商务英语写作.doc

商务英语写作Chapter 1 Parts and Formats of Busniess Letters 商务书信写作组成部分及其格式Structure of Business Letters There are 13 parts of the Business Letter as follows：(1)Letterhead(2)Reference and Date(3)Inside Address (4)Attention Line (5)Salutation (6)Subject Line(7)Body Opening or Introduction; Details; Response or Action; Close(8)Complimentary Close(9)Signature(10)Initials(11)Enclosure(12)Carbon Copy(13)Postscript Chapter 2 Sales Letters建立业务关系信函的内容一般包括以下几点：怎样得知对方公司的名称和地址 Means of knowing the targeted company.阐述写信的目的 The purpose of writing介绍公司及产品的基本情况 Introduction to your company and products.表明建立业务关系的愿望并希早日回复。 Express your hope to cooperate with the company and to have an early reply.The heart of most business is sales selling a product or service. Much of a companys sales effort is accomplished through the writing of effective sales letters. The suggested plan for a sales letter includes the following elements:1.An opening attracting the readers attention.2.A section capturing the readers interest in the product or service you are selling.3.A section fueling the readers desire and conviction.4.A courteous, action-oriented closing.Chapter 3 Inquiries.InquiryInquiry is the first step in business negotiations and is the beginning of negotiating the import trade. The inquiry letter is written by the importer to the exporter for grasping the detailed information on specific commodities, especially on prices and the trade terms. The inquiry letters must be written directly and concretely.The procedures and principles in writing an inquiry letter(1) Tell your receiver the source of the information you have got for making inquiry at the beginning of the letter.(2) Introduce your identification and the products you are engaged in.(3) Tell them concretely the contents you want to know and ask them to send you catalogue, price list, samples, etc.(4) Write the inquiring letter politely, briefly and concretely. But there is no need for excessive politeness. Words and phrases价格 price 合理的价格 reasonable price具有竞争力的价格 competitive price 优惠的价格 favorable price 单价 unit price 总值 total value金额 amount 佣金 commission净价 net price 折扣 discount批发价 wholesale price 零售价 retail price现行价格（时价）current / prevailing price 国际市场价格 world (International) market priceChapter 4 Reply to InquiriesReply to InquiriesLetters of reply to inquiries are messages that provide the reader with information about products or services. The reply may be a positive or a negative one.Positive ReplyA favorable reply to a letter of inquiry about a product or service must be accurate and comprehensive. The response to a letter of inquiry should be timely, certainly within a few days. The suggested plan for a positive reply to an inquiry about a product or service includes the following elements:1.Show your appreciation of the inquiry.2.Provide all the required information and, if necessary, additional details of interest to the reader.3.Include a sales appeal, stressing the competitiveness of the product or service in quality, price or other terms and conditions.4.End courteously. When appropriate, suggest the action you would like the reader to take. Negative Reply When you decide that a negative reply is inevitable, you need to make the best of the situation by giving a courteous explanation of the facts and reasons to maintain a positive customer relationship.A suggested plan for preparing a negative response to an inquiry, using the indirect approach, includes the following elements:1)A neutral or buffered opening that helps neutralize the situation.2)A review of the facts and an analysis of the reasons necessitating the refusal.3)A statement of refusal (and counteroffer if appropriate).4)A courteous closing with, if appropriate, action orientation.Chapter 5 Offers and Counter ProposalsOffer LettersOffer is the price of making transaction of a certain product offered by the exporter according to some given trading terms. The person making the offer is called “offeror”, while the person receiving the offer is called “offeree”.Firm Offer （P51，Case Study)实盘，确盘（不能还价，而且有时间限制）Non-firm Offer (P53, Example 2) 虚盘 （可以还价）Non-firm Offer虚盘是发盘人做出的非正式报盘，没有有效期限，但常常注明其确认的条件，如：subject to our final confirmation以我方最后确认为准E.g. We are now making you an offer subject to our final confirmation.现报盘，以我方最后确认为有效。without engagement 此报盘无约束力We are now making you the following offer without engagement.现报盘如下，此报盘无约束力。subject to the goods being unsold 以货物未被售出为准We are now making you a special offer subject to the goods being unsold.我方向你方报特惠盘，以货物未被售出为准。subject to prior sale 以先售为准We are now making an offer for air-conditioners as follows, subject to prior sale.我方现报空调盘如下，以先售为准。Counter-offerCounter-offer is the response or reply of the offeree to the offeror during negotiations for signing the contract. There are 2 kinds of replies, one of which is favourable for its showing the offerees acceptance, and the other is unfavorable for its showing the acceptance of the offeree together with the suggestions of some additions, restrictions or amendments. The latter kind of reply is called counter-offer.The counter-offer letter(1)Expressing thankfulness to the offeror.(2)Expressing regretfulness to the offeror for not being able to accept the offer.(3)Indicating the reason for not accepting the offer.(4)Making counter-offer.(5)Urging the offeror to accept your counter-offer.Chapter 6 Orders and SuppliesThe General Procedures of Transaction NegotiatingsAfter carrying out some procedures of transaction negotiatings in import and export trade, such as inquiry, offer, counter offer，etc., and after reaching to the acceptance of both sides, the Contract or Sales Confirmation or Purchase Confirmation may be signed. Placing Orders1. The use of the ordering letters(1)The letter for ordering single commodity is written in letter writing style.(2)The order for many kinds of commodities is made by the listing style.(3)If there is any ready-made order sheet, fill it in a rather perfect way.(4)If there is any ready-made unfilled Purchase Confirmation, fill it as well in a perfect way.Content of OrdersOrders placed by letter should include an accurate and full description of goods required; catalogue numbers; quantities; prices; delivery requirements (e.g. date of delivery, mode of transport, and whether carriage paid or carriage forward); the agreed terms of payment. If the order is for more than two items, these should be numbered so as to lessen the chance of items being overlooked. Orders through telephone should be confirmed in writing.How to answer an orderExpress your thanks for the order and make an acknowledgement about the orderAdd a favorable comment on the goods orderedGive your reference numberRestate the contents of the orderAdditional Infor. to the other products likely to be interesting to the buyerChapter 7 Letters Concerning ShipmentKinds of Transportation in International TradeOcean Marine transportation, rail transportation, air transportation, highway transportation, river transportation, postal transportation, etc. The Ocean Marine Transportation has won its advantages of large holding capacity and low freight, so in spite of its disadvantages of slow navigation speed and strong risks, it still makes up over two-thirds of the total freight volume of the transportation in international trade.Three parties involved in the movement of the goods the consigner(发货人) who sends the goods; the carrier(承运人) who carries them; the consignee(收货人) who receives them at the destination.Advice of Goods Ready for DispatchCase Study (Page 86)The structure of an advice of goods ready for dispatch is as follows:1.At the beginning, the seller informs the buyer that the goods ordered have been ready for shipment.2.The seller then details the arrangements for shipment.3.Lastly,the seller expresses his wishes.Shipping InstructionsCase Study (Page 87)Shipping instructions are sent by the buyer to the seller and usually include the following three parts:1.The buyer tells the seller that the relevant L/C has been established.2.The buyer then puts forward some instructions concerning the date of shipment, name of the vessel, or the quality of the products, and so on.3.In the last part, the buyer expresses good wishes or shows that he is expecting the shipping advice.Shipping AdviceIn international trade the buyer sometimes sends the shipping instructions (including shipping requirements) to the seller. Sometimes the buyer will write to the seller for informing the seller of effecting shipment in time in case of shipment delay.After the shipment of the goods, the seller will send the buyer the Shipping Advice to inform the buyer the related shipment details, the contents of which are as follows:(1) The date of shipment(2) The shipped goods(3) The way of shipmentShipping Documents may includes: 装运单据应包括 commercial invoice 商业发票 packing list 装箱单weight memo 重量单；磅码单 certificate of origin 原产地证明certificate of inspection 检验证明 bill of lading 提单insurance policy 保险单Urging Shipment Case Study (Page 92)In this kind of letter, the buyer should:1.Draw the attention of the seller that the ordered goods have not been received yet or no news has been heard about shipment.2.Reiterate the importance of punctual delivery and the possible loss a delayed delivery of the goods may entail.3.Urge the shipment of the goods in a tactful way.部分常用的出口包装容器： Bag 袋；包 Carton 纸板箱 Box 盒;箱 Crate 板条箱 Polybag 塑料袋 Cask 木桶 Keg 小圆桶 Drum 铁皮圆桶 Bale 包；布包 Bundle 捆 Case 箱 Wooden case 木箱 Sack /Gunny bag 麻袋 Can 听，罐头 Tin 听，罐头 Barrel 琵琶桶 Chapter 8 Letters about L/C PaymentTerms of payment frequently used （支付方式）L/C -confirmed, irrevocable L/C T/T (telegraphic transfer) 电汇是汇款人将一定款项交存汇款银行，汇款银行通过电报或电传给目的地的分行或代理行（汇入行），指示汇入行向收款人支付一定金额的一种汇款方式。【也就是一般先付30%的定金，货收到之后再付剩下的。】 M/T (mail transfer) 信汇是指汇款人向当地银行交付本国货币，由银行开具付款委托书，用航空邮寄交国外分行或代理行，办理付出外汇业务。 【简单的说就是买方委托银行开付款委托书】 Language pointsL/C 常用搭配covering/regarding+goodsfor the amount of+ amountin ones favor+beneficiaryfor ones account+ payerwith/through+ issuing bank The Procedures of Payment Effecting by L/C 信用证的支付流程 (1)The importer applies to its local bank for opening an L/C.进口商向其当地银行申请开立信用证。(2)The opening bank of the importer opens the L/C.进口商开证行开证。(3)The opening bank sends its L/C to the advising bank entrusted by the exporter and the advising bank sends its L/C information to the exporter.开证行将信用证寄给出口商委托的通知行，通知行将信用证通知递交出口商。(4)The exporter checks the L/C. If there are any errors or any terms which the exporter can not accept, then asking the opening bank to amend the L/C is necessary. If the contents of the L/C are in conformity with the requirements, the exporter should effect shipment, prepare the draft and send the draft together with all of the shipping documents to the advising bank for negotiating.出口商收到信用证后进行审查，如有错误或信用证内某些条款不能接受，应及时要求开证行修改。如信用证的内容符合要求，就完成装运，取得运输单据，制作汇票，并将运输单据及汇票递交通知行要求议付。(5)The advising bank sends the draft and the shipping documents to the opening bank for its effecting payment.通知行将汇票和装运单据寄给开证行要求支付。(6)The opening bank sends the draft and the shipping documents to the importer.开证行递交汇票及装运单据给进口商。(7)The opening bank remits the money for goods to the advising bank. At this time the opening bank is also called the paying bank. 开证行把货款汇给通知行(此时开证行也叫付款行)。(8)The advising bank transmits the money for goods to the exporter.通知行将货款转给出口商。The Classification and the Kinds of L/C s1. Classified according to the payment effecting time(1)The sight L/C 即期信用证(2)The usance L/C 远期信用证即期信用证:开证行或付款行在收到符合信用证条款的汇票或单据（不要求提交汇票）后立即履行付款义务。远期信用证:见单后若干天或者付款。交单日到指定付款日称有效期；时间越长对进口商（融资）越有利.2.Classified according to the Possibility of Revocating(1)The revocable L/C 可撤销信用证(2)The irrevocable L/C 不可撤销信用证-可撤销信用证是指开征行可以不经过受益人的同意，也不必事先通知出口商，在出口地银行议付之前，有权随时撤销信用证或修改信用证的内容。但是一般应通知原通知行；通知到达前若已经付款、承兑、议付，则开证行应承认并偿付。 -不可撤销信用证是指信用证一经开出，开征行便承担了按照规定条件履行付款的义务，在信用证有效期内，除非得到信用证有关当事人的同意，开证行不能随便撤销或修改信用证的条款。其特点是：确定付款承诺；信用证的不可撤销性。3. Classified according to the necessity of being confirmed by another bank(1)Confirmed L/C 保兑信用证(2)Unconfirmed L/C 不保兑信用证-一家银行所开的信用证，经另一家银行保证，对符合信用证条款规定的单据履行付款，经过这样保兑的信用证叫保兑信用证。 -未经另一家银行在信用证上加保兑的为不保兑信用证。4. Classified according to the possibility of transferring the beneficiarys right of the L/C(1)Transferrable L/C 可转让信用证(2)Non-transferrable L/C 不可转让信用证可转让指开证行授权被委托银行（通知行）在受益人（称第一受益人）要求下将信用证的全部或部分转让给一个或数个受让人（称第二受益人）使用；注明“可转让”才能转让；通常只能一次转让；适用于出口商保护商业秘密、大宗购货（分批购进）、分散货源（不同港口）5. Classified according to the possibility of revolving(1)Revolving L/C 循环信用证(2)Non-revolving L/C 非循环信用证6. Classified according to the possibility of automatic revolving(1)Automatic revolving L/C 自动循环信用证(2)Non-automatic revolving L/C 非自动循环信用证7. Classified according to the need of documents being attached(1)Clean L/C 光票信用证(2)Documentary L/C 跟单信用证根据是否附有货运单据，可分为跟单信用证和光票信用证-光票信用证是凭不附货运单据的汇票或收据付款的信用证。-跟单信用证是凭附带货运单据的汇票或仅凭单据付款的信用证。L/C Checking and L/C Amending信用证审核内容：1.信用证的种类及条款与合同一致。2.信用证中的两个主要当事人，即开证人和受益人的名称必须准确无误。3.信用证中的合同号码是否正确。4.信用证是否有效。 5.信用证金额应与合同规定一致。 6.付款是即期还是远期。 7.信用证有效期、交单期及到期地点是否充裕。 8.货物或商品的说明必须与合同一致。 9.装运港及目的港必须与合同一致。10.有关保险的规定应与合同一致。 11.信用证中是否存在其它不合理的要求。Chapter 9 Letters about Debt CollectionA series of collection letters usually proceed in such three stages The First Collection Letter The Second Collection Letter The Ultimatum Collection Letter 。(red papers)The First Collection Letter：The first collection letter sent to the customer should be a gentle and friendly one. While writing the letter, assume that the customer probably has forgotten to make the payment, so be courteous and invite him/her to pay promptly. 掌握写作要领1. Be courteous in your first collection letter.2. Be persuasive rather than threatening.3. Include the necessary details:The amount owed by the customer；The length of time the bill has been overdue；What specific action the customer should take4. Encourage prompt response and contact.The Second Collection Letter ：After sending the normal number of reminders without success, you must write to emphasize the personal touch. Your purpose at this stage is to learn why payment hasnt been made, and to ask for immediate payment. 掌握写作要领1. Choose a firm tone for your letter.2. Remind the recipient of your previous collection letters.3. Remind the recipient of all the necessary details:The amount owed by the recipient；The length of time the bill has been overdue；The additional amount of late charge if there is any4. Tell the recipient what kind of legal action will be taken if the final collection effort fails.Chapter 10 Claim and Adjustment LettersInsurance Contract(保险合同)1.Definition(1)保险合同是投保人与保险人约定保险权利义务关系的协议 An insurance contract is an agreement whereby the insurance rights and obligations are specified and agreed by the applicant and the insurer. (2)投保人the applicant 是指与保险人订立保险合同，并按照保险合同负有支付保险费义务的人。 An applicant refers to the party who enters into an insurance contract with an insurer and is obligated to pay the premiums under the insurance contract. (3)保险人the insurer是指与投保人订立保险合同，并承担赔偿或者给付保险金责任的保险公司。 An insurer refers to the insurance company which enters into an insurance contract with an applicant and is obligated to make indemnity or payments of the insurance benefits. (4)被保险人the insured被保险人是指其财产或者人身受保险合同保障，享有保险金请求权的人，投保人可以为被保险人。 The insured refers to anyone whose property or person is protected by the insurance contract and who is entitled to claim for compensation. An applicant may be the insured. (5)保险目标The subject matter 保险目标是指作为保险对象的财产及其有关利益或者人的寿命和身体。 The subject matter of the insurance refers either to the property of the insured and related interests associated therewith, or to the life and the body of the insured, which is the object of the insurance.(6)保险事故insured event 保险事故是指保险合同约定的保险责任范围内的事故。 An insured event refers to an event falling within the scope of cover under the insurance contract.(7)保险金额the insured sum 保险金额是指保险人承担赔偿或者给付保险金责任的最高限额。 The sum insured refers to the maximum amount which the insurer undertakes to indemnify or pay under its insurance obligation(8)保险费the premium保险费是指投保人向保险人支付的保险合同规定的费用。 The premium refers to the charge that the applicant pays to the insurer as specified in the insurance contract.海洋运输货物保险的基本险(basic risks coverage)有三种。(1)平安险(FPA)：责任范围为自然灾害造成的全部损失或推定全损，船只搁浅、触礁、沉没、互撞、失火、爆炸等意外事故造成的全部或部分损失。Free from Particular Average(2) 水渍险(WA或WPA)责任范围：除平安险的各项责任外，还负责由于恶劣气候等自然灾害造成的部分损失。With Particular Average(3) 一切险(AR)：责任范围为除平安险、水渍险的各种责任外，还负责运输途中因一般外来原因所造成的全部或部分损失，但不是对一切风险造成的损失都赔偿。All RisksGeneral Additional Insurance 一般附加险There are several additional insurances as follows:(1)Theft, Pilferage and Non-Delivery(TPND)偷窃提货不着险(2)Fresh Water and Rain Damage淡水雨淋险(3)Risk of Shortage短量险(4)Risk of Leakage渗漏险(5)Risk of Crash and Breakage碰撞、破碎险(6)Risk of Odor串味险(7)Hook Damage钩损险(8)Damage Caused by Sweating and Heating受潮、受热险(