外贸英语函电第九章Agency.ppt

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1、AgencyUnitnine本章学习目标Understandusualformsforeigntradeagent;了解外贸中常见的代理形式；Understanddifferenceofvariousagents;了解各种代理形式的不同；Masterbasicstructureoflettersofestablishingagentrelations掌握有关代理关系建立的各种函电的基本结构；Mastercontentofforeigntradeagencycontract.掌握外贸代理合同的内容。9.1 Steps of Writing Letters of AgencyTherearetwo

2、typesofagents:generalagentandsoleagent.Ageneralagentmaybeafirmorapersonwhoactsundersomedegreeofinstructionsfromhisprincipalstosell(ortobuy)goodsonthebesttermsobtainable.Hechargesa“commission”forhisservicesundersomekindofagreementorcontract.Asoleagentissimilartogeneralagent.Asoleagentmaybeafirmoraper

3、sonwhoactsexclusivelyforoneforeignprincipalwithexclusive(orsole)agencyrightstosellonacommissionbasiscertaincommoditiesinacertainareaundersomekindofagreementorcontract.Whyisanagencyimportant?Themainreasonisthatgoodknowledgeofthelocalconditionandofthemarketinwhichheoperates.So,whenacompanywantstodevel

4、ophismarket,heoftenchoosesoneormorereliableagentsinthelocalarea.Beforethat,manyroundsofcorrespondencewillbeexchangedtomakecertainthedetailsofagency.9.1.1 Steps of Writing Letters of Finding Agency（找（找寻代理函代理函电的写作步的写作步骤）Step1:Show the source of information.Step 2:Briefly introduce your products.Step 3

5、Express the your requirement for agency.Step 4:Express the wish of cooperation and early reply.9.1.2 Steps of Writing a Letter of Asking for Acting as Agency（请求作为代理函电的写作步骤）（请求作为代理函电的写作步骤）Step1:Show the source of information.Step 2:Briefly introduce your own company(to show your qualification to act

6、 as an agent).Step 3:Give some suggestions of future business in the local area.Step 4:Express the wish of receiving early reply.9.1.3 Steps of Writing Letters of Declining to Appointing Agency（拒绝申请代理函电的写作步（拒绝申请代理函电的写作步骤）骤）Step1:Show that you have gotten the counterparts letter of asking for acting

7、as agency.Step 2:Briefly state the reason why you decline to appointing him as your agent.Step 3:Express your requirement for an agent.Step 4:Express the wish of future cooperation.9.2 Sample Letters of Discussing Agency and ReplyDearSirs,Ourcompanymanufacturesarangeofprintingmachinesthatareusedsucc

8、essfullybycompaniesinover10countriesandregions.AsthemarketintheUSAispresentlyinadifficultsituation,weareconsideringexpandingourproductstonewmarkets,suchasMiddleEast.Webelievethatthroughintensiveeffortsbusinesscouldbeachieved.Wearelookingfororganizationswhichconducttheirbusinessinatrulyprofessionalma

9、nner.Withthisinmind,wearewritingtoenquireifyoucouldhelpuswithidentifyingthefourorfiveagentswhoarecurrentlyservingtheprintingindustryinyourregion.Theymustbefullyconversantwiththetechnicalsideoftheprintingindustryandhaveacomprehensiveunderstandingofallthefeaturesofthelinestheyrepresent.Itisimperativet

10、hattheyhaveamarketingarmwhichcankeepthemfullyabreastoflatestdevelopmentsofthemarket.Inparticular,wewouldliketochooseasoleagentrepresentingusfromallcandidatesyourecommendafteraperiodofcooperation.Atpresent,wewouldbeverygratefulifyoucouldtakeafewmomentstosendusthenamesofseveralorganizationsthatmatchou

11、rrequirements.Aproductspecificationbrochureisenclosed.Wewouldappreciateyourtimelyassistanceinthisaspect.Wearelookingforwardtoyourearlyreply.Yourssincerely,9.3 Agency AgreementAnagencyagreementreferstoalegalcontractcreatingafiduciaryrelationshipwherebythefirstparty(“theprincipal”)agreesthattheactions

12、ofasecondparty(“theagent”)bindstheprincipaltolateragreementsmadebytheagentasiftheprincipalhadhimselfpersonallymadethelateragreements.Thepoweroftheagenttobindtheprincipalisusuallylegallyreferredtoasauthority.Agencycreatedviaanagreementmaybeaformofimpliedauthority,suchaswhenapersongivestheircreditcard

13、toacloserelative;thecardholdermayberequiredtopayforpurchasesmadebytherelativewiththeircreditcard.Manystatesemploytheequaldignityrulewherebytheagencyagreementmustbeinwritingifthelateragreementwouldalsonecessarilybewritten,suchasacontracttobuythousandsofdollarsworthofgoods.Anagencyagreementusuallycove

14、rs：(1)preamble/preface(2)namesofthepartiesconcerned(infull)(3)namesofthecommodity(4)territorytobecovered(5)priceandquantity(6)duration/validityoftheagreement(7)termsofpayment(8)commission(9)otherterms9.3.1 Sample Letters of Discussing Terms and Conditions in Agency Agreement（讨论代理协（讨论代理协议条款的函电范例）议条款的

15、函电范例）DearSirs:Wehavereceivedyourletterofthe15thandareimpressedwiththeproposalyoumake.WearepleasedtotellyouthatwehavedecidedtoentrustyouwiththegeneralagencyforourembroideriesintheterritoryofSweden.WehavereceivedtheAgencyAgreementyoudrewupfordurationofoneyear.Aftercarefulconsideration,weproposethatthe

16、agreementshouldbeautomaticallyrenewableonexpirationforasimilarperiodunlessawrittennoticeisgiventothecontrary.Enclosedyouwillfindacopyofthereviseddraft.Pleasegoovertheprovisionsandadviseuswhethertheymeetwithyourapproval.Weshalldoallinourpowertoassistyouinestablishingamutuallybeneficialtrade.YoursSinc

17、erely,常用外贸词汇及句型1.ThisistoannouncethatithasbeennecessaryforustodispensewiththeservicesofMessrsJohnsonInternationalTradeCorporation（JITC）asouragentinyourdistrict.特此宣布，我们必须取消JITC公司作为我方在你地区的代理服务。2.Ihopeyoullsparenoeffortstopromotethesaleofourproductssoastopavethewayforrenewingtheagencyagreementwhenitexp

18、iresattheendofthisyear.希望贵方能尽力促进销售，为协议在今年年底期满后续签铺平道路。3.Ouragencyagreementcallsforatimelymarketreport.我们的代理协议要求你方及时递交市场报告一份。4.Sincetheagencyagreementwassigned,yourturnoverhasamountedtoUS$500000.自从代理协议签订以后，你们的销售额已达50万美元。5.Wecanrenewtheagreementofagencyonitsexpiryforanother3years.我们可以在代理协议期满时续订三年。6.Wel

19、lconsiderappointingyouasoursoleagentforourTshirtsforthenexttwoyearsinyourlocalmarket.我们将考虑指定您为贵国市场上T恤衫的独家代理，为期两年。7.Weareheretodaytoapplyforthesoleagencyofyourproductinourlocalmarket.我们今天来是为了申请做你方产品在我国市场上的独家代理。8.Inconsiderationofyourextensiveexperienceinthefield,wearegladtoappointyouasouragent.考虑到你们在

20、这一业务范围的丰富经验，我们很高兴指定你们为我们的代理。9.Wewontconsideragencyinyourmarketatpresent.我们目前不考虑在你地市场的代理问题。10.Wehavetodeclineyourproposalofactingasoursoleagency.我们不得不谢绝你们作为我方独家代理的建议。本章小结在对外贸易的发展中，代理和中介机构往往发挥着非常重要的作用，国际贸易中的大量业务都是由各种代理机构来参与完成的。代理往往知道哪些货物是该地区最合适的，当地消费者对什么价格有一定承受能力，以及如何开拓新的市场。外贸代理为不熟悉国际贸易或者不熟悉新市场的客户提供服务，如代生产、订货部门办理进出口业务，收取手续费，而盈亏往往由委托单位负责。根据代理的权限，可以分为独家代理和一般代理；另外还有货运代理等。在发展代理关系时，委托人和代理人之间往往需要通过写大量关于代理事宜的信函，来完成代理细节的商讨。为了规范当事人的权利和义务，双方往往要达成代理合同或者代理协议。代理协议与常见的贸易合同有相似之处，但其重点是在代理的性质和期间、代理人的权利义务、代理的地域范围及代理的形式等。而上述这些内容也往往是代理类外贸函电商讨的重要内容。