新职业英语经贸英语教案

1、Unit 3Business Negotiation本单元结合国际经贸业务中的典型工作流程、工作场景概述国际货物买卖过程中商业背景调查之后的一个重要环节“交易磋商”：l 交易磋商概述：介绍交易磋商过程中典型的四个环节，主要涉及四个环节的基本含义、内容和在整个过程中的地位与作用(Reading A)，为进行实际交易磋商提供理论指导；l 口头磋商：根据业务需要，向贸易伙伴询问商品报价、提供报价、磋商分歧和达成协议(Listening & Speaking)，学习实际磋商中的谈判技巧；l 书面报盘与还盘：客户通过电子邮件向公司相关人员进行报盘，即商品的名称、价格和样品等信息，公司对报盘进行还盘，指出

2、需要进一步磋商部分，并提供具体建议(Reading A)l 起草询盘和介绍信件：根据所给的信息，起草一份得体的询盘和接受信函(Reading B & Writing), 熟悉交易磋商信函包括的一般内容和格式。Unit ObjectivesAfter studying this unit, you are able to:l Understand the four basic steps in the process of a business negotiationl Know the formats of enquiry, offer, counter-offer and acceptanc

3、el Use the bargaining skills in business negotiationl Draft and answer enquiry, offer, counter-offer and acceptanceText The first step is “enquiry”. When reading an advertisement in a newspaper, website or anywhere else, buyers may make requests for the information relating to their interested produ

4、cts like price lists, samples and terms of payment. Such a request is called “an enquiry”.第一步是“询盘”。买方在报纸、网站或者其他地方看到一则广告后，可能会向对方索取有关自己感兴趣的商品信息，如价格表、样品、付款条件等。而这种索取信息的请求就被称为“询盘”。After sending the enquiry, it comes to “offer”. An offer is the expression of the wish of the seller to sell particular goods

5、 under stated terms, including quantity, prices, shipment, terms of payment, etc. It usually follows an enquiry that is either written or oral. 在发出询盘后，买方就会收到“报盘”。报盘表达了卖方希望出售某种商品的条件，包括数量、价格、装运、付款条件等。它通常出现在口头的或者书面的询盘之后。Offers can be classified into two types: firm offers and non-firm offers. A firm of

6、fer is usually a sellers promise to sell specified goods or services at specified prices, and valid for a specified period, with packing, payment, etc. described clearly. Once the firm offer is accepted by the buyer within the validity, the seller is not permitted to revise or withdraw his/her offer

7、 and is obliged to enter into a contract with the buyer. In contrast, a non-firm offer is actually an offer without engagement which often contains reservation clauses like “ We make you an offer subject to our final confirmation.”报盘可以分为两大类：实盘和虚盘。实盘通常是指卖方以指定的价格、有效期、包装、付款等内容销售某种商品或服务的承诺。实盘一旦在有效期内被买方接

8、受，卖方就不准修改或者撤回其报盘，并有义务与买方签署合同。相比之下，虚盘实际上是一个没有约言的报盘，它经常包括诸如这样的保留条款：“此发盘须经我方最终确认。”Next step is “counter-offer”. When an offer reaches the offeree, he/she may reject it and end the negotiation if he/she finds it impossible to reach an agreement. But usually he /she will carefully study the offer, and re

9、new the received offer by altering or adding some terms and conditions. In such a case, the reply to the offer is called “counter-offer”.下一步是“还盘”。当报盘送达受盘人，如果发现不可能达成一致，他/她可能会拒绝，从而终止谈判。但是通常他/她会仔细研究报盘，修改或添加一些条款和条件。在这种情况下，对报盘的回复称作“还盘”。A counter-offer functions as both a rejection to the original offer a

10、nd a new offer by the buyer. Consequently, the former offeror now becomes an offeree, and the former offeree turns to be an offeror. Normally, such exchanges might go through several rounds before a contract is signed.还盘的作用既是对原始报盘的拒绝，又是买方提出的新报盘。因此，以前的发盘人现在变成了受盘人，而以前的受盘人变成了发盘人。通常，在最终签署合同之前，这种相互之间的交流可

11、能要经历几个来回。Last, well discuss “acceptance”. When an offer arrives, the offeree might agree on all terms contained in the offer unconditionally, and an agreement will be reached between the two parties. In such a case, the reply to an offer is known as “acceptance”. Here, it should be noted that the wo

12、rd “offer” refers to both the original offer and the counter-offer in several rounds of negotiations.最后，我们将谈谈“接受”。当报盘到达受盘人后，他可能无条件地接受报盘中的所有条款。这样，双方就达成了一致。在这种情况下，对报盘的回复被称作“接受”。这里需要指出的是，“报盘”这个词这里既指原始的报盘，也指谈判回合中的还盘。agree to do sth.:同意做某事 agree with sb.:同意某人 agree on/about sth.:就某事达成一致1. Listening Task

13、1Miss Chen of Pioneer Garment Factory, is talking with Mr. Addison, a potential customer from the US. Listen to the conversation and match the people with the correct information. Script Miss Chen: Good morning, sir. Can I help you?Mr. Addison: Good morning. Id like to know something about your late

14、st blouses. Oh, by the way, Im Tom Addison from Rocky Mountain Import & Export Co. Heres my card.Miss Chen: Glad to meet you, Mr. Addison. This is my card. Im Chen Hong, sales manager of Pioneer Garment Factory. Have a seat, please!Mr. Addison: Thank you.Miss Chen: I think you might be interested in

15、 the embroidered ones which are the newest models. Here are the samples. In fact, it sells well in Canada.Mr. Addison: Yes, they look really nice and fashionable.Miss Chen: Im quite sure theyll find a ready market in your country.Mr. Addison: I hope so. But I need to study them further. Could you gi

16、ve me your catalog and price list?Miss Chen: Of course. Here you are.Mr. Addison: Ill contact you later. Thank you!Miss Chen: My pleasure! Im looking forward to your further enquiry. Bye!Mr. Addison: Bye!Task 2Miss Liu is answering a phone from a man whom she met at Chinese Export Commodities Fair.

17、Listen to the conversation and fill in the blanks with what you hear. Liu: Hello! Sunlight Bicycle Company.Mr. Smith: Hi, could I speak to Liu Heng in Sales Department? Liu: Speaking!Mr. Smith: This is Tom Smith, Purchasing Manager of Chicago Sports Import and Export. We met at Chinese Export Commod

18、ities Fair about one month ago.Liu: Oh, glad to receive your call. What can I do for you?Mr. Smith: Having seen your exhibits at the fair, Id like to tell that we have great interest in your latest model Bike TGBI and Bike TGGI.Liu: Wonderful! Have you got the price list?Mr. Smith: Yes, but Im wonde

19、ring whether you can give a special discount on our initial order.Liu: Well, it depends on the size of your order. Ill give you our policy on discount in thequotation letter.Mr. Smith: Thank you. Ill call you later when receiving your latest quotation. Bye!Liu: Bye.Task 3Mr. Clark, a purchasing mana

20、ger of an Australian company, is negotiating with Miss Yang who works for a major supplier of household appliances in China. Listen to the conversation and answer the following questions. 1. How does the report impress Alice at her first sight? In Miss Yangs company. 2. What does Miss Yang say to sh

21、ow that shed like to discuss about the offer? She said, “Sure. I appreciate your straightforwardness”. 3. How much higher is the price of T-2009 Model than that of other similar products according to Mr. Clark? 4%. 4. How many refrigerators does Mr. Clarks company plan to buy? 500. 5. Does Mr. Clark

22、 accept the newest offer? And why? Unlikely. He thinks its too high and said, “Im afraid Ill choose other suppliers” ScriptYang: Hello, Mr. Clark. Welcome to our company!Mr. Clark: Thanks. Its my great honor to be here. Shall we discuss your offer sent to me two days ago right now?Yang: Sure. I appr

23、eciate your straightforwardness.Mr. Clark: The refrigerator T-2009 is still expensive compared with the similar products from other suppliers. Your price is about 4% higher.Yang: Really? But the T-2009 has taken advantage of the latest technology. Im quite sure its the most energy-efficient and the

24、least noisy one. It is the newest model for the coming season.Mr. Clark: Of course, its new. So we risk buying 500 pieces for trial sale, but your price will leave little profit for me.Yang: I assure you there will be a great demand in your market, and if you can order more than 1,500 pieces, well g

25、ive you a 1.5% discount.Mr. Clark: Only 1.5%? Im afraid Ill choose other suppliers.Task 4After reading the quotation of Karl & King Electrical Appliance Co., Jack Smith is phoning sales woman Anna. Listen to the conversation and decide whether the following statements are true (T) or false (F). 1. U

26、niversal Electrical Appliance Import & Export Co. sells electrical hair dryer. 2. Generally, each set of HD-1500B is $60 on CFR Vancouver basis. 3. The discount depends on the quality and time of shipment. 4. Jack wants 400 sets of electrical hair dryer HD-1500B. 5. Jack orders two models of hair dr

27、yer from Anna. 6. The offered price of hair straightener JO-074 is still very expensive. 7. Jack wants to have 3% discount altogether. 8. They finally reach an agreement on the price. ScriptAnna: Karl & King Electrical Appliance Co. Can I help you?Jack: This is Jack Smith, Purchasing Manager of Univ

28、ersal Electrical Appliance Import & Export Co. Ive just browsed your companys online quotation and Im interested in your electrical hairdryer.Anna: Great! Which model?Jack: HD-1500B. Please quote us your lowest price on CIF Vancouver basis.Anna: The price is $60 per set. But it depends on the quanti

29、ty and the time of shipment.Jack: We would like to have 200 sets in red and blue respectively before July 30th. So could you give me a discount of 5%?Anna: Frankly speaking, your order is not large enough. But if you order our other products, well consider giving you a special discount.Jack: Good. W

30、e also intend to place an order for 500 sets of hair straightener JO-074.Anna: Our quotation for that model is $30. As youve ordered both hair straighteners and hairdryers, we can give you a special discount of 2.5% altogether.Jack: Only 2.5%? But we expect more. How about 4%?Anna: The two models yo

31、u want are the latest models and their quality is the best among similar products on the market. So we can give you 3% at most.Jack: OK, done!Task 5Mr. Zhu, Sales Manger of a company in Guangdong, is talking with his customer Ellen Rice, an American importer, on the phone. Listen to the conversation

32、 and fill in the blanks with what you hear.Mrs. Rices notebook Interested Products: 1 Washing machine WSB and WST Supplier: 2_ Liangxing Corporation Quantity: 3_ 500 sets for each model Agreed Discount: 4_ 2% Payment: 5_ 30% by T/T in advance and the rest by irrevocable L/C at sight Script Mr. Zhu:

33、Lianxing Corporation. What can I do for you?Mrs. Rice: Hello, this is Ellen Rice. I sent you an enquiry for a price list of your washingmachines a week ago.Mr. Zhu: I remember that. I quoted you our latest price list two days ago. So, which model do you have interest in?Mrs. Rice: Im impressed with

34、WSB and WST and planning to place an order of 500 sets for each model. Can you give us a special discount, say, 3%?Mr. Zhu: 3% is too high. But it depends on shipment time and the way of payment.Mrs. Rice: We prefer the washing machines will arrive in New York before July 30th. Asto the payment, we

35、can give 30% by T/T in advance and the rest will be paid by irrevocable L/C at sight.Mr. Zhu: In that case, we can give at most 2% discount. We do this only to show we will continue to do business with you in the future.Mrs. Rice: 2% is OK. Ill send you an order later by fax.2. Speaking Task 1Make s

36、entences by choosing relevant information inTask 2Work in pairs. Practice making short conversations with the words provided according to the example below. Task 3Work in pairs. Practice making a conversation with the help of the instruction Below.Purchasing Manager of Bluesky Industrial Company Int

37、roduce yourself properly. Indicate what parts of the offer are unacceptable to you and need to be modified. Provide solutions for solving the disagreement. Reach a compromise.Sales Manager of Huaxia Company Show your pity on the differences. State your reasons for your original offer and indicate ho

38、w far you can give up to reach a deal. Show your excitement when reaching a compromise. SampleA: Everlight Corporation! What can I do for you?B: This is Liu Xue from Xinghua Company. Could I speak to your sales manager.A: Speaking!B: Ive read your offer about the TSB bulb. The payment by L/C at sigh

39、t is OK. But the price is still very high, even higher than last month.B: yes, it is rising mainly because the production cost continues to rise.A: but could you give us a special discount, say, 2%? We plan to order 100,000.B: Done!A: Great! Ill send you the order this afternoon.Task 4Situational Pr

40、actice. Make conversations with your partner according to the following situations.2. After receiving the offer from an American company for sports wear, you are to telephone their sales manager and tell him/her that their price is still higher than other suppliers. You argue with him/her and finall

41、y get 1.5% discount for the initial purchase. 1. A purchasing manager of an X-ray company f rom I reland intends to place an order for 15 tons of pineapple if the price is competitive. You are to offer your companys best price and tell him your companys policy on discount: If the quantity exceeds 20

42、 tons, youll give 2% discount. After several rounds of argument, you and the purchasing manager reach a deal. 3. A British businessman phones you to enquire the tea price and you offer him your rocket bottom price. Unfortunately, the gap between his expectation and your offer is too and he decides t

43、o find other suppliers. SampleA: Lanxing Fruit Import & Export! Can I help you?B: This is Robinson from X-ray Co., Ltd. Im very interested in your pineapple.A: Great! How much do you want to order?B: 15 tons. So, please quote us your lowest price.A: $1,000 per ton.B: Its not very competitive, yes?A:

44、 But if your order exceeds 20 tons, well give you a 2% discount. Thats our lowest price.B: OK, done!Task 1Choose the best answer to each of the following questions according to the above correspondence. B 1. Which of the following topics has not been stated in the first email?A. The position of Win-

45、win Clothing Factory. B. Feedbacks to the samples.C. The terms of payment. D. The quotations for jeans.A 2. It can be inferred from the first email that .A. it is the first time for the two companies to do business with each otherB. the samples were sent to the business partner before February 5th,

46、2009C. Win-win Clothing is only dedicated to American marketD. Rocky Mountain hates womens jeansC 3. What is the price of small blue jeans for men?A. $11. B. $10.5. C. $10. D. $50.D 4. What have the two companies agreed on according to the second email?A. The amount of profit. B. The price of the je

47、ans.C. Time of payment. D. The quality of the jeans.Task 2Match the following terms with their Chinese meaning.1. manufacturer2. favorable3. L/C4. freight5. insurance6. alternative supplier7. correspondence8. quotation9. pave the way for10. tie up a. 信用证 b. 信件 c. 制造商 d. 占用 e. 为铺平道路 f. 有利的 g. 运费 h. 报

48、价 i. 保险费 j. 交替供应商 Task 3Translate the following short paragraph chosen from the second email into Chinese.We do appreciate the good quality of your jeans and their styles. However, after a careful study of your quotation and the current market, we learn that your price seems to be on the high side.

49、To accept your quotation will leave us with little profit.我们十分欣赏贵公司牛仔裤的质量和样式。但是，在认真研究您的报价和目前市场后，我们发现您的价格似乎偏高。如果接受贵公司的报价，我们将几乎没有利润。3. Writing Task 1Fill in the following letter according to the given information.Mr. Smith wanted to find an alternative supplier of clothes. He sent a seller a letter to

50、 ask for samples and the latest pricelists. He might place orders if the price is reasonable. Dear Sir or Madam,(1)We learn your company and its address from your advertisement in China Daily on Monday, February 9th. You may be glad to know that we are one of the most important importers of jeans in

51、 the US.Were seeking (2)an alternative supplier of jeans. Could you send us (3)your samples and the latest price list for mens jeans? (4)We would like to have 1000 pairs of mens jeans in Size L, M and S respectively with the(5)delivery date before June 30th. The color can be either black or blue.Ple

52、ase (6)quote us your best price as we will (7)place regular orders in the future if your products are at reasonable prices.We are (8)looking forward to receiving your replay.Yours faithfully,Tom SmithPurchasing Manager Task 2Read the second email in Reading B again, and send an acceptance with the h

53、elp of the following tips. Express your acceptance directly and clearly and restate the terms and conditions you have agreed upon; Remind the reader to countersign; Show your confidence in carrying out the deal. Suggested Answers Dear Mr. Smith, We accept your counter-offer of February 8th, 2009 and

54、 are pleased to confirm having concluded the transaction of the jeans you ordered. The 1,000 pairs of mens jeans in Size L, M and S respectively will be manufactured as soon as your L/C reaches us and be ready before the shipping time. You can rest assured that your order will be fulfilled as contra

55、cted upon. To make sure that the shipment is on time, wed like to reiterate that your L/C must reach us 30 days before the shipping time. We are now enclosing here with our Sales Contract No. 09T4321 in duplicate. Please counter-sign and return us one copy for our records. We appreciate your coopera

56、tion and are confident that our products will turn out to your satisfaction.Yours sincerely,Zheng Zhi 4. Project Project Guidelines This project aims at performing the process of business negotiation. The whole task is divided into three steps. Step one involves sending an enquiry and giving an offe

57、r. Step two focuses on two sides arguing over the terms and conditions of the offer. Step three bears upon the confirmation of what have been agreed on.Please follow the Task Description to complete the project. Task Description Step One Organize a small group with 4-6 people in your class; Divide your group into two sides: purchasing side and sales side; Tak