新职业英语经贸英语教案.docx

新职业英语经贸英语教案.docx

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新职业英语经贸英语教案

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-offerandacceptance

Usethebargainingskillsinbusinessnegotiation

Draftandanswerenquiry,offer,counter-offerandacceptance

1.Warming-up

Task1

ThefollowingjeanspictureisasampleforwholesalesadvertisedinChinaDaily.Discusswithyourpartnerwhatyouwillenquireofthesellerwhenyouplantoimportthem.

Task2

Discusswithyourclassmatestofindoutwhatstepsmightbetakentoreachadealonimportingthejeansabove.Then,fillinthefollowingboxesandexplainwhy.

Confirmingwhattheyhaveagreed

2.ReadingA

BackgroundInformation

Asakeypartininternationaltrade,businessnegotiationreferstotheprocessinwhichasellerandabuyernegotiatethetermsandconditionsontradingspecifiedproducts,andfinallyreachanagreement.Itcanbedoneorallyorinwriting.Normally,itcomeswhenthecompanyfinishesitsbusinessbackgroundcheckonitspotentialbusinesspartner.Thegeneral

procedureofbusinessnegotiationisenquiry,offer,counter-offer,andacceptance.Butitshouldbenotedthatinpracticenotallbusinessnegotiationsgothroughthefourphases.

Task1

Beforereadingthepassage,seehowmuchyouknowaboutthebusinessnegotiationbyansweringthefollowingquestions.

1.HaveyoueverheardofthegeneralstepsinbusinessnegotiationsIfso,listthemintimeorder;ifnot,guesswhattheyare.

SuggestedAnswers

I’veheardalittlebitaboutthestepsofbusinessnegotiationsinChinese.AndafterdiscussingwithTom,wefinallynaildownourversionofthegeneralstepsinbusinessnegotiations.Thefirststepistoaskgeneralinformationaboutaproduct.Irememberitiscalled“enquiry”;nextistogiveareplytotheso-called“enquiry”,whichismainlyontheproduct’sprice;thethirdstepiscalled“counter-offer”;andthelastoneistoreachanagreementwhichmeansonepartyfinallyacceptstheother’sconditionsandterms.

2.Whatdoweneedtopaycloseattentiontoinbusinessnegotiations

SuggestedAnswers

Wethinkallthefourstepsareveryimportant.Forexample,ifyouareabuyerandwanttomakeanenquiryabouttheproductyouareinterestedin,youshouldstateclearlythenameandspecificationsoftheproductintheletter.Andifyouwanttobuyalot,you’dbettertellthesellertoquoteyouthebestprice.Fortheseller,heshouldreplytheenquiryassoonaspossible.Whenquotingtheprice,heisstronglyrecommendedtomakeitclearthatthepricemightfluctuate,especiallyinaturbulentmarket.Whenreceivingtheseller’sofferorquotation,youmightfinditimpossibletoaccept.Don’trejectitrudelyorgivenoreplybecausehemightbeyourfuturebusinesspartner.Whendraftingacounter-offer,youshouldgivegoodreasonsforthepartyoudisagreewithandyournewsuggestions.Astothelaststep,“acceptance”,you’dbetterrestatewhatyouhaveagreedontomakesurethereisnomisunderstandingaboutit.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”.Anofferistheexpressionofthewishofthesellertosellparticulargoodsunderstatedterms,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-firmoffers.Afirmofferisusuallyaseller’spromisetosellspecifiedgoodsorservicesatspecifiedprices,andvalidforaspecifiedperiod,withpacking,payment,etc.describedclearly.Oncethefirmofferisacceptedbythebuyerwithinthevalidity,thesellerisnotpermittedtoreviseorwithdrawhis/herofferandisobligedtoenterintoacontractwiththebuyer.Incontrast,anon-firmofferisactuallyanofferwithoutengagementwhichoftencontainsreservationclauseslike“Wemakeyouanoffersubjecttoourfinalconfirmation.”

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,suchexchangesmightgothroughseveralroundsbeforeacontractissigned.

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,thereplytoanofferisknownas“acceptance”.Here,itshouldbenotedthattheword“offer”referstoboththeoriginalofferandthecounter-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

tohaveorexpressthesameopinionaboutsomethingassomeoneelse

Theyagreedonadatefornextroundofnegotiationinthismeeting.

UsefulExpressions:

agreetodosth.:

同意做某事

agreewithsb.:

同意某人

agreeon/aboutsth.:

就某事达成一致

Task2

Readthepassage,andmatcheachstepwiththecorrespondingaspect.

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.Discusswithyourclassmatesanddecidewhichoftheabovestepsisthemostdifficultandexplainthereasons.

3.Listening

Task1

MissChenofPioneerGarmentFactory,istalkingwithMr.Addison,apotentialcustomerfromtheUS.Listentotheconversationandmatchthepeoplewiththecorrectinformation.

Script

MissChen:

Goodmorning,sir.CanIhelpyou

Mr.Addison:

Goodmorning.I’dliketoknowsomethingaboutyourlatestblouses.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.

Mr.Addison:

Ihopeso.ButIneedtostudythemfurther.Couldyougivemeyourcatalogandpricelist

MissChen:

Ofcourse.Hereyouare.

Mr.Addison:

I’llcontactyoulater.Thankyou!

MissChen:

Mypleasure!

I’mlookingforwardtoyourfurtherenquiry.Bye!

Mr.Addison:

Bye!

Task2

MissLiuisansweringaphonefromamanwhomshemetatChineseExportCommoditiesFair.Listentotheconversationandfillintheblankswithwhatyouhear.

Liu:

Hello!

SunlightBicycleCompany.

Mr.Smith:

Hi,couldIspeaktoLiuHenginSalesDepartment

Liu:

Oh,gladtoreceiveyourcall.WhatcanIdoforyou

Mr.Smith:

Havingseenyourexhibitsatthefair,I’dliketotellthatwehavegreatinterestinyourlatestmodelBikeTGBIandBikeTGGI.

Liu:

Wonderful!

Haveyougotthepricelist

Mr.Smith:

Yes,butI’mwonderingwhetheryoucangiveaspecialdiscountonourinitialorder.

Liu:

Well,itdependsonthesizeofyourorder.I’llgiveyouourpolicyondiscountinthequotationletter.

Script

Liu:

Hello!

SunlightBicycleCompany.

Mr.Smith:

Hi,couldIspeaktoLiuHenginSale