03 产品销售
ge must be able to unicate with each other to make their “something of value” available. that is to say, the two parties unicate to make their “something of value” available to each other. 如何成功地交换产品 市场营销可以定义为：通过创造产品与价值并与他人交换，旨在满足人们需要的一切人类活动。如今，企业间的竞争很激烈，只有那些能更好地满足顾客需要的企业才能得生存并获取最大利润。商品是用于交换的劳动产品。销售的实质就是使商品或服务的交换发生。要进行某一交换，就必须同时存在以下4个条件： 第一、任何交换必须有两个或更多的个人、群体或组织参与； 第二、每一方都必须拥有另一方渴望得到的某种有价值的东西； 第三、一方必须愿意舍弃自己“某种有价值的东西”以得到另一方拥有的“某种有价值的东西”； 第四、参与交换的各方必须能相互沟通，以使他们的“某种有价值的东西”进行交换。也就是说，双方通过沟通使得对方能得到他们各自“有价值的东西”。 外贸流程要熟悉 dialogue before shipping the goods, the seller and the buyer o iate about insurance. 在运输货物前，买方和卖方需要就保险事宜进行协商。 a: may i ask what insurance covers acc to your usual cif terms? a：请问根据你们常用的到岸价格条款，都包括哪些险别？ b: well, in terms of cif, we will cover the goods against with particular average plus risk of breakage. b：依据到岸价格条款，我们会为这批货投保水渍险加破碎险。 a: i think we'd better have insurance against all risks. a：我想我们最好还是投保一切险。 b: we think so, too. if all risks is not guaranteed, in case there is any serious problem, we'll suffer a great loss that we 't afford. b：我们也是这样想的。如果不办理一切险，万一出了什么严重问题，我们会遭受无法承担的巨大损失。 a: judging from the ret situation in the middle east, i hope to add insurance against war risks. a：从近来的中东局势看，我希望能够加保战争险。 b: no problem. we agree to add the ce of war risks, but the premium should be borne by your pany. b：没问题。我们同意加保战争险，但其保费由贵公司承担。 a: ok, it's a deal. a：好的，成交。 b: you may rest assured that we will have the goods insured as soon as they are shipped as you required. the underwriters are responsible for the claim as far as it is within the cover. b：你们可以放心，货物运输时，我们会按贵方要求给货物投保。只要是在保险责任范围内，保险公司就应负责赔偿。 notes 1. cif（cost insurand freight）到岸价 2. all risks 一切险 3. war risks 战争险 4. underwriter ['?nd??rait?] n. 保险商；承诺支付者；承购人 5. as far as 就……而言；远到……；到……程度 小贴士 简单的外贸流程： 1. 建立外贸业务关系 2. 报价（发盘、还盘、接受、询盘） 比较常用的报价形式有：fob（船上交货价格）、f（成本加运费）、cif（到岸价包括成本、保险费加运费）。 3. 签订出口合同（付款方式、保险、包装运输） 4. 安排装运（备货、包装、订舱、装箱、运输） 5. 报关（准备报关材料、提供单证） 6. 收汇 7. 核销 8. 退税 订单一下业务成 dialogue if there is no dispute in the iation, the buyer will place the order. 如果在谈判中无异议，买方就会下订单。 a: mr. smith, if you give the final offer i want, i place the ht away. a：史密斯先生，如果你们提供的最后报盘合适，我可以立刻下订单。 b: i'm sure you'll find our price most favorable. the market prices for cotton goods have gone up tremendously i years, but our prices haven't ged much. b：你会发现我们的价格是最优惠的。近几年来，棉织品的市场价格上涨幅度很大，而我们的价格变化并不大。 a: but i have a large order. what kind of dist could you give me if i were to pla order for 500 sets? a：但是我订单量很大。如果我下500套的订单，你们可以给我多少折扣？ b: on an order of 500, we give you a dist of 2 pert at the most. b：订500套订单，最多给2%的折扣。 a: what is the earliest time when you make delivery? a：最快什么时候交货？ b: we could ship your order withiy days of receiving your payment. b：在收到你方货款的20日内发货。 a: you know that the time of delivery is very important to us. could we expe earlier shipment within two weeks? a：你知道发货时间对我们很重要。能在收到货款的两周内发货吗？ b: we shall effect shipment as soon as the products are ready. i believe that the products will reach you as early as possible and in good order. i'm sure they will give you plete satisfa. b：货物准备好后我们会尽快发货的。我相信货物会尽快并完整地运到，一定会令您满意的。 a: i'd like to go ahead and pla order for 500 sets. thank you very much for your cooperation. a：那我就先下500套订单，非常感谢您的合作。 b: not at all. b：不客气。 notes 1. market price 市场价 2. tremendously [tri'mend?sli] adv. 惊人地；非常，十分 3. at the most 至多，不超过 4. make delivery 交货 小贴士 订单英语： 1. we'd like to order your products. we'll fax our official order later. 我们想订你们的货，稍后会传真过去正式的订单。 2. we make a ge on order no. 6958? 我们可以修改一下订单号为6958的订单吗？ 3. what's the minimum quantity of an order for your products? 你们产品的最小订单量是多少？ 4. the size of our order depends greatly on your prices. 我们的订单量在很大程度上取决于你方提供的价格。 5. as a trial order, please send us 80 sets only so that we may test the market. if successful, we will give you large orders afterwards. 这是试订单，请给我们发80套以便我们调查市场。如果销售成功，我们以后会下更大的订单。 6. i want to tell you how much i appreciate your order. 我想说非常感谢您订购我们的产品。 也可以这样说： i would like to say thank you very much for your order. 7. great! i'll just fill in the purchase order and have you sign it. 好极了! 我马上写订购单并请您签字。 8. we will get the products dispatched withiipulated time. 我们会按期交货的。 9. the earliest delivery we make is at the end of month. 我们最快的交货日期是下个月月底。 怎样付款方便快捷 dialogue the iation has reached the final stage.the two parties are discussing how to make the payment. 谈判进入了最后阶段，双方正在讨论以何种方式付款。 a: all right, we've settled the questions of price, quality and quantity, theerms of payment. a：好了，我们已谈妥价格、质量和数量问题，接下来就谈谈付款方式。 b: we only accept payment by irrevocable letter of credit payable against shipping dots. b：我们只接受不可撤销的、凭装运单据付款的信用证。 a: i see. could you make an exception and accept d/a or d/p? a：我明白。你们能破例接受承兑交单或付款交单方式吗？ b: i am sorry but i'm afraid not. we insist on a letter of credit. b：很抱歉，恐怕不能。我们坚决要求采用信用证付款。 a: when i open a letter of credit with a bank,i have to pay a sum of deposit. that'll tie up my money and increase the cost of my import. a：要在银行开立信用证，我得付一笔押金。这样会占压我的资金，增加进口成本。 b: you may sult your bank and see if it is possible to reduce the required deposit to a minimum. b：你可以和开证行商量一下，看他们能否把押金减少到最低限度。 a: but there will be still bank charges in opening the l/c. if you would accept d/a or d/p and draw on me just as if there no great differeo you, but it would do me a great favor. a：但是开立信用证还是要支付银行手续费。如果你能接受承兑交单或付款交单，你就当做是信用证一样给我开汇票，这对你来说没多大区别，但是对我帮助很大。 b: well, you must be aware that an irrevocable letter of credit gives the exporter the additional guarantee of the bank. we always require payment by l/c for our exports. and the other way round, we use l/c for our imports. b：你也应该知道，不可撤销的信用证给出口商增加了银行的担保。我们出口一向要求采用信用证，反过来讲，我们进口也是信用证付款。 a: well, it seems that there is no room for maneuvers. a：好吧，看来没有回旋的余地了。 b: i'm sorry about that. b：我为此很抱歉。 notes 1. irrevocable [i'rev?k?bl] adj. 不能撤销的；不能取消的；不能变更的 2. l/c（=letter of credit）跟单信用证 3. tie up 拴住，捆牢；使难以动用；阻碍 4. minimum ['minim?m] adj. 最少的，最低程度的；n. 最低限度，最小量 5. d/a（dot against acceptance）承兑交单 6. d/p（dot against payment）付款交单 7. draw on sb. 向某人开立汇票 8. maneuver [m?'nu:v?] n. 策略；（复数）演习；调遣；v.（巧妙）控制；用策略 小贴士 外贸常用的付款方式： 一、信用证（letter of credit，简称l/c）。 二、汇付，主要包括电汇（telegraphic transfer，简称t/t）、信汇（mail transfer，简称m/t）和票汇（demand draft，简称d/d）3种。 三、托收（colle），主要包括付款交单（dots against payment，简称d/p）和承兑交单（dots against acceptance，简称d/a）两种。 信用证是银行用以保证买方或进口方有支付能力的凭证，是银行有条件保证付款的单证，是目前国际贸易付款方式最常用的一种付款方式。按照这种结算方式的一般规定，买方先将货款交存银行，由银行开立信用证，通知卖方开户银行转告卖方，卖方按合同和信用证规定的条款发货，银行代买方付款。信用证对买方的约束比较大，要占用一定的信用额度和资金，对于卖方来说，信用证比a/p，d/p等方式要保险得多，银行是第一付款人。当然银行也有倒闭的风险，所以选择开证行时银行信用相当重要。 电汇（t/t）是汇款人将一定款项交存汇款银行，汇款银行通过电报或电传给目的地的分行或代理行（汇入行），指示汇入行向收款人支付一定金额的一种汇款方式。付款交单（d/p），是卖方的交单以买方的付款为条件，即买方将汇票连同货运单据交给银行托收时，指示银行只有在买方付清货款时，才能交出货运单据。 承兑交单（d/a），是指出口方的交单以进口方在汇票上承兑为条件。即出口方在装运货物后开具远期汇票和单据，委托银行在进口方承兑汇票后，将商业单据交给进口方，进口方在汇票到期时付款。 包装运输很关键 dialogue daisy and mr. white are discussing the packaging. 黛西和怀特先生正在讨论包装问题。 daisy: mr. white, now that the price is decided on, we discuss the packaging. 黛西：怀特先生，既然价格已经谈妥了，我们可以讨论一下包装问题。 mr. white: what about the protective pag during transit? 怀特先生：用于运输的保护性包装是怎样的呢？ daisy: our shipping arras are very careful .we'll each toy in six layers of bubble- and then pack them in separate boxes. and then pack them a dozen to one carton, gross weight about 20 kilos a carton. 黛西：我们的运输安排是很细致的。每个娃娃用泡沫包了6层，放进独立的包装盒。然后一个纸箱内装一打，每箱毛重20公斤。 mr. white: could you use wooden cases instead? i'm afraid the cardboard boxes are not strong enough for long-distance o transportation. 怀特先生：你们能否改用木箱? 恐怕纸板箱用于远洋运输不够结实。 daisy: cartons are paratively light, and therefore easy to hahey won't be stowed away with the heavy load. what's more, we'll use metal straps to reinforce the cartons. 黛西：纸板箱相对来说比较轻，便于搬运。纸箱不会和别的重物堆放在一起。此外，我们还会用金属条加固纸箱的。 mr. white: all right. we agree to cardboard cartons for outer pag. but the packaging must be roof as well as strong enough to withstand shod rough handling. on the cartons, please mark w “not to be stowed under heavy cargo” and “protect against water”. 怀特先生：好吧。我们同意用纸板箱做外包装。但是包装必须防水、坚固，经得起震动和粗暴搬运。请在纸箱上标明“勿置于重物下”和“注意防水”。 daisy: that is out of question. we always take extra care with every shipment and we have never had any problem with breakage. 黛西：那是当然的。我们对每一次装运都格外小心，从来没有一次破损的。 notes 1. layer ['lei?] n. 层；v. 分层；将某物堆积成层 2. gross [gr?us] adj. 总的；粗鲁的；令人讨厌的；n. 总量，总额；v. 总共赚得 3. stow away 理舱，把货物堆放好 4. reinforce [?ri:in'f?:s] v. 加固，加强；使更具说服力 5. roof ['w?:t?pru:f] adj. 防水的，耐水的；n. 防水材料；雨衣 6. out of question 毫无疑问 小贴士 包装包括运输包装（外包装或大包装）和销售包装（内包装或小包装），是为了保护商品的质量完好和数量完整而采取的措施。具体来说，运输包装不仅要起到防止货物在运输途中受损的作用，也应具备装卸方便、贮存和防盗的功能。 包装标示： don't cast 勿掷 heave here 起吊点（此处起吊） hah care 小心轻放 inflammable 易燃物，避火 keep dry 保持干燥 keep away from moisture 防潮 keep in a cool place 储存于阴凉处 keep in a dry place 储存于干燥处 keep upright 请勿倒置 to be protected from heat 避热 this side up 此方向上 open from this side 由此开启 dangerous whe 遇水危险品 not to be laid flat 切勿平放 运输常用词汇： destination 目的地，目的港 discharging port 卸货港 dispatch 发货，发送 freight 货运，运费 means of transport 运输方式 port of arrival 到货港 port of discharge / unloading 卸货港 port of delivery 交货港 port of dispatch 发货港 port of loading 装货港 shipper 货主，托运人，发货人 by air 空运 date of pletion of discharge 卸完日期