12）Advertising
◆ A Taiwan manufacturer talks with an American distributor and his ad agency.
◆ Distributor; Mr. Davis, I'd like you to meet Mr. Lin, our manufacturer from Taiwan.
◆ Agency : How do you do, Mr. Lin. It's a pleasure to work with you on introducing your delicious product to Americans.
◆ Manuf. : Thank you. I hope we can come up with a good marketing strategy.
◆ Distributor: One of the things Mr. Lin wants to know is what kind of packaging we'll be using.
◆ Manuf. : Yes, I'm interested in knowing what you plan to do about packaging. In Taiwan these dried fruits or michien－are either sold loose or packaged using very traditional art themes. I wondered if this kind of design was appropriate here, or if a more Western design would work better.
◆ Agency : We think the product should retain its character as Asian, something different and exotic in snack foods.
◆ Manuf. : How do you plan to accomplish this?
◆ Agency : We've retained some of the traditional Chinese art motifs in our package design such things as dragons and plum blossoms. But we've also used a more Western design which is less crowded and more abstract. We think we've combined the best of Eastern and Western advertising art.
◆ Distributor : Here are the sample designs, Mr. Lin. We need to know what you think of our designs.
◆ Manuf. : They look very nice. It seems that you have thought of everything.
◆ Agency : Which of these is most appealing?
◆ Manuf. : I think I like the one with the dragon best.
◆ Agency : They'll be done in different colors to indicate the different flavors. The designs are for use on preprinted plastic packaging. The fruits will be packaged by machine. There's a perforation at the top of each package so retailers can display the bags on a rack.
◆ Distributor : American retailers are much more likely to carry goods packaged in this way.
◆ Manuf. : I see. This all seems well planned. Are you going to advertise exclusively through packaging?
◆ Agency : No, we plan to offer posters to retailers and to place ads in magazines, mostly upscale, gourmet magazines.
◆ Distributor : We'll be aiming for a well-off, sophisticated market. These buyers are more likely to read ads than less affluent buyers. Research has indicated that once a product is accepted in this market, it gains acceptance elsewhere.
◆ Agency : Our aim might be to increase the recognition of a particular trademark among buyers. Each ad, poster, and package will contain the dragon logo for easy recognition of your products.
◆ Manuf. : Thank you for your work. It Sounds as if my products will soon be as popular in the U.S. as they are in Taiwan. （13）Claims and Complaints
Claims and Complaints I
◆ A clerk discusses an insurance claim with his boss.
◆ Boss : What's your hurry?
◆ Clerk : Bad news! That shipment of parts from Japan has been partially lost and damaged at sea. What should we do when loss or damage occurs?
◆ Boss : We must prepare our claim and send it to the underwriter to secure payment.
◆ Clerk : Won't our broker take care of that?
◆ Boss : Yes, that's part of the service on the broker's side.
◆ Clerk : So the first step would be to contact our broker?
◆ Boss : Yes, and we'll need to submit some documents to him.
◆ Clerk : Is it enough that we have an on-board bill of lading to claim settlement?
◆ Boss : I'm sorry to say it isn't. We'll need a statement from the shipping agents stating that the goods were actually loaded and noting when the vessel sailed.We'll also need to present proof of ownership.
◆ Clerk : How do we do that?
◆ Boss : We'll have to file a full original set of ocean bills of lading, the insurance certificate, and the original commercial invoice.
◆ Clerk : No problem. I have them on file.
◆ Boss : We may also need a statement of protest.
◆ Clerk : What's that?
◆ Boss : It's usually an extract from the ship's log which describes how the goods were lost or damaged. It's prepared by the master of the vessel. Sometimes that documentation is also required.
◆ Clerk : Well, that covers all the things I want to know. I guess I'll call our broker.
◆ Boss : Yes, let's get started right away. Claims and Complaints II
◆ A customer discusses an error in his order with the manufacturer.
◆ Buyer : We have a problem, sir.
◆ Seller : What on earth has happened?
◆ Buyer : You remember that we ordered 50 of your BD 205 laser jet printers?
◆ Seller ： of course. We shipped them two weeks ago. Haven't they arrived?
◆ Buyer ： That's the problem. They've arrived, and they're the wrong model. You sent the QR 224 model. That model is incompatiblewith our computer system.
◆ Seller ： I'm sorry to hear that. I'll look into it and try to get it corrected for you as quickly as possible. Do you have the invoice number?
◆ Buyer： I have a fax of the invoice right here.
◆ Seller ： Yes, there certainly seems to be a mistake. For some reason we shipped the wrong model. Would you mind waiting a few minutes while I check with our shipping department?
◆ Buyer ： Not at all. I'm anxious to get this straightened out.
◆ Later...
◆ Seller： Well, I've discovered the source of the error. It seems your customer account number was incorrectly entered into our computer at the warehouse. This resulted in the wrong shipment.
◆ Buyer： That's an understandable, but regrettable mistake.
◆ Seller ： We'll airfreight the correct printers immediately.
And since it's our error, we'll pay the freight charges.
◆ Buyer ： That's good of you. My home office will be glad to hear it.
◆ Seller ： I'm very pleased we were able to get to the bottom of this so quickly. Just return the wrong printers sea-freight, and our company will pick up those charges too.
◆ Buyer : Thank you so much.
◆ Seller : That's all right. We hope to provide you with good service for many years to come. （14）Business at the Office
Business discussions around the office I
◆ Accountant： Did you send out an invoice to the Sun Electronics Company?
◆ Clerk ： Yes. It's also time to send them a statement now。
◆ Accountant ： What's the total due on their account?
◆ Clerk ： They owe $350,000.
◆ Accountant： Let's get all the invoices and statements out this afternoon, if we can.
◆ Clerk ： I think we can. I've already started on them, How often do you send them?
◆ Accountant : We send them monthly.
Business discussions around the office II
◆ Accountant : Here's our accounts department, Mr. Chen.
◆ Clerk : My job will be preparing the monthly statements for customers?
◆ Accountant : Yes, A big part of your job will also be to collect delinquent accounts. We often end up with bad debts.
◆ Clerk : How do you collect them?
◆ Accountant : We generally have to keep sending reminders. If they still don't pay, we threaten to put the matter in the hands of our lawyer.
Business discussions around the office III
◆ Accountant : These are our account folders.
◆ Clerk : Will these files be part of my work?
◆ Accountant : Yes, you'll need to write new clients' names on the projecting tab of a folder, then file them alphabetically. And make sure you adjust the file drawers so that the folders are held upright.
◆ Clerk : What do the different colors indicate?
◆ Accountant ： These indicate which products are sold to each client. Each of our products is color-coded.
◆ Clerk : So I'll find the cards for a given client together, color coded to show what products they've purchased?
◆ Accountant ： Right.
◆ Clerk ： That sounds like a good system.
◆ Accountant： Each product, indicated by a different color, is numbered in a separate series. For example, our ampliphones, represented by red, would be numbered 1-500. Our portaphones, represented by yellow, would be numbered 501-1001, and so on.
◆ Clerk ： That must avoid a lot of mix-ups.
◆ Accountant ： Yes, it does. And over here's our computer system. It's sophisticated, but quite easy to use.
◆ Clerk ： Are these computers used for data entry or billing?
◆ Accountant : We use them mainly for billing.（15）On the Telephone
On the telephone I
◆ Operator: East-West Trading Company.
◆ Buyer: Mr. Bruce Wang, please.
◆ Operator: I'm sorry; he's not in. Could I take a message?
◆ Buyer: This is Mr. Winston from New York Novelties. When do you expect him?
◆ Operator: He didn't say when he'd return. Do you want him to call you back?
◆ Buyer: If he gets in before 3:00 -- your time -- have him call me. Otherwise, I'll get back to him tomorrow.
◆ Operator: I'll be sure to give him the message.
On the telephone II
◆ Operator: Good morning, Far East Die Casting Corporation.
◆ Buyer: May I speak to Ms. Bonnie Chen in the export department?
◆ Operator: May I ask who's calling please?
◆ Buyer: This is Mr. Elliot of Minnesota Motors.
◆ Operator: Please hold just a moment, Mr. Elliot.
◆ Later ...
◆ Ms. Chen : Hello, Mr. Elliot. This is Bonnie Chen speaking. How are you?
◆ Buyer: Just fine. How about you?
◆ Ms. Chen : Fine, thanks. What can I do for you?
◆ Buyer : We find we need a lot more of those die-out gaskets we've been ordering.Would you be able to supply them at such short notice?
◆ Ms. Chen: How many would you need, and when would you need them?
◆ Buyer : We'd need 500 cases by the end of the year- at the latest.
◆ Ms. Chen : I think we could do it for you, but I'd have to check with our production team before I promise.
◆ Buyer : That would be great. When could you let me know for sure?
◆ Ms. Chen : Would tomorrow morning be all right?
◆ Buyer : That's fine. I'll be expecting your call.
◆ Next day ...
◆ Ms. Chen : Hello, Mr. Elliot. Bonnie Chen.
◆ Buyer : Yes, Ms. Chen. Good news, I hope?
◆ Ms. Chen : Yes, good news. We can have the 500 cases of gaskets ready for shipment by November . Can
you get them from San Francisco to Minnesota in time?
◆ Buyer : Yes, we've got a warehouse and an agent in San Francisco.
◆ Ms. Chen : Good. The shipping documents are to be sent with the Head Officer.
◆ Buyer : Thanks. I'll tell my agent. Will you cable me if there's any problem?
◆ Ms. Chen : I'll do that, but we don't anticipate any difficulties.
On the telephone III
◆ Buyer : This is Mr. Hilton calling from Allied Toys. Is that Ms. Chan?
◆ Manuf.: Yes, can I help you?
◆ Buyer : Do you remember the order I placed for 50,000 plastic dolls that wet?
◆ Manuf. : Certainly. I have your order right here.
◆ Buyer : I'm sorry about this Ms. Chan, but my superiors at Allied won't approve l0 the order after hearing the price. They think we could do better in Hong Kong. I wondered if you could give us a better price so we could keep the order with your company?
◆ Manuf. : The only way I can give you a better price is if you order I00,000 instead of 1l 50,000. Then I could give
them to you for $3.50 each.
◆ Buyer : It's a deal.
◆ Manuf : Fine. I'll change the order form.
◆ Buyer: I really appreciate your flexibility on this. I'm glad we could keep the order with you.16）At the Airport
实况练习1
◆ A Taiwan businessman meets an American buyer at the airport.
◆ Mr. Li : You must be Ms. Rogers from Chicago?
◆ Ms. Rogers : And you must be Mr. Li. Thank you for meeting me.
◆ Mr. Li : It's my pleasure. Welcome to Taipei.
◆ Ms. Rogers : It's good to be here.
◆ Mr. Li : How was your flight?
◆ Ms. Rogers : Long, but quite comfortable. China Airlines treats its passengers well.
◆ Mr. Li : Did you have any trouble clearing customs?
◆ Ms. Rogers : Oh no. They were quite quick and efficient.
◆ Mr. Li : I've got a company car waiting. Would you like to go to your hotel to rest and freshen up? Then perhaps later on this afternoon we could start our business discussions.
◆ Ms. Rogers : That sounds fine. How long will it take from the airport to the hotel?
◆ Mr. Li : About an hour, depending on traffic.
◆ Ms. Rogers : Will I be meeting any other members of your company?
◆ Mr. Li : Perhaps you'd like to continue our discussions over dinner tonight. That would give some of our other staff members a chance to meet you.
◆ Ms. Rogers : That sounds like a wonderful idea.
实况练习2
◆ A Taiwanese businessman sees an American businesswoman off at the airport.
◆ Ms. Bronson: I checked at the ticket counter, and they say the plane will be on schedule.
◆ Mr. Yi : Good. I hope you have a safe and comfortable trip.
◆ Ms. Bronson: Thank you. It's been a pleasure doing business with you and your company.
◆ Mr. Yi : I hope we'll continue working together in the future.
◆ Ms. Bronson: I'm sure we will. I appreciate everything you've done personally to make my stay a pleasant one.
◆ Mr. Yi : I've enjoyed your visit.
◆ Ms. Bronson: Thank you again and goodbye.
◆ Ms. Rogers: Oh no. They were quite quick and efficient.
◆ Mr. Li : I've got a company car waiting. Would you like to go to your hotel to rest and freshen up? Then perhaps later on this afternoon we could start our business discussions.
◆ Ms. Rogers: That sounds fine. How long will it take from the airport to the hotel?
◆ Mr. Li : About an hour, depending on traffic.
◆ Ms. Rogers: Will I be meeting any other members of your company?
◆ Mr. Li : Perhaps you'd like to continue our discussions over dinner tonight. That would give some of our other staff members a chance to meet you.
◆ Ms. Rogers: That sounds like a wonderful idea.
