商务英语谈判5-1.ppt

商务英语谈判5-1.ppt

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ChapterFour-oneBargainingProcessFocusTacticsandstrategiesformakingquotationsIndicatorsfortheendofabargainTacticsandskillsformakingcounter-quotationsPrinciplesandstrategiesformakingcompromises,Case1:

Time:

2005Parts:

alargegroupofChinesepurchasersmajorAmericanCorporationsincludingBoeing,MicrosoftandGMBackground:

In2005,inordertoreducethetradedeficit（赤字）betweentheUSandChina,alargegroupofChinesepurchasersweredispatchedtonegotiatewithmajorAmericancorporationsincludingBoeing,MicrosoftandGMfortheimportationofproductsworthover10billiondollars.,Pleasedtohearthenews,BoeingwonderedhowmanyBoeingairlinersChinawouldpurchasesthistime.ChineserepresentativesproposedthatthepurchaseofBoeingairlinersshouldincludethenewly-developedBoeing787.Problem:

However,therepresentativesfromBoeingsaidtherewouldbenoproblemaboutthepurchaseofBoeing737s,747s,767s,and777s,buttheBoeing787wasanewproductthathadnotyetrolledofftheline,anditwouldbesoldatanextremelyhighprice.,TheChineserepresentativesrespondedthattheremustbeapricenomatterhowhighitwas,sohowmuchwasaBoeing787jetliner?

Afterconsultingtogether,theAmericanrepresentativescameupwitha“ceilingprice.TheChineserepresentativesthoughtitwasunreasonablyhigh.LargeairlinecompaniesinChinaareregularclientsofBoeing.Youshouldnotmakeita“once-for-all”deal.,Toenableustocontinueourpurchaseofyourairplanes,pleaseconsiderwhetheryoucangiveusapreferentialpricebyreducingyourofferbyxx%.TheAmericanrepresentativesreplied:

”Weconsideredthesefactorsbeforewequotedourpreferentialprice.Therefore,wearenotinapositiontoallowyouX%discount,letalonexx%.YouknowthatBoeing787jetlinersboastahighsafetycoefficientandafuel-efficientfeature.”,ThentheChineserepresentativesresponded:

”Ifwepurchasealargequantity,willyougiveamorefavorableprice?

”TheAmericansaidtheywouldthinkaboutit.InitialResult:

Inthefollowingroundsofnegotiation,theChinesesideincreasedthenumberoftheairplanestheyordered,stepbystep,andtheAmericansmadeseveralappropriatepriceconcessions.,ItwasnotuntiltheChinesesideagreedtobuy42Boeing787jetlinersthattheAmericanrepresentativesweredelighted,andfeltthatthingswerebetterthantheyhadexpected.AndtheChinesesidewasalsosatisfiedwiththesettlementofapricexx%lowerthantheinitialoffer.AnotherProblem:

However,whentherepresentativesfrombothsideswereabouttosignthecontract,theAmericansidewentbackontheirwordbecause,someAmericancongressmenpointedoutthatthegyroscope（回转仪，陀螺仪）installedintheBoeing787wasastate-of-the-artsophisticatedprecisioninstrument.IfairplaneswiththiskindofgyroscopewereexportedtoChina,theybelieveditwouldhaveanadverseimpactonU.S.nationalsecurity.Finalresult:

Therefore,theAmericanrepresentativescameupwithanewproposal:

theywouldsellBoeing787swithoutgyroscopeorwithold-generationgyroscopestoChina,withacorrespondingreductioninprice.,TheChinesesidestronglydisagreed:

”Wewontbuyabeautifulbutblockheadedanddumbgiantbird.TheBoeing787mustbefurnishedtheadvancedgyroscopes,oritwillbeimpossibletoknowclearlyhowhighitfliesandwhatdirectionitgoes.”AlthoughtheAmericanrepresentativeshadraisedanewissueunderthepressurefromtheirCongressmen,theChinesesidemaintainedtheirposition.Intheend,BoeingsignedtheagreementwiththeChineseAviationAdministrationofChina.,Thebargainphaseininternationalbusinessnegotiation-coversbroadperiodoftimefromtheendoftheopeningphasetothebeginningoftheclosingphase.-iscalled“thestepofovercomingbarrierstoagreement”-constitutesthecentralandmostdifficultstageinthewholenegotiationprocess.,Inthebargainingphase,eachnegotiatingparty-measuresitsownstrength,intelligenceandstrategiesagainstthoseofitscounterpart.-adjustsitsownnegotiationstrategies,-modifiesitsoriginalnegotiationobjectivesortargets,andthen-establishesabasicframeworkforthenegotiationagreement.Bargaininginvolvesthreekeyaspects:

-quotingaprice-bargainingovertheprice-makingcompromisesQuotationCase2:

Parts:

theMacauJockey（赛马）ClubinChinaanAustralianjockeyclubBackground:

TheMacauJockeyClubinChinawascommissionedtonegotiatewithanAustralianjockeyclubaboutintroducingtenhorsesoffinebreeding.,Theseller,theAustralianjockeyclub,wouldsellthehorsesaslongasthepricewasabove1millionAustraliandollarsperhorseontheaverage;MacauJockeyClub,aimedtopaynomorethan1.5millionAustraliandollarsperhorse.Thetwosidesdidnotknowoneanothersbottomprice（quotedabove）,butbothofthemwouldbenefitiftheycouldcloseadealincluding10horsesatatotalpriceof10-15millionAustraliandollars.