1、商务英语写作,胡云坤 May 26, 2007,Outline,Part I Fundamentals of business writing Part II Criteria for effective business Writing Part III Contents and formations of the book Part IV Problems to be tackled in this course Part V Requirements for teachers,Books that has influence on me,Basic Business Communicat
2、ion (1991) By Raymond V. Lesikar Business communication ( 1998) ( 2005) By Carol M. Lehman ( Thomson publishing house),Part 1 Fundamentals,Theories related to communications Human needs Stroking and Johari window Theory X and Theory Y Marketing concept Intercultural knowledge /SRC,1.1 Maslows Hierar
3、chy of Needs,Human needs,Lower level needs physiological Safety Social Higher level needs Esteem Self-actualization,1.2 stroking and Johari window,Stroking Transactional term (相互作用分析） for identifying the way others give recognition to a person Positive stroke , E.g. receiving congratulatory phone ca
4、lls or letter Negative stroke, E.g. receiving hurtful comments,1.2 Trust Leads to Reciprocal Sharing Depicted in Expanded Open Area in Johari Window,Chapter 1,1.2 Johari window,1. Free or open area-what we know about ourselves and others about us. 2. blind area- others know about us , but we dont kn
5、ow about ourselves 3. hidden area - Things we know about ourselves ,other dont know 4. unknown area- things we dont know and others dont know about us,The purpose is to expand the open area , decrease the bind and hidden area , therefore leading to higher level of interpersonal sharing. Trust is som
6、ething that must be earned. Trust and openness lead to better communication between two people In business we aim at both task oriented communication and emotional communication,1.3 X theory and Y theory of management styles,Theory X : traditional style,meet lower level of human needs, exercise stro
7、ng control over the employees, employ external incentives E. G. job and paycheck,Theory Y : Modern style Meet higher level needs Balance control and individual freedom Lessen the external motivation E.G empowerment,1.4 Changes in marketing Mix from 4 Ps to 4Cs,Product -design or production Price and
8、 place distribution Promotion- marketing communication The 4ps determine how a good or service is made and provided , how much it cost, where it is distributed and how it is presented in all company communication,4 cs,Customer focus on customers wants and needs versus product Cost what it cost a cus
9、tomer to own a product instead of how to price a product ( e. g. car/ considering the repair cost) Convenience -focus how easy it is for customers to acquire the product, rather than how easy for the company to distribute it ( e.g. Coca Cola convince restaurants to offer its products , as well as ma
10、king them widely available in every type of stores,4cs,Communication Traditionally promotion has meant sending brand message and offers customers, using one-way communication. The new way of thinking focuses on opening up opportunities for dialogue, from telling and selling to listening and learning
11、,1.5 The self reference Criterion,The definition : The unconscious reference to ones own cultural values Cultivate culture awareness and culture understanding Learn to be careful about using our own cultural norms to judge people from other cultures,Part II. Criteria for Effective Business Writing,2
12、.1 Courtesy - treating people with respect and concern /employing- You view points- Conversational language- words of positive effect - do more than expected,2.2 Correctness - grammar, punctuation, spelling, , using accurate information show respect to the receiver of the messages2.3 Conciseness wri
13、te in the fewest possible words without sacrificing completeness and you-view point time is money to the customers -,2.4 Clarity tells the readers exactly what they want and need - show concern for the readers- Short sentence, familiar words2.5 Concreteness vivid, specific , action verbs,2.6 Complet
14、eness Include all the necessary information and data in the message Following the six cs standards, you can (1) accomplish your task get thing done , and (2) maintain goodwill with customers.,2.7 Patterns of Business Writing,Direct ordergood news and routine news Indirect order bad news and persuasi
15、ve messages,Part III. Organization of the book,3.1 contents Principles of business writing ( 1-2)Letters concerning transactions (3-7)General letters ( 8-9)Office communications ( 10-11) Employment ( 12-14) Proposal and report ( 15-16)Business documents and questionnaires( 17-18),3.2 purpose,To info
16、rm Units 3.4.5.6. 10.11.16 To persuade Units 7.12.13.14.15.16 To Entertain Unit 8.,3.3 Organization of each unit,Writing principle Standard letters ( questions) Samples for analysis Language for writing - notes - useful sentence patterns Exercises,Part IV Problems to be tackled business writing teac
17、hing,Motivation of students Teaching materials Teachers professionalism teaching methods -,4.1 Students motivation for taking the course,Mostly they are pre-experience learner: 1) Prepare for their future working life in business ( motivated) 2) get credits to graduate ( need to be motivated) 3) Pas
18、s BEC test,4.2 Teaching materials,No text book is perfect in itself or for a particular teaching learning context Need to adapt and supplement in some way for particular students and specific teaching contextsAuthentic materials Case study,4.3 Particular nature of business writing teaching,Is a bran
19、ch of English for Special purpose Is more than specialized vocabularyinvolves with theories of applied linguistics, socio-linguistics, pragmatics, HR management, psychology, cross-cultural communications,4.4 Teaching method,Substituting Supplementing Adapting course book material according to studen
20、ts interests or needs Pair writing or group writing planning drafting revision comment,Part V Requirements for teachers,Strong interest in your teaching Proficiency in English language Knowledge of business communications and of trade and marketing Understanding of students needs and motives Skill of class management Extra efforts at evaluating students performance,
