新视野商务英语视听说(第三版)(下) Unit 3-电子教案

教案

课程名称新视野商务英语视听说（第三版）（下）

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教材《新视野商务英语视听说（第三版）（下）》

Unit3MakingEnquiries

LearningObjectives（教学目标）

Aftercompletingthisunit,Ssshouldbeableto:

—comprehendbasicenquiryvocabulary;

—identifyandunderstandthebasicelementsofmakingenquiries;

—usecommunicationskillsto:

•makeanenquiry;

•answeranenquiry;

•requestaquotation;

•makeanoffer;

•respondtoanoffer.

BusinessProfile(内容概览)

Enquiry

Anyimport/exporttransactionislikelytostartwithmarketresearchandtheestablishment

ofbusinessrelations;enquiries,quotationsandnegotiationonprices,orders,deliveryand

documentationmayfollow.Sofarasaspecifictransactionisconcerned,anenquiryisthe

firstrealstepinbusinessnegotiations.

Definition

Anenquiryisarequestforinformationregardingthesupplyofcertaingoods.Inforeign

trade,anenquiryisusuallymadebytheprospectivebuyer“withoutengagement".

Thismeanstheprospectivebuyermakesanenquirytoasellerinvitingaquotationforthe

goodshe/shewantstobuyorsimplyaskingforsomegeneralinformationconcerninggoods

inwhichhe/sheisinterested.Itdoesnotnecessarilymeanthatthetransactionwillfollow.It

willdependonwhetherthebuyerissatisfiedwiththeinformationandhowthepricesand

qualitycomparewithothersuppliers".

Classificationofenquiries

Enquiriescanbeclassifiedintotwogroups.Someenquiriesarerequestsforpricelistsor

catalogues.ThesemaybecalledGeneralEnquiries.Otherenquiriesarerequestsfor

quotationsforcertainarticles,orrequestsforpriceterms,packingconditions,timeof

shipment,modeofpayment,insurance,etc.ThesemaybecalledSpecificEnquiries.

Enquiriesfromregularcustomersaresometimesverybriefincontentespeciallyiftheyare

makingarepeatorder.Inthiscaseonlythename,codenumberandspecificationsofthe

articlemaybementioned.

Otherbusinesstermsoftenused

CostandFreight(C&F)

Thesellerownsthegoodsuntiltheyareloadedonavessel.Thesellingpriceincludesall

coststothispointplusthecostofthefreight.Thebuyerisresponsibleforinsurance.

FreeonBoard(FOB—U.S.DomesticUse)

Goodsareshippedforaratethatincludescostsofdeliverytoandtheloadingontoa

forwardcarrierataspecifiedpoint.

FreeAlongsideShip(FAS)

Thesellerisresponsiblefordeliveringthegoodstoapierandplacingthemwithinreachof

theship'sloadingequipment.

FreeInandOut(FIO)

Thecostofloadingandunloadingafreightvesselisbornebytheseller.

LanguageExpansion（语言扩充）

Priceenquiries

Couldyougivemeanideaoftheprices?

CanIhaveacopyofyourpricelist?

DoyouofferFOBorCIF?

CouldIhaveafirmofferforthisitem?

Whatistheunitpriceofthistypeofitem?

Areyouabletoprovidequotationsforalltheitemsweneed?

Priceoffers

Wehavetheofferreadyforyou.

I'mheretohearaboutyourofferforfertilisers.

Wecanofferyouaquotationbaseduponinternationalmarketprices.

Wewillgiveyouafirmofferby11a.m.tomorrow.

Thisofferwillremainopenforthreedays.

Respondingtooffers

Wethinkyourofferistoohigh.We'reafraidwewon'thaveanymargin.

Yourofferisreasonableandrealistic.Itsinlinewithcurrentmarketprices.

Ifyouareunabletodecreaseyourpriceandcan'tmakeanyconcessions,therewon'tbe

muchpointinanyfurtherdiscussion.

Still,Ithinkitunwiseforeitherofustobecomeentrenchedonprice.

I'mabletorespondtoyourcounter-offerbyreducingourpricebythreedollars.

Ifthepriceisanyhigherthan$1,000,we'drathercallthewholedealoff.

Refusingpriceoffers

Comparedwithpricesquotedbyothersuppliers,yoursisnotworkable.

Wethankyouforyouroffer,butregrettosaythatyourpriceisnotacceptable.

Wecan'tacceptyourofferunlessthepriceisreducedby5%.

Yourcounter-offeristoolow.Kmafraidwecan'tacceptit.

Themarginsaretoolow.Wewon'tmakeanymoney.Kmsorry,wellhavetodropthedeal.

TextBank（扩展阅读）

EnquiryHandling

AsasalesandmarketingconsultantwhospecialisesinB2Bsalesleads,I'vehadthe

opportunitytopersonallyreviewdozensofresearchstudiesaboutenquiryhandling,

enquiriesandsalesleads.Alltheresearchpointstothesameconclusionabout

enquiryhandling:althoughnearlyone-in-fourenquiriesresultinasalewithinsixmonths,the

majorityofsalescomefromlonger-termleads.Consideraresearchstudyconductedby

ReedBusinessInformationaboutenquiryhandling.Ittookalookat40,000enquiriesfrom

adsandpressreleasesinmagazinesservingthemanufacturingmarketplace.

Thestudyfoundthatsixmonthsafterenquiring:

•23percenthadboughttheproductorserviceadvertisedfromtheadvertiserora

competitor.

•67percentsaidtheywerestillinthemarketplanningtobuy.

And,lookingbackatolderenquiries,theyfoundthatofthosewhobought:

•11percentpurchasedwithin3monthsofenquiring.

•17percentpurchasedwithin4-6months.

•25percentpurchasedwithin7-12months.

•47percenttookmorethanayeartobuy.

Unfortunately,despitethehighnumberthateventuallyconverttosales,manysalespeople

believethatadvertisingenquiresarenotworthfollowingupon.Why?Probablybecausea

majorityoftheseenquiriesarefromlonger-termprospects,andsalespeoplegenerallyneed

immediatesalesinordertomeetmonthlyorquarterlyquotastoearncommissions.

Asaresult,ifyourcompany'senquiryhandlingprocesssimplypassesallenquiriesontoyour

salespeople,reps,dealersordistributorstofollowup,beware.They'reprobablyneglecting

thelonger-termprospectsand,asaresult,yourcompanymaybeleavingasmanyas8outof

9salesonthetableforyourcompetitorswithbetterenquiryhandling.

“Whatcanwedotogetourshareofthoselonger-termsales?"youask.Simplyfollowthese

4stepstoestablishasolidenquiryhandlingprocessandsales-winningrelationshipwithyour

prospects:

1.Showhowresponsiveyourcompanyisbysendingrequestedinformationimmediately.

2.Usethephonetofollowupwithallenquirerstolearnabouttheirneeds,authority,

budgetandtiming.

3.Useongoingdirectmail,e-mail,faxesandtelephonecallstokeepintouchwithyour

longer-termprospects.Thiswillkeepyourcompanyanditsproducts"insightandinmind"

andallowyouto"spoonfeed“yourprospectswithinformationaboutthefeaturesand

benefitsofyourproductsorservices.

4.Whenyoudeterminethatspecificprospectsarereadytobuyormeetwithsales,getyour

salespeopleinvolved.

Touseananalogy,imagineyourmarketplaceislikeanorchardfulloffruittrees.Your

marketingpeoplearetheorchardtenders:planting,weeding,feedingandwateringthe

trees.Whenthefruitisripe,theycallinthefruitpickers:yoursalespeople,reps,dealersor

distributors.Ifenoughtreeswereplanted(advertising)andtheorchardwaswelltended

(follow-up),therewillbeabountifulcropoffruittobepicked(sales).Ifnot,thepickingswill

beslim.

Discussion:

1.Whydomanysalespeoplebelievethatadvertisingenquiresarenotworthfollowingup

on?

2.Whatcanabusinessmandotogetashareofthelonger-termsales?

补充教学资源

Video1

Enquiringaboutprice

Jacques:Goodmorning,isthatRockyspeaking?

Rocky:Morning,thisisRocky.IsthatJacques?

Jacques:Yes.

Rocky:Nicetalkingtoyouagain.How'stheweatherinyourpartoftheworld?

Jacques:Terrific.Sunny,28℃,lightbreeze...

Rocky:Stop!Ican'ttakeanymore.Itssnowinghere!So,whatcanIdoforyou,Jacques?

Jacques:IneedacoupleofyourQ2000speedboatstorenttomyguests.Canyougivemea

quote?

Rocky:Let'ssee...Uh,thelistpriceisUS$6,500.You'reavaluedcustomer,soI'llgiveyoua

10%discount.

Jacques:That'sveryreasonable.Doyouhavetheminstock?

Rocky:Surewedo!Wesetupnewinventorycontrolslastyear,sowedon'thaveany

backlogsanymore.

Jacques:That'sgood.Thetouristseasonisjustaroundthecorner,soIneedthempretty

quick.Whafstheearliestshippingdateyoucanmanage?

Rocky:Theycanbereadyforshipmentintwotothreeweeks.

Jacques:Perfect.What'sthetotalCIFprice,Rocky?

Rocky:Hangon...ThepricewillbeUS$7,850toyourusualport.Dowehaveadeal?

Jacques:Youbet!Sendmeafaxwithalltheinformation,andKIIsendyoumyorderright

away.Tilorganisealetterofcredit,asusual.Sametermsasalways?

Rocky:Ofcourse.

Jacques:Great,Rocky.Bye.Waitaminute.Pleasesayhellotoyourfamilyforme.

Rocky:Thankyouandthesamegoesforme.Bye,Jacques.

Video2

Commissioninbusiness

Tom:Kmgladtohavethechancetovisityourcorporation.Tmeagertodobusinesswith

you.

Mr.Chen:That'sgood