商业书信英语 第三单元

[00:00.00]Relevant Knowledge
[00:01.02]相关知识
[00:02.04]A quotation is a promise to supply goods on the terms stated .It is taken as a non-firm offer.
[00:06.43]报价是一种按约定条件供货的承诺，被认为是一种虚盘。
[00:10.81]he prospective buyer is under no oblugation to buy the goods for which a quotation is requested,
[00:13.88]请求报价之后，未来买主没有义务非买不可，
[00:16.95]while the seller is not bound to sell what has been previously quoted if he later decides not to do.
[00:20.06]如果卖方后来决定不卖，他也没有义务一定卖以前报过价的商品。
[00:23.17]A quotation in not legally binding thought it contains some qualifying words which function as firm offer do.
[00:27.79]报价并不具有法律约束力，尽管它也像实盘那样用某些字斟句酌的语言。
[00:32.42]An efficient quotation included the following parts:an expreeeion of thanks for the inquiry,if there is previous inquiry;name of goods,quality,quantity and specifications;
[00:39.64]好的报价应包括以下部分：对以前的询价表示感谢；所报商品的名称、质量、数量和规格；
[00:46.86]details of prices,discounts and ters of payment;clear indication of what the peices cover,e.g.packing,transport,agents' commission,insurances;
[00:54.02]有关价格、折扣和付款条件的细则；详细标明价款所包括的方面，比如：包装、运费、代理商的佣金、保险费等；
[01:01.18]an undertaking as to packing and date of delivery ;anexpression of hope that the quotation will be accepted.
[01:05.28]预定包装、交货日期;希望报价被接受，等等。
[01:09.38]Simply spesking,an offer is the reply made by a seller to the inquiry by a buyer.
[01:12.49]简而言之，报价是卖方对买方询价的回复。
[01:15.60]It has also been the practice for the seller to sell his goods to his regular customers and to new customers who may have interest wothout waiting for an inquiry.
[01:21.10]对于老客户或对商品有兴趣的新客户，卖方为销售自己的商品可以不等对方询盘即发出报盘，这也是常用的一种做法
[01:26.60]It must be communicated to the offeree and must clearly undertake a performance definite as to all essential terms.
[01:31.83]报盘必须有明确的受盘人，报盘的所有主要内容必须十分确定。
[01:37.07]Firm offers are make when a seller promises to sell goods at a stated price and within a stated time.
[01:41.32]当卖方承诺按规定的条件在规定的时间内售出商品时，他就会发出实盘。
[01:45.56]A price quotation is not an offer due to lacking an express promise to sell.
[01:48.70]报价因为没有承诺出售，所以它不是报盘。
[01:51.83]Like advertisements ,catalogues,and circular letters ,it invites buyers' offers or orders ,but they do not make them.
[01:56.92]正像广告、价格目录和通函一样，他邀请买方的报盘或订单。
[02:02.02]A price quotation is not a legally binding promise.
[02:03.98]报价并不是一种具有约束力的承诺。
[02:05.94]But if it is made subjest to certain condition of acceptance like with the words.
[02:08.84]但是报价如果附有某些接受条件如：
[02:11.74]for acceptance within 5 days,this quotation is valid for 31 days or similar qualifying words ,it will turn into somewhat of a firm offer.
[02:17.57]必须在５天之内接受、此报价有效期３１天或类似的有效文字，报价就某种程度地成为一个实盘。
[02:23.41]A firm offer is a contractual obligation.
[02:25.41]实盘是一种契约义务。
[02:27.41]Therefore ,once it had been accepted unconditionally within the term of validity it cannot be withdrawn.
[02:31.17]因此，一旦在有效期内被无条件地接受就不可以撤回。
[02:34.93]Firm offers should be provided with two major requirements.
[02:37.04]实盘必须具备两个条件：
[02:39.14]First,in firm offers the writer encloses complete,affirmative,specific,terms of business.
[02:42.32]第一，实盘中各项条款必须完整、肯定、明确。
[02:45.51]The major condition of the contract are required as to names of goods,Quality,specification,prices,quantity,time of delivery,shipping,terms of payment,packing and insurance.
[02:52.60]合同的要件必须包括商品的名称、质量、规格、数量、交货时间、装运、付款条件、包装、保险等等。
[02:59.70]In the case of the regular customers ,as the twwo sides are aeare of the habitual practices which has come into being in a loing-term cooperation they needn't negotiate all the detal/il one by one.
[03:07.40]对于老顾客，由于长期的合作，彼此对已形成的习惯做法非常熟悉，则不需要再逐条谈判合同细则。
[03:15.11]instead ,they put it briefly with words Other terms and conditions same as usual.
[03:18.19]而只是简单地在合同中加入其他条件不变的文字。
[03:21.27]Second,the beginning and the ending sate and place of the valifity must be given.
[03:23.31]第二，必须明确有效起始时间、地点。
[03:25.35]For an offer will lose its binding force if it goes beyond the validity date.
[03:27.91]超过有效日期，报盘则失去约束力。
[03:30.47]If the offeree disagree the terms from the offerer partly or completely
[03:33.77]如果受盘人部分地或完全地不同意发盘人的条件，
[03:37.08]he may make a counter offer in which he may show dissatisfaction as to the price,or the date of delivery,or terms of payment and make modifications instead.
[03:44.90]他可以还盘，对价格、送货日期、或支付条件表示不满，并提出修改意见。
[03:52.72]A counter offer must be written very explicicitly and very carefully in order to avoid misunderstanding.
[03:56.77]为避免发生误解，写还盘信时必须明确而谨慎。
[04:00.82]A sales leter is a means of advertising.
[04:02.99]推销信是广告的一种方式。
[04:05.16]Its purpose is to sell particular kinds of goods or services to selected eypes of customers.
[04:08.57]其目的是向某些特定的客户推销某些商品的服务。
[04:11.98]A competent seles letter catches readers' attention all at once to what the writer is saying and makes them eager to try the product.
[04:17.15]一封好的推销信令读者第一眼就被其推销的产品深深吸引而急于尝试这一产品。
[04:22.32]try any ways to convince the readers that the product is well worth your claims.
[04:25.06]想办法说服客户相信你所推销的产品的确符合推销信所言。
[04:27.81]Showing round the factory and or the showroom ,goods on approval are relatively advisable.
[04:31.44]可以邀请客户参观工厂和展览室，得到认可的产品相对比较容易推荐。
[04:35.07]Is the cloding paragraph you should induce the readers to follow your advice practically.
[04:37.85]在推销信的最后一段，不妨劝诱客户行动起来，采纳你的建议。
[04:40.63]Put it your mind throughtout writing the sales letter that an order of the product is being expected to follow.
[04:44.80]在写作的推销信的整个过程中，不要忘记你的期望是订单紧随其后。
[04:48.97]So providing with a good excuse in the closing paragraph is indispensable for readers to answer your leter.
[04:53.59]因此要给客户提供必须给你的回信的最好的理由。
[04:58.21]Opening Sentence
[04:59.32]开篇语
[05:00.43]We know your firm ,through your advertising in an English newspaper China Daily,id leading exporter of textiles ,if yourprice is acceptablel eithout sacrificing the quality,we can close a deal.
[05:09.17]我们从中国日报上的了解到贵公司为纺织口主要出口公司，如你们的质量上乘并且价格可以接受，我们可以成交。
[05:17.91]We have studied your offer carefully and consulted our home office and find your price is 5 percent higher than thise offered by other suppliers.
[05:23.66]我们仔细研究了你们的报价并汇报了总部，认为你方价格比其他供货商商出５％。
[05:29.40]As a leading trading company,we have well-established distribution channels ,enabling us to place a substantial order,would you please first give us an indication of price.
[05:35.96]作为一家大型贸易公司，我们建立了完善的分销渠道，所以可以大量订货，你们可以给出指示价格吗？
[05:42.52]We are informed in your leter of 3 February that ourprice for the work is too high to work on,since French goods are being offered to you at a price approximately 5% lower than that quoted by us.
[05:49.87]我们收到你方２月３日信函，并获悉你方认为对此商品，我方报价太高，而法国商品的报价比我方你将近５％。
[05:57.22]Thank you for your inquiry of 1 June and,as requested,we enclose samples of different patterns of crockey.We are pleased to quote as follows:
[06:02.79]感谢你方6月1日的询函，根据要求，兹附各种式样陶器的样品，并非常高兴作如下报价：
[06:08.35]Your inquiry of 7 December is now having our attention and we will let you have our ofer in a few days.
[06:12.61]贵方12月7日的询价已收悉，几天后我们将给你方发盘。
[06:16.87]We have lately received many requests for your hats and have good reason to believe that we could place regular orders with you  provused you offer competitive perices.
[06:22.73]最近我们收到许多要求贵公司制造的帽子的来函，相信如果贵方提出的价格具有竞争性，我们能够予以定期订单。
[06:28.60]I am sorry to find that we have not received an order from you over long time.
[06:31.82]非常遣憾地发现我们已有很长时间没有收到贵方的订单了。
[06:35.05]Middle Part
[06:36.13]中间部分
[06:37.22]All quotation are subject to our final confirmation.
[06:39.36]所以报价以我们的最后确认为准。
[06:41.50]Please note that we have quited our most favorable price and are unable to entertain any counter offer.
[06:45.84]请注意到我们已报最优惠价格，无法考虑任何还盘。
[06:50.17]Though we do not doubt what you say,we are of the opinion that the quality of other makes does not measure up to ours.
[06:54.77]尽管我们不怀疑你们所说的，但是我们仍认为别的公司的产品的质量比不上我们的产品质量。
[06:59.37]We agree to your proposed terms for this transaction in order to strengthen our relations.
[07:02.73]为了加强我们之间的合作关系，我们同意你方提出的此次交易的条件。
[07:06.08]Please do not hesitate to make good use of this limited offer.
[07:08.83]请不要迟疑，赶快充分利用此次时间有限的供货。
[07:11.57]We hope that your prices will be workable and the business will materialize to our mutual advantage.
[07:15.21]希望你方的价格是可行的，我们的生意能实现对对方互利。
[07:18.86]Desirous as we are to expand our business with you,we fell very regretful that we cann't accept your counter offer or even meet you half way.
[07:24.60]尽管我方很想扩大与你方的贸易，但是我们还是感到非常遗憾，我方不能接受你们的还盘，甚至不能作出一半让价。
[07:30.35]Our products are popular not only because they have light weight ,but also durability after being apecially treated.
[07:35.22]我们的产品很畅销，不仅由于重量轻，还因为经过特殊处理后更加经久耐用。
[07:40.09]As regards sportswear shirts ans wash-and-wear cotton shirts ,we would inform you that 10 parcels we have at present are under offer elsewhere.
[07:45.45]我们通知你方，关于运动衫和洗后不慰棉布衬衫，有10包目前正在给别处报盘。
[07:50.80]These hats are of superior quality and can be supplied in range of designs and colors wide enough to meet the rrquirements of your customers.
[07:55.89]这些帽子质量上乘，式样多种颜色各异，足以满足贵公司顾客需求。
[08:00.97]Closing Sentence
[08:02.26]结束语
[08:03.55]We can promise delivery within 5 days feom receiving your order,and hope you will find both samples and peices satisfactory.
[08:08.36]我们保证收到订单5天内发货，希望样品和价格都能使你方满意。
[08:13.17]However you may avail yourselves of the advantage of this strengthening market if you will send us an immediate reply.
[08:17.76]只要你方迅速回复我们，无论如何，你们都可以利用这个迅速增强的市场。
[08:22.36]We are giving you the first chance in view of your previous order,but we should appreciate a prompt reply so that we can put the offer out in the event of your not being interested.
[08:29.01]考虑到你方以前的订单，我们给你方首选的机会，但是我们希望你方迅速答复以便万一你方没有兴趣，我们可以向别的客户普遍发盘。
[08:35.66]We feel sure you will dind a ready sale for this excellent material,and that you customers will be well satisfied with it.
[08:40.76]我们相信，你方会发现这种优质材料销路很好，你们的顾客会对此满意。
[08:45.87]We hope these terms are satisfactory to you and look forward to the pleasure of your order.
[08:48.74]我们希望这些条件能使你方满意，并愉快地等候你们的订单。
[08:51.62]Appreciation of Selected Business Letters
[08:53.43]商业书信精选实例赏析
[08:55.25]Dear Sirs:
[08:56.12]尊敬的各位先生，
[08:57.00]We trust you recrived our catalogue,price-list and brochure,sent to you on the 18 October.
[09:00.23]相信贵方已经收到我公司10月18日寄出的目录、价目表以及小册子。
[09:03.45]We have forwarded under separate cover a list of price reductions available.
[09:05.99]另外，我们还分封寄出降价商品清单一份。
[09:08.52]We would like to inform you especially of price reduction for our office furniture,which came into effect on November 1.
[09:13.44]尤其要向您提及的是办公家具也折价，新的价格将从11月1日起执行。
[09:18.37]These price reductions were made possible by currency fluctuations,
[09:21.38]降价之所以成为可能是因为货币的浮动，
[09:24.40]in particular with the decline in the value of sterling against most major currencies.
[09:27.30]尤其是英国对其它货币的价值下跌。
[09:30.20]The price reductions apply to other markets in Europe,so we expect demand to increase.
[09:34.22]该降价也适用于欧洲其它市场，我们预期需求量会随之上升。
[09:38.25]this may mean our limited stocks may become depleted.
[09:40.30]这就意味着库存量会变得匮乏。
[09:42.35]To avoid delay in dispatch perhaps you would like to order as soon as possible.
[09:44.86]为避免延迟发货，您也许会迟早下订单。
[09:47.36]A fax message would be the best method of communication,since we could then beginst pack the required goods ready fir dispach.
[09:52.29]传真兴许是最好的联系方式，因为一俟收到传真，我们就可将所需物品包装以便发货。
[09:57.21]Yours truly.
[09:58.32]您真诚的。
[09:59.43]Words and Expressions:
[10:00.45]单词和短语
[10:01.47]solid tyre
[10:02.64]固体轮胎
[10:03.82]air-filled tyre-punctures
[10:05.54]充气轮胎
[10:07.27]racing car driver
[10:08.42]赛车手
[10:09.57]test driver
[10:10.53]试车员
[10:11.50]dealers
[10:12.13]销售商
[10:12.75]manufacturers
[10:13.86]生产商，厂商
[10:14.97]Dear Mr.Wood
[10:16.03]伍德先生，
[10:17.09]Reports from all over the world confirm what we have always known that the RELIANCE solid tyre is the fulfillment of every car owner's dream.
[10:24.00]来自全世界各地的报告都证实我们已经知道的一个事实即"信赖"牌固体轮胎实现了所有车主的梦想。
[10:30.91]You will naturally be well aware of the weakness of the ordinary air-filled tyre-punctures,split outer covers under sudden stress,and a tendency to skid on wet road surfaces ,
[10:38.84]您肯定清楚一般充气轮胎的缺陷，在突然重压下外胎会裂开，路面潮湿时会打滑等等，
[10:46.77]to mention only a few motorists' main complaints.
[10:48.84]在此只列举车主们的几项抱怨。
[10:50.92]Our RELIANCE tyre enables you to offer your customers a tyre which is beyond criticism in those vital qualities of road--holding and reliability.
[10:57.45]我们的"信赖"牌固体轮胎能够为顾客提供无可挑剔的轮胎，尤其是在路况恶劣时，该轮胎稳固可靠。
[11:03.98]We could tell you a lot more about RELIANCE tyres,but would prefer you to read the enclosed copies of reports from racing car driver,test drivers and motor dealers and manufacturers.
[11:12.18]关于"信赖"牌轮胎我们可以告知您很多，但我们还是愿意您亲自阅读本函附寄的赛车手、车辆测试人员、机动车经销商以及制造商们的报告。
[11:20.39]These reports really speak for themselves.
[11:22.31]事实胜于雄辩，这些报告无疑都是很好的证明。
[11:24.23]You are already aware of our terms of dealing,but to encourage you to hold a stock of the new solid RELIANCE ,we are pleased to offer you a special discount or 3% on any order recrived by 31 July.
[11:32.61]您肯定清楚我们的交易方式，为使您有将该新型的固体轮胎备现货，我们很高兴向您保证在7月31日前接受的订单均享有3％的折扣优惠。
[11:41.00]Yours sincerely.
[11:41.84]您真诚的，
[11:42.69]Gentlemen
[11:43.27]敬启者，
[11:43.84]The enclosed new price list reveals a number of increases.
[11:45.84]奉上新价目单，其中不免有若干项略有提高。
[11:47.84]A few figures will quickly tell you why these quotation leave us a reasonable margin of profit.
[11:51.20]仅举少数数字，便不难立即显示，为何此等报价使我方获利甚薄。
[11:54.55]Today our overheads are 40% per cent higher than a year ago.
[11:56.84]目前本公司之维持费用已较一年前提高四成。
[11:59.12]Of the more than one hundred ingredients we utilize,not a single one has failed to advance in cost.
[12:03.37]本公司所用原料一百余种，无一而非成本提高者。
[12:07.61]The range of these increases runs from 20 to 60 per cent.
[12:09.69]其增设率为两成至六成。
[12:11.77]To keep in step with these wide spread increases,we have had to raise our prices accordingly.
[12:15.53]为配合此种成本普遍增高情形，我们也必须提高价格。
[12:19.29]I am sure you will understand.
[12:20.52]事非得已，请谅解。
[12:21.75]Truly yours.
[12:22.57]您真诚的，