商务英语写作Unit 1 An Overview of Business Letter Writing

Unit1AnOverviewofBusinessLetterWriting商务英语写作Functions&EssentialQualitiesofBusinessWritingObjectives:Togiveabriefintroductiontofunctions&essentialqualitiesofbusinesswritingToenableSstobecomeawareoffunctions&essentialqualitiesofbusinesswritingTodoexercisesbyusingfunctions&essentialqualitiesofbusinesswritingEffectiveBusinessWritingCriteriaCompletenessConcretenessClarityConcisenessCorrectnessCourtesy6CsCourtesyvs.DiscourtesyUsepolitewordsBeequalUsetrustfulwordsAvoidindignationNeverbehavelikeabossPositiveInformalorrudeBesuperiorUseimplicitwordsAccusereadersUsedemandingtonesNegativeComparethefollowing:ThisletteristoinformyouofanimportantchangeinourpolicyconcerninginsuranceWe’vereceivedyourletterclaimingthattentea-setsweredamagedduringshipment.Sinceyouareourregularcustomer,wearewritingtoletyouknowaboutourimportantpolicychangeininsurance.We’venoticedinyourletterthatadamageto10tea-setsinshipmentwasfound.Comparethefollowing:Youobviouslymadeamistakebysendingmethewronggoods.WearepleasedtograntyoupermissionWhatyoumakeisthemostsuitableonetoourrequirement.Thankyouforyourpromptdelivery.However,thegoodsreacheduswerenottheonesweordered.Wearepleasedtoofferyouafavor…Wefindboththepriceandqualityofyourproductssatisfactory.PositivesvsNegativesConfident:WearesureyouwillbesatisfiedDirect:PleasesubmityourapplicationCooperate:WeagreewithonpartbutEncouraging:Alargesizeoforderwillhelpreducethecostofproduction.Disappointed:Wehopeyouwon’tbedissatisfiedIndirect:PleasedonotbelateinsubmittingDecisive:WecannotcomplywithCritical:Becauseofthesizeofyourorderistoosmall,ourprofitabilityislow.We/IattitudeYouattitudeAlargesaleofourproductswillmakeourcompanymoreprofitable.Weareinneedoffundandyoumustpay…Wecannotofferyouanyrefund…Obviouslyyouforgettellingusthecolor…AgoodsaleoftheproductswillbenefityouTomaintainyourexcellentcredit,pleaseremit…Youcouldobtainarefundif…Pleaseindicateyourchoiceofcolor…CorrectnessCorrectgrammar,punctuationandspellingarebasicrequirementsforbusinesswriting,Inaddition,correctnessmeanschoosingthecorrectleveloflanguage,andusingaccurateinformationanddata.ConventionalvsBusinessJargonImproveAwareReadPaySenditbackTryWe/thecompanyFinallyThenReceiveThismonthAmeliorateCognizantPeruseRemunerateReturnsametoofficeEndeavorThesubjectcompanyInthefinalanalysisInthattimeframeInreceiptofinstantComplicated/generalvsSimple/concreteInterrogateSubsequenttoWithregardtoInstituteBekindenoughUnderdateofSoonAlargevolumeContactyouAskAfterAboutStartPleaseOnMay15Anorderupto$354Call/write/fax/visitThefollowingparagraphcontainstoomanywordsforthemessage:Thefirstmainpreventionmethodthatcanhelpourcompanyeliminateemployeetheftistoperformpre-employmentscreeningofallapplicantsforpositionswithourcompany.Thiscanbeamajoraidtoourcompany.WhichscreeningtechniqueusedinthehiringprocessisaveryimportantdecisionbecauseitwilleitherdecreasetheamountoftheftorevenIncreaseitifwearenotcarefulinhiring.Weneedtohireapplicantsforpositionswhohavetheproperworkskillsrequiredforthepositionsandforbeingsuccessfulinthejobs,andapplicantswhohavejob-relatedvaluesinareassuchasintegrity,service,andsafetytoensurethatthereislesschancethattheywillengageinemployeetheft.Toensurethis,weneedtousepre-employmentscreeningtechniquesthatidentifyjobcandidateswhopossessthequalitiesofintegrity,service,andsafety,asdemonstratedintheirpastjobperformance.Thesamemessageisconveyedinthissingle,shortsentence:Thefirstmethodofeliminatingemployeetheftinourcompanyistoscreenapplicantssowehirecandidateswhohavetherequiredworkskills,aswellasintegrity,serviceorientation,andconcernforsafety.ClarityClaritytellsthereaderexactlywhatheorshewantsandneedstoknow,usingwordsandaformatthatmakeyourwritingstotallyunderstoodwithjustonereading.Short,familiarwordsandsimple,shortsentencesratherthanlong,difficultwordsandcomplex,longsentencesarebetterforthispurpose.Comparethefollowings:Theyhaveadecidedadvantageinregardtofreight.TheyinformedMessrs.SmithandRichardsonthattheywouldreceiveananswerinafewdays.TheyhaveadecidedadvantageinregardtofreightchargesMessrs.SmithandRichardsonhavebeeninformedthattheywouldreceiveananswerinafewdays.ConcretenessYourwritingshouldbevivid,specificanddefiniteratherthanvague,generalandabstract,especiallywhenyouarerequiringaresponse,solvingproblems,makinganofferoracceptance,etc.ExamplesOurapplesareexcellent.Ourapplesarejuicy,crispyandtender.(Concrete)SmithtonCompanyisourbigbuyer.SmithtonCompanydidmorethanonemillionUSDworthofbusinesswithusin2004.(Concrete)CompletenessAllnecessaryinformationanddatainthemessageshouldbeincludedbecausetheyhelpgetreceivers’responsesandachievedesiredobjectives.Anincompletemessagemayresultinincreasedcommunicationcosts,lossofgoodwill,sales,andvaluedcustomers,costofreturninggoods,andwastedtimetryingtomakesenseoutoftheincompletemessage.Thinkaboutit!Supposeyouarewritingalettertoyoursuppliertellinghimthathisgoodswerenotdeliveredontime.Whatkindofinformationshouldyouincludeinyourletter?NecessaryinformationRemindinghimofhispromiseoftimelydelivery.WhatlosseshasthiscausedyouAskingforcompensationifthereisanyagreementonthat.Expectingnosuchthingwillhappenagain.RevisethefollowingItisimperativethatyoureplyatonceOurproductsarenotdefectiveWritetousandtellushowmuchyouenjoythegoodsItwouldincreaseourcostifyourefusetomodifytheplanThegoodswhichwereorderedbyyoulastmontharegoingtobeshippedsometimenextweek.Theywillhavemanyfinefeatureswhichyouaresuretoenjoy.Ifyoufindanythingunsatisfactory,donothesitatetoinformus.StructuralPartsandStylesofBusinessLettersObjectives:TogiveabriefintroductiontostructuralpartsandstylesofbusinesslettersToenableSstobecomeawareofstructuralpartsandstylesofbusinesslettersTodoexercisestofamiliarizethestructuralpartsandstylesofbusinessletters1.StructuralPartsofBusinessLettersAbusinessletterhaseightstructuralparts:(a)theheading(letter-head),(b)thedate,(c)theinsideaddress,(d)thesalutation,(e)thebodyoftheletter,(f)thecomplimentaryclose,(g)thesignature(handwrittenandthentyped),and(h)anyaddednotations.1.1.Heading(信头)Sample:GoldenTradingCompanyLtd.34NorthernAvenue,NewYork,U.S.A.Tel:1234567Telex:2345667GBCFax:44556661.2.DateTherearedifferentwaysofwritingthedate.Thefollowingtwoarerecommended.September15,199415September1994(NotetheOmissionofthecomma)1.2.DateSample:SKYVIEWENTERPRISES7111TerrazoPlaceSarasota,Fl33031(813)598–1026January20,19951.3.TheInsideAddress(封内地址)Examplesoftheinsideaddress:(1)ToanindividualinacompanyMr.GeorgeF.MooreAdvertisingManagerPrice&Patterson234SeventhAvenueNewYork5,NewYorkU.S.A.1.3.TheInsideAddress(封内地址)Examplesoftheinsideaddress:(2)ToananonymousofficialinthecompanySalesManagerOfficeSystemsPtyLtd124OakStreetChatswoodNSW2067Australia1.3.TheInsideAddress(封内地址)Examplesoftheinsideaddress:(3)ToacompanyMessrs,Kato&Co.,Ltd2Nichome,GinzaNishiChuo--ku,Tokyo1.4.TheSalutationHerearesomewaystowritethesalutation.DearSirs/Gentlemen——toacompanyDearSir——toamanifyoudonotknowhisnameDearMadam——toawomanifyoudonotknowherDearMrSmith——toamanDearMrsSmith——toamarriedwomanDearMissSmith——toanunmarriedwomanDearMsSmith——toamarriedorunmarriedwomanDearJohn——toafriendorsomeoneyouknowwell1.5.TheBodyThebodyoftheletteristhemessagethatthewriterhastoconveytotherecipient.1.6.TheClosingCordially,Bestregards,(Britishusage)DearMr./Mrs.Grimshaw,DearJohn,Personal(Implyingpersonalrelation.)Sincerelyyours,(Americanusage)DearMr./Mrs.Satterby,LessFormalYourstruly,Yoursfaithfully,(Britishusage)DearSir/Madam,Gentlemen/Sirs,FormalRespectfully/Respectfullyyours,MydearSir/Madam,VeryFormalComplimentaryClosesSalutationStyleNoticethefollowingchart,whichgivestheappropriatecomplimentaryclosetousewithvarioussalutations.1.7.SignatureThesignatureisthesignednameormarkofthepersonwhowritestheletterorthefirmwhichheorsherepresents.Itiswrittenininkimmediatelybelowthecomplimentaryclose.Tosignwitharubberstampisaformofdiscourtesy.1.8.Notations(记号,注释)1.8.1.ReferenceNumbers(文号)Sample:INTERCITYBANKPlc58JalanThamrin·Jakarta·IndonesiaTelephone375018Telex6756Mr.SBasukiYourref:JakartaFurnishingsOurref:PL/fh/2467JalanArjunaJakarta12January1987DearMrBasukiOfficefurnitureWeareexpandingourofficesinJakartaandwewillneedextradesks,lights,chairsandfilingcabinets.Pleasesendusyourcataloguewithyourprices,sizesandcolorsfortheseitems.Yourssincerely(Signature)PP.MrPeterLongManager1.8.2.TheAttentionLine1.8.3.TheSubjectLine1.8.4.IdentificationInitials1.8.5.Enclosure1.8.6.CarbonCopy1.8.7.“PerPro”Signature1.8.8.Postscript(附言)Sample:P.S.···toseeyouattheAnnualSalesMeetingattheHillsidePlazaonJanuary10.P.S.Iunderstandthespecialentertainmentisgreat.2.FormatsorStylesofBusinessLetters2.1.FullBlockStyle(完全平头式)2.2.BlockStyle(平头式)2.3.ModifiedBlockStyle(改良平头式)2.4.Semi-indentedStyleorSemi-blockStylewithIndentedParagraphs(混合式)Exercise1.PleaseCorrectthemanymistakesinthefollowingletterandseparatethemessageintotwoparagraphs.ExerciseELECTRICALAPPLIANCESCO.P.O.Box3259XXXX,XXX22thJanuary199...TheManagerMessrs.Clarke&.SmithCo.Ltd.68HighStreetLondonEC4EnglandDearSirWethankyourletterof17thJanuary,askingusdetailsandpricesofourelectricheaters.Wearepleasureinenclosingourlatestpricelistandcatalogue,togetherwithModelX-4'sdetails.Pleasedonotreluctanttowritewhenyourequirefurtherinformation,whichshallalwayshaveourbestattention.Yoursfaithfully,ElectricalAppliancesCo.Ltd.ManagerAnswer