报价与还价,

Chapter 16　询价、报价与还价Enquiries, Offers and Counteroffers

一、词语注释

1. amiable　adj. friendly and agreeable in disposition; good-natured and likable 和蔼可亲的，亲切的

2. assertion　n. an allegation or proclamation of something, often as the result of opinion as opposed to fact 主张，断言；声明

3. assortment　n. arrangement in classes 分类

4. at sight　bill of exchange payable on the day it is presented to the named entity (the drawee)见（票）即（付）

5. availability　n. that someone or something can be accessed or used 可利用性，可得性

6. bargaining　n. discussion of prices, conditions, etc. with the aim of reaching an agreement that is acceptable 议价，讨价，商讨，商谈

7. bid　n. an offer or proposal of a price 递盘，出价；投标

8. binding　adj. that holds one to an agreement, promise; restrictive 有约束力的

9. brisk　adj. marked by speed, liveliness, and vigor; energetic; marked by much activity活泼的；兴旺的

10. CIF Cost, Insurance and Freight　a trade term requiring the seller to arrange for the carriage of goods by sea to a port of destination, and provide the buyer with the documents necessary to obtain the goods from the carrier 到岸价格，成本加运费、保险费价

11. cognitive　adj. connected with mental processes of understanding 认知的，认识的；有感知的

12. come to terms　to reach an agreement 达成协议，谈判成功；投降，让步

13. commission　n. a fee or percentage allowed to a sales representative or an agent for services rendered 佣金

14. concession　n. the act or instance of granting or yielding 让步

15. counteroffer　n. an alternate offer with different terms made in response to an offer that was seen as unacceptable 还盘，还价

16. credential　n. evidence or testimonials concerning one’s right to credit, confidence, or authority 凭证，证件

17. D/P sight draft　(documents against payment at sight) 即期汇票付款

18. definite/ firm offer　an irrevocable, written, and signed offer regarding the sale or purchase of specified goods or services at specified prices, and valid for a specified period 实盘

19. durability　n. durableness, lastingness 经久，耐久力

20. engagement　n. a promise or agreement to be at a particular place at a particular time契约，约束

21. finality　n. the quality of being final and impossible to change 结尾， 定局， 终结；最后的事物，最后的言行

22. fluctuation　n. rising and falling in or as if in waves 波动，起伏，涨落

23. FOB Free on Board 船上交货价格， 离岸价格

24. forage　n. food for domestic animals; fodder 粮秣；饲料

25. harvester　n. a machine for harvesting crops; a reaper 收割机

26. in lieu of　instead of, in place of 代替

27. indispensable　adj. too important to be without 不可缺少的，必需的

28. insertion　n. the act of putting something inside something else 插入

29. interchangeable　adj. that can be exchanged, especially without affecting the way in which something works 可交换的，可更替的；可互换的

30. L/T　long ton 长吨

31. Lagos　n. a port and the most populous city in Nigeria拉各斯（尼日利亚）

32. leverage　n. the action of a lever or the power to influence people, events or things达到目的的手段；杠杆作用

33. lot　n. a group or set of persons or things 一批，一堆；一群

34. net　adj. remaining after certain deductions or allowances have been made 净的，纯的

35. offer　n. the condition of being offered, especially for sale　发盘；出价；提议

36. offeree　n. person or corporation to whom an offer is made to make a contract 被发价人

37. out of line　not in agreement with general practice 不一致，不协调

38. Peru　n. 秘鲁

39. polyester fibre 聚酯纤维

40. preliminary　adj. prior to or preparing for the main matter, action, or business; introductory or prefatory初步的，初级的；预备的

41. proforma invoice　an abridged or estimated invoice sent by a seller to a buyer in advance of a shipment or delivery of goods 形式发票

42. refutation　n. something, such as an argument, that refutes someone or something驳斥，驳倒

43. resemble　vt. to look like something or someone else or to have similar features as something or someone else像，类似

44. reserve　vt. to keep back, store up, or set apart for later use or for some special purpose 保留；留下

45. sight letter of credit　a letter of credit that is payable once it is presented along with the necessary documents 即期信用证

46. single out　to select from a group 拣出；选拔

47. solicit　vt. to request or ask for something 恳求，请求；征求；要求

48. terms of payment　conditions of payment agreed between a buyer and a seller for goods sold or services rendered付款方式，付款条件

49. United Nations Convention on Contracts for the International Sale of Goods 联合国国际货物销售合同公约

50. voluntary　adj. done by free choice 自愿的，主动的，自发的

二、课文参考译文

一笔交易的讨价还价过程通常包括以下程序：询问、报价、还价和接受。这章讨论的内容是在这个过程中常用的往来信函，而重点是介绍三种商务信函：询问、报价和还价。

向外发出的询价、还价、订单以及索赔建议在主题展开方式或写作技巧上都像询信一样。答复这些信函类似于14和15章所讨论的肯定和否定答复。

不可否认的是，肯定会有例外和不相同的特例，但是，写作信函以及组织主要思想和段落的基本步骤和第12、13、14、15章讨论的步骤大概相同。

鉴于上述原因，在介绍询价、报价、还价、订单、投诉、理赔等信函时，我们在例信中不进行详细解释了。相反，接下来的几章将以内容为基础，每一章介绍交易过程中的一个环节，而你从每章的标题上可以看出各个环节是什么。

1. 询价概述 Enquiries with Examples

询价是做成生意的第一步。询价用于询问一些关于商品的信息，例如有无所需商品，价格是多少，付款条件是什么，索要商品目录、样品等。作为一种商务信函，询价是为了在交易的起初阶段查询必要的信息。询价并不会在法律上约束进口方和出口方。

大多数的询价都是买方发给卖方。买方或者进口商向卖方发出信函，询问他们感兴趣的商品信息，让对方报价或发盘，或者买方只是询问一些商品的一般信息。这些信息将有助于买方决定是否购买这些商品。

有两种询价：一般询价和特别询价。一般询价实际上是第12章讨论的一般询函。它主要是询问平常的信息，像商品名称、商品目录、价目表或者样品。极端地讲，这些一般询问的信息可以总结在一张卡片上。

特别询价是用于询问某个商品或某项服务的详细信息，如报价、质量证书、商品规格、价格条款（离岸价、到岸价等）、数量折扣、支付方式（信用证支付、见票即付等）、装运时间、包装方式、交货时间及其他的信息。特别询价要求得到更具体、更详细的信息。这些信息是由供应商提供给那些对于他们的商品感兴趣的公司。

一般询价和特别询价通常用直接的叙述表达。

例信2：国外进口商询盘

Specimen Letter 2: A routine enquiry

我们从中国贸易指南网上了解到贵司出口家用电器。

本地对这个门类的高端产品需求旺盛，如蒙寄来你司产品目录、各个出口型号的价格等细节资料，以及支付条款，我方将不胜感激。

www.cbg.org.cn: cbg: China Business Guide 中国贸易指南

household appliances 家用电器

例信3：中国进口商主动询盘

Specimen Letter 3: A letter of specific enquiry

我公司有意从贵公司购买大量石英晶体。如果您能够提供给我们每千克晶体运到上海的到岸价格的报价单，我们将非常高兴。请用电子邮件的方式把贵公司的最低报价发过来，其中请说明付款条款以及装货时间。

我公司曾从日本的公司购买过此类产品。据我们了解，贵公司能够提供更多的，并且价格更低廉的产品，所以我们这次更乐意从贵公司购买。另外，我们非常相信贵公司产品的质量。

如果您还能够提供样品那就太好了。期待您的电子邮件回信。

2. 报价概述 Offers with Exanples

报价是对询价的回复（实际上，一些对于询价的否定回复并不是报价）。卖方可以提供“卖方报价”，而买方也可提供“买方报价”，也叫“出价”。

从报价到接受的整个沟通过程，提供报价是第一个必要的步骤，在买方和卖方达成共识的过程中必不可少。因此，在讨论撰写报价的实际过程之前，我们先对报价特性以及它在国际商务中发挥的作用做个简单的介绍。

offer（报价） 也叫quotation，有时候称为 letter of quotation（报价信函）。报价用于答复询价，在整个贸易过程中是询价的下一个环节。报价促成实际的销售，因此它在商业交易中是至关重要的。

在实际应用中“offer”和“quotation”有着细微的差别。在报价（offer）信函中，商品价格一经确定，将在随后的往来信函中保持不变。而报价（quotation）信函里的价格是公开的，可以随着市场的波动而改变。

报价必须写给一个特定的卖方。只有这个收到报价的买方表示同意接受该报价，才能有交易或合同。因此，在大众媒体上作广告的价格、商品目录等都不能视为实盘，除非供应商清楚地承诺会以对方接受的价格供货。

因此，同时兼顾正确性以及简洁在报价信函中是十分重要的。

对供应商来说，报价是沟通的重要过程。报价可以是自发报价或者应求报价。有时候，我们给潜在的买家寄样本发票，这属于自发行为，因为买家或许只需要这样的材料而不需要正式的报价。

报价可以分为两类：确切报价和非确切报价。“确切报价”的另一个词是“实盘”。根据《联合国国际货物销售公司公约》，当一个报价提供了商品描述，需要的商品数量以及该商品的价格的固定价格，它被视为是实盘或者确切报价。同样，“非确切报价”的另一个词是“虚盘”。

例信4：虚盘报价

Specimen Letter 4: A non-firm offer

谢谢您11月20日的来信，我们在上星期五对此给予了电子邮件答复。

您肯定已经注意到在之前的电子邮件里，我们可以给以每长吨620英镑的Lagos到岸价提供贵公司250吨钢管，从收到来自贵公司的订单之日起的两个月内交货，支付方式按照见证即付的方式。贵公司对该报价的答复从今天起算在一个星期内到达我方视为有效。

我们都知道，现在钢管市场的需求旺盛。因此，该报价不可能长期保持有效。旺盛的需求必然使得价格上涨，基于这些原因，我们期盼着您的早日回复。

例信6：实盘报价

Specimen Letter 6: A firm offer

Nongle 农乐牌（农业机械）

forage harvester草料收割打包机

San Juan of Peru 秘鲁圣胡安；阿根廷和波多黎各也有名叫“圣胡安”的港口，商务信函中为了确切，在地名后面需要加上比它行政区划高一级的地名或国名。如果地名独占性比较强，就不用这么做了。

Specimen Letter 6参考译文1

很高兴收到贵方4月12日询问我方农乐牌拖拉机和草料收割机的电子邮件。

在我方发盘后，贵方应于4月底之前给出答复，发盘内容如下：

农乐拖拉机 M34X US$ 2,500/台

农乐草料收割机 M56Y US$ 3,500/台

支付方式：我方核实的银行开立即期信用证支付。

装运方式：若我方4月29日前收到信用证，将于2011年10月/11月发货

以上价格为CIF秘鲁圣胡安，净价。我方不接受该农用机械的任何佣金，但如定货超过80台以上会提供5%的折扣。

以上报价未经接受以我方最终确定为准。谨上

Specimen Letter 6参考译文2

贵方4月12日关于询问Nongle 拖拉机以及粮食收割机的电子邮件已收到。如果我方在4月底前收到贵方的回复，我方将提供以下价格：

Nnogle 拖拉机　　M34X　　US$2,500 /辆

Nongle 粮食收割机 M56X　　US$3,500 /台

付款条件：我方指定银行开立的即期付款信用证。

交货：2011年10/11月，前提是信用证需于4月29日前寄到。

上述价格是基于秘鲁 San Juan CIF 价格。另外，我方对所提供的农业机械不提供佣金，但是如果其中一种货品的订单数超过80件，我方将提供5%的折扣。

上述条款并没有约束力，一切以双方合同为准。

3. 还价概述 Counteroffers with Examples

收到报价后，我们应该仔细地研究一下，如果有必要，就拿这个报价和其他供应商发的报价作比较。如果你不满意报价中的一些条款，你可以提出一些新的交易条款。我们可以有条件地接受报价，但是会更改报价中的一些条款。这称为“还价”，也就是我们常说的讨价还价。

还价实际上是一个新的报价，因为它否定了先前的报价。在这个过程中，原先的报价人和接受报价的人发生了角色的转换。新的接收报价的人可以接受，或者还价，或者拒绝对方的报价。

但很多情况是经过几轮商谈，买方还是不能接受卖方的报价。同样，供应商也许在买方提出的报价上与之存在着某些分歧。例如，买方可以针对卖方的报价要求价格折扣。如果双方不能达成共识，一方就会跟另一方还价。

例信7-B在性质上属于进口商还盘，要求卖方降价。在说明针对哪封信回复之后，开宗明义声称对方价格太高而难以接受，显然是一种直接回绝。

作为对比，下面的例信8传达的是同样的信息，但是采用了间接方式，首先表明我方接到对方来函很高兴，尽管是种客套，但是显得气氛平和。第二段以肯定的语气开头，然后提出这么做的条件，等于把皮球踢给了对方，却又没有得罪收信人。

例信8：买方要求卖方降低价格；灵活地使用语言去做否定答复

Specimen letter 8: A. Buyer requesting seller to lower prices

我们很高兴收到您3月22日的来信以及附有插图的商品目录。

不知道贵公司是否愿意给予我们6%的价格优惠。我们的消息显示，可以以更低的价格从其他的供应商那里购进这些商品。

而且市场正在下滑，但更低的价格将会赢得更多的市场份额，贵公司肯定能在今后获得可观的收益。

所以，就算贵公司可以从存货中给我们供应该商品，但也无法说服我们的客户接受贵公司目前的报价。我们期待着您的答复。

当卖方答复买方时，表示可以同意降低价格，在一定订货量的基础上给予折扣，或者维持原有的价格的同时在其他方面给予让步。同样，卖方可以写上第二封信，坚持认为他的报价是合理的。如果买方认为值得的话，他也可以再次写信，用一些证据表明他的立场。同样，双方可以选择同意、建议、说服对方或者拒绝对方。在这样的情况下，我们“还价”，或者商谈，目的都是为了使我们的利益最大化，或者至少获得对自己更有利的条款。

例信9：出口商就对方要求降低价格而反还盘

Specimen Letter 9: Seller counteroffering for lower prices

先生：

我们仔细研究了贵方12月14日来函，我们两家公司有业务往来多年，我们本该同意贵公司降低内衣价格的要求，但困难不少。过去三个月里原料成本上升很快，若按贵公司所提减价5%，将大大地影响产品质量标准，而这是我公司所不愿意采取的做法。我们建议所有货价减少3%，而不是5%。这样做将不会因减价而影响产品质量。

希望贵公司接受我们的反还盘，并一如既往寄来订单。

此致，

三、练习参考答案

161. Classroom Workouts on an Enquiry

2) Read and revise

Student submission with problems marked

Through your company’s website we know that you are selling pay telescope and binocular. And we also see the pictures attached. Via contact with local customers, we know many of them are interested in your products. Therefore, please quote the lowest prices CIF Dalian for all kinds of types, so that some orders are expected to gain.

But we should point out that, to promote these new products, your offer must be attractive, otherwise it will be difficult. We hope you can quote in terms of proforma invoice.

Student submission with problems corrected

Through your company’s website we know that you are selling telescopes and binoculars. And we also see the pictures attached. After contacting local customers, we learned that many of them are interested in your products. Therefore, please quote the best prices CIF Dalian for all types, so that we expect to have some orders.

But we should point out that, to promote these new products, your offer must be attractive, otherwise it will be difficult. We hope you can quote in terms of proforma invoice.

162. Rewriting for Submission

A possible version of Entry 162 for your reference

Dear Sirs,

From your website we got the message that you provided coin-operated telescopes and binoculars. And we also see the pictures of your products.

There is a potential demand of your products at our end. We have contacted some consumers in our area, many of whom showed interests in your products. We would be glad if you could give us the best quotation of all available models on C&F Dalian. We believe we could get some orders of these telescopes and binoculars.

However, we would like to point out that if you want to promote your products, your quotation should be attractive enough. Otherwise, it would be difficult to push the sale of your products successfully.

We should appreciate your quotation in the form of a proforma invoice.

Yours sincerely,

163. Classroom Workouts on an Offer

2) Read and revise

Student submission with problems marked and brief comments

Please send us your format bill of utility lamps and architecturally decorative lamps. [terms]

We would like to order 300 boxes, 10 sets per box, at the price of C.I.F., Beijing, China in terms of the price [what do you mean?] in the container interchange of the port[what do you mean?] that is in Chaoyang district, Beijing

Please mail 2 copies by air ASAP to confirm as we will ship on May [who’s selling to whom?].

164. Rewriting for Submission

Student submission with problems marked and brief comments

Please send us the perform invoice [term] for outdoor lamps and decoration lamps.

We would like to purchase 100 [importance of accuracy with numbers and figures and all] cases, 10 pieces per case, CIF Chaoyang Container Port, Beijing. It is scheduled that the goods will be shipped in May [who’s selling to whom?].

附上以往学期学生提交的本题作业。供学生讨论、练习修改或作考试试题用。Student submissions without commenting from the author

Student submission 1 for reference

Dear Sirs

Would you please mail us pro forma invoices of 300 cases of utility lamps and ornamental lamps, 10 pieces per case? The item is hoped to be shipped to Chaoyang of Beijing, where opened a new container freight port. It would be appreciated if you could arrange the shipment in May. Please mail two copies of such invoices, which contain the price of CIF Beijing, China, so that we can confirm immediately.

Faithfully yours

Student submission 2 for reference

Dear Sirs.

Please send us your proforma invoice for outdoor lighting fixtures and decorative lighting fixtures for building.

We would like to order 300 boxes, 10 sets per box, at the price of CIF, Beijing container terminal, which is newly opened in the Chaoyang Port, Beijing, China. We hope they can be shipped in May.

Please send two copies by air as soon as possible in order to confirm.

Yours faithfully,

Student submission 3 for reference

Dear Sirs

Would you please send us the Proforma Invoice about the outdoor lamps and decorative lamps that you ordered on April 20th?

We want to confirm the order that we made: 300 cases with 10 lamps per case; CIF Xin’gang (Tianjin), then transfer to Chaoyang container station, Beijing; ship in May.

It would be appreciated if you could send us two copies of Proforma Invoice by air as soon as possible.

Thank you very much!

Yours sincerely

Student submission 4 for reference

Dear Sir

Would you please send us the proforma invoice of outdoor lamps and ornamental lamps for 300 cases (ten pieces per case), in the term of CIF Chaoyang Container Port, Beijing, China, shipped in May.

Please send two copies ASAP by air for our conformation.

Should have any further question, please do not hesitate to contact us. We will be always at your service.

Thanks for your cooperation.

Yours truly