【Task Description】任务描述
Several days later, Zheng Hao received a letter of reply from Andy Burns, the purchasing manager of Bring Idea Trading Inc. Ltd. In his letter, Mr. Burns expressed his interests in the cosmetic pencils from HEFEI GOMILE IMP&EXP CO., LTD. However, at the same time, Andy Burns has two concerns. The first concern is about product quality and production capacity. Secondly, Mr. Burns prefers OEM production and would like to place a large quantity. He is not so sure if GOMILE could perform OEM order very well. At present, Zheng Hao needs to publicize company products and services to the clients, and stress the advantages of the company in order to dispel the client’s concerns.
【Knowledge Link】知识链接
与潜在客户和新客户建立业务关系之后，客户可能会对公司经营的产品和服务心存疑虑。这时，外贸业务员的正确做法就是通过信函进行自我推广和营销，吸引对方的注意，让对方觉得和你合作能各取所需，扩大业务。除了适当地推销自己外，还需要让对方知道所在公司的产品和服务的优势和特点，让对方建立信心。国际市场营销理论中的“4P”、“4C”、“4R”都是可以借鉴的指导原则和方法。
进行海外营销的方式除了有效地介绍产品和服务的优势以外，在信函中突出表现出自己的专业素养则可以达到事半功倍的效果。熟练的产品知识、娴熟的外贸技巧都能反映你的国际贸易专业素养，可以增强潜在客户和目标客户与你合作的信心。只要让对方觉得你是“行家”，他找你做贸易是找对了人，营销推广的目的也就达到了。
【Task Underway】任务进行
郑好向安迪·伯恩斯先生介绍公司产品和服务。
Attn: Mr. Andy Burns
Date: May 18th, 2016
Dear Sirs,
Thank you for the information. We have full of confidence to meet your quality level. Now we can assure you by offering some FAQs as follows.
Q1: How do we control the product quality?
① We can control our rate of substandard products under the 0.1‰.
② We have our individual QC managers, who are responsible for checking each item and overseeing the whole product process.
③ Color can be customized.
Q2: What are the improvements of our cosmetic pencil?
① It’s easy to color and it’s easy remove by remover oil.
② Supplier from Korea, high quality so that make-up more sophisticated.
③ 21 cm. It’s longer than others sell in the market.
④ It can keep using 1 year ,it wouldn’t melt in hot weather.
Q3: Does OEM & ODM order is acceptable?
Definitely no problem for custom designs, we work on OEM orders, which mean size, material, quantity, design, packing solution etc., will depend on your requests; and your logo will be customized on our products.
Q4: What is the MOQ for your production?
Pls consider the mini order of 5,000 pieces.
Worth mentioned is that not only we sell products, but what we sell is service. We offer you a series of excellent services including basic services, customized services, after-sale services, which is covered in the leaflet having sent to you.
Any further questions, please be free to inform us!
Best regards!
Zheng Hao
【Communication Skills】沟通技巧
（1）向客户宣传产品的质量，往往首先要提出产品的质量保证措施和特色之处。
（2）在介绍产品的特色时，应介绍产品的具体指标和专业知识，让对方觉得你非常熟悉产品，从而增加客户对你的信心。
（3）一般企业进军海外市场，往往都是从OEM做起，逐渐向ODM过渡。因此，一般应接受客户OEM的要求。
（4）价格与订购数量密不可分，因此重申了起订量的标准。
（5）阐述我方的优质服务，进行进一步的营销推广。
【Task Extension】任务扩展
Letter 1
Reviver Letter from the Exporter
Dear Sirs,
Looking though our records we note with regret that we have not had the pleasure of an order from you since last October.
As you were one of our regular clients, we are very much concerned if you have been dissatisfied either with our goods or with the way in which we have handled your orders. Would you please fill out the enclosed reply card if you have encountered some problems with us? We will give your comments immediate attention.
We think you may be interested to know that we have recently been appointed agents for the sale in this country of the computers of three of the leading American manufacturers. Our stocks now include a wide range of first-class personal computers at very attractive prices. You will see from the catalogue enclosed that our prices are very much lower than those of other importers. In addition, we are offering very generous terms of payment.
We look forward to the pleasure of your renewed order.
Yours faithfully,
Letter 2
Pushing Sales of Products（I）
Dear customer,
We are proud to inform you that next month we will be launching our new product Kitchen Bullet, which will be a one stop solution to all your vegetable slicing, mincing, and dicing problem.
With our new product, you will be able to do all the work in minutes, which previously took you an entire day. With Kitchen Bullet in your kitchen, the experience of cooking food will never be the same again.
As you are one of our most valued customers, we would like to give you a live demo of our new product, after which if you like, it will be delivered to you at 45% discount immediately. Please confirm the date and time of the demo by calling on this number: 400-122-9999.
We hope we will again stand up to your expectations as we have so far.
Thanking you.
Yours truly,
Letter 3
Pushing Sales of Products（II）
Dear Ms. Catherine,
Are you having trouble providing the latest and stylish apparels to your customers having extra large size? We at Revolutions design excellent apparels for children, young as well as aged people. We specialize in designing apparels of all sizes ranging from XL to 10XL. We realize that providing latest and stylish apparels in extra large sizes is a great challenge and thus we offer trendy clothing in all odd sizes. We assure you that your customers will be thrilled and excited with our collection and majority of them will find their sizes at only your outlet.
If you wish to know more about Revolutions you can have a look at our site www.revolutions.com. You are always welcome to call us on our number 00-987-87464839 and we would be more than happy to help you out with all your queries.
Yours truly,
Letter 4
Pushing Sales of Products（Ⅲ）
Dear Sirs,
One year ago we had the pleasure of supplying you with sets of vacuum solar collectors, but since then we have received no order from you. Perhaps our previous products did not fit your requirements.
Now we wish to inform you that we have just introduced our latest vacuum solar collector on to the market. For the solar collector have the features such as convenient installation, high efficiency, building integrated and so on. It is more and more frequently used in villa solar system, solar hot water supplying project, swimming pool system and solar heating supply system.
We supply many kinds of flat plate solar collectors with different outlook, absorber plates and dimensions, provide more choices for the different requirements of customers.
We give you the priority and hope you will take advantage of this exceptional offer.
We look forward to hearing from you in due course.
Yours truly,
Letter 5
Pushing Sales of Products（Ⅳ）
Dear Sirs,
We thank you for your letter of May 2nd and have pleasure to inform you that the catalogue you asked for has been airmailed under separate cover.
With regard to the MP3 players you enquired for, we think No.Q1 as stated in our catalogue is most suitable for your requirement. Its memory capacity is 16 GB and available color is Silver with Display Screen of 2.4".Equipped with Samsung’s DNSe™ 3.0 for unrivalled audio quality, the Q1 redraws the boundaries of portable sound reproduction, while its diamond-shaped pulsating LED touchpad and spacious 2.4" display set new standards for accessibility and allurement.
The price, including all fitting, is US $102 CIFC5% San Francisco and our minimum order quantity is 100 pieces. The usual commission we allowed is 3%, but in your case, it has been specially raised to 5% so as to cover the advertising expenses you may incur in sales promotion.
If these items illustrated in the catalogue interests you, please do not hesitate to let us know. We will make you offers upon receipt of your detailed requirements.
Yours sincerely,
【Writing Q&A】写作答疑
什么是FAQ
FAQ是英文Frequently Asked Questions的缩写，中文意思是“经常问到的问题”，或者更通俗地叫作“常见问题解答”。在很多网站上都可以看到FAQ，列出了一些用户常见的问题，是一种在线帮助形式。保证FAQ的有效性，首先要经常更新问题，回答客户提出的一些热点问题；其次是问题要短小精悍，对于提问频率高的常见简单问题，不宜用很长的文本文件，这样会浪费客户的在线时间。而对于一些重要问题，应在保证精准的前提下尽可能简短。
【Useful Expression 】交流表达
1. Now we can assure you by offering some FAQs as follows.
为了使贵方放心，现提供常见问题解答如下。
2. We can control our rate of substandard products under the 0.1‰.
我们能将产品的次品率控制在0.1‰以下。
3. Does OEM & ODM order is acceptable?
能否接受贴牌生产和原创设计生产？
4. Looking though our records we note with regret that we have not had the pleasure of an order from you since last October.
通过查看记录，我们很遗憾地发现自去年10月以来我们没有再收到过贵方的订单。
5. Would you please fill out the enclosed reply card if you have encountered some problems with us?
如果贵司遭遇一些问题，能否请填写随函回访卡？
6. We are proud to inform you that next month we will be launching our new product Kitchen Bullet, which will be a one stop solution to all your vegetable slicing, mincing, and dicing problem.
我们很荣幸告知贵方，下个月我们将推出新产品 “厨房子弹”，这将为您的蔬菜切片、切碎和切丁问题提供一站式的解决方案。
7. One year ago we had the pleasure of supplying you with sets of vacuum solar collectors, but since then we have received no order from you.
一年前，我们有幸为贵方提供真空太阳能集热器，但自此以后我方并未收到贵方任何订单。
8. Now we wish to inform you that we have just introduced our latest vacuum solar collector on to the market.
兹相告，我方刚刚向市场引入最新真空太阳能集热器产品。
9. We give you the priority and hope you will take advantage of this exceptional offer.
我们把这一特殊报盘首先提供给贵方，希望贵方不要错过此次机会。
10. We thank you for your letter of May 2nd and have pleasure to inform you that the catalogue you asked for has been airmailed under separate cover.
谢谢贵方5月2日来信，贵方索取目录已另航邮。
11. With regard to the MP3 players you enquired for, we think No.Q1 as stated in our catalogue is most suitable for your requirement.
关于贵方要订购的MP3播放器，我们认为目录所载的第Q1号最适合贵方需要。
【Notes】词汇与短语
1. assure vt. 向……保证；使……确信
e.g. I can assure you of the reliability of the information. （我可以向你保证这消息是可靠的。）
assurance 保证
表示放心的表达：
rest assured放心；确信无疑 feel relieved 放心
be at ease 放心 rest one’s heart 让某人放心
2. FAQ abbr. 常见问题（Frequently Asked Question）
3. oversee vt. 监督，监视
e.g. Develop campaign strategies and oversee the execution of the entire campaign.（定制市场营销策略并监控整个项目的执行。）
4. rate of substandard product 次品率
5. QC abbr. 质量控制（Quality Control）
6. customize vt. 定做，按客户具体要求制造
e.g. You can customize the clock with any background of your choice.（你可以按照自己选择的不同背景来定做你的钟。）
7. remover oil 卸妆油
8. sophisticated adj. 复杂的；精致的
sophisticated equipment 高级设备
e.g. The equipment was extremely sophisticated and was monitored from a central control-panel.这台设备极为复杂，由中央控制面板进行监控。
9. OEM abbr. 原始设备制造商（Original Equipment Manufacturer）
10. ODM abbr. 原始设计制造商（Original Design Manufacturer）
11. melt vi. 熔化，溶解
e.g. The crowd around the bench began to melt away.（长椅周围的人群渐渐散去了。）
12. logo n. 商标，徽标；标识语
e.g. Have you ever wondered how the first Apple logo looked 30 years ago?（你曾想过30年前苹果公司的第一个商标是何种样子？）
13. MOQ abbr. 最小订货量（Minimum Order Quantity）
14. after-sale service 售后服务
e.g. Ensure the vendors to supply the products on competitive prices and provide satisfied after-sale services.（确保供应商提供具有竞争力的产品和令人满意的售后服务。）
15. regular client 老客户
e.g. In your negotiations, stress that you may become a regular client, and could recommend the product to colleagues and clients.（在商议价格时，切记要强调你可能成为老客户，还会把该产品推荐给同事和自己的客户。）
16. generous adj. 慷慨的，大方的
17. launch vt. 发起，发动
e.g. We launch a big advertising campaign to promote our new toothpaste.（我们发动了一场声势浩大的广告宣传攻势，旨在推销新型牙膏。）
18. valued customer 重要客户
valued adj. 重要的；宝贵的；贵重的
19. live demo 现场显示
20. discount 折扣
e.g. A discount will be given for a big order, so we are willing to give you a 5% discount.（订货量大，就要给折扣。给您5%的折扣吧。）
at a discount 打折的
e.g. They are selling old-fashioned clothes at a discount.（他们正在削价出售过时服装。）
special discount 特别折扣
discount price 折扣价格
quantity /volume discount 数量折扣，大批量折扣
cash discount 现金折扣
21. apparel n. 服装；衣服
e.g. But, since then, China’s rocketing trade surplus in electronics, computers and parts has far exceeded her surplus in textiles and apparel.（但此后中国在电子、电脑以及零部件方面的贸易顺差突飞猛进，远远超过它在纺织和服装方面的顺差。）
22. trendy adj. 时髦的，流行的
e.g. We try to create products that are not embarrassing, but very trendy and hip.（我们想设计出一些新潮、流行，又不会让人感到不自在的产品。）
23. outlet n. 打折店，批发商店
24. one stop solution 一站式解决方案
e.g. We position ourselves as a business partner for every client’s success by providing one-stop solution including pre-media, print and logistics.（我们将自身定位为客户值得信赖的商业伙伴，提供了一站式的整体印刷解决方案，包括印前、印刷及物流配送服务。）
25. vegetable slicing, mincing, and dicing problem 蔬菜切片、切碎、切丁的问题
26. in a matter of minutes 在几分钟内
e.g. They are whisked through the immigration and customs formalities in a matter of minutes. （给他们办理入境和通关手续只用了短短几分钟时间。）
27. vacuum solar collectors 真空太阳能集热器
28. fit your requirements 适合贵方需要
29. villa n. 别墅
30. flat plate 平板
31. outlook n. 外观
32. absorber plates 吸热板
33. dimension n. 大小，尺码
e.g. It is the customary practice of the seller to supply the dimensions of the package which is used for customs clearance or forwarder’s assessing freight.（通常做法是卖方提供包装的尺寸，用作清关和货运代理人估算运费。）
34. priority n. 优先；优先权
e.g. The first priority is to cut costs.（当务之急是降低成本。）
give priority to 优先考虑；认为优先
top priority 最优先的
first priority 最优先；绝对优先权
high priority. 高优先级
higher priority 较高优先级
low priority 低优先级
lower priority 次重要优先项目（或问题）
priority mail 优先邮件（美国邮政的邮件类型之一，在邮件分检系统内享有优先处理的特权）
order of priority 优先秩序，轻重缓急次序
priority date 优先日期
priority level 优先等级
35. player n. 播放器
36. memory capacity 存储容量
37. display screen 显示屏
38. DNSe 数字自然音效引擎（Digital Natural Sound Engine）
39. unrivalled adj. 无与伦比的
40. audio adj. 声音的；音频的
41. redraws vt. 刷新
42. portable sound reproduction 便携式放声系统
43. diamond-shaped adj. 菱形的；钻石形的
44. pulsating adj. 脉动的；脉冲的；搏动的
45. spacious adj. 宽大的
46. accessibility n. 无障碍使用
47. allurement 产品魅力
48. fitting n. 配置
49. incur vt. 招致，引发；蒙受
incur damages 遭受损失
incur loss 受到损失
incur obligation 承担债务
incur expense 支出费用
incur costs 承担费用
incur expenses 带来花费
