大学生商务函电第五章.ppt

Chapter 5 Counteroffers,Attention Points:,国际贸易中，由于进出口双方的立场不同，对于一方的发盘，另一方不会立即接受，而是会进行还盘。而对于还盘，很有可能出现再还盘，周而复始就构成了交易磋商的主要过程。交易磋商的主题很多，可以是前面提到的价格，也可以是装运期，包装，支付条件，检验等等。因此一封交易磋商函，开头（确认收到对方来函）和结尾（劝说对方接受的结尾）是一样的，主体部分还是有很大不同。一般而言，双方都需要让步，并尽量说服对方，出口方可以以优惠的付款方式来维持高价，或者以较早的交货期来争取较大的订单。当然，强调产品的品质以及活跃的市场情况也是比较常见的方法。总之，写交易磋商函的关键在于以适当的理由，从适当的角度，提出各种条件，来促进早日成交，毫无理由的拒绝和接受都是不可取的。,Writing Steps,an expression of thanks for an offer or bid;regret that being unable to accept what has been offered and state your reasons;Make a counteroffer or suggest other opportunity to do business together.,A satisfactory counter-offer will include following:,Specimen Letter 1,Dear Sirs,Silk Blouses We have acknowledgement of your letter of June 10(offering us 3000 dozen of the captioned goods at US$35.00 per piece CFR Vancouver on usual terms).In reply,we very much regret to state that our end-users here find your price too high and out of line with the prevailing market level.Information indicates that the price of your products is 20%higher than that of the Indian origin.,We know clearly that the quality of Chinese products is slightly better but the difference in price should not be so big.Such being the case,it is impossible for us to persuade our end-users to accept your price,as material of similar quality is easily obtained at a much lower figure.,To step up the trade,on behalf of our end-users,we counteroffer as follows,subject to your confirmation reaching us before the end of this month:At$26.00 per piece CFR2%Vancouver,other terms as per your letter of June 10.It is in view of our long-standing business relationship that we make you such a counter-offer.As the market is declining,we hope you will consider our counter-offer most favorable and fax us acceptance at your earliest convenience.Yours faithfully,Chinese version of the letter,执事先生：真丝女衬衫 感谢贵公司6月10日来函，按惯常条款向我方报盘3000 打上述货物，每件35.00美元温哥华CFR价。现答复如下，我方遗憾地告知贵方我客户认为你方价格太高与现行的市价不一致。有消息表明，你方产品的价格比印度制造的产品高出百分之二十。我们知道中国产品的质量能略好一点但价格之差不应有如此之大。鉴于这种情况，我们无法劝说我们的客户接受你方的价格，因为类似质量的货物可以用低得多的价格买到。为了促进贸易，我们现在代表我客户还盘如下，以你方确认于本月底前到达我处为准：每件26美元成本加运费含佣金百分之二温哥华价，其它条款如你方6月10日函所示。只是鉴于我们之间长期的贸易关系才向你做出如此还盘。由于行市在不断地下跌，希望你方能对我还盘予以认真考虑并早日传真接受我们的还盘。谨上，,Language Points,on the usual terms 按照惯常条款,according to the usual terms 按照惯常条款,under the usual terms 按照惯常条款,in reply to ph.现答复；兹复,in response to in answer to,现答复你方本月26日来函，向你们报实盘如下。,In reply to your letter of 26th of this month,we are making you the following firm offer.,This is in response to your letter of 26th of this month.We are making you the following firm offer.,end-users 最终用户，用户（指以使用或消费为目的的消费者）,regret vt.抱歉，遗憾,抱歉无法按你方16日信中所提价格供货。,We regret our inability to supply the goods at the price indicated in your letter of 16.,Language Points,Different Expressions,find our prices too low 认为我方价格偏低 find our prices reasonable 认为我方价格合理find our prices competitive 认为我方价格具有竞争性 find our prices in line with the market 认为我方价格与市价一致find our prices workable 认为我方价格可行 find our prices acceptable 认为我方价格可接受,find your price too high 认为你方价格偏高,We very much regret to say that the goods supplied are not up to the expectations.,We regret that we cant accept your order at the original price owing to the rise in the price of raw materials.,很遗憾所供货物令我们十分失望。,由于原材料价格上涨，抱歉无法按原价格接受你方订单。,Language Points,out of line with 与不一致,你方的价格与现行的市场价格完全不一致。,Similar Expressions:,你方所询购的货物超出我们的经营范围。,你方价格颇为合适，但交货期太长。,the present market the current market the ruling market,in line with 与一致,Your price is entirely out line with the price ruling in the present market.,The goods you enquired is out of line with the scope of business activities.,Your price is quite in line,but the time of delivery is too distant.,the prevailing market 现行市场；现行行市,Useful expressions on Prices:,the present price 现行的价格 the ruling price 现行的价格the going price 现行的价格 the prevailing price 现行的价格 the current price 现行的价格 the prevalent price 现行的价格,Language Points,the Indian origin 产地,country of origin 生产国别；原产地 Certificate of origin 原产地证明,What is the place of origin?？,产地是哪里？,Language Points,请报实盘并说明最早交货期。,indicate v.表示；说明；,各种迹象表明价格将上涨。,There is every indication that the price will rise.,这位病人略为见好一点。,indication n.概念；迹象；示意；征兆,Please make us a firm offer,indicating the earliest delivery date.,slightly adv.略微；稍稍；稍微,The patient is slightly better.,the difference in(price)(价格方面)的差别,质量上的差异是显而易见的。,The difference in quality is quite clear.,Language Points,such being the case（in this case）情况就是这样，鉴于这种情况,step up ph.促进；加速,只是鉴于我们之间长期的业务关系才给你方特别折扣。,in view of ph.鉴于,Considering the unusual circumstances，we agree to accept your requirements.,鉴于情况特殊，我们同意接受你方的要求。,我们竭尽全力加速生产以满足市场上大量需求。,We are doing utmost to step up production to meet the heavy demand.,Similar Expressions,considering,It is only in view of our long-standing business relations that we offer you this special discount.,Language Points,decline vt.拒绝；谢绝（用于拒绝，该词要比reject和refuse委婉）；vi.下降；,1)As your prices are too high to meet competition,we have to decline your offer with regret.,彩色电视机的市价正在跌落。,at your earliest convenience ph.尽早的；早日的;立即,Similar Expressions,at an early dateat an early moment as soon as possible by return,由于你方价格太高，缺乏竞争力，我们只好拒绝你方报盘，甚歉。,2)The market price of color TV is on the decline.,before long by(on,at)the earliest opportunity without(any)delay with the least possible delay,Analyzing the Letter,Paragraph One:identifying the reference and stating the details of the offer.Paragraph Two:declining the offer Paragraph Three:stating the reasons for declining the offer Paragraph Four:stating the counteroffer with all necessary details politelyParagraph Five:giving the hints(urge the seller to accept his counteroffer).,Comments:A counter offer is an attempt to bargain for a lower price.Here,the prospective purchaser is clearly stating his objections to the price offered and giving reasons why the seller should accept.The transaction is on CIF terms,which means that cost,insurance and freight costs are included in the prices.,Specimen Letter 2,Dear Sirs,Re.:Silk Blouses We note from your letter dated June 17(that the price quoted by us for the subject material is found to be on the high side).While we appreciate your cooperation in giving us the information about the Indian supply in your market.We are regretful that we are unable to reduce our price to the level you indicated.,We have to point out that your counteroffer is obviously out of line with the price ruling in the present market,as other buyers in your neighboring countries are buying freely at our quoted price.Moreover,the market is firm with an upward tendency,and there is very little likelihood of the goods remaining unsold once this particular offer has lapsed（失效）.In view of the above,we would suggest in your interest that you may take full advantage of the market.Yours faithfully,Chinese version of the letter,执事先生：从你方6 月17日来函中得知，我方对标题项下货物的报价被认为是偏高的。尽管我们很感激你方的合作，向我提供了你地市场印度货物的行情，但十分抱歉不能把价格降到你方所示水平。我们不得不指出你方还盘显然与现行市场价格不吻合。因为你邻国买主正在按我们所报价格大量进货。而且，市场坚挺且有上升趋势。一旦此报盘失效，要把货物保留而不予售出是不可能的。鉴于上述情况，为你方利益着想，建议你方充分利用（此机遇）这一行情。谨上，,Language Points,the subject material 标题项下的货物,the captioned goodsthe subject material,be found(to be)on the high side（价格）偏高,be on the high side be too high be a little highbe rather stiff,Make comparisons,We note from your letter of 10 Oct.(that the price for the subject article is found to be on the high side).,Thank you for your letter of 10 Oct.,(from which we note that the price for the subject article is found to be on the high side).,Language Points,be regretful that 令人感到遗憾的；抱歉的（多用于婉言拒绝）,at ones level 按某人的价格,我们不能按你方价格达成交易。,We cannot close business at your level.,We are regretful that we are unable to reduce our price to the level you indicated.,6.level n.水平；（商业英语中引申为价格）,如果你方能降价则交易成交有望。,Business is possible if you reduce your level.,我们感到很遗憾不能将价格降到你方所示水平。,我们遗憾地获悉交易落空。,It is regretful to learn that the business has fallen through.,Language Points,firm with an upward tendency（行市）坚挺且有上升趋势,upward tendency 上升趋势 downward tendency 下降趋势,in ones interest ph.为某人利益着想,take(full)advantage of sth.（趁机）利用（别人的缺点，弱点）,与make useful of 的区别：前者具有占人便宜之嫌,I cant take advantage of your good nature.,我不能利用你的善良（的好本质）。,沾了好天气光，打了场网球。,We took advantage of the fine weather to play tennis.,Make comparisons,Language Points,10.lapse n.v.失效,You must ship the goods in time to arrive here before the lapse of the license.,你方必须在许可证期满前及时将货物运到此地。,11.likelihood n.可能性,价格没有下降的可能。,There is no likelihood of the price going down.,Analyzing the Letter,Paragraph One:identifying the reference and expressing your surprise at getting a counter offer Paragraph Two:stating the reason of declining the counteroffer Paragraph Three:the closing sentence of the letter,Specimen Letter 3,Dear Sirs,Re.:Silk Blouses We have received your offer of June 26 and regret that you have turned down our counteroffer.As we are in urgent need of the goods and anxious to conclude the business with you.We have made our every effort to persuade our client to accept your offer of$35.00 per piece.Fortunately,our customer in Vancouver has changed his mind and approached us again with an order for 3,000 dozen of the above goods on your terms.We are very pleased to have been able to finalized this initial business with you after protracted exchange of correspondence,and look forward to your sales contract,upon receipt of which,we will open the relative L/C without delay.Yours faithfully,Chinese version of the letter,执事先生：你方6月26日的报盘收悉，十分遗憾你们没有接受我们的还盘。由于我们急需此货并渴望与你方做成这笔交易，所以我们竭尽全力说服我方客户接受你方每件35美元的报盘。幸运的是我温哥华客户最终改变了主意又与我接洽同意接受你方交易条件订购3000打上述货物。我们很高兴经过长期函电往来，终于达成了首笔交易。期待收到你的销售合同，一经收到该合同，我们即开立有关信用证。谨呈，,Language Points,to conclude a transaction 达成交易 to come to terms 达成交易 to close a bargain 达成交易 to close a deal 达成交易 to put the deal through 达成交易,conclude v.达成；得出结论,to decline 婉言拒绝 to refuse 拒绝；回绝 to reject（义正词严地）拒绝,turn down ph.拒绝；摒弃,如果你方愿意减价，比如说5%，我们很可能达成交易。,Should you be prepared to reduce your price by,say 5%,we might come to terms with you.,Difference between these three words:,Language Points,4.approach v.与接洽,We regret we have not been able to persuade them to accept your offer.,曾有几家买主与我接洽索要花生的供货。,We believe we can persuade our users to divert their purchase to you.,我们相信能说服客户转向你方购货。,3.persuade v.说服；劝说,遗憾我们未能说服他们接受你方的报盘。,Several buyers have approached us for the supply of peanuts.,They have approached that factory several times for water pollution.,他们已就水污染一事多次与那家工厂联系。,Language Points,7.sales contract 销售合同,sales confirmation 销售确认书 purchase contract,6.protracted adj.拖延的；延长的；持久的,5.finalize v.把最后定下来（指交易搞定）,Analyzing the Letter,Paragraph One:the opening sentence of the letterParagraph Two:confirms having accepted the offer Paragraph Three:the closing sentence of the letter,Practice Lessons,Translate the following into English:,你方还盘与现行市场价不符。,很遗憾，我们的价格与你方还盘之间的差距太大。,很遗憾我们不能把价格降到你方所表示的水平。,由于原材料短缺，制造商不能接受任何新的订单。,Your counteroffer is not in line with the prevailing market.,We are sorry the difference between our price and your counteroffer is too wide.,We very much regret that we cannot reduce our price to the level you indicated.,Owing to the shortage of raw materials,the manufacturer cant accept any new orders.,Practice Lessons,目前我们暂不能给你们报盘，但将记住你方的询价。,报给你方的价格是很实际的。很抱歉不能接受你方的还盘。,我们的报价相当合理，（这）已为你地其他客户所接受。,We cannot offer you at present,but we will keep your enquiry before us.,The price we quoted is quite realistic.And we regret that your counteroffer is unacceptable to us.,The price we quoted is quite reasonable,which has been accepted by the other buyers at your end.,Owing to heavy commitments,we regret that we cannot entertain any fresh orders for the time being,but we will contact you by cable as soon as the new supplies come.,由于大量承约，我们不能接受新订单，但是一旦新货源到来，我们将随即去电与你方联系不误。,Practice Lessons,你方必须降价百分之二左右，否则没有成交的可能。,请随时告知你处市场的供货情况。,You must reduce your price by 2%otherwise business is impossible.,Please keep us informed of the supply position in your place.,Practice Lessons,Translate the following letter into English,你三月二十日函悉，谢谢。我们已仔细研究了你方对我短袜报价的意见。虽我方想满足你方的要求，但歉不能按你方要求降价，因我方价格经精确计算。即使我方价格与其他供应商的价格不同，那也是因我方产品的质量远远超过贵处其他外国牌子，从我方购进你方定会得利。然而，为有助于你方在此行业中发展业务，我们准备给百分之五折扣，条件是你方起定量达到五千双。如果此建议可接受，请早日告知你方订量。2009年3月29日,Practice Lessons,March 29,2009,Dear Sirs,We thank you for your letter of March 30.Your comments on our offer of socks have had our close attention.,Although we are keen to meet your requirements,we regret that we are unable to comply with your request to reduce the prices as our prices are closely calculated.Even if there is a difference between our prices and those of other suppliers,you will find it profitable to buy from us because the quality of our products is far better than that of other foreign makers available in your district.,However,in order to help you to develop business in this line,we are prepared to allow you a discount of 5%provided your order calls for a minimum quantity of 5,000 pairs.If you find our proposal acceptable,please let us have your order at an early date.,Yours faithfully,