Lead In 課程先導1Unit 1The Structure and Layout of a Business Letter 商務信函寫作格式1Seven Necessary Parts七個必要部分1Eight Unnecessary Parts八個非必要部分4Four Layout Styles四種布局風格8Unit 2The International Trade Procedure 國際貿易流程13Import進口14Export出口15
Chapter 1Company and Product Introduction 公司和產品介紹16Unit 1Making a Company Profile 公司簡介16Skill Points技能要點16Task 1Read a Company Profile閱讀公司簡介17Task 2Write a Company Profile撰寫公司簡介18Task 3Translate the Following Company Profile翻譯公司簡介18Knowledge Points必備知識要點19Language Points必備語言要點19Reference Guide參考答案19Unit 2Making a Product Description 產品描述20Skill Points技能要點21Task 1Read a Product Description閱讀產品描述21Task 2Write a Product Description撰寫產品介紹22Task 3Translate the Following Product Description翻譯產品介紹22Knowledge Points必備知識要點23Language Points必備語言要點23Reference Guide參考答案25Unit 3Making a Product Catalogue 制作產品目錄26Skill Points技能要點27Task 1Read a Product Catalogue閱讀產品目錄27外貿英語與函電Contents目錄Task 2Write a Product Catalogue制作產品目錄28Task 3Translate the Following Product Catalogue翻譯產品目錄28Knowledge Points必備知識要點29Language Points必備語言要點30Reference Guide參考答案30
Chapter 2Customer Development 客戶開發32Unit 1Launching an Advertisement 發布廣告32Skill Points技能要點32Task 1Read an Advertisement閱讀廣告33Task 2Write an Advertisement撰寫廣告34Task 3Translate the Following Advertisement翻譯廣告34Knowledge Points必備知識要點34Language Points必備語言要點35Reference Guide參考答案35Unit 2Making a First Contact (General Enquiry)進行首次聯系(一般性詢價)36Skill Points技能要點37Task 1Read a General Enquiry閱讀一般性詢價信函38Task 2Write a General Enquiry撰寫一般性詢價信函39Task 3Reply to a General Enquiry回復一般性詢價信函40Task 4Translate the Following General Enquiry翻譯一般性詢價信函40Knowledge Points必備知識要點40Language Points必備語言要點41Reference Guide參考答案41Unit 3Making a First Touch (Promotion) 進行首次接觸（推銷）44Skill Points技能要點44Task 1Read a Promotion Letter閱讀推銷信函45Task 2Write a Promotion Letter撰寫推銷信函46Task 3Reply to a Promotion Letter回復推銷信函46Task 4Translate the Following Promotion Letter翻譯推銷信函46Knowledge Points必備知識要點47Language Points必備語言要點47Reference Guide參考答案48Unit 4Making a Status Enquiry 咨詢50Skill Points技能要點51Task 1Read a Status Enquiry閱讀咨詢信函52Task 2Write a Status Enquiry撰寫咨詢信函53Task 3Reply to a Status Enquiry回復咨詢信函53Task 4Translate the Following Status Enquiry翻譯咨詢信函54Knowledge Points必備知識要點54Language Points必備語言要點55Reference Guide參考答案55
Chapter 3Business Negotiation Ⅰ 商務談判（一）58Unit 1Making a Specific Enquiry 具體詢價58Skill Points技能要點58Task 1Read a Specific Enquiry閱讀具體詢價信函59Task 2Write a Specific Enquiry撰寫具體詢價信函61Task 3Reply to a Specific Enquiry回復具體詢價信函61Task 4Translate the Following Specific Enquiry翻譯具體詢價信函61Knowledge Points必備知識要點62Language Points必備語言要點63Reference Guide參考答案63Unit 2Making a Firm Offer 發實盤66Skill Points技能要點66Task 1Read a Firm Offer閱讀實盤67Task 2Write a Firm Offer撰寫實盤68Task 3Reply to a Firm Offer(Acceptance)回復實盤(接受)69Task 4Reply to a Firm Offer (Declining)回復實盤(拒絕)69Task 5Translate the Following Firm Offer翻譯實盤69Knowledge Points必備知識要點70Language Points必備語言要點71Reference Guide參考答案72Unit 3Making a Nonfirm Offer 發虛盤75Skill Points技能要點75Task 1Read a Nonfirm Offer閱讀虛盤76Task 2Write a Nonfirm Offer撰寫虛盤77Task 3Reply to a Nonfirm Offer (Acceptance)回復虛盤(接受)78Task 4Reply to a Nonfirm Offer (Declining)回復虛盤(拒絕)78Task 5Translate the Following Settlement Letter翻譯虛盤78Knowledge Points必備知識要點79Language Points必備語言要點81Reference Guide參考答案81
Chapter 4Business Negotiation Ⅱ 商務談判（二）86Unit 1Making a Counter Offer 還盤86Skill Points技能要點86Task 1Read a Counter Offer閱讀還盤88Task 2Write a Counter Offer撰寫還盤89Task 3Reply to a Counter Offer回復還盤90Task 4Translate the Following Counter Offer翻譯還盤90Knowledge Points必備知識要點91Language Points必備語言要點91Reference Guide參考答案93Unit 2Making a Countercounter Offer 反還盤95Skill Points技能要點95Task 1Read a Countercounter Offer閱讀反還盤97Task 2Write a Countercounter Offer撰寫反還盤98Task 3Reply to a Countercounter Offer回復反還盤99Task 4Translate the Following Countercounter Offer翻譯反還盤99Knowledge Points必備知識要點100Language Points必備語言要點101Reference Guide參考答案102
Chapter 5Business Negotiation Ⅲ 商務談判（三）105Unit 1Placing an Order 訂購105Skill Points技能要點105Task 1Read an Order閱讀定單107Task 2Write an Order撰寫定單108Task 3Reply to an Order （Acceptance）回復定單（接受）109Task 4Reply to an Order （Declining）回復定單（拒絕）109Task 5Translate the Following Order翻譯定單109Knowledge Points必備知識要點110Language Points必備語言要點111Reference Guide參考答案111Unit 2Accepting，Confirming and Declining 接受、確認和拒絕115Skill Points技能要點116Task 1Read a Letter of Accepting閱讀接受信函118Task 2Write a Letter of Confirming撰寫確認信函120Task 3Translate the Following Letter of Declining翻譯拒絕信函120Knowledge Points必備知識要點121Language Points必備語言要點121Reference Guide參考答案122Unit 3Signing a Contract 簽訂合同124Skill Points技能要點124Task 1Read a Contract閱讀合同125Task 2Write a Contract撰寫合同127Task 3Translate the Following Contract翻譯合同128Knowledge Points必備知識要點129Language Points必備語言要點129Reference Guide參考答案130
Chapter 6Payment Ⅰ 支付方式（一）134Unit 1Discussing the Terms of Payment 商討支付條款134Skill Points技能要點134Task 1Read a Letter of Payment閱讀支付方式的信函137Task 2Write a Letter of Payment撰寫支付方式的信函138Task 3Reply to a Letter of Payment （Acceptance）回復支付方式的信函 （接受）139Task 4Reply to a Letter of Payment （Refusal）回復支付方式的信函（拒絕）139Task 5Translate the Following Letter of Payment翻譯支付方式的信函139Knowledge Points必備知識要點139Language Points必備語言要點142Reference Guide參考答案143Unit 2Urging Establishment of L/C 催開信用證145Skill Points技能要點146Task 1Read a Letter of Urging Establishment of L/C閱讀催開信用證信函147Task 2Write a Letter of Urging Establishment of L/C撰寫催開信用證信函148Task 3Reply to a Letter of Urging Establishment of L/C回復催開信用證信函149Task 4Translate the Following Letter of Urging Establishment of L/C翻譯催開信用證信函149Knowledge Points必備知識要點149Language Points必備語言要點150Reference Guide參考答案151Unit 3Applying for Issuing a L/C 申請開立信用證153Skill Points技能要點153Task 1Read a L/C閱讀信用證154Task 2Fill in a Form of Application for L/C填寫信用證申請書156Task 3Issue a L/C開立信用證158Task 4Translate the Following L/C翻譯信用證160Knowledge Points必備知識要點161Language Points必備語言要點162Reference Guide參考答案162
Chapter 7Payment Ⅱ 支付方式（二）167Unit 1Amending a L/C 修改信用證167Skill Points技能要點167Task 1Read a Letter of Amending閱讀修改信用證信函168Task 2Write a Letter of Amending L/C撰寫修改信用證信函169Task 3Reply to a Letter of Amending回復修改信用證信函171Task 4Translate the Following Letter of Amending翻譯修改信用證的信函172Knowledge Points必備知識要點172Language Points必備語言要點173Reference Guide參考答案174Unit 2Extending a L/C 信用證展期176Skill Points技能要點176Task 1Read a Letter of Extending L/C閱讀信用證展期信函178Task 2Write a Letter of Extending L/C撰寫信用證展期信函179Task 3Accept the Request for Extending L/C接受信用證展期要求的信函179Task 4Refuse the Request for Extending L/C拒絕信用證展期要求的信函179Task 5Translate the Following Letter of Extending L/C翻譯信用證展期的信函180Knowledge Points必備知識要點180Language Points必備語言要點181Reference Guide參考答案181Unit 3Issuing a Bill of Exchange 開立匯票184Skill Points技能要點185Task 1Read the Bill of Exchange閱讀匯票185Task 2Issue a Bill of Exchange開立匯票186Task 3Translate the Following Bill of Exchange翻譯匯票187Knowledge Points必備知識要點187Language Points必備語言要點188Reference Guide參考答案188
Chapter 8Packing, Shipping and Insuring 包裝、運輸和保險190Unit 1Packing 包裝190Skill Points技能要點190Task 1Read a Letter of Packing閱讀包裝信函191Task 2Write a Letter of Packing撰寫包裝信函193Task 3Reply to a Packing Letter回復包裝信函193Task 4Translate the Following Letter of Packing翻譯包裝信函193Knowledge Points必備知識要點194Language Points必備語言要點195Reference Guide參考答案196Unit 2Shipping 運輸198Skill Points技能要點199Task 1Read a Letter of Shipment閱讀裝運信函201Task 2Write a Letter of Urging the Shipment撰寫催促裝運信函202Task 3Reply to a Letter of Urging Shipment回復催促裝運信函203Task 4Translate the Following Shipping Advice翻譯裝船通知203Knowledge Points必備知識要點204Language Points必備語言要點206Reference Guide參考答案206Unit 3Insuring 保險209Skill Points技能要點209Task 1Read a Letter of Insurance閱讀保險信函211Task 2Write a Letter of Insurance撰寫保險信函212Task 3Reply to a Letter of Insurance回復保險信函212Task 4Translate the Following Insurance Policy翻譯保險單212Knowledge Points必備知識要點213Language Points必備語言要點214Reference Guide參考答案215
Chapter 9Claim and Settlement 索賠和理賠218Unit 1Claiming 索賠218Skill Points技能要點218Task 1Read a Letter of Claim閱讀索賠信函220Task 2Write a Letter of Claim撰寫索賠信函221Task 3Translate the Following Letter of Claim翻譯索賠信函221Knowledge Points必備知識要點222Language Points必備語言要點222Reference Guide參考答案223Unit 2Settling a Claim 理賠224Skill Points技能要點224Task 1Read a Letter of Claim Settlement閱讀理賠信函226Task 2Write a Letter of Claim Settlement撰寫理賠信函227Task 3Translate the Following Letter of Claim Settlement翻譯理賠信函228Knowledge Points必備知識要點228Language Points必備語言要點228Reference Guide參考答案229
Bibliography 參考文獻231
Chapter 3Business Negotiation Ⅰ商務談判（一）Unit 1Making a Specific Enquiry具體詢價After receiving a promotion letter or the reply of a general enquiry, intentional buyers would make specific enquiries for the commodities they have interest in. It is more detailed and definite with questions about prices, terms of payment, quality, types，specifications, quantity, delivery date, time of shipment and aftersales services. Compared with general enquiry whose purpose is mainly to establish business relations, specific enquiry clearly states the intentional buyers needs and requirement. Therefore, the seller is supposed to seize the opportunity and develop the potential client into a real business partner by giving specific reply promptly and professionally. 在收到一般性詢價的回復或商家的推銷信之后，有意向的買家會對感興趣的商品進行具體詢價。具體詢價的內容更加詳細、明確，通常包括商品價格、付款方式、質量、型號、規格、數量、交貨日期、裝船日期、售后服務等方面的問題。與旨在建立商業關系的一般性詢價相比，具體詢價進一步表明了買家的需求意向，因此賣方需要把握機會，給出及時、具體、專業的回復，把潛在客戶開發成生意伙伴。Skill Points技能要點The specific enquiry（具體詢價） The first paragraph should be the opening sentence. The typical sentences are as follows: 1) We have received, under cover, a detailed price list of light industrial goods available for export. 2) Thank you for your detailed catalogue you sent us on 18 May，2015. 3) We have received your letter of March 11, 2015 enquiring about the possibilities of selling your Energy Saving Lamp in our market.外貿英語與函電Chapter 3Business Negotiation Ⅰ商務談判（一）第一段應該是開頭語。典型句型如下所示: 1) 我們已隨函收到可供出口的輕工產品的詳細價目單。 2) 感謝貴方于2015年5月18日寄來的詳細目錄。 3) 感謝貴方于2015年3月11日來函詢問在我方市場銷售節能燈的可能性。 The second paragraph should be the request for an offer and some specific information of certain commodities. The typical sentences are as follows: 1) We are in the market for 10 metric tons First Grade Melon Seeds. Can you make an offer on FOB New York basis，at your earliest convenience? 2) Please send us your best quotations on CIF Vancouver basis through email stating payment terms and time of shipment for Children Scooter TYBX123. 3) We should be very glad if you would send us your quotation for Mens and Womens Woolen Crochet Gloves delivered on CIF Oslo basis. Shipment would be required within four weeks of order. 第二段就某商品進行具體詢問，要求報價。典型句型如下所示: 1) 我方需求10公噸甲級西瓜子，您能盡快報一個紐約港離岸價格嗎？ 2) 請用電子郵件告訴我們TYBX123型兒童滑板車的最低溫哥華到岸價，并說明支付條件和裝運期。 3) 我方將非常愿意收到有關男款和女款的羊毛鉤織手套的CIF奧斯陸到岸價的報價，并要求訂貨后四周內裝運。 The third paragraph is the closing sentence, expressing wishes to make the deal and earnings for reply. The typical sentences are as follows: 1) If the goods come up to our expectations, we would expect to place regular order.Please give this enquiry your prompt attention. 2) If you can let us have a competitive quotation, our business will be built on a stable basis. We await your good news with patience. 3) When quoting the price you must take into consideration that we may place regular order for large quantity. We look forward to hearing from you soon. 第三段為結束語，表達達成交易的意愿和對回復的期待。典型句型如下所示: 1） 如果商品令人滿意，我們將長期訂貨。請及時關注此詢價。 2） 如果您的報價合理，我們將建立長期穩定的關系。靜候佳音。 3） 我方需求量大，會長期下大定單，請在報價時予以考慮。盼早日回復。Task 1Read a Specific Enquiry閱讀具體詢價信函Astor Home Furnishing Trade CO.80 Glentworth St.Tel: 44 20 7935 9987
London NW16PG Fax: 44 20 7935 9985UK
12 Oct., 2015
Export ManagerXianglong Bamboo Products CO., Ltd.96 Guangming Rd. Longyan 364018Fujian China
Dear Sirs,
Thank you for your letter of 10 Oct., 2015. We are interested in the bamboo furniture products in your illustrated catalogue, and will be glad if you send us the quotation on CIF London basis for the Vintage Range of Bamboo Dining Table(Style No.XLBVT1234) and Chairs (Style No.XLBVC1235). Please state the earliest date of shipment and term of payment. If your prices are favorable and the delivery date is acceptable, we will place an order for 5,000 sets right away and establish stable business relationship with your company in the future. Your prompt reply to this enquiry will be appreciated. Yours sincerely, Astor Home Furnishing Trade Co. Amy LeBlanc Amy LeBlanc Import ManagerAnswer the Questions(回答問題)1. How did Astor Home Furnishing Trade Co. get information about the bamboo products?2. Which particular commodity is required for a quotation? 3. Is Astor a possible client for Xianglong Bamboo Products Co., Ltd.?Task 2Write a Specific Enquiry撰寫具體詢價信函Please write a specific enquiry according to the information as follows. You are Kent Mason, the import and export manager of Brillant Import and Export Co., Ltd., and you are writing to Zheng Shiyuan, the sales manager of China Flying Eagle Cereal Trade Co., on 25 Oct., 2015 for the quotations of Red Bean, Mung Bean and White Kidney Bean on CIF Dublin basis. You order would be 100 metric tons for each kind of beans and the goods are required to be packed in gunny bags each containing 50 kilograms. Brilliant Import & Export Co., Ltd.Address: 20 South Hill, Sutton, Dublin 13, IrelandTel: 353 021 482 8822Fax: 353 021 486 4263
China Flying Eagle Cereal Trade Co.Address: 25Anguo Rd, Daqing 163122,Heilongjiang, ChinaTel: 86 0459 784 5123Fax: 86 0459 784 5173Task 3Reply to a Specific Enquiry回復具體詢價信函You are Zheng Shiyuan, the sales manager of China Flying Eagle Cereal Trade Co., and you are making a prompt reply to Kent Mason on 29 Oct., 2015 after receiving his specific enquiry (See Task 2). Your quotations are US$1,000 per metric ton for Red Beans, US$1,200 per metric ton for Mung Beans and US$400 per metric ton for White Kidney Beans.Task 4Translate the Following Specific Enquiry翻譯具體詢價信函 Dear sirs, We are glad to note from your letter of Aug.20, 2015 that you,as exporter of silk textile products,are planning to extend Southeast Asian market. And this is coincident with our wish.From the description in your catalogue we notice that your silk garments and accessories are of high quality with exquisite design. We would be appreciated if youwouldsendusyour
best offer for the Silk Scarf in both sizes(190cm×190cm and 160cm×160cm) delivered on CIF Singapore basis. Shall the prices be reasonable, we would like place an order of 20,000 pieces for a trial. Please give this enquiry your prompt attention. Yours sincerely,Knowledge Points必備知識要點1. CIF=Cost, Insurance and Freight CIF=成本、保險費加運費 It is also called “landed price” meaning a seller is responsible to bear all the cost, freight and insurance up to the named port of destination, e.g.: CIF Hongkong and CIF Paris. According to the Incoterms 2010, if CIF is adopted in a transaction, seller has the obligations to: CIF又稱“到岸價格”，即賣方的商品價格包括所有商品成本、直至指定目的港的運輸和保險費用, 例如香港到岸價和巴黎到岸價。根據2010年國際貿易術語解釋通則，如果交易中采用了CIF價格，賣方需要負責: 1) Charter a liner and load the goods within the stipulated time limits of the contract. 租船或訂艙，并在合同規定時間內將商品裝船。2) Contract for insurance and pay the premium. 辦理保險并支付保險費用。3) Clear the goods for export.辦理出口手續。Note: 注意: 1) Once the seller presents a full set of documents in conformity with the contract, his duty of delivery is fulfilled and the buyer shall make the payment, even if the goods are lost or damaged during the transit. 一旦賣方提供符合合同的全套單據，其交貨義務即履行完畢。即使貨物在運輸途中丟失或遭受損壞，買方也必須支付貨款。2) CIF only requires the seller to obtain insurance for minimum coverage. If the buyer needs greater insurance, he needs to negotiate with the seller and add it in the contract. CIF只要求賣方投保最低額度的保險。如果買方需要更高險別，需與賣方商議，并明確寫入合同。3) CIF can only be used for ocean shipping and inland waterway shipping. CIF只適用于海運或內陸水運。2. Other useful trade terms: 其他常用的貿易術語有: FOB: Free on Board 船上交貨價格, 離岸價格 CFR: Cost and Freight 成本加運費
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