实用商务英语函电课件-Unit 12.ppt

Unit 12 Agency Introduction Pre-reading questions: What is agency? What is an agent? What is an agreement? What should be covered in an agency agreement? Agency Agency is a business which provides a service on behalf of other businesses to seek sales or buying for a certain product, to negotiate a contract, to ship goods, or to do other particular things in a specified area or country within a stipulated period of time. Agent An agent: is a person or firm who buys, sells or does other businesses for the accounts of (为……代销，属于代理性质)， and according to the orders of another person or firm called the principal. 代理商：是个人或商行为称之为业主（货主）的另一个人或商行买进、卖出或办理其他业务，为业主的代理人并根据业主的指示进行交易。 Agents: buying agents and selling agents buying agents(采购代理商): those persons or firms who purchase goods for and under instructions from principals in his own country or abroad. selling agents（销售代理商): those persons or firms who may be general agents (总代理)for a number of foreign exporters, main agents(主要代理) for one particular exporter and with exclusive/sole agency (独家代理)rights, or particular agents (特约代理)specially appointed to act exclusively for one foreign principal. General agent A general agent may be a firm or a person who acts under some degree of instructions from his principals to sell (or to buy) goods on the best terms obtainable. He charges a “commission” for his service under some kind of agreement or contract ▲Sole agent (exclusive agent): Similar to a general agent, a sole agent may be a firm or a person who acts exclusively for one foreign principal with exclusive (or sole) agency rights to sell on a commission basis certain commodities in a certain area under some kind of agreement or contract. （Simply speaking，an exclusive agent is a person or firm who is given the sole right to sell the exporter’s products in a particular area.） ▲总代理、独家代理与一般代理： 就国内而言，总代理一般是指在一国区内的某产品的惟一经营权，它可以发展下面的代理商、制定价格和市场的推广策略。而独家代理基本是按照地域来界定的，比如某省、市、县等其覆盖面积不大，在本地区标榜没有竞争对手或相同的产品。一般代理仅仅是能够销售某品牌的产品，不具备价格