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1、unit 1 business letter writing,Principles of good communicationSeven CsLayout of business lettersParts of business lettersStyles of business letters Addressing envelopes,1,Principles of good communication,Consideration1.you-attitude or I/we attitude I write to send my congratulations.Congratulations
2、 to you on your promotion.2.positive approach or negative approach We wont be able to send you the brochure this month.We will send you the brochure next month.,2,Clarity I am writing to apply for admission to your university.I am writing to apply for admission to the graduate school of your univers
3、ity in the spring of 1999.The l/c must reach us for arranging shipment not later than 8 October.The l/c must reach us not later than 8 October for arranging shipment.,Courtesy(not mere politeness,be sincere and tactful)Thank you for your letter of July 23,1999.Your letter is not clear at all.I cant
4、understand it.If I understand your letter correctly(tactful),3,缩写：除了少数国际商业界确认的缩写，如CIF、FOB等外，应尽量避免使用缩写，尤其是机构或组织名称，最好写出它的全部字母。数字：不同国家的人对某些数字的表达方式不一样，例如：英、美两国对billion的理解不一样。所以最安全的办法是数字和文字同时使用，例如：$10575.9(ten thousand five hundred and seventy-five dollars,ninety cents.)介词：数字前如果要用介词必须十分小心。例如：The price ha
5、s been increased to$20.（到）The price has been increased by$20.（了）The price has been increased from$20.（从）,4,Principles of good communication,conciseness（简洁）we begun to export our machine to countries abroad.In the event that you speak to Mr.Wood in regard to production,ask him to give consideration t
6、o the delivery schedule.If you speak to Mr.Wood about production,ask him to consider the delivery schedule.Concreteness（具体）We wish to confirm our telegram yesterday.We wish to confirm our telegram of march 29,1999.The brakes can stop a car within a short distanceThese Goodson power brakes can stop a
7、 2-ton car within 24 feet.,5,correctness completeness 5个“W”:who,what,when,where,why/how,6,parts of business letter,letterhead 商业信函的信头通常印在信笺上端中间，包括发信人的公司行号名称及地址、电话号码、电报挂号、传真、电传以及经常的业务范围。reference No 希望对方回复信件时指明原信编号，以便查阅文件。目的是：便于发信的编号归档date 日期常见写法：8th march,1999 或 8 march,1999 march 8th,1999 或 march 8
8、,1999 inside name and address 通常包括对收信人的礼节性的称呼以及收信人的姓名、头衔和地址。地址含：a)门牌号码、街（路）名 b)城市 c)县、州名及邮政编码 d)国名,7,parts of business letter,attention line 写信人有时希望所发信件能够迅速递交经办人或经办部门办理，可在封内地址下一行和称呼上一行加上经办人姓名。salutation 每个词开头首字母必须大写。subject line 位于称呼下面两行，信笺中间部位，须简要，使人一看便知道该信的基本内容或目的。事由下面一般划一横线。例如：Your application fo
9、r teaching positionRe:your application for teaching position Your Order No.2645the body,8,parts of business letter,complimentary closeyours faithfully（英）/faithfully yours（美）yours truly/truly yoursyours sincerely/sincerely yours signature 一般位于结尾礼词下一到两行。签名一般须写出全名，并应手签。不宜用图章代替。enclosure 顶格写，与签名部分至少空一行。
10、附件2件以上，须注明数目。,9,Styles of business letter,Indented style“缩进式”/“缩行式”Blocked style“平头式”/“齐头式”Semi-indented style/modified style“混合式”,10,indented style,11,blocked style,12,Modified style,13,Addressing envelopes,14,practice,假设你是浙江纺织品进出口公司（ZHEJIANG TEXTILES I/E CORP.）的一名业务员，请进行以下操作：2002年2月你从国际互联网得知美国的UNI
11、TED TEXTILES LTD.欲求购中国产的全棉床单。该公司的详细地址如下：UNITED TEXTILES LTD.1180 CHURCH ROAD NEWYORKU.S.A.请给对方公司发一封信函，要求格式完整、正确，内容可以自由发挥注意：信函日期为2002年2月2日,15,Unit 2 establishing business relations,16,inquiry offer counteroffer contract contract fulfillment payment terms packing insurance terms transportation terms c
12、laims&arbitration,17,Unit 2 establishing business relations,学习要求1、巩固第一章函电信函写作格式与要求内容。2、按照函电正式要求撰写信函。3、信函撰写符合所给的案例条件。,18,Unit 2 establishing business relations,Points for attention你可以从以下渠道获取有希望的交易对象的资料：Export commodities fair or exhibitionsThe chambers of commercethe commercial counselors officesthe
13、commercial institutions at home or abroadTrade directory or list Trade delegations and groupsMarket researchBanksadvertisements,19,Unit 2 establishing business relations,Points for attention当你写一封建立业务联系的信时，告诉收信人：How you get his name and addressWhat your business line is State your idea and purposeExp
14、ress your hope to cooperate in future business(or to get an early reply),20,Unit 2 establishing business relations,Structure of a start letterSource of information We learned from the commercial counselors office of our embassy in your country that you are interested in Chinese handicraft.Through th
15、e courtesy of Mr.Smith,we have your name as a firm in the line of canned goods.Mr.Smith informs us that Purpose of writing In order to expand our products into south America,we are writing to you to seek cooperation possibilities.,21,Structure of a start letter,Company profile We are a leading compa
16、ny with many years experience in machinery export business.We specialize in North America trade,but we had no contact with your country.We write to introduce ourselves as exporters engaging in exportation of canned goods.Product introduction We have a good variety of colors and sizes to meet your di
17、fferent needs.,22,Structure of a start letter,An end We are looking forward to your specific inquiries.Hoping that this letter will be a forerunner to many years of profitable business to both parties.If you are interested in establishing business relations with us in this line,please let us know yo
18、ur specific requirements.,23,How to reply,The beginning Thank you for your letter of Sep.6 expressing the hope of entering into business with us.express your attitude It is a pleasure to send you the information you requested regarding our cars.In compliance with your request,we are airmailing to yo
19、u,under separate cover,a sample for your reference.the end,24,Language points,With reference to/as to/as regardsEnter into/build up/establish business relations withIn compliance with your request/in accordance with your request/as requested/according to your request,For your reference/information/s
20、election/considerationHaving many years experience in the line ofMeet ones interestSpecialize in/be specialized in/deal in Upon receipt of On the basis of equality,mutual benefit and the exchange of needed goods.We have your name and address from/through the courtesy of,we learn that/we owe your nam
21、e and address to,through whom we know that/has referred us to you for establishing business relations with your corporation.,25,Language points,Line be lined with The box was lined with soft paper to protect the things inside.Shipment advance shipment Make(send,give)quotation for Please send us your
22、 lowest quotation for 100sets of telephone.,26,practice,假设你是上海大宇纺织品进出口公司（SHANGHAI DAYU TEXTILES I/E CORP.）的一名业务员，2004年3月2日给对方写信，详情如下：2004年2月你从广交会上认识英国人smith先生，得知他是 Far-Eastern Textile Company 的业务员，该公司正是台布的大买户。而你们公司则主要经营纺织品，主要市场也是欧美地区。现写信向对方介绍你们公司的产品（内容可以自由发挥），并附上本公司最新的产品目录。希望与其建立业务联系。对方地址：Far-easter
23、n Textile Company 910 Queen Victoris Street London,E.c.4 England 要求：格式正确,27,exercise,我们对从你方进口“海尔”牌电冰箱很感兴趣，请给我们寄些目录单。发展我们之间的业务对双方都有利。兹写信介绍我们是保健茶的出口商，在该行业已经有30多年的经验。我们从中国国际贸易促进委员会CCPIT得悉，你们拟购买中国棉布。中国银行向我们介绍贵公司是有希望的电子产品买主。由于我们经营该商品，我们很乐意与你方建立直接的贸易关系。.,28,习题答案,We are very much interested in importing“Ha
24、ier”brand refrigerators from your side and would be glad if you would send us your catalogues.It will be to our mutual benefit to develop business between us.We write to introduce ourselves as exporters of health tea having over 30 years experience in this line of business.We have learned from China
25、 Council for the Promotion of International Trade that you are in the market for Chinese Cotton Piece Goods.Your company has been introduced to us by the Bank of China as prospective buyers of electronic products.As we deal in the items,we shall be pleased to establish direct business relations with
26、 you,29,Unit three enquiries and replies,Points for attention国际贸易往来中，一笔交易的达成首先要磋商（business negotiation），包括：Enquiry offer counter-offer acceptanceWhen making enquiries,give details of your own firm and ask for needed information from your prospective supplier.Be specific and state exactly what you wa
27、nt:The goods neededA catalogueA price listA sampleA quotation,30,Unit four enquiries and replies,Points for attentionTell the seller what you want to know(price,delivery date,payment terms)I would be grateful if you could send me a little more information with regard to products,prices and discounts
28、.would you please quote your best prices and terms of payment for.The tactic is often to give the seller some hope of substantial orders or continued business.Should your prices be competitive,.If your quotation is favorable,we may place regular order for large quantities.,31,reply,Prompt and carefu
29、l replies are of great importance.Make sure you have answered all questionsMake sure you have included all the points you want to makeassure your customer that you have faith in your product or service,32,Replies to enquiries,Beginning Thank you for your letter of(dated).we are pleased to receive yo
30、ur enquiry of for.We are pleased to learn from your letter datedthat you are interested in our InformationAs requested,we encloseEnclosed please findare both excellent in quality and reasonable in price.On regular purchases in quantities of not less thanof individual items,we would allow you a disco
31、unt ofPayment is to be made by EndingWe look forward to receiving a trial order from you soon.,33,Language points,Enquiries:There is a promising/steady market here forAs we are in the market for,we should be pleased if you would.(we are interested in)We have received several enquiries/requests for y
32、ourand have good reason to believe that If your quotation is favorable,we may place regular order for large quantities.,34,practice,敬启者：我们从对外贸易杂志10月号上获悉贵公司的地址。目前我们对贵公司的床单和浴巾(bath towels)有兴趣。兹借此机会介绍我们是本地区最大的纺织品进口商之一。如能报最好CIFC5伦敦价，并注明尺寸、颜色，我们将非常感谢。同时请寄一些样品和目录给我们。如果你方报价合理，适合我们的市场，我们将向贵公司大量订购。盼早复，不胜感激。,
33、35,Dear Sirs,We have learned your name and address in the October issue of foreign trade.At present,we are interested in your bed sheets and bath towels.We take this opportunity to introduce ourselves as one of the largest importers of textiles in this area.We shall appreciate it very much if you wi
34、ll quote us your best CIFC5%London prices,indicating sizes and colors.Meanwhile,please send us some samples and catalogues.If your prices are reasonable and suitable for our market,we shall place a large order with you.Your early reply will be highly appreciated.Yours faithfully.,36,translation,1.我们
35、从商会获知你们是棉床单和枕套的出口商，我们市场对于质量优良、价格中等的上述商品需求稳定。2、我们另邮给你一整套样品，相信在你一旦有机会看完这些样品后你定会承认这些产品不但质量上乘，价格公道。3、我们收到你5月3号的询盘函，获悉你对我们的真皮手工手套感兴趣。兹附上图表目录和价格表，提供你所要了解的详细信息。4、所附着的价格单和图表目录能使你了解你特别感兴趣的那个型号的详细信息。,37,习题答案,We learn from the chamber of commerce that you are exporting cotton bed sheets and pillow cases.There
36、is a steady demand here for the above mentioned commodities of high quality at moderate prices.Under separate cover,we are sending you a range of samples and when you have a chance to examine them,we feel confident that you will agree that the goods are both excellent in quality and very reasonable
37、in price.We have received your enquiry of 3rd May and learn of your interest in our handmade genuine leather gloves.We are enclosing our illustrated catalogue and price list giving the details you ask for.The enclosed price list and illustrated catalogue will give you details of the model in which y
38、ou are especially interested.,38,习题答案,Your letter of August 11 has been received.As regards our quotation for poplin shirts,we wish to state that we are prepared to allow you a special discount of 5%for this present order in consideration of our long business connection.However,it is to be understoo
39、d that this concession should not be regarded as a precedent and that for subsequent orders our original price of US$60 per dozen shall be applied.From the attached Pro forma Invoice No.248,you will find that the price indicated therein is CIF Lagos,inclusive of 5%discount.Please apply promptly for
40、the necessary import license and keep us informed of the licensing position.Should we fail to hear from you favorably before September 15,we shall not be able to reserve the goods for you.We expect to receive your order soon.,39,quotations,offers and counter-offers,Points for attentionQuotation/offe
41、rQuotation：mainly price“报价”，通常指提出价格，因而不具备应有的基本交易条件invalidOffer:“报盘”，including price,shipment,packing,discount,terms of payment and so on valid,40,Unit four quotations,offers and counter-offers,Points for attention如何说明实盘的有效期：,Subject to your reply reaching us by(before).,subject to your reply here wi
42、thin days.This offer is firm(open,valid,good)for days.如何说明虚盘的保留条件：,subject to our final confirmation.,subject to goods being unsold.,subject to change without notice.This is an offer without engagement(obligation).,41,Structure of offer,Confirm the letter you received We have received your inquiry o
43、f and wish to make the following offer.We much appreciate your inquiry of and have the pleasure to offer you,subject to,42,Details of the offerName of commodities,quality,quantity and specification,packingGive details of prices,discounts,terms of payment,insurance,date of delivery.Validity of the fi
44、rm offer,43,The endWe trust you will find our quotation satisfactory and look forward to receiving your order.As prices are steadily rising,we would advise you to place your order without delay.,44,Structure of counter-offers,Thank the supplier for the offerExpress regret at inability to accept and
45、state reasonsBecause your prices are higher than those of our previous suppliers(because your prices appear to be on the high side as compared with those of other makes),we cannot make use of your offer datedYour minimum order quantities are above our present requirements.Therefore,we cannot accept
46、your offer.Your payment conditions are not acceptable.,45,Put forward amendments or new proposalsThe quality of the goods offered in your letter of is not satisfactory.We would like to know if you could supply items of a better quality.If you could reduce the price for your offer of by 2%,we would b
47、e willing to accept your offer.Suggest that there may be other opportunities to do business together,46,practice,2月6日，你收到美国UNITED TEXTILES LTD.的一封来信，信中表示愿意与你公司建立业务联系，并向你公司发出一询盘，要求你方报全棉床单NJ011价，同时注明支付方式、包装、及装运等条件。现请按如下资料写发盘函：规格：全棉床单NJ011数量：27000打包装：每盒一打，每一纸版箱20盒价格：纽约到岸价含佣金5%，每打22美元支付：凭保兑的、不可撤消的即期信用证支
48、付装运：收到信用证后1个月内注意：1、发盘须发实盘，具体有效期可自定。2、由于市场行情看涨，建议对方早日下单。3、信函日期为2月7日,47,exercise,我们从贵公司3月8日来函中得知你方打算向我方订购2万吨化肥，我们很高兴地报价如下：兹答复你方3月8日函，现向你方做如下报盘，以我方最后确认为准。感谢收到你7月9号的来信。我们很遗憾的指出你的价格有点偏高，没有可能达成交易。我们获悉在你方市场对核桃的需求很旺，借此机会附上我们1819号报价单，供你参考。兹回复你6月3号的电报，电报内容是要求我们给你方发63号毛毯的报盘，我们想确认我们6月6号的电报作如下的发盘，该发盘没有约束力,48,ans
49、wer,We have learnt from your letter dated march 8 that you are going to place an order with us for 20000 metric tons of chemical fertilizers.We are pleased to quote as follows:In reply to your letter of march 8,we are now making you the following offer,subject to our final confirmation.While we than
50、k you for your letter dated July 9,we find it very regrettable to point out that your prices appear to be on the high side and that there is no possibility of business.We have learnt that there is a good demand for walnuts in your market,and take this opportunity of enclosing our quotation sheet No.
