4.2还盘(2)（课件）《商务英语函电》（高教版第四版）-同步精品课堂

《商务英语函电》高等教育出版社第四版 商务英语函电 4.1还盘(1) (COUNTER-OFFERS) 教材分析： 本节课内容围绕商务函电中的“还盘”展开，包括要求降价的还盘思路及信函的结构安排、拒绝降价的还盘思路及信函的结构安排这两大部分的相关内容。通过学习，学生能够理解还盘在商务交易中的重要性，掌握还盘信的写作技巧，提高商务英语沟通能力。 Catalogue 目录 1.学习目标 2.新课引入 3.新课讲授 4.师生互动 5.课内练习 6.课内小结 7.课后作业 1.学习目标 1.掌握要求降价的还盘思路及信函的结构安排 2.掌握拒绝降价的还盘思路及信函的结构安排 01 02 03 2.新课引入 在商务谈判中，为了经济效益而写的要求降价的还盘信怎么写？ 拒绝降价还盘信的结构和要求降价的还盘信一样吗？ 3.新课讲授内容 1.要求降价的还盘思路及信函的结构安排 2.拒绝降价的还盘思路及信函的结构安排 Request for Lower Price Mar.27 Received a letter of Mar.25 from Alexander Trading Company asking for lower price. 范文 Alexander Trading Company 253 Park Avenue,New York,New York 10017,USA Tel No:1-562-233-6584 Fax No:1-562-231-4532 E-mail:alg@alexander.com.us Request for Lower Price 范文 Wongsheng &Co. Rm 509-511 Tongle Bldg Shennan Rd.,Shenzhen(518044),China Date:Mar.25,2021 Dear Mr.Zeng We are pleased to receive your offer of Mar.22,2021 and an illustrated catalogue In reply,we regret to say that your prices are out of line with the current market level.Information here shows that the makes offered by you can be obtained from other sources at prices much lower than yours.Moreover,the market is declining. In this case,it is impossible for us to persuade our customers to accept your prices even though you can supply full range famous-brand athletic shoes.If you were prepared to reduce your limit by,say 6%,we might come to terms. It is true that competitive prices will often result in a high market share with great profit in the future.We wish you to consider this factor. We await your prompt reply. Yours sincerely, Alexander Trading Company Paal Johnso Purchase Division 范文 Request for Lower Price 生词学习 current adj. 当前的，现行的 make n. 样式，品牌，型号 obtain v.得到，买到 source n.来源，出处 even thoug 即使 even if 即 使 limit n.(价格)限度 生词学习 share n. 份额， 一份 in future 今后 factor n. 因素 prompt adj.迅速的，立刻行动的 full-range 全部，全范围 decline v. 衰退，谢绝，下降 Notes 1 要求降价的还盘思路及信函的结构安排 买卖双方对某些交易条件讨价还价，去信表明自己的要求或意见就是还盘。为了促成早日成交，还盘信需要给出适当的理由，选择适当的角度，提出适当的条件。要求降价就是对价格条件的还盘，这样的还盘信要注意表明要求降价的理由。同时，要提出降价的幅度。 Notes (1)开头句或开头段。 还盘信都是回信，要求降价的还盘信首先仍然要感谢对方的报盘，接着表达不能接受报价的歉意。 e.g.Thank you for your offer of May 15 but regret that your prices are too high. Notes (2)结尾句或结尾段。 强调希望继续磋商的愿望。 e.g.We hope to receive your early reply. Notes 2 in reply 此复 in reply to your letter of Feb.3 此复你们2月3日的来信。 类似的表达还有 in answer to in response to 3 ….we regret to state..…… 抱歉地告知…… 类似的表达还有： We very much regret to inform(say)that. 很遗憾地获悉 Much to our regret,we learn that... 很遗憾地获悉 We note (find)with regret that.. 很遗憾地获悉 We feel regretful tha.…. 我们感到遗憾/抱歉…… Notes 4 out of line with the current market level 与市价脱节/与现行价格不一致 相反表达： in line(with) (与 … … )相一致 类似表达： be unworkable (价格)做不开 be too high for the market (价格)高于此地市场 be on the high side (价格)偏高 Notes 5 the current market level 市价/现行价格 类似的表达还有： the present price the ruling price the prevailing price the going price the prevalent price Notes 6 be declining (市场 )下跌 类似表达： weak 疲软 相反表达： strong/firm 坚挺(或有上涨趋势) be advancing 上涨 active 活跃 Notes 7 in this case 在这样的情况下 类似表达： under circumstances Notes 8 be prepared to do 同意做；打算做；准备做 9 say 6% let us say 6%的省略表达 ，意思为“比方说6%” 10 a market share 市场份额 11 come to terms 成交 类似的表达还有： come to business close a deal close a bargain Notes Declining Price Reduction Apr:7 Replying to a letter of Apr.2 by a foreign trading company,declining price reduction.Part of the buyer letter is stated below: Asking for a Reduction in Price We regret to inform that your price for the print paper is too high to meet the competítion.The present market for the Line is going down.We expect you to reduce your price by 3%so that we can close a deal.Looking forward to your prompt acceptance. 1201 Jayson Court,Mis. Ontario (L3W2P3),Canada Tel:(416)613-3021 Fax:(416)613-3026 E-mail:cjd@msga.com Dear Sirs, Thank you for your fax of Apr.2,but we regret to learn that you feel our prices too high. 范文 Declining Price Reduction Wongsheng &Co. Room 509-511 Tongle Bldg Shennan Rd.,Shenzhen(518044),China Tel:(0086755)85576183 Fax:(0086755)85576183 E-mail:chinawong@public.sztt.net.cn We would like to point out that the prices we quoted are our lowest level,which makes the profit margin very thin.So we can not see our way clear to make any reduction in the price of this type. With a view to supporting your sales,we recommend our Type304 as an excellent substitute at your previously-mentioned price.It is of the similar quality and function to the substance you demand. Your favourable consideration of this opportunity would be highly appreciated. Yours sincerely, Wongsheng &Co. Fei Purchase Division 范文 Declining Price Reduction 生词学习 margin n. (成本与售价的)赚头； 盈余 recommend v.推 荐 excellent adj.极好的、优秀的 substitute n.&v.代替品；用 … … 代替 生词学习 previously adv. 以前，事先 mention v.提到 type n.型号 similar adj.&n.类似的，类似物 function n.功 能 consideration n.考 虑 1.拒绝降价的还盘思路及信函的结构安排 拒绝降价就是对买方提出的价格条件的否定还盘。这样的还盘信要注意强调坚持原价、无法降价的理由。例如，正处在销售旺季、已收到对方所在地区进货商的大量订单、销售利润已低到极限、着眼点在该商品的质量上等，或者推荐对方购买与所要求价格相近的、价格较低的替代商品。 Notes (1)开头句或开头段。 拒绝降价的还盘信首先仍然要感谢对方的还盘、表达不同意降价的歉意。 Notes e.g.While we thank you very much for your fax of July 22,we feel regretful that there is no possibility of offering you lower prices. (2)结尾句或结尾段。 表达希望对方考虑、尽早收到订单或尽管本次没成交、争取以后能有合作机会等愿望。 e.g.We are still looking forward to your orders. Notes 2. level 原意“水平”,在商贸用语中引申为“价格”。 The prices we quoted are our lowest level. 我们的报价已经是最低价了。 Notes 3 profit margin 利润率，利润。 类似表达 (a)margin of profit profit 4 thin 薄的，稀少的 “利润低”的表达narrow/small/little/low/bottom Notes 5. see our way(clear)to do sth. 有可能做某事；设法做某事 类似表达法 be in a position to do sth be able to do sth 6. make any reduction in the price of this type. (不可能)给这个型号(的产品)减价。 make a reduction of 10% 减 价 1 0 % 。 9. with a view to(supporting your sales) 为了(支持你们的销售) 类似表达： with a(the)view of in order to in order that Notes 8 of similar quality and function to the goods you demand. 与你们要的货物的质量和功能相似 4.师生互动 老师与同学们讨论本节课知识要领与写作注意事项，同学们发表自己的看法与见解。 5.课内练习 1.What is the main purpose of a counter-offer letter requesting a price reduction? A. To reject the seller's offer completely. B. To negotiate a lower price with valid reasons. C. To cancel the order immediately. D. To complain about product quality. 【答案】B 【解析】 还盘信的主要目的是通过合理的理由（如市场价格更低、竞争激烈等）与卖方协商更优惠的价格，而不是直接拒绝或取消交易。 5.课内练习 2.Which phrase is used to express "the market is declining" in business communication? A. The market is strong. B. The market is advancing. C. The market is weak. D. The market is active. 【答案】C 【解析】 "The market is weak" 表示市场疲软或下跌，与 "the market is declining" 意思相近，其他选项表示市场行情良好或上涨。 5.课内练习 3.What does "come to terms" mean in business negotiation? A. To argue about prices. B. To reach an agreement. C. To delay the order. D. To cancel the contract. 【答案】B 【解析】 "Come to terms" 意为“达成协议”或“成交”，常用于商业谈判中表示双方最终达成一致。 5.课内练习 4.Which sentence is appropriate for starting a counter-offer letter? A. We reject your offer immediately. B. Thank you for your offer, but we regret to say your prices are too high. C. Your products are of poor quality. D. We will never do business with you. 【答案】B 【解析】还盘信的开头通常先礼貌感谢对方的报价，再委婉提出异议，B选项符合这一标准结构。 5.课内练习 5.What is a common reason for requesting a price reduction? A. The seller’s price is lower than the market level. B. The buyer wants to earn more profit. C. The seller’s price is higher than competitors’. D. The buyer dislikes the product design. 【答案】C 【解析】 买方要求降价的常见理由是卖方的报价高于市场价格或竞争对手的价格，这是谈判中常用的依据。 5.课内练习 6.Which phrase can replace "in this case" in a formal business letter? A. Under circumstances. B. For example. C. However. D. Because of this. 【答案】A 【解析】 "Under circumstances" 与 "in this case" 意思相近，均表示“在这种情况下”，适用于正式商务信函。 化学实验基础知识 6.课堂小结 本节课所学的主要内容： 1.要求降价的还盘信思路及信函的结构安排 2.拒绝降价的还盘信思路及信函的结构安排 作业布置：整理本节课的笔记，复习本节课相关知识并预习下一节课内容。 完成课后练习，加深对本节课知识的理解和掌握。 7.课后作业 谢谢大家 $$