商务英语函电unit 1 business letter writing

and for being successful in the jobs, and applicants who have job-
related values in areas such as integrity, service, and safety to ensure that
there is
Concreteness
• Your writing should be vivid, specific and
definite rather than vague, general and abstract, especially when you are requiring a response, solving problems, making an offer or acceptance, etc.
• They have a
decided advantage in regard to freight charges
• Messrs. Smith and
Richardson have been informed that they would receive an answer in a few days.
shipment.
to 10 tea-sets in
shipment was found.
We/I attitude
You attitude
1. A large sale of our
products will make our company more profitable.
2. We are in need of fund
• This letter is to inform • Since you are our

Phone Calls, Conversations and Meetings

The main advantage of a phone conversation is that it allows both parties to respond to each other immediately.
Tell us more detailed information on your requirements --- Will you tell us more detailed information on your requirements? --- Will / would you please tell us more detailed information on your requirements?
去除陈词滥调

We have acknowledged receipt of your letter of May10th. → We have received your letter of May 10th.
Enclosed herewith please find two copies of our latest price list for your reference. → We enclose two copies of our latest price list for your reference。
Types of Business Communications
e-mail messages, memos, letters, reports, phone calls, meetings and conversations.
E-mail Message

1.1.1 Clearness（清楚） 1. Pay attention to sentence structure to convey your meaning; 2. Avoiding ambiguous sentences and needless jargon; 3. Use plain, simple words and short sentences; 4. Statements in well-constructed sentences and paragraphs.







1.2 The Structure of Business Letters A business letter consists of seven principal parts: (1) the letter-head (including the date) (2) the inside name and address (3) the salutation (4) the subject heading or caption (5) the opening sentences (6) the body of letter (7) the closing sentences (8) the complimentary close (9) the writer’s signature and official position (10) the enclosure (11) the postscript

1.2.4 The Subject Heading or Caption（事由） 事由写在称呼下两行，一般是在信纸中央的位 置，但如果是平头式则由左边沿线写起。写事 由的目的是使对方收发人员看到之后可以迅速 转递给经办人，这对于业务繁忙的外贸公司来 说，可以节约大量时间，并提高工作效率。一 般情况下，事由不要省略，要简明扼要地说明 来信的主旨，例如商品、运输、包装、保险、 信用证和索赔等。有时其前面加上Re：，意思 是“关于”。例如，关于鞋子，Re: shoes；关 于信用证第123号，Re: L/C No.123。

➢ These are marked “Our ref:” and “Your ref:” to avoid confusion:
Your ref: AMD/IP
Our ref: WRL/QN
position:
They are often placed two lines below the letterhead.
15 PARKGTE ROAD, LONDON SW12 4NQ. U.K.
Reference
Include:
a file number, departmental code or the initials of the signer followed by that of the typist of the letter.
Letterhead Reference Dateline Inside Name and Address Salutation Subject Line Body Complimentary Close Signature
Letterhead
Letterhead includes the sender’s name, postal address, the company’s logo, telephone number, telex number, cable address and
Shanghai Huali Imp. & Exp. Co., Ltd
Room 606 Plaza Building,
Fax: 86-21-64253378
1302 Meilong Road, 200237
Tel: 86-21-64255578
Shanghai, People’s Republic of China E-mail:huali188@

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5C
“完整原则”是指，信函内容应提供读者所需要的 所有信息，尤其像询盘、询问贸易条件等需要回复 的信函，内容更需要清楚完整。 信函是否完整，可以用“5W1H”来检验，即:

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Who When Where What why how
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Writing Model
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Writing Model-Structure
一般来说，外贸函电中涉及的每一封信函，均可按 内容的递进分为以下三个部分：
1. 首段问候语（opening paragraph），如下：

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5C
“礼貌原则”是指买卖双方应十分注重措 辞方式，要婉转、礼貌，以便对方接受。 在写作时，可以通过使用虚拟语气、委婉 语气等方法迂回地表达观点、提出要求。 例如：
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5C
1. If it were not for the large orders we receive from a number of our regular customers, we could not have quoted for supplies even at that price. 试比较：If it is not for the large orders we receive from a number of our regular customer, we cannot quote for supplies even at that price.
Unit 1 Business Letter Writing

Rosehao Rosehao Purchase Manager For The International Trading Company
Sample
• (1) LetterheadBiblioteka •(2) Date
• (3) Inside Address
• (4) Salutation
• ______________________________________________________________________________ __________________________________. (5) Body
Body The body of a business letter consists of three parts:
Part One
Part Two
Part Three
Body
Part One
Begin with information that draws the recipient’s attention and refer to some interest or need of the recipient, or the previous letter if there is one.
Attention Line
The attention line is used to direct the letter to a particular department or person when the letter is addressed to a company. e.g.: ❖ Attention: Marketing Department ❖ ATTN: HR Manager ❖ For the attention of Mr. Alan

Essential Parts 必要部分
1. The letterhead 信头 2. The date line 日期 3. The inside name and address 收信人名称地址 4. The salutation 称呼 5. The body of the letter 信文 6. The complimentary close 结尾敬语 7. The signature 落款
518 Main Street Rochester,NY 14612 U.S.A. July 8, 2006
Mr. Galen Smith ABC Company 5688 Sussex St. Buffalo, NY 14384 U.S.A. Dear Mr. Smith,
We enclose details of our inquiry for fur coats to be delivered before the end of August. Will you please give us your prices for the quantity named? Yours faithfully, Mark Johnson
3. Modified Block Form混合式/改良式
It is also called semi-block form. All the parts start from the left margin, except
the date, complimentary close and signature which are positioned from the middle little towards the right.
地址 由大到小
中国地址名称用英文写

Complicated/general vs Simple/concrete
Interrogate Subsequent ቤተ መጻሕፍቲ ባይዱo With regard to Institute Be kind enough Under date of Soon A large volume Contact you
4. Please indicate your
choice of color…
Correctness
• Correct grammar, punctuation and spelling
are basic requirements for business writing, In addition, correctness means choosing the correct level of language, and using accurate information and data.
a boss
✓Positive
Informal or rude Be superior Use implicit words Accuse readers Use demanding tones Negative
Compare the following:
• This letter is to inform • Since you are our
you of an important
regular customer, we
change in our policy
are writing to let you
concerning insurance know about our
• We’ve received your

Yours faithfully, vivian AS:hu Encl(3) P.S.
Complimentary close Signature identification marks
Formats of Business Letter
The semi-indented style heading Inside address Salutation body complementary close signature The blocked style popular one Heading Inside address Salutation Body Complementary close signature
Concreteness:
Make your message specific, definite and vivid; Use expressions with precise meanings rather than general language:
This copier saves you both money and time HD76 Copier makes 50 copies a minute at a cost of one fen a copy.
Layout of a business letter


(CASE
study)
China National Light Industrial products Import & Export Corp. 82 Tung An Men Street Beijing, China Your ref: 148 GW/xm Our ref: 153 TBL/gp July24, 2003 Oversea Trading Co. 24 Park Street London E.C.4, England Attention: Marketing Department

Unit 1 Foundamentals of Business Writing
Reference to Future Contact

I look forward to ...
hearing from you soon. meeting you next Tuesday.
seeing you next Thursday.
professional tone to your English business letters.
Unit 1 Foundamentals of Business Writing
The Start
Dear Personnel Director, Dear Sir or Madam: (use if you don't know who you are writing to) Dear Dr, Mr, Mrs, Miss or Ms Smith: (use if you know who you are writing to, and have a formal relationship with - VERY IMPORTANT use Ms for women unless asked to use Mrs or Miss) Dear Frank: (use if the person is a close business contact or friend)
Unit 1 Foundamentals of Business Writing
Unit 1 Foundamentals of Business Writing
1.Guide to Basic Business Letters
The basics of good business letter writing are easy to learn. The following guide provides the phrases that are usually found in any standard business letter. These phrases are used as a kind of frame and introduction to the content of business letters. At the end of this guide, you will find links

Conciseness means saying things in the fewest possible words. To achieve this, try to avoid wordiness or redundancy. Generally speaking, you will gain in conciseness by writing short sentences rather than long ones.
abbreviations and abbreviated phrases 3. There is a close relation between BEC and
international trade
Examples:
in the market for, offer, quotation, order, counteroffer, letter of credit, CIF, FOB, ASAP, P.P.,YL11/11RVD
We will send you the brochure next month.
B. Focus on the positive approach.
Compare:
(positive) We feel sure that you will be entirely satisfied.
(negative) We do not believe you will have cause for dissatisfaction.
(1) Avoid using wordy expressions. For example: Wordy: We wish to acknowledge receipt of your letter… Concise: We appreciate your letter… Wordy: We have begun to export our electronic toys to countries abroad. Concise: We have begun to export our electronic toys.

There are three guidelines for observing this writing principle:
Choose short, familiar and conversational instead of long, complicated and roundabout words or phrases.
1. Consideration 体谅
It means： Take the “You-attitude” instead of “I/We-attitude”; Emphasize the positive rather than the negative approach; Get to the point immediately.
Thanking you to send these along to us by parcel post, and not express, as express is too stiff in price, when parcel post will be much cheaper, we are
Your letter is not clear at all. I can’t understand it. If I understand your letter correctly… (tactful)
3. Clarity 清楚 First, be quite clear about what you want to say;
Let’s compare the following groups of sentences:
1) We take the liberty to approach you with the request that you would be kind enough to introduce to us some importers of stationery in your country.

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What are the functions of all business letters?
▪ 1) To ask for and give a reply to an enquiry, offer, order or complaint.
▪ 2)To keep a record of all the important facts for ready reference.
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1）Heading or Letterhead (信头)
信头对于任何信件来说都是重要的组成部分， 商业信函和官方公函尤其如此。
一般社交信函的信头包括发信人的姓名、地址、 邮政编码、电话号码、电传及传真号码以及email地址等，置于信笺右上角。
大多数商业信函和官方公函的信头一般采用社 交信函的信头，多数是专业设计的，且是已事 先印制好的信头（printed heading）,进行联系 时最好使用印有本公司或单位信头的信笺，
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封内地址可采用齐头式（block style），也可 采用缩进式（indented style）,齐头式较为普 遍，但采用缩进式时，信函的其他部分也必须 都采用缩进式。
缩进式
Mrs. Miriam Schwarts
1280 Coleman Avenue
Omaha, Nebraska, U.S.A. 68014 如果信函时写给公司而不是个人的话，则应先
Salutation:
__________________________________________ _____________________B_o_d_y__________________ __________________________________________ __________________________________________ __________________________________________

contact
Conclusion
To expect an answer
to expect no answer
9.1Opening
9.1.1 Thanks for receiving a letter
delegations(10%)
Correspondence / Communication in writing ☺ 函：Business letters ☺ 电：Telegrams, telexes, faxes & E-mails
3.The nature & goal of the course
☺ Nature - An English course combining international trade with English.
☺ Goal - To cultivate the ability of negotiating international trade in English, especially in English correspondence.
1) Sender’s name: China National Light Industrial Products Import & Export Corporation, Shanghai Branch
2) Sender’s address: 198 Hunan Road, Shanghai, China 3) Sender’s E mail: shanghai @hotmail 4) Sender’s telephone number: 86 21 66231198 5) Sender’s fax number: 86 21 24317579 6) Sender’s website: slihgc 7) Date: June 23, 2004 8) Receiver’s name: Messrs Jameson & Sons Ltd. 9) Receiver’s address: 34 Madison Square, Melbourne, Australia 10)Salutation: Dear Sirs

外贸函电
Introduction
The business letter is the principal means used by a business firm to keep in touch with its customers, often it is the only one in that the customers form their impression of the firm from the tone and quality of the letters it sends out. Generally, the function of a business letter may be said: (1) to covey a message; (2) to make or accept an offer; (3) to deal with matters concerning negotiation of business, etc.
本课程的目的是学习外贸业务书信的标准格式， 了解通过哪些途径来发展新客户，开拓新市场， 如何进行询购某商品，怎样报盘和还盘，怎样 灵活运用付款方式，如何做到重合同守信用， 怎样去审查信用证，做到不出差错，在理赔和 索赔中做到有理有利有节；学会拟写信函和电 传传真的写作技巧。
学习内容： 本课程主要学习信例，大量学习外贸实 务基本环节中有代表性的信例。外贸实 务基本环节有：建立业务关系和资信调 查、询盘、报盘和报价、还盘、订单， 履行订单、支付、包装和运输、信用证 的修改和展期、索赔和解决索赔等。
课程简介
本课程是一门将英语与外贸业务相结合的 课程。通过介绍外贸实务中各种英文业务函件， 电传和传真以及其它方式的写作格式，商业术 语和各种不同的表达方法，并通过介绍对外贸 易各环节的具体做法，使学生在提高英语水平 的同时，熟练掌握对外贸易业务中常用的基本 术语及表达技能，培养和提高他们的外贸业务 工作能力