世紀商務英語談判口語(第四版)課件--PPT-((PPT 52頁)

1、第1頁，共52頁。Making Business InvestigationTask 1Leading-in QuestionsPart IDrills & ExpressionsPart IITypical DialoguesPart IIIRoles SimulationPart IV第2頁，共52頁。Leading-in QuestionsPart IQ1What is market research? Why is it important to make market research before you negotiate with a new customer?Market r

2、esearch is actually an analysis of a specific market for a particular product. It is the study of all processes involved in getting goods from the producer to customers.Before deciding to start a business, one needs to develop sound business ideas and perform adequate market research, engage in nece

3、ssary financial planning, and decide on the form of the business. Successful market research can help you find out the market situation and market value of a particular product or service.第3頁，共52頁。Leading-in QuestionsPart IQ2How to carry out market research? What issues do you need to consider when

4、you are performing market research?There are various techniques such as questionnaire design, sampling procedures and data analysis. Different technique functions differently. You should think of market research in the context of making a business decision and go on to examine what objectives can be

5、 met by doing market research and the expected payoffs.第4頁，共52頁。Leading-in QuestionsPart IQ3What are the main contents of credit investigations? Through what channels can we obtain the necessary information? Usually, credit investigations include three Cs, i.e. capital (financial condition), capacit

6、y (business activity), and character (honesty integrity, the record of honoring or dishonoring contracts and other obligations). The related credit information is mainly obtained from bank, organizations for credit inquiries or other organizations.第5頁，共52頁。Leading-in QuestionsPart IQ4What is the imp

7、ortance of knowing related business cultures or customs before negotiating?Globalization has changed the way the world does business. The Globalization of economies has created a confluence of cultures when it comes to business practices. There are some cases in which cultural differences have led t

8、o misunderstandings in business. Some people often failed in business negotiation because of the lack of cultural knowledge. So knowing related business cultures or customs before negotiating is one of the key issues for successful negotiation.第6頁，共52頁。Drills & ExpressionsPart IIDrill 1A: I went ove

9、r the sales figures in the market research. It seems theres only one conclusion.B: Whats that?A: It seems this market is sensitive to price.B: So, we should start at a low introductory price?A: I think that would be a good idea. Price is an important variable in our market, so we can use it to build

10、 our customer base. We can bring the price up after our customer base is consolidated.Notes:“went over”這里指“通讀，瀏覽”；“market research”這里可以翻譯為“市場調查”，與之意思大致相同的表達還有“market survey”；“introductory price” 可譯作“推廣價”；“variable”這里用作名詞，意為“變量”。翻譯第7頁，共52頁。Part IIDrills & ExpressionsA: 我看過市場調查報告中的銷售數字了。看起來結論似乎只有一個。B:

11、 是什么呢？A: 市場似乎對價格很敏感。B: 那我們開始時是不是要定一個比較低的市場推廣價呢？A: 我想這個主意不錯。價格在我們的市場上是一個重要的變量，所以我們可以利用價格建立我們的顧客基礎。我們可以在顧客基礎穩(wěn)固之后再把價格提高。第8頁，共52頁。Drills & ExpressionsPart IIDrill 2A: From what Ive read, the trend of eating out instead of at home continues to increase every year.B: Youre right. That business would proba

12、bly be a money maker if youre in the right location.A: Do you really think so?B: Yes. Have you done any research on location or which kind of fast food is more popular?A: I have done some, but I need more information before I make a final decision.B: There are professionals you can go to for help.No

13、tes:“money maker”這里指掙錢的工具或途徑，可以翻譯為“搖錢樹”或“印鈔機”之類的表達； “professionals”這里指“專業(yè)人員”，所以“go to professionals for help”意思是“向專業(yè)人員求助”翻譯第9頁，共52頁。Part IIDrills & ExpressionsA: 根據我得到的消息，不在家里吃飯而是外出就餐的趨勢每年都在增長。B: 說得對。如果您選到適當的地點，這門生意可能會掙大錢的。A: 您真的這么認為嗎？B: 是的。您對地點或者哪種快餐最受歡迎做過調查沒有？A: 我初步調查了一下，但我需要更多的信息才能做最后決定。B: 您可以求助專

14、業(yè)人員。第10頁，共52頁。Drills & ExpressionsPart IIDrill 3A: Are you using any products of this company at present?B: Yes, I am using their laptop.A: Good. Then what do you think about their products?B: Well, generally speaking, its not bad.A: Would you please be more specific?B: The colour and the design are

15、 good. But I think there is still room for improvement in performance.Notes:“l(fā)aptop”指“手提電腦”，又稱“便攜式電腦”或“膝上電腦”。這個詞主要見于英式英語中，而美國人則常用notebook； “ be more specific”指“（說得）更具體一些”。翻譯第11頁，共52頁。Part IIDrills & ExpressionsA: 您現在使用該公司的產品嗎？B: 是的，我在用他們的手提電腦。A: 太好了！那您對他們的產品有什么意見嗎？B: 總體來說，還不錯。A: 您可否說得具體一點？B: 顏色和設計都不

16、錯，但是我認為性能上還有改進的空間。第12頁，共52頁。Drills & ExpressionsPart IIDrill 4A: We just know little about your company. Do you mind telling us your regular bank so that we could get acquainted with your company?B: No problem. Our regular bank is Bank of Canada. You wont meet any difficulty in obtaining the informa

17、tion you inquire for.A: Really glad to hear that, and that will expedite our future trade.B: Er. In return, can you furnish us with your reference bank?A: Yes, of course. Our reference bank is Bank of China, Guangzhou Branch. We feel sure that the bank will supply you with any information you need.B

18、: Thanks. Hope everything goes well as our expectations.A: It will be. We wish to cooperate with you as soon as possible.Notes:“know little”這里表示否定的意思，意為“知之甚少”; “regular bank”這里可以翻譯為“往來銀行”，與之意思大致相同的表達還有“reference bank”（譯為“參考銀行”），兩者都是指業(yè)務往來較多、可提供相關資料的銀行； “get acquainted with sb.”表示“了解或熟悉某人”；“in return”

19、這里指“作為交換”；“furnish sb. with.”表示“向某人提供”,用法與“supply sb. with.”相同。翻譯第13頁，共52頁。Part IIDrills & ExpressionsA: 只是我們對貴公司知之甚少。不知您是否介意把你們的往來銀行告訴我方，以便我方能更多地了解貴公司呢？B: 沒問題。我們的往來銀行是加拿大銀行。相信你們一定會很順利地得到您們所咨詢的信息。A: 很高興聽到這個消息。這將加快我們將來的貿易進程。B: 呃，作為交換，貴方能否也向我方提供你們的往來銀行信息呢？A: 當然可以。我們的往來銀行是中國銀行廣州分行。相信該銀行一定會向你方提供你們所需要的任何

20、消息的。B: 謝謝。希望一切能如我們所愿。A: 會的。但愿我方能盡快與你們合作。第14頁，共52頁。Drills & ExpressionsPart IIDrill 5A: Could you please tell me something about ABC company？We are going to negotiate with them about an export contract.B: As far as we know, the executives of the company are very inexperienced in the business.A: Reall

21、y?B: Yes. So I advise you to be cautious in dealing with them.A: As this is the case, I think it is advisable for us to refrain from having relations with that company.B: What to do is up to you.A: Of course. Thank you, anyway.Notes: “As far as we know”和 “As this is the case”可分別譯為“據我們所知”和“既然情況是這樣” ，

22、這兩個表達在談判口語中用得很多，往往用來引出一個自己將要陳述的事實和將要做出的決定; “executives”是指“管理人員” ； “refrain from doing sth.”是個固定表達，指“避免做某事”。翻譯第15頁，共52頁。Part IIDrills & ExpressionsA: 我們將要和ABC公司就一宗出口合同進行磋商。能否請您跟我說說該公司的情況呢？B: 據我們所知，這家公司的管理人員在業(yè)務經驗方面非常缺乏。A: 真的？B: 是的。所以我建議你們在跟他們做生意時要非常謹慎。A: 既然情況如此，我認為避免和那家公司往來還是明智的。B: 你們自己看著辦吧。A: 那當然了。不管

23、怎么說，謝謝您了。第16頁，共52頁。Drills & ExpressionsPart IIDrill 6A: Our boss was angry with Jason in the meeting, you know, the Korean sales representative.B: Why was that? What happened?A:When our boss asked him whether Article No. F15 sold well in the northeast market, Jason said “yes”. As a matter of fact, o

24、ur boss knew that this product was not at all competitive.B: What an embarrassing case! You know, when a Korean says “yes”, he simply means “I understand your questions”.A: Oh yeah?B: I think your boss should learn some related Korean culture before attending the meeting.A: Yes, I agree with you.Not

25、es:“competitive”是指“(價格、品質等)經得起競爭，有競爭力”的意思，所以“was not at all competitive”指在市場上一點競爭力都沒有； “embarrassing”指“尷尬的，令人困窘為難的” 。翻譯第17頁，共52頁。Part IIDrills & ExpressionsA: 我們老板在會上對杰森發(fā)脾氣了。你知道的，就是那個韓國銷售代表。B: 為什么？怎么回事？A: 當我們老板問杰森F15 號產品在東北市場是否暢銷時，他說“是的”。事實上，我們老板已經知道，這款產品一點競爭力都沒有。B: 這真是個讓人尷尬的情形。要知道，當韓國人說“是的”的時候，他的意思

26、是“我明白你的問題了”。A: 哦，是嗎?B: 我覺得你們老板應該在開會前先了解一下相關的韓國文化。A: 是的。我同意你的觀點。第18頁，共52頁。Drills & ExpressionsPart IIDrill 7A: What gifts should I take to the host when I go to dinner at his house?B: But its unnecessary to do that.A: Why? We couldnt go to there empty- handed, could we? I wouldnt feel right.B: Perhap

27、s thats your Chinese custom. Well, if you really want to give the host a present, why not give something Chinese?A: Thats a good idea.Notes:“feel right”在這里的意思是“覺得自在”，所以這一句可以翻譯為“我會覺得不好意思”； “Chinese”指“中國特有的，有中國特色的”翻譯第19頁，共52頁。Part IIDrills & ExpressionsA: 我到別人家里去赴宴應該帶些什么禮物給主人呢？B: 不過，沒有必要送什么禮物呀。A: 為什么，

28、我們總不能空著手去吧？那多不好意思。B: 也許這是你們中國人的習慣。如果你真的想給主人一件禮品，干嘛不給他帶點中國的東西？A: 這個主意不錯。第20頁，共52頁。Drills & ExpressionsPart IIDrill 8A: I thought at first that the American and the British are almost alike. And I also trusted a British gentleman I got along well with on the telephone until .B: Until when?A: Until I t

29、raveled to London to meet face-to-face with him to sign a contract. There was something that didnt seem right.B: What happened then?A: Throughout the presentation none of the British, not even the man I had developed a phone relationship with, would look at us in the eye. It was like they were hidin

30、g something.B: You have to understand this, my friend. Whereas Americans believe that looking at someone directly in the eye during negotiations indicates honesty and sincerity, the British believe such a gesture to be a mark of rudeness.A: I understand it now. I guess I shouldnt have taken it so pe

31、rsonally.翻譯第21頁，共52頁。Drills & ExpressionsPart IIDrill 8翻譯Notes:“thought”是“think”的過去時，很多時候用來表達那些后來被證明是不正確的想法，所以往往翻譯成中文的“原以為”，那么，這里的“ I thought at first”就可以翻譯為“開始我以為”； “ I got along well with on the telephone”這里作定語修飾“a British gentleman”，整句可譯為“一個我通過電話建立了良好關系的英國人”；在一個復合句中，如果“whereas”放在主句句首，就有“然而，反之”之意，

32、如果放在從句句首則可以理解為“在的時候(從句)，卻會(主句)”，所以本操練中的這句話應譯為“在美國人認為的時候，英國人卻覺得”；最后一個詞“personally”原意為“親自地、個人地”，在這里可譯為“主觀地、自以為是地”。第22頁，共52頁。Part IIDrills & ExpressionsA: 開始我以為美國人和英國人都是差不多的，而且我還曾經很信任一個我通過電話建立了良好關系的英國人，直到B: 到什么時候覺得不對了呢?A: 直到我去倫敦與他面對面簽合同的時候?？偤孟裼悬c什么不對勁。B: 出什么事了？A: 在整個陳述的過程中，所有英國人，甚至包括那個我通過電話建立了良好關系的英國人，都

33、不愿意直視我們的眼睛?？雌饋砗孟袼麄冊陔[瞞著什么。B: 你必須明白這一點，我的朋友。美國人認為談判時直視對方的眼睛是表示誠實、真摯，而英國人卻把這種行為視為粗魯。A: 現在我明白了。我想在這件事上我是不應該這么自以為是的。第23頁，共52頁。Drills & ExpressionsPart IIEnglish for Chinese Typical Business Expressions1.貴國的市場狀況如何？How is the market situation in your country?2.您認為我們的產品在國際市場上有足夠的競爭力嗎？Do you think our produc

34、ts are competitive enough in an international market?第24頁，共52頁。Drills & ExpressionsPart IIEnglish for Chinese Typical Business Expressions3.你們有海外工廠嗎？Do you have overseas plants as well?4.我們最新型號的產品銷售情況如何？How has our latest model been accepted?第25頁，共52頁。Drills & ExpressionsPart IIEnglish for Chinese T

35、ypical Business Expressions5.這家公司有口皆碑，很可靠。This company is well-established and reliable.6.據我們所知，他們非?？煽?，但對其真實的財務情況我們不甚了解。As far as we know, they are sound enough, but we have no certain knowledge of their true financial position.第26頁，共52頁。Drills & ExpressionsPart IIEnglish for Chinese Typical Busines

36、s Expressions7.該被調查公司在商界享有很高的聲望，他們總能很及時地履行其義務。The firm under inquiry enjoys a high reputation in the business circles for their punctuality in fulfilling obligations.8.他們被定為A1級公司。你們可放心地與之交易，沒有什么風險。They are rated as A1 company. You can deal freely with little risk.第27頁，共52頁。Drills & ExpressionsPart I

37、IEnglish for Chinese Typical Business Expressions9.很抱歉，我無意中犯忌了。在我國，人們經常問這樣的問題。I am very sorry I have unconsciously violated the taboo. In my culture, people ask such questions all the time.10.有時我們需要時間適應文化上的差異以便順利地達成交易。Sometimes we need time to bridge the cultural gap so that we can conclude transact

38、ions smoothly.第28頁，共52頁。Typical DialoguesPart III1. (David is doing a market research for a new business.)D: Excuse me. Im doing a market survey for a new business. Id like to ask you a few questions if you dont mind.I: Thats fine, ask anyway 1.D: This business will be “fast food”, so the questions

39、will be related to2 that.I: OK. Go ahead.D: Which of the major fast food hamburgers do you prefer?I:I like Burger King. I think you get more for your money3.D: Which soft drink4 do you prefer, Coca Cola or Pepsi products?I: Id rather have a Pepsi.翻譯第29頁，共52頁。Typical DialoguesPart III1. (David is doi

40、ng a market research for a new business)D: Would that preference be a deciding factor in which place you choose? 5I: Not usually.D: Are you concerned about the fat content of the food?I: Im not, but I know my sister is.D: Do you know why?I: Im not sure. Maybe it is because she is a lady.D: Thank you

41、 for your cooperation.I: You are welcome.翻譯第30頁，共52頁。Typical DialoguesPart IIINotes1 “ask anyway”這里的意思是“怎么問都行” ，所以可譯為“隨便問” 。2 “be related to”意為“與有關的”。3 此句意為“ (在漢堡王這個地方，)你的錢可以買到更多的東西” ，也就是說這里的東西更便宜。4 “soft drink ”可直譯為“軟飲料” ，指不含酒精的飲料。5 整句意思是:這個偏愛是不是您選擇餐館的決定性因素呢？第31頁，共52頁。Part IIITypical DialoguesD: 打擾

42、一下，我在為一家新店做市場調查，要是您不介意的話，我想問您幾個問題。I:好，隨便問。D:這家店將搞“快餐”，所以問題都與快餐有關。I: 行，問吧。D: 在主要的快餐漢堡店中，您最喜歡哪一家？I: 我喜歡漢堡王，因為在那買漢堡更劃算。D: 您最喜歡哪一種軟飲料，可口可樂還是百事可樂？I: 我愛喝百事可樂。第32頁，共52頁。Part IIITypical DialoguesD: 這個偏愛是不是您選擇餐館的決定性因素呢？I: 一般不是。D: 您在不在乎食物里的脂肪含量呢？I: 我倒不在乎，但我知道我姐姐很在乎。D: 您知道這是為什么嗎？I: 我不太確定?？赡苁且驗樗莻€女士吧。D: 謝謝您合作！I

43、: 不客氣。第33頁，共52頁。Typical DialoguesPart III2. (H is making a Credit Investigation with the help of C, a clerk from Bank of China, Shanghai Branch.)C: Good morning, this is Consultant Department of Bank of China, Shanghai Branch. What can I do for you?H: Well, we have got a new partner in a big transac

44、tion, and planned to sign a contract at the end of this month. So Id like to know more about that company.C: You mean you want us to make a status inquiry1?H: Yes, I want to get the credit information about our cooperative partner.C: OK. Ill see what I can do for you.H: Will making a credit investig

45、ation be difficult？C: No，its not complicated2. The only thing for you to do is fill out a form and sign it.H: And then? 3C: Then we will send it to our branch office or agent in Canada by the fastest way. They will do as your request, then send the report back. Of course it is done in a confidential

46、 4 way, and we hope you will keep it confidential.H: Yes, of course we will. Well, what about the service fee?C: For our long-term clients we charge only direct fees like telephone or fax fee.H: Thank you.翻譯第34頁，共52頁。Typical DialoguesPart III2. (H is making a Credit Investigation with the help of C,

47、 a clerk from Bank of China, Shanghai Branch)(a week later)H: Hello, C. Do you have the status report about Imperial Trading Co.?C: Yes. We have just completed our inquiries concerning5 the firm mentioned in your trust form6.H: Any troubles?C: No, this is a favorable reply. Its a private firm and en

48、joys good reputation in its area. As the credit report shows, its always punctual to meet its commitments7. It seems to be safe to do business with them.H: Great. Now we can negotiate with them with assurance.C: Besides, according to the report, the technique of this company is among the best in the

49、 world. We have no doubt about their technique.H: Thank you for your information.翻譯第35頁，共52頁。Typical DialoguesPart IIINotes1.“status inquiry”這里可以譯為“信用狀況咨詢” 。與之意思大致相同的表達還有“credit investigation”，譯作“資信調查” 。2.“complicated”是指程序上的復雜或難以理解，而“difficult”是指完成的難度。3.“And then?”可譯為“然后呢？ ” 。這個表達在口語中往往用來引導跟進性的問題。4.

50、“confidential”意思是“秘密的，保密的” 。5.“concerning”這里用作介詞，意為“關于，有關” 。6.“trust form”這里可譯為“委托表”。7.“meet its commitments”這里可理解為“信守承諾，履行諾言” 。第36頁，共52頁。Part IIITypical DialoguesC:早上好，這里是中行上海分行咨詢部。有事嗎？H: 是這樣的，我們與一個新的貿易伙伴要做一筆大買賣，并計劃在月底簽約，因此我想更多地了解一下這家公司。C: 您的意思是讓我們?yōu)槟鰝€資信調查？H: 是的，我想知道合作伙伴的信譽情況。C: 好吧，我來看看能為您做些什么。H: 做

51、資信調查很難嗎？C: 不，這并不復雜。您唯一要做的就是填張表并簽上自己的名字。H: 然后呢？C: 然后我們將以最快的速度將表格傳給加拿大的辦事處或代理，他們將依據您的要求辦理，然后將報告返還。當然這會是在保密狀態(tài)下進行的，還希望你們可以保密。H: 我們當然會保密的。那么要付多少手續(xù)費呢？C: 對長期客戶，我們只收取電話、傳真等直接費用。H: 謝謝!第37頁，共52頁。Part IIITypical Dialogues（一個星期以后）H: 您好，陳先生。有關于帝國貿易公司的資信報告了嗎？C: 有。我們剛剛完成你們委托表中所提到公司的資信調查。H: 有什么麻煩嗎？C: 沒有，結果很有利。這是一家私

52、人企業(yè)，在其所在地區(qū)享有良好的聲譽。資信報告顯示，他們總是能及時履行義務。看來和他們做生意應該是安全的。H: 太好了！現在我們可以放心地和他們洽談了。C: 另外，據調查，這家公司的技術水平是世界一流的。我們并不懷疑該公司的技術水平。H: 謝謝您提供的信息。第38頁，共52頁。Roles SimulationPart IVSituational Information:Mr. Parker works as a manager of the Sales Department for AAA Light Industry Import and Export Corporation in Ameri

53、ca. Right now the corporation is expanding its import trade. P himself is firmly behind the idea. He believes that the future of their corporation depends largely upon its developing trade with the Third World, especially, China. As a matter of fact, he is planning a negotiation with Guangzhou Forei

54、gn Trade Development Company (GFTD) about an import contract of mans shirts. Before negotiating, he would like to do some market research in America and make a credit investigation about GFTD through Bank of China, Guangzhou Branch.翻譯第39頁，共52頁。Part IVRoles Simulation帕克先生是美國AAA輕工進出口公司的銷售經理。目前該公司正在拓展其

55、進口貿易。帕克先生本人很支持這樣做。他認為公司的前途在很大程度上取決于發(fā)展與第三世界尤其是與中國的貿易往來。事實上，他正在籌劃著一次與廣州對外貿易發(fā)展公司(GFTD)就進口男士襯衣合同的磋商。不過在正式磋商前，他想先在美國做一個市場調查，并且還打算通過中國銀行廣州分行對GFTD 的資信情況做一個調查。第40頁，共52頁。Roles SimulationPart IVRole Play 1. Suppose you are Mr. Parker. You are going to do some market research in America. Try to complete the fo

56、llowing dialogue with some of the drills and expressions in part II and III. The Chinese expressions in the brackets are for your reference only. P-Mr. Parker I-IntervieweeP: Excuse me. ( 我正在做一個市場調查). Do you mind my asking you some questions?I: No, I dont mind. Ask anyway.P: （調查是關于男士襯衣的）, so the que

57、stions will be about that.I: OK. No problem.P: (在主要的男士襯衣牌子里，您最喜歡哪一個？)I: I dont care of the brand. What I care is the maximum comfort of cloths.P: (您最喜歡哪一種材料)，cotton or silk or fiber(纖維)?I: Id rather have cotton.P: (這個偏愛是不是您選擇襯衣的決定性因素呢？)I: Almost.P: (您在不在乎產品的價格或者原產地(origin)呢？)翻譯第41頁，共52頁。Roles Simula

58、tionPart IVRole Play 1. Suppose you are Mr. Parker. You are going to do some market research in America. Try to complete the following dialogue with some of the drills and expressions in part II and III. The Chinese expressions in the brackets are for your reference only. P-Mr. Parker I-IntervieweeI

59、: About the price, yes. You know, everybody wants to get more for his money. As to the origin, I dont think it matters.P: Do you mind “made in China”?I: Of course not. You know, China is famous for its textiles.P: (謝謝合作).I: You are welcome.翻譯第42頁，共52頁。Part IVRoles SimulationP: Excuse me. (Im doing a

60、 market research). Do you mind my asking you some questions?I: No, I dont mind. Ask anyway.P: (The research is related to Mens shirts), so the questions will be about that.I: OK. No problem.P: (Which of the major mens shirt brands do you prefer?)I: I dont care of the brand. What I care is the maximu