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1、实用外贸英语3Stillwatersrundeep.流静水深流静水深,人静心深人静心深Wherethereislife,thereishope。有生命必有希望。有生命必有希望Establishing Trade Relations In foreign trade activities, the wise businessman knows that he should have extensive business connection to maintain and expand his business with others. Therefore, the establishment
2、of business relations is one of most important undertakings in the field of foreign trade. 在对外贸易活动中，精明的商人懂得，要保持和扩大业务就要有广泛的业务关系。因此，建立商业关系是外贸领域里极为重要的一项工作。 Generally speaking, the main procedures of entering into business relations are as follows: 1. To obtain the desired name and address of the compan
3、y. 2. To write some letters to the parties concerned. 3. To make status inquiries on the company. 4. To make a final decision. 一般来说，建立商业关系的主要步骤如下： 1. 获得公司的名称和地址 2. 向有关方面发函 3. 对该公司进行资信调查 4. 作出最终决策 In foreign trade, when a newly established company or a certain corporation with a longer history wishes
4、 to open up a market to sell something to or buy something from other firms, the person in charge should first of all find out whom he is going to deal with. Such information can be obtained through the following channels: 在对外贸易中，当一家新成立的公司或某家历史较长的公司想在国外开拓市场，以便向其他公司销售某些商品或购买某些商品时，该公司的主管人员应该首先查明将与哪些公司
5、做生意。此种信息可以从以下渠道获得：ChannelsBanks _ they are always ready to supply the names and addresses of exporter/importer in their respective cities. 银行Chamber of Commerce 商会The Chinese Commercial Counselors Office in foreign countries 中国驻国外商务参赞处（商务代表处）.Trade Directory 贸易商行名录Advertisement 商业广告Friends in Busine
6、ss Circles 生意圈的朋友Trade shows, Fairs and Exhibitions 贸易展销会，交易会，展览会Business House of the same trade 同业商行Consumers organizations 消费者组织Libraries 图书馆Internet 互联网 As for libraries and internet, they are available for our information collection. There is nothing quite as wonderful as a well-stocked, well-r
7、un library. They are without doubt the most effective source of information you can find. Wherever you find them, theyll contain a whole host information sources. Reports, Surveys，Lists, Test Data etc. All you have to do is go and get it. 去图书馆和互联网上查找相关信息是非常有效的途径。图书馆是最有效的信息源，无论在哪家藏书丰富，运行良好的图书馆，我们都会发现
8、大量的报告，调查，目录，实验数据等。只要我们去用心收集，就会找到相关的产品，公司和联系方式。 On line, all you need to know is how to link into that communications net using a computer. With the help of an ISP _ internet service provider, you can access all kinds of fields. The main advantage that the internet has is its immediacy and convenienc
9、e. 关于互联网，你所要做的就是将自己的电脑与网络连接，在互联网服务器的帮助下，你可以进入各个信息领域。通过网络收集信息的优点在于及时性和方便性。Market Research and Firm Research In foreign trade activities, it is very important for businessman to learn as much as possible about the market they want to enter, the potential client or partner they will deal with before do
10、ing business. So we have to do two researches. 在做生意前，业务人员应尽量了解有关市场，潜在客户和竞争对手的信息。所以我们要做两个调研。Market Research 市场调研市场调研A. Using trade statistics published by most countries to narrow down the scope of research. 利用大多数国家公布的贸易统计数据，缩小调查范围。B. Knowing the cultural and social backgrounds of the target market,
11、such as language, religion and local peoples aesthetical viewpoints. 了解目标市场的文化及社会背景。如语言，宗教信仰和当地人们的审美观等。C. Knowing the relevant government policies. 弄清有关政府的相关政策。D. Being familiar with the geographical conditions and features of different countries _ because temperature, altitude and humidity extremes
12、 may affect the proper functioning of some equipments. 熟知各国的地理情况与特点。因为，温度，海拔及湿度的巨大变化会影响某些设备的正常运行。E. Knowing the target market conditions, such as the commodities, the price, the competitors, etc. 熟知目标市场的行情，如商品状况，价格状况，竞争对手状况等。Firm Research 公司调研公司调研 After market research, we have to focus our attentio
13、n on something about the firm we are about to do business with. 市场调研后，我们要集中研究我们对手公司的经营情况，尤其是新建立关系的公司更应如此。A.The financial position 财务状况B.The credit 信用C.The reputation 声誉D.The business methods 业务做法 一般根据3C原则： Conduct 品行，Capacity能力，Capital 资本。 获得上述信息有多种方法。商人一般向银行，商会，驻国外商务处或其他咨询机构咨询，而不是向他们的同行或朋友了解。因为经由上述
14、渠道得到的信息是最可靠的。 但银行是不会向陌生商人提供信息的，除非咨询来自他们的同行。因此，商人如果想从银行获得信息，记着要通过自己的开户行。 Having obtained the desired name and address of the firm from any of the above sources, the person concerned in the company may write a letter or e-mail and send it to the party concerned. Such letters or e-mails should begin by
15、 telling the receiver how his name and address are obtained. Then, the desire of establishing business relations should be expressed, and some general information about the lines of business being handled in both firms should be added in it. 从上述渠道获得所需公司的名称和地址后，有关人员可向其发函或电子邮件。信中应首先告知收信人你是如何得知他们公司名称和地
16、址的。然后，表达欲与对方建立贸易关系的愿望，并须提及双方所经营商品的范围。Useful Sentences for Beginning in Correspondence1.Your name and address have been given to us by the Chinese Consumers Association in Beijing.2.Your letter expressing the hope of entering into business relations with us has been received with thanks.3.Your Commer
17、cial Counselors Office has referred us to you for establishing business relations with your corporation.4.We wish to introduce ourselves to you as a state-operated corporation dealing in light industrial goods.5.We owe your name to the Canadian Commercial Bank, through whom we learned that you are i
18、mporters and exporters of medicines and health products.6.We have read (seen) your advertisement in the TIME magazine and have pleasure in establishing business relations with you.7.On the recommendation of China Bank in your city, we have learned with pleasure the name of your company.8.We write to
19、 introduce ourselves as one of the leading exporters of garments in China.Marketing and Promotion After studying the information and data obtained through market researches, the maker or the exporter may decide whether there are good prospects for his goods in the foreign market, and then take effec
20、tive measures to promote the export of the goods to that market. 经过分析市场调研结果后，制造商或出口商可以判断出他的商品在国外市场的前景，并采取有效的措施来促进对那个市场的出口。 To help start an export business, the exporter may not only collect information or data from outside sources but also make his products known to others abroad on his own initiat
21、ive. Nowadays, new equipment, new productive developments and expanded researches have brought about an entirely new point in economic development. There is no longer a market waiting to consume everything the factories turn out. It has become evident that businessman will have to sell and promote a
22、ggressively in order to develop and expand the markets necessary to consume all the things the factories produce. It means that businessman has to determine beforehand what, how much, at what price and under what circumstances the ultimate consumer will purchase. Accordingly, various marketing strat
23、egies have been developed. Underlying all marketing strategies is “The Marketing Concept” which can be illustrated in the following diagram. 为了出口贸易，出口商不仅要从外部渠道收集信息或数据，而且还要发挥自身的主动性来使他的产品为国外所知。今天，新设备，新产品开发和扩展的研究已给经济的发展带来了全新的意义，不再有一个等待着消费工厂所生产的全部产品的市场。很明显，商家必须主动地去销售和促销，以发展和扩大必需的市场来消费工厂生产的一切产品。这就意味着商家必须
24、事先决定最终消费者将购买什么，买多少，在什么价位以及在什么情况下购买。与之对应，他们采取各种不同的营销策略的核心就是“营销理念”，该理念可以通过图表表示出来。 The marketing concept We must produce what people want, not what we want to produce 我们必须生产人们想要的，而不是我们想生产的。 This means that we put the customer first 这意味着我们必须把消费者放在首位 We organize the company so that this happens 我们组织公司以达到
25、目的 We must find out the customer wants 我们必须发现顾客真正需要什么 We carry out market research 我们进行市场调研 We must supply exactly what the customer wants 我们必须提供与顾客需求严格一致的商品We can do this by the right marketing mix _ 4Ps为此，我们提供正确的营销组合四个P 1. The right products 正确的商品 2. The right price 适当的价格 3. 通过恰当的分销渠道：地点3. Available through the right channels of distribution: place 4. Presented in the right way: promotion 用正确的方式展示：促销
