceduresinBusinessNegotiation 3 4 2OfferAnofferisaproposaloftermsandconditionspresentedinapotentialcontractbyoneparty calledtheofferor toanotherparty calledtheofferee Forthesakeoftheagreementtobebinding theoffereemustfirstaccepttheoffer otherwisethereisnolegal contract 50 3 4GeneralProceduresinBusinessNegotiation 3 4 2Offer OfferwithEngagementThisisthekindofoffer inwhichtheofferor sintentionofmakingacontractisdefinitelyindicated andunderwhichtheofferorcannotrevokeoramendwhathehasofferedduringthevalidityoftheoffer Hereisanexamplefromofferbyfax 51 DearsirsThanksforyourenquirydatedJune5th WeofferfirmsubjecttoreplyonJune15th 2005 3000pairsofChineseshoesGradeA3dollarsperpairCGRMontreal shipmentwithonemonthafterreceiptofsightL C whichmustreachherebytheendofAugust Pleasemakequickacceptance YoursFaithfullyOllie 52 3 4GeneralProceduresinBusinessNegotiation 3 4 2Offer OfferwithoutEngagementWhatisstatedinanofferwithoutengagement isunclear incompleteandwithreservations Thiskindofofferisnotbindingontheofferor Thefollowingcable forexample isanofferofthiskind 53 OFFERAPPROXIMATELYTWENTYTHOUSANDMETERSCHINESEHANGZHOUBROCADEREFERENCEPRICEUNDOLLARSSIXTEENPERMETERCIFNEWYORKIRREVOCABLEL CSUBJECTTOOURFINALCONFIRMATION 54 3 4GeneralProceduresinBusinessNegotiation 3 4 3Counter offerAftertheoffereehasreceivedthefirmoffer hemayacceptitandconcludethebusinesswiththeofferor orhemaynotacceptit ormaynotacceptitwhollyandputforwardsomeadditions modifications limitations etc tothebasictermsandconditionscontainedintheoffer Afaxcounter offer forexample isasfollowing 55 56 3 4GeneralProceduresinBusinessNegotiation 3 4 4AcceptanceInbusinesslaw anacceptanceistheassenttothetermsofanoffer requiredbeforeacontractcanbevalid Itmustbeabsoluteandunconditional anditmaybetenderedonlybythepersontowhomtheofferisdirected andmustconformtoanyconditionswhicharesetforthintheoffer 57 3 4GeneralProceduresinBusinessNegotiation 3 4 5ContractAcontractisanagreementthatcreatesanobligation whichisabinding legallyenforceableagreementbetweentwoormorecompetentparties Inexporttrade asalescontractisalegaldocumentmadebyandenteredintobetweenasellerandabuyeronthebasisoftheirofferandacceptance 58 3 5NegotiationStrategiesandtactics 3 5 1ReasonsforlosingaNegotiationAbsenceoffeedbackSatisfactionSelf reinforcement 59 3 5NegotiationStrategiesandtactics 3 5 2BasicNegotiationSkillsSeparatethepeoplefromtheproblemFocusingoninterestsnotpositionsBewellpreparedBepatienceandintegrity 60 3 5NegotiationStrategiesandtactics 3 5 3UsefulNegotiationStrategiesGenerallyspeaking strategymaybedefinedastheoverallplanusedtogainadvantageovertheopponentorachievesomeend Therearetwobasicstrategies Offensive Defensive 61 3 6LanguageforNegotiation 3 6 1LanguageSkillsinDifferentNegotiatingStylesInthecooperativestyle thebasicprincipleisthatbothpartiescangainsomethingfromthenegotiationwithoutharmingtheinterestsoftheother Inthecompetitivestyle negotiatorsseeeachotherasopponents Knowledgeoftheotherparty sneedsisusedtodevelopstrategiestoexploitweaknessesratherthantoseekasolutionsatisfactorytobothsides 62 3 6LanguageforNegotiation 3 6 2LanguagePrinciplesCourtesyConcisenessClarityCorrectnessConstructivenessConcession 63 3 7CulturalInfluenceonNegotiation 3 7 1CultureandCommunication WhatisCulture GuarnacciaandRodriguez 1996 assertthatcultureisnotstatic Itisnotjustathing butalsoaprocessthatimpactseverythingwedoknowandperceive 64 3 7CulturalInfluenceonNegotiation 3 7 1CultureandCommunication VerbalAspectsofNegotiationCulturalliteracyisnecessaryinordertounderstandthelanguagebeingused NonverbalAspectsofNegotiationTimeSpaceBodyLanguage 65 3 7CulturalInfluenceonNegotiation 3 7 2NegotiationamongCulturesCulturalConflictsinIndiaCulturalConflictsinJapanU S ApproachestoNegotiationGermanApproachestoNegotiation 66 UnitFourINTERNATIONALTRADETERMS4 1DefinitionofInternationalTradeTerms4 2TheRoleofInternationalTradeTerms4 3InternationalRulesandPracticesonTradeTerms4 4WaystoSelectaPriceTrade 67 4 1DefinitionofInternationalTradeTerms TradetermsorpricetermsarealsocalledIncoterms whicharestandardtradedefinitionsmostcommonlyusedininternationalsalescontracts DevisedandpublishedbytheInternationalChamberofCommerce ICC theyareattheheartofworldtrade ThebestknownIncotermsareFOB FreeonBoard CFR CostandFreight andCIF Cost InsuranceandFreight 68 4 2TheRoleofInternationalTradeTerms Tradetermsareimportantcomponentsofaunitpriceininternationaltrade standingforspecificobligationsofthebuyerandtheseller Everycommercialtransactionisbaseduponasalescontract andthetradetermsusedinthecontracthavetheimportantfunctionofnamingtheexactpointatwhichtheownershipofthemerchandiseistransferredfromthesellertothebuyer 69 4 3InternationalRulesandPracticesonTradeTerms 4 3 1Warsaw OxfordRules1932ThisrulewasdraftedbytheAssociationofInternationalLawin1932 Itcontains21clauses whichonlystipulatethenatureofCIFcontract thecosts risksandresponsibilitieswhichshouldbebornebythesellerorthebuyer 70 4 3InternationalRulesandPracticesonTradeTerms 4 3 2RevisedAmericanForeignTradeDefinition1941In1919 nineAmericancommercialgroupsdrewuptheUSExportQuotationsandAbbreviationsin1999 thenrevisedin1941andrenamedRevisedAmericanForeignTradeDefinition1941 71 4 3InternationalRulesandPracticesonTradeTerms 4 3 3Incoterms2000Incoterms internationalCommercialTerms wasdevelopedbytheInternationalChamberofCommerceinParis France ThepurposeofIncotermsistoprovideasetofinternationalrulesfortheinterpretationofthemostcommonlyusedtradetermsinforeigntrade 72 4 3InternationalRulesandPracticesonTradeTerms 4 3 3Incoterms2000ItshouldbestressedthatthescopeofIncotermsislimitedtomattersrelatingtotherightsandobligationsofthepartiestothecontractofsalewithrespecttothedeliveryofgoods Incotermsarealwaysusedwithageographicallocationanddonotdealwithtransferoftitle Themostrecentversion Incoterms2000 divide13termsinto4groupsasfollows 73 GroupE DepartureEXW ExWorks namedplace GroupF MainCarriageUnpaidFCA FreeCarrier namedplace FAS FreeAlongsideShip namedportofshipment FOB FreeonBoard namedportofshipment GroupC MainCarriagePaidCFR CostandFreight namedp