外贸函电-还盘.doc

第六章 Counter-Offers还盘
第一节 Counter-Offers Letters还盘信
一、The Steps of Writing Counter-offer Letters还盘信的写作步骤
还盘（Counter Offer）又称还价。指交易一方收到对方报盘后，不同意或不完全同意报盘中的内容，但又有意达成交易，为进一步洽商，便向对方提出新的条件，修改条件或其他要求，均称为还盘。
　　还盘是对卖方的原报盘的部分或全部拒绝。在还盘信中，买方可对报盘的某些条款提出不同意见。为了向卖方表明自己的立场，买方应阐明适当的理由，继而提出自己的条件。对买方的提议卖方可以接受或拒绝。如果拒绝，卖方可提出反还盘。这个过程可能有很多轮，直至最后成交或交易谈判失败。
　　还盘是对发盘的拒绝。还盘一经做出，原发盘即失去效力，发盘人不再受其约束。
　　还盘可以有很多轮直至成交或取消交易。在还盘时，重要的是清楚地陈述自己的观点，认真选词避免误解，这里可以参考报盘的规则。
　　还盘信结构如下：
　　1．感谢对方的报盘；（Thanking the reader for their quotation）
　　情景搭配用语：[Useful expressions]
　　● We wish to thank you for your letter of…（感谢你方……的来信）
　　● Thank you for …（感谢……）
　　● In reply to…（回复……）
　　● We thank you for…（感谢……）
　　2．对不能接受报盘表示歉意；（Showing your regret for not being able to accept the offer）
　　情景搭配用语：[Useful expressions]
　　● We regret to say…（很遗憾……）
　　● While we thank you for…（感谢……但是……）
　　● Regretfully…（很遗憾……）
　　3．说明自己不能接受报盘的理由；（Stating the reasons for not being able to accept the offer）
　　情景搭配用语：[Useful expressions]
　　● As the market is declining… （由于市场下跌……）
　　● Our customers find it too high to accept.（我方客户认为太高无法接受。）
　　● Some other makes can be easily obtained at much lower prices.（可以低价得到其他产品。）
　　4．阐述自己的观点，包括可以接受的条款、价格等（做具体还盘）；（Stating your own idea，including terms and conditions acceptable，etc.）
　　情景搭配用语：[Useful expressions]
　　● If you reduce your price by…（如果能降价……的话）
　　● We suggest you reduce your price by …（建议你方降价……）
　　● A reduction of 3% will help us promote the product.（降价3%会帮助我方促销。）
　　5．表示希望对方考虑自己的还盘，敦促对方尽早接受，并提示一起做生意的机会。（Wishing the reader to accept your counter-offer, urging the reader to accept early, and mentioning the opportunities of doing business.）
　　情景搭配用语：[Useful expressions]
　　● We wish you will consider…favorably.（希望同意……）
　　● We are anticipating your favorable…（盼你方早日肯定答复……）
　　● We are still interested in doing business…（我们还希望与你方做生意……）

二、Text Explanation and VocabularyⅠ课文分析和词汇1
Dear Sirs,
　　RE：COUNTER-OFFER FOR BICYCLES
　　Thank you for your letter concerning the offer for the captioned1bicycles. Although we appreciate the quality of your bicycles, their price is too high for us to2accept. （提及上一封信，并直接表明自己的看法）
　　Referring to3the Sales Confirmation4No.8965, you will find that we ordered 1000 bicycles of the same brand5at the terms and conditions6stipulated7in that Sales Confirmation, but the price was 10% lower than your present price. （解释还盘的原因。）
　　Since we placed the last order, price for raw materials8has been decreased considerably9. Retailing10price for your bicycles here has also been reduced11by 5%. Accepting your present price will mean great loss12to us, let alone13make profits14. （进一步说明理由。）
　　We would like to place repeat orders15with you if you could reduce your price at least16by 1.5%. Otherwise17, we have to shift18to the other suppliers19for our similar request. （表明自己的立场。）
　　We hope you take our suggestion into serious consideration20and give us your reply as soon as possible.（希望对方考虑还盘并早日回复。）
　　Yours truly,
　　讲解：
　　第一段：
　　Thank you for your letter concerning the offer for the captioned1bicycles. Although we appreciate the quality of your bicycles, their price is too high for us to2accept.
　　1．captioned标题下的。还可以说subject，意为标题下的。
　　2．Too…to太……而不能……。
　　例：
　　（1）This price is too high for us to accept. （这个价格太高，我们不能接受。）
　　（2）This seems too good to be true. （这看起来太好了不像真的。）
　　讲解：
　　第二段：
　　Referring to3the Sales Confirmation4No.8965, you will find that we ordered 1000 bicycles of the same brand5at the terms and conditions6stipulated7in that Sales Confirmation, but the price was 10% lower than your present price. Since we placed the last order, price for raw materials8has been decreased9considerably10. Retailing11price for your bicycles here has also been reduced12by 5%. Accepting your present price will mean great loss13to us, let alone14make profits15.
　　3. referring to关于。意思同with reference to，with regard to。
　　例：Referring to your inquiry of May 5，we very much regret that…（关于你方5月5日的询盘，很遗憾……）
　　4. Sales Confirmation销售确认书。
　　confirmation确认，名词。
　　例：If you accept our offer, please cable us for our confirmation.（如你能接受我方报价，请来电确认。）
　　Confirm确认，动词。后面接名词或动名词。
　　例：We confirm having received your order No. 1234.（我们确认收到你方第1234号订单。）
　　5. brand品牌。
　　6. terms and conditions条款。
　　7. stipulate规定，动词。
　　例：
　　（1）The contract stipulate that shipment be made in June. （合同规定六月份装运。）
　　（2）It is stipulated in our Sales Confirmation that payment be made by L/C. （我们的销售确认书规定用信用证付款。）
　　（3）The seller must pack the goods as stipulated in the contract.（卖方必须按照合同的规定包装。）
　　8. raw materials 原材料。名词。
　　例：The price for raw materials has gone up. （原料的价格已经上涨。）
　　9. decrease ，下降，减少。动词。
　　例：
　　（1）The number of children in the school has decreased this year. （在校的儿童人数有所减少。）
　　（2）Production has decreased this year. （今年生产下降了。）
　　decrease 名词。减少，下降。
　　例：There was a decrease in the number of children in school. （在校的儿童人数有所减少。）
　　10. considerably 大量地。意思同substantially。
　　例：Sales have increased considerably. （销量大量增加。）
　　11. retailing price 零售价。
　　12. reduce降价，动词。reduction是其名词形式，后面接in。
　　例：
　　（1）In order to close this deal we shall further reduce（cut）our price.（为了达成交易，我方将再降价。）
　　（2）A 5% reduction in your price is necessary. （应该降价5% 。）
　　reduce…by…减少…
　　13. loss 损失，名词。动词是lose。
　　例：
　　（1）Our loss was US$1200. （我们的损失是1200美元。）
　　（2）We have lost US$1200. （我们损失了1200美元。）
　　14. let alone 更不用说。
　　例：
　　（1）He can not afford a bicycle, let alone a car. （他连自行车都买不起，更不用说汽车了。）
　　（2）He is not allowed to see it, let alone touch it. （都不允许他看，更不用说摸了。）
　　15. make profit 盈利。Profit 利润。
　　例：We have made a lot of profits this year. （今年我们盈利不少。）
　　讲解：
　　第三段：
　　We would like to place repeat orders16with you if you could reduce your price at least17by 1.5%. Otherwise18, we have to shift19to the other suppliers20for our similar request.
　　16. repeat重复（续订），名词。
　　例：We are very glad to be able to place with you a repeat order for Ammonium Sulphate. （能向你方续订硫铵我方很高兴。）
　　repeat动词，再供应。
　　例：We can repeat the goods. （我们可以再次供应这些货物。）
　　repeat order续订货。
　　例：Should this trial order prove satisfactory to our customers, we can assure you that repeat orders in increased quantities will be placed.（如果这次试订货使我们客户满意的话，我们可以向你们保证将有更大数量的续订货。）
　　17. at least 至少。与之相反的是at most最多。
　　例：We shall place orders to the amount of at least $10,000. （我们将订购价值至少一万美元的货。）
　　18. otherwise否则，副词。
　　19. shift 转向，动词。
　　20. supplier 供应商。
　　例：Our supplier is pressing us for immediate shipment. （我们的供应商正在督促我们立即交货。）
　　supply提供、供应、供货。可以是名词或动词。词组有supply sb with sth。
　　例：
　　（1）We can supply you with all kinds of leather shoes. （我们能够给你们供应各种各样的皮鞋。）
　　（2）Supply exceeds demand now. （现在供给大于需求。）
　　讲解：
　　第四段：
　　We hope you take our suggestion into serious consideration21and give us your reply as soon as possible.
　　21. take sth. into consideration 考虑……。意思同consider。
　　例：Please take our proposal into consideration. （请考虑我们的建议。）
　　consideration考虑。名词。
　　例：Please give the above your best consideration.（请优先考虑上述问题。）
　　译文：
　　事由：
　　们对标题下的自谢谢你们对标题下的自行车报价的来信。
　　我们虽然赞赏你们自行车的质量，但价格太高不能接受。请参阅8965号销售确认书，按此销售书我方订购了相同牌号的自行车1000辆，但价格比你方现报价格低10%。自从上次订购以来，原材料价格跌落很多，这里你们自行车的零售价也下跌了5%。接受你方现时的报价意味着我们将有巨大亏损，更不用谈利润了。
　　然而如果你们至少降价1.5%，我们非常愿意向你方续订货。否则，我们只能转向其他供应商提出类似需求。
　　我们希望你们认真考虑我方建议，并及早答复我方。
　　您诚挚的，

三、Text Explanation and VocabularyⅡ课文分析和词汇2
Dear Sirs
　　We write to thank you for your quotation of 20th March and the samples cutting you enclosed. Having carefully examined1the samples, we feel quite satisfied with2the quality of your goods and the way in which you have handled3our inquiry. It would be profitable4for both sides5if a long-term6business relationship could be established. （感谢对方报盘）
　　However, our marketing research7reveals8that the prices you quoted appear to9be on the high side even for goods of your quality. Goods of similar quality10which are sold at the prevailing11levels are 3% cheaper than yours. Some of our clients12feel worried13that accepting such an offer would only leave them with14a small margin15of profit on their sales. （表示遗憾并解释原因）
　　We suggest that you make some allowance16, say17, 2% off18your quoted prices? We feel confident19that the revised20ones would help introduce your products into our local markets. And you could also rely on21large volume22of orders from us if our customers see increasing benefits from their deals. （具体还盘）
　　Please kindly inform us of your decision as soon as possible because we need your information to work out23our import schedule24by the end of this month. （希望对方接受并尽早通知他们）
　　Yours faithfully
　　讲解：
　　第一段：
　　We write to thank you for your quotation of 20th March and the samples cutting you enclosed. Having carefully examined1the samples, we feel quite satisfied with2the quality of your goods and the way in which you have handled3our inquiry. It would be profitable4for both sides5if a long-term6business relationship could be established.
　　1. examine 检查，动词。
　　例：
　　（1）The doctor examined her carefully. （医生给她作了仔细的检查。）
　　（2）Yesterday the firemen examined the ground carefully, but were not able to find any broken glass. （昨天，消防队员们仔细地检查了地面，但未能找到任何碎玻璃。）
　　2. feel satisfied with同be satisfied with对……满意，感到满意。主语是人。
　　例：
　　（1）We are quite satisfied with our order. （我们对我方订货很满意。）
　　（2）He is satisfied with our service. （他对我们的服务感到满意。）
　　satisfactory 令人满意的。主语是事物。
　　例：Our goods are satisfactory to them. （我们的货物令他们满意。）
　　3. handle 经营。意思同deal in。动词。
　　例：
　　（1）We handle the import and export of textiles. （我方经营纺织品的进出口。）
　　（2）This company handles textiles. （这个公司从事纺织品生意。）
　　4. profitable 形容词，有利润的。
　　例：
　　（1）This business is profitable. （这种生意有利可图。）
　　（2）The contract is profitable. （这个合同有利润。）
　　5. both sides 双方side在这里指一方，同party。
　　例：Satisfaction of both sides can lead to business. （双方满意能成交生意。）
　　6. long-term长期的。短期的是short-term。
　　例：
　　（1）They have applied to the bank for a long-term loan. （他们向银行申请了长期贷款。）
　　（2）Our long-term goal is to become the largest importer in this city. （我们的长期目标是成为这个城市的最大进口商。）
　　讲解：
　　第二段：
　　However, our marketing research7reveals8that the prices you quoted appear to9be on the high side even for goods of your quality. Goods of similar quality10which are sold at the prevailing11levels are 3% cheaper than yours. Some of our clients12feel worried13that accepting such an offer would only leave them with14a small margin15of profit on their sales.
　　7. marketing research市场调查。
　　例：We have done a lot of market research. （我们做了大量的市场调查。）
　　8. reveal显示，动词。意思同show。
　　例：
　　（1）Another thorough check-up reveals that… （再次彻底检查发现……）
　　（2）Our investigation reveals that the articles we packed were identical with what were listed on our invoice. （我们的调查显示我们的包装的货物和发票上列的是一样的。）
　　9. appear看来。不及物动词。
　　例：
　　（1）She appear very tired. （她显得很疲劳。）
　　（2）He appears to want to leave. （他看来要走。）
　　10. Goods of similar quality 类似质量的货物。
　　Similar 类似的。
　　例：In future，you must avoid a similar incident.（将来你方要避免发生类似的事件。）
　　11. prevailing 时下流行的，现行的。
　　例：
　　（1）We would like to know something about the styles prevailing at your end.（我们想了解一些你处流行的式样）
　　（2）The prevailing price is $550.00 per m/t. （现在的市价是每公吨550美元）
　　12. clients 意思是客户，同customer。
　　例：
　　（1）One of our clients is interested in your cotton piece goods. （我们的一个客户对你方的棉布感兴趣。）
　　（2）We have many clients in this city. （在这个城市我们有很多客户。）
　　13. feel worried 也可以说be worried，担心。后面可以接从句或短语。
　　例：
　　（1）The sellers feel worried about the availability of shipping space.（卖方对搞到舱位十分关心。）
　　（2）I am worried that he can not reach here in time. （我担心他不能及时赶到这里。）
　　14. leave … with 给……留下……
　　例：His wife left him with a lot of money. （他妻子给他留下一大笔钱。）
　　15. margin 余地，small margin of profit没什么利润。
　　例：We have little margin of profit selling at this price. （我们以这个价格销售没什么利润。）
　　讲解：
　　第三段：
　　We suggest that you make some allowance16, say17, 2% off18your quoted prices? We feel confident19that the revised19ones would help introduce your products into our local markets. And you could also rely on20large volume21of orders from us if our customers see increasing benefits22from their deals.
　　16. allowance 允许，被允许的东西，名词。make allowance for为......留出余地。
　　例：We must make a liberal allowance for such unforeseen circumstances arising during transit.（我们必须充分考虑到运输途中发生的这些意外情况。）
　　17. say 比如说，有时也用namely。
　　例：Your reduction in price, say, 5% will make it easier for us to promote sales. （你方降价，比如5%会使我们容易推销。）
　　18. 2% off让利2%，给2%的折扣，即98折。
　　例：ten per cent off （九折）
　　19. confident 有信心的。常用表达法有be（feel） confident in, feel（be） confident that。
　　例：We are confident in the quality of our products.（我们对我方产品质量有信心）
　　confidence名词，信心。
　　例：We have confidence in your cooperation.（我们对你们的合作有信心）
　　20. revise修改，动词。
　　例：We have revised our price to your level. （我们把价格降到了你方的水平。）
　　21. rely on依靠，依赖。动词短语。
　　例：
　　（1）We were told that we could always rely on your prompt and accurate shipment. （我们了解到我们总是可以信赖你们迅速准确的装运。）
　　（2）You can always rely on his honesty. （你总可以信赖他的诚实。）
　　22. large volumes of 大量的。
　　例：Large volumes of business has been done between us before. （我们之间以前做过大量的生意。）
　　讲解：
　　第四段：
　　Please kindly inform us of your decision as soon as possible because we need your information to work out23our import schedule24by the end of this month.
　　23. work out制定，做出。
　　例：
　　（1）I We have worked out a schedule. （我们已经制定出了一个计划。）
　　（2）We shall work out our quotation as soon as possible. （我们会尽快做出报价。）
　　24. schedule 目录。
　　例：import schedule （进口商品目录）
　　schedule 还可以当时间表讲。
　　例：We have finished our work before schedule. （我们提前完成了任务。）
　　译文：
　　先生们
　　感谢你方三月二十日的报价以及附寄的剪样。在仔细检查样品之后，我们对你们的产品质量以及你们处理我们询价的做法都感到满意。如果建立长期业务关系对我们双方都有利。
　　但是，我方市场调查表明，你方所报价格就你方货物的质量来说有些偏高。市场中同样质量的产品比你方便宜3%。我们一些客户担心接受这样的报价获利会很少。
　　我们建议你方作些让步，比如，报价降低2%。我们相信降低的报价会帮助我们在当地市场销售。你还可以相信，如果我方客户这次获利的话会大量订货。
　　请尽快通知我们你方的决定，因为我们需要根据你方信息在月底前作出进口目录。
　　您诚挚的
四、Useful Language还盘信的常用句式
1. It’s not possible for us to make any sales at this price.
　　我们无法以这种价格销售。
　　2. Your price is higher than other companies.
　　你方的价格比其它公司的价格高。
　　3. We make a counter-offer to you of $150 per metric ton F.O.B. London.
　　我们还价为每公吨伦敦离岸价150美元。
　　4. We can’t accept your offer unless the price is reduced by 5%.
　　除非你们减价5%，否则我们无法接受报盘。
　　5. I’m afraid I don’t find your price competitive at all.
　　我看你们的报价毫无任何竞争性。
　　6. If the price is higher than that, we’d rather call the whole deal off.
　　如果价格比这还高，我们宁愿放弃这桩生意。
　　7. While thanking you for your quotation of … we regret to say that your price is on the high side.
　　感谢你方对……的报价，但是遗憾地说你方价格偏高。
　　8. We do not think there is any possibility of business unless you cut your price by 20%.
　　我们认为不可能达成交易，除非你们降价20%。
　　9. We hope you can grant us a 3% discount for any order of more than 100 bales.
　　我们希望你方对多于100包的订货让利3%。
　　10. We appreciate your offer, but we find it on the high side.
　　感谢你方报价，但是我们认为此报价太高。
　　11. If you cannot reduce your price, we will buy other makes.
　　如果你们不降价，我们不得不到他处购买。
　　12. We request that you should carefully consider our proposal.
　　我们请你们认真考虑我方出价。
　　13. A Japanese supplier under quotes you by 4%.
　　一家日本供应商比你们的报价低4%。