Answer content 	
	1  	a 
	To obtain a pass, the following points should be discussed: - 
	要想通过，需包括下面的要点
	• The main supplier has been working with Newsready for a substantial period of time. 
	主要的供应商已经和newsready合作很长时间了
	• Personal relationships exist 
	存在的人际关系
	• Existing Friendly Inks deal has some time to run and is tied into the purchase of equipment 
	现存的友谊油墨合同需要履行，并且有连带的采购的设备。
	• Friendly sales representatives frequently entertain Print Centre Managers 
友谊销售经理经常和印刷中心的经理组织活动。
• Power Inks quality preferred by the Print Centre Manager in Wales 
 动力油墨颇受威尔士印刷中心经理的赞赏     理理
	Good scripts will also cover the following 
优秀的答案还应包括以下：
• supply market dynamics i.e. potential cartel  
Suppliers interested in market share in order to avoid being taken over 
供应市场的活力，等。潜在的联合供应商为了防止被吞并，占领市场份额。
 	2 marks for answering in the CIPS informal report format or similar 

 

 

13 

 
 
2 
Total 	
	1 	b 
The negotiation process starts with the Request For Proposal which will have the effect of conditioning the market.  It will also enable Alison to identify what prices the market will bear and which suppliers might be prepared to ‘break ranks’. 谈判的进程应该从对现有市场的影响的需求处置的角度出发。这可能帮助aison确认市场价，及供应商的最低价。 
 
	Points of leverage that could be used in the subsequent negotiation: 
	这些平衡的点被用在随后的谈判中
	• Friendly Inks is in danger of being taken over if they lose Newsready business 
	如果友谊油墨失去newsready的业务，他就面临被吞并的危险。
	• Peter de Montgomery about to retire 
	Peter de Montgomery要退休
	• Current deal can be terminated 
现执行的合同可以被终止
• Capital equipment tie in could be taken on board by new supplier 
设备的资金可以由新的供应商来提供
• Sunset Inks only marginally more
 expensive given volumes 
夕阳油墨
	
	•  

 
2 

 

 

8 
 
Total 	
	2 	a The candidate should realise that they can use the points identified in Question 1 (b) as a basis for this question.  The candidate then needs to go on to discuss the supplier’s perspective in terms of the impact upon his current business arrangements. 
考生可以认识到他们可以用问题1（b）的答题点作为这道题目的基础。考生需要讨论供应商在影响其现代业务管理方面的的前途。	
Total 	
	2 	b 
	The candidate needs to show how the supplier could defend his position: 
	考生需要指出供应商如何保住他的地位
	• Ensuring print centre managers align themselves to Friendly ink, so that specification rules out competitors 
	保证印刷中心经理能够站在友谊油墨这边，排除其他竞争者
	• Changing relationship with Alison Randall and offer concession before competitive bid situation takes place 
改善与alison randall 的关系并在竞争的投标的情况发生之前做出让步。
	
	• Cultivating relationships with other senior board members of Newsready 
	加强与NEWSREADY董事会其他高级成员的关系。
	• Continue to promote the features and benefits of their product  
不断提高产品的用途和功能。
• Do nothing 
 什么都不要做
Good answers will also discuss sales techniques such as FAB and SPIN 
优秀的答案还会讨论销售的技巧像FAB和SPIN 	 

 

 
 
13 

2 
Total 	

SECTION A  
Mark 
15 
10 
10 
15 
 	3 	 
	The candidate should be able to explain the 5 basic persuasion methods: 
	• Bargaining 
	• Threat 
	• Emotion 
	• Logic 
• Compromise 
 考生应该可以解释五个基本说服方法：
议价
胁迫
情感
逻辑
折中
	The 5 basic persuasion methods then need to be reviewed in terms of their use in the context of a negotiation where the balance of power lies with the supplier i.e.: 
	结合材料中权力偏向供应商的情况，补充五种基本的说服方法
	• Threat – may not be appropriate as the supplier could
	 walk away from the negotiation table 
	胁迫—可能不合时宜，供应商离席
	• Bargaining – may work, depending on appetite of the supplier in relation to straw issues 
	议价—可能奏效，要看供应商对没有价值问题的兴趣。
	• Emotion – could help to make the supplier feel unreasonable 
	情感—会使供应商感到不合理
	• Logic – may fail, if the supplier decides to exert his power in response 
逻辑—不能奏效，如果供应商利用它的权力回击。	• Compromise – the weakest tool, which is unlikely to work effectively where the supplier has the most power 
 折中---是最弱的工具，当供应商占有大部分权力时，这种方法不是很有效

 

 
10 

 

 

 
15 
 
Total 	
	4 	a 
Merits of open book costing could include: 
	 供应商的最低成本价的优点包括：
	• Costs are revealed 费用公开
	• Less guess work  较少令人质疑的工作
	• Can strike a more mutually beneficial deal 可以达成更互利的交易
	• Can help budgeting process on both sides 
可以帮助双方的预算进程
• Can negotiate a % mark up 
 谈判A%的加价
Good answers will put the answer in the correct context i.e. from the perspective of the buyer, and may also bring into the equation the development of the buyer/supplier relationship 
优秀的答案结合案例进行回答，例如，从买方的角度，阐述买方或卖方关系的平衡发展。	 

 

 
 
13 
 
2 
 
Total 
15 	
	4 	b 
Knowing the difference between fixed and variable
 costs can help the negotiator understand which 
will vary with output and which won’t.  This could help
 the buyer in the following ways e.g.: 
	 了解固定成本和可变成本的不同可以帮助谈判者理解什么叫随着产量变化，什么不能。这可以以下列方法帮助买方：
	• Reduce costs by altering the specification 
	通过改变规格降低成本
	• Benchmark the efficiency of suppliers production processes 
	为供应商产品过程的有效性立标杆
	• Increase/decrease volumes in relation to costs involved 
	根据成本增加或减少量
	• Drive down costs in conjunction with the supplier 
结合供应商减少成本	 

 

 
 
Total 	

25 
 
10 
 	5 	a 
There are a variety of characteristics that
 the candidate could choose from: 
	 有多种多样的特点供考生选择：
	• Assessment of relationship dynamics
	 关系能力的评估
	• Develop trust 增强信任度
	• Seek info 搜集信息
	• Share knowledge 共享知识
	• Test Understanding 检验理解度
	• Summarise frequently 经常总结
	• Clarify issues 澄清事实

• Keep discussion focused 
 对焦点问题的讨论
Good answers will expand upon the points and provide examples of how the characteristics might manifest themselves during a negotiation 
优秀的答案对上述观点进行扩展并对谈判中这些特点举出相应的例子	 

 
18 

 

 
2 
 
Total 	
	5 	b 
Personality type can affect style and 
behaviour e.g. 
	 个性可以影响风格和行为

• Those orientated toward detail will rely on a logical approach to negotiation 
对于细节的描述将取决于谈判的逻辑方法	Those with good interpersonal sensitivity are more likely to want to understand where the other person is coming from. 

具有很高的人际交往敏感性的人更想知道另一个人从哪来 

Total 	
	6 	 
	The candidate should bring out points such as: 
	考生可以写出下列要点：
	• Information wish list 
	• Supplier analysis 
	• Supply market analysis 
	• Different types of markets i.e. oligopoly/monopoly 
	• Planning process 
	• Difference between good planning and bad planning
信息列表
供应商分析
供应市场分析
不同市场种类分析
寡头或垄断
计划程序
好的计划和坏的计划的差别
• Benefits 
利润
 
Good answers will bring into the discussion analysis tools such as SWOT and PESTLE 优秀的答案将讨论分析工具像SWOT和PESTLE
 
2 marks for answering in the CIPS informal report format or similar 	 

 
 
22 

 
1 

2 
 
Total 	

20 
5 
25 

 

 

 
 
END OF MARKING SCHEME