商务英语谈判5-1.ppt

1、Chapter Four-one Bargaining ProcessFocusTactics and strategies for making quotationsIndicators for the end of a bargainTactics and skills for making counter-quotationsPrinciples and strategies for making compromises,Case 1:Time:2005Parts:a large group of Chinese purchasers major American Corporation

2、s including Boeing,Microsoft and GMBackground:In 2005,in order to reduce the trade deficit（赤字）between the US and China,a large group of Chinese purchasers were dispatched to negotiate with major American corporations including Boeing,Microsoft and GM for the importation of products worth over 10 bil

3、lion dollars.,Pleased to hear the news,Boeing wondered how many Boeing airliners China would purchases this time.Chinese representatives proposed that the purchase of Boeing airliners should include the newly-developed Boeing 787.Problem:However,the representatives from Boeing said there would be no

4、 problem about the purchase of Boeing 737s,747s,767s,and 777s,but the Boeing 787 was a new product that had not yet rolled off the line,and it would be sold at an extremely high price.,The Chinese representatives responded that there must be a price no matter how high it was,so how much was a Boeing

5、 787 jetliner?After consulting together,the American representatives came up with a“ceiling price.The Chinese representatives thought it was unreasonably high.Large airline companies in China are regular clients of Boeing.You should not make it a“once-for-all”deal.,To enable us to continue our purch

6、ase of your airplanes,please consider whether you can give us a preferential price by reducing your offer by xx%.The American representatives replied:”We considered these factors before we quoted our preferential price.Therefore,we are not in a position to allow you X%discount,let alone xx%.You know

7、 that Boeing 787 jetliners boast a high safety coefficient and a fuel-efficient feature.”,Then the Chinese representatives responded:”If we purchase a large quantity,will you give a more favorable price?”The American said they would think about it.Initial Result:In the following rounds of negotiatio

8、n,the Chinese side increased the number of the airplanes they ordered,step by step,and the Americans made several appropriate price concessions.,It was not until the Chinese side agreed to buy 42 Boeing 787 jetliners that the American representatives were delighted,and felt that things were better t

9、han they had expected.And the Chinese side was also satisfied with the settlement of a price xx%lower than the initial offer.Another Problem:However,when the representatives from both sides were about to sign the contract,the American side went back on their word because,some American congressmen po

10、inted out that the gyroscope（回转仪，陀螺仪）installed in the Boeing 787 was a state-of-the-art sophisticated precision instrument.If airplanes with this kind of gyroscope were exported to China,they believed it would have an adverse impact on U.S.national security.Final result:Therefore,the American repres

11、entatives came up with a new proposal:they would sell Boeing 787s without gyroscope or with old-generation gyroscopes to China,with a corresponding reduction in price.,The Chinese side strongly disagreed:”We wont buy a beautiful but blockheaded and dumb giant bird.The Boeing 787 must be furnished th

12、e advanced gyroscopes,or it will be impossible to know clearly how high it flies and what direction it goes.”Although the American representatives had raised a new issue under the pressure from their Congressmen,the Chinese side maintained their position.In the end,Boeing signed the agreement with t

13、he Chinese Aviation Administration of China.,The bargain phase in international business negotiation-covers broad period of time from the end of the opening phase to the beginning of the closing phase.-is called“the step of overcoming barriers to agreement”-constitutes the central and most difficult

14、 stage in the whole negotiation process.,In the bargaining phase,each negotiating party-measures its own strength,intelligence and strategies against those of its counterpart.-adjusts its own negotiation strategies,-modifies its original negotiation objectives or targets,and then-establishes a basic

15、 framework for the negotiation agreement.Bargaining involves three key aspects:,-quoting a price-bargaining over the price-making compromisesQuotationCase 2:Parts:the Macau Jockey（赛马）Club in China an Australian jockey clubBackground:The Macau Jockey Club in China was commissioned to negotiate with a

16、n Australian jockey club about introducing ten horses of fine breeding.,The seller,the Australian jockey club,would sell the horses as long as the price was above 1 million Australian dollars per horse on the average;Macau Jockey Club,aimed to pay no more than 1.5 million Australian dollars per horse.The two sides did not know one anothers bottom price(quoted above),but both of them would benefit if they could close a deal including 10 horses at a total price of 10-15 million Australian dollars.