实用商务英语函电课件-Unit-1

1、uAn introduction to the courseuLesson 1uLesson 2uLesson 3Business English Correspondence is an English course for senior college students, which combines the international trade practice and English. This course requires not only teaching students the basic knowledge of business steps involved in th

2、e foreign trade practice, but also training them to be foreign trade businessmen /women or salesmen, who are able to not only negotiate with foreigners in international business, but also translate and write business English letters. 商务英语函电课是一门融国际贸易实务与英语为一体的大专院校高年级英语课，既要讲授对外贸易业务各个环节的知识，又要训练、培养能够磋商业务

3、，又能撰写函电的外贸人才。Through lecturing on writing styles of business letters as well as business terms and different expressions, and practicing business steps involved in the foreign trade, this course is designed to train and improve students working capability in the foreign trade by helping them have a

4、good command of basic foreign trade terms and upgrade skills of applying expressions commonly used in the international business line.本课程通过介绍外贸实务中各种英文业务函件、电传、电报等写作格式、商业术语和各种表达方法，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。The steps of foreign trade can be generally divid

5、ed into 2 parts： 1. business negotiating and concluding, contract/agreement signing; 2. contract performing, including insurance, shipment, payment and claim, etc.外贸业务环节大体上可以分为两部分： 1. 磋商和成交业务、签订合同 2. 履行贸易合同，包括保险、装运、支付、索赔等。The course mainly focuses on the learning of business English language points

6、and skills of translating and writing business letters, therefore, students are going to learn the following: 1) the standard layout, typing forms and writing principles of business English letters; 2) representative letter examples, useful expressions, popular business terms and business terminolog

7、y and major shipping documents as well as every step of international business, such as establishing business relations; making enquiries, making offers, replies, counter-offers; placing orders; accepting orders, offers, or declining them; concluding business； making shipment, effecting insurance, p

8、acking；making payment, examining L/Cs；lodging and settling a claim; and filling major shipping documents; 3). skills to translate and write business letters and to translate and fill in/make out major shipping documents. 本课程主要学习商务英语的语言点及信函的翻译和拟写技巧，因此，学生要学习1) 外贸书信的标准格式和打印格式；2) 每一个贸易环节的信函实例、实用的表达式、常用的

9、外贸术语和词汇以及主要的装运单据等，如：建立贸易关系；询盘、报盘、回复、还盘、下单；接受或拒绝订单、报盘等；业务成交；货物的发运、保险、包装； 支付、审证；索赔和理赔；填制主要单证；3）信函的翻译和写作及主要单证的填制。1.to know the standard layout, typing forms and writing principles of business English letters;2.to be able to develop new customers/clients and exploit new markets;3.to be able to negotiate

10、 and conclude business; 4.to know how to make shipment, effect insurance and pack goods;5. to know how to make payment, and know how to use flexible payment methods, how to view or examine letters of credit to avoid mistakes;6.to be able to lodge a claim against the other party or settle a claim cou

11、rteously/politely;7.to be able to translate and write business letters and fill in major shipping documents. 了解外贸书信的标准格式和打印格式；能够发展客户，开拓新市场；能洽谈和成交业务；了解如何发运货物，为货物投保和包装货物；知道如何灵活运用付款方式、审核信用证，做到不出差错；能够向另一方提出索赔或理赔，在索赔中做到有理有节；能拟写和翻译信函并会填制主要的单证。 This course is a very operational course. The teaching concept

12、 of this course is combining the theoretical knowledge teaching with the training and developing of the students international business skills. Students are expected to be able to express themselves in English in every step of international trade, to translate and write English business letters，and

13、be aware of major shipping documents involved in international business. Concretely speaking, through study of a great many representative and practical letters in the international business and correspondent practice, students are able to express themselves in English and write letters in business

14、steps of establishing business relations; making enquiries, offers, counter-offers, replies; concluding business; making shipment; making payment; effecting insurance; packing goods; lodging claims, etc., and able to skillfully use them in the actual work. Therefore, teachers of this course are expe

15、cted not only to teach the basic principles and the theoretical knowledge of business writings7Cs and basic business knowledge, but also to familiarize students with a great number of commonly-used business English expressions, including words, trade terms, phrases, sentence patterns and useful expr

16、essions, by studying and practising representative correspondence and shipping documents. In this way, students are trained to be qualified personnel in doing foreign trade, be able not only to negotiate and conclude business, but also to translate and write such business letters skillfully in their

17、 future career. 本课程是一门操作性很强的课程。本课程基本教学理念是理论知识传授与外贸技能的训练和培养，即学生要具备对外贸贸易相关业务环节中的英语表达能力并能熟练翻译和撰写英语函电，还要熟悉主要的外贸单证。 具体而言，学生通过对外贸易业务磋商过程中各个环节往来函电实例的学习和大量实践，能够熟悉、掌握外贸业务磋商各个环节建立业务关系、询盘、报盘、推销、还盘、成交、包装、装运、保险、申诉、索赔、争议等的常用表达及写作技巧，并能在实际应用中熟练使用。 因此，本课程不仅要传授对外贸易业务各个环节的有关知识和贸易信函写作的7“C”原则和理论知识，又要通过大量学习和操练外贸实务中有一定代表性

18、的信函和单证实例，让学生熟悉外贸业务中各个环节大量的常用语，包括词汇、短语、句型以及习惯表达方式等，从而培养和提高学生的外贸业务工作能力，即既能够磋商和成交业务，又具备翻译和撰写外贸函电的能力，使其成为合格的外贸业务人才。 Lecturing Case study Practicing This course is a very operational course, that is to say, in order to be really able to write business correspondence, learning only the theory is never eno

19、ugh for you students. You have to learn a great many representative letters in the international business, and deeply understand what are the basic principles7Cs, and the theoretical knowledge of business writings. What more important is: you have to be fully familiar with a great number of commonly

20、-used business English expressions, including specialized words, trade terms, phrases, sentence patterns and useful expressions, etc. by studying practical sample correspondence. Then, further through a number of exercises, you can practice these commonly-used business expressions so that you will b

21、e able to finally master them and use them skillfully in your future career. 本课程是一门操作性很强的课程。也就是说，要达到正确拟写外贸业务信函的目的，仅有理论是远远不够的，学生必须学习大量外贸实务中有一定代表性的信函，深入体会何为7“C”商务信函写作基本原则和理论知识，更重要的是通过学习信例，熟悉大量外贸业务中各个环节的常用语，包括词汇、短语、句型以及习惯表达方式等，在通过一定量的练习，对常用语进行操练运用，从而达到掌握并熟练使用的目的。 Merchandiser Assistant 跟单员跟单员(不对外报价和成不对

22、外报价和成交，只是业务员的助手）交，只是业务员的助手） Merchandiser 业务员业务员 外贸/贸易经理/主管 Trading Manager/Supervisor 外贸/贸易专员/助理 Trading Specialist/Assistant 业务跟单经理 Merchandiser Manager 高级业务跟单/高级跟单员Senior Merchandiser 外贸单证员（documentary specialist/ documentary staff/vouching clerk） 外销员（export/international sales staff） 报关员（customs

23、specialist/clerk） 隋思忠.外贸英语函电（21世纪高职高专财经类专业核心课程教材）.大连：东北财经大学出版社，2004. 2)全国国际商务专业人员职业资格考试指定用书编委会编.国际商务英语（全国国际商务专业人员职业资格考试指定用书）. 北京：中国对外经济贸易出版社，2003. 方春祥.外贸英语函电（全国高等教育自学考试指定教材 同际贸易专业（专科）.北京：中国人民大学出版社，2005. 4）中国国际经济科技法律人才学会.外贸单证实务（外贸单证员职业培训专用教材）. 北京：2007. 5)吴雯.国际商务英语函电. 北京：对外经济贸易大学出版社, 2011. 6)冼燕华.新编国际商

24、务英语函电 .广州：暨南大学出版社, 2013.What is a business letter? A business letter is usually a letter from one company to another, or between customers, clients, parties or organizations. Where is a business (English) letter used? In international tradePurposes of business letter writing: connecting clients esta

25、blishing business relations with customers requiring information on the products or making replies to others requests making or accepting an offer apologizing for the wrong or expressing some good wills discussing items or information about contracts dealing with various business activitiesForms of

26、a business letter A business letter can be delivered in the form of paper or fax It can also be sent in the form of an electronic mail (an e-mail) or an electronic document.Styles of a business letter: Flowery words and phrases, variation of diction, and reinforcement of atmosphere or emotion are no

27、t necessary at all in business letter writing. Leading principles of business letter writing: Clarity Consideration Courtesy Completeness Conciseness Concreteness CorrectnessImportance of a business letter It can produce a permanent written record, and may be seriously taken compared with other form

28、s of communication.Preparations before writingFirst, know the exact purpose of your writing before you start to write. Secondly, plan how many points you are going to give, rearrange the points according to a certain logical sequence, and then decide how many parts you are going to write.Thirdly, se

29、ttle the layout, style and tone before writing. Finally, start your writing sincerely and effectively. Full block form is a frequently used form in a business letter with all the contents including address, date, salutation, the body of the letter, complementary close and so on, placed against the l

30、eft margin of the paper or the page. A single blank line should be used to indicate a new paragraph or a new part. Indented form can also be used in a business letter with four letters position left before each paragraph begins. (1) letterhead 信头 (2) reference 案号 (3) date日期 (4) inside address信内地址 (5

31、) attention line 注意事项 (6) salutation 称呼 (7) subject line事由 (8) body of the letter 正文 (9) complimentary close 结尾敬语 (10)signature署名 (11)enclosure 附件 (12)carbon copy notation 抄送 (13)postscript 附言 Shanghai Baiyun Knitwear Co., Ltd. (1)302 Hutai RoadShanghai 200070, ChinaTel:ax:/p>

32、2E-mail: Richardli- Your Ref. (2)Our Ref. May 25, 2013 (3) May Flower Imp. & Exp. Co. Ltd. (4)148 West Street, BarcelonaSpainAttention: Import Dept. (5)Dear Sirs, (6)Womens Skirts (7)Thank you for your enquiry in your letter of May 15 for ourWomens Skirts. We are now sending you the latest quota

33、tion for your. (8) (9) Yours faithfully, (10) Richard Li Sales managerEncl. as stated (11)C.C. our branch office (12)P.S. As requested, we will . (13) LetterheadComponents:the name of the companypostal addresstelephone numberfacsimile number websitesetc.LetterheadThe correct way of writing the addre

34、ss:from small and concrete address to larger address in the following order from the companys name, the concrete address and the avenue, the city and the zip-code, and then to the countrys name.Position:in the upper middle part of the page, and it can also be placed in the upper left part or the upp

35、er right part of the page.2. DatePosition:one to four spaces below the letterhead Format:6 September, 2013September 6, 2013. 3. Inside addressContents:the receivers information, like the companys name and the address of the receiver.Position:one space below the dateComponents: It should be given fro

36、m small and concrete address to larger address in the following order from the companys name, the concrete address and the avenue, the city and the zip-code, and then to the countrys name.4. SalutationPosition:the complimentary greeting with which a letter begins Choice:It depends on the relationshi

37、p between the senders and the receivers. Examples: “Dear Sirs”, “Dear Madam” and “Dear Sir” “Dear Mr. Wang”, or even “Dear Tony”5. Subject LineContents:The subject of the letter can be underlined with the purposes of saving time or drawing attention of the receiver.Position:Between salutation and th

38、e body of the letterFormat:The first letter of the subject or the main words should be capitalized.6. Body of the letterThe body is the core of the letter.For a business letter, clarity and conciseness are the basic qualities. Therefore, you are not recommended to write paragraphs which are too long

39、.7. Complimentary close The complimentary close can be expressed in different forms like “Sincerely”, “Yours sincerely”, “Sincerely yours”, “Yours truly”, “Truly yours”, “Yours faithfully”, “faithfully yours”, “Yours cordially”, “Cordially yours”, “Best regards”, etc.8. SignatureThe signature of a l

40、etter should be given by the writer of the letter, and the letter which has legal effect must be signed by hand, and in ink. And the senders job title or position should also be given below the signature.Examples:Yours faithfully,Richard LiSales manager1. Reference linePosition: Above the salutation

41、 and in line with the date but against the left-hand margin. Contents: The reference line can contain the numbers or initials of the departments name, the department code or a file number, etc. Forms: The reference line is usually marked by “Our Ref.” and “Your Ref.”.2. Attention lineUsages: If the

42、letter is delivered for a particular person or a department of the company, the attention line could be written.Position: after the inside name and address. 3. EnclosureUsages: You may indicate one or more enclosures in the letters expressed in the form like “Enclosure” “Enclosure: 2 copies”, “Enc.”

43、 and “Encl. as stated”.Position: two spaces below the signature 4. Carbon copy notationUsages: If the copy of the letter is sent to other parties, type “cc”, “Cc” or “CC”.Position: two spaces below the enclosure but at the left margin5. PostscriptUsages: If the writer really wants to add something i

44、mportant to the letter, he can write the postscript. However, the writer should avoid using postscripts because the use of postscripts suggests that the writer fails to plan the letter before he starts to write.Position: two spaces below the carbon copy notation. Basic requirements for the envelops:

45、 Accuracy Clearness Good appearanceExamples:Shanghai Baiyun Knitwear Co., Ltd. 302 Hutai RoadShanghai, China May Flower Imp. & Exp. Co. Ltd. 148 West Street, Barcelona Spain Registered . Arrange the following information in the form of a letter. Changzhou Wanlong Knitwear Co., Ltd.18 Changzhou T

46、extile Industrial ParkChangzhou, Jiangsu, ChinaTel:ax:May 13, 2013 May Flower Imp. & Exp. Co. Ltd. 148 West Street, Barcelona, Spain Attention: Export Dept. Dear Sirs, Kids T-shirts Thank you for your enquiry in your letter of May 11 for ourKids T-shirts. The attach

47、ed are the latest quotation of our products. Andthe pricelist will also be sent to you by air, and we are sure thatyou will be satisfied with our products and thereasonable prices. We are eagerly awaiting your reply. Yours faithfully, Richard Li Sales manager II. Address an envelop according to the

48、following information Stamp Jack LiAD Trading Company Limited123 Chaoyang Road, shanghai, China Tim Smith Lafa Import and Export Inc. 456 High Street, California, USARegistered III. Write the following dates correctly for business letters.1. Aug. 23, 20132. Mar. 5, 20103. June 7, 20114. Sept. 28, 20

49、12 . Encircle the best answer in the following questions. 1. c 2. d 3. b 4. dPurpose of a business letter to deliver information to others to achieve successful communication and to make the communication go on smoothly and effectively.7 Cs Completeness, Consideration, Clarity, Concreteness, Correct

50、ness, Courtesy and ConcisenessImportance of completeness: Before a business letter is sent out to the receivers, it should be checked very carefully to make sure that all the important and necessary information is included in the letter. Incompleteness of information may lead to the misunderstanding

51、 between both parties which may cause the failure of business or even loss of time or money. Whats worse, incompleteness of the information may even lead to unnecessary disputes or lawsuits.Ways to achieve completeness: If you want to achieve completeness of the information, you may ask yourself whe

52、ther you have stated clearly about the questions like “who, what, where, when, why and how.” These questions may be of great help to achieve completenessExamples: If you want to write a letter of order, you should have a clear idea of who you are sending the letter to, what kind of goods you are goi

53、ng to order, where the goods are sent, when you need the goods, and how the payment will be made, etc. Requirements of consideration: respect your cooperative partner share your readers point of view keep the readers needs in your mind achieve the balance of interests of both parties keep a sincere

54、and cooperative attitude try your best to think about the problems from the readers position try to use the affirmative attitude instead of negative attitudeExamples: a. I write to send my thanks. b. Thank you for your great help! (This sentence is given from the readers position.) a. Your letter is

55、 not clear at all. I cant understand it. b. If I understand your letter correctly. (This sentence is in a mild tone.)Examples: a. We are sorry for not being able to send you the price list this week. b. We will send you the price list next week. (This sentence provides the concrete solution to the q

56、uestions.)Ways to achieve clarity: Ambiguous words or rarely used words are forbidden in business letters. Know clearly about the subject of the writing. List the outline of the writing. Give a proper structure of the body of the writing. Arrange the paragraphs very carefully. Try to use short and f

57、amiliar words. Avoid using words which may contain different meanings. Examples: the word “bimonthly” may mean “twice a month” or “once two months”. If the writer uses this word in the business letter, the reader may be confused of the exact meaning of the word. So the writer should first know clear

58、ly about the conveying message and then rewrite the sentence in the following way: a. We send our latest catalogue to you twice a month. b. We semimonthly send our latest catalogue to you. c. We send our latest catalogue to you every two months.Examples: Pay attention to the position of the modifier

59、 “only” in the two sentences below respectively and think about what the meaning is in each sentence. a. We would like to place an order with you for 50 cases of the clothes only. b. We would like to place an order with you for 50 cases only of the clothes.Examples: As can be seen from the above sen

60、tences, the modifier “only” may bring different meanings to the two sentences because they modify different words. In the first sentence, the adverb “only” modifies the verb phrase “place an order”, so it means the writer just would like to place an order for 50 cases of the clothes from the readers company. B