商务英语谈判5-1.ppt
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ChapterFour-oneBargainingProcessFocusTacticsandstrategiesformakingquotationsIndicatorsfortheendofabargainTacticsandskillsformakingcounter-quotationsPrinciplesandstrategiesformakingcompromises,Case1:
Time:
2005Parts:
alargegroupofChinesepurchasersmajorAmericanCorporationsincludingBoeing,MicrosoftandGMBackground:
In2005,inordertoreducethetradedeficit(赤字)betweentheUSandChina,alargegroupofChinesepurchasersweredispatchedtonegotiatewithmajorAmericancorporationsincludingBoeing,MicrosoftandGMfortheimportationofproductsworthover10billiondollars.,Pleasedtohearthenews,BoeingwonderedhowmanyBoeingairlinersChinawouldpurchasesthistime.ChineserepresentativesproposedthatthepurchaseofBoeingairlinersshouldincludethenewly-developedBoeing787.Problem:
However,therepresentativesfromBoeingsaidtherewouldbenoproblemaboutthepurchaseofBoeing737s,747s,767s,and777s,buttheBoeing787wasanewproductthathadnotyetrolledofftheline,anditwouldbesoldatanextremelyhighprice.,TheChineserepresentativesrespondedthattheremustbeapricenomatterhowhighitwas,sohowmuchwasaBoeing787jetliner?
Afterconsultingtogether,theAmericanrepresentativescameupwitha“ceilingprice.TheChineserepresentativesthoughtitwasunreasonablyhigh.LargeairlinecompaniesinChinaareregularclientsofBoeing.Youshouldnotmakeita“once-for-all”deal.,Toenableustocontinueourpurchaseofyourairplanes,pleaseconsiderwhetheryoucangiveusapreferentialpricebyreducingyourofferbyxx%.TheAmericanrepresentativesreplied:
”Weconsideredthesefactorsbeforewequotedourpreferentialprice.Therefore,wearenotinapositiontoallowyouX%discount,letalonexx%.YouknowthatBoeing787jetlinersboastahighsafetycoefficientandafuel-efficientfeature.”,ThentheChineserepresentativesresponded:
”Ifwepurchasealargequantity,willyougiveamorefavorableprice?
”TheAmericansaidtheywouldthinkaboutit.InitialResult:
Inthefollowingroundsofnegotiation,theChinesesideincreasedthenumberoftheairplanestheyordered,stepbystep,andtheAmericansmadeseveralappropriatepriceconcessions.,ItwasnotuntiltheChinesesideagreedtobuy42Boeing787jetlinersthattheAmericanrepresentativesweredelighted,andfeltthatthingswerebetterthantheyhadexpected.AndtheChinesesidewasalsosatisfiedwiththesettlementofapricexx%lowerthantheinitialoffer.AnotherProblem:
However,whentherepresentativesfrombothsideswereabouttosignthecontract,theAmericansidewentbackontheirwordbecause,someAmericancongressmenpointedoutthatthegyroscope(回转仪,陀螺仪)installedintheBoeing787wasastate-of-the-artsophisticatedprecisioninstrument.IfairplaneswiththiskindofgyroscopewereexportedtoChina,theybelieveditwouldhaveanadverseimpactonU.S.nationalsecurity.Finalresult:
Therefore,theAmericanrepresentativescameupwithanewproposal:
theywouldsellBoeing787swithoutgyroscopeorwithold-generationgyroscopestoChina,withacorrespondingreductioninprice.,TheChinesesidestronglydisagreed:
”Wewontbuyabeautifulbutblockheadedanddumbgiantbird.TheBoeing787mustbefurnishedtheadvancedgyroscopes,oritwillbeimpossibletoknowclearlyhowhighitfliesandwhatdirectionitgoes.”AlthoughtheAmericanrepresentativeshadraisedanewissueunderthepressurefromtheirCongressmen,theChinesesidemaintainedtheirposition.Intheend,BoeingsignedtheagreementwiththeChineseAviationAdministrationofChina.,Thebargainphaseininternationalbusinessnegotiation-coversbroadperiodoftimefromtheendoftheopeningphasetothebeginningoftheclosingphase.-iscalled“thestepofovercomingbarrierstoagreement”-constitutesthecentralandmostdifficultstageinthewholenegotiationprocess.,Inthebargainingphase,eachnegotiatingparty-measuresitsownstrength,intelligenceandstrategiesagainstthoseofitscounterpart.-adjustsitsownnegotiationstrategies,-modifiesitsoriginalnegotiationobjectivesortargets,andthen-establishesabasicframeworkforthenegotiationagreement.Bargaininginvolvesthreekeyaspects:
-quotingaprice-bargainingovertheprice-makingcompromisesQuotationCase2:
Parts:
theMacauJockey(赛马)ClubinChinaanAustralianjockeyclubBackground:
TheMacauJockeyClubinChinawascommissionedtonegotiatewithanAustralianjockeyclubaboutintroducingtenhorsesoffinebreeding.,Theseller,theAustralianjockeyclub,wouldsellthehorsesaslongasthepricewasabove1millionAustraliandollarsperhorseontheaverage;MacauJockeyClub,aimedtopaynomorethan1.5millionAustraliandollarsperhorse.Thetwosidesdidnotknowoneanothersbottomprice(quotedabove),butbothofthemwouldbenefitiftheycouldcloseadealincluding10horsesatatotalpriceof10-15millionAustraliandollars.