前 言
随着经济全球化、文化国际化的趋势越来越明显，各国之间的商贸关系呈现出愈加紧密的态势。英语是一门国际语言，这已是世界人民的共识;拥有用英语进行谈判的能力在职场上也受到了前所未有的重视。
我们的生活中充满了谈判，从儿时为了买一件自己心仪的玩具与父母的讨价还价，到成人后在某件事上做与不做所进行的抉择，谈判几乎伴随着我们的一生。（Life is negotiation，and negotiation is life.）本教程具有以下四个方面的特点:
一、商贸理论与英语学习有机结合。成功谈判必须掌握必要的谈判技巧和基础商贸知识，课文材料主要是体现流行的谈判理论框架和技巧的文章，并以提问的方式对学习者加以引导，使深奥和枯燥的理论易于理解和消化;
二、成功谈判与提高英语会话能力相辅相成。谈判对话操练部分为学习者提供了具有实景效果的对话，并配有大量的知识型注解，促使学习者真正掌握商务谈判的内在含义和跨文化沟通的技能技巧;
三、将商贸理论和谈判技巧植入实例之中。本教程的练习部分均设有两个谈判案例，与本课的主题息息相关，以期达到使学习者深入领会基础知识，真正拥有成功谈判能力的目的;
四、本教程在再版之际，根据学习者反馈的信息，作了必要的修订，给出了课文、对话、案例等的参考译文，也对课文后提出的相关问题作了引导性的回答或解答。本教程是集体力量的体现，也是集体智慧的结晶;本教程的编著者为多年从事商贸英语教学的教师和长期从事商贸实务的从业人员。在编撰过程中，参编人员采访了许多从事商贸实务的人员，查阅了大量相关资料，进行了多次研讨，以求能使本教程真正成为学习者进入职场前的必读之物。黄庐进和王晓光负责全书框架的构思，阅读材料的筛选、注释、审阅等工作;朱凌、金春兰、满媛媛根据各自的所长，分别编写了课文、对话、案例等部分;英国外教Wilton Mills教授对英语谈判对话部分作了认真细致的审定工作。
由于编著者水平有限，书中不妥之处在所难免，敬请使用者亦如上一版一样，给予编著者批评意见，及时提出最新建议。
编 者
2008年1月
作者简介
书摘
Contents
PART ONE TEXTS
UnitOne
Lesson One Introduction
SectionⅠ Readings
Article1 Introduction to Negotiation
Article2 Impressive Behavior
SectionⅡ Dialogs
Dialog1 Introducing
Dialog2 Receiving A Call
SectionⅢ Exercises
Mini Case1 Introducing the Firm to the Potential Customer
Mini Case2 Finding A Suitable Chinese Tourism Agency
Lesson Two Reception
SectionⅠ Readings
Article1 Negotiation ProcessⅠ
Article2 At the Airport
SectionⅡ Dialogs
Dialog1 Meeting the Potential Customer
Dialog2 Arriving at the Hotel
SectionⅢ Exercises
Mini Case1 Meeting at the Airport
Mini Case2 On theWay to the Hotel
Lesson Three Visiting A Factory
SectionⅠ Readings
Article1 Negotiation ProcessⅡ
Article2 The Physical Preparation
SectionⅡ Dialogs
Dialog1 Showing Around the Factory
Dialog2 Visiting theWorkshop
SectionⅢ Exercises
Mini Case1 Showing Around the Plant
Mini Case2 Showing Around the Offices
Lesson Four ExhibitionⅠ
SectionⅠ Readings
Article1 Negotiation ProcessⅢ
Article2 What Exhibitors Are Thinking
SectionⅡ Dialogs
Dialog1 Talking with the Organizer
Dialog2 Making A Telephone Call
SectionⅢ Exercises
Mini Case1 Receiving A Letter of Invitation
Mini Case2 Trying to Know More About the Show
Lesson Five ExhibitionⅡ
SectionⅠ Readings
Article1 Negotiation ProcessⅣ
Article2 Exhibition Booths
SectionⅡ Dialogs
Dialog1 Planning to Participate in An ExhibitionⅠ
Dialog2 Planning to Participate in An ExhibitionⅡ
SectionⅢ Exercises
Mini Case1 Participating in An Indian Trade Fair
Mini Case2 Discussing AboutA Decorating Project
Lesson Six MarketingⅠ
SectionⅠ Readings
Article1 Integrative Negotiation and Distributive Negotiation
Article2 Seven Decision-Making Biases
SectionⅡ Dialogs
Dialog1 Introducing A New ProductⅠ
Dialog2 Introducing A New ProductⅡ
SectionⅢ Exercises
Mini Case1 Wanting to SellNew Products
Mini Case2 Talking Abou tOpening An Outlet
Lesson Seven MarketingⅡ
SectionⅠ Readings
Article1 How to NegotiateⅠ
Article2 Negotiation Dilemma
SectionⅡ Dialogs
Dialog1 Discussing AboutA TV CommercialⅠ
Dialog2 Discussing AboutA TV CommercialⅡ
SectionⅢ Exercises
Mini Case1 Talking About theWays to Design and Make A New TV Commercial
Mini Case2 Discussing About theWays to Launch An AdvertisementCampaign
Lesson Eight Logistics
SectionⅠ Readings
Article1 How to NegotiateⅡ
Article2 Why Outsourcing Isn't Always the Best Answer
SectionⅡ Dialogs
Dialog1 Discussing About the OutsourcingⅠ
Dialog2 Discussing About the OutsourcingⅡ
SectionⅢ Exercises
Mini Case1 Talkingwith A Potential Customer
Mini Case2 Introducing the Firms
UnitTwo
Lesson One Establishing Business Relations
SectionⅠ Readings
Article1 How to NegotiateⅢ
Article2 TheWay China Conducted Its Business
SectionⅡ Dialogs
Dialog1 Greeting
Dialog2 Establishing Business Relations
SectionⅢ Exercises
Mini Case1 Introducing Themselves
Mini Case2 Checking in the Hotel
Lesson Two Enquiries and Replies
SectionⅠ Readings
Article1 Ethics in Negotiation
Article2 What Is Enquiry
SectionⅡ Dialogs
Dialog1 Enquiring the Prices ofA Bed-Cover Stand
Dialog2 IntroducingMachine Tools
SectionⅢ Exercises
Mini Case1 Making Enquiries
Mini Case2 From Enquiry to Counter-Offer
Lesson Three Offers and Counter-Offers
SectionⅠ Readings
Article1 Observing When NegotiatingⅠ
Article2 Counter-Offer Forms
SectionⅡ Dialogs
Dialog1 The Offer of Black Tea
Dialog2 Having A Face-to-Face Talk on Offers
SectionⅢ Exercises
Mini Case1 Enquire and Proceed to Offer and Counter-Offer
Mini Case2 Dealingwith the Offer in Details
Lesson Four Term's of Payment
SectionⅠ Readings
Article1 Observing When NegotiatingⅡ
Article2 Ways of Payment
SectionⅡ Dialogs
Dialog1 Discussing the Price of Wheat
Dialog2 Negotiating on the Price of Printed Cotton Cloth
SectionⅢ Exercises
Mini Case1 Having A Talk on Payment Terms
Mini Case2 Arguing About Payment Terms
Lesson Five Packing
SectionⅠ Readings
Article1 Different Negotiating Styles of Different CulturesⅠ
Article2 The Features of Packing
SectionⅡ Dialogs
Dialog1 Getting the Packaging Produced
Dialog2 Bringing up the Subject ofPacking
SectionⅢ Exercises
Mini Case1 Conferring Over the Packing
Mini Case2 Talking About the Packing of Blouses
Lesson Six Shipping
SectionⅠ Readings
Article1 DifferentNegotiating Styles ofDifferent CulturesⅡ
Article2 Tramp or Liner
SectionⅡ Dialogs
Dialog1 Advancing the Shipment
Dialog2 Discussing About the Shipment ofWalnutMeat
SectionⅢ Exercises
Mini Case1 Having A Business Talk About theMode of Transportation
Mini Case2 Wanting to Advance Shipment of the Goods
Lesson Seven Insurance
SectionⅠ Readings
Article1 DifferentNegotiating Styles ofDifferent CulturesⅢ
Article2 Insurance Coverage
SectionⅡ Dialogs
Dialog1 Negotiating About Insurance Issues
Dialog2 Discussing the Insurance Terms
SectionⅢ Exercises
Mini Case1 Discussing the Insurance Terms
Mini Case2 Debating on the Rate of Insurance
Lesson Eight Complaints，Disputes and Claim's
SectionⅠ Readings
Article1 Different Negotiating Styles of Different CulturesⅣ
Article2 Replies to Complaints
SectionⅡ Dialog
Dialog Claiming Compensation
SectionⅢ Exercises
Mini Case1 Making A Claim on the Low Quality ofGoods
Mini Case2 Handling the Claim Case 2
PART TWO REFERENTIAL TRANSLATIONS AND ANSWERS
UnitOne
Lesson One 相互介绍
SectionⅠ Readings
1.1 Referential Translation of Article1谈判简介
1.2 Answers to the Questions
2.1 Referential Translation of Article2印象深刻的举止
2.2 Answers to the Questions
SectionⅡ Dialogs
1.Referential Translation of Dialog1相互介绍
2.Referential Translation of Dialog2接听电话
Section III Exercises
1.Referential Translation of Mini Case1向潜在客户介绍公司情况
2.Referential Translation of Mini Case2寻找合适的中国旅行社
Lesson Two 商务接待
SectionⅠ Readings
1.1 Referential Translation of Article1谈判过程（一）
1.2 Answers to the Questions
2.1 Referential Translation of Article2在机场
2.2 Answers to the Questions
SectionⅡ Dialogs
1.Referential Translation of Dialog1会见潜在客户
2.Referential Translation of Dialog2到达宾馆
SectionⅢ Exercises
1.Referential Translation of Mini Case1机场会面
2.Referential Translation of Mini Case2在前往酒店的路上
Lesson Three 实地考察
SectionⅠ Readings
1.1 Referential Translation of Article1谈判过程（二）
1.2 Answers to the Questions
2.1 Referential Translation of Article2硬件设施的筹备
2.2 Answers to the Questions
SectionⅡ Dialogs
1.Referential Translation of Dialog1陪同参观工厂
2.Referential Translation of Dialog2参观车间
SectionⅢ Exercises
1.Referential Translation of Mini Case1陪同参观工厂
2.Referential Translation of Mini Case2参观办公楼
Lesson Four 商品展销（一）
SectionⅠ Readings
1.1 Referential Translation of Article1谈判过程（三）
1.2 Answers to the Questions
2.1 Referential Translation of Article2参展人在想什么
2.2 Answers to the Questions
SectionⅡ Dialogs
1.Referential Translation of Dialog1与主办方交谈
2.Referential Translation of Dialog2打电话
SectionⅢ Exercises
1.Referential Translation of Mini Case1收到一封邀请函
2.Referential Translation of Mini Case2了解更多展会详情
Lesson Five 商品展销（二）
SectionⅠ Readings
1.1 Referential Translation of Article1谈判过程（四）
1.2 Answers to the Questions
2.1 Referential Translation of Article2展台
2.2 Answers to the Questions
SectionⅡ Dialogs
1.Referential Translation of Dialog1计划参加展览会（一）
2.Referential Translation of Dialog2计划参加展览会（二）
SectionⅢ Exercises
1.Referential Translation of Mini Case1参加印度贸易展
2.Referential Translation of Mini Case2讨论装饰方案
Lesson Six 市场营销（一）
SectionⅠ Readings
1.1 Referential Translation of Article1一体性谈判和分歧性谈判
1.2 Answers to the Questions
2.1 Referential Translation of Article2七种决策偏见
2.2 Answers to the Questions
SectionⅡ Dialogs
1.Referential Translation of Dialog1介绍新产品（一）
2.Referential Translation of Dialog2介绍新产品（二）
SectionⅢ Exercises
1.Referential Translation of Mini Case1想出售新产品
2.Referential Translation of Mini Case2谈论开新店
Lesson Seven 市场营销（二）
SectionⅠ Readings
1.1 Referential Translation of Article1如何谈判（一）
1.2 Answers to the Questions
2.1 Referential Translation of Article2谈判进退维谷
2.2 Answers to the Questions
SectionⅡ Dialogs
1.Referential Translation of Dialog1讨论电视广告（一）
2.Referential Translation of Dialog2讨论电视广告（二）
SectionⅢ Exercises
1.Referential Translation of Mini Case1讨论设计和制作全新电视广告的方法
2.Referential Translation of Mini Case2讨论投放广告战略的方法
Lesson Eight 物流运营
SectionⅠ Readings
1.1 Referential Translation of Article1如何谈判（二）
1.2 Answers to the Questions
2.1 Referential Translation of Article2为何外包并不总是最好的办法
2.2 Answers to the Questions
SectionⅡ Dialogs
1.Referential Translation of Dialog1讨论外部采购（一）
2.Referential Translation of Dialog2讨论外部采购（二）
SectionⅢ Exercises
1.Referential Translation of Mini Case1与潜在客户交谈
2.Referential Translation of Mini Case2介绍公司
UnitTwo
Lesson One 建立关系
Section I Readings
1.1 Referential Translation of Article1如何谈判（三）
1.2 Answers to the Questions
2.1 Referential Translation of Article2中国处理业务的方式
2.2 Answers to the Questions
SectionⅡ Dialogs
1.Referential Translation of Dialog1问候
2.Referential Translation of Dialog2建立业务关系
SectionⅢ Exercises
1.Referential Translation of Mini Case1介绍自己
2.Referential Translation of Mini Case2入住饭店
Lesson Two 询盘回应
SectionⅠ Readings
1.1 Referential Translation of Article1谈判道德
1.2 Answers to the Questions
2.1 Referential Translation of Article2什么是询盘
2.2 Answers to the Questions
SectionⅡ Dialogs
1.Referential Translation of Dialog1在床罩摊位上的询价
2.Referential Translation of Dialog2介绍机床
SectionⅢ Exercises
1.Referential Translation of Mini Case1询盘
2.Referential Translation of Mini Case2从询盘至还盘
Lesson Three 发盘还盘
SectionⅠ Readings
1.1 Referential Translation of Article1谈判时的观察（一）
1.2 Answers to the Questions
2.1 Referential Translation of Article2还盘形式
2.2 Answers to the Questions
SectionⅡ Dialogs
1.Referential Translation of Dialog1有关红茶的报价
2.Referential Translation of Dialog2就价格进行的面对面谈话
SectionⅢ Exercises
1.Referential Translation of Mini Case1询价、发盘及还盘
2.Referential Translation of Mini Case2处理发盘的细节问题
Lesson Four 支付条款
SectionⅠ Readings
1.1 Referential Translation of Article1谈判时的观察（二）
1.2 Answers to the Questions
2.1 Referential Translation of Article2付款方式
2.2 Answers to the Questions
SectionⅡ Dialogs
1.Referential Translation of Dialog1讨论小麦价格
2.Referential Translation of Dialog2印花棉布的价格谈判
SectionⅢ Exercises
1.Referential Translation of Mini Case1讨论支付条款
2.Referential Translation of Mini Case2争论支付条款
Lesson Five 商品包装
SectionⅠ Readings
1.1 Referential Translation of Article1不同文化中的不同谈判方式（一）
1.2 Answers to the Questions
2.1 Referential Translation of Article2包装的特点
2.2 Answers to the Questions
SectionⅡ Dialogs
1.Referential Translation of Dialog1安排产品包装的生产
2.Referential Translation of Dialog2提起包装事宜
SectionⅢ Exercises
1.Referential Translation of Mini Case1有关包装的商讨
2.Referential Translation of Mini Case2讨论女式衬衣的包装
Lesson Six 海上运输
SectionⅠ Readings
1.1 Referential Translation of Article1不同文化中的不同谈判方式（二）
1.2 Answers to the Questions
2.1 Referential Translation of Article2不定期货船还是定期班轮
2.2 Answers to the Questions
SectionⅡ Dialogs
1.Referential Translation of Dialog1提前船运
2.Referential Translation of Dialog2有关核桃仁装运的商讨
SectionⅢ Exercises
1.Referential Translation of Mini Case1关于运输方式的商务对话
2.Referential Translation of Mini Case2试图提前货运时间
Lesson Seven 货物保险
SectionⅠ Readings
1.1 Referential Translation of Article1不同文化中的不同谈判方式（三）
1.2 Answers to the Questions
2.1 Referential Translation of Article2保险责任范围
2.2 Answers to the Questions
SectionⅡ Dialogs
1.Referential Translation of Dialog1商议保险事宜
2.Referential Translation of Dialog2讨论保险术语
SectionⅢ Exercises
1.Referential Translation of Mini Case1讨论保险条款
2.Referential Translation of Mini Case2争论保险费率
Lesson Eight 贸易索赔
SectionⅠ Readings
1.1 Referential Translation of Article1不同文化中的不同谈判方式（四）
1.2 Answers to the Questions
2.1 Referential Translation of Article2答复投诉
2.2 Answers to the Questions
SectionⅡ Dialog
Referential Translation of Dialog索赔
SectionⅢ Exercises
1.Referential Translation of Mini Case1就劣质货物进行索赔
2.Referential Translation of Mini Case2处理投诉
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