國際商務英語學習[十四]

你來我往價格戰 Buy and Sell

　　Robert回公司呈報Dan的提案後，老闆很滿意對方的採購計劃；但在折扣方面則希望Robert能繼續維持強硬的態度，盡量探出對方的底限。就在這七上八下的價格翹翹板上，雙方是否能找到彼此的平衡點呢？請看下面分解：

　　英文本文

Robert: Even with volume sales, our costs for the Exec-U-Ciser won't go down much.
Dan: Just what are you proposing?
Robert: We could take a cut on the price. But 25% would slash our profit margin. We suggest a compromise - 10%.
Dan: That's a big change from 25! 10 is beyond my negotiating limit. Any other ideas?
Robert: I don't think I can change it right now. Why don't we talk again tomorrow?
Dan:
Sure. I must talk to my office anyway. I hope we can find some common
ground on this. (next day) Robert, I've been instructed to reject the
numbers you proposed; but we can try to come up with something else.
Robert:
I hope so, Dan. My instructions are to negotiate hard on this deal -
but I'm trying very hard to reach some middle ground.
Dan: I
understand. We propose a structured deal. For the first six months, we
get a discount of 20%, and the next six months we get 15%.
Robert: Dan, I can't bring those numbers back to my office - they'll turn it down flat.
Dan: Then you'll have to think of something better, Robert.  

　　中文翻譯

R: 即使是大量銷售，我們的‘健你樂’生產成本仍然無法降低太多。
D: 那你的建議是…？
R: 敝公司可以降價。但是七五折會過度削低我們的毛利。我們建議雙方各讓一步－九折。
D: 那跟七五折差太多了！九折實在超出我的談判限度。有其它方案嗎？
R: 我現在沒辦法決定。這樣吧，我們何不明天再談？
D: 可以。反正我也得和公司方面討論一下。希望我們能夠達成共同協議。
R: (次日)Robert，奉上頭指示，我得否決你所提的折扣，但我們還是可以找出其它可行的辦法。
D: 希望如此，Dan。上面指示我要強硬地談這筆生意－－但我一直想達成折衷的方案。
R: 我瞭解。那麼我們提議階段式的協議。前半年先給我們八折，後半年，則打八五折。
D: 我沒辦法向公司報告這樣的數字－－他們一定會打回票的。
R: 那你就得想出更好的法子囉！

　　短語解說

take a cut 接受削減
"take"在此解釋為‘接受、選擇’，等於accept"；cut"在此作名詞，意思是‘削減、刪除’，引申為‘殺價’。
We need everyone to take a cut in his salary, or else the company will have to choose some people to let go.
我們需要大家接受減薪，否則公司只好解僱一些人了。

profit margin 毛利
"profit"是‘利潤’；"margin"原義是‘邊緣’；"profit margin"可指銷售所得利潤與價格之間的比例關係；亦可指售價減去成本或進價的數額。
The profit margin on fruit and vegetables is lower than last year.
今年蔬果的毛利率比去年低。

common ground 相同意見、興趣
"common"為‘共同’；"ground"是‘場地；土地’。"common ground"原指古歐洲民族用來畜牧的公用用地，演變至今則引申為‘彼此都同意的事情’。
When it comes to income agreements, we're on common ground.
就收入方面的協議而言，我們持有相同的意見。

reach some middle ground 達成折衷；互相協調
"reach"，‘到達；抵’之意；"middle"為‘中間的’。"reach some middle ground"原指兩方交戰，遙遙相望，唯待雙方抵達中央交會處，才能進行協商，引申為‘折衷協調’。
Your demand is too high, but if we can reach some middle ground we might have a deal.
你的要求太高了，不過，如果我們能達成折衷，或許可以成交。

structured deal 階段式的協議合約
所謂"structured deal"是指合約預定幾個階段，價格或訂貨條件會因階段而變動；與"simple deal"－－‘單一合約’不同，因"simple deal"可能只規定一種價格。
We offered the agent a structured deal to make it easier for him to agree.
我們向經銷商提議階段式的合約，好讓他能欣然同意。

turn (something / someone) down flat 斷然拒絕
"turn down" 這個動詞片語有‘拒絕’的意思；"flat" 在這裡是副詞，為‘絕對地、斷然地’之意，是加重語氣的字。
When he asked us to pay cash, we turned him down flat.
當他要我們付現金時，我們就直截了當地拒絕。