商务英语综合教程（上册）Unit15WhatKindofNegotiationsAreYouPreparingfor.ppt

1、Unit Fifteen,What Kind of Negotiations Are You Preparing for?,Introduction,No matter what business you do, you are involved in negotiations every day. Negotiations vary widely in their importance and significance. A negotiated agreement is the outcome of concession trading and compromise. People ent

2、er a negotiation because they believe that there is something in it for them.,Text,Exercises,Related Technical Terms,Grammar,1 For starters you want to determine what sort of negotiations you are preparing for. The main questions to ask yourself are: Win/lose or win/win?,Text,2 First of all, you hav

3、e to decide whether you are about to enter what are commonly called win/lose negotiations or win/win negotiations, whether the emphasis of the negotiations will be on confrontation or on co-operation. In win/lose negotiations, parties strive for victory, they want to beat their opponent. In win/win

4、Negotiations，they strive for consensus. They not only have no desire to beat their opponent but, on the contrary, they want him to be satisfied with the outcome of the negotiations. In fact, they dont view him as just an opponent.,Text,3 Some negotiators take the attitude that negotiation is, by its

5、 very nature, primarily a win/lose process. Other negotiators are convinced that all negotiations should be carried out in a win/win spirit. Neither of them is right. It all depends on the nature of the particular negotiations. Are you negotiating a long-term relationship? Is there a possibility tha

6、t you may have to deal with the other party again? Are you dependent on him for smooth compliance with the agreement? Negotiate with a win/win attitude, and do not go for the last drop of blood. See to it that your opponent too , is,Text,satisfied with the result. At the very least, leave him self-r

7、espect intact. Examples: joint-venture contracts, business partnerships, franchise agreements, fee arrangements between a lawyer and his client. In all these situations, parties discuss and solve some conflicting ones, too. It would harm the one if the other does not end up feeling good about the ag

8、reement.,Text,4 But do not tell me that you are concerned about the well-being of the salesman from whom you buy a second-hand car. All you want is the best car for the least money. And do you care in the least about the feelings of the loss adjuster of the insurance company representing the road-ho

9、g, who injured you in a traffic accident? Not at all. The larger the settlement the better you feel and thats all there is to it. One-shot deals, short-term relationships, situations in which your opponent cannot frustrate the implementation of the agreement, all those lend themselves well to win/lo

10、se negotiation.,Text,5 Keep four things in mind. First, win/win negotiation should not be viewed as a soft, boy scout-like, altruistic approach. You negotiate a win/win outcome for purely selfish reasons. You want the other part to be satisfied with the outcome because his satisfaction works to your

11、 advantage. He will love to do business with you again and he will gladly implement the agreement faithfully and on time.,Text,6 Furthermore, win/win negotiation should be a two-way street. You might prefer to negotiate in a win/win spirit, but if your opponent does not - even after you have tried t

12、o make him understand that he will gain by co-operation and lose by confrontation - you cannot afford to continue on the win/win road. Whether you want to or not, you are largely forced to follow suit. However, if you are negotiating a relationship which obviously requires a win/win approach and you

13、 notice that your opponent does not seem to think so , that in itself might prompt you to stop and wonder whether you should embark on a venture with that opponent at all. From the fact that you cannot negotiate with him in the spirit you think is suitable, you might deduce that you will not be able

14、 to do business with him later in the right spirit. In that case, you might seriously consider calling the whole thing off.,Text,7 Another important but often misunderstood matter to remember is that the question whether or not you are sitting in the drivers seat at the negotiating table has hardly

15、any bearing on the decision whether to negotiate in a win/win or win/lose spirit. Even if your position is very strong, even if you could almost dictate your terms, it might be better for you, in the long run, not to fully use your power. Everything depends on the duration of relationship and how de

16、pendent you are on the other party for compliance. The only criterion continues to be how you view the negotiation in the context of the larger relationship.,Text,In negotiations that old pearl of wisdom applies: “Be nice to the people whom you meet on your way up, they are the same people you meet

17、on your way down.” There are frequently situations in which you have the opportunity to walk over an opponent. But he will never forget it. Certainly not when the roles are reversed, as they so often are. Neither will he forget when you voluntarily take less than you could and give more than you hav

18、e to. Thats not generosity on your part, just long-term thinking.,Text,8 “You build long-term resentment and bitterness if one side kicks the other one while its down. The owner might win today, but if they extract too much blood, the players will win tomorrow.” That was how one of the national Foot

19、ball League owners lawyers commented (Business Week, 2 November 1987) on their inflexibility during the players strike in the autumn of 1987. Quite correctly, he blamed them for negotiating in a win/lose spirit when a win/win spirit was called for.,Text,9 In his autobiography, Reflect on Things Past

20、. Lord Carrigngton, a former British foreign Secretary, blames Mrs.Thatcher for making the same mistake in negotiations with her EC (European Community) partners. He praises her “firmness and intransigence” as key factors in settling a serious EC budget dispute in Britains favor, but he adds: “I can

21、not pretend that the resultant atmosphere made all our foreign relations easier to conduct.”,Text,10 Finally, be consistent. It too often happens that negotiators rationally conclude that they should negotiate in a win/win spirit but in the heat of the negotiations they apply all kinds of tricks whi

22、ch are only suitable for a win/lose negotiation. Or they are led astray by their bad mood, the poor quality of the coffee or the ugly face of the opponent, all irrelevant factors in this respect.,Text,1. First of all, you have to decide whether you are about to enter what are commonly called win/los

23、e negotiations or win/win negotiations, whether the emphasis of the negotiations will be on confrontation or on co-operation.,Notes,首先，你得决定你想采取一方输、一方赢的谈判方式还是想采取双赢的谈判方式。这两种谈判最重要的差别是看它强调“对抗”还是注重“合作”。 negotiation : COM. The act or process of negotiating, of bargaining over business deals. (商)（就商业交易而进行的

24、）协商，谈判 what are commonly called win/lose negotiations or win/win negotiations： 此部分是what 所引导的名词性从句，在句子中作enter的宾语。 whether 引导的是decide 这个动词的两个并列宾语从句,2. Some negotiators take the attitude that negotiating is, by its very nature, primarily a win/lose process.,Notes,有些谈判人员认为谈判都是一方赢、一方输模式的 。 take the attit

25、ude that. ：持有观点；认为 e.g. The importer takes the attitude that they will reserve the right to lodge a claim against the seller if the quality of the goods is poor. 进口方认为如果商品质量差，他们将保留向出口方索赔的权利。,3. Negotiate with a win/win attitude, and do not go for the last drop of blood.,Notes,（如果答案是肯定的话）那就采用双赢的谈判方式，

26、不要搞得 双方都面红耳赤的。,See to it that your opponent, too, is satisfied with the result.,Notes,see to it that 务必做到 e.g. See to it that the goods are packed in cartons of 50 pieces each. 请务必做到将货物装进纸板箱内，每箱装50件。,比如在交通事故中你被撞伤了，当要求索赔的时候，你会不 会在乎那个肇事者的保险公司派来的毁损估算员的感受呢？ 句子中连词who所引导的是非限定性的定语从句，修饰前面 的the road-hog，注意非限

27、定性定语从句前用逗号隔开。,Notes,5. And do you care in the least about the feelings of the loss adjuster of the insurance company representing the road-hog, who injured you in a traffic accident?,6. However, if you are negotiating a relationship which obviously requires a win/win approach and you notice that you

28、r opponent does not seem to think so, that in itself might prompt you to stop and wonder whether you should embark on a venture with that opponent at all.,Notes,然而，如果在一场谈判中，你认为很显然应该采取双赢策略时，对手却不以为然，那你得想想要不要跟他再同舟共济了。 however 为转折连词，在句中起到转折的作用，用于言及既 成事实是表示的转折。,Notes,e.g. I thought those figures were cor

29、rect, however, I have recently heard they were not. 我原以为那些数字正确无误，不过我最近听说并不正确。 embark on : to start a new project or activity, usually one that will be difficult and take time 开始或从事（尤指新的或 难的事） e.g. They embark on the design of their new products. 他们开始研究新产品的包装。,7. Another important but often misunders

30、tood matter to remember is that the question whether or not you are sitting in the drivers seat at the negotiating table has hardly any bearing on the decision whether to negotiate in a win/win or win/lose spirit.,Notes,第三：一个至关重要但又被常常忽略的问题是：无论你是否在谈判中占了上风，都与谈判采取一方赢、一方输或是双赢的模式进行谈判没什么关系。,8. You build l

31、ong-term resentment and bitterness if one side kicks the other one while its down.,Notes,你要是落井下石的话，那就得长期承担别人的怨恨。,9. It too often happens that negotiators rationally conclude that they should negotiate in a win/win spirit but in the heat of the negotiations they apply all kinds of tricks which are on

32、ly suitable for a win/lose negotiation.,Notes,谈判人员经常理性地得出结论，即应该采取双赢的模式来进行谈判，但实际上他们在谈判高峰时却换用了一方赢、一方输模式的策略和技巧。,I. Answer the following questions according to the text.,1. In win/lose negotiations, what does the parties strive for? 2. What kind of attitude should you take in the negotiation in order to

33、 keep a long-term relationship with the opponent? 3. Is it necessary for you to want the other part to be satisfied with the outcome of the negotiation? Why? 4. When is it proper for you to seriously consider calling the whole thing off? 5. What is the final point you should keep in mind in negotiat

34、ion?,Exercises,II. Word Study.,Exercises,1.The suffixes able and -ic are used to form adjectives, e.g. agree agreeable. Now complete the following table.,Exercises,Key,2. Fill in the blanks.,If a country is exporting more than it is importing, we say that this countrys trade is in _. 2. The expansiv

35、e fiscal policy was introduced in 1998 to _ the negative impact of the Asian financial crisis. 3. The manager is not _ now; he is talking some investment plans with the president. 4. Since we didnt have any _ with this company before, wed better investigate its credibility first. 5. The government l

36、oan will _ in the course of economic recovery.,6. Both sides agreed that the traditional friendly relations between the two countries conform to the common aspiration and fundamental interests of the two peoples and _to regional and world peace and development. 7. After the _of the new technology, w

37、e have greatly improved our productivity. 8.The possibility of investment failure should be reduced as much as possible _. 9. Qualified investors with prospective profitability may _loans from the bank. 10.The market economy could _ the most effective supervision with least cost.,1. surplus 2. minim

38、ize 3. available 4. dealings 5. play a key role in 6.be conductive 7. application 8. in advance 9. obtain 10. offer,Key,Exercises,3. Multiple Choice.,1. Before trying to solve the puzzle, let us consider the best way to _it. a. analyze b. understand c. approach d. study 2. Its impossible for us to w

39、ork out that kind of product _ existing conditions. a. at b. on c. among d. under 3. Our company just _computers but not other officer appliances. a. deals in b. deals withc. deals out d. is dealing 4. Maybe you are right only _ this point. a. on b. at c. in d. for 5.This factory produced footwear_,

40、 but later it specialized in manufacturing sports shoes. a. lately b. early c. originally d. originately,Exercises,Exercises,1. c 2. d 3. a 4. c 5. c 6. a 7. c 8. c 9. c 10. a,6.Both two parties think that this is the most_ solution to the dispute. a. equitable b. equity c. equivalent d. equivocal.

41、7. The situation couldnt be modified, so the only thing that you can do is to _the loss. a. minimal b. minimum c. minimize d. minima 8. _means a reduction in the amount of money in a countrys economy, so that prices fall or stop rising. a. Inflation b. Inflationary c. Deflation d. Deflationary 9. Th

42、rough the further enquiry of the eyewitness, the police have _ two suspects. a. reduced b. minus c. eliminated d. decreased 10. The two parties have reached a _ on this issue. a. consensus b. consent c. census d. consort,. Translate the following sentences into English.,1.你同意这一观点吗？即谈判的准备要投入大量的时间和金钱。

43、 (involve; a considerable investment of time and money) 2.这位出口商的过失就在于制定了错误的付款条件。 （terms of payment） 3.用站在买方的立场来看待问题的方法是极为有效的。 (approach; from the buyers point of view ) 4.当谈判人员在国外从事谈判工作时，与自己的公司保持联系 是最重要的事情之一。(to keep track of) 5.对于一位参与谈判的卖方来说，根据买方已研究并充分了解了 你的提议的假设去做，肯定是错的。（on the premise）,Exercises,

44、Exercises,Key,1. Do you agree with this viewpoint, that is, preparation for negotiation involves a considerable investment of time and money? 2. The mistake of this exporter was simply in quoting the wrong terms of payment. 3. The approach to examine the problem from the buyers point of view is a mo

45、st effective way. 4. To keep track of ones company is one of the most important issues when a negotiator is working abroad. 5. It would be quite wrong for any seller entering a negotiation to work on the premise that the buyer has studied its proposal and understands it fully.,V. Translate the follo

46、wing sentences in the text into Chinese.,1. For starters you want to determine what sort of negotiations you are preparing for. 2. They not only have no desire to beat their opponent but, on the contrary, they want him to be satisfied with the outcome of the negotiations, too. 3. See to it that your

47、 opponent, too, is satisfied with the result. At the very least, leave him self-respect intact. 4. He will love to do business with you again and he will gladly implement the agreement faithfully and on time. 5. Even if your position is very strong, even if you could almost dictate your terms, it mi

48、ght be better for you, in the long run, not to fully use your power.,Exercises,Key,Exercises,1. 你必须先决定你要选择哪一种谈判方式。 2. 谈判双方不但不把对方当作对手，反而却希望对方都能对 谈判的结果满意。 3. 同时也要保证对手对谈判的结果感到满意，至少也得给对 手留点面子。 4. 他也会乐意与你合作，并很愉快地如期履行合同。 5. 即使你处于强势，即使你可以支配你的团队，从长远方面 考虑，也不要独断专行。,VI. Write a summary of the text in about 120

49、 words.,Exercises,VII. Write a one-paragraph composition entitled “Personal Qualities of a Negotiator”. The first sentence is given: “Not everyone is cut out to be a negotiator. ” Complete the paragraph with five to seven sentences, using the words or phrases given below.,Exercises,VIII. Discuss wit

50、h your partner the role of negotiators in international trade.,Exercises,1. EC (European Community) 欧洲共同体 是欧洲经济共同体、欧洲煤钢联营和欧洲原子能联合三个共同体的合称。1967年7月1日这三个组织实行合并，把原来各自的执行机构合成一个机构。目前欧洲共同体设有四个主要机构，即部长理事会、委员会、欧洲议会和法院。总部设在布鲁塞尔。,Related Technical Terms,2. budget 1) An account of probable future income (money

51、coming in) and expenditure (money going out ) during a stated period, usu. a year, used as a guide in making financial arrangements. 预算 关于未来一个规定的时间内（通常是一年）收入 和支出的账户，用作财务安排的指导。,Related Technical Terms,2) The budget, the British Governments formal plan for future national revenue and expenditure which is put before Parliament by the Chancellor of the Exchequer usu. Once each year, making proposals for changes in taxation which later become law in the yearly Finance Act. 预算案 英国政府关于未来国家岁入和支出的正式计划，通常 每年一次由财政大臣递交给议会，该计划可提出税收改革的建议，然后此建