商贸英语(王玉环 赖艳 主编)课件习题答案chapter-2

1、Chapter Two新编外贸英语教程International Business CorrespondenceContentsTeaching ObjectivesText AnalysisChapter TwoTechnical TermsExercises新编外贸英语教程Specimen Letters Teaching ObjectivesUpon completion of this chapter, you willUnderstand the essence of business lettersKnow the elements of business letters Lear

2、n the format and outline of business letters Identify the principles of business lettersIntroduction to the ChapterFocus of the chapter Learn several aspects of business letters, including the essence and basic elements of business letters, the envelope addressing, the format, outline and the princi

3、ples of business letters. Teaching methods Theoretical illustration & practical application Introduction to the Chapter In this chapter, several aspects of business letters will be discussed. Business letters are one of the most important ways to communicate with others in business world. This chapt

4、er will focus on the discussion of the basic knowledge of business letters. Introduction to the Chapter The first part talks about the essence of business letters. The second and third part deals with elements of a business letter and the envelope addressing. The fourth part tells us format and outl

5、ine of a business letter. The last part is about the principles for business letters. Text Analysis2.1 International Business Correspondence2.2 The Essence of Business Letters2.3 Elements of Business Letters2.4 Envelope Addressing2.5 Business Letter Format and Outline2.6 Basic Principles for Busines

6、s Letters2.1 International Business Correspondence Business letter writing is experiencing a rebirth. Millions of business communications which were conducted through many other ways. Even though the ability to write an effective business letter is still very important to any business person who wan

7、ts to represent themselves positively to their customers, competitors and employers.2.2 The Essence of Business Letters Every business letter communicates in two distinct ways. The reader gets meaning out of what is said and how it is said in a letter. 2.2 The Essence of Business Letters We must mak

8、e sure that both the clarity of the message (what the letter says) and its character (how the letter says it) help to evoke that reaction.2.3 Elements of Business LettersLetterhead ReferenceDateInside addressAttention lineSalutationSubject lineBody of a letterComplimentary closeSignatureIEC blockPos

9、tscriptThe general position of these elements is shown in the following sample: LetterheadReference numberDateInside address_Attention lineSalutation Subject lineBody_Complimentary closeSignatureIEC blockPostscript In the following, we will examine each element according to their order in a letter t

10、o see what functions it serves and how it should be constructed.2.3 Elements of Business Letters2.3.1 Almost every business firm uses letterhead stationery for their letters nowadays. Letterhead is usually the most obvious element in a business letter, taking the topmost part of the paper. It identi

11、fies where the letter comes from and it provides the recipient with the first impression of the letter. 信头Letterhead2.3.1 Letterhead A letterhead always contains the companys name, address, telephone number, fax number, internet address, e-mail address, etc. Sometimes a trademark or brief slogan is

12、used effectively too. Many large companies add departmental identification to their letterheads. 2.3.1 LetterheadMicrosoft CorporationOne Microsoft Way Telephone: (425)706-7330Redmond Fax: (425)706-7329USA Internet: microsoft For example:2.3.1 Letterhead However, if a second page is needed for the b

13、ody of the letter, a secondheading which includes the addressers name usually printed on the page should be used. Three examples are shown in the following: The receivers name and date appearing in the heading of the second page should match those on the first page. Microsoft Co.Oct. 2, 2010Mr. Robe

14、rt Green, Oct. 2, 2010, Page 2Mr. Robert GreenOct. 2, 2010Page 22.3.1 Letterhead 2.3.2 Because companies usually have to deal with a lot of letters every day, it is necessary to classify them according to the subject, persons, or time sequence so that it will not be so difficult to find a letter tha

15、t is wanted on file. 案号Reference2.3.2 Reference Your ref: CNN/011Our ref: 12345/XYDear Sir,Thank you for your letter, reference CNN/011, of Sep. 9, 2010,2.3.3 Date In business letters, date line is a very important part. Often, in business transactions at all levels, the date has special relevance:

16、it might be a deciding factor as to whether an order is filled, a bill is paid, or a guarantee claim is met. Therefore, never omit the date line in business letters. 2.3.3 Date The date should always be written in standard form: January 27, 2010, for example. All number form (for example: 10/3/10) s

17、hould not be used. Some people are used to abbreviating the month, but this is not recommended in business letters. 2.3.3 Date There is no fast rule for the placement of the date. It can be aligned with the left or right margin below the letterhead. This is often decided by the style of the letter o

18、r the habit of the company. Anyway, the placements of the date line in English letters are much different from those in Chinese letters.2.3.4 We include the address in the letter although it already appears on the envelope, because the envelope is usually thrown away. The letter itself, which is kep

19、t on file, must indicate for whom the message was intended. It is usually put two lines under the date line, aligned with the left margin. 封内地址Inside Address Generally, the inside address should include any or all of the following: Receivers name or his job titleCompanys nameNumber of the house and

20、name of the streetDistrict, name of the town or cityState or province, ZIP codeName of country2.3.4 Inside AddressFor example: Mr. Wang, PresidentMessrs. Wright HouseLondon E. C. 3England2.3.5 Sometimes when the inside address doesnt contain the individuals name, attention line is used to name the s

21、pecific person the letter is addressed to. China Import & Export Corp. No.211, Nanjing Road, Qingdao, 266000P. R. ChinaAttention: Mr. Carlos MyersGentlemen,注意项Attention Line 2.3.5 Attention Line Here are some examples for the typing style of an attention line:Attention of Purchasing ManagerAttention

22、: Mr. Attention Sales ManagerATTENTION PERSONNEL MANAGER2.3.5 Attention Line Attention line is usually put between the inside address and the salutation, or within the inside address.P&G CompanyFirst Cross StreetCOLOMBOSri LankaAttention: Mary AliceP&G CompanyATTENTION MARY ALICEFirst Cross StreetCO

23、LOMBOSri Lanka2.3.5 Attention Line2.2.6 The salutation is the greeting with which every letter begins. An appropriate salutation is a warm greeting to the addressee. Therefore, be sure to salute to the correct addressee appeared in your inside address or in the attention line. 称呼Salutation2.3.7 Subj

24、ect Line A subject line tells the reader what the letter is about. Usually it is placed one or two lines below the salutation. There are different typing styles for this part:Subject: Proposed delay of the deliveryRe: Proposed delay the deliveryProposed Delay of the DeliveryIn re: Invoice No. 2221-b

25、SUBJECT: ACCOUNT No. 2222.3.8 Body of a Letter This part is the most important part of a letter which deals with what really matters. And the following parts of this book will offer detailed advice for making this part as effective as possible. Lines within a paragraph should be single-spaced, with

26、double-spacing between paragraphs. Attention here should be paid to the physical precision of the body. It usually begins one or two lines below the salutation. 2.3.8 Body of a Letter As to the writing principles of this part, you need to write simply, clearly, courteously, grammatically, and to the

27、 point. You also need to paragraph correctly and avoid stereotyped phrases. 2.3.8 Body of a Letter The opening words introduce the letter and should be relatively short (with one or two sentences). The middle part supports the first paragraph and provides more information. The final part usually ser

28、ves as a summation, suggestion or further request.2.3.9 The complimentary close, just like the salutation, is purely a matter of custom and a polite way of bringing a letter to a close. It is usually put two lines below the last line of the body, aligned with the left margin or the date line accordi

29、ng to different format that will be mentioned later. 信尾敬语Complimentary Close2.3.9 Complimentary Close You should carefully select the most appropriate complimentary close to match the character of your communication and the salutation. Formal complimentary close should be used with salutations. If a

30、 polite title and the surname are used in salutation, the less formal complimentary closes may be used.2.3.9 Complimentary Close You need to pay attention to another point: the correct punctuation for the complimentary close is a comma. Notice also that only the first word in a complimentary close i

31、s capitalized.2.3.10 Signature When you type a letter, leave three blank lines below the complimentary close, and then type the signature identification and title on the fourth line. Into the space between these two lines goes your signature. The typewritten identification tells legibly who wrote th

32、e letter. 2.3.10 SignatureYours sincerely,(Signature)Lynnette Solis, DirectorYours faithfully,(Signature)Mike Mayer, Marketing Manager2.3.11 (Initials, Enclosures and Carbon Copies) The IEC block appears on the left-handed margin two or three lines below the signature block (including complimentary

33、close, signature, and typewritten identification). 缩写名，附件，分送标志IEC2.3.11 IEC Usually, the initials of the person who type the letter should appear on business letters. These initials identify the writer and the typist and if they are the same person, the initials are omitted. The following styles are

34、 commonly used:HM/LZ HMorgan/lzHM: lz lz2.3.11 IEC If a letter is accompanied by any other enclosure, a second line is used in IEC block to tell the recipient about this. The enclosure indicator appears right beneath the initials, usually abbreviated, and indicating the number of enclosures.Enclosur

35、e 1Enc.Enc. Attachments: 2Encls. Encl:22.3.11 IEC If you send the copy of the letter to a third party, a notation of carbon copies (CC) will be used in the third line of the IEC block. Nowadays, many offices are using PC (for photo copy) instead. Any of the following styles may be used:PP: Bree Hodg

36、e CC: Bree HodgePc: Bree Hodge CC: Bree Hodge So, a complete block may look like this:JAL: mieEncl: 2cc: J.M. MadisonJAL: mieEncl: 2cc: J.M. Madison2.3.11 IEC2.3.12 Postscript Usually in business letters, a postscript is usually not in its original function (to append an omitted idea), but rather as

37、 a device to emphasize something. It follows the IEC block (if there is), and always in the form of “p.s.”. Some people prefer not to use “p.s.” anymore (see examples in the following).2.3.12 Postscript p.s. Wish to see you at the Trade Fair on Nov. 10.Wish to see you at the Trade Fair on Nov. 10.2.

38、3 Elements of Business Letters With all the introductions above, we can summarize that choice of layout is a matter of individual taste, but it is better to follow established practice, to which the business world has become accustomed. A good plan to make correct habitual practice is to adopt one f

39、orm of layout and stick to it. 2.4 Envelope Addressing There are three requirements in addressing an envelope: clearness, accuracy and good appearance. Generally speaking, you are supposed to write both the senders and the receivers name and address as follows: Senders name and addressReceivers name

40、 and address2.4 Envelope AddressingTwo styles of addressing an envelope: Indented StyleUnited Textiles Ltd.York HouseLawton StreetLIVERPOOL, ML3 2LLEngland, U.K. Shanghai Textiles Imp. & Exp. Corp. 100, Siping Rd., Hongkou District Shanghai, 200080 P.R.ChinaBy AirmailBlocked StyleCasio & Pomponio Co

41、., Ltd.22th Floor, Sunshine Mansion110, Jiefang Rd., the 3rd RingBejing, 100000P.R.China Messrs. Brown & Co., Ltd. 885, Broadway Hongkong, China Confidential2.4 Business Letter Format and Outline2.5.1 Format There is no one specific format for business letters. Instead, there are certain practices w

42、hich are widely used in todays business correspondence. There are generally three formats, which are full-block format, semi-block format and conventional format. The examples of these formats are shown in the following.Full-block Format LetterheadDateInside Address_Salutation:Body_Complimentary clo

43、seSignatureSemi-block Format LetterheadDate_Inside Address_Salutation:Body_ Complimentary close Signature Signature2.5 Business Letter Format and Outline The date, complimentary close and signature begin to appear at the right of the center of the paper in this format. All the other elements are blo

44、cked against the left margin. This is a more conservative format of layout.Conventional Format LetterheadDate_Inside Address_Salutation:_Body_ _ Complimentary close Signature 2.5 Business Letter Format and Outline In this format, the first line of each paragraph of the letter is taken in four or fiv

45、e spaces usually. The positions of other elements are quite similar to those in the semi-block format.2.5 Business Letter Format and Outline Outline Every part in the body of a letter is written to accomplish a particular task or tasks. Though there isnt any rigid rules for the outline of a letter,

46、the following points may help you in writing effective business letters.Opening Words The opening words of a business letter should obtain the readers attention at the first sight, and help to gain a positive response from the reader, which is like a headline in newspaper. In order to accomplish thi

47、s objective, the following points should be considered in composing a first paragraph in a business letter.Opening Words Indicate what the letter is about You should get to the point immediately in the first paragraph. Modern business people pay great attention to efficiency, so do not let your read

48、er search the whole letter to find the key information.Opening Words If necessary, refer to previous correspondence This part may help the reader to get the point promptly. When there has been previous communications concerning the subject, reference to them is necessary. Opening Words Set a positiv

49、e and friendly tone The opening words plays an important role in setting up a friendly tone for the whole letter. This may, reversely, help to evoke the positive reactions the writer desires.Opening Words Be brief As a general rule, keep the paragraph short and simpletwo or three sentences.Middle Pa

50、rt After finishing the opening words, ask yourself what the reader still needs to know so that he/she may react to your desire. Necessary background and supporting information should be provided in the middle paragraphs. Usually, information concerning the following aspects should be considered, the

51、 six “wh” words: Who? Why? How? What? When? Where?Ending Part The ending part is as important as the opening words. It should: Restate or conclude the key points Summarize what is included in the middle parts. Request necessary action, if necessary Use specific closing so that the reader may take th

52、e desired reaction. Ending Part Confirm a positive image When possible, last part should leave the reader with a feeling of goodwill. It must have a quiet dignity and personality.2.6 Basic Principles for Business Letters In English business letter writing, you need to learn and apply certain princip

53、les to effectively communicating with others. Good English is one of the important bases of good business letters. What you write should be free from grammatical mistakes, and also free from the slightest possibility of being misunderstood. 2.6 Basic Principles for Business Letters There are certain

54、 essential qualities of business letter, which can be summed up as 7Cs, i.e. Clearness, Conciseness, Consideration, Courtesy, Concreteness, Correctness, Completeness. The 7Cs Principles are as follows:Clearness First of all, make sure that your letter is so clear that it can not be misunderstood. It

55、 is suggested we should use simple, plain language and avoid business jargons. In brief, clearness means a letter should be written clearly and briefly. Conciseness Conciseness is considered the most important principle in business letter writing as we now live in a world where time is precious. A l

56、etter can be made clearer, easier to read and more attractive to look at by careful paragraphing. A paragraph for each point is a good rule.Consideration Consideration means thoughtfulness. So you should always put yourself in your readers place, which is what people now emphasize, i.e. “You” attitu

57、de. In your letter, you should always keep in mind the receiver we are writing to, see his or her problems and take the positive approaches. Courtesy In business letters, courtesy means the polite expression or kind action. To be courteous, you should always give punctual reply, be sincerely tactful

58、 and appreciative and be modest but not humble in wording. Concreteness To be concrete, you should give specific figures and facts and use vivid and exact words. Your letter should be presented to the receiver in a specific, definite way rather than in a general way. Correctness With correct spellin

59、g, proper grammar and punctuation, your letter will give your reader a good appearance but they are not all the factors that correctness comprises. A minor mistake in this respect sometimes means you will make no profit or even lose out. Completeness If your business letter can contain all the infor

60、mation that your receiver expects, we say it is “complete”. Such a letter is more likely to bring the desired result, avoid unexpected disputes and build goodwill. Before sending out your letter, you should check it again to ensure no information is missing. 2.5 Basic Principles for Business Letters