《世纪商务英语》课件-第九章

世纪商务英语综合教程基础篇ⅡLearningObjectivesInthisunit,youarerequiredto:knowtheimportanceofbusinessnegotiations;learnhowtowinabusinessnegotiation;understandthetworeadingpassagesandmastertheimportantwordsandexpressionsinthem;developskillsinusingtheword“so”indifferentsituations;learntowritealetterofthanks.BusinessNegotiationsWarm-upListeningandSpeakingIn-depthReadingFurtherReadingUnit9PracticalWritingReal-LifePracticeNegotiationStrategies:AskquestionsthatleadtoinformationConsiderjustifiedconcessionsEmbracedifferencesDon’tgetdistractedfromyourgoals.Keepcommunicating,createvisionWhatmakesagoodnegotiator?Beagoodlistener.Bepatient.Beabletocontrolhis/heremotions.Beabletotaketheinitiativein

negotiation.Haveteamcooperativespirit.

RoleofPreparationinaNegotiationhelpyousave__________2.helpyouunderstandthepositionsand_________

ofbothparties3.helpyouidentifyyour_________________toanegotiatedagreement4.helpyoureasonwith__________

tosupportyourstatementScriptmoneylimitsbestalternativeknowledgeBack

Theroleofpreparationinanegotiationisunderestimated.Youwouldnotskydiveforthefirsttimewithoutbeingprepared.Negotiationismuchthesameandinadequatepreparationcouldcostyouthousandsofdollars.Beingpreparedmeanstakingthetimetoresearchyouropponent'spositionaswellasunderstandyourlimitandestimatetheirs.Keepinmindthatyouarenotexpectedtoknoweverything;askopen-endedquestionsbeforethenegotiationbeginstohelpyouinyourpreparation.

Whenpreparingfornegotiations,youshouldbeabletoidentifyyour"bestalternativetoanegotiatedagreement,"alsoknownasBATNA.YourBATNAisyourbottomlineofhowfaryouwillconcedeandhowmuchyouarewillingtoallowyourcounterparttowalkawaywith.YourgoalistohavetheothersidecomebackwithanofferbetterthanyourBATNA.Bypreparingandknowingwhatyourcomfortlevelis,youwilllikelynotwalkawayfromthetableunsatisfiedwiththeoutcomeofthenegotiation.

Goingintoanegotiationwithoutunderstandingthebackgroundoftheconflictcouldleaveyoublindsided.Onceyouareinanegotiation,youwillneedtothinkquicklyonyourfeet.Ifyouhavestudiedthebackgroundinformationinadvance,suchasthepersonalitiesofthepeopleinvolved,culture,lawsandanyotherfactswhichmayhaveanimpactonadecision,youcanreasonwithknowledgebecauseyouhavefactualinformationtosupportyourstatements.ScriptCDAB

Speaker1:Beforeyouenteranynegotiation,makesureyou’vegotasmuchinformationaspossible.Whatdoyouwantoutofthedeal?Whatdoestheotherpersonwant?Usethisinformationtohelpplanyourstrategy.

Speaker2:Negotiatingisabackandforthprocess.Youdon’tjustlayoutyourofferandexpoundonityourself.Listentotheotherperson,andtrytopickupcluesaboutwhattheywantandneed–thiscangiveyouanotherbargainingchip.

Speaker3:There’saflowtoasuccessfulnegotiation,witheachpartygivingalittlehere,andtakingalittlethere.Ifyouwalkintoitwitha“takeitorleaveit”approach,youmaywinduplosingthedealaltogether.Bepreparedtocompromise,andrememberthatyouwanttoendupwithawin-winsituation.

Speaker4:Thisprocesscantaketime,andthemorecomplexthearrangementyou’retryingtonegotiate,thelongeritcantake.Ifyouneedtosealthedealinahurry,theotherpartygainsaleveragepoint,andyoucouldenduppayingmorethanyouneedto.Patiencecanpayoffingettingyouabetterdeal.BackScript

Ifyou’reinbusiness,you’reanegotiator.Youhavenochoice.Businessdoesn’thappenunlesstwoormorepeopleenterintoa(1)

_______________.

Thiscanbeas(2)

__________

asbuyinginventoryorascomplicatedasamergeroftwopubliccompanies.

Withouttransactions,businessdoesn’thappen,andeverytransactioninvolvesacertainamountof(3)

_______________

.Whenyou’reinbusiness,negotiatingthebest(4)

__________________

isahigh,ifnotthehighest,priority.Asabusiness(5)

___________

,youcan’tknowenoughaboutnegotiating.

It’saloteasiertodescribewhatnegotiation“isn’t”thanwhatit“is”.Let’sgetsomethingsstraightupfront.Negotiationisnot:

a.asearchfor(6)

_____________

,justiceandtheAmericanway.

b.afriendly(7)________________atthecornerofStarbucks.

c.(8)

______________

theperfectsolutiontoabusinessproblem.

Makenomistake.Negotiationisagame.Thegoalinnegotiationistowin—togetthebestdealyoucan.transactionsimplenegotiationpossibledealsownertruthdiscussionaquest

Ifyou’reinbusiness,you’reanegotiator.Youhavenochoice.Businessdoesn’thappenunlesstwoormorepeopleenterintoatransaction.

Thiscanbeassimpleasbuyinginventoryorascomplicatedasamergeroftwopubliccompanies.

Withouttransactions,businessdoesn’thappen,andeverytransactioninvolvesacertainamountofnegotiation.Whenyou’reinbusiness,negotiatingthebestpossibledealsisahigh,ifnotthehighest,priority.Asabusinessowner,youcan'tknowenoughaboutnegotiating.

It’saloteasiertodescribewhatnegotiation“isn’t”thanwhatitis.Let’sgetsomethingsstraightupfront.Negotiationisnot:

a.asearchfortruth,justiceandtheAmericanway.

b.afriendlydiscussionatthecornerofStarbucks.

c.aquestfortheperfectsolutiontoabusinessproblem.

Makenomistake:Negotiationisagame.Thegoalinnegotiationistowin--togetthebestdealyoucan.Back

agameinvolvedineverytransactionhelpfultoreachpossibledealsasearchfortruth,justiceandtheAmericanwayafriendlydiscussionatthecornerofStarbucksaquestfortheperfectsolutiontoabusinessproblemReadthepassageandanswerthefollowingquestions.(1)Whatisthepurposeofabusinessnegotiation?(2)Doyouknowanyexamplesofsuccessfulbusinessnegotiations?(3)Isabusinessnegotiationimportant?(4)Whatshouldyouknowaboutyourbusinesspartnerbeforeanegotiation?(5)Howdoyouprepareforabusinessnegotiation?MicrosoftOut-negotiatedNetscapeintheBrowserWar

Backin1996,SteveCase’sAOLwasurgentlyseekingatopnotchInternetbrowsertomarkettheirproducts.BothBillGates’MicrosoftandNetscapeNavigatorwerevyingforthisopportunity.In

comparison,Netscapeheldadecisiveadvantageduetoitsstrongtechnicalsuperiority,presenceanddominance

intheoverallbrowsermarket.Microsoftwasjustintheprocessofenteringthemarketandheldafledgling

percentageoftheoverallbrowsermarket,buthadalongway

to

go

relativetoNetscape’smuchsuperioroverallmarkethold.Additionally,Microsoft’sbrowserwasalsoconsideredtechnicallyinferiortoNetscape’s.Despitethisunequalvaluationoftheirpositions,BillGateshaddeemedthatgainingagreaterpresenceandmarketshareofthebrowsermarketwasacompetitivepriority.

Netscapeadoptedthepositionthatsincetheyweresopowerfullybased,theywouldonlynegotiatewithAOLbyholding

out

forahighper-copyfee.Inessence,thedealwouldhavebeenbasedona“browserfordollars”agreement.SteveCase,theCEOofAOLviewedthepositionofNetscapeas:“Theywereveryaggressiveaboutsellingthebrowser,buttheywantedaveryhighper-copyfee.Theattitudewas,‘We’resohot,andwe’lllicensetoeveryone,soyou’dbettertakeit’.”ThiswasamiscalculationthatdoomedNetscapetonegotiationandeventualbusinessfailure.

Beingnewtothemarketandpossessingwhatwasconsideredaninferiorproduct,Microsofthadverylimitedleverageatthenegotiationtable.AsNetscapewas

engagedinwaitingforAOLtorespondtotheirproposal,Microsoftreadjustedtheirfocusbyshiftingtheirownproposaltoconcentrateontheirbusinessmarketingstrength,ratherthanthetechnologyissue.In

essence,MicrosoftusedacreativestrategytochangethenatureofaweakpositionorBAtoenhancetheirpositionwhileweakeningNetscape’sintheprocess.

MicrosoftconcentrateditspitchonthemarketingfeaturesitcouldoffertoAOL,whichitknewNetscapecouldnotmatch.TheydidsobyofferingtobundleAOLintotheWindowsoperatingsystem,andmoreimportantly,theyofferedtodothisforfree!TheyalsopromisedAOLthattheywouldprovideadditionaltechnicaladaptationsifAOLweretosignamultiyearcontract.AsDavidColburn,AOL’schiefnegotiatorandBusinessDevelopmenthead,wouldlaterstate:“ThewillingnessofMicrosofttobundle…withtheWindowsoperatingsystemwasacriticallyimportantcompetitivefactorthatwasimpossibleforNetscapetomatch.”

DespitethefactthatMicrosoftandAOLwerecompetitors,thematchwasperfectforbothpartiessimplybecausecollaborativesellerMicrosofthadtheforesightandnegotiationskillstochangethenatureoftheirofferingtotheiradvantage,andmadeAOLanofferitcouldnotrefuse.

AlthoughMicrosoftsurrenderedsomeofitsmarketsharetoAOLintheshortterm,thecompanyachieveditsloftiergoalofmakingahugestrideforwardingainingasignificantshareofthebrowsermarket.Part1Decidewhetherthefollowingstatementsaretrueorfalse.WriteTfortrueandFforfalse.FFTFTMicrosoftOut-negotiatedNetscapeWeaknessesofMicrosoftStrengthsofNetscapethePositionofNetscapeStrategiesofMicrosofttheresultofthenegotiationPart2Readthepassageagainandfilloutthetablebelow.Microsoftwasjustintheprocessofenteringthemarketandheldafledglingpercentageoftheoverallbrowsermarket.Strongtechnicalsuperiority,presenceanddominanceintheoverallbrowsermarket.TheyweresopowerfullybasedthattheywouldonlynegotiatewithAOLbyholdingoutforahighper-copyfee.Shifttheirownproposaltoconcentrateontheirbusinessmarketingstrengthratherthanthetechnologyissue.Microsofthadtheforesightandnegotiationskillstochangethenatureoftheirofferingtotheiradvantage,andmadeAOLanofferitcouldnotrefuse.Part1Matchthewordsontheleftwiththedefinitionsontheright.Part2Completethefollowingsentenceswiththewordsgiveninthebox.Changetheformwherenecessary.notchdominancereadjustproposaldeemprioritysurrenderTranslatethefollowingsentencesintoChinese.

(1)Netscapeheldadecisiveadvantageduetoitsstrongtechnicalsuperiority,presenceanddominanceintheoverallbrowsermarket.

_______________________________________________________________________________________________

(2)ThiswasamiscalculationthatdoomedNetscapetonegotiationandeventualbusinessfailure.

_______________________________________________________________________________________________

(3)Beingnewtothemarketandpossessingwhatwasconsideredaninferiorproduct,Microsofthadverylimitedleverageatthenegotiationtable.

_______________________________________________________________________________________________

(4)Inessence,MicrosoftusedacreativestrategytochangethenatureofaweakpositionorBAtoenhancetheirpositionwhileweakeningNetscape’sintheprocess.

_______________________________________________________________________________________________

(5)TheyalsopromisedAOLthattheywouldprovideadditionaltechnicaladaptationsifAOLweretosignamulti-yearcontract.

_______________________________________________________________________________________________网景凭借其强大的技术优势、在整个浏览器市场上的知名度和支配地位，占据了决定性的优势网景公司的估计有失偏颇，注定了他们在谈判桌和最终经营上的失败微软刚进入市场，其产品在别人看来也比较逊色，因此微软在谈判桌上没有什么优势从本质上讲，微软使用了一种创造性的策略来改变其弱势地位或经营分析，既增强了他们自身的地位，同时又削弱了网景公司在这一进程中的地位微软还承诺美国在线，如果他们可以签一份多年的合同，微软就可以给他们提供额外的技术更新服务so的用法（Theusageof“so”）1.so用作副词

so用作副词时可用来指刚说过的事情，意为“这样；如此”，在口语中常与think,hope,say,beafraid等词或短语连用。so用作副词还可以修饰形容词或副词，表示程度，意为“这么”“那么”“如此”。另外，在“so+助动词/be动词/情态动词+主语”的倒装结构中，so表示前面所述的肯定情况也适合于后者；在“so+主语+助动词/be动词/情态动词”结构中，so用于对前面事实的肯定，有“的确如此”之意；在“主语+do（动词某种形式）+so”结构中，so用以避免重复前文提到的情况。2.so用作连词

so作连词用时，意为“因而”“所以”“为了”“以便”等。注意：用英语表达“因为……所以……”时，用了because就不能再用so，用了so就不能再用because。Samplesfromthetext:

1.Theattitudewas,“We’resohot,andwe’lllicensetoeveryone,soyou’dbettertakeit”.

2.Netscapeadoptedthepositionthatsincetheyweresopowerfullybased,theywouldonlynegotiatewithAOLbyholdingoutforahighper-copyfee.

3.TheydidsobyofferingtobundleAOLintotheWindowsoperatingsystem,andmoreimportantly,theyofferedtodothisforfree!CompletethesentencesbytranslatingtheChineseinbracketsintoEnglish.

(1)______________________________________（对这个问题不必太固执）becausethereismorethanonewaytodothis.

(2)Goldhasbeenapoorinvestmentoverthepast20years,.

__________________________（今后仍会如此）

(3)Ascomputersystemsbecomeevenmoresophisticated,.

___________________________________（开发计算机技术的人所用的方法也日益先进了）

(4)Theseglassesareveryexpensive,.______________________________（因此请小心些）

(5)____________________________________________（你方货物价格涨幅过高）thatwehavetorethinkaboutwhethertogoonwithourcontractnextyear.Don’tbesostubbornaboutthisproblemandwillcontinuetobesosodothemethodsofthosewhoexploitthetechnologysopleasebecarefulwiththemSohighdoesthepriceofyourproductsgoupAfterlearningthepassage,youmayhavegotmoreideasabouthowMicrosoftoutnegotiated

Netscapeinthebrowserwar.Workingroupsandtellyourgroupmemberswhatyouhavelearnedfromthisbusinessnegotiation.Thefollowingexpressionsmaybehelpfulforyou.PreparetoWinAnywhereintheWorld

“Ninhao,”Isaidtooneofmycolleagueswhorespondedlikewise.ForweeksIhadbeenpracticingmyMandarininpreparationforthenegotiationofalifetime.

Mysmallimport&exportbusinesswasn’tsosmallanymoreandIwaslookingforpartnerwithamanufacturerinTaiwan.IhadcontactedmyoldcollegefriendLinwhohelpedmemaketheintroductionandsetupthemeeting.AllIneededtodonowwasjumpinginataxitotheairport.

Asmyplanetookoff,Iclosedmyeyesandthought,“Thisshouldbesimple.”

Sixteenhourslater,Itouched

downatTaiwanTaoyuanInternationalAirport.MyfriendLinwaswaitinginacartotakemetothehotel.Afterasolidnight’ssleep,Iwokeupreadytogetdowntobusiness.

WhenLinandIwalkedintotheconferenceroom,weweremetbysevenmembersoftheStarManufacturingGroup.Feelingdecidedlyout-numbered,Isuddenlydidn’tfeelassureofmyself.

ButItook

a

deep

breathandcut

right

to

the

chase.Thedealwasstraightforward,thetermswerefavorable,andIfiguredwewouldhaveallthedetailswrappedupbeforelunch.

Butthatcouldn’tbefartherfromreality.

Firstofall,itseemedlikeLinwasstrugglingtotranslatemyexactmeaningtothemanufacturinggroup.Byreadingtheirbodylanguage,theylookedconfusedandevenalittleoffended.Afteradayofunproductiveconversation,Ireturnedtomyhotelfeelingdefeated.

Everythingwasriding

ontheresultsofthisnegotiation…andIknewIneededhelp.SoIpoweredupmylaptopandsearchedfor“InternationalNegotiation.”Uppoppedthefreereport:InternationalNegotiation:Cross-CulturalCommunicationSkillsforBusinessExecutivesfromtheProgramonNegotiationatHarvardLawSchool.

Inthefreereport,Ilearnedinternationalnegotiationstrategiessuchashowto:

Copewithcultureclashes

—Byunderstandingtriggeringfactors,suchasdeadlines,distractions,andemotionalstressors,youcanbetterovercomeculturaldifferencesatthebargainingtable.

Reducethepossibilityofculturalmisunderstanding—Thinkthroughthefactorsofthenegotiationinadvance,includingthelocation,membersoftheteam,andagenda.

Researchyourcounterpart’sbackgroundandexperience—Overcomeculturalbarriersandlearnwhoyou’renegotiatingwithbyfindingoutdetailsabouttheirbackgroundandexperience.

Paycloseattentiontounfoldingnegotiationdynamics—Listencarefullyduringtalksandifyou’reunsatisfiedwiththeanswers,reframeyourquestionsandtryagain.

Chooseyourtranslatorwisely—Beforehiringinterpreters,determinetheirexperienceandskillsandbesuretobriefthembeforenegotiationsstart.

Knowthatthere’sstrengthinnumbers—On

average,researchhasfoundthatteamsexchangemoreinformationandcreatemorevaluethansolonegotiators.

AfterIfinishedthefreereport,Ifeltlikekickingmyself.InsteadofspendingallthattimelearningalittleMandarin,Ishouldhavefocusedonlearningaboutcross-culturalcommunicationandglobalnegotiation.Readthepassageandfilloutthefollowingtable.PreparetoWinAnywhereintheWorldBeforetheNegotiation1.ForweeksIhadbeen(1)____________________________.2.IhadcontactedmyoldcollegefriendLinto(2)

___________________________________________________________________________.IntheConferenceRoom1.Feelingdecidedlyout-numbered,Isuddenly(3)_______________________.2.Afteradayof(4)____________________________,Ireturnedtomyhotelfeelingdefeated.BacktoMyHotelIsearchedonlineforthetopic“InternationalNegotiation”andlearnedsome(5)

______________________________________.AftertheFreeReportIshouldhavefocusedonlearningabout(6)____________________________.practicingmyMandarinhelpmemaketheintroductionandsetupthemeetingdidn’tfeelassureofmyselfunproductiveconversationinternationalnegotiationstrategiescross-culturalcommunicationandglobalnegotiationPart1Completethefollowingsentenceswiththewordsgiveninthebox.Changetheformwhennecessary.

(1)_______________employeeswilldrainyouoftime,resourcesandmuchneededmoney.

(2)Shopinsmalllocalmarketsanddon’tbeafraidto_______________.

(3)Wecalledupthreeeconomiststoaskhowtoeliminatethedeficitandtheyobligedwithvery_______________answers.

(4)Onitsface,theredoesseemtobeaconflict,butIproposethatwe_______________thequestion.

(5)Theserequestsareignored.Hisrequestsforrentare_______________,sometimesignored.UnproductivebargainstraightforwardreframelikewiseTranslatethefollowingsentencesintoEnglishwiththehelpoftheEnglishwordsinbrackets.

(1)尽管准备了很长时间，他在谈判桌前突然感觉到没自信了。(feelassureofoneself)_______________________________________________________________________________________________

(2)寒暄几句之后，双方开始工作。(getdowntobusiness)_______________________________________________________________________________________________

(3)尽管坏了一个轮子，但在熟练的驾驶员的操作下，飞机还是安全着陆了。(touchdown)_______________________________________________________________________________________________

(4)我们没有时间讨论所有的细节，所以我们就谈一下重点。(cuttothechase)_______________________________________________________________________________________________

(5)我们会不会签合同合作取决于这次谈判的结果。(rideon)_______________________________________________________________________________________________Havingpreparedforalongtime,though,hesuddenlydidn’tfeelassureofhimselfatthenegotiatingtable.Afterafewwordsofexchangingofconventionalgreetings,bothsidesgotdowntobusiness.Despiteabrokenwheel,theplanelandedsafelyundertheskilleddriver’soperation.Wehavenotimetotalkaboutallthedetails,solet’sjustcuttothechase.Whetherwewillsignthecontractandcooperateridesonthenegotiationresult.

(1)Copewithcultureclashesbyunderstandingtriggeringfactors,suchasdeadlines,_____________________.

(2)Thinkthroughthefactorsofthenegotiationinadvanceto___________________________culturalmisunderstanding.

(3)Overcomeculturalbarriersandlearnwhoyou’renegotiatingwithbyfindingoutdetailsabout_________________________________.

(4)Ifyou’reunsatisfiedwiththeanswers,_______________________andtryagain.

(5)Beforehiringinterpreters,____________________________andskillsandbesuretobriefthembeforenegotiationsstart.

(6)Buildateamforanegotiationbecauseteamsexchangemoreinformationandcreatemorevaluethan___________________

.Part1Completethefollowingstatementswithnomorethan4wordsaccordingtothepassage.distractions,andemotionalstressorsreducethepossibilityoftheirbackgroundandexperiencereframeyourquestionsdeterminetheirexperiencesolonegotiatorsPart2MakeapresentationonhowtowinaninternationalnegotiationbasedontheinformationgiveninPart1.感谢信（LettersofThanks）感谢信是为感谢对方的关心、支持、帮助而书写的。在应邀赴宴或收到礼品或祝贺信及慰问信时，受邀者应及时回信，表达内心的感激之情。写信致谢，首先应把在什么时候、什么事情上得到了对方怎样的帮助写清楚，一定要写得亲切、热情、认真，并表示由衷的感谢。感谢信比较短，但也可以多说一点。一定要措辞得