编外经贸英语函电与谈判课件U(5).ppt

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1、UnitThreeOnPriceContents1.BriefIntroduction2.Someideasfora“typical”answertoanenquiry3.给客户写的关于价格让步的信给客户写的关于价格让步的信4.如何写讨价还价信如何写讨价还价信5.Specialterms6.Usefulexpressions3.1BriefIntroduction对外贸易中的商品单价通常由四个部分组成，即计量计量单位、单位价格、计价货币和价格术语单位、单位价格、计价货币和价格术语。国际贸易中使用的价格术语很多，其中以 F.O.B、C.I.F、及C.F.R三种价格术语最为常用。对于这三种价格术语

2、，国际上有多种解释，现将这三种价格术语扼要解释如下：1.F.O.BF.O.B 该价格叫装运港船上交货价，简称“船上交船上交货货”。F.O.B是 Free On Board的缩写。采用这一价格术语时要在其后注明装运港名称。2.C.I.FC.I.F 该价格叫成本加保险费加运费价成本加保险费加运费价。C.I.F是Cost,Insurance and Freight的缩写。采用这种价格术语的时候，应在C.I.F后注明目的港名称。3.C.F.RC.F.R该价格叫成本加运费价成本加运费价。采用这种价格术语时，也应在 C.F.R后注明目的港名称。3.2Someideasfora“typical”answer

3、toanenquirybyletter,fax,e-mailorphone-oreventoapersonalenquiry.1Thankthecustomerfortheirinterestinyourproductsandconfirmthatyoucan(orcant)help.2“Sell”yourproductandexplainhowitissuitableforyourcustomersneeds.3Saythatyouresendingacatalogue,pricelist,advertisingliterature,etc.3.2Someideasfora“typical”

4、answertoanenquirybyletter,fax,e-mailorphone-oreventoapersonalenquiry.4Explainhowthecustomercanget“hands-on”experienceoftheproduct:Offertosendsamplesorgetareptovisitwithsamples/demo;Statethelocationofdistributorsshowroomnearenquirersaddress;Announceanexhibitataforthcomingtradefair;3.2Someideasfora“ty

5、pical”answertoanenquirybyletter,fax,e-mailorphone-oreventoapersonalenquiry.5QuoteExactlywhatyouareselling:confirmthespecificationofyourproduct;Priceinbuyersoranotherhardcurrency,includingtermsofdelivery(CIF,FOB,etc.)andvalidity:Total:3,450 US dollars CIF Hongkong.The prices shown in this offer are v

6、alid for a period of 60 days from the date hereof.Discount:forcash/bulk,etc.;Termsofpayment:cashwithorder/letterofcredit,etc.:Payment by irrevocable letter of credit in US dollars on a United state bank,allowing part-shipment,transshipment and valid for 90 days from order date.Shippingdate:The goods

7、 will be ready for shipment 3 to 4 weeks from receipt of your written order and confirmation of your letter of credit.3.2Someideasfora“typical”answertoanenquirybyletter,fax,e-mailorphone-oreventoapersonalenquiry.6Endonanoptimisticnoteandencouragethecustomertophone,e-mailorfaxyoupersonallyformoreinfo

8、rmation.3.3给客户写的关于价格让步的信给客户写的关于价格让步的信贸易往来中价格是一个关键问题，贸易双方在价格上总要费一番力气才能达成一致。本文是关于价格让步的一封信。3.3给客户写的关于价格让步的信给客户写的关于价格让步的信DearSirs:Thankyouforyourletterof20January2006.WearedisappointedtohearthatourpriceforFlamecigarettelightersistoohighforyoutoworkon.YoumentionedthatJapanesegoodsarebeingofferedtoyouatap

9、riceapproximately10%lowerthanthatquotedbyus.Weacceptwhatyousay,butweareoftheopinionthatthequalityoftheothermakesdoesnotmeasureuptothatofourproducts.Althoughwearekeentodobusinesswithyou,weregretthatwecannotacceptyourcounteroffer.Thebestwecandoistoreduceourpreviousquotationby2%.Wetrustthatthiswillmeet

10、withyourapproval.Welookforwardtohearingfromyou.Yoursfaithfully,3.4如何写讨价还价信如何写讨价还价信贸易往来中，买家总是觉得价钱太高，卖家总是觉得自己的价钱合理、再低就亏了。在这种情况下，谈判、争论、讨价还价不可避免。讨价还价信也是说服信的一种，这种讨价还价信的目的是使双方达成一致、做成买卖。为了更多的为己方争得利益，写信的时候一定要强调己方反对对方要求价格的原因，并要提出双方都能接受的条件。3.4如何写讨价还价信如何写讨价还价信写讨价还价信应遵循下面的原则：1.Thank-youexpressionforwhatthereade

11、rhasdone.2.Statereasonsfornon-acceptanceandinabilitytotakethedesiredaction.3.Makeacounterofferorsuggestthattheremaybeotheropportunitiestodobusinesstogether.4.Mentionthepossiblebenefitsassociatedwiththereadersconcessionandencouragehimtotakeaction.5.Closethelettercourteouslyandpositively.3.4如何写讨价还价信如何

12、写讨价还价信下面是一封要求对方降低价格的信，我们来看看是怎么写的：DearSirsWewritetothankyouforyourquotationof20thMarchandthesamplesoftheLTZTrimmingEdgeCuttersyouenclosed.Havingcarefullyexaminedthesamplesyoumailed,wefeelquitesatisfiedwiththequalityofyourgoodsandthewayinwhichyouhavehandledourinquiry.Itwouldbeprofitableforbothsidesifa

13、long-termbusinessrelationshipcouldbeestablished.However,ourmarketingresearchrevealsthatthepricesyouquotedappeartobeonthehighside.Goodsofsimilarqualitywhicharesoldattheprevailinglevelsarethreepercentcheaperthanyours.Someofourclientsfeelworriedthatacceptingsuchanofferwouldonlyleavethemwithasmallmargin

14、ofprofitontheirsales.3.4如何写讨价还价信如何写讨价还价信Maywesuggestthatyouperhapsmakesomeallowance,say,twopercentoffyourquotedprices?Wefeelconfidentthattherevisedoneswouldhelpintroduceyourproductsintoourlocalmarkets.Andyoucouldalsorelyonlargevolumeofordersfromusifourcustomersseeincreasingbenefitsfromtheirdeals.Ple

15、asekindlyinformusofyourdecisionassoonaspossiblebecauseweneedyourinformationtoworkoutourimportschedulebytheendofthismonth.Yoursfaithfully3.5Specialterms1.A1grade甲级商品品级（商品质量等级、商品质量分级）是指对同一品种的商品，按其达到商品质量标准的程度所确定的等级。它是表示商品质量高低优劣的标志，也是表示商品在某种条件下适合其用途大小的标志，是商品鉴定的重要内容之一。商品品级是相对的、有条件的，有时会因不同时期、不同地区、不同使用条件及不

16、同个性而产生不同的质量等级和市场需求。一般来说，工业品分三个等级，而食品特别是农副产品、土特产等多为四个等级，最多达到六七个等级，如茶叶、棉花、卷烟等。3.5Specialterms2.drawnatsight见票即付即期信用证（SightCredit）是指受益人根据信用证的规定，可凭即期跟单汇票或仅凭单据收取货款的信用证。其特点是受益人收汇安全迅速。远期信用证（Usance/timeCredit）是指开证行或其指定付款行收到受益人交来的远期汇票后，并不立即付款，而是先行承兑，俟汇票到期再行付款的信用证。3.5Specialterms3.quotation与offerquote/quotati

17、on是报价，指某一商品的单价，offer是报盘，除单价外，还包括数量，交货期，付款方式等等。另外，offer比较固定，卖方价格报出后，一般不能轻易变动，而quote/quotation则不同，卖方报价后，不受约束，可以根据情况略加调整。3.5Specialterms4.trialorder试订单试订单的意思是，买卖双方第一次做生意，买方不知道卖方提供的产品是否在本国/本地市场卖得好，就先订小量的货做个试销。如果试销情况令人满意，就可以向卖方下大单了；如果试销情况不好，对买方来说，顶多就亏这一批小量的货，以后不再买这家供应商的货就是了。因此，试订单的买方都是新客户，量也不会大。3.5Specia

18、ltermstradediscount同业折扣对本行业不同买主所给予的折扣。生产企业对其产品的经销商、批发商及零售商以及批发商对零售商所给的折扣都是同业折扣。3.5Specialtermscounteroffer还价，还盘还价是针对对方的报价所作出的回应行为。报价称为发盘，还价则称为还盘。还价行为出现是必然的。一是因为对于一方提出的报价，另一方不会马上就接受；二是即便对方提出的最初报价比自己预料的要好，还价也同样是需要的，因为这样可以更多地实现自己的利益。在价格磋商中，由于还价行为的出现，使谈判双方必然出现价格之争。在谈判中应当通过细心的观察，认真的分析，设法搞清对方进行价格之争的真实用意。根

19、据不同的原因采取不同的方式、措施来应对和处理。这也是做好还价工作的一个重要条件。还价不是一种简单的压价行为，合理的、有效的还价必须以市场调查为基础，以“货比三家”为条件。这样才能确保还价的合理性。还价是不是合理，有没有充足的依据，这不仅直接关系到自己方面的利益，也关系到谈判能否成功。3.6Usefulexpressions1.随函附寄Weareenclosingourpricelist.WeenclosetheS/Cinduplicate.2.早日赐复，不胜感激。Yourearlyreplyisappreciated.3.我们能折中一下吗？Canwemeeteachotherhalfway?4

20、.对某事拼命讨价还价Todriveahardbargain3.6Usefulexpressions5.Ifyoucanreducethepriceby5%,weshallbeabletoorder200metrictons.如果你方能降价百分之五，我们将订购二百公吨。6.Businessispossibleifyouincreasethepriceby2%.如果你方提价百分之二，交易才有可能。7.Wearenotinterestedunlessyourpriceisreducedtoalevelinlinewiththemarketprice.除非你们把价格降到与市场价格相等，否则我们不感兴趣

21、。3.6Usefulexpressions8.Wehavebeeninformedthatthecurrentpriceonyoursideismuchhigherthanwhatyousay.我们听说你方的现行价比你方所说的要高很多。9.Sellersdecidetowaitnomatterwhenthepricepicksup.不管价格何时回升，卖方决定再等一等。10.如果你们考虑一下质量的话，我们的价格是很有竞争性的。Ourpricesarehighlycompetitivewhenyouconsiderquality.3.6Usefulexpressions11.我们的价格是净价，不含

22、佣金。Ourpriceisnetwithoutcommission.12.Tomeetyourrequirements,wewouldliketoreduceourpriceby2%,which,Ihope,willbesatisfactorytoyou.为满足你方要求，我们愿降价百分之二,希望能令你们满意。13.Imawfullysorry.Thisisourfloorprice.Ifyoufinditunworkable,wemayaswellcallthedealoff.很遗憾，这是我们的底价。如果你方觉得价格不可行，我们只好取消这笔交易。3.6Usefulexpressions14.W

23、illyoupleasequoteF.O.BBrusselsinU.S.dollar?请你们以美元、布鲁塞尔船上交货价报价。15.我们最好先谈价格条件，因为它是做生意的一个关键。Itsbetterforustohaveatalkonpriceterms,becauseitisoneofthekeypointsinourdealings.16.IllhavetoconsultmyhomeofficebeforeIcangiveyouadefiniteansweronthepriceterms.在答复你方有关价格条件之前，我得先跟我们国内公司联系一下。17.Businessisclosedatth

24、isprice.交易就按此价敲定。3.6Usefulexpressions18.Yourpriceisacceptable(unacceptable).Yourpriceisfeasible(infeasible).Yourpriceisworkable.Yourpriceisrealistic(unrealistic).Yourpriceisreasonable(unreasonable).Yourpriceispracticable(impracticable).3.6UsefulexpressionsYourpriceisattractive(notattractive).Yourpri

25、ceisinducing(notinducing).Yourpriceisconvincing(notconvincing).Yourpriceiscompetitive(notcompetitive).Thegoodsare(not)competitivelypriced.Priceisturninghigh(low).3.6UsefulexpressionsPriceishigh(low).Priceisrising(falling).Priceisup(down).Priceislookingup.Pricehasskyrocketed.Pricehasshotup.Pricehasri

26、senperpendicularly.Pricehasriseninaspiral.3.6UsefulexpressionsPricehashiked.Yourpriceisonthehighside.Pricehasadvanced.Thegoodsarepricedtoohigh.Yourpriceisratherstiff.Priceislevelingoff.Yourpriceisprohibitive.3.6Usefulexpressions19.TheJapaneseyenisstrengthening.日元坚挺。20.TheU.S.Dollarisweakening.美圆疲软。2

27、1.YourpriceismuchhigherthanthepricefromU.K.FranceandGermany.你方价格比英、法、德的都高。3.6Usefulexpressions22.Sincethepricesoftherawmaterialshavebeenraised,Imafraidthatwehavetoadjustthepricesofourproductsaccordingly.由于原材料价格上涨，我们不得不对产品的价格做相应的调整。23.Yourpriceis$500/mt,twiceoftheothercountries.你们每公吨500美元的价格是其他国家的两倍。

28、24.Isitpossibleforyoutoraise(lift)thepriceby5%?你们能否把价格提高5%？3.7外贸英语价格词汇外贸英语价格词汇1.unitprice单价attractiveprice/bestprice/cheapprice/competitiveprice/favorableprice/home(international)marketprice/import(export)price/keenprice/lowestprice/moderateprice/prevailingprice/reasonableprice/retail(wholesale)pric

29、e/rock-bottomprice/costprice/factoryprice/manufacturersprice/purchaseprice/saleprice/fixedprice/cashprice/preferentialprice/maximumprice,ceilingprice/minimumprice/averageprice/basepricepricefreeze/pricefixing/priceindex/pricefall3.7外贸英语价格词汇外贸英语价格词汇pricenetweight/netoperatingincome/netprofit/netearni

30、ng3.managersales/general/export/internationalsales/national/regional/district/advertising/marketing/personnel/material/product-line/production/purchasing/qualitycontrol3.7外贸英语价格词汇外贸英语价格词汇4.EOM(End-of-the-Moth)Sale月终大甩卖5.middlemansfee介绍费6.payininstallments分期付款7.firstinstallment(payment)分期付款的首期款8.outs

31、tandingaccount未清账款9.buyone,getonefree买一送一3.8SubstitutionDrills1A:OurpriceisU.S.$98perpound.B:Imustsaythepriceistoohighformetoaccept.mustpointoutthepriceistoohightointerestus.canassureyouthepriceistoohightobecompetitive.2A:Ihopeyoullquotefavorably.quoteusyourbestterms.giveusyourlowestpricequotes.B:Ou

32、rratesareinlinewiththeworldmarket.Ourpricesfitinwithtodaysmarketsituation.Wealwaysgiveourcustomersthebestterms3.8SubstitutionDrills3A:Ourusersareundertheimpressionthatyourpricesareusuallyonthehighsidecomparedwiththoseofothersuppliers.havetheideathatyourpricesareusuallyabittoohigh.areoftheopinionthat

33、yourpricesareusuallyratherstiff.B:Onecantconsiderpriceseparatelyfromquality.Onehastotakequalityintoaccount.Whencomparingprices,onehastotakeintoconsiderationthequalityofthegoods.3.8SubstitutionDrills4A:Othersuppliersareofferingamuchhigherrateofcommission.amuchbetterprice.morefavorablepaymentterms.B:2

34、%istheusualcommissionweallowforasmallquantity.$100isactuallythelowestwecandoforasmallquantity.5Thatsthebestwecando.thelowestpricewecanoffer.ourbottomprice.Wecantgoanylower.Wecanttakeless.3.8SubstitutionDrills6A:Ifweguaranteeanannualorderofacertainamount,wouldyougiveusaspecialdiscount?wouldyougiveusa

35、higherrateofcommission?wouldyougiveussomeadvertisingexpenses?B:Wecanmakethatkindofarrangementwithyou.willhavetoknowhowmuchyoucanguaranteefirst.cantpromiseanythingbeforeweknowmoreofyourplan.3.8SubstitutionDrills7A:Wemayofferyouallowancesonaslidingscale.B:Couldyouputitmoreexactly?putitmoreprecisely?gi

36、vethedetails?8Thepricedependsonthesize./quality/material/style3.8SubstitutionDrills9Itsellsat20yuanacase./50pounds/40dollars/35marks10Howmuchisthislargesizeone?/theelectronicfan?/thecomputersoftware?11Itsabout300yuanincludingthecase./postage/batteries3.8PracticeDearSir,Youletterof15thAugustaddressed

37、toourHeadOfficehasbeenpassedontousforattentionandreply.WenowtakepleasureinadvisingyouthatthepriceofBrownCrystalSugarisat100permetrictonF.O.B.OfcoursewealsoquoteC.F.R.orC.I.F.pricesifbuyerssodesire.Thepricetermstobeemployeddependmuchonthecharacteristicsofthegoodsaswellastheirspecifictransportrequirementandshallalwaysservethebestinterestofbuyersandsellersalike.Wearelookingforwardtoyourorder.Yourstruly,2.9HomeworkMakingaconversation-Exe.onP60