经贸英文函电Unit1BusinessLetterWriting.ppt

主讲教师：丛静主讲教师：丛静Introduction 本课程是国际贸易专业高年级的核心业务课程之一，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Objectives 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的写作技巧Contents Ø Business Letter- writingØ Establish Business RelationsØ Status EnquiriesØ Enquiries and OffersØ Orders and AcknowledgementsØ Packing ØTransportØ InsuranceØ PaymentØ Claims and AdjustmentØ Joint VentureChapter OneBusiness Letter-writingContentsGeneral principles1Layout Format2Structure3Envelop Addressing4General Principles of business LettersCompletenessConcisenessConsiderationConcreteness ClarityCourtesyCorrectnessWhat’s the meaning?7General Principles of business LettersCompletenessAll the matters discussed.All the questions answered.All the information contained.8ExampleCellulose Tape 1/2"x 3yds, with plastic dispenser 700 doz./-ditto-but 1/2" x 5yds, 1,000 doz. 纤维素带（幅）宽半英寸，长３码，带塑料包装容器，７００打；同上，带（幅）宽半英寸，长５码，１０００打。

REVISED:Cellulose Tape 1/2"x 3yds, with plastic dispenser 700 doz.Cellulose Tape 1/2" x 5yds，with plastic dispenser 1000 doz.General Principles of business LettersCompletenessWhat you have to say in the fewest possible words without sacrificing completeness and courtesy. Conciseness 101. Avoid To Write Commercial Jargon 避免使用陈旧的商业术语 Wordy: We wish to acknowledge receipt of your letter of November 14 with the check for Stg.10 you sent with it and wish to thank you for same.Concise: We appreciate your letter of November 14 and the check for Stg. 10 enclosed. 1. Avoid To Write Commercial Jargon 避免使用陈旧的商业术语Wordy: We take liberty to approach you with the request that you would be kind enough to introduce to us some exporters of cotton textiles in your cities. Concise: Would you please introduce to us some exporters of cotton textiles in your city? or Please introduce to us some exporters of cotton textiles in your city 2. Avoid Unnecessary Expressions要长话短说，避免罗嗦 Will you be good enough to------------Pleasecome to a decision-----------------------decideexpress a preference for----------------preferfor the reason that-----------------------becauseThe proposal is under (active) consideration.The answer is (definitely) correct.I would (rather) think the fare is too high.The (true) facts are as stated 3. Avoid Lengthy Sentences要注意每句句子的长短 "We would like to know whether you would allow us to extend the time of shipment for twenty days, and if you would be so kind as to allow us to do so, kindly give us your reply by cable without delay.” "Please reply by telegram immediately if you will allow us to delay the shipment until April 21st.General Principles of business LettersYou prepare every message with the receiver in mind and try to put yourself in his place.CompletenessConcisenessConsideration15Remember that the word b-u-s-i-n-e-s-s contains both U and I, but the U comes before the I. This is a good sequence for you to remember. ExamplesWe allow 2 percent discount for cash payment. （（如付现款，我们给九八折）如付现款，我们给九八折） You earn 2 percent discount when you pay cash. (您付现款时，可打九八折。

您付现款时，可打九八折 We are pleased to announce that… 我们高兴地宣布我们高兴地宣布 You will be pleased to know that…你们将愉快地得知你们将愉快地得知 We want you to do it .我们要你们这样做我们要你们这样做 You will no doubt do it.毫无疑问，你们将这样做毫无疑问，你们将这样做 We follow this policy, because …我们遵循这个政策，因为我们遵循这个政策，因为 You will benefit from this policy, because… 你们将从这个政策中得益，因为你们将从这个政策中得益，因为 General Principles of business LettersBeing specific, definite, and vivid rather than vague and general.CompletenessConcisenessConsiderationConcreteness18 E.g. ØThe ABC Co. is one of our biggest buyers.REVISED: The ABC Co. placed U.S.$150,000.00 worth of business with us last year.　　ØThese brakes stop a car within a short distance.REVISED: These Type XYZOI power brakes stop a 2.5-ton car traveling 70 miles an hour, within 250 feet. Ø We wish to confirm our telegram dispatched yesterday. We confirm our telegram of January 16.General Principles of business LettersGetting your message across so that the reader will not misunderstand what you are trying to conveyCompleteness ConcisenessConsiderationConcretenessClarity20•　As to the steamers sailing from Hongkong to San Francisco, we have bimonthly direct services.　　（从香港到旧金山有直达船）（a）We have two direct sailings every month from Hongkong to San Francisco.　　（每月两次直达船）（b）We have semimonthly direct sailing from Hongkong to San Francisco.　　（每半月一次直达船）（c）We have a direct sailing from Hongkong to San Francisco every two month.　　（每两个月一次直达船）General Principles of business LettersNot merely politeness with mechanical insertions of “please” and “thank you”. Rather, true courtesy needs to use tactful tone and respective expression.CompletenessConcisenessConsiderationConcreteness ClarityCourtesy22Politeness a) We have received with many thanks your letter of Oct.7, and we take the pleasure of sending you the latest catalog. We wish to draw your attention to a special offer, which we have made in it.Courtesyb) You will be particularly interested in a special offer on page 5 of the latest catalog enclosed, which you requested in your letter of Oct. 7. 1. Turn Orders into Requests把命令变成请求的常用形式 Please, Will you…….., Will you please…….., E.g. a) Will you give us more detailed information on your requirement? b) Will you please (kindly) let us hear from you on these two points? 2. Past Subjunctive Form 虚拟式 1. Would you compare our sample with the goods of other firms?2. We would ask you to ship the goods by the first available vessel.3. We wish you would let us have your reply soon.4. This would seem to confirm our opinion.5. We should be grateful if you would help us with your suggestion.6.We think if advisable that you should accept this offer at this price.7. We should(would) like you to let us know the exact amount.8. Perhaps you might like to have a look at the actual goods.3. Mitigation 缓和用法We are afraid, we would say, we may(or, might) say, we(would) think, it seems(or would seem) to us, we(would) suggest, as you are (or: may be) aware, as we need hardly point out E.g. a) It was unwise of you to have done that. We would say that it was unwise of you to have done that. b) You ought to have done it. It seems to us that you ought to have done it.Cont.c) We cannot comply with your request. We are afraid we cannot comply with your request. d) Our products are the very best on the market. We might say that our products are the very best on the market. f) You must cut off your order in half We would suggest that you cut your order in half.g) We have not yet had your reply. It appears that we have not yet had your reply.  4. Passive Voice 运用被动语气 a)You made a very careless mistake.A very careless mistake was madeb)You did not enclose the check with your order.The check was not enclosed with your order.c) For the past two years, you did not give us any order. For the past two years, no order has been given us. d)Or: For the past two years, no business has been materialized between us. General Principles of business LettersQualified language, Proper Statement, Correct Spelling ,Correct use of Commercial JargonCompletenessConcisenessConsiderationConcreteness ClarityCourtesyCorrectness29Qualified Language正确的语言水平Formal: Although Item 12 is enumerated in the report; the writer has ascertained that it is currently not in the organization's inventory or in the writer's possession. Informal: Although Item 12 is listed in the report, it's not in our stock now and I don't have it either. Proper Statement 叙述得正确 No Understatement or Overstatement This stove is absolutely the best (or: the very best) on the market.　 这种炉子是市场上绝对最好的炉子 Our model A195 is designed on modern lines and gives, without any increase in fuel consumption, 25% more heat than the older models. So you will agree that it is the outstanding stove for economy of fuel. (我们的Ａ１９５型炉子是按近代样式设计的，在不增加燃料消耗的情况下，比其他各种旧式炉子温度高２５％。

所以，你会同意，这是优良的节约燃料的炉子)  Correct Spelling 数字要正确“以上以上”，，“以下以下”，，“以前以前”，，“以后以后”，，“从从……到到……”等的表达法等的表达法$2 or (and) above(over) 二美元和二美元以上 60 dozen or (and) up (upward, upwards) ６０打和６０打以上 2% or (and) more　　　 　　　　　　　　 ２％和２％以上 an order for 50 gross or upward　　５０罗或５０罗以上的定单an order for not less than 50 gross　 不少于５０罗的定单5% up to 10% inclusive　 　 ５％到１０％（包括５％和１０％）over 5% up to 10% inclusive　 ５％以上到１０％（包括１０％） Cont.from and including today (this date)　　从今日起（包括今日） on and from Nov. 10;　　　　　　　 　从１１月１０日起 on and after Nov.10;　　　　　　　 （包括１１月１０日）as from Nov.10 　　　　　　　　　　　　as from the date of the breach　　　从毁约之日起 （包括毁约之日）up to $40 inclusive; 　　　　　　　　　 到４０美元 up to the maximum of $40　　　　　　（包括４０美元）止up to and including Nov.20 到１１月２０日止（包括１１月２０日）as from the 1st to the 15th of March inclusive;　 从３月１日到１５日 from the 1st to 15th of March both inclusive　　（包括１日和１５日） during the period beginning on March 1 and ending on March 30, both dates inclusive. 从３月１日起到３月３０日止 这一期间（包括头尾两天） Use of Commercial Jargon 理解和运用商业术语You ask very short delivery for your order 原意:“你们要求赶快交你们的定货” short delivery: 短距离交货 REVISED：You require quick (prompt) delivery of your order. Layout Format of business LettersØ Full block styleØ Indented styleØ Modified Block Form with Indented StyleØ Simplified FormLayout Format of business LettersEvery component of the letter begins at the left margin. It is quick and easy to set up. However, it looks very formal and the page looks off balance.Full Block Style （齐头式）Full Block style_____date_______inside address________salutation_________________________________body________________________________________________________________________________________________body_______________________________________________________________________closing_____Example: Full Block styleLayout Format of business Letters All paragraphs are indented, the indentation may be either five or ten spaces. The date and the closing can be start at the vertical centerline of the page or align with the right margin.Indented style (缩进式） Indented style _____date_______inside address________salutation______ ___________________________body_________________________________________________________________ ____________________________body___________________________________ _______closing_____ Example: Indented styleLayout Format of business LettersSome parts use full block style, some use indented style; combine convenience and beauty together, and become the most useful style.Modified Block Form with Indented Style (混合式）Modified Block Form with Indented Style _____date_______inside address________salutation_________________________________body________________________________________________________________________________________________body_______________________________________________________________________closing_____Layout Format of business LettersPersonal business style——Just like full block style，but some items are taken off.Thank you notes, informal invitation, congratulatory messages to personal friends.Simplified FormExample 1Structure of business Letters 1)信头(letterhead) 2)发文编号 (reference number) Structure　　　　　　　　 －－－ 3）日期4）封内名称和地址 (inside address) (date)5）经办人(attention) 6）称呼(salutation) 7）事由（标题）(subject) 8）正文(body) 9）结尾敬词(complimentary) 10）签名(signature) 11）附件 (enclosure) 12）抄送(cc to XX) 13）附言(postscript)1)LetterheadLocation Message includedØLogoØFull legal name of the firm ØFull correspondence addressØTelephone, fax, cable numbersØWebsite and E-mailØName of the branch officeØName of division or departmentØName of the officers or directorsØStarting date of the firmØVAT number, registration number, registered address etc.Øbanker’s and auditor’s name and address Suppose George Williams sent a letter to John Smith, typed by the Grade Peters, the reference on John Smith’s reply would be like this (Louis Brown typed it for John): Your Ref: 515 GW/gp Our Ref: 386 JS/lbRef. No. 发文编号?3) Date location Right form of date ：A. month, day, and year in American English——March 5, 2007- with the month spelt out. B. day, month, and year in British English——5 March, 2007- with the month spelt out. C. year, month, and day in Chinese language——2007-03-05.4)Inside name and AddressThe reason to use the inside addressLocation of the inside addressThe right formatØName and title of addressee: Courtesy title, name, executive or business title. (gender? Name?)ØName of organization: department, company or organizationØAddress: street number (or room number, building), avenue, city, province or state, zip code , country. Attention Line?如需注明对方经办人，希望收信商号将信迅速交经办人办理，可以在封内地址下面加Attention 或Attention of Richard Thomas & Baldwins Ltd., 151 Gower Street London,SC7 6DY,England Attention: Mr.Cave or Attention: Purchasing Manager 6)The SalutationLocation of the salutation : second line below the inside address, two lines above the body.The different ways of salutation: Dear sir / Madam, Dear sirs/ Madams, Gentlemen (no singular form ),Dear Mr.xxx, Dear Ms Liu, Dear John, Dear Lu JingzhenA comma is usually used after the salutationSubject line follow the salutation and in the middle of the lineSubject: Making an AppointmentRe: SIMPLEFIED STYLE OF THE BUSINESS LETTER Subject Line or Captioned Line?ExampleThe SecretaryThe Ajax Electrical Col, Ltd.Fernhall DriveREDBRIDGE, Essex IG4 5BNEnglandFor the attention of Mr. T. WaterhouseDear Sir:Re: Sewing MachinesThank you for your……8)Body of the LetterFollow the seven Cs business communication principleOpening Sentences eg. With reference to your letter of December 2, 2006, we are glad to learn that you wish to enter into trade relations with this corporation in the line of canned goods.The closing Sentences eg. We hope to receive your early reply.9)Complimentary Close•Complimentary close and salutation should match each other：formalSemi-formalinformalsalutationDear sirs/madamsDear sir/madamDear Ms. SmithDear Mr. LiuDear Ma LiDear MaggiecloseRespectfully yours,Very respectfully,Yours very truly,Very truly yours,Sincerely yours,Yours sincerely,Very sincerely yours,sincerelyCordially,Cordially yours,Best regards,Best wishes,Regards,10)The SignatureThe signature shall be located between the complimentary close and typed or printed name. Sincerely yours,Per pro David WangJ. Bell(Mr.) Jeff BellSincerely yours,For and on behalf of PVT Bejing Coating Ltd.路景珍(Ms.) Jingzhen Lu 路景珍General ManagerCordially yours,For X. Huang, Sales Manager魏荣(Ms.) Linda Wei 魏荣 Enclosures(2) Enc. Or Encl. Enc. (2)Or Encl.(2) Encls: 2 Invoices Enc: 1 B/L 1 Photo 1 Certificate Enclosure? carbon copy: Mr. M. Anderson CC: Mrs. J. Anderson, A&H CORP. Photocopy (PC)Carbon Copy Notation? P.S. …to see you at the Annual Sales Meeting at the Hillside Plaza on January 10. P.S. I understand the special entertainment is great.Postscript?Reference Initial?Sincerely yours,For and on behalf of PVT Bejing Coating Ltd.路景珍(Ms.) Jingzhen Lu 路景珍General ManagerPB/JAMailing and Classification Notations?Sincerely yours,For and on behalf of PVT Bejing Coating Ltd.路景珍(Ms.) Jingzhen Lu 路景珍General ManagerPB/JAEnclosure: QuotationCONFIDENTIALREGISTERED MAILØPrivate or personalØConfidential ØRegistered or certified ØExpress (special Delivery)ØOrdinary Mail　　　ØImmediate (Urgent, Top Urgent)　  Addressing EnvelopesReturn AddressStampAddressRemarks中国进出口公司上海市分公司CHINA NATIONAL IMPORT&EXPORT CORPORATION SHANGHAI BRANCH1040 NORTH SUZHOU ROADSHANGHAI, CHINAStampMesser. Wallace Kimber & Co. 40 Nsukka Road P.O. Box 57183 Accra GhanaConfidentialBY AIR MAIL完完谢谢！谢谢！。