1、Unit 3Business Negotiation本單元結合國際經(jīng)貿(mào)業(yè)務中的典型工作流程、工作場景概述國際貨物買賣過程中商業(yè)背景調(diào)查之后的一個重要環(huán)節(jié)“交易磋商”：l 交易磋商概述：介紹交易磋商過程中典型的四個環(huán)節(jié)，主要涉及四個環(huán)節(jié)的基本含義、內(nèi)容和在整個過程中的地位與作用(Reading A)，為進行實際交易磋商提供理論指導；l 口頭磋商：根據(jù)業(yè)務需要，向貿(mào)易伙伴詢問商品報價、提供報價、磋商分歧和達成協(xié)議(Listening & Speaking)，學習實際磋商中的談判技巧；l 書面報盤與還盤：客戶通過電子郵件向公司相關人員進行報盤，即商品的名稱、價格和樣品等信息，公司對報盤進行還

2、盤，指出需要進一步磋商部分，并提供具體建議(Reading A)l 起草詢盤和介紹信件：根據(jù)所給的信息，起草一份得體的詢盤和接受信函(Reading B & Writing), 熟悉交易磋商信函包括的一般內(nèi)容和格式。Unit ObjectivesAfter studying this unit, you are able to:l Understand the four basic steps in the process of a business negotiationl Know the formats of enquiry, offer, counter-offer and a

3、cceptancel Use the bargaining skills in business negotiationl Draft and answer enquiry, offer, counter-offer and acceptance1. Warming-up Task 1 The following jeans picture is a sample for whole sales advertised in China Daily. Discuss with your partner what you will enquire of the seller when you pl

4、an to import them. QuantityTerms of payment SpecificationSamplesShipmentA price listTask 2 Discuss with your classmates to find out what steps might be taken to reach a deal on importing the jeans above. Then, fill in the following boxes and explain why.Asking for detailed information of the jeans R

5、eading an advertisement for jeans Negotiating about what they differ in Sending a quotation of the jeans and samples Confirming what they have agreed2. Reading A Background Information As a key part in international trade, business negotiation談判ng'e()n refers to the process in which a seller and

6、 a buyer negotiate the terms and conditions條件 on trading specified products, and finally reach an agreement. It can be done orally or in writing. Normally, it comes when the company finishes its business background check on its potential business partner. The generalprocedure of business negotiation

7、 is enquiry, offer, counter-offer, and acceptance. But it should be noted that in practice not all business negotiations go through the four phases.Task 1 Before reading the passage, see how much you know about the business negotiation by answering the following questions. 1. Have you ever heard of

8、the general steps in business negotiations? If so, list them in time order; if not, guess what they are.Suggested Answers Ive heard a little bit about the steps of business negotiations in Chinese. And after discussing with Tom, we finally nail down our version of the general steps in business negot

9、iations. The first step is to ask general information about a product. I remember it is called “enquiry”; next is to give a reply to the so-called “enquiry”, which is mainly on the products price; the third step is called “counter-offer”; and the last one is to reach an agreement which means one par

10、ty finally accepts the others conditions and terms.2. What do we need to pay close attention to in business negotiations?Suggested Answers We think all the four steps are very important. For example, if you are a buyer and want to make an enquiry about the product you are interested in, you should s

11、tate clearly the name and specifications of the product in the letter. And if you want to buy a lot, youd better tell the seller to quote you the best price. For the seller, he should reply the enquiry as soon as possible. When quoting the price, he is strongly recommended to make it clear that the

12、price might fluctuate, especially in a turbulent market. When receiving the sellers offer or quotation, you might find it impossible to accept. Dont reject it rudely or give no reply because he might be your future business partner. When drafting a counter-offer, you should give good reasons for the

13、 part you disagree with and your new suggestions. As to the last step, “acceptance”, youd better restate what you have agreed on to make sure there is no misunderstanding about it. It is much helpful, especially after several rounds of exchanges between you and the seller.Text General Steps in Busin

14、ess NegotiationsGenerally speaking, business negotiations involve four steps: enquiry, offer, counter-offer and acceptance. 一般來說，交易磋商包括四個步驟：詢盤、報盤、還盤和接受。The first step is “enquiry”. When reading an advertisement in a newspaper, website or anywhere else, buyers may make requests for the information re

15、lating to their interested products like price lists, samples and terms of payment. Such a request is called “an enquiry”.第一步是“詢盤”。買方在報紙、網(wǎng)站或者其他地方看到一則廣告后，可能會向?qū)Ψ剿魅∮嘘P自己感興趣的商品信息，如價格表、樣品、付款條件等。而這種索取信息的請求就被稱為“詢盤”。After sending the enquiry, it comes to “offer”. An offer is the expression of the wish of the

16、 seller to sell particular goods under stated terms, including quantity, prices, shipment, terms of payment, etc. It usually follows an enquiry that is either written or oral. 在發(fā)出詢盤后，買方就會收到“報盤”。報盤表達了賣方希望出售某種商品的條件，包括數(shù)量、價格、裝運、付款條件等。它通常出現(xiàn)在口頭的或者書面的詢盤之后。Offers can be classified into two types: firm offer

17、s and non-firm offers. A firm offer is usually a sellers promise to sell specified goods or services at specified prices, and valid for a specified period, with packing, payment, etc. described clearly. Once the firm offer is accepted by the buyer within the validity, the seller is not permitted to

18、revise or withdraw his/her offer and is obliged to enter into a contract with the buyer. In contrast, a non-firm offer is actually an offer without engagement which often contains reservation clauses like “ We make you an offer subject to our final confirmation.”報盤可以分為兩大類：實盤和虛盤。實盤通常是指賣方以指定的價格、有效期、包裝

19、、付款等內(nèi)容銷售某種商品或服務的承諾。實盤一旦在有效期內(nèi)被買方接受，賣方就不準修改或者撤回其報盤，并有義務與買方簽署合同。相比之下，虛盤實際上是一個沒有約言的報盤，它經(jīng)常包括諸如這樣的保留條款：“此發(fā)盤須經(jīng)我方最終確認?！盢ext step is “counter-offer”. When an offer reaches the offeree, he/she may reject it and end the negotiation if he/she finds it impossible to reach an agreement. But usually he /she will c

20、arefully study the offer, and renew the received offer by altering or adding some terms and conditions. In such a case, the reply to the offer is called “counter-offer”.下一步是“還盤”。當報盤送達受盤人，如果發(fā)現(xiàn)不可能達成一致，他/她可能會拒絕，從而終止談判。但是通常他/她會仔細研究報盤，修改或添加一些條款和條件。在這種情況下，對報盤的回復稱作“還盤”。A counter-offer functions as both a r

21、ejection to the original offer and a new offer by the buyer. Consequently, the former offeror now becomes an offeree, and the former offeree turns to be an offeror. Normally, such exchanges might go through several rounds before a contract is signed.還盤的作用既是對原始報盤的拒絕，又是買方提出的新報盤。因此，以前的發(fā)盤人現(xiàn)在變成了受盤人，而以前的受

22、盤人變成了發(fā)盤人。通常，在最終簽署合同之前，這種相互之間的交流可能要經(jīng)歷幾個來回。Last, well discuss “acceptance”. When an offer arrives, the offeree might agree on all terms contained in the offer unconditionally, and an agreement will be reached between the two parties. In such a case, the reply to an offer is known as “acceptance”. Here

23、, it should be noted that the word “offer” refers to both the original offer and the counter-offer in several rounds of negotiations.最后，我們將談談“接受”。當報盤到達受盤人后，他可能無條件地接受報盤中的所有條款。這樣，雙方就達成了一致。在這種情況下，對報盤的回復被稱作“接受”。這里需要指出的是，“報盤”這個詞這里既指原始的報盤，也指談判回合中的還盤。involve v. to include or affect someone or something His

24、 reform involves the reorganization of several ministries in the government. go through to experience a particular process You have to go through several rounds of interviews before such a big company recruits you. agree on to have or express the same opinion about something as someone else They agr

25、eed on a date for next round of negotiation in this meeting. Useful Expressions:agree to do sth.:同意做某事 agree with sb.:同意某人 agree on/about sth.:就某事達成一致Task 2 Read the passage, and match each step with the corresponding vide prices and shipment of the products enquiry reach an agreement betw

26、een the two parties offerpoint out terms of payment and conditions that are unaccepted request for pricelists, samples and terms of payment acceptancecounter-offer Task 3 Read the passage again and tick off the facts mentioned in the passage. 1. definition of business negotiations 2. peoples attitud

27、es toward an enquiry 3. legal consequence of a firm offer 4. differences between a quotation and an offer 5. the possibility of rejecting an offer 6. how to make a counter-offer 7. the effects of a counter-offer 8. definite number of offer and counter-offer rounds 9. format of writing an acceptance

28、letter Task 4 The reading passage has shown four general steps in business negotiations. Discuss with your classmates and decide which of the above steps is the most difficult and explain the reasons.3. Listening Task 1Miss Chen of Pioneer Garment Factory, is talking with Mr. Addison, a potential cu

29、stomer from the US. Listen to the conversation and match the people with the correct information. l Rocky Mountain Import & Exportl Show the newest models of blousesl Ask for the catalog and pricelistl Sales managerMr. AddisonMiss ChenScript Miss Chen: Good morning, sir. Can I help you?Mr. Addis

30、on: Good morning. Id like to know something about your latest blouses. Oh, by the way, Im Tom Addison from Rocky Mountain Import & Export Co. Heres my card.Miss Chen: Glad to meet you, Mr. Addison. This is my card. Im Chen Hong, sales manager of Pioneer Garment Factory. Have a seat, please!Mr. A

31、ddison: Thank you.Miss Chen: I think you might be interested in the embroidered ones which are the newest models. Here are the samples. In fact, it sells well in Canada.Mr. Addison: Yes, they look really nice and fashionable.Miss Chen: Im quite sure theyll find a ready market in your country.Mr. Add

32、ison: I hope so. But I need to study them further. Could you give me your catalog and price list?Miss Chen: Of course. Here you are.Mr. Addison: Ill contact you later. Thank you!Miss Chen: My pleasure! Im looking forward to your further enquiry. Bye!Mr. Addison: Bye!Task 2Miss Liu is answering a pho

33、ne from a man whom she met at Chinese Export Commodities Fair. Listen to the conversation and fill in the blanks with what you hear. Liu: Hello! Sunlight Bicycle Company.Mr. Smith: Hi, could I speak to Liu Heng in Sales Department? Liu: Oh, glad to receive your call. What can I do for you?Mr. Smith:

34、 Having seen your exhibits at the fair, Id like to tell that we have great interest in your latest model Bike TGBI and Bike TGGI. Liu: Wonderful! Have you got the price list?Mr. Smith: Yes, but Im wondering whether you can give a special discount on our initial order.Liu: Well, it depends on the siz

35、e of your order. Ill give you our policy on discount in the quotation letter. Script Liu: Hello! Sunlight Bicycle Company.Mr. Smith: Hi, could I speak to Liu Heng in Sales Department? Liu: Speaking!Mr. Smith: This is Tom Smith, Purchasing Manager of Chicago Sports Import and Export. We met at Chines

36、e Export Commodities Fair about one month ago.Liu: Oh, glad to receive your call. What can I do for you?Mr. Smith: Having seen your exhibits at the fair, Id like to tell that we have great interest in your latest model Bike TGBI and Bike TGGI.Liu: Wonderful! Have you got the price list?Mr. Smith: Ye

37、s, but Im wondering whether you can give a special discount on our initial order.Liu: Well, it depends on the size of your order. Ill give you our policy on discount in thequotation letter.Mr. Smith: Thank you. Ill call you later when receiving your latest quotation. Bye!Liu: Bye.Task 3Mr. Clark, a

38、purchasing manager of an Australian company, is negotiating with Miss Yang who works for a major supplier of household appliances in China. Listen to the conversation and answer the following questions. 1. How does the report impress Alice at her first sight? In Miss Yangs company. 2. What does Miss

39、 Yang say to show that shed like to discuss about the offer? She said, “Sure. I appreciate your straightforwardness”. 3. How much higher is the price of T-2009 Model than that of other similar products according to Mr. Clark? 4%. 4. How many refrigerators does Mr. Clarks company plan to buy? 500. 5.

40、 Does Mr. Clark accept the newest offer? And why? Unlikely. He thinks its too high and said, “Im afraid Ill choose other suppliers” ScriptYang: Hello, Mr. Clark. Welcome to our company!Mr. Clark: Thanks. Its my great honor to be here. Shall we discuss your offer sent to me two days ago right now?Yan

41、g: Sure. I appreciate your straightforwardness.Mr. Clark: The refrigerator T-2009 is still expensive compared with the similar products from other suppliers. Your price is about 4% higher.Yang: Really? But the T-2009 has taken advantage of the latest technology. Im quite sure its the most energy-eff

42、icient and the least noisy one. It is the newest model for the coming season.Mr. Clark: Of course, its new. So we risk buying 500 pieces for trial sale, but your price will leave little profit for me.Yang: I assure you there will be a great demand in your market, and if you can order more than 1,500

43、 pieces, well give you a 1.5% discount.Mr. Clark: Only 1.5%? Im afraid Ill choose other suppliers.Task 4After reading the quotation of Karl & King Electrical Appliance Co., Jack Smith is phoning sales woman Anna. Listen to the conversation and decide whether the following statements are true (T)

44、 or false (F). 1. Universal Electrical Appliance Import & Export Co. sells electrical hair dryer. 2. Generally, each set of HD-1500B is $60 on CFR Vancouver basis. 3. The discount depends on the quality and time of shipment. 4. Jack wants 400 sets of electrical hair dryer HD-1500B. 5. Jack order

45、s two models of hair dryer from Anna. 6. The offered price of hair straightener JO-074 is still very expensive. 7. Jack wants to have 3% discount altogether. 8. They finally reach an agreement on the price. ScriptAnna: Karl & King Electrical Appliance Co. Can I help you?Jack: This is Jack Smith,

46、 Purchasing Manager of Universal Electrical Appliance Import & Export Co. Ive just browsed your companys online quotation and Im interested in your electrical hairdryer.Anna: Great! Which model?Jack: HD-1500B. Please quote us your lowest price on CIF Vancouver basis.Anna: The price is $60 per se

47、t. But it depends on the quantity and the time of shipment.Jack: We would like to have 200 sets in red and blue respectively before July 30th. So could you give me a discount of 5%?Anna: Frankly speaking, your order is not large enough. But if you order our other products, well consider giving you a

48、 special discount.Jack: Good. We also intend to place an order for 500 sets of hair straightener JO-074.Anna: Our quotation for that model is $30. As youve ordered both hair straighteners and hairdryers, we can give you a special discount of 2.5% altogether.Jack: Only 2.5%? But we expect more. How a

49、bout 4%?Anna: The two models you want are the latest models and their quality is the best among similar products on the market. So we can give you 3% at most.Jack: OK, done!Task 5Mr. Zhu, Sales Manger of a company in Guangdong, is talking with his customer Ellen Rice, an American importer, on the ph

50、one. Listen to the conversation and fill in the blanks with what you hear.Mrs. Rices notebook Interested Products: 1 Washing machine WSB and WST Supplier: 2_ Liangxing Corporation Quantity: 3_ 500 sets for each model Agreed Discount: 4_ 2% Payment: 5_ 30% by T/T in advance and the rest by irrevocabl

51、e L/C at sight Script Mr. Zhu: Lianxing Corporation. What can I do for you?Mrs. Rice: Hello, this is Ellen Rice. I sent you an enquiry for a price list of your washingmachines a week ago.Mr. Zhu: I remember that. I quoted you our latest price list two days ago. So, which model do you have interest i

52、n?Mrs. Rice: Im impressed with WSB and WST and planning to place an order of 500 sets for each model. Can you give us a special discount, say, 3%?Mr. Zhu: 3% is too high. But it depends on shipment time and the way of payment.Mrs. Rice: We prefer the washing machines will arrive in New York before J

53、uly 30th. Asto the payment, we can give 30% by T/T in advance and the rest will be paid by irrevocable L/C at sight.Mr. Zhu: In that case, we can give at most 2% discount. We do this only to show we will continue to do business with you in the future.Mrs. Rice: 2% is OK. Ill send you an order later

54、by fax.4. Speaking Task 1Make sentences by choosing relevant information inTask 2Work in pairs. Practice making short conversations with the words provided according to the example below. Task 3Work in pairs. Practice making a conversation with the help of the instruction Below.Purchasing Manager of

55、 Bluesky Industrial Company Introduce yourself properly. Indicate what parts of the offer are unacceptable to you and need to be modified. Provide solutions for solving the disagreement. Reach a compromise.Sales Manager of Huaxia Company Show your pity on the differences. State your reasons for your

56、 original offer and indicate how far you can give up to reach a deal. Show your excitement when reaching a compromise. SampleA: Everlight Corporation! What can I do for you?B: This is Liu Xue from Xinghua Company. Could I speak to your sales manager.A: Speaking!B: Ive read your offer about the TSB b

57、ulb. The payment by L/C at sight is OK. But the price is still very high, even higher than last month.B: yes, it is rising mainly because the production cost continues to rise.A: but could you give us a special discount, say, 2%? We plan to order 100,000.B: Done!A: Great! Ill send you the order this afternoon.Task 4Situational Practice. Make conversations with your partner accor