國際技術轉讓與知識產(chǎn)權保護ChapterTheBargainingProcessPPT課件

精品課件 1 Chapter5TheBargainingProcess 精品課件 2 Inthischapteryou lllearn thechoiceofbid presentationofbid responsivenesstobid startingthebargainingprocess thewaytoinfluencethedeal makingconcessions breakinganimpasse towardssettlement 精品課件 3 5 1Bidding 5 1 1TacticsofthechoiceofbidItisbelievedthatthebestguidetobiddingdecisionsisthecommercialjudgmentofexperiencedcommercialpeople Commercialpeoplehaveawealthofexperienceandanintuitivesenseoftheon goingmarketpossibilities Negotiatingtoouradvantage theguidelineistostartwiththehighestdefensiblebid forbuyers thecorrespondingphraseisofcourse lowestdefensibleoffer 精品課件 4 Theopeningbidneedstobe thehighest because Theopeningbidsetsalimitbeyondwhichwecannotdesire Oncemade wecannotnormallyputinahigherbidatalaterstage Ourfirstbidinfluencesothersintheirvaluationofouroffer Ahighbidgivesscopeformanoeuvreduringthelaterbargainingphases Theopeningbidhasarealinfluenceonthefinalsettlementlevel Thehigherwesetthemoreweshallachieve 精品課件 5 Theopeningbidneedstobehigh Atthesametimeitmustbedefensible Ifbrokenawayfromthehighestpricethatisacceptablefortheotherside it sjustaone sided beautifuldream Therefore puttingforwardabidthatcannotbedefendedwilldamagethenegotiatingprocess Itisfoundtobeoffensivebytheotherparty 精品課件 6 Thecontentofthebidofcourseusuallyneedstocoverarangeofissues Thepriceisoneofthem Thecomponentsoftheopeningbidinacommercialnegotiationwillnotsimplybeprice butacombinationofprice delivery paymentterms qualityspecificationandmanyotheritems 精品課件 7 5 1 2TacticsofthepresentationofbidInthebiddingpresentationofthenegotiationprocess therearethreeguidelinestothewayinwhichabidshouldbepresented firmly clearlyandwithoutcomment 精品課件 8 Thereissomecontroversyastowhoshouldbethefirsttomakeabid Isitanadvantageoradisadvantagetobidaheadofotherparty Theadvantagesareassociatedwiththeestablishmentofinfluence Mostpeopletakethefirstbidtobeagoodidea Tosomeextentfirstbidismoreinfluentialthanresponsivebid 精品課件 9 Someotherpeoplebelievethefirstbidmighthaveitsdisadvantages Adisadvantageisthatwhenapartyhearsanotherparty sopeningbid theycanthenmakesomefinaladjustmentintheirownthinking Anewelementofinformationisprovidedaboutregardingaparty sstartingpoint providingmodificationtotheirownbiddingtogainfreshadvantage 精品課件 10 Anotherdisadvantageisthatothersmaytrytoconcentrateonattackingourbid tryingtodriveusdownanddownwithoutgivingusanyinformationabouttheirownposition Thisissomethingwemustresist wemustmakethembidandnotallowthenegotiationtodegenerateintoafightonourfirstoffer 精品課件 11 Asamatteroffact it snotnecessarilythattobidfirstwilleitherontheupperhandorinthepassiveposition Itisalwayspossibleforthosewhobidfirstoraftertogainorlose Whatreallycountsistherolethatplayedbyeitherside seconomicforce negotiatingcapacity knowledgescale negotiatingtacticsandsomecomprehensivefactors 精品課件 12 5 1 3TacticsofresponsivenessFirstpartyshouldatthisstagefullyawarethathehasputabid andhehasaperfectrighttoknowwhattheotherpartyispreparedtoofferinreturn Ingeneral theothersidewillnotrespondbyacceptingbuttoreactinthisorthatway 精品課件 13 Thecompetentnegotiatorfirstensuresthathe sheknowswhattheotherpartyisbidding Onthisbase he shemusthaveanideahowtosatisfytheotherpartyingainingtheirinterestsandatthesametimehastofigureoutwhataretheintereststhatreallybelongstothemandwhatarethethingstheyexpecttoget Itisalsoimportanttoknowwhatthingsareofminorimportancetotheotherpartythataretomakeoursidegivein 精品課件 14 Othersmaywellasktheirquestionforclarifyingwhatthebidis buttheyshouldnotbeallowedtogointowhytheotherpartymakesthatbid orhowhehascalculatedituntiltheyhavegiventheirbidinreturn 精品課件 15 5 2Bargaining Inthisprocess wemustbecarefulnottogivetheotherpartytoomuchicingtooquickly Bargainingshouldbetoyouradvantage howeveronemustalsobeconcernedwithmakingafairdealinwhichbothpartiesareequallysatisfiedorequallydissatisfied Ifitisnotpossibletocutthecakesothatallgettheirshare thenonemustbargaininsuchawaythatanydissatisfactionisequallysharedbetweeneveryone 精品課件 16 5 2 1ThemoveswemustmakeatthestartAswestartthebargainingprocessweneedtotaketwosteps Getitclear Assessthesituation 精品課件 17 5 2 2ThewaytoinfluencethedealTherearetwowaysadealcanbeinfluenced Firstisbyinfluencingthenegotiator theotherisbyinfluencingthesituation 精品課件 18 Thesituationisalsoinfluencedbytheuseofbluffandbrinkmanship Thereisalwayssuchariskofdeadlockintheprocessofcompetitivebargaining Thereisofcourseskillinusingthebluffinggame Forexample donotconcedetoofastorapartycouldgaintoogreatofanadvantage Also ifoneconcedestooquicklythentheotherpartymaynotvalueaconcessionasmuchasifconcededmoreslowly 精品課件 19 5 2 3TacticsofmakingconcessionsMakingconcessionsisthemostpopulartacticsusedinthebargainingprocesstokeepthenegotiationongoing 精品課件 20 Thebasicprinciplesthatgovernconcessionsinbargainingare Aconcessionbyonepartymustbematchedbyaconcessionoftheotherparty It sbetterforthepaceofconcessiontobeaslittleaspossibleandthefrequencyofconcessiontobeslow What smorethepaceofconcessionmustbesimilarasbetweenthetwoparties Ifyougivealittle thenyoumustgivenomoreuntiltheotherpartyhasgivenalittleinreturn 精品課件 21 Apartyshouldtradetheirconcessionstotheirownadvantage doingtheirbesttogivetheotherpartyplentyofsatisfactionevenifconcessionsaresmall Toensuretradeconcessionstoaparty sadvantage onemightadoptthefollowingtactics Listentotheotherpartyverycarefully Entertaintheotherpartyinaproperway Givetheotherpartydetailedspecifications Oftensaysentenceslike I lltakewhatyousayintoconsideration or I llseewhatIcando Showtheotherpartyhowtheycouldalsobenefitfromtheagreementsettledonthetermsthatareasked 精品課件 22 Apartymusthelptheotherpartytoseeeachoftheirconcessionsasbeingsignificant Moveatameasuredpacetowardstheprojectedsettlementpoint Reserveconcessionsuntiltheyareneeded 精品課件 23 5 2 4BreakinganimpasseInthebargainingprocess thetwopartiesmaykeeptheirownpointofviewwithstrongattitude andneitherwillintendtoconcede Ifthisoccursthenegotiationsfallintoadilemma Thiskindofsituationistheso callednegotiationimpasse 精品課件 24 Oncethishappens thereisnothingtofearabout Thetwopartiesshouldtrytofindthecauseofitandactivelysearchforwaysout Neverterminatingnegotiatingforasuddenimpasse 精品課件 25 Howdowecopewhenthetwopartiesarealongwayapartandarerefusingtogoinforanykindofcompromise Thefirstprincipalincopingwiththeseconflictsis keepitfluid Thesecondprincipleisto seekingeasyescaperoutes Thirdly usetimebreakseitherasrecesseswithinaparticularnegotiationmeetingorasbreaksbetweenmeetings 精品課件 26 5 2 5TowardssettlementWhenthepartiesbecomeawarethatasettlementisapproaching Anewmoodisestablished creatingagrowthofvitalityandenergyofthenegotiators Atthisstagethereisaneedforeachpartytomakeafinaloffer Characteristicsofthisfinalofferare 1 Itshouldnotbemadetoosoon Otherwiseitwillbetakenasjustanotherconcession oneofmanystilltobehopedfor 2 Itmustbebigenoughtosymbolizeclosure Roundingoffabidsufficientyetnottoogenerouswouldcertainlyhavetherequiredimpact 3 Negotiatingtoouradvantagedemandthelasthalfpenny Ifyoudonotsqueezethefinal1 4percentoffhisdiscountorthefinaltwodaysoffhisdelivery hewillnothavethesatisfactionofbelievingthathehastakenyouabsolutelytothelimit 精品課件 27 Finally attheendofthenegotiation Summarize Produceawrittenrecord Identifyactionneedsandresponsibilities 精品課件 28 Exercises 精品課件 29 III PracticalSentences ExertingPressureandMakingConditions1 Look we regoingroundandroundincircleshere Whatweneedissomesortofconcession 2 Well wecouldofferyouaslightreductioninthemonthlyfee oncertainconditions obviously 3 OK whatdoyouhaveinmind 4 Unlessyouarepreparedtooffersomekindofincentive Ithinkwemightaswellcallitaday 5 So whatyou resayingis we vegotthecontractifwecometoyouforthemoney Onecondition we dneedaverycompetitiveofferonterms 6 Whatwouldyousayifweofferedtobemoreflexibleoverpayment 7 Thatsoundsinteresting Wouldtherebeanyconditions 8 Whatcouldyouofferusifwemadeyouourpreferredsupplier I mnotsureIunderstandwhatyoumean 10 Well wewouldgiveyouthefirstopportunitytoquoteforanynewbusiness 精品課件 30 4 Oncepositionshavebeenestablishedinanegotiation aprocessofmakingandrespondingtoproposalsusuallyfollows Whichside thecustomerorsupplier shouldstarttheprocess Whataretheadvantagesofgoingfirstandsecond Thesupplierwillusuallybeexpectedtostartthisprocesstheadvantageisthengiventothecustomerwhodoesn thavetoshowhishanduntilhefirsthearswhatthesupplierisproposing Ontheotherhand makingaproposalfirstmaysettheparametersfordiscussionanditcouldbeanadvantageifyouwantthenegotiationtogoinacertaindirection 精品課件 31 5 Whatcancausenegotiationstofail Howimportantisittomaintainapositivetonethroughoutthemeeting Negotiationscanfailforavarietyofreasons competitorsofferabetterdeal problemsseemtoodifficulttosolve personalitiesclash negotiatingstylesclash Mostnegotiationswillencounterdifficultproblems Thereisamuchgreaterchancethatsolutionswillbefoundifbothpartieskeepsightofthemainobjectivesandmaintainapositivetone 精品課件 32 6 Fillintheblanks1 Atthestartofthebargainingphaseweneedtoestablishwhattheotherpartyreallywantsthentoassessthesituation toassessthedifferencesbetweenus toanalyzethestrengthsoftheirrespectiveargumentsandtoprepareforthenextround 2 Thefirstprincipleincopingwiththeseconflictsofbargainingistokeepitfluid Thesecondprincipleistoseekeasyescaperoutes Thethirdistousetimebreakseitherasrecesseswithinaparticularnegotiationmeetingorasbreaksbetweenmeetings 精品課件 33 3 Bargainingtoouradvantage theskillednegotiatorwill Attheoutsetascertaintheotherparty sneeds wantsandinterest Assessthesituationanddecidehowtohandleit Prepareforeachsuccessiveroundofbargaining Influencetheothernegotiator helphimtoachievesatisfactionanddonottrytotreadhimdown Influencethesituationandtheothernegotiators readingofthatsituation Bluffandbrinkmanshiphavetheirparttoplay riskythoughitbe Concedeatameasuredpaceandonlyinparallelwithcounter balancingconcessionsbyothers Keepthenegotiatingprocessonagoing andpaydueattentiontofaceandfluidity Avoidimpasses Recognizeimminentsettlement makeasymbolicclosinggesture thenseethatthedealiswrittenupandimplemented Afterallthisisover thenegotiatorshouldhavesecuredadealwhichistohisadvantagewhilstgivingtheotherpartyequalsatisfaction 精品課件 34 7 PutthefollowingintoEnglish1 我完全了解 2 我們還是折衷一下 3 那是個明智的決定 4 我認為我必須得到補償 5 我們等得愈久 我們得出好結果的機會就愈少 6 我等你的電話 7 我想就從價錢方面開始談吧 8 我知道你們投入很高的研究經(jīng)費 但是 我想要的是七五折 9 我們要的可是繼續(xù)做生意的保證 而不是隨口答應就算數(shù)的哦 10 如果你們能以書面作保證 我想我們可以再詳談下去 精品課件 35 1 Iunderstandperfectly 2 Let scompromise 3 That sasmartdecision 4 Iexpecttobecompensated 5 Thelongerwewait thelesslikelywewillcomeupwithanything 6 I llbeexpectingyourcall 7 I dliketogettheballrollingbytalkingaboutprices 8 Iknowyourresearchcostsarehigh butwhatI dlikeisa25 discount 9 We dneedaguaranteeoffuturebusiness notjustapromise 10 Ifyoucanguaranteethatonpaper Ithinkwecandiscussthisfurther 精品課件 36 8 Trueorfalse1 Ifoneteamistooaggressive itisverynecessaryforanotherteamtorespondinthesameway 2 Negotiationsmayfailforavarietyofreasonssuchascompetitorsofferingabetterdeal problemsseemingtoodifficulttosolve personalitiesclashingandnegotiatingclashing 3 Inordertosortoutthesolutions bothpartiesshouldkeepsightofthemainobjectivesandmaintainanegativetone 4 Sometimesyouneedtokeeptheoverallobjectiveinmind andmakeconcessionstomaintainapositivetone 5 Theopenbidsshouldbethehighestdefensibleandbeputfirmly clearlywithoutapologyorhesitation 6 Therearethreeguidelinestothewayinwhichabidshouldbepresented firmly clearlyandwithcomment 7 Therearetwowayswecaninfluencethedeal Oneistoinfluencethenegotiator theotheristoinfluencethes