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商务英语

UNIT 4UNIT 4

Establishing Business Relations

1 Reading 2

Listen and Talk 11

Case Study3

Contents

Useful Expressions4

Reading Skill Focus

Dialogue

Listening Comprehension

Role Play

Listen & Talk

Dialogue One Field Trip

Wareham ： Mr. Zhang, I travel a lot every year on business. But now we are thinking of expanding into the Chinese market. The purpose of my coming here is to inquire about possibilities of establishing trade relations with your company.

Zhang ： Mr. Wareham, when we have heard much about your company from the Bank of China at London Branch, we would be glad to start business with you.

Wareham ： This is my first visit to your company. I’d appreciate your kind consideration in the coming negotiation.

Zhang ： We are very happy to be of help. What products are you interested in? Would you like to have a look at our showroom?

Wareham ： I’d love to. Would it be possible for me to have a closer look at your samples?

Zhang ：（ to Miss Li ） Miss Li, please show Mr. Wareham around our showroom.

Li ： This way, please … （ entering into the showroom ） Here we are. Wareham ： How beautiful ！ Li ： Where shall we start, Mr. Wareham? Wareham ： It will take me several hours if I really look at everything. Li ： You may be interested in only some of the items. Let’s look at those. Wareham ： Good idea ！ I can just have a glance at the rest… Some of the textile

s look fine in quality and beautiful in design. I’m interested in your silk ties.

Li ： Our silks are famous for their good quality. They are one of our traditional exports. Silk ties are brightly colored and beautifully designed. All these articles are best selling lines.

Wareham ： Some of them seem to be of the latest style. Now I feel that we can do a lot of trades in this line. We wish to establish trade relationship with you.

Li ： Your desire coincides with ours. By the way, Mr. Wareham, how long have you been in this business?

Wareham ： I’ve been in textile for more than 15 years, but our company has been in this business since 1962.

Li ： No wonder you’re so experienced. Wareham ： Textile business has become more and more difficult since the co

mpetition grew. Li ： That’s true. Wareham ： Could I have your latest catalogues or something that tells me abo

ut your company? Li ： Sure, I’ll get you some later. Wareham ： Thanks. At what time can we work out a deal? Li ： Would tomorrow morning be convenient for you? Wareham ： Yes, that’ll be fine.

Listen & Talk

Dialogue One Field Trip

Listen & Talk

Brown: Good morning. I am James Brown from Australia. Here is my card.

Zhao: Thank you. I’m pleased to meet you, Mr. Brown. My name is Zhao Mei, the representative of New Century Textile Import and Export Corporation.

Brown: Pleased to meet you too, Ms. Zhao. I travel a lot every year on business, but this is my first visit to your country. I must say I have been much impressed by your friendly people.

Zhao: Thank you. Have you seen the exhibition halls? On display are most of our products, such as silk, woolen knitwear, cotton piece goods, and garments.

Brown: Oh, yes. I had a look yesterday. I found some of the exhibits to be fine in quality and beautiful in design. The exhibition has successfully displayed to me what your corporation handles. I’ve gone over the catalogue and the pamphlets enclosed in your brochure. I’ve got some ideas of your exports. I’m interested in your silk blouses.

Zhao: Our silk is known for its good quality. It is one of our traditional exports. Silk blouses are brightly colored and beautifully designed. They are always in great demand.

Dialogue Two At the Fair

Listen & Talk

Brown: Some of them seem to be of the latest style. We wish to establish relations with you.

Zhao: Your desire coincides with ours.   Brown: Concerning our financial position, credit standing and trade reputation, you

may refer to Bank of Hong Kong, or to our local Chamber of Commerce or inquiry agencies.  

Zhao: Thank you for your information. As you know, our corporation is a state-owned one. We always trade with foreign countries on the basis of equality and mutual benefit. Establishing business relations between us will be to our mutual benefit. I have no doubt that it will bring about closer ties between us.  

Brown: That sounds interesting. I’ll send a fax home. As soon as I receive a definite answer, I’ll make a specific inquiry.  

Zhao: We’ll then make an offer as soon as possible. I hope a lot of business will be conducted between us.  

Brown: So do I.

Dialogue Two At the Fair

Listening Comprehension

People in the west, tend to be well _________, especially professionals. Most western professionals keep a personal _________ in a calendar, an appointment book or a ______________.Frequently, three schedules will be kept: one for_____events, one for _______ planning, and one for long-term planning. Long-term planning can cover a month, several months, a year or even several years.

Many professionals rely on secretaries to make, confirm and _________ appointments. Often appointments will be made on the phone by talking with the secretary of the person you want to meet. All appointments should be ______________ for accuracy. The time, ________, names of involved parties and spellings and ____________ of the names should always be verified.

organized

schedule pocket secretary

daily weekly

screen

double-checked location

pronunciations

Role Play

The Far East American International Trade Delegation led by Mr. Black is visiting your company. At a dinner party, you make a welcome speech on behalf of your company.

Welcome Speech

女士们，先生们： 对我来说，今天是一个难以忘怀的日子，

因为我有幸代表本公司总经理王明先生，向来此洽谈生意的布莱克先生及其一行，表示热烈的欢迎！

众所周知，美国是一个工业发达和资源丰富的国家。中国则是一个有着充足劳动力、正在发展新技术工业的国家。我们认为，两国的经济有很好的互补性。

实行改革开放以来，我国各个领域都发生了很大变化。过去几年，中国与世界各国的经济联系得到了进一步加强，对外贸易迅速增长，越来越多的外商热切希望来中国投资，乐意与中国的公司和企业做生意。

在座的诸位知道，自中美两国建立外交关系以来，我们两国的双边贸易和经济合作逐年扩大，贵国已成为中国的主要贸易伙伴之一。

布莱克先生，我们公司是在改革的大潮中建立的，是专营电子产品进出口业务的公司，并且有权直接与外商进行技术及商业洽谈。

目前，我们公司拥有 35 个专业子公司，在全国范围内有良好的销售组织，并拥有广泛的市场；我们有良好的财务状况，并享有良好的商业信誉。

Ladies and Gentlemen: For me, it is a memorable day today, because it gives me great pl

easure to extend, on behalf of Mr. Wang Ming, General Manager of this company, a warm welcome to Mr. Black and his party, who have come here for business.

It’s known to all that America is a country with well developed industries and aboundant resources while China Possesses plentiful workforce and her new technology industries are now being developed. So we consider the two economies (are very ) compensatory to each other.

Since the policy of reform and opening-up was carried out, great changes have taken place in every field. The past few years saw China’s closer economic ties with the rest of the world and the sharp growth of her foreign trade. More and more foreign businessmen have been enthusiastic in making investment in China and would like to do business with China’s corporations and enterprises.

Everyone knows since the establishment of diplomatic relations between Canada and China, our bilateral trade and economic cooperation have expanded year by year and your country has now become one of China’s major trade partners.

Mr. Black, our company, established at China’s reform tide, specializes in the import and export of electronic products, with the authority to conduct technical and commercial negotiations with foreign firms.

At present, our company has thirty-five subsidiaries, an efficient sales organization and an extensive market throughout the whole country. You can be assured that we have a sound financial standing and enjoyed a high credit reputation.

Welcome Speech

我们相信，贵方如同我们建立商业关系，你们将会成为我们的最好合作伙伴，你方产品在此处定会畅销。

随着我们之间相互了解的加深和经济的发展，两国间的友好合作定会开出更加灿烂的花朵，结出更加丰硕的果实。所以我坚信，安德森先生此行，一定会取得圆满成功。

最后，让我们为双方的友谊和合作进入一个崭新阶段，干杯！

We believe if you would like to enter into business relations with us, you will be our best cooperative partner, and your goods will be certainly selling well.

With the deepening of our mutual understanding and the growth of our respective economy, the friendship and cooperation between our two countries will certainly bear more brilliant flowers and richer fruits. So I firmly believe that your visit to our company this time will score complete success.

In closing, I would like you to join me in a toast to the new stage of friendship and cooperation between us. Cheers!

Reading

Warming-up questions 1.If a new firm wishes to ope

n up a market, how can the person in charge find out whom he is going to deal with?

2.In your first enquiry, what kinds of information should be given?

3.Suppose the other side can’t see its way to agree to your proposal, what will you do?

[1] No customer, no business ． Just as a factory requires a complete set of machinery to proceed with production, so does a foreign-trade firm need extensive business connections to maintain or expand its business activities. Therefore, the establishment of business relations is vitally important either for a newly established firm or an old one that wishes to enlarge its business scope and turnover.

[2] Merchants abroad may be approached through some of the following channels:

attendance at the export commodities fairs; contact at exhibitions held at home or abroad; mutual visits by trade delegations and groups; communication in writing ( e-mails, faxes, letters, etc.). [3] But by what means can a businessman secure all the

necessary information about a new customer? Well, he may do so by referring to or with the help of:

Internet; The banks; The periodicals; The advertisements in newspapers; The introduction from his business connections; Trade Directory; Chambers of Commerce in foreign countries;

The Commercial Counselor’s Office; Enquiries received from the merchants abroad. [4] Having obtained the desired names and address

es of the firms from any of the above sources, one can start sending letters or circulars to the parties concerned. This type of letter is an outgoing letter and may be called a “First Enquiry”. Generally speaking, this type of letter begins by telling the addressee how his name is known. Then, some general information should be given as to the lines of business being handled, the business scope of his firm and also its branches and liaison offices, if any. The writer should state simply, clearly and concisely what he can sell or what he expects to buy. To close the letter, the writer usually expresses his expectation of cooperation at an early reply.

[5] Any letter of this nature received must be answered in full without the least possible delay so as to create goodwill and leave a good impression. To firms engaged in international trade, business connections are valuable. Therefore, traders must not only consolidate their established relations with firms having previous business but also develop and revitalize their trade by searching for new connections from time to time.

Reading

Translate the following sentences into Chinese.

1) We are enclosing a brochure on the varied range of electric products now available for export.

2) We thank you for your letter of May 5 and would like to discuss with you the possibility of expanding our trade at your end.

3) We should be glad to know how long this firm has been established and what its financial reputation is.

4) Our corporation handles exclusively the import and export business of light industrial products.

5) We desire to establish mutually beneficial business relations.

6) Upon receipt of your specific enquiry, we shall airmail you immediately our quotation sheet.

1) 兹随函附寄可供出口的各种电器产品的小册子。

2) 感谢你 5月 5 日的来函，我们想与你们讨论在你处扩展业务的可能性。

3) 我们想知道该公司是何时建立的、资信状况如何。

4) 我公司独家经营轻工业产品的进出口业务。

5) 我们渴望建立互利的贸易关系。 6) 一旦收到具体询盘，我们将即刻空邮报价单。

Exercise

Translate the following sentences into English.

1) 我们想与你公司建立业务关系。

2) 你方 8月 8 日来信已转交北京中国人民保险公司考虑。

3) 我们是一家专营自行车进出口的国有公司。

4) 很遗憾我们不能直接给你供应你所需要的纺织品。

5) 为了让你了解我们的棉布产品 , 我们随函附寄了一份小册子 , 供你方参考。

6) 我们期待收到你的早日肯定答复。

1 ） We desire to enter into business relations with your firm.

2 ） Your letter of Aug 8 has been passed on to the PICC in Beijing for attention and reply.

3 ） We are a state-owned corporation, handling exclusively the import and export business of bicycles.

4 ） We regret we can’t supply you direct with the textile you required.

5 ） To acquaint you with our cotton piece goods, we enclosed a copy of brochure for your reference.

6 ） We look forward to receiving your favorable reply the earliest possible.

Exercise

Case Study

Dear Sir or Madam, ____________ your name and address from the

newspaper, we are writing to you with a desire to __________ trading relations _____ you.

We are an _________ manufacturer and an _______ of bicycles, and are _________ a good reputation all over the world. For your _________ we have enclosed the catalogue and the latest _________ which we believe would be of ________ to you.

Your early reply would be very much __________. Yours faithfully, John Smith.

Having obtained

establish with

experienced exporter

enjoying

reference

price list

interest

appreciated

Useful Expressions

张先生，中国朋友们，女士们，先生们：

首先，我以在座的加拿大同事们的名义，感谢张先生今晚设宴款待我们，同时，请向贵公司总经理王先生转达我们的亲切问候。

从张先生热情洋溢的欢迎词中，我们已经感觉到了给予我们的温暖和友谊，并对贵公司有了大体的了解。请允许我代表我团全体成员对你们所给予的盛情款待，表示衷心的感谢！

我们知道，中国是一个伟大的国家，有象征中国古老文明的长城，有明清两代皇帝居住的被称为紫禁城的故宫，以及其他许多值得参观的地方。

我们亲眼目睹了贵国发生的巨大变化，城市林荫大道更加宽阔和整洁，高楼大厦巍巍耸立，鳞次栉比。

Mr. Zhang, Chinese Friends, Ladies and Gentlemen, First of all, in the name of my Canadian colleagues

present here, I wish to thank Mr. Zhang for giving this beautiful dinner for us tonight, and at the same time, please pass on our best regards to Mr. Wang, General Manager of your company.

From Mr. Zhang’s gracious words of welcome, we have felt the warmth and friendship you have given and had a general idea of your company. Please allow me, on behalf of the members of my trade delegation, to express our deep appreciation for the boundless and gracious hospitality which you have extended to us.

We know China is a great country, with the Great Wall which is symbolizing China’s ancient civilization, the Palace Museum, also known as the Forbidden City, which was the imperial palaces of the Ming and Qing dynasties, and other famous places which are worth visiting.

We have seen with our eyes that great changes have taken place in your country. The streets have become wider and cleaner, the tall buildings have stood side by side in great numbers.

Useful Expressions

然而，最大的变化是有众多外国人愿意在贵国投资，做生意，与中国的公司进行合作。我想，这是贵国实行改革开放政策的结果。

作为加拿大最大的公司之一，我们不愿失去这次与贵方做生意的好机会，所以很乐意与贵方建立商业关系。

我们公司同样专营电子产品的进出口业务。 我方产品在贵国极为畅销。 我认为， 贵方产品在我方市场也定会受到欢迎， 因此贵方产品在我国有前景良好的市场。

在结束演讲之前，我要再次对你们的盛情款待和热情欢迎表示衷心感谢。为此，我提议为我们之间的友谊和合作进入一个新阶段，干杯！

But the biggest change, we have found, is that there are a lot of foreign businessmen in your country, who would like to invest, to do business, to cooperate with Chinese Corporations. I think that is the result of your reform and opening-up policy.

As one of the biggest companies in Canada, we do not want to lose this good opportunity to do business with you, and we would like to express our desire of building up business with you.

Our company also specializes in the import and export of electronic products. Our goods will be selling well in your country, and I think your goods will be very popular at our market, so there is a prosperous market for your commodities in our country.

Before concluding my speech, I want to express my heartfelt thanks to you for your generous hospitality and your own reception. So I’d like to propose a toast to this new stage in the friendship and cooperation between us. Cheers!

Additional Exercises

Translate the following sentences into Chinese.

1 Having had your name and address from the Commercial Counselor’s Office of our Embassy in Canada, we avail ourselves of this opportunity to write to you and see if we can establish business relations with you.

2 Specializing in the export of Chinese foodstuffs, we wish to express our desire to trade with you in this line.

3 Through the courtesy of Mr. Johnson, we are given to understand that you are one of the leading importers of light industrial goods in your area and wish to enter into business relations with us.

4 We are given to understand that you are potential buyers of Chinese Arts and Crafts goods, which fall within the scope of our business activities.

5 In order to give you a general idea of our products, we enclose a complete set of our latest catalogue.

Complete the following sentences by translating the part in Chinese into English.

1 Please inform us 你们何时才能供应此种商品？

2 We look forward to 在交易会上再次见到你方代表。

3 As you know, 我们经营玩具进出口业务已有 50 多年了。

4 Your price is too high, and 我们不能接受。

5 We shall appreciate it if 你方发来样品和报盘。

When you will be able to supply such goods

meeting your representative again at the fair

We have been handling the import and export of toy for more than 50 years.

we are afraid that it is unacceptable

You send us samples and offer

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