国际营销chapter9.ppt

Information concerning the following subjects may be valuable for deciding the target country: (1)Cultural background and economic situations (2)Political climate of the country (3)Current import and export statistics (4)Government policy on international trade (5)Information on trade barriers and restrictions 3)How to reply enquiries effectively? A reply to an enquiry from a regular customer is normally fairly brief,and does not need to be more than polite and direct. And usually they are written in plain English. 2)Firm Offer and Non-firm Offer A firm offer is a kind of offer which is made to specific person or persons to express or imply a definite intention of the offeror to make a contract under a clear,complete and final trade terms.Once it is unconditionally accepted by the offeree within its validity,this firm offer cannot be revoked or amended and is binding on both offeror and offeree. A firm offer lapses when it exceeds the term of validity. Contrary to a firm offer,a non-firm offer is an offer without engagement.It is unclear,incomplete and with reservation.It has no binding force upon the offeror.The trade terms are not indicated clearly and definitely.The content is not so completed as that of a firm offer.It has no term of validity. Examples of firm offer and non-firm offer 3)Counter-offer A reply to an offer which purports to be an acceptance but contains additions,limitations or other modifications is a rejection of the offer and constitutes a counter-offer.When a counter-offer,in fact,a new offer is made,at the same time,the original offer lapses. The receiver of the counter-offer will usually make a re-offer to put forward some new terms or conditions which is called anti-counter-offer. 2)Examples of contract (1)Format of Sales Contract (2)A specimen of sales contract (3)Articles Concerning the Formation of the Contract 案例一 英国A 公司与美国B 公司是老顾客关系。A 一直把货物供应给B。美国C 公司冒充B 的名义，与A 签订了进口合同。C 从A 处取得货物并向A 支付了货款，后来A 发现C 是冒充的，因此A 向C 追回货物，但遭C 的拒绝。请问：在上