商务英语应用文写作2010,9.ppt

1、商务英语应用文写作, ,CONTENTS,Chapter 1 An Overview of Business Writing 3 hours Chapter 2 Business Letters Lesson 1 Structure of Business Letters. 1 hours Lesson 2 Inquries and Replies. 3 hours Lesson 3 Complaints and Adjustments. . 4 hours Lesson 4 Sales Promotion.2 hours Chapter 3 Memo.4 hours Chapter 4 Re

2、sume and Application .5 hours Chapter 5 Report.8 hours Chapter 6 Advertisements.4 hours Chapter 7 Corporate Profile.4 hours Chapter 8 Product Introduction.4 hours,Chapter 1 Overview of Business Writing,Learning Objectives Understand the nature of business writing Learn the functions of business writ

3、ing Know the criteria for business writing Know modern changes in business writing,Nature of Business Writing,1. Whats the purpose of writing? 2. What are the differences between academic writing and business writing? 3. What are the features of business writing?,Purpose of Writing,The purpose of th

4、e writer can be classified into two categories: expressive writing and communicative writing. Expressive writing is personal and informal, employed to encourage comprehension and reflection on the part of the writer. The very process of writing makes you think, and gives you an opportunity to start

5、to make sense of the world you find yourself in, to bring many facts, definitions, rules, theories, and perspective to life and to impose some order on them.,Communicative writing is analytic, formal and more or less impersonal. It presupposes that the writer already has considerable knowledge and u

6、nderstanding of the topic, and is writing to inform or to persuade a reader. It demands adherence to established conventions of tone, voice, diction, evidence, and citation; these conventions will vary according to discipline and type (e.g. memo, E-mail, business report, plan, and proposal, lab repo

7、rt). Writers communicate their thoughts to others in writing via proper application of methods of persuading and informing.,Any business writing task or document is intended to meet one or more of the following generic objectives: to be understood as intended, to secure a desired response, and to bu

8、ild and develop goodwill. 1 .to inform somebody of something 2 .to persuade somebody to do something 3 .to instruct somebody on how to do something 4. to regulate somebody 5. to offer someone a suggestion of doing or not doing sth. 6. to form a tie that creates legally enforceable obligations betwee

9、n two or more parties. 7. to justify sth. 8. to entertain sb.,Differences between Academic Writing and Business Writing,This question can be answered from four aspects, namely: the purpose, the context, the reader and standards of assessment.,Features of Business Writing,1.Purposeful 2. Transactiona

10、l (result-oriented) 3. Reader-oriented 4. Dynamic 5. Timing 6. Economical,Criteria for Effective Writing,A piece of business writing can be assessed from the perspective of language itself and communicative effect. The assessment in terms of language can be subdivided into: range of vocabulary, vari

11、ety of expression, grammar, coherence and cohesiveness. On the other hand, the pragmatic appraisal of business writing is more concerned with the possible effects on the part of reader, more often than not subject to the business context.,1.Courtesy-礼貌 2.Correctness-正确 3.Conciseness-简洁 4.Clarity-清晰

12、5.Concreteness-具体 6.Completeness-完整,(1)、a. This letter is to inform you of an important change in our policy concerning insurance. b. Since you are our regular customer, we are writing to let you know about our important policy change in insurance. (2)、a. You obviously made a mistake by sending me t

13、he wrong goods. b. Thank you for your prompt delivery. However , the goods reached us were not the ones we ordered. (3)、a. We are pleased to grant you permission. b. We are pleased to offer you a favor by doing,(1)、a. This equipment recognizes many cards in a second. b. This OMR equipment recognizes

14、 more than 2 cards in a second. (2)、a. Considerable money could be saved if we manufacture the window frames ourselves. b. We could save over $5,000 a year if we manufacture the window frames ourselves.,interrogate subsequent to with regard to be kind enough,ask after about please,soon a large order

15、 our time contact you,June 20 an order up to US $980,000 Beijing time call/ write/fax,in due course due to the fact that on the grounds that in spite of the fact that for the purpose of in accordance with your request in the case of in many cases,soon because because even if for as you requested for

16、 often,Modern Changes to Business Writing,There were times when the prevailing rule for business writing was that it should be written in the driest possible manner and in language so stilted and formal that the true personality of the writer was completely hidden. However, at present, business writ

17、ing has assumed more friendly, easy, and conventional style. When you write letters, you will be concerned about communicating more than information. The information in the letters will be important, of course. But you will also need to communicate certain effects.,Here are some helpful suggestions

18、for achieving the desired effects in business writing. 1.Conversational Style 2.Resisting Tendency to Be Formal 3.Avoiding the Old Language of Business 4.You-Viewpoint 5.Accent on Positive Language 6.Avoiding Anger,Basic Patterns of Business Writing,1.Directness in Good-News and Routine Messages. 2.

19、Indirectness in Bad News Messages 3.Indirectness in Persuasion Which approach is desirable depends on the anticipated reaction on the part of reader as well as the readers knowledge of the subject under discussion.,Sample Analysis,Sample 1-1 Dear Sir: We wish to acknowledge receipt of your credit ap

20、plication dated February 17 giving trade and bank references, and we thank you for the same. Please be advised that credit accommodations are herewith extended as per your request and your order has been shipped. Hoping you will give us the opportunity of serving you again in the near future, we rem

21、ain. Very truly yours,Dear Sirs: Thank you for sending so promptly the trade and bank references we have asked for. I am glad to say that your order has already been shipped on the terms you requested. We hope you will give us the chance to serve you again. Very truly yours,Sample 1-2 In compliance

22、with yours dated We have before us Responding to yours of even date Yours of the 12th to hand,Deem it advisable Attached hereto Wherein you state as per your letter Take the liberty Trusting this will meet with your favor Anticipating your favorable response Assuring you of our cooperation,We can no

23、t understand your negligence. We will not tolerate this condition. Your careless attitude has caused us a loss in sales. We have no intention of permitting this condition to continue.,We can deliver the goods on July 11. So that you may have the one sofa you want, will you please check your choice o

24、f fabric on the enclosed card? Your check will be mailed on October 1st. Please format this letter in the block style shown in the Office Procedure Manual.,Exercises,1.Revise these sentences so that they are positive rather than negative. a: Unfortunately, your order cannot be sent until next week.

25、b: To avoid the loss of your credit rating，please remit payment within ten days. c: You should have realized that waterbeds will freeze in unheated houses during winter months. Therefore, our guarantee does not cover the damage value and you must pay the $ 10 valve-replacement fee. d: Your misunders

26、tanding of our January 8 letter caused you to make this mistake.,e: Even though you were late in the bill, we did not disallow the discount. f: Our stone-skin material wont do the job unless it is reinforced. g: Your negligence in this matter caused the damage to the equipment. h: Do not walk on the

27、 grass. i: We regret to inform you that for the time being, we must deny your request for credit. j: Smoking is not permitted anywhere except in the lobby.,2. Write you-view point sentences to cover each of the situations described. a: We will be pleased to deliver your order by the 15th. b: We have

28、 worked for 20 years to develop the best model of car for our customers. c: We can permit you to attend classes on company time only when the course is related to your own work. d: Items desired should be checked on the enclosed order form.,e: We are happy to report approval of your application for

29、membership. f: Our long experience in the book business has enabled us to provide the best customer service possible. g: We take pleasure in announcing that, effective today, the company will give a 20 percent discount on all purchases made b employees. h: So that we can sell at discount prices, we

30、cannot permit returns of merchandise.,3. Compare and tell which one is better and why. Dear Mr. Hua: We are in receipt of and would like to thank you for your letter and catalogue of June 14, 1999. after close examination we have come to the conclusion that your products are of no interest to us but

31、 we wish you every success in your future endeavors. Sincerely yours,Dear Mr. Hua: Thank you for your letter and catalogue sent on July 14, 1999. We appreciate your interest in our company though your products fall out of our line for the time being. We wish you every success in your future endeavor

32、s. Sincerely yours,Chapter 2 Business Letters Lesson 1 Structure and Style of Business Letters,Learning Objectives Know the parts of a business letter Know the style of a business letter,Parts of a Business Letter,Broadly speaking，business letters are usually composed of the following twelve element

33、s： 1.Letterhead 16 Fuxing Street Haidian District Beijing Post Code: 100035 Peoples Republic of China Tel: 63211234 Aug. 20, 2004,2. Date Oct. 20, 2004 10 May 2004 3rd June 2004 Sept. 16th, 2004 3. Inside Address Ms. Joanna Kerry Peking University Haidian District,100871 Beijing China,4. Attention L

34、ine 5. Salutation 6. Subject Line 7. Body 8. Complimentary Close 9. Signature 10. Reference Initials,11. Enclosure Enc: Resume Encls:Grade Certificate 12. Copy Notation,Format of a Business letter,Block Style: LETTERHEAD Date Inside Address _ _ _ Salutation _ Body _ Complimentary Close _ Signature,I

35、ndented Style: LETTERHEAD Date Inside Address _ _ _ Salutation Body _. Complimentary Close _ Signature _ Encl. _,Lesson 2 Establishing Business Relations Enquries and Replies,Learning Objectives Know where to obtain the information about the merchants in foreign countries; Know the essential compone

36、nts of a letter to establish business relations; Know the function and general knowledge of inquiry; Know how to write enquiry and reply.,Sources of Information,1.Banks 2.Chambers of Commerce in foreign countries 3.Trade Directory 4.Commercial Counselors Office 5.Advertisements 6.Business House of t

37、he same trade 7.Exhibition and Fair 8.Specialized trade publications eg. International Trade Centre Literature 9.Export promotion organization eg. China Council for the Promotion of International Trade 10. Market investigation,Components of a Letter Intending to Establish Business Relations,Having o

38、btained the desired names and addresses of the firms from any of the above sources, the person in charge may start sending the letters to the party concerned. This type of letter should include the following information: 1. Source of information; 2. Intention of writing the letter; 3.Lines of busine

39、ss handled in his company; The reference as to his companys financial status and integrity.,Eg. Through the courtesy of the Paris Chamber of Commerce, we have your name as a firm who is interested in doing business with us. 经由巴黎商会，我们得悉贵公司有兴趣与我方进行贸易。 Eg. We owe your name and address to Italian Commer

40、cial Bank who has informed us that you are in the market for ball-bearing. 承蒙意大利商业银行告知贵公司名称和地址，并告知贵方欲购进滚珠轴承。 Eg. We have your name and address from China Council for the Promotion of International Trade. 我们从中国国际贸易促进会得悉贵公司名称和地址。 Eg. On the recommendation of Messrs. Harvey Know how to write Complaints

41、 and Settlements; Master typical sentences and expressions .,Back-ground Knowledge of Complaints and Settlements,In an ideal business transaction, everything is done and checked carefully with details of order and offers, the quality of the goods supervised, and delivering of the goods prompt and ac

42、curate. No mistake is made and nothing is wrong. However, errors do sometimes occur, when the goods or the service is not as good as expected or agreed before, a letter of complaint or claim is sent to the seller.,Countless aspects of business dealings can break down, but the most common causes for

43、claims are: 1)delivery is defected or damaged 2) delay in delivery 3) wrong billed invoice(an incorrect bill, invoice, or statement) 4) mix-up in delivery(delivery of unordered goods or incorrect goods),The purpose of complaint or claim is to point out the problem with the goods or the service, and

44、to prompt the other side to make a satisfactory and reasonable response. Therefore, to achieve the desired results.,The Essential Elements in a Complaint,Clear facts Reasonable complaints Definite claim Definite action in future.,Guidelines for Writing Complaint,To achieve the desired results, the c

45、omplainer should word carefully and follow the principles below. 1.Begin directly. The problem is presented at the very start of the letter in a direct way. 2.Identify the situation (invoice number, product information, etc.)in the text. 3.Make certain that the complaint is based on facts. Name spec

46、ific actions to correct the problem and politely mention strong terms if you fail to get a satisfactory reply. 4.The claim should be practical and acceptable to the other side. 5.End positively-friendly but firm.,A reply to complaint plays a very important role in problem solving, so it must be deal

47、t with care. A letter functioning in this way should be in a constructive tone as well as sincere and sympathetic. The letter is not only meant to send a message for readiness to solve the problem but also with the intention of convincing the other side that the mistake occurred is only a slip. Thus

48、, it is advisable for a writer to take a courteous, understanding as well as responsible tone when replying to complaint .,To write a reply to complaint, one should get it immediately, particularly when the other side is dissatisfied. So the first action after receiving a complaint is to look into t

49、he matter immediately. If the complaint is really based on fact of your mistake, you should apologize in your letter and offer a solution to solve the problem.,The Essential Elements in Settlement,1. Acknowledgement of receiving the letter of complaint 2.Expressions of regret or apology 3. The inves

50、tigation results. 4.The explanation for the matter. 5.Offer for mending.,Sample 4-1 Dear Sirs, Re: Our Order No. F2436 for Candles We have taken delivery of the goods which arrived on S.S. “Peace” on September 20th. We are much obliged to you for the prompt execution of the order. Upon examination,

51、we found the goods are correct and in good conditions except for case No.23.,When case No. 23 was opened, it was found that its contents were not what we had ordered. We can only assume that a mistake has been made in making up the order, and the contents were for another order. As we are in urgent

52、need of these items to complete our range of goods, we have to ask you to make immediate arrangement to send us the replacements, which are on the enclosed list. We will be happy if you can check the list with our order and your copy of the invoice.,Meanwhile, we are holding the mentioned case at yo

53、ur disposal. Please fax us to let us know what to do with it. Yours faithfully,Sample 4-2 Dear Mr. Grant, Reference is made to your letter of 12 October2000 regarding our account No. 645/HRs 0098 and Invoice No. 04276. I appreciate your bringing this matter to my attention. Having checked with our d

54、ispatching section, it appears that a mistake has been made on this occasion, and that you have been sent an invoice with incorrect details. The reason for this is that,we have recently installed a new system for stock control and there have been a number of “teething problems”. A revised, correct i

55、nvoice is attached for your convenience. I hope you have not been too inconvenienced by our mistake, and that you will continue to honor us as our customer. Yours faithfully,Sample 4-3 Dear Sirs We wish to refer to your letter dated 20th May and your letters of 12th, 17th and 19th April, in which yo

56、u made a claim on our last shipment of spare parts. After further consultation with the manufacturers of the goods, we regret to say that we are unable to come to any positive result which would help clear the situation.,Our manufacturers are of the opinion that by a few traces of rust no harm could

57、 be done to those spare parts. They are not precision instruments after all, which would need different packing. Our manufacturers therefore come to the conclusion that there is no valid ground for complaint so long as such a defect does not in the least affect the use of the goods. In consequence,

58、we consider it difficult to file a claim against the manufacturers. Nevertheless, we are prepared to straighten out the matter in an amicable way by paying you a rebate of 5% so as to start with a clean state.,We hope that our proposal will be acceptable to you for the settlement of the pending case so that we may continue doing business with you shortly. We look forward to having your early reply.,Sample 4-4 1. You are dissat