外貿(mào)英語函電市公開課金獎市賽課一等獎?wù)n件

1、外貿(mào)英語函電第1頁Unit 1 Basic Knowledge of Business Letter Writing Form and structure of business letters Different style of British and American business letters Writing principles of the business letter第2頁Four forms of business lettersFull block form 齊頭式 Each part of a letter is typed from the left margin

2、 , so it is convenient to be typed with a typewriter, but the layout isnt beautiful, so some businessman use a modified block form with indented style.Modified block form with indented style 混合式 The senders address is typed or printed in the up-middle part. The receivers address starts from the left

3、 margin. The reference and date are typed on the same line. The complimentary close as well as the signature are typed from the middle little towards the right. 第3頁 Modified block form 改良式 All the parts start from the left margin, except the date, complementary close and signature which are position

4、ed same as that in the modified block form with indented style.Simplified form 簡化式 It is somewhat like full block form, but some parts are omitted, such as salutation and complementary close. 第4頁Structure Letterhead 信頭Reference and date 編號和日期Inside name and address 封內(nèi)名稱及地址Attention line 注意事項Salutati

5、on 稱呼Subject line 事由Body of the letter 信文Complementary close 結(jié)尾敬語Signature 簽署 enclosure 附件Carbon copy notation 抄送Postscript 附言 第5頁Structure a. Letterhead 信頭: The senders name , postal address, telephone number, fax number and E-mail address, etc. Usually letterhead is printed in the up-center or at

6、the left margin of a letter writing paper. In some countries, the letterhead contains other details, e.g. In the U.K. the directors names of a company are given.第6頁Structure b. Reference and date 編號和日期 Reference : The reference may include a file number, departmental code or initials of the signer f

7、ollowed by that of the typist of the letter , e.g. Your ref: JBD/WM ; Our ref: WDW/LP They are typed immediately below the letterhead. If desired, the reference initials can also be placed at the lower left margin two lines below the name of the signer. 第7頁 Date: a. Avoid typing the month in figures

8、 and it should be typed in full English name, e.g. February b. The -th, -st, and -rd that follow the day can be omitted, but the year should be typed in full, e.g. 5 May, Date can be typed in the following order: British order: 1)1st October, ; 2) 1 October, American order: 1) October 1st,; 2) Octob

9、er 1, Note : the month and the day cant be separated by a comma, but there must be a comma before the year.第8頁c. Inside name and address The name and address of the receiver is typed at the left-hand margin about two to four places below the date. It appears exactly the same way as on the envelope.

10、地址: 從小到大; 門牌號與街道名之間不加標點,但在城市與國家名稱之間須用逗號隔開.第9頁 Messrs.( Messieurs:各位先生) is a courtesy title used for partnerships whose firms name includes a personal element, as in Messrs. Macdonald&Evans. Note: it is not used under the following conditions: when there is no personal element in the name, such as Ut

11、ility Furniture. Co.Ltd. when the name already carries a courtesy title, as Sir William Dobson when the word “ the” forms part of the name, as The Grayson electrical Co. 第10頁 d. Attention line 經(jīng)辦人(注意事項) Attention line is used when the writer of a letter addressed to an organization wishes to direct

12、the letter to a specific individual or section of the firm. It generally follows the inside address. If the letter is addressed to one person, the ordinary courtesy titles should be used, such as Mr, Mrs, Miss, Ms. After the name, his official position should follow, e .g . Attention: Mr. H. A. Donn

13、an, Export Manager Attention: Sales Department Attention of Mr. Cave To the attention of Mr. Liu Ming 第11頁e. Salutation It is the complimentary greeting with which the writer opens his letter and is usually typed two spaces below the inside address or the attention line. customary formal greeting: D

14、ear Sir( Dear Sirs), Dear madam( Dear Mesdames), Gentlemen. If the receiver is known to the writer personally, just use “Dear Mr. Sb.”, or Dear followed by the name: Dear Jack. Note: “Dear Sir” or “Dear Sirs” is followed by a comma , but “Gentlemen” is followed by a colon. 第12頁f. Subject line 事由 sub

15、ject line is the general idea of a letter. It is inserted between the salutation and the body of the letter either at the left-hand margin for fully-blocked letter form or centrally over the body for other forms. It should be underlined, e.g. Re: Your Order No.463 for1,000 Wide-screen TV Sets SHEEP

16、WOOL 第13頁g. Body of the letter a). Write simply, clearly, courteously, grammatically, and to the point; b). Paragraph correctly, confining each paragraph to one topic; c). See that your typing is accurate and the display artistic. Aim at an attractive and pleasing appearance for your letter. Margins

17、 are also very important. If there has been previous correspondence, the reply letter will refer to it in the first paragraph. The writers plans, hopes and expectations will be expressed in the last paragraph. Thank you for your letter of February 8, . We are pleased to receive your letter of Februa

18、ry 8, . In reply to your letter of February 8, , . 第14頁 Some expressions used in the end: 1) Phrases: Awaiting your good news, we are. Looking forward to your early reply, we remain. Looking forward to receiving your shipping advice, we remain. 2) Sentences: We await your good news. We hope to recei

19、ve your early reply. We are looking forward to your favorable and prompt reply. We trust you will give us an early reply. Your favorable / immediate/ prompt reply will be highly appreciated. please give us your reply as soon as possible.第15頁 h. Complementary close 結(jié)尾敬語 It is a polite way of ending a

20、 letter and is in keeping with the salutation. “謹上”. Formal: Dear sir(s), yours faithfully, Gentlemen: truly yours, Less formal: Dear Mr.Henry, (:) yours sincerely or sincerely yours, 1) In the simplified form, salutation and complementary close can be omitted; 2) When the complimentary close is use

21、d, it must never be separated from the substance of a letter by carried to a separate sheet; 3) When using continuation sheets, another paper of the same quality must be typed with a head to show: the number of the sheet (in the center of the page); the name of your correspondent (on the left-hand s

22、ide); the date of the letter( on the right-hand side). E.g. -2- L.A.Brizier&Co. 1 March, 第16頁i. Signature Note : never sign a letter with a rubber stamp. e.g. Yours faithfully THE NATIONAL TRANSPORT CO. ( the name of the writers firm or company) (signature) (the person dictating this letter) Wang Da

23、wei (The name of the signer) Manager ( his job title or position) 第17頁j. enclosure If something is enclosed, note it below the signature : e.g. Enclosure (Encl., Enc.) : price list 如附件不止一件，應(yīng)注明2 Encls. or 3 Encls.k. Carbon copy notation When copies of the letter are sent to others, type c.c. below th

24、e signature at the left margin. E.g. c.c. Our branch officel. Postscript add the postscript two spaces below the carbon copy notation. E.g. P.S. The samples will be mailed to you tomorrow (sometimes, it is followed by the initials of the writers name). Note: dont use it unless it is necessary. 第18頁A

25、ddressing envelopeChina National Chemicals stampImport&Export Co.Beijing，China Overseas Trading Co.153 Market StreetLondon, E.C.3RegisteredIf the letter is addressed to a specific person, write c/o(care of before the name of a firm.第19頁Addressing envelope stampOverseas Trading Co. 153 Market StreetL

26、ondon, E.C.3China National Chemicals Import&Export Co.Beijing，ChinaIf the letter is addressed to a specific person, write c/o(care of before the name of a firm.第20頁英美書信不一樣寫法 1. 英式書信格式是縮行式或混合式,而美式則是絕對齊頭式或改良齊頭。(縮行式:封內(nèi)地址和其需要分行地方后一行,都比前一行縮進二格或三格;信正文,每一段開始一行都縮進若干格(普通與稱呼末一字母取齊)。 2. 稱呼使用方法,英式普通用Dear Sirs,后

27、用逗號。美式則用Gentlemen:后用冒號。3. 結(jié)尾語使用方法,英式和美式習慣各不相同,在美式中Sincerely yours,只限用于商業(yè)書信。英式則不然,商業(yè)書信或親友間來往書信中都可用。4. 日期寫法也不相同,英式是按日月年次序。美式則按月日年次序。5. 信封寫法不一樣點:發(fā)信人姓名、地址,英式寫在左下角,美式寫在左上角。航空信空郵字樣“AIRMAIL”“VIA AIR MAIL,”“BY AIR MAIL,”英式印在信封左上角,美式則印在貼郵票下方。第21頁Writing principles of the business letter Courtesy Consideratio

28、n Completeness Clarity Conciseness Concreteness Correctness 第22頁 Courtesy Courtesy is not merely politeness. It stems from a sincere You-attitude. (polite) We have received with many thanks your letter of Oct.7, and we take the pleasure of sending you our latest catalog. We wish to draw you attentio

29、n to a special offer which we have made in it. (courteous) You will be particularly interested in a special offer on page 5 of the latest catalog enclosed, which you requested in your letter of Oct.7. To answer letters promptly is also a matter of courtesy. Consideration When writing a business lett

30、er, we should keep the readers request, needs, desires , as well as his feelings in mind. 第23頁a. you-attitude we-attitude: we allow 2 percent discount for cash payment you-attitude: you earn 2 percent discount when you pay cashb. Focus on the positive approach negative: we dont believe you will have

31、 cause for dissatisfaction. we cant send you what you require this time. positive: we feel sure that you will be entirely satisfied. Perhaps next time we will satisfy your need.Completeness A business letter should include all the necessary information. 第24頁Clarity The writer should try to a. Avoid

32、using the words which have different understanding or unclear meaning,e.g. As to the steamers sailing from Hongkong to San Franisco, we have bimonthly direct services. Rewrite: We have two direct sailings every month from Hongkong to San Franisco We have semimonthly direct sailing from Hongkong to S

33、an Franisco. We have a direct sailing from Hongkong to San Franisco every two months. b. Pay attention to position of the modifiers. e.g. We shall be able to supply 10 cases of the item only. We shall be able to supply 10 cases only of the item. 第25頁c. Pay attention to the sentence structure.E.g. We

34、 sent you 5 samples yesterday of the goods which you requested in your letter of May 25 by air. We sent you, by air, 5 samples of the goods which you requested in your letter of May 25 yesterday. d. Paragraph carefully and properly. Each paragraph has only one topic. 第26頁Conciseness Using concise se

35、ntences and fewest words, without losing completeness and courtesy. a. Avoid using wordy expressions. e.g. We wish to acknowledge receipt of your letter We appreciate your letter b. Avoid unnecessary repetition. c. Use short sentences, simple words and clear explanations: 1) use a word to replace a

36、phrase enclosed herewith at this time enclosed now due to the fact that a draft in the amount of $1000 because a draft for $1000 第27頁2) Use a phrase to replace a sentence. Please dont hesitate to call upon us. Please write to us. Please see that an enquiry is conducted to determine the reason. pleas

37、e find out the reason.3) Use words to replace clauses We require full-automatic washing machine which is of the new type. We require new-type full-automatic washing machine.d. Avoid padded expressions. It should be noted that this is the best we can do. For your information we enclose a catalogue.e.

38、 Use subject line flexibly and properly. 第28頁Concreteness Make the message specific, definite and vivid. e.g. ST 858L 5-Band Stereo Radio Cassette Recorder is of full functions. ST 858L 5-Band Stereo Radio Cassette Recorder can delivers superb FM/MW/LW/SW1/SW3/FM Stereo band reception. Full auto-sto

39、p and automatic quick program search. 第29頁 Correctness Correctness refers not only to correct usage of grammar, punctuation and spelling, but also to standard language, proper statement, accurate figures as well as the correct understanding of commercial jargons. 1) with pronouns Our competitors pri

40、ce are 2%-3% percent lower than us. ours 2) with verbs It is one of the machines that was delivered last week. were 3)with conjunctions This fridge not only is attractive in proper price, but also in good quality. is not only 4)with subjects Depositing money with us, our bank can pay you high divide

41、nds. you earn high dividends 第30頁 5) Avoid using overstatements It is the lowest price available to you. It is the lowest price we can offer you now. We are well-established exporters of all kinds of goods made in Sweden. We are well-established exporters of Swedish sundry goods, such as toys, butto

42、ns and stationery. 6) Use accurate numbers 5% up to 10% 5% up to 10% both inclusive( or exclusive) 第31頁7) Use capital letters North, West, East, West. When they are used for districts or areas, but not for orientations. The name and the brand of a commodity The name of document The name of the trans

43、portation tools e.g. the S.S. “ Lucky Prince”( steamship) the m.v. “East Wind” ( motor vessel) 第32頁exercisesShannxi Machinery&Equipement Imp.& Exp. Corporation29 Changle Zhong Road Xi,an , ChinaTel: (8629)85332653Fax: (8629)85335496Date: September 9, 20The Pakistan Trading Company15 Broad StreetKara

44、chi, PakistanAttention : Export Dept.Dear Sirs,Re:(0il Tools)We thank you for your letter dated. With kind regards. Yours faithfully Shannxi Machinery& Equipment Imp.&Exp. Corporation (signature) Wang Wei Manager 第33頁Addressing envelopeShannxi Machinery &Equipment stampImp.& Exp. Corporation29 Chang

45、le Zhong RoadXi,an, China The Pakistan Trading Company15 Broad Street Karachi, Pakistan第34頁外銷員考試介紹 外銷員資格考試是對外貿(mào)易經(jīng)濟合作部統(tǒng)一組織全國性考試。所謂外銷員，是指在含有進出口經(jīng)營權(quán)企業(yè)從事進出口貿(mào)易活動工作人員。持有外銷員資格證書，是在外經(jīng)貿(mào)企業(yè)上崗、從事進出口業(yè)務(wù)人員必備條件。含有外銷員資格證書者，在外經(jīng)貿(mào)部招聘我國駐外大使館經(jīng)濟商務(wù)處工作人員時優(yōu)先。 凡含有中專以上學歷，有志于從事外經(jīng)貿(mào)事業(yè)人員（含大中專在校學生）均可報名參加考試。 第35頁外銷員考試介紹 外銷員資格考試采取全國統(tǒng)一命

46、題、統(tǒng)一考試時間和統(tǒng)一閱卷方式進行，是絕密級考試?？荚嚳颇坑型赓Q(mào)綜合業(yè)務(wù)和外貿(mào)外語兩科。其中外貿(mào)綜合業(yè)務(wù)包含中國對外經(jīng)濟貿(mào)易理論與政策、國際貿(mào)易、國際貿(mào)易實務(wù)、國際金融、國際經(jīng)濟法、國際營銷學和國際經(jīng)濟合作七門；外貿(mào)外語由英語、日語、俄語三個語種任選其一。外貿(mào)外語分筆試和口試。從開始，統(tǒng)一口語考試時間、統(tǒng)一口語考試命題。按照要求，報考當年度外銷員資格考試考生，單科經(jīng)過成績能夠保留兩年，外貿(mào)綜合業(yè)務(wù)、外貿(mào)外語筆試和口試成績均合格者，方可頒發(fā)資格證書。 全國外銷員考試統(tǒng)考時間普通在每年秋季進行。外銷員資格考試是對外貿(mào)易經(jīng)濟合作部統(tǒng)一組織全國性考試。第36頁Unit 2 Establishing b

47、usiness relations & inquiring credit reference Introduction Letters for establishing business relations Some useful sentences on establishing business relations& inquiring credit reference 第37頁 Introduction To establish business relations with prospective dealers is the base of starting and developi

48、ng of business. In such letters , the writer usually informs his addressee of the following: 1) the source of his information 2) his intention 3) the business scope of senders firm 4) the reference as to senders financial position and integrity. If the writer intends to import, he may also make requ

49、ests for catalogues , samples, price list, etc. To close the letter, the writer usually expresses his expectation of cooperation and an early reply. 第38頁The source of his informationMain sources 1) the advertisements in newspapers, from broadcast, TV, and through internet; 2) the introduction from h

50、is business connections; 3) the introduction from his subsidiaries or branches, agents abroad; 4) the market investigations; 5) attendance at the export commodities fairs; 6) visit abroad by trade delegations and groups; 7) self-introductions or enquiries received from the merchants abroad; 8) the b

51、anks; 9) the Commercial councilors office; 10) the chambers of commerce both at home and abroad.第39頁 Bear in mind The first step of proper behavior is half business done!第40頁Letters for establishing business relations Letter 1: importer writes to exporter. key words: deal, compete, standing , regard

52、ing deal: (C) n. 交易(transaction) make (do) a deal with與做交易 deal on credit 信用交易,賒賬買賣 e.g. We believe we can put the deal through. v. deal in 經(jīng)營(trade in, handle) e.g. We deal in chemicals, while they handle foodstuffs for export. deal with: 與打交道, 與做生意, 處理某事. e.g. Some businessmen are hard to deal wit

53、h. Please deal with the order carefully.第41頁進口商給出口商信敬啟者: 承蒙貴國駐倫敦大使館參贊處介紹,使我方取得貴企業(yè)地址,茲寫信想與貴企業(yè)建立貿(mào)易關(guān)系。 本企業(yè)與此地主要輕工產(chǎn)品經(jīng)銷商聯(lián)絡(luò)甚密, 我方相信,若貴方報價有競爭力話,我方能夠銷售大量中國商品。 相關(guān)我方資信情況, 請向倫敦英國銀行查詢。 請通知貴方出口產(chǎn)品必要信息。 謹上第42頁Letter 2: Self-introduction by Exporter 當if條件句中有助動詞should, had或were時,則能夠省去if,而將should, had, were置于句首,從而組成倒

54、裝虛擬句,意義不變。 Should any of the items be of interest to you, please let us know. 假如其中哪一項你感興趣,請通知我方。 Were he to leave today, he would get there for business negotiation by Monday。If he were to leave today, he would get there for business negotiation by Monday. 假如他今天啟程,就能趕上星期一商務(wù)談判。 Had such a disaster oc

55、curred, the damage would have been incalculable.=If such a disaster had occurred, the damage would have been incalculable. 假如這么災(zāi)難發(fā)生,其損失將是無法估量。 Note: If I were you 不能倒裝成:Were I you形式。第43頁 forward v. 運輸，寄送 The goods will be forwarded to you within the 3rd quarter of the year. 貨物將于第三季度內(nèi)發(fā)運給貴方。 freight f

56、orward 運費到付 We are arranging to send you 1,000 pens to replace the unsold balance of 970. please return the latter to us, freight forward. 我方正安排發(fā)運1000支鋼筆，替換還未售出970支剩下鋼筆。請退回剩下970支鋼筆，運費到付。第44頁出口商自我介紹敬啟者: 本企業(yè)是中國最大機械設(shè)備出口企業(yè)之一。 隨函附上一份相關(guān)我企業(yè)當前可供貨物全部詳情目錄,希望貴方能對其中一些產(chǎn)品感興趣。 若蒙收到貴企業(yè)對其中產(chǎn)品詢價,我企業(yè)將不勝感激,并報我企業(yè)最低價。 若貴企

57、業(yè)不進口上述商品話,懇請貴方將此信轉(zhuǎn)交給經(jīng)營這類商品進口企業(yè)。 我企業(yè)希望收到貴方及時有利回復(fù)。 謹上第45頁Letter 3: exporters writes to importer key words: business , specialize in , enjoy great popularity, recommend Business: 1.貿(mào)易, 商業(yè),業(yè)務(wù) e.g. We have done business with ABC company for many years. 2. 交易,買賣(U) e.g. Business has been closed at this pr

58、ice. 3. 工商企業(yè),企業(yè),商號(C) e.g. There are many businesses engaged in this trade. Businesses are less optimistic about economic prospects. 第46頁 Recommend： vt. 1. 推薦，介紹 J. Smith& Co. have recommended your firm as being interested in establishing business relations with us. J. 史密斯企業(yè)介紹貴企業(yè)愿同我企業(yè)建立業(yè)務(wù)關(guān)系。 That fi

59、rm has lost heavily on recent transactions, and therefore cannot be recommended for credit. 該商號在最近交易中虧損嚴重，所以（本銀行）不能推薦他們做賒欠業(yè)務(wù)。第47頁2. 勸說，提議 As the market is declining, we recommend your immediate acceptance of our counter-offer. 因為行市正在下跌提議馬上接收我方還盤。 As you are not familiar with the quality of the produ

60、ct, we recommend buying a small quantity for trial.因為貴方對產(chǎn)品質(zhì)量不甚了解，我方提議貴方購置少許試用。3. 使受歡迎 There is no margin left for bargaining in our quotation, so your counter-offer is not recommended. 我方報價沒有討價還價余地，所以貴方還盤不受歡迎。第48頁出口商自我介紹敬啟者: 承蒙約翰.莫利斯企業(yè)推薦, 得悉貴企業(yè)名稱,我企業(yè)與該企業(yè)有多年貿(mào)易交往。 我企業(yè)專營在世界市場上享受盛譽中國化學醫(yī)藥品出口,隨函附寄一份目錄供貴方參