商务函电教案范文

商务函电教案范文 Unit One:the Principlesof BusinessEnglish WritingPart One:English Business Letters ofRoutine,Good-and BadNews MessagesDEDECTIVE WAY(DIRECT APPROACH/DEDUCTION)(演义法)INDUCTIVE WAY(INDIRECT APPROACH/INDUCTION)(归纳法)1.Direct Approachfor Routineand GoodNews MessagesDEDUCTION(演义法):Reasoning fromgeneral principlesto a particular case,in otherwords,it meansarranging ideas in adirect order,usually beginningwith the most importantpoint andworking downward.This approach is goodfor allgood news and neutral(routine)messages in business Englishcorrespondence.Specifically,in the directive approach,the messageis organizedas follows: (1)Begin with the mainpoint.If the writer hassth good or neutralto tellthe recipient,he willstate itright awaywithout beatingaround thebush. (2)Present necessaryexplanation(s)or coverthe remainingpart ofobjective.If the writer hasmore thanone point,he willarrange themin orderof importance.It is always betterto numberor itemizethem. (3)End with goodwill.By closingwith goodwill,the writernot onlyshows courtesyto the recipient butalso attractsa morepositive responsefrom the recipient.Generally speaking,thedirectapproach can be usedon manyoasions such as inquiry,order,order acknowledgement,shipping instruction,just toname a few.Dear Sirs,we arepleased to inform uthat the following goodsunder ourContract NO.CC1200have nowbeen shippedby s.s.Dongfeng sailingtomorrow Sydney.(Beginning with the mainpoint)Copies of the relativeshipping documentsare enclosed,thus umay findno troublein takingdelivery of the goodswhen theyarrive.(Necessary explanation,purpose paragraph)Availing ourselvesof thisopportunity,we wishto thanku for ur closecooperation.(Goodwill)yours sincerely,XX2.Indirect Approachfor BadNews MessagesThe purpose of a business is to renderservices to the customersand meettheir demandsso asto gainmaximum profits.But nobusiness canexpect tomeet all the demandsand requestsof all the customersallthetime.In otherwords,a businesssometimes has to say?no?to itscounterparts.1And nobodywould liketo receivea?no?answer.In fact,the negative effect of the rejectionmay damagebusiness relations.So,a businessshould tryits best to alleviatethe negative impact.INDUCTION(归纳法):Method oflogical reasoningwhich obtainsor discoversgeneral lawsfrom particularfacts orexamples Bythe indirect approach wemean that we donot statethe bad news at the beginning.Instead,we beginwith somegoodor at leastneutral information and putoff thebad newsuntil someexplanations aremade.The mainreason for adopting thisapproachisto avoidhurting thecounter-party andaffecting the business relations.Another reason is that the key tone of the letterseems to be soconsiderate andpolite thatbad newsmay bereceived lessnegatively oreven favourably.The beginningand theend arethe mostimpressive parts,and the middle is the least.So inwriting bad-news letters,usu wefollow the indirect approach.In the indirectapproach,abusinessEnglish letter is organizedin theway below: (1)Begin with a buffer.A bufferisadevice ora piece of materialfor reducingthe unhappinessand shock.In thecase of theindirectapproach,the buffer-the temporarydelay orwithholding ofbad news-means somewriting thatreduces the negativeimpactof thebad news. (2)Reason(s).Explain whythe refusalhas to be made.When uhave to say?no?to the customers,a goodreasonisneeded. (3)Bad news.State therefusal.When the recipient aeptsthe reasonand explanation,much of thenegativeimpact has been reduced.Plus,the writermust makeit certainthat thenegative messageis madeclear. (4)Alternative(s)if possible.In order to promptfurther businessand maintain thebusinessrelations,an alternativeis oftensuggested.However,what issuggested should be obtainable. (5)Close withgoodwill.On someoasions,an apologyfor therefusal isboth appropriateand necessary.Dear Sirs,We arein receipt of your letter datedJune8,xxand regretto noteyour plaintrespecting theWooden Goodswe sentu bys.s.Dongfeng.(Natural statement/BUFFER)We havebooked up the matterin ourrecords,and sofar aswe canfind,the goodsin questionwere infirst-class conditionwhen theyleft here,as wasevidenced by the B/L.It is,therefore,quite obviousthat the damage plainedof musthave takenplace intransit.(Reasons)In thecircumstances,we areapparently notliable for the damage(Refusal)and wouldadvise uto claimon the shipping panywho should be heldresponsible.(Alternative)At anyrate,we thanku forbringing thisto ourattention andif ufeel itnecessary weshall bepleased totake thematter upon yourbehalf with theshippingpany concerned.(Goodwill ending)Yours sincerely,2XX In theindirectapproach,the writer begins witha neutralstatement(buffer)to temporarilywithhold thebadnews,and thenhe or she givesthe reasonsand explanationsfor beinginnocent of thedamage.After that,he orshe clearlyputs forwardhis or her refusaland wastes no timein suggestingan alternativeto furtherdecrease thenegativeeffect.Lastly,he orshe endswithgoodwill,which leavestherecipienta goodand positiveimage.Part Two:The Principlesof BusinessWriting(the goldenrules)The goal of municationinbusinessistoget theresponse uwant andto promotegoodwill.1.Consideration:Y ou-Attitude Considerationfocuses on?u?(the reader)instead of?I?or?we?(the writer).You-centered writingis the keyto suessful business.In otherwords,thekeytosuessfulmunication isto make the readerfeel-in everymemo,letter,email,phone call-that themost importantperson in our businessrelationship is?u?,the reader,not?me/I?,the writer.1)You-Attitude looksat thingsfr theReaders pointof viewFocus on what the reader receivesor can do,not onwhat we?ve done.We shippedur order today.Your order will arriveon Thursday./Y ouwill receiveyour orderon Thursday.However,don?t pletelyavoid?I?or?we?,just de-emphasize it.Dear Mr.Jones,I amhappy toinform uthatwehave aeptedur paymentterms.Congratulations!Ur paymentterms areaepted.2)You-Attitude emphasizesreader benefitFinancially,emotionally,psychologically,physically,spiritually.We arehappy togive youa credit line of$2000.You nowhave acreditlineof$2000with AmericanExpress.I?m delightedthat you?ll beour newsales manager.(Congratulatory)3）The You-Attitude ispositive Positivefocuses onwhat can be doneand notonwhatcan?t bedone.When weemphasize thepositive,we convincethe readerwe knowwhat we?re doingand weare goal-oriented.When weemphasize thenegative,we soundunsure and indecisive.It will be impossibleto openan aountforuuntil u send us ur signature card.Your aountwill beopen assoon asusendusursignaturecard.4)You-Attitude protectsthe readers egoAvoid?u?when itcriticizes the reader.Don?t focus on theproblem;focusonsolving theproblem.You failedto signto signur check.Your checkarrived withouta signature./Y ourcheck wasnot signed.You must get approval from the Director.All personnelmustgetapprovalfrom theDirector.5)You-Attitude expressesappreciation for-not annoyancewith-your readersAvoid callingyour readersstupid;avoid suggestingthat theyare lying;avoid indicatingthat theyare plainers;avoid blamingthem andavoid issuingultimatums.6)You-Attitude appliespsychology tohumanize ourmessages3The basictruths abouthuman natureinclude the following:people areself-centered,defensive,and aren?t perfect,and peopleneed specificgoals,expect anddeserve courtesy,need tofeel appreciatedfor theirefforts anddo thebest theycan.2.Conciseness Concisenessmeans omittingunnecessary words and expressionsso that your writinggets to the point,avoiding unnecessary repetitions andwordy expressions,including onlyrelevant facts,and organizingeffectively.1)Avoid redundancy.Redundancy meansunnecessaryrepetitions.Transform clausesinto phrasesand phrasesinto singlewords.I?m learningthe skillof how to dothe workof the job.I?m learningthejob.The productis realand true.The productwas genuine.2)Avoid awkwardrepetitions.If oneexamines thecase,one cansee thatit isone ofthose casesthat cannot stand close examination.The casecannotstandcloseexamination.However,some repetitioncan beeffective repletion:That businessmanhas a sinister past,a sinisterattitude andasinisterplan for the future.3)Avoid plicatedword choiceby usingplain language.WORDY adviseFor aprice of$200For the purposeofFor thereason thatCONCISE Toinform For$200For,to Since/because WORDY In duecourse Inmost casesIn spiteof the fact In the eventthat soonusually althoughif CONCISEIn aordancewith Asyou requestedyour request4）Eliminate long-winded expressionWORDYInordertoInthepresent Onone oasionDue tothe fact that ToNow OnceBecause CONCISEIntheneighborhood aboutof WORDYDespite thefact thatFor theamount ofSubsequent toUntil such time asFor CONCISEAlthough AfterUntil Atsuchtimewhen5)Avoid triteexpressions bysubstituting natural,everyday,conversational meaning.WORDY Enclosedherewith/enclosed pleasefind AdviseIt hase tomy attentionPlease beadvised thatPlease contactme Plsdon?t hesitateto/pls feelfree tocall uponus CONCISEEnclosed isTell I have justlearned4wasted words-omit themPlease callme Pleasecall us4Pursuant to your inquiryThe undersigned(the writer)As urequested I(or me)6)Keep verbssimple wheneverpossible by eliminating participlesand modalsthat can be expressedin simpletense.7)Avoid wordyformulas byeliminating phrases(such as:to be,there is,it is,the typeof,thefactthat,the use of).WORDY Thereis sthI have to sayIt is the truththat isimportant CONCISEIhavetosaysth Thetruth isimportant Becauseof thefactthatwas raining,the gameBecause itwas raining,the gamewas canceled.was canceled.8)Avoid passive voice PASSIVEstudents Thepolicy isdecided bythe managers.The managersdecide policy.9)Avoid overusingprepositional phrasesbyeliminatingunnecessary prepositional phrases to be moredirect.The keytothedoor of the housewas under the doormat.The housekey wasunderthedoormat.10)Use gerundsand infinitivesto makesentences shorterand smoother.3.Correctness Correctnessmeans givingaurate facts and figuresand using the correctlevel oflanguage,including auratefacts,words,and figures.4Courtesy Courtesymeans beingsincerely tactful,thoughtful,and appreciative,omitting expressionsthat irritate,hurt,or belittle,answering mailand phonemessages promptly.5.Clarity Claritymeans beingclear bychoosing short,conversational languageand usingvisual aids,constructing effectivesentences andparagraphs,being straight-forward,avoiding jargonand buzzwords,achieving appropriatereadability and including examples,illustrations,and othervisual aidswhen desirable.1)Use plain,everyday,natural,conversational speech.2)You canbuy inyour ownlanguage,but youhavetosell in the customers language.If thegoalofmunication istobeunderstood sothe readerswill dowhat wewant themto do,then thelanguage wechoose toconvey ideasshould beappropriate totheir level.3）Sometimes confusionis causedby beinglong-winded.4）Sometimes confusionis causedby jargonand buzzwords.Imagine whatcan happenif youwere handeda pieceof paperor CDand toldto?burn?it,esp ifyou didn?t knowthat toburn sthmeans tomake a copy of it.6.Completeness Completenessmeans answeringall questions asked so thatyouaomplished yourgoal inONE letter without needingfollowing letters,giving sthextra,when desirableand checkingforthe55ACTOR FIRSTAnxiety aboutexaminations isfelt bysome Somestudents feelanxiety aboutexaminations.Ws(who,what,when,where,and why)and other essentials(how)1)Answering allquestionsasked.2)Giving sthextra whendesirable.Sometimes youmust domore thananswer the customer?s specificquestions.for example,let?s saua managerhastoinform employeesabout achange inpany policy.The employeesdont knowthat achange was made,don?t knowwhat the change is,don?t knowwhy was thechangewasmade,don?t knowhow thechange affectsthem.3)Checking forthe fiveWsand otheressentials.For example,to ordermerchandise,make clearWHA Tyou want,WHEN youneed it,to WHOMand WHEREit istobesent,and HOWpayment will be made.To reservea hotelbanquet room,specify theaommodations needed(WHAT),location(WHERE),sponsoring organization(WHO),date andtime(WHEN),event(WHY)andothernecessary details(HOW).7.Concreteness Concretenessmeans usingspecific factsand figuressothat your meaningis clear,putting action in verbs(avoid passivevoice orhiding actionin nouns),choosing vivid,image-building activeverbs,avoiding adjectives,adverbs,prepositionalphrasesand givingspecific information thereaderneeds(such asdue date,dollar amounts,phone numbers).Being concretemeans beingspecific,definite andvivid rather than vagueand general.Three rulesfor concretenessare usingspecific factsand figures,putting actionin verbsand choosingvivid,image-building words.1)Using specificfactsandfigures NOTThis puterreproduces alot ofletters fast.We receivemany callsallthetime.Our producthas wonseveral awards.BUT This Excelsior2500reproduces onecopy everysecond.We receive100calls everyhour.ThisExcelsior2500won theAmerican BusinessAward for1997,1998and1999.Vague wordsare opinionwordsand they leadto uncertaintyand confusion:afew,high,low,more,soon,early,long,many,most andslow.2）Using specificwords insteadof generalwords NOTBUT Considerablemoney couldbe savedif weWe saveover$5000a yearif wemanufactured manufacturedpart of this productourselves.the windowframes ourselves.Delivery of your orderwill be delayed fora Deliveryof yourMay15orderwill bedelayedtime because of somedifficulties we?re having.until August15becauseof a shortageof valvestems.Purchase orders for largeamounts should be Purchaseordersforover$10,000shouldbecountersigned by a departmenthead.countersigned bythe purchasingmanager,aounts payablemanager,or facilitiesmanager.63)Putting actionin words:avoid hidingactioninpassivevoicePASSIVE Afull reportwillbesent byMr.James ACTIVEMr.James will send afull report.A letterwillbesent informingthecustomerof Iwillsendthecustomera letter about thethe chargecharge.A decisionwillbemade next month.The policiesare checkedbythesupervisor.The mitteewill decidenextmonth.The supervisorchecks thepolicies.8.Credibility Credibilityor businessethics meansbeing honestand fairin allour businessdealings.1)Being ethicaland honest.Honesty isthe ONLYpolicy.2)Avoiding exaggeration-in claims,resumes,and in all yourbusiness doings.3)Being fairand balancedby presentingpros andcons.4)Keeping confidentialmatters privateand notspreading gossip.Part Three:The Structureof aBusiness Letter1.Heading(Letterhead)The headinghelps to identify wherethe letteres from.This is an essentialpieceofinformation.The headingin generalconsists of the name and addressof theaddresser,zip code,telephone number,telex number,fax number and emailaddress,and is typed at the topright.(or in themiddleof thetop margin)ABC TradingCo.188Newton PalaceLondon Tel:123456Fax:1234562.Reference NumberReference numberis sometimesused inbusiness correspondence,which isgenerally usedas auseful indicationfor filing,enables repliestobelinked withearlier municationand ensuresthat thereplies reachthe rightperson ordepartment withoutdelay.Reference number,placed attwo lines below the letterhead,may include a filenumber,department codeor referenceinitials.Your ref.:345CB/bxc Ourref.:532ZXY/mzs(写信人的姓名缩写，用大写字母；秘书的姓名缩写，大小写均可)3.Date The date line isanobligatory ponentof a letter.The dateis usuallyplaced2lines below the headingin full,in thelogical orderof day,month,year(British form)or month,day,year(American form)May4(th),1998-American form4(th)May,1998-British formIn Americanway,a mamust be used betweenthe dayand theyear.For the day,either cardinalnumbers orordinal numberscanbe used.Besides,it isunwise andin badtaste togive the date in7figures like5/41998.This mayeasily causemisunderstanding andconfusion forthe simplereason thatthe Britishand theAmericans readthedayand themonth indifferent order.4.Inside AddressThe inside address isrequired inalmost all letters.It is always identicalwith thaton theenvelope.The insideaddress mayinclude the name of the addressee,numberandname of the streetor road,name of the townor city,state or province andits zipcode andname ofcountry.It isbesttoavoid the useof abbreviations in the insideaddress with the exceptionof courtesy titles eitherpreceding theaddressee?s namesuch asMr.,Mrs.,Ms.And Dr.or followingit likePh.D.and Esq.The insideaddress is usually typed flush with the left-hand marginat least2lines below the date.The insideaddress may be in the formof blockstyle or indented style;the formerbeing preferredtoday,the latterbeing aeptable,although notmodern practice.When indented style is used forthe insideaddress,the otherparts of the lettermust bein conformitywith thesame style.Block styleIndented styleMrs.Miriam SchwartzMrs.Miriam Schwartz1280Coleman Avenue1280Coleman AvenueOmaha,Nebraska,U.S.A.68014Omaha,Nebraska,U.S.A.68014If the letter isaddressed toa panyratherthanto anindividual,the name of thepany es first,followed bythe locationofit,i.e.house number,street,city,state(orprovince)and thencountry.The UnitedImport Co.,Ltd.208Fenton StreetKARACHI PakistanThe useof Mr.and Messrs.as thecourtesy title is moninourcorrespondence.Nevertheless,Messrs.(abbreviated fromFrench wordMessieurs)astheplural formof Mr.is onlyused forpanies orfirms whosenames includea personalelement,e.g.Messrs.Franklin Watts&Bros.When thenameofrecipient isunknown,the letteris usuallydirected tothe departmentof divisionof thepany thatis mostlikely tobe concernedwiththematter underdiscussion.Department ofInternational SalesVermont ManufacturingCompany P.O.Box200/3804New SharonRd.Pella,Iowa50219U.S.A.5.Attention Line（主办人或经办人）The attention lineis used to indicate thatthe correspondenceshouldbedelivered toaparticularperson,division ordepartment.The attention line speedsup thehandling ofthe letterwithin thepany.It isusually betweenthe insideaddress and the salutation.There areseveral typingstyles thatmay beused forthe attentionline.It maybe typed flush withthe left margin,indented,or centeredon the page.It iswritten eitherin allcapital lettersor inup-and low-case andunderlined.A colonor dashmay follow the wordattention orpunctuation may be omittedpletely.ATTENTION:MR.LA WRENCEWAGNER8ATTENT