实用外贸英语备课笔记.docx
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实用外贸英语备课笔记
实用外贸英语
AppliedBusinessEnglish
孙绍芳
Unitone:
EstablishBusinessRelations
Ifanewfirmwishestoopenupamarkettosellsomethingtoorbuysomethingfromfirmsinforeigncountries,thepersoninchargemustfindoutwhomheorsheisgoingtodealwith.
1.Howtoobtainsuchinformation?
Whatarethechannelstofindcustomers?
·website(eg:
logonsomeofthee-marketplaces,BtoBsite,esp.govt.SME’sportal.busidinessreportorstatementreleasedannually/quarterly)
·advertisement(inc.magazines,newspaper,)
·banks
·ChambersofCommerceinforeigncountries
·tradedirectory
·ChineseCommercialCounsellor’sOfficeinforeigncountries
·BusinessHousesofthesametrade,etc.
·introductionofothercustomers
2.Whatsortofinformationyouneedtoobtain?
·Contactdetailsofthepotentialpartners/customers(eg:
nameandaddressofthefirms,faxNo.,mobileNo.,e-mailaddressetc.)
·Businesscustomsofthemarket,(eg:
paymenttermsgenerallyacceptable),social,politicalsituationect.,
·theCustomrulesorregulations,compliancerequirementsfortheproducts,tax,tariff,
·Demographics,marketstructure,distributionchannels,marketsegments,
·thepurchasepower,interest&favorofthelocalconsumers,
·Amountofcompetition,competitorcompaniesandtheiractivitiesandstrategies.inthetargetmarket,
·theadvantagesanddisadvantagesofyourproducts,(howdoesyourproductfitintoaspecificoverseasmarket?
)
·Informationregardingmarkettrends,marketpotentialandbuyercommentonexportproductsandrecommendedpricerange
·thecredentialofyourpotentialpartners/customers.etc.(checkiftheyaretrustworthy)
3.Howtomakecustomers’statusenquiries?
Ifyouhaveinterestinparticularcustomers,youneedtogetthefollowinginformationaboutthemregardingtheirprofessionalandfinancialposition.
▪ownershipandfinancialdetails(eg.Registeredcapital/creditlimit,etc.)
▪backgroundandpreviousdealings(theamountofeachtransaction&whomtheyaredealingwith)
▪turnover,profitability,numberofemployees,andsalesamount
▪keycontactsinthecompany
▪keysuppliersanddistributors
▪pricesandmarketactivities
▪Reputationandtrustworthiness
Theseinformationmustbeup-todate,andacomprehensiveanalysisisneeded.
3.1Waysofobtainingtheinformation:
▪Applytobank(banktobank)
▪GovernmentServices(orgovernmentprogrammes)toassistSMEs’,govt.export/importportal
▪ChamberofCommerce
▪Enquiryagencies
▪InternationalFactoring,etc.(eg.creditagency/exportcreditinsuranceCo.)
Statusenquiriesaregenerallyheaded“Confidential”or“privateandConfidential”.
Lettersenquiringstatusaremoreorlessstereotyped(followoldfashion).Itisonlyaddressedtospecificpersonwhodealwithitprivately.Don’tforgettoguaranteethat“anyinformationyoumaygivewillbetreatedinabsoluteconfidence.”
3.2Whatdoesanenquiringletterusuallyinclude?
·Introduceyourself,
·telltheprospectivecustomeryouraim,
·giveyourcontactdetails.
·Listthequestionsyouusuallyask(oruseaprintedformandencloseaprepaidenvelop):
Istherearecordofbaddebts?
有无坏帐记录?
Howpromptlyaretermsmet?
还帐是否及时?
(terms:
dateofmeetingthedebts)
Whatamountiscurrentlyoutstandingifany?
经常欠帐额有多少?
Whatistheadvisablecreditlimit?
建议信用额度是多少?
Notice:
Whenreplystatusenquiryletters,
▪Don’tmentionthenameofthefirmenquiredabout,
▪Don’tusesuchexpression,eg:
Thereisnoproblem….Ortheynever….,
Tryavoidsopositivetone.Say:
wethink….,orItseemstous….
▪Writetactfully,toavoidunnecessarytrouble.
▪Attheendofyourletter,don’tforgettoremindyourcustomer:
“Thisinformationisconfidential(andisgivenwithoutanyresponsibilityonourpart.)
Afteryougetthenecessaryinformation,youcansente-mailtoyourprospectivecustomestoestablishbusinessrelationship.Whenyouwritesuchletters,
▪Introduceyourself,
▪Tellyourcustomerhowyougethis/hernameoraddress,
▪Encloesyoure-pamphlet/catalogue/contactdetail
▪Expressyourwishestodobusinesswiththem,
Almostallbusinessmentaketheopportunitiestosendtheirgoodwishes,congratulationsatfestivaltime,promotions&weddingorsendtheirsympathyatdifficulties,orillnessofcustomers.Suchlettersareappreciatedbycustomersandarecertainlygoodforconsolidatingbusinessrelations.Rememberthatthebestopportunitiesforcreatinggoodwillisinthedailyconductofyourcorrespondence.
UnitTwo:
TradeBarriers
Almostallcountriesintheworldimposetradebarriersoncertaingoodscrossingtheirboarders.Thesebarriersaredesignedtoprotecttheireconomy,encouragetheirdomesticproductioninareaswhichareeconomicallyinefficient,andtendtoreducethevolumeofimportedgoods.Thesebarrierscanbedividedintotariffbarriersandnon-tariffbarriers.
1.TariffBarriers
Tariffbarriersarethemostcommonformoftradebarriers.Itisasystemofimportdutiesorfeesleviedongoodsbeingimportedintothecountry.Itcanbedividedintotwokinds:
revenuetariffandprotectivetariff.Theformeraimstoraisemoneyforthegovernment.,andusuallythesetariffsarelow.Aprotectiveoneaimstodiscourageforeignbusinessfromexportinggoodsintothecountryinordertoforceforeignbusinesstoraiseitspricetocoverthetariff.Sousuallythesetariffsareveryhigh..(eg:
cars,luxuriousgoodsareleviedhightariffinChina,)Theprotectivetariffsarclassifiedaccordingtodifferentkindsofgoods.
2.Non-tariffbarriers
Non-tariffbarriersareextremelyeffectiverestrictions,thoughtheyarelessvisiblethantariff.Themajorcategoriesareasfollows:
1).Governmentparticipationintrade.
Itreferstodiscriminationingovernmentpurchase,statetrading,subsidies,counteryailingduties(平衡关税)andthelike.(eg:
AgricultureproductsfromEU,becauseoftheirhighproductivityandhighgovernmentsubsidies,theirpriceisverylow.Whenexportedtoothercountries,theymayencountercounteryailingduties.)
2).Customsandentryprocedures.
Theyrefertoregulationsaboutvaluationmethods,classification,documentation,healthandsafetyinspectionprocedures.
3).Standards
Theyrefertostandardsforproducts,packing,labelling,marking,andsoon.(eg:
complicatedtechnologystandards,hygienicstandardforfoodstuff).
4).Specificlimitations
Theycoverquotas,importrestraints,licensing,exchangecontrols,andthelike.(eg.CoalexportquotainChina)
Quotaisaquantitativerestrictionwhichlimitstheimports(orexports)ofspecificcommodity
duringagivenperiodoftimeintermsofeitherphysicalquantityorvalue.Ingeneral,intheimportingcountries,quotasoftenrequiredalicensingsystem.Animportdutywillreduceimports,butitdoesnotimposeanabsolutelimitonimportedgoods.Quotadoes.
Importlicensingsystemrequiresanimportertogetgovernmentpermitbeforeimportinggoodsintothecountry.(ironrockimport,ifquotaissmall,butthetotaldemandofdomesticmarketisgreat,quotasaresoldtosomeofthebusinesswhocannotgetthelicense,thequotarecipientswillgetwindfallprofits,andgovernmentcouldalsogetwindfallprofitsbyauctioningoffthelicensestothehighestbidder).Thepriceofbuyingquotaswillbeaddedtothetotalpriceoftheexport/importcommoditieswhichwillrestricttheamountofexport/import.
Foreignexchangecontrolregulatesthekindandquantityofpermissiblepaymentsinforeignexchange.Importsarebannedfromthecountryiftheauthoritiesdonotallowpaymentforthem.
5)Importcharges
Theyrefertopriorimportdeposits,creditrestrictionsforimports,specialduties,andsoon..
Thisalsocontributetheburdenofimporter.
6).NewNon-tariffBarriers(略)
Besidestheaboverestrictions,newnon-tariffbarriersareconstantlybeingdeveloped.Somearelegitimateregulatoryfunctions,eg:
antipollutionregulationstherequireautomobilestomeetcertainexhaustemissionstandard.Othersmaybeintroducedforreasonofhealth,safety,ornationalsecuritybutactuallyintendedtorestricttrade.
UnitThree:
EnquiriesandReplies
Enquiriesareusuallymadebybuyerswithoutengagementtogetinformationaboutthegoodstobeordered,suchasprice,catalogue,deliverydateandotherterms.Iftheenquiryisageneralone,(notspecific),thebuyerusuallyaskthesellertosendhimorheracatalogue,pricelist,asamplebookoraquotationsheetetc.
1.Whatshouldbeincludedinyourenquiryletter?
Yourexactrequirementwhichinclude:
prices,
discounts,
specifications
catalogue,
sample,
packing,(sometimes)
quantity,
timeofshipment(sometimes),ordeliveryrequirement
termsofpayment(sometimes)
Aprintedenquiryformisusuallyused.
2.MethodsofStipulatingQualityofCommodity
Thequalityofcommodityreferstotheoutwardappearanceandtheessentialqualityofcommodities,suchasshape,structure,color,flavoraswellaschemicalcomposition,physicalandmechanicalproperties.(物理机械性能)
Inforeigntrade,thesellersandbuyersareindifferentcountries.Thebuyersareusuallyunabletoseethecommoditiesuntiltheyarrivedattheportofdestination.Thehowcouldthebuyersgettoknowthequalityofthecommodities?
Therearetwowaystoindicatethequalityofjthecommodities.
A.SalebyDescription
a.SalebySpecification,GradeorStandard
eg:
30”x40”x3”;L,M,Stodescribesize.Thesamekindofcommoditycanbeclassifiedtodifferentgrade,eg:
GradeA,GradeBGradeC.Inagriculturalandby-productmarket,thereisacommonlyadoptedstandard,ie.Fairaveragequality(FAQ)whichreferstotheaveragequali