国际商务英语张永莉

1 主 编 张 永 莉 张 中 强 2 Unit One INTERNATIONAL BUSINESS 1.1 What Is International Business?1.2 The Scope of International Business Activities1.3 Commercial Risk 1.4 Commercial Credit1.5 International Business Management1.6 A Brief Introduction to WTO 3 1.1 What Is International Business?1.1.1 Basic Concepts on International BusinessThe rationale for international business between nations centers on specialization, absolute advantage and comparative advantage. Adam Smith: absolute advantage David Ricardo: comparative advantage (opportunity cost ) 4 1.1 What Is International Business?1.1.2 Reasons for Recent International Business GrowthExpansion of Technology Liberalization of Cross-Border Movements Other Reasons 5 1.2 The Scope of International Business Activities1.2.1 Trade in Goods and Trade in ServicesInternational business activities concern about the trade operations of both import and export, which includes the purchase and the sale of both visible and invisible goods.Purchase and sale of visible goods is called trade in goods, while purchase and sale of invisible goods is called trade in services. 6 1.2 The Scope of International Business Activities1.2.2 International InvestmentInternational investment has a crucial impact on a nations balance of payments. When foreign direct investment (FDI) is made, capital enters a country, enabling it to import manufactured materials to build a new manufacturing plant and to pay workers. FDI flows to developing countries have been heavily concentrated in two sectors. 7 1.2 The Scope of International Business Activities1.2.3 Cultural Conflicts in International BusinessCultural Conflict in Negotiation Cultural Conflict in MarketingCultural Conflict in Business AdministrationCultural Conflicts in Business Public Relations 8 1.3 Commercial Risk The special risk elements confronted in international business activity include financial, political, regulatory and tax risks. The financial risk elements involve balance-of-payments considerations, varying exchange rates, differential inflation trends among countries and divergent interest rates. 9 1.4 Commercial Credit1.4.1 What Is Commercial Credit?Commercial credit is sometimes referred to as business credit or commercial lending, which is a measure of an organizations ability to obtain goods or services based on a promise to pay for them later. Its main forms include purchased merchandise on account, advances on sales and commercial bill. 10 1.4 Commercial Credit1.4.2 The Reason of Using Commercial CreditWith the emergence of the commercial credit, the enterprises can offer each other credit, while solving the problem of inconsistencies during the process. 11 1.4 Commercial Credit1.4.3 The Main Bodies of Commercial CreditThe main bodies of commercial credit are business enterprises. Unlike items and services obtained using personal credit, those acquired with business credit are meant to be used for commercial reasons only.In some cases, the owner or owners of a business are held personally liable for the debts of the business. 12 1.4 Commercial Credit1.4.4 The Protection of Commercial CreditProtecting the commercial credit is one of the most important tasks that modern companies face. The judicious use of commercial credit ensures that a corporation has resources to call upon when a temporary downturn in sales takes place, or when an opportunity to expand operations in order to take advantage of market changes takes place. 13 1.5 International Business Management1.5.1 IntroductionThe main concerns are environment, process and regularity of the international business activities. People who are occupied in international business management must have some abilities. 14 1.5 International Business Management1.5.2 Importance of International Business ManagementChina will be more heavily involved in world economic and trade activities.On one hand, more and more famous enterprises are situated in China in forms of foreign investment, joint venture, corporation and so on. On the other hand, Chinese enterprises are moving towards the internationalization. 15 1.6 A Brief Introduction to WTO 1.6.1 What is WTO?The World Trade Organization (WTO) is the umbrella organization responsible for overseeing the implementation of all the multilateral agreements that have been negotiated in the Uruguay Round and those that will be negotiated in the future. 16 1.6 A Brief Introduction to WTO 1.6.1 What is WTO?The World Trade Organization (WTO) deals with the rules of trade between nations at a global or near-global level. There are a number of ways of looking at the WTO. Negotiation forum A place to operate a system of trade rules A place to help settle trade disputes 17 1.6 A Brief Introduction to WTO 1.6.2 Principles of the Trading SystemTrade without DiscriminationMost-favored-nation (MFN)National treatmentTransparencyPredictable and growing access to marketsFree tradePredictability 18 1.6 A Brief Introduction to WTO 1.6.3 Major Functions Promoting Fair CompetitionEncouraging Development and Economic Reform 19 Unit Two INTERNATIONAL TRADE2.1 Introduction2.2 Business Preparatory Work 2.3 Business Negotiation and Establishment of Contract2.4 Export and Import Documentation2.5 The Performance of an Export Contract 20 2.1 Introduction2.1.1 Definition and Characteristics of International TradeInternational trade, also known as world trade, or overseas trade, is the fair and deliberate exchange of goods and services across national boundaries. It concerns trade operations of both import and export and includes the purchase and sale of both visible and invisible goods. 21 2.1 Introduction2.1.1 Definition and Characteristics of International TradeThe fundamental characteristic making international trade different from domestic trade is that international trade involves transactions that take place across national borders. 22 2.1 Introduction2.1.2 Reasons for International TradeResource reasons.Economic reasons.Other reasons, including political objectives, tastes, preferences and consumption patterns. 23 2.1 Introduction2.1.3 Basic Concepts of International Trade Export and importValue of foreign tradeQuantum of foreign tradeBalance of trade 24 2.1 Introduction2.1.4 Classification of International TradeExport trade, import trade and transit tradeDirect trade, indirect trade and entrepot tradeTangible trade and intangible tradeBarter trade and free-liquidation trade 25 2.1 Introduction2.1.5 Basic Procedures of Export BusinessPreparation for exportNegotiation of terms and conditions for the formation of a contract for export businessFulfillment of a contract for export business 26 2.1 Introduction2.1.6 Basic Procedures of Import BusinessPreparation for importNegotiation of terms and conditions for the formation of a contract for import businessFulfillment of a contract for import business 27 2.2 Business Preparatory Work2.2.1 Market Research Evaluation of the target market is the first step in implementing profitable import or export plans. Information concerning the following subjects may be valuable for deciding the target country: cultural background and economic situations, political climate of the country, current import and export statistics, government policy on international trade, and information on trade barriers and restriction. 28 2.2 Business Preparatory Work2.2.2 Credit InquiryIn international business, credit inquiry is made by traders requesting the financial position, credit, reputation and business methods of other firms. 29 2.2 Business Preparatory Work2.2.3 Making ContactsMaking contacts is a process that both reinforces the credit inquiry of certain firms and establishes business relations with them. 30 2.3 Business Negotiation and Establishment of ContractBusiness negotiation is a bargain process involving potential parties (buyer and seller) to a contract with an aim of coming into an agreement on price, payment, quantity, quality and other terms or conditions of a sale.To reach an agreement in the business negotiation, in most cases, five stages are needed: enquiry, offer, counter-offer, acceptance and conclusion of a contract. 31 2.4 Export and Import DocumentationDocumentation is an invisible part of international trade. It refers to the preparation and examination of documents involved in a transaction. The major purpose of documentation is to provide a specific and complete description of the goods so that they can be correctly processed for transport, insurance, payment, customs clearance, etc. 32 2.4 Export and Import Documentation2.4.1 Government Control DocumentsGovernment control documents normally include import license, foreign exchange license, export license, certificate of origin, inspection certificate, consular invoice and customs invoice. 33 2.4 Export and Import Documentation2.4.2 Commercial DocumentsCommercial documents are generally issued by the importer, the exporter or some relevant non-governmental business organizations. Commercial documents may include pro forma invoice, commercial invoice, quality certificate and weight certificate. 34 2.4 Export and Import Documentation2.4.3 Finance DocumentsQuite a few finance documents are used to ensure that the exporter receives full and timely payment for the shipment in international trade. These documents are usually issued by banks or exporters, including application form for international money transfer, drafts, bankers draft, commercial draft, sight draft, time draft, application for documentary letter of credit and letter of credit. 35 2.4 Export and Import Documentation2.4.4 Transportation DocumentsA few commonly used transportation documents are listed below: shipping note, packing list, bill of lading, consignment note (rail, road), air waybill, parcel post receipt, combined transport documents, and arrival notification. 36 2.4 Export and Import Documentation2.4.5 Insurance DocumentsThe cargo insurance document is a contract whereby the insurer (insurance company), on the basis of a premium paid, undertakes to indemnify the insured against loss from certain risks or perils to which the cargo insured may be exposed. It is an indispensable adjunct of international trade. There are three important insurance documents: insurance policy, insurance certificate and open policy. 37 2.5 The Performance of an Export ContractPerformance of the established contract is an indispensable step to both parties to realize the economic benefit from international trade and it is both the economic behavior and the legal act to the parties concerned. 38 2.5 The Performance of an Export Contract2.5.1 Export ProceduresCargo readinessL/CCustoms clearanceShippingInsuranceDocument and payment 39 2.5 The Performance of an Export Contract2.5.2 Import ProceduresImport licenseL/CTransportation preparation Insurance Payment Customs clearance Inspection and taking delivery Claim Settlement of disputes 40 Unit Three BUSINESS NEGOTIATION3.1 Overview of Business Negotiation3.2 The Principles of Business Negotiation3.3 Preparation for Negotiation 3.4 General Procedures in Business Negotiation3.5 Negotiation Strategies and tactics3.6 Language for Negotiation3.7 Cultural Influence on Negotiation 41 3.1 Overview of Business Negotiation3.1.1 What is Negotiation?Negotiation is the process we use to satisfy our needs when someone else controls what we want. Whenever people exchange ideas with the intention of changing relationships, whenever they confer for agreement, they are negotiating.The ability to deal with business affairs, to arrange by discussion the settlement of terms, to reach agreements through treaties and compromise. 42 3.1 Overview of Business Negotiation3.1.2 The Importance of Business Negotiation Negotiation is a dynamic process of adjustment. It is in the mutual interest of participants to come to some agreement and this provides a cooperative aspect.Success in negotiation is seen not to be measured in points scored off ones opponent, but in the contribution that the negotiation itself. 43 3.2 The Principles of Business NegotiationWin-win Principle Equality PrincipleSincere CooperationKeep It Flexible and Fluid 44 3.3 Preparation for Negotiation3.3.1 Selecting Members of the Negotiating TeamComposing Principles of Negotiating GroupThe Composition of the Negotiating Group To organize the negotiating group and to divide the workThe Qualities of Negotiating Members 45 3.3 Preparation for Negotiation3.3.2 Identifying the Negotiation Issues and ObjectivesAn issue is any assertion about which you and your counterpart disagree. In contrast, nonissues are assertions about which both parties agree. Issues are the bases for the differences of both parties negotiation positions. Because of that, you must identify the key issues that effect those positions before you develop your pre-negotiation objectives. 46 3.3 Preparation for Negotiation3.3.3 Gathering Information Once the negotiating team has been organized, the first and most important step in preparing for a specific negotiation is gathering information. Obtaining Information Key Information Should Be Gathered Analyzing information 47 3.3 Preparation for Negotiation3.3.4 Negotiating Brief and Negotiating PlanThe negotiation brief consists of the instructions given to the team leader by the management, while the negotiating plan is developed by the negotiating team and represents the manner they propose to implement the instructions stated in the negotiating brief. 48 3.4 General Procedures in Business Negotiation3.4.1 EnquiryIn international trade, enquiry is usually made by the buyer without engagement to get information about the goods to be ordered, such as the commoditys name, quality, price, mode, the desired quantity and delivery date, and other terms. 49 3.4 General Procedures in Business Negotiation3.4.2 OfferAn offer is a proposal of terms and conditions presented in a potential contract by one party, called the offeror, to another party, called the offeree. For the sake of the agreement to be binding, the offeree must first accept the offer, otherwise there is no legal-contract. 50 3.4 General Procedures in Business Negotiation3.4.2 Offer Offer with EngagementThis is the kind of offer, in which the offerors intention of making a contract is definitely indicated, and under which the offeror cannot revoke or amend what he has offered during the validity of the offer. Here is an example from offer by fax: 51 Dear sirs Thanks for your enquiry dated June 5th. We offer firm subject to reply on June 15th, 2005, 3 000 pairs of Chinese shoes Grade A 3 dollars per pair CGR Montreal, shipment with one month after receipt of sight L/C, which must reach here by the end of August. Please make quick acceptance. Yours Faithfully Ollie 52 3.4 General Procedures in Business Negotiation3.4.2 Offer Offer without EngagementWhat is stated in an offer without engagement, is unclear, incomplete and with reservations. This kind of offer is not binding on the offeror.The following cable, for example, is an offer of this kind: 53 OFFER APPROXIMATELY TWENTY THOUSAND METERS CHINESE HANGZHOU BROCADE REFERENCE PRICE UNDOLLARS SIXTEEN PER METER CIF NEW YORK IRREVOCABLE L/C SUBJECT TO OUR FINAL CONFIRMATION 54 3.4 General Procedures in Business Negotiation3.4.3 Counter-offerAfter the offeree has received the firm offer, he may accept it and conclude the business with the offeror, or he may not accept it, or may not accept it wholly and put forward some additions, modifications, limitations, etc. to the basic terms and conditions contained in the offer.A fax counter-offer, for example, is as following: 55 Dear Mr. DavidWe received your letter dated on June 21st, 2009, offering us 12 000MT China soybean at US 280 per ton the usual terms.We are sorry to inform you that buyers in Japan find your price much too high, because the soybean from Korea being sold here is 10% lower than yours.So, we will purchase 10.000 MT if you could accept our price of US 270 per ton CFR C5 London. But in the meantime, we would point out that the soybean can now be purchased from the Southeast Asia at the above price. You are absolutely aware of the fact that prices on the market are relatively lower. We are looking forward to your early reply.Yours Faithfully,Ollie 56 3.4 General Procedures in Business Negotiation3.4.4 AcceptanceIn business law, an acceptance is the assent to the terms of an offer, required before a contract can be valid. It must be absolute and unconditional, and it may be tendered only by the person to whom the offer is directed, and must conform to any conditions which are set forth in the offer. 57 3.4 General Procedures in Business Negotiation3.4.5 ContractA contract is an agreement that creates an obligation, which is a binding, legally enforceable agreement between two or more competent parties. In export trade, a sales contract is a legal document made by and entered into between a seller and a buyer on the basis of their offer and acceptance. 58 3.5 Negotiation Strategies and tactics3.5.1 Reasons for losing a NegotiationAbsence of feedbackSatisfactionSelf-reinforcement 59 3.5 Negotiation Strategies and tactics3.5.2 Basic Negotiation SkillsSeparate the people from the problemFocusing on interests not positionsBe well preparedBe patience and integrity 60 3.5 Negotiation Strategies and tactics3.5.3 Useful Negotiation StrategiesGenerally speaking, strategy may be defined as the overall plan used to gain advantage over the opponent or achieve some end. There are two basic strategies: Offensive Defensive 61 3.6 Language for Negotiation3.6.1 Language Skills in Different Negotiating StylesIn the cooperative style, the basic principle is that both parties can gain something from the negotiation without harming the interests of the other. In the competitive style, negotiators see each other as opponents. Knowledge of the other partys needs is used to develop strategies to exploit weaknesses rather than to seek a solution satisfactory to both sides. 62 3.6 Language for Negotiation3.6.2 Language PrinciplesCourtesyConcisenessClarityCorrectnessConstructivenessConcession 63 3.7 Cultural Influence on Negotiation3.7.1 Culture and Communication What is Culture?Guarnaccia and Rodriguez(1996) assert that culture is not static. It is not just a thing, but also a process that impacts everything we do know and perceive. 64 3.7 Cultural Influence on Negotiation3.7.1 Culture and Communication Verbal Aspects of NegotiationCultural literacy is necessary in order to understand the language being used. Nonverbal Aspects of NegotiationTimeSpaceBody Language 65 3.7 Cultural Influence on Negotiation3.7.2 Negotiation among Cultures Cultural Conflicts in India Cultural Conflicts in Japan U.S. Approaches to NegotiationGerman Approaches to Negotiation 66 Unit Four INTERNATIONAL TRADE TERMS4.1 Definition of International Trade Terms4.2 The Role of International Trade Terms4.3 International Rules and Practices on Trade Terms4.4 Ways to Select a Price Trade 67 4.1 Definition of International Trade TermsTrade terms or price terms are also called Incoterms, which are standard trade definitions most commonly used in international sales contracts. Devised and published by the International Chamber of Commerce (ICC), they are at the heart of world trade. The best known Incoterms are FOB (Free on Board), CFR (Cost and Freight) and CIF (Cost, Insurance and Freight). 68 4.2 The Role of International Trade TermsTrade terms are important components of a unit price in international trade, standing for specific obligations of the buyer and the seller. Every commercial transaction is based upon a sales contract, and the trade terms used in the contract have the important function of naming the exact point at which the ownership of the merchandise is transferred from the seller to the buyer. 69 4.3 International Rules and Practices on Trade Terms4.3.1 Warsaw-Oxford Rules 1932 This rule was drafted by the Associat