外贸英语函电

1、外贸英语函电,Unit 1 Basic Knowledge of Business Letter Writing,Form and structure of business letters Different style of British and American business letters Writing principles of the business letter,Four forms of business letters,Full block form 齐头式 Each part of a letter is typed from the left margin ,

2、so it is convenient to be typed with a typewriter, but the layout isnt beautiful, so some businessman use a modified block form with indented style. Modified block form with indented style 混合式 The senders address is typed or printed in the up-middle part. The receivers address starts from the left m

3、argin. The reference and date are typed on the same line. The complimentary close as well as the signature are typed from the middle little towards the right.,Modified block form 改良式 All the parts start from the left margin, except the date, complementary close and signature which are positioned sam

4、e as that in the modified block form with indented style. Simplified form 简化式 It is somewhat like full block form, but some parts are omitted, such as salutation and complementary close.,Structure,Letterhead 信头 Reference and date 编号和日期 Inside name and address 封内名称及地址 Attention line 注意事项 Salutation 称

5、呼 Subject line 事由 Body of the letter 信文 Complementary close 结尾敬语 Signature 签署 enclosure 附件 Carbon copy notation 抄送 Postscript 附言,Structure,a. Letterhead 信头: The senders name , postal address, telephone number, fax number and E-mail address, etc. Usually letterhead is printed in the up-center or at t

6、he left margin of a letter writing paper. In some countries, the letterhead contains other details, e.g. In the U.K. the directors names of a company are given.,Structure,b. Reference and date 编号和日期 Reference : The reference may include a file number, departmental code or initials of the signer foll

7、owed by that of the typist of the letter , e.g. Your ref: JBD/WM ; Our ref: WDW/LP They are typed immediately below the letterhead. If desired, the reference initials can also be placed at the lower left margin two lines below the name of the signer.,Date: a. Avoid typing the month in figures and it

8、 should be typed in full English name, e.g. February b. The -th, -st, and -rd that follow the day can be omitted, but the year should be typed in full, e.g. 5 May, 2009 Date can be typed in the following order: British order: 1)1st October,2000 ; 2) 1 October,2000 American order: 1) October 1st,2000

9、; 2) October 1, 2000 Note : the month and the day cant be separated by a comma, but there must be a comma before the year.,c. Inside name and address The name and address of the receiver is typed at the left-hand margin about two to four places below the date. It appears exactly the same way as on t

10、he envelope. 地址: 从小到大; 门牌号与街道名之间不加标点,但在城市与国家名称之间须用逗号隔开.,Messrs.( Messieurs:各位先生) is a courtesy title used for partnerships whose firms name includes a personal element, as in Messrs. Macdonald b). Paragraph correctly, confining each paragraph to one topic; c). See that your typing is accurate and th

11、e display artistic. Aim at an attractive and pleasing appearance for your letter. Margins are also very important. If there has been previous correspondence, the reply letter will refer to it in the first paragraph. The writers plans, hopes and expectations will be expressed in the last paragraph. T

12、hank you for your letter of February 8, 2009. We are pleased to receive your letter of February 8, 2009. In reply to your letter of February 8, 2009, .,Some expressions used in the end: 1) Phrases: Awaiting your good news, we are. Looking forward to your early reply, we remain. Looking forward to re

13、ceiving your shipping advice, we remain. 2) Sentences: We await your good news. We hope to receive your early reply. We are looking forward to your favorable and prompt reply. We trust you will give us an early reply. Your favorable / immediate/ prompt reply will be highly appreciated. please give u

14、s your reply as soon as possible.,h. Complementary close 结尾敬语 It is a polite way of ending a letter and is in keeping with the salutation. “谨上”. Formal: Dear sir(s), yours faithfully, Gentlemen: truly yours, Less formal: Dear Mr.Henry, (:) yours sincerely or sincerely yours, 1) In the simplified for

15、m, salutation and complementary close can be omitted; 2) When the complimentary close is used, it must never be separated from the substance of a letter by carried to a separate sheet; 3) When using continuation sheets, another paper of the same quality must be typed with a head to show: the number

16、of the sheet (in the center of the page); the name of your correspondent (on the left-hand side); the date of the letter( on the right-hand side). E.g. -2- L.A.Brizier信的正文,每一段的开始一行都缩进若干格(一般与称呼末一字母取齐)。 2. 称呼用法,英式一般用Dear Sirs,后用逗号。美式则用Gentlemen:后用冒号。3. 结尾语的用法,英式和美式的习惯各不相同,在美式中Sincerely yours,只限用于商业书信。

17、英式则不然,商业书信或亲友间来往书信中都可用。4. 日期写法也不相同,英式是按日月年的顺序。美式则按月日年的顺序。5. 信封写法的不同点:发信人的姓名、地址,英式写在左下角,美式写在左上角。航空信的空邮字样“AIRMAIL”“VIA AIR MAIL,”“BY AIR MAIL,”英式印在信封的左上角,美式则印在贴邮票的下方。,Writing principles of the business letter,Courtesy Consideration Completeness Clarity Conciseness Concreteness Correctness,Courtesy Cou

18、rtesy is not merely politeness. It stems from a sincere You-attitude. (polite) We have received with many thanks your letter of Oct.7, and we take the pleasure of sending you our latest catalog. We wish to draw you attention to a special offer which we have made in it. (courteous) You will be partic

19、ularly interested in a special offer on page 5 of the latest catalog enclosed, which you requested in your letter of Oct.7. To answer letters promptly is also a matter of courtesy. Consideration When writing a business letter, we should keep the readers request, needs, desires , as well as his feeli

20、ngs in mind.,a. you-attitude we-attitude: we allow 2 percent discount for cash payment you-attitude: you earn 2 percent discount when you pay cash b. Focus on the positive approach negative: we dont believe you will have cause for dissatisfaction. we cant send you what you require this time. positiv

21、e: we feel sure that you will be entirely satisfied. Perhaps next time we will satisfy your need. Completeness A business letter should include all the necessary information.,Clarity The writer should try to a. Avoid using the words which have different understanding or unclear meaning, e.g. As to t

22、he steamers sailing from Hongkong to San Franisco, we have bimonthly direct services. Rewrite: We have two direct sailings every month from Hongkong to San Franisco We have semimonthly direct sailing from Hongkong to San Franisco. We have a direct sailing from Hongkong to San Franisco every two mont

23、hs. b. Pay attention to position of the modifiers. e.g. We shall be able to supply 10 cases of the item only. We shall be able to supply 10 cases only of the item.,c. Pay attention to the sentence structure. E.g. We sent you 5 samples yesterday of the goods which you requested in your letter of May

24、25 by air. We sent you, by air, 5 samples of the goods which you requested in your letter of May 25 yesterday. d. Paragraph carefully and properly. Each paragraph has only one topic.,Conciseness Using concise sentences and fewest words, without losing completeness and courtesy. a. Avoid using wordy

25、expressions. e.g. We wish to acknowledge receipt of your letter We appreciate your letter b. Avoid unnecessary repetition. c. Use short sentences, simple words and clear explanations: 1) use a word to replace a phrase enclosed herewith at this time enclosed now due to the fact that a draft in the am

26、ount of $1000 because a draft for $1000,2) Use a phrase to replace a sentence. Please dont hesitate to call upon us. Please write to us. Please see that an enquiry is conducted to determine the reason. please find out the reason. 3) Use words to replace clauses We require full-automatic washing mach

27、ine which is of the new type. We require new-type full-automatic washing machine. d. Avoid padded expressions. It should be noted that this is the best we can do. For your information we enclose a catalogue. e. Use subject line flexibly and properly.,Concreteness Make the message specific, definite

28、and vivid. e.g. ST 858L 5-Band Stereo Radio Cassette Recorder is of full functions. ST 858L 5-Band Stereo Radio Cassette Recorder can delivers superb FM/MW/LW/SW1/SW3/FM Stereo band reception. Full auto-stop and automatic quick program search.,Correctness Correctness refers not only to correct usage

29、 of grammar, punctuation and spelling, but also to standard language, proper statement, accurate figures as well as the correct understanding of commercial jargons. 1) with pronouns Our competitors price are 2%-3% percent lower than us. ours 2) with verbs It is one of the machines that was delivered

30、 last week. were 3)with conjunctions This fridge not only is attractive in proper price, but also in good quality. is not only 4)with subjects Depositing money with us, our bank can pay you high dividends. you earn high dividends,5) Avoid using overstatements It is the lowest price available to you.

31、 It is the lowest price we can offer you now. We are well-established exporters of all kinds of goods made in Sweden. We are well-established exporters of Swedish sundry goods, such as toys, buttons and stationery. 6) Use accurate numbers 5% up to 10% 5% up to 10% both inclusive( or exclusive),7) Us

32、e capital letters North, West, East, West. When they are used for districts or areas, but not for orientations. The name and the brand of a commodity The name of document The name of the transportation tools e.g. the S.S. “ Lucky Prince”( steamship) the m.v. “East Wind” ( motor vessel),exercises,Sha

33、nnxi Machinery 2) the introduction from his business connections; 3) the introduction from his subsidiaries or branches, agents abroad; 4) the market investigations; 5) attendance at the export commodities fairs; 6) visit abroad by trade delegations and groups; 7) self-introductions or enquiries rec

34、eived from the merchants abroad; 8) the banks; 9) the Commercial councilors office; 10) the chambers of commerce both at home and abroad.,Bear in mind The first step of proper behavior is half business done!,Letters for establishing business relations,Letter 1: importer writes to exporter. key words

35、: deal, compete, standing , regarding deal: (C) n. 交易(transaction) make (do) a deal with与做交易 deal on credit 信用交易,赊账买卖 e.g. We believe we can put the deal through. v. deal in 经营(trade in, handle) e.g. We deal in chemicals, while they handle foodstuffs for export. deal with: 与打交道, 与做生意, 处理某事. e.g. Som

36、e businessmen are hard to deal with. Please deal with the order carefully.,进口商给出口商的信,敬启者: 承蒙贵国驻伦敦大使馆参赞处介绍,使我方获得贵公司地址,兹写信想与贵公司建立贸易关系。 本公司与此地主要轻工产品经销商联系甚密, 我方相信,若贵方报价有竞争力的话,我方可以销售大量中国商品。 有关我方资信状况, 请向伦敦英国银行查询。 请告知贵方出口产品的必要信息。 谨上,Letter 2: Self-introduction by Exporter,当if条件句中有助动词should, had或were时,则可以省去

37、if,而将should, had, were置于句首,从而构成倒装虚拟句,意义不变。 Should any of the items be of interest to you, please let us know. 如果其中哪一项你感兴趣,请告知我方。 Were he to leave today, he would get there for business negotiation by Monday。If he were to leave today, he would get there for business negotiation by Monday. 如果他今天启程,就能赶

38、上星期一的商务谈判。 Had such a disaster occurred, the damage would have been incalculable.=If such a disaster had occurred, the damage would have been incalculable. 如果这样的灾难发生,其损失将是无法估量的。 Note: If I were you 不能倒装成:Were I you的形式。,forward v. 运送，寄送 The goods will be forwarded to you within the 3rd quarter of the

39、 year. 货物将于第三季度内发运给贵方。 freight forward 运费到付 We are arranging to send you 1,000 pens to replace the unsold balance of 970. please return the latter to us, freight forward. 我方正安排发运1000支钢笔，替换尚未售出的970支剩余钢笔。请退回剩余的970支钢笔，运费到付。,出口商的自我介绍,敬启者: 本公司是中国最大的机械设备出口公司之一。 随函附上一份有关我公司目前可供货物所有详情的目录,希望贵方能对其中的一些产品感兴趣。 若

40、蒙收到贵公司对其中产品的询价,我公司将不胜感激,并报我公司最低价。 若贵公司不进口上述商品的话,恳请贵方将此信转交给经营此类商品的进口公司。 我公司希望收到贵方及时有利的回复。 谨上,Letter 3: exporters writes to importer,key words: business , specialize in , enjoy great popularity, recommend Business: 1.贸易, 商业,业务 e.g. We have done business with ABC company for many years. 2. 交易,买卖(U) e.g

41、. Business has been closed at this price. 3. 工商企业,公司,商号(C) e.g. There are many businesses engaged in this trade. Businesses are less optimistic about economic prospects.,Recommend： vt. 1. 推荐，介绍 J. Smith 3）express your hope The structure of letters for replies: 1）thanks for the inquiry and briefly st

42、ate the content of the inquiry 2）reply to the inquiry 3）raise your hope,Note : if you dont have the inquired goods at present, you should also reply the letter carefully and courteously. you may firstly show your thanks to the enquiry ; then you express your regret : We are sorry that we have no sto

43、ck at present. or you can delay the date of delivery: Could you accept delivery in July or September? or you also can recommend other products: May I draw your attention to item 14? Perhaps youd like to glance through our catalogue.,Letter 1: General enquiry and reply,Key words: price, discount, pro

44、fitable Price :1) n.价格 advanced price 上涨了的价格 average price 平均价格 base/basic price 基价,底价 bedrock/bottom/floor price 最低价格 keen price 低价 ceiling/highest/peak/top/outside price 最高价 cost price 成本价格,生产价格 current/present/market /prevailing/ruling price 时价,市价,现行价,Letter 1: General enquiry and reply,exception

45、al /special price 特价 fair/reasonable price合理价格 black market prices 黑市价格 favorable price 优惠价格 firm/fixed price 固定价格 forward prices 期货价格 illegal price hike 乱涨价 legal price 法定价格 offered price 卖方的开价 official fixed price 官价,wholesale price 批发价格 retail price 零售价格 tender price 投标价格 “under the hammer” price

46、 拍卖价格 unit price 单价 e.g. Business is possible if you can raise (increase, lift, improve) the price by 5%. 如你方出价能提高5%,可能成交。 Business is possible if you can reduce (cut or cut down, lower) the price to XX. 如果你方能将价格减至英镑,可能成交。 We have already stretched the price to the highest price we can do. 我方已将价格出到了

47、最高限度。,2) v. 开价,定价 Please price your offer as low (easy, keen) as possible. 请尽可能报低价。 The goods are priced too high. 此货定价太高。 The new product of ours is moderately priced. 我们的这项新产品定价适度。,Letter 1: General enquiry and reply,一般询价 敬启者: 从纽约的ABC 公司处得知,贵方是贵国主要出口商之一。 目前，我方对进口贵方产品很感兴趣。若能向我方函寄产品目录样品簿或者在可能的情况下惠寄样

48、品，我方将不胜感激。 请告知详细的广州到岸价格、折扣及付款方式等。 希望此次合作将是我们双方长期而有利的贸易关系的良好开端。 谨上,一般询价回复,Key words: sample, under separate cover, L/C 有关sample的短语 as per sample 按照样品 counter sample 反样,对等货样 equal to sample 和样品相同 full range of sample 全套样品 on the basis of sample 根据样品 outturn sample 装船样品 up to sample 达到样品、比得上样品 represen

49、tative sample 有代表性样品 sample book 样品册 sample of no value/ no charge/ free of charge /free sample免费样品,sample post 样品邮寄sample for reference 参考样品sample invoice 样品发票 1) n.样品 (在表示“的样品”时,常接介词of或接for) Quality must be up to sample. 质量必须完全与样品相同。 The sample is for reference only. 样品仅供参考。 2) v. 取样以作检验;检验样品的结果是

50、We are advised by the users that they have sampled the goods and found the quality answer the purpose very well. 用户告诉我们他们曾取样检验,认为质量完全合乎要求。,Letter 1: General enquiry and reply,回复 敬启者: 贵方3月21日询价函收悉。感谢贵方对我方的出口产品感兴趣。兹随函附寄数份带插图的目录和价目表，上面有贵方要求了解的情况。同时，我方又为贵方另函寄去产品样品，由此即可了解到我方产品的质量和工艺。我方相信，当贵方看到产品时，一定会同意我方

51、的产品对挑剔的顾客也是很有吸引力的。 按照订购货品的数量多少，我方可以给予适当的折扣。至于付款方式，我方通常要求用即期信用证支付。 再次感谢贵方对我方产品的兴趣。我方期盼着贵方的订单，同时请贵方相信，我方会对贵方订单作出及时而认真的考虑。 谨上,Letter 2: specific enquiry and reply,Key words: commission , place an order with sb for sth place an order with sb.for sth.向某人订购某物 If your price is workable, we shall place a tr

52、ial order with you for 50 cases Black Tea. 如贵方价格可行，我方可向贵方试订购红茶50箱。,Letter 2: specific enquiry and reply,Order: 1) n. 订单,定购,所订的货;汇票 We accept the order subject to payment in advance. 如果预付货款我们就可以接受订货。 表示所订的商品时,名词order一般后接for间或接of. We thank you for your order of 100 tons Bitter Apricot Kernels. 感谢你方向我方

53、订购100吨苦杏仁。 If the first shipment turns out satisfactory, we shall be able to placesubstantial orders with you. 假如第一批货令人满意,我方将能继续向你方大量订货。,有关order的常见短语 bank money order 银行汇票 accept an order 接受订单 article made to order 定制品 be on order 已定购(尚未发货) block order 整批预订 job order 分批订货 first/initial order 首批订货 re

54、peat order 再次订货,place an order 下达订单 confirm an order 接受订货 carry out/execute/fulfill/fill an order 执行订单 hold up /suspend an order 暂停执行订单 withdraw/cancel /cut/ rescind/revoke an order 取消定货 decline an order 谢绝订货 refuse/turn down an order 拒绝订购 pending order 未完成的订单 trial order 试订购,2) v. 订购,订(货) If you or

55、der immediately, we can probably arrange 5000 cases. 如你方立即订货,我方可能安排5000箱。 3）辨析:order与indent order是买方直接向卖出的购货订单;indent是中间商受买方委托代购货物而开出的清单,也称委托代购订单。 We have much pleasure in enclosing our Indent DNL 123 covering an order for 101 Flower Vase from our clients Messrs. Johns 大众化的质量sound quality 完好的质量 fair

56、 average quality(F.A.Q)中等品, 大路货,Confirmed, irrevocable Letter of Credit payable by draft at sight 不可撤消信用证是指信用证一旦开出，在其有效期内未经出口商及有关当事人的同意,开证行不得单方面撤消或修改信用证，它必须对出口商提交的符合信用证规定的单据付款. 可撤消信用证是指开证行可以不征得出口方的同意,也不提前通知出口商,有权随时修改或撤消信用证,只是要将修改或撤消的行为及时通知给有关当事人. 保兑信用证也被称为不可撤消的保兑信用证,它是指保兑行应开证行或收益人的要求,在开证行开出的不可撤消信用证上

57、加列保兑文句,从而使该信用证具有了开证行和保兑行双重付款承诺. 不保兑信用证就是一般的不可撤消信用证,只有开证行的付款承诺. 即期信用证是指开证行或付款行在收到符合信用证规定的单据后，要立即履行付款责任.,对数码相机询价,敬启者: 我公司有意大量购买各品牌数码相机,如蒙告知优惠的深圳到岸价,将不胜感激。如能惠寄样品和价格表，亦必感激不尽。 我公司素来向其他公司购买此类货品，因获悉贵公司能大量供货且价格具有吸引力，特转向贵公司购买，此外，我们也相信贵公司产品的质量。 盼早复。 诚挚问候。 谨上,对数码相机询价的回复,敬启者： 非常感谢贵方7月15日的询盘，很高兴贵方对我公司的数码产品感兴趣。 先随函寄上我方附插图的产品目录和价目表，上面有贵方想要了解的详细情况。至于付款方式，我方通常要求是保兑的、不可撤消的即期信用证。 我方已向中国销售过此类产品，并且在该国由北京进出口公司代理。敬请贵方直接与该公司联系。我方认为该公司会向贵方提供有关我方产品的详细情况，并且相信贵方定会发现我方的产品质量可靠，价格合理。 诚挚问候。 谨上,对纺织品的询价,敬启者： 我方有幸自荐，我方是中国纺织品的代理商，从事此类产品的经营已有5年之久。如贵方能向我方邮寄数份如下产品的目录及样品，将非常感激。 a. 毛