Chapter 2 Establishing Business Relations（课件）《外贸英文函电》（电子工业出版社）

Chapter 2 Establishing Business Relations Business Letters 主讲：XXX 1 Introduction 01. Specimen Letters 02. Useful Expressions 03. Content Exercises 04. 2 Chapter 2 Establishing Business Relations 3 Establishing Business Relations The establishment of business relations means setting up business connections between two companies who have no business dealings with each other before. To establish business relations with potential clients is vital to start and develop the business for companies. To enlarge the business and increase the turnover, no matter a new dealer or an old one should attach much importance to establishing business relations with prospective partners. Learning Objectives 1. To know the channels of obtaining commercial partners; 2. To comprehend the essential content of a letter to establish business relations; 3. To master some relevant and useful expressions. Chapter 2 Establishing Business Relations 4 01 02 03 2.1.1 Source of Customer Channels 2.1.2 Content of These Letters 2.1 Introduction Chapter 2 Establishing Business Relations 5 Obviously, no customer, no business. If a firm intends to open up new markets to sell products or purchase materials from foreign companies, it should spare no effort to look for new merchants. The following channels are available sources to obtain effective information about prospective clients: * advertisements in newspaper, periodicals or on TV; * Internet; * recommendations by a business friend or a client; * banks; * Commercial Counselor’s Office; * Chambers of Commerce both at home and abroad; * exhibitions and trade fairs; * self-introduction by merchants themselves. 2.1.1 Source of Customer Channels Chapter 2 Establishing Business Relations 6 Through the above effective ways, they can choose the prospective firms and try to establish business relationship with appropriate ones as many as possible via different means such as writing, contact at the exhibitions and fairs and mutual visits by trade delegations and groups. Among the above methods, writing is the most frequently used one. 2.1.1 Source of Customer Channels Chapter 2 Establishing Business Relations 7 A letter seeking cooperation with the target company should contain the following information: 2.1.2 Content of These Letters Chapter 2 Establishing Business Relations 1) The source of the information Telling the addressees how and where their names and address are known 2) Self-introducing Company’s main business scope 3) His intention Indicating his purpose and desire 4) Expectation of future cooperation and early reply 8 If a writer intends to import something, he can also make a request for catalogue, samples, price lists, etc. The letter should be written concisely and courteously so as to leave a good impression on the receiver. When receiving a letter seeking cooperation, be sure to answer in full without the least delay with courtesy and sincerity. For letters in reply, there are several points which should be included: 2.1.2 Content of These Letters Chapter 2 Establishing Business Relations 1) Expressing thanks for the incoming letter or stating letter-replying purpose 2) Indicating clearly whether he accepts the proposal or not (give a reason if he declines it) 3) Indicating the action he is going to take 4) Ending the letter with a positive note for further business 9 Letters to Different Organizations for Referral Retention Letters Seeking Cooperation Replies to Letters Seeking Cooperation 2.2 Specimen Letters Chapter 2 Establishing Business Relations 10 Letter 1 An Exporter Writes a Letter to a Bank 2.2.1 Letters to Different Organizations for Referral Retention Dear Sirs, Thank you for your cooperation in our business. At present, we keenly want to enlarge our trade in various kinds of tyres, but unfortunately not many proper customers are found in South China. Therefore, we shall be obliged if you will kindly introduce to us some of the most capable and reliable tyre importers in your district. We are looking forward to your early and favourable reply. Yours faithfully, (Signature) Chapter 2 Establishing Business Relations 11 Language points： 1. exporter n. 出口商；出口公司；出口国 e.g. With the expanded production of North Sea oil and gas, the UK has become a net exporter of fuel. 随着北海石油和天然气产量的扩大，英国已成为燃料的净出口国。 相关词语：importer n. 进口商；进口公司；进口国 2. cooperation n. 合作 e.g. A study was undertaken in cooperation with oil companies. 与石油公司合作进行了一项研究。 Chapter 2 Establishing Business Relations 2.2.1 Letters to Different Organizations for Referral Retention 12 3. enlarge our trade 扩大公司业务 e.g. We approach you today in the hope of establishing business relations with you and expect, by our joint efforts, to enlarge our trade. 我们今天致函贵公司，希望与贵公司建立业务关系，并希望通过我们的共同努力扩大公司业务。 相似表达：expand our business 扩大公司业务 enlarge our business scope 扩大公司业务范围 extend our range 扩大业务范围 Chapter 2 Establishing Business Relations 2.2.1 Letters to Different Organizations for Referral Retention 13 4. We shall be obliged if… 如蒙……我们将非常感激 e.g. I’d be obliged if you’d treat this matter as strictly confidential. 如果您能对此事严格保密，我将非常感激。 I am much obliged to you. 我非常感谢你。 5. look forward to doing sth. 盼望做某事 e.g. I look forward to hearing from you. 盼望着收到你的信。 相似表达：await/expect/hope to receive Chapter 2 Establishing Business Relations 2.2.1 Letters to Different Organizations for Referral Retention 14 6. favourable adj. 赞成的；有利的 （1）表示赞同某事或表示对某人、某事有利，后接介词to。 e.g. We are favourable to your terms and conditions of this transaction. 我方同意你方对这个交易的条件。 The market has so changed as to be favourable to the sellers. 市场变为对卖方有利。 （2）如果表示对某种行为有利，则一般接介词for。 e.g. The time is not favourable for the disposal of the goods. 现在不是卖货的有利时机。 7. reply n. 回复，回函 e.g. Your early reply (prompt attention/ immediate response) will be highly appreciated. 如蒙早日回复，不胜感激。 常用搭配：in reply to sth. 答复某事 其他用法：reply v. 回复 Chapter 2 Establishing Business Relations 2.2.1 Letters to Different Organizations for Referral Retention 15 Letter 2 A Letter Addressed to the Chamber of Commerce Abroad 2.2.1 Letters to Different Organizations for Referral Retention Dear Sirs, We write to introduce ourselves as producers and exporters of Chinese manual carpets with many years’ experience in this line of business. Established more than half a century ago, this corporation has produced various carpets and won a good reputation at home and abroad. Junco carpet, our traditional hand-made product, is well-known for its fine quality and attractive designs. It has absorbed the essence of ancient and modern art, and thus being praised as one of the pearls of oriental art. At many international fairs it has been awarded gold medals. For years we have constantly revised our carpets to go along with the change in the world market. Nowadays we can also accept orders for carpets to be made according to instruction to meet the individual requirements of the masses. In order to acquaint you with our products, we enclosed several pamphlets covering the main items we produce for your reference. Chapter 2 Establishing Business Relations 16 Letter 2 A Letter Addressed to the Chamber of Commerce Abroad 2.2.1 Letters to Different Organizations for Referral Retention We’d like to enlarge our trade in Germany, but unfortunately have had no good connections in the eastern part of the country. Therefore, we would be most grateful if you could kindly send us the directory of the importers in your district to help us establish direct business relations with the parties concerned. And it would be further appreciated if you could recommend us to some of the most capable and reliable firms who are interested in our manual carpets. Thank you in advance for your favourable cooperation and assistance. Yours respectfully, Tianjin Carpet Corporation General Manager Chapter 2 Establishing Business Relations 17 Language points： 1. producer n. 生产商，制造商 e.g. In more recent decades, China has gradually recaptured its position as the world’s biggest producer and exporter of raw silk and silk yarn. 最近几十年，中国逐渐恢复了世界上最大的生丝和绢丝生产国与出口国的地位。 相似词语：manufacturer 制造者，厂商 maker 制造商 2. experience n. 经验 e.g. I have first-hand experience of running a company. 我有办公司的亲身经验。 Chapter 2 Establishing Business Relations 2.2.1 Letters to Different Organizations for Referral Retention 18 3. in this line of business 经营范围，从事行业 e.g. We have been in this line of business for many years. 我们经营这项业务已有多年。 相似表达：business line, business scope, frame of business, in the field of 4. corporation n. 公司，（常由几个较小公司组成的）大公司 e.g. IBM is one of the biggest corporations in the world. 国际商用机器公司是世界上最大的公司之一。 5. reputation n. 名誉，名望 e.g. Over the years, the company has gained a reputation for making quality products. 这些年来，这家公司获得了生产优质产品的声誉。 6. go along with 跟随，搭配 e.g. We are looking for a new USB device to go along with our desktop. 我们正在寻找一款新的USB装置来搭配我们的台式机。 Chapter 2 Establishing Business Relations 2.2.1 Letters to Different Organizations for Referral Retention 19 7. the masses 民众，平民 e.g. The shop assistants sell goods from door to door for the convenience of the masses. 售货员送货上门，便利群众。 8. acquaint v. 使熟悉，使了解，使认识 (l) acquaint sb. with sth. 让某人了解…… e.g. Will you please send us your samples so as to acquaint us with the material and workmanship of your supplies? 为了让我方了解你方供货的材料和工艺，可以寄来你方的样品吗？ 相似表达：inform sb. of sth.; tell sb. sth. (2) be/ get acquainted with sth./sb. 熟悉；了解；认识 e.g. We are not acquainted with these articles. 我们不熟悉这些商品。 Chapter 2 Establishing Business Relations 2.2.1 Letters to Different Organizations for Referral Retention 20 9. enclose vt. 附在信里，随函 e.g. We enclose our price list for your reference. 附上价格表供您参考。 在商务信函中，常用下列表达方式： Enclosed is a cheque with our order. 随订单寄去一张支票。 Enclosed please find an agenda for the meeting. 随附会议的日程表，请查收。 10. pamphlet n. 小册子 e.g. To give you a general idea of our products, we are sending you under separate cover a catalogue together with three pamphlets for your information. 为使贵方对我方产品有一个大致的了解，另封寄上一份目录和三本小册子，供贵方参考。 相似词语：catalog(catalogue) 目录 brochure, booklet 小册子 leaflet 单张说明书，广告单，宣传页 Chapter 2 Establishing Business Relations 2.2.1 Letters to Different Organizations for Referral Retention 21 11. for your reference 供贵方参考 e.g. According to your requires on 20 January, we enclosed a list for your reference. 根据贵方1月20日来函要求，现附寄一份目录。 相似表达：for your consideration 供您参考 for your information 供您参考，特告知 12. directory n. 目录；姓名地址录 e.g. Yahoo is the oldest and best-known Web directory service. 雅虎是提供网上目录检索服务最早、最知名的网站。 常用搭配：trade directory 行业名录，贸易商名录 Chapter 2 Establishing Business Relations 2.2.1 Letters to Different Organizations for Referral Retention 22 13. establish business relations with 建立业务关系 注意：relations必用复数；business可用trade替代。 e.g. As articles of this kind fall within the scope of our business activities, we take this opportunity to express our wish to establish business relations with you. 由于此类商品属于我方的业务范围，我方借此机会表示希望与贵公司建立业务关系。 常用搭配：to establish direct (直接的) relations with... pleasant (愉快的) friendly (友好的) good (良好的) mutually beneficial (互利的) close (密切的) 相似表达：business association 业务联系，交往； business connection业务联系；business contact 业务关系 Chapter 2 Establishing Business Relations 2.2.1 Letters to Different Organizations for Referral Retention 23 14. appreciate vt. 感谢，感激（可接动名词，不可接不定式）；理解，体会 e.g. We highly appreciate your kind cooperation. 我方十分感激你方的友好合作。 It will be greatly appreciated if you will send us your samples immediately.如能立即寄来你方样品，我方将不胜感激。 相似表达：be grateful for 15. recommend vt. 推荐，介绍 e.g. Would you recommend the product you used to your friend or other persons? 你会推荐你使用过的商品给朋友或其他人吗？ I will recommend our tyres for your car. 我方给你的车推荐我方轮胎。 This type is highly recommended. 强烈推荐这款。 Chapter 2 Establishing Business Relations 2.2.1 Letters to Different Organizations for Referral Retention 24 Letter 3 Self-Introduction by an Exporter 2.2.2 Letters Seeking Cooperation Dear Sirs, We have learned from our Commercial Counselor’s office in London that you are interested in importing Chinese Cotton Piece Goods. As this item falls within the scope of our business activities, we shall be pleased to enter into direct business relations with you at an early date. In order to give you a general idea of the products now available for export, we send you a copy of our latest catalogue and a price list. Quotations and sample books will be airmailed to you upon receipt of your specific enquiry. We look forward to your early reply. Yours sincerely, (Signature) Chapter 2 Establishing Business Relations 25 Language points： 1. item n. 商品 e.g. A full refund will be given if the item is faulty. 如货有瑕疵则退回全部货款。 相似词语：product, produce, production, article, goods, merchandise, cargo 2. fall within the scope of our business activities 属于我方的经营范围 e.g. We are glad to inform you that the articles required by you fall within the scope of our business activities. 我方很高兴告诉你方，你方所要的商品属于我方的经营范围。 相似表达：be within (lie within, come under) the scope of our trade activities be within (lie within, fall within) our business scope Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 26 3. enter into direct business relations with you 与你方建立直接业务关系 e.g. In order to extend our export business in your country, we wish to enter into direct business relations with you. 为了能在贵国扩大我方的出口业务，我方希望能与你方建立直接业务关系。 相似表达：establish (build up, enter into, set up) business relationship 建立业务关系 4. available adj. 可利用的 e.g. All our products are available by mail order. 我方的商品都可以邮购。 相似词语：suppliable adj. 可供应的 Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 27 5. latest catalogue 最新目录 e.g. We are sending you under separate cover by airmail the latest catalogue. 我方另封航空寄去最新目录。 常用搭配：product catalogue 产品目录 illustrated catalogue 带插图的目录，图解目录 classified catalogue分类目录 Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 28 6. quotation n. 报价 e.g. In reply to your enquiry dated 28 November, we are sending you here with our quotation, along with various samples of leather gloves closely resembling to what you want. 应贵方11月28日来函询问，现寄上我方的报价和几副式样不同但与贵方要求近似的皮手套样品。 We should be obliged if you would give us a quotation for the supply of 100 kitchen cupboards. 如能向我方报100个橱柜的价格，我方将不胜感激。 常用搭配：quotation table/quotation list价目表 send/give/make/email sb. a quotation for/on sth. 向某人报某商品价格 quotation of sth. 若买方提到卖方已对某货做出的报价时用of Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 29 7. sample n. 样品 e.g. We are in the market for the following items and should be grateful if you would send us samples of the same. 我方打算购买下列产品，如贵方能寄来其样品，我方将非常感谢。 常用搭配：original sample 原样 duplicate sample 复样 counter sample 对等样品 representative sample 代表性样品 reference sample 参考样品 sealed sample 封样 8. airmail vt. 航空邮寄 e.g. We have already, under separate cover, airmailed to you samples of three kinds of famous Chinese tea now available from stock. 我方已另封航空邮寄给贵方目前有货的三种中国名茶样品。 其他用法：airmail n. 航空邮件 e.g. Please send this parcel via airmail. 请用航空件邮寄这个包裹。 Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 30 9. upon receipt of 一收到……就 e.g. Upon receipt of your specific enquiry, we will quote you our best price CIF Shanghai immediately. 一旦收到你方具体询盘，我方将立即给你方报最优惠的上海到岸价。 10. enquiry n. 询盘；询问（英国人常用，美国人常用inquiry） e.g. Thanks for your enquiry dated 18 May; we are now sending you our latest price list for your reference. 感谢你方5月18日的询价，随函寄去我方最新价目单以供参考。 常用搭配：specific enquiry具体询盘 Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 31 Letter 4 A Manufacturer Writes to an Importer Dear Sirs, We owe your name and address to the Chamber of Commerce, London, who informed us that you are in the market for garden tools. We are one of the largest garden tools manufacturers in our country and have been handling various kinds of garden tools for about 20 years. We approach you today in the hope of establishing business relations with you and expect, by our joint efforts, to enlarge our business scope. In order to acquaint you with our business lines, we enclose a copy of our illustrated catalogue covering the main items suppliable at present. If you are interested in any of the items, please tell us by fax. We will give you our lowest quotations and try our best to comply with your requirements. Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 32 Letter 4 A Manufacturer Writes to an Importer Our customers are always satisfied with our products and the service after the sale. We believe that you will be, too, after we do business together. Our banker is the Bank of Westminster, London. They can provide you with the information about our business and finances. We are looking forward to your early reply. Yours faithfully, (Signature) Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 33 Language points： 1. We owe your name and address to… 承蒙……告知贵公司的名称和地址 e.g. We owe your name and address to ABC company. 承蒙ABC公司的介绍，我方得知了贵公司的名称与地址。 相似表达：We are indebted to…for your name and address. Through the courtesy of…, we come to know your name and address. 2. in the market for 欲购，求购 e.g. We have heard from China Council for the Promotion of International Trade that you are in the market for electric fans. 我们从中国国际贸易促进委员会获悉，你们有意购买电扇。 Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 34 3. approach vt. 与……接洽（和contact同义，但被动语态用approach较多） e.g. Please approach (contact) them again. 请再与他们联系。 We have been approached by several buyers for the supply of walnuts. 已有几家买主与我们接洽核桃的供应。 4. in the hope of 希望 e.g. Having obtained your name and address from Bank of China branch in New York, we are writing to you in the hope of establishing business relations with you. 我们从中国银行纽约分行获悉了贵公司的名称和地址，特此致函，希望与贵公司建立业务关系。 Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 35 5. by (our) joint efforts 共同努力 e.g. It is our hope to promote, by joint efforts, both trade and friendship to our mutual advantage. 我们希望通过共同努力促进贸易和友谊，使双方都受益。 6. enlarge our business scope 扩大公司业务范围 e.g. We are a state owned enterprise, and are keen to enlarge our business scope. 我方是一家国有企业，希望扩大我方的业务范围。 相似表达：expand our business 扩大公司业务 enlarge our trade 扩大公司业务 extend our range 扩大业务范围 extend our oversea trade 扩大公司的海外贸易 Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 36 7. covering the main items 涵盖主要商品 e.g. We enclose a copy of our export list covering the main items. 随函附上涵盖主要商品的一份出口清单。 8. comply with 依照，符合 e.g. We hope you will be able to comply with our request. 希望你方能按我方要求办理。 相似表达：conform with, agree with 其他用法：in compliance with 依从，按照 9. provide you with 为您提供 e.g. We will provide you with very competitive prices, high quality products and quality services. 我们将为您提供极具竞争力的价格﹑高品质的产品及优质的服务。 Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 37 Letter 5 A Letter from an Importer Gentlemen, As your name and address were listed in the International Business Daily, we are writing in the hope of opening an account with your company. We are one of the leading importers and wholesalers of various light industrial products in London, having a business background of some 40 years, and are now particularly interested in light industrial products of all types. Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 38 Letter 5 A Letter from an Importer In order to let us have a better understanding of your products, would you please send us by return mail catalogues and prices of your products with full details. Upon receipt of such materials, we shall see what items are of interest to us and pass our enquiries to you. If you need more objective information concerning our credit, please refer to the Midland Bank, London. We anticipate the pleasure of hearing from you in the near future. Truly yours, (Signature) Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 39 Language points： 1. open an account with 建立账户往来关系 e.g. We have been doing quite well in our business, we are willing to open an account with you. 我方的生意一直做得不错，诚望能与你方建立账户往来关系。 2. leading adj. 主要的；领导的 e.g. As one of the leading exporters, we have been handling various kinds of Chinese leather products for about 10 years. 作为主要出口商之一，我们经营各种中国皮革产品已有10年左右的历史。 Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 40 3. light industrial products 轻工业产品 e.g. We are the exporter of long standing and high reputation, engaged in exportation of light industrial products. 我方是信誉卓越的出口商，长期经营轻工产品的出口业务。 常用搭配：light industry 轻工业 heavy industry 重工业 primary industry 第一产业 secondary industry 第二产业 tertiary industry 第三产业 4. objective adj. 客观的 e.g. I hope what I mentioned above could help you have an objective understanding of our company. 我希望我的上述介绍能帮助你们对我们公司有一个客观的了解。 其他用法：objective n. 目标 Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 41 5. concerning prep. 有关，关于 e.g. We have received many complaints from the customers concerning the toothbrushes under our Order No. 1176. 我方收到了许多客户对你方供应的1176号订单牙刷的投诉。 6. credit n. 信用，信誉 e.g. We sincerely hope to have a long term cooperation with all the customers in the world with our favourable credit standing. 我们真诚希望以我们良好的信誉与世界各地的客户建立长期的合作关系。 常用搭配：credit card 信用卡 Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 42 7. refer to sth. 提及；向……查询 e.g. Please refer to the Bank of China, Xi’an Branch for our credit standing. 请向中国银行西安分行查询我方资信情况。 8. anticipate vt. 期待 e.g. We anticipate receiving your further orders. 我方期待收到你方的进一步订单。 相似表达：look forward to, await, expect Chapter 2 Establishing Business Relations 2.2.2 Letters Seeking Cooperation 43 Letter 6 A Reply to an Importer’s Letter Dear Sirs, Thank you for your letter of the 16th of this month. We shall be very glad to establish business relations with your company. In compliance with your request, we are sending you, under separate cover, our latest catalogue and price list covering our export range. We have also sent you some samples for your reference. Payment should be made by an irrevocable and confirmed letter of credit. If you find business possible, please fax or e-mail us for offers. Yours sincerely, Zhou Daichuan Chapter 2 Establishing Business Relations 2.2.3 Replies to Letters Seeking Cooperation 44 Language points： 1. at your request 应您的要求，应贵方的要求 e.g. We are consequently fully committed at the moment and are unable to make you the offer at your request. 本公司暂不能承接订单，故无法按贵公司要求报价。 相似表达：in compliance with your request/requirements in accordance with the requirement as required/as requested/on request 2. under separate cover 另函邮寄，在另函中 e.g. The information you requested is being forwarded to you under separate cover. 现另函寄上所要资料。 常用搭配：by separate post 另函邮寄 under the same cover 随函附寄 Chapter 2 Establishing Business Relations 2.2.3 Replies to Letters Seeking Cooperation 45 3. irrevocable adj. 不可撤销的 e.g. We’ll open an irrevocable letter of credit in your favor within 10 days from the date of the contract. 从合同签订之日起，我们将于10天内开出以你方为受益人的不可撤销的信用证。 4. confirmed letter of credit 保兑信用证 e.g. Either because the credit amount is too large, or because he does not fully trust the opening bank, sometimes the exporter may require a confirmed letter of credit. 要么因为信用证金额过大，要么因为对开证行不完全信任，出口商有时可能需要保兑的信用证。 Chapter 2 Establishing Business Relations 2.2.3 Replies to Letters Seeking Cooperation 46 Letter 7 A Reply to an Importer Dear Mr. Lewis, Your fax of 23 June inquiring about the possibility of importing Chinese-Made Electric Goods into the United Kingdom, has been passed on to us by the China Council for the Promotion of International Trade (CCPIT) in Beijing. We are a state enterprise, and are keen to expand our foreign trade. However, we have no business in the United Kingdom up till now, and would be pleased to do business with you in this line. We enclose our latest illustrated catalogue, together with our latest price list and terms and conditions of sales for your reference. Any specific enquiries from you will receive our careful attention. Chapter 2 Establishing Business Relations 2.2.3 Replies to Letters Seeking Cooperation 47 Letter 7 A Reply to an Importer Should you require any further details about any of the above mentioned points, please do not hesitate to contact us. We look forward to hearing from you in the near future. Yours sincerely, Wang Qihe Export Manager Encs.: as stated Chapter 2 Establishing Business Relations 2.2.3 Replies to Letters Seeking Cooperation 48 Language points： 1. inquire v. 询问……（常用于英国，美国多用enquire） e.g. I am writing to inquire you about your advertisement in The Times. 贵方在《泰晤士报》刊登广告，特此致函问询。 2. a state enterprise 国有企业 e.g. We are a state enterprise, handling both the import and export of textiles. 我们是一家国有企业，经营纺织品的进出口业务。 相似表达：state-operated corporation 国有公司 state-owned corporation 国有公司 state-run enterprise 国有企业 Chapter 2 Establishing Business Relations 2.2.3 Replies to Letters Seeking Cooperation 49 不同性质企业的表示：collective-owned enterprise 集体企业 individual-owned enterprise 私营企业 private-owned enterprise 私营企业 township/ rural enterprise 乡镇企业 joint venture 合资企业 foreign venture 外资企业 foreign-owned enterprise 外资企业 3. are keen to do sth. 热衷于做什么 e.g. It is clear that they are very keen to do business with us and they will be important customers in the future. 显然他们很想与我们做生意，并且未来会成为我们重要的客户。 Chapter 2 Establishing Business Relations 2.2.3 Replies to Letters Seeking Cooperation 50 4. terms and conditions of sales 销售条款和条件 e.g. Buyers should also pay close attention to the terms and conditions of sales, such as whether there are any hidden extras in the form of delivery costs. 买方也应该仔细留意交易的条款及条件，例如是否要负担额外的运费。 常用搭配：terms of payment 付款方式 5. Should you require any further details about any of the above mentioned points, please do not hesitate to contact us. 如果您需要以上信息的任何细节内容，请不必客气，随时与我们联系。 （1）此句子是if引导的虚拟语气的倒装。若if条件句中有had、were、should时，可把if省略，将had、were、should置于句首，形成倒装句。 （2）contact vt. 与……联系；与……接触 e.g. For further details, please contact our local office. 若想了解更多详情，请联系我们当地的分支机构。 Chapter 2 Establishing Business Relations 2.2.3 Replies to Letters Seeking Cooperation 51 Letter 8 Refusing a Request for an Appointment Dear Mr Wong, Thank you for your letter of 7 July regarding your new laptop computer. I regret to say that we cannot agree to your request for an appointment. We currently have the sole agency for another computer company. Under the terms of the contract, we are barred from stocking any other company’s products. The sole agency comes under review in six months’time. Contact us then and we may be able to consider your new product. Yours sincerely， Anthony Carr Purchasing Manager Chapter 2 Establishing Business Relations 2.2.3 Replies to Letters Seeking Cooperation 52 Language points： 1. regret to say that… 很遗憾地说…… e.g. We regret to say that we have to cancel your order because of your failure to open the L/C in time. 由于你方没按时开信用证，很遗憾，我方不得不取消你方的订单。 2. agree to sth. 同意、赞成什么事 e.g. If you could agree to terms, we would point you as our sole agent. 如果你方同意条款，我方将指定你方为我方的独家代理。 常用搭配：agree to do sth. 同意做某事 agree with sb. 同意某人的观点 agree on/about sth. 在什么事情上达成协议 agree that… 同意…… Chapter 2 Establishing Business Relations 2.2.3 Replies to Letters Seeking Cooperation 53 3. request n. 要求，请求 (1) request for sth. 要求什么 e.g. Customers have specific request for packing. 客户对包装有特别的要求。 (2) at one’s request 应某人的要求 相似表达：in compliance with your request/requirements in accordance with the requirement (3) on request 一经要求 e.g. Further details will be sent on request. 详情承索即寄。 (4) by request 按照要求 相似表达：as required/as requested Chapter 2 Establishing Business Relations 2.2.3 Replies to Letters Seeking Cooperation 54 4. the sole agency for sth. 独家代理权，独家代理 e.g. Thank you for offering us the sole agency for your products and appreciate the confidence you have placed in us. 感谢你方让我方担任你方产品的独家代理，并感谢你方对我方的信任。 5. be barred from 被禁止 主动形式：bar sb. from (doing) sth. 阻止、禁止某人做某事 e.g. Local traders have been barred from selling food, beverages, and soccer merchandise outside the stadiums. 当地商人被禁止在体育场周边售卖食物、饮料和足球商品。 Chapter 2 Establishing Business Relations 2.2.3 Replies to Letters Seeking Cooperation 55 6. stock vt. 备有，存有（货物） e.g. We stock a wide range of kitchen equipment. 我们备有各种厨房用品。 其他用法：stock n. 存货 常用搭配：out of stock 缺货；in stock 有货 7. come under review 受到审查 e.g. Your pay comes under review every year. 每年都会重新考虑你的工资。 8. consider v. 考虑 e.g. We consider this agreement to be an important step forward. 我们认为，这项协定是向前迈出了重要的一步。 Chapter 2 Establishing Business Relations 2.2.3 Replies to Letters Seeking Cooperation 56 Useful expressions for letters of establishing business relations: 1. The source of the information: * We were very pleased to obtain your name from... * We are delighted to learn from...that... * Through the courtesy of..., we are given to understand that... * On the recommendation of...we have learned that... * Your company has been kindly introduced to us by... 2. Self-introducing: * We would like to take this opportunity to introduce ourselves as... * We now avail ourselves of this opportunity to introduce ourselves as... * We would like to take the liberty of introducing ourselves to you with a view to... * Our corporation is specialized in... * We have been engaged for many years in the line of... 2.3 Useful Expressions Chapter 2 Establishing Business Relations 57 3. His intention: * We are now writing you for… * With a view to..., we... * We are contacting you with interest to... * We are desirous of… * We feel interested in... 4. Expectation of future cooperation and early reply： * We look forward to receiving.../hearing from you soon/in the near future. * Any early reply would be highly appreciated. * We are anticipating your reply./We await hearing from you. * Any further information you can provide will be appreciated. * Hope we can do business together. 2.3 Useful Expressions Chapter 2 Establishing Business Relations 58 Useful expressions for replies to letters seeking cooperation： 1. Expressing your thanks for the incoming letter or stating your letter-replying purpose: * Your letter of...has been well received with thanks. * Your letter expressing...has been received with thanks. * We are thankful for your letter about/of... * In reply to your letter of..., we... * In response to your letter of..., we... 2. Indicating clearly whether he accepts the proposal or not: * Your wish of...coincides with ours. * This is also our desire. * We shall be very glad to… * Your suggestion of...was really a good thinking. 2.3 Useful Expressions Chapter 2 Establishing Business Relations 59 3. Indicating the action he is going to take: * We are sending you... * As requested, we are airmailing to you... * The enclosed is (are) our.../We enclose our... * Enclosed please find our... 4. Ending the letter with a positive note for further business: * We look forward to receiving an order from you. * We hope to have the opportunity to work together with you in the future. * We hope that you will contact us if any item is of interest to you. * We look forward to hearing from you soon, and to the possibility of doing business with you in the future. 2.3 Useful Expressions Chapter 2 Establishing Business Relations 60 2.4 Exercises I. Translate the following words and phrases. II. Fill in the blanks with the appropriate forms of the given words. III. Fill in each blank in the letter below with a word or phrase taken from the box. IV. Identify errors in the following sentences. There is only one error in each sentence. V. Translate the following sentences into English sentences using the given words or expressions in the brackets. VI. Writing. Chapter 2 Establishing Business Relations 61 1. enter into business relations 2. Ministry of Commerce 3. Commercial Counsellor’s Office 4. under separate cover/ by separate mail 5. China Council for the Promotion of International Trade 6. trade fair 7. quote favourable terms 8. owe…to 9. trade directory 10. confirmed letter of credit I. Translate the following words and phrases. 1. 建立业务关系 2. 商务部 3. 商务参赞处 4. 另邮/另函邮寄 5. 中国国际贸易促进委员会 6. 商品交易会/贸易展览会 7. 报优惠价 8. 把⋯⋯归功于 9. 行业名录/贸易商名录 10. 保兑信用证 A. From English to Chinese Chapter 2 Establishing Business Relations 62 1. 在平等互利的基础上 2. 扩大公司业务 3. 国有企业 4. 财务及信用状况 5. 具体询盘 6. 轻工业产品 7. 一收到……就 8. 供您参考 9. 按照某人的要求 10. 享有美誉 I. Translate the following words and phrases. 1. on the basis of equality and mutual benefit 2. enlarge our trade/ expand our business 3. a state-owned enterprise / a state-operated corporation 4. financial and credit standing 5. specific enquiry 6. light industrial product 7. upon receipt of 8. for your reference/ for your consideration/ for your information 9. at one’s request 10. enjoy a good reputation B. From Chinese to English Chapter 2 Establishing Business Relations 63 II. Fill in the blanks with the appropriate forms of the given words. 用给出词的正确形式填空。 expanding importers enclosing specialized basis 1. With a view to our business at our end, we are writing to you in the hope that we can open up business relations with your firm on the basis of mutual benefits. (expand) 2. You are one of the leading and wholesalers of surgical instruments. (import) 3. For your reference, we are a complete set of catalogues showing detailed descriptions and specifications of various products. (enclose) 4. Our company has in manufacturing electric appliances for more than 30 years. (special) 5. We trade with people in all countries on the of equality and mutual benefit. (base) Chapter 2 Establishing Business Relations 64 II. Fill in the blanks with the appropriate forms of the given words. 用给出词的正确形式填空。 covering concerning receipt beneficial compliance 6. As required, we are sending you our latest catalogue and price list our export range. (cover) 7. We are writing in reply to your letter of 5 April, in which you asked for our advice the marketing of motor-cycles in the western part of your country. (concern) 8. The shipment of the products could be made within two weeks upon of your confirmed irrevocable letter of credit. (receive) 9. We wish to introduce ourselves in the hope of establishing mutually business relations between our two corporations. (benefit) 10. In with your request of the 10 November, we are making you the following offer. (comply) Chapter 2 Establishing Business Relations 65 III. Fill in each blank in the letter below with a word or phrase taken from the box. 用方框中的词或短语填空。 addressed transferred scope pleased wholesalers background particularly good sellers excellent quotations Dear Sirs, Your letter of 21 November 1. to our sister corporation in Shanghai has been 2. to us for attention. As the items fall within the 3. of business activities, we shall be 4. to enter into direct business relations with you. We have learned that you are one of the leading importers and 5. of Electric and Electronic Machinery and Equipment in Thailand. We are exporters of the same lines of business, having a business 6. of some 40 years, and are now 7. interested in exporting to your country electronic products of all types. All kinds of our products are 8. and worth commendation for their 9. quality. If you are interested in marketing these products at your end, please let us know and we shall be pleased to send you our 10. and sample books upon receipt of your specific enquiries. We look forward to your favourable reply. Yours faithfully, (Signature) Chapter 2 Establishing Business Relations excellent quotations wholesalers scope good sellers addressed transferred background particularly pleased 66 1. In comply with your request, we send you our brochures together with the latest price list. 2. Enclose please find our latest catalogue. 3. We look forward to receive your favourable reply at an early date. 4. For our business and financial standing, we may infer you to our bankers. 5. If your prices are competitive, we are confident to sell the goods in great quantities in this market. 6. As we are one of the leading importers in this line, we are on a position to handle large quantities. 7. We take the liberty of writing to you with a view to establish business relations with you. 8. If you can assure us with workable prices, excellent quality and prompt delivery, we shall be able to deal in these goods on a substantial scale. 9. We shall be much appreciate of your effort in pushing the sales of our products on your market. 10. As this item falls within the scope of our business activities, we shall be pleased to enter into direct business relation with you at an early date. IV. Identify errors in the following sentences. There is only one error in each sentence. 找出以下句子的错误，每个句子只有一个错误。 Chapter 2 Establishing Business Relations 67 IV. Identify errors in the following sentences. There is only one error in each sentence. 找出以下句子的错误，每个句子只有一个错误。 compliance Enclosed receiving refer in selling in establishing of Chapter 2 Establishing Business Relations 1. In comply with your request, we send you our brochures together with the latest price list. 2. Enclose please find our latest catalogue. 3. We look forward to receive your favourable reply at an early date. 4. For our business and financial standing, we may infer you to our bankers. 5. If your prices are competitive, we are confident to sell the goods in great quantities in this market. 6. As we are one of the leading importers in this line, we are on a position to handle large quantities. 7. We take the liberty of writing to you with a view to establish business relations with you. 8. If you can assure us with workable prices, excellent quality and prompt delivery, we shall be able to deal in these goods on a substantial scale. 9. We shall be much appreciate of your effort in pushing the sales of our products on your market. 10. As this item falls within the scope of our business activities, we shall be pleased to enter into direct business relation with you at an early date. appreciative relations 68 1. 附上价格表仅供参考。(for your reference) 2. 我们从设在北京的中国国际贸易促进委员会得悉贵公司的行名及地址。(owe…to) 3. 待我方做完更多的业务后，我方会考虑更有利的付款方式。(favourable) 4. 现另封航寄去一份最新的产品目录。(under separate cover) 5. 我们的产品品质优良、价格合理，深受国内外用户欢迎。(high quality) V. Translate the following sentences into English sentences using the given words or expressions in the brackets. 用括号中给出的单词或短语翻译句子。 We enclose our pricelist for your reference . We owe your name and address to China Council for the Promotion of International Trade in Beijing. Our company may consider more favourble payment terms after we have done more business. We are sending you under separate cover by airmail a copy of the latest catalogue. Our products enjoy a great popularity at home and abroad due to their high quality and reasonable prices. Chapter 2 Establishing Business Relations 69 6. 希望通过我们的共同努力，既可以促进我们之间的贸易往来又能增进友谊。(by our joint efforts) 7. 我们经营化工产品已有多年。(line) 8. 贵方如果能够早日回复，我们将感激不尽。(obliged) V. Translate the following sentences into English sentences using the given words or expressions in the brackets. 用括号中给出的单词或短语翻译句子。 It is hoped that by our joint efforts we can promote business as well as friendship. We have been for many years in the chemical line. We should be obliged if you would give us an early reply. Chapter 2 Establishing Business Relations 70 9. 我方现需求防雨服，如果你方能寄来你方的带插图的产品目录和最优惠的报价，我方将十分感激。(in the market for) 10. 为使你方熟悉我方交易条款，随函寄上一份合同格式以供参考。(acquaint) V. Translate the following sentences into English sentences using the given words or expressions in the brackets. 用括号中给出的单词或短语翻译句子。 As we are in the market for waterproof coats, we should be pleased if you would send us your illustrated catalogues and best quotations. To acquaint you with our purchase terms, we are enclosing a specimen of our contract for your reference. Chapter 2 Establishing Business Relations 71 1. Write a letter to a tablecloths buyer to tell them that you are willing to enter into business relations with them; and include the following information: （1）从我方在贵国的商务办事处得知，你方是台布的大买主。由于这种商品属于我方的业务经营范围，我方希望借此机会与你方建立业务关系。 （2）中国台布以质量好、图案精美、做工精细而闻名。这些产品在欧洲市场很受欢迎。我方相信，通过我们的共同努力，它们也将在贵国受到欢迎。 （3）为了使你方对我方的台布有一个大致的了解，我方另封寄去一份最新目录。如果你方对其中的任何产品感兴趣，请尽快告诉我方。一收到你方详细询价，我方将很高兴地寄上报价和样品。 VI. Writing. 写作。 Chapter 2 Establishing Business Relations 72 VI. Writing. 写作。 Sample 1. Dear Sir, We learn from our Commercial Office in your country that you are a large buyer of tablecloths. As articles of this kind fall within the scope of our business activities, we take this opportunity to express our wish to enter into business relations with you. Chinese tablecloths are known for their good quality, attractive designs and fine workmanship. They have enjoyed great popularity in the European market. We believe that through our joint efforts they will also meet with a favourble reception in your country. In order to give you a general idea of our tablecloths, we are sending you, under separate cover, a copy of the latest catalogue. If you find any of the items interesting, please let us know as soon as possible. We shall be glad to send you quotations and samples upon receipt of your detailed enquiry. Your rapid specific enquiry will be appreciated. Yours faithfully, (signature) Chapter 2 Establishing Business Relations 73 2. You are a sales manager and going to write a letter in reply to a letter from other company; the letter should include the following information: （1）感谢贵方本月16日的来信。我方很高兴能与贵方建立业务关系。 （2）谨遵要求另函奉上最新的出口商品目录和报价单。 （3）款项请以保兑不可撤销的信用证支付。如欲订货，请与我方联系。 VI. Writing. 写作。 Chapter 2 Establishing Business Relations 74 VI. Writing. 写作。 Sample 2. Dear Sir,   Thank you for your letter of the 16th of this month. We shall be glad to enter into business relations with your company.   In compliance with your request, we are sending you, under separate cover, our latest catalogue and price list covering our export range.   Payment should be made by irrevocable and confirmed letter of credit. Should you wish to place an order, please contact us.   Yours sincerely, （signature） Sales Manager Chapter 2 Establishing Business Relations 75 Your company needs to establish business relations with several companies (the number of the cooperative companies depends on the number of staff in your company). Every company needs to keep the communication records and, in the meantime, submit them to your teacher. Practice-Group Task Two Chapter 2 Establishing Business Relations 76 感谢聆听 Business Letters 主讲：XXX Chapter 2 Establishing Business Relations 77 $$