新編外經(jīng)貿(mào)英語函電與談判課件Unit03

unitthreeonpricecontents1.briefintroduction2.someideasfora“typical”answertoanenquiry3.給客戶寫的關(guān)于價(jià)格讓步的信4.如何寫討價(jià)還價(jià)信5.specialterms6.usefulexpressions

3.1briefintroduction對外貿(mào)易中的商品單價(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。國際貿(mào)易中使用的價(jià)格術(shù)語很多，其中以f.o.b、c.i.f、及c.f.r三種價(jià)格術(shù)語最為常用。對于這三種價(jià)格術(shù)語，國際上有多種解釋，現(xiàn)將這三種價(jià)格術(shù)語扼要解釋如下：1.f.o.b

該價(jià)格叫裝運(yùn)港船上交貨價(jià)，簡稱“船上交貨”。f.o.b是freeonboard的縮寫。采用這一價(jià)格術(shù)語時(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的縮寫。采用這種價(jià)格術(shù)語的時(shí)候，應(yīng)在c.i.f后注明目的港名稱。3.c.f.r該價(jià)格叫成本加運(yùn)費(fèi)價(jià)。采用這種價(jià)格術(shù)語時(shí)，也應(yīng)在c.f.r后注明目的港名稱。3.2someideasfora“typical”answertoanenquirybyletter,fax,e-mailorphone---oreventoapersonalenquiry.1thankthecustomerfortheirinterestinyourproductsandconfirmthatyoucan(orcan’t)help.2“sell”yourproductandexplainhowitissuitableforyourcustomer’sneeds.3saythatyou’resendingacatalogue,pricelist,advertisingliterature,etc.3.2someideasfora“typical”answertoanenquirybyletter,fax,e-mailorphone---oreventoapersonalenquiry.4explainhowthecustomercanget“hands-on”experienceoftheproduct:offertosendsamplesorgetareptovisitwithsamples/demo;statethelocationofdistributor’sshowroomnearenquirer’saddress;announceanexhibitataforthcomingtradefair;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.3.2someideasfora“typical”answertoanenquirybyletter,fax,e-mailorphone---oreventoapersonalenquiry.6endonanoptimisticnoteandencouragethecustomertophone,e-mailorfaxyoupersonallyformoreinformation.3.3給客戶寫的關(guān)于價(jià)格讓步的信貿(mào)易往來中價(jià)格是一個(gè)關(guān)鍵問題，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)格讓步的一封信。3.3給客戶寫的關(guān)于價(jià)格讓步的信dearsirs:thankyouforyourletterof20january2006.wearedisappointedtohearthatourpriceforflamecigarettelightersistoohighforyoutoworkon.youmentionedthatjapanesegoodsarebeingofferedtoyouatapriceapproximately10%lowerthanthatquotedbyus.weacceptwhatyousay,butweareoftheopinionthatthequalityoftheothermakesdoesnotmeasureuptothatofourproducts.althoughwearekeentodobusinesswithyou,weregretthatwecannotacceptyourcounteroffer.thebestwecandoistoreduceourpreviousquotationby2%.wetrustthatthiswillmeetwithyourapproval.welookforwardtohearingfromyou.yoursfaithfully,3.4如何寫討價(jià)還價(jià)信貿(mào)易往來中，買家總是覺得價(jià)錢太高，賣家總是覺得自己的價(jià)錢合理、再低就虧了。在這種情況下，談判、爭論、討價(jià)還價(jià)不可避免。討價(jià)還價(jià)信也是說服信的一種，這種討價(jià)還價(jià)信的目的是使雙方達(dá)成一致、做成買賣。為了更多的為己方爭得利益，寫信的時(shí)候一定要強(qiáng)調(diào)己方反對對方要求價(jià)格的原因，并要提出雙方都能接受的條件。

3.4如何寫討價(jià)還價(jià)信寫討價(jià)還價(jià)信應(yīng)遵循下面的原則：1.thank-youexpressionforwhatthereaderhasdone.2.statereasonsfornon-acceptanceandinabilitytotakethedesiredaction.3.makeacounterofferorsuggestthattheremaybeotheropportunitiestodobusinesstogether.4.mentionthepossiblebenefitsassociatedwiththereader'sconcessionandencouragehimtotakeaction.5.closethelettercourteouslyandpositively.3.4如何寫討價(jià)還價(jià)信下面是一封要求對方降低價(jià)格的信，我們來看看是怎么寫的：dearsirswewritetothankyoufor⑴yourquotationof20thmarchandthesamplesoftheltztrimmingedgecuttersyouenclosed.havingcarefullyexaminedthesamplesyoumailed,wefeelquitesatisfiedwiththequalityofyourgoodsandthewayinwhichyouhavehandledourinquiry.itwouldbeprofitableforbothsidesifalong-termbusinessrelationshipcouldbeestablished.however,ourmarketingresearchreveals⑵thatthepricesyouquotedappeartobeonthehighside.goodsofsimilarqualitywhicharesoldattheprevailinglevelsarethreepercentcheaperthanyours.someofourclientsfeelworriedthatacceptingsuchanofferwouldonlyleavethemwithasmallmarginofprofitontheirsales.3.4如何寫討價(jià)還價(jià)信maywesuggestthatyouperhapsmakesomeallowance⑶,say,twopercentoffyourquotedprices?wefeelconfidentthattherevisedoneswouldhelpintroduceyourproductsintoourlocalmarkets⑷.andyoucouldalsorelyonlargevolumeoforders⑷fromusifourcustomersseeincreasingbenefitsfromtheirdeals.pleasekindlyinformusofyourdecision⑸assoonaspossiblebecauseweneedyourinformationtoworkoutourimportschedulebytheendofthismonth.yoursfaithfully3.5specialterms1.a1grade甲級商品品級（商品質(zhì)量等級、商品質(zhì)量分級）是指對同一品種的商品，按其達(dá)到商品質(zhì)量標(biāo)準(zhǔn)的程度所確定的等級。它是表示商品質(zhì)量高低優(yōu)劣的標(biāo)志，也是表示商品在某種條件下適合其用途大小的標(biāo)志，是商品鑒定的重要內(nèi)容之一。商品品級是相對的、有條件的，有時(shí)會(huì)因不同時(shí)期、不同地區(qū)、不同使用條件及不同個(gè)性而產(chǎn)生不同的質(zhì)量等級和市場需求。一般來說，工業(yè)品分三個(gè)等級，而食品特別是農(nóng)副產(chǎn)品、土特產(chǎn)等多為四個(gè)等級，最多達(dá)到六七個(gè)等級，如茶葉、棉花、卷煙等。3.5specialterms2.drawnatsight見票即付即期信用證（sightcredit）是指受益人根據(jù)信用證的規(guī)定，可憑即期跟單匯票或僅憑單據(jù)收取貨款的信用證。其特點(diǎn)是受益人收匯安全迅速。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的遠(yuǎn)期匯票后，并不立即付款，而是先行承兌，俟匯票到期再行付款的信用證。3.5specialterms3.quotation與offerquote/quotation是報(bào)價(jià)，指某一商品的單價(jià)，offer是報(bào)盤，除單價(jià)外，還包括數(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，一般不能輕易變動(dòng)，而quote/quotation則不同，賣方報(bào)價(jià)后，不受約束，可以根據(jù)情況略加調(diào)整。3.5specialterms4.trialorder試訂單試訂單的意思是，買賣雙方第一次做生意，買方不知道賣方提供的產(chǎn)品是否在本國/本地市場賣得好，就先訂小量的貨做個(gè)試銷。如果試銷情況令人滿意，就可以向賣方下大單了；如果試銷情況不好，對買方來說，頂多就虧這一批小量的貨，以后不再買這家供應(yīng)商的貨就是了。因此，試訂單的買方都是新客戶，量也不會(huì)大。3.5specialtermstradediscount同業(yè)折扣對本行業(yè)不同買主所給予的折扣。生產(chǎn)企業(yè)對其產(chǎn)品的經(jīng)銷商、批發(fā)商及零售商以及批發(fā)商對零售商所給的折扣都是同業(yè)折扣。3.5specialtermscounteroffer還價(jià)，還盤還價(jià)是針對對方的報(bào)價(jià)所作出的回應(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)是必然的。一是因?yàn)閷τ谝环教岢龅膱?bào)價(jià)，另一方不會(huì)馬上就接受；二是即便對方提出的最初報(bào)價(jià)比自己預(yù)料的要好，還價(jià)也同樣是需要的，因?yàn)檫@樣可以更多地實(shí)現(xiàn)自己的利益。在價(jià)格磋商中，由于還價(jià)行為的出現(xiàn)，使談判雙方必然出現(xiàn)價(jià)格之爭。在談判中應(yīng)當(dāng)通過細(xì)心的觀察，認(rèn)真的分析，設(shè)法搞清對方進(jìn)行價(jià)格之爭的真實(shí)用意。根據(jù)不同的原因采取不同的方式、措施來應(yīng)對和處理。這也是做好還價(jià)工作的一個(gè)重要條件。還價(jià)不是一種簡單的壓價(jià)行為，合理的、有效的還價(jià)必須以市場調(diào)查為基礎(chǔ)，以“貨比三家”為條件。這樣才能確保還價(jià)的合理性。還價(jià)是不是合理，有沒有充足的依據(jù)，這不僅直接關(guān)系到自己方面的利益，也關(guān)系到談判能否成功。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.對某事拼命討價(jià)還價(jià)todriveahardbargain3.6usefulexpressions5.ifyoucanreducethepriceby5%,weshallbeabletoorder200metrictons.如果你方能降價(jià)百分之五，我們將訂購二百公噸。6.businessispossibleifyouincreasethepriceby2%.如果你方提價(jià)百分之二，交易才有可能。7.wearenotinterestedunlessyourpriceisreducedtoalevelinlinewiththemarketprice.

除非你們把價(jià)格降到與市場價(jià)格相等，否則我們不感興趣。3.6usefulexpressions8.wehavebeeninformedthatthecurrentpriceonyoursideismuchhigherthanwhatyousay.我們聽說你方的現(xiàn)行價(jià)比你方所說的要高很多。9.sellersdecidetowaitnomatterwhenthepricepicksup.不管價(jià)格何時(shí)回升，賣方?jīng)Q定再等一等。10.如果你們考慮一下質(zhì)量的話，我們的價(jià)格是很有競爭性的。ourpricesarehighlycompetitivewhenyouconsiderquality.3.6usefulexpressions11.我們的價(jià)格是凈價(jià)，不含傭金。ourpriceisnetwithoutcommission.12.tomeetyourrequirements,wewouldliketoreduceourpriceby2%,which,ihope,willbesatisfactorytoyou.為滿足你方要求，我們愿降價(jià)百分之二,希望能令你們滿意。13.i’mawfullysorry.thisisourfloorprice.ifyoufinditunworkable,wemayaswellcallthedealoff.很遺憾，這是我們的底價(jià)。如果你方覺得價(jià)格不可行，我們只好取消這筆交易。

3.6usefulexpressions14.willyoupleasequotef.o.bbrusselsinu.s.dollar?請你們以美元、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獾囊粋€(gè)關(guān)鍵。it’sbetterforustohaveatalkonpriceterms,becauseitisoneofthekeypointsinourdealings.16.i’llhavetoconsultmyhomeofficebeforeicangiveyouadefiniteansweronthepriceterms.在答復(fù)你方有關(guān)價(jià)格條件之前，我得先跟我們國內(nèi)公司聯(lián)系一下。17.businessisclosedatthisprice.

交易就按此價(jià)敲定。3.6usefulexpressions18.yourpriceisacceptable(unacceptable).

yourpriceisfeasible(infeasible).

yourpriceisworkable.

yourpriceisrealistic(unrealistic).

yourpriceisreasonable(unreasonable).yourpriceispracticable(impracticable).3.6usefulexpressionsyourpriceisattractive(notattractive).yourpriceisinducing(notinducing).yourpriceisconvincing(notconvincing).yourpriceiscompetitive(notcompetitive).thegoodsare(not)competitivelypriced.priceisturninghigh(low).3.6usefulexpressions

priceishigh(low).

priceisrising(falling).

priceisup(down).

priceislookingup.

pricehasskyrocketed..

pricehasshotup.

pricehasrisenperpendicularly.

pricehasriseninaspiral.3.6usefulexpressions

pricehashiked.

yourpriceisonthehighside.

pricehasadvanced.

thegoodsarepricedtoohigh.

yourpriceisratherstiff.

priceislevelingoff.

yourpriceisprohibitive.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、德的都高。3.6usefulexpressions22.sincethepricesoftherawmaterialshavebeenraised,i’mafraidthatwehavetoadjustthepricesofourproductsaccordingly.由于原材料價(jià)格上漲，我們不得不對產(chǎn)品的價(jià)格做相應(yīng)的調(diào)整。23.yourpriceis$500/mt,twiceoftheothercountries.你們每公噸500美元的價(jià)格是其他國家的兩倍。24.isitpossibleforyoutoraise(lift)thepriceby5%?你們能否把價(jià)格提高5%？3.7外貿(mào)英語價(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/pricefall3.7外貿(mào)英語價(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～3.7外貿(mào)英語價(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)分期付款的首期款8.outstandingaccount未清賬款9.·buyone,getonefree買一送一3.8substitutiondrills1a:ourpriceisu.s.$98perpound.b:imustsaythepriceistoohighformetoaccept.mustpointoutthepriceistoohightointerestus.canassureyouthepriceistoohightobecompetitive.2a:ihopeyou’llquotefavorably.quoteusyourbestterms.giveusyourlowestpricequotes.

b:ourratesareinlinewiththeworldmarket.ourpricesfitinwithtoday’smarketsituation.wealwaysgiveourcustomersthebestterms

3.8substitutiondrills3a:ourusersareundertheimpressionthatyourpricesareusuallyonthehighsidecomparedwiththoseofothersuppliers.havetheideathatyourpricesareusuallyabittoohigh.areoftheopinionthatyourpricesareusuallyratherstiff.b:onecan’tconsiderpriceseparatelyfromquality.onehastotakequalityintoaccount.whencomparingprices,onehastotakeintoconsiderationthequalityofthegoods.

3.8substitutiondrills4a:othersuppliersareofferingamuchhigherrateofcommission.amuchbetterprice.morefavorablepaymentterms.b:2%istheusualcommissionweallowforasmallquantity.$100isactuallythelowestwecandoforasmallquantity.5that’sthebestwecando.thelowestpricewecanoffer.ourbottomprice.wecan’tgoanylower.wecan’ttakeless.

3.8substitutiondrills6a:ifweguaranteeanannualorderofacertainamount,

wouldyougiveusaspecialdiscount?wouldyougive