商务英语应用文写作.ppt

商务英语应用文写作,CONTENTS,Chapter 1 An Overview of Business Writing 3 hoursChapter 2 Business LettersLesson 1 Structure of Business Letters.1 hoursLesson 2 Inquries and Replies.3 hoursLesson 3 Complaints and Adjustments.4 hoursLesson 4 Sales Promotion.2 hoursChapter 3 Memo.4 hoursChapter 4 Resume and Application.5 hoursChapter 5 Report.8 hoursChapter 6 Advertisements.4 hoursChapter 7 Corporate Profile.4 hoursChapter 8 Product Introduction.4 hours,Chapter 1 Overview of Business Writing,Learning ObjectivesUnderstand the nature of business writingLearn the functions of business writingKnow the criteria for business writingKnow modern changes in business writing,Nature of Business Writing,1.Whats the purpose of writing?2.What are the differences between academic writing and business writing?3.What are the features of business writing?,Purpose of Writing,The purpose of the writer can be classified into two categories:expressive writing and communicative writing.Expressive writing is personal and informal,employed to encourage comprehension and reflection on the part of the writer.The very process of writing makes you think,and gives you an opportunity to start to make sense of the world you find yourself in,to bring many facts,definitions,rules,theories,and perspective to life and to impose some order on them.,Communicative writing is analytic,formal and more or less impersonal.It presupposes that the writer already has considerable knowledge and understanding of the topic,and is writing to inform or to persuade a reader.It demands adherence to established conventions of tone,voice,diction,evidence,and citation;these conventions will vary according to discipline and type(e.g.memo,E-mail,business report,plan,and proposal,lab report).Writers communicate their thoughts to others in writing via proper application of methods of persuading and informing.,Any business writing task or document is intended to meet one or more of the following generic objectives:to be understood as intended,to secure a desired response,and to build and develop goodwill.1.to inform somebody of something 2.to persuade somebody to do something 3.to instruct somebody on how to do something 4.to regulate somebody 5.to offer someone a suggestion of doing or not doing sth.6.to form a tie that creates legally enforceable obligations between two or more parties.7.to justify sth.8.to entertain sb.,Differences between Academic Writing and Business Writing,This question can be answered from four aspects,namely:the purpose,the context,the reader and standards of assessment.,Features of Business Writing,1.Purposeful2.Transactional(result-oriented)3.Reader-oriented4.Dynamic5.Timing6.Economical,Criteria for Effective Writing,A piece of business writing can be assessed from the perspective of language itself and communicative effect.The assessment in terms of language can be subdivided into:range of vocabulary,variety of expression,grammar,coherence and cohesiveness.On the other hand,the pragmatic appraisal of business writing is more concerned with the possible effects on the part of reader,more often than not subject to the business context.,1.Courtesy-礼貌2.Correctness-正确3.Conciseness-简洁4.Clarity-清晰5.Concreteness-具体6.Completeness-完整,(1)、a.This letter is to inform you of an important change in our policy concerning insurance.b.Since you are our regular customer,we are writing to let you know about our important policy change in insurance.(2)、a.You obviously made a mistake by sending me the wrong goods.b.Thank you for your prompt delivery.However,the goods reached us were not the ones we ordered.(3)、a.We are pleased to grant you permission.b.We are pleased to offer you a favor by doing,(1)、a.This equipment recognizes many cards in a second.b.This OMR equipment recognizes more than 2 cards in a second.(2)、a.Considerable money could be saved if we manufacture the window frames ourselves.b.We could save over$5,000 a year if we manufacture the window frames ourselves.,interrogatesubsequent towith regard tobe kind enough,askafteraboutplease,soona large orderour timecontact you,June 20an order up to US$980,000Beijing time call/write/fax,in due coursedue to the fact thaton the grounds thatin spite of the fact thatfor the purpose ofin accordance with your requestin the case of in many cases,soonbecausebecauseeven if for as you requestedfor often,Modern Changes to Business Writing,There were times when the prevailing rule for business writing was that it should be written in the driest possible manner and in language so stilted and formal that the true personality of the writer was completely hidden.However,at present,business writing has assumed more friendly,easy,and conventional style.When you write letters,you will be concerned about communicating more than information.The information in the letters will be important,of course.But you will also need to communicate certain effects.,Here are some helpful suggestions for achieving the desired effects in business writing.1.Conversational Style2.Resisting Tendency to Be Formal3.Avoiding the Old Language of Business4.You-Viewpoint5.Accent on Positive Language6.Avoiding Anger,Basic Patterns of Business Writing,1.Directness in Good-News and Routine Messages.2.Indirectness in Bad News Messages 3.Indirectness in Persuasion Which approach is desirable depends on the anticipated reaction on the part of reader as well as the readers knowledge of the subject under discussion.,Sample Analysis,Sample 1-1 Dear Sir:We wish to acknowledge receipt of your credit application dated February 17 giving trade and bank references,and we thank you for the same.Please be advised that credit accommodations are herewith extended as per your request and your order has been shipped.Hoping you will give us the opportunity of serving you again in the near future,we remain.Very truly yours,Dear Sirs:Thank you for sending so promptly the trade and bank references we have asked for.I am glad to say that your order has already been shipped on the terms you requested.We hope you will give us the chance to serve you again.Very truly yours,Sample 1-2In compliance with yours dated We have before us Responding to yours of even date Yours of the 12th to hand,Deem it advisable Attached hereto Wherein you state as per your letter Take the liberty Trusting this will meet with your favor Anticipating your favorable response Assuring you of our cooperation,We can not understand your negligence.We will not tolerate this condition.Your careless attitude has caused us a loss in sales.We have no intention of permitting this condition to continue.,We can deliver the goods on July 11.So that you may have the one sofa you want,will you please check your choice of fabric on the enclosed card?Your check will be mailed on October 1st.Please format this letter in the block style shown in the Office Procedure Manual.,Exercises,1.Revise these sentences so that they are positive rather than negative.a:Unfortunately,your order cannot be sent until next week.b:To avoid the loss of your credit rating，please remit payment within ten days.c:You should have realized that waterbeds will freeze in unheated houses during winter months.Therefore,our guarantee does not cover the damage value and you must pay the$10 valve-replacement fee.d:Your misunderstanding of our January 8 letter caused you to make this mistake.,e:Even though you were late in the bill,we did not disallow the discount.f:Our stone-skin material wont do the job unless it is reinforced.g:Your negligence in this matter caused the damage to the equipment.h:Do not walk on the grass.i:We regret to inform you that for the time being,we must deny your request for credit.j:Smoking is not permitted anywhere except in the lobby.,2.Write you-view point sentences to cover each of the situations described.a:We will be pleased to deliver your order by the 15th.b:We have worked for 20 years to develop the best model of car for our customers.c:We can permit you to attend classes on company time only when the course is related to your own work.d:Items desired should be checked on the enclosed order form.,e:We are happy to report approval of your application for membership.f:Our long experience in the book business has enabled us to provide the best customer service possible.g:We take pleasure in announcing that,effective today,the company will give a 20 percent discount on all purchases made b employees.h:So that we can sell at discount prices,we cannot permit returns of merchandise.,3.Compare and tell which one is better and why.Dear Mr.Hua:We are in receipt of and would like to thank you for your letter and catalogue of June 14,1999.after close examination we have come to the conclusion that your products are of no interest to us but we wish you every success in your future endeavors.Sincerely yours,Dear Mr.Hua:Thank you for your letter and catalogue sent on July 14,1999.We appreciate your interest in our company though your products fall out of our line for the time being.We wish you every success in your future endeavors.Sincerely yours,Chapter 2 Business Letters Lesson 1 Structure and Style of Business Letters,Learning ObjectivesKnow the parts of a business letterKnow the style of a business letter,Parts of a Business Letter,Broadly speaking，business letters are usually composed of the following twelve elements：1.Letterhead16 Fuxing StreetHaidian DistrictBeijingPost Code:100035Peoples Republic of ChinaTel:63211234Aug.20,2004,2.Date Oct.20,2004 10 May 2004 3rd June 2004 Sept.16th,20043.Inside AddressMs.Joanna KerryPeking UniversityHaidian District,100871BeijingChina,4.Attention Line5.Salutation6.Subject Line7.Body8.Complimentary Close9.Signature10.Reference Initials,11.EnclosureEnc:ResumeEncls:Grade Certificate12.Copy Notation,Format of a Business letter,Block Style:LETTERHEAD DateInside Address_Salutation_ Body_Complimentary Close_Signature,Indented Style:LETTERHEAD DateInside Address_Salutation Body_.Complimentary Close _ Signature _Encl._,Lesson 2 Establishing Business Relations Enquries and Replies,Learning Objectives Know where to obtain the information about the merchants in foreign countries;Know the essential components of a letter to establish business relations;Know the function and general knowledge of inquiry;Know how to write enquiry and reply.,Sources of Information,1.Banks2.Chambers of Commerce in foreign countries3.Trade Directory4.Commercial Counselors Office5.Advertisements6.Business House of the same trade7.Exhibition and Fair8.Specialized trade publications eg.International Trade Centre Literature9.Export promotion organization eg.China Council for the Promotion of International Trade10.Market investigation,Components of a Letter Intending to Establish Business Relations,Having obtained the desired names and addresses of the firms from any of the above sources,the person in charge may start sending the letters to the party concerned.This type of letter should include the following information:1.Source of information;2.Intention of writing the letter;3.Lines of business handled in his company;The reference as to his companys financial status and integrity.,Eg.Through the courtesy of the Paris Chamber of Commerce,we have your name as a firm who is interested in doing business with us.经由巴黎商会，我们得悉贵公司有兴趣与我方进行贸易。Eg.We owe your name and address to Italian Commercial Bank who has informed us that you are in the market for ball-bearing.承蒙意大利商业银行告知贵公司名称和地址，并告知贵方欲购进滚珠轴承。Eg.We have your name and address from China Council for the Promotion of International Trade.我们从中国国际贸易促进会得悉贵公司名称和地址。Eg.On the recommendation of Messrs.Harvey&Co.,we have learned with pleasure the name of your firm.由哈维公司介绍，我方高兴地得知贵公司的名称。,Back-Ground Knowledge of Inquiry,Function of inquiry(询函或询盘)Inquiry is usually made by the buyer without engagement to get information about the goods to be ordered,such as price,catalogue,delivery date and other terms.Types of inquiryInquiry varies with different purposes,contents and background information.Credit inquiry is written to get information about the financial status of the potential buyer.First inquiry,that is an inquiry sent to a supplier whom you have not previously dealt with,usually begins by telling him how you obtained the suppliers name.Some details of your business,such as the kinds of goods handled,quantities needed,usual terms of trade and any information likely to enable the supplier to decide what he can do for you,will also help.,Inquiry can be classified into to category,namely General inquiry and Specific inquiry.The former is written to obtain general information without necessarily mentioning any specific deal possible.Whereas the latter is written to request for or invite an offer(要约邀请，简称为邀约).,Components of Inquiry and Reply,Inquiry,1.The beginning part-To express your interest,make brief self-introduction,state purpose of writing.2.The body-To specify the information and details needed.3.The Ending-To express the hope of receiving early reply.Inquiry should be brief,specific,courteous and reasonable.,Reply,1.The opening paragraph-To acknowledge the inquiry(mentioning the date of the inquiry and summarizing the main point s of the inquiry)2.The body-To answer the inquiry in details.3.The final paragraph-To express the hope for a reply.The reply should be made prompt,courteous and helpful.,Sample 3-1:First Enquiry,Messrs.Ito&.,Ltd.10 Nichome,MarunouchiTokyo,JapanAugust 24,2001Dear Sirs,Catalogue of CarpetsWe learn from one Indian company of the same trade that you are producing for export hand-made carpets of different sizes in wool and silk.We are interested in them,for there is a steady demand for carpets of good quality.But stocks of carpets are running low so that good prices are obtained.,We will be appreciative if you send us a copy of your carpet catalogue,with details of your prices and terms of payment.I should find it most helpful if you could also supply some small pieces as samples of the various types.In view of the demand for your products,an immediate reply is appreciated.Yours faithfully,Patricia MarksManager,Sample 3-2:Reply to the First Enquiry,Dear Mr.Patricia Marks,Catalogue of CarpetsWe thank you very much for your enquiry of 24th August and happy to learn that you are interested in our carpets.I am sure you will receive a copy of our illustrated catalogue with samples of carpet in only a few days.Our carpets have long-standing history and are well-known in Asian market for their supreme quality.We manufactured carpets of various patterns in wool,silk,cotton and fabric,among which the hand-made woolen ones are particularly of great fame.They are made to be able to wear and tear.,We also manufacture a wide range of hand-made hanging-rug,traveling-rug,hearth-rug in which we think you may be interested.They are fully illustrated in the catalogue and are of the same high quality.All orders entrusted to us are given our careful and prompt attention.We sincerely desire to have the pleasure