新編外經(jīng)貿(mào)英語(yǔ)函電與談判課件Unit03市公開課一等獎(jiǎng)百校聯(lián)賽特等獎(jiǎng)?wù)n件

UnitThreeOnPrice第1頁(yè)Contents1.BriefIntroduction2.Someideasfora“typical”answertoanenquiry3.給客戶寫關(guān)于價(jià)格讓步信4.怎樣寫討價(jià)還價(jià)信5.Specialterms6.Usefulexpressions第2頁(yè)3.1BriefIntroduction對(duì)外貿(mào)易中商品單價(jià)通常由四個(gè)部分組成，即計(jì)量單位、單位價(jià)格、計(jì)價(jià)貨幣和價(jià)格術(shù)語(yǔ)。國(guó)際貿(mào)易中使用價(jià)格術(shù)語(yǔ)很多，其中以F.O.B、C.I.F、及C.F.R三種價(jià)格術(shù)語(yǔ)最為慣用。對(duì)于這三種價(jià)格術(shù)語(yǔ)，國(guó)際上有各種解釋，現(xiàn)將這三種價(jià)格術(shù)語(yǔ)扼要解釋以下：1.F.O.B該價(jià)格叫裝運(yùn)港船上交貨價(jià)，簡(jiǎn)稱“船上交貨”。F.O.B是FreeOnBoard縮寫。采取這一價(jià)格術(shù)語(yǔ)時(shí)要在其后注明裝運(yùn)港名稱。2.C.I.F該價(jià)格叫成本加保險(xiǎn)費(fèi)加運(yùn)費(fèi)價(jià)。C.I.F是Cost,InsuranceandFreight縮寫。采取這種價(jià)格術(shù)語(yǔ)時(shí)候，應(yīng)在C.I.F后注明目標(biāo)港名稱。3.C.F.R該價(jià)格叫成本加運(yùn)費(fèi)價(jià)。采取這種價(jià)格術(shù)語(yǔ)時(shí)，也應(yīng)在C.F.R后注明目標(biāo)港名稱。第3頁(yè)3.2Someideasfora“typical”answertoanenquirybyletter,fax,e-mailorphone---oreventoapersonalenquiry.1Thankthecustomerfortheirinterestinyourproductsandconfirmthatyoucan(orcan’t)help.2“Sell”yourproductandexplainhowitissuitableforyourcustomer’sneeds.3Saythatyou’resendingacatalogue,pricelist,advertisingliterature,etc.第4頁(yè)3.2Someideasfora“typical”answertoanenquirybyletter,fax,e-mailorphone---oreventoapersonalenquiry.4Explainhowthecustomercanget“hands-on”experienceoftheproduct:Offertosendsamplesorgetareptovisitwithsamples/demo;Statethelocationofdistributor’sshowroomnearenquirer’saddress;Announceanexhibitataforthcomingtradefair;第5頁(yè)3.2Someideasfora“typical”answertoanenquirybyletter,fax,e-mailorphone---oreventoapersonalenquiry.5QuoteExactlywhatyouareselling:confirmthespecificationofyourproduct;Priceinbuyer’soranotherhardcurrency,includingtermsofdelivery(CIF,FOB,etc.)andvalidity:Total:3,450USdollarsCIFHongkong.Thepricesshowninthisofferarevalidforaperiodof60daysfromthedatehereof.Discount:forcash/bulk,etc.;Termsofpayment:cashwithorder/letterofcredit,etc.:PaymentbyirrevocableletterofcreditinUSdollarsonaUnitedstatebank,allowingpart-shipment,transshipmentandvalidfor90daysfromorderdate.Shippingdate:

Thegoodswillbereadyforshipment3to4weeksfromreceiptofyourwrittenorderandconfirmationofyourletterofcredit.第6頁(yè)3.2Someideasfora“typical”answertoanenquirybyletter,fax,e-mailorphone---oreventoapersonalenquiry.6Endonanoptimisticnoteandencouragethecustomertophone,e-mailorfaxyoupersonallyformoreinformation.第7頁(yè)3.3給客戶寫關(guān)于價(jià)格讓步信貿(mào)易往來(lái)中價(jià)格是一個(gè)關(guān)鍵問(wèn)題，貿(mào)易雙方在價(jià)格上總要費(fèi)一番力氣才能達(dá)成一致。本文是關(guān)于價(jià)格讓步一封信。第8頁(yè)3.3給客戶寫關(guān)于價(jià)格讓步信DearSirs:Thankyouforyourletterof20January.WearedisappointedtohearthatourpriceforFlamecigarettelightersistoohighforyoutoworkon.YoumentionedthatJapanesegoodsarebeingofferedtoyouatapriceapproximately10%lowerthanthatquotedbyus.Weacceptwhatyousay,butweareoftheopinionthatthequalityoftheothermakesdoesnotmeasureuptothatofourproducts.Althoughwearekeentodobusinesswithyou,weregretthatwecannotacceptyourcounteroffer.Thebestwecandoistoreduceourpreviousquotationby2%.Wetrustthatthiswillmeetwithyourapproval.Welookforwardtohearingfromyou.Yoursfaithfully,第9頁(yè)3.4怎樣寫討價(jià)還價(jià)信貿(mào)易往來(lái)中，買家總是以為價(jià)錢太高，賣家總是以為自己價(jià)錢合理、再低就虧了。在這種情況下，談判、爭(zhēng)論、討價(jià)還價(jià)不可防止。討價(jià)還價(jià)信也是說(shuō)服信一個(gè)，這種討價(jià)還價(jià)信目標(biāo)是使雙方達(dá)成一致、做成買賣。為了更多為己方爭(zhēng)得利益，寫信時(shí)候一定要強(qiáng)調(diào)己方反對(duì)對(duì)方要求價(jià)格原因，并要提出雙方都能接收條件。

第10頁(yè)3.4怎樣寫討價(jià)還價(jià)信寫討價(jià)還價(jià)信應(yīng)遵照下面標(biāo)準(zhǔn)：1.Thank-youexpressionforwhatthereaderhasdone.2.Statereasonsfornon-acceptanceandinabilitytotakethedesiredaction.3.Makeacounterofferorsuggestthattheremaybeotheropportunitiestodobusinesstogether.4.Mentionthepossiblebenefitsassociatedwiththereader'sconcessionandencouragehimtotakeaction.5.Closethelettercourteouslyandpositively.第11頁(yè)3.4怎樣寫討價(jià)還價(jià)信下面是一封要求對(duì)方降低價(jià)格信，我們來(lái)看看是怎么寫：DearSirsWewritetothankyoufor⑴yourquotationof20thMarchandthesamplesoftheLTZTrimmingEdgeCuttersyouenclosed.Havingcarefullyexaminedthesamplesyoumailed,wefeelquitesatisfiedwiththequalityofyourgoodsandthewayinwhichyouhavehandledourinquiry.Itwouldbeprofitableforbothsidesifalong-termbusinessrelationshipcouldbeestablished.However,ourmarketingresearchreveals⑵thatthepricesyouquotedappeartobeonthehighside.Goodsofsimilarqualitywhicharesoldattheprevailinglevelsarethreepercentcheaperthanyours.Someofourclientsfeelworriedthatacceptingsuchanofferwouldonlyleavethemwithasmallmarginofprofitontheirsales.第12頁(yè)3.4怎樣寫討價(jià)還價(jià)信Maywesuggestthatyouperhapsmakesomeallowance⑶,say,twopercentoffyourquotedprices?Wefeelconfidentthattherevisedoneswouldhelpintroduceyourproductsintoourlocalmarkets⑷.Andyoucouldalsorelyonlargevolumeoforders⑷f(wàn)romusifourcustomersseeincreasingbenefitsfromtheirdeals.Pleasekindlyinformusofyourdecision⑸assoonaspossiblebecauseweneedyourinformationtoworkoutourimportschedulebytheendofthismonth.Yoursfaithfully第13頁(yè)3.5Specialterms1.A1grade甲級(jí)商品品級(jí)（商品質(zhì)量等級(jí)、商品質(zhì)量分級(jí)）是指對(duì)同一品種商品，按其到達(dá)商品質(zhì)量標(biāo)準(zhǔn)程度所確定等級(jí)。它是表示商品質(zhì)量高低優(yōu)劣標(biāo)志，也是表示商品在某種條件下適合其用途大小標(biāo)志，是商品判定主要內(nèi)容之一。商品品級(jí)是相正確、有條件，有時(shí)會(huì)因不一樣時(shí)期、不一樣地域、不一樣使用條件及不一樣個(gè)性而產(chǎn)生不一樣質(zhì)量等級(jí)和市場(chǎng)需求。普通來(lái)說(shuō)，工業(yè)品分三個(gè)等級(jí)，而食品尤其是農(nóng)副產(chǎn)品、土特產(chǎn)等多為四個(gè)等級(jí)，最多到達(dá)六七個(gè)等級(jí)，如茶葉、棉花、卷煙等。第14頁(yè)3.5Specialterms2.drawnatsight見(jiàn)票即付即期信用證（SightCredit）是指受益人依據(jù)信用證要求，可憑即期跟單匯票或僅憑單據(jù)收取貨款信用證。其特點(diǎn)是受益人收匯安全快速。遠(yuǎn)期信用證（Usance/timeCredit）是指開證行或其指定付款行收到受益人交來(lái)遠(yuǎn)期匯票后，并不馬上付款，而是先行承兌，俟匯票到期再行付款信用證。第15頁(yè)3.5Specialterms3.quotation與offerquote/quotation是報(bào)價(jià)，指某一商品單價(jià)，offer是報(bào)盤，除單價(jià)外，還包含數(shù)量，交貨期，付款方式等等。另外，offer比較固定，賣方價(jià)格報(bào)出后，普通不能輕易變動(dòng)，而quote/quotation則不一樣，賣方報(bào)價(jià)后，不受約束，能夠依據(jù)情況略加調(diào)整。第16頁(yè)3.5Specialterms4.trialorder試訂單試訂單意思是，買賣雙方第一次做生意，買方不知道賣方提供產(chǎn)品是否在本國(guó)/當(dāng)?shù)厥袌?chǎng)賣得好，就先訂小量貨做個(gè)試銷。假如試銷情況令人滿意，就能夠向賣方下大單了；假如試銷情況不好，對(duì)買方來(lái)說(shuō)，頂多就虧這一批小量貨，以后不再買這家供給商貨就是了。所以，試訂單買方都是新客戶，量也不會(huì)大。第17頁(yè)3.5Specialtermstradediscount同業(yè)折扣對(duì)本行業(yè)不一樣買主所給予折扣。生產(chǎn)企業(yè)對(duì)其產(chǎn)品經(jīng)銷商、批發(fā)商及零售商以及批發(fā)商對(duì)零售商所給折扣都是同業(yè)折扣。第18頁(yè)3.5Specialtermscounteroffer還價(jià)，還盤還價(jià)是針對(duì)對(duì)方報(bào)價(jià)所作出回應(yīng)行為。報(bào)價(jià)稱為發(fā)盤，還價(jià)則稱為還盤。還價(jià)行為出現(xiàn)是必定。一是因?yàn)閷?duì)于一方提出報(bào)價(jià)，另一方不會(huì)馬上就接收；二是即便對(duì)方提出最初報(bào)價(jià)比自己預(yù)料要好，還價(jià)也一樣是需要，因?yàn)檫@么能夠更多地實(shí)現(xiàn)自己利益。在價(jià)格磋商中，因?yàn)檫€價(jià)行為出現(xiàn)，使談判雙方必定出現(xiàn)價(jià)格之爭(zhēng)。在談判中應(yīng)該經(jīng)過(guò)細(xì)心觀察，認(rèn)真分析，設(shè)法搞清對(duì)方進(jìn)行價(jià)格之爭(zhēng)真實(shí)用意。依據(jù)不一樣原因采取不一樣方式、辦法來(lái)應(yīng)對(duì)和處理。這也是做好還價(jià)工作一個(gè)主要條件。還價(jià)不是一個(gè)簡(jiǎn)單壓價(jià)行為，合理、有效還價(jià)必須以市場(chǎng)調(diào)查為基礎(chǔ)，以“貨比三家”為條件。這么才能確保還價(jià)合理性。還價(jià)是不是合理，有沒(méi)有充分依據(jù)，這不但直接關(guān)系到自己方面利益，也關(guān)系到談判能否成功。第19頁(yè)3.6Usefulexpressions1.隨函附寄……Weareenclosingourpricelist.WeenclosetheS/Cinduplicate.2.早日賜復(fù)，不勝感激。Yourearlyreplyisappreciated.3.我們能折中一下嗎？Canwemeeteachotherhalfway?4.對(duì)某事拼命討價(jià)還價(jià)Todriveahardbargain第20頁(yè)3.6Usefulexpressions5.Ifyoucanreducethepriceby5%,weshallbeabletoorder200metrictons.假如你方能降價(jià)百分之五，我們將訂購(gòu)二百公噸。6.Businessispossibleifyouincreasethepriceby2%.假如你方提價(jià)百分之二，交易才有可能。7.Wearenotinterestedunlessyourpriceisreducedtoalevelinlinewiththemarketprice.

除非你們把價(jià)格降到與市場(chǎng)價(jià)格相等，不然我們不感興趣。第21頁(yè)3.6Usefulexpressions8.Wehavebeeninformedthatthecurrentpriceonyoursideismuchhigherthanwhatyousay.我們聽(tīng)說(shuō)你方現(xiàn)行價(jià)比你方所說(shuō)要高很多。9.Sellersdecidetowaitnomatterwhenthepricepicksup.不論價(jià)格何時(shí)回升，賣方?jīng)Q定再等一等。10.假如你們考慮一下質(zhì)量話，我們價(jià)格是很有競(jìng)爭(zhēng)性。Ourpricesarehighlycompetitivewhenyouconsiderquality.第22頁(yè)3.6Usefulexpressions11.我們價(jià)格是凈價(jià)，不含傭金。Ourpriceisnetwithoutcommission.12.Tomeetyourrequirements,wewouldliketoreduceourpriceby2%,which,Ihope,willbesatisfactorytoyou.為滿足你方要求，我們?cè)附祪r(jià)百分之二,希望能令你們滿意。13.I’mawfullysorry.Thisisourfloorprice.Ifyoufinditunworkable,wemayaswellcallthedealoff.很遺憾，這是我們底價(jià)。假如你方以為價(jià)格不可行，我們只好取消這筆交易。

第23頁(yè)3.6Usefulexpressions14.WillyoupleasequoteF.O.BBrusselsinU.S.dollar?請(qǐng)你們以美元、布魯塞爾船上交貨價(jià)報(bào)價(jià)。15.我們最好先談價(jià)格條件，因?yàn)樗亲錾庖粋€(gè)關(guān)鍵。It’sbetterforustohaveatalkonpriceterms,becauseitisoneofthekeypointsinourdealings.16.I’llhavetoconsultmyhomeofficebeforeIcangiveyouadefiniteansweronthepriceterms.在回復(fù)你方相關(guān)價(jià)格條件之前，我得先跟我們國(guó)內(nèi)企業(yè)聯(lián)絡(luò)一下。17.Businessisclosedatthisprice.交易就按此價(jià)敲定。第24頁(yè)3.6Usefulexpressions18.Yourpriceisacceptable(unacceptable).Yourpriceisfeasible(infeasible).Yourpriceisworkable.Yourpriceisrealistic(unrealistic).Yourpriceisreasonable(unreasonable).Yourpriceispracticable(impracticable).第25頁(yè)3.6UsefulexpressionsYourpriceisattractive(notattractive).Yourpriceisinducing(notinducing).Yourpriceisconvincing(notconvincing).Yourpriceiscompetitive(notcompetitive).Thegoodsare(not)competitivelypriced.Priceisturninghigh(low).第26頁(yè)3.6UsefulexpressionsPriceishigh(low).Priceisrising(falling).Priceisup(down).Priceislookingup.Pricehasskyrocketed..Pricehasshotup.Pricehasrisenperpendicularly.Pricehasriseninaspiral.第27頁(yè)3.6UsefulexpressionsPricehashiked.Yourpriceisonthehighside.Pricehasadvanced.Thegoodsarepricedtoohigh.Yourpriceisratherstiff.

Priceislevelingoff.Yourpriceisprohibitive.第28頁(yè)3.6Usefulexpressions19.TheJapaneseyenisstrengthening.日元堅(jiān)挺。20.TheU.S.Dollarisweakening.美圓疲軟。21.YourpriceismuchhigherthanthepricefromU.K.FranceandGermany.你方價(jià)格比英、法、德都高。第29頁(yè)3.6Usefulexpressions22.Sincethepricesoftherawmaterialshavebeenraised,I’mafraidthatwehavetoadjustthepricesofourproductsaccordingly.因?yàn)樵牧蟽r(jià)格上漲，我們不得不對(duì)產(chǎn)品價(jià)格做對(duì)應(yīng)調(diào)整。23.Yourpriceis$500/mt,twiceoftheothercountries.你們每公噸500美元價(jià)格是其它國(guó)家兩倍。24.Isitpossibleforyoutoraise(lift)thepriceby5%?你們能否把價(jià)格提升5%？第30頁(yè)3.7外貿(mào)英語(yǔ)價(jià)格詞匯1.unitprice單價(jià)attractiveprice/bestprice/cheapprice/competitiveprice/favorableprice/home(international)marketprice/import(export)price/keenprice/lowestprice/moderateprice/prevailingprice/reasonableprice/retail(wholesale)price/rock-bottomprice/costprice/factoryprice/manufacturer'sprice/purchaseprice/saleprice/fixedprice/cashprice/preferentialprice/maximumprice,ceilingprice/minimumprice/averageprice/baseprice

pricefreeze/pricefixing/priceindex/pricefall第31頁(yè)3.7外貿(mào)英語(yǔ)價(jià)格詞匯2.netpricenetweight/netoperatingincome/netprofit/netearning3.managersales～/general～/export～/internationalsales～/national～/regional～/district～/advertising～/marketing～/personnel～/material～/product-line～/production～/purchasing～/qualitycontrol～第32頁(yè)3.7外貿(mào)英語(yǔ)價(jià)格詞匯4.·EOM(End-of-the-Moth)Sale月終大甩賣5.middleman’sfee介紹費(fèi)6.·payininstallments分期付款7.·firstinstallment(payment)分期付款首期款8.outstandingaccount未清賬款9.·buyone,getonefree買一送一第33頁(yè)3.8SubstitutionDrills1A:OurpriceisU.S.$98perpound.B:Imustsaythepriceistoohighformetoaccept.mustpointoutthepriceistoohightointerestus.canassureyouthepriceistoohightobecompetitive.2A:Ihopeyou’llquotefavorably.quoteusyourbestterms.giveusyourlowestpricequotes.

B:Ourratesareinlinewiththeworldmarket.Ourpricesfitinwithtoday’smarketsituation.Wealwaysgiveourcustomersthebestterms

第34頁(yè)3.8SubstitutionDrills3A:Ourusersareundertheimpressionthatyourpricesareusuallyonthehighsidecomparedwiththoseofothersuppliers.havetheideathatyourpricesareusuallyabittoohigh.areoftheopinionthatyourpricesareusuallyratherstiff.B:Onecan’tconsiderpriceseparatelyfromquality.Onehastotakequalityintoaccount.Whencomparingprices,onehastotakeintoconsiderationthequalityofthegoods.

第35頁(yè)3.8SubstitutionDrills4A:Othersuppliersareofferingamuchhigherrateofcommission.amuchbetterprice.morefavorablepaymentterms.B:2%istheusualcommissionweallowforasmallquantity.$100isactuallythelowestwecandoforasmallquantity.5That’sthebestwecando.thelowestpricewecanoffer.ourbottomprice.Wecan’tgoanylower.Wecan’ttakeless.

第36頁(yè)3.8SubstitutionDrills6A:Ifweguaranteeanannualorderofacertainamount,

wouldyougiveusaspecialdiscount?wouldyougiveusahigherrateofcom