国际商务函电Unit13Agency

1、 Unit 13 Unit 13 AgencyAgency 代理代理外贸英语函电外贸英语函电Case analysislYou : from MaoFeng Tea CompanylCompany development: The company tries to export the tea to Thailand for the first timelProblem : you have no knowledge of the conditions and markets in Thailand.Do they like drinking tea?Do they like green te

2、a or black tea?What prices can they bear?lHow to solve the problem ?what can you do?Suggestions lYou can resort to the agent in Thailand.Familiar with the local conditions and marketslIn fact, many transactions are made through agencies.Agency lIntroductionlTypes of agentlSample letterslSentence pat

3、ternslExercises lAgency can simply indicate such a relation that the exporter empowers a foreign businessman to conduct business performance abroad. The former is called principal, the latter agent.IntroductionAgent agency lAgent a person authorized expressly or impliedly to transact business for an

4、other, called the Principal, 即：明示或默认受权为委托方进行业务即：明示或默认受权为委托方进行业务的人的人lAgency business, place of business of an agent, 即：即： 代理业务，代理处。代理业务，代理处。Introduction Principal Agent Agency agreementrevenuecommissionCollecting informationExporterAgentImporter1.Agency Agreement2. Contract in name of Principal（Expor

5、ter)3. Payment (Fulfillment of Contract)4.CommissionTypes of agentlA general agent 一般代理一般代理A firm or a person who acts under instructions from his principal to sell or buy goods on the best terms obtainable. He charges a “commission” for his services under some kind of agreement or contract. Types o

6、f agentlA sole agent (exclusive ) 独家代理独家代理A firm or a person who acts for his foreign principal with exclusive agent rights to sell on a commission basis certain commodities in a certain area under some kind of agreement or contract.Sole agent will not sell other goods that compete with the principa

7、ls. Tips for appointing an agentlknowledge of local conditions and of the markets in which they will operatewhat goods are best suited to the area what prices the market will bearlTheir reliability and financial soundness;Tips for appointing an agentlTheir market connections and the effectiveness of

8、 their sales organization;lTheir technical ability to handle the goods to be marketed;lThe nature and extent of other agencies they may hold, and in particular, whether these are connected with the sale of competing products.Purposes of letters about agencylAgent Applying for agencylPrincipalLooking

9、 for/appointing an agencyAcceptance or refusalla）names of the parties concerned （in full） lb） names of the commoditylc） territory to be covered ld） price and quantity le） duration / validity of the agreementlf） terms of paymentlg） commissionlh） other terms代理区域 协议期限Sentences patternslAsking for agenc

10、ylAppointment of AgencylRefusal to application for agencylAcceptance of the application for agenciesAsking for agencyl1. Ask to be an agentWe asked to be the sole (exclusive) agent for your lacquerlk wares in our country.l2. To offer to act as an agentWe write to act as your agent for the sale of yo

11、ur products in Spain.Being a reliable firm with wide and varied experience in the line, we offer to act as your sole agent in our territory.Asking for agencyl3. to offer ones service as an agent - Since you are not directly represented in our area, wed like to offer our service as your agent. -With

12、many years marketing experience and good connections in the trade, we offer our service as your agent in Kuwait.l4. to recommend sb. as an agent -Having had an experienced staff of sales representatives and spacious and well-equipped show rooms, we recommend ourselves to act as your sole agent for y

13、our Forever Brand Bicycles in Iran.Asking for agencylAs we have learned that you are anxious to extend your business in our market, we would like to recommend ABC Company as your selling agent for your merchandise.5. to propose an agency agreementlWe have a mind to expand the business and propose a

14、sole agency agreement for your footwears for a duration of 5 years.lBe interested in becoming/acting as your agent 有意担当有意担当lApply as your agent 申请担任申请担任lApply for sole agency forin 申请申请商品在商品在地方的代理地方的代理Appointment of Agencyl1. to appoint sb. as an agentRegarding your proposal to represent us for the

15、sale on our canned foods, we have decided to appoint you as our agent in Hongkong.We are quite willing to appoint you as our exclusive agent for Red Lantern Brand Radios in your country on condition that you realize the annual turnover of US$500,000.l2. to entrust sb. with agencyAfter a careful revi

16、ew of our business relations and your past efforts in pushing the sale of our products, we have decided to entrust you with the exclusive agency for our willow-wares in your country.Refusal to application for agencyl1. to be prematureRegarding the question of agency, we should think it is premature

17、for us to consider it.We appreciate your suggestion that you sell our products on an exclusive basis, but we think it premature for us to enter into agency agreement at the present stage.l2. to defer discussion ofWeve noted your request to act as our agent in your country, but we feel it would be be

18、tter to defer discussion of it.Refusal to application for agency3. not to warrant (justify) an agency appointmentlThe total amount of your order last year was moderate, which does not warrant an agency appointment.lWe dont think the past records of transactions justify establishing the agency. Howev

19、er, we shall refer to it when business develops to our mutual satisfaction.Acceptance of the application for agencieslWide experience/connectionslHave an extensive/well- developed/efficient sales organizationlApprove /accept your proposal for acting as an agentSample letterslCase 1 -looking for agen

20、cylCase 3 -accepting proposal for sole agencylCase 5 -an unfavorable replylSentences patternsCase 1lWhat is the aim of the letter?lCan you give a subject for this letter?lWhy do we choose him as an agent?lHow many times does agent and agency arise respectively?lWhat is the difference between agent a

21、nd agency?Key words lDemand forlChina ornaments 陶瓷装饰品陶瓷装饰品lAppoint an agentlCome to arrangementslThere are some signs of 有迹象表明有迹象表明lBring aboutlOffer you a sole agencyUseful sentenceslBeing aware of your wide experiences of the China trade and of your connections with the principal buyers in your co

22、untry, we feel that your firm is the right person to do this and we have pleasure in offering you a sole agency.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。此我们很高兴向你提供独家代理。General idealState the intentionlState the reasonlHope

23、 for cooperationCase 3lAgency for sth.lEntrust you with the sole agency in lProvisionlMeet withlIn ones powerlThe Agency Agreement has been drawn up for a duration of one year, automatically renewable on expiration for a similar period unless a written notice is given to the contrary.代理协议已经草拟，期限为一年，除非另有书面通代理协议已经草拟，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。知否则到期时本协议将自动延续相同的时间。Case 5lAt the get-acquainted stagelPremature lTake into consideration lTry out lMarketabilitylJustify the sole agency arrangementlWithin the framework ofExercises l今写信告知，我们愿为贵方效劳，担当你方的独家代今