新职业英语 经贸英语教案 Unit1 - 图文

Unit 1

Business Relations

本单元结合国际经贸业务中的典型工作流程、工作场景，概述经贸行业中的第一个工作环节——“建立业务关系”：

? 建立业务关系：通过整体介绍首先明确建立业务关系的重要性、常用方法以

及一些注意事项，并结合具体实力初步掌握业务关系的方法，如写商务信件(Reading A); ? 客户接待：在具体的场景下——包括打电话和直接会面，公司相关人员约见、

接待客户，向客户介绍自己的公司及产品，并就合作意向和事宜进行初步接洽(Listening & Speaking);

? 客户背景：通过多种途径了解客户的背景信息，对可能进行合作的客户及其

产品有比较清楚准确的了解(Reading B);

? 确立业务关系：客户与公司通过比较正式的形式——书面方式，沟通和确立

业务关系(Writing).

Unit Objectives

After studying this unit, you are able to:

? Understand how to establish business relations ? Receive a client

? Answer phone calls from potential customers

? Write and answer emails for establishing business relations

1. Warming-up

Task 1

The following logos represent some of the most famous multinational companies in the world. Which ones are you familiar with? Please choose and talk about the companies and their products or services briefly.

Phliops Royal Philips Electronics of the Netherlands focuses on improving people’s lives through timely innovations. As a world leader in healthcare, lifestyle and 1

lighting. Philips integrates technologies and design into people-centric solutions, providing a great variety of products such as juicer, coffee maker, patient monitor, etc. Nokia Nokia Corporation is a Finnish multinational communications corporation engaged in the manufacturing of mobile devices and in converging Internet and communications industries. It is the world’s largest manufacturer of mobile telephone. Wal-Mart Wal-Mart Stores, Inc. is an American public corporation that runs a chain of large, discount department stores. It is the world’s largest public corporation by revenue, according to the 2008 Fortune Global 500. The company was founded by Sam Walton in 1962, incorporated on October 31, 1969, and listed on the New York Stock Exchange in 1972. Lenovo Lenovo Group Limited in the world’s fourth largest personal computer manufacturer, after Hewlett-Packard and Dell of the US and Acer of China’s Taiwan. Lenovo produces desktops, laptops, servers, hand-held computers, imaging equipment, and mobile phone handsets. Its executive headquarters are located in Beijing, China, and in Morrisville, North Carolina, the US. Dunhill Alfred Dunhill, Ltd. Is a British-based company, specializing in men’s luxury leather goods, writing implements, lighters, timepieces, fragrances and clothing. Toyota Toyota Motor Corporation is a multinational corporation headquartered in Japan, and the world’s largest automaker. In addition to manufacturing automobiles, Toyota provides financial services and also builds robots. Task 2

Receptions are normally considered the first business card of a company. Among the following qualities, what would make a qualified receptionist? Arrange your choices in order from the most important to the least and explain why. ? Standard Mandarin(普通话) ? Cordial and Friendly Attitude ? Attractive Appearance ? Good Management Skill

? Great Familiarity with Products ? Considerable Flexibility

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2. Reading A

Background Information

In modern international trade, it is primary and necessary for a company to

seek prospective clients and to establish business relations with them so as to start and develop its business. In doing this, the seller and the buyer often choose writing letters, sending emails, making phone calls, or simply meeting each other, among which, writing letters or emails is most frequently used. A good letter for establishing business relations should comply with the following principles: complete—the letter should include necessary information; considerate—the letter should be composed with due consideration of the receiver’s need or expectation; courteous—the tone of the letter should be courteous and polite; clear—the writer’s ideas should be expressed clearly in the letter, avoiding possibly misleading words or expressions; concise—the letter should be concise and direct; correct—the information, grammar, andpunctuations, etc. in the letter should be correct.

Task 1

Before reading the passage, see how much you know about establishing business relations by answering the following questions.

1. Why do companies need to establish business relations?

Because establishing business relations is the very first step of doing business with clients, especially when your company is newly established, or the client is new, or your company is entering a new market.

2. What are the methods generally adopted to establish business relations?

Meeting in person, making phone calls, writing business letters, sending emails, etc

3. What kind of business letter contributes to successful establishment of business relations?

A successful business letter should be polite, cordial, friendly, with your intention clearly stated, and include necessary information such as the introduction to your company and products.

Text

Establish Business Relations

Establishing business relations is usually the first step for a company to do business, and it is very important either for a new firm or an old one. For the former, it helps start business and secure its position on the market; for the latter, it enables the old firm to expand business and increase the turnover.

建立业务关系通常是公司开展业务的第一步，无论对于新公司还是

老公司都非常重要。对于前者，建立业务关系有助于开展业务和确保其市场地位；对于后者，建立业务关系则能够使其扩大业务量、增加营业额。

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In international business, there are some channels for a business to obtain information about potential customers, such as advertisements in the media, market survey, its business connections, chambers of commerce, trade fairs and exhibitions held both at home and abroad, or mutual visits by trade delegations and groups, etc. The generally enormous geographic distance between the buyer and the seller makes it hard for them to meet, so writing to a potential or prospective client for the establishment of business relations is a common practice. The following information is usually included in this kind of letter:

在国际贸易中，一个公司可以通过某些渠道获得关于潜在客户的信息，如媒体广告、市场调查、业务关联、商会、国内外贸易交易展览会或贸易代表团的互访等。国际贸易的买方与卖方之间通常存在巨大的地理距离，这使买卖双方很难会面，所以通常的做法是写信给潜在的或可能成为客户的伙伴来建立业务关系。此类信件通常包括以下信息：

1. The source of information (where you learn about the company); 2. The reference to the company’s position and reputation on the market;

3. Brief introduction to your own company (the business scope of your company, your position on the market, your products or services, etc.);

4. Your intention of writing the letter (in what way you want to start business with them: to buy their products, to sell your own products or to invest in their company, etc.);

5. Your expectation of cooperation and early reply. The following is a sample letter for your reference.

1．信息来源（在何处获知对方公司）； 2．提及对方公司在市场的地位和声望；

3．简略介绍己方公司（公司的业务范围、市场地位、产品或服务等）；

4．写该信的目的（期望以何种方式与对方开展业务：购买对方产品、销售己方产品或投资对方公司等）；

5．表示期待合作和及早得到答复。 下面是一封信件样本供您参考。 Dear Mr. Scott,

We learned about your company from your business associate, Jack Lewis, at the Guangzhou Trade Fair last week. Your company certainly has been in fashion business for years and is famous around the world. Mr. Lewis suggested that I contact you regarding the services and products of my agency, the China Textile

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Product Corporation. So I am now writing to you, hoping that you might be interested in our high-quality fabric and other related products.

As you may know, China is one of the main suppliers of cotton and silk products. My agency is responsible for the export and import of Chinese textile products. Our great productivity, best-quality products and the responsible work of my agency make us the best and the most reliable client. Enclosed in this letter is our latest catalog, which will give you a general idea of our company and our products. Should you be further interested, please contact us at any time.

We are expecting your reply. Thank you very much. Yours sincerely, Yang Fang General Manager

China Textile Product Corporation 亲爱的司考特先生：

在上星期举行的广交会上，我们从贵公司的业务伙伴杰克·路易斯处了解了贵公司。贵公司已在时装行业从业数年，在国际上享有盛

名。关于我公司（中国纺织品公司）的服务和产品，路易斯先生建议我与您直接联系。因此我冒昧地写信给您，希望您会对我们优质的布料和其他相关产品有兴趣。

正如您可能了解的，中国是棉质和丝质产品的主要供货地之一。我公司负责中国纺织产品的进出口业务，我们强大的生产力、优质的

产品以及认真负责的态度使我们成为最佳、最可靠的客户。随信寄去我们最新的产品目录，以便您大概了解我公司和我们的产品。如果您有兴趣，请随时联系我们。

期待您的回复。非常感谢。

敬上 方 洋

中国纺织品公司总经理

① (做某事物的)机会，余地 opportunity to do or achieve sth scope (for sth/to do sth)

a job with (a lot of ) scope for slef-fulfilment a house with some scope of improvement

② range of matters being deal with, studied etc. (处理、研究事物的)范围

This subject is outside the scope of our inquiry.

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