国际商务函电Chapter 13 Agency.ppt

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1、Chapter 13 Agency 代理代理13.1 Introduction13.2 Specimen Letters13.3 Notes to the Specimen Letters13.4 Focal Words & Useful Expressions13.5 Useful Sentences13.6 Skill Training & Exercises13.1 Introduction (简介简介)在国际贸易中，除厂由买卖双方直接逐笔洽谈达成交易外，在国际贸易中，除厂由买卖双方直接逐笔洽谈达成交易外，常常为厂开拓业务和简化逐笔谈判业务的繁琐步骤，可以根常常为厂开拓业务和简化逐笔谈判

2、业务的繁琐步骤，可以根据业务需要在一些国家和地区选择可靠的客户建立代理关系据业务需要在一些国家和地区选择可靠的客户建立代理关系(Agency Relation)，委托代理商在指定地区和一定期限，委托代理商在指定地区和一定期限内享受代购代销指定商品的权利。内享受代购代销指定商品的权利。代理关系的建立，双方的权利与义务，是根据双方签订的代代理关系的建立，双方的权利与义务，是根据双方签订的代理协调来确立的。在这种关系下，被称为委托人的一方，授理协调来确立的。在这种关系下，被称为委托人的一方，授权权(Authorize)给被称为代理人给被称为代理人(Agent)的另一方，由后的另一方，由后者代表前者与

3、第三者订立合同或者从事其他商业行为。委托者代表前者与第三者订立合同或者从事其他商业行为。委托人对代理方按其经营金额，以佣金人对代理方按其经营金额，以佣金(Commission)的形式的形式支付酬金。根据委托人给予代理人的不同权利，代理人可分支付酬金。根据委托人给予代理人的不同权利，代理人可分为独家代理为独家代理( Sole Agent or Exclusive Agent)、一般、一般代理代理(Agent)和总代理和总代理(General Agent)。返返 回回13.2 Specimen Letters (样函样函)Specimen Letters 1: Apply .for agency下

4、一页下一页13.2 Specimen Letters (样函样函)Dear Sirs， For the past five years we have been selling your TCL Trump High-Definition Television Sets to wholesalers and large dealers in all pails of Pakistan and our clients are very much satisfied with your products. The styles and colors are very much to the tas

5、te of our market. We have built up a considerable number of well-established connections with excellent business results. As we understand that you have no agent in Pakistan，we would like to offer our services.下一页下一页上一页上一页13.2 Specimen Letters (样函样函) For your reference，we would propose a sale agency

6、 agreement for a duration of 50, 000，60, 000 and 70, 000 pieces for the first second and Third year respectively. On all sales, we are entitled to receive a commission of 15 %. During the validity of the agency agreement, we shall not handle any other foreign products of the same line and competitiv

7、e types. The area to be covered by the agency agreement is confined In Pakistan. If you agree to grant us the sole agency we will devote full attention to the development of your products on the Pakistan market and will go info the matter further. We look forward to receiving your favorable reply.下一

8、页下一页上一页上一页13.2 Specimen Letters (样函样函)Specimen Letters 2: Decline the agencylicatinn下一页下一页上一页上一页13.2 Specimen Letters (样函样函)Dear Sirs， Thank you for your letter of the 31st October in connection with sole agency. In reply，we wish to state that we appreciate your efforts in pushing the sales of our T

9、CL Trump High-Definition Television Sets in Pakistan and we are satisfied with your work in the past. However, alter serious consideration，we do not think conditions are ripe to entrust you with the agency al the present stage as the sales volume mentioned in your letter under reply is too small for

10、 us to grant you the agency. 下一页下一页上一页上一页13.2 Specimen Letters (样函样函)To tell you frankly，the average annual quantity we sold to your country in the past few years is much larger than what you mentioned. In spite of this，please do not misinterpret our above remark，which in no way implies dissatisfact

11、ion. If a bigger turnover can be realized to justify establishing the agency we would like you to represent us. We hope you will agree with us on this point and continue placing orders with us as you have done so far.下一页下一页上一页上一页13.2 Specimen Letters (样函样函)Yours faithfully，China National Import & Ex

12、port Co. Zhang Rui Min上一页上一页返返 回回13.3 Notes to the Specimen Letters (样函注释样函注释)1 .The styles and colors are very much to the lade of our market.式样和颜色很适合我们的市场。式样和颜色很适合我们的市场。2. We have built up a considerable number of well-established connections with excellent business results.我们已建立起许多巩固的关系，并有优秀的商务业绩

13、。我们已建立起许多巩固的关系，并有优秀的商务业绩。3. For your reference，we would propose a sole agency agreement for a duration of three years with annual turnover of 50, 000，60, 000 and 70, 000 pieces for the firs，second and third year respectively.供贵方参考，我方建议订立独家代理协议，期限供贵方参考，我方建议订立独家代理协议，期限3年，第年，第1年、年、第第2年和第年和第3年的每年销售量分别为年

14、的每年销售量分别为5万只、万只、6万只和万只和7万只。万只。 下一页下一页13.3 Notes to the Specimen Letters (样函注释样函注释)5. However, after serious consideration，we do not think conditions are ripe to entrust you with the agency al the present stage as the sales volume mentioned in your letter under reply is too small for us to grant you

15、the agency. 但郑重考虑后，我方认为在现阶段委任贵方为代理的条件但郑重考虑后，我方认为在现阶段委任贵方为代理的条件尚未成熟，因贵方来函中商品的销售量太小，我方不能给予贵尚未成熟，因贵方来函中商品的销售量太小，我方不能给予贵方代理权。方代理权。6. To fell you frankly，the average annual quantity we sold to your country in the past few years is much larger than what you mentioned.坦率地告诉贵方，在过去几年中，我方平均每年销售到贵国的坦率地告诉贵方，在过去

16、几年中，我方平均每年销售到贵国的数量大大地高于贵方所述的数量。数量大大地高于贵方所述的数量。 下一页下一页上一页上一页13.3 Notes to the Specimen Letters (样函注释样函注释)7. In spite of this，please do not misinterpret our above remark，which in no way implies dissatisfaction.虽然这样，请不要误解我方上面所说，我方的话绝没有暗示虽然这样，请不要误解我方上面所说，我方的话绝没有暗示不满意。不满意。 8. You are kindly informed that

17、 we have decided to entrust you with the exclusive agency for our TCL Trump High-Definition Television Sets in the territory of Pakistan. 谨此通知贵方，我方已决定委托贵方作为我方谨此通知贵方，我方已决定委托贵方作为我方TCL工牌高工牌高清晰电视机在巴基斯坦的独家代理商。清晰电视机在巴基斯坦的独家代理商。下一页下一页上一页上一页13.3 Notes to the Specimen Letters (样函注释样函注释) 9. The exclusive agen

18、cy agreement has been drawn up for duration of one year, automatically renewable on expiration for a similar period unless a written notice is given to the contrary.为期一年的独家代理协议已制定，期满自动续期一年时期，为期一年的独家代理协议已制定，期满自动续期一年时期，除非书面通知表示反对。除非书面通知表示反对。上一页上一页返返 回回13.4 Focal Words & Useful Expressions (焦点词汇和实用表达焦点

19、词汇和实用表达)1.Focal Words(焦点词汇焦点词汇)(1) Electric Appliances 电器电器(2 ) TCL Trump High-Definition Television Sets TCL 王牌高清晰电视机王牌高清晰电视机(3) wholesaler 批发商批发商(4 ) sole adj.唯一的唯一的(5) duration 期间，时期期间，时期(6 ) turnover 营业额，成交量营业额，成交量(7) entitle 给给权利权利(或资格或资格)(8 ) commission 佣金佣金(9 ) confine 限制限制(10) favorable repl

20、y 有利的有利的(赞成的答复赞成的答复)下一页下一页13.4 Focal Words & Useful Expressions (焦点词汇和实用表达焦点词汇和实用表达)(11)entrust 委托委托(12)sales volume 销售量销售量(13)justify 证明证明是正当的是正当的(有理的有理的)(14)proposal n.提议，建议提议，建议(15)territory n.领域，范围领域，范围(16)draw up 拟订，起草拟订，起草(17)provision n.规定，条款规定，条款(18)entered into 建立建立(19)equality and mutual b

21、enefit 平等互利平等互利(20)terms and conditions条件，条款条件，条款(21)appoint 委任委任(22)solicit 请求请求下一页下一页上一页上一页13.4 Focal Words & Useful Expressions (焦点词汇和实用表达焦点词汇和实用表达)(23)assume 承担承担(24)prevailing market conditions 市场行情市场行情(25)prior approval 事先批准事先批准(26)properly 所有权所有权(27)infringement 违反，触犯，侵犯，侵害违反，触犯，侵犯，侵害(28)duly

22、 signed 正式签订正式签订(29)termination 终止，结束终止，结束(30)force majeure 不可抗力不可抗力(31)occurrence 发生发生(32)arbitration 仲裁，公断仲裁，公断(33)arbitral award仲裁裁决，公断书仲裁裁决，公断书下一页下一页上一页上一页13.4 Focal Words & Useful Expressions (焦点词汇和实用表达焦点词汇和实用表达)2. Useful Expressions(实用表达实用表达)(1)to the taste ofYour products are to the taste of

23、our customers.(2)well-establishedThis company is well-established and reliable.(3)durationduration of the agency agreement(4)annual turnoverDont you Think this annual turnover for a sole agent is rather conservative?(5)commissionRate of commission or scale of commission下一页下一页上一页上一页13.4 Focal Words &

24、 Useful Expressions (焦点词汇和实用表达焦点词汇和实用表达)(6)entitleBe entitled to do sth.(7)confineBe confined to(8)entrustEntrust sth. To sb.(9)justifyYour are not justified to lodge your claim.(10)impressbe favorably/unfavorably impressed(11)draw upA committee was appointed to draw up a new constitution.下一页下一页上一页上

25、一页13.4 Focal Words & Useful Expressions (焦点词汇和实用表达焦点词汇和实用表达)(12)entered infoWe entered info a solemn bond.(13)appointHe was appointed mayor of the city.(14)undertakeI cant undertake that you will make a profit.(15)prevailing marketprevailing market price(16)prior approvalAll other rebudgeting shall

26、be in accordance with Contractors Institutional Prior Approval System.上一页上一页返返 回回13.5 Useful Sentences (实用语句实用语句)1. I would like to discuss with you the problem of agency for your electric fans.2. I wonder whether your firm is represented in our country.3. We should be glad if you would consider our

27、 application to act as agents for thesales of your products in our country.4. We are pleased to offer you a sole agency for the sale of our products in your country.5. We are pleased that you are prepared to appoint us as your sole agent for your products.6. Were favorably impressed by your proposal

28、 for a sole distributor.下一页下一页13.5 Useful Sentences (实用语句实用语句)7. Thank you for offering us the agency for your products and appreciate the confidence you have placed in us.8. If you give us the agency，we should spare no efforts to further your interests.9. As your agents，well snake greater efforts t

29、o push the sale of your products.10. We appreciate your efforts in pushing the sale of our electric fans.11. Im afraid we cant agree to appoint you as our sole agent because the annual turnover you promised is too low.12. We will increase our turnover if you appoint us as your sole agent.下一页下一页上一页上一

30、页13.5 Useful Sentences (实用语句实用语句) 13. Wed like to sign a sole agency agreement with you on your electric fans for a period Of three years.14. As our sole distributor , you are not expected to handle the sale of similar products of other origins.15. I think you know already that I want to discuss the

31、 representation for your alarm clocks.16. We usually gel a 10% commission of the amount on every deal.17. According to your estimate，what is the maximum annual turnover you could fulfill?下一页下一页上一页上一页13.5 Useful Sentences (实用语句实用语句)18. Weve decided to entrust you with the sole agency for cars.19. Tha

32、nk you for your proposal of acting as our agent.20. If we come to terms，well appoint you as our agent.21. We wish to handle as an agent the goods you arc exporting.22. We can play an important pail as a buying agent in your overseas trade.23. Please gel in touch with our agents for the supply of the

33、 goods you require.24. Well leave aside the problem of agency until next week.下一页下一页上一页上一页13.5 Useful Sentences (实用语句实用语句)25. Were not prepared to lake the agency info consideration for the lime being.26. We wont consider agency in your market at present.27. We have to decline your proposal of actin

34、g as our sole agency.28. I think it premature for us to discuss the question of agency.29. Dont you think the annual turnover for a sole agent is rather conservative?30. It was two years ago that we made them our sole agent.下一页下一页上一页上一页13.5 Useful Sentences (实用语句实用语句)31 .When opportunity matures，we

35、will consider snaking you our exclusive agent for U.K.32. We are here today to apply for the sole agency of your product in our local market.33.How can we appoint you as our sole agent for such a small quantity?34. I propose a sole agency agreement for bicycles for a period of 3 years.35. Your appli

36、cation for sole agency is new under our careful consideration.36.We should be interested in acting as your sole agent.37. the agency agreement has been drawn up for the period of one year.上一页上一页返返 回回13.6 Skill Training & Exercises (技能训练与练习技能训练与练习)1. Skill Training(技能训练技能训练)(1)discussionWhy shall a s

37、eller appoint an agent in a foreign country to which the goods are to be exported?What are the main types of agents in buying and selling and what is the difference between them?What are to be covered in a formal agency agreement?Are there any other types of agencies? What are their authorities?下一页下

38、一页13.6 Skill Training & Exercises (技能训练与练习技能训练与练习)(2)Do it yourselfWrite a teller on behalf of United Trading Co.，P.O. Box No. 44，Accra，Ghana to China National Import & Export Co., according to thelowing particulars: 1.我们现在是独家代理商，专营家用装饰器皿。我们现在是独家代理商，专营家用装饰器皿。2.我们一直与上海工艺品公司保持业务联系，至今已有我们一直与上海工艺品公司保持业务联系，至今已有5年，年，合作关系令双方都很满意。你们可以向他们了解我们的情况。合作关系令双方都很满意。你们可以向他们了解我们的情况。3.我们非常希望成为你们瓷器商品在加纳阿克拉的独家代理。我们非常希望成为你们瓷器商品在加纳阿克拉的独家代理。上一页上一页返返 回回