国际营销Chapter9

1.Preparationbeforethenegotiation;2.Proceduresofbusinessnegotiation:1)Enquiry;2)OfferandCounter-offer;3)Acceptance;4)SigningContractKeypoints:WordsandPhrasesPartC:I.PreparationbeforethenegotiationPartA:Text1.Howtochoosetargetcountry?Informationconcerningthefollowingsubjectsmaybevaluablefordecidingthetargetcountry:(1)Culturalbackgroundandeconomicsituations(2)Politicalclimateofthecountry(3)Currentimportandexportstatistics(4)Governmentpolicyoninternationaltrade(5)Informationontradebarriersandrestrictions2.Howtochoosebusinesspartner?Thefollowinginformationisdispensable:(1)Creditreference(2)Backgroundinformation(3)Businessrange(4)Annualsales(5)Majorcustomers(6)BusinesscultureUsually,anegotiatingteamshouldincludemembersineachofthefollowingareas:(1)Commercial(2)Technical(3)Financial(4)Legal3.Howtochoosequalifiednegotiatorsandmakenegotiatingteams?Thenegotiatingteamshouldnotbetoobigortoosmall.(1)Definethespecificnegotiatingobjective(2)Statetheminimumacceptablelevelforeachofthemajoritems(3)Identifytheteamleaderandothermembersofthenegotiatingteam(4)Setforthtimeschedulesforimplementation(5)Establishthetimeperiodwithinwhichthenegotiationsshouldbeconcluded4.Howtomakeproperplan?Aproperplanshouldassemblefactsandconstraints,andshould:EnquiryReplytoEnquiry*OfferCounter-offer*AcceptanceSalesContractTheproceduresofnegotiationininternationaltradeII.ProceduresofbusinessnegotiationBusinessnegotiationsininternationaltradeusuallybeginwithanenquirybyanoverseasbuyertoseller,inquiringaboutthetermsorconditionsofasale.Accordingtothecontentorpurpose,anenquirymayeitherageneralenquiryoraspecificenquiry.1.Enquiry1)Whatisenquiry?Doesithaslegalbindingforceonbothparties?DearSirs,WehaveheardfromtheBritishEmbassythatyouareproducingforexporthandmadeshoesandglovesinnaturalmaterials.ThereisasteadydemandinFranceforhigh-qualitygoodsofthistype.Salesarenothigh,butagoodpricecanbeobtainedforfashionabledesigns.Willyoupleasesendusyourcatalogueandfulldetailsofyourpricesandtermsofpayment,togetherwithsamplesofleathersusedinyourarticlesand,ifpossible,specimensofsomeofthearticlesthemselves?Wearelookingforwardtohearingfromyou.Yoursfaithfully,2)Howtoenquireeffectively?Oneexample.3)Howtoreplyenquirieseffectively?Areplytoanenquiryfromaregularcustomerisnormallyfairlybrief,anddoesnotneedtobemorethanpoliteanddirect.AndusuallytheyarewritteninplainEnglish.DearSirs,WethankyouforyourletterofJune25,andaregladtoinformyouthatalltheitemslistedinyourenquiryareinstock.Weareenclosingapreformainvoiceforthealuminumfittingsyouareinterestedin.Ifyouwishtoplaceafirmorder,willyoupleasearrangeforsettlementoftheinvoicebydraftthroughyourbank,andadviseusatthesametime.WecanguaranteedeliveryinMelbournewithinthreeweeksofreceivingyourinstructions.Ifyourequiretheitemsurgently,wewillarrangeforthemtobesentbyair,butthiswill,ofcourse,entailhigherfreightcharges.Weareenclosingdetailsofourtermsofpayment,andwouldbehappytodiscussdiscountwithyouifyouwouldkindlyletusknowhowlargeyourordersarelikelytobe.Wearelookingforwardtohearingfromyou,andassureyouthatyourorderswillreceiveourimmediateattention.Yoursfaithfully,Oneexamples.1)WhatisOffer?AccordingtoCISG,aproposalforconcludingacontractaddressedtooneormorespecificpersonsconstitutesanofferifitissufficientlydefiniteandindicatestheintentionoftheofferortobeboundincaseofacceptance.Thesetermssuchasnameofcommodity,brand,specifications,quantity,price,packing,paymentandshipment,etcareincludedintheoffer.Sometimestheoffercanbemadebythebuyerwhichiscalledbid.2.OfferandCounter-offer2)FirmOfferandNon-firmOfferAfirmofferisakindofofferwhichismadetospecificpersonorpersonstoexpressorimplyadefiniteintentionoftheofferortomakeacontractunderaclear,completeandfinaltradeterms.Onceitisunconditionallyacceptedbytheoffereewithinitsvalidity,thisfirmoffercannotberevokedoramendedandisbindingonbothofferorandofferee.Afirmofferlapseswhenitexceedsthetermofvalidity.Contrarytoafirmoffer,anon-firmofferisanofferwithoutengagement.Itisunclear,incompleteandwithreservation.Ithasnobindingforceupontheofferor.Thetradetermsarenotindicatedclearlyanddefinitely.Thecontentisnotsocompletedasthatofafirmoffer.Ithasnotermofvalidity.Examplesoffirmofferandnon-firmoffer3)Counter-offerAreplytoanofferwhichpurportstobeanacceptancebutcontainsadditions,limitationsorothermodificationsisarejectionoftheofferandconstitutesacounter-offer.Whenacounter-offer,infact,anewofferismade,atthesametime,theoriginalofferlapses.Thereceiverofthecounter-offerwillusuallymakeare-offertoputforwardsomenewtermsorconditionswhichiscalledanti-counter-offer.Likeanoffer,acounter-offeriseitherwithengagementorwithoutengagement.OFFERNORTHEASTRICEROUNDSHAPE500/TPRICEUSD200CIFLONDONPACKEDNEWSINCEGUNNYBAGSABOUT100GSEACHSHIPMENTFEBRUARYIRREVOCABLESIGHTCREDITREPLYHEREFIVETH.(卖方向买方发出如下电报：“报盘东北园粒大米500公吨，每净重公吨200美元，CIF伦敦，新单层麻袋包装，每包大约100公斤，2月装运，不可撤销即期信用证。5日复到我地有效。)Example1Dearsirs,Weconfirmyourcableof18thinst.askingustomakeyoufirmoffersforbothgroundnutsandwalnutmeatCFRAmsterdam.Wecabledbackthismorning,offeringyou360metrictonsShandonggroundnuts,hand-p