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新职业英语经贸英语教案Unit3doc
Unit3
BusinessNegotiation
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”：
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（ReadingA），为进行实际交
易磋商提供理论指导；
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；
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，指出需要进一步磋商部分，并提供具体建议（ReadingA）
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
（ReadingB&Writing）,熟悉交易磋商信函包括的一般内容和格式。
UnitObjectives
Afterstudyingthisunit,youareableto:
Understandthefourbasicstepsintheprocessofabusinessnegotiation
Knowtheformatsofenquiry,offer,counter-offerandacceptanceUsethebargainingskillsinbusinessnegotiation
Draftandanswerenquiry,offer,counter-offerandacceptance
1.Warming-up
Task1
ThefollowingjeanspictureisasampleforwholesalesadvertisedinChina
Daily.Discusswithyourpartnerwhatyouwillenquireofthesellerwhenyouplantoimportthem.
Aprice
list
Specificat
Quantit
ion
Samplesy
Termsofpayment
Shipment
Task2
Discusswithyourclassmatestofindoutwhatstepsmightbetakentoreachadealonimportingthejeansabove.Then,fillinthefollowingboxesandexplainwhy.
ReadinganadvertisementforAskingfordetailedinformationofthe
NegotiatingaboutwhattheySendingaquotationofthejeansand
Confirmingwhattheyhave
2.ReadingA
BackgroundInformation
Asakeypartin
international
trade,businessnegotiationrefers
tothe
processinwhicha
sellerand
abuyernegotiatethetermsandconditions
ontradingspecifiedproducts,
andfinallyreachanagreement.It
canbe
doneorallyorinwriting.Normally,itcomeswhenthecompanyfinishes
itsbusinessbackgroundcheckonitspotentialbusinesspartner.The
general
procedureofbusinessnegotiationisenquiry,offer,counter-offer,andacceptance.Butitshouldbenotedthatinpracticenotallbusinessnegotiationsgothroughthefourphases.
Task1
Beforereadingthepassage,seehowmuchyouknowaboutthebusinessnegotiationbyansweringthefollowingquestions.
1.HaveyoueverheardofthegeneralstepsinbusinessnegotiationsIfso,listthemintimeorder;ifnot,guesswhattheyare.
SuggestedAnswers
I’veheardalittlebitaboutthestepsofbusinessnegotiationsin
Chinese.AndafterdiscussingwithTom,wefinallynaildownourversionofthegeneralstepsinbusinessnegotiations.Thefirststepistoask
generalinformation
aboutaproduct.
Irememberit
is
called
“enquiry
”;
nextistogiveareplytotheso-called
“enquiry
”,whichismainlyon
theproduct’sprice;thethirdstepiscalled“counter-offer”;andthe
lastoneistoreachanagreementwhichmeansonepartyfinallyaccepts
theother’sconditionsandterms.
2.WhatdoweneedtopaycloseattentiontoinbusinessnegotiationsSuggestedAnswers
Wethinkallthefourstepsareveryimportant.Forexample,ifyouare
abuyerandwanttomakeanenquiryabouttheproductyouareinterestedin,youshouldstateclearlythenameandspecificationsoftheproduct
intheletter.Andifyouwanttobuyalot,you’dbettertellthesellertoquoteyouthebestprice.Fortheseller,heshouldreplytheenquiry
assoonaspossible.Whenquotingtheprice,heisstronglyrecommended
tomakeitclearthatthepricemightfluctuate,especiallyinaturbulent
market.Whenreceivingtheseller’sofferorquotation,youmightfind
itimpossibletoaccept.Don’trejectitrudelyorgivenoreplybecause
hemightbeyourfuturebusinesspartner.Whendraftingacounter-offer,
youshouldgivegoodreasonsforthepartyoudisagreewithandyournew
suggestions.Astothelaststep,“acceptance”,you’dbetterrestate
whatyouhaveagreedontomakesurethereisnomisunderstandingaboutit.Itismuchhelpful,especiallyafterseveralroundsofexchangesbetweenyouandtheseller.
Text
GeneralStepsinBusinessNegotiations
Generallyspeaking,businessnegotiationsinvolvefoursteps:
enquiry,offer,counter-offerandacceptance.
一般来说，交易磋商包括四个步骤：
询盘、报盘、还盘和接受。
Thefirststepis“enquiry”.Whenreadinganadvertisementinanewspaper,websiteoranywhereelse,buyersmaymakerequestsfortheinformationrelatingtotheirinterestedproductslikepricelists,
samplesandtermsofpayment.Sucharequestiscalled“anenquiry”.
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”。
Aftersendingtheenquiry,itcomesto“offer”.Anofferisthe
expressionofthewishofthesellertosellparticulargoodsunderstated
terms,includingquantity,prices,shipment,termsofpayment,etc.Itusuallyfollowsanenquirythatiseitherwrittenororal.
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。
Offerscanbeclassifiedintotwotypes:
firmoffersandnon-firm
offers.
Afirmofferis
usuallyaseller’spromisetosell
specifiedgoods
orservicesatspecifiedprices,andvalidforaspecifiedperiod,with
packing,
payment,etc.
describedclearly.
Oncethefirm
offerisaccepted
bythebuyerwithinthevalidity,thesellerisnotpermittedtorevise
orwithdrawhis/herofferandisobligedtoenterintoacontractwith
thebuyer.Incontrast,anon-firmofferisactuallyanofferwithout
engagementwhichoftencontainsreservationclauseslike
“Wemakeyou
anoffersubjecttoourf
inalconfirmation.
”
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。
”
Nextstepis“counter-offer”.Whenanofferreachestheofferee,he/shemayrejectitandendthenegotiationifhe/shefindsitimpossibletoreachanagreement.Butusuallyhe/shewillcarefullystudytheoffer,andrenewthereceivedofferbyalteringoraddingsometermsandconditions.Insuchacase,thereplytotheofferiscalled
“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”
。
Acounter-offerfunctionsasbotharejectiontotheoriginalofferandanewofferbythebuyer.Consequently,theformerofferornowbecomesanofferee,andtheformeroffereeturnstobeanofferor.Normally,such
exchangesmightgothroughseveralroundsbeforeacontractissigned.
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
间的交流可能要经历几个来回。
Last,we’lldiscuss“acceptance”.Whenanofferarrives,theoffereemightagreeonalltermscontainedintheofferunconditionally,andanagreementwillbereachedbetweenthetwoparties.Insuchacase,
thereply
toanoffer
isknownas
“acceptance”.Here,it
shouldbenoted
thattheword“offer”referstoboth
the
original
offer
andthe
counter-offerinseveralroundsofnegotiations.
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。
involve
v.toincludeoraffectsomeoneorsomething
Hisreforminvolvesthereorganizationofseveralministriesinthegovernment.
gothrough
toexperienceaparticularprocess
Youhavetogothroughseveralroundsofinterviewsbeforesuchabigcompanyrecruitsyou.
agreeon
tohaveorexpressthesameopinionaboutsomethingassomeoneelseTheyagreedonadatefornextroundofnegotiationinthismeeting.UsefulExpressions:
agreetodosth.:
同意做某事
agreewithsb.:
同意某人
agreeon/aboutsth.:
就某事达成一致
Task2
Readthepassage,andmatcheachstepwiththecorrespondingaspect.
enquir
offe
counter-offer
acceptanc
providepricesandshipmentofthe
reachanagreementbetweenthetwo
requestforpricelists,samplesandtermsof
pointouttermsofpaymentandconditionsthatare
Task3
Readthepassageagainandtickoffthefactsmentionedinthepassage.
□1.definitionofbusinessnegotiations
□2.people’sattitudestowardanenquiry
□3.legalconsequenceofafirmoffer
□4.differencesbetweenaquotationandanoffer
□5.thepossibilityofrejectinganoffer
□6.howtomakeacounter-offer
□7.theeffectsofacounter-offer
□8.definitenumberofofferandcounter-offerrounds
□9.formatofwritinganacceptanceletter
Task4
Thereadingpassagehasshownfourgeneralstepsinbusinessnegotiations.
Discusswithyourclassmatesanddecidewhichoftheabovestepsisthe
mostdifficultandexplainthereasons.
3.Listening
Task1
MissChenofPioneerGarmentFactory,istalkingwithMr.Addison,a
potentialcustomerfromtheUS.Listentotheconversationandmatchthepeoplewiththecorrectinformation.
Mr.Addison
RockyMountainImport&Export
Showthenewestmodels
ofblouses
MissChen
Askforthecatalogand
pricelist
Script
MissChen:
Goodmorning,sir.CanIhelpyou
Mr.Addison:
Goodmorning.I’dliketoknowsomethingaboutyourlatest
blouses.Oh,bytheway,I’mTomAddisonfromRockyMountainImport&
ExportCo.Here’smycard.
MissChen:
Gladtomeetyou,Mr.Addison.Thisismycard.I’mChenHong,salesmanagerofPioneerGarmentFactory.Haveaseat,please!
Mr.Addison:
Thankyou.
MissChen:
Ithinkyoumightbeinterestedintheembroideredoneswhicharethenewestmodels.Herearethesamples.Infact,itsellswellinCanada.
Mr.Addison:
Yes,theylookreallyniceandfashionable.
MissChen:
I’mquitesurethey’llfindareadymarketinyourcountry.
升级会员 