PracticalEnglishinForeignTrade实用外贸英语PPT.ppt

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1、Practical English in Foreign Trade实用外贸英语,Introductory Remarks,International Trade(1),The definition of international trade International trade can be defined as the exchange of goods and services produced in one country with those produced in another.Simply we can say,international trade refers to t

2、ransaction between parties from different countries.But sometimes business across the borders of different customs areas of the same country is also regarded as import and export,such as business between Hong Kong and Taiwan.,Major differences between international trade and domestic trade.A.Differe

3、nces in legal system The countries involved often have different legal systems,and one or more parties will have to adjust themselves to operate in compliance with the foreign law.不同的国家通常拥有不同的法律体系，参与商务的一方或几方不得不根据外国的法律来调整自己的经营活动。,B.Differences in currencies Different countries usually use different c

4、urrencies and the parties concerned will have to decide which currency to use and do everything necessary as regards convention.Uncertainties and even risks are often involve in the use of a foreign currency.不同的的国家通常使用不同的货币。参与商务的有关方必须选择使用哪种货币，并就兑换等事宜做好一切必要的工作。在使用外汇过程中，往往存在不确定因素甚至是风险。,C.Differences i

5、n cultural background Cultural differences including languages,customs,traditions,religion,value,behavior etc.often constitute challenges and even traps for people engaged in international business.文化差异包括语言，习俗，传统，宗教，价值观和行为方式的不同。往往给从事国际商务的人构成挑战甚至是陷阱。,D.Differences in national and economic conditions

6、Countries vary in national and economic conditions and may have different policies towards foreign trade and investment,making international business more complex than domestic business.不同的国家自然条件和经济状况不同，对待外国的贸易和投资的政策不同，这使得国际商务比国内商务更加复杂。With the development of economic globalization,few people or com

7、panies can completely stay away from international business.Some knowledge in this respect is necessary both for the benefit of enterprises and personal advancement.随着经济全球化的发展，很少有人和公司能完全置身于国际商务之外。因此，在这方面具有一定知识是十分必要的，这既有益于企业的发展又有益于个人的进步。,The theory of comparative advantage International trade can be

8、defined as the exchange of goods and services produced in one country with those produced in other.In the complex economic world,no country can be completely self-sufficient.The distribution of natural resources is uneven.Some countries are abundant in resources,while elsewhere resources are scarce

9、or even nonexistent.And a country may be rich in some resources but poor in others.For instance,Britain has large resources of coal but lacks some metal reserves.Kuwait has vast oil deposits but little farm produce.And Japan relies heavily on import for most of the primary commodities.That is the re

10、ason why international trade first began.国际贸易可以解释为一国所生产的货物和服务与另外一国进行交换。在这个复杂的经济社会，没有一个国家能够完全自给自足。自然资源的分布是不均衡的。有些国家的资源非常丰富，而其他国家资源稀少，甚至没有资源。一个国家可能某些资源丰富，但其他资源贫乏。例如，英国有大量的煤炭资源，但缺少某些金属资源；科威特石油储量巨大，但农产品却稀少；而日本多数初级产品却严重依赖进口。这就是最初国际贸易形成的原因。,With the development of manufacturing and technology,there arose

11、another incentive for trade,international specialization_ one country producing more of a commodity than it uses itself and selling the remainder to other countries.Such specialization constitutes an important basis for international trade.随着生产和技术的发展，产生了另一个刺激国际贸易的因素，即国际生产专门化一个国家所生产的某种商品的数量超出它的消费，并将所

12、剩商品卖给其他国家。这种专门化构成了国际贸易的一个重要基础。,Absolute advantage and comparative advantage are two theories of international specializations.绝对优势学说和比较优势学说是国际分工中的两种理论。The theory of absolute advantage holds that a commodity will be produced in the country where it costs least in terms of resources(capital,land and l

13、abor).按照绝对优势理论，一种产品的生产将在生产该产品成本最低的国家内进行。成本包括资本，土地和劳动力等要素。,Let us assure there are only two countries producing two commodities under perfect competition.Output per man-year of labor 人均年产量 Country A Country B Computers 50 10 Cars 20 40 我们从表上可以看到甲国在生产计算机方面效率高于乙国，也就具有绝对优势，而乙国在汽车生产方面具有绝对优势。这样甲国将专门生产计算机，

14、并用一部分计算机同乙国交换汽车。而乙国也可以用汽车同甲国交换计算机。两国通过生产专门化和贸易都将获得利益。,But,according to the theory,trade occurs only when each country has an absolute advantage over the other in the production of one commodity.In reality,it is not rare that one country has no absolute advantage in any commodity.Will trade occur in

15、these cases?The theory of comparative advantage has offer a satisfactory answer to this question.但是，根据这一理论，只有当一个国家生产的某一商品对另一个国家具有绝对优势时，贸易才会发生。实际上，某个国家生产任何商品都不具有绝对优势的情况并不罕见。在这种情况下，贸易会发生吗？比较优势学说在这个问题上提供了一个更加满意的答案。,The theory of comparative advantage holds that even if a country is less efficient than

16、another in the production of both commodities,i.e.it has absolute disadvantage in producing both commodities,there is still a basis for mutually beneficial trade.The first country should specialize in the production and export of commodity in which its absolute disadvantage is smaller,and import the

17、 commodity in which its absolute disadvantage is greater.比较优势学说认为，即使一个国家在生产两种商品时都比另一个国家效率低，即生产这两种商品时都处于不利情况，仍然存在进行相互贸易的基础。第一个国家应该专门生产和出口其绝对不利较小的那种商品，即具有比较优势的商品，而进口其绝对不利较大的商品，即具有比较劣势的商品。,Comparative advantage is not a static concept.A country may develop a particular comparative advantage purely thro

18、ugh its own actions,independent of the endowments of nature.Switzerlands comparative advantage in watch making is a typical example.Similarly,thee United States has developed comparative advantage in many lines that are the most up-to-date technology.比较优势不是一个静止的概念。一个国家可以不凭借大自然的恩赐而完全通过自身的行动来发展某一特别的比较

19、优势。瑞士造表业的比较优势就是一个典型的例子。同样，美国已经在使用最先进技术的许多行业发展了比较优势。The idea of absolute advantage as the basis for economic specialization has a strong appeal.But the idea of comparative advantage introduced by David Richardo makes more sense.Indeed it has become the cornerstone of modern thinking on international

20、trade.作为经济专门化的基础，绝对优势理论具有很强的直觉吸引力，但是，由英国经济学家大卫.李嘉图提出的比较利益理论更有意义。的确，这一理论已成为现代国际贸易思想的基石。,International Trade(2),Weve learned that international trade took place for two main reasons:The distribution of natural resources is uneven;International specialization.Where there are no differences among countr

21、ies in basic capabilities at producing goods,other bases for trade among them may still exist.即使各国在生产商品的基础能力方面没有差异，它们之间进行贸易的基础仍然可能存在。,Other reasons for international trade:A.Patterns of demand may differ among nations.各国需求结构会有所不同。例如，一个国家大多数消费者会认为狗肉是一种美味，而在另一个国家，吃狗肉是可憎的。在这种情况下，第二个国家可能将本国的狗肉卖给第一个国家。So

22、,trade will be bases not on differences in the production capabilities of the two countries but on different consumption preferences.所以，贸易不是建立在两个国家的生产能力差异上，而是建立在不同的消费爱好上。B.Trade may occur out of economy of scale _ the cost advantage of large scale production.贸易可能产生于规模经济_ 即大规模生产的成本优势。C.Trade takes pl

23、ace because of innovation or style.Even though a country produces enough commodities at reasonable cost to meet its own demand and even to export some,it may still import commodities from other countries for innovation or variety of style.贸易的发生是由于革新或款式的需要。即使一国能用合理的成本生产足够的商品满足自己的需求，甚至还出口一些。但是，由于革新或各种

24、不同款式的需要，它们仍然可能从其他国家进口该商品。,To summarize,the theory of international specialization seeks to answer the question which countries will produce what goods,with what trade patterns among them.Differences in production conditions,the element highlighted by the theory of comparative advantage,provide the m

25、ost important part of the answer.But complete answer must also take into account other factors such as patterns of demand,economies of scale and innovations or style.总的来说，国际分工理论寻求回答的是哪些国家将生产什么产品，以及采用什么样的贸易结构。生产条件的差异，这一被比较优势理论所强调的要素为这一问题作出了最重要的回答。但是，完整的答案也必须同时考虑到其他因素，如需求结构，规模经济，革新或款式。,In reality,howe

26、ver,complete specialization may never occur even when it is economically advantageous.实际上，即使从经济上看是完全有利的，完全的专门化也永远不会发生。For strategic or domestic reasons.A country may continue to produce goods for which it does not have an advantage.The benefits of specialization may also be affected by transported c

27、ost.Goods and raw materials have to be transported around the world and the cost of the transport reduces the benefit of trade.The case will be more serious with transporting bulky or perishable goods.Trade barriers for protection of the country.Protectionist measures which are often taken by govern

28、ment are also barriers to trade.The typical examples are tariff barriers and non-tariff barriers.出于战略或国内的原因，一个国家可能继续生产不具优势的产品。专门化的好处也可能受到运输成本的影响，货物和原材料不得不在全世界运来运去，而运输成本减少了贸易利益。如果是运输大宗货物或易腐败变质的货物，情况就更严重了。保护国家的贸易壁垒。各国政府经常采取的贸易保护主义措施也是贸易障碍。典型的例子是关税壁垒和非关税壁垒。,Multinational Enterprise/multinational Compan

29、y,What is MNE/MNC?MNE is a business organization that owns,controls and manages assets in more than one country.MNE has the following distinctive characteristics:A.MNEs are generally enormous in size.They control enormous amount of resources in the world.跨国企业组织都十分庞大，他们控制着世界上大量的资源。B.MNEs are wide geo

30、graphical spread.It enables them:a.to have a wide range of options in terms of decisions in souring and pricing.b.to take advantage of charges in the international economic environment.c.to engage in worldwide integrate production and marketing.广阔的地域分布也是跨国企业的一个特点。这使得它们在资源和定价决策上有了很大的选择范围；也使它在能更方便利用世界

31、经济的变化；更使得它能在全球范围内实现生产和销售的一体化。C.MNEs have longevity and rapid growth.They have a history of many years and double digit growth of rate of revenue.跨国企业另一个普遍特点是历时长久和发展迅速。,Four different types of MNC1.Multi-domestic corporation:此类跨国公司由相对独立的分公司组成。母公司授予各分公司充分的权力，使其按照东道国当地顾客的需要进行生产和营销。当各东道国的具体情况明显不同时这种方式比较

32、适用。2.Global corporation:其经营原则与第一类相反，它们把世界市场视为一个统一整体，权力和责任都集中于总公司，由总公司负责管理全球的生产和营销，以尽量多的实现规模经济效益。3.Transnational corporation:此类跨国公司旨在将上述两种经营方式结合起来，即实现高效率又保持灵活性。它们的经营活动和资源既不是高度集中又不是分权，而是有各子公司形成一个相互依赖的公司网络。4.World company:因其国籍在很大程度上淡化了，目前达到这么高的国际化程度的公司极少。如，World Bank Group,IFC-International Finance Cor

33、poration,IMF-International Monetary Fund,Procedures of Export 出口流程The most difficult part of exporting is taking the first step.Different countries have different economic policies or system.So before doing business with foreign countries,one has to understand the whole procedures of exporting.对出口贸易

34、来说，最困难的是迈出第一步。不同的国家有不同的经济政策或不同的经济体系。因此，任何想要做外贸的人都必须事先了解外贸出口的流程。,Exporting is an orderly,methodical and a somewhat technical process of adapting Chinese products and exporting methods to conditions outside China.Export marketing has much in common with internal selling.But business environment varies

35、 greatly because of different in language,customs and tradition.To some extent,this gap can be filled by export market research before real exporting is undertaken.In moving to the foreign market,the exporter who squarely confronts the problem of seeking a target,or locating the promising customer f

36、or his products finds himself facing many distinct but related problems,which involve using a variety of techniques and a whole set of procedures in a suitable and systematic way,making a serious of right decisions about many different options that one has,and always bearing in mind the requirements

37、 and characteristics of the market itself.Above all,it all adds up to“marketing mix”.,出口是把中国的产品和出口方法适合其他国家的条件的一种有秩序，有方法并有一定技术性的过程。出口推销和国内销售在很多地方有共同之处。但商业环境却因各国语言，习俗以及传统的差异而有极大不同。在转向国外市场的过程中，正在寻找目标市场及有希望的顾客这种问题的出口商发现他们面临许多截然不同又密切相关的问题，其中包括采用各种技巧及一整套适合而有系统的措施，在多种不同的选择中制定一系列决策，同时还要牢记市场本身的要求及特点。最重要的是这一切

38、构成了“市场营销组合”。,The procedures of an export or import business is so complicated that it may take quite a long time to conclude a transaction.Varied and complicated procedures have to be gone through in the course of export or import transaction.From the very beginning to the end of the transaction,the

39、 whole operation generally undergoes three stages:preparation for exporting or importing,business negotiation and contract performance.Each stage covers some special steps.Since the export and import trades are two sides of the same coin,and one countrys export is another countrys import,hence,we wi

40、ll take the procedures of export transaction in the following diagram to illustrate the general procedures of export and import transaction.Before proceeding to the following units,wed better keep this general picture in mind.,进出口贸易的过程非常复杂，往往要花很长一段时间才能完成一笔交易。在一笔进出口交易中，要经历各种各样复杂的程序。从一开始到结束，一笔交易一般要经历三

41、个阶段：进口或出口的准备；商务谈判和合同的执行。每个阶段包括一些具体的步骤。既然进口贸易和出口贸易是同一事物的两个方面，一个国家的进口就是另一个国家的出口，那么在这里，我们用出口贸易流程的流程图来说明进出口贸易的一般程序。在继续往下学习之前，同学们脑海里最好始终有这样一幅流程图。,The First Stage,The Second Stage,The Third Stage,Unit One,Establishing Trade Relations,Establishing Trade Relations,In foreign trade activities,the wise busine

42、ssman knows that he should have extensive business connection to maintain and expand his business with others.Therefore,the establishment of business relations is one of most important undertakings in the field of foreign trade.在对外贸易活动中，精明的商人懂得，要保持和扩大业务就要有广泛的业务关系。因此，建立商业关系是外贸领域里极为重要的一项工作。,Generally

43、speaking,the main procedures of entering into business relations are as follows:1.To obtain the desired name and address of the company.2.To write some letters to the parties concerned.3.To make status inquiries on the company.4.To make a final decision.一般来说，建立商业关系的主要步骤如下：1.获得公司的名称和地址 2.向有关方面发函 3.对该

44、公司进行资信调查 4.作出最终决策,In foreign trade,when a newly established company or a certain corporation with a longer history wishes to open up a market to sell something to or buy something from other firms,the person in charge should first of all find out whom he is going to deal with.Such information can be

45、 obtained through the following channels:在对外贸易中，当一家新成立的公司或某家历史较长的公司想在国外开拓市场，以便向其他公司销售某些商品或购买某些商品时，该公司的主管人员应该首先查明将与哪些公司做生意。此种信息可以从以下渠道获得：,Channels,Banks _ they are always ready to supply the names and addresses of exporter/importer in their respective cities.银行Chamber of Commerce 商会The Chinese Commer

46、cial Counselors Office in foreign countries 中国驻国外商务参赞处（商务代表处）.Trade Directory 贸易商行名录Advertisement 商业广告Friends in Business Circles 生意圈的朋友Trade shows,Fairs and Exhibitions 贸易展销会，交易会，展览会Business House of the same trade 同业商行Consumers organizations 消费者组织Libraries 图书馆Internet 互联网,As for libraries and inte

47、rnet,they are available for our information collection.There is nothing quite as wonderful as a well-stocked,well-run library.They are without doubt the most effective source of information you can find.Wherever you find them,theyll contain a whole host information sources.Reports,Surveys，Lists,Test

48、 Data etc.All you have to do is go and get it.去图书馆和互联网上查找相关信息是非常有效的途径。图书馆是最有效的信息源，无论在哪家藏书丰富，运行良好的图书馆，我们都会发现大量的报告，调查，目录，实验数据等。只要我们去用心收集，就会找到相关的产品，公司和联系方式。,On line,all you need to know is how to link into that communications net using a computer.With the help of an ISP _ internet service provider,you

49、can access all kinds of fields.The main advantage that the internet has is its immediacy and convenience.关于互联网，你所要做的就是将自己的电脑与网络连接，在互联网服务器的帮助下，你可以进入各个信息领域。通过网络收集信息的优点在于及时性和方便性。,Market Research and Firm Research,In foreign trade activities,it is very important for businessman to learn as much as possi

50、ble about the market they want to enter,the potential client or partner they will deal with before doing business.So we have to do two researches.在做生意前，业务人员应尽量了解有关市场，潜在客户和竞争对手的信息。所以我们要做两个调研。,Market Research 市场调研A.Using trade statistics published by most countries to narrow down the scope of research