Unit_6_offer_and_counter-offer

1、Unit 6 offer and counter-offerdistinction between offer and quotation 严格讲quote/quotation 与offer不同，quote/quotation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一般比较固定，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。尽管有区别，但各国商人则往往把这两个词混用。differences between a firm offer and a non-firm

2、 offer A firm offer (offer with engagement /obligation) is made when the exporter has the intention to sign a contract with the importer and promises to sell goods at a stated price within a fixed period of time. It must be made with accuracy and the terms must be complete, definite, unambiguous and

3、 certain, because once duly accepted, it binds legally, and none of the parties can withdraw within the validity period. 实盘主要特点是：对发盘人具有约束力，在实盘规定的有效期内，发盘人不得随意撤回或修改实盘的内容。实盘一经受盘人在有效期内无条件地接受，即无须再经过发盘人的确认，就可以达成交易，构成对双方都有约束力的合同。 一个实盘从法律上讲，必须符合三点要求才能构成实盘。Clear：内容清楚确切，不含糊其词，不模棱两可。Complete:交易条件完整（商品名称、规格、包装、

4、数量、交货期、价格、支付方式、装运期等）；对报盘有效期作出规定，这点很重要。Final:无保留：发盘人愿意按照他所提出的交易条件同受盘人签订合同，除此之外，没有任何保留条件。 Reading Sample letters P. 98 : A Firm Offer of Womens Blouses and Sweaters P.100: A Firm Offer of Animal ToysNon-firm offer A non-firm offer is an expression of wishes made by the offeror to do business with the

5、offeree according to certain transaction terms with some reservations, e.g. “subject to our final confirmation”, “We offer, subject to goods being unsold”, “We offer, subject to prior sale”, “only for reference”, etc. Since the offer is made without engagement, and the details of the offer may chang

6、e in certain situations, the offeror will not be bound by the offer. 虚盘是发盘人所作的不肯定交易的表示。凡不符合实盘所具备的上述三个条件的发盘,都是虚盘。虚盘无须详细的内容和具体条件,也不注明有效期。它仅表示交易的意向,不具有法律效力。 虚盘是发盘人有保留地表示愿意按一定条件达成交易，不受发盘内容的约束，也不做任何承诺，任何时候都可以改变、修改甚至取消。因此，虚盘是不受约束的、试探性的报价，其目的在于了解顾客、了解市场。虚盘表示方法如下：subject to change without notice 如有变更，不做预先通知

7、subject to our final confirmation 以我方最后确认为条件subject to goods being unsold 以货物未售出为条件subject to prior sale 以先售为条件without engagement无约束力Further reading Sample Letters of non-firm offer P.101: A Non-firm offer of Teas P. 103: A Non-firm offer of Bedding ProductsPractice Textbook Exercises 1 & 2买卖双方的

8、谈价策略 （1）卖方说明价格上涨原因 有时价格的上升是因为国际市场行情上涨、通货膨胀或是原材料价格的上升。 在过去的几个月里，世界市场铜的价格大幅度上升。 The price of copper on the world market has gone up considerably in the past few months. 价格上升是因为生产成本的上升。 The price is going up because of the rise in cost of production.在过去的几个月中，原材料的价格几乎上升了在过去的几个月中，原材料的价格几乎上升了30%，而我们的价格几，而

9、我们的价格几乎保持不变。乎保持不变。 The price of raw materials has increased by almost 30% during the past few months while our price has remained almost the same.这一商品的行情一直在不断地上涨，估计价格还会进一步地上涨。这一商品的行情一直在不断地上涨，估计价格还会进一步地上涨。 The market for this article has kept steadily advancing and one may expect a further increase i

10、n price in the future.这一商品的国际行情呈上升趋势。种种迹象表明，在不久的将来价格这一商品的国际行情呈上升趋势。种种迹象表明，在不久的将来价格还会进一步上涨。还会进一步上涨。 The world market for this item shows an upward trend. There is every indication of a further rise in price in the near future.正如你所知道的，全球的通货膨胀率在正如你所知道的，全球的通货膨胀率在3%-9%之间，而我们的价格之间，而我们的价格与去年相比只上升了与去年相比只上升了

11、5%。 As you know, the rate of inflation around the world is from 3% to 9% while the rise in our price is only 5% compared with last years.2)买方对卖方施加压力 ( 其中，取消谈判、制造和利用竞争是逼迫对方让步的两个有效的武器和策略。 除非你能降价，不然成交的希望十分渺茫。 Unless you can reduce the price, chances for business are remote. 要是你坚持的话，我们就没有必要在谈下去了。我们还不如取消

12、这笔生意算了。 If you stand firm, theres no point in further discussions. We might as well call the whole deal off.要是你坚持原来的报价的话，我们看不出有成交的希望。要是你坚持原来的报价的话，我们看不出有成交的希望。 If you hang on to the original offer, we can see no prospect of business.你们的报价没有其他的卖主所提供的报价有竞争力。你们的报价没有其他的卖主所提供的报价有竞争力。 Your price is not so

13、competitive as those offered by other sellers.我们已收到了比你方报价低得多的报价。因此，这笔生意能否成交主我们已收到了比你方报价低得多的报价。因此，这笔生意能否成交主要取决于你们的价格。要取决于你们的价格。 We have received offers much lower than yours. So business depends very much on your price.坦率地说，你们的报价比荷兰卖主的报价高出坦率地说，你们的报价比荷兰卖主的报价高出10%，比日本卖主的报，比日本卖主的报价高出价高出7%。要是你们的报价没有竞争力的话

14、，我们可能从荷兰或日。要是你们的报价没有竞争力的话，我们可能从荷兰或日本进口。本进口。 To be frank, your price is 10% higher than that from Holland and 7% higher than that from Japan. If your price is not so competitive, we may buy from Holland or Japan.（3）买卖双方努力打破僵局 在谈判中，如果双方都坚持自己的价格，会使谈判陷入僵局。若要打破僵局，使谈判继续下去，可以说： 为了打破僵局，我们准备降价5%。 To break th

15、e deadlock ,we are ready to reduce the price by 5%. 我建议我们大家折中一下，这样就能做成生意了。 I suggest we meet each other halfway so that the business can be concluded. 老实说，你如果坚持自己的价格，我们是不可能成交的。难道我们就找不到一个对双方都有利的价格吗？ To be honest, if you insist on the price ,we wont be able to make a deal. Cant we find a price that is

16、 good for both sides? 为了做成这笔生意，我建议我们在价格上大家各让一半。 To get the business done, I suggest we split the difference in price. (4)运用权限 在谈判中，让步是必须的。没有适当的让步，谈判就没法进行下去。但是过多的让步又会损害本方的利益。这时卖方可以采取一个策略是运用权力限制这块挡箭牌巧妙地拒绝买方进一步要求。 I dont think I can accept it right now, as it is beyond the limits of what I can discuss.

17、Now try your hand 恐怕降价15%超出了我的谈判限度。 Im afraid a 15% reduction is beyond my negotiating limit. 很抱歉我无权作出这么大幅度的降价。 Im sorry Im not authorized to make such a big reduction. 我必须要请示一下公司本部才能救价格条件给你一个明确的答复。 Ill have to consult my home office before I can give you a definite answer on the price terms. 很抱歉我无权

18、同意给你10%的折扣。 Im sorry a 10% discount is outside where I can go. Points for Attention 发盘一般用通函，信件或者答复询价的方法来进行。在答复询价时，可寄送报价单。完整的发盘应包括下列几点： 1. 对询价表示感谢 2. 表明价格，折扣及付款条件的细节 3. 详细说明价格包含的内容（如运费，保费等） 4. 对交货期或装运期的承诺 5. 报价的有效期 6. 表达希望实盘有效期的表示： 1. Subject to your reply reaching us by (before) 2. Subject to your r

19、eply(acceptance)here within days 3. This offer is firm(open, valid. Good) for days.虚盘的表示：1. Without engagement (obligation)2. Subject to prior sale3. Subject to our final confirmation拒绝接受发盘的信应包括以下几点：1. 对发盘表示感谢2. 对不能接受表示遗憾3. 如适当可还盘4. 提示一起做生意的其他机会Useful phrases1. In return for 回报 2. Conditions of sale

20、s 销售条件3. Be in receipt of 收到4. Quotation 报价5. As per 按照6. Annual total purchase 每年总购买量7. Similar products 类似产品8. Make sb.an offer 向某人发盘9. Assure sb.of sth 使某人确信10. Commission on a sliding-scale basis 递加佣金11. Non-firm offer 虚盘12. Firm offer 实盘13. Subject to our final confirmation 以我方最后确认为准14. The min

21、imum quantity for order 最低起订量15. A trial order 试订16. After-sales service 售后服务17. Make shipment in three equal monthly 分三个月每月平均装运18. At buyers option 由买方选择19. Push the sales of new products 推销新产品20. Art. No 货号Useful expressionsA. Offer 1. As requested by you some time ago, we take pleasure in making

22、you the following offer, which is subject to your acceptance within 7 days. 2. Replying to your enquiry of the 8th May, we have the pleasure of quoting our pillow cases as follows: 3. These quotations are all subject to the fluctuation of the market, and we hope to have your definite enquiries short

23、ly. 4. As for the above offer, it is extremely probable that the prices will rise still more, and it would therefore be to your interest to place your orders without delay. 5. We can offer you at prices, which you will find very favorable as compared with those of other importers. 6. The offer is va

24、lid for ten days. 7. Any orders you place with us will be processed promptly. 8. We hope you will agree that our prices are very competitive for these good quality clothes, and we look forward to receiving your initial order.B. Counter-offer 1. We, on behalf of our client, counter offer the followin

25、g, subject to your reply reaching here on or before August 18, 2000: 2. As the competition here is very keen, we regret we are unable to accept your prices, which will leave us a very small margin of profit. In fact, we have received from another supplier in your country a much attractive offer abou

26、t 10% below your price. 3. Your competitors are offering considerably lower prices and unless you can reduce your quotations, we shall have to buy elsewhere. 4. We thank you for your offer, but we are buying at lower prices; are these the best prices you can offer? 5. We do not see any advantage in

27、your quotations, and would like to know whether you have any better value to offer.C. Re-counter-offer 1. Much as we would like to do business with you, we regret to say that we cannot entertain (ready to consider) your counter offer. The price we have quoted is quite realistic. 2. Although we are a

28、nxious to open up business with you, we regret that it is impossible for us to allow the reduction asked for, because we have already cut our prices to the lowest point after closely examining our cost calculations.Structure for an offer letter (1) An expression of thanks for the enquiry, if any. (2) Name of commodities, quality, quantity, and specifications. (3) Price terms, discounts, commission an