新编外经贸英语函电与谈判课件Unit03市公开课一等奖百校联赛特等奖课件

UnitThreeOnPrice第1页Contents1.BriefIntroduction2.Someideasfora“typical”answertoanenquiry3.给客户写关于价格让步信4.怎样写讨价还价信5.Specialterms6.Usefulexpressions第2页3.1BriefIntroduction对外贸易中商品单价通常由四个部分组成，即计量单位、单位价格、计价货币和价格术语。国际贸易中使用价格术语很多，其中以F.O.B、C.I.F、及C.F.R三种价格术语最为惯用。对于这三种价格术语，国际上有各种解释，现将这三种价格术语扼要解释以下：1.F.O.B该价格叫装运港船上交货价，简称“船上交货”。F.O.B是FreeOnBoard缩写。采取这一价格术语时要在其后注明装运港名称。2.C.I.F该价格叫成本加保险费加运费价。C.I.F是Cost,InsuranceandFreight缩写。采取这种价格术语时候，应在C.I.F后注明目标港名称。3.C.F.R该价格叫成本加运费价。采取这种价格术语时，也应在C.F.R后注明目标港名称。第3页3.2Someideasfora“typical”answertoanenquirybyletter,fax,e-mailorphone---oreventoapersonalenquiry.1Thankthecustomerfortheirinterestinyourproductsandconfirmthatyoucan(orcan’t)help.2“Sell”yourproductandexplainhowitissuitableforyourcustomer’sneeds.3Saythatyou’resendingacatalogue,pricelist,advertisingliterature,etc.第4页3.2Someideasfora“typical”answertoanenquirybyletter,fax,e-mailorphone---oreventoapersonalenquiry.4Explainhowthecustomercanget“hands-on”experienceoftheproduct:Offertosendsamplesorgetareptovisitwithsamples/demo;Statethelocationofdistributor’sshowroomnearenquirer’saddress;Announceanexhibitataforthcomingtradefair;第5页3.2Someideasfora“typical”answertoanenquirybyletter,fax,e-mailorphone---oreventoapersonalenquiry.5QuoteExactlywhatyouareselling:confirmthespecificationofyourproduct;Priceinbuyer’soranotherhardcurrency,includingtermsofdelivery(CIF,FOB,etc.)andvalidity:Total:3,450USdollarsCIFHongkong.Thepricesshowninthisofferarevalidforaperiodof60daysfromthedatehereof.Discount:forcash/bulk,etc.;Termsofpayment:cashwithorder/letterofcredit,etc.:PaymentbyirrevocableletterofcreditinUSdollarsonaUnitedstatebank,allowingpart-shipment,transshipmentandvalidfor90daysfromorderdate.Shippingdate:

Thegoodswillbereadyforshipment3to4weeksfromreceiptofyourwrittenorderandconfirmationofyourletterofcredit.第6页3.2Someideasfora“typical”answertoanenquirybyletter,fax,e-mailorphone---oreventoapersonalenquiry.6Endonanoptimisticnoteandencouragethecustomertophone,e-mailorfaxyoupersonallyformoreinformation.第7页3.3给客户写关于价格让步信贸易往来中价格是一个关键问题，贸易双方在价格上总要费一番力气才能达成一致。本文是关于价格让步一封信。第8页3.3给客户写关于价格让步信DearSirs:Thankyouforyourletterof20January.WearedisappointedtohearthatourpriceforFlamecigarettelightersistoohighforyoutoworkon.YoumentionedthatJapanesegoodsarebeingofferedtoyouatapriceapproximately10%lowerthanthatquotedbyus.Weacceptwhatyousay,butweareoftheopinionthatthequalityoftheothermakesdoesnotmeasureuptothatofourproducts.Althoughwearekeentodobusinesswithyou,weregretthatwecannotacceptyourcounteroffer.Thebestwecandoistoreduceourpreviousquotationby2%.Wetrustthatthiswillmeetwithyourapproval.Welookforwardtohearingfromyou.Yoursfaithfully,第9页3.4怎样写讨价还价信贸易往来中，买家总是以为价钱太高，卖家总是以为自己价钱合理、再低就亏了。在这种情况下，谈判、争论、讨价还价不可防止。讨价还价信也是说服信一个，这种讨价还价信目标是使双方达成一致、做成买卖。为了更多为己方争得利益，写信时候一定要强调己方反对对方要求价格原因，并要提出双方都能接收条件。

第10页3.4怎样写讨价还价信写讨价还价信应遵照下面标准：1.Thank-youexpressionforwhatthereaderhasdone.2.Statereasonsfornon-acceptanceandinabilitytotakethedesiredaction.3.Makeacounterofferorsuggestthattheremaybeotheropportunitiestodobusinesstogether.4.Mentionthepossiblebenefitsassociatedwiththereader'sconcessionandencouragehimtotakeaction.5.Closethelettercourteouslyandpositively.第11页3.4怎样写讨价还价信下面是一封要求对方降低价格信，我们来看看是怎么写：DearSirsWewritetothankyoufor⑴yourquotationof20thMarchandthesamplesoftheLTZTrimmingEdgeCuttersyouenclosed.Havingcarefullyexaminedthesamplesyoumailed,wefeelquitesatisfiedwiththequalityofyourgoodsandthewayinwhichyouhavehandledourinquiry.Itwouldbeprofitableforbothsidesifalong-termbusinessrelationshipcouldbeestablished.However,ourmarketingresearchreveals⑵thatthepricesyouquotedappeartobeonthehighside.Goodsofsimilarqualitywhicharesoldattheprevailinglevelsarethreepercentcheaperthanyours.Someofourclientsfeelworriedthatacceptingsuchanofferwouldonlyleavethemwithasmallmarginofprofitontheirsales.第12页3.4怎样写讨价还价信Maywesuggestthatyouperhapsmakesomeallowance⑶,say,twopercentoffyourquotedprices?Wefeelconfidentthattherevisedoneswouldhelpintroduceyourproductsintoourlocalmarkets⑷.Andyoucouldalsorelyonlargevolumeoforders⑷fromusifourcustomersseeincreasingbenefitsfromtheirdeals.Pleasekindlyinformusofyourdecision⑸assoonaspossiblebecauseweneedyourinformationtoworkoutourimportschedulebytheendofthismonth.Yoursfaithfully第13页3.5Specialterms1.A1grade甲级商品品级（商品质量等级、商品质量分级）是指对同一品种商品，按其到达商品质量标准程度所确定等级。它是表示商品质量高低优劣标志，也是表示商品在某种条件下适合其用途大小标志，是商品判定主要内容之一。商品品级是相正确、有条件，有时会因不一样时期、不一样地域、不一样使用条件及不一样个性而产生不一样质量等级和市场需求。普通来说，工业品分三个等级，而食品尤其是农副产品、土特产等多为四个等级，最多到达六七个等级，如茶叶、棉花、卷烟等。第14页3.5Specialterms2.drawnatsight见票即付即期信用证（SightCredit）是指受益人依据信用证要求，可凭即期跟单汇票或仅凭单据收取货款信用证。其特点是受益人收汇安全快速。远期信用证（Usance/timeCredit）是指开证行或其指定付款行收到受益人交来远期汇票后，并不马上付款，而是先行承兑，俟汇票到期再行付款信用证。第15页3.5Specialterms3.quotation与offerquote/quotation是报价，指某一商品单价，offer是报盘，除单价外，还包含数量，交货期，付款方式等等。另外，offer比较固定，卖方价格报出后，普通不能轻易变动，而quote/quotation则不一样，卖方报价后，不受约束，能够依据情况略加调整。第16页3.5Specialterms4.trialorder试订单试订单意思是，买卖双方第一次做生意，买方不知道卖方提供产品是否在本国/当地市场卖得好，就先订小量货做个试销。假如试销情况令人满意，就能够向卖方下大单了；假如试销情况不好，对买方来说，顶多就亏这一批小量货，以后不再买这家供给商货就是了。所以，试订单买方都是新客户，量也不会大。第17页3.5Specialtermstradediscount同业折扣对本行业不一样买主所给予折扣。生产企业对其产品经销商、批发商及零售商以及批发商对零售商所给折扣都是同业折扣。第18页3.5Specialtermscounteroffer还价，还盘还价是针对对方报价所作出回应行为。报价称为发盘，还价则称为还盘。还价行为出现是必定。一是因为对于一方提出报价，另一方不会马上就接收；二是即便对方提出最初报价比自己预料要好，还价也一样是需要，因为这么能够更多地实现自己利益。在价格磋商中，因为还价行为出现，使谈判双方必定出现价格之争。在谈判中应该经过细心观察，认真分析，设法搞清对方进行价格之争真实用意。依据不一样原因采取不一样方式、办法来应对和处理。这也是做好还价工作一个主要条件。还价不是一个简单压价行为，合理、有效还价必须以市场调查为基础，以“货比三家”为条件。这么才能确保还价合理性。还价是不是合理，有没有充分依据，这不但直接关系到自己方面利益，也关系到谈判能否成功。第19页3.6Usefulexpressions1.随函附寄……Weareenclosingourpricelist.WeenclosetheS/Cinduplicate.2.早日赐复，不胜感激。Yourearlyreplyisappreciated.3.我们能折中一下吗？Canwemeeteachotherhalfway?4.对某事拼命讨价还价Todriveahardbargain第20页3.6Usefulexpressions5.Ifyoucanreducethepriceby5%,weshallbeabletoorder200metrictons.假如你方能降价百分之五，我们将订购二百公吨。6.Businessispossibleifyouincreasethepriceby2%.假如你方提价百分之二，交易才有可能。7.Wearenotinterestedunlessyourpriceisreducedtoalevelinlinewiththemarketprice.

除非你们把价格降到与市场价格相等，不然我们不感兴趣。第21页3.6Usefulexpressions8.Wehavebeeninformedthatthecurrentpriceonyoursideismuchhigherthanwhatyousay.我们听说你方现行价比你方所说要高很多。9.Sellersdecidetowaitnomatterwhenthepricepicksup.不论价格何时回升，卖方决定再等一等。10.假如你们考虑一下质量话，我们价格是很有竞争性。Ourpricesarehighlycompetitivewhenyouconsiderquality.第22页3.6Usefulexpressions11.我们价格是净价，不含佣金。Ourpriceisnetwithoutcommission.12.Tomeetyourrequirements,wewouldliketoreduceourpriceby2%,which,Ihope,willbesatisfactorytoyou.为满足你方要求，我们愿降价百分之二,希望能令你们满意。13.I’mawfullysorry.Thisisourfloorprice.Ifyoufinditunworkable,wemayaswellcallthedealoff.很遗憾，这是我们底价。假如你方以为价格不可行，我们只好取消这笔交易。

第23页3.6Usefulexpressions14.WillyoupleasequoteF.O.BBrusselsinU.S.dollar?请你们以美元、布鲁塞尔船上交货价报价。15.我们最好先谈价格条件，因为它是做生意一个关键。It’sbetterforustohaveatalkonpriceterms,becauseitisoneofthekeypointsinourdealings.16.I’llhavetoconsultmyhomeofficebeforeIcangiveyouadefiniteansweronthepriceterms.在回复你方相关价格条件之前，我得先跟我们国内企业联络一下。17.Businessisclosedatthisprice.交易就按此价敲定。第24页3.6Usefulexpressions18.Yourpriceisacceptable(unacceptable).Yourpriceisfeasible(infeasible).Yourpriceisworkable.Yourpriceisrealistic(unrealistic).Yourpriceisreasonable(unreasonable).Yourpriceispracticable(impracticable).第25页3.6UsefulexpressionsYourpriceisattractive(notattractive).Yourpriceisinducing(notinducing).Yourpriceisconvincing(notconvincing).Yourpriceiscompetitive(notcompetitive).Thegoodsare(not)competitivelypriced.Priceisturninghigh(low).第26页3.6UsefulexpressionsPriceishigh(low).Priceisrising(falling).Priceisup(down).Priceislookingup.Pricehasskyrocketed..Pricehasshotup.Pricehasrisenperpendicularly.Pricehasriseninaspiral.第27页3.6UsefulexpressionsPricehashiked.Yourpriceisonthehighside.Pricehasadvanced.Thegoodsarepricedtoohigh.Yourpriceisratherstiff.

Priceislevelingoff.Yourpriceisprohibitive.第28页3.6Usefulexpressions19.TheJapaneseyenisstrengthening.日元坚挺。20.TheU.S.Dollarisweakening.美圆疲软。21.YourpriceismuchhigherthanthepricefromU.K.FranceandGermany.你方价格比英、法、德都高。第29页3.6Usefulexpressions22.Sincethepricesoftherawmaterialshavebeenraised,I’mafraidthatwehavetoadjustthepricesofourproductsaccordingly.因为原材料价格上涨，我们不得不对产品价格做对应调整。23.Yourpriceis$500/mt,twiceoftheothercountries.你们每公吨500美元价格是其它国家两倍。24.Isitpossibleforyoutoraise(lift)thepriceby5%?你们能否把价格提升5%？第30页3.7外贸英语价格词汇1.unitprice单价attractiveprice/bestprice/cheapprice/competitiveprice/favorableprice/home(international)marketprice/import(export)price/keenprice/lowestprice/moderateprice/prevailingprice/reasonableprice/retail(wholesale)price/rock-bottomprice/costprice/factoryprice/manufacturer'sprice/purchaseprice/saleprice/fixedprice/cashprice/preferentialprice/maximumprice,ceilingprice/minimumprice/averageprice/baseprice

pricefreeze/pricefixing/priceindex/pricefall第31页3.7外贸英语价格词汇2.netpricenetweight/netoperatingincome/netprofit/netearning3.managersales～/general～/export～/internationalsales～/national～/regional～/district～/advertising～/marketing～/personnel～/material～/product-line～/production～/purchasing～/qualitycontrol～第32页3.7外贸英语价格词汇4.·EOM(End-of-the-Moth)Sale月终大甩卖5.middleman’sfee介绍费6.·payininstallments分期付款7.·firstinstallment(payment)分期付款首期款8.outstandingaccount未清账款9.·buyone,getonefree买一送一第33页3.8SubstitutionDrills1A:OurpriceisU.S.$98perpound.B:Imustsaythepriceistoohighformetoaccept.mustpointoutthepriceistoohightointerestus.canassureyouthepriceistoohightobecompetitive.2A:Ihopeyou’llquotefavorably.quoteusyourbestterms.giveusyourlowestpricequotes.

B:Ourratesareinlinewiththeworldmarket.Ourpricesfitinwithtoday’smarketsituation.Wealwaysgiveourcustomersthebestterms

第34页3.8SubstitutionDrills3A:Ourusersareundertheimpressionthatyourpricesareusuallyonthehighsidecomparedwiththoseofothersuppliers.havetheideathatyourpricesareusuallyabittoohigh.areoftheopinionthatyourpricesareusuallyratherstiff.B:Onecan’tconsiderpriceseparatelyfromquality.Onehastotakequalityintoaccount.Whencomparingprices,onehastotakeintoconsiderationthequalityofthegoods.

第35页3.8SubstitutionDrills4A:Othersuppliersareofferingamuchhigherrateofcommission.amuchbetterprice.morefavorablepaymentterms.B:2%istheusualcommissionweallowforasmallquantity.$100isactuallythelowestwecandoforasmallquantity.5That’sthebestwecando.thelowestpricewecanoffer.ourbottomprice.Wecan’tgoanylower.Wecan’ttakeless.

第36页3.8SubstitutionDrills6A:Ifweguaranteeanannualorderofacertainamount,

wouldyougiveusaspecialdiscount?wouldyougiveusahigherrateofcom