商务英语写作 chapter 8.ppt

高等学校英语拓展系列教程,主编：胡英坤车丽娟,外语教学与研究出版社,Chapter8,PersuasiveClaimsandRefusals,说服性索赔与拒绝函,Chapter,Contentsofthischapter,I.Introduction,8,PersuasiveClaimsandRefusals,II.SampleAnalysis,III.SampleContrast,IV.UsefulPatternsandSentences,Chapter,I.Introduction,1.Persuasiveclaims,8,PersuasiveClaimsandRefusals,2.Refusals,Chapter,8,1.Persuasiveclaims,Persuasiveclaimsdonotbeginbyaskingforanadjustmentdirectlybecausetheyaimtoinfluencethereaderwhoisinclinedtorefusetherequestanddependheavilyonstrategicplanning.Bypersuasion,wemeanreasoningwiththereaderpresentingfactslogicallythatsupportyourcase.,PersuasiveClaimsandRefusals,PersuasiveClaims,InstructionsProvideasmoothtransitionfromtheopeningsentence.Thenfollowthenecessarybackgroundinformationfortheclaim.Tellexactlywhattheproblemisinaneutralandcourteoustone.Askspecificallyandconfidentlyforaspecificrequest.,Chapter,8,Begintheclaimletterwithacompliment,andfollowitwithastatementoftheproblemorabriefreviewofactionsyouhavetakentoresolvetheproblem.Presentfactstoproveyourclaimisvalidandexplainwhythecompanyisresponsiblefortheproblem.Closebytellingthereaderexactlyhowyouwanttheproblemtobesolved.Maketherequestclear.,Followthefollowingstepsinwriting:,1.Persuasiveclaims,PersuasiveClaimsandRefusals,onpage112Apersuasiveclaimonpoorserviceofahotel,Sample,Exercise,GroupDiscussion,ExIonp121,PointouttheproblemsProblems:Begindirectly,revealingthewritersangeranddissatisfactionFailtodescribewho,whenandwherethisunhappyincidenthappenedDidntmentionthesolution,Improvedversion,DearMr.Green:Ihavebeenacustomerofyourdepartmentstoreforthelast10yearsandhavealwaysbeenveryhappywiththeservice.However,whenIvisitedtheLadiesDepartmentaroundnoonSunday,April18,oneofyourassistants,SandyWilliams,wasveryunprofessional.WhenIaskedforhelpshecontinuedtalkingtohercolleague.Eventuallyshesaidabruptly,“youllhavetobequick.Imdueformybreaksoon!”,ThisisnotthesortofservicethatIhavecometoexpectfromthestaffofyourdepartmentstore,andIhopeyouwillinvestigatethismatter.Ilookforwardtoyourpromptreply.Yourssincerely,Linda,Chapter,8,2.Refusals,Refusalofarequestisdefinitelybadnews.Therefore,thingsshouldnotbesaiddirectly.Inarefusalletter,youhavetwogoals:oneistosayno,andtheotheristomaintainagoodrelationshipwiththecustomer.,PersuasiveClaimsandRefusals,Chapter,8,Beginwithwordsthatindicatetowhichproblemyouaremakingaresponse.Youshouldusesomebuffersbeforethebadnews.Explainwhyyourefusetherequestpolitely.Trytoexplainthingsfromthecustomerspointofview.Refusepolitely.Endwithwordsexpressingthewillingnessforfuturebusinesscooperation.,Followthefollowingstepsinwriting:,2.Refusals,PersuasiveClaimsandRefusals,Usefulpatternsonp118-120,BeginningRefusalIndirectrefusalEnding,samplesfrompage111,Chapter,8,Agreement:Findapointwhichyouandthereadersharesimilarviews.Example:Webothknowhowharditistomakeaprofitinthisindustry.Appreciation:Expresssincerethanksforreceivingsomething.Example:Yourcheckfor$127.17arrivedyesterday.Thankyou.,IV.UsefulPatternsandSentences,Beginning:buffers,PersuasiveClaimsandRefusals,Chapter,8,Cooperation:Conveyyourwillingnesstohelpinanywayyourealisticallycan.Example:Employeeserviceisheretosmooththewayforthosewhoworktoachievethecompanysgoals.,IV.UsefulPatternsandSentences,Beginning:buffers,PersuasiveClaimsandRefusals,Chapter,8,Fairness:Assurethereaderthatyouvecloselyexaminedandcarefullyconsideredtheproblem,ormentionanappropriateactionthathasalreadybeentaken.Example:Forthepastweek,wehavecarefullymonitoredthoseusingthephotocopyingmachinetoseewhetherwecandetectanypatternofusethatmightexplainitsfrequentbreakdowns.,IV.UsefulPatternsandSentences,Beginning:buffers,PersuasiveClaimsandRefusals,Chapter,8,Goodnews:Startwithfavorablemessage.Example:Areplacementknobforyourrangeisonitsway,shippedonFebruary10viaUPS.Praise:Findanattributeoranachievementtocompliment.Example:Yourrsumshowsanadmirablebreadthofexperience,whichshouldserveyouaswellasyourprogressinyourcareer.,IV.UsefulPatternsandSentences,Beginning:buffers,PersuasiveClaimsandRefusals,Chapter,8,Understanding:Demonstratethatyouunderstandthereadersgoalsandneeds.Example:WeareenclosingabrochurethatdescribesalltheOlsentypewriterscurrentlyavailablesothatyoucanmoreeasilyfindthetypewriterwiththefeaturesyouneed.,IV.UsefulPatternsandSentences,Beginning:buffers,PersuasiveClaimsandRefusals,Chapter,8,Resale:Favorablydiscusstheproductorcompanyrelatedtothesubjectoftheletter.Example:Withtheirheavy-duty,full-suspensionhardwareandfilecabinetsinourMontclairlinehavebecomeahitwithmanyvalue-consciousprofessionals.,IV.UsefulPatternsandSentences,Beginning:buffers(additional),PersuasiveClaimsandRefusals,Chapter,8,Weunderstandyourconcernaboutthe.Asalways,wearewillingtodoasmuchaswereasonablycantomakethingsright.我们理解贵方对的关注。我们将一如既往地尽量把事情合情合理地办好。,IV.UsefulPatternsandSentences,Refusal,PersuasiveClaimsandRefusals,Chapter,8,Youwererightinassumingthat.Wearealwaysinterestedindoingwhateverwecantomakeoursalessatisfactory.贵方认为是对的。我们定会一如既往地尽一切努力使我们的销售令客户满意。,IV.UsefulPatternsandSentences,Refusal,PersuasiveClaimsandRefusals,Chapter,8,Yourorderandrequestaresincerelyappreciated.Wearealwaysgratefulfortheopportunityofservingyouinthebestwaywecan.感谢贵方的订货和要求。能竭诚为贵方服务，我方感激不尽。,IV.UsefulPatternsandSentences,Refusal,PersuasiveClaimsandRefusals,Chapter,8,II.SampleAnalysis,LetterB:ArefusalletterDearMr.Kelly:Wesincerelyappreciateyourinterestinanaccountwithourcompany.Wheneverwecan,wearealwayswillingtoserveyou.IndeterminingwhatwecandoforyouregardingyourJune8requestforcredit,wemadetheroutinechecksyouauthorized.Theinformationwehavereceivedpermitsustoserveyouonlyasacashcustomer.Butasyouknow,cashbuyinghereatourdiscountpricescanmakeaveryrealsavingforyourbudget.Wehopetoseeyouinthestoreagainverysoon,andwelookforwardtotheopportunityofservingyou.Sincerely,SimonSmithCreditManager,PersuasiveClaimsandRefusals,Chapter,8,II.SampleAnalysis,1.Whatisthepurposeofthisletter?2.Howdotheauthorarrangethebodyoftheletter?3.Howdoestheauthorendtheletter?4.Canyousumupthewritingprincipleofrefusalletters?Key:1.Theletterrefusestherequest.2.Itexplainswhytherequestisrefused.3.Itendswithwordsexpressingwillingnessforfurtherbusinesscooperation.4.Therefusallettersdonotbeginbyaskingforanadjustment.,Questionsforcomprehension:,PersuasiveClaimsandRefusals,Chapter,8,II.SampleAnalysis,8.Isthetoneofeachletterpoliteandconsiderate?9.Doeseachletterpresentclearlyitsexplanation?10.Whatsyourimpressionoftheseletters?Key:8.Yes,itispoliteandconsiderate.9.Yes,eachletterpresentsclearlyitsexplanation.10.Open.,Additionalquestionsforcomprehension:,PersuasiveClaimsandRefusals,Chapter,8,Thebestwecandois.我们最大程度上能做的是。.permitustoserveyouonlyasacashcustomer.使我们只能按现金客户来为您提供服务。Wefeelatthistimeyouwillbeactinginyourownbestinterestby.我们认为此时最有利于您的做法是,IV.UsefulPatternsandSentences,Indirectrefusal,PersuasiveClaimsandRefusals,Chapter,8,Wemustconsiderthesalefinal.我们认为不能退换。Inviewofthisexplanation,youwillunderstandwhywemuststandbyourguaranteepolicyinthiscase.鉴于以上解释，您将会理解为什么在这种情况下我们必须遵守我们的保修政策。,IV.UsefulPatternsandSentences,Indirectrefusal,PersuasiveClaimsandRefusals,Chapter,8,Thankyouforthisopportunitytoexplain.Weshallcontinuetoworkhardtoprovideyouwiththeserviceyouhavearighttoexpect.感谢您给我们解释的机会。我们将继续努力工作，为您提供您期望得到的服务。Wehopetoseeyouagaininthestore,andwelookforwardtotheopportunityofservingyou.希望您再次光临本店,希望有机会为您服务。,IV.UsefulPatternsandSentences,Ending,PersuasiveClaimsandRefusals,Chapter,8,Wearealwayspleasedtodobusinesswithyourorganizationandwillcontinuetoserveyouwithqualityindustrialequipment.非常高兴与贵方开展业务合作。我方将继续为贵方提供高质量的工业设备。So,wheneveritisconvenient,pleasecomebyandletus.因此，敬请在方便的时候光临，我们可以Wewishyouthebestinenjoying.希望您尽情享用,IV.UsefulPatternsandSentences,Ending,PersuasiveClaimsandRefusals,Homework,ExIIonp121-122A&B,Chapter,8,DearSir/Madam：IamwritingtocomplainabouthowIwastreatedwhenIvisitedyourstoreafewdaysago.WhenIaskedthesalesclerkforhelp,sheignoredmeandcontinuedgossipingwithacolleague.WhenIinterruptedthemtheybothseemedunhappyandstaredatme.WhenIpersisted,onesalesclerkofferedsomeassistanceveryrudely.AndwhenIaskedspecificquestions,shesaid,“Youllhavetobequick.Imdueformybreaksoon”Ihavebeenacustomerofthisstorefor10years,butitisobviousthatyourcustomerservicepolicyleavesalottobedesired.Otherwise,thesalesclerkwouldnothavedaredtobesorude.UndersuchcircumstancesIshallbetakingmybusinesselsewhereinfuture.Yoursfaithfully,LindaOpen.,Exercise:improvetheletter,PersuasiveClaimsandRefusals,Chapter,8,II.SampleAnalysis,LetterA:ApersuasiveclaimDearSir/Madam:SUBJECT:CODE-A-PHONEMODEL100SYourCode-A-PhoneModel100Sansweringunitcamewellrecommended.Wepurchasedthreefordifferentdepartmentsinourbusiness.Afterthethreeunitswereunpackedandinstalled,wediscoveredaproblem.Apparentlyourofficefluorescentlightsinterferewiththeelectronicsintheseunits.Whenthelightsareon,heavystaticinterruptseverytelephonecall.Whenthelightsareoff,thestaticdisappears.Wecannotreplacethefluorescentlights,sowetriedtoreturntheCode-A-Phonestotheplaceofpurchase(OfficeMart,2560HaslettRoad,Lansing,MI48901).Asalespersoninspectedtheunitsandsaidtheycouldnotbereturnedsincetheywerenotdefectiveandtheyhadbeenused.(Tobecontinued),PersuasiveClaimsandRefusals,Chapter,8,II.SampleAnalysis,LetterA:Apersuasiveclaim(Continued)BecausethedescriptiveliteratureandinstructionsfortheCode-A-Phonessaynothingaboutavoidinguseinroomswithfluorescentlights,weexpectednotrouble.Wewerequitedisappointedthatthiswellengineeredunitswiththetime/datestamp,roommonitorandauto-dialfeaturesfailedtoperformaswehopedtheywould.Ifyouhaveamodelwithsimilarfeaturesthatwouldworkinouroffices,givemeacall.Otherwise,pleaseauthorizethereturnoftheseunitsandrefundthepurchasepriceof$519.45(seeenclosedinvoice).Weareconfidentthatamanufacturerwithyourreputationforexcellentproductsandserviceswillwanttoresolvethismatterquickly.Yourssincerely,BrentW.BarryPresident,PersuasiveClaimsandRefusals,Chapter,8,II.SampleAnalysis,LetterB:ArefusalletterDearMr.Kelly:Wesincerelyappreciateyourinterestinanaccountwithourcompany.Wheneverwecan,wearealwayswillingtoserveyou.IndeterminingwhatwecandoforyouregardingyourJune8requestforcredit,wemadetheroutinechecksyouauthorized.Theinformationwehavereceivedpermitsustoserveyouonlyasacashcustomer.Butasyouknow,cashbuyinghereatourdiscountpricescanmakeaveryrealsavingforyourbudget.Wehopetoseeyouinthestoreagainverysoon,andwelookforwardtotheopportunityofservingyou.Sincerely,SimonSmithCreditManager,PersuasiveClaimsandRefusals,Chapter,8,II.SampleAnalysis,1.Whatisthepurposeofeachletter?2.Howdotheauthorsarrangethebodyofthetwoletters?Key:1.Thefirstletteraimstotellthereaderwhythecompanyisresponsibleandhowthewriterwantstheproblemtobesolved.Thesecondrefusestherequest.2.Thefirstletterpresentsfactstoprovetheclaimisvalid.Thesecondexplainswhytherequestisrefused.,Questionsforcomprehension:,PersuasiveClaimsandRefusals,Chapter,8,II.SampleAnalysis,3.Howdotheauthorsendthetwoletters?4.Canyousumupthewritingprinciplesofpersuasiveclaimsandrefusalletters?Key:3.Thefirstletterisclosedbyaclearrequest.Thesecondendswithwordsexpressingwillingnessforfurtherbusinesscooperation.4.Bothpersuasiveclaimsandrefusallettersdonotbeginbyaskingforanadjustment.,Questionsforcomprehension:,PersuasiveClaimsandRefusals,Chapter,8,II.SampleAnalysis,5.Whatkindoforderdoesthepersuasiveclaimletterfollow?6.Howdoestheauthorofpersuasivebegintheletter?7.Doestheclaimclearlystatetheproblems?Key:5.Itfollowstheindirectorder.6.Theauthorbeginstheletterwithacompliment.7.Yes,itclearlystatestheproblems.,Additionalquestionsforcomprehension:,PersuasiveClaimsandRefusals,Chapter,8,II.SampleAnalysis,8.Isthetoneofeachletterpoliteandconsiderate?9.Doeseachletterpresentclearlyitsexplanation?10.Whatsyourimpressionoftheseletters?Key:8.Yes,itispoliteandconsiderate.9.Yes,eachletterpresentsclearlyitsexplanation.10.Open.,Additionalquestionsforcomprehension:,PersuasiveClaimsandRefusals,Chapter,8,III.SampleContrast,ArefusalofaclaimonrefundPoorDearWandaR.Goldman:Wehavegotyourletterandaftercarefulinvestigation,wedecidedthatitisnotreasonableforustoreimbursethe$1,000youaskedforinyourletter.Wearesorrythatyoudidnotusesomeoftheservicewerenderedduringyourrecentmeeting.Butitdoesntmeanwedidntprovideit.Ourbrochuredoesntindicatethattheexerciseroomisinsidethehotel.Youshouldhavenoticedwhensigningthecontract.Ifyouhaveanyquestions,pleasedonthesitatetocontactme.Iamlookingforwardtoyourearlyreply.Yourssincerely,Margret,PersuasiveClaimsandRefusals,Chapter,8,III.SampleContrast,ArefusalofaclaimonrefundImprovedDearWandaR.Goldman:Givi