unit8writingBEC写作.ppt

Business writing :,writing letters, memos, reports, minutes, faxes,summaries,notes, and emails,1. completeness,信函的内容力求完整,需回答来信所提出的所有问题和要求, 或是包括写信人希望手心人作出积极反映的一切问题及况.,正确性不仅仅指英语语法、标点符号和拼写，更重要的是书信的内容要叙述的正确，不要说过头，也不宜漏说略述。避免使用一些语意模糊的词语或短语，如：majority, a great of time, minority等，这些表达易造成混乱、误解，甚至引起不必要的纠纷。这一点对商务文件、信函等尤为重要。,2. Correctness,内容完整,准确无误,商务信函写作原则,Principles of Letters :,Principles and Layouts for Business Writing,3. clearness,4. conciseness,清楚明白,简明扼要,信要写得清清楚楚、明明白白，毫无晦涩难懂之处，以至于收信人看了 之后不会误解写信人的意图。信的每段宜一个话题为妥，采用篇幅较短的段 落阐述，每段段首以主题句开门见山提出每段的主要观点。段与段之间应使 用过渡语衔接；诸如 firstly, secondly; however, moreover, in contrast 等短 语，使整封信自然流畅，明白易懂。,许多商人认为简洁是商务写作中最重要的原则，一封拖沓冗长、措辞复杂的书信不仅写时费时，对方阅读更浪费时间，有时甚至看不懂。故撰写商业信件时要长话短说，避免罗嗦，用尽可能少的简单的文字，完整清楚地表达需要表达的意思，这一点符合商务英语简易化的趋势。以下例子左边短语繁杂，不可取，右边简单明了，属现代商务信件中常用语。,attached here to enclosed herewith at this point in time commence prior to in compliance with your request remunerate it is incumbent on me in view of foregoing circumstances have a preference for for the reason that in spite of the fact that take into consideration in the event that in receipt of pursuant to The favor of your early reply will be appreciated. We beg to acknowledge receipt of ,推荐使用 we are attaching we are enclosing now begin before at your request; as requested pay I must therefore prefer because although consider if receive following; in accordance with We are looking forward to your early reply. Thank you for your letter of,5. courteousness,礼貌周到,商业信件要简洁明了,并不是不注意信件的措词得体,不符合商业信件礼貌 周到的原则。 写信时要注意礼节，不要盛气凌人，避免出现命令或粗鲁等不 恰当的口吻。写信过程中除了多使用诸如 please, your kind inquiry, I would appreciate it if you would 等短语外，还需做到以下几点： *语气要真诚、善解人意以及考虑周全。 *避免使用冒犯、伤害、贬低的短语，如your neglectful attitude, impatience, we deny your claim 等 *避免使用含有性别歧视的词语，如 businessman, chairman 等,商务信函的格式,Layout of business letters,1. Three Forms:三种形式 1）block form齐头式:将信头写在信纸的右上角，信内地址、称呼、信 的正文、结尾语、签名、附件等的每一行在左手的边线排齐。 2) Indented form斜列式:将信内地址、结尾语、签名的每一行及信 的正文中每一段的头一行都往有缩进几个字母，使全文呈斜状。,3）semi-indented form混合式:由齐头式和斜列式混合而成，信头和 信内地址用齐头式，信的正文和结尾语及签名用斜列式。,Read “Golden Rules” on P.19 and “7 Steps of Planning a letter on P.22,See what the picture on P.15 show and do A Listen to 2 in B,The different skill in writing, listening, speaking and reading makes great difference of the outcome when communicating.,2. Ten Parts,十个主要部分,1) heading 信头(代表一家公司、行号的形象，往往是印就的，包括 发信人的公司名称、地址、传真号码、发信日期。日期按日月年的顺序全文 缮打，月和年间也可不使用逗号）。如： 11th October, 2003 11 October 2003 1st April 2003 1 April 2003 March 2nd , 2003 March 2, 2003 2) Inside address信内地址(如写给特定人，姓名和头衔写在地址前） ( Mrs.已婚妇女； Miss未婚妇女 Ms已未婚妇女的尊称；Messrs. 是Mr.的复 数，仅用于以人名为公司的行号） Mr. James Green Marketing Director Green Industries Inc. 999 Park Avenue Rockford, IL 61125 USA Messrs. J. Haying & Co.,3) salutation称呼（后面一般用逗号） Dear Sirs, Gentlemen, （美国人常用；从加拿大、美国来信中，常在其后用“：”。 Dear Sirs or Madam,（女性开设公司越来越多，不能确定阅信者的性别 时表示敬意） 4）caption标题（第一个字母大写，标题前常用“Re:”, 意为 “事由”。 5) opening sentence开头语（根据信的内容不同变化。如：在建立业 务关系的首次通信中，开头语要告之他的行名是如何被获悉的，然后告对方自 己的愿望、兴趣和经营范围。有的开头语是写信人表明已收到对方来信或来 电。） 6) body of the letter信的正文（主体，最主要部分。本部分写作好坏 决定整篇信函的水平和质量。写作时要牢记五“C ” 原则)。,i.e. completeness, correctness, clearness, conciseness courteousness,7）closing sentence结束语(一般用来表示希望回信或其它要求， 如：We look forward to your early reply.)。 8) complimentary close结尾客套话（一般有几种，结尾客套话 的第一个词的头一个字母要大写，标点用逗号） Yours faithfully,(英国正规用法） Yours sincerely, (美国常用法） Yours truly, (美国常用法） 9) signature签名（写上行名，有时要注明职衔，如：Manager 等） 10) enclosure附件（信函中如有附件，应在左下角注明Encl. 或Enc Enclosure的缩写,根据实际需要，有时需添加一部分，如： 1） Postscript；简写为“P.S.”（再启）; 2）P. Wilson，缩写为“PW”（打字员名）。 3) Carbon Copy Notation，简写为“C.C. ”抄送。,Our companys name This building 95 New Edition Road Cambridge CB2 2RU United Kingdom,Reader General Manager International Business English plc Page 000 Background information BA2 1 L J,7 May 2004,Dear Mr or Ms Reader,Different ways of communicating in writing,In a Letter, the emphasis is on a high quality appearance. Letters have to be typed or Word processed accurately on the companys headed paper with a smart, clear layout. International mail tends to be slow and in some countries the post is unreliable. Important documents or valuable items can be sent by registered mail or they can be sent by courier.,1.Senders address (printed at the top or in the top right-hand corner,2. Date(here or below the receivers address),4. Salutation,3.Receivers name,title and address,5.Heading,6.Body of letter,Yours sincerely, Leo Jones Richard Alexander Leo Jones and Richard Alexander Authors,7.Complimentary close,8.Signature,9.Name and title of sender,Samples 1: Blocked Letter Style,Oriental Horizons Inc. 48 E. Mai Street Ramsey, NJ 07446 U.S.A. 25 April 2003,寄信人地址 日期,也可居中,Ningbo Textiles Import & Export Corp. 207 Kaiming St. Ningbo Zhejiang P.R. China,收信人地址,Dear Sir or Madam: Re: Chinese Textiles,称呼 事由,The New York Branch 0f the Bank of China told us that you exported Chinese textiles and cotton piece goods, and recommended you to our company. Our company imports general merchandise. We have been in this business line since 1979, and therefore have wide experience in all the lines we handle. Our bankers are Chase Manhattan Bank and the Hong Kong & Shanghai Banking Corporation of Hong Kong. They can provide you with information about our business and finance. We hope this letter will lead to profitable business for both of our companies. We are looking forward to your early reply. Yours truly, John Stewart John Stewart General Manager KF/HS Encl. As stated,正文,客套语,签名,口述者/打字员（缩写）,附件,Sample 2: Semi-indented Letter Style,Cominowalt Ltd. 1095, Avenue of Hersham Walbridge-on-Thames Surry, UK October 20, 2002,同齐头式,China National Light Industrial Products Import & Export Corp. Zhejiang Branch 223 Tiyuchuang RD. 310000 P.R. China,收信人地址 下端空两行,居中/称呼 下端空两行,Dear sirs,RE: tea, coffee and saucers,R,Your companys name has been given to us by the Chamber of Commerce of London. We wish to buy quality tea and coffee cups and saucers of different shapes fully decorated with flowers or other Designs. If you can supply this type of merchandise, kindly airmail Us a sample cup. Also, please enclose your price list and all suitable catalogues. We are waiting for your early reply. Yours sincerely, G.P. Johnson General Manager,首行缩进6个字母,段与段之间空两行,English Business Report Writing,1. Definition of the Report,A report is a formal or even official document that investigates, selects and interprets information by using appropriate techniques for stated purpose. Usually a report is required by a company or organization on a definite topic. The writer of formal reports is expected to collect information from all likely source, based on numerical date, and write a report which provides information, presents a summary of discoveries or findings concerning a specific problem, arrives at a definite conclusion, proposes a course of action, and/or makes recommendations on a specific subject for a specific reader.,A report is a formal document that: 1 provides a clear description of the problem or of a specific subject. 2 presents all possible causes for the problem, and/or all major aspects of the topic. 3 organizes your considerations and/or findings ,with your analysis of the main facts. 4 makes your conclusion and recommendations for solving the problem. 5 appears in professional formats or setting of data in a tight organization. 6 tries to offer active contribution on s specific topic to the sponsoring organization.,Reports,A Report on the Decline of Sales,In this writing, the specific subject of the report would be your fieldwork and discovery of possible factors that have led to the drop in the sales of a certain product or of a certain department. Try not to go beyond this specific subject. Dont say too much about the market in general. And dont say too much about the technical aspects of the product under discussion. Instead, the findings documented in your report should include sales figures recorded in recent months or weeks or years, the rate of decline of the product or the department, weekly or monthly fluctuations in sales, possible causes of the decreases, and likely ways of correcting the trend. The potential reader or readers of such a report can be the top management of the department or of the company, and this can be your opportunity to impress them by highlighting some bright ideas on feasible measures to bring up the sales figure.,Reports are often created to do one or two or more of the following functions of reports. 1. inform 2. instruct 3. explain 4. motivate 5. persuade 6. reinforce (prior discussions/communication) 7. recommend,3. Functions of Reports,Formal reports in one of the ways of classification for utility purpose are divided into two main types:information reports and recommendation reports.,Recommendation Reports:Sometimes called problem reports: feasibility report, problem-solving repot, budget report, product analysis, market analysis, research and investigation reports, marketing report. Recommendation reports analytical in nature. These reports analyze the facts, make logical conclusions and give appropriate recommendations. It most often tries to persuade the reader to agree with a stated message, or make him take a desired action. Four types of writing most frequently used in practical business operation are: the problem-solving report, the progress report, the feasibility report, and the marketing report. Example: feasibility reports drawing conclusion from information which indicates the likelihood of a project succeeding, problem-solving reports aiming to identify the cause of a problem and then suggest ways to treat it.These requires a great deal of thought and analysis to find out the best solution(s) to a problem.,4. The Shape of a Report,The Four Most Important Sections: Introduction, Findings, Conclusion and Recommendation.,报告文体的通用型机构主要包括以下十大部分:,题目(标题) 报告传达书, 包括作者姓名和单位、呈送对象、日期、鸣谢 目录 总结（提要、摘要、概要） 前言（引言、导言、导语、序言） 正文（调查结果/ 研究结果） 结论 建议 参考资料（参考文献、书目） 附录（附件）,Shape of a Report,Title Transmittals Summary Contents Introduction Findings(Body) Conclusions Recommendations References Appendices,The title of report, including subtitle,Authors name and company, authorization, date of submission, thank-you line,Main points of the report,List of sections, sub-sections, references, appendices,Purpose, background, scope, and problem statements,Presentation of investigation and /or research result, analysis,and findings,Deductions based on, or summary of the findings,Options and suggestions based on the conclusions,List of bibliography and other references,Supplementary readings such as additional visual and supporting data,Executive Summary 1 INTRODUCTION 1.1 Purpose 1.2 Background 1.3 Methodology 1.4 Scope 2 FINDING 2.1 Heading 1 2.1.1 Sub-heading 2.1.2 Sub-heading 2.1.3 Sub-heading,Basic structure of most report Contents,2.1.4 Sub-heading 2.2 Heading 2 2.2.1 Sub-heading 2.2.2 Sub-heading 2.2.3 Sub-heading 3 CONCLUSIONS 4 RECOMMENDATIONS Bibliography Appendix Survey Form,A RESEARCH REPORT Executive summary 1 INTRODUTION Brief statement of the report Purpose and context of the report When and how is was prepared Name(S) and title(S) of writer of writers Sponsors and funding for the report 2 METHODOLOGY Description of the report Narration of the procedures Scope and focus of the research The research instruments used Other factors relates to the process,Structure of a Retailed Research Report,3 MAIN FINDING AND DISCUSSION Main finding of the report Description of the report Supporting of the analysis Appropriate explanations 4 COST (or BUDGET) 5 CONCLUSIONS AND RECOMMENDATIONS Summary of the main points and their importance Recommendation for action or further investigation APPENDICES Sampling instruments Investigation techniques References,A Report on Marketing 1 INTRODUCTION 1.1 Purpose This will state the problem and how it will benefit the reader 1.2 Background This will be information pertaining to the company or product. Here youll tell, for example, history, sales records, markets share, local consumer behavior. 1.3 Method of investigation List primary and secondary source used. Refer to the survey form in the Appendix, how it was distributed, the size of your respondent pool and the sampling method used. 1.4 Scope This refers to the aspect of the product or company you will be focusing on. You may also state why some area(s) were not looked at. This also covers the areas investigated in the findings.,Structure of a Detailed Marketing Report,2 FINDINGS The information in the findings has to be organized and placed under appropriate headings. The headings below are very general and you are encourage to use alternative headings and sub-headings according to the nature and depth of your specific content. 2.1 Target market analysis 2.1.1. Identify the market-coverage strategy adopted its rationale. 2. 1.2. Identify the segmentation bases used(if applicable) and describe the target market segment of segments. 2.1.3. Describe the buying behavior of this segment of these market segments, and how the marketer makes use of such knowledge to market the product. 2.1. 4. Describe how the product is positioned for maximum competitive advantage. 2.1.5. Explain how the marketer attempts to reduce post-purchase dissonance among its customers.,2.2 Marketing environment 2.2.1 Identify and discuss the relevant environmental factors that affect the marketing of your product. Only highlight those which are important 2.2.2 For each relevant environment factor mentioned, state whether it poses a threat or opportunity to the marketer. 2.2.3 Explain how the marketer of your product overcomes the threat or capitalizes on the opportunity presented by each factor. 2.3 Product 2.3.1 Product classification Explain how the marketer creates the actual product from the core product and augments the product to deliver greater benefits. Identify whether your product is a convenience, shopping specialty or unsought product.,2.3.2 Describe the product mix (using a table format) of the product category that your product belongs to. For instance, if your product is Colgate toothpaste, show the product mix personal hygiene products marketed by Colgate Palmolive, which include oral products, shampoos and soaps ,among others. If your product is a fashion good, show the product mix the latest collection. 2.3.3 Comment on the width, length and depth associated with the product mix identified in 4.3 and the implications to the marketer .Cite evidence of line extensions, if any, and explain the rationale for doing so. 2.3.4 Identify the stage that your product belongs to in the product life cycle, and explain how the marketer manages its product life cycle. 2.3.5 Doses your product possess strong brand equity? If yes, explain how the marketer builds strong brand equity.,2.4 Promotion 2.4.1 Describe in detail the current promotional mix used by the marketer to communicate product information and benefits to consumers. For each component within the promotional mix, identify the key message that is intended. Make sure you substantiate with evidence. 2.4.2 Comment on the effectiveness of each tool within the promotional mix used for your product, substantiate with your own arguments. 2.5 Pricing 2.5.1 Describe how your product is priced and compare with your close competitors. 2.5.2 Identify the pricing/marketing objective underlying such a pricing scheme. 2.5.3 What pricing strategies are used for your product, e.g. discount, promotional psychological?,2.6 Distribution 2.6.1 You may have to read ahead related book chapters for this topic. 2.6.2 Identify the channel strategy adopted for your product. Describe the relevant factor which influence the adoption of such a channel strategy. 2.6.3 What is the distribution intensity of your product? Any particular reasons why this is so? 3 CONCLUSION Provide a summary of the key points in report; highlight problems in order of importance. Do not introduce new information. 4 RECOMMENDATIONS Make a few recommendations on how the product can be marketed more effectively .e. g. 4.1 How can brand equity built 4.2 Suggest ONE way that promotional efforts for your product can be improved. Be imaginative but realistic.,4.3 Planning and editing a report,Model Report,From: Personnel Manager Division A To: Managing Director Date: 16 May 2004 Subject: proposed installation of clock-in machines Following your memorandum of 27 April we carried out a small study of staff views in three selected departments to see how the arrangements of breaks had been working. I here summarize the results: a) 65% office workers found the present break arrangement satisfactory; b) 25% would be in favor of a shorter lunch break and finishing earlier.,It is too early to say definitely how many machines would be needed. But at least one for every divisional office seems a reasonable estimate. I also asked my personnel officers about the saving of time. They think that an improvement in time-keeping could be made. The staffs reaction to the idea was not encouraging. In the survey we carried out only 15% said they would be in favor of using clock-in machines. If they had choice they would prefer not to use them. You also asked for my view on how to deal with the union. I had a meeting with the chief union representative. I mentioned that in some departments the lunch break was lasting a lot longer than is actually allowed. The representatives answer was not very helpful. She said the union