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1、UnitThreeOnPrice第1页Contents1.BriefIntroduction2.Someideasfora“typical”answertoanenquiry3.给客户写关于价格让步信给客户写关于价格让步信4.怎样写讨价还价信怎样写讨价还价信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，即计量单计量单位、单位价格、计价货币和价格术语位、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
2、，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.BF.O.B 该价格叫装运港船上交货价，简称“船上交船上交货货”。F.O.B是 Free On Board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.FC.I.F 该价格叫成本加保险费加运费价成本加保险费加运费价。C.I.F是Cost,Insurance and Freight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.RC.F.R该价格叫成本加运费价成本加运费价。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”answer
3、toanenquirybyletter,fax,e-mailorphone-oreventoapersonalenquiry.1Thankthecustomerfortheirinterestinyourproductsandconfirmthatyoucan(orcant)help.2“Sell”yourproductandexplainhowitissuitableforyourcustomersneeds.3Saythatyouresendingacatalogue,pricelist,advertisingliterature,etc.第4页3.2Someideasfora“typic
4、al”answertoanenquirybyletter,fax,e-mailorphone-oreventoapersonalenquiry.4Explainhowthecustomercanget“hands-on”experienceoftheproduct:Offertosendsamplesorgetareptovisitwithsamples/demo;Statethelocationofdistributorsshowroomnearenquirersaddress;Announceanexhibitataforthcomingtradefair;第5页3.2Someideasf
5、ora“typical”answertoanenquirybyletter,fax,e-mailorphone-oreventoapersonalenquiry.5QuoteExactlywhatyouareselling:confirmthespecificationofyourproduct;Priceinbuyersoranotherhardcurrency,includingtermsofdelivery(CIF,FOB,etc.)andvalidity:Total:3,450 US dollars CIF Hongkong.The prices shown in this offer
6、 are valid for a period of 60 days from the date hereof.Discount:forcash/bulk,etc.;Termsofpayment:cashwithorder/letterofcredit,etc.:Payment by irrevocable letter of credit in US dollars on a United state bank,allowing part-shipment,transshipment and valid for 90 days from order date.Shippingdate:The
7、 goods will be ready for shipment 3 to 4 weeks from receipt of your written order and confirmation of your letter of credit.第6页3.2Someideasfora“typical”answertoanenquirybyletter,fax,e-mailorphone-oreventoapersonalenquiry.6Endonanoptimisticnoteandencouragethecustomertophone,e-mailorfaxyoupersonallyfo
8、rmoreinformation.第7页3.3给客户写关于价格让步信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给客户写关于价格让步信DearSirs:Thankyouforyourletterof20January.WearedisappointedtohearthatourpriceforFlamecigarettelightersistoohighforyoutoworkon.YoumentionedthatJapanesegoodsarebeingofferedtoyouat
9、apriceapproximately10%lowerthanthatquotedbyus.Weacceptwhatyousay,butweareoftheopinionthatthequalityoftheothermakesdoesnotmeasureuptothatofourproducts.Althoughwearekeentodobusinesswithyou,weregretthatwecannotacceptyourcounteroffer.Thebestwecandoistoreduceourpreviousquotationby2%.Wetrustthatthiswillme
10、etwithyourapproval.Welookforwardtohearingfromyou.Yoursfaithfully,第9页3.4怎样写讨价还价信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怎样写讨价还价信怎样写讨价还价信写讨价还价信应遵照下面标准：1.Thank-youexpressionforwhattheread
11、erhasdone.2.Statereasonsfornon-acceptanceandinabilitytotakethedesiredaction.3.Makeacounterofferorsuggestthattheremaybeotheropportunitiestodobusinesstogether.4.Mentionthepossiblebenefitsassociatedwiththereadersconcessionandencouragehimtotakeaction.5.Closethelettercourteouslyandpositively.第11页3.4怎样写讨价
12、还价信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：DearSirsWewritetothankyouforyourquotationof20thMarchandthesamplesoftheLTZTrimmingEdgeCuttersyouenclosed.Havingcarefullyexaminedthesamplesyoumailed,wefeelquitesatisfiedwiththequalityofyourgoodsandthewayinwhichyouhavehandledourinquiry.Itwouldbeprofitableforbothsides
13、ifalong-termbusinessrelationshipcouldbeestablished.However,ourmarketingresearchrevealsthatthepricesyouquotedappeartobeonthehighside.Goodsofsimilarqualitywhicharesoldattheprevailinglevelsarethreepercentcheaperthanyours.Someofourclientsfeelworriedthatacceptingsuchanofferwouldonlyleavethemwithasmallmar
14、ginofprofitontheirsales.第12页3.4怎样写讨价还价信怎样写讨价还价信Maywesuggestthatyouperhapsmakesomeallowance,say,twopercentoffyourquotedprices?Wefeelconfidentthattherevisedoneswouldhelpintroduceyourproductsintoourlocalmarkets.Andyoucouldalsorelyonlargevolumeofordersfromusifourcustomersseeincreasingbenefitsfromtheirde
15、als.Pleasekindlyinformusofyourdecisionassoonaspossiblebecauseweneedyourinformationtoworkoutourimportschedulebytheendofthismonth.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
16、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offerq
17、uote/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
18、。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
19、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?
20、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
21、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
22、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.Imawfullysorry.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3.6Usefulexpre
23、ssions14.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。Itsbetterforustohaveatalkonpriceterms,becauseitisoneofthekeypointsinourdealings.16.IllhavetoconsultmyhomeofficebeforeIcangiveyouadefiniteansweronthepriceterms.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.Businessisc
24、losedatthisprice.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(notat
25、tractive).Yourpriceisinducing(notinducing).Yourpriceisconvincing(notconvincing).Yourpriceiscompetitive(notcompetitive).Thegoodsare(not)competitivelypriced.Priceisturninghigh(low).第26页3.6UsefulexpressionsPriceishigh(low).Priceisrising(falling).Priceisup(down).Priceislookingup.Pricehasskyrocketed.Pric
26、ehasshotup.Pricehasrisenperpendicularly.Pricehasriseninaspiral.第27页3.6UsefulexpressionsPricehashiked.Yourpriceisonthehighside.Pricehasadvanced.Thegoodsarepricedtoohigh.Yourpriceisratherstiff.Priceislevelingoff.Yourpriceisprohibitive.第28页3.6Usefulexpressions19.TheJapaneseyenisstrengthening.日元坚挺。20.Th
27、eU.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,Imafraidthatwehavetoadjustthepricesofourproductsaccordingly.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,twiceoftheotherco
28、untries.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/reaso
29、nableprice/retail(wholesale)price/rock-bottomprice/costprice/factoryprice/manufacturersprice/purchaseprice/saleprice/fixedprice/cashprice/preferentialprice/maximumprice,ceilingprice/minimumprice/averageprice/basepricepricefreeze/pricefixing/priceindex/pricefall第31页3.7外贸英语价格词汇外贸英语价格词汇pricenetweight/n
30、etoperatingincome/netprofit/netearning3.managersales/general/export/internationalsales/national/regional/district/advertising/marketing/personnel/material/product-line/production/purchasing/qualitycontrol第32页3.7外贸英语价格词汇外贸英语价格词汇4.EOM(End-of-the-Moth)Sale月终大甩卖5.middlemansfee介绍费6.payininstallments分期付款7
31、.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:Ihopeyoullquotefavorably.quoteusyou
32、rbestterms.giveusyourlowestpricequotes.B:Ourratesareinlinewiththeworldmarket.Ourpricesfitinwithtodaysmarketsituation.Wealwaysgiveourcustomersthebestterms第34页3.8SubstitutionDrills3A:Ourusersareundertheimpressionthatyourpricesareusuallyonthehighsidecomparedwiththoseofothersuppliers.havetheideathatyour
33、pricesareusuallyabittoohigh.areoftheopinionthatyourpricesareusuallyratherstiff.B:Onecantconsiderpriceseparatelyfromquality.Onehastotakequalityintoaccount.Whencomparingprices,onehastotakeintoconsiderationthequalityofthegoods.第35页3.8SubstitutionDrills4A:Othersuppliersareofferingamuchhigherrateofcommis
34、sion.amuchbetterprice.morefavorablepaymentterms.B:2%istheusualcommissionweallowforasmallquantity.$100isactuallythelowestwecandoforasmallquantity.5Thatsthebestwecando.thelowestpricewecanoffer.ourbottomprice.Wecantgoanylower.Wecanttakeless.第36页3.8SubstitutionDrills6A:Ifweguaranteeanannualorderofacerta
35、inamount,wouldyougiveusaspecialdiscount?wouldyougiveusahigherrateofcommission?wouldyougiveussomeadvertisingexpenses?B:Wecanmakethatkindofarrangementwithyou.willhavetoknowhowmuchyoucanguaranteefirst.cantpromiseanythingbeforeweknowmoreofyourplan.第37页3.8SubstitutionDrills7A:Wemayofferyouallowancesonasl
36、idingscale.B:Couldyouputitmoreexactly?putitmoreprecisely?givethedetails?8Thepricedependsonthesize./quality/material/style第38页3.8SubstitutionDrills9Itsellsat20yuanacase./50pounds/40dollars/35marks10Howmuchisthislargesizeone?/theelectronicfan?/thecomputersoftware?11Itsabout300yuanincludingthecase./pos
37、tage/batteries第39页3.8PracticeDearSir,Youletterof15thAugustaddressedtoourHeadOfficehasbeenpassedontousforattentionandreply.WenowtakepleasureinadvisingyouthatthepriceofBrownCrystalSugarisat100permetrictonF.O.B.OfcoursewealsoquoteC.F.R.orC.I.F.pricesifbuyerssodesire.Thepricetermstobeemployeddependmuchonthecharacteristicsofthegoodsaswellastheirspecifictransportrequirementandshallalwaysservethebestinterestofbuyersandsellersalike.Wearelookingforwardtoyourorder.Yourstruly,第40页2.9HomeworkMakingaconversation-Exe.onP60第41页