《世紀(jì)商務(wù)英語》課件-第九章

世紀(jì)商務(wù)英語綜合教程基礎(chǔ)篇ⅡLearningObjectivesInthisunit,youarerequiredto:knowtheimportanceofbusinessnegotiations;learnhowtowinabusinessnegotiation;understandthetworeadingpassagesandmastertheimportantwordsandexpressionsinthem;developskillsinusingtheword“so”indifferentsituations;learntowritealetterofthanks.BusinessNegotiationsWarm-upListeningandSpeakingIn-depthReadingFurtherReadingUnit9PracticalWritingReal-LifePracticeNegotiationStrategies:AskquestionsthatleadtoinformationConsiderjustifiedconcessionsEmbracedifferencesDon’tgetdistractedfromyourgoals.Keepcommunicating,createvisionWhatmakesagoodnegotiator?Beagoodlistener.Bepatient.Beabletocontrolhis/heremotions.Beabletotaketheinitiativein

negotiation.Haveteamcooperativespirit.

RoleofPreparationinaNegotiationhelpyousave__________2.helpyouunderstandthepositionsand_________

ofbothparties3.helpyouidentifyyour_________________toanegotiatedagreement4.helpyoureasonwith__________

tosupportyourstatementScriptmoneylimitsbestalternativeknowledgeBack

Theroleofpreparationinanegotiationisunderestimated.Youwouldnotskydiveforthefirsttimewithoutbeingprepared.Negotiationismuchthesameandinadequatepreparationcouldcostyouthousandsofdollars.Beingpreparedmeanstakingthetimetoresearchyouropponent'spositionaswellasunderstandyourlimitandestimatetheirs.Keepinmindthatyouarenotexpectedtoknoweverything;askopen-endedquestionsbeforethenegotiationbeginstohelpyouinyourpreparation.

Whenpreparingfornegotiations,youshouldbeabletoidentifyyour"bestalternativetoanegotiatedagreement,"alsoknownasBATNA.YourBATNAisyourbottomlineofhowfaryouwillconcedeandhowmuchyouarewillingtoallowyourcounterparttowalkawaywith.YourgoalistohavetheothersidecomebackwithanofferbetterthanyourBATNA.Bypreparingandknowingwhatyourcomfortlevelis,youwilllikelynotwalkawayfromthetableunsatisfiedwiththeoutcomeofthenegotiation.

Goingintoanegotiationwithoutunderstandingthebackgroundoftheconflictcouldleaveyoublindsided.Onceyouareinanegotiation,youwillneedtothinkquicklyonyourfeet.Ifyouhavestudiedthebackgroundinformationinadvance,suchasthepersonalitiesofthepeopleinvolved,culture,lawsandanyotherfactswhichmayhaveanimpactonadecision,youcanreasonwithknowledgebecauseyouhavefactualinformationtosupportyourstatements.ScriptCDAB

Speaker1:Beforeyouenteranynegotiation,makesureyou’vegotasmuchinformationaspossible.Whatdoyouwantoutofthedeal?Whatdoestheotherpersonwant?Usethisinformationtohelpplanyourstrategy.

Speaker2:Negotiatingisabackandforthprocess.Youdon’tjustlayoutyourofferandexpoundonityourself.Listentotheotherperson,andtrytopickupcluesaboutwhattheywantandneed–thiscangiveyouanotherbargainingchip.

Speaker3:There’saflowtoasuccessfulnegotiation,witheachpartygivingalittlehere,andtakingalittlethere.Ifyouwalkintoitwitha“takeitorleaveit”approach,youmaywinduplosingthedealaltogether.Bepreparedtocompromise,andrememberthatyouwanttoendupwithawin-winsituation.

Speaker4:Thisprocesscantaketime,andthemorecomplexthearrangementyou’retryingtonegotiate,thelongeritcantake.Ifyouneedtosealthedealinahurry,theotherpartygainsaleveragepoint,andyoucouldenduppayingmorethanyouneedto.Patiencecanpayoffingettingyouabetterdeal.BackScript

Ifyou’reinbusiness,you’reanegotiator.Youhavenochoice.Businessdoesn’thappenunlesstwoormorepeopleenterintoa(1)

_______________.

Thiscanbeas(2)

__________

asbuyinginventoryorascomplicatedasamergeroftwopubliccompanies.

Withouttransactions,businessdoesn’thappen,andeverytransactioninvolvesacertainamountof(3)

_______________

.Whenyou’reinbusiness,negotiatingthebest(4)

__________________

isahigh,ifnotthehighest,priority.Asabusiness(5)

___________

,youcan’tknowenoughaboutnegotiating.

It’saloteasiertodescribewhatnegotiation“isn’t”thanwhatit“is”.Let’sgetsomethingsstraightupfront.Negotiationisnot:

a.asearchfor(6)

_____________

,justiceandtheAmericanway.

b.afriendly(7)________________atthecornerofStarbucks.

c.(8)

______________

theperfectsolutiontoabusinessproblem.

Makenomistake.Negotiationisagame.Thegoalinnegotiationistowin—togetthebestdealyoucan.transactionsimplenegotiationpossibledealsownertruthdiscussionaquest

Ifyou’reinbusiness,you’reanegotiator.Youhavenochoice.Businessdoesn’thappenunlesstwoormorepeopleenterintoatransaction.

Thiscanbeassimpleasbuyinginventoryorascomplicatedasamergeroftwopubliccompanies.

Withouttransactions,businessdoesn’thappen,andeverytransactioninvolvesacertainamountofnegotiation.Whenyou’reinbusiness,negotiatingthebestpossibledealsisahigh,ifnotthehighest,priority.Asabusinessowner,youcan'tknowenoughaboutnegotiating.

It’saloteasiertodescribewhatnegotiation“isn’t”thanwhatitis.Let’sgetsomethingsstraightupfront.Negotiationisnot:

a.asearchfortruth,justiceandtheAmericanway.

b.afriendlydiscussionatthecornerofStarbucks.

c.aquestfortheperfectsolutiontoabusinessproblem.

Makenomistake:Negotiationisagame.Thegoalinnegotiationistowin--togetthebestdealyoucan.Back

agameinvolvedineverytransactionhelpfultoreachpossibledealsasearchfortruth,justiceandtheAmericanwayafriendlydiscussionatthecornerofStarbucksaquestfortheperfectsolutiontoabusinessproblemReadthepassageandanswerthefollowingquestions.(1)Whatisthepurposeofabusinessnegotiation?(2)Doyouknowanyexamplesofsuccessfulbusinessnegotiations?(3)Isabusinessnegotiationimportant?(4)Whatshouldyouknowaboutyourbusinesspartnerbeforeanegotiation?(5)Howdoyouprepareforabusinessnegotiation?MicrosoftOut-negotiatedNetscapeintheBrowserWar

Backin1996,SteveCase’sAOLwasurgentlyseekingatopnotchInternetbrowsertomarkettheirproducts.BothBillGates’MicrosoftandNetscapeNavigatorwerevyingforthisopportunity.In

comparison,Netscapeheldadecisiveadvantageduetoitsstrongtechnicalsuperiority,presenceanddominance

intheoverallbrowsermarket.Microsoftwasjustintheprocessofenteringthemarketandheldafledgling

percentageoftheoverallbrowsermarket,buthadalongway

to

go

relativetoNetscape’smuchsuperioroverallmarkethold.Additionally,Microsoft’sbrowserwasalsoconsideredtechnicallyinferiortoNetscape’s.Despitethisunequalvaluationoftheirpositions,BillGateshaddeemedthatgainingagreaterpresenceandmarketshareofthebrowsermarketwasacompetitivepriority.

Netscapeadoptedthepositionthatsincetheyweresopowerfullybased,theywouldonlynegotiatewithAOLbyholding

out

forahighper-copyfee.Inessence,thedealwouldhavebeenbasedona“browserfordollars”agreement.SteveCase,theCEOofAOLviewedthepositionofNetscapeas:“Theywereveryaggressiveaboutsellingthebrowser,buttheywantedaveryhighper-copyfee.Theattitudewas,‘We’resohot,andwe’lllicensetoeveryone,soyou’dbettertakeit’.”ThiswasamiscalculationthatdoomedNetscapetonegotiationandeventualbusinessfailure.

Beingnewtothemarketandpossessingwhatwasconsideredaninferiorproduct,Microsofthadverylimitedleverageatthenegotiationtable.AsNetscapewas

engagedinwaitingforAOLtorespondtotheirproposal,Microsoftreadjustedtheirfocusbyshiftingtheirownproposaltoconcentrateontheirbusinessmarketingstrength,ratherthanthetechnologyissue.In

essence,MicrosoftusedacreativestrategytochangethenatureofaweakpositionorBAtoenhancetheirpositionwhileweakeningNetscape’sintheprocess.

MicrosoftconcentrateditspitchonthemarketingfeaturesitcouldoffertoAOL,whichitknewNetscapecouldnotmatch.TheydidsobyofferingtobundleAOLintotheWindowsoperatingsystem,andmoreimportantly,theyofferedtodothisforfree!TheyalsopromisedAOLthattheywouldprovideadditionaltechnicaladaptationsifAOLweretosignamultiyearcontract.AsDavidColburn,AOL’schiefnegotiatorandBusinessDevelopmenthead,wouldlaterstate:“ThewillingnessofMicrosofttobundle…withtheWindowsoperatingsystemwasacriticallyimportantcompetitivefactorthatwasimpossibleforNetscapetomatch.”

DespitethefactthatMicrosoftandAOLwerecompetitors,thematchwasperfectforbothpartiessimplybecausecollaborativesellerMicrosofthadtheforesightandnegotiationskillstochangethenatureoftheirofferingtotheiradvantage,andmadeAOLanofferitcouldnotrefuse.

AlthoughMicrosoftsurrenderedsomeofitsmarketsharetoAOLintheshortterm,thecompanyachieveditsloftiergoalofmakingahugestrideforwardingainingasignificantshareofthebrowsermarket.Part1Decidewhetherthefollowingstatementsaretrueorfalse.WriteTfortrueandFforfalse.FFTFTMicrosoftOut-negotiatedNetscapeWeaknessesofMicrosoftStrengthsofNetscapethePositionofNetscapeStrategiesofMicrosofttheresultofthenegotiationPart2Readthepassageagainandfilloutthetablebelow.Microsoftwasjustintheprocessofenteringthemarketandheldafledglingpercentageoftheoverallbrowsermarket.Strongtechnicalsuperiority,presenceanddominanceintheoverallbrowsermarket.TheyweresopowerfullybasedthattheywouldonlynegotiatewithAOLbyholdingoutforahighper-copyfee.Shifttheirownproposaltoconcentrateontheirbusinessmarketingstrengthratherthanthetechnologyissue.Microsofthadtheforesightandnegotiationskillstochangethenatureoftheirofferingtotheiradvantage,andmadeAOLanofferitcouldnotrefuse.Part1Matchthewordsontheleftwiththedefinitionsontheright.Part2Completethefollowingsentenceswiththewordsgiveninthebox.Changetheformwherenecessary.notchdominancereadjustproposaldeemprioritysurrenderTranslatethefollowingsentencesintoChinese.

(1)Netscapeheldadecisiveadvantageduetoitsstrongtechnicalsuperiority,presenceanddominanceintheoverallbrowsermarket.

_______________________________________________________________________________________________

(2)ThiswasamiscalculationthatdoomedNetscapetonegotiationandeventualbusinessfailure.

_______________________________________________________________________________________________

(3)Beingnewtothemarketandpossessingwhatwasconsideredaninferiorproduct,Microsofthadverylimitedleverageatthenegotiationtable.

_______________________________________________________________________________________________

(4)Inessence,MicrosoftusedacreativestrategytochangethenatureofaweakpositionorBAtoenhancetheirpositionwhileweakeningNetscape’sintheprocess.

_______________________________________________________________________________________________

(5)TheyalsopromisedAOLthattheywouldprovideadditionaltechnicaladaptationsifAOLweretosignamulti-yearcontract.

_______________________________________________________________________________________________網(wǎng)景憑借其強(qiáng)大的技術(shù)優(yōu)勢(shì)、在整個(gè)瀏覽器市場(chǎng)上的知名度和支配地位，占據(jù)了決定性的優(yōu)勢(shì)網(wǎng)景公司的估計(jì)有失偏頗，注定了他們?cè)谡勁凶篮妥罱K經(jīng)營(yíng)上的失敗微軟剛進(jìn)入市場(chǎng)，其產(chǎn)品在別人看來也比較遜色，因此微軟在談判桌上沒有什么優(yōu)勢(shì)從本質(zhì)上講，微軟使用了一種創(chuàng)造性的策略來改變其弱勢(shì)地位或經(jīng)營(yíng)分析，既增強(qiáng)了他們自身的地位，同時(shí)又削弱了網(wǎng)景公司在這一進(jìn)程中的地位微軟還承諾美國(guó)在線，如果他們可以簽一份多年的合同，微軟就可以給他們提供額外的技術(shù)更新服務(wù)so的用法（Theusageof“so”）1.so用作副詞

so用作副詞時(shí)可用來指剛說過的事情，意為“這樣；如此”，在口語中常與think,hope,say,beafraid等詞或短語連用。so用作副詞還可以修飾形容詞或副詞，表示程度，意為“這么”“那么”“如此”。另外，在“so+助動(dòng)詞/be動(dòng)詞/情態(tài)動(dòng)詞+主語”的倒裝結(jié)構(gòu)中，so表示前面所述的肯定情況也適合于后者；在“so+主語+助動(dòng)詞/be動(dòng)詞/情態(tài)動(dòng)詞”結(jié)構(gòu)中，so用于對(duì)前面事實(shí)的肯定，有“的確如此”之意；在“主語+do（動(dòng)詞某種形式）+so”結(jié)構(gòu)中，so用以避免重復(fù)前文提到的情況。2.so用作連詞

so作連詞用時(shí)，意為“因而”“所以”“為了”“以便”等。注意：用英語表達(dá)“因?yàn)椤浴睍r(shí)，用了because就不能再用so，用了so就不能再用because。Samplesfromthetext:

1.Theattitudewas,“We’resohot,andwe’lllicensetoeveryone,soyou’dbettertakeit”.

2.Netscapeadoptedthepositionthatsincetheyweresopowerfullybased,theywouldonlynegotiatewithAOLbyholdingoutforahighper-copyfee.

3.TheydidsobyofferingtobundleAOLintotheWindowsoperatingsystem,andmoreimportantly,theyofferedtodothisforfree!CompletethesentencesbytranslatingtheChineseinbracketsintoEnglish.

(1)______________________________________（對(duì)這個(gè)問題不必太固執(zhí)）becausethereismorethanonewaytodothis.

(2)Goldhasbeenapoorinvestmentoverthepast20years,.

__________________________（今后仍會(huì)如此）

(3)Ascomputersystemsbecomeevenmoresophisticated,.

___________________________________（開發(fā)計(jì)算機(jī)技術(shù)的人所用的方法也日益先進(jìn)了）

(4)Theseglassesareveryexpensive,.______________________________（因此請(qǐng)小心些）

(5)____________________________________________（你方貨物價(jià)格漲幅過高）thatwehavetorethinkaboutwhethertogoonwithourcontractnextyear.Don’tbesostubbornaboutthisproblemandwillcontinuetobesosodothemethodsofthosewhoexploitthetechnologysopleasebecarefulwiththemSohighdoesthepriceofyourproductsgoupAfterlearningthepassage,youmayhavegotmoreideasabouthowMicrosoftoutnegotiated

Netscapeinthebrowserwar.Workingroupsandtellyourgroupmemberswhatyouhavelearnedfromthisbusinessnegotiation.Thefollowingexpressionsmaybehelpfulforyou.PreparetoWinAnywhereintheWorld

“Ninhao,”Isaidtooneofmycolleagueswhorespondedlikewise.ForweeksIhadbeenpracticingmyMandarininpreparationforthenegotiationofalifetime.

Mysmallimport&exportbusinesswasn’tsosmallanymoreandIwaslookingforpartnerwithamanufacturerinTaiwan.IhadcontactedmyoldcollegefriendLinwhohelpedmemaketheintroductionandsetupthemeeting.AllIneededtodonowwasjumpinginataxitotheairport.

Asmyplanetookoff,Iclosedmyeyesandthought,“Thisshouldbesimple.”

Sixteenhourslater,Itouched

downatTaiwanTaoyuanInternationalAirport.MyfriendLinwaswaitinginacartotakemetothehotel.Afterasolidnight’ssleep,Iwokeupreadytogetdowntobusiness.

WhenLinandIwalkedintotheconferenceroom,weweremetbysevenmembersoftheStarManufacturingGroup.Feelingdecidedlyout-numbered,Isuddenlydidn’tfeelassureofmyself.

ButItook

a

deep

breathandcut

right

to

the

chase.Thedealwasstraightforward,thetermswerefavorable,andIfiguredwewouldhaveallthedetailswrappedupbeforelunch.

Butthatcouldn’tbefartherfromreality.

Firstofall,itseemedlikeLinwasstrugglingtotranslatemyexactmeaningtothemanufacturinggroup.Byreadingtheirbodylanguage,theylookedconfusedandevenalittleoffended.Afteradayofunproductiveconversation,Ireturnedtomyhotelfeelingdefeated.

Everythingwasriding

ontheresultsofthisnegotiation…andIknewIneededhelp.SoIpoweredupmylaptopandsearchedfor“InternationalNegotiation.”Uppoppedthefreereport:InternationalNegotiation:Cross-CulturalCommunicationSkillsforBusinessExecutivesfromtheProgramonNegotiationatHarvardLawSchool.

Inthefreereport,Ilearnedinternationalnegotiationstrategiessuchashowto:

Copewithcultureclashes

—Byunderstandingtriggeringfactors,suchasdeadlines,distractions,andemotionalstressors,youcanbetterovercomeculturaldifferencesatthebargainingtable.

Reducethepossibilityofculturalmisunderstanding—Thinkthroughthefactorsofthenegotiationinadvance,includingthelocation,membersoftheteam,andagenda.

Researchyourcounterpart’sbackgroundandexperience—Overcomeculturalbarriersandlearnwhoyou’renegotiatingwithbyfindingoutdetailsabouttheirbackgroundandexperience.

Paycloseattentiontounfoldingnegotiationdynamics—Listencarefullyduringtalksandifyou’reunsatisfiedwiththeanswers,reframeyourquestionsandtryagain.

Chooseyourtranslatorwisely—Beforehiringinterpreters,determinetheirexperienceandskillsandbesuretobriefthembeforenegotiationsstart.

Knowthatthere’sstrengthinnumbers—On

average,researchhasfoundthatteamsexchangemoreinformationandcreatemorevaluethansolonegotiators.

AfterIfinishedthefreereport,Ifeltlikekickingmyself.InsteadofspendingallthattimelearningalittleMandarin,Ishouldhavefocusedonlearningaboutcross-culturalcommunicationandglobalnegotiation.Readthepassageandfilloutthefollowingtable.PreparetoWinAnywhereintheWorldBeforetheNegotiation1.ForweeksIhadbeen(1)____________________________.2.IhadcontactedmyoldcollegefriendLinto(2)

___________________________________________________________________________.IntheConferenceRoom1.Feelingdecidedlyout-numbered,Isuddenly(3)_______________________.2.Afteradayof(4)____________________________,Ireturnedtomyhotelfeelingdefeated.BacktoMyHotelIsearchedonlineforthetopic“InternationalNegotiation”andlearnedsome(5)

______________________________________.AftertheFreeReportIshouldhavefocusedonlearningabout(6)____________________________.practicingmyMandarinhelpmemaketheintroductionandsetupthemeetingdidn’tfeelassureofmyselfunproductiveconversationinternationalnegotiationstrategiescross-culturalcommunicationandglobalnegotiationPart1Completethefollowingsentenceswiththewordsgiveninthebox.Changetheformwhennecessary.

(1)_______________employeeswilldrainyouoftime,resourcesandmuchneededmoney.

(2)Shopinsmalllocalmarketsanddon’tbeafraidto_______________.

(3)Wecalledupthreeeconomiststoaskhowtoeliminatethedeficitandtheyobligedwithvery_______________answers.

(4)Onitsface,theredoesseemtobeaconflict,butIproposethatwe_______________thequestion.

(5)Theserequestsareignored.Hisrequestsforrentare_______________,sometimesignored.UnproductivebargainstraightforwardreframelikewiseTranslatethefollowingsentencesintoEnglishwiththehelpoftheEnglishwordsinbrackets.

(1)盡管準(zhǔn)備了很長(zhǎng)時(shí)間，他在談判桌前突然感覺到?jīng)]自信了。(feelassureofoneself)_______________________________________________________________________________________________

(2)寒暄幾句之后，雙方開始工作。(getdowntobusiness)_______________________________________________________________________________________________

(3)盡管壞了一個(gè)輪子，但在熟練的駕駛員的操作下，飛機(jī)還是安全著陸了。(touchdown)_______________________________________________________________________________________________

(4)我們沒有時(shí)間討論所有的細(xì)節(jié)，所以我們就談一下重點(diǎn)。(cuttothechase)_______________________________________________________________________________________________

(5)我們會(huì)不會(huì)簽合同合作取決于這次談判的結(jié)果。(rideon)_______________________________________________________________________________________________Havingpreparedforalongtime,though,hesuddenlydidn’tfeelassureofhimselfatthenegotiatingtable.Afterafewwordsofexchangingofconventionalgreetings,bothsidesgotdowntobusiness.Despiteabrokenwheel,theplanelandedsafelyundertheskilleddriver’soperation.Wehavenotimetotalkaboutallthedetails,solet’sjustcuttothechase.Whetherwewillsignthecontractandcooperateridesonthenegotiationresult.

(1)Copewithcultureclashesbyunderstandingtriggeringfactors,suchasdeadlines,_____________________.

(2)Thinkthroughthefactorsofthenegotiationinadvanceto___________________________culturalmisunderstanding.

(3)Overcomeculturalbarriersandlearnwhoyou’renegotiatingwithbyfindingoutdetailsabout_________________________________.

(4)Ifyou’reunsatisfiedwiththeanswers,_______________________andtryagain.

(5)Beforehiringinterpreters,____________________________andskillsandbesuretobriefthembeforenegotiationsstart.

(6)Buildateamforanegotiationbecauseteamsexchangemoreinformationandcreatemorevaluethan___________________

.Part1Completethefollowingstatementswithnomorethan4wordsaccordingtothepassage.distractions,andemotionalstressorsreducethepossibilityoftheirbackgroundandexperiencereframeyourquestionsdeterminetheirexperiencesolonegotiatorsPart2MakeapresentationonhowtowinaninternationalnegotiationbasedontheinformationgiveninPart1.感謝信（LettersofThanks）感謝信是為感謝對(duì)方的關(guān)心、支持、幫助而書寫的。在應(yīng)邀赴宴或收到禮品或祝賀信及慰問信時(shí)，受邀者應(yīng)及時(shí)回信，表達(dá)內(nèi)心的感激之情。寫信致謝，首先應(yīng)把在什么時(shí)候、什么事情上得到了對(duì)方怎樣的幫助寫清楚，一定要寫得親切、熱情、認(rèn)真，并表示由衷的感謝。感謝信比較短，但也可以多說一點(diǎn)。一定要措辭得