外贸函电教案(DOC 43页).doc

1、Unit 1 Fundamentals of Modern Business letter writing一、教学目的： 通过本章学习，使学生掌握商务书信的结构，以及商务书信常用的3种格式。二、教学重点 ：本章是着重介绍商务书信的结构，以及商务书信常用的格式 。教学难点：灵活掌握商务书信常用3种的格式 。三、教学内容: Structure of a Business Letter1.Letterhead信头The letterhead indicates the name, address, telephone number and E-mail address of the company

2、sending the letter.2.Date日期The month and the year had better not be written in their abbreviation form. 年份和月份不要用缩写，容易混淆而且显得不正式。American style月/日/年 British style日/月/年3.Reference案号The references help the recipient match the letter to the relevant problems, which it concerns.为了双方对某事的查阅 Our ref.: Your r

3、ef.:4.The inside name and address封内名称及地址（收信人）5.Attention Line 主送It suggests that the sender hopes the letter receivers the immediate attention of a certain person or a specific department.用于发信人希望直接将此信发给相关的负责人和部门 For the attention: Attn.: 6.Salutation称呼It is a polite greeting with which a letter begi

4、ns.Dear Sir(s)/ Madam(s), Dear Madam or Sir, Gentleman: sirs不单独使用7.Subject Line主题行Re: （关于）8.Body信文9.Complimentary closing结尾敬语Yours faithfully, truly, sincerely, 10.Signature签名11.Enclosure附件Encl. or Enc.12.Carbon copy 抄送当发信人希望收信人公司的其他有关人员或部门了解此事时，可以用抄送列出需要过目此事的人的姓名和部门CC John Smith, Sales& Marketing D

5、epartment ManagerBcc密抄送 (blind carbon copy) 不希望其他人了解此事13.Postscript附言在较为正式的商业信函中应避免使用，因为会让人觉得写信人办事不够周密，在私人信函中常用。 P.S.Among the above 13 parts, 1,2,4,6, 8, 9,10 are essentials for a business letter.Layout of Business Letters1. blocked format（平头式）2. semi-blocked format（半平头式）Like blocked format, all le

6、tter parts begin at the left margin, except the dateline, complimentary closing and signature, which are set against the right-hand margin. It also named as a modified blocked format.3. indented format（缩行式）This may follow the same layout as either the blocked or semi-blocked formats, but will differ

7、 in that the paragraphs will each be indented by five or six spaces. It is a traditional format, especially in Britain.四、课时分配：4课时五、教学方法：讲授法，使用多媒体课件六、练习Arrange the following in proper form as they should be.Receivers name: ABC Company, Ltd.Receivers address: 112 Roberts Street, London, EnglandSenders

8、 name: China Chemicals Import & Export CorporationSenders address: 128 Hunan Road, Shanghai, ChinaSenders phone: 123456 Senders fax: 654321Date: June 12, 2009 Subject line: Iron nailsAnswer:China Chemicals Import & Export Corporation Tel: 123456 Fax:654321 address: 128 Hunan Road, Shanghai, ChinaDat

9、e: June 12, 2009ABC Company, Ltd.112 Roberts Street, London, EnglandDear Sir,Re: Iron nails-Yours faithfully,七、课后作业：P16八、小结：Unit 2 Establishing Business relations教学目的： 通过本章学习，使学生掌握如何通过商务书信的方式与国外客户建立业务关系。教学方法：讲授法和练习法教学内容: 1 Making Self-introduction2 Starting Business Relations with an Exporter3 Reque

10、st for the Establishment of Business Relations4 A Reply to the Request for the Establishment of Business Relations教学重点 ：本章是着重介绍要求建立业务关系、接受邀请函的思路及信件的结构安排教学难点：灵活掌握商务书信中建立业务关系、接受邀请函常用 的表达方式 。A. IntroductionIt is fairly true to say no customer, no business. Finding a new customer and going into business

11、 trade negotiations is the first step for a company to expand its business. Your first letter to open up a market or enlarge your firm business scope is very important, because it is known that first impression will count heavily. This chapter discusses how to write letters of enquiries to establish

12、 business relations and how to reply such letters.Usually, a writer of business letters can get necessary information of a potential customer through the following channels:1. bank 2. the advertisements3. the introduction from his business connections and friends4. business houses of the same trade同

13、行业协会 5. the market investigations6. the Commercial Counselors Office商务参赞处(通常在大使馆或国与国政府间设的商会,英国驻上海大使馆的商务参赞处：Commercial Counselors Office of British Embassy in Shanghai) 7. exhibition 8. self-introduction by merchants themselves Generally this letter consists of three major parts: opening, body and cl

14、osing.1. where and from whom you get the name, address and general information of the new customer2. a brief self-introduction of your own company, e.g. business scope, product line, financial position and some other necessary reference.3. the expectation of cooperation and an early reply from the o

15、ther side.通过什么途径得知对方的信息，你和对方建立业务关系的意愿，自我介绍包括公司名称业务名称，财务状况等B. Useful Phrases承蒙 我们得知Own to Through the courtesy ofwe have learned On the recommendation of 兹收悉贵方来信With reference to your letter dated Acknowledge receipt of your letter In receipt of 获悉 We are given to understand that / we are informed th

16、at冒昧做 take the liberty of doing sth供某人参考 for ones information/ reference另邮 under separate cover by separate mail按照要求 as requested in compliance with your request随函附寄enclose/ send herewith/ under coverC. AnswersII learn, Embassy, falls within, take, enter into, are known, popularity, through, with, g

17、eneral, under, catalogue, quotations and samples, of, hear fromIII1. With reference to your letter dated September 2, 1994, we are glad to inform you that the goods you required fall within the scope of our business activities.2. The bank of China in your city has informed us that you are importers

18、of textiles. We specialize in the export of textiles and are willing to enter into business relations with you.3. In compliance with your request, we are sending you a set of cut samples of cloth. We hope they will arrive in time and be found to your satisfaction.4. We have received your letter of S

19、eptember 4 informing us that you are interested in our canned meat and that you consider placing a trial order.5. As requested, we enclose a range of pamphlets together with our price lists for your reference. If any of the items listed meets your interest, please inform us of your specific requirem

20、ents. On receipt of your enquiry, we shall forward you quotations without delay.6. Your Embassy in China has recommended your firm as a buyer of Chinese canned goods. We specialize in this line and hope to establish business relations with you on the basis of equality and mutual benefit.7. In order

21、to acquaint you with our products (give you a general idea), we enclose a complete set of leaflets showing specifications and means of packing.8. Prior to shipment, our goods will be tested and inspected by Shanghai Commodity Inspection Bureau, who will provide the necessary certificates in regard t

22、o the quality and quantity of the shipment.IV(1)We own your name and address to Mr. A.G. Topworth of Swanson& Bros., who is one of our old clients. We wish to inform you that we specialize in exporting chinaware and hope to establish business relations with you.If our above desire coincides with you

23、rs, please inform us of your specific requirements. On receipt of your enquiry, we shall send our illustrated catalogue and price lists without delay.In the meantime, we should appreciate it if you will furnish us with the name of your bank prior to the conclusion of the first transaction between us

24、.Look forward to your reply.(2)With reference to your letter dated June 27, we are glad to know that you wish to enter into business relations with us, which also meets our interest.And wed like to inform you that our goods for export will be inspected by Shanghai Commodity Inspection Bureau before

25、shipment, who will provide the necessary certificates in regard to the quality and quantity of the shipment.We are looking forward to your early reply.Unit 3 Inquiry教学目的： 通过本章学习，使学生掌握如何通过商务书信的方式向国外客户询盘、寄送形式发票和主动报盘。教学方法：讲授法和练习法教学内容: 1 Making an Enquiry 2 Sending Performa Invoice 教学重点：本章是着重介绍询盘、寄送形式发票

26、的思路及信件的结构安排教学难点：灵活掌握商务书信中询盘、寄送形式发票常用的表达方式 。Dear Sirs,We have an order from a hotel for the supply of table-cloths. As we learn from Bank of China that you are the leading exporters of the mentioned goods, we have pleasure in writing to you to see if you could meet their requirements.The table-cloths

27、 they require should be made of medium and best quality linen in handsome designs, ranging from 20 to 30cm in length and from 50 to 70cm in width.I should appreciate it if you would send us your best quotations and samples.Look forward to your early reply.1. We learn from ABC Company of New York tha

28、t you are exporting Nylon bed-sheets and pillow-cases. There is a stead demand here for the above-mentioned commodities of high quality at moderate prices.2. We are sending you under separate cover a range of samples and feel confident that when you have examined them you will agree that the goods a

29、re both excellent in quality and reasonable in price.3. We have received your enquiry of 14th May and learn that you are interested in our handmade artificial leather gloves. We are enclosing our illustrated catalogue and price list giving the details you ask for.4. The enclosed price list and illus

30、trated catalogue will give you details of the model in which you are especially interested.Dear Sirs,We thank you for your letter dated May 4th enquiring about our printed cotton piece goods and conditions of large order.We have sent you under separate cover our comprehensive designs and materials f

31、or your selection. And we are enclosing our price list together with conditions and details of large order.We look forward to receiving your order. And we assure you of our prompt attention to your order.Yours faithfully,Shanghai Import & Export Co.Unit 4 Offer教学目的：通过本章学习，使学生掌握如何通过商务书信的方式向国外客户发盘和主动报

32、盘，以及实盘和虚盘的内容教学方法：讲授法和练习法教学内容: 1 Making a firm offer 2 Making a non-firm offer 教学重点：本章是着重介绍发盘和主动报盘的思路及信件的结构安排教学难点：灵活掌握商务书信中发盘和主动报盘常用的表达方式 。An offer is a promise to supply goods on the terms and conditions stated. It should be made with accuracy, because once duly accepted they are binding legally.A t

33、ypical firm offer will include the following:1. An expression of thanks for the enquiry, if any;2. Name of the goods, quality, quantity and specifications, details of prices, discounts, terms of payment, packing and date of delivery;3. The validity of the offer;4. Favorable comments on the goods the

34、mselves;5. An expression of hopes for an order.Dear Sirs,Re: Groundnuts We confirm you cable of September 2, asking us to make you firm offers for groundnuts CFR Copenhagen. We cabled back this morning, offering you 250 metric tons of groundnuts, handpicked, shelled and upgrade at RMB 2,000 net pric

35、e per metric to CFR Copenhagen or any other EMP for shipment during October/ November, 2000. This offer is firm subject to your reply reaching us within one week. We wish to point out that this is the best price we can quote and we are unable to entertain any counter-offers.Yours truly,Notes:1. EMP

36、European Main Port 欧洲主要港口2.报盘有效期的表达方式The offer is firm/ open/ valid until/(for)此报盘有效期到（为）to offer firm subject to your reply (reaching here) by 6 p.m., our time, Wednesday, March 2此报盘有效期以3月2日星期三我方时间下午6点以前复到为准。to offer firm subject to your reply here within one week from today此报盘有效期以一周内复到为准3.虚盘的表达方式T

37、o offer subject to sellers confirmation以卖方确认为准To offer subject to our approval以我方认可为准To offer without engagement/ obligation发虚盘4.乐于做Take/have pleasure to do/ of doingUnit 5 counter-offer教学目的： 通过本章学习，使学生掌握如何通过商务书信的方式要求客户降价、拒绝降价、做出让步和要求提价。教学方法：讲授法和练习法教学内容: 1 Request Lower Price2 Declining Price Reduct

38、ion3 Concession on Price 4 Increase in Price教学重点 ：本章是着重介绍要求客户降价的还盘、拒绝降价的还盘、做出让步和要求提价的还盘的思路及信件的结构安排。教学难点：灵活掌握商务书信中客户降价、拒绝降价、做出让步和要求提价常用的表达方式 。The letter of rejection should cover the following points:1. Thank the seller for his offer2. Express regret at inability to accept3. State reasons for non-acc

39、eptance4. Make a counter-offer if it is appropriate5. Suggest that there may be other opportunities to do businessDear Sirs, We thank you for your letter of June 18 and have pleasure to inform you that the catalogue you asked for has been airmailed under separate cover.With regard to the safes you r

40、equired for, we think No.4 as stated in our catalogue is most suitable for your requirement. Its exact size is 302424 in outside measurement, and 262020 in inside measurement. Its price, including all fittings but excluding stand, is 20 CIFC 5% Alexandria. If stands are required, an extra charge of

41、3 for each is to be added. The usual commission we allow is 3%, but in your case, it has been specially raised to 5% so as to cover the advertising expenses you may incur in sales promotion.From the above quotation, you will no doubt notice that our price is lower than that of other manufacturers. A

42、s to the quality of our safes, we can assure you that we always maintain the highest standard. Practical tests, which our safes have undergone in some conflagrations abroad, are sufficient evidence of their superiority. We can safely claim that documents and valuable things once locked up in them ar

43、e absolutely secure against theft and fire. With these outstanding features coupled with your efforts, the sales of our safe will undoubtedly be a success in your market.If you are in need of any office appliances other than safes, please contact us and we shall at all times be pleased to cooperate

44、with you.Yours truly,find a ready/ good market for sth. 为找到好的销路 Sth finds / enjoys a good / ready market in 在销路很好We will try our best to find a ready market for your products.我们将尽力为你们的产品找到好的销路。We are pleased to tell you that your goods enjoy a good market in our area.我们很高兴地告诉你们，你们的产品在我处销路很好。interest

45、 n. 兴趣We have/ take/ feel no interest in the terms of payment on D/A basis. 我们不想用D/A的付款条件。interest v. 使感兴趣The garments on display at the fair were attractive, especially their fashionable styles interested the visitors very much.交易会上展出的服装很吸引人，特别是时尚的款式令参观者非常感兴趣。be interested in 对(某商品)有兴趣，常用以表示有意购买某种商

46、品，打算购买We are interested in the import of Chinese silk neckties. 我们对进口中国丝绸领带感兴趣。be in sbs interest to do sth 做 对某人是有利的,还可以用in sbs favor or in the favor/ interest of sb.It is in your interest to have the goods packed in cartons, which are cheaper.使用便宜的纸箱包装对你们是有利的。It is in the favor of the buyer to eff

47、ect an earlier shipment.提前装运对买方是有利的。stock n. 存货 have sth in stock有现货out of stock 无货，缺货to supply from stock 供现货We regret to inform you that the goods you ordered are out of stock now.我们遗憾地通知你们，你们订购的货物目前缺货。We hope that you can supply our order from stock.我们希望你们能够现货供应我们的订单。Unit 6 Acceptance and Confirmation教学目的： 通过本章学习，使学生掌握如何通过商务书信的方式接受或者最终确认对方的报盘，还盘。 教学方法：讲授法和练习法教学内容: 1 the buyer accepting an offer2 the seller confirming an acceptance 3 the sell accept a counter-offer 教学重点 ：本章是主要介绍接受或者最终