商業(yè)書信英語第三單元

[00:00.00]Relevant Knowledge [00:01.02]相關知識 [00:02.04]A quotation is a promise to supply goods on the terms stated .It is taken as a non-firm offer. [00:06.43]報價是一種按約定條件供貨的承諾，被認為是一種虛盤。 [00:10.81]he prospective buyer is under no oblugation to buy the goods for which a quotation is requested, [00:13.88]請求報價之后，未來買主沒有義務非買不可， [00:16.95]while the seller is not bound to sell what has been previously quoted if he later decides not to do. [00:20.06]如果賣方后來決定不賣，他也沒有義務一定賣以前報過價的商品。 [00:23.17]A quotation in not legally binding thought it contains some qualifying words which function as firm offer do. [00:27.79]報價并不具有法律約束力，盡管它也像實盤那樣用某些字斟句酌的語言。 [00:32.42]An efficient quotation included the following parts:an expreeeion of thanks for the inquiry,if there is previous inquiry;name of goods,quality,quantity and specifications; [00:39.64]好的報價應包括以下部分：對以前的詢價表示感謝；所報商品的名稱、質(zhì)量、數(shù)量和規(guī)格； [00:46.86]details of prices,discounts and ters of payment;clear indication of what the peices cover,e.g.packing,transport,agents' commission,insurances; [00:54.02]有關價格、折扣和付款條件的細則；詳細標明價款所包括的方面，比如：包裝、運費、代理商的傭金、保險費等； [01:01.18]an undertaking as to packing and date of delivery ;anexpression of hope that the quotation will be accepted. [01:05.28]預定包裝、交貨日期;希望報價被接受，等等。 [01:09.38]Simply spesking,an offer is the reply made by a seller to the inquiry by a buyer. [01:12.49]簡而言之，報價是賣方對買方詢價的回復。 [01:15.60]It has also been the practice for the seller to sell his goods to his regular customers and to new customers who may have interest wothout waiting for an inquiry. [01:21.10]對于老客戶或?qū)ι唐酚信d趣的新客戶，賣方為銷售自己的商品可以不等對方詢盤即發(fā)出報盤，這也是常用的一種做法 [01:26.60]It must be communicated to the offeree and must clearly undertake a performance definite as to all essential terms. [01:31.83]報盤必須有明確的受盤人，報盤的所有主要內(nèi)容必須十分確定。 [01:37.07]Firm offers are make when a seller promises to sell goods at a stated price and within a stated time. [01:41.32]當賣方承諾按規(guī)定的條件在規(guī)定的時間內(nèi)售出商品時，他就會發(fā)出實盤。 [01:45.56]A price quotation is not an offer due to lacking an express promise to sell. [01:48.70]報價因為沒有承諾出售，所以它不是報盤。 [01:51.83]Like advertisements ,catalogues,and circular letters ,it invites buyers' offers or orders ,but they do not make them. [01:56.92]正像廣告、價格目錄和通函一樣，他邀請買方的報盤或訂單。 [02:02.02]A price quotation is not a legally binding promise. [02:03.98]報價并不是一種具有約束力的承諾。 [02:05.94]But if it is made subjest to certain condition of acceptance like with the words. [02:08.84]但是報價如果附有某些接受條件如： [02:11.74]for acceptance within 5 days,this quotation is valid for 31 days or similar qualifying words ,it will turn into somewhat of a firm offer. [02:17.57]必須在５天之內(nèi)接受、此報價有效期３１天或類似的有效文字，報價就某種程度地成為一個實盤。 [02:23.41]A firm offer is a contractual obligation. [02:25.41]實盤是一種契約義務。 [02:27.41]Therefore ,once it had been accepted unconditionally within the term of validity it cannot be withdrawn. [02:31.17]因此，一旦在有效期內(nèi)被無條件地接受就不可以撤回。 [02:34.93]Firm offers should be provided with two major requirements. [02:37.04]實盤必須具備兩個條件： [02:39.14]First,in firm offers the writer encloses complete,affirmative,specific,terms of business. [02:42.32]第一，實盤中各項條款必須完整、肯定、明確。 [02:45.51]The major condition of the contract are required as to names of goods,Quality,specification,prices,quantity,time of delivery,shipping,terms of payment,packing and insurance. [02:52.60]合同的要件必須包括商品的名稱、質(zhì)量、規(guī)格、數(shù)量、交貨時間、裝運、付款條件、包裝、保險等等。 [02:59.70]In the case of the regular customers ,as the twwo sides are aeare of the habitual practices which has come into being in a loing-term cooperation they needn't negotiate all the detal\il one by one. [03:07.40]對于老顧客，由于長期的合作，彼此對已形成的習慣做法非常熟悉，則不需要再逐條談判合同細則。 [03:15.11]instead ,they put it briefly with words Other terms and conditions same as usual. [03:18.19]而只是簡單地在合同中加入其他條件不變的文字。 [03:21.27]Second,the beginning and the ending sate and place of the valifity must be given. [03:23.31]第二，必須明確有效起始時間、地點。 [03:25.35]For an offer will lose its binding force if it goes beyond the validity date. [03:27.91]超過有效日期，報盤則失去約束力。 [03:30.47]If the offeree disagree the terms from the offerer partly or completely [03:33.77]如果受盤人部分地或完全地不同意發(fā)盤人的條件， [03:37.08]he may make a counter offer in which he may show dissatisfaction as to the price,or the date of delivery,or terms of payment and make modifications instead. [03:44.90]他可以還盤，對價格、送貨日期、或支付條件表示不滿，并提出修改意見。 [03:52.72]A counter offer must be written very explicicitly and very carefully in order to avoid misunderstanding. [03:56.77]為避免發(fā)生誤解，寫還盤信時必須明確而謹慎。 [04:00.82]A sales leter is a means of advertising. [04:02.99]推銷信是廣告的一種方式。 [04:05.16]Its purpose is to sell particular kinds of goods or services to selected eypes of customers. [04:08.57]其目的是向某些特定的客戶推銷某些商品的服務。 [04:11.98]A competent seles letter catches readers' attention all at once to what the writer is saying and makes them eager to try the product. [04:17.15]一封好的推銷信令讀者第一眼就被其推銷的產(chǎn)品深深吸引而急于嘗試這一產(chǎn)品。 [04:22.32]try any ways to convince the readers that the product is well worth your claims. [04:25.06]想辦法說服客戶相信你所推銷的產(chǎn)品的確符合推銷信所言。 [04:27.81]Showing round the factory and or the showroom ,goods on approval are relatively advisable. [04:31.44]可以邀請客戶參觀工廠和展覽室，得到認可的產(chǎn)品相對比較容易推薦。 [04:35.07]Is the cloding paragraph you should induce the readers to follow your advice practically. [04:37.85]在推銷信的最后一段，不妨勸誘客戶行動起來，采納你的建議。 [04:40.63]Put it your mind throughtout writing the sales letter that an order of the product is being expected to follow. [04:44.80]在寫作的推銷信的整個過程中，不要忘記你的期望是訂單緊隨其后。 [04:48.97]So providing with a good excuse in the closing paragraph is indispensable for readers to answer your leter. [04:53.59]因此要給客戶提供必須給你的回信的最好的理由。 [04:58.21]Opening Sentence [04:59.32]開篇語 [05:00.43]We know your firm ,through your advertising in an English newspaper China Daily,id leading exporter of textiles ,if yourprice is acceptablel eithout sacrificing the quality,we can close a deal. [05:09.17]我們從中國日報上的了解到貴公司為紡織口主要出口公司，如你們的質(zhì)量上乘并且價格可以接受，我們可以成交。 [05:17.91]We have studied your offer carefully and consulted our home office and find your price is 5 percent higher than thise offered by other suppliers. [05:23.66]我們仔細研究了你們的報價并匯報了總部，認為你方價格比其他供貨商商出５％。 [05:29.40]As a leading trading company,we have well-established distribution channels ,enabling us to place a substantial order,would you please first give us an indication of price. [05:35.96]作為一家大型貿(mào)易公司，我們建立了完善的分銷渠道，所以可以大量訂貨，你們可以給出指示價格嗎？ [05:42.52]We are informed in your leter of 3 February that ourprice for the work is too high to work on,since French goods are being offered to you at a price approximately 5% lower than that quoted by us. [05:49.87]我們收到你方２月３日信函，并獲悉你方認為對此商品，我方報價太高，而法國商品的報價比我方你將近５％。 [05:57.22]Thank you for your inquiry of 1 June and,as requested,we enclose samples of different patterns of crockey.We are pleased to quote as follows: [06:02.79]感謝你方6月1日的詢函，根據(jù)要求，茲附各種式樣陶器的樣品，并非常高興作如下報價： [06:08.35]Your inquiry of 7 December is now having our attention and we will let you have our ofer in a few days. [06:12.61]貴方12月7日的詢價已收悉，幾天后我們將給你方發(fā)盤。 [06:16.87]We have lately received many requests for your hats and have good reason to believe that we could place regular orders with you provused you offer competitive perices. [06:22.73]最近我們收到許多要求貴公司制造的帽子的來函，相信如果貴方提出的價格具有競爭性，我們能夠予以定期訂單。 [06:28.60]I am sorry to find that we have not received an order from you over long time. [06:31.82]非常遣憾地發(fā)現(xiàn)我們已有很長時間沒有收到貴方的訂單了。 [06:35.05]Middle Part [06:36.13]中間部分 [06:37.22]All quotation are subject to our final confirmation. [06:39.36]所以報價以我們的最后確認為準。 [06:41.50]Please note that we have quited our most favorable price and are unable to entertain any counter offer. [06:45.84]請注意到我們已報最優(yōu)惠價格，無法考慮任何還盤。 [06:50.17]Though we do not doubt what you say,we are of the opinion that the quality of other makes does not measure up to ours. [06:54.77]盡管我們不懷疑你們所說的，但是我們?nèi)哉J為別的公司的產(chǎn)品的質(zhì)量比不上我們的產(chǎn)品質(zhì)量。 [06:59.37]We agree to your proposed terms for this transaction in order to strengthen our relations. [07:02.73]為了加強我們之間的合作關系，我們同意你方提出的此次交易的條件。 [07:06.08]Please do not hesitate to make good use of this limited offer. [07:08.83]請不要遲疑，趕快充分利用此次時間有限的供貨。 [07:11.57]We hope that your prices will be workable and the business will materialize to our mutual advantage. [07:15.21]希望你方的價格是可行的，我們的生意能實現(xiàn)對對方互利。 [07:18.86]Desirous as we are to expand our business with you,we fell very regretful that we cann't accept your counter offer or even meet you half way. [07:24.60]盡管我方很想擴大與你方的貿(mào)易，但是我們還是感到非常遺憾，我方不能接受你們的還盤，甚至不能作出一半讓價。 [07:30.35]Our products are popular not only because they have light weight ,but also durability after being apecially treated. [07:35.22]我們的產(chǎn)品很暢銷，不僅由于重量輕，還因為經(jīng)過特殊處理后更加經(jīng)久耐用。 [07:40.09]As regards sportswear shirts ans wash-and-wear cotton shirts ,we would inform you that 10 parcels we have at present are under offer elsewhere. [07:45.45]我們通知你方，關于運動衫和洗后不慰棉布襯衫，有10包目前正在給別處報盤。 [07:50.80]These hats are of superior quality and can be supplied in range of designs and colors wide enough to meet the rrquirements of your customers. [07:55.89]這些帽子質(zhì)量上乘，式樣多種顏色各異，足以滿足貴公司顧客需求。 [08:00.97]Closing Sentence [08:02.26]結(jié)束語 [08:03.55]We can promise delivery within 5 days feom receiving your order,and hope you will find both samples and peices satisfactory. [08:08.36]我們保證收到訂單5天內(nèi)發(fā)貨，希望樣品和價格都能使你方滿意。 [08:13.17]However you may avail yourselves of the advantage of this strengthening market if you will send us an immediate reply. [08:17.76]只要你方迅速回復我們，無論如何，你們都可以利用這個迅速增強的市場。 [08:22.36]We are giving you the first chance in view of your previous order,but we should appreciate a prompt reply so that we can put the offer out in the event of your not being interested. [08:29.01]考慮到你方以前的訂單，我們給你方首選的機會，但是我們希望你方迅速答復以便萬一你方?jīng)]有興趣，我們可以向別的客戶普遍發(fā)盤。 [08:35.66]We feel sure you will dind a ready sale for this excellent material,and that you customers will be well satisfied with it. [08:40.76]我們相信，你方會發(fā)現(xiàn)這種優(yōu)質(zhì)材料銷路很好，你們的顧客會對此滿意。 [08:45.87]We hope these terms are satisfactory to you and look forward to the pleasure of your order. [08:48.74]我們希望這些條件能使你方滿意，并愉快地等候你們的訂單。 [08:51.62]Appreciation of Selected Business Letters [08:53.43]商業(yè)書信精選實例賞析 [08:55.25]Dear Sirs: [08:56.12]尊敬的各位先生， [08:57.00]We trust you recrived our catalogue,price-list and brochure,sent to you on the 18 October. [09:00.23]相信貴方已經(jīng)收到我公司10月18日寄出的目錄、價目表以及小冊子。 [09:03.45]We have forwarded under separate cover a list of price reductions available. [09:05.99]另外，我們還分封寄出降價商品清單一份。 [09:08.52]We would like to inform you especially of price reduction for our office furniture,which came into effect on November 1. [09:13.44]尤其要向您提及的是辦公家具也折價，新的價格將從11月1日起執(zhí)行。 [09:18.37]These price reductions were made possible by currency fluctuations, [09:21.38]降價之所以成為可能是因為貨幣的浮動， [09:24.40]in particular with the decline in the value of sterling against most major currencies. [09:27.30]尤其是英國對其它貨幣的價值下跌。 [09:30.20]The price reductions apply to other markets in Europe,so we expect demand to increase. [09:34.22]該降價也適用于歐洲其它市場，我們預期需求量會隨之上升。 [09:38.25]this may mean our limited stocks may become depleted. [09:40.30]這就意味著庫存量會變得匱乏。 [09:42.35]To avoid delay in dispatch perhaps you would like to order as soon as possible. [09:44.86]為避免延遲發(fā)貨，您也許會遲早下訂單。 [09:47.36]A fax message would be the best method of communication,since we could then beginst pack the required goods ready fir dispach. [09:52.29]傳真興許是最好的聯(lián)系方式，因為一俟收到傳真，我們就可將所需物品包裝以便發(fā)貨。 [09:57.21]Yours truly. [09:58.32]您真誠的。 [09:59.43]Words and Expressions: [10:00.45]單詞和短語 [10:01.47]solid tyre [10:02.64]固體輪胎 [10:03.82]air-filled tyre-punctures [10:05.54]充氣輪胎 [10:07.27]racing car driver [10:08.42]賽車手 [10:09.57]test driver [10:10.53]試車員 [10:11.50]dealers [10:12.13]銷售商 [10:12.75]manufacturers [10:13.86]生產(chǎn)商，廠商 [10:14.97]Dear Mr.Wood [10:16.03]伍德先生， [10:17.09]Reports from all over the world confirm what we have always known that the RELIANCE solid tyre is the fulfillment of every car owner's dream. [10:24.00]來自全世界各地的報告都證實我們已經(jīng)知道的一個事實即"信賴"牌固體輪胎實現(xiàn)了所有車主的夢想。 [10:30.91]You will naturally be well aware of the weakness of the ordinary air-filled tyre-punctures,split outer covers under sudden stress,and a tendency to skid on wet road surfaces , [10:38.84]您肯定清楚一般充氣輪胎的缺陷，在突然重壓下外胎會裂開，路面潮濕時會打滑等等， [10:46.77]to mention only a few motorists' main complaints. [10:48.84]在此只列舉車主們的幾項抱怨。 [10:50.92]Our RELIANCE tyre enables you to offer your customers a tyre which is beyond criticism in those vital qualities of road--holding and reliability. [10:57.45]我們的"信賴"牌固體輪胎能夠為顧客提供無可挑剔的輪胎，尤其是在路況惡劣時，該輪胎穩(wěn)固可靠。 [11:03.98]We could tell you a lot more about RELIANCE tyres,but would prefer you to read the enclosed copies of reports from racing car driver,test drivers and motor dealers and manufacturers. [11:12.18]關于"信賴"牌輪胎我們可以告知您很多，但我們還是愿意您親自閱讀本函附寄的賽車手、車輛測試人員、機動車經(jīng)銷商以及制造商們的報告。 [11:20.39]These reports really speak for themselves. [11:22.31]事實勝于雄辯，這些報告無疑都是很好的證明。 [11:24.23]You are already aware of our terms of dealing,but to encourage you to hold a stock of the new solid RELIANCE ,we are pleased to offer you a special discount or 3% on any order recrived by 31 July. [11:32.61]您肯定清楚我們的交易方式，為使您有將該新型的固體輪胎備現(xiàn)貨，我們很高興向您保證在7月31日前接受的訂單均享有3％的折扣優(yōu)惠。 [11:41.00]Yours sincerely. [11:41.84]您真誠的， [11:42.69]Gentlemen [11:43.27]敬啟者， [11:43.84]The enclosed new price list reveals a number of increases. [11:45.84]奉上新價目單，其中不免有若干項略有提高。 [11:47.84]A few figures will quickly tell you why these quotation leave us a reasonable margin of profit. [11:51.20]僅舉少數(shù)數(shù)字，便不難立即顯示，為何此等報價使我方獲利甚薄。 [11:54.55]Today our overheads are 40% per cent higher than a year ago. [11:56.84]目前本公司之維持費用已較一年前提高四成。 [11:59.12]Of the more than one hundred ingredients we utilize,not a single one has failed to advance in cost. [12:03.37]本公司所用原料一百余種，無一而非成本提高者。 [12:07.61]The range of these increases runs from 20 to 60 per cent. [12:09.69]其增設率為兩成至六成。 [12:11.77]To keep in step with these wide spread increases,we have had to raise our prices accordingly. [12:15.53]為配合此種成本普遍增高情形，我們也必須提高價格。 [12:19.29]I am sure you will understand. [12:20.52]事非得已，請諒解。 [12:21.75]Truly yours. [12:22.57]您真誠的，

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