Unit 1 the fundamentals of wrting

nullHenan University of Economics and LawHenan University of Economics and LawPractical English for Foreign Trade CommunicationTeacher: Louyu 2009年2月17日nullUnit 1 Fundamentals of Writing English Business Letter Unit 2 Electronic Correspondence Unit 3 Establishing Business Relation Unit 4 Enquiries and Replies Unit 5 Offers, Bids and Counter-offer Unit 6 Order and Acceptance Unit 7 Invitation and Arrangement of Visits Unit 8 Packing and Transportation Unit 9 Insurance Unit10 Payment Unit11 Claim and Settlement 本课程主要 内容 财务内部控制制度的内容财务内部控制制度的内容人员招聘与配置的内容项目成本控制的内容消防安全演练内容 Unit 1 Fundamentals of Writing English Business LetterUnit 1 Fundamentals of Writing English Business LetterChapter I Introduction To This Course What’s international trade? Importance of business letter What’s the contents of the course? Supplement:Brief introduction to Guangdong Commodities Fair Chapter 2 The Structure (Layout) of the Business Letter Writing The Basic Format of a Business Letter Writing Principles of business Letters Addressing the Envelopes null Chapter I Introduction of This Course Step 1. 1.What’s international trade? International trade is the exchange of goods and services produced in one country with those produced in other countries. Essence: transaction, deal Subjects: Importers & Exporters Objects: goods and services produced in different countries null2.Importance of business letter There are a wide range of means of business communication. Besides face to face negotiations with your clients , you also need some written forms of communications to contact with the outside world and conclude a deal. Written communication in business is still important in the age of electronic communication. Millions of business letters are now being sent by fax, telex or E-mail to carry out business routine efficiently. This chapter is intended to develop skills in writing such business letters.nullStep 2: What’s the contents of the course? (1) the writing ways of business English correspondence including the structure, layout & writing principles of business letters and the abbreviation of telegrams and telexes. (2) the sequence of international trade including the stage of preparation, the stage of negotiation and the stage of fulfillment. (3)The letters of claim and settlement.nullStep 3: Supplement: （广交会） BRIEF INTRODUCTION TO CHINESE EXPORT COMMODITIES FAIR Chinese Export Commodities Fair, also called Canton Fair, is held twice a year in spring and autumn since it was inaugurated in the spring of 1957. It is China's largest trade fair of the high level, of the most complete varieties and of the largest attendance and business turnover.Preserving its traditions, the Fair is a comprehensive and multi-functional event of international importance. null Forty-eight Trading Delegations, being composed of thousands of China's best foreign trade corporations (enterprises) with good credibility and sound financial capabilities, take part in the Fair, including foreign trade companies, factories, scientific research institutions, foreign invested enterprises, wholly foreign-owned enterprises, private enterprises, etc. null Besides traditional way of negotiating against samples, the Fair holds Canton Fair online. The Fair leans to export trade, though import business is also done here. Apart from the above-mentioned, various types of business activities such as economic and technical co-operations and exchanges, commodity inspection, insurance, transportation, advertising, consultation, etc. are also carried out in flexible ways. Business people from all over the world are gathering in Guangzhou, exchanging business information and developing friendship. null Time 春季： 第一期：2009年4月15日－19日 9:30-19:00 （电子及家电、五金工具、机械、车辆及配件、建材、照明、化工产品等7个商品种类） 第二期：2009年4月24日－28日 9:30-19:00 （日用消费品、礼品、家居装饰等3个商品种类） 第三期：2009年5月3日－7日 9:30-19:00 （纺织服装、鞋、办公、箱包及休闲用品、医药及医疗保健、食品及土特产品等5个商品种类。） 换展期：2009年4月20日－23日, 4月29日－5月2日 秋季： 第一期：2009年10月15日－19日 第二期：2009年10月24日－28日 第三期：2009年11月2日－6日 换展期：2009年10月20日－23日,10月29日－11月1日 地点： 琶洲展馆（中国·广州海珠区阅江中路380号）nullGross Exhibition Space: 1，100,000 平方米 Number of Booths: 55，057 standard booths (105th Session) Varieties: (种类) More than 150,000 Business Turnover 27,200 Million USD (96th Session) Number of Trading Countries & Regions: 203 (96th Session) Exhibitors: 13,330 companies (96th Session) Chapter 2 The Structure (Layout) of the Business Letter WritingChapter 2 The Structure (Layout) of the Business Letter Writing There are several acceptable styles for business letter. There includes ① Indented Style(缩行式), ②Full-block Style(完全平头式), ③Modified Block Style(改良平头式), ④Semiblock Style with Indented paragraph(混合式). 1.The Basic Format of a Business Letter 1.The Basic Format of a Business Letter ( 1)信头(letterhead) ( 2)Ref.No(发文编号) (3)Date(日期) (4) Inside Address (封内名称和地址 ) ( 5) Salutation (称呼) ( 6) Subject (事由标题) (7) Body of the Letter (正文) ……………………………………………………………………………………………………………………………………………. ( 8) Complimentary Close (结尾敬词) (9)签名(signature) (10)Reference Notation(经办人代号) (11) Enclosure Notation(附件 ) (11)Carbon Copy(抄送)(cc to XX) (12) Postscript (附言) 1)Letterhead(信头)1)Letterhead(信头)It has two functions: (1)To identify where the letter comes from; (2)To form one’s impression of the writer’s company. A printed letterhead usually contains the writer’s company’s name, address, postcode, telephone number and telex number, etc. Letterhead is usually artistically designed and printed in the center or on the left margine at the top of the page.nullExample 1 Beijing Textiles Import& Export Corporation 43 Tung An Men Street Beijing, China Tel:01-66838121 Telex:3358711 Cable:88999 Example 2 The Eastern Seaboard Corporation 324 Park Avenue New York, New York 10017 Tel:225-2780 Cable add: EASTSEA Telex: 2227711nullPay Attention to: Oversea Trading Co. 24 Park Street London E.C.4, England ①Position: In the center or on the left margin at the top of the paper; ②Content: the writer’s name & address ③Details: A 82 Tung An Men Street:(门牌与街名间不用逗号) B London E.C.4(邮区号,分信用) E.C.=Eastern Central District W(west)—N(North)—E(East)—S(south)—N.W=Northern –Western District2)Reference (发文编号)2)Reference (发文编号) It is generally used as a useful indication for filing. It is often placed two lines below the letterhead.And it may include a file number, departmental code or initials of the signer of the letter to be followed by the typist’s initials. ①Function: for file(便于归档和查阅) ②Your ref./Our ref ③Structure: a file number, the initials of the signer and then the typist, departmental code Eg: Your ref: 256FA/mf Our ref: 345W/jb null3)Date: Every letter should be dated. Remember never send out a letter without a date. ①Position: below the reference no. (either on the right or on the left, depends on the style you decide to use). ②Forms of expression: 24th July,2003 (B.E); July24,2003(AE). ③Don’t use the abbreviation form—7/4/2003 Or 4/7/2003, for A.E and B.E have different order---- A.E: month/day/year; B.E: day/month/year 4)Inside name and Address4)Inside name and AddressThe name and address of the receiver is typed at the left-hand margin at least two lines below the date. ①Position: at the left-hand margin ②with the town in capital letters. ③When the receiver is an individual in the company, the person’s name should be preceded by courtesy—Mr., Mrs., Miss or Ms. If you are nor sure whether the woman to whom you are writing is married, use Ms. nullExample: Ms. Sarah Davis Sale Manager The Acme Shoe Co. Ltd. 369 Piccadilly LONDON, UK Richard Thomas & Baldwins Ltd. 150 Gower Street LONDON W.1. England ATTN: MR. John Smith. The Sales Manger 5)The Salutation5)The Salutation The salutation is the polite greeting with which the writer begins or open his letter. ①Position: Two lines below inner address, at the left margin. ②If the receiver is an individual--------------Dear sir , Dear Madam, If the receiver is a company----Dear sirs,Dear Mesdames, Gentlemen: 6)Subject Line or Caption Line 6)Subject Line or Caption Line ①Position: This comes two lines below the salutation at left margin or in the center (decided by the style of writing). ②Meaning: tells what the letter is about ③3 basic expression: Re:/Subject:/…… Re: Sewing Machines; Subject: Our Contract No.2344 Sewing Machine 7)Body of the Letter7)Body of the Letter①Position: The body of a business letter should begin two lines below the subject line. ②The opening sentence: A. When replying, we should express our appreciation or thanks e.g: Thank you for your letter of May2. B. When writing, we should express in a clear and straight way E.g: We are writing you for the establishment of business relations. null ③The closing sentence: A. If you wish to receive the early reply of your recipient: Your early reply would be highly appreciated. B.If you offer information about the products which you wish your partner to buy: If you need further details, please let us know. 8)Complimentary Close8)Complimentary Close The complimentary close is a polite way of ending a letter. ①Position: It is placed 2 or 4 lines below the last line of the body of the letter. ② Basic rule: match the salutation Dear Sir(s), Dear Madam, Dear Madames,----- Yours faithfully,or Faithfully yours, Yours truly, Truly yours, Gentlemen-----Truly yours,or Yours truly, Dear Mr x------Yours sincerely, or Sincerely yours,9)The Signature9)The SignatureAll letters must be signed. Unsigned letters have no authority. 结束语的下面，应将签字人的单位的名称用大写打出，必须由负责人签名，签名的下面为使对方了解签名人的姓名、职位，可以打字注明。 Yours very truly, BEIJIGN TEXTILES IMPORT&EXPORT CORP. Li Zhanghua General Manager 外国函件都必须由负责亲笔签名，用橡皮戳说明该信并非本人亲自过目，只是通函，不为人重视。null 10) The Reference Notation(经办人代号) ①This notation is typed 2 spaces below the signature. ②Shows the initials of the signer, the dictator and the typist Eg: RBG/gp 11) Enclosure Notation 附件11) Enclosure Notation 附件If any documents, catalogues, price list ,etc. are sent with a letter, it is necessary to add Enc. ①Position: 2 lines below the reference notation ②to the left margin Encl.(1) Encl. 1 invoice Encl. as stated(附件如下所述)null 12) Carbon Copy(抄送)—c.c When copies of the letter are sent to others, type c.c. below any enclosure notation at left margin. e.g. c.c.Mr.J.Cooper ( Mr.J.Cooper is the person who will receive the copies of the letter) 13) Postscript(附言)—p.s. To emphasize the point calling the reader’s attention. The postscript should be placed at least 2 lines below any other notations and flushed (leveled) with the left margin.null世界著名交易会 中东（迪拜）秋季国际商品交易会 展览地点      阿联酋迪拜世界贸易中心 时间：2009-09-26至2009-09-29 1届/年 地点: 阿联酋迪拜世界贸易中心 展品范围     生活用品类    粮油食品类    美容包材类   服装纺织类   五金机电类 皮革鞋帽类    塑料制品类    钟 表 关于同志近三年现实表现材料材料类招标技术评分表图表与交易pdf视力表打印pdf用图表说话 pdf 文具类   礼品玩具类   电子通讯类 石油开采类    五矿化工类    建筑材料类   室内装饰类   汽摩配件类 家电制冷类    医疗保健类    体育用品类   旅游休闲用品类等     null 迪拜简介   迪拜素有“中东的香港”之美誉，是阿联酋的金融经济中心，以其自由宽松的经济政策、得天独厚的地理位置、完善齐备的基础设施，迅速成为中东地区的交通枢纽和最大的货物集散地。通过迪拜，货物可转销到海湾地区、俄罗斯、东欧、非洲、地中海，甚至世界各地。目前我国产品以种类繁多、档次适中、品种齐全、价格具竞争力颇受青睐，广受中东及世界商家的推崇。 null 中东（迪拜）国际秋季商品交易会是海湾地区最有影响力的年度综合展览盛会，从1986年开始就开始通过增加大量的展览者和参观者来稳步提高和扩展它的知名度，随着现在每年出席人数的稳定增长，越来越多的专业高层人士的到场参观，迪拜秋交会已经成为一个最富活力的展览贸易交易平台。在这里，您定将会不断地发现新的商机，能够得到最新的第一手的中东买家需求信息。迪拜秋交会是中东在中国最具知名度的展览之一，近几年来，中国政府和企业在开拓中东市场的过程中，均将该展会作为登陆中东市场的重要一步，它是进入中东每年2000亿美圆消费市场方便快捷的直通车.null 阿联酋作为北非、南欧、西亚、南亚以及中东地区的商品集散地和转口贸易中心，辐射人口达14亿之多，这些地区贫富悬殊，有的是西方国家，有的是中等发达国家，有的是发展中国家。因此，阿联酋市场对商品的需求是全方位的、多层次的，各种档次的产品均有市场。 迪拜是阿拉伯联合酋长国七个酋长国中的一个，位于亚洲西部，阿拉伯半岛的东端，东与阿曼毗邻，西与卡塔尔接壤，南、西南、西北与沙特交界，北临阿拉伯湾，与伊朗隔海相望，处于“五海三洲”（里海、黑海、地中海、红海、阿拉伯湾及亚、欧、非洲）中点的重要战略位置，是东西方的交通要道和贸易枢纽。每天通过迪拜转口的集装箱达到几万个，为中东第一大港口，在迪拜你可以找到全世界120国家的商人，他们常年穿梭于中东与本国，从事商品贸易。迪拜交易会视频null Homework: Rearrange the follow particulars in indented style. 1.Writer：Beijing textiles Import&Export Corporation 43 Tung An Men Street Beijing, China Tel:01-66838121 Telex:3358711 Cable;88999 2.Our ref.No. 3.Your ref.No. 4. January 30,2003 5. Receiver：The Pakistan Trading Company 15 Broad street, KARACHI,Pakistan. 5.Gentlemen: 6.First Inquiry 7.We learned from a friend that you ……………. 8.Yours very truly 9. BEIJIGN TEXTILES IMPORT&EXPORT CORP. 10.Li Zhanghua 11.General Manager 2.Writing Principles of business Letters2.Writing Principles of business Letters7 “C” courtesy, consideration, completeness ,clearness, conciseness, concreteness, and correctness ① Courtesy 礼貌 语言要有礼且谦虚，及时地回信也是礼貌的表现。 A、 Meaning: Polite while not humble (粗陋的,下贱的,乞求的mild not impolite) null B、 Requirements: (1)Change the commanding tone into requesting tone change the imperative [ɪm'perətɪv] sentence (祈使句) into general question with the word “will” or “would” at the beginning. Tell us more detailed information on your requirements. --- Will you tell us more detailed information on your requirements? --- Will / would you please tell us more detailed information on your requirements?null(2)Use the past subjective form(表过去的主观形式)---- should, could, would, might Would you send us your latest catalogues and price lists on cotton piece good? We should be grateful if you advance delivery to the middle of June and ship the goods in one lot. We wish you could effect insurance on the goods with PICC. You might make shipment a little later, that is, by June 10. null(3)Use mitigation(舒缓) and avoid overemphasizing your own opinion or irritating your partner We cannot deliver the goods all at one time . ---- I’m afraid we cannot deliver the goods all at one time. It was unwise of you not to accept this favorable offer. ----We would say that it was unwise of you not to accept this favorable offer. Our goods are the very best on the current market. ---- We might say that our goods are the very best goods on the current mark.null(4)Passive/p'æsɪv/ voice (被动语态)should be used accordingly You made a very careless mistake during the course of shipment. ---- A very careless mistake was made during the course of shipment. null (5)Try to avoid using the words with forcing tone or arousing unpleasantness We demand prompt shipment from you. ---- We request prompt shipment from you. We must refuse your offer. ---- We regret that we are unable to accept your offer. ----We are sorry that we are not in a position to accept your offer.null(6)Use the words or expressions with the meaning of joy, thanks and regret We are glad / pleased / delighted / happy to do sth. Thank you/ Be appreciative / grateful thankful/Be obliged We regret to say ---/We regret that --- / Much to regret We are sorry to do ---/We are sorry that --- null(7)Don’t use the humble words Don’t use the humble words: beg, permit, allow null ②Consideration 体谅 Love is consideration. A letter functions well if it can deeply impress on influence its recipient. To gain such a favorable impression, you should put yourself in the position of the recipient, taking into consideration his demand, hope, interests, etc. Meaning: you-attitude , put you in the position of others nullRequirements: Take the recipient’s attitude—“you” attitude and avoid taking the writer’s attitude—“we” attitude We allow a 5% discount for cash payments.(“we”—attitude ) You earn a 5% discount when you pay cash.(“you”—attitude) Try to discuss problem in a positive way and avoid discussing problem in a negative way. We do not believe that you will have cause for dissatisfaction. -----We feel sure that you will entirely satisfied. We close at 5 p.m. ----- We are open till 5 p.m.null③Completeness 完整 A practical English writing is very successful and highly effective well only when it contains all the necessary information to the readers and answers all the questions and requirements put forward by the readers. Meaning: see to it that all the matters are discussed and all the questions are answered. Requirement: 5”WS” (who, what, where, when and why)& 1”h” (how) (A letter of order: Who wants to order; what he wants;when he needs the goods; where the goods will to be sent;how the payment will be made)null ④Clarity 清楚 Meaning: Make sure that what you write is so clear that it can’t be misunderstood. Requirements: Avoid using the words and sentences equivocal (摸棱两可)in meaning. nullFor Example: As to the steamer sailing from Shanghai to Los Angels, we have bimonthly direct services. ----- We have a direct sailing from Shanghai to Los Angeles every two months. -----We have a direct sailing from Shanghai to Los Angeles semimonthly. -----We have two direct sailings every month from Shanghai to Los Angeles. Analysis: “bimonthly”--- An equivocal word, for it has two meanings: once every two months or twice every month. null Fluctuation in the freight after the date of sale will be for the buyers account. ----- Any increase in freight after the date of sale will be for the buyer’s account. -----Any increase or decrease in freight after the date of sale will be for the buyer’s account. Analysis: “Fluctuation”--- An equivocal word, for it means decrease or increase. It is obvious that the buyer can’t bear the decrease and increase in the freight.nullThey informed Messrs Smith & Brown that they would receive a reply in a few days. ----- They informed Messrs Smith & Brown that the latter would receive a reply in a few days. Analysis: In this sentence, what does the second they refer to.null Notice the position of the modifier, for different position if the same word has different implication. We can supply 50 tons of the item only. ( only this item) ---- We can only supply 50 tons of the item. ( only 50 tons) The L/ C must reach us not later than September 1st for arranging shipment. ----- The L/ C must reach us for arranging shipment not later than September 1st. (信用证必须到达我方以利于我方不迟于9月1日的装船) nullPay attention to the object(宾语) of the pronoun(代词) and the relations between the relative pronoun(代词) and the antecedent/,æntɪs'idənt /(先行词). They informed Messrs Smith & Brown that they would receive a reply in a few days. -----They informed Messrs Smith & Brown that the latter would receive the reply in a few days. Our check for USD2,800.00 was sent to you under our check Number 123 on May 12 which was the price of the article plus transportation charge. -----We sent you on May 12 our check No.123 for USD2,800.00 which was the price of the article plus transportation charges.nullPay attention to the rationality(合理性) in logic(逻辑), the variety in sentence structure, the compact(紧凑,简洁) in plot and coherence (consistent一致) in meanings. Being a registered accountant, I’m sure you can help us. -----Being a registered accountant, you can certainly help us. -----As you are a registered accountant, I’m sure you can help us. Analysis: Obviously, the word “I” is not the logical subject of the participle “Being a registered accountant .”null We have received your letter of April 4. We are sorry for the wrong dispatch. We will do something about it. -----Thank you for your letter of April 4. We regret that we have dispatched the wrong goods. Analysis: The three simple sentences are correct in sentence structure but lack of variety in sentence structure. Meanwhile, we can see the subjects of the three simple sentences are same, so we should change them into one or two sentences. We wrote a letter. It was