商务英语案例 — 协商产品包装条款

1. 商务英语案例—协商产品包装条款 Packing

2. Introduction • Billions of pounds are spent on packaging food and other items each year. Sixty percent of all packaging is for food products. At the beginning of the 20th century most food was sold loose. It was weighed and measured out and placed in bags or directly into the shoppers bag to carry home. Packaging and advertising were virtually unknown. Today packaging is a massive, lucrative industry and often it is the way the packaging looks that persuades the shopper to buy the product inside it.

3. Part 1 Warming-up This way up

4. 2-2

5. Part 2 What is Packing? Brief Introduction 包装包括运输包装（外包装或大包装）和销售包装（内包装或小包装）。这些都是为了保护商品的品质完好和数量完整而采取的措施。具体来说，运输包装不仅要起到能防止货物运输途中受损的作用，同时也应具备装卸方便、贮存和防盗的功能。 在国际贸易中，还有一种中性包装，它是在商品包装上既不注明生产国别、地名和厂名，也不注明原有商标和牌号的包装。

6. A. Functions of Packing Primary functions Packing Secondary functions Tertiary functions(Other functions)

7. Primary functions a. Protective function b. Storage function c. Loading and transport function

8. Secondary functions to attract the potential purchaser's attention and to have a positive impact upon the purchasing decision. a. Sales function b. Promotional function c. Service function d. Guarantee function By supplying an undamaged and unblemished package, the manufacturer guarantees that the details on the packaging correspond to the contents. The packaging is therefore the basis for branded goods, consumer protection and product liability. (nature, composition, weight, quantity and storage life.) The various items of information printed on packaging provide the consumer with details about the contents and use of the particular product.

9. Tertiary(functions

10. a1 The protective function of packaging essentially involves protecting the contents from the environment and vice versa. The inward protective function is intended to ensure full retention保留物, 保存 of the utility value of the packaged goods. The packaging is thus intended to protect the goods from loss, damage and theft. In addition, packaging must also reliably be able to withstand the many different static (静态的, 静止的, 稳定的)and dynamic forces to which it is subjected during transport, handling and storage operations. The goods frequently also require protection from climatic conditions, such as temperature, humidity, precipitation and solar radiation, which may require "inward packaging measures" in addition to any "outward packaging measures".

11. a2 The outward protection provided by the packaging must prevent any environmental degradation by the goods. This requirement is of particular significance in the transport of hazardous materials, with protection of humans being of primary importance. The packaging must furthermore as far as possible prevent any contamination, damage or other negative impact upon the environment and other goods. The inward and outward protective function primarily places demands upon the strength, resistance and leak-proof properties of transport packaging.

12. b • Loading and transport function Convenient goods handling entails designing transport packaging in such a manner that it may be held, lifted, moved, set down and stowed easily, efficiently and safely. Packaging thus has a crucial impact on the efficiency of transport, handling and storage of goods. Packaging should therefore be designed to be easily handled and to permit space-saving storage and stowage. The shape and strength of packages should be such that they may not only be stowed side by side leaving virtually no voids but may also be stowed safely one above the other.

13. b2 The most efficient method of handling general cargo is to make up cargo units. Packaging should thus always facilitate the formation of cargo units; package dimensions and the masses to be accommodated should where possible be tailored to the dimensions and load-carrying capacity of standard pallets and containers. The loading and transport function places requirements upon the external shape of the package, upon the mass of the goods accommodated inside and upon the convenient use of packaging aids. The strength of the package required for stowing goods on top of each other demonstrates the close relationship between the loading and transport function and the protective function.

14. B. Types of Packing Introduction: Protecting goods is very important. Food, electronics, clothes, furniture and other consumer goods all come in packaging meant to protect them during transportation and storage. There are different types of packaging solutions and materials. Packaging can be standard or custom made, for instance.

15. Detailed information Packaging comes in all shapes and sizes and can be made to fit your every need. a. Protective Packaging b. Flexible Packaging c. Custom Packaging

16. Protective Packaging 保护性包装 Protective Packaging lets you Send it Safely You need dependable protective packaging to ensure that your products are shipped safely. No matter what your application, sending out an order for your company or mailing a care package, you will want to make sure you have good packaging material. You can prevent the waste of products, time, and money that occurs when products arrive at their location damaged. You need to ensure that any package you send has been adequately wrapped. Packages should be inspected to make sure it is protected from the bumps it is most likely to take in transit. You should also be aware that packages are sometimes exposed to potentially hazardous weather conditions.

17. Flexible Packing 软包装 One of the advantages of flexible packing is that you can use less and still achieve your desired results. Flexible packing includes such things as wraps, bags, and pouches小袋子. One of the advantages of flexible packing is that you can use less and still achieve your desired results. Not only does flexible packaging reduce waste, a goal of most people these days, it allow you much more flexibility than you would have with semi-rigid or rigid packaging options.

18. Custom Packing There are many different companies that can provide unique solutions to your custom packaging requirements. When hiring a contract packager you need to be very specific about your business requirement to ensure that they have the capacity to meet your needs. Benefits of Custom Packaging Your marketing plan can be bolstered vt. 支持, 鼓励 by creative custom packaging. People respond well to attractive packaging, no matter what the product may be. No matter what type of packaging you are considering, including boxes, bags, and shrink wrap热缩塑料包, custom packaging can increase sales and have people talking about your product.

20. 中性包装 • 中性包装(Neutral Packing)是指商品上和内外包装上不注明生产国别。中性包装有定牌中性和无牌中性之分。 • 无牌中性包装，这种包装既无生产国别.地名、厂名、也无商标牌号; • 有牌中性包装，这种包装不注明商品生产国别、地名、厂名．但要注明买方指定商标或牌号。

21. 采用中性包装，是为了适应国外市场和交易的特殊需要，（如转口销售等），或者为了打破某些进口国家的关税和非关税壁垒，还有一些则是L/C的规定. 说的明白一点就是, 客人不希望他的客户知道这批货物来自中国, 这样他有可能获得更丰厚的利润，它是出口商加强对外竞争和扩大出口的一种手段。 • （在国际贸易中,各国为了保护本国的民族工业,往往采取贸易歧视政策, 限制或不允许国外某些商品进入本国市场.为了打破这些限制进口的歧视性政策,发展出口贸易,一些国家的厂商只好采用中性包装的方法向这样的国家出口商品.因此, 把中性包装作为一种促进商品出口的手段,已成为各国的习惯做法之一）

22. Part 4 Interpretation Ex.

23. 1 • 1. These goods are very expensive, and easily damaged. • 这批货很贵又容易被损坏。 • 2. Last time you told me that you wanted the most economical packaging. • 上次你跟我说要最经济的包装。 • 3. We always take extra care with every shipment. • 每批货我们都会特别小心的。 • 4. As this article is fragile, please case it into durable packaging. • 这种物品易碎，请以耐用包装来装箱。 • 5. The cost of this article includes packaging. • 这种物品的价格已包含了包装费。

24. 2 • 6. As a rule, the buyer ought to bear the charges of packaging. • 7. The outer packing should be strong enough for transportation. • 外包装应坚固，适合于运输。 • 8. As to the inner packaging, it must be attractive and helpful to the sales. • 至于内包装，必须具有吸引力，有利于促销。 • 9. For dangerous and poisonous cargo, the nature and the generally adopted symbol shall be marked conspicuously on each package. • 对于危险品和有毒的货物，在每件包装上应有醒目的标记及性质说 明。

25. 10. We usually pack each piece of men’s shirt in a box, half dozen to a box and 10 dozens to a wooden case. • 我们通常把每件男衬衣装入一个盒子里，半打装一箱，十打装一个 木箱。 • 11. Nowadays many kinds of drinks are packed in paper tins. • 12. The wooden case should be not only seaworthy but also strong enough to protect the goods from any damage. • 木箱不仅要适合于海运，还要十分坚固足以保护货物不受任何损失。 • 13. Please pack one TV set to a cardboard box, 4 sets to a wooden case suitable for export. • 请把每台电视机装一纸板箱，每四台装一适合于出口的木箱。

26. 3 • 14. All the cases are strongly packed in compliance with your request. • 按你方要求，所有箱子都包装得很牢固。 • 15. The outer packing in bales or in wooden cases is at buyer’s option. • 外包装打包还是使用木箱，由买方选择。 • 16. Please be assured that the packaging is strong enough to withstand rough handling. • 请确保此包装牢固，足以承受粗糙地搬运。 • 17. The goods must be packed in five - ply strong paper bags as stipulated in the contract. • 货物应按合同规定用五层厚牢固纸袋包装。

27. 4 Coming Next… Oral Interpretation

28. Dialogue interpretation Dialogue 1 A: Hi, Mr. Brown, we have visited the factories and I’m very satisfied with your factories’ production conditions. B: Yes, they are our main export bases of tools with the advantage of having good production experience and long historical record. All their products enjoy high prestige in the world market. A: That’s very good. But I have little knowledge about the packing of your pliers. I just want to know the details about that. B: Ok, I’ll show you how the packing is like. We have a showroom on the ground floor. Let’s go downstairs and have a look. A: Sure. (Now they are in the showroom. They are walking around the room looking at the samples of packaging. Mr. Brown is explaining the packing to the customer).

29. Answers -- 嗨，布朗先生，我们已参观了工厂，并对你们工厂的生产条件很满 意。 -- 是的，这些厂生产经验丰富，历史悠久，是我们工具出口的主要生产厂家。所有产品在国际市场上享有很高的声誉。 -- 太好了。至于钳子的包装，我了解甚少，我很想知道包装的具体情 况。 -- 可以，我带你去看看包装。在一楼，我们有一间陈列室。我们一起下去看一下吧。 -- 可以。

30. 3-2 B: These are the various kinds of packing for pliers钳子. Normally, we have three types of packing: skin packing, hanging packing, and blister packing. A: Oh, the packing looks very nice. B: The skin packing is the most advanced packing for this product in the world market. It catches the eyes and can help push sales. A: Good, what about the export packing? B: Well, they are packed in boxes of two dozens each, 100 boxes to a wooden case. A: Is the wooden case strong enough for transportation? You see, 100 boxes of pliers are very heavy. It’s about 2,400 kilograms.

31. 参考翻译 -- 这些是钳子的各种包装。通常有三种：薄膜包装、挂式包装、(气泡)罩板包装。 -- 这些包装很好看。 -- 薄膜包装是世界市场上这种产品的最新包装。它惹人注目，能帮助促销。 -- 很好，那么出口包装如何？ -- 每两打装一盒，一百盒装一木箱。 -- 木箱是否很坚固适应运输需要？一百盒钳子很重，大约 有二千四 百公斤。

32. What is Skin Packing? • Skin pack, or skin packaging, is a type of carded packaging where a product (or products) is placed on a piece of paperboard, and a thin sheet of transparent plastic is placed over the product and paperboard. • The printed paperboard usually has a heat-seal coating. The plastic film (LDPE, PVC, ionomer ['aiənəmə, ai'ɔnəmə]含离子键的聚合物, etc.) is softened by heat and draped over the product on the card. Vacuum is sometimes used to assist a firm fit. The film bonds to the heat-seal coating on the paperboard. The skin-packed piece then may need to be cut into individual units.

33. Skin packaging somewhat resembles a blister pack, with the major difference being that the plastic surrounding the product is formed over the product, instead of being pre-formed（预成形）.

34. Benefits of Choosing Skin Packing • Ideal for heavier products, such as hardware or industrial items, because of its durable strength • When you need security for your products it completely seals the items in the packaging to avoid tampering. adj.擅自改动/乱动；干预的, 干涉的 • It gives you a perfect display of your products

35. 3-3 B: You can rest assured of that. So far, no customers have complained about our outer packing. A: I’m glad to hear that. By the way, do you accept neutral packing? B: Yes, we can pack the goods according to your instructions. A: Very good. Ok, Mr. Brown, I’m now totally satisfied with your packing. You can execute our first order now, and I will open the L/C immediately after I return to Taipei. B: All right. We’ll make the shipment as soon as your L/C is on hand.

36. -- 这点你尽可放心。目前，还没有客户抱怨我们的外包装有问题。 -- 这样太好了。顺便问一下，你们接受中性包装吗？ -- 接受，我们可以根据你方的指示说明进行包装。 -- 好，布朗先生，就这样吧，我很满意你们的包装。现在你可以生产我们的第一批订货了。我回到台北后就立即开立信用证。 -- 那好，一收到你方信用证，我们即安排装运。

37. Dialogue 2 C  E -- 顺便说一下，我们的价格是针对最小量为1000个车座而言的。 -- 是的，我注意到了。你说本地装配能在多大程度上促进销售呢？ -- 百分之二十到三十。但我们是从贮存和运输的角度做出此计划的。 就是说，更少的仓库空间和更快捷的运输。 -- 是的，当然。装配将是一件很简单的事。自行车商人能在很短的 时间内将它们组装起来。 -- 在过去的12个月中销售是特别的好。

38. Answeres A: That price of ours, by the way, is for a minimum quantity of 1,000 saddles. B: Yes, I noticed that. To what extent would local assembly help sales, did you say? A: 20-30%. But we proposed the plan from the storage and delivery viewpoint. That is to say, less warehouse space and prompt delivery. B: Yes, of course. Assembly would be quite a simple matter. Cycle dealers could put them together in a very short time. A: Sales have been exceptionally good during the past twelve months.

39. -- 对，我看到了。你们把它们都投放在哪些市场上了？ • -- 都在本地市场上。你可能会想听取经销商的一些建议。 • -- 当然。是什么建议？是关于促销的吗？ • -- 可能吧。大家都认为后面的行李架应该额外提供。 • -- 我想那会把价格降下来。我会把这个建议反映到我们的海外部，听 取一下他们的建议。 • -- 谢谢。

40. B: Yes, I’ve noticed that. Where have you been placing them? • A: All in the local market. One or two suggestions that came in from the distribution might interest you. • B: Yes. What were they? Anything that will help sales? • A: Perhaps. General opinion is that the rear carrier should be offered as an extra. • B: That’s to keep the price down, I suppose. I’ll take it up with our overseas department and listen to what they’ve got to say about this. • A: Thanks.

41. Dialogue 3 4-1 -- 琼斯先生，我们来谈谈包装好吗？ -- 好。你知道，我们对服装包装有特定的方式。至于女衫，一件装一个聚乙烯口袋，可直接放在橱窗里陈列。 -- 好。袋子引人注目肯定有助于推销。商品不仅要货真价实，还要能吸引人，因为有许多类似的服装与之竞争。 -- 这点你说对了。我们会注意把女衫做得跟手提包一样美观。 -- 外包装是怎么样的？ -- 十打装一纸箱，每箱毛重约25公斤。 -- 纸箱？ -- 是的，瓦楞纸板箱。 -- 你不能用木箱代替吗？ -- 为什么要用木箱呢？

42. Answers A: Mr. Jones, shall we now discuss the packaging? B: Very well. You know, we have definite ways of packaging garments. As to blouses, we use a polythene [.pɔli'θi:n] wrapper for each article, all ready for window display. A: Good. A wrapping that catches the eye will certainly help push the sales. With competition from similar garments producers, the merchandise must not only be good value but also look attractive. B: Right you are. We’ll see to it that the blouses appeal to the eye as well as to the purse. A: What about the outer packing? B: We’ll pack them 10 dozens to one carton, gross weight around 25 kilos a carton. A: Cartons? B: Yes, corrugated cardboard boxes. A: Could you use wooden cases instead? B: Why use wooden cases?

43. 4-2 -- 恐怕纸板箱不够结实，经受不住装这么重的货物。 -- 纸箱比较轻，因而容易搬运。纸箱不会和重物一起堆放，装卸工人会注意到这一点。此外，我们还用铁皮带加固。丝绸女衫并非易碎货物，经受得住剧烈地震动。 -- 你也许说得对，但这些货物要在汉堡或伦敦转运。如果纸箱在露天码头上搬运，潮气和雨水就有可能渗透进去，这就会使女衫弄得斑斑点点的，或甚至毁掉。 -- 那个没必要担心。纸箱内都衬有塑料布，是防水的，而且由于箱 子是硬纸板的，所以在搬运的时候就会小心处理。 -- 我可不想去冒险，再说，纸箱容易被割开，这就增加了被偷 盗的风险。

44. Answers A: I’m afraid the cardboard boxes are not strong enough for such a heavy load. B: The cartons are comparatively light, and therefore easy to handle. They wont be stowed away with the heavy cargo. The stevedores will see to that. Besides, we’ll reinforce the cartons with straps. Silk blouses are not fragile goods. They can stand a lot of jolting（震动；颠簸）. A: Maybe you are right, but the goods are to be transhipped at Hamburg or London. If the boxes are moved about on an open wharf [wɔ:f] 码头 the dampness or rain may get into them. This would make the blouses spotted or ruined. B: No need to worry about that. The cartons lined with plastic sheets are waterproof, and as the boxes are made of cardboard, they will be handled with care. A: Well, I don’t want to take any chances. Besides, cartons are easy to cut open, and this increases the risk of pilferage(['pilfəidʒ]).

45. 4-3 -- 纸箱弄破是容易检查出来的，我说这恰恰可以防止偷盗。 -- 也可能,但在出现损坏或偷盗时,恐怕保险公司会借口包装不当、或 包装不适合于海运为由而拒绝赔偿。 -- 纸箱是很适合海运的。 对于运往(欧洲)大陆港口的货物，我们广泛采用纸箱，而且从未有客户抱怨过，我们的保险公司承保水渍险和偷窃及提货不着险时，也同意使用这种包装。

46. Answers B: Tampering with cartons is easily detected. I should say that this rather discourages pilferage v. 偷窃. A: Maybe so, but I’m afraid that in case of damage or pilferage, the insurance company will refuse compensation on the ground of improper packing, or packing unsuitable for sea voyage. B: But cartons are quite seaworthy. They are extensively used in our shipments to continental ports. There are never any complaints from our clients, and our insurance company has also approved such packing for W.P.A(with particular average单独海损赔偿(担保单独海损， 基本险)). and T.P.N.D. (Theft， Pilferage and Non-Delivery 保险术语)

47. 4-4 -- 万一保险公司以包装不当为由而拒绝接受索赔时，如果你保证赔偿 的话，我们就乐于接受纸箱。 -- 对不起，我们不能承担任何超出我们职权范围的责任。我们可以保 证包装适合海运，但不能对每一种损失都负责。 -- 我能理解你的立场，也许我要求得太多了。 -- 如果你坚持，我们可以使用木箱，但包装费用就要高得多，而且发 运也要延期。 -- 关于这件事，我会马上打电话给你指示。 -- 好的，我等着你的回答。

48. Answers A: If you could guarantee compensation in case the insurance com- pany refuses to honor a claim for faulty packing, we would be quite willing to accept cartons. B: I’m sorry, but we can’t take on any responsibility that is beyond our functions and powers. We’ll make sure that the packing is seaworthy, but we can’t commit ourselves to being responsible for every kind of mishap. A: I can understand your position. Perhaps I’m asking too much. B: We’ll use wooden cases if you insist, but the charge for packing will be considerably higher, and it also slows delivery. A: Well, I’ll call you immediately for instructions on the matter. B: Please do. I’ll be waiting for your reply.

49. Part 4 Oral Work Multi-Functions of Packaging to Branding 在现代商业社会,包装的价值已经从一个单纯保护商品的功能转化为提升和凸现品牌定位的更高层面上来了.如何有效、科学地利用一个产品的包装色彩、包装造型、包装材料以及包装上面的产品名称、图案、符号、文字等可视元素,成为促进与强化一个品牌定位在客户心目中塑造的重要的营销手段.

50. References Branding and packaging are two of the most important components of marketing. Branding is a term used to describe the name, description and design of a product. Branding differentiates a company's product from their competition. Packing is a marketing tool used to reflect the brand. A company uses packaging to sell the product inside. The colors, fonts, descriptions and logo are designed to drive consumers to buy the product.