商务谈判课堂讲稿.docx
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商务谈判课堂讲稿.docx
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商务谈判课堂讲稿
工学院
南阳理工学院教案
2012—2013学年第一学期
课程名称商务谈判(双语)
授课专业、班级10市场营销/10市场营销(电商)
总学时、学分48学时/2.5学分
授课教师张娟
职称讲师
教师所在系院经济与管理学院
使用教材《国际商务谈判》窦然主编
南阳理工学院教案
课程
名称
商务谈判(双语)
课程编号
5330310
学时分配
考核方式
学分
2.5
讲课:
42
实验:
6
上机:
考试(√)
考查()
课程类型
必修
共同教育课();学科基础课(√);专业方向课();实践教学()
选修
共同教育选修课();学科基础选修课();专业方向选修课()
专业
市场营销/市场营销(电商)
授课班级
103211/103212
教师
张娟
职称
讲师
学位
硕士
教材名称
《国际商务谈判》
作者
窦然等
出版社及
出版时间
复旦大学出版社,2011
参考
资料
《商务英语谈判》
作者
余慕鸿章汝雯
出版社及
出版时间
外语教学与研究出版社,2011
教学目的
要求
Thiscourseisdesignedtodevelopbusinessnegotiationskills.Studentswilllearntodeveloppre-negotiation,negotiation,andpostnegotiationskills.Thecoursewillemphasizeresolvingconflictsinapositivemannerforbothsides.Afterstudyingthecourse,Studentsshouldacquaintedwiththeskillsofmanagingconflicts,evaluatingopposinginterests,anddevelopingoptionsforagreement.Criticalthinkingandcommunicationswillbeemphasizedthroughoutthecourse.
教学重点
难点
1.Theprinciplesofbusinessnegotiation;
2.Businessnegotiationstrategiesandskills;
3.Differencesofcultureandnegotiationstyleinbusinessnegotiationandetetiquetteinbusinessnegotiation。
教学方法
教学手段
1.理论讲解与案例分析相结合;2.文字材料与音像材料结合运用;3.采用多媒体教学
考核方式
学生成绩评定:
finalexamination(70%)+usualperformance(30%)
学生创新精神与实践能力的培养方法
1.增加案例教学的比重,文字教材、音像教材中都要突出典型案例的剖析。
2.安排必要的作业和实验,给学生接触实际、思考和锻炼的机会。
3.鼓励学生勇于英语表达,提高学生的语言能力。
4.通过小组作业的形式,培养学生的合作意识、创新精神和自我学习能力。
其它要求
授课时间
2012~2013学年第一期第6周~17周
南阳理工学院备课讲稿
教学内容
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Chapter1AnOverviewofBusinessNegotiation
1.1Definitionandcharacteristicsofbusinessnegotiation
1)Thedefinitionofnegotiation:
negotiationreferstotheactionandtheprocessofreachinganagreementbymeansofexchangeingideaswiththeindentionofdispellingconflictsandenhancingrelationshiptosatisfyeachother’sneeds.
谈判是人们为了消除分歧,协调关系,满足各自的需要,通过协商达到意见一致的行为和过程。
2)Thecharacteristicsofnegotiation:
A;Everynegotiationinvolvestwoofmorepaties
B;Theobjectiveofanegotiationmustbedefinite
C:
Negotiationmustbeconductedonanequalbasis
D;Aconsensusmustbebuiltonthebasisofmutualconcession
E;Negotiationinvolvesexchangeofideas,communication,persuasion,compromise,andsuchlike
3)Thedefinitionofbusinessnegotiation:
Businessnegotiationisaprocessofconferringinwhichtheparticipantsofbusinessactivitiescommunicate,discuss,andadjusttheirviews,settledifferencesandfinallyreachamutuallyacceptableagreementinordertocloseadealorachieveaproposedfinancialgoal.
4)Thecharacteristicsofbusinessnegotiation:
(Playtothescore随机应变)
A:
Theobjectiveofbusinessnegotiationistoobtainfinancialinterest
B;Thecoreofbusinessnegotiationisprice
C;Itsprincipleisequalityandmutualbenefit
1)Eg.Supposeyouwereasmallchildandyoustoodintheaisleofastore.Youdidwanttobuyacandy,atoyorapet.
Whatdidyoudo?
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D;Itemsofcontractshouldkeepstrictlyaccurateandrigorous
5)Thedefinitionofinternationalbusinessnegotiation:
referstothebusinessnegotiationthattakesplacebetweentheinterestgroupsfromdifferentcountriesorregions.
6)Theadditionalcharacteristicsofinternationalbusinessnegotiation:
A;Languagebarrier;
B;culturaldifferences;
C;internationallawsanddomesticlawsarebothinforce;
D;internationalpoliticalfactorsmustbetakenintoaccount;
E;thedifficultyandthecostaregreaterthanthatofdomesticbusinessnegotiations
1.2Formsofbusinessnegotiation
1)classificationbychiefnegotiator:
A:
Governmenttogovernment’snegotiation
B;Governmenttobusiness’negotiation
C:
Producertoproducer’snegotiation
D:
Producertotrader’snegotiation
E:
Retailertoproducer’snegotiation
F:
Businesstobusinessnegotiation
G:
Businesstoconsumer’snegotiation
2)bynegotiationobject:
Producttradenegotiation
Technologytradenegotiation
Servicetradenegotiation
Internationalprojectnegotiation
3)byform:
Onetoonenegotiation
Teamnegotiation
Multilateral(mʌltaɪˈlætərəl)negotiation(多边谈判)
4)Eg:
Peterownsahousethathevaluesat$100,000,andhewantstosellit,whileJonwantstobuythishousebuthevaluesitat$80,000.
Inotherwords,theplayerscanmutuallybenefitfromreachinganagreementonanoutcomefromasetofpossibleoutcomes,buthaveconflictinginterestsoverthesetofoutcomes.
Ononehand,eachplayerwouldliketoreachsomeagreementratherthannoagreement.But,ontheotherhand,eachplayerwouldliketoreachanagreementthatisasfavorabletohimaspossible.
Couldyougivesomeexamples?
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4)byprocedure:
Horizontalnegotiation
Verticalnegotiation
5)bylocation:
Host-courtnegotiation
Guest-courtnegotiation
Changing-courtnegotiation
Third-placenegotiation
6)byexpression:
Oralnegotiation
Writtennegotiation
1.3TargetsofBusinessNegotiation
TheBestTarget(乐意目标)istoachievealldesiredresults.Usually,bothsideshaveafewbargainsbeforeacceptance.Inthebeginning,makeahighofferandnegotiateforthebesttarget.Generallyspeaking,personswhofirmlymaintainthedesiredobjectivestotheendcanobtainthebestdeal.
TheIntermediateTarget(立意目标)isslightlylowerthanthebesttarget.Don’tbeginnegotiatingattoolowofaprice.
Youshouldremainseriousaboutthedesiredresults.Underthissituation,yourcounterpartmaywellacceptyourquotationasthebestpossibleprice.Keepitinmind,aseriousandfirmattitudeisthekeytoavoidingfurtherpricereductionsandunnecessaryexpenses.
Ifyoumeetwithnegotiatorswhoalwaysbargainusingharshlanguage,donotbeangry.Thisindicatesthattheywanttobuyyourproducts.
TheAcceptableTarget(必须达到的目标)istheminimumlevelbothsidescanbear.Itshouldnotbeexposedtoyourcounterpartatthebeginningofthenegotiation.Yourcounterpartmaynotbelieveitandalthoughthepriceisthelowest,hemayrejectyourquotation.
Discusstheadvantagesanddisadvantagesofhorizontalnegotiationandverticalnegotiation.Whichonedoyouprefer,why?
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1.4Themaincontentofnegotiationonbusiness
n Price价格
n Quality质量
n Termsofpayment支付条款
n Packingandshipping包装与装运
n Insurance保险
n Complaints,disputesandclaims控诉、争议和索赔
n Arbitration仲裁
1.5ModernNegotiationTheories
Raiffa’sdecisionanalyticapproachprovidesamodestalternativethatemphasizedthesituationasunderstoodbyactualnegotiatorswhooftenhaveincompleteandperhapsbiasedinformation,AccordingtoRaiffa,theapproachdescribeshow“erringfolkslikeyouandmeactuallybehave”.Theapproach’skeycomponentsincludetwoassessments:
(1)ezchparty’salternativetoanegotiatedagreement(bestalternativetoanegotiatedagreementBATNA)and
(2)eachparty’sBATNAplacesalowerboundonthenegotiationandestablishesanegotiator’sreservationpoint,meaningthepointatwhichheorsheisindifferentbetweensettlementandimpasse.Presumably,anegotiatorshouldnotacceptandagreementthatleaveshimorherworseoffthanhisorherBATNA.
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Toassessone’sinterests,anegotiatormustdeterminewhatissuesreallymatter.Youmaydecide,forexample,thatitisveryimportanttosavesomemoneyforanewhouseandsoyourannualbonusandsalarybecomekeyissuesduringyourannualperformancereview.Thespecificpositionyoutakeinthenegotiationshouldreflectyourunderlyinginterest.Finally,youmaydecidethatyourinterestinadditionalvacationtimebecomesunimportantincomparisontotheimportanceofthefinancialissues.Thesedifferencesintherelativeimportanceamongissuesallowyoutomakedecisionsabouttrade-offsandconcessionsyouarewillingtomakeaswellastakeduringanegotiation.Inaword,theassessmentofone’sBATNAandinterestsdefinesthestructureofthenegotiation.Itiswithinthiscontextthatnegotiatorsattempttocraftmutuallyagreeableoutcomes.
谈判的基本任务有两项:
(1)分配或分割现有资源
(2)整合或创造新的资源.
当管理者就预算的额度问题争论不休时,他们是在谈判如何分割一张资源大饼,在分配的过程中,各方的利益成为直接冲突点。
在两个管理者关于500,000美元资源大饼的分配进行讨论的例子中,那个来自较大部门的管理者A要求400,000
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美元同时,认为300,000是他的保留点,而来自较小部门的管理者B要求250,000,100,000是他的保留点。
谈判区域为A分得300,000到400,000美元之间,B分得100,000到250,000美元之间。
为了达成一个彼此都认同的协议,谈判者通常要经过一退一进的过程,最后相互妥协,并在谈判区域内成交。
与分配相比,整合就截然相反了。
当一种冲突涉及多方面的问题。
整合的协议不但维护了互补利益,而且加强了双方的长期关系。
涉及到整合和分配两个方面的谈判被称为混合动机谈判。
总体来说,大多数谈判都属于“混合动机”的类型。
甚至像买卖汽车这种看起来完全是分配活动的谈判,也完全涉及了整合和分配两个方面。
在汽车买卖所涉及的一些条款问题上,谈判一方开始提出价格以外更为广泛的系列问题,包括:
付款条件、新轮胎、汽车底垫、音响系统得升级、保修期和其他双方可能存在分歧的问题。
随着谈判内容的增加,资源之“饼”也在变大,但这些资源同样需要在买者和卖者之间进行分配。
Homework:
Explainthefollowingtermsinyourownwords:
Businessnegotiation;horizontalnegotiation;verticalnegotiation
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Chapter2principlesofbusinessnegotiation
Theprinciplesofbusinessnegotiationarethefundamentalsorguidelinesofbusinessnegotiation,andtheyarewidelyacceptedasthebasicrules,beliefsornormsinbusinessnegotiationthatallparticipatingpartiesareobligedtoobserve.Understandingandimplementingtheseprincipleshelpnegotiatorsbetterapplynegotiatingstrategiesandskillsandincreasetheeffectivesandefficiencyoftheirnegotiations.
2.1equalandvoluntaryparticipation
Equalandvoluntaryparticipationarethebasicpremisesforbusinessnegotiation,especiallyforinternationalbusinessnegotiation.
1)Allparties,bigorsmall,shouldbeequal
Allpartiesmustbeequalparticipantsandbewillingtoparticipateinit,nomatterhowgreatthegapsareintheireconomicpowe
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