- •Часть II (Units 20-24): 5 разделов деловой корреспонденции (образцы факсимильных сообщений, их формальное построение, отдельные устойчивые выражения и их использование).
- •Часть III (Appendix): газетные статьи, аннотации книг, объявления.
- •Рекомендации студентам по работе с текстами
- •Definition of management
- •Levels of management
- •Areas of management
- •Management skills
- •The basis of financial management
- •Outside sources of financing
- •Sources of unsecured financing
- •1. Trade credit
- •2. Promissory notes issued to suppliers
- •3. Unsecured bank loans
- •4. Commercial paper
- •5. Commercial drafts
- •Accounting general definition of accounting
- •The basis for the accounting process
- •Operations management
- •Marketing
- •1. Generalities
- •2. A marketing mix
- •3. A marketing strategy
- •Risk management
- •Management information technology (it)
- •Human resources management (hrm)
- •Motivation
- •1. Definition of motivation
- •2. Scientific theories of motivation
- •Hierarchy of needs
- •Business ethics
- •Pressures influencing ethical decision making
- •Ethics and Etiquette
- •Environmental problems
- •Information exchange fax messages
- •1. Introduction
- •Dates‚ satulations and complimentary closes
- •Sales messages
- •Advertising and marketing in the future
- •One woman's experience as a global head of it a successful manager sees a wider role for women in the male-dominated world of it networks
- •The art of job application
- •Illegible writing and long letters won't get you an interview
- •Criticizing an employee often produces angry and defensive reactions
- •Investment Banking Superb opportunities for talented strategic consultants and business executives to join an outstanding corporate advisory team
- •Legal advisors
- •Think before saying 'I quit'
- •Требования к студенту на зачете (1-й курс) Аудирование.
- •Говорение.
- •Письмо.
- •Требования к студенту на зачете (2-й курс)
- •Чтение, говорение, письмо.
- •Требования к студенту на экзамене (3-й курс)
- •Рейтинговая система оценки успеваемости студентов 1-3 курсов
Sales messages
I. Read and translate this introduction and the fax message.
Direct advertising, in the form of fax messages to a selected group of companies, is an effective way to promote sales. Such sales messages should appeal to the potential customer. They should:
• arouse the reader's attention
• create desire to make use of your offer
• convince him these products or services are the best ones for him
• activate him to place an order.
Almost any communication can be used as a sales message. Announcements to customers and others or important changes can be used to make your company, your products or services better known to the public, and to attract buyers.
Here is a sales fax introducing a product to a new market:
FARMERS FRUIT PRODUCTS 010 Mortimer Street. London Wl U.K. Tel: Fax |
Our Ref: S/2-02 10th November, 2005 Pages: 1
Roberts Import Company Av. Rio Branco 198 Grupo 506 Rio de Janeiro Brazil
Dear Sirs, Re: Fruit Product Supply This is to inform you that our company is one of the best producers of fruit preserves in England. Our jams and marmalades are the best for a century and a half. Their reputation is spread by everyone who tastes them. They are recommended by many well-known customers. English fruit farmers supply the best quality produce from their gardens. Fresh citrus fruits are imported from Spain and Israel all the year round. Careful selection and preserving ensure the quality of the well-known FARMERS jams and marmalades that are supplied to stores in 1 lb jars or 2 1b tins. We are sending you our samples. Please refer to the enclosed price-list, and let us known your requirements on the form attached. You may be able to profit from special terms on your initial order. Delivery can be made shortly after we receive your order. FARMERS look forward to hearing from you soon. Yours faithfully, Tom Wilson /signature/ Sales Manager FARMERS FRUIT PRODUCTS Enc. Price-list Order form |
II. Questions and assignments.
1. What is the purpose (цель) of direct advertising in the form of fax messages to a selected company or a group of companies?
2. Find one sentence in the fax message which contains the best characteristic of the company.
3. How long have English preserves enjoyed the best reputation?
4. Where are fresh citrus fruits imported from?
5. What ensures the quality of the well known jams and marmalades?
6. What does the enclosure contain?
III. Memorize these phrases.
Sales Messages |
Сообщения о продажах |
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1. You will be interested to know that we have just introduced our new..... |
Вам будет интересно узнать, что мы только что ввели нашу новую..... |
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2. May we draw your attention to the fact that..... |
Мы бы хотели привлечь Ваше внимание к тому (факту), что .... |
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3. We can offer you a special price/discount if you place your order before..... |
Мы можем предложить Вам особую цену/скидку, если Вы сделаете заказ |
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4. Please let us know if you would like to have samples of this product. |
до..... Просим известить нас, нужны ли Вам образцы этой продукции. |
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5. The reputation of our products has been spread by all who know them. |
Репутацию нашей продукции поддерживают все, кто знаком с нею. |
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6. We are sending you our catalogue/ samples. |
Мы высыпаем Вам наш каталог/ образцы. |
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4. Write a sales fax message according to the special form by using known words and the above phrases. Use your imagination (воображение) and the following fictitious (вымышленные) addresses (See the Note* below).
Addresses (Companies)
1 Messrs Black & Sons, 169 Knightsbridge, London SWL 87C UK
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3 International Trading Company Sabas Building 507 A.Flores Street Manila Philippines
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2 The International Trading Company 24 Churchill Avenue Maidstone, Kent ZHS 99B England |
4 The American Electronics 119 Sixth Avenue New York, NY 11011 USA |
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*Note: You are the Sales Manager of NIPPON ELECTRONICS company, which is one of the best producers of HQ video cassette recorders. Video recorders carrying the HQ symbol mark feature (обладают) the new High Quality Picture System. This system assures complete compatibility (совместимость) with video recorders that use the conventional VHS (Video Home System). The address of your company is:
Nippon Electronics
P.O. Box 362
Tokyo
Japan
Lesson IV
I. Remember the following words:
Concession- контр-предложение
Unconditionally - безусловно
Quote - назначать
Settlement - расчет
Negotiations - переговоры
Introductory sales – начальная цена
Against an invoice – по счету
Place an order – делать заказ
Deduct - вычитать
Term - условие
Counter-Proposals
I. Read and translate this introduction and the fax message,
A buyer need not accept the prices and terms offered by the seller unconditionally. There will often be good reason to make a counter-proposal with the object of obtaining better prices or terms, or a shorter time of delivery. As a result of these negotiations the supplier could make a concession, particularly for an introductory sale, or if the customer places a large order.
Here is a fax containing a counter-proposal:
Roberts Import Company (RIC) Av.RioBrancol98 Grupo506 Rio de Janeiro Brazil |
T, Wilson Sales Manager Farmers Fruit Products 010 Mortimer St. London Wl. U.K Dear Sir, 16th November, 2005
Subject: Fruit Products Supply
Thank you for your letter of 10th November, enclosing your price-list. The 2 lb tins of marmalade would not be suitable for our customers, but we should like to buy 15, 000 1 lb jars. However, there is one disadvantage when compared with local produce. Housewives here are used to a jar containing 500 grammes; the English pound is only 454 grammes. Therefore we would ask you to reduce the prices quoted for quality A2 by ten per cent. As far as settlement is concerned, we would suggest paying half the amount against your invoice on receipt of the goods, and the second half within 30 days, deducting two per cent discount.
The samples arrived yesterday, and we must admit that your marmalade is delicious. Would you kindly let us know as soon as possible if you can supply us on the terms mentioned.
Yours faithfully, /signature/ |
II. Answer the questions.
1. What is a reason of making a counter-proposal?
2. Can a supplier make a concession considering (учитывая) a counter-proposal?
3. In what cases does a supplier do it?
4. What does the Brazilian company thank the supplier for?
5. What is one disadvantage in English goods when compared with local produce?
6. What does the Brazilian Company ask to do the English suppliers?
7. Are the Brazilians ready to pay the whole amount against the invoice on receipt of the goods?
8. What terms of payment do they suggest?
9. How many jars of marmalade would they like to buy?
III. Memorize these phrases. Counter-proposals |
Контр-предложения |
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1. Your offer was disappointing; we had expected better terms. |
Ваше предложение нас разочаровало. Мы надеялись на лучшие условия. |
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2. The products you sell are not suitable for our market unless..... |
Продукция, которую Вы предлагаете, не подойдет для нашего рынка пока Вы не .... |
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3. We can only consider placing an order if you can give us a price reduction of 10%. |
Мы сможем рассмотреть вопрос о том, чтобы сделать заказ, если Вы снизите цену на 10%. |
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4. As far as payment is concerned, we usually do business on a 3 months' credit basis. |
Что касается платежа, то мы обычно совершаем сделки на основании 3-месячного кредита. |
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5. Please find enclosed ... |
Мы прилагаем ... |
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IV. Write a counter-proposal by using known words and the above phrases.
Replies to Counter-Proposals
I. Read and translate this fax message.
FARMERS FRUIT PRODUCTS 010 Mortimer St. London Wl UK. Tel.: Fax: Our Ref: S/2-0222nd November, 2005 Roberts Import Company Av. Rio Branco 198 Grupo506 Rio de Janeiro Brazil
Dear Sirs, We have carefully considered the proposals you made in your fax of 16th November. It would give us great pleasure to supply you with the marmalade you wish to order. You have noticed that its quality is probably better than that of the marmalade usually sold in your country. You will soon see that your customers notice the difference too, and will want to place repeat orders. We should like to prove this to you, and are therefore prepared to grant you a special discount of 5% for the quantity of 15,000 jars of A2 orange marmalade. This, with the 2% cash discount which we would allow, should enable you to offer the goods for sale at competitive prices. We look forward to receiving your order. Yours faithfully, /signature/ |
II. Answer the questions.
1. Did they consider the counter-proposals from the Brazilian company?
2. Why do FARMERS think that customers in Brazil will want to place repeat orders?
3. What discounts are they willing to allow?
4. Will these discounts enable the Brazilian company to offer the goods for sale at competitive prices?
III. Memorize these phrases.
Concessions. Discounts. |
Уступки. Скидки. |
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1. We agree to making a reduction in price if this will help you to develop your market for our products. |
Мы согласны снизить цену, если это поможет Вам расширять рынок для нашей продукции. |
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2. In reply to your request, we are willing to allow you an extra discount of 20% on this order/ a longer credit period. |
В ответ на Вашу просьбу мы хотим сделать Вам дополнительную скидку на 20% по этому заказу или продлить период кредита. |
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3. Since we should like to enter the market in your country, we have cut our margin of profit to give you a 4% reduction. |
Поскольку мы бы хотели войти в рынок в Вашей стране, мы сократили размер нашей прибыли, чтобы сделать Вам скидку на 4%. |
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4. For a quantity of 60 or more, we can allow you a special discount of 20% on the prices quoted. |
При количестве 60 или более мы можем предоставить Вам особую скидку в размере 20% с указанных цен. |
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5. The quantity discounts vary according to the size of the order. |
Скидки по количеству изменяются в зависимости от размера заказа. |
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6. Your initial order is subject to a special discount of 2%. |
По Вашему первоначальному заказу положена особая скидка в размере 2%,
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Lesson V
I. Remember the following words.:
inquiry - запрос
quotation – расценка, цена
availability - наличие
delivery - поставка
deadline – конечный, последний срок
building contractor – строительный подрядчик
prospective - предполагаемый
customers of long standing – клиенты, постоянно покупающие этот товар
with you – у Вас
II. Read and translate this introduction and a fax message.
An inquiry (fax message) is sent when a businessman wants some information, especially about
• the supply of goods • availability of goods
• catalogues • delivery times and deadlines
• quotation or prices • method of transport
• samples • insurance.
• terms and discounts
If a prospective customer addresses suppliers for the first time, it is useful to tell them something about his own business, the kind of goods he needs and for what purpose they are required. In the case of customers of long standing or repeat orders, the inquiry may be very simple. Often a phone call will do.
A building contractor sends a message to a manufacturer of bathroom showers.
BUNBURY ESTATE BUILDERS 17 Fen Road London ES3 5AP |
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Waltons Ltd., 230 Snow Street, Birmingham, England |
Tel.: Fax: 21st November, 2005
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Dear Sirs,
With regard to your advertisement in the 'Builders Journal' of 3 rd November, we would ask you to let us have a quotation for the new bathroom showers which are described. As building contractors we erect about a hundred houses and two or three blocks of flats a year. If your equipment is of good quality, and we receive a favorable offer, we may be able to place large orders with you. We look forward to hearing from you soon. Yours faithfully, Signature |
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III. Memorize these phrases.
Inquiries |
Запросы |
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1. We are retailers/ wholesalers in the ... trade, and would like to get in touch with suppliers/ manufacturers of... |
Мы розничные торговцы/ импортеры/ оптовики, торгующие ... и мы хотим установить контакт с поставщиками/ производителями... |
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2. We have heard of your products. |
Мы слышали о Вашей продукции. |
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3. Please send us prices and samples of... |
Просим прислать нам цены и образцы... |
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4. Would you please let us have your current catalogue showing ... |
Просим прислать нам Ваш нынешний каталог, показывающий ... |
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5. We read your advertisement. |
Мы прочитали Ваше объявление. |
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6. We would like to have further details ... |
Мы бы хотели узнать другие подробности... |
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7. Would you kindly quote your best prices and terms of payment for ... |
Пожалуйста, укажите Ваши наиболее подходящие цены и условия платежа за ... |
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8. What qualities are you able to supply from stock? |
Какие количества Вы можете поставить со склада? |
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9. We are interested in importing ... |
Нас интересует импорт ... |
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10. If your prices are competitive/ If the quality of the goods comes up to our expectations/ If the samples meet with our customers' approval we can probably place regular orders. |
Если Ваши цены конкурентоспособны /Если качество товаров оправдает наши ожидания / Если образцы получат одобрение наших покупателей, тогда, возможно, мы сможем делать регулярные заказы. |
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11. There is a promising market here for good quality office machines, and we may be able to place large orders with you. |
Здесь существует перспективный рынок для высококачественного офисного оборудования и мы сможем делать у Вас крупные заказы. |
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12. We look forward to receiving your quotation/ prices/ reply as soon as possible. |
Мы очень ждем получения Ваших расценок/ цен/ ответа как можно скорее. |
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13. Thank you in advance for any information you can give us. |
Заранее благодарим за любую информацию, которую Вы сможете нам предоставить. |
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14. An early answer would be appreciated. |
Мы будем благодарны за безотлагательный ответ. |
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15. We normally effect payment by letter of credit. |
Мы обычно осуществляем оплату аккредитивом. |
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16. Payment will be made by cheque/ bank transfer. |
Платеж будет произведен чеком/ банковским переводом. |
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17. Please send us a pro-forma invoice for customs purposes. |
Просим прислать нам предварительный счет для таможенных целей. |
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REPLIES TO INQUIRIES (quotations, offers)
The quotation in reply to an inquiry may be a simple one, containing simply the prices and other information asked for. Some businessmen, however, will take the opportunity to stimulate his correspondent's interest in his goods or services by including the assurance that the customer will receive personal attention.
Offers are also sent without a preceding inquiry when a supplier wants to draw the attention of customers and new customers to a special product or range of goods. A firm offer is connected with certain conditions, a deadline for the receipt of orders, or a special price for certain quantities.
1. Read and translate this fax message.
Central Installations Glasgow WaltonsLtd., 230 Snow St. Birmingham England Tel: Fax: Our Ref: NA/ee Bunbury Estate Builders 17 Fen Road London ЕСЗ 5АР England 24th November, 2005
Dear Sirs, In reply to your fax of 21s' November, we have pleasure in enclosing a detailed quotation for bathroom showers. Besides those advertised in the 'Builders Journal', our catalogue also enclosed shows various types of bathroom fittings and the sizes available. Most types can be supplied from stock. 4-6 weeks should be allowed for delivery of those marked with an asterisk. Building contractors all over Britain have found our equipment easy to install and attractive in appearance. Naturally all parts are replaceable, and our quotation includes prices of spare parts. We can allow a 2% discount on all orders of $600 in value and over, orders exceeding $2,000 are subject to 3% discount. Any orders you place with us will be processed promptly.
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Encl. Quotation Catalogue
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Yours faithfully,
S.Stuart Sales Manager
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II. Answer the questions.
1. What does a simple quotation contain?
2. What is a firm offer connected with?
3. What kind of enclosures do they send in reply to the inquiry fax of 21st November?
4. What does the enclosed catalogue show?
5. Do they have only one type and size of bathroom fittings?
6. What kind of spare parts do they have?
7. What does their quotation include?
8. What discount can they allow on orders exceeding 2000 in value?
III. Memorize these phrases.
Quotations and Offers |
Расценки и предложения
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1. Thank you for your inquiry about...
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Благодарим за Ваш запрос, касающийся ...
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2. We are pleased to submit our lowest prices/ to enclose our latest price list/ for the goods you inquired about. |
Мы с удовольствием представляем наши самые низкие цены /прилагаем самый последний прейскурант/ на товары, относительно которых Вы сделали запрос. |
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3. We can make you a firm offer for ... |
Мы можем сделать Вам твердое предложение, касающееся ... |
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4. Kindly remember: this offer expires on May 24th. |
Просим помнить: срок этого предложения истекает 24 мая. |
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5. The goods you inquired about are sold out, but we can offer you a substitute. |
Товары, которые Вы запрашиваете, проданы, однако мы можем предложить Вам замену. |
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6. Please let us have your order as soon as possible, since supplies are limited. |
Просим, чтобы Вы сделали заказ как можно скорее, поскольку запасы ограничены. |
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7. While stocks last |
Пока не кончились запасы. |
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8. We look forward to receiving a trial order from you. |
Очень ждем получения от Вас пробного заказа. |
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9. We can grant you 3% discount on orders exceeding Ј 100 in value/ on repeat orders. |
Мы можем предоставить Вам 3% скидку на заказы, превышающие сумму сто фунтов/ при повторных заказах. |
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Part III