Chapter 1 Introduction of Business Letters（课件）《外贸英文函电》（电子工业出版社）

Chapter 1 Introduction of Business Letters Business Letters 主讲：XXX 1 Importance and Principles of Business Letters 01. Layout of Envelopes 02. Parts of Business Letters 03. Content Layout of Business Letters 04. Useful Expressions 05. Exercises 06. 2 Chapter 1 Introduction of Business Letters 3 Business Letters Business letters are the main carrier of business communication. A good business letter can play an important role in trade, because it can increase friendship and help to obtain mutual understanding between the parties involved. Learning Objectives 1. To understand the importance and principles of business letter writing; 2. To know the layouts of business letters and envelopes; 3. To master some relevant and useful expressions. Chapter 1 Introduction of Business Letters 4 1.1 The Importance and Principles of Business Letters Business letter writing is one of the necessary business activities. In order to write an effective business letter and correctly convey the message, you have to master the principles and skills of writing a good business letter. Chapter 1 Introduction of Business Letters 5 Business letters are one of the best ways to ensure that your message is accurately received, especially when highly detailed information is being discussed. A good business letter can help to establish business relations and facilitate commercial transactions between the two parties. Business letters are also a sort of important evidence in law once some business dispute happens. it is very important for students majored in business to master the skills of writing a good business letter that conveys ideas correctly and clearly. 1.1.1 The Importance of Business Letters Chapter 1 Introduction of Business Letters 6 1.1.2 Principles of Business Letters Chapter 1 Introduction of Business Letters 7 Clarity Clarity means the clear expression of your thought. In business letter writing, you should use straightforward, simple and appropriate English in correct sentence structures to convey your meaning, avoiding ambiguous language and misunderstanding. Practice a. (poor) The L/C must reach us for arranging shipment not later than 8 October. b. (better) The L/C must reach us not later than 8 October for arranging shipment. Chapter 1 Introduction of Business Letters 8 Conciseness Conciseness means expressing in the fewest words and concise sentences without losing completeness, courtesy and clarity. In business letter writing, you should keep your sentences short and avoid wordiness or redundancy. Keep your purpose of writing in mind and only include relevant and necessary information. Practice a. (poor) We have received your letter of 4 June, we are giving you the information you want. b. (better) We are sending you the information you asked for in your letter of 4 June. Chapter 1 Introduction of Business Letters 9 Courtesy Courtesy does not only mean mere politeness. In business letter writing, you should be sincere and tactful, thoughtful and appreciative, to refuse to perform a favour without killing all hopes of future business. Besides, punctuality is also an important way to show your respect and intensive care to your customer. Practice a. (poor) Unfortunately, we cannot fill your order because you failed to send your check. b. (better) We shall be glad to fill your order as soon as we receive your check. Chapter 1 Introduction of Business Letters 10 Concreteness Concreteness means being specific. Business letters should avoid being too general, or recipients could not understand the purpose of writing and give immediate responses. In business letter writing, you had better use specific facts and figures, choose vivid words and try to make your letter exact, definite and specific, avoiding vagueness, ambiguity, or the use of platitudes. Practice a. (poor) We are interested in your vehicles. b. (better) We are interested in your HS800 racing cars. Chapter 1 Introduction of Business Letters 11 Consideration Consideration means putting yourself in others’shoes and keep in mind your partner’s varied needs, requests, interests and difficulties. In business letter writing, you should try to understand and respect the reader’s point of view. Practice a. (poor) We can not be able to send you the sample this month. b. (better) You can get the sample next month. Chapter 1 Introduction of Business Letters 12 Correctness Correctness means being correct in both techniques and facts. In business letter writing, you should guarantee correct usages of grammar, punctuation and spelling, standard language, appropriate statement, accurate figures, factual information. Besides, you should also guarantee the correct understanding of commercial jargons. Before sending letters, you’d better check your letters over to avoid the awkwardness of making mistakes. Chapter 1 Introduction of Business Letters 13 Completeness Completeness means including all the necessary information. In business letter writing, you should make sure that all matters are discussed and all questions are answered, through which your reader can fully understand what you mean. It is essential to check the message carefully before it is sent out. Chapter 1 Introduction of Business Letters 14 1.2 Layout of Envelopes Envelope addressing should be accurate, clear and good-looking. The names and addresses of both parts should be written on the envelope of business letters. Chapter 1 Introduction of Business Letters 15 Usually, senders’ names and addresses should be printed at the top of the left side, while recipients’ names and addresses should be placed at the bottom of the right side or sometimes in the middle. Names and addresses of envelopes should be written in the following order: name, title (position or department), company name, street address, town, county (or province), country. Besides, the stamps are usually placed in the up right-hand corner and post notations such as “Registered”, “Confidential”, “Urgent”, etc. in the bottom left-hand corner. Chapter 1 Introduction of Business Letters 16 In the blocked style, all typing lines should begin at the left-hand margin, including the date, inside name and address, the salutation, subject heading, complementary close and so on. And one line-spacing between paragraphs is recommended to make a letter look clear. 1.2.1 Blocked Style Chapter 1 Introduction of Business Letters 17 In the indented style, the first line still begins at the left-hand margin while the second and succeeding lines are all indented several spaces. It is a slightly less formal modification of blocked style. 1.2.2 Indented Style Chapter 1 Introduction of Business Letters 18 1.3 Parts of Business Letters Business letters usually consist of different parts, including letterhead, date, reference, inside name and address, attention line, salutation, subject line, letter body, complimentary close, signature, enclosure, carbon copy, postscript and so on. Some parts are necessary in all business letters while others are optional, according to which parts are grouped into standard parts and optional parts. Chapter 1 Introduction of Business Letters 19 Standard Parts and Optional Parts Chapter 1 Introduction of Business Letters 20 Standard Parts of complete formal business letters usually consist of the following seven parts: Letter Head, Date, Inside Address, Salutation, Body, Complimentary Close and Signature. 1. Letter Head Letter Head covers information such as the writer’s name, postal address, postcode, telephone number, fax number, E-mail address, website and even the logo of the company. 2. Date Dates are required to write with complete spelling of a month, such as 10 September, 2020 but not Sept.10, 2020. Short terms or abbreviations are not acceptable. 1.3.1 Standard Parts Chapter 1 Introduction of Business Letters 21 3. Inside Address Inside Address provides information such as the recipient’s courtesy title, name, business title, address and postcode. 4. Salutation Salutation usually contains “Dear” and the name of the recipient or “Sir/Madam” instead if the sender does not know any information about the recipient. 5. Body The Body of business letters is the most important part, including three types of paragraphs: the opening paragraph is to state the writing purpose, the major paragraph is to provide business information and the closing paragraph is to expect the response. 1.3.1 Standard Parts Chapter 1 Introduction of Business Letters 22 6. Complimentary Close Complimentary Close, usually corresponding with the salutation, varies according to the type of a letter and the relationship between the sender and the recipient. In formal occasions, you can use “Yours faithfully”, “Yours sincerely” or “Truly yours”. If both parts are familiar with each other, you can directly use “Sincerely” or “Best regards”. 7. Signature Signature is right below the Complimentary Close, with the sender signing his or her name in person, together with the business title and department name, sometimes along with the company name. There are usually two types of signatures: handwritten signature and typed signature. 1.3.1 Standard Parts Chapter 1 Introduction of Business Letters 23 The following seven parts are optional in business letters: Reference, Attention Line, Subject Line, Identification Mark, Enclosure, Carbon Copy and Postscript. 1. Reference Reference includes a file number and department code, which is used to help people identify the right letter and keep letters as files. 2. Attention Line Attention Line directs the letter to a specific person or department of the corporation or organization addressed. 3. Subject Line Subject Line helps the reader identify the topic of the letter at the first glance. 1.3.2 Optional Parts Chapter 1 Introduction of Business Letters 24 4. Identification Mark Identification Mark refers to the initials of the name of the narrator and secretary or typist of the letter, with a colon or a diagonal mark in the middle. If John Smith sends the letter and George William types it, John’s initials will come first in capital letters, then a diagonal mark, then George’s initials in small letters, like JS/gw. 5. Enclosure Enclosure(s)/enc(s)./encl(s). written in a letter can be used to remind the reader that something is enclosed in the letter. 1.3.2 Optional Parts Chapter 1 Introduction of Business Letters 25 6. Carbon Copy When copies of a letter are sent to named business associates or other interested parties, the copy recipient’s full name will be typed after CC, short for Carbon Copy. 7. Postscript Postscript (P.S.) is often used purposely to remind the reader of some specific information or emphasize a special offer in business letters. 1.3.2 Optional Parts Chapter 1 Introduction of Business Letters 26 1.4 Layout of Business Letters There are mainly three major forms of the layout in business letter writing: full block style, indented style and modified block style. The full block style is an American style, and it is popular because it is compact and tidy. It is convenient for people to type. Chapter 1 Introduction of Business Letters 27 1.4 Layout of Business Letters The indented style is a traditional British practice. It looks attractive and is easy to read, but it is not convenient to type. Modified block style is a kind of way to write letters in part of full block style and part of indented style. Chapter 1 Introduction of Business Letters 28 Every line in the full block style starts from the very left-hand margin without any indention, including the date, the inside address, each paragraph of the body and the complimentary close. When using the full block style to write a letter, you should first provide your own address, then skip a line and provide the date, then skip one more line and provide the inside address of the recipient. 1.4.1 Full Block Style Chapter 1 Introduction of Business Letters 29 Full Block Style Chapter 1 Introduction of Business Letters 30 In the indented style, each line of the inside name and address is indented 2 or 3 spaces. Date is placed in the right upper corner of a letter; signature appears in the bottom right-hand corner. The first line of each paragraph should be indented 3-8 spaces to the right from the left margin. 1.4.2 Indented Style Chapter 1 Introduction of Business Letters 31 Indented Style Chapter 1 Introduction of Business Letters 32 In modified block style, the “date”, “complimentary close” and “signature” are written on the right side, close to the right margin. Inside address and salutation follow the ways of full block style (type from the left margin with no indention). 1.4.3 Modified Block Style Chapter 1 Introduction of Business Letters 33 Modified Block Style Chapter 1 Introduction of Business Letters 34 Thank you for your letter of 28 October... We would be grateful to sb. for sth.. Many thanks for your letter about... We would be obliged if... We would appreciate it if... （1）Showing gratitude/courtesy Please make us a cable offer. The offer is valid for four days only. This will cause a delay of about 6 days. Will you please quote us for the following items? Please rush me your latest catalogue. （2）Showing clarity and conciseness Any information you may give us will be treated strictly in confidence. Please do not hesitate to contact us should you require any further information. Please tell me if you need my help. If you need further details, please let us know. We thank you for this order and hope to receive your repeat orders. （3）Showing your consideration Chapter 1 Introduction of Business Letters 1.5 Useful Expressions 1.6 Exercises I. Translate the following words and phrases. II. Fill in the blanks with the appropriate forms of the given words. III. Fill in each blank in the letter below with a word or phrase taken from the box. IV. Arrange the following parts in proper order to make a letter. V. Translate the following sentences into English sentences using the given words or expressions in the brackets. VI. Writing. Chapter 1 Introduction of Business Letters 36 1. in accordance with 2. at one’s request 3. air mail 4. put forward 5. trade with 6. look forward to 7. hear from 8. Best regards 9. in reply to 10. REGESTERED I. Translate the following words and phrases. Chapter 1 Introduction of Business Letters 1. 依照；与……一致 2. 按照某人要求 3. 航空邮寄 4. 提出 5. 进行交易 6. 期待…… 7. 收到某人来信 8. 敬上 9. 回复 10. 挂号 A. From English to Chinese 37 1. 信头 2. 日期 3. 封内地址 4. 称呼 5. 正文 6. 结束语 7. 签名 8. 附件 9. 经办人 10. 抄送 I. Translate the following words and phrases. Chapter 1 Introduction of Business Letters 1. letter head 2. date 3. inside address 4. salutation 5. body 6. complimentary close 7. signature 8. postscript 9. attention line 10. carbon copy B. From Chinese to English 38 1. We look forward to____________from you as soon as possible. (hear) 2. We are glad to inform you that we have sent today our____________price list. (late) 3. Your prompt reply will be________________. (appreciate) 4. We would be____________if you send us your latest catalogue. (gratefully) 5. Thank you for your____________of 16 July. (inquire) 6. We hope to receive your________________reply at an early date. (favour) 7. Our market survey informs us that you have a keen____________in the import of Chinese textile machinery. (interesting) 8. We do think your products are good in quality and_______________in price. (reason) 9. Please send us your samples of leather gloves at your earliest_________________. (convenient) 10. We are sending you samples by separate mail for your_____________. (refer) II. Fill in the blanks with the appropriate forms of the given words. 用给出词的正确形式填空。 Chapter 1 Introduction of Business Letters hearing latest appreciated grateful inquiry favourable interest reasonable convenience reference 39 Dear Sirs, In 1.________________with your request of 19 September, we are 2.___________ to send you, under separate cover, a copy of our catalogue together 3._________ the revised 4. ___________, showing the newest price of our supplies. The 5._______________includes illustration and descriptions of the large varieties of cameras made 6. _________ Japan. We 7._____________you to compare our prices with those of other company. We are confident that you will 8._____________the special value we offer you. We look forward to your 9._____________reply. Yours 10._____________, III. Fill in each blank in the letter below with a word or phrase taken from the box. 用方框中的词或短语填空。 Chapter 1 Introduction of Business Letters accordance pleased with price list catalogue in ask appreciate favourable faithfully 40 1. Sender’s email address: wh@sinolight.com 2. Sender’s address:137 Nanjing Road, Wuhan, Hubei, China 3. Sender’s name: China National Lights Industrial Products Import & Export Corporation, Wuhan Branch 4. Recipient’s address: 198 Lombart Street, Lagos Nigeria 5. Recipient’s name: W.G. Wilkinson Company, Limited 6. Date: 21 September, 2020 7. Salutation: Dear Sirs 8. Body: Thank you for your letter of 14 September enquiring for the captioned goods. We have sent the latest catalogue and price list for your reference and if you need any further information to make a suitable selection, please do not hesitate to contact us. 9. Subject: Sewing Machines 10. Complimentary close: Truly yours IV. Arrange the following parts in proper order to make a letter. 将下列各部分按照正确的顺序排列，组成一封信件。 Chapter 1 Introduction of Business Letters Key: 3-2-1-6-5-4-7-9-8-10 41 1. 如贵方对该公司就上述几点提出宝贵意见，将非常感谢。(appreciate) 2. 你方于信函中所询问的公司在业界享有良好的声誉。(inquire) 3. 我方没有关于他们资产状况的确切资料。(financial) 4. 你方若能早日关注此事，我方将不胜感激。(prompt) 5. 贵方提供的任何资料，将严格保密。(treat) V. Translate the following sentences into English sentences using the given words or expressions in the brackets. 用括号中给出的单词或短语翻译句子。 Chapter 1 Introduction of Business Letters We shall appreciate it if you will give us precious suggestions on these points regarding the company. The firm you inquired about in your letter, enjoys good reputation in the business world. We have no certain knowledge of their true financial position. Your prompt attention to this matter would be highly appreciated. Any information you may give us will be treated strictly in confidence. 42 6. 希望能早日收到你方的有利回复。(favourable) 7. 该公司从未有过不履行义务的事情。(obligation) 8. 他们在当地批发商中享有盛誉归功于经营业务的稳妥和诚实。(wholesaler) 9. 敬告之，我方已于近日寄出了最新目录和价目表。(inform) 10. 请与该行联系我方所需信息。(approach) V. Translate the following sentences into English sentences using the given words or expressions in the brackets. 用括号中给出的单词或短语翻译句子。 Chapter 1 Introduction of Business Letters We hope to receive your favourable reply at an early date. This company has never failed to meet their obligation. They owe their reputable position among the local wholesales to their steady and sincere way of conducting business. We are glad to inform you that we have sent our latest catalogue and price list. Please approach the said bank for all possible information we require. 43 Address the envelope properly with the following names and address in full block style. 1. Sender: China Motorbike Corporation; 30 Zhongshan Road, Guangzhou, Guangdong, China 2. Recipient: John Halley, sales manager; Holton Luniber Company; 240 Broadway, Chicago, Illinois 60660, U.S.A. VI. Writing. 写作。 Chapter 1 Introduction of Business Letters 44 VI. Writing. 写作。 Chapter 1 Introduction of Business Letters 45 You are encouraged to set up your own foreign trade company with your classmates. This company will be run till the end of the semester. After each chapter, you will receive one task, and you need contact your cooperative companies (which is also founded by other classmates). Every week, your group need submit your communication records with other companies. Practice Chapter 1 Introduction of Business Letters 46 Set up a foreign trade company with your classmates and name it. Write a description about your companies’ business line, organization charts, position descriptions and contact details. You can refer to FOB Business Forum to obtain first-hand experience. Group task one Chapter 1 Introduction of Business Letters 47 感谢聆听 Business Letters 主讲：XXX Chapter 1 Introduction of Business Letters 48 $$