教学课件·新编外贸英语函电.ppt

1、English for Business CommunicationXu Meirong from Department of Intl Business Communication of Dalian Vocational&Technical CollageEnglish for Business CommunicationThird Edition Contents Module 1 Written communication-an overview Module 2 Establishment of Business Relations Module 3 Inquiries and re

2、plies Module 4 Making Quotations&Offers Module 5 Counteroffers&Declining Orders Module 6 Acceptance&Orders Module 7 Terms of Payment Module 8 Letter of Credit Module 9 Packing&Shipment Module 10 Insurance Module 11 Complaints&Claim Learning ObjectivesBe able to grasp the basic principles of business

3、 letter writingBe able to grasp the layout of business lettersBe able to grasp the envelope addressingBe able to grasp e-mail writing Prefaceq1.Definition English business correspondence refers to the letters,cables,telexes,faxes and e-mails dealing in international business,as well as in domestic t

4、rade,of course.q2.Aim The purpose of this course is to help you learn how to write good business letters by using up-to-date expressions in the simplest possible language.1.It has its unique language style and jargons 2.It is full of business terminations and abbreviations3.There is a close relation

5、s between EBC and international trade 3.Features We are in the market for silk blouses and should be pleased if you could kindly quote us your keenest prices CFRLondon for the goods below Offer quotation order counteroffer letter of credit CIF FOB YL11/11RVD S/C123 L/CUNRCV PLSRUSHq Examples:Task 1

6、Warming-up Discussion Suppose you work for China National Garments Imp.&Exp.Corporation.Counsellors Office of the British Embassy in Beijing,from which you note that they are in the market for silk blouses.Now,you are requested to write a letter to the buyer.Can you list the layout of your business

7、letter?Specimen Letters Study The Layout of business lettersA.The standard parts B.The optional parts Layout of Business Letters A.The standard parts(1)the letterhead(2)the inside address(3)the date(4)the salutation(5)the body of the letter(6)the complimentary close(7)the signature Layout of Busines

8、s Letters B.The optional parts(1)the references(2)the special markings(3)the subject line(4)the enclosure(5)the carbon copy notationForm of a business letter 1.The fully blocked styleThis layout reduces typing time as all typing lines begin at the left margin there are no indentations for new paragr

9、aphs or the closing section.1 J&J Plaza New Brunswick,NJ 089333 U.S.A.Tel:732-524-0400 Fax:732-525-0622 E-m ail:carrie Date:22nd July,20-Soft Health Care Product Corp.Room 2301 Yili BLD,35 Nanjing Road,Shanghai,China Attention:M r.Wang,Import Dept.Dear Sir,Re:SHAM POO Weve received your letter of Ju

10、ly 10th enquiring about our JOHNSONS Baby Shampoo With Natural Lavender,but unfortunately,the stock of this product is running low due to the heavy demand.But we will inform you as soon as the new supplies come up.We sell a wide variety of Babys Shampoo.All of them are made of the NO M ORE TEARS for

11、mula.For your reference,we enclose an illustrated catalogue of our shampoos and we hope you will find it interesting.We hope that we can close business to our mutual advantage in the future.Yours faithfully,Johnson&Johnson D o r i s F e r g o s o n Doris Fergoson(M anager)齐头式示例除信头外全部左对齐2.Indented st

12、yleIndented style refers to each paragraph(body of the letter)taking in the first line of each paragraph in the body of the letter,five spaces for type,and other parts are the same as a fully-blocked style.Form of a business letter Nippon International Trading Co.Ltd.3 Mihonbashi,Honcho 3 Chome Chuo

13、-ku Tokyo 104 Japan The Wilson Company 1377 Main Stree Dallas,Texas 7522 U.S.A.Attn.:Shipping Dept.Shipping AdviceDear Sirs,We are pleased to advise you that your Order for 5,000 pcs of mens shirts have been forwarded onto S/SPeace this morning.Enclosed please find a full set of copy shipping docume

14、nts as required in your L/C No.332.We are very glad to have been able to executed your order as stipulated and assure you of our closecooperation with you in all your future dealings.Yours faithfully,Nippon International Trading Co.LtdSales Manager:YOKOYAMAEnc.As Stated.缩行式示例3.Modified Blocked-Style

15、 with Indented Paragraphs Placement of the letterhead,the date,the complimentary close and the signature on the right side of the paper.Paragraphs have indentation with five spaces from the left margin in the letter.And this form is current used.Form of a business letter 改良齐头式示例参考编号和日期靠右签名偏右Envelope

16、s addressingaccuracy clearness appearance The principles of addressing envelopes:Name and address of the receiver should be typed above half way down the envelope,leaving enough space for the postmark or stamps.the return address should be printed in the upper left corner of the envelope.Post notati

17、ons such as Registered,Certified or Confidential should be placed in the bottom left-hand corner.Envelopes addressing Envelopes addressingWhen a letter is mailed to a third person who is bound to pass it onto the addressee,write the third persons name down below the addressees,write the words care o

18、f in front of it.齐头式举例CHINA NATIONAL CEREALS,OILS AND FOODSTUFFS IMP&EXP CORP.11th Floor,Jingxin Bldg.2A Dong San Huan Beilu stamp Beijing,Peoples Republic of China EL MAR PACKING COMPANY 12 MAIN STREET,FRESNO CALIFORNia,USA Confidential Par Avion 写信人名称地址收信人名称地址：左端对齐缩格式举例MESSRS WILLIAM&SONS 76 Lanca

19、ster House stamp Manchester,England Mr.Wang Kai-ming CHINA NATIONAL TRANSPORT CO.120 Nanjing Road Shanghai,China Registered 收信人名称地址：逐行右缩写信人名称地址Layout of E-mails 电子邮件格式电子邮件格式捎交Mr.Charles WoodKindness of Mr.J.W.Smith 由Mr.J.W.Smith 捎交给Mr.Charles Wood转交 Mr.Part Davis c/o Mr.Harold Bean 32 Bright Street

20、Rangoon,Burma Mr.Brian Tories c/o Overseas Trading Co.153 Market Street London 最终收信人转交人转交人地址Layout of E-mails 电子邮件格式电子邮件格式外发的邮件收件人被抄送人被暗抄人事由主体部分添加附件处接收的邮件主体部分发件人收件人被抄送人事由日期附件Language and tone Choose the method of communication carefully.Create the document thoughtfully.Present the document so that i

21、t looks good and gives an impression of efficiency and reliability.Use a format that is neat,easy to read and structures logically.Use appropriate tone,considering the circumstances,the situation and the recipient.Ensure your message is accurate in terms of grammar,spelling and punctuation.1.Remembe

22、r your ABC Accurate Check facts carefully Include all relevant details Proofread thoroughlyBrief keep sentences short Use simple expressions Use non-technical language Clear Use plain,simple English Write in an easy,natural style Avoid formality or familiarity 2.Be courteous and considerate Reply pr

23、omptly to all communications-answer on the same day if possible.If you cannot answer immediately,write a brief note and explain why.This will create goodwill.Understand and respect the recipients point of view.Resist the temptation to reply as if your correspondent is wrong.If you feel some comments

24、 are unfair,be tactful and try not to cause offence.Resist the temptation to reply to an offensive letter in a similar tone.Instead,answer courteously and do not lower your dignity.3.Use appropriate tone vIf your letter is to achieve its purpose the tone must be appropriate.The tone of your letter r

25、eflects the spirit in which you put your letter across.vYou alter your tone of voice to convey messages in different ways.Much of what you say is also interpreted through non-verbal clues-eye contact,gestures,inflections of the voice,etc.This type of reading between the lines is not possible with th

26、e written word.Therefore it is vital to choose your words carefully.You can be firm or friendly,persuasive or conciliatoryit depends on the impression you wish to convey.It is important to try to get the tone right because using the wrong tone could cause real offence to your reader.4.Write naturall

27、y and sincerely Try to show a genuine interest in your reader and his/her problems.Your message should sound sincere while written in your own style.Write naturally,as if you are having a conversation.5.Remember the KISS principles KISS stands for:KeepItShort and SimpleKISS means instead of long or

28、complex words,use short ones.6.Use modern terminology Old-fashioned phrases add nothing to your meaning.Such unnecessary,long-winded phrases are likely to give a poor impression of the writer and may even lead to confusion.A good business letter will use no more words than are necessary to convey a

29、clear and accurate message.7.Include essential details If the recipient of your letter must ask a question,or if something is unclear,then something has been omitted from your message.Do not leave anything to chance.Include all essential information.8.Be consistent Consistency is not only important

30、in the way your massage is presented,it is important within the message itself.The people attending will be George Bush,Bill Clinton and Denny from the Sales.The people attending the next committee meeting will be George Bush,Bill Clinton and Denny Smith.9.Use active not passive voice Voice is a gra

31、mmatical term that refers to whether the subject of the sentence is acting or receiving the action.Using active voice can considerably improve your writing style.Active voice makes your writing more interesting,more lively and more-well,active!Active voice:Tom played the violin.Passive voice:The vio

32、lin was played by Tom.Make comparisons:10.Compose CLEAR communications CLEAR objectives.Your message should be:Clear Leave no doubt in your readers mind.Help yourself by being specific,avoiding vague expressions,using familiar words and using simple English.Remember also to use straightforward langu

33、age that your reader can understand,written in a friendly,natural,conversational style.10.Compose CLEAR communications CLEAR objectives.Your message should be:Logical Structure your message logically,remembering to use the 4 point plan.Start with an introduction,develop your points logically in the

34、central section,and come to a natural conclusion in which you state the action you need from the reader.Finish with an appropriate one-line.Empathetic Put yourself in your readers place and ask yourself how the reader will feel when he/she reads your letter.If anything is unclear,or if anything is w

35、orded badly,then change it before you sent it.Accurate Make sure all the relevant details are included-times,dates,names of commodity,facts and figures.Right Proofread carefully(not just spell check)to make sure everything is 100%right before you sent the message.CLEAR objectives.Your message should

36、 be:The Seven Cs Consideration Courtesy Clarity Conciseness Concreteness Correctness CompletenessConsiderationCompleteness Concreteness Clarity ConcisenessCorrectness Courtesy 7CsEffective Business Writing Criteria The motto in business letter-writing A letter is personal contact.The exchange of inf

37、ormation is basic to business.Letters should be easy to read and easy to understand,they must be friendly and courteous.Business letters should develop goodwill.Structuring communications 4 POINT PLANIntroduction(Background and Basics)Details(Facts and Figures)Response or Action(Conclusion)Close(A s

38、imple one-liner)1234Situational Training-1 Headings DateInside addressSpecial markingsSalutationSubject lineBodyComplimentary closeSignatureEnc.CC toSituational Training-2Senders name&address stamp recipients name&address Postal ways English for Business CommunicationXu Meirong from Department of In

39、tl Business Communication of Dalian Vocational&Technical CollageEnglish for Business CommunicationThird Edition To establish business relations with prospective dealers is one of the vitally important measures either for a newly established firm or an old one that wishes to enlarge its business scop

40、e and turnover.No customers,no business.Module 2Establishment of Business Relations WHY?Learning ObjectivesBe able to write self-introductory lettersBe able to write letters of transferring relationsBe able to write letters of credit inquiry HOW?1.Web2.Banks3.Commercial Counselors Office4.Chambers o

41、f Commerce in foreign countries5.Trade Directory6.Advertisements7.Attendance at trade fairs and exhibitions held at home and abroad8.Mutual visits by trade delegations and groups Merchants may be approached through the following channels:establish business relations business scope import export Expo

42、rt List commercial counsellors office chamber of commerce credit standing Inquiry Note fall within the scope of business activities credit standing a.We learn/know/note/obtain your name and address from b.We owe your name and address to the Commercial Counsellors Office 1 of the C.On the recommendat

43、ion of ABC Co.,your sister-company,we come to know your name and address.d.We write to introduce ourselves as one of the leading exporters of garments in this city Key Words&Expressions（1）The source of the information (2)The purpose of the letter Key Words&Expressionsa.We write you in a hope of esta

44、blishing direct business relations with you.b.We would like to avail ourselves of this opportunity to write you for the purpose of having opportunity to cooperate with you.c.We take the liberty of writing to you with a view to building up business relations with your firm.d.Your desire to enter into

45、 business relations with us coincides with ours.(3)Make self-introduction:Key Words&Expressionsa.We are a state-owned corporation,handling both the import and export business of garments.b.Being one of the leading importers of Chinese Arts&Crafts in this city and shall be pleased to establish busine

46、ss relations with you.C.Our lines are mainly chemical fertilizers.d.We wish to introduce ourselves to you as in E We.have wide experience inTask 1 Warming-up Discussion Suppose you are China National Garments Imp.&Exp.Corporation,Dalian Branch.You have obtained a potential importer(Fashion Trading C

47、o.Ltd.in London)from the Commercial Counsellors Office of the British Embassy in Beijing,from which you note that they are in the market for silk blouses.What will you write to them?Writing Steps for reference 1.the source of your information 2.the intention or desire of writing the letter 3.self-in

48、troduction,including the business scope,branches and other necessary information 4.the reference as to the financial status and integrity of your company if necessary 5.expectation of the cooperation and an early reply Language Points1.owe v.应该把应该把归功于，（后接介词归功于，（后接介词to）1)He owes his success to the op

49、en-policy.他把他的成功归功于开放政策。他把他的成功归功于开放政策。2)to owe your name and address to承蒙承蒙 告知贵公司行名和地址（获悉贵公司行告知贵公司行名和地址（获悉贵公司行名和地址要感激名和地址要感激）q 类似的表达法还有：类似的表达法还有：to be indebted to for your name and address to come to know the name and address of your firm through through the courtesy of we come to know your name and

50、 address to have obtained your name and address from to have noted your name and address to be recommended to sb.by on the recommendation of We owe your name and address to the Chamber of Commerce in your city.Language Points2.the Commercial Counselors Office 商务参赞处商务参赞处1)得知贵公司行名和地址要感谢您瑞士驻北京大使馆商得知贵公司