商务英语函电教案

商务英语函电教案 郑州牧专外语系课程教案xxxx学年第1学期课程编号课程名称商务英语函电主讲教师杨梅职称讲师教研室名称商务英语0/107课程编号课程名称商务英语函电公共基础课（）公共选修课（）课程类型专业基础课（）专业技能课（）专业选修课（）就业指导课（）授课班级及人数总学时/学期学时4512级商务英语 1、2班共110总学分/学期学分学时分配理论讲授学时25实训（实验）学时20考核方式考核形式使用教材主要教学参考书授课章节名称授课时间教学目的1/107考试（）考查（）闭卷（）开卷（）口试（）上机（）其它()世纪商务英语外贸函电第二版主编吴思乐、胡秋华，大连理工大学出版社，xx年出版新世纪高职高专商务英语类课程规划教材 1、兰天外贸英语函电第六版，东北财经大学出版社，xx年，普通高等教育“十一五”国家级规划教材 2、程同春、程欣新编国际商务英语函电，东南大学出版社，xx年，普通高等教育“十一五”国家级规划教材 3、樊红霞、汪奠才英文外贸函电，外语教学与研究出版社，xxUnit1Basic knowledgeof Business Letter Writing课次1周次1Competition offoreign tradeis beingkeener和要求and keener.To attractmore customers,well-written business letters oftenplay animportant rolebesides goodquality andreasonable price.Millions of business municationswhich weretransmitted bycable ortelex arenow beingsent byfax ore-mail.Business letter-writing isalso experiencinga rebirth.This partdeals mainlywith the layout of and the parts containedin a business letter.Through study of thispart,students willmaster twolayout styles,seven principalparts,seven optionalparts anddifferent waysof addressingan envelope.The characteristicsand writing skills of business lettersTheory teaching,discussion,practice教学重点和难点教学方法和手段课后作业和思考题1.Finish theexercises onP18-192.Read thetextbook fromP4to P18郑州牧专外语系教案用纸教学过程2/107备注I.The WritingSkill of Business Letter(BL)To municateis notonly the most importantand basicpart,but internationaltransactions aremostly conductedthrough emails,faxes andletters.pleteness,concreteness,clarity,conciseness,courtesy,also theprinciple skillin businessactivities.Generally speaking,We usuallyconcluded theskills of business writinginto7cs,namely consideration and correctness.Second,clarity isvital forbusiness writing,we saythere isno bestbut the most suitablebusiness lettersin Englishwriting.To putit simply,English businesswriting is,unlike literatureEnglish,instead ofshowing offbut formunication.1.Choosing wordsand makingsentences Chooseshort wordsand expressionsthat you are familiarwith insteadof thelong and plicated ones.Use theshort andactive sentences,one passagefor anidea;the topicsentence is usually at the beginningor theending of each passage.2.Organizing thepassage Theinformation of a lettercan bedivided intofour typesaording tothe reactionof the reader tothe letter:positive,negative,neutral or persuasive information.Generally speaking,there aretwo ways to organizea letter:direct planand indirectplan (1)Direct planor approach:It meansto startabusiness letter with themostor keyinformation toenable thereader the good news or related information at the firsttime,its layout is usually as the following:First,thegoodor themost importantnewsorinformation,Second,relatedinformation,Third,other problems,Forth,a soundand positiveending.This approachsuits enquiry,agreement ofclaims orother beneficialinformation.Special attentionshould bepaid to:3/107First,which is the bestnews for thereader?Second,what are the otherquestions?Third,how toend ina politeand friendway? (2)Indirect Planor IndirectApproach:This approachsuits lettersof negativeorpersuasiveinformation;it oftenstarts with a buffer,avoiding themost importantnegative information.Its layoutisusuallyas the following:First,buffer,Second,explanations,Third,negative news,Last,a positiveand friendending.Generally speaking,the directapproach isfor welenews whilethe indirectapproach isfor thealternative one.授课章节名称4/107Unit1Basic knowledgeof BusinessLetter Writing授课时间课次2周次1Business lettersaretheprinciple meansused byfirms orpanies tokeep intouch with their customers.They sendbusiness lettersto askfor or to conveyinformation;to makeorto aept anoffer;to dealwith mattersconcerning negotiationof business,etcAlthough formalityin business letter writing is rapidlygiving wayto aless conventionaland morefriendly style,the layoutstill followsa moreor lessset patterndetermined bycustom.Choice of layoutisa matterof individualtaste,but it is betterto followestablished practice,to whichthe businessworld hasbee austomed.It isgood to adopt oneform oflayout andstick toit.The conception,characteristics,content,forms andwritingskillsof business letters.?Two stylesoflayout?Seven principleparts andseven optionalparts?Addressing envelopes教学目的和要求教学重点和难点教学方法和手段Theory teaching,discussion,practice1.Finish theexercises.2.Remember the new wordsand importantlanguage points.3.Prepare thenext lesson.课后作业和思考题郑州牧专外语系教案用纸教学过程5/107备注Step1.Layout of business letter in detailsI.The StructureofaBusinessLetter()Seven Main/Principle Parts七个主要部分1The Heading or Letter-head信头The letterheadusually includesthe essentialinformation aboutthe writername,address,cable address,telex number,etc.The writingof theaddress should be stressedas it is totallydifferent fromChinese order.The number and thestreet should be putat the beginning whilethe cityand countrybe putattheend.For example,中国广东省广州市天河街14号”should betran slatedinto“No.14Tianhe Street,Guangzhou,Guangdong Province,China”.公司名称和地址（name and address of the pany）电话、电传、传真号码、电报挂号(telegraphic address)、e-mail PINGAN INSURANCEPANY OFCHINA Add:No.48Zhonghua Road,Nanning,Guangxi,China Tel:5899900Cable address:xxx Fax:2438999Telex No:2The Date/Date Line日期As for the date,it isusually putone ortwo linesunder the letterhead on the rightforthepurpose offiling orchecking.Simple waysof writing:March4,xxMarch4th,xx4March,xxAvoid using“3/4/06”or“xx.3.4”.Attention:1）年份应完全写出eg.xx2）月份应用英文，不用数字3）月份名称可缩写Aug.,Oct.4）24th March,xx(Br.Style)March24,xx(AmE.Style)3The InsideName andAddress封内名称，地址 (1)Generally,the insidename and address inan Englishbusinesslettershould includethefollowing:1）the name of thefirm orpany addressed to2)numberandstreet门牌号码和街名3）name ofcity,state orcountry andits postalcode6/107所在城市、州、县名及邮政编码P.O.Box信箱4）name ofcountry (2)C/O:care of转交 (3)行名前（以人名为行名）冠以“Messrs”,表客气Eg.X XX China National ChemicalImp.&Exp.Corp.Nanning Branch65#Qixing road,Nanning Guangxi,China姓名的写法1）写给认识的男性，用Mr.加上姓名，如Mr.John Smith2)对认识的男性，可用头衔或职称代替Mr.表示尊重，如Doctor John Smith,Professor JoyceGwillian3)对认识的男性，可以同时写上职称甚至工作单位，如Mr.JohnSmith,manager CameraShop4)对数位男性，可用Messrs.,如Messrs.Thomas Woodand JohnSmith5)写给不知姓名的人，可写其职务或所在机构，如The managerOriented Bank6)写给未婚女性，用Miss,接姓名；给已婚女性，用Mrs.；给不知婚姻状况的女性，用Ms.4The Salutation称呼Salutation in businessletter is differentfrom thatin Chineseor ordinaryEnglish letters.“Dear”is usedto expressrespect here,for example,“Dear Mr.Perton”.Sometimes the letterisnot ad-dressedto a specific person,then“Dear sir(s)”,“Gentleman(men)”are used.This partis placedon the left underthe insidename and address.商业函件多用Dear Sirs,不能单独用Sirs.公事函件用Dear Sir.半公半私用Dear Mr.美国人常用Gentlemen,后用冒号Dear Sirs后用逗号5The BodyMessage isthepartthe writerexpresses hisidea orrequirements.Usually,it isdivided intothree parts:opening,body andclosing.Opening is to give the reasonof writing;body is to specifyhis requirementsand wishes7/107while closingistoexpress thanksor hope.The contentsof bodywill varywith thespecific stepofbusiness.1)The OpeningSentences开头语2）The Bodyof the Letter信的正文3）The ClosingSentences结尾语a.用分词短语开头Awaiting your good news,we are,b.用完整句子开头We awaityourgoodnews.6The ComplimentaryClose结束语，结尾敬语1）The plimentary close isa politeway ofbringing a letter toa close.It keepsin tonewith the salutation.The mostmon usedsets ofsalutation andplimentarycloseare:Formal:Dear Sirs,.Yours faithfullyGentlemen:Truly yoursLess formal:Dear Mr.Henry:Yours sincerelyDear Ms.Smith:Yours cordially2）Formal顺序Very sincerelyyours,Yours verysincerely,Yours sincerelySincerely yoursSincerely,7The Signature签名It isusually printedand writtenonaletter,the placeof whichwill dependon thelayout of the letter.We putsignature underthe plimentaryclose withtitle underit.If the writer representscertain institute,the nameof theinstitute will be printedabove the signature,for example:Yours truly,Yours faithfully,(signature)MITSUBISHI CORPORATION(Miss)Lucy Steinbeck(signature)8/107Thomas C.Sutton GeneralManager,Sales Department()Seven OptionalParts选择部分1The ReferenceNumber/The references存档编号，案号The referencesmay includea filenumber,department codeortheinitial of the signerof the writer.They aremarked“Our Ref.”and“Your Ref.”to avoidconfusion.They may be placedimmediately below the letterhead.Eg.Our ref.:LGB/w.w.Your ref:JDM/je1)facilitate thewriters numberingand filingthe lettershe receives便于发信人编号归档，以便将来查阅。 2)enable thewriter orthe recipientto linkthe replywith theprevious correspondence便于写信人或对方将回函与以往的信件联系起来。 2The AttentionLine注意事项，致收信人Generally,itisused wherethewriterofaletter addressedtoafirm or a panywhishes todirect ittoaspecificperson.It generallyfollows theinside addressand wastwo line-spacing abovethe salutation,underlined.需注明对方经办人，希望收信商号将信迅速交经办人办理，可用Attention/Attention of,用于称呼上两行，加底线。 Eg.For theattention of Mr.Smith Attention:Mr.Smith Attention ofMr.Smith,Export ManagerAttentionofPurchasing Manager3The SubjectLine/Re Line/The SubjectHeadingorCaption事由，事由栏Main heading:主标题Paragraph headings:分标题It givesa briefindication of the contentof the letter.There aretwo kindsof subjectheadings-main headingsand paragraphheadings.The mainheading istyped two line-spacing belowthesalutation,underlined.The paragraphheading isplaced atthebeginningofeachparagraph toshow whatsubject theparagraph is dealing with.标题分为主标题和分段标题。 主标题在称呼下面空两行，加下横线。 分段标题放在每段之首，表示这一段所涉及的主题。 4The ReferenceNotation经办人代号9/107主办人代号reference initialsIdentification Mark/The identificationline Thereference notationsare madeup of the initialsof theperson whodictates the letter andof thesecretary ortypist.The initialsare usuallytyped twoline-spacing belowthe signatureagainst theleft-hand margin.The twosets areseparated by a colonoraslant,with thedictators ingfirst.You maycapitalize both,or neither,or onlythe firstof theset.将主稿人和速记员的姓名第一个字母连续打出，两者之间用冒号或斜线分开可以全部大写，或全部小写，或只将口述人姓名首字母大写。 以便日后查对由何人主稿，由何人速记打字。 Eg.HW/JZ HW:JZ HW:jz HW/jz5The Enclosure附件If somethingis enclosedwith the letter,type theword“Enclosure”or anabbreviation of it(Encl.)attheleft bottomwith afigure indicatingthe number of enclosures,if thereare morethan one.Eg.Enclosure:Price listEnclosures:4Encl.As stated.Encls.:2Invoices6The CarbonCopy Notation抄送If the copy of theletteristobe sent toathird party,type or CCtwoline-spacing belowthesignatureor immediatelybelowtheenclosure attheleft-hand margin,followed bythe nameof therecipient of thecopy.信件的内容需抄送第三方时，可在签名或附件下两行沿左边缘线打上/CC,再打上抄送对象的名称即可。 But insome countries,people areusing thebrand nameXerox for asthe latterone isnow almostreplaced bythe photocopyin businesscircle.但在有些国家，由于商界几乎已全部采用影印件来抄送，故往往用Xerox来代替.Eg.:Shanghai BranchOffice7The Postscript/P.S.附言A postscriptis anafterthought which we shouldtry toavoid using,as informal lettersthis isusuallyasign ofpoor planning.If somethingis forgotten,itisbetter forthewriterto rewritethe whole letter.But asa specialdevice,it hastwo legitimatefunctions:1)Some executives,to adda personaltouch totheir typewrittenletter,oasionally adda postscriptin penand ink.以示亲切2)Writers ofsales lettersoften withhold one lastconvincing argument10/107for emphaticinclusion ina postscript.为加深印象，将最有说服力的论点归纳在附言中。 II.Styles oflayout Thereare threemain layoutsof thebusinessletter:indented form,blocked formand binedform.The firsttwo areillustrated asbelow withdifferent partsof theletter inplace.1.Indented Form/Style缩头式，缩行式2.Blocked Style齐头，平头式3.Modified Style/Semi-Indented Style混合式Modified Blockwith IndentedParagraphs段落缩头式Modified Blockwith BlockedParagraphs段落齐头式III.Addressing EnvelopesThe threeimportant requirementsof envelopeaddressing areauracy,clearness andgood appearance.Business stationeryordinarily hasthe returnaddress printedin theupper leftcorner of the envelope.Name and address of the receivershould betyped abovehalf waydown theenvelope,leaving enoughspace forthe postmarkand stamps.Post notationssuch as“Registered”,“Certified”,or“Confidential”shouldbeplaced in the bottomleft-hand corner.Example ofEnvelopes Messrs.(Stamp)58Lancaster House,Manchester,London TheNational TransportCo.(Registered)120Broadway StreetRangoon,Burma附注项1如一信须由特种邮路或邮船寄送，或说明信的类别，可在信封左下角注明1）Per S/S“Empress ofCanada”由轮寄递11/107William&Sons2）Via SiberiaFor Europe经由西伯利亚寄往欧洲3）Via CapeTown经由南非寄递4）Via AirMail航空邮寄5)Via AirMail Registered航空挂号6）Registered挂号邮件7）Express快递邮件，快件8）Parcel Post包裹邮件9）Sample Post样品邮件10）Samples ofMerchandise货物样品11）Samples ofno mercialvalue赠品2私人信或密件，须收信人亲自开启时，可在信封左下角注明1）Private私人信2）Personal个人信3）Confidential机密信3其他1）信封左下角注明Attention HardwareDept.请交五金部办2）由公司转交私人信，在收信人姓名后，在公司名称前加c/o Eg.Mr.Charles Woodc/o ChinaNational ChemicalsImport&Export Corporation3)托人带信Mr.Charles WoodKindness ofMr.J.W.Smith或用Per KindnessofBy KindnessofThrough theCourtesy of授课章节名称授课时间12/107Unit1Basic knowledgeofBusinessLetter Writing课次3周次2After studyingthelayoutofbusinessletterindetails,ask thestudents masterthree layoutstyles,seven principalparts,seven optionalparts anddifferent waysof addressingan envelope.Keep these important pointsin mind.Make surethey can master all these mainpoints.Making clearthe threeforms oflayout practice教学目的和要求教学重点和难点教学方法和手段课后作业和思考题Reviewing thewhole unit郑州牧专外语系教案用纸教学过程备注13/107Exercise1:Arrange thefollowing inproper formas theyshouldbeset outaletter:1)ChinaNationalLight IndustrialProducts Import&Export Corporation.Shanghai Branch,128Huchiu Road,33054INDUS (telex address),March23,20,China,INDUSTRY SHANGHAI(cable address),Shanghai2)Sewing Machines3)Dear Sirs,4)H.G.Wilkinson Company,Limited,Nigeria,245Lombart Street,Lagos5)The Message:We thankyou for your letterof March16enquiring forthe captionedgoods.The enclosedbooklet containsdetails ofall ourSewing Machinesand willenable youto makea suitableselection.6)Yours faithfully,Exercise2:Address thefollowing envelopein English:美国纽约百老汇大街20号AUTOS公司邮编10027威廉史密斯先生收中国北京广安门南街12号中国北方工业公司，邮编100053China NorthIndustries Corp12Guanganmen NanjieBeijing,100053China Mr.Williams SmithAUTOS Company20Broadway NewYork,NY10027U.S.A.Stamp Exercise3:Fill in thefollowingblanks withthe givenwords intheir properforms.economy trademarket1.Your homeis flourishing,and yourforeign tradeis expandingfast.2.This ispossible becauseof thecontinuous advanceof ournational.3.They have been inthe woolfor quitea numberof years.14/1074.During thepast fewyears thecourse ofworld has been markedbyasuession ofdramatic development.5.The damagedgoods arehardly.6.The tourististhecountrys mainsource ofine.7.We mustmake outa researchreport intwo weeks.8.An increasingnumberofEuropean firmsare withChina.9.They countedon importsto stimulatetheir.Exercise4:Compose aletter andsend itby e-mail tothe teacher.授课章节名称授课时间15/107Module Two:Preparations forNegotiation Unit2:Establishing BusinessRelations课次4周次3It isfairly trueto sayno customer,no business.To establish business relations with prospective dealers is one ofthe vitallyimportant measureseither fora newlyestablished firmor anold ohat wishesto enlargeits教学目的和要求business scope and turnover.This chapterdeals mainlywiththeestablishment ofbusiness relations and credit inquires.Through thestudyofthis chapter,students willbe ableto writeletters onestablishing business relationsandinquiring aboutnew customerscredit status.教学重点和难点教学方法和手段How tofind yourpotential partnersthrough inter,trade fairs,chamber ofmerce inforeign countries,etc.Instruction,discussion,Multi-media1.Go throughtheletterand keeptheseimportantpoints课后作业和思考题2.Master the key wordsand phrasesappeared intheletter.3.Finish theexercises.4.Remember thenew wordsand importantlanguage points.郑州牧专外语系教案用纸教学过程备注16/107Step1:Introduction Toestablish business relations withprospectivedealersisoneofthe important measureseither fora newlyestablished firmor anoldohat wishesto enlargeits business scopeandturnover.Merchants abroadmaybeapproached throughsome kindchannels,while ofallthesechannels,munication inwritingisthemostconstantly usedinbusinessactivities.Before teachingthenewlesson,givethestudents somegeneral ideaofthebusinessletter.Let themhave asense ofimportance ofestablishing traderelations.Step2:Details inestablishing traderelations1.Channels ofestablishing traderelations.1)the banks2)web3)the Chambersof Commerceboth athome andabroad4)Commercial Counselors Office5)The advertisementsin newspapers,TV,radio,etc.6)The periodicals,magazines7)Trade directory8)Friends inbusiness circles9)The introductionfrom hisbusiness connections10)Attendance attrade fairsand exhibitionsheld athome andabroad11)Mutual visitsby tradedelegations andgroups,etc.12)The marketinvestigations13)Self-introduction bymerchants themselves14)2.Correspondence1)the linesofbusinessbeing handled2)long historyand wideexperience3)Goods-State simply,clearly andconsciously what you can sell orwhatyouexpect tobuy.Express thedesire to establish thebusiness relations.4)Finances5)Financial standing6)Closing-express thedesire toestablish thebusiness relations.Step3:Details oftheletterAsk thestudents toread thewhole letterfirst andlet themget thegeneral ideaof it.Then explainit indetails.17/107I.Language Points1.owe:v.把归功于（后常接to）Eg.We oweyour name and addressto.承蒙告知贵公司的名称和地址。 类似的表达方式还有We areindebted toforyour name andaddress.We eto knowthe nameandaddressof your firm throughThrough thecourtesy ofwe eto knowyour nameandaddress.We haveobtained yournameandaddress fromOn theremendation of,we havelearned withpleasure the nameof yourfirmand shallbe gladto enter into business relations with you.Your firmhas beenremended to us byHaving hadyournameandaddressfrom,Your nameandaddresshave beenpassed onto usby2.Commercial Counselors Office商务参赞处，商赞处3.through whomwe havelearnt youare importersof ChineseTextiles andCotton PieceGoods.这是一个定语从句，介词加关系代词,介词放前。 similar:through whomwe understandthat youare wellexperienced inthe exportof engineeringequipment withservice.We getto knowyour corp.from yourCCPIT withwhichwehave beenin goodbusiness relationsfor many years.4.Cotton PieceGoods:棉布（匹头），在外贸业务中不用cloth。 棉布品种繁多，其中价格大众化的有粗布sheeting和细布shirting;再按颜色分类有本色gre