職場英語寫作.ppt

1、English Writing for a Business Career職場英語寫作 李向奇,March, 2010,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 1. Fundamentals,Theories related to communicatio

2、ns Human needs Stroking and Johari window Theory X and Theory Y Marketing concept Intercultural knowledge /SRC(自我參照標(biāo)準(zhǔn)),1.1 Maslows Hierarchy of Needs,Human needs,Lower level needs -Physiological -Safety -Social Higher level needs -Esteem -Self-actualization,1.2 Stroking and Johari Window,Stroking Tr

3、ansactional (相互作用分析）term for identifying the way others give recognition to a person Positive stroke Receiving congratulatory phone calls or letter Negative stroke Receiving unfavorable and hurtful comments,1.2 Trust Leads to Reciprocal Sharing Depicted in Expanded Open Area in Johari Window,Chapter

4、 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 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,1.2 J

5、ohari window,The purpose is to expand the open area , decrease the blind and hidden area , therefore leading to higher level of interpersonal sharing. Trust is something that must be earned. Trust and openness lead to better communication between people. In business we aim at both taskoriented commu

6、nication and emotional communication.,1.3 X theory and Y theory of management styles,Theory X: Traditional style, -meet lower level of human needs, -exercise strong control over the employees, -employ external incentives, e.g. jobs and paychecks,Theory Y: Modern style -Meet higher level needs -Balan

7、ce control and individual freedom -Lessen the external motivation, e.g. empowerment,1.4 Changes in marketing Mix from 4 Ps to 4 Cs,Product -design or production Price and Place distribution Promotion- marketing communication The 4 Ps determine how a good or service is made and provided, how much it

8、costs, 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 costs a customer to own a product instead of how to price a product ( e. g. car/ considering the repair cost) Convenience -focus on how

9、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 making them widely available in every type of stores,4 Cs,Communication Traditionally promotion has meant sending brand mess

10、age 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,1.5 The selfReference Criterion,The definition: The unconscious reference to ones own cultural values. -Cultivate cultur

11、e 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,1). Courtesy-treating people withrespect and concern /employing -You-view points -Conversational language -Words of posit

12、ive effect -Do more than expected,2) Correctness- grammar, punctuation, spelling, using accurate information and showing respect to the receiver of the messages 3) Conciseness- write in the fewest possible words without sacrificing completeness and you-view point *Time is money to the customers.,Par

13、t II. Criteria for Effective Business Writing,4) Clarity-Tells the readers exactly what they want and need; -Show concern for the readers -Use short sentence, familiar words 5) Concreteness- vivid, specific, action verbs,Part II. Criteria for Effective Business Writing,6) Completeness-Include all th

14、e necessary information and data in the message. Following the 6-C standards, you can: 1) accomplish your task (getting things done), 2) maintain goodwill with your customers.,Part II. Criteria for Effective Business Writing,2.7 Patterns of Business Writing,Direct order: good news and routine news I

15、ndirect order: bad news and persuasive 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 qu

16、estionnaires( 17-18),3.2 Purposes,To inform 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 Teaching m