商務(wù)英語函電教案

1、教 案Chapter ILayout of Business Letter【Teaching Aims】 As China opens wider to the outside world, its foreign trade has expanded greatly in recent years. Meanwhile, competition is becoming keener and keener. To attract more customers, well-written business letters often play an important role besides

2、good quality and reasonable price. So it is of the utmost importance for the students who want to be engaged in international trade in future to learn how to keep in touch with firms or merchants abroad by correspondence and how to draft effective business letters. Millions of business communication

3、s which were transmitted by cable or telex are now being sent by fax or e-mail. Business letter-writing is also experiencing a rebirth. This part deals mainly with the layout of and the parts contained in a business letter. Through study of this part, students will master two layout styles, seven pr

4、incipal parts, seven optional parts and different ways of addressing an envelope.【Main & Difficult Points】1. Two styles of layout2. Seven principle parts and seven optional parts3. Addressing envelopes【Key Words & Expressions】letter-head inside name and address body of a letter salutationattention l

5、ine blocked style indented style 【Teaching Contents】Brief Introduction Business letters are the principle means used by firms or companies to keep in touch with their customers. They send business letters to ask for or to convey information; to make or to accept an offer; to deal with matters concer

6、ning negotiation of business, etc Although formality in business letter writing is rapidly giving way to a less conventional and more friendly style, the layout still follows a more or less set pattern determined by custom. Choice of layout is a matter of individual taste, but it is better to follow

7、 established practice, to which the business world has become accustomed. It is good to adopt one form of layout and stick to it. 【Teaching type】Theory teaching, discussion, practice【Time Arrangement】Step 1: Brief Introduction (10m) Step 2: Layout of business letter in details (2h)Step 3: Revision (

8、5m)Step 4: Homework (5m)【Teaching Methods】Instruction, discussion, practice【Teaching Resources】Multi-media 【Teaching Procedures】Step 1. Layout of business letter in details 、The writing of business letter 商業(yè)書信的撰寫 商業(yè)書信的特點(diǎn): 1、完整 2、具體 3、清楚 4、簡潔5、禮貌 6、體諒 7、正確、 Styles of layout 1. Indented Form / Style 縮

9、頭式，縮行式2. Blocked Style 齊頭，平頭式3. Modified Style / Semi-Indented Style 混合式 Modified Block with Indented Paragraphs 段落縮頭式Modified Block with Blocked Paragraphs 段落齊頭式、The Structure of a Business Letter () Seven Main / Principle Parts 七個(gè)主要部分1 The Heading or Letter-head 信頭 公司名稱和地址（name and address of the

10、company） 電話、電傳、傳真號碼、電報(bào)掛號(telegraphic address)、e-mail 2 The Date / Date Line 日期1） 年份應(yīng)完全寫出：eg. 19982） 月份應(yīng)用英文，不用數(shù)字3） 月份名稱可縮寫：Aug. , Oct.4） 24th March, 2007 (Br. Style)March 24, 2007 ( AmE. Style) 3 The Inside Name and Address 封內(nèi)名稱，地址(1) Generally, the inside name and address in an English business lett

11、er should include the following: 1） the name of the firm or company addressed to 2) number and street 門牌號碼和街名 3） name of city, state or country and its postal code 所在城市、州、縣名及郵政編碼 P.O. Box 信箱 4） name of country(2) C/O: care of 轉(zhuǎn)交(3) 行名前（以人名為行名）冠以“Messrs”,表客氣4 The Salutation 稱呼商業(yè)函件多用Dear Sirs, 不能單獨(dú)用Si

12、rs.公事函件用Dear Sir. 半公半私用Dear Mr.美國人常用Gentlemen, 后用冒號Dear Sirs 后用逗號5 The Body1) The Opening Sentences 開頭語2） The Body of the Letter 信的正文3） The Closing Sentences 結(jié)尾語a. 用分詞短語開頭 Awaiting your good news, we are, b. 用完整句子開頭 We await your good news. 6 The Complimentary Close 結(jié)束語，結(jié)尾敬語1） The complimentary clos

13、e is a polite way of bringing a letter to a close. It keeps in tone with the salutation. The most common used sets of salutation and complimentary close are: Formal : Dear Sirs, . Yours faithfully Gentlemen: Truly yoursLess formal: Dear Mr. Henry: Yours sincerely Dear Ms. Smith: Yours cordially2） Fo

14、rmal 順序Very sincerely yours, Yours very sincerely,Yours sincerelySincerely yoursSincerely, 7 The Signature 簽名The name of the firm that the writer represents should be written in capitals below the complimentary close, followed by the signature of the manager. To sign with a rubber stamp shows discou

15、rtesy. 商號名稱用大寫，再由負(fù)責(zé)人簽名，用圖章有欠禮貌。 () Seven Optional Parts 選擇部分1 The Reference Number / The references 存檔編號，案號The references may include a file number, department code or the initial of the signer of the writer. They are marked “Our Ref.” and “Your Ref.” to avoid confusion. They may be placed immediate

16、ly below the letterhead. Eg. Our ref.: LGB / w.w. Your ref: JDM / je1) facilitate the writers numbering and filing the letters he receives 便于發(fā)信人編號歸檔，以便將來查閱。2) enable the writer or the recipient to link the reply with the previous correspondence便于寫信人或?qū)Ψ綄⒒睾c以往的信件聯(lián)系起來。2 The Attention Line 注意事項(xiàng)，致收信人Gene

17、rally, it is used where the writer of a letter addressed to a firm or a company whishes to direct it to a specific person. It generally follows the inside address and was two line-spacing above the salutation, underlined.需注明對方經(jīng)辦人，希望收信商號將信迅速交經(jīng)辦人辦理，可用Attention / Attention of, 用于稱呼上兩行，加底線。 Eg. For the

18、attention of Mr. SmithAttention: Mr. SmithAttention of Mr. Smith, Export ManagerAttention of Purchasing Manager3 The Subject Line / Re Line / The Subject Heading or Caption 事由，事由欄 Main heading: 主標(biāo)題Paragraph headings: 分標(biāo)題 It gives a brief indication of the content of the letter. There are two kinds o

19、f subject headings-main headings and paragraph headings. The main heading is typed two line-spacing below the salutation, underlined. The paragraph heading is placed at the beginning of each paragraph to show what subject the paragraph is dealing with. 標(biāo)題分為主標(biāo)題和分段標(biāo)題。主標(biāo)題在稱呼下面空兩行，加下橫線。 分段標(biāo)題放在每段之首， 表示這一

20、段所涉及的主題。4 The Reference Notation 經(jīng)辦人代號主辦人代號： reference initials Identification Mark / The identification lineThe reference notations are made up of the initials of the person who dictates the letter and of the secretary or typist. The initials are usually typed two line-spacing below the signature a

21、gainst the left-hand margin. The two sets are separated by a colon or a slant, with the dictators coming first. You may capitalize both, or neither, or only the first of the set. 將主稿人和速記員的姓名第一個(gè)字母連續(xù)打出，兩者之間用冒號或斜線分開可以全部大寫，或全部小寫，或只將口述人姓名首字母大寫。以便日后查對由何人主稿，由何人速記打字。Eg. HW / JZ HW: JZ HW :jz HW / jz5 The En

22、closure 附件If something is enclosed with the letter, type the word “Enclosure” or an abbreviation of it (Encl.) at the left bottom with a figure indicating the number of enclosures, if there are more than one. Eg. Enclosure: Price list Enclosures: 4 Encl. As stated. Encls.: 2 Invoices 6 The Carbon Co

23、py Notation 抄送If the copy of the letter is to be sent to a third party, type cc or CC two line-spacing below the signature or immediately below the enclosure at the left-hand margin, followed by the name of the recipient of the copy. 信件的內(nèi)容需抄送第三方時(shí)， 可在簽名或附件下兩行沿左邊緣線打上cc /CC, 再打上抄送對象的名稱即可。But in some co

24、untries, people are using the brand name Xerox for cc as the latter one is now almost replaced by the photocopy in business circle. 但在有些國家，由于商界幾乎已全部采用影印件來抄送，故往往用Xerox來代替cc.Eg. cc: Shanghai Branch Office7 The Postscript / P.S. 附言A postscript is an afterthought which we should try to avoid using, as i

25、n formal letters this is usually a sign of poor planning. If something is forgotten, it is better for the writer to rewrite the whole letter. But as a special device, it has two legitimate functions: 1) Some executives, to add a personal touch to their typewritten letter, occasionally add a postscri

26、pt in pen and ink. 以示親切2) Writers of sales letters often withhold one last convincing argument for emphatic inclusion in a postscript. 為加深印象，將最有說服力的論點(diǎn)歸納在附言中。、Addressing Envelopes The three important requirements of envelope addressing are accuracy, clearness and good appearance. Business stationery

27、ordinarily has the return address printed in the upper left corner of the envelope. Name and address of the receiver should be typed above half way down the envelope, leaving enough space for the postmark and stamps. Post notations such as “Registered”, “Certified”, or “Confidential” should be place

28、d in the bottom left-hand corner. Example of EnvelopesMessrs. William & Sons (Stamp)58 Lancaster House,Manchester, London The National Transport Co. (Registered) 120 Broadway Street Rangoon, Burma 附注項(xiàng)：1 如一信須由特種郵路或郵船寄送，或說明信的類別，可在信封左下角注明：1） Per S/S “Empress of Canada” 由輪寄遞2） Via Siberia For Europe 經(jīng)由西

29、伯利亞寄往歐洲3） Via Cape Town 經(jīng)由南非寄遞4） Via Air Mail 航空郵寄5) Via Air Mail Registered 航空掛號6） Registered 掛號郵件7） Express 快遞郵件， 快件8） Parcel Post 包裹郵件9） Sample Post 樣品郵件10）Samples of Merchandise 貨物樣品11）Samples of no commercial value 贈品2 私人信或密件，須收信人親自開啟時(shí)，可在信封左下角注明： 1） Private 私人信 2） Personal 個(gè)人信 3） Confidential 機(jī)

30、密信3 其他： 1） 信封左下角注明： Attention Hardware Dept. 請交五金部辦 2） 由公司轉(zhuǎn)交私人信，在收信人姓名后，在公司名稱前加c/o Eg. Mr. Charles Wood c/o China National Chemicals Import & Export Corporation 3) 托人帶信： Mr. Charles Wood Kindness of Mr. J. W. Smith或用：Per Kindness of By Kindness of Through the Courtesy of Step 2: Revision After study

31、ing the layout of business letter in details, ask the students master two layout styles, seven principal parts, seven optional parts and different ways of addressing an envelope. Keep these important points in mind. Make sure they can master all these main points.Step 3: Homework1. Finish the exerci

32、ses.2. Remember the new words and important language points. 3. Prepare the next lesson.Key to the ExercisesI. Arrange the following in proper form as they should be set out in a letter: China Fujian Chemical Imp. & Exp. Corp. 128 Wuyi Road , Fuzhou, ChinaFax:Tel:March 23

33、, 2003 H.G Wilkinson Company Limited 245 Lombart Street, Lagos, NigeriaDear Sirs,Re: Sewing MachinesWe thank you for your letter of March 16 enquiring for the captioned goods. The enclosed booklet contains details of all our Sewing Machines and will enable you to make a suitable selection.We look fo

34、rward to receiving your specific enquiry with keen interest.Yours faithfully,II. Address an envelope for the above letter:China Fujian Chemical （Stamp）Imp. & Exp. Corp.128 Wuyi Road Fuzhou, China H.G Wilkinson Company Limited 245 Lombart Street,Lagos, Nigeria (Registered) Chapter IIEstablishment of

35、Business RelationsLesson OneSelf-Introduction【Teaching Aims】 It is fairly true to say no customer, no business. To establish business relations with prospective dealers is one of the vitally important measures either for a newly established firm or an old one that wishes to enlarge its business scop

36、e and turnover. This chapter deals mainly with the establishment of business relations and credit inquires. Through the study of this chapter, students will be able to write letters on establishing business relations and inquiring about new customers credit status. 【Main & Difficult Points】1. Introd

37、uction of your company and its business scope2. Information on products3. Credit inquires【Key Words & Expressions】owe to avail oneself of specialize in deal in acquaint with under separate cover for ones referencequotation upon receipt of 【Teaching Contents】Brief Introduction Establishment of busine

38、ss relations means setting up business connections between two firms who have had no business dealings with each other before. Just as a factory requires a complete set of machinery to proceed with production, a firm engaged in international trade needs extensive business connections to open up as m

39、any international markets as possible and increase its trade volume much. Therefore, to establish extensive business relations with prospective dealers is of the utmost importance in the international trade. Foreign merchants may be approached through the following channels:1. Web2. Banks3. Commerci

40、al Counselors Office4. Chambers of Commerce in foreign countries5. Trade Directory6. Advertisements7. Attendance at trade fairs and exhibitions held at home and abroad8. Mutual visits by trade delegations and groups, etc.9. self-introduction by merchants themselvesHaving obtained the name and addres

41、s of the firm you are about to enter into relations with, youd better get to know all the possible information about the firm, especially its financial position and business integrity which are considered vital in todays business. You may approach banks, chambers of commerce, or inquiry agencies for

42、 information. As a usual practice, the first transaction dealers, especially importers, would be required to provide their own banks or trading partners with credit references. A letter aiming at establishing business relations often consists of the following parts:1) where you get the information a

43、bout the person or company to whom you are writing the letter;2) your intention for export or import;3) a brief introduction to your business scope, experience and products;4) the reference as to your firms credit standing;5) expectation for cooperation and an early reply.【Teaching type】Theory teach

44、ing, discussion, practice【Time Arrangement】Step 1: Introduction (5m) Step 2: Details in establishing trade relations (15m)Step 3: Details of the letter (1h)Step 4: Revision (5m)Step 5: Homework (5m)【Teaching Methods】Instruction, discussion, practice【Teaching Resources】Multi-media 【Teaching Procedure

45、s】Step 1: Introduction To establish business relations with prospective dealers is one of the important measures either for a newly established firm or an old one that wishes to enlarge its business scope and turnover. Merchants abroad may be approached through some kind channels, while of all these

46、 channels, communication in writing is the most constantly used in business activities. Before teaching the new lesson, give the students some general idea of the business letter. Let them have a sense of importance of establishing trade relations. Step 2: Details in establishing trade relations1. C

47、hannels of establishing trade relations.1) the banks2) web3) the Chambers of Commerce both at home and abroad4) Commercial Counselors Office5) The advertisements in newspapers, TV, radio,etc.6) The periodicals, magazines 7) Trade directory8) Friends in business circles9) The introduction from his bu

48、siness connections10) Attendance at trade fairs and exhibitions held at home and abroad11) Mutual visits by trade delegations and groups, etc. 12) The market investigations13) Self-introduction by merchants themselves2. Correspondence 1) the lines of business being handled2) long history and wide ex

49、perience3) Goods- State simply, clearly and consciously what you can sell or what you expect to buy. Express the desire to establish the business relations.4) Finances5) Financial standing6) Closing-express the desire to establish the business relations.Step 3: Details of the letterAsk the students

50、to read the whole letter first and let them get the general idea of it. Then explain it in details. I. Language Points1. owe: v. 把歸功于 （后常接to）Eg. We owe your name and address to . 承蒙告知貴公司的名稱和地址。類似的表達(dá)方式還有： We are indebted to for your name and address. We come to know the name and address of your firm

51、through Through the courtesy of we come to know your name and address. We have obtained your name and address from On the recommendation of , we have learned with pleasure the name of your firm and shall be glad to enter into business relations with you. Your firm has been recommended to us by Havin

52、g had your name and address from, Your name and address have been passed on to us by 2. Commercial Counselors Office 商務(wù)參贊處，商贊處3. through whom we have learnt you are importers of Chinese Textiles and Cotton Piece Goods.這是一個(gè)定語從句，介詞加關(guān)系代詞, 介詞放前。 similar: through whom we understand that you are well expe

53、rienced in the export of engineering equipment with service. We get to know your corp. from your CCPIT with which we have been in goodbusiness relations for many years.4. Cotton Piece Goods: 棉布（匹頭）， 在外貿(mào)業(yè)務(wù)中不用cloth。 棉布品種繁多，其中價(jià)格大眾化的有粗布sheeting 和細(xì)布shirting; 再按顏色分類有本色grey，漂白bleached, 染色dyed和印花printed四種。在

54、進(jìn)行交易時(shí)，除了講明規(guī)格外，常用小塊剪樣裝訂成冊，稱為樣本(Sample book)，附有商品編號。5. avail oneself of : 利用Eg. We avail ourselves of this opportunity to thank you for your efforts in promoting the friendly business relations between us. 借此機(jī)會對你們?yōu)榇龠M(jìn)我們彼此之間友好業(yè)務(wù)關(guān)系而作的努力表示感謝。 You may avail yourselves of the advantage of this strengthening market. avail: n. 效用；幫助；利益 Eg. It would be of no avail to bargain