外贸英语和商务谈判Unit 1 Establishing Trade RelationsContents：一、Background information二、Sample letter analysis三、Essentials of business letter-writing四、Useful expression五、Notes to the text六、In-class exercises一、Background informationThere are several channels through which one can obtain the desired names and addresses of the companies to be dealt with.1)Bank 银行2)Chamber of commerce 商会3)Commercial Counselor’s Office 商务参赞处4)Friends in business circles 同业商行5) e. Trade shows 会展6) f. Internet 网络7)g. Advertisements in the media 媒体广告8)h. Market survey 市场调查9)i. Investigation to the foreign country……出国考察After having obtained the desired names and address of the companies from any of the above sources, you may start sending letters or circulars to the firms concerned. This type of letter can be called a “First Letter”or “First Enquiry”.●General contents of “First Letter”1)How you obtain the addressee’s name and address.2)Your desire to establish business relationship with him.3)The business scope of your firm and your financial position and integrity.4)Express your expectation of cooperation and early reply.……●Sample letter analysis ：Correspondence 1 in text book,P23二、Essentials of business letter-writing●The functions of a business letter:1)to ask for or to convey information2)to make or to accept an offer3)to deal with matters concerning negotiation of business三、Essential qualities of business letters:Three’s C’s ：Clearness、Conciseness、Courtesy1.ClearnessMake sure that your letter is so clear that it cannot be misunderstood.Good, straightforward, simple English is what is needed for business letters.例子：We have the pleasure to acknowledge your favor of Nov. 14th.改正：Thank you for your letter of Nov. 14th.2.ConcisenessThe elimination of wordy business jargon can help to make a letter clearer and at the same time more concise.A letter can be made clearer, easier to read and more attractive to look at by careful paragraphing. A paragraph for each point is a good rule.例子：The offer is an unusual one and will not be repeated.改正：This unusual offer will not be repeated.3.CourtesyOne of the most important things is promptness. Punctuality will please your customer who dislikes waiting for days before he gets a reply to his letter.注意：‘YOU’Attitude ：Please,Thank you,May I,You are invited,I look forward to,If you can,If you like，Exercises:1.Should you wish to return the cargo, please contact the undersigned.2.The aggregate of the casting mould amounts to US $ 2,500.3.You are kindly requested to ship the goods to us as soon as possible.答案：1.If you want to return the goods, write to me/call me/contact me.2.The total cost of the casting mould is US $2,500.3.Please ship the goods to us no later than Sep. 25th.四、Useful Expressionsin the line of 经营的业务范围Specialize in专攻，专门经营eg: We specialize in women pajamas.International practice 国际惯例Enjoy/win popularity受欢迎，享有盛名Through the courtesy of…,we have learned that…经（承蒙）……介绍，我们得知……E.g.: Through the courtesy of the Chamber of Commerce of Beijing, we have learned that you specialize in handling the export business of tablecloth.经由北京商会的介绍，我们得知贵司专营桌布的出口生意。
Similar expressions：1.We come to know…through…2.We have obtained…from…3.For your consideration 供你方考虑（参考）4.On the basis of equality and mutual benefit在平等互利的基础上五、Notes to the text1.Also, please enclose your price list and all suitable illustrations.P24enclose:随函附寄，随函附上2. They are of good quality and fine workmanship.P25他们质量上乘做工精良。
3.We are sending you under separate cover by airmail a copy of latest catalog. P25under separate cover另邮，另函，另封兹另邮寄我最新目录一份。
六、联系Exercise 1Translate the following into Chinese:1.We are one of the largest importers of light industrial products in the city and have been handling various kinds of products for about 10 years.2. In order to acquaint you with our business lines, we enclose a copy of our illustrated catalogue covering the main items at present.3. We are given to understand that you are potential buyer of Chinese…which comes within the frame of our business activities.Key to Exercise 11.我们(我司)是这个城市最大的轻工业产品进口商之一, 已经营多种产品近10年。
2.为了让您了解我们的产品，随寄（随函附上）我们目前要产品的插图目录一份。
3.据了解，贵司是中国……（商品）的潜在买主，而该商品正属于我们的业务经营范围。
Exercise 2Translate the following sentences into Chinese:1. The bank of China in our city has informed us that you are importers of textiles. We specialize in the export of textiles and are willing to enter into business relations with you.2. Your firm has been recommended to us by your Embassy in China as a buyer of Chinese canned goods. We wish to inform you that we specialize in this line and hope to enter into trade relations with you on the basis of equality and mutual benefit.Unit 2 Inquiries and Offers目录：一. Status Enquiries二、Inquiries三、Replies: Quotation and Offer四、FOB, CIF, CFR …一. Status EnquiriesWarming-up Questions:1.What’s your understanding of status enquiries?2.What’re the features of status en- quiries as you know?●Status enquires are those written communications in which traders request informationconcerning the financial position, credit, reputation, and business methods of other firms. In business, it is of the utmost importance to obtain all the information possible respecting the firm one is about to enter into relations with.●Letters enquiring status are generally headed “Confidential”or “Private and Confidential.”These words are also written on the envelope.●Traders asking for information must bear in mind that they are asking a favor and thereforeshould write in polite and appreciative terms. When the information is received, be it favorable or unfavorable, a suitable letter of acknowledgment and thanks must be sent. This is no more than common courtesy.二.Inquiries and Replies1.What are inquiries?Inquiries are usually made by the buyers without any engagement to get information about the goods to be ordered. The sellers, however, can also make inquiries to get information about the goods to be sold, without any engagement, too.2.The information wanted by the buyers or sellers usually includes:★the supply of commodities;★the price;★the catalogue;★the packing;★the delivery date;★the terms of payment and other terms concerned.3.structure:Para 1.Explain how you got the recipient’s address, and state the main purpose of the letter.Para 2. Add a few details about yourself and what you require.Para 3. Give the recipient an incentive to reply;Para 4. Encourage a prompt reply;三、Replies-----Quotation & Offer1.QuotationIt is an indication of price without contractual obligation, and it is subject to change without previous notice.2.OfferIt is a definite commitment with contractual obligation on the part of the supplier/ seller.⑴types of offersFirm offer ----irrevocable offerNon-firm offer-----revocable offer⑵The elements an offer should include:1. the name, price, quality and quantity of the goods;2. the date of delivery and/ or time of shipment;3. the term of payment;4. the validity of the offer;5. other terms concerned, such as packing, discount, insurance, etc…Reply to inquiryPara 1 Express your appreciation of the inquiryPara 2 Refer to enclosure of a quotation, a discount and samples;Para 3 Refer to delivery guarantee and invite an early orderPara 4 Conclude your letter in a polite way;⑶Counter-offerWhat's Counter-offerA partial rejection of the original offer, and it also means a counter proposalput forward by the buyer or the offeree.Sometimes, the sentence “Accept your offer subject to the following alterations…”may be used in answering an offer. Although the word “accept”is used, in fact, the offer is still rejected, because the offeree does not agree to the whole offer.Exercise 1:Please translate below into Chinese:1、Would you please send us your catalog giving the weight, horsepower, size of the cutting widths, care and operation, and the price of each of your power models?2.When replying, please state terms of payment and discounts you allow on purchases of quantities of not less than five dozens of individual items.答案：1.烦请寄来产品目录表，并告知每种电动割草机型号的重量、马力、割草宽度、保养方法、操作事项及其价格。