1、高级职业英语（写作）,李向奇 Mobile: 13829734838 Email: Sept 26, 2010,高级职业英语（写作）高级职业英语课程教学大纲(李向奇).doc,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 An Overview of Bu
2、siness Writing Part VI Structure and Style of Business Letters Part VII Establishing Business Relationships,Part 1. Fundamentals,Theories related to communications Human needs Stroking and Johari Window Marketing Mixes,1.1 Maslows Hierarchy of Needs Chapter 1-MASLOWS HIERARCHY OF NEEDS.doc,Human nee
3、ds,Lower level needs physiological Safety Social Higher level needs Esteem Self-actualization,1.2 Stroking and Johari window,Stroking Transactional （相互作用的）term for identifying the way others give recognition to a person Positive stroke, E.g. receiving congratulatory phone calls or letters Negative s
4、troke, E.g. receiving hurtful comments,1.2 Trust Leads to Reciprocal Sharing Depicted in Expanded Open Area in Johari Window Chapter 1-Johari Window.doc,Chapter 1,1.2 The Johari Window,1. Free or open area -what we know about ourselves and others about us. 2. Blind area - others know about us , but
5、we dont know 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 Johari Window,The purpose of communication is to expand the open area , decrease the blind and hidden area , therefore leading to high
6、er level of interpersonal sharing. Trust is something that must be earned. Trust and openness lead to better communication between two people. In business, we aim at both taskoriented communication and emotional communication.,1.3. Marketing Mixes: 4Ps and 4Cs,Product - design or production Price an
7、d Place - distribution Promotion - marketing communication The 4ps determine how a good or service is made and provided, how much it costs, where it is distributed and how it is presented in all company communication,4Cs,Customer- focuses on customers wants and needs versus product Cost- what it cos
8、ts a customer to own a product instead of how to price a product ( e. g. car/ considering the repair cost) Convenience- focuses on how easy it is for customers to acquire the product, rather than how easy it is for the company to distribute it ( e.g. Coca Cola convinces restaurants to offer its prod
9、ucts, as well as making them widely available in every type of stores) Communication-Traditionally, promotion has meant sending brand message and offers to customers, using one-way communication. The new way of thinking focuses on opening up opportunities for dialogue, from telling and selling to li
10、stening and learning.,Part II. Organization of the book,2.1. 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) 高级职业英语（写作
11、）高级职业英语课程教学大纲(李向奇).doc,2.2. Purpose,To inform: Chapters 3, 4, 5, 6, 10, 11, 16To persuade:Chapters 7, 12, 13, 14, 15, 16To Entertain:Chapter 8,2.3. Organization of each unit,Writing principle Standard letters (questions) Samples for analysis Language for writing - notes - useful sentence patterns Ex
12、ercises,Part III. Criteria for Effective Business Writing,3.1. Courtesy - treating people with respect and concern, employing- You-view points- Conversational language- Words of positive effect - Do more than expected,3.2. Correctness - grammar, punctuation, spelling, using accurate information show
13、 respect to the receiver of the messages3.3. Conciseness write in the fewest possible words without sacrificing completeness and you-view point time is money to the customers -,Part III. Criteria for Effective Business Writing,Part III. Criteria for Effective Business Writing,3.4. Clarity - tell the
14、 readers exactly what they want and need - show concern for the readers- Short sentence, familiar words3.5. Concreteness - be vivid, specific, - use action verbs,Part III. Criteria for Effective Business Writing,3.6. Completeness Include all the necessary information and data in the message Followin
15、g the 6-C standard, you can:(1) accomplish your task get thing done, and (2) maintain goodwill with customers.,Part IV. Problems to be tackled,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
16、students and specific topics and contexts -Authentic materials -Case studies -Classroom presentations,Part IV. Problems to be tackled,Particular nature of business writing Is a branch of English for Special purpose Is more than specialized vocabulary involves with theories of applied linguistics, so
17、cio-linguistics, pragmatics, HR management, psychology, cross-cultural communications and even field experience,Part IV. Problems to be tackled,Teaching method Task-based teaching and learning Business-oriented writing Substituting Supplementing Adapting course book material according to students in
18、terests or needs Classroom presentation Pair writing or group writing planning drafting revision comment making,In this chapter you will learn how to,use many kinds of layout follow format conventions identify the organizational elements of a business letter recognize and use the form condition of b
19、usiness letters write effectively each part of business letters and envelopes,Part V 商务书信格式,标准的商务书信包括三个部分 信头 letterhead信文 letter body信尾 close,Letter Heading （信头）,写信人地址 Addressers Address（含行号、Logo等） 日期 Date封内(收信人)地址 Addressees(Receivers ) Address 称呼 Salutation 标题/事由 Subject/Re/About,在信和传真中，信头所占页面最多不能
20、超过三分之一。商业书信的信头一般包括发信人地址、发信日期、收信人地址和姓名、称呼以及事由。传真的信头包括收信人地址（连同收信人传真号码）、发信日期、页数、称呼和事由。,发信人地址：书信发信人地址位于页首居中的位置。传真发信人地址位于传真纸页首固定的信头格式内。 一般来说，商业书信的首页都使用印有公司抬头的信笺。此部分包括公司名称、地址、电话和传真号码。有的甚至还印有代表公司形象的符号标志（Logo）、E-mail号，网址和总裁的名字等。印有信头的首页中往往有一枚代表公司形象的标识。标识一般用图像表示，它就像包裹件上或运输工具上的商标一样。这些符号生动有趣、不同寻常，让人过目不忘。如果一个公司的
21、标识设计得好，它就可以广为熟知，公司就容易打开局面，其形象也很快得到公众的认可。,发信日期：有两种模式-“24 Sept., 2009” (日-月-年)或“Sept. 12, 2009”（月-日-年）。日期可以打印在左边空白处。日期与抬头或发信人地址之间应空两行。写传真时，日期打印在信头相应的空格内。,收信人地址：包括收信人的全名和职衔，以及公司的全称和地址。书信中收信人地址从页面左边空白处写起，在日期下面空两行。传真中收信人地址打在信头相应的空格内。 指定收信人姓名：已不常用。如果需要，就从页面左边空白处写起，在收信人地址下空两行。,收信人地址 标准的排序方式：A. 收信人名称、职位B. 所
22、在部门及公司名称C. 公司所在的街道号码及街道名D. 所在城市、州名称及邮政编码E. 所在国名称,收信人地址,Mr. Richard Young，Director 姓名 Cresswell Inc. 头衔、公司名称 400 Fortune Street 街道号码及名称 Phoenix Arizona 82044 城市名、州名、邮编 U.S.A 国家名Professor Fan Hong Foreign Languages Department Sun Yat-sen University Guangdong, 510275 Peoples Republic of China,Par Avion
23、,Stamp,Receivers address 收信人(addressees)地址,Mr. Richard Young 姓名 Director 头衔 Cresswell Inc. 公司名称 400 Fortune Street 街道号码及名称 Phoenix, Arizona 82044 城市名、州名、邮编 U.S.A. 国家名,称呼：通常有以下称呼方式Dear Mr./Mrs./Miss/Ms. Wang Dear Sir 或 Dear MadamDear Sir or MadamDear Sirs称呼从左边空白处写起，在收信人地址下面空两行。,事由（Subject/Re）:写明事由可以使
24、收信人对信件或传真的内容一目了然。事由位于称呼之下，与称呼相隔一行。可以居中、居左、缩格。,信文(Body of Letter)在全齐头式（full-blocked）书信中，每个段落都从左边空白处开始书写，在“事由”下面空一行。段落内采用单行行距，段落之间采用双行行距或空一行。,信尾Close,结尾敬辞 Complimentary close信末签名 Signature (of the addresser)打印名字和头衔 Printed name and title (of the addresser),信尾Close,口述者/打字员姓名缩写 Initials of dictator and
25、typist)附件 Enclosure抄送 Carbon copy (cc: Chan Wai Ming)附笔/ 附言 Postscript (附笔的主要用途是引起收信人的注意。因此，推销信函中有时也加上附笔，给广告宣传增加一点较亲切的感觉)Note: 此四项并非必需部分，可根据实际需要取舍。,商业书信的五种格式,全齐头式 (Full-blocked) 齐头式 (Blocked) 半齐头式 (Semi-blocked) 方齐头式 (Square-blocked) 简化式 (Simplified),38,Establishing Business Relations 建立业务关系Establis
26、hing business relations is the first step in a transaction in international trade. Writing letters to new customers to establish relations is a common practice in business communications.General information about a company, including the name and address, can be obtained through the following channe
27、ls:1. Banks2. Chambers of commerce3. Advertisement in the media 4. Commercial counselors office in foreign countries5. Exhibitions and trade fairsWhen you write your first letter, you should tell your reader how you obtained his or her name and address, express your desire to do business and explain
28、 what you hope to buy or to sell.,39,A. We have your name and address from the Commercial Counselors Office of your embassy in Beijing and are now writing to you for the establishment of business relations.我们从贵国驻京使馆商务参赞处得悉贵公司行名及地址，现特致函与贵公司建立业务关系。1. We have obtained / come to know / heard / learned y
29、our name and address from our embassy in your country.2. We owe your name and address / fax number / postcode / business scope / products / E-mail address to China Council for the Promotion of International Trade in Beijing.B. We have learned by courtesy of Mr.Greenhow that you are one of the leadin
30、g importers of Chinese chemicals and pharmaceuticals in your country.承蒙格林豪先生介绍，我们得知你们是贵国中国化工产品和药品的主要进口商之一。例：We understood from World Bank / through the courtesy of CCPIT / on the recommendation of AerChem, Inc. / after contacting your trade delegation that you are one of the leading importers of Chi
31、nese Chemicals and Pharmaceuticals in your country.,Useful Expressions,40,C. Your firm has been recommended to us by Bank of China in Beijing .在北京的中国银行已把贵公司介绍给我们了。例：Your name has been introduced /suggested / brought forward / given to us by Citibank, Shenzhen office.D. We have the pleasure of introd
32、ucing ourselves to you as a state-operated corporation dealing exclusively in light industrial goods. 我们有幸自荐，我们是一家专营轻工业品的国有公司。例: have the pleasure to introduce take pleasure in introducing take the liberty of introducingWe avail ourselves of this opportunity to introduceare venturing to write to int
33、roducewish to introduce ourselves to you as a state-operated corporation dealing in light industrial goods.,41,E. We are the chief cigarette packing materials exporter in Austria and are thankful to the Chinese Embassy in Vienna for giving your name.我们是奥地利主要的香烟原辅材料出口商，并感谢驻维也纳的中国使馆向我们提供了你们的行名。例：We ar
34、e thankful / grateful / obliged / indebted to the Chinese Embassy in Vienna for giving us your name and address.F. Specializing in the export of Chinese arts & crafts goods, we express our desire to trade with you in this line.我们专门经营中国工艺美术品出口，愿与贵方进行交易。例：Specializing / Being experienced / Having been
35、 for years / Dealing exclusively in the export of ChineseG. It is hoped that by our joint efforts we can promote business as well as friendship.希望通过共同努力，我们既可促进贸易又能增进友谊。例：It is hoped that through our endeavors / to our mutual benefit / for our common interests we can promote,42,We look forward to you
36、r favorable reply. 等候佳音。例：we await / appreciate / expect / anticipate / hope to receive your favorable reply.We shall be grateful / obliged / glad / thankful if you will reply at an early date.敬请早日答复，将不胜感激。Your early reply / prompt attention / immediate response / favorable answer will be highly app
37、reciated.如蒙早日答复，将不胜感谢。We await your further news with interest. 我们切盼你方进一步的消息。,结 束 语,43,Sample Letters for Establishing Business Relations Dear Sirs, Your name and address have been given to us by the Hongkong & Shanghai Banking Corporation of Jakarts . We are now writing to you for the establishment
38、 of business relations.We have had no contact with your country before. In view of developing friendly relations between our two countries, we wish to ascertain whether cooperation to the advantage of both our firms could be established. We invite you to send us details and prices, possibly also sam
39、ples, of such goods as you would be interested in selling, and we shall gladly study the sales possibilities in our market . On the other hand, please favor us with a list of those goods you are interested in obtaining from us so that we might be able to quote on some and give you all the necessary
40、information regarding supply possibilities.Yours faithfully,44,Dear Sirs,We owe your name and address to the Chamber of Commerce, Tokyo, who informed us that you are in the market for Personal Computers. We are one of the largest computer manufacturers in our country and have been handing various ki
41、nds of computers for about 10 years. We approach you today in the hope of establishing business relations with you and expect, by our joint efforts, to enlarge our business scope. In order to acquaint you with our business lines, we enclose a copy of our illustrated catalogue covering the main items
42、 suppliable at present. If you are interested in any of the items, please tell us by fax. Well give you our lowest quotations and try our best to comply with your requirements. Our customers are always satisfied with our products and the service after the sale. We believe that you will be, too , aft
43、er we do business together. Our banker is the Bank of Tokyo, Japan. They can provide you with information about our business and finances. We are looking forward to your early reply.Yours faithfully,business scope = line of business 经营范围,45,Complete the following sentences 一. We have the pleasure of
44、 1. 告诉你们，我们已经与贵方代表( representative ) 取得了联系。2. 获悉贵方对与我公司建立业务往来很感兴趣。3. 将我公司驻沪办事处的地址及联系人告诉贵方。,二. We are appreciative of 1. 贵方有和我公司建立贸易关系的意向( intention )。2. 贵方为促进我们双方的贸易和友谊所作的努力。3. 贵方对此事的及时处理。,三. 1. 承蒙中国银行的介绍，2. 多亏我驻贵国使馆经参处的介绍，3. 经汤姆和威廉姆公司推荐，we learnt that you are the chief importer of electric applianc
45、es in yourcountry.,Exercises,on the recommendation of承推荐、介绍 by courtesy of . through the courtesy of.承的好意相告,46,Translate the following letter into English尊敬的先生/女士：美国 J & M 有限公司已将贵公司的名称和地址告知我们，并认 为贵公司是中国有潜力的棉布买主。棉布属于我公司的经营范围， 我们将很乐于与贵公司建立直接的业务关系。 兹随函附上商品小册子和价目单各一份，以便于了解我们可供 出口棉布的概况。一当接到贵方的具体询价，将立即航空邮
46、寄我公 司的报价单和样本。恭候佳音。. 谨上,Exercises,47,48,49,1. Generally speaking, this type of letter should include the sources of information related to -the address, e.g. how you know his name and address;-your intention, i.e. Why you are writing to him;-a brief introduction of your firm, e.g. your business scope
47、、 your branches, and also your liaison offices, if any; references as to your firms financial standing and credit rating, etc.2. If you are in the market for the goods the addressee can export, you may also request for samples, price-list, catalogues, etc. Meanwhile you may state simple, clearly and
48、 concisely what you can sell.,Writing Guidelines,50,商务信函构成要素标准部分：Letterhead 信头: 包括发信人公司的名称、地址、传真或电传号码。 Date Line 发信日期 Inside Address 封内收信人地址 Salutation 对收信人的尊称 Body 正文 Complimentary 结尾敬语 Signature 签名二. 特别部分：Attention Line 指定收信人 Subject and Reference Lines 事由 Organization Name 公司名称 Author, Title and
49、Department 撰稿者印刷体姓名 Reference Initials 主办人代号（便于考查信函的主稿人和打字人） Enclosure Notation 附件注明 Copy Notation 复本注明（CC to Mr.Li 或 CC The Uni Trading Co.,Ltd.),51,Make corrections in the format of the following letter Rocky Mountain High Country Realty Mile High Building One Denver Plaza Denver, Colorado 80200 P
50、ueblo, CO 81002 2009 West Prospect Street Ms. Kim Jameston, AttorneyDear Ms. Jameston:We appreciate your April 23 letter concerning the failure of one of our sales Representatives to inform your client of the possible zoning of the Blake property.Please accept my sincere apology for not having corresponded with you sooner. The salesROCKY MOUNTAIN HIGH COUNTRY REALTY Cordially, Residential Property Sales Manager, Joe Crossman,
