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Chapter 2

Chapter 2. Establishing Business Relations. Structure. Business knowledge The Study of Letters Case 1 Case 2 Case 3. Business Knowledge. Channels for Obtaining Information About a New Firm. (1)Banks (2)Chambers of Commerce in foreign countries ( 国外商会 ) (3)Trade Directory （贸易名录）

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Chapter 2

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  1. Chapter 2 Establishing Business Relations

  2. Structure • Business knowledge • The Study of Letters • Case 1 • Case 2 • Case 3

  3. Business Knowledge Channels for Obtaining Information About a New Firm (1)Banks (2)Chambers of Commerce in foreign countries (国外商会) (3)Trade Directory（贸易名录） (4)Chinese Commercial Counselor‘s Office in foreign countries(中国驻国外商务参赞处)

  4. Channels for Obtaining Information About a New Firm (5) business house of the same trade, etc.; (6) advertisements in magazine, on internet, over radio, on TV and so on.

  5. letters aiming at establishing business relations • The source of information (how you learned of this company); • state your intention of establishing business relations; • Brief introduction to your own company (lines of your business, little “advertising” on your products or service);

  6. letters aiming at establishing business relations 4. show the reference as to your firm’s credit standing. (告诉对方你公司的信誉） 5. Expressing the expectation of cooperation and early reply（表达与对方合作和早日收到回复的愿望）.

  7. Case 1 贵公司主要从事纺织品的进出口业务，想与瑞典的某企业建立业务关系，随函附寄出口清单一份。 • 从事纺织品的进口与出口 • 建立业务关系 • 随函寄清单一本 Key points

  8. Dear Sirs, We owe your name and address to the Commercial Counselor’s office of the Swedish Embassy in Beijing who has informed us that you are in the market for textiles. We avail ourselves of this opportunity to approach you for the establishment trade relations with you. We are a state-operated corporation, handling both the import and export of textiles. In order to acquaint you with our business lines, we enclose a copy of export list covering the main items suppliable at present. Should any of the items be of interest to you, please let us know. We shall be glad to give you our lowest quotations upon receipt of your detailed requirements. In our trade with merchants of various countries, we always adhere to the principle of equality and mutual benefit. It is our hope to promote, by joint efforts, both trade and friendship to our mutual advantage. We look forward to receiving your enquiries soon. Yours faithfully, J.Robinson

  9. Notes to Letter One 1. owe …… to …… 把…..归功于…… e.g. We owe your name and address to ……. 2. Commercial Counsellor’s Office   商务参赞处 3. be in the market for   想要购买…. e.g. We are in the market for Groundnuts. be in the market     要买或卖 e.g. Please advise us when you are in the market. 4. avail oneself of …… 利用….. e.g. We avail ourselves of this opportunity to express our thanks to you for   your close cooperation. 5. approach v. 与……接洽 e.g. We have been approached by several buyers for the supply of walnuts.

  10. Notes to Letter One 6. state-operated corporation 国营公司 7. handle   v. 经营 e.g. This shop handles paper and stationery. 8. acquaint sb. with sth. 使某人了解某事 e.g. You will have to acquaint us with the details. 9. line n. 行业 ; (一类)货色 e.g. We have been for many years in the chemical line.       This is a good line of hardware.

  11. Notes to Letter One 10. enclose v. 随函附上 e.g. We enclose a copy of our price list.        Please refer to the price list enclosed with (or : in) our letter of August 5.   Enclosed please find a copy of our pricelist.   (Or: Please find enclosed a copy of our pricelist.)        We believe you will find the enclosed interesting.    enclosure n. 附件   (信内有附件时,常用 Encl. 或 Enc. 注明与信末坐下角,如例文.) e.g. We thank you for   your letter of April 15 with enclosures.

  12. Notes to Letter One 11. covering 包括……的 , 涉及……的 , 有关……的 e.g. Please let us have   your pricelist covering your typewriters. 12. sth. be of interest to sb. 使感兴趣 , 有兴趣 e.g. This article is of special interest to us. 注意区分:   sb. be interested in sth. 13. upon (or : on) receipt of 收到……后 (即……) e.g. On (or : Upon) receipt of your instrucions we will send the goods. 14. requirement n. 需要 ; 需要之物 e.g. We can meet your requirements for (or: of) Walnutmeat. 15. trade n. 贸易 ; 行业 e.g. They have been in the wool trade for quite a number of years.    trade v. 从事贸易 ; 做生意 ; 经营 e.g. They trade in cotton piece goods with many countries.

  13. Notes to Letter One 16. adhere to   = stick to 忠于 ; 坚持 e.g. We always adhere to our commitments. 17. principle of equality and mutual benefit 平等和互利的原则 18. both trade and friendship to our mutual advantage 对双方都有利的贸易和友谊 经典句子: It is our hope to promote, by joint efforts, both trade and friendship to our mutual advantage.

  14. Case 2 英国某公司长期从事进口工艺品，对中国工艺品很感兴趣，因此写信给贵公司要求建立业务关系。贵公司在收到信后立即做出了回复，希望与英国公司合作。 • 从事工艺品的进口 • 建立贸易关系 Key points

  15. Dear sirs, Having obtained your name and address from Messrs. Anderson & Co.,Rotterdam, we are writing you in the hope of establishing business relations with you. We have been importers of Arts & Crafts for many years. At present, we are interested in various kinds of Chinese Arts and Crafts and should appreciate your catalogues and quotations. If your prices are in line, we trust important business can materialize. We are looking forward to receiving your early reply. Yours faithfully, Janet M. Marley

  16. (从以上的信件中可以看出,这就是客户的 inquiry,继续看下面供应商的回复.) (B) A reply to the above Dear sirs, We thank you for your letter of the 3rd this month and shall be glad to enter into business relations with your firm. Complying with your request, we are sending you under separate cover our latest catalogues and pricelist covering our exports. Payment should be made by an irrevocable and confirmed letter of credit. If you find business possible, please cable us for offers. Yours faithfully, Ian M. Irvine

  17. Notes to Letter Two 1. obtain v. 获得 e.g. We regret to say we cannot obtain any interest. 　　例文中的 Having obtained ...... from ...... 也是一句向对方表达如何获得对方联系方式的句型. (今天学的是第二句) Case 1 第一句表达如何取得对方联系方式的句子吗? We owe your ...... to ...... 这些句型是在你向初次联系的客户发邮件时可使用的好句子,这样,客人就不会觉得你的联系太突然了.

  18. Notes to Letter Two 2. appreciate v. 感谢,感激 ; 理解,体会 　　例句: We highly appreciate your kind cooperation. We shall appreciate your giving this matter your serious consideration. We shall appreciate it if you will send us a brochure and two sample books by air immediately. We hope you will appreciate our position. 　　这是一个在函电里用的频率比较高的一个词, 这个词的好的运用会使你的信件增添一份美.

  19. Notes to Letter Two 3. in line (with) = in agreement (with) e.g. If your price is in line, we can take large quantities. Please make us a cable offer. = Please make us a telegraphic offer. 4. materialize v. 实现 e.g. We hope the business will eventually materialize. 5. enter into ph. v. 开始(某种关系、事业、谈判等) ;缔结(契约等) e.g. We wish to enter into business relations with your corporation for the supply of light industrial products. e.g. We expect to enter into (=begin) business talks with them next week.

  20. Notes to Letter Two 6. comply (with) vi. 依照，符合 e.g. We hope you will be able to comply with our request. This offer does not comply with our requirements. 表示 “ 按照...... ; 和......一致” 意思的,除了 comply with 外, 还有 in compliance with , in line with , in accordance with , in comformity with .

  21. Notes to Letter Two 7. under separate cover 另邮 , 另寄 　　也可以说 by separate mail ; 如附在信里则用 under cover (随函) 或 enclose (见上一个例文). 　　例句: We are sending you catalogue under separate cover. = We are sending you catalogue by seperate mail. We are sending you under cover a copy of pricelist. = We are enclosing a copy of our pricelist.

  22. Notes to Letter Two 8. cable v. 打电报 　　注意: cable sb. sth. 把某事物电达给某人 cable sb. for sth. 向某人电索某事物 　　例句: Please cable us offers. Please cable us for offers. cable n. 电报 　　例句: Please make us an offer by cable. = Please make us an offer by telegram.

  23. Case 3 贵公司通过中国银行外事部得知美国一公司因需要销售轻工业产品想与中国企业建立业务关系，为此，你方写信给美国公司，希望进行合作。 • 通过中国银行外事部 • 销售轻工业产品 Key points

  24. Dear Sirs, The foreign Department of Bank of China recommended your corporation as being interested in establishing business relations with Chinese corporation for the purpose of selling light industrial products of your country. We invite you to send us details and prices of your products and we shall gladly study the sales possibilities in our market. We shall always be very happy to hear from you and will carefully consider any proposals likely to lead to business between us. Yours truly, John Smith

  25. Notes to Letter Three 1. recommend v. 推荐，劝告，建议 可以有双宾语 They request you to recommend them some material that suits the African market. recommend  可直接接名词作为宾语 We strongly recommend concentration of offer. recommend 可接动名词 We recommend buying a small quantity for trial. recommend 不可以直接接动词不定式 We recommend you to buy a small quantity for trial. 不能说 We recommend to buy a small quantity for trial. recommend 可接that 引导的从句 We recommend that you try the Scandinavian market. n. 介绍，推荐 On the recommendation of our friends, we are writing to ask you to offer us the following.

  26. Notes to Letter Three 2. for the purpose of 为……目的（意图） The goods needed are for medical purposes. Please send us a collection of specimens for reference purposes. We use this stuff for various purposes.

  27. Introduce Sentence patterns. 1. Self-introduction 1) We are…我们（我方、我公司）为…… We are a state-operated corporation, handling the export of animal by-products. 我方（我们、我公司）为经营畜牧产品出口的国营公司。 We are China National Textiles Import and Export Corporation, with its headquarters in Beijing. 我们（我公司、我方）为（是）中国纺织品进出口总公司，总部在北京。 2) This is to introduce…as…兹介绍……为…… This is to introduce ourselves as one of the leading exporters of garments in China. 兹介绍，本公司为中国最大的服装出口商之一。

  28. 3) to inform sb.that…告知某人 We wish to inform you that we are specialized in the export of arts and crafts. 现奉告，我方专门经营工艺品出口。 We are pleased to inform you that we handle a wide range of electric fans. 特此奉告，我方经营的电扇品种齐全。

  29. 4) to have(owe) one’s name and address from…从……处得知某人名字和地址 We have your name and address from China Council for the Promotion of International Trade.我们从中国国际贸易促进会得悉贵公司名称和地址。 We are glad to have your name and address from “The Journal of Commerce”. 我们高兴地从《商业日报》获悉贵公司名称和地址。 5) to own one’s name and address to…承蒙……告知…… We owe your name and address to Italian Commercial Bank who has informed us that you are in the market for ball-bearing. 承蒙意大利商业银行告知贵公司名称和地址，并告知贵方欲购进滚珠轴承。 We owe your name and address to Messrs.Collins & Co., through whom we have learnt you are importers of table-cloth. 承蒙柯林斯公司告知贵公司名称和地址，从该公司出我方得知贵公司是台布进口商。

  30. 6) Through the courtesy of…由于……的好意 Through the courtesy of the Paris Chamber of Commerce, we have your name as a firm who is interested in doing business with us.经由巴黎商会，我们得悉贵公司有兴趣与我方进行贸易。 Through the courtesy of Mr.White, we are given to understand that you are one of the leading importers of silk in your area. 经由怀特先生我方得悉贵公司为所在地区中最大的丝绸进口商之一。 7)on the recommendation of 由……推荐（介绍） On the recommendation of Messrs. Harvey & Co. , we have learned with pleasure the name of your firm. 由哈维公司介绍，我方高兴地得知贵公司的名称。

  31. 2. 初步的意向和要求（Initial Intentions and Desires) 1).to establish business relations with…和……建立贸易关系 We avail ourselves of this opportunity to write to you and see if we can establish business relations with you. 我们借此机会致函贵方以了解可否与贵方建立贸易关系。 We have come to know the name of your corporation and are pleased to write to you in the hope of establishing business relations with you. 我们得悉贵公司名称，特此致函希望与贵方建立贸易关系。

  32. 2).to enter into business relations with…和……建立贸易关系 We are willing to enter into business relations with you on the basis of equality and mutual benefit. 我们愿意在平等互利的基础上与贵方建立贸易关系。 Your company has been introduced to us by Smith & Co. Ltd.as prospective buyers of Chinese table-cloths. As we deal in the items, we shall be pleased to enter into direct business relations with you. 史密斯公司向我们介绍贵公司是中国台布的未来买主。由于我方经营台布，我们很愿意与你方建立直接贸易关系。

  33. Exercise: Translation

  34. 先生： 从贵国驻北京的大使馆(embassy)的商务参赞处获悉，贵公司是一家食品（foodstuff）出口商。作为一家专营罐装食品（canned food）的零售商(retailer)，我们特致函贵方，希望能建立贸易关系。 从贵方的通函(circular)中我们了解到你们可以供应各种罐装食品，如能提供给我们最新的价格单以及插图目录，不胜感激。 如你方供货价格优惠，质量上乘，我们将大量订购。 盼早复。 　　　　　　　　　　　　　　　　　　　　　　　　　　　此致

  35. Dear Sirs, Your company has been introduced to us by Commercial Counselor’s Office of your embassy in Beijing as prospective buyers of arts & crafts. In order to introduce our products to the Middle East, we are writing to you in the hope of establishing trade relations. The main line of our business covers the export of chinaware of superb quality, fashionable design and competitive price, which enjoys a good reputation all over the world. For your information, we are enclosing an illustrated catalogue and the latest. Samples and quotations will be airmailed to you upon receipt of your specific inquiries. Looking forward to your early reply. Yours faithfully,

  36. Assignment • Finish all the exercises in Chapter 2 • Remember all the vocabulary and prepare for the dictation.

  37. Thank you!

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