国际商务函电：Chapter 4

thedefinitionofanenquiry;theclassificationofenquiries;guidelinesforwritingenquiriesandreplies;thestandardformatofenquiriesandreplies;howtousethecommomexpressionsinenquiriesandreplies.Politenessbringsyoufortune.--------anoldChinesesayingDiscussthefollowingquestions1)Whatisanenquiry？2)Whataretheproceduresinvolvedintheconclusionofadeal?3)Whatisanoffer?4)Whosendsanenquiry,buyerorseller,orboth?5)Whatisageneralenquiry,andwhataspecificenquiry?1DefinitionAnenquiryisthefirststepinbusiness,usuallymadebythebuyerswithoutengagement,askingforinformationontermsandconditionsofapotentialdeal,suchasquality,specification,price,shipment,etc,fortheintentionofbuyingorsellingcertainkindofcommodities.BasicProceduresintheConclusionofaBusinessDealEnquiryOfferCounterofferAcceptanceConclusionofthedealGeneral/specificenquiryGeneralenquiries:requestingpricelists,cataloguesorsamplesonly;Specificenquiries:includingrelevanttermsandconditionsforatradeincludingdescriptionoftheproduct,quotationandqualityrequirement,etc.Difference:Ageneralenquiryfocusesoninformationingeneralterms,butspecificonesfocusonparticulartermsandconditionsonparticularitems.Example:generalenquiryDearSirs,WehavebeeninformedbyNatwest,LondonthatyouarealeadingmanufacturerofcottonclothesinyourcityandthatyouwishtoextendyourbusinesstotheBritishmarket.Weareanimporterofbeachsuitsandwehaveengagedinthisparticularlineofbusinessformorethanthirtyyears.Inordertoacquaintuswiththematerialandworkmanshipofyourproducts,weshallappreciateitifyouwillsendusyourcatalogues,asamplebookandyourlatestpricelist.Wetrustyouwillgivethisenquiryyourimmediateattentionandletushaveyourreplyatanearlydate.Yoursfaithfully,PeterJohnsonSalesDirectorRequirementsinageneralenquiryExample:specificenquiryDearSirs,Thankyouforyourcatalogueandpricelist,whichwereceivedlastweek.Aftercheckingtherangeofproducts,wefindthatthePrintedShirtingwouldbethemostsuitableoneforus.PleasequoteusyourlowestpriceCIFHamburg,inclusiveofour3%commissionatyourearliestconvenience.Weusedtopurchasethisarticlefromothersourcesbutwenowprefertobuyfromyourcompanybecauseweunderstandyouareinapositiontosupplylargequantitiesatmoreattractiveprices.Besides,wehaveconfidenceinthequalityofChineseproducts.Welookforwardtoconcludingthedealwithyou.Yoursfaithfully,RequirementsinaspecificenquiryBuyer’sorseller’senquiryMostenquiriesarefromabuyertoasellersinceitisnormallyarequestforanoffer.Example:anenquiryfromasellerDearSirs,Wearehonouredtobeyourlong-termsupplierforthepast5yearsandweholdhighvalueonyourcreditstandingandabilityformarketingourcommoditiesinyourarea.Wearewritingtointroduceournewdrive-ontrowels,adevelopedmodelwithalltheadvantagesofpastmodelsandmanynewimprovedfeatures.Wewouldliketoinviteyoutovisitourwebsiteformoredetailsregardingthespecifications,functionsandotherfeaturesofthemachineforyourcommentsandcomparisonwiththeexistingonesonthemarket.Consideringourlongtermsuccessfulcooperation,wewouldliketoofferyouthesoleagencyforthisnewproductinyourparticularregion,solongasyourproposedtermsandconditionsarecomparabletocompetitors.Yourproposalisrequiredbytheendofthismonthinordertosecureyourprivilegedauthorization.Thankyouandbestregards,Yoursfaithfully,AfirstenquiryForafirstinquiry—alettersenttoasupplierwithwhomyouhavenotpreviouslydonebusiness，usually,thefollowinginformationshouldbeincluded：●SourceofInformation:abriefmentionofhowyouobtainedyourpotentialsupplier’sname;●Offeringalluringterms:Someindicationofthedemandinyourareaforthegoodswhichthesupplierdealsin;●Makingrequests:Detailsofwhatyouwouldlikeyourprospectivesuppliertosendyou.Normallyyouwillbeinterestedinacatalogue,pricelist,asample,aquotation,andsoon.OfferingalluringtermsforafavorablereplyExample:DearSirs,WeoweyournameandaddresstoourCommercialCounselor’sOfficeinyourcountrywhohaveinformedusthatyouareoneoftheleadingexportersofconstructionmachineryinChina.Aslargedealers,weimportacompleterangeofconstructionmachineryfromothercountries.Havingbeeninthislineofequipmentformorethan40years,wehaveahighreputationinthisareaandhaveanedgeinmarketingtheseproductsinourcountry.Ifyouhaveaparticularinterestinmerchandisingyourproductsinourmarket,pleasesendusyourmostcompetitiveoffertogetherwithcatalogues.Samplesmayberequiredonourfurthernotice.Wenormallyorderinlargequantitiesandsourcesuppliersonalongtermbasis.Werequiresupplierswhohavestrongproductioncapabilityandcanprovidecompetitiveprices.Wearelookingforwardtoyourearlyreply.Yoursfaithfully,SourceofinformationMakingrequestsSummary●Enquiryisnormallythestartingpointofabusinesstransaction.●Anenquirycanbegeneralorspecificdependingondifferentstagesofthecontactorsituation.●Aenquiryhandledappropriatelyisamustofacquiringanorderorreceivingasatisfactoryoffer.Generalizationoftherulesofwritinganenquiry:PromptPoliteProfessionalClearConciseCompleteExpressions:Self-introductionandreasonsforenquiries(1)Wewritetointroduceourselvesasaleadingimporterofsurgicalinstrumentsandweareinterestedin...…(2)Wearelargedealersintextilesandbelievethereisapromisingmarketinourareaformoderatelypricedgoodsofthiskind.(3)W