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UnitTwoestablishment

By Vernon Wilson,2015-01-22 10:15
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1 Unit Two Establishment of Business Relations In international trade, the most important problem is how to seek clients. The buyers want to know where the sellers are ,while the sellers want to know where to find their buyers. So it is a prerequisite for a company to seek prospective clients and to establish business relations with them. As we all know, no custome..

    Unit Two

    Establishment of Business Relations

    In international trade, the most important problem is how to seek clients. The buyers want to know where the sellers are ,while the sellers want to know where to find their buyers. So it is a prerequisite for a company to seek

    prospective clients and to establish business relations with them. As we all know, no customer, no business. So this is

    the initial step and the most important step in any business transactions. But how do you know your opposite party,

    including its name, handling, price etc.? And how can you secure the relevant information? How can you make contact with such firm? You may write a letter to make a communication.

    建立业务关系~实际上就是确定贸易的对象~而贸易对象选择得合适与否~决定着交易的成功与失败。

    因此~必须慎重对待。一般情况下~买卖双方通过毛遂自荐或第三者介绍~首先调查清楚贸易伙伴的资信状

    况、经营能力和业务范围等重要情况~再进行实质性的业务探讨。贸易双方只有在互相了解、彼此信任的基

    础上~才能进行积极的合作~顺利地开展双边的贸易活动。

    There are some contents following in such letter:

    1?from where/ whom you get the opposite partys name and address

    我国的驻外商务机构、中国银行在国外的分支机构和老客户以及报刊杂志电视等媒体也都是有效的渠道

    来了解贸易对象。交易会、博览会、商务代表团访问等也是直接摸清贸易伙伴的实力和意图的好机会。

    1) Trade Directory,商行名录:?2Chamber of commerce,商会:both at home and abroad

    3Banks? 4Advertisements?5Embassy, Consulate,我国驻贵国/东京大使馆商务参赞处the Commercial

    Counselors office of our Embassy to your country/ in Tokyo6:见胡书P27 ,前五个要求背会:

    2?Introducing yourself and expressing your intention to establishing the business relations.

    3?As an exporter, you should introduce your products; if available, a catalogue, price list, etc,. should be enclosed.

    4. As an importer, tell the opposite party what you want to buy and your companys sales potential.

    5?Sometimes, it is also necessary to put forth your terms of transaction, terms of payment, etc.

    6?Your financial standing. 你的信用地位。

    二、sample letter

    Lets master the useful expressions by learning letters1-4.,先让学生们把课文看一遍~根据上面的内容~自

    己归纳表达:

    ,一:letter 1

    Writing steps:

    1. Source of information (how you learned of his company)

    2. Brief introduction of your own company

    3. Intention of writing the letter (to establish business relations

    4. Provide catalogue, price list and samples

    5. Little advertising on your products or service

    6. Polite ending (expect to get the reply)

    Words:

    1. under separate cover 另邮, 另寄

    其它类似表达?by separate mail(P31), in another letter

    under cover in an enclosure for mailing 随函附上

    e.g. 关于目录与价目表~我们将另邮寄给你方。

     We will send you under separate cover catalogue and pricelist

    2. by joint efforts through the efforts on both sides 通过双方努力

    e.g. 我们盼望~通过我们共同的努力~能与你方做成生意。

     1

     We look forward to, by joint efforts, doing business with you. joint venture 合资企业

,二:letter 2

    Writing steps:

    1. Source of information (how you learned of his company) 2. Brief introduction of your own company

    3. Polite ending (expect to get the reply)

    Words:

    1?connections n. 联系、关系。课本P29We have excellent connections in the trade and are fully experienced

    in the import business for this kind of product.

    本公司正在贵市寻找新的业务关系。We are seeking new business connections in your city.

    2?sale n. 销售,徐书P14:~“推销产品~促进销售”的用法可以翻译为push the sale of , push sales of , promote the sale of , promote sales of。另外再介绍常用词~如销售合同、销售确认书、销售部、销售帐~销售

    网点,本公司有庞大的销售网点~We have enormous sales outlets.:。

,三:letter 3

    Writing steps:

    1. Source of information (how you learned of his company) 2. Brief introduction of your own company

    3. Provide catalogue, price list and samples

    4. Polite ending (expect to get the reply)

    Words:

    1. enclose,课本P30~letter 3:代替letter 1里第二段的sendEnclose“随函附上”~,徐P10:后接介

    with (herewith) in~若翻译“随函附上。。。以供参考”~就要在后面再加上for your reference.。请翻译下

    面一句话?“随函附上我方最新的目录册以供你方参考”。We enclose our latest catalogue for your reference.

    除了用enclose的动词原形来表达外~还有一种更常见的方法~即用它的过去分词~一是将enclosed

    表语~放于句首~“随函附上业已经我方会签的销售合同”~Enclosed is the duplication of our countersigned sales contract. 二是作宾语补语~也倒装置于句首或谓语动词后~请翻译“随函附上我方的价格表一份~请查收”。

    Enclosed please find a copy of our pricelist. Or, Please find enclosed a copy of our pricelist. 三是作名词~充当宾

    语~“相信你方对随函所附的感兴趣”~We believe you will find the enclosed interesting.

    Enclose另外一个变形就是它的名词形式enclosure,“收到你方528日函及附件”~We are in receipt of your letter of May 28 with enclosure.

    e.g. 我们随函附上一份价目表。 We enclose a copy of pricelist.

    Or. A pricelist is enclosed.

    Or. Enclosed please find a pricelist.

    e.g. 随函附上一份目录。 We enclose herewith a copy of our catalogue.

     随函附上一份最新式样的样品。 We enclose herein a sample of our latest style.

     已收到你方415日的来信及附件。 We thank you for your letter of April 15 with enclosure.

    adj. enclosed 随附的

     enclosed catalogue 随附目录

    n. enclosure 附件

    2. acquaint v. make familiar, inform 使熟悉~通知

     句式?acquaint sb. with sth. be acquainted with sth

     e.g. 我们对进出口业务很熟悉。 We acquaint ourselves with the import and export.

     2

    similar expressions: familiarize sb. with sth. be familiar with e.g. 现寄去商品目录一份~以便你方对我们可供出口的产品有所了解。

     Now we send you a catalogue to acquaint you with the goods suppliable for export.

    3. enquire v.询问~打听~询盘

    句式?enquire for sth. 询盘某种商品

     enquire about sth. 打听某事

     enquire into sth. 调查某事

     enquiry n. questions or query 询问~打听~询盘

    make enquiries 询盘

    e.g. 我们昨天收到的信是关于劳动分工的询问的。

    The letter we received yesterday is an enquiry about the division of labor. 获悉你方对纺织品的询盘~谢谢。

    Thank you for your enquiry for textiles.

,四:letter 4

    1?国营公司/企业?a state-owned / government-owned / public-owned corporation (enterprise)~a

    state-operated corporation

    2. desire n.希望~渴望;要求~请求

     have a desire to do sth. (the same as “desire to do sth.”)

    v. desire 希望~期望?想要

    be desirous to : have a desire to, be eager to, be anxious to 热切盼望~渴望

     句式?be desirous of doing sth./be desirous to do sth. e.g. 我们热切盼望与贵方做生意。 We are desirous to do business with you. 句式?desire to do sth.

     desire sb. to sth.

     desire that

     desire sth.

     It is desired that

    3. upon receipt of 一收到„„就„„

     similar expressions: on receipt of , after receipt of

     e.g.我们收到信用证后即装运货物。

     We will ship the goods upon receipt of the L/C. e.g. 请立即开立信用证~一收到就马上安排装运。

     Please open the L/C immediately, upon receipt of which we'll arrange the shipment.

     一收到具体询盘就给你方寄出了报价和样品。

     Quotations and samples will be sent upon receipt of your specific enquiries.

     我们在等你方开出的信用证~一收到我们就按照你方的订单对装运做必要的安排。

     We are now awaiting the arrival of your L/C, on receipt of which we shall make the necessary

    arrangement s for the shipment of your order.

,五:letter 5

    Writing steps:

    1. Refer to the incoming letter

    2. Show pleasure to do business with

    3. Provide catalogue, price list and samples according to the request

     3

    4. Request reference (name of the bank)

    5. Polite ending (expect to get the reply)

    Words:

    1. 回函的开头写法?

    句型1?if referring to a certain matter or problem, it should be:

    With reference to / In reference to / Referring to / We refer to your letter (telex, fax) of .关于贵方在某月某日来函中所提。。。

    句型2?expressing pleasure or satisfaction:

    We are glad to learn from your letter of that . / It is a pleasure to learn from your letter of that. 从贵方某月某日来函~我们欣悉……

    句型3?expressing according to your instructions ( request, requirement), it should be:

    According to / In accordance with / In compliance with / In conformity with the request in your letter

    of . 按照贵方某月某日来函所提的请求……

    函电中表示收到对方信函的句式还有很多~如?acknowledge receipt of your letter of March 20

    acknowledge原意指承认”,“acknowledge the receipt of...”则是 告知收到……”的意思; 本句可译为到你们……的信,谢谢!”现代英语中,这种表达已经较为陈旧,大多商人草拟信函时更多地使用简单直接的 “Thank you for ...”;)

    be in receipt of your letter of March 20

    acknowledge your letter of April 5

    thank you for your letter of June 14

    In reply to your letter of June 10

    We have received your letter…

    We learn (note) from your letter…that…

    2. item:货名~商品~常指价格单或商品目录中的商品。同义词有?goods 在商业英语中泛指货物~article指某一种商品且有不同的规格~commodity比较正式用语~尤其指一个国家的主要商品~merchandise泛指商品~不特指某一商品~不可加不定冠词~没有复数形式~cargo指已装上运输工具、准备运走的货物。

    3. in compliance with according to, in agreement with...一致~符合;按照~根据

    e.g. 价格与国际市场行情一致。

     The price is in compliance with the international market.

     v. comply (+with) 遵从~按照~根据~与„„一致

    e.g. 应你方要求~给予贵方最低价。

     We comply with your request and give you the lowest price.

    e.g. 应你方的要求~我们已通知银行在日内开立信用证。

     In compliance with your request, we have instructed the bank to open the L/C in a few days.

    v. comply (+with)

    e.g. 我们应按买方要求~选择与市场一致的价格。

     We shall comply with the buyer's request and choose the prices in line with the market.

    三、Useful expressions

    1?Source of information; from where/ whom you get the opposite partys name and address信息来源

    我们从某人或某处得知?We have learned from that you are .,课本上三篇信函都是用的这一句:或“承蒙。。。告知贵公司行名和地址”~掌握三种类似这样表示感激的用法即可?

    1through the courtesy of the Chamber of Commerce, We come to know your name and address,课本P30:?

    2to owe your name and address to承蒙……告知你公司的名称和地址

    owe vt.该把……归功于~认为是靠……的力量(后接介词to)

     4

    He owes his success to chance.他认为自己的成功在于机遇。

    We owe your name and address to the Chamber of Commerce in your city?

    3 on the recommendation of 由。。。推荐,介绍:

    4 Your name and address have been passed on to us by…由„„告知你方名称和地址

    5 We take the liberty of writing to you… 我们写信给你方„„

    另外~课本还提供了相关表达信息来源的例句~具体参见课本P40~第7-12句。

    某人或某处提出,建议或推荐:我方与贵方联系?P40

    2?self-introduction自我介绍,冯书P21

    句型1?We would like to introduce ourselves to you as specializing in,课本P2631

    句型2? We are 我们是

    我们是经营畜产品出口的专业公司。We are a specialized corporation, handling the export of animal

    by-products,副产品:.

    我们是中国纺织品进出口总公司~总部在北京。

    We are China National Textiles Import and Export Corporation, with its headquarters in Beijing.

    句型3? to take the opportunity to avail oneself of this opportunity利用这次机会

    Having had your name and address from the Commercial Counselors Office of our Embassy to Pakistan, we avail ourselves of this opportunity to write to you and see if we can establish business relations with you.,课本P40~

    7题:

    3?To express your intention 致函目的

    致函目的? 致函. to write to you~希望express our desire to (P31)~建立贸易关系establish / enter into business relations with

    致函希望与贵方建立贸易关系 to write to you and see if we can establish business relations with you . or

    to write to you in the hope of entering into business relations with you. Or to write to you with a desire to enter

    into business relations

    ; We’re writing in the hope of establishing business relations with you;

     我们写信希望与你方建立业务关系?

    ; We write to you in the hope that we can establish business relations with you;

     我们写信希望与你方建立业务关系?

    ; We hope you can establish business relations with us.

     我们希望你方能与我方建立业务关系。

    Examples:

    我们利用此机会致函贵方以了解可否与贵方建立贸易关系。We avail ourselves of this opportunity to write to you and see if we can establish business relations with you.

    由于贵行号与地址刊载于?化学药品(杂志上~我方遂致函~希望与贵方建立业务关系。As your name and address were listed in The Chemicals, we are writing to you with a desire to establish relationship with you.,课本

    P381练习题:

    4?to introduce your corporation and products详细介绍本公司及产品~要自卖自夸

    ? 专营?specialize in~课本P28

    经营内容?operate, handle, line.分别讲解。We operate advertising agency.(课本P29)~in the line of textile在纺织品行业。

    handle, v. 经营,某种或某类商品:。我们是国营公司~专门经营棉布的进出口业务~We are a state company, handling exclusively the import and export of Cotton Piece Goods. 类似的表达法还有?trade in , deal in , be in the

     5

line.

    Line n. 行业~我们经营瓷器~Our line is porcelain. 我公司经营纺织品已有多年了~We have been in the

    textile line for many years.

    做一道题?We are a specialized corporation, ____ the export of animal by-products.

    A. dealing B. handling C. dealing with,与。。。有关: D. dealt in

    另一个表示经营范围的表达?fall within = belong to 属于

    fall within the scope of ones business activities 属于某人的经营范围,业务范围:

     similar expression: lie within

     e.g. 从你处103日来信获悉这项业务属于你方经营范围。

     We learn from your letter of 3rd October that the goods fall within the scope of your business activities.

    ? 享有盛誉?win / enjoy great popularity(reputation). 例句见课本P28~此产品在国内外市场赢得了巨大

    声誉~This kind of product has won great popularity in markets at home an abroad.

    ? 良好关系~富有经验?课本P29We have excellent connections in the trade and are fully experienced in the import business for this kind of product.

    现函告~我方为淡水珍珠出口商~在此行业里已有多年经验。We write to introduce ourselves as exporters of fresh water peals having many years in this particular line of business.

    鉴于我方有丰富的经验和广泛的业务关系~望能任命我方为该地区的独家代理。In view of our experience

    and extensive business connections, we hope you will appoint us your sole agent for the territory.

    ? 销售网络?本公司有庞大的销售网点~We have enormous sales outlets?本公司是香港最大的食品贸

    易公司~在中国内陆在分公司和门市部。We are the largest food trading company in Hong Kong, and have branches or retail departments on the Main Land.

    补充例句?

    1、本公司是优质棉织品和人造纤维织品的主要出口商之一。50年的贸易实践使我们在业内享有极高的

    声誉。We are one of the leading exporters of first class cotton and rayon goods and are enjoying an excellent reputation through fifty years business experience.

    2、我方具备十多年的经验~是中国专业的玩具出口商。由于良好的管理制度和出色的今后服务~我们

    已在国际市场建立了良好的声誉。We are a professional exporter of toys in China with more than 10 years

    experience and have already set up a long-lasting good reputation in the world market, due to our good management

    system and excellent after-sales service.

    3、我公司管理良好~销售人员经验丰富~对贵方市场的和需求十分了解。

    We are a well-organized exporter with experienced salesman who have a comprehensive knowledge of the requirements and preferences of your market.

    4、自1990年我方一直从事电子产品行业~现已成为各种键盘、键垫及其零部件的主要供应商。

    We have been in the electronic line since 1990 and have grown to one of the leading suppliers of various keyboards, keypads and its components.

    介绍产品的例句有?

    1、我们都知道中国拖鞋因价廉物美而畅销于你方市场。We all understand that Chinese slippers are very popular in you market on account of their superior quality and competitive price.

    2、我方产品工艺精致~受到世界各地人们的欢迎。

    Our products are welcomed by people throughout the world because of their exquisite workmanship.

    3、由于优良的品质、吸引人的外观和良好的价格~二十多年来我方产品在国际市场上一直有很好的销

    量。

    With the excellent quality, attractive appearance and good prices, our products have been winning good sales

    for more than 20 years in the world market.,其实销量很好~最简单的表达就是sell well

     6

    5. Provide or ask for catalogue, price list and samples:

    To give you a general idea of our products, we are sending you, under separate cover, our latest catalogue

    together with a range of pamphlets for your reference.

    to give you a general idea 为使你方大致了解

    similar expressions: give a rough idea of 为使„„大致了解, give a detailed idea of为使„„详细了解,

    give an idea of 为使„„了解

    e.g. 为让你方了解现在可供出口的各种棉布的大致情况~我们给你方寄去价格表.

    In order to give you a general idea of the cotton piece goods available for export, we send you a pricelist.

    have an idea of 对„„有了解

    6Polite ending (expect to get the reply):

    We’re looking forward to your early reply 期盼你方早日回信?

    We’re awaiting your favorable news. 等待你方好消息,佳音:。

    We trust that you will reply to us. 我们相信你们会给我方回信的。

    Your early reply will be highly appreciated. 如你方能早日回信~我们将非常感激。

    appreciate v.感谢~欣赏 be thankful or show gratitude for; admire greatly

     句型?

     We shall appreciate it if ...

     it is appreciated if (that)...

     we shall appreciate you doing...

     We shall appreciate sth.

    e.g. 如我们早日收到你方来信~我们将不胜感激。

     We shall appreciate your early reply.

    练习?先做课本P380-381第一、二题。冯书P26

    留作业?背课文第一和第四篇

    1?经你方商会的介绍~我方欣悉贵公司的行名和地址。

    2. 我公司专门经营中国纺织品出口~并愿意在平等互利的基础上与贵公司建立业务关系。

    3. 为使贵方对我方产品有全面的了解~我方另函寄去一本目录册及一套小册子以供参考。

    4. 如对目录中所列之任何产品感兴趣~请具体询价~我方将立即报价。

    参考答案?

    1. Through the courtesy of the Chamber of Commerce ( On the recommendation of your Chamber of

    Commerce ), we have learned with pleasure the name and address of your firm.

    2. We specialize in the export of Chinese textiles and shall be glad to enter into business relations with you on

    the basis of equality and mutual benefit.

    3. To give you a general idea of our exports, we are sending you under separate cover a catalogue together with

    a range of pamphlets for your reference.

    4. Please let us have your specific enquiry if you are interested in any of the items listed in the catalogue. We

    shall make an offer promptly.

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