商务英语函电Chapter5.pptx

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1、商务英语函电Chapter5Chapter 5Counter-Offers and Replies还盘与回复YCF5.15.25.3目录CATALOG5.4Case1Case2Knowledge LinksCase35.5Case4 还盘及回复是以价格谈判为核心内容的业务阶段，同时还会涉及货物的包装、发运和支付方式等其他条款。在这一阶段，为协调双方对交易的不同观点争取达成一致，函电往来需要特别注意表述清楚、准确和语气的把握。在内容上则要突出针对性，围绕对方提出的问题作答。但在策略上，则应该综合平衡交易内外部条件的各个要素，以便找出解决办法避免陷入死角。这些因素都对词句使用和结构发展提出较高的要

2、求。准确掌握询盘及回复业务阶段常用介词、动词短语和带有假设的句型结构，能够区分近似短语间的语气差别，能够熟悉交易内外条件的描述。学习目标 能主动遵循英语的语言习惯，使用英语特有的短语和复合句表达方式，达到既能清楚表达己方有利条件又不激化矛盾。同时保证全文结构流畅，话题切换自然，有效解决价格矛盾等冲突，最大限度地为开展业务创造机会。能力目标5.1Case 15.1.1 Background&Task5.1.1 Background&TaskBackground（业务背景）“永明电机”发出报盘后，收到“阳光集团”发来的还盘。还盘指出报盘价格明显高于中国其他厂家的报价，因此要求大幅降价。由于“永明电

3、机”力求将“阳光集团”发展成为长期往来的大客户，因此考虑既要在价格上作出相应优惠，但又不能完全接受降价要求，避免陷入恶性的“价格战”。Senders information：Senders name：Tony Zhang（Manager of Sales Department）Company：Yong Ming Electric Equipment Enterprise，Co.，Limited Address：15 Daxing Road，Chaoyang District，Beijing，China 100038 Telephone：0086-10-57674300 Fax：0086-10-

4、57674301 E-mail： Status：Yong Ming is preparing to make certain compromise to Sun Groups request for a price cut.Meanwhile，Yong Ming does not plan to simply reduce its price to the requested level.On the contrary，Yong Ming considers offering more favorable terms on service.Recipients information：Reci

5、pients name：Mr.Rashid Susan（Manager of Purchase Department）Company：Sun Group Incorporation Address：No.1 Industry Road，Jakarta，Indonesia 500195 Telephone：0031-47-26507331 Fax：0031-47-26507332 E-mail： Status：Sun Group is considering to place the purchase order with Yong Ming due to its reputation and

6、the quality of products while still looking for a further price cut as there are many other candidates offering a much lower price.Task（工作任务）“永明电机”力求拿到“阳光集团”的订单，籍此建立与“阳光集团”的稳定业务关系。“永明电机”考虑到国际同行竞争激烈和“阳光集团”的规模实力后，决定发出信函作适当降价并给予其他的优惠条件。参考以下要点，构思对“阳光集团”还盘的回复。01010203030404 Key points：重申原报价已是优惠报价强调说明本次降价

7、的目的突出给予其他方面的优惠条件对本次报价给出限制性时间 Reference counter-offer(body of text)Dear Tony，We are glad to have received your letter of July 12，2019，offering us six sets of water turbines at USD 35，000/set CFR Medan.However，your price is at least 10%higher than quotations made by other Chinese manufacturers.Meanwhi

8、le，the price level is expected to drop down due to the economic downturn.After studying your experience and quality carefully，we would like to suggest you reduce your price by 5%.Your acceptance to the price cut will help us greatly to finalize the order.We are looking forward to your positive reply

9、.Yours truly，Rashid Susan5.1.2 Specimen Letter5.1.2 Specimen Letter Specimen replyYong Ming Electric Equipment Enterprise Co.，Limited15 Daxing Road，Chaoyang District，Beijing，China 100038Telephone：0086-10-57674300，Fax：0086-10-57674301，E-mail：Date：August 10，2019Mr.Rashid SusanManager of Purchase Depar

10、tmentSun Group IncorporationNo.1 Industry Road，Jakarta，Indonesia 500195Re：Your Counter of July 28，2019Dear Mr.Rashid Susan，Thank you for your reply of July 28，2019，which requires a 5%price cut.Frankly，as an expert in this industry，you might agree with us that our offer is in line with the best price

11、 level given the superior quality of our products and service.Indeed，there is almost no marginal room for such a modest order at the price level quoted.Considering a prospective cooperation in the near future，we finally decide to allow you a 2%discount.Furthermore，no training fee will be charged to

12、your account except the cost of parts and trips incurred.As the offer above mentioned will remain good in twenty working days，I would like to ask you to inform us your decision as soon as possible.Yours truly，Tony ZhangManager of Sales DepartmentTelephone：0086-10-57674300E-mail： 1.counter-offer还盘cou

13、ntervt./vi.反对，反驳；抵消，制止The negative effect could be countered in this way.负面效应可以通过这种方式抵消。n.反驳；柜台；计算器over the counter（OTC）（药品等）可以直接在柜台购买而无需处方 2.drop down（价格等）下降5.1.3 Key Words and Phrases5.1.3 Key Words and Phrases13 3.economic downturn经济衰退economyn.经济economicadj.经济的downturnn.下降，衰退反义词：upturnOur annual

14、sales dropped down sharply due to the economic downturn.受经济衰退影响，我们的年销售额急剧下降。4.studyvt.学习；研究We have studied your offer carefully.我们仔细研究了你方报盘。5.suggestvt.建议，提议；显示，表明近义词：proposeWe suggest you call us immediately after your email message.建议你方在发出电子邮件后立即电话通知我方。It has been suggested that a detailed technic

15、al manual will be sent together with the offer.建议随报盘附上一份详细的技术手册。Trends in spending and investment suggest a gradual economic recovery.消费和投资的势头显示出经济在逐步复苏。6.acceptancen.接受acceptvt./vi.接受acceptableadj.可接受的 7.finalizevt.最后定下，使（计划、交易等）确定 8.agreevt./vi.同意The buyer confirms to agree with us on the issue.买方

16、确认在这一事件上同意我方的意见。All parties agree on the sales proposal.所有各方均同意这一销售建议书。Will you agree to accept T/T as the payment term given the small order amount?由于订单量较小，你方是否可以接受电汇付款方式？9.superior quality卓越品质superioradj.优质的，质量上乘；更好的，更高级的；上级的n.上级，上司 10.almostadv.几乎 11.modestadj.谦虚的，谦恭的；微幅的，不大的；羞怯的a modest increase

17、 in prices价格微幅上涨 12.prospectiveadj.未来的；预期的prospectn.机会；前景；可能性 13.furthermoreadv.此外；而且 14.incurvt.引发，带来（成本、花费等）；招致，引起The delay incurs a great amount of fine.误期引发了数额巨大的罚款。15.remain good保持有效remainv.继续，依然；剩下，留存；留待 16.as soon as possible尽快5.2Case 2Background（业务背景）“Elite”公司对日本生产商的报盘正式进行还盘。尽管日方产品质量可靠也具有一定的

18、品牌效应，但面对激烈的市场竞争，如不降价将会严重减少销路。5.2.1 Background&Task5.2.1 Background&Task Senders information:Sender：Miss Lucy Luo（Manager of Purchase Department）Company：Elite Stationery Co.，Limited Address：15 Jianshe Road，Heping District，Tianjin，China 300067 Telephone：0086-22-23201259 Fax：0086-22-23201258 E-mail add

19、ress：， Status：Elite would like Pilot to have a further price cut so that they can hold their market shares.Recipents information Recipient：Mr.Kevin Funakoshi（Manager of Sales Department）Company：Pilot Corporation Address：3-6-22，Kyobashi，Chuo-ku，Tokyo 104-8304，Japan Telephone：81-3-3538-3700 ext.210 Fa

20、x：81-3-3538-3701 E-mail： Status：Pilot is reluctant to give a further cut on price due to its brand name,quality and cost.Task（工作任务）“Elite”公司以电子邮件的方式再次强调日本公司价格远高于目前的市场行情，按此价格水平必然会导致产品的销售量急剧下降，失去大量市场份额。请“Pilot”公司根据市场情况再次降低价格。请参考以下要点拟写邮件。Key points：尽可能使用简单明了的表达方式 以第三方角度说明价格仍然过高 指出失去市场份额的损失 明确告知请求降价的幅度

21、请对方尽快答复以免错过销售旺季To：Kevin Funakoshi From：Subject：Offer for Gel Ink PenDear Mr.Kevin Funakoshi，With reference to your letter of November 25,2019,we appreciate it very much that you have your price reduced by 5%.However,we regret to point out that your current price is still about 20%higher than the mar

22、ket price for products of the same line.5.2.25.2.2 Specimen LetterSpecimen Letter In the current economic situation,it seems that many brand companies are trying to expand their market shares in the Chinese market by lowering their price levels.China has a huge market demand for the products due to

23、the large population and the fast economic growth.Stationery providers from Europe,the USA,Japan and Korea are all trying to win their market shares as big as possible.In this situation,both you and we will lose our market if we sell our products at such a high price level.Though we have done our be

24、st,we are still not able to persuade our vendors to place their orders with us unless you have a further price cut of 5%.We are expecting your early decision as the school season is coming.Yours truly，Lucy LuoManager of Purchase DepartmentElite Stationery Co.，LimitedTelephone：0086-22-23201259E-mail：

25、1.point out指出，强调近义词：stress2.situationn.局面，情况，形势3.brand companies品牌公司4.Europen.欧洲Europeanadj.欧洲的n.欧洲人5.Japann.日本Japaneseadj.日本的n.日本人5.2.35.2.3 Key Words and PhrasesKey Words and Phrases6.Korean.韩国Koreanadj.韩国的n.韩国人7.market share市场份额sharen.份，份额；股权8.persuadevt.劝说The shipping company persuaded me to boo

26、k the space as early as possible.船运公司劝说我尽早订舱。9.vendorn.小贩，批发转销商；售卖商10.school season开学季5.3Case 3Background（业务背景）“Ackerman&Son”公司在纽约地区依靠家族纽带关系，具有很强的销售能力。“Guang Fa”公司（我国相框生产商）应要求报出一系列规格相框的报盘后，收到客户的还盘要求降价。考虑到对方在销售渠道方面的实力，希望通过灵活的方式，在给予降价的同时要求客户提高订单量。5.3.15.3.1 Background&TaskBackground&TaskSenders inform

27、ation：Name：Wendy Xu（Manager of Export Department）Company：Guang Fa Co.,Limited Address：No.1 Guobin Road,Suzhou,Jiangsu Province,China 215000 Telephone：0086-20-8357 1999 Fax：0086-20-8357 1999 E-mail： Business scope：various sizes and styles of picture frames Market position：Products are popular in Amer

28、ican and European markets.Status：Guang Fa plans to provide the client with a quantity discount rate,at which a discount will be allowed if the clients order quantity meets the requirement.Recipients information：Name：Mr.Ackerman Siedenburg（General Manager）Company：Ackerman&Son Corporation Limited Addr

29、ess：23 Park Row,New York,NY 10038 USA Telephone：001-212-238-9000 Fax：001-212-238-9191 E-mail： Business scope：an exclusive importer and distributor of picture frames Market position：possessing a wide network through family ties Status：Ackerman&Son is planning to diversify its import source,because Gu

30、ang Fa has a significant cost advantage compared with those manufacturers in Europe,Taiwan and Hong Kong.Task（工作任务）“Guang Fa”公司为利用“Ackerman&Son”公司通过家族关系建立的广泛的销售渠道，力求促成此次订单，希望通过加大订单量来加大折扣的策略来促进订单量。请参考以下要点拟写传真。01010203030404 Key points：确认接到对方还盘说明报盘为优惠报价请对方增加订单数量说明利润菲薄的情况下无法降价0505提出根据订单数量会提供折扣 To：Mr.Ac

31、kerman SiedenburgFax：001-212-238-9191Date：November 23-2019From：Guang Fa Co.，LimitedRe：Quotation for picture frames5.3.25.3.2 Specimen LetterSpecimen LetterDear Mr.Ackerman Siedenburg，Thank you for your fax of November 22,2019.In compliance with your request for a 10%discount,we have checked our offe

32、r for you and the related cost carefully.We find the offer made for you is at our most favorable level.Indeed,there is no room for us to offer any further discount for you.In order to expand our market shares,we are hardly able to keep any margin.On the other side,we will not sacrifice the premium q

33、uality of our products to pursue a lower cost.As a large dealer of picture frames in the United State you must be able to find the quality of our products is much better than other manufacturers in terms of both design and material.In order to get the business started soon,we decide to give a final

34、discount of 3%if you can increase your order to at least two 20-feet containers.We hope to receive your positive reply soon.Best regards，Wendy XuManager of Export DepartmentTelephone：0086-20-8357 1999Fax：0086-20-8357 1999E-mail：1.in compliance with遵从，根据2.checkvt.检查 n.支票3.the related cost相关费用4.indeed

35、adv.事实上近义词：in fact5.hardlyadv.几乎不6.keep any margin保留任何利润近义词：make any profit5.3.35.3.3 Key Words and PhrasesKey Words and Phrases 7.on one side一方面on the other side另一方面 8.sacrificevt.牺牲n.牺牲 9.premium quality卓越品质premiumadj.（指质量）非常好的n.保费 10.pursuevt.追求 11.in terms of在方面5.4Case 4 Background（业务背景）“Batavo”

36、公司发出报盘，“福星食品”公司发现收到报价高于市场价格水平。“福星食品”公司为建立多元化供货渠道，解决供货的稳定和成本问题，决定向“Batavo”公司耐心说明市场价格及其影响因素，以求消除价格差距促成交易。5.4.15.4.1 Background&TaskBackground&TaskSenders information：Name：Mr.Charles Zhou（Manager of Supply Department）Company：Lucky Star Food Co.,Limited（福星食品有限公司）Address：31 Minzu Road,Changchun,China 130

37、010 Telephone：0086（0431）-86675003 Fax：0086（0431）86675002 E- Website： Business scope：oil processing,including oil extracted from soybeans,peanuts,sesame and corn Scale：a state-owned company,one of the largest food oil processors in China Status：When finding the price quoted by Batavo is much higher t

38、han the market level,Lucky Star plans to explain the market situation in details.Recipients information：Name：Mr.Jose Gonzalez（Manager of Sales Department）Company：Batavo Cooperative Agroindustrial Address：Cooperative Av dos Pioneiros 2324Carambei,84145-000-Brazil Telephone：0055-（42）-3231-9000 Fax：005

39、5-（42）-3231 9015 E-mail：josegonzalezbatavo.coop.br Website：www.batavo.coop.brBusiness scope：with interests in the production of milk,pigs and poultry,cattle raising,soybeans,kidney beans,maize and wheats warehousing and distribution Scale：one of the largest local soybean planters,processors and dist

40、ributors Status：Batavo decides to make its offer at a relatively high level for a new customer.Task（工作任务）“Lucky Star”向“Batavo Cooperative”发出还盘，函中详细说明市场价格和总体情况。同时在还盘函中，再次说明中国市场的特点和广阔合作前景，并盼望能够得到对方优惠报价。大豆作为大宗商品，买卖双方对其价格谈判都抱谨慎态度。“Lucky Star”在还盘函中应特别注意以较为客观柔和的语气还价，避免使谈价陷入僵局。请参考以下提示，构思相关业务活动及信函的内容。01 客观表

41、述己方对市场价格的了解020304 Key points：05有条理地分析整体市场情况 再次说明中国市场的良好前景再次表达长期合作的愿望再次请求给予优惠实盘报价Reference offer（body of text）Dear Mr.Charles Zhou，Thank you for your letter of January 20,2020.In reply to your inquiry,we hereby make our offer as follows,which is subject to our final confirmation：Commodity：SoybeanGrad

42、e：First gradePrice：USD 515.00/MT CFR Xinggang，ChinaQuantity：100，000 metric tonsPacking：Packed in 50kg gunny bagsShipment：Five installments in one yearPayment：By irrevocable L/C against draft at sight5.4.25.4.2 Reference Offer and Specimen LetterReference Offer and Specimen Letter We hope we could st

43、art our long term business relations through this deal.Your early reply is highly appreciated.Yours truly，Jose GonzalezManager of Sales DepartmentBatavo Cooperative AgroindustrialCooperative Av dos Pioneiros 2324，Carambei,84145-000,Brazil Specimen Letter Lucky Star Food Co.,Limited31 Minzu Road,Chan

44、gchun,China 130010Telephone：0086（431）86675003,Fax：0086（0431）86675002,Website：Date：January 30,2020Mr.Jose Gonzalez（Manager of Sales Department）Batavo Cooperative AgroindustrialCooperative Av dos Pioneiros 2324，Carambei,84145-000,BrazilSubject：Request for a price reductionDear Mr.Jose Gonzalez，Thank y

45、ou for your offer of January 24,2020.To facilitate prompt business relations between us,we would like to ask you to reduce your price by 15%.As mentioned before,there is a ready market provided the quality and price are competitive.Due to the continuous increase of soybean,s price in these years,our

46、 profit margin as an extractor has been squeezed up.But we decide to hold and expand our market share because the demand of Chinese market is huge.Your price level is 20%higher than our current supplier.We hope to have you as our new supplier but you have to keep your price level at a competitive le

47、vel.Once again,the market keeps down in these years.It is a tough period for the industry.But we believe we can make profit when the market gets better.At current period,we focus on the expansion of market shares.It requires a highly competitive price level of soybean supply.We look forward to your

48、early reply.Yours faithfully，Mr.Charles ZhouManager of Supply DepartmentTelephone：0086（0431）86675003Fax：0086（0431）86675002E-mail：1.metric ton公吨，常用缩写：M/T2.draftvt.起草n.汇票，付款通知；草稿3.facilitatevt.有助于4.promptadj.快速的5.as mentioned如（上文）所述6.provided假如7.continuousadj.连续的5.4.35.4.3 Key Words and PhrasesKey Wor

49、ds and Phrases 8.squeeze up挤光（文中指已无任何利润可言）squeezevt.挤，压 9.holdvt.抓住；保持住 10.hugeadj.巨大的 11.once again再次 12.a tough period一段困难时期toughadj.困难的；坚韧的 13.make profit盈利，赚取利润 14.focus on专注于，着眼于近义词：concentrate on5.5Knowledge Links 1.Frankly,as an expert in this industry,you might agree with us that our offer i

50、s in line with the best price level given the superior quality of our products and service.“坦率地说，您作为这一行业的专家，可能会和我们一样认为，就我公司产品和服务的高质量而言，我们的报盘已经是最好的价格水平。”用来说明我方原有报价已经非常优惠的一种表达方法。5.5.15.5.1 Key Structures and ExpressionsKey Structures and Expressions 2.Indeed，there is almost no marginal room for such a