-
Business correspondence/letter
外贸英语函电
本课的具体内容
?
包
括外贸业务流程涉及到的信函：
?
询
盘及答
复、发盘及还盘、订单及其执行、包装、保险、装运、付款、申诉、索
赔与理赔；代理；
chapter 1 Introduction
?
S
ection 1 Principles of good
writing
?
商
业书信的目的（与艺术作品不同）：
?
D
elivering
information
（提供消息）
;
?
P
ers
uasion
（动摇对方心意）
;
?
E
xpressing good
will
（表达善意）
.
?
正
文的书写原则
7Cs
principles
：
7C
原则
?
7
Cs
principles
正文的书写原则：
7C
原则
?
(
1) Clarity
明晰，清楚
?
The writer must try to
express himself clearly.
?
To achieve
this, he should keep in mind the purpose of his
letter
?
a
nd use appropriate words in
correct sentence structures to convey his
meaning.
?
He should also avoid ambiguous
sentences.
Compare :
?
The L/C must reach us for
arranging shipment not later than 8 October.
?
The L/C must reach us not
later than 8 October for arranging shipment .
?
They bought a
bicycle in Beijing in a small shop which costs
$$25.00 .
?
They bought a
bicycle for $$25.00 in a small shop in Beijing.
?
To make his message clear,
the writer must present it in
well-
constructed sentences and paragraphs, and include
necessary transitional
words or
expressions to link them up.
(2)
Conciseness
简洁
?
C
onciseness means saying
things in the fewest possible words. A concise
business letter should say things
briefly but completely without losing clarity or
courtesy. To achieve conciseness try to
avoid wordiness or redundancy.
a.
Shorten wordy expressions
?
W
e have begun to export our
machines to countries abroad.
?
W
e
have begun to export our machines.
b.
Use words to replace phrases or clauses.
?
I
n
the event that you speak to Mr. Wood in regard to
production, ask him to give
consideration to the delivery schedule.
?
I
f
you speak to Mr. Wood about production,
?
a
sk
him to consider the delivery schedule.
c. Avoid padded expressions
?
I
t
should be noted that this is the best we can do.
?
P
lease be advised that we
have received your invoice.
A good rule
to remember when composng letters
?
（
3
）
Courtesy
谦虚有礼
?
Courtesy
is not
mere politeness. It stems from a sincere You-
attitude. The
courteous writer should
be sincere and tactful, thoughtful and
appreciative.
?
Compare:
?
Your letter is not clear at all. I
can?t understand it.
?
If I understand
your letter corr
ectly…
(
tactful)
?
Avoid irritating, offensive
or belittling statements;
?
For
best results, and also as a matter of courtesy,
answer letters promptly.
?
（
4
）
Consideration
周全，体谅
?
Prepare every message with the reader
in mind and try to put oneself in
his
place. Plan the best way to present the message
for the reader to receive.
Emphasize the You-attitude rather than
the we-attitude
?
Adapt the language and message to the
rec
eiver?s needs. It is also better
to focus on the positive rather than
the negative approach.
Compare the
following pairs of sentences:
?
I
write to send my congratulations.
?
C
ongratulations to you on
your promotion!
?
W
e won?
t be able
to send you the brochure this month.
?
W
e
will send you the brochure next month.
(5)
Concreteness
具体
?
Make the
message specific, definite and vivid.
?
Compare:
?
These brakes
can stop a car within a short distance.
?
These Goodson
power brakes can stop a 2-ton car within 24 feet.
?
A decision has
been made to set up an office in Osaka.
?
The board of
directors decided to set up an office in Osaka
(6) Correctness
正确
?
As
applied to a business message, correctness means
appropriate and
grammatically correct
language, factual information and accurate
reliable
figures.
?
Errors often occurred in business
writing:
?
a. with pronouns.
?
O
ur
competitors were more successful than ours (us).
?
b
. With adjectives.
?
T
he two first (first two)
items are not available.
?
C
. with article.
?
W
e
are interested in same. (the same)
?
D
.
with verbs
?
N
either of the offers are
(is)
acceptable.
?
E
.
with adverbs.
?
W
e had quite a (a quite)
successful meeting.
(7) Completeness
完整
?
A
business communication should include all the
necessary information. It is
essential
to check the message carefully before it is sent
out.
?
是
否完整可用
5
个
“W”
来检验，即
“Who, what, where ,when and
why”
Section 2 Parts of a
business letter
信件的各部分内容
?
I
t
is usually centered or at the right or left margin
. When
writing on blank
paper, type only the address at the
right or
left margin, e. g.
?
见下例：
?
a)
居右
123
Third Avenue
?
New
York, NY 10017
?
U. S. A.
?
June 4, 1999
?
Mr. L. Jones
?
4 Victoria Street
?
London SWI HOET
?
Britain
?
Dear Mr Jones
?
?
Enclosed is a letter from Mr. B.
Bergland which I have been
asked to
transmit to you.
?
Sincerely yours
(2) The
date.
日期
?
The date should be placed
below the letterhead to the right for indented
style and to the left for block style.
(3) Inside name and address.
封内名称和地址
?
The
name and address of the receiver is typed at the
left
hand margin at
least two lines below the date.
?
Courtesy titles are used in
correspondence. Write 'Mr.?for a man and
'Mrs.
?
?
Mr.
W. Bray
?
F
or
company name, either the full name of the company
or its official
abbreviation may be
used
：
?
I
nternational Business
Machines corporation
?
IBM Corporation
?
'
Messrs. ' is the
abbreviated form of the French word 'Messieurs'
used only for
partnerships whose
company names include a personal element,
e. g.
?
Messrs. MacDonald & Evans
?
I
n
most European countries, the right order is house
number, street number,
name of town,
postal code, and name of country, e. g.
?
The Asia Glass Co. Ltd.
?
23
Gate Street
?
Southampton S04 T60
?
United Kingdom
?
Dear Sirs,
——
to a
company
?
Gentlemen:
（美国人常用）
——
to a
company
?
Dear
Sir,
——to a man if you don?
t
know his name
?
Dear Madam,
——to a woman if
you don?t know her name
?
Dear Mr. Smith,
——
to a man
?
Dear Mrs.
Smith,
——
to a married woman
?
Dear Miss
Smith,
——
to a single woman
?
Dear Ms. Smith,
——
to a woman you are not
sure whether she is married or
not
?
Dear
John,
——
to a close friend
(5) The body
正文
This contains the actual message of the
letter. The letter should be
carefully
planned and paragraphed, with the first paragraph
referring to any