外贸英语函电Unit11 Agency.ppt

UnitTen Agency Caseanalysis You fromMaoFengTeaCompanyCompanydevelopment ThecompanytrytoexporttheteatoThailandforthefirsttimeProblem wehavenoknowledgeoftheconditionsandmarketsinThailand Dotheylikedrinkingtea Dotheylikegreenteaorblacktea Whatpricescantheybear Howtosolvetheproblem whatcanwedo Suggestion WecanresorttotheagentFamiliarwiththelocalconditionsandmarketsInfact manytransactionsarethroughagencies Agencies IntroductionTypesofagentSamplelettersSentencepatternsExercises Agencycansimplyindicatesucharelationthattheexporterempowersaforeignbusinessmantoconductbusinessperformanceabroad Theformeriscalledprincipal thelatteragent Introduction Introduction Principal Agent Agencyagreement revenue commission Collectinginformation Importantfactorsforappointinganagent knowledgeoflocalconditionsandofthemarketsinwhichtheywilloperatewhatgoodsarebestsuitedtotheareawhatpricesthemarketwillbear Theirreliabilityandfinancialsoundness Theirmarketconnectionsandtheeffectivenessoftheirsalesorganization Theirtechnicalabilitytohandlethegoodstobemarketed Thenatureandextentofotheragenciestheymayhold andinparticular whethertheseareconnectedwiththesaleofcompetingproducts Purposesoflettersaboutagencies AgentAskingforagencyPrincipalLookingfor appointinganagencyAcceptanceorrefusal Typesofagent AgeneralagentAfirmwhoactsunderinstructionsfromhisprincipaltosellorbuyonthebesttermsobtainableAsoleagent exclusive Afirmorapersonwhoactsforhisforeignprincipalwithexclusiveagentrightstosellinacertainareaonacommissionbasiswhoknowstheirdifference difference Thesoleagentwillnotsellothergoodsthatcompetewiththeprincipal s Sampleletters Case1 lookingforagencyCase3 acceptingproposalforsoleagencyCase5 anunfavorablereplySentencespatterns Case1 Whatistheaimoftheletter Canyougiveasubjectforthisletter Whydowechoosehimasanagent Howmanytimesdoesagentandagencyariserespectively Whatisthedifferencebetweenagentandagency Keywords Demandfor Chinaornaments陶瓷装饰品AppointanagentCometoarrangementsTherearesomesignsof有迹象表明 BringaboutOfferyouasoleagency Usefulsentences BeingawareofyourwideexperiencesoftheChinatradeandofyourconnectionswiththeprincipalbuyersinyourcountry wefeelthatyourfirmistherightpersontodothisandwehavepleasureinofferingyouasoleagency 由于知晓你们有丰富的中国贸易的经验 而且你方还同贵国的主要买主有业务联系 我们认为你公司是合适的人选 因此我们很高兴向你提供独家代理 Agentagency Agentapersonauthorizedexpresslyorimpliedlytotransactbusinessforanother calledthePrincipal 即 明示范或默认受权为委托方进行业务的人Agencybusiness placeofbusinessofanagent 即 代理人的业务 代理人办理业务的地点 也就是 代理业务 代理处 Generalidea StatetheintentionStatethereasonHopeforcooperation Case3 Agencyforsth Entrustyouwiththesoleagencyin ProvisionMeetwithInone spower TheAgencyAgreementhasbeendrawnupforadurationofoneyear automaticallyrenewableonexpirationforasimilarperiodunlessawrittennoticeisgiventothecontrary 代理协议已经草拟 期限为一年 除非另有书面通知否则到期时本协议将自动延续相同的时间 Case5 Attheget acquaintedstagePrematureTakeintoconsiderationTryoutMarketabilityJustifythesoleagencyarrangementWithintheframeworkof Sentencespatterns AskingforagencyAppointmentofAgencyRefusaltoapplicationforagencyAcceptanceoftheapplicationforagencies Askingforagency 1 AsktobeanagentWeaskedtobethesole exclusive agentforyourlacquer l k waresinourcountry 2 TooffertoactasanagentWewritetoactasyouragentforthesaleofyourproductsinSpain Beingareliablefirmwithwideandvariedexperienceintheline weoffertoactasyoursoleagentinourterritory 3 toofferone sserviceasanagentSinceyouarenotdirectlyrepresentedinourarea we dliketoofferourserviceasyouragent Withmanyyears marketingexperienceandgoodconnectionsinthetrade weofferourserviceasyouragentinKuwait 4 torecommendsb asanagentHavinghadanexperiencedstaffofsalesrepresentativesandspaciousandwell equippedshowrooms werecommendourselvestoactasyoursoleagentforyourForeverBrandBicyclesinIran Aswehavelearnedthatyouareanxioustoextendyourbusinessinourmarket wewouldliketorecommendABCCompanyasyoursellingagentforyourmerchandise 5 toproposeanagencyagreementWehaveamindtoexpandthebusinessandproposeasoleagencyagreementforyourfootwearsforadurationof5years Beinterestedinbecoming actingasyouragent有意担当 Applyasyouragent申请担任 Applyforsoleagencyfor in 申请 商品在 地方的代理 AppointmentofAgency 1 toappointsb asanagentRegardingyourproposaltorepresentusforthesaleonourcannedfoods wehavedecidedtoappointyouasouragentinHongkong WearequitewillingtoappointyouasourexclusiveagentforRedLanternBrandRadiosinyourcountryonconditionthatyourealizetheannualturnoverofUS 500 000 2 toentrustsb withagencyAfteracarefulreviewofourbusinessrelationsandyourpasteffortsinpushingthesaleofourproducts wehavedecidedtoentrustyouwiththeexclusiveagencyforourwillow waresinyourcountry Refusaltoapplicationforagency 1 tobeprematureRegardingthequestionofagency weshouldthinkitisprematureforustoconsiderit Weappreciateyoursuggestionthatyousellourproductsonanexclusivebasis butwethinkitprematureforustoenterintoagencyagreementatthepresentstage 2 todeferdiscussionofWe venotedyourrequesttoactasouragentinyourcountry butwefeelitwouldbebettertodeferdiscussionofit 3 nottowarrant justify anagencyappointmentThetotalamountofyourorderlastyearwasmoderate whichdoesnotwarrantanagencyappointment Wedon tthinkthepastrecordsoftransactionsjustifyestablishingtheagency However weshallrefertoitwhenbusinessdevelopstoourmutualsatisfaction Acceptanceoftheapplicationforagencies Wideexperience connectionsHaveanextensive well developed efficientsalesorganizationApprove acceptyourproposalforactingasanagent Exercises 今写信告知 我们愿为贵方效劳 担当你方的独家代理我们是在佣金基础上担任独家代理的我们决定委托你作为我们汽车的独家代理如果达成协议 我们将指定你为我方的独家代理我们不得不谢绝你们作为独家代理的建议我认为现在讨论代理问题为时过早 今写信告知 我们愿为贵方效劳 担当你方的独家代理Wearewritingtoofferyouourserviceasyoursoleagent我们是在佣金基础上担任独家代理的Weareactingasagentsonasoleagencycommissionbasis我们决定委托你作为我们汽车的独