3.商务英语写作 第三章
合集下载
商务英语unit3课文译文及练习答案
第三章市场营销学习目标：1、了解市场营销的定义2、了解市场营销的组合策略3、掌握市场细分和市场定位的方法课文一市场营销概述大约十年以前，如果你问IBM的高层管理人员他们是做什么的，他们可能会回答：“我们销售电脑的硬件和软件。
”由于缺乏市场远见，以产品为中心的IBM 公司没有注重客户的需求。
因此，当客户需求改变的时候，IBM却没有进行相应的调整，公司的业绩也大幅度下滑。
到90年代初期，大企业的市场份额和蓝筹股价急剧下跌。
在这段经济低靡的时期，IBM进行了一场具有重大意义的改革：所有的高层管理人员在与重要客户面谈之后，将客户的问题和要求上报给公司。
其实，在计算机市场，客户不但要从公司购买电脑的硬件和软件，更重要的是他们需要购买到能解决大量信息技术问题的方案。
现在，如果你要IBM的管理人员给他们的业务下个定义，他们会告诉你：“我们为客户的任何问题提供解决方案。
”大公司营销策略的转变取得了巨大的成功。
那么，什么是市场营销呢？市场营销的定义美国市场营销协会将市场营销的定义为：计划和执行观念，商品和服务的构思，定价、促销和分销以便产生满足个人、组织和社会目标的交易的过程。
IBM的营销经理们如果想要取得好的销售成绩，他们必须要明白客户的需要就是他们的目标。
如果不遵循这一原则，他们生产出来的产品将一无是处，也无人问津。
“找到客户的需求并且尽力满足”就是市场营销的主旨，换句话说，就是要“找到一个市场，并为其服务。
”市场营销组合策略一旦确定了客户的需求，营销人员就应该尽力满足这些要求，有四点需要注意，第一，要求生产出合适的产品，这是物质基础。
要使产品能尽量接近客户的要求，企业就要通过改变现有产品类型、改进产品的特点和包装或用另一种方法来描述这个产品等方式生产出“量体裁衣”型的产品。
第二点是关于交付货物的整个体系：生产者必须及时将货物运至消费者可以购买到的地方。
第三点就是消费者可以通过广告被告知这个商品的用途，营销人员应该与客户沟通，并说服他们购买。
商务英语翻译 第3章 商务信函的翻译
you our warm welcome for your desire to establish business contacts with us. We are a state-operated enterprise, and wish to carry on trade with manufactures
. Yours faithfully
第一节 翻译例析
例（2）回函
敬启者： 我们收到贵方2006年3月17日来函，非常感谢，并对你们欲同我们建立业
务关系的愿望表示欢迎 。 我们是国营公司，希望在平等互利的基础上同各国的制造商和商人做生意，
以发展同各国人民的商务关系。 应你方要求，兹附寄我们的商品目录和一套小册子，以供参考。 若你们对小册子中的商品感兴趣，请报具体询价，以便我们报价。 敬上
We are specialized in the above business and recall that many years ago, considerable business was done with your country on such items. Now that the diplomatic relation between our two countries has been established, we are desirous of establishing direct business relations with your corporation, knowing that you are the buyer of silk piece goods.
第一节 翻译例析
例（1）发函
敬启者： 经我方驻贵国的大使馆商务参赞处的介绍，特致函你方。我们冒昧向你方
. Yours faithfully
第一节 翻译例析
例（2）回函
敬启者： 我们收到贵方2006年3月17日来函，非常感谢，并对你们欲同我们建立业
务关系的愿望表示欢迎 。 我们是国营公司，希望在平等互利的基础上同各国的制造商和商人做生意，
以发展同各国人民的商务关系。 应你方要求，兹附寄我们的商品目录和一套小册子，以供参考。 若你们对小册子中的商品感兴趣，请报具体询价，以便我们报价。 敬上
We are specialized in the above business and recall that many years ago, considerable business was done with your country on such items. Now that the diplomatic relation between our two countries has been established, we are desirous of establishing direct business relations with your corporation, knowing that you are the buyer of silk piece goods.
第一节 翻译例析
例（1）发函
敬启者： 经我方驻贵国的大使馆商务参赞处的介绍，特致函你方。我们冒昧向你方
商务英语写作3备忘录
Business Writing in English
Unit 3: Memo
Learning Objectives 1.Case Study 2. Group Discussion 3. Situational Tt 3 : Memo
Memo
1 Case Study
❖ If you do not have the time to wash your lunch container or coffee mug, leave it by your desk until you are ready to wash it. Even two or three dirty plates will encourage every person thereafter to leave their unwashed, food-stained dishes and silverware in the sink. Conversely, studies have shown that when a sink is empty, people are more likely to wash their dishes immediately.
Notes:
What’s the purpose of writing a memo?
What are the components of a memo?
What are the requirements on the language used in a memo?
Memo
2 Group Discussion
❖ 2. The body text is the message. The message usually starts with a direct expression of the purpose. Then it is the discussion of the details, which usually follows an inverted pyramid order, i.e. from the most important to the least important, or from the general to the specific.
Unit 3: Memo
Learning Objectives 1.Case Study 2. Group Discussion 3. Situational Tt 3 : Memo
Memo
1 Case Study
❖ If you do not have the time to wash your lunch container or coffee mug, leave it by your desk until you are ready to wash it. Even two or three dirty plates will encourage every person thereafter to leave their unwashed, food-stained dishes and silverware in the sink. Conversely, studies have shown that when a sink is empty, people are more likely to wash their dishes immediately.
Notes:
What’s the purpose of writing a memo?
What are the components of a memo?
What are the requirements on the language used in a memo?
Memo
2 Group Discussion
❖ 2. The body text is the message. The message usually starts with a direct expression of the purpose. Then it is the discussion of the details, which usually follows an inverted pyramid order, i.e. from the most important to the least important, or from the general to the specific.
商务英语笔译第三章商标翻译
5. –que 源自法语后缀,传达一种女性美，多用于女性化妆品 及日用品，为的是传达一种典雅柔美的气息。 Angelique—香水 Bootique—妇女时装 Footique—女鞋 Epique—女士香烟
Reference ■Goldlion 金利来 ■ Head & Shoulder 海飞丝 ■ Playboy 花花公子 ■ Bluebird 蓝鸟 ■ Microsoft 微软 ■ Motorola 摩托罗拉 ■ Rolex 劳力士 ■ Marlboro 万宝路男人们离不开女人的爱。（万宝 路香烟：Man Always Remember Love ，Because Of Romance Only.）(美国新泽西州的Marlboro城)
“Brand is a name, term, sign, symbol, design or some combination used to identify the products of one firm and to differentiate them from competitive offerings.”
Gucci (Guccio Gucci ) 古奇 Chanel (Gabrielle Chanel ) [ʃɑ:'nel]香奈儿
Du Pont ( E. I .Du Pont ) 杜邦 （润滑油）
3.1.2 源于虚构的专有名词 有些商标词来源于神话传说中的人名、影视作
品人名、贵族封号等。 大家所熟悉的美国运动系列商品Nike。音标为
What is a trademark? ■A trademark or trade mark is a distinctive sign or indicator used by an individual, business organization, or other legal entity法 人实体to identify that the products or services to consumers with which the trademark appears originate from a unique source, and to distinguish its products or services from those of other entities.
商务英语写作教程 Unit 3
The Board and I would like to offer our sincere congratulations. We are especially pleased to have filled the role internally after an extensive search including external candidates. This is a thoroughly deserved promotion and a testament to the hard work and professionalism you have demonstrated in your latest role.
3.1 Notices
2. 编排方面 编排要整洁清晰，使之一目了然。因此在编排上往往对通知的内容 进行按序号或分点罗列。试比较以下两句话： 无罗列： We will give you advice on loans, insurance and sales of your existing property. 有罗列： We will give you advice on: ➢ loans ➢ insurance ➢ sales of your existing property 另外，自然段或信息段之间要空行，并在整篇通知外加一个方框， 以提高整体性。
3.1 Notices
2.Shevon公司人力资源部发布通知，将于6月19日（本周五）下午3 点在305室召开全体员工大会，要求所有职员参加，如果无法出席， 必须向部门负责人请假。请根据所给信息写一份英文通知。
3.2 Memos
Lead-in
作为非正式的商务文件，备忘录（memorandum，简写为memo）是机构、 公司等组织内部联系工作、交流信息和处理业务时使用的一种简便交流方式， 其主要功能包括确认电话交谈或会面的内容、为主管与员工之间的交流提供 更便捷的渠道等。
3.1 Notices
2. 编排方面 编排要整洁清晰，使之一目了然。因此在编排上往往对通知的内容 进行按序号或分点罗列。试比较以下两句话： 无罗列： We will give you advice on loans, insurance and sales of your existing property. 有罗列： We will give you advice on: ➢ loans ➢ insurance ➢ sales of your existing property 另外，自然段或信息段之间要空行，并在整篇通知外加一个方框， 以提高整体性。
3.1 Notices
2.Shevon公司人力资源部发布通知，将于6月19日（本周五）下午3 点在305室召开全体员工大会，要求所有职员参加，如果无法出席， 必须向部门负责人请假。请根据所给信息写一份英文通知。
3.2 Memos
Lead-in
作为非正式的商务文件，备忘录（memorandum，简写为memo）是机构、 公司等组织内部联系工作、交流信息和处理业务时使用的一种简便交流方式， 其主要功能包括确认电话交谈或会面的内容、为主管与员工之间的交流提供 更便捷的渠道等。
商务英语写作 Unit 3
Key to Activity 13 on page 43
• If you have any questions about our product,call us at 01-5692001. • Yours sincerely, • Jack Smith
Homework: P38 Activity 9
Structure of Personnel Introduction Letter
Personnel Introduction Letter: Title Salutation Body: 1.The person concerned,his/her name and job title;the reason for the trip,the time of the trip,and the length of the stay. 2.Request for hospitality,and give thanks in advance. 3.Promise to reciprocate. Complimentary close Signature and job title
• Dear Customer, • We understand that you are interested in cars/automobiles.Our latest/recent effort promises to deliver cars that are environmentally friendly.They are called fuel cellcars.They generate/produce only water and do not harm the environment. • Please look through this packet of information to find out more about the products.
商务英语Chapter 3参考译文及答案
数量：5000只
2．货品：QWB-016锦缎电脑包
价格：宁波离岸价每只8.36美元
由于行情下跌，建议贵公司早日接受。
盼望早日得到答复。
马丁·克朗
Lette
尊敬的马丁先生：
兹收到贵公司3月7日要求让利五个点的邮件，非常感谢。
我们十分遗憾地通知您，由于上涨的人力成本，我们现无法给您这么大的折扣。坦白说，手工艺品市场目前仍然坚挺且有上升的可能性。因为在可预见的未来价格几乎不可能会下滑。
急盼复！
附言：可以有您的MSN号或/和skype号吗？
塞缪尔·陈
尊敬的陈先生：
我公司是加拿大主要的工艺品进口商之一。我在今年四月的第111届广交会上拿到了贵司的目录与您的名片。
现我们对贵公司的锦锻手袋，尤其是货号为QWB-012和QWB-016的产品十分感兴趣。希望您能基于每款五千的数量对上述两个货号报最好离岸价，以及最短的生产周期。
兹复，很遗憾，我处客户认为贵公司价格过高，且与本地现行市场水平不一致。贵公司可能了解，一些印度尼西亚商人正在削价销售。毋庸置疑，市场竞争激烈。
我们不否认贵公司锦缎手袋质量稍好，但差价决不至于高达5%。为促进贸易，谨代表客户还价如下：
1．货品：QWB-012泪珠状晚装锦缎手袋
价格：宁波离岸价每只4.56美元
Chapter 3
Learning Aims
学完本章，学生应能：
1．根据不同的潜在客户分清具体询盘与一般询盘；
2．熟悉询价单、报价单以及价目表；
3．提高还盘处理能力；
4．掌握商务谈判的信件的结构以及相关术语和表达方式；
5．熟悉一些工艺品的名称；
6．学会分析案例，并撰写商务谈判的信函。
Background Information
2．货品：QWB-016锦缎电脑包
价格：宁波离岸价每只8.36美元
由于行情下跌，建议贵公司早日接受。
盼望早日得到答复。
马丁·克朗
Lette
尊敬的马丁先生：
兹收到贵公司3月7日要求让利五个点的邮件，非常感谢。
我们十分遗憾地通知您，由于上涨的人力成本，我们现无法给您这么大的折扣。坦白说，手工艺品市场目前仍然坚挺且有上升的可能性。因为在可预见的未来价格几乎不可能会下滑。
急盼复！
附言：可以有您的MSN号或/和skype号吗？
塞缪尔·陈
尊敬的陈先生：
我公司是加拿大主要的工艺品进口商之一。我在今年四月的第111届广交会上拿到了贵司的目录与您的名片。
现我们对贵公司的锦锻手袋，尤其是货号为QWB-012和QWB-016的产品十分感兴趣。希望您能基于每款五千的数量对上述两个货号报最好离岸价，以及最短的生产周期。
兹复，很遗憾，我处客户认为贵公司价格过高，且与本地现行市场水平不一致。贵公司可能了解，一些印度尼西亚商人正在削价销售。毋庸置疑，市场竞争激烈。
我们不否认贵公司锦缎手袋质量稍好，但差价决不至于高达5%。为促进贸易，谨代表客户还价如下：
1．货品：QWB-012泪珠状晚装锦缎手袋
价格：宁波离岸价每只4.56美元
Chapter 3
Learning Aims
学完本章，学生应能：
1．根据不同的潜在客户分清具体询盘与一般询盘；
2．熟悉询价单、报价单以及价目表；
3．提高还盘处理能力；
4．掌握商务谈判的信件的结构以及相关术语和表达方式；
5．熟悉一些工艺品的名称；
6．学会分析案例，并撰写商务谈判的信函。
Background Information
商务英语写作课件3 Inquiries
The second part is usually an explanation that includes the reasons for the request or provides additional helpful background information:
1) My current lighting system is nearly ten years' old, and I think it is time to change. I would like to go for something quite inventive.
Thank you
Jerry Wales Sales Manager
Dear Sirs, Your ads in Good Business magazine have attracted our attention, and we
will appreciate your answers to the following questions: What is the price of each Quiktyper? How long does it take an average typist to learn to operate this machine? According to the estimation of your experts, how much money can a
3) Our company has developed a new skill for printing high-quality booklets. It produces excellent results. However, it requires a much heavier bond paper than we are presently able to obtain.
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
I. Introduction II. Sample Analysis III. Sample Contrast IV. Patterns and Sentences (additional)
3
Chapter
Sales-related Inquiries and Replies
I. Introduction
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
Chapter 3
Sales-related Inquiries and Replies
商务写作概述
3
Chapter
Sales-related Inquiries and Replies
Contents of this chapter
I. Introduction
Generally a detailed inquiry includes many parts: 1. the name and descriptions of commodity; 2. quality or specifications; 3. quantity; 4. terms of price (FOB, CFR, CIF, etc.); 5. terms of payment (by L/C, D/P, etc.); 6. time of shipment; 7. packing method; …
3
Chapter
Sales-related Inquiries and Replies
1. Sale-related inquiries
The general plan for sales-related inquiries: Begin directly with the objective, indicating a general inquiry about products or services. Include specific requests or questions about the products or services. If a number of questions or requests are involved, list them by numbers, or leave a space between them. End with goodwill words adapted to each particular situation.
3
Chapter
Sales-related Inquiries and Replies
II. Sample Analysis
Questions for comprehension:
1. Do the letters use direct order or indirect order? 2. How does the first paragraph in each letter begin? 3. Does each letter include necessary explanations about its purposes? 4. Does each letter end with goodwill words adapted to the particular case? 5. How do the authors fulfill their tasks? 6. Can you sum up the writing principles of sales–related inquiries and replies? 7. What is the purpose of each letter? 8. What are included in each letter? 9. List the outlines for each letter. 10. In what situation is an inquiry written?
2. Replies to sales-related inquiries
3
Chapter
Sales-related Inquiries and Replies
1. Sale-related inquiries
Letters seeking information fall into two broad categories: general inquiries and sales-related inquires. In this chapter, we only discuss sales-related inquires which are written in regard to products or services purchased/sold or being considered for purchase/sale. In order to obtain a satisfactory response, the writer of such inquiries should state his/her requests specifically and courteously.
3
ChapterБайду номын сангаас
Sales-related Inquiries and Replies
II. Sample Analysis
Letter A An inquiry about bathroom fittings
Dear Sirs: Would you kindly send us details of your bathroom fittings which you advertised in Business Week October 11? Please quote us all the items listed in the enclosed inquiry form, giving your prices CIF Shanghai. Will you please also indicate delivery time, your terms of payment and discount details for regular purchases and large orders? Our annual requirements for bathroom fittings are considerable, and we may be able to place substantial orders with you if your prices are competitive and your delivery is prompt. We are expecting your quotation. Yours faithfully, Tom Zhang
In international trade, inquiries are usually made by the buyers to get information about the goods to be ordered.
3
Chapter
Sales-related Inquiries and Replies
If possible, answer all requests and questions, preferably in the order posed.
3
Chapter
Sales-related Inquiries and Replies
2. Replies to sales-related inquiries
3
Chapter
Sales-related Inquiries and Replies
2. Replies to sales-related inquiries
The general plan for sales-related replies: Begin by courteously indicating that you are answering his/her inquiries about products or services, identifying the correspondence being answered (incidentally or in a subject line). Express interest in the inquiry.
3
Chapter
Sales-related Inquiries and Replies
I. Introduction
Inquiries and replies are among the most common types of business letters:
1. Sale-related inquiries
3
Chapter
Sales-related Inquiries and Replies
2. Replies to sales-related inquiries
Adherence on the principles: Answer Promptly. Reply Courteously. v Respond Completely. Provide Additional Information. Follow up the Answer.
3
Chapter
Sales-related Inquiries and Replies
II. Sample Analysis
Letter B A Reply to the inquiry about bathroom fittings
Dear Mr. Zhang: Thanks for your inquiry about our bathroom fittings, and as requested, we are sending you a copy of our illustrated catalog, together with our latest price list (under separate cover) for the items you listed in the inquiry form. Details of our conditions of sale and terms of payment are stated therein. Usually, goods will be ready three weeks after we have got the order. Our customers do get discounts for regular large orders. But the discount rate for each deal will depend on the quantity and terms of payment to be used. We will assure you that you will be provided with bathroom fittings excellent in quality and reasonable in price. We look forward to the pleasure of your trial order. Yours sincerely, Mary Wang
3
Chapter
Sales-related Inquiries and Replies
I. Introduction
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
Chapter 3
Sales-related Inquiries and Replies
商务写作概述
3
Chapter
Sales-related Inquiries and Replies
Contents of this chapter
I. Introduction
Generally a detailed inquiry includes many parts: 1. the name and descriptions of commodity; 2. quality or specifications; 3. quantity; 4. terms of price (FOB, CFR, CIF, etc.); 5. terms of payment (by L/C, D/P, etc.); 6. time of shipment; 7. packing method; …
3
Chapter
Sales-related Inquiries and Replies
1. Sale-related inquiries
The general plan for sales-related inquiries: Begin directly with the objective, indicating a general inquiry about products or services. Include specific requests or questions about the products or services. If a number of questions or requests are involved, list them by numbers, or leave a space between them. End with goodwill words adapted to each particular situation.
3
Chapter
Sales-related Inquiries and Replies
II. Sample Analysis
Questions for comprehension:
1. Do the letters use direct order or indirect order? 2. How does the first paragraph in each letter begin? 3. Does each letter include necessary explanations about its purposes? 4. Does each letter end with goodwill words adapted to the particular case? 5. How do the authors fulfill their tasks? 6. Can you sum up the writing principles of sales–related inquiries and replies? 7. What is the purpose of each letter? 8. What are included in each letter? 9. List the outlines for each letter. 10. In what situation is an inquiry written?
2. Replies to sales-related inquiries
3
Chapter
Sales-related Inquiries and Replies
1. Sale-related inquiries
Letters seeking information fall into two broad categories: general inquiries and sales-related inquires. In this chapter, we only discuss sales-related inquires which are written in regard to products or services purchased/sold or being considered for purchase/sale. In order to obtain a satisfactory response, the writer of such inquiries should state his/her requests specifically and courteously.
3
ChapterБайду номын сангаас
Sales-related Inquiries and Replies
II. Sample Analysis
Letter A An inquiry about bathroom fittings
Dear Sirs: Would you kindly send us details of your bathroom fittings which you advertised in Business Week October 11? Please quote us all the items listed in the enclosed inquiry form, giving your prices CIF Shanghai. Will you please also indicate delivery time, your terms of payment and discount details for regular purchases and large orders? Our annual requirements for bathroom fittings are considerable, and we may be able to place substantial orders with you if your prices are competitive and your delivery is prompt. We are expecting your quotation. Yours faithfully, Tom Zhang
In international trade, inquiries are usually made by the buyers to get information about the goods to be ordered.
3
Chapter
Sales-related Inquiries and Replies
If possible, answer all requests and questions, preferably in the order posed.
3
Chapter
Sales-related Inquiries and Replies
2. Replies to sales-related inquiries
3
Chapter
Sales-related Inquiries and Replies
2. Replies to sales-related inquiries
The general plan for sales-related replies: Begin by courteously indicating that you are answering his/her inquiries about products or services, identifying the correspondence being answered (incidentally or in a subject line). Express interest in the inquiry.
3
Chapter
Sales-related Inquiries and Replies
I. Introduction
Inquiries and replies are among the most common types of business letters:
1. Sale-related inquiries
3
Chapter
Sales-related Inquiries and Replies
2. Replies to sales-related inquiries
Adherence on the principles: Answer Promptly. Reply Courteously. v Respond Completely. Provide Additional Information. Follow up the Answer.
3
Chapter
Sales-related Inquiries and Replies
II. Sample Analysis
Letter B A Reply to the inquiry about bathroom fittings
Dear Mr. Zhang: Thanks for your inquiry about our bathroom fittings, and as requested, we are sending you a copy of our illustrated catalog, together with our latest price list (under separate cover) for the items you listed in the inquiry form. Details of our conditions of sale and terms of payment are stated therein. Usually, goods will be ready three weeks after we have got the order. Our customers do get discounts for regular large orders. But the discount rate for each deal will depend on the quantity and terms of payment to be used. We will assure you that you will be provided with bathroom fittings excellent in quality and reasonable in price. We look forward to the pleasure of your trial order. Yours sincerely, Mary Wang