驻外经济商务人员培训手册 英文版PDF|Epub|txt|kindle电子书版本网盘下载

驻外经济商务人员培训手册 英文版PDF格式电子书版下载

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PART ONE INTRODUCTION1

Chapter1 The commercial representative2

A．Commercial representation as a profession2

B．The tasks of a commercial representative2

PART TWO THE INTERNATIONAL ENVIRONMENT5

Chapter 2 Diplomatic protocol ， representational activities and the prob l emof language6

A．Diplomatic protocol6

B．Representational activities7

C．Language9

Chapter 3 Relations with your exporting community10

A．Introduction10

B．Know your products10

C．Know your markets11

D．Know what is involved in bringing products and markets together13

PART THREE COMMERCIAL INTELLIGENCE AND REPORTING15

ContentsNote15

preface16

Chapter 4 Getting to know your territory16

A．The basic country survey16

C．Sources of information21

B．Special contacts21

E．Entertainment22

D．Public speaking22

F．Tours and travel23

Chapter 5 Commercial intelligence28

A．What is market intelligence28

B．Basic reference material on your country29

C．Documentation on your territory29

D．Setting up a commercial library29

G．Import promotion offices as sources of information35

E．Non-documentary information35

F．Miscellaneous information records/files35

H．Computerized foreign trade data36

Annexes：Ⅰ．Classi fication of information on import control measures37

Ⅱ．Exporters’register39

Chapter 6 Commercial reporting40

A．Target audiences40

B．Basic rePorts40

C．Basic guidelines41

E．Major export inquiries42

D．Urgent reporting42

F．Report writing in general43

Chapter 7 Pre-written multi-purpose reports44

A．Market review or trade digest44

B．Visitors’information brief46

C．Market surveys for products48

D．Information brief for business visitors to your country48

PART FOUR MARKET RESEARCH49

B．What is market research50

A．Why market research？50

Chapter 8 Preliminary research50

C．Stages of research52

D．Contingencies59

E．Distribution59

Chapter 9 Desk research60

A．Sources and guides60

B．The basic routine66

C．Evaluation of soUrces66

D．Paths to information67

A．Planning your field research68

Chapter 10 Field research68

B．Techniques of field research70

Chapter 11 Questionnaires and sampling76

A．Questionnaires76

B．Sampling81

Chapter 12 Interviewing techniques85

A．Basic types of interviews85

B．Arranging and preparing for interviews86

C．Conducting the interview88

D．The interview write-up90

E．Follow-up91

Chapter 13 Data analysis and forecasting92

A．Preparing data for analysis92

B．Identifying and explaining observed differences92

C．Forecasting94

Chapter 14 The market research report97

A．Report organization97

B．Drafting the report101

C．Oral presentation102

PART FIVE TRADE MISSIONS AND TRADE INQUIRIES103

A．Preparing for a visit104

Chapter 15 Individual business visitors104

B．Need for personal service109

Chapter 16 Trade missions110

A．Introduction110

B．Advantages of trade missions over visits by individual businessmen110

C．Types of mission111

D．Proposing missions111

E．Budget113

F．Servicing a trade mission113

A．Introduction122

Chapter 17 Sales representation122

B．Sources of information123

C．Proposing agents124

Annex-Index of local agents for home firms131

Chapter 18 Trade inquiries132

A．Types of inquiries132

B．Local trade inquiries132

C．Trade inquiries from home135

A．Advantages138

B．Encouraging business visits138

Chapter 19 Visitors to Your country138

C．Group travel139

PART SIX TRADE PUBLICITY141

Chapter 20 The uses of publicity142

A．Why publicity？142

B．Publicity methods143

C．Advantages of publicity143

A．Specialized publications145

B．What to look for in publications145

Chapter 21 Press relations145

C．Press releases146

D．Press conferences and receptions148

Chapter 22 Producing and distributing publications151

A．Trade opportunity circular151

B．General newsletter152

C．Export promotion publications from home153

D．Distributing publications153

PART SEVEN TRADE FAIRS AND EXHIBITIONS155

Chapter 23 The appropriate trade fair156

A．Introduction156

B．Deciding to enter a fair158

C．Planning participation in a trade fair166

Chapter 24 Trade fair participation-before during,and after and after174

A．Planning174

B．Freight clearing and forwarding agent177

C．Shipping arrangements178

D．Exhibition construction179

E．Photographs180

F．Recording contacts and follow-up180

H．Using the record of inquiry form182

G．Record of inquiry forms182

I．Promoting the stand183

J．Managing the stand184

K．The stand staff185

L．Additional staff requirements185

M．The exhibitor’s responsibilities186

N．Briefing exhibitors188

O．Evaluation and reporting189

P．Reporting the event193

AnnexesⅠ．Record of inquiry form195

Ⅱ．Exhibitor’s report form196

A．Factors to consider197

Chapter 25 Solo exhibitions197

B．Planning a solo exhibition198

B．Attracting visitors to a solo199

Chapter 26 Trade centres and office shows201

A．The trade centre201

B．Office shows202

Chapter 27 Store promotions203

A．What is a store promotion？203

C．Role of the commercial representative204

B．Factors to consider in planning a store promotion204

D．Arrangements for store promotions205

E．Follow-up206

PART EIGHT INVESTMENT PROMOTION207

Chapter 28 Investment promotion208

A．Definition of terms208

B．Forms of foreign direct investment208

C．The role of the commercial representative210

D．Evaluation of investment projects212

E．Investment in your territory213

Annex-UNIDO Investment Promotion Services（IPS）215

Chapter 29 Motivating the foreign investor217

A．The psychology of investment217

B．Investment factors217

C．Check-list for investors218

PART NINE INTERNATIONAL TENDERS221

Chapter 30 Project marketing of goods and services221

A．Action on arrival at your post222

B．Setting up your trade intelligence network223

C．“Planned Project List”224

D．Submitting advance project information225

E．Pre-qualification of bidders225

F．The tender documents226

G．Submission of tender documents to your country226

H．The evaluation process227

I．Follow-uP228

J．Subcontracting228

K．Philosophy of the tender process228

L．Financing231

A．Overview232

Chapter 31 Internationally financed aid projects232

B．The“project marketing web”234

c．The short list of tenderers235

D．Recommended publications236

E．Data bases237

AnnexesⅠ．List of international procurement or financing agencies/donors/funds238

Ⅱ．Sources of information244

Chapter 32 The marketing of consulting services245

A．Scope of consulting services245

B．The role of the commercial representative in marketing consulting services246

PART TEN IMPORT PROCUREMENT249

Chapter 33 Identifying and priefing potential suppliers250

A．Setting your priori ties250

B．Why import procurement？251

C．Identifying suppliers251

D．Briefing potential suppliers252

Chapter 34 Commercial intelligence for procurement254

A．Introduction254

B．Information to be collected254

C．Data sources255

E．The commerciai brief256

D．Unofficial intelligence256

F．Timing257

Chapter 35 Tendering and project procurement258

A．Introduction258

B．Project procurement258

C．Project definition259

D．Alternative project models260

E．Contractual obligations-some definitions261

F．Procurement procedure262

A．Activities269

Chapter 36 The role of the commercial representative in major procurement projects269

B．“Buyers’feedback”271

C．Contract administration272

D．Trade disputes272

PART ELEVEN THE EXPORT TRANSACTION273

Chapter 37 Terms of delivery274

A．Overview274

B．Terms of delivery274

A．The need for cargo insurance281

B．Who should insure281

Chapter 38 Cargo insurance281

C．International insurance contracts282

D．How to insure283

E．Kinds of coverage283

F．“Average”terms284

G．Types of insurance285

Chapter 39 Export documentation287

A．Transport documents287

D．Certifieate of origin289

E．Health and sanitarv certificates289

C．Customs declarations289

B．ExPort licence289

F．Certificates of inspection290

G．Quality control certificates290

H．Commercial invoice290

I．Packing list290

J．Customs invoices291

K．Consular invoices291

L．Certificate of insurance291

A．Introduction292

B．Shipping and forwarding agents292

Chapter 40 Transport of goods292

C．Types of shipping293

D．Choosing the right transport means295

Chapter 41 Packing for export markets297

A．Factors to consider297

B．Packing problems297

C．Causes of damage298

D．Marking requirements298

F．Handling299

E．Labelling299

G．Product and package presentation301

Chapter 42 Costing，pricing and price quotations302

A．production costs302

B．Selling and delivery costs302

C．Break-even price302

D．Marginal costing303

E．Creative pricing306

F．Managing the export price decision307

G．Quoting a price308

H．The export contract310

I．Conditions of sale311

Chapter 43 Payment collection and financing313

A．The export invoice313

B．Terms of payment313

C．Problems of credit314

D．Methods of payment314

E．Export finance322

F．Need for exPort credit insurance324

G．Foreign exchange324

PART TWELVE LEGAL ASPECTS327

Chapter 44 The role of the commercial representative in legal matters in legal matters328

A．Legal framework at home328

B．Legal framework in your territory328

Chapter 45 Contracts330

A．Definition and formation of a contract330

B．Types of contracts330

Chapter 46 Trade disputes336

A．Amicable settlement336

B．Conciliation336

C．Arbitration336

D．Arbitration institutions and international agreements337

E．Content of an arbitration clause339

F．Enforcement of awards340

G．Costs of arbitration340

H．Court proceedings and arbitration compared341

Chapter 47 The role of the commercial representative in trade disputes in trade disputes342

A．Introduction342

B．Guidelines for initial activity342

C．Kinds of complaints and how to deal with them343

A．Domestic law351

Chapter 48 National legal systems and internatioal harmonization351

B．International law352

PART THIRTEEN OFFICE MANAGEMENT AND ADMINISTRATION357

Chapter 49 Annual report and annual work programme358

A．Introduction358

B．The annual report359

C．Annual work programme361

D．Periodic reports365

AnnexesⅠ．Annual work programme post capacity sheet366

Ⅱ．Annual work programme（fiscal year）programme summary sheet367

Ⅲ．Annual work programme summary sheet of planned post activities for fiscal year368

Ⅳ．Annual work programme implementation timetable369

Chapter 50 Financial management370

A．Budgetary estimates370

B．Accounting records372

C．Ordering and purchasing goods and services374

Chapter 51 Office systems and procedures376

A．Office manual376

B．Chronological file system376

G．Records security-“commercial confidential”378

F．Bring forward（B/F）system378

E．Diary and dispatch register378

D．Trade office filing system378

C．Official diary378

H．Staff meetings379

I．Computerized systems379

AnnexesⅠ．Trade office filing system380

Ⅱ．Computerized systems381

Chapter 52 Locally recruitde office staff385

A．Secretarial staff385

B．The commercial assistant/marketing officer386

C．Job specification386