Distributor经销商

1、COMMERCIAL ENGLISHLecturer : Kuai ZhenhuaMarch 4th, 20051Unit 1 WHY EXPORTWords and expressionsHistory of tradingDefinition of exportingBenefit of exportingMajor features of exportingQuestions & tests2Words and expressionsUseful words and phrases1. at great risk 2. handsome profit3. To meet the chal

2、lenge 4. In the case of5. Benefitby 6. Promotion 7. Visible trade/invisible trade8. To give credit to someone9. In existence 10. Technological advanceKey phrases 3History of tradingThe definition of trading The purpose of trading (Why do people trade?) History of trading4Definition of exportingExpor

3、ting is an extension of trading with the customer living in another country.Why do people want to trade with people in other countries since people can trade within their own country?Scarcity Comparative Advantage 5Comparative advantagesThe theories before comparative advantage Mercantilism.Adam Smi

4、th Absolute Advantage eg1. Table (1-1) U.S. U.K Wheat (bushels/man-hour) 6 1 Cloth (yards/man-hour) 4 5Ricardo the law of comparative advantage. eg2. Table(1-2) U.S. U.K. Wheat (bushels/man-hour) 6 1 Cloth (yards/man-hour) 4 2 6Benefit of exportingBetter use of national resources Technological advan

5、ce Foreign exchange earnings Balance of payments 7Major features of exportingExporting is for profitExporting involves risks 8Questions & Test 1)What is trading? What is the purpose of trading? What is exporting?2)Why do people want to trade with the others outside their country? What theory is expo

6、rting based on? 3) What is scarcity? Give an example 4) What did mercantilists maintain? How did they measure the wealth of a nation? How about now? What did mercantilists advocate? Why?5) What is absolute advantage? Explain it by example.6) What is comparative advantage? Explain it by example.7) Wh

7、at are the major benefits of exporting?8) What are the major features of exporting?9Test OneTranslate the following sentences 1) The theory of comparative cost points out that trade between countries can be profitable for all, even if one of the countries can produce every commodity more cheaply. 2)

8、 Comparative advantage has led countries to specialize in particular products and to mass-produce. 3) The theory of comparative advantage states that if each country specializes in products in which it has a comparative advantage (greatest relative efficiency), trade between these countries will be

9、mutually profitable. 10Unit 2 WHAT IS EXPORTINGWords and expressionsThe subject of exporting The object of exportingThe place of exportingThe time of exportingThe techniques of exporting 11I.Words and Expressions1. Producefarm produce, native produce2. Prospective /potential /promising customer3. 4

10、rights-Right product, Right price, Right time, Right place4. Well accepted- well-known, well-educated, well dressed. 5. Market research6. Marketing mixproduct, publicity, price, promotion7. Distributor经销商,wholesaler批发商retailer零售商8. Promotion promotion stunt, sales promotion, promotion confirmation,

11、promotion contract12General Remark The usage of the word “against 1) He is against the plan. 2) He is leaning against the door. 3) The products are covered against the fire. 4) The exchange rate of RMBY against USD is 8.3 to 1. 5) D/A , D/P. The definition of exporting: 4 rights are involved. The ri

12、ght product, the right price , the right time, the right place. Marketing mix营销组合 1) adapt . To. 2) vary in. 3) The complex structure: The exporterfinds himself facing. 13II.The Subject of Exporting1. A well-trained export sales fleet The necessary qualities of a qualified salesman:-honesty -reliabi

13、lity-imaginatively-hard-working-cooperation-intimation with the trade outlets-full awareness of export techniques14The Subject of Exporting(2)1. A well-trained export sales fleet2. The management3. The foreign customer4. The competitors5. The middleman: importers, distributors and wholesalers retail

14、ers. 15Language Points Pick up: to select She picked up a purse on the ground yesterday. He has picked up the text deeply. I picked up the book in my hand tightly. I can pick you up when you call me. Be aware of/ that. Be conscious of sth. In favor of: 1) favor vs. favorable , 2) do favor to vs. do

15、harm to The very customer: right Locating the foreign is more complicated than finding . 16III.The Object of ExportingThe definition: The object of exporting refers to the products to be exportedCase study 1. Coco-cola company 2. An American golf-ball factory 3. Red- crowned craneConclusion: The qua

16、lity is as important as presentation and only the quality ensures repeat sales 17Language Points1. The first step in shaping is to arrive at .2. To meet his quality standard3. In many case: in any case/in this or that case4. Be commensurate with be in line with5. Good packaging can not only make a p

17、roduct more attractive, but also more convenient to use.6. Goods should be supplied only for the quality claimed for them.18IV.The Place of ExportingPart 1 Selecting the right marketPart 2 Solving the difficulties 19Part 2 Solving the Difficulties1. Breaking down exporting difficulties into practica

18、l problems you can deal with; 2. Accepting only those orders which is within your capacity; 3. Not involving in the business that you cant handle efficiently; 4. Being sure your business is going to be profitable; 5. Being sure your organization is in good shape to handle business promptly before yo

19、u accept your orders. 20Language Points1. A target export market出口目标市场2. Keep sth.in mind/ bear sth.in mind3. Order定单 N We shall order textile products by May. eg. He orders that the goods be sent out without any delay.4. Stay away from the markets in which restrictions or exchange controls will res

20、trict your score; eg. We went back the village in which I was born.5. be sure your export organization is in good shape to handle business promptly before you accept your orders: “be in good order or “work well eg. The company is in good shape so that we can do business with it.21V. The Time of Expo

21、rtingThe time of arrival of the goods is the basic concern of the buyers. The time of payment is the basic concern of the exporter. A variety of terms of payment are the safeguards an exporter can take. Case studyDA , DP, L/C22Language Points 1. Be of good quality: be of N eg. Be of importance =be i

22、mportant 2. Fashionable: be in fashion /be out of fashion, be out of date,etc. 3. When the goods are dispatched matters greatly. 4. When the responsibilities and costs come to an end will definitely affect the conclusion of business. 达成交易:conclude business/come to terms/reach an agreement. 5. On the

23、 part of sb. /on ones part: 就而言。 eg. On my part, I would accept your proposal on the project. 6. Terms of payment支付条款：D/A, D/P, L/C, etc. 23VI. The Techniques of Exporting 1、The techniques of marketing2、The techniques of transportation24The Advantages of Advertising By paying for the advertising spa

24、ce, a company can control what it wants to say and to whom the message is sent. Advertising also allows the company to decide when to send its messageOnce the message is created, the same message is sent to all receivers in a market segment. If the message is properly presented, the company can trus

25、t that the same message will be decoded by all receivers in the market segment. 25The Mode of Transportation26Language Points 1. Rely on: depend on 2. Sound: suitable Your answer sounds correct. The design of the products is sound. 3. Respond to/react to 4. Make (good) use of 5. Export distribution

26、vs. domestic distribution6. Be oriented to : be centered as /emphasize sth. 27VI. Question1.What are the elements involved in exporting? Explain chiefly each of them.2.What is the subject of exporting? What are they? What are the necessary qualities of a qualified salesman?3.What is the job of the m

27、anagement? What is the job of a manager? What kind of a manager should be? 4.What is the object of exporting? What must a product function as? Give an example. What are the factors involved in marketing a product?5.What are the points the exporter should always bear in mind when selecting a target e

28、xport market?6. What is the basic concern of the buyers? Explain by example why the time of arrival may affect the business? What is the basic concern of the exporter? How to guarantee the payment? Explain by example7. What is the major technique of marketing? What does it include? To accomplish the

29、 desired result, what should an exporter do? What is vital to a business? Compare the major features of ocean and air transportation. 28Unit 3 EXPORT PRODUCTWords and ExpressionsProduct MixProduct Life CycleProduct Knowledge29I. Words and Expressions1. Intended market/prospective market /potential m

30、arket/promising market2. Existing product vs. established product existing law/ existing company3. Be out of date/be out of fashion vs. be up to date /be in fashion4. Exclusiveness exclusive agent/ agency 5. Target customer/ultimate customer6. Buying motive: Patronage buying motive/ rational buying

31、motive/ emotional buying motive 30General RemarkProduct: A set of tangible physical attributes assembled in and identifiable form.Product line: A broad group of products, intended for essentially similar uses and possessing reasonably similar physical characteristics.The difference between product a

32、nd product line31Language Points1. Start with /begin with2. Provide sb. with sth.3. To come up with : to put forward 4. His best chance of success lies in an important distinction between and product line.32II. Product MixThe product The full list of all products offered for sale by a company.The st

33、ructure of the product mix It has dimensions of both breadth and depth Breadth and depthSeveral product mix strategies to be applied 1. Expansion 2. Contraction 3.Alteration33Language Point1. There are several product mix strategies to be applied.2.The product strategy is to thin out the product mix

34、, either by eliminating and entire line or by simplifying the assortment within a line.3. Improving an established product can be more profitable and less risky than developing a new one.34III. Product Life Cycle Introduction Growth Maturity Decline35Language Point It is not until the product has be

35、en sold at its genuine commercial price to one or two customers and is known to be operating efficiently that the introductory phase is complete . Some phrases: in terms of , at a rapid rate, in customers eyes, in large numbers, at a fairly steady level, run into36Product Knowledge Product different

36、iation Product features and product benefits Understanding the customers wants and needs Product adaptation37Language Point1. comprise the most important product information to be conveyed in a business talk.2. Almost every one feels the need or want to have friends and business 3. Be adapted to 38Q

37、uestions1.What is a product? What is a descriptive name, What is a generic name? What is the difference between product and product line? 2.What is product mix? What are included in product mix? What are they measured by? Explain briefly the product mix strategies. 3.What is product life cycle? Expl

38、ain briefly the four stages in the life cycle. 4.What is product differentiation? What is product feature? What are the two knives of product features? Give some examples. What is product benefit? Give some examples. 5. Explain the wants of the customers. What is product adaptation? Explain buying m

39、otives by examples. 39Unit 4 Export Pricing(1)Useful words and expressions General remarkPricing objectivesCost40I. Useful Words & Expressions1. Pricing: different terms for price eg. 1) If the price of your products is reasonable, we shall do business with you. 2) If you can price your products rea

40、sonably, we shall do business with you. 3) If you can set a reasonable price, we shall do business with you. (fix/determine a price) 4). If your products are charged reasonably, we shall do business with you.412. Long term/short term contract/ strategy 3. Mark share4. Oversea agent sales agent, purc

41、hase agent, sole or exclusive agent, commission agent, shipping agent, insurance agent5. Profit, profitable, profiteering6. Pricing objective7. Fixed cost and variable cost42II. General RemarkDefinition of export pricingThe meaning of a priceFactors affecting the pricing43Language Points because to

42、the normal complexities of domestic pricing are added the idiosyncrasies of individual foreign markets with their own competitive, legal and buyer behavior environments.2. So setting the price level is not just a question of determining the lowest possible price at which a product may be offered but

43、 of deciding the price at which will achieve the optimum balance between the performance desired by customers and the costs incurred by the exporter44III. Pricing ObjectivesLong term objective and short term objective 1) Definition 2) Feature 3) purposeProfit-oriented objective 1) Definition 2) Prof

44、it maximization 3) Purpose: The sales-oriented objective The statue quo-oriented objective 45Language Points1. A firm may price its products or services to achieve a certain percentage return on its investment by setting a percentage markup on sales that is large enough to cover anticipated operatin

45、g costs plus a desired profit. cover:make up for eg. The export price should an amount to cover the cost of this working capital as well as the interest. 2. The pricing goal, in this situation, is to increase sales volume or to maintain or increase the firms market share3. One factor that makes the

46、objective of market share workable is that a company can usually determine what share of the market it enjoys because market share is a better pricing goal.4. Compatible with: be in line with46IV. Costs Quoted Price Setting the Price The Costing Sheet 471. Quoting PriceA complete price term eg1. US

47、$ 100 per ton FOB Shanghai Currency + unit price of the product + unit of the product + terms of delivery + port of shipping or destination eg2. Our price is US $ 98 per kilo CIF Hamburg. eg3. The price is 70 per set CIFC 2% London.48Terms of DeliveryFOB ： FREE ON BOARD(named port of shipment) 装运港船上

48、交货（制定装运港）是指卖方必须在合同规定的装运期内在指定装运港将货物交至买方制定的船上,并负担货物越过船舷为止的一切费用和货物灭失或损坏的风险。CIF：COST,INSURANCE AND FREIGHT(named port of destination) 本钱加保险、运费（指定目的港）是指卖方必须在合同规定的装运期内在装运港将货物交至运往指定目的港的船上,负担货物越过船舷为止的一切费用和货物灭失或损坏的风险,并负责办理货运保险,支付保险费,以及负责租船或定舱,支付从装运港到目的港的运费。 49CFR/C&F: COST AND FREIGHT(named port of destinati

49、on) 本钱加运费（指定目的港）是指卖方必须在合同规定的装运期内,在装运港将货物交至运往目的港的船上,负担货物越过船舷为止的一切费用和货物灭失或损坏的风险,并负责租船或定舱,支付抵达目的港的正常运费。CFR与CIF不同之处仅在于：CFR 合同的卖方不负担办理保险和不支付保险费,不提供保险单据。有关海上运输的货物保险由买方自理。 eg. We offer Article No. 3 at US$100 per dozen CIF Vancouver. The lowest we can do is US$30 per Dozen CIF Rotterdam.502.Setting the Pri

50、cePrice setting relates to product costs, market demand, and competitive prices.Fixed cost: Variable:51Language PointsTake into consideration/account: consider Have you taken into account/consideration the size of our order?2. “The more the more The more units that are produced the more these fixed

51、costs can be spread.3. Arrive at: figure out523.The Costing SheetUnit cost of productProfitAgents commission abroad The way to express commission: 1. CIFC5% 2. Considering our good relationship and future business, we give you a 3% commission.53Labeling cost, Marking cost, Strapping cost,Cost of tak

52、ing goods to the seaport, Unloading costTerminal cost, Cost of documents, Other charges Ocean freight , Freight forwarders fee Financial chargesInsurances: basic insurance and attached insurance 1) F.P.A(free from particular average) 平安险 2）W.A/ W.P.A (with average or with particular average) 水渍险 3)

53、all risks一切险 Export credit insurance Marine insurance Usually ocean shipments are insured for 110 per cent of their total costs54Language Points1. On the basis of /based on2. As a rule3. Be up to: be line with4. Load and unload charged vs. discharged lock vs. unlock5. Coverage: the sort of insurance

54、6. Interest: be in ones interest7. Be subject to The terms and conditions are subject to your final confirmation. 8. BL: bill of landing55Unit 5 Export PricingUseful expressionsPricing strategyPricing methodsPricing policiesQuestion56I. Useful ExpressionsPricing strategy: Classifications 1 penetrati

55、on pricing, skimming pricing, Early cash recovery pricing, cost-plus pricing, Break-even pricing, marginal pricing.Classification 2 Cost-oriented pricing, market-oriented pricing, Competition-oriented pricing57Price sensitive sensitive market sensitive product be sensitive to He is sensitive to wine

56、 Light sensitive materialSensible: reasonable; that can be observed Supply capacity capable, be capable of sth. Be capable to do sth. entry barrier trade barrierDemand elasticity Available resources Are you available today? The goods are available now. We can make use of the resources available to f

57、inish the job.Supply and demand Supply meets demandBy and large 58II. Pricing strategyGeneral remark: 1.The definition: part of the process of developing an overall marketing strategy. 2.Three well-known pricing strategies: penetration pricing, skimming pricing, early cash recovery pricing. 3. Funct

58、ions: they are used by firms to introducing new products to a market or to develop a company image as a promotion device or as a contributory element59Penetration Pricing1. Definition2. Functions: 1) It can unlock markets that may not have even been anticipated. 2) A low initial price strategy also

59、has the benefit of discouraging actual and potential competition and is consequently and important protective element in the firms armory. 3. Market Conditions60Skimming PricingDefinitionPurposeMarket Conditions 61Early Cash Recovery PricingDefinition2. Purpose3. Market Conditions62III. Pricing Meth

60、odsCost-plus pricing approachBreak-even pricing Marginal pricing63IV.Pricing PoliciesDefinition2. The impact of pricing policy3. The purpose of export price policy64The Impact of Pricing Policy1. Some price levels can have an impact to a greater or lesser extent on national and possibly internationa