教学课件·国际商务英语谈判

1、Chapter 1 Basic Concepts of International Business Negotiation probe into the nature of negotiation know the elements of business negotiation familiar with the characteristics of business negotiation understand the goals of business negotiation master the definition of the business negotiation ident

2、ity the types of business negotiationLearning FocusSection ISection IISection IIISection IVSection V A Brief Introduction to Negotiation Definition and Characteristics of Business Negotiation Types and Content of Business Negotiation Goals of International Business Negotiation Practical Activities S

3、ection IGroup Discussion Lead-in 2. How did Kissinger make a ordinary youth become the son-in-law of the international financier and vice-president of Bank of Israel?1. Why is the title “Kissinger: diplomatic matchmaker”?3. What do you learn from this story?Lead-inCase StudyA brief introduction to n

4、egotiationSection IDefinition and Characteristic of Business NegotiationSection II1. The definition of negotiation2. The correct understanding of negotiation Section I A brief introduction to negotiation What do your know about negotiation? （1）As for so many different definition of negotiation， coul

5、d you summarize your understanding of the negotiation in your own words?（2）According to the textbook, what is negotiation?（3）Why do people negotiate each other anytime and anywhere?（4）Do you think negotiation is the win-lose game ? Why?Section （1）As for so many different definition of negotiation, c

6、ould you summarize your understanding of the negotiation in your own words? Their answers are supposed to include these key elements: 1 negotiation is a mean; process or discussion of some kind; 2 negotiation takes place between two or more people; 3 negotiation is used to solve problem or conflicts

7、; 4 people negotiate each other in order to achieve their own aim.（2）According to the textbook, what is negotiation? In simplest terms, negotiation is a discussion between two or more disputants who are trying to work out a solution to their problem. Negotiation is a mean of dealing with human relat

8、ionship and resolving conflicts. If everyone, an individual or a company had every-thing they wanted, there would be no particular reason to negotiate, bargain, or collaborate in decision-making. But in the real world, we dont have everything，and the resources we control or influence do not serve al

9、l of our interests. Unless we can find and reach an agreements with parties who can respond to our interests, our needs will not be satisfied. So negotiations take place in our daily lift, anywhere and anytime, and everything is negotiable. （3）Why do people negotiate each other anytime and anywhere?

10、 The nature of negotiation is that it is not about winning or losing. It is about striking a deal which is satisfactory to both sides. There is no right or wrong position in negotiation, so ignore bargaining over positions. A good outcome in negotiation is one in which both sides win. Of course, you

11、r efforts should be directed towards ensuring that it is more satisfactoryto your side than to the other. （4） Do you think negotiation is the win-lose game? Why?2.The Correct Understanding of Negotiation（1）What is the conflict of negotiations? Section A conflict is a dispute, disagreement or argumen

12、t between two or more interdependent parties who have different and common interests. A conflict can block each others ability to satisfy their interest. （2）What are the stakes of negotiations? 2.The Correct Understanding of Negotiation Stakes are the value of benefits that may be gained or lost, an

13、d costs that may be incurred or avoided. Stakes are compared to the status quo, options and alternatives, and are expressed as interests, which can be long term or underlying desire and issues articulated for negotiation. （1） It is an element of human behavior and depends on communication, that is,

14、it occurs between individuals; （2） It takes place only over negotiable issues; （3） It takes place only between people who have the same interest; （4） It takes place only when negotiators are interested not only in taking but also in giving; （5） It takes place only when negotiating parties trust each

15、 other to some extent. 3. Elements of Negotiation 3. Elements of Negotiation In negotiations, what should both parties know? （1）why they negotiate; （2） who they negotiate with; （3） what they negotiate about; （4） where they negotiate; （5） when they negotiate; （6） how they negotiate.Language points （1

16、）Negotiation is a discussion intended to produce an agreement; a treating with another respecting sale or purchase; a transaction of business between nations; the mutual intercourse of governments by diplomatic agents, in making treaties, composing difference, etc . 谈判是达成共识的一种商讨；是与他人在买卖方面的协商；是国家之间的一

17、种商业交易；是通过外交人员政府所进行的相互交流以签订条约，解决争端等。 (2) Negotiation is an ancient art. It is a form of decision-making where two or more parties approach a problem or situation wanting to achieve their own objectives, which may or may not turn out to be the same. 谈判是一种古老艺术, 是谈判双方或多方为获取各自不同目标或共同目标所需要解决的问题或改变某种局面的一种决

18、策形式。 (3) In simplest terms, negotiation is a discussion between two or more disputants who are trying to work out a solution to their problem. Negotiation is a mean of dealing with human relationship and resolving conflicts. 简而言之，谈判是在两个或两个以上的试图解决问题的争论者之间的讨论. 谈判是处理人们之间关系或者解决争端的一种方式。 (4) Negotiation i

19、s the process we use to satisfy our needs when someone else controls what we want. 谈判是当我们所需被别人掌控时，我们用此来满足自身需要的过程。 (5) Most of us do tend to think of negotiation in terms of win/lose scenarios. 我们大多数人把谈判视为一种输赢的竞技活动。Language points (6) Elements of Negotiation It is an element of human behavior and dep

20、ends on communication, that is, it occurs between individuals; 谈判是人类行为的重要组成部分。他依靠交流的方式作用于多者之间 It takes place only over negotiable issues; 谈判仅适用于可磋商的问题。 It takes place only between people who have the same interest; 谈判仅适用于有相同利益的人们之间。Language points It takes place only when negotiators are interested

21、not only in taking but also in giving; 谈判不仅意味着获得也意味着给予 It takes place only when negotiating parties trust each other to some extent 就某种程度上讲，谈判依赖于彼此的信赖。 (7) Successful negotiations are not sensational. Both parties must feel as though they have gained something, even if one side has to give up a grea

22、t deal. 成功的谈判不能夹杂个人感情，尽管有一方得到的少一些，但双方都必须有所收益。Language points Section 2. Definition and Characteristic of Business NegotiationText123456The Definition of Business NegotiationThe Features of business negotiation Elements of Business Negotiation Types of Business Negotiation Goals of international busi

23、ness negotiation Case StudySection 2. Definition and Characteristic of Business NegotiationI. The definition of business negotiation（1）Business negotiation is a bargaining situation in which two or more players have a common interest to cooperate, but at the same time have conflicting interests over

24、 exactly how to share.Section 2. Definition and Characteristic of Business NegotiationI. The definition of business negotiation（2）Business negotiation is a consultative process between governments, trade organizations, multinational enterprises or private firms. In short, it takes place between two

25、or more business individuals or organizations, that is, between the buyers and the sellers, while negotiation takes place between two or more individuals or organizations.Section 2. Definition and Characteristic of Business NegotiationII. The Features of business negotiation（1） Negotiation is at the

26、 heart of every transaction and, for the most part, it comes down to the interaction between two sides with a common goal (profits) but divergent methods.（2）These methods (the details of the contract) must be negotiated to the satisfaction of both parties. It can be a very trying process with confro

27、ntation and concession.（3）Both parties share open information. （4 ）Both sides try to understand each others point of view.Section 2. Definition and Characteristic of Business NegotiationIII. Elements of Business Negotiationthe elements of negotiation： 1) It is an element of human behavior and depend

28、s on communication, that is, it occurs between individuals; 2) It takes place only over negotiable issues; 3 ) It takes place only between people who have the same interest; 4) It takes place only when negotiators are interested not only in taking but also in giving; 5) It takes place only when nego

29、tiating parties trust each other to some extent. Section 2. Definition and Characteristic of Business NegotiationIII. Elements of Business Negotiation In negotiations, what should both parties know? （1）why they negotiate; （2）who they negotiate with; （3）what they negotiate about; （4）where they negoti

30、ate; （5）when they negotiate; （6）how they negotiate. 3. Case Study Read the table carefully and analyze the stakes and possible conflicts of both parties. (1) According to final agreement between China and US, foreign banks will enjoy national treatment 5 years after China becomes a member country of

31、 WTO, which means foreign banks will be allowed to do RMB business with Chinese enterprises 2 years later and with citizens 5 years later. Regional limitation to foreign banks will be eliminated in 5 years.(2) China has promised to lower tariff on auto and auto parts to 25% 6 jointing WTO years afte

32、r. 1.Common Types of Business NegotiationClassification by formsCompetitive style (竞争式谈判)To try to gain all there is to gainAccommodative style (通融式谈判)To be willing to yield all there is to yield Avoidance style (回避式谈判)To try to stay out of negotiationCompromising style (妥协式谈判) To try to split the d

33、ifference or find an intermediate point according to some principle Section IIICollaborative style (合作式谈判)To try to find the maximum possible gain for both partiesby careful exploration of the interests of all parties-and often by enlarging the pieVengeful style (报复式谈判)To try to harm the otherSelf-i

34、nflicting style (自损式谈判)To act so as to harm oneselfVengeful and self-inflicting style (报复和自损式谈判)To try to harm the other and also oneself Language points（1）In general, business negotiation is one of the important steps taken towards completing import and export trade agreements. 一般而言，商务谈判是全面达成进出口贸易协

35、议而采取的重要步骤之一。 (2) It is a bargaining situation in which two or more players have a common interest to cooperate, but at the same time have conflicting interests over exactly how to share. 谈判是一个由双方或者多方进行的讨价还价的过程，他们为了共同的利益开展合作，但同时又在具体如何合作等问题上存在利益冲突。（3）Thats, the players can mutually benefit from reachi

36、ng an agreement on an outcome from a set of possible outcomes, but have conflicting interests over the set of outcomes. 也就是说，当时各方均能够从可能达成的某项协议中相互受益。（4）The main problem that confronts the players in a bargaining situation is the need to reach an agreement over exactly how to cooperatebefore their act

37、ual cooperation. 在讨价还价的过程中，当事人所遇到的主要问题是究竟如何在实际开展合作之前就合作的方式达成协议。Language points（5）Negotiation is a social phenomenon and a special embodiment of human relations. 谈判是一种社会现象，是人与人之间关系的特别体现。（6） Due to mutual contact, conflict and differences in viewpoints, needs, basic interests and action mode, both par

38、ties try to persuade the other party to understand or accept their viewpoints and to satisfy their own needs. 由于双方磋商中的接触、冲突、不同观点、需要、根本利益和行为模式的原因，双方都试图劝对方了解或接受自己的观点以达到自己的目的。 (7) Negotiation is at the heart of every transaction and, for the most part, it comes down to the interaction between two sides

39、 with a common goal (profits) but divergent methods. 谈判是交易的核心, 通常是双方为了共同的目标(利润) 以不同的方式进行交流。Language points（8）It can be a very trying process with confrontation and concession. 这是一个既对立又要让步的过程。 (9) Both parties share open information. In this case, both sides sincerely disclose them and listen to the

40、others objectives in order to find something in common. 双方要介绍各自的一些情况。在这方面，双方应真诚的展示产品、认真倾听对方的目的，以求达成共识。Language points(10) Both parties know that they have common and conflicting objectives, so they try to find a way to achieve common and complementary objectives acceptable to them both. 双方在了解彼此的共同目标

41、和差异后，要试着寻找一条途径弥补差异，最终达到双方都可接受的目的。(11) Theres no such thing as take it or leave it in international business. 国际商务中不存在“要么拥有，要么舍弃”的事物。(12) International business negotiation is known as the zero-sum game. One sides gains are directly the other sides losses. 国际商务谈判好似一种零和游戏。一方的收益直接为另一方的损失。Language point

42、s Section Goals of International Business Negotiation Mini Negotiation Task 1 Task 2Mini Negotiation 1. Ive been calling your office and sending you proposals, and youve never responded before. 我打电话、寄商业提案给你，你从来没有回复过。2. as you probably know I buy from a selected group of suppliers and dont, as a rule

43、, deal with new people. 你应该知道我一向都和固定的供货商下单，照惯例，我不和不熟的人做生意。3. Once I start a sales relationship with someone, I stay with him or her, 一旦建立了销售关系，我就会持续下去Section VMini Negotiation4. As long as you honor them, we do business. 只要你遵守了这些规定，我们就可以做生意。5. I know you work for someone else, but as your client, pl

44、ease, we have to get this straight between us. Im your client, not your company. As your client, I expect you to be square with me at all times. Can you do that? 我知道你在为别人做事，但身为你的客户，麻烦你，我们必须先把话说清楚。我是你的客户，不是你的公司。身为你的客户，我希望你随时对我坦诚，这点你做得到么？Task 1Reference: B= Blair, Z= ZhangB: What do you have there, Mr

45、. Zhang?Z: Some of our new products. Would you like to have a look at the patterns?B: Yes, pleaseZ: Here they are, Mrs. BlairB: I like this printed poplin. How much is it a yard?Z: 45 pence per yard, CIF London.B: Your price is higher than I can accept. Could you come down a little?Z: What would you

46、 suggest?B: Could you make it 40 pence per yard, CIF London?Z: Im afraid we cant. This is the best price we can quote.B: lets leave that for the time being.Z: Are you interested in our pongee? Task 1B: Yes. Please show me the latest product?Z: Here it is.B: the quality is very good. But nowadays nyl

47、on is pushing this material out.Z: I dont think so. We have sold a lot this mouth.B: Well, anyway, Ill book a trial order. The price?Z: Same as we offered last time.B: What about the quantity?Z: 200 pieces for September shipmentB: All right. Ill take the lot.Z: How about printed poplin, then? Task 1

48、B: theres still a gap of 5 pence. Will you give me a trade discount?Z: Sorry. Can we meet each other half way?B: What do you mean?Z: Lets close the deal at 43 pence per yard, CIF LondonB: You drive a hard bargain, but Ill accept this time.Z: We will provide good service and qualityB: That will be de

49、eply appreciated.Z: Shall I make out the contract for you to sign tomorrow? B: Fine. Principles of Business NegotiationChapter 2 Learning Focus12345Master the basic principles of negotiation Master the Principle of Collaboration Negotiation Master the Principle of Trust in NegotiationMaster the Prin

50、ciple of Interest DistributionMaster the Win-Win PrincipleLead-in：Case Study1.What is the dispute between the Chinese manufacturer and American importer?2. For this dispute, what is the position of the Chinese manufacturer? and American importer?3. How to solve this conflict?4. What do you learn fro

51、m this case?1. Negotiation takes place within the context of Common Interests ，Conflicting Interests, Compromise and Criteria or Objectives.2. In modern negotiation, equality and mutual benefit is a very basic principle.3. Negotiation takes place within the context of an environment composed .Sectio

52、n I1.What is the important things of Business Negotiation?4. Negotiators must develop a broad perspective that includes the larger context within which they negotiate.5. Over time, the four Cs change and the information.6. The unique characteristic of international versus domestic business negotiati

53、onsSection I1.What is the important things of Business Negotiation?2.The four components of business negotiationSeparate the People from the ProblemDevelop empathy: We put ourselves in their shoes; We avoid blaming them for our problems; We help them participate in the process.Manage emotions: We al

54、low them to let off steam;We do not overeact to emotionalout burstsCommunicate:We listen and summarize what we hear;（2）Focus on Interests, not Positions Identify the self-interests： Explore and recognize the interests of the other party that stand in your way；Examine the different interests of diffe

55、rent people on the other side；Respect your counterparts as human beings and recognize ； Be specific. Demonstrate your understanding of the other partys interests ； Discuss the problems before proposing a solution： Direct the discussion to the present and the future；Be concrete but flexible；Be hard o

56、n the problem but soft on the people.2.The four components of business negotiation(3) Invent Options for Mutual Gain There are four major obstacles that prevent negotiators from creative thinking: premature judgment; searching for the single answer; the assumption of a fixed pie; thinking that “solv

57、ing their problem is their problem”.(4) Introduce Objective Criteria When the two sides can not decide which option is reasonable and rational, looking for an objective criterion will be a way out.The guidelines for objective criteria are: Independent of wills of all parties. Legitimate and practica

58、l. Acceptable for all parties.Language Points1) Negotiation takes place within the context of the four Cs, that is, Common Interests (something to negotiate for), Conflicting Interests (something to negotiate about), Compromise (give and take on points), and Criteria or Objectives (determining the o

59、bjective and the criteria for its achievement). 谈判进行的前提是4C, 也就是共同利益 （谈判的目标），冲突利益 （谈判的内容），妥协（继续谈判的点）， 以及标准和目标（确定最终实现的目标和标准）。2) In modern negotiation, equality and mutual benefit is a very basic principle 在当代商务谈判中，平等互利是最根本的原则。3) Such perspective is developed through answering such questions as “Beside

60、s the factors directly related to the ongoing negotiation, what other developments influence the approach to negotiation of the opposite group and of various levels of the organization we represent?” 这种观点是通过回答这些问题得以发展的，比如：“除了与正进行的谈判直接相关的因素外，还有什么其他的事态的发展影响了对方组织的谈判方法和我们所代表的组织的各个级别谈判的方法？”Language Point