正版新书]实用外贸英语马俊 等主编9787302414629

目    录
　　

Part 1  Negotiation of Business

Unit 1  Establishing Trading Relations 3
Section 1  Introduction 3
Section 2  Correspondence 4
Section 3  Dialogues 12
Dialogue 1 12
Dialogue 2 12
Dialogue 3 13
Section 4  Exercises 14
Section 5  Solution to Problem 16
Unit 2  Inquiries and Replies 19
Section 1  Introduction 19
Section 2  Correspondence 20
Section 3  Dialogues 25
Dialogue 1 25
Dialogue 2 26
Section 4  Exercises 27
Section 5  Solution to Problem 29
Unit 3  Bargaining 31
Section 1  Introduction 31
Section 2  Correspondence 44
Section 3  Dialogues 50
Dialogue 1 50
Dialogue 2 51
Dialogue 3 52
Section 4  Exercises 54
Section 5  Solution to Problem 55
Unit 4  Ordering 58
Section 1  Introduction 58
Section 2  Correspondence 59
Section 3  Dialogues 63
Dialogue 1 63
Dialogue 2 64
Section 4  Exercises 66
Section 5  Solution to Problem 67
Unit 5  Contracts 68
Section 1  Introduction 68
Section 2  Correspondence 74
Section 3  Dialogues 77
Dialogue 1 77
Dialogue 2 78
Section 4  Exercises 80
Section 5  Solution to Problem 82
Unit 6  Terms of Payment 83
Section 1  Introduction 83
Section 2  Correspondence 99
Section 3  Dialogues 103
Dialogue 1 103
Dialogue 2 104
Section 4  Exercises 105
Section 5  Solution to Problem 106

Part 2  Fulfillment of Contract

Unit 7  Shipment 111
Section 1  Introduction 111
Section 2  Correspondence 128
Section 3  Dialogues 133
Dialogue 1 133
Dialogue 2 134
Section 4  Exercises 135
Section 5  Solution to Problem 137
Unit 8  Insurance 139
Section 1  Introduction 139
Section 2  Correspondence 150
Section 3  Dialogues 152
Dialogue 1 152
Dialogue 2 153
Dialogue 3 154
Section 4  Exercises 155
Section 5  Solution to Problem 157
Unit 9  Packing and Inspection 159
Section 1  Introduction 159
Section 2  Correspondence 168
Section 3  Dialogues 173
Dialogue 1 173
Dialogue 2 174
Section 4  Exercises 175
Section 5  Solution to Problem 177
Unit 10  Complaints, Claims and 
Arbitration 179
Section 1  Introduction 179
Section 2  Correspondence 186
Section 3  Dialogues 192
Dialogue 1 192
Dialogue 2 192
Section 4  Exercises 194
Section 5  Solution to Problem 196
Unit 11  Telegrams and Telex 199
Section 1  Introduction 199
Section 2  Correspondence 203
Section 3  Exercises 214
Section 4  Solution to Problem 215
Appendix 1  Business Letter Writing 216
Appendix 2  Important Ports 222
Appendix 3  Commonly Used 
Vocabulary 229
Appendix 4  Useful Abbreviations 273
Appendix 5  Key to Exercises 284
Bibliography 299
　　

Section 1  Introduction
1. Origin of Establishing Business relations(建立业务关系的原因)
To establish business relations with prospective dealers is one of the vitally important measures either for a newly established firm or an old one that wishes to enlarge its business scope and turnover. As it is well known, customers are the basis of business development and expansion. No customers, no business, and no orders, no the company. 
对于一个新成立的公司或一家希望扩大其业务范围和营业额的老公司来说，与潜在的交易商建立业务关系是极其重要的经营举措之一。众所周知，客户是企业发展和扩张的基础。没有客户，就没有生意，没有订单，没有公司。
2. Channels of Establishing Business Relations(建立业务关系的渠道) 
Usually information about the merchants in foreign countries can be obtained through the following sources:
(1)  The exhibitions and trade fairs;
(2)  Banks;
(3)  Chambers of commerce both at home and abroad (e.g. CCPIT);
(4)  Commercial counselor’s office subordinate to the Embassy of a certain country;
(5)  The media of the newspapers, magazines and television;
(6)  Introduction by friends in business circles;
(7)  A branch office or representative abroad;
(8)  The internet;
(9)  Trade dictionary;
(10) Market research.
通常国外贸易商的信息可以从以下来源获得：①展览会与交易会；②银行；③国内外的商会(如：中国国际贸易促进委员会)；④各国大使馆下属的商务参赞处；⑤报纸、杂志和电视媒体；⑥商界朋友介绍；⑦国外分公司或代表；⑧互联网；⑨工商行名录；⑩市场调查。
 
Section 2  Correspondence
1. Writing Skills
This type of letter is generally made up of 4 parts as follows:
(1) Show the source of information (how you learned of his company).
(2) Briefly introduce your own company (the scope of your business, little “advertising” on your products or service).
(3)  Express the intention of writing the letter(what kind of business you want to do with them, e.g. to purchase their products, to sell your own products, to enter into a joint venture with them, etc).
(4)  Express the wish of cooperation and early reply.
2. Sample Letters
Letter 1 (Exporter to Importer)

China Foodstuff Import & Export Co.
32 Xisanhuan Rd., Beijing, China

January 1, 2014

New Asia Inc.
Room No. 40, Maruchi Building                                 
Tokyo, Japan

Dear Sirs,
Learning from the Commercial Counselor’s Office1 of our Embassy in your country that you are one of the leading importers of canned2 foodstuffs. We have the pleasure of introducing ourselves to you as a state corporation3 specializing in4 the export business of canned goods, and express our desire to enter into5 business relation with you.
In order to give you a general idea of6 our canned goods, we are sending you by separate airmail a copy of our latest catalogue7. Quotations8 and samples9 will be sent to you upon receipt of10 your specific inquiry11.
We are looking forward with interest to hearing from you soon.

                                   Yours faithfully,
                                    
                                    Zhou Yanming
                                    Zhou Yanming
                                    Manager
 Export Department

Letter 2 (Importer to Exporter)
Dear Sirs,
Through the introduction of the United States Chamber of Commerce12 in Beijing, we were advised of your company and your ability to export hardware13. We are writing to you with a view to establishing business relations with you and introducing your special lines14 into our market. 
There is a considerable15 demand for hardware on our local markets. Our company is dedicated to16 the trading of hardware for over ten years, and is one of the leading dealers in this line in China. 
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,
3. Notes to Text
(1) the Commercial Counselor’s Office 商务处；商务参赞处
(2)  canned (American English) 罐装的= (British English) tinned
(3)  state corporation, state-owned corporation  国有公司
(4)  specialize in …专营
This travel firm specializes in charter flights. 这家旅游公司专营包机业务。
Our company specializes in importing arts and crafts for many years. 
本公司专门从事工艺美术商品进口多年。
(5)  enter into…开始(某种事业、谈判、关系等)；缔结(契约等)
We hope to enter into business relations with your company for the supply of electronic shavers. 我方愿意与贵公司建立商务关系，以便取得电动剃须刀的供货。
(6)  to give you a general idea of … 为了使您了解……
To give you a general idea of the scope of our business activities, we enclose herewith a complete set of catalogues that we are dealing in. 为使您全面了解本公司的业务范围，特别随函附上一套我们经营产品的目录。
(7)  catalogue 产品目录=(美)catalog
(8)  quotation 报价，行情
quotation table (list) 价目表
exchange rate quotation 外汇行情
discount quotation 贴现行情
market quotation 市场行情
quote 开价，报价
The seller quoted the shirt at ten dollars.
(9)  sample 产品样本，样品
sample card (衣料等)样品卡
sample discount 样品折扣(一般样品均系免费寄送，但应买方要求寄送较高价值的样品时，卖方通常给予折扣，酌收样品费)
sample export 样品出口(输出)(指小量货物以样品名义出口，虽仍收取货款，但可免办出口手续)
sample fair样品展览会; trade fair大型工商展览会，如法兰克福书展、伦敦古董展销会等
sample order=trial order 试订
sample shipment 试销
(10) upon/ on receipt of 收到……后
On receipt of your instructions we will send the goods. 一收到你方通知，我方即可发货。
(11) inquiry (American English) =enquiry (British English)询问，询价；
(12) the Chamber of Commerce 商会
(13) hardware 硬件
(14) line: one’s trade of occupation, or the things he deals in
What’s his line?
We have completed many successful transactions with Oriental Horizons Inc. in this line of business.
(15) considerable 客观的；大量的
The losses are considerable. 损失颇大。
(16) be dedicated to or dedicate to致力于
Enterprises with outstanding quality, reasonable price will be dedicated to customer service. 
企业以优异的质量，合理的价格将竭诚为客户服务。
China will continue to be dedicated to international cooperation in this area.
中国将继续致力于加强在该领域的国际合作。
4. Useful expressions 
(1) 各种信息来源的表达方式。
① 从中国驻贵国大使馆商务参赞处获悉。
Having had your name and address from the Commercial Counselor’s Office of the Embassy of the People’s Republic of China in your country, we now write to you and see if we can establish business relations.
② 从贵国商务办事处获悉。
Through the recommendation of your commercial office here, we got your name and have known you specialize in chemical products for years.
③ 通过中国国际贸易促进委员会了解。
We have learned from China Council for the Promotion of International Trade that you are in the market for Electric Appliances.
④ 通过贵国最近来访的贸易代表团了解。
Through your trade delegation that recently paid a visit to Shanghai, we learned that you are well-established importers of electronic components.
⑤ 承老客户介绍。
Mr. Alex Black of MGD Co., Ltd., our mutual friend, gave us your name and recommend that you are an experienced importer of the Jewelry products in the UK.
⑥ 承银行介绍。
The HSBC Bank in your city has been kind enough to inform us that you are one of the leading importers of sports goods.
⑦ 从报刊上获悉。
We are glad to know from CPU magazine that you are interested in the silicon rubber pads, and enclose our relevant catalogs for your initial reference.
⑧ 从互联网上获悉。
From alibaba.com, we understand that you are a potential buyer of Chinese textiles, which just fall within our business scope.
⑨ 在展览会上结识。
We would like to thank you for your visit our booth and your interest in our products at the CeBIT Fair held in Hanover last month. As required, we are now glad to send you our catalogue of cooling fans for your evaluation.
CeBIT是办公及信息技术中心(德语：Centrum der Büro-und Informations Technik)的缩写，又称“CeBIT信息及通信技术博览会”，是一个国际性的以信息技术(IT业)和信息工程(IE业)为主的大型展览会，1986年起的每年春季在德国汉诺威举行。展览会的组织者是德意志展览股份公司(Deutsche Messe AG，DMAG)。CeBIT是全球最大的信息和通信工程类展览会。(http://zh.wikipedia.org/wiki/CeBIT)
(2) 致函目的示例。
① 希望是互利关系的前奏。
We are glad to send you this introductory letter, hoping that it will be the prelude to mutually beneficial relations between us.
② 盼望能有机会合作，扩展业务。
We have the pleasure to introduce ourselves to you and hope we may have a cooperation opportunity with you in your business extension.
③ 期待与贵公司建立业务关系。
We are writing to you with a view to building up business relations with your firm.
④ 愿与贵方进行交易。
Specializing in the export of Chinese arts and crafts, we express our desire to trade with you in this line.
⑤ 盼能建立业务关系，以满足贵方需求。
We take pleasure in contacting you in the hope of establishing business relations and rendering you assistance in a wide range of your requirements.
⑥ 希望建立互利的业务关系。
We wish to introduce ourselves in the hope of setting up mutually beneficial business relations between our two corporations.
⑦ 探求发展贸易的可能性。
The purpose of this letter is to explore the possibilities of developing trade with you.
⑧ 在平等互利、互通有无的基础上与你公司建立业务关系。
We are willing to enter into business relations with your firm on the basis of equality, mutual benefit and exchanging what one has for what one needs.
⑨ 建立友好业务关系，互惠互利。
We wish to establish friendly business relations with you to enjoy a share of mutually profitable business.
⑩ 将贵公司专营品引入本地市场。
We wish to enter into direct negotiation with you with a view to introducing your special lines into our market.
(3) 出口商介绍公司优势示例。
① 本着优良品质、创新产品及诚信交易的原则，我们在世界市场已赢得良好声誉。
Persisting the principles of superiority in quality, innovation in products and integrity in business, we have won a very good reputation in the world market.
② 本着“品质优秀、价格合理、服务卓越”的原则，我方在所有的客户中，包括美国德州仪器公司、荷兰飞利浦公司等，享有很高声誉。
By keeping the principle of “Excellent Quality, Competitive Price, Superior Service”, we have enjoyed high integrity among all of our customers including Texas Instruments in USA and Philips in Netherlands.
③ 我方具备十多年的经验，是中国专业的玩具出口商。由于良好的管理制度和出色的售后服务，我们已在国际市场建立了良好的声誉。
We are a professional exporter of toys in China with more than 10 years’ experience and have already set up a long-lasting good reputation in the world market, due to our good management system and excellent after-sales service.
④ 我方商品均由本国一流厂商提供，因此，我方有条件向贵方提供质量最可靠的商品。
Our products are all supplied by the first-class manufacturers of this country, and so we are in a good position to serve your customers with the most reliable quality of the line we suggest.
⑤ 我们是中国最有专业经验的家具制造商，享有很好的声誉。
We would like to show you that we are the most experienced and most professional manufacturer of furniture in China, with an excellent reputation.
⑥ 每天5000件的产量确保我方能顺利执行买主的订单，而且我们的研发部门已拥有了设计前瞻款式的能力。
Certified production of 5,000 pieces a day will ensure smooth execution of buyer’s orders, and our R&D department has made it possible to create tomorrow’s styles today.
⑦ 我方与本地大厂商有多年的持续业务往来，所以自信能以最低的价格来执行贵方的订单。
Having many years of constant dealings with the leading makers here, we are confident that we can execute your order at the lowest possible price.
⑧ 我公司贸易经验丰富，熟悉国际市场情况，相信这能使我们有资格得到贵方的信任。
We trust that our rich experience in foreign trade and intimate knowledge of international market conditions will entitle us to your confidence.
⑨ 凭借突出的出口量及完美的售后服务，最近我公司被政府评为绩优出口商。
Recently, we have received our government’s recognition as a well-performed exporter due to our outstanding export turnover and flawless after-sales service.
⑩ 我公司管理良好，销售人员经验丰富，对贵方市场的偏好和需求十分了解。
We are a well-organized exporter with experienced salesmen who have comprehensive knowledge of the requirements and preferences of your market. 
(4) 出口商介绍产品优势示例。
① 我们都知道中国拖鞋因价廉物美而畅销于你方市场。
We all understand that Chinese slippers are very popular on your market on account of their superior quality and competitive price.
② 从随附的目录和价目表可以看出，我方总以货真价实来维护买家的利益。
From the brochure and price-list enclosed, you will find we always try our best to protect buyer’s interest by offering value-for-money prices.
③ 虽然我方所报价格非常低，但品质却非常优良。
Although the prices we offered are exceptionally low, the quality is still very good.
④ 贵方尽可放心，我们所有产品均可以各种款式供应，足以满足像贵方这样的时尚行业的需求。
You may rest assured that all of our items can be supplied in a wide range of designs to meet the requirements of a fashion trade such as yours.
⑤ 我们能以具有竞争力的价格和出色的品质提供广泛多样的电子产品。
We can offer a comprehensive range of electronic products with sensible prices and high quality.
⑥ 我们的产品受到各地消费者的欢迎，我们的经销商也从未反映有任何销售困难。
Our products are indeed welcomed by consumers everywhere; no sales difficulties have ever been reported from our customers.
⑦ 我方产品工艺精致，受到世界各地人们的欢迎。
Our products are welcomed by people throughout the world because of their exquisite workmanship.
⑧ 由于优秀的品质、吸引人的外观和良好的价格，二十多年来我方产品在国际市场上一直有很好的销量。
With the excellent quality, attractive appearance and good prices, our products have been winning good sales for more than 20 years on the world market.
⑨ 我们最近开发了一项新产品，此产品在美国、德国、法国等国销售得很好。
We recently developed a new product－×××, which is selling very well in many countries such as U.S., Germany, France, etc.
⑩ 请贵方注意，我方新型材料在今年的国际商展上引起了很大的震撼。
We would like to have your attention to our new material which created a great sensation at this year’s International Trade Fair.
(5) 进口商介绍公司情况示例。
① 我们是中国化工产品的主要进口商之一。
We are one of the leading importers in the field of chemical products in China.
② 基于十多年经营农产品的经验，我们不仅在各地区拥有很多分销商，而且也有很好的直接销售渠道。
With more than 10 years’ experience in handing agricultural products, we not only have many distributors in each area but also have very good direct sales channel.
③ 我方与本地经销商有很好的关系，因为它们靠我公司从世界各地进口他们所需要的各种产品。因此，我方确信，如果贵方的价格富有竞争性，我方定能从我方客户那里得到大订单。
We have close relations with local dealers and distributors, who depend on our services to import all various products they need from all over the world. For this reason, we are confident that we can obtain large orders from our customers, if your prices are competitive enough.
④ 我方是经验丰富而且专业的进口商，在中国各地区都有经销商，有很强的销售渠道和很好的商业关系，能很快很好地推广贵公司的产品。
We are a well-experienced and professional importer. With many distributors spreading in China, we also have strong sales channels, and good business relations. We are able to promote your products quickly and well.
(6) 进口商介绍市场需求示例。
① 本地市场对此类产品需求很大。
There is a considerable demand for these articles on our local markets.
② 中国对高品质的鞋子和手套有稳定的需求。
There is a steady demand for high quality shoes and gloves in China.
③ 我国国内市场对贵方的水果需求很大。
Your fruits are in great demand on our domestic market.
④ 市场上对进口时尚用品的需求变得十分巨大。
Our market demand for imported fashion products has become very heavy.
⑤ 这两年我方对于贵方皮具的需求将会大大增长。
Our requirement for your leather products will increase greatly in the current years.
⑥ 我们每年对于金属工具的需求量是很客观的，并且这种需求呈稳定上升趋势。
Our annual requirements for metal tools are considerable, and will increase steadily.
⑦ 中国对这种产品的优势品种有稳定的需求，销售量虽不会很大，但流行款式能卖很好的价格。
There is a steady demand in China for high-quality goods of this kind. Sales are not high, but a very good price can be ensured for fashionable designs.

考虑到市面上已有的《外贸英语函电与会话》、《外贸函电》、《外贸英语口语》等书侧重英语语言知识的讲解，而《国际贸易实务(双语)》和其汉语版的重点在国际贸易、进出口业务知识，我们编写这本《实用外贸英语》，不是上述两类教材的简单重复，力争有所突破，以“好用、务实、有特色”为宗旨，在遵循外贸业务准确清晰、英语地道纯正原则的基础上，力求不只灌输知识，尽可能提升能力，将国际贸易中最广泛使用的语言——英语与国际贸易业务充分融合，让学习者能实实在在地运用英语和外贸业务技巧解决些问题，使外贸谈判顺利、经营顺畅，为国际经贸复合型人才的培养作点儿努力。为此，编者结合自身长期的外贸从业经验和外贸英语教学经验，并参考大量专家学者的著作，对编写方案、结构和内容，作了一些特别的安排。本书中“外贸”和“英语”，不再互为所谓“定语”与“主语”，每一单元中专门著有一节纯英文的Solution to Problem(解决之道)。
　　全书分11个单元(Unit)，内容涉及外贸业务流程的各环节，包括建立业务联系、询盘和答复、报价、还盘、接受、订货、签约、支付、备货、包装、检验、装运、保险、异议、索赔、仲裁等，每单元基本上分5节(section)，第1节介绍(Section 1 Introduction)，中英双语介绍国际贸易、进出口业务相关知识，由杨云匀负责；第2节函电(Section 2 Correspondence)，外贸业务英文函电配注释(notes to text)以及实用外贸函电英语表达方式包括好词、短语及句型(useful expressions including words, phrases and sentence patterns)，由郑汉金负责；第3节对话(Section 3 Dialogs )，外贸业务英语对话配注释(notes)，由马俊负责；第4节练习(Section 4 Exercises)，外贸函电、对话各种句型的英汉互译及场景会话(Role Play)练习，由周艳丽负责，第5节解决之道(Section 5 Solution to Problem)，运用英语解决外贸谈判、经营问题，由马俊负责。马俊负责本书的编写构思、方案、框架和校对工作，郑汉金还负责附录1~4(Appendix 1-4)的编写，周艳丽还负责附录5(Appendix 5)的编写。
　　本书可作为大专院校外经贸专业的外贸英语教材使用，也可供外经贸从业者和广大英语爱好者自学使用。

本书以“好用、务实、有特色”为宗旨，在遵循外贸业务准确清晰、英语地道纯正原则的基础上，力求不仅灌输知识，还可提升能力。将国际贸易中最广泛、频繁使用的语言英语与国际贸易业务充分地融合，让学习者能实实在在地运用英语和外贸业务技巧解决些问题，使外贸谈判顺利、经营顺畅。全书分11个单元，内容涉及外贸业务流程的各环节，包括建立业务联系、询盘和答复、报价、还盘、接受、订货、签约、支付、备货、包装、检验、装运、保险、异议、索赔、仲裁等。
本书既可作为大专院校外经贸专业的外贸英语教材使用，也可供外经贸从业者和广大英语爱好者自学使用。