Unit 3Business Negotiation本单元结合国际经贸业务中的典型工作流程、工作场景概述国际货物买卖过程中商业背景调查之后的一个重要环节——“交易磋商”：●交易磋商概述：介绍交易磋商过程中典型的四个环节，主要涉及四个环节的基本含义、内容和在整个过程中的地位与作用(Reading A)，为进行实际交易磋商提供理论指导；●口头磋商：根据业务需要，向贸易伙伴询问商品报价、提供报价、磋商分歧和达成协议(Listening & Speaking)，学习实际磋商中的谈判技巧；●书面报盘与还盘：客户通过电子邮件向公司相关人员进行报盘，即商品的名称、价格和样品等信息，公司对报盘进行还盘，指出需要进一步磋商部分，并提供具体建议(Reading A)●起草询盘和介绍信件：根据所给的信息，起草一份得体的询盘和接受信函(Reading B & Writing), 熟悉交易磋商信函包括的一般内容和格式。
Unit ObjectivesAfter studying this unit, you are able to:●Understand the four basic steps in the process of a business negotiation●Know the formats of enquiry, offer, counter-offer and acceptance●Use the bargaining skills in business negotiation●Draft and answer enquiry, offer, counter-offer and acceptanceTextThe first step is “enquiry”. When reading an advertisement in a newspaper, website or anywhere else, buyers may make requests for the information relating to their interested products like price lists, samples and terms of payment. Such a request is called “an enquiry”.第一步是“询盘”。
买方在报纸、网站或者其他地方看到一则广告后，可能会向对方索取有关自己感兴趣的商品信息，如价格表、样品、付款条件等。
而这种索取信息的请求就被称为“询盘”。
After sending the enquiry, it comes to “offer”. An offer is the expression of the wish of the seller to sell particular goods under stated terms, including quantity, prices, shipment, terms of payment, etc. It usually follows an enquiry that is either written or oral.在发出询盘后，买方就会收到“报盘”。
报盘表达了卖方希望出售某种商品的条件，包括数量、价格、装运、付款条件等。
它通常出现在口头的或者书面的询盘之后。
Offers can be classified into two types: firm offers and non-firm offers. A firm offer is usually a seller’s pr omise to sell specified goods or services at specified prices, and valid for a specified period, with packing, payment, etc. described clearly. Oncethe firm offer is accepted by the buyer within the validity, the seller is not permitted to revise or withdraw his/her offer and is obliged to enter into a contract with the buyer. In contrast, a non-firm offer is actually an offer without engagement which often contains reservation clauses like “ We make you an offer subject to our final confirmation.”报盘可以分为两大类：实盘和虚盘。
实盘通常是指卖方以指定的价格、有效期、包装、付款等内容销售某种商品或服务的承诺。
实盘一旦在有效期内被买方接受，卖方就不准修改或者撤回其报盘，并有义务与买方签署合同。
相比之下，虚盘实际上是一个没有约言的报盘，它经常包括诸如这样的保留条款：“此发盘须经我方最终确认。
”Next step is “counter-offer”. When an offer reaches the offeree, he/she may reject it and end the negotiation if he/she finds it impossible to reach an agreement. But usually he /she will carefully study the offer, and renew the received offer by altering or adding some terms and conditions. In such a case, the reply to the offer is called “counter-offer”.下一步是“还盘”。
当报盘送达受盘人，如果发现不可能达成一致，他/她可能会拒绝，从而终止谈判。
但是通常他/她会仔细研究报盘，修改或添加一些条款和条件。
在这种情况下，对报盘的回复称作“还盘”。
A counter-offer functions as both a rejection to the original offer and a new offer by the buyer. Consequently, the former offeror now becomes an offeree, and the former offeree turns to be an offeror. Normally, such exchanges might go through several rounds before a contract is signed.还盘的作用既是对原始报盘的拒绝，又是买方提出的新报盘。
因此，以前的发盘人现在变成了受盘人，而以前的受盘人变成了发盘人。
通常，在最终签署合同之前，这种相互之间的交流可能要经历几个来回。
Last, we’ll discuss “acceptance”. When an offer arrives, the offeree might agree on all terms contained in the offer unconditionally, and an agreement will be reached between the two parties. In such a case, the reply to an offer is known as “acceptance”. Here, it should be noted that the word “offer” r efers to both the original offer and the counter-offer in several rounds of negotiations.最后，我们将谈谈“接受”。
当报盘到达受盘人后，他可能无条件地接受报盘中的所有条款。
这样，双方就达成了一致。
在这种情况下，对报盘的回复被称作“接受”。
这里需要指出的是，“报盘”这个词这里既指原始的报盘，也指谈判回合中的还盘。
agree to do sth.:同意做某事agree with sb.:同意某人agree on/about sth.:就某事达成一致1.ListeningTask 1Miss Chen of Pioneer Garment Factory, is talking with Mr. Addison, a potential customer from the US. Listen to the conversation and match the people with the correct information.ScriptMiss Chen: Good morning, sir. Can I help you?Mr. Addison: Good morning. I’d like to know something about your latest blouses. Oh, by the way, I’m Tom Addison from Rocky Mountain Import & Export Co. Here’s my card.Miss Chen: Glad to meet you, Mr. Addison. This is my card. I’m Chen H ong, sales manager of Pioneer Garment Factory. Have a seat, please!Mr. Addison: Thank you.Miss Chen: I think you might be interested in the embroidered ones which are the newest models. Here are the samples. In fact, it sells well in Canada.Mr. Addison: Yes, they look really nice and fashionable.Miss Chen: I’m quite sure they’ll find a ready market in your country.Mr. Addison: I hope so. But I need to study them further. Could you give me your catalog and price list?Miss Chen: Of course. Here you are.Mr. Addison: I’ll contact you later. Thank you!Miss Chen: My pleasure! I’m looking forward to your further enquiry. Bye!Mr. Addison: Bye!Task 2Miss Liu is answering a phone from a man whom she met at Chinese Export Commodities Fair. Listen to the conversation and fill in the blanks with what you hear. Liu: Hello! Sunlight Bicycle Company.Mr. Smith: Hi, could I speak to Liu Heng in Sales Department?Liu: Speaking!Mr. Smith: This is Tom Smith, Purchasing Manager of Chicago Sports Import and Export. We met at Chinese Export Commodities Fair about one month ago.Liu: Oh, glad to receive your call. What can I do for you?Mr. Smith: Having seen your exhibits at the fair, I’d like to tell that we have great interest in your latest model Bike TGBI and Bike TGGI.Liu: Wonderful! Have you got the price list?Mr. Smith: Yes, but I’m wondering whether you can give a special discount on our initial order.Liu: Well, it depends on the size of your order. I’ll give you our policy on discount in thequotation letter.Mr. Smith: Thank you. I’ll call you later when receiving your latest quotation. Bye! Liu: Bye.Task 3Mr. Clark, a purchasing manager of an Australian company, is negotiating with Miss Yang who works for a major supplier of household appliances in China. Listen to the conversation and answer the following questions.1. How does the report impress Alice at her first sight?In Miss Yang’s company.2. What does Miss Yang say to show that she’d like to discuss about the offer?She said, “Sure. I appreciate your straightforwardness”.3. How much higher is the price of T-2009 Model than that of other similar products according to Mr. Clark?4%.4. How many refrigerators does Mr. Clark’s company plan to buy?500.5. Does Mr. Clark accept the newest offer? And why?Unlikely. He thinks it’s too high and said, “I’m afraid I’ll choose other suppliers”ScriptYang: Hello, Mr. Clark. Welcome to our company!Mr. Clark: Thanks. It’s my great honor to be here. Shall we discuss your offer sent to me two days ago right now?Yang: Sure. I appreciate your straightforwardness.Mr. Clark: The refrigerator T-2009 is still expensive compared with the similar products from other suppliers. Your price is about 4% higher.Yang: Really? But the T-2009 has taken advantage of the latest technology. I’m quite sure it’s the most energy-efficient and the least noisy one. It is the newest model for the coming season.Mr. Clark: Of course, it’s new. So we risk buying 500 pieces for trial sale, but your price will leave little profit for me.Yang: I assure you there will be a great demand in your market, and if you can order more than 1,500 pieces, we’ll give you a 1.5% discount.Mr. Clark: Only 1.5%? I’m afraid I’ll choose other suppliers.Task 4After reading the quotation of Karl & King Electrical Appliance Co., Jack Smith is phoning sales woman Anna. Listen to the conversation and decide whether the following statements are true (T) or false (F).□ 1. Universal Electrical Appliance Import & Export Co. sells electrical hair dryer.□ 2. Generally, each set of HD-1500B is $60 on CFR Vancouver basis.□ 3. The discount depends on the quality and time of shipment.□ 4. Jack wants 400 sets of electrical hair dryer HD-1500B.□ 5. Jack orders two models of hair dryer from Anna.□ 6. The offered price of hair straightener JO-074 is still very expensive.□7. Jack wants to have 3% discount altogether.□8. They finally reach an agreement on the price.ScriptAnna: Karl & King Electrical Appliance Co. Can I help you?Jack: This is Jack Smith, Purchasing Manager of Universal Electrical Appliance Import & Export Co. I’ve just browsed your company’s online quotation and I’m interested inyour electrical hairdryer.Anna: Great! Which model?Jack: HD-1500B. Please quote us your lowest price on CIF Vancouver basis.Anna: The price is $60 per set. But it depends on the quantity and the time of shipment.Jack: We would like to have 200 sets in red and blue respectively before July 30th. So could you give me a discount of 5%?Anna: Frankly speaking, your order is not large enough. But if you order our other products, we’ll consider giving you a special discount.Jack: Good. We also intend to place an order for 500 sets of hair straightener JO-074. Anna: Our quotation for that model is $30. As you’ve ordered both hair straighteners and hairdryers, we can give you a special discount of 2.5% altogether.Jack: Only 2.5%? But we expect more. How about 4%?Anna: The two models you want are the latest models and their quality is the best among similar products on the market. So we can give you 3% at most.Jack: OK, done!Task 5Mr. Zhu, Sales Manger of a company in Guangdong, is talking with his customer Ellen Rice, an American importer, on the phone. Listen to the conversation and fill in the blanks with what you hear.Mrs. Rice’s notebookInterested Products: 1 Washing machine WSB and WST Supplier: 2_____________ Liangxing CorporationQuantity: 3____________ 500 sets for each modelAgreed Discount: 4___________ 2%Payment: 5______________ 30% by T/T in advance and the rest by irrevocableL/C at sightScriptMr. Zhu: Lianxing Corporation. What can I do for you?Mrs. Rice: Hello, this is Ellen Rice. I sent you an enquiry for a price list of your washingmachines a week ago.Mr. Zhu: I remember that. I quoted you our latest price list two days ago. So, which model do you have interest in?Mrs. Rice: I’m impressed with WSB and WST and planning to place an order of 500 sets for each model. Can you give us a special discount, say, 3%?Mr. Zhu: 3% is too high. But it depends on shipment time and the way of payment. Mrs. Rice: We prefer the washing machines will arrive in New York before July 30th. Asto the payment, we can give 30% by T/T in advance and the rest will be paid by irrevocable L/C at sight.Mr. Zhu: In that case, we can give at most 2% discount. We do this only to show we will continue to do business with you in the future.Mrs. Rice: 2% is OK. I’ll send you an order later by fax.2.SpeakingTask 1Make sentences by choosing relevant information inTask 2Work in pairs. Practice making short conversations with the words provided according to the example below.Task 3Task 4Situational Practice. Make conversations with your partner according to the following situations.Choose the best answer to each of the following questions according to the above correspondence.B 1. Which of the following topics has not been stated in the first email?A. The position of Win-win Clothing Factory.B. Feedbacks to the samples.C. The terms of payment.D. The quotations for jeans.A 2. It can be inferred from the first email that .A. it is the first time for the two companies to do business with each otherB. the samples were sent to the business partner before February 5th, 2009C. Win-win Clothing is only dedicated to American marketD. Rocky Mountain hates women’s jeansC 3. What is the price of small blue jeans for men?A. $11.B. $10.5.C. $10.D. $50.D 4. What have the two companies agreed on according to the second email?A. The amount of profit.B. The price of the jeans.C. Time of payment.D. The quality of the jeans.Task 2Match the following terms with their Chinese meaning.1. manufacturer2. favorable3. L/C4. freight5. insurance6. alternative supplier7. correspondence8. quotation9. pave the way for…10. tie up a. 信用证b. 信件c. 制造商d. 占用e. 为……铺平道路f. 有利的g. 运费h. 报价i. 保险费j. 交替供应商Task 33.WritingTask 1Fill in the following letter according to the given information.Mr. Smith wanted to find an alternative supplier of clothes. He sent a seller a letter to ask for samples and the latest pricelists. He might place orders if the price isTask 2Read the second email in Reading B again, and send an acceptance with the help of the following tips.◆Express your acceptance directly and clearly and restate the terms and conditions you have agreed upon;◆Remind the reader to countersign;◆Show your confidence in carrying out the deal.Suggested AnswersDear Mr. Smith,We accept your counter-offer of February 8th, 2009 and are pleased to confirm having concluded the transaction of the jeans you ordered. The 1,000 pairs of men’s jeans in Size L, M and S respectively will be manufactured as soon as your L/C reaches us and be ready before the shipping time. You can rest assured that your order will be fulfilled as contracted upon.To make sure that the shipment is on time, we’d like to reiterate that your L/C must reach us 30 days before the shipping time.We are now enclosing here with our Sales Contract No. 09T4321 in duplicate. Please counter-sign and return us one copy for our records.We appreciate your cooperation and are confident that our products will turn out to your satisfaction.Yours sincerely,Zheng Zhi4.ProjectProject GuidelinesThis project aims at performing the process of business negotiation. The whole task is divided into three steps. Step one involves sending an enquiry and giving an offer. Step two focuses on two sides’ arguing over the terms and conditions of the offer. Step three bears upon the confirmation of what have been agreed on.Please follow the Task Description to complete the project.Task DescriptionStep One• Organize a small group with 4-6 people in your class;• Divide your group into two sides: purchasing side and sales side;• Take turns to play each role by writing e mails to each other: Purchasing side compose enquiries and send them to the sales side; sales side draft an offer to reply to the enquiry.Step Two• The representative from the purchasing side phones the sales side;• The two sides argue over the price, payment, shipment and other terms and conditions;• The two sides reach a compromise and the purchasing side agrees to place an initial order.Step Three• The purchasing side sends an acceptance letter which states clearly what they have agreed by email;• The sales side sends a confirmation letter.5.Vocabulary and StructureTask 1Fill in the blanks with the words or phrases from Reading A and Reading B that matchTask 2Fill in each blank with the appropriate form of the word given in the brackets.1.(honest) Hnoestly speaking, your quotation is still on the high side. I’m afraid we can not accept it.2. Please reconsider your payment conditions and let us have your (revise) revision of the offer.3. The school building was constructed according to the contract’s (specify)specifications .4. Quantity and price stated in this letter are subject to our final (confirm)confirmaiton.5. The apples that are uploaded to the ship do not (ripe)ripen.6. The insurance company requires (quote) quotation for repair to the car.7. The (manufacture) manufacturer distributes its products to local wholesaler.8. According to our business check, the company receives all (favor) favorable comments from its customers.9. It is before June 4th that the seller must effect (ship) shipment of thecontracted goods.10. Do you have an (alter) alternative suggestion on transporting the goods?Task 3Complete the following sentence with the words or phrases given below. Change theoffers unconditionally.2.OK! I’ll send you our latest catalog and price list in two days.promise used to mean that half a loaf is better than no bread.4.This company should abandon its old adversary role and adopt an advocacystrategy in their dealings with government.5.Most companies revised their estimates of sales growth because of the financialcrisis.6.All changes in the contract are subject to the confirmation by both parties.7.After the fire, they were able to rebuild their house with the insurance .8.Extension of validity of bid shall normally not be requested.9. A secretary came in twice a day to deal with her business correspondence .10.Feedback from their customers is one of the key factors in deciding whether wewill do business with them.Task 4Use the given prompts to produce sentences with the same patterns as are shown in the models.1. Model 1: legally/the offeror/bind/keep his promise/in case of/acceptance Legally, the offeror is bound to keep his promise in case of acceptance.a. you/bind/report/the accident/happen/last nightYou are bound to report the accident that happened last night.b. most international trade/bind/conventionMost international trade is bound by the convention.2. Model 2: once/the firm offer/accept/the seller/not/permit/revise/it Once the firm offer is accepted, the seller is not permitted to revise it.a. once/he/find/a job/he/get married/LucyOnce he finds a job, he will get married with Lucy.b. once/in bed/his son/fall asleep/immediatelyOnce in bed, his son will fall asleep immediately.c. once/the ship/set off/send/us/a faxOnce the ship sets off, please send us a fax.3. Model 3: According to law, it indicates the intention of the offeror to be bound in case of acceptance. Legally, it indicates the intention of the offeror to be bound in case of acceptance.a. In normal cases, Chinese table tennis team would win the gold medal. But yesterday they were defeated.Normally, the Chinese table tennis team would win the gold medal. But yesterday they were defeated.b. The financial crisis is worsening. As a consequence of that, more and more people is being laid off.The financial crisis is worsening. Consequently, more and more people are being laid off.。