外貿(mào)英語函電Chapter-5-Counteroffers

Chapter5

Counter-offersLeadinBusinessnegotiationEnquiry

OfferCounterofferConclusionofbusinessWritingtaskHavingstudiedthepricelistoftheUniversalSiliconCo.,youwritetostateyouwouldplaceasubstantialorderimmediatelyprovidedthatSiliconCo.wouldreducetheirpriceby10%.Youaddthatfurtherorderswouldprobablyfollow.ThinkaboutQ1:Whatshouldwesayifwewanttocutdowntheprice?Q2:Howcanwepersuadeourcounter-partnertoacceptourprice?ExtensionQ3:ifyouarethememberofSiliconCo.,howtowriteareply?

Maincontents

Usefulexpressions

WritingpointsReviewandpractice

ObjectiveFocus

BasicknowledgeSamplestudyObjectiveTobefamiliarwithsomeusefulexpressionsToobtainthetipsformakingacounter-offerTolearnhowtowriteacounter-offerandareplywhenAbuyerrejectsanofferwhen:Heisnotsatisfiedwiththeseller’stermsandconditionsPricePackingTermsofpaymentShipmenttimeTheseller’screditissuspectedthequalityandspecificationofgooddonotmeettherequirement.…DefinitionItisvirtuallyapartialrejectionoftheoriginalofferandalsoacounterproposalinitiatedbythebuyerortheofferee.ForexampleArejectionorrefusaloftheofferShowdisagreementstatehisownideasinsteadE.g.yourofferof15thisacceptableiftheshipmenttimeischangedfromJunetoJulythisyearEffectIthastheeffectofrejectingtheoriginaloffer.Thusthepriorofferbecomesinvalidandunbinding.Itrequiresanacceptance/refusalunderthetermsofthecounterofferSamplestudycounter-offerSample1Sample3WritingpointsAreplySample4sample5WritingpointsExtensionMakeupadialogueaboutcounter-offers,Sample1SS:ScantheletterandanswerquestionsSummarizeitsgeneralideaTT:ExplainitsdetailsSS:dicussionAnalyzethestructureoftheletterDiscussthewritingpointsofacounter-offerQuestionsWhywastheofferdeclined?Whatsuggestionismadeinthecounter-offer?Howdoeshepersuadethesellertoreducetheprice?LanguagepointsAcknowledge承認(rèn)收到來信Weacknowledgethereceiptofyourletter=weareinreceiptofyourletterfindyourpricetoohigh認(rèn)為你方價格偏高Abit/toohigh有點/太高Excessive/prohibitive過高、令人望而卻步Ratherstiff價格堅挺Ontherise上漲描述價格的常用語findourpricestoolow認(rèn)為我方價格偏低findourpricesreasonable認(rèn)為我方價格合理findourpricescompetitive認(rèn)為我方價格具有競爭性findourpricesinlinewiththemarket認(rèn)為我方價格與市價一致findourpricesworkable認(rèn)為我方價格可行findourpricesacceptable認(rèn)為我方價格可接受Whileappreciatingthegoodqualityofyourshirts,wefindyourpricerathertoohighforthemarketwewishtosupply.盡管很欣賞襯衫的良好品質(zhì)，我們發(fā)現(xiàn)你們的價格對我們所要供貨的市場而言有些偏高Wehavealsotopointoutthatthemen'sshirtsareavailableinourmarketfromseveralEuropeanmanufacturers,allofwhichareatpricesfrom15%to20%belowyours.我們還要指出的是我方市場有許多歐洲生產(chǎn)廠家提供的男士襯衫，所有這些產(chǎn)品的價格都比你方價格低15%到20%suchbeingthecase（inthiscase）情況就是這樣，鑒于這種情況Makereductioninyourpriceby…Reduceyourlimitby…Reducethepriceby/toMakeareductionof…Say例如Themen'sshirtsareavailableinourmarketfromseveralEuropeanmanufactures在我方市場有許多歐洲生產(chǎn)廠商提供的男士襯衫Makeaconcession做出讓步句子翻譯：AsourorderwouldbewortharoundStg.50000,youmaythinkitworthwhiletomakeaconcession.由于我方訂貨價值將約值5萬英鎊，你方定會認(rèn)為是值得做出讓步的Await=waitforWithkeeninterest殷切地Analyzetheletter1.報盤信函收悉并表示感謝2.抱怨價格太高，無法接受對方報盤3.還盤理由4.還盤建議5.結(jié)束語：期待早日回復(fù)WritingpointsThanksforhisoffer,mentionbrieflythecontentoftheofferBodyRejectionandreasons:expressregretatinabilitytoaccepttheofferandstatereasonsfornon-acceptanceThecounterproposalAskforfavoronpriceorothersExpectationoftheacceptanceUrgetheoffereetoacceptthecounter-offerOpeningWethankyouforyourofferofMay15forsthYourofferforsthisappreciatedInreplytoyourofferof..,wewouldliketomakethefollowingcounter-offerRejection降價還盤Wecannot/areunableto/notinapositiontoaccept…Weregret(tosay)thatwecannotacceptyouroffer…Yourpriceisnotacceptabletous其他方面的還盤其他方面的還盤Yourtermsofpaymentbyasightdraftaretoohardforus.Allotherfirmsaregrantingusthetermsofadraftat60days.YourdeliverydateofJune30istoolateforoursummercollection,whichistobefinishedduringMay.Theminimumorderof200dozenistoobigforus.…Reasons你方價格太高Yourpriceisexcessive/toohighforustoacceptYourpriceisonthehighsideYourpriceisoutoflinewiththeprevailingmarketlevel與其他供應(yīng)商相比，Yourpricesaremuch(5%)higherthan(thatof)othermanufacturesThereisabigdifferencebetweenyourpriceandthoseofyourcompetitorsWecanobtainthesamequalitythroughanotherchannelatmuchlowerpricethanthatyouquotedusWecanobtainapriceof…withalocalfirmGoodsofthesamequalityareeasilyobtainableatalowerpriceMaterialiseasilyobtainableatamuchlowerfigureThepriceforsuchmaterialisonthedeclineIthinkwedeserveabetterprice,giventhelargesizeofourorder.匯率因素Renminbiisappreciating/depreciating/devaluatingagainsttheUSdollar.

人民幣對美元正在升值/貶值/貶值。Renminbihasappreciatedby10%.

人民幣升值了10%。ThevalueofRenminbiagainsttheUSdollarhasincreased/decreasedby10%.

人民幣對美元匯率上漲/下跌了10%。AskforfavoronpriceReducethepriceby/toCut/drop/lower/bringdownthepriceby/toAllow/give/make/granta5%reductionIfyouarewillingtogiveusa5%reduction,….Ifyoucanreduceyourlimitby…Ifyouwillmakea5%reductionWe'dliketoaskforreductionof…Canyougiveusaspecialdiscount?OthersWillyoupleasereducetheminimumorderto100dozen?Ifyoucan,wearethinkingofplacingareadyorderwithyou.Wearepreparedtogiveatrialorderof100dozenprovidedyouguaranteedeliveryonorbeforeMay31.Wewouldlikeyoutogiveusthetermsofadraftat60daysinsteadofadraftatsight.Sample3Para.1.Inst.本月Offersb

sthatUsualterms慣常條款Para.2.RegretEnd-user最終用戶，用戶（指以使用或消費為目的的消費者Para.2.Beoutoflinewith與…不一致你方的價格與現(xiàn)行市場價格不一致。Yourpriceisoutoflinewiththeprevailingmarket.beinlinewith與…一致為了擴大銷售，我們的價格應(yīng)與世界市場價格相一致。Inordertoenlargethesales,ourpriceshouldbeinlinewiththeworldmarket.Para.2.Prevailingmarketlevel現(xiàn)行市場，現(xiàn)行行市thepresentmarketthecurrentmarkettherulingmarketthepresentprice現(xiàn)行的價格therulingprice現(xiàn)行的價格thegoingprice現(xiàn)行的價格theprevailingprice現(xiàn)行的價格thecurrentprice現(xiàn)行的價格theprevalentprice現(xiàn)行的價格Para.2.Informationindicatesthat…有消息表明Informationindicatesthatthisproductispopularamongyoungpeople.Sell…at…以…價格銷售leveln.水平；（商業(yè)英語中引申為價格）atone’slevel按某人的價格WecannotclosebusinessatyourlevelBusinessispossibleifyoureduceyourlevelPara.3.SuchbeingthecaseReduceyourlimitby…Reducethepriceby/toMakeareductionof…Cometoterms成交CometobusinessesCloseadeal/bargainPutthedealthroughInviewof=considering鑒于Atyourearliestconvenienceatanearlydateatanearlymomentassoonaspossiblebyreturnbeforelongby(on,at)theearliestopportunitywithout(any)delaywiththeleastpossibledelayatanearlydateatanearlymomentassoonaspossiblebyreturnbeforelongby(on,at)theearliestopportunitywithout(any)delaywiththeleastpossibledelaySample4Onthehighside偏高Abit/toohigh有點/太高Excessive/prohibitive過高、令人望而卻步Ratherstiff價格堅挺Ontherise上漲Muchas雖然，盡管WeareregretfulthatItisregrettablethatSeeone'swaycleartodo/doingsthEntertainone'scounter-offerSample5-areplyCasestudyMakeareductionMuchtoourregretComplywithWritingpoints

howtowriteareplytoacounter-offerThankstheofferorforhisofferRefusal/acceptanceExpressatinabilitytoaccepttheofferor,sofferStatethereason

fornon-acceptanceReasonsforacceptanceUrgetheoffereetoacceptthecounter常用例句

refusalItisregrettablethatwehavetodeclineyourcounter-offerWecannotmakeanydiscounts/concessionsWecannotseeourwaycleartoentertain/acceptyourcounter-offer/proposalWearenotinthepositiontomeetyourspecialrequirementAnyfurtherreductionisoutofthequestionReasonsforrefusalThepricewequotedisquitelow/realistic/reasonable/thebestpossible/mostfavorableWehavedonealotofbusinessatthispriceBusinesshasbeenextensivelydoneinyourmarketYourorderisrathersmallinquantity,whichmakesitdifficultforustoconsideranyreductioninourprice.ReasonsforacceptanceInviewof/consideringourlong-standingbusinessrelationshipourgoodcooperationoverthepastfewyearsyourlargeordersInordertoencouragebusiness為了促進業(yè)務(wù)Stepupthetrade促進貿(mào)易Expandsales擴大銷售Developourmarket拓展市場Getthedealdown業(yè)務(wù)成交ForagoodstartforbusinessrelationsAftercarefulconsiderationReviewUsefulphrasesWritingpointsofacounter-offerWritingpointsofareplytoacounter-offerUsefulphrasesFindyourpricetoohighsuchbeingthecase（inthiscase）情況就是這樣，鑒于這種情況Makereductioninyourpriceby…Makeaconcession做出讓步Outoflinewith與…不一致

Prevailingmarketlevel現(xiàn)行市場，現(xiàn)行行市Reduceyourlimitby…CometotermsInviewof=considering鑒于AtyourearliestconvenienceOnthehighside偏高WeareregretfulthatItisregrettablethatSeeone'swaycleartodo/doingsthEntertainone'scounter-offerPractice練習(xí)1：詞匯填空練習(xí)2：漢譯英練習(xí)3：信件翻譯練習(xí)4：給定情景寫還盤信練習(xí)1一、用適當(dāng)?shù)脑~填空。Weyou500tonsGroundnutsat$100/tononCIFLondonforMayshipment.ThisofferistoyourreplyherebeforeoratnoontimeOct.20.Thebestwecanistoareductionof3%inourquotation.Weverymuchthatweareunabletoyourcounteroffer.練習(xí)5.Asthemarketis,wesuggestyouyourpriceby3%.6.AssoonasweareinatomakeanforCottonPieceGoods,weshallinformyoubye-mail.7.AsweareintheforTableCloth,weshoulditifyouwouldsendusyourbestquotation.8.Wewishtodrawyourtothegoodqualityofourproducts.練習(xí)9.Intoyourletter,weencloseourlatestillustratedcatalogueforyour.10.Anyordersyouwithuswillreceiveourpromptandcareful.練習(xí)答案1.Quotebasis2.subjectreaching3.domake4.regretaccept/entertain5.decliningreduce6.positionoffer7.marketappreciate8.attention9.Replyinformation/reference10.placeattention漢譯英你們的價格對我們所要供貨的市場而言太高我們無法再在價格上讓步你方還盤與現(xiàn)行市場價不符我們很遺憾告知你方，盡管我們很滿意你方產(chǎn)品的質(zhì)量，但我們認(rèn)為你方價格偏高我們很遺憾你方價格與現(xiàn)行價格不符由于核桃行市下跌，除非你方能降價5%，否則無法成交我們無法再滿足你額外的要求Referenceanswers你們的價格對我們所要供貨的市場而言太高Yourpriceisrathertoohighforthemarketwewishtosupply我們無法再在價格上讓步Itisimpossibleforustomakeanyconcessioninourprice你方還盤與現(xiàn)行市場價不符Yourcounterofferisnotinlinewiththeprevailingmarket我們很遺憾告知你方，盡管我們很滿意你方產(chǎn)品的質(zhì)量，但我們認(rèn)為你方價格偏高Weregrettoinformyouthatyourpriceisratheronthehighsidethoughweappreciatethegoodqualityofyourgoods我們很遺憾你方價格與現(xiàn)行價格不符Weverymuchregretthatyourpriceisoutoflinewiththeprevailingmarket由于核桃行市下跌，除非你方能降價5%，否則無法成交Asthemarketofwalnutsisdeclining,thereisnopossibilityofbusinessunlessyoucanreduceyourpriceby5%我們無法再滿足你額外的要求Wecannotseeourwaycleartomeetyouradditionalrequirement練習(xí)五.Translatethefollowingletter敬啟者：感謝你們6月26日的報盤以及寄來的餐具樣品。盡管我們很欣賞這些餐具的優(yōu)良品質(zhì)，但我們遺憾的說，你們的價格似乎太高。如果接受你們的報價將使我們在銷售中無利可圖，因為其他供應(yīng)商對同樣品質(zhì)的商品出價更低。因此我們建議你方將價格減至25美元/套，否則無法成交。我們期待著你們的確認(rèn)。謹(jǐn)上練習(xí)Dearsirs,ThankyouforyourofferofJune26andsamplesofDinnerSetsyoukindlysendus.WhileweareappreciatingthegoodqualityofyourDinnerSets,weregretthatyourpriceappearsto