《还盘写作指南》PPT课件.ppt

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1、出口还盘写作指南出口还盘写作指南价格可以说是进出口双方都密切关注的交易条件。在出口方发盘后，进口方往往会就价格进行还盘。这时出口方通常面临三种选择：一是完全接受对方的还价，合同即告成立；二是坚持原价，即拒绝对方的还价；三是针对对方的还价进行再还价，或是有条件地接受对方的还价。虽然这三种情形在具体语言运用上有所不同，但一般均需包含如下内容：一、确认对方来函还价函总是一封回信，因此在信的开头，我们会礼节性地感谢对方的来函。而且，通常还会先简洁地表明我方对来函的总体态度。例如：WearegladtoreceiveyourletterofMarch22butsorrytolearnthatyourcu

2、stomersfindourquotationtoohigh.ThankyouforyourfaxofMarch19.Weregrettosaythatwecannotacceptyourcounteroffer.二、强调原价的合理性，并列明理由无论最后是否接受对方的还价，我们一般都会先坚持原报价的合理性，同时给出各种适当的理由，或认为报价符合市价，或产品品质超群，或言明利润已降至极限，或指出目前原料价格上涨、人工成本提升等等。例如：Asbusinesshasbeendoneextensivelyinyourmarketatthisprice,weregrettosaywecannotmake

3、furtherconcession.Webelieveourpricearequiterealistic;itisimpossiblethatanyothersupplierscanunder-quoteusiftheirproductsareasgoodasoursinquality.Thepricewequotedisaccuratelycalculated.Wehavecuttheprofittotheminimuminordertoexpandthemarket.Wefeelthatyourcounterofferisnotproperbecausethepriceforsuchmat

4、erialisontheincreaseatpresent.三、提出我方条件，并催促对方行动这部分的写法非常灵活，并没什么定式可言，关键是要具有说服力，而且常常带有促销的性质，如以数量折扣吸引对方大批订购，以库存紧张激励对方早下订单等。即便是在拒绝还价、不作任何让步的情况下，我们一般也会推荐一些价格低廉的替代品，以寻求新的商机。例如:However,inordertodevelopourmarketinyourplace，wehavedecidedtoacceptyourcounterofferasanexceptionalcase.Inordertoassistyoutocompetewit

5、hotherdealersinthemarket,wehavedecidedtoreduce2%ofthepricequotedtoyouinthepreviousletter,ifyourorderreaches5000setsatonetime.Owingtothegreatdemandfortheproduct，thisofferisvalidonlyfor5days.Asanexcellentsubstituteforthisarticle，wewouldsuggestyouourFinerangeshoes，whicharesoldatalowerpricebutalsoenjoya

6、goodpopularityintheworldmarket.Specimen Letter A Counter OfferDearSirsRe:Your offer of 100%Cashmere SweatersThankyouforyourletterofApril7,inwhichyouofferedus100%CashmereSweaters.Regrettably,weareunabletoacceptyourofferasyourpricesaretoohigh.Weoperateonsmallmargins.Itmeansheavylosstoustoacceptyourpri

7、ces.WealsohavesimilaroffersfromKoreanmake.Theyare25%lowerthanyours.Welikethequalityanddesignofyourproducts.Weacceptthatthequalityofyourproductsisbetter,butitdoesnotjustifysuchalargedifferenceinprice.Wemightdobusinesswithyouifyoucouldmakeussomeallowance,say20%,onyourprices.Otherwisewehavetodeclineyou

8、roffer.Wehopeyouwillconsiderourcounteroffermostfavourablyandletushaveyourreplysoon.YoursfaithfullyA&D SupermarketExplanation：A.Weoperateonsmallmargins.margin:盈余，毛利grossmargin毛利；anarrowmarginofprofit微利B.WealsohavesimilaroffersfromKoreanmake.Theyare25%lowerthanyours.make:n.制造,牌子，类型，式样amachineofChinese

9、makeThiswatchhasgonewrong.Ishouldhaveboughtabettermake.C.Weacceptthatthequalityofyourproductsisbetter,butitdoesnotjustifysuchalargedifferenceinprice.accept:vt.相信，承认，同意acceptsomething;acceptthat;acceptdoingortodosomething.Iacceptthattheaircrafthasnochoicebuttocrashintothesea.D.Wemightdobusinesswithyo

10、uifyoucouldmakeussomeallowance,say20%,onyourprices.Otherwisewehavetodeclineyouroffer.Specimen Letter A Price concessionSpecimen Letter A Price concessionDearSirsSubject:Your Counter Offer of our 100%Cashmere Sweaters WearesorrytolearnfromyourletterofApril14thatyoufindourofferof100%CashmereSweatersto

11、ohightobeacceptable.Wealwaysdoourbesttomakeourcustomerssatisfied.However,thereisnotmuchroomtomakefurtherreductiononourprices.Thefactthatotherbuyersarebuyingfreelyatourpricesistheevidencethattheyarenotexcessive.Besides,wearesurethatourcompetitorscannotmatchourpriceandquality.However,inordertomaketheb

12、usinesspossible,wearepreparedtoofferyouaspecialdiscountof5%ifyourorderexceedsUS$10,000.Thisisthebestwecando.Wehopethisnewofferwillenableyoutoplaceanorderwithus.Wearelookingforwardtoyourearlyreply.YoursfaithfullyChinaNationalImportandExportCorporationExplanation：A.Wealwaysdoourbesttomakeourcustomerss

13、atisfied.However,thereisnotmuchroomtomakefurtherreductiononourprices.1.room:u.n.+for:余地，理由Thereisnoroomfordoubt.Thereseemssomeroomfornegotiation.2.reduction:减少，降低areductionin/onthepriceofsomething某物价格的下降pricereduction减价B.Thefactthatotherbuyersarebuyingfreelyatourpricesistheevidencethattheyarenotexce

14、ssive.1.buyatprice:以价格购买buyoncredit:赊购buyoff:向行贿，收买Theauthoritytriedtobuyhimoffbyofferinghimtheleadershipofthetradeunion.n.：purchase2.freely:大量的perspirefreely大汗淋淋3.evidence:u.n.1)证据；证明produceevidenceofcorruption2)显示Thereareevidencesthatsomebodyhasbeenlivinghere.4.excessive:a.过度的，极端的Thepricesatthisho

15、telareexcessive.C.Besides,wearesurethatourcompetitorscannotmatchourpriceandquality.match:v.Youcannotmatchhisknowledge.D.However,inordertomakethebusinesspossible,wearepreparedtoofferyouaspecialdiscountof5%ifyourorderexceedsUS$10,000.Thisisthebestwecando.E.Wehopethisnewofferwillenableyoutoplaceanorderwithus.1.enable:ToopentheL/Contimewillenableustomaketheshipmentpromptly.2.placeanorderwithsomebodyforsomethingIn-classexerciseTerms还盘Counteroffer参考价Referenceprice现行价Currentprice,rulingprice,prevailingprice差价Pricedifference,Pricegap品质以卖方样品为准Qualityaspersellerssample公吨Metricton净重Netweight回扣Rebate