项目四 还盘教学课件.ppt

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1、2015外贸英语外贸英语函电函电Module 4Counter-offer Module 4 Counter-offer项目项目四四 还盘还盘【目标要求】知识目标：知识目标： 掌握还盘函的结构和写作特点以及核心词汇和常用句型。掌握还盘函的结构和写作特点以及核心词汇和常用句型。能力目标：能力目标： 能运用所学词汇和句型撰写符合要求的还盘函。能运用所学词汇和句型撰写符合要求的还盘函。【工作情境】 Mark收到样品后，对产品的质量和设计都很满意，收到样品后，对产品的质量和设计都很满意，特别是型号特别是型号BP3120的产品，非常符合目前市场客户的的产品，非常符合目前市场客户的需求。但他发现其报价不如

2、展会上看到的其它款优惠，需求。但他发现其报价不如展会上看到的其它款优惠，因此，回信给因此，回信给Yvonne进行还盘。进行还盘。【任务导入】根据上述工作情境，以根据上述工作情境，以Mark的名义给的名义给Yvonne写一封还盘函，写一封还盘函，要求：要求：1. 感谢对方的报盘，告知已收到样品，并感到非常满意；感谢对方的报盘，告知已收到样品，并感到非常满意；2. 很遗憾地通知很遗憾地通知Yvonne，客户认为型号，客户认为型号BP3120的产品价格的产品价格偏高；偏高；3. 表示如果对方能降价表示如果对方能降价5%，将会长期下订单；，将会长期下订单；4. 期待对方佳音。期待对方佳音。Part O

3、ne【 案例分析】Case studySubject: Reply to Offer for RP2350, CH2590, BP3120April 27th, 2014Dear Yvonne,Thanks for your offer of April 22nd and samples which are excellent both in design and quality. In reply, we regret to inform you that our clients here find the prices of BP3120 are on the high side. We

4、have to purchase at a price which is competitive enough to make our margin of profit and promote our sales. However, we will place regular orders if you could reduce your price by 5%, i.e.USD28.5 per box CIF Vancouver. You may think it worthwhile to make a concession. We await your favorable reply w

5、ith keen interest. Best Wishes,MarkPart Two【知识拓展】拓展点拓展点 还盘还盘注意问题注意问题还盘还盘 还盘还盘风险问题风险问题 还盘还盘防范与补救防范与补救1. 还盘 还盘（counter-offer）：又称还价，是受盘人不同意或不完全同意发盘中的内容或条件而提出自己的修改意见或条件的表示。还盘中的任何一点改动，都意味着对原发盘的拒绝。 还盘只能由受盘人在原发盘的有效期内作出，若原发盘人对还盘内容和条件又做出新的修改，则成为再还盘（或反还盘Re-counter Offer），有时又构成新的发盘。一笔交易的达成，往往要经过多次还盘和再还盘的过程。2.

6、还盘需要注意的问题（1）还盘可以明确使用还盘可以明确使用“还盘还盘”字样，也可以不使用，只是在内容中表示对发字样，也可以不使用，只是在内容中表示对发盘的修改。盘的修改。（2）还盘可以针对价格，也可以针对交易商品的品质、数量、装运、支付等。还盘可以针对价格，也可以针对交易商品的品质、数量、装运、支付等。（3）还盘时，一般只针对原发盘提出不同意见和需要修改的部分，已同意的内还盘时，一般只针对原发盘提出不同意见和需要修改的部分，已同意的内容在还盘中可以省略。容在还盘中可以省略。（4）接到还盘后要与原发盘进行核对，找出还盘中提出的新内容，结合市场变接到还盘后要与原发盘进行核对，找出还盘中提出的新内容，

7、结合市场变化情况和我方销售意图认真对待和考虑。化情况和我方销售意图认真对待和考虑。3. 还盘的风险问题（1）选择还盘对象。在收到多家国选择还盘对象。在收到多家国(境境)外商户要约后，草率选择了不适外商户要约后，草率选择了不适当的对象进行还盘，失去了最佳的订约机会。当的对象进行还盘，失去了最佳的订约机会。（2）盲目打压对方。在还盘中盲目打压对方的报价，以为要约方有求于盲目打压对方。在还盘中盲目打压对方的报价，以为要约方有求于己，而忘记了在国际市场供求关系环境中，任何一个商业信息都会给大家己，而忘记了在国际市场供求关系环境中，任何一个商业信息都会给大家一个平等的交易机会，关键在于自己是否有条件和能

8、力抓住商机。若有条一个平等的交易机会，关键在于自己是否有条件和能力抓住商机。若有条件并希望成交，却抓不住商机而未能成交，结果会失去可能的外贸利益。件并希望成交，却抓不住商机而未能成交，结果会失去可能的外贸利益。（3）让步幅度。如果对要约变更较大，则需要很好地向对方陈述对其要让步幅度。如果对要约变更较大，则需要很好地向对方陈述对其要约进行变更的理由，使对方最大限度地作出让步。否则，对方不让步或让约进行变更的理由，使对方最大限度地作出让步。否则，对方不让步或让步较小，则即使能够签约，也会失去获得优惠条件的机会。步较小，则即使能够签约，也会失去获得优惠条件的机会。（1） 是否作出还盘和对谁还盘，应当

9、以全面分析和进行比价作为基础。收到国外公司的要约时，实际上可有几种选择：承诺、还盘和不应答。如果决定还盘，应将其中的各项交易条件进行全面分析，并收集和调查相关交易中的价格材料进行综合比较，预测成交价格。以此为基础，选择各方面条件与己方要求相近、可能进一步磋商的适当对象发出还盘。（2） 还盘时注意不要盲目打压对方，应当谋求在双方互利互惠的基础上最终实现“双赢”。交易双方相互还盘与再还盘的过程，是就共同追求各自利益不断交换意见从而调整各自想法的过程。这是磋商过程，决定了双方能否最终达成交易。没有交易成功就没有交易利益可言。因此，还盘的成功不在于打击对手，而在于实现己方利益的前提下实现双方互利。在还

10、盘阶段的交易，各方必须妥善处理好“冲突”与“合作”的关系，以达成交易为最终目标。双方各让一步，达成协议，实现各自的利益。（3） 还盘中的陈述理由。任何成功的还盘，应当在维护自身利益的前提下，促使对方理解并做出接受还盘的决定。因此，还盘应注重向对方陈述变更交易条件的理由，最大限度地说服对方作出让步，接受己方条件。例如价格条件：还盘时可以将发盘中的报价与其他进出口商同期报价比较，或与同类商品过去出口的成交价比较，或根据国际市场的价格趋势、供求态势以及进出口市场竞争程度等，来说服对方调高进口价格。陈述理由一定要以事实为依据，否则会被误认为缺乏达成交易的诚意。4. 还盘的风险的防范与补救思考思考 买方

11、收到卖方的报盘后，买方收到卖方的报盘后，应该考虑哪些问题？买方可应该考虑哪些问题？买方可以针对卖方报盘中的哪些内以针对卖方报盘中的哪些内容进行怎样的还盘？容进行怎样的还盘？Useful expressions and sentences1. In reply to your offer of February 1st, we would like to make the following counteroffer.现回复你方2月1日的报盘，我方希望还盘如下。2. Your counter-offer is not in line with the prevailing market.你方还盘

12、价格与市场普遍价格不符。3. We are sorry to tell you that we cannot accept your counter-offer.非常抱歉地告诉你方，我们不能接受你方的价格。4. We may be able to place regular orders for large quantities with you if your prices are competitive.Useful expressions and sentences5. We are unable to entertain your offer, because another supp

13、lier is offering us the similar quality at a price 3% lower. 我们无法接受你方报盘，因另一家供货商的报盘价格比你方价格低3%，且产品质量类似。6. We regret we cannot accept your payment terms, as you know，the establishment of an L/C will tie up our funds and add to our costs. 我方抱歉不能接受你方的支付方式，如你所知，开立信用证会占用我方资金并增加我方费用。7. If you could offer us

14、 easier payment terms, it would probably lead to an increase in business between our companies. 你方如果放宽付款条件，将会使我们之间的贸易量增加。Useful expressions and sentences8. If you order more than 5,000 sets, we would give you 5% discount. 如果你方订购超过5000台，我方将给予5%的折扣。9. We shall appreciate it very much if you agree to a

15、ccept D/P. 如能同意我方付款交单的方式支付，将不胜感激。10.We regret being unable to change our usual practice to accept D/A and sincerely hope this will not affect our future business relations. 我方抱歉不能改变惯例接受承兑交单的方式支付，同时希望这不会影响我们将来的贸易关系。Part Three【案例参考】案例参考买方要求降低起订量Sample Letter 1“买方对支付方式的还盘Sample Letter 2“买方要求提前交货Sample

16、Letter 3“Sample Letter 1 买方要求降低起订量Subject: Your Offer No.QT8320493Dear Sirs,We thank you for your letter on April 4 offering us six designs of Ornamental Cloth. However, we regret to inform you that the minimum of 10,000 yards per design is too big for this market.If your can reduce the minimum to 7

17、,000 yards per design, there is a possibility of placing orders with you, because a considerable quantity of this material is required on this market for manufacturing curtains, bed sheets, etc.Your early reply will be highly appreciated.Yours faithfully,CarolineSample Letter 2 买方对支付方式的还盘Subject: 1,

18、000 Sets of Sony 2188 Color TVDear Sirs,We thank you for your quotation of February 3 for 1,000 sets of Sony 2188 Color TV. We find your price as well as delivery date satisfactory. However, we would give our suggestion of an alteration of your payment terms.Our past purchase of other household elec

19、trical appliance from you has been paid as a rule by confirmed, irrevocable L/C at sight. On this basis, it has indeed cost us a great deal. From the moment to open credit till the time our buyers pay us, the tie-up of our funds lasts for months. In view of our long business relations and our amicab

20、le cooperation prospects, we suggest that you accept payment by D/P. Your first priority to consideration of the above request and an early favorable reply will be highly appreciated.Yours faithfully,WilsonSample Letter 3 买方要求提前交货Subject: Sunny Brand Sports SuitsDear Sirs, We refer to your offer of

21、March 13 for 1,000 dozen of the subject articles.As our customers urgently need the goods, they request us to mail you to shift your delivery time from “the end of July” to “on or before June 15”, or they will get the goods from other resources.We hope you will take it into consideration and mail us

22、 acceptance at your earliest convenience.Yours faithfully,AustinPart Four【实训练习】I.英译汉 1.rock-bottom price 2.moderate in price 3.special allowance 4.exquisite workmanship and unique in style 5.superior quality and reasonable price 1. 最低价最低价 2. 价格公道价格公道 3. 特价特价 4工艺精湛，样式独特工艺精湛，样式独特 5. 质量上乘，价格合理质量上乘，价格合理

23、KEYSI.汉译英 6.还盘还盘 7.折扣折扣 8.畅销畅销 9.促销，推销促销，推销 10. 价格偏高价格偏高 6. counter-offer 7. discount 8. have a good market / sell well 9. sales promotion 10. be on the high sideKEYSII.单项选择1.While appreciating your good quality of your products, we are sorry to say that your price appears to be _.A. in the high lev

24、el B. at the high end C. of the high standard D. on the high side2.As we have quoted you rock-bottom price, we regret that we are unable to _ any counter-offer.A. accepting B. entertain C. receiving D. take3.This is our best price, _ which we have concluded many orders with other buyers in your city

25、.A. on B. for C. by D. atII.单项选择4._ reply，we would like to say that it is very difficult for us to do business on your terms. A. To B. In C. For D. On5.Please inform us _ the supply and demand situation in your country. A. to B. of C. with D. in6.This kind of gloves is made of genuine leather_ high

26、quality. A. by B. in C. of D. onII.单项选择7.To _ in a market with the established brands，your product must be very _，both in quality and in price. A. compete competition B. competitive compete C. compete competitive D. competitive competition8.Material of similar products is easily obtainable _ a much

27、lower price.A. at B. on C. from D. for9._ orders amounting to a certain value, we allow a special discount of 6 %. A. At B. On C. From D. With10.We shall make a reduction _ our price if you increase the quantity _ 5,000 pieces. A. on, to B. at, to C. on, for D. to, toIII.英汉句型互译英汉句型互译1. We think you

28、will find that our competitors are offering a product of considerably lower quality in order to compete at this price.KEY:你们将会发现，本公司的竞争者是在以大幅度降低产品质量的方你们将会发现，本公司的竞争者是在以大幅度降低产品质量的方式来压低价格。式来压低价格。2. The high quality of our products is well-known and universally acknowledged, and we are confident that a

29、trial order would convince you that the goods we offer are excellent value for money.KEY:我们产品的高质量众所周知，并得到广泛认可。我们相信通过试我们产品的高质量众所周知，并得到广泛认可。我们相信通过试订购，贵方会认为我们所提供的商品质地优良、货真价实。订购，贵方会认为我们所提供的商品质地优良、货真价实。III.英汉句型互译英汉句型互译3. We find your quotation slightly higher than those we have received from other source

30、s, and ask you to reduce your price to meet the competition.KEY:我方发现你方报价比其它渠道略微偏高，请你方降价，以适应竞我方发现你方报价比其它渠道略微偏高，请你方降价，以适应竞争。争。4. We are sorry to inform you that your price has been found uncompetitive, but we are still interested in doing business if you can bring down your price to an acceptable leve

31、l. KEY:很抱歉告知我方认为你方价格无竞争力，若能降低至我方可接受很抱歉告知我方认为你方价格无竞争力，若能降低至我方可接受的价位，我们仍对交易感兴趣。的价位，我们仍对交易感兴趣。5. Because of exceeding orders, we can not accept any new order, but we will contact you as soon as the new supply arrives. KEY:由于大量承约，我们不能接受新订单。但是，一旦新货源到来，由于大量承约，我们不能接受新订单。但是，一旦新货源到来，我们将随即去电与你方联系。我们将随即去电与你方联系

32、。6.你方还盘与现行市场价不符。你方还盘与现行市场价不符。KEY: Your counter-offer does not go with the market price.7.很遗憾，我们的价格与你方还盘之间的差距太大。很遗憾，我们的价格与你方还盘之间的差距太大。 KEY: We are sorry that there is a big difference between our price and your counter-offer.III.英汉句型互译英汉句型互译8.很遗憾我们不能把价格降到你方价位。很遗憾我们不能把价格降到你方价位。KEY: We are sorry that w

33、e can not lower our price to your level.9.由于原材料短缺，制造商不能接受任何新的订单。由于原材料短缺，制造商不能接受任何新的订单。 KEY: Due to lack of raw material, the producer can not accept any new order.10.我方的报价是合理的、实际的、符合当前市场的价格水平，因此我方的报价是合理的、实际的、符合当前市场的价格水平，因此很抱歉不能接受你方的还盘。很抱歉不能接受你方的还盘。KEY: We are sorry that we can not accept your counte

34、r-offer, as our offer is reasonable and realistic and comes in line with the prevailing market.III.英汉句型互译英汉句型互译Part Five【技能训练】1、案例信函翻译： 1. 案例信函翻译：给下面信函写一个英文标题，将信函翻译成中文。Subject: _Dear Sirs:Thank you for your letter of May 20th, 2014. We are disappointed to hear that our price for Flame Cigarette Ligh

35、ters is too high for you to work on. You mention that Japanese goods are being offered to you at a price approximately 10% lower than that quoted by us. We accept what you say, but we are of the opinion that the quality of the other makers does not measure up to that of our products. Although we are

36、 keen to do business with you, we regret that we cannot accept your counter offer. The best we can do is to reduce our previous quotation by 2%. We trust that this will meet with your approval. We look forward to hearing from you. Yours faithfully, Tony Smith Chief Seller参考答案：Subject: A Counteroffer

37、 for Flame Cigarette Lighters.敬启者：敬启者：2014年年5月月20日来函收悉，不胜感激。得知贵日来函收悉，不胜感激。得知贵公司认为火焰牌打火机价格过高，无利可图，我方公司认为火焰牌打火机价格过高，无利可图，我方极感遗憾。来函又提及日本同类货品报价较其低近极感遗憾。来函又提及日本同类货品报价较其低近百分之十。百分之十。本公司认同来函的说法，然而，其他厂商的产本公司认同来函的说法，然而，其他厂商的产品质量绝对不能与本公司的相提并论。虽然极望与品质量绝对不能与本公司的相提并论。虽然极望与贵公司交易，但很遗憾我方无法接受该还盘贵公司交易，但很遗憾我方无法接受该还盘 。特

38、此调整报价，降价百分之二，祈盼贵公司满特此调整报价，降价百分之二，祈盼贵公司满意。意。谨候佳音。谨候佳音。 销售部主任销售部主任 托尼托尼.史密思斯史密思斯2、情境信函写作 2014年4月18日，美国纽约贸易公司Simon先生给中国服装进出口公司大连分公司的外贸业务员Mary报了8,000件儿童夹克衫的实盘，每件29美元FOB纽约。（1）工作情境：）工作情境：2、情境信函写作 针对针对Simon的报盘，以的报盘，以Mary的名的名义写一封还盘函。义写一封还盘函。 （2）工作任务：）工作任务：2、情境信函写作 1. 表示已经收到对方的报盘；表示已经收到对方的报盘； 2. 很遗憾通知对方，我方的最终客很遗憾通知对方，我方的最终客户认为该报盘的价格太高；户认为该报盘的价格太高； 3. 说明虽然说明虽然Simon公司产品的质量公司产品的质量很好，但是价格不应该比其他供应商很好，但是价格不应该比其他供应商高出高出10%； 4. 作如下还盘：单价降至作如下还盘：单价降至27美元美元FOB纽约，其他条款按照对方纽约，其他条款按照对方4月月18日的报盘。日的报盘。（3）任务要求：）任务要求：2015THANK YOU