商务英语写作PPT2.1.ppt

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1、Part TwoPart TwoTheory&Practice on Business Letter-WritingTheory&Practice on Business Letter-WritingUnit 1Unit 1Structural Parts and Styles of Business LettersStructural Parts and Styles of Business LettersStructural Parts and Styles of Business Letters Objectives:lTo give a brief introduction to st

2、ructural parts and styles of business letters lTo enable Ss to become aware of structural parts and styles of business letters lTo do exercises to familiarize the structural parts and styles of business letters 1.Structural Parts of Business Letters1.Structural Parts of Business Letters A A business

3、 business letter letter has has eight eight structural structural parts:parts:(a)(a)the the heading heading(letter-head(letter-head),),(b)(b)the the date,date,(c)(c)the the inside inside address,address,(d)(d)the the salutation,salutation,(e)(e)the the body body of of the the letter,letter,(f)(f)the

4、 the complimentary complimentary close,close,(g)(g)the the signature signature(handwritten(handwritten and and then then typed),typed),and and(h)(h)any added notations.any added notations.1.1.Heading(1.1.Heading(信头信头信头信头)Sample:Sample:Golden Trading Company Ltd.34 Northern Avenue,New York,U.S.A.Tel:

5、1234567 Telex:2345667GBC Fax:44556661.2.Date1.2.Date There are different ways of writing the date.The following two are recommended.September 15,199415 September 1994(Note the Omission of the comma)1.2.Date1.2.Date Sample:Sample:SKYVIEW ENTERPRISES7111 Terrazo Place Sarasota,Fl 33031(813)598 1026Jan

6、uary 20,1995 1.3.The Inside Address(1.3.The Inside Address(封内地址封内地址封内地址封内地址)Examples of the inside address:Examples of the inside address:(1)To an individual in a company Mr.George F.MooreAdvertising ManagerPrice&Patterson234 Seventh AvenueNew York 5,New YorkU.S.A.1.3.The Inside Address(1.3.The Insi

7、de Address(封内地址封内地址封内地址封内地址)Examples of the inside address:Examples of the inside address:(2)To an anonymous official in the company Sales ManagerOffice Systems Pty Ltd124 Oak StreetChatswoodNSW 2067Australia 1.3.The Inside Address(1.3.The Inside Address(封内地址封内地址封内地址封内地址)Examples of the inside addre

8、ss:Examples of the inside address:(3)To a companyMessrs,Kato&Co.,Ltd2 Nichome,Ginza NishiChuo-ku,Tokyo 1.4.The Salutation1.4.The Salutation Here are some ways to write the salutation.Here are some ways to write the salutation.Dear Sirs/Gentlemen to a companyDear Sir to a man if you do not know his n

9、ameDear Madam to a woman if you do not know herDear Mr Smith to a manDear Mrs Smith to a married womanDear Miss Smith to an unmarried womanDear Ms Smith to a married or unmarried womanDear John to a friend or someone you know well1.5.The Body1.5.The Body The body of the letter is the message that th

10、e writer has to convey to the recipient.1.6.The Closing1.6.The Closing Style Salutation Complimentary Closes Very Formal My dear Sir/Madam,Respectfully/Respectfully yours,FormalDear Sir/Madam,Gentlemen/Sirs,Yours truly,Yours faithfully,(British usage)Less Formal Dear Mr./Mrs.Satterby,Sincerely yours

11、,(American usage)Personal(Implying personal relation.)Dear Mr./Mrs.Grimshaw,Dear John,Cordially,Best regards,(British usage)Notice the following chart,which gives the appropriate complimentary close to use with various salutations.1.7.Signature1.7.Signature The signature is the signed name or mark o

12、f the person who writes the letter or the firm which he or she represents.It is written in ink immediately below the complimentary close.To sign with a rubber stamp is a form of discourtesy.1.8.Notations(1.8.Notations(记号记号记号记号,注释注释注释注释)1.8.1.Reference Numbers(文号文号)Sample:Sample:INTERCITY BANK Plc IN

13、TERCITY BANK Plc 58 58 JalanJalan ThamrinThamrin Jakarta Jakarta Indonesia Indonesia Telephone 375018 Telex 6756 Telephone 375018 Telex 6756 Mr.S Mr.S BasukiBasuki Your ref:Your ref:Jakarta Furnishings Jakarta Furnishings Our ref:PL/fh/246Our ref:PL/fh/2467 7 JalanJalan ArjunaArjuna Jakarta Jakarta

14、12 January 1987 12 January 1987Dear Dear MrMr BasukiBasukiOffice furnitureOffice furnitureWe are expanding our offices in Jakarta and we will need extra desks,lights,We are expanding our offices in Jakarta and we will need extra desks,lights,chairs and filing cabinets.chairs and filing cabinets.Plea

15、se send us your catalogue with your prices,sizes and colors for these items.Please send us your catalogue with your prices,sizes and colors for these items.Yours sincerelyYours sincerely(Signature)(Signature)PP.PP.MrMr Peter Long Peter LongManagerManager1.8.2.The Attention Line1.8.3.The Subject Line

16、1.8.4.Identification Initials1.8.5.Enclosure1.8.6.Carbon Copy1.8.7.“Per Pro”Signature1.8.8.Postscript(附言附言)Sample:Sample:P.P.S.S.to to see see you you at at the the Annual Annual Sales Sales Meeting Meeting at at the the Hillside Plaza on January 10.Hillside Plaza on January 10.P.S.I understand the

17、special entertainment is great.P.S.I understand the special entertainment is great.2.Formats or Styles of Business Letters2.Formats or Styles of Business Letters 2.1.Full Block Style(完全平头式完全平头式)2.2.Block Style(平头式平头式)2.3.Modified Block Style(改良平头式改良平头式)2.4.Semi-indented Style or Semi-block Style wit

18、h Indented Paragraphs(混合式混合式)ExerciseExercise 1.Please Correct the many mistakes in the following letter and separate the message into two paragraphs.ExerciseExercise ELECTRICAL APPLIANCES CO.P.O.Box 3259XXXX,XXX22th January 199.The ManagerMessrs.Clarke&.Smith Co.Ltd.68 High StreetLondon EC 4England

19、Dear Sir We thank your letter of 17th January,asking us details and prices of our electric heaters.We are pleasure in enclosing our latest price list and catalogue,together with Model X-4s details.Please do not reluctant to write when you require further information,which shall always have our best

20、attention.Yours faithfully,Electrical Appliances Co.Ltd.Manager AnswerSection1.Section1.How to Write Letters for Establishing Business How to Write Letters for Establishing Business RelationsRelationslTo give a brief introduction to how to find new customers&establish business relations lTo enable S

21、s to become aware of main content of letters for asking to establishlbusiness relations and replieslTo enable Ss to familiarize themselves with the samples givenlTo read and practice using some of the important words and expressions for business writinglTo do exercises and practice using some of the

22、 business words and expressions Objectives:Unit 2Unit 2Writing for Establishing Business RelationsWriting for Establishing Business RelationsWriting for Establishing Business RelationsI.How to Find New Customers and Establish I.How to Find New Customers and Establish Business Relations Business Rela

23、tions Usually Usually a a firm firm may may approach approach its its new new business business counterparts(counterparts(对对应应或或对对等等的的人人或或物物)abroad)abroad or or obtain obtain necessary necessary information information through through the the following following channels:channels:1.banks;1.banks;2.2

24、.attendance attendance at at all all kinds kinds of of commodity commodity fairs;fairs;3.3.contact contact at at the the exhibitions exhibitions held held at at home home and and abroad;abroad;4.4.mutual mutual visits visits by by trade trade groups groups and and delegations;delegations;5.5.Chamber

25、s Chambers of of Commerce Commerce in in foreign foreign countries;countries;6.6.trade trade directories(directories(贸贸易易商商业业目目录录，工工商商行行名名录录););7.7.Chinese Chinese Commercial Commercial CounselorCounselors s Office Office in in foreign foreign countries;countries;8.8.Business Business Houses Houses

26、of of the the same same trade(trade(商商行行，商商号号).).Of Of all all these these channels,channels,communication communication in in writing writing is is the the most most commonly commonly used used means means for for setting setting up up business business relations.relations.But But how how can can y

27、ou you obtain obtain all all the the necessary necessary information information about about a a new new client client when when you you are are going going to to write write a a letter letter to to establish establish business business relations?relations?Maybe Maybe you you can can seek seek the t

28、he help help of of many many sources sources such such as as periodicals,periodicals,advertisements advertisements in in newspapers,newspapers,market market investigations,self-introduction by merchants themselves,etc.investigations,self-introduction by merchants themselves,etc.II.The Main Content o

29、f the Letters for II.The Main Content of the Letters for Establishing Business Relations Establishing Business Relations 1)Refer to the ways to obtain the addressee1)Refer to the ways to obtain the addressees name and address s name and address 2)Indicate clearly the intention of the letter2)Indicat

30、e clearly the intention of the letter3)Introduce the scope of business briefly3)Introduce the scope of business briefly4)Express the hope for future business relations4)Express the hope for future business relations III.Read and Explain Sample Letters III.Read and Explain Sample Letters Sample 1:Sam

31、ple 1:A Letter for Establishing Business Relations A Letter for Establishing Business Relations Dear Sirs,Dear Sirs,We We have have your your name name and and address address through through the the introduction introduction of of Mr.Mr.A.G.A.G.TopWorthTopWorth of of Swanson Swanson&Bros.,Bros.,of

32、of Hamburg,Hamburg,who who is is one one of of our our old old clientsclients.We We wish wish to to inform inform you you that that we we specialize specialize in in exporting exporting chinaware chinaware and and shall shall be be pleased pleased to to enter enter intointo business relations with y

33、ou.business relations with you.If If our our above above desire desire coincides coincides with with yours,yours,please please let let us us know know and and also also keep keep us us informed informed of of your your specific specific enquiriesenquiries so so that that we we can can send send our

34、our illustrated illustrated cataloguecatalogue and and price price list list for for your reference without delay.your reference without delay.In In the the meantime,meantime,we we shall shall appreciate appreciate it it very very much much if if you you will will furnish furnish us us with with the

35、 the name name of of your your bank bank prior prior to to the the conclusion of an initial conclusion of an initial transactiontransaction between us.between us.We are looking forward to receiving your first enquiry.We are looking forward to receiving your first enquiry.Yours sincerely Yours sincer

36、ely Answer the Following QuestionsAnswer the Following Questions 1.What does the writer say in the first 1.What does the writer say in the first paragraph of the message?paragraph of the message?2.What does the writer ask the addressee to do?2.What does the writer ask the addressee to do?Words and P

37、hrasesWords and Phrases 1.client a person who pays for help or advice or to get some servicee.g.The enquiry agency has a lot of clients.e.g.We have entered into a contract with a firm in America.e.g.We have received a number of enquiries from our trade connections here for your new products.2.enter

38、into start upon,begin to take part in3.enquiry a request for information on the supply of certain goodsWords and PhrasesWords and Phrases 4.catalogue a complete list of articles,usually in alphabetical order and often with descriptions of the articles e.g.We are enclosing a copy of our catalogue as

39、requested in your letter of January 20.e.g.We have finally concluded the transaction after so many negotiations.5.transaction a piece of business Sample 1:Sample 1:Reply to A Letter for Asking to Establish Business Reply to A Letter for Asking to Establish Business RelationsRelationsDear Sirs,Dear S

40、irs,With With reference reference to to your your letter letter of of June June 27,27,we we are are glad glad to to learnlearn that that you you wish wish to to enter enter into into trade trade relations relations with with us,us,which which also also meets our interest.meets our interest.To To giv

41、e give you you a a general general idea idea of of our our products,products,we we are are sending sending you you by by air air a a catalogue catalogue showing showing various various products products being being handledhandled by by this this corporationcorporation with with detailed detailed spe

42、cifications specifications and and means means of of packing.packing.QuotationsQuotations and and samples samples will will be be sent sent upon upon receipt receipt of of your your specific specific enquiries.enquiries.As As we we have have not not had had the the pleasure pleasure of of doing doin

43、g business business with with you you in in the the past,past,we we would would like like to to inform inform you you that that our our goods goods for for export export are are to to be be inspected inspected by by the the Shanghai Shanghai Commodity Commodity Inspection Inspection Bureau Bureau be

44、fore before shipmentshipment,and and necessary necessary certificates certificates in in regard regard to to the the quality quality and and quantity of the shipment will be provided.quantity of the shipment will be provided.We are looking forward to your early reply.We are looking forward to your e

45、arly reply.Yours faithfullyYours faithfullyAnswer the Following QuestionsAnswer the Following Questions 1.What does the writer say in the first 1.What does the writer say in the first paragraph?paragraph?2.What does the writer do in the body of the 2.What does the writer do in the body of the letter

46、?letter?Words and PhrasesWords and Phrases learn receive instructions,become informed of e.g.We have learned from our agent in London about your range of electric typewriters.e.g.Her husband works for a very big corporation.corporation company handle use(goods)in business,esp.for sale e.g.We dont ha

47、ndle that sort of book.Refer to sampleWords and PhrasesWords and Phrases e.g.Your quotations for leather jackets are too high to be acceptable.quotation amount stated as current price of stocks or commodities on sale e.g.The shipment is ready,so please open the relevant L/C as soon as possible.shipm

48、ent a load of goods sent together Refer to sampleExerciseExercise 1.Complete the following letter with the 1.Complete the following letter with the following wordsfollowing words：in importers pleasure enter by uponDear SirsDear Sirs Learning Learning from from the the Commercial Commercial Counselor

49、Counselor s s Office Office of of our our Embassy Embassy in in your your country country that that you you are are one one of of the the leading leading of of canned canned foodstuffs,foodstuffs,we we have have the the of of introducing introducing ourselves ourselves to to you you as as a a state

50、state corporation corporation specializing specializing the the export export of of canned canned goods,goods,and and express express our our desire desire to to into into business business relations relations with with you.you.In In order order to to give give you you a a general general idea idea