商务英语文档 2

1、 项目一 Business Etiquette 商务礼仪1.1 First impression. 初次印象A用英语交谈时，正确使用称呼在社交中很重要。英语姓名和汉语姓名相反，英语名字在前，称为first name, 姓在后，称为last name, 或surname，或family name. 如： John（名）Smith（姓） Peter（名）Brown(姓） Alice (名） Green（姓）注意：当面称呼时一般不用全名。交谈时的几种称呼方式 1 用Mr，Mrs，Ms或Miss+姓，表示尊敬，礼貌，较为正式。Mr，Mrs，Ms不能单独作呼语，不能说：Good morning，MrMr

2、sMs。Miss可以单独作呼语，用于学生称呼女老师，一般人称呼餐馆女招待员，女店员；店员，仆人称呼未婚女子等。 2 直呼名字。通常用于熟人之间，是友好，非正式的称呼。如今在许多英语国家，特别是美国，不太拘泥于形式，直呼其名已不仅限于熟人之间了。在工作中初次见面也常常直呼其名。但在高等学府学生对教授一般还是用尊称，如： Dr.Smith（史密斯博士）。3 不知对方姓名时可用Sir或Madam表示尊敬。例如：Excuse me, Sir, can you tell me how to get the closest gas station?4 对有头衔的人， 用头衔+姓表示尊敬。如：Dr.Brow

3、n (布朗博士），Professor Black (布莱克教授）。B 不论我们走到哪里，初次印象至关重要。英语和汉语一样，也有许多描述与人接触中留给别人印象的形容词。例如：Pleasant 令人愉快的，sincere 真诚的，efficient效率高的，unfriendly不友好的，shy 害羞的， aggressive敢作敢为的。C 在业务往来中，初次接触时除了谈业务外，也可以谈一些虽与工作无关但可以促进相互了解的话题（small talk），它可以缓解初次相遇时的紧张气氛，又对拓展业务很有帮助。下面介绍一些small talk的话题：Did you have a good journey?

4、Is this your first visit to.？Do you need any help or information?When did you actually arrive?Where are you staying?Whereabouts do you come from.?1.2 Its a small world 在商务活动中可能会和许多国际的客商进行业务交往，因此，了解各国的政治经济概况，地理位置，风土人情等很有必要。首先，要知道一些主要国家的英语名称，国民，以及所用的语言。County people language CapitalAustralia Australia

5、n English CanberraBrazil Brazilian Portuguese BrasiliaCanada Canadian English，French OttawaChina Chinese Chinese BeijingFrance French French ParisIndia Indian Hindi New DeliJapan Japanese Japanese TokyoNew Zealand New Zealander English WellingtonSpain Spaniard Spanish MadridSweden Swede Swedish Stoc

6、kholm Thailand Thai Thai，English BangkokRussia Russian Russian MoscowThe United kingdom British English LondonThe United States of America American English Washington,D.C. 1.3 阅读材料Good Manners, Good BusinessNobody actually wants to cause offence but, as business becomes ever more international, it i

7、s increasingly easy to get it wrong There may be a single European market but it does not mean that managers behave the same in Greece as they do in DenmarkIn many European countries handshaking is an automatic gesture In France good manners require that on arriving at a business meeting a manager s

8、hakes hands with everyone present .This can be a demanding task and. in a crowded room may require gymnastic ability if the farthest hand is to be reachedHandshaking is almost as popular in other countries-including Germany, Beigium and Italy But Northern Europeans, such as the British and Scandinav

9、ians, are not quite so fond of physical demonstrations of friendlinessIn Europe the most common challenge is not the content of the food. But the way you behave as you eat some things are just not done. In France it is not good manners to raise tricky questions of business over the main course.Busin

10、ess has its place: after the cheese couse .Unless you are prepared to eat in silence you have to talk about something-something. That is other than the business deal which you are continually chewing over in your headItalians give similar importance to the whole process of business entertaining In f

11、ace, in Italy the biggest fear. As course after course appears, is that you entirely forget you are there on business. If you have the energy .youcan always do the polite thing when the meal finally ends. And offer to pay Then after a lively discussion, you must remember the next polite thing to do

12、let your host pick up the billIn Germany. As you walk sadly back to your hotel room. You may wonder why your apparently friendly hosts have not invited you out for the evening Dont worry.it is probably nothing personal. Germans do not entertain business people with quite the same enthusiasm as some

13、of their European CounterpartsThe Germans are also notable for the amount of formality they bring to business. As an outsider, it is often difficult to know whether colleagues have been working together for 30years or have just met in the lift. If you are used to calling people by their first names

14、this can be a little strange .To the Germans .titles are important. Forgetting that someone should be called Herr Doktor or Fraw Direktorin might cause serious offence it is equally offensive to call them by a title they do not possess.In Italy the question of title is further confused by the fact t

15、hat everyone with a university degree can be called Dottore-and engineers. Lawyers and architects may also expect to be called by their professional titles.These cultural challenges exist side by side with the problems of doing business in a foreign language,language, of course, is full of difficult

16、ies-disaster may be only a syllable away But the more you know of the culture of the country you are dealing with. The less likely you are to get into difficults. It is worth the effort. It might be rather hardto explain that the reason you lost the contract was not the product or the price, but the

17、 fact that you offended your hosts in a light-hearted comment over an aperitif good manners are admired; they can also make or break the deal. 译文：有礼貌，生意好 没有人真愿意冒犯别人，但日趋国际化的商务往来越来越容易冒犯他人。欧洲市场也许只有一个，但它并不意味着希腊的经理和丹麦的经理言谈举止是一样的。 握手在许多欧洲国家是一个下意识的动作。在法国，一个有礼貌的经理与会时必须和所有在场的人握手。这显得要求过高了，在一个非常拥挤的会议室里，如果经理要与最

18、远处的人握手的话，他可能需要具备练体操的功夫。 握手在包括德国，比利时，意大利等的其他国家也很盛行。但北欧人，例如英国人和斯堪的纳维亚人，并不喜欢用身体行为（例如握手）来表示友好。 在欧洲，宴会上最常见的挑战不是宴会的菜肴，而是吃饭时的言谈举止。很多事情在餐桌上是不能做的。例如在法国，吃正餐时谈业务上的难题被认为是没有礼貌的。谈生意有谈生意的时候，那是在吃完奶酪之后。吃饭时你必须随便谈些与生意无关的事情，否则你只能埋头吃饭。你什么都可以谈，但就是不能谈你脑子里一直在反复琢磨的生意。 意大利人对谈生意和宴请同样重视。在意大利，其实最让人担心的是一道道不断上来的菜使客人完全忘了是去谈生意的。你要是

19、还有精力的话，宴请结束时可以做出礼貌的举动，有礼貌的表示你要来付款。然后经过一番激烈的争执，你再做出有礼貌的举动-让主人来付款。 在德国，当你黯然走回你的旅馆房间时，你也许会问为什么对你非常友好的主人没有请你晚上出去。别担心，这有可能不是你个人的问题，德国人在款待客商时不像其他欧洲国家的人那么热情。 德国人在商务往来时以十分拘泥于礼节而著称。外人很难分辨出德国同事间是已有30年的工作交情呢，还是刚在电梯里初次相识。如果你习惯于对他人直呼其名，这在德国会让人觉得奇怪。对德国人来说，头衔很重要。忘记称呼某人博士先生或董事夫人会造成极大的冒犯。相反，若以别人没有的头衔来称呼也同样会冒犯他们。 在意大

20、利，任何人只要有大学学位就可以被称为博士，这使头衔更为混乱。工程师，律师和建筑设计师也会要求别人以他们的职业头衔来称呼他们。 这些文化上的挑战与用外国语做生意而产生的问题同时并存。语言本身就很难，差之毫厘，谬以千里。你对你所打交道的国家的文化了解越多，就会越少出问题。所以了解对方文化是很有必要的。你也许很难向人解释你失去合同的原因不是因为产品，也不是因为价格，而是因为你在饮开胃酒时无意的评头论足冒犯了主人。良好的言谈举止令人钦佩，礼貌周全可以促成生意，反之可以毁掉生意。Questions:1 Why is it increasingly easy to cause offence in bus

21、iness?2 How popular is handshaking in Europe?3 Are Germans very informal people?4 In addition to cultural challenges, does language also create challenges in international business?5 How important is it to have good manners in business? 1.4 有用句型（Useful Sentences)介绍双方用语（介绍者可根据双方身份，地位，年龄等条件，选用适当的介绍用语）

22、Jane，this is Peter. Let me introduce you to. May I introduce you to our Manager.?Id like you to meet. Allow me to introduce my colleague.Diane, have you met my friend.?Mr.Jones, Id like to introduce my friend. Do you know my friend.?双方互致问候用语很正式： -How do you do? -How do you do ?较随便： -How are you?-Fin

23、e，thanks. How are you? -Hello!/ Hi! -Hello!/ Hi!还可以说： Nice to meet you. / Pleased to meet you. / Glad to meet you.自我介绍用语：Good morning，my name is. May I introduce myself? My name is. Hello! My name is . Id like to introduce myself. My name is.练习1：完成三段下列对话A.Clerk： Mr.Gates, may I _ you to our manager

24、Mr. Liu Qing? Gates: How _? Liu: _? Welcome to China. Mr Gates. Gates : Thank you. Ive been looking _ to this trip. It was very nice of you to invite me.B.Joe Garden: Good m_! Id like to introduce myself. _is Joe Garden. Im _ Atlantic Press(大西洋出版社） Receptionist: Good _, Mr. Garden. What _ for you?C.

25、 Peter: Mary , _ is my friend Ray. Mary: Hi! Nice _ you, Ray. Ray: Nice _, too. Mary: What _, Ray? Ray: Im a sales representative from Arnold Oil company. 项目二 Communication Process 业务接洽2.1 业务接洽沟通过程(Communication Process)一些商业人士在与外籍生意伙伴打交道时由于不熟悉沟通的具体过程再加上英语语言能力又欠缺，见面后往往会不知所措、语无伦次，结果双方都很尴尬，这样显然不利于商务合作。

26、以下将一次完整的初次商务会面分解成八个部分，具体如下表：opening1. 打招呼(Greeting)2. 介绍(Introduction)3. 寒暄(Small talk)Body4. 进入正题(Getting down to business)5. 业务洽谈(Business talks)6. 结束正题谈话前过渡(Pre-closing the conversation)Closing7. 结束谈话(Closing the conversation)8. 再见(Farewell)以上八个构成部分是按照初次商务会面来分解的，若是相互熟悉的商业人士之间则可以省去以上第二步的介绍，其他过程都基本

27、相同。常见句型(Practical Expressions)了解商务会面的各个构成步骤之后，下一步商务沟通者应当熟悉并且尽量做到熟练掌握每个步骤相对应的基本功能句型。下面以对话的形式分别列举功能句型并作简要介绍。1. 打招呼(Greeting)打招呼的英语表达很多，可分为正式与非正式用语，商务会面应当使用较为正式的打招呼用语，常见表达如下：A: Nice/glad/pleased to meet you.B: Nice/glad/pleased to meet you too.若是会面的双方已相互熟悉，则可用以下表达：A: Good afternoon/morning!B: Good afte

28、rnoon/morning!A: How are you (doing)?B: I'm very well. And you?A: How is everything?B: Not bad. What about you?A: How are things? /How is it going?B: Everything is fine. How about you?2. 介绍(Introduction)介绍分自我介绍和介绍别人，常见句型如下：A: I'd like to introduce myself. My name is Jay.B: Nice to meet you.

29、I'm Tom.A: Let me introduce myself. My name is Peter.B: Pleased to meet you. My name is Jenny.A: May I introduce you to our manager, Mr. Lee?B: Yes, please. Pleased to meet you, Mr. Lee.A: I'd like you to meet Jane Brown, our department/line manager.B: Nice to meet you, Mr. Brown. My name is

30、 Tom Jackson.3. 寒暄(Small talk)寒暄虽然不属于业务洽谈内容，但它却是商务沟通重要构成部分。和英美人士寒暄时要了解他们的寒暄习惯以及话题，应尽量避免涉及个人隐私的话题。若交谈双方已非常熟悉，这一过程也可能会省略或相对缩短。（在项目一中已对small talk 作出解释举例）4. 进入正题(Getting down to business)寒暄过后可以利用以下句型自然过渡到业务洽谈：A: Let's get started.B: Yes, I'm looking forward to it.A: Let's get down to busines

31、s.B: OK.A: Shall we get down to business?B: Yes, please.5. 业务洽谈(Business talks)顺利的寒暄之后，交谈双方会感动自然、放松，这对下一个沟通过程（即交谈的目的：业务洽谈）非常有利。事实上，许多商业人士认为商务沟通的难点在于业务洽谈前后的一些步骤，尤其是寒暄这部分。成功的寒暄往往会带来令人愉悦的业务洽谈氛围。业务洽谈的具体过程涉及各种功能句型，在此就不一一列举。应当强调的一点是，会面的目的在于沟通，因此，我们在用英语和外籍商业人士沟通时不要因为害怕犯语法错误而不敢表达。6. 结束谈话前过渡(Pre-closing the

32、conversation)我们知道写作要注意行文的衔接与连贯，口头表达也应过渡自然。在结束谈话之前，交谈双方可以使用以下表达顺利过渡到会谈的结尾：A: I think we have covered every point.B: I think so.A: I think that covers everything.B: Yes, I agree.A: OK. Shall we go over what we've talked about today?B: Yes, please.7. 结束谈话(Closing the conversation)结束业务洽谈后，东道主一般要感谢来访

33、者并表达将来再次见面或联系的愿望，常见的表达如下：感谢(Acknowledgement)A: Thank you for your help. B: I'm glad I could help.A: I really appreciate your time. B: It's my pleasure.A: Thank you for your cooperation. B: You're welcome.展望未来(Looking forward)A: I look forward to seeing you again. B: Me, too.A: Have a goo

34、d weekend/journey/holiday. B: You, too.8. 再见(Farewell)表达再见概念的用语较多，常见商务场合的表达如下：A: Nice meeting you. Goodbye.B: Nice talking to you too. Bye.A: Speak to you soon.B: Me, too.A: Take care.B: Cheers. (British way). 2.2社交英语，电话用语词句的拓展：国际电话中的常用语Hello. May I speak to Mr. Brown?uYes, this is he speaking.uWho&

35、#39;s speaking, please?uI'm sorry, he is not in now.uWould you like to leave a message?uMr. Brown is on another line now.uHold the line a moment, please.uMay I have Ext. 5883?uI can't hear you.uWould you speak a little louder?uI'm sorry. I have the wrong number.uYou are wanted on phone.u

36、Will you ask him to call me back later?uI was cut off. Will you connect me again?uWe'll call you back in a few minutes. Will you hang up and wait, please?uI want to place an overseas call to New York.uCould you tell me the time and charges after the call?uSorry, I can't wait. Please cancel t

37、he call.uThis is the Singapore operator. Would you connect me with Mr. Lee in the International Department? uMr. Smith in San Francisco. Will you accept the charges? 2.3 电话用语基本句型 致电人：1 May I speak to .?/ Can I speak to ., Please? May I talk to.? Good morning/afternoon, Id like to speak with., Please

38、. Hello, is this/that .? Can I leave a message for .? Hello, this is . Calling from Shanghai. 接电人： Good morning, May I help you? Good morning, .(company name). This is . Speaking. . .(name) speaking. (May I ask) who is calling, please? Im sorry, he is out. Can I take a message? .(name), Can I help y

39、ou? 2.4 (二) 交际实践实训练习一(O=Operator, C=Chinese)O: Is this the Silver Star Trading Company?C: Yes, it is.O: This is the overseas telephone operator in the United States. We have a call for Mr. John Wang in the International Finance Department from a Mr. Robert of ABC Company in New York.C: From whom, di

40、d you say?O: From a Mr. Robert of ABC Company in New York.C: Thank you. Just hold the line, please.(Several seconds later.) C: Hello. I'm sorry but Mr. John Wang is in a conference right now.O: Oh, is that right? When will he be free?C: Well, he'll be free around four o'clock.O: I see. J

41、ust a minute, please.(Several seconds later.)O: Hello. How about Mr. Peter Chen, then?C: Yes, he's here. One moment, please.Peter Chen: Hello. This is Peter Chen speaking.O: Oh, Mr. Chen? Will you hold the line, please?(Pause)O: Thank you for waiting. Mr. Robert is on the line. Go ahead, please.

42、Peter Chen: Thank you.实训练习二In this part, you and your partner will ask and answer questions.Set 1Question Card You need to ask your partner for this information about a phone questions.Date of Message.Name of caller.New arrangement.Reason for changeContact number.Information CardThis is the informat

43、ion about the phone message. Try to answer your partners questions.Telephone MessageDate：Tuesday 13th December ( 9：50 am.) Message for: Jane Aston (Marketing) Message from: Mr. Kim Lee (Sales Director, Seoul Motortec) Meeting next week impossible (all flight fully booked) Will arrive Thurs 24th for

44、3:30 pm. Meeting Call / fax Mr. Lee on 093 622841 ( N. B. not in office 18th /19th December) 实训练习三Set 2Question CardYou need to ask you partner for this information from a message given over the telephone.Date.CallerPhone No.:New arrangement.Reason for changeInformation Card This is the message give

45、n over the telephone. Try to answer your partners questions.To: Joe2nd MarchMr. Peter Johansen called from Stockholm Volvo office. He cant visit you today has another meeting.Will come on Thursday.OK?Call him on Tel: 08576 06632.5 请求别人做事的相关句型表达：A： requesting 提出请求 Id like you to .， Please. Will you p

46、lease.? Could you ask Peter to. For me ? Is there any chance of.? 肯定回答： Sure /Sure thing/Will do. 否定回答： Id like to, but./Im sorry I cant/ I regret I cant B: Offering to help 提供帮助 Can I give you a hand? Need a hand? May I . For you? Would you like a hand with this task? Might I help?肯定回答：Yes, please.

47、 Thanks a lot.否定回答：No, thanks, I think I can manage.C：Asking permission 征求同意 Do you think I could .? Im wondering if I could . Is there any way I could .? What are my chances of .?肯定回答： As you wish./Just as you like./Not at all,Please do.否定回答： I dont really think you should./ Id rather not.项目三 Busin

48、ess Negotiation 商务谈判3.1 商务谈判知识扩充：谈判是商务过程中必不可少的业务活动， 所以在商务英语中学习如何用英语 进行谈判变得尤其重要。有一种简单化的观点认为谈判可以分为四大阶段 1 准备阶段： 在此阶段你要明确自己想要什么， 那些属于最优先考虑。 2 讨论阶段: 你在此阶段要努力探明对方或客户想要什么。说明你的意图， 但别亮出最后条件。提问应为开放式，并要倾听顾客的想法。 探明对方可能会走的下几步 3 提议阶段： 此时可提出你能够做或可能准备做的若干交易。用下列形式阐 述你的提议; 如果。，那么。要耐心听 取对方的提议。 4议价阶段：至此阶段或步骤，你就该说明你真正要做

49、的交易， 就 具体的问题讨论条件，如果。， 那么。 记住， 要有书面合同 3.2 商务谈判例句样本：1) 与其他供应商相比，我们的价格还是很优惠的。 Our prices still compare very favorably with those offered by other suppliers.2) 我要说的是你方价格如果不降到国际市场价格水平，你们就没有希望做成生意。What I want to say is that youll stand no chance if you dont bring your price into line with the world market

50、.3) 我相信没有哪个厂家会接受你的价格，因为这几乎连生产成本也赚不回来。I believe no manufacturer would accept your price because it can hardly cover our production cost.4) 你方的价格将在我方市场超过所以同类产品的价格，这将导致贵公司产品在我市场上销售的萎缩。Your price for the same products will be the highest in our market, which will no doubt result in shrinkage of the mark

51、et for your products.5) 正是考虑到我们的长期的业务合作，我们才把上涨幅度限制在百分之二十。It is in view of our long-term business cooperation that we limit the increase to 20 %.6) 我们希望你再考虑一下你方价格，报一个新价，这样才有可能互相让步，达成协议。We hope you will reconsider your price and make a new bid, so that there can be a possibility of our meeting halfway.7) 如果订货量大的话，我想可以适当让利。If you place a large order, I think a discount would be possible.8) 由于最近原材料价格上涨，百分之三的折扣是我方能提供的最大的折扣。A 3 % discou