1、unit 1 business letter writing Principles of good communicationSeven Cs Layout of business lettersParts of business lettersStyles of business letters Addressing envelopes 1Principles of good communication ConsiderationConsideration1.you-attitude or I/we attitude1.you-attitude or I/we attitude I writ
2、e to send my congratulations. I write to send my congratulations. Congratulations to you on your promotion. Congratulations to you on your promotion.2.positive approach or negative approach2.positive approach or negative approach We wont be able to send you the brochure this We wont be able to send
3、you the brochure this month. month. We will send you the brochure next month. We will send you the brochure next month.2Clarity Clarity I am writing to apply for admission to your university. I am writing to apply for admission to your university. I am writing to apply for admission to I am writing
4、to apply for admission to the graduate schoolthe graduate school of of your university your university in the spring of 1999in the spring of 1999. . The l/c must reach us for arranging shipment not later than 8 The l/c must reach us for arranging shipment not later than 8 October.October.The l/c mus
5、t reach us not later than 8 October for arranging The l/c must reach us not later than 8 October for arranging shipment.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 understand it. If I understand your
6、 letter correctly(tactful)3 缩写缩写：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.) 介词介词：数字前如果要用介词必须十分小心。例如： The price has been increased to $20
7、. （到） The price has been increased by $20. （了） The price has been increased from $20. （从） 4Principles 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 to the deliver
8、y 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 2-ton c
9、ar within 24 feet.5 correctness completeness 5个“W” :who, what, when, where, why/how6parts of business letter letterhead 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 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 datedate 日期常见写法：8th march, 1999 或 8 march,1999
10、 march 8th,1999 或 march 8, 1999 inside name and addressinside 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7parts of business letter attention lineattention 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。 salutationsalutation 每个词开头首字母必须大写。 subject lin
11、esubject 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 for teaching positionRe: your application for teaching position Your Order No.2645 the bodythe body8parts of business letter complimentary closecomplimentary closeyours faithfully （英） / faithfully yours （美）yours truly
12、 / truly yoursyours sincerely / sincerely yours signaturesignature 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。 enclosureenclosure 顶格写，与签名部分至少空一行。附件2件以上，须注明数目。 9Styles 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”10indented style Letterheadd
13、ateInside name and addresssalutationComplimentary closeSignature Body11blocked styleLetterheaddateInside name and addresssalutationBodyComplimentary closeSignature 12Modified styleLetterheaddateInside name and addresssalutationBodyComplimentary closeSignature 13Addressing envelopes写信人公司行名与地址写信人公司行名与
14、地址收信人公司行名与地址收信人公司行名与地址stamp写信人公司行名写信人公司行名与地址与地址收信人公司收信人公司行名与地址行名与地址stamp14practice 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UNITED 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 NEWYORK U.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
15、月2日 15Unit 2 establishing business relations16 inquiry offer counteroffer contract contract fulfillment payment terms packing insurance terms transportation terms claims & arbitration17Unit 2 establishing business relations学习要求18Unit 2 establishing business relations Points for attention你可以从以下渠道获取有希
16、望的交易对象的资料： Export commodities fair or exhibitions The chambers of commerce the commercial counselors offices the commercial institutions at home or abroad Trade directory or list Trade delegations and groups Market research Banks advertisements19Unit 2 establishing business relationsPoints for atten
17、tion 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 purposeExpress your hope to cooperate in future business (or to get an early reply)20Unit 2 establishing business relations Structure of a start letterSource of information We learned from the co
18、mmercial counselors office of our embassy in your country that you are interested in Chinese handicraft. Through the 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 wr
19、iting to you to seek cooperation possibilities.21Structure of a start letterCompany profile We are a leading company 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 eng
20、aging in exportation of canned goods.Product introduction We have a good variety of colors and sizes to meet your different needs.22Structure 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
21、to both parties . If you are interested in establishing business relations with us in this line,please let us know your specific requirements.23How 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
22、 to send you the information you requested regarding our cars. In compliance with your request,we are airmailing to you,under separate cover,a sample for your reference.the end24Language points With reference to /as to/as regards Enter into/build up/establish business relations with In compliance wi
23、th your request/in accordance with your request/as requested/according to your request, For your reference/information/selection/consideration Having many years experience in the line of Meet ones interest Specialize in /be specialized in/deal in Upon receipt of On the basis of equality , mutual ben
24、efit and the exchange of needed goods. We have your name and address from/through the courtesy of , we learn that/we owe your name and address to ,through whom we know that/has referred us to you for establishing business relations with your corporation.25Language pointsLine be lined with The box wa
25、s lined with soft paper to protect the things inside. Shipment advance shipment Make(send, give) quotation for Please send us your lowest quotation for 100sets of telephone. 26practice 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smi
26、th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-eastern Textile Company 910 Queen Victoris Street London,E.c. 4 England 要求：格式正确 27exercise 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
27、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 “Haier” 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 busines
28、s 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 Council for the Promotion of International Trade that you are in the market for Chinese Cotton Piece Goods. Your company has been introduced t
29、o 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 you29Unit 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 accepta
30、nceWhen making enquiries, give details of your own firm and ask for needed information from your prospective supplier. Be specific and state exactly what you want: The goods needed A catalogue A price list A sample A quotation30Unit four enquiries and replies Points for attentionTell the seller what
31、 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. would you please quote your best prices and terms of payment for . The tactic is often to give the seller some hope of substantial or
32、ders or continued business. Should your prices be competitive, .If your quotation is favorable, we may place regular order for large quantities.31replyPrompt and careful replies are of great importance.Make sure you have answered all questionsMake sure you have included all the points you want to ma
33、keassure your customer that you have faith in your product or service32Replies to enquiriesBeginning Thank you for your letter of(dated). we are pleased to receive your enquiry of for.We are pleased to learn from your letter datedthat you are interested in our InformationAs requested, we encloseEncl
34、osed 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 discount ofPayment is to be made by EndingWe look forward to receiving a trial order from you soon.33Language pointsEnquiries:There is a
35、 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 yourand have good reason to believe that If your quotation is favorable, we may place regular order for large quantities.34practice 敬
36、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。35 Dear Sirs, We have learned your name and address in the October issue of foreign trade. At present, we are interested in your be
37、d 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 will quote us your best CIFC5% London prices, indicating sizes and colors. Meanwhile, please send us some samples and catalogues
38、. 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.36translation 1.我们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
39、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 is a steady demand here for the above mentioned commodities of high quality at moderate prices.Under separate cover, we
40、 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 in price.We have received your enquiry of 3rd May and learn of your interest in our handmade genuine leather gloves.
41、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 you are especially interested.38习题答案 Your letter of August 11 has been received. As regards our quotation for poplin
42、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 understood that this concession should not be regarded as a precedent and that for subsequent orders our original price of
43、 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 the necessary import license and keep us informed of the licensing position. Should we fail to hear from you
44、 favorably before September 15, we shall not be able to reserve the goods for you. We expect to receive your order soon.39quotations, offers and counter-offers Points for attentionQuotation/offer Quotation： 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invalid Offer: “报盘”，including price,shipment,packing,
45、discount,terms of payment and so on valid40Unit 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 within 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 confirm
46、ation., subject to goods being unsold., subject to change without notice.This is an offer without engagement(obligation).41Structure of offerConfirm the letter you received We have received your inquiry of and wish to make the following offer. We much appreciate your inquiry of and have the pleasure
47、 to offer you , subject to42Details of the offerName of commodities, quality, quantity and specification ,packingGive details of prices, discounts, terms of payment, insurance, date of delivery.Validity of the firm offer43The endWe trust you will find our quotation satisfactory and look forward to r
48、eceiving your order.As prices are steadily rising,we would advise you to place your order without delay.44Structure of counter-offersThank the supplier for the offerExpress regret at inability to accept and state reasons Because your prices are higher than those of our previous suppliers(because you
49、r prices appear to be on the high side as compared with those of other makes), we cannot make use of your offer dated Your minimum order quantities are above our present requirements. Therefore , we cannot accept your offer. Your payment conditions are not acceptable.45Put forward amendments or new
50、proposals The 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 be willing to accept your offer.Suggest that there may be other opportunities to do b
