商务英语函电教案

Chapter One The Layout of a Business LetterParts of a Business LetterWhichever style of the above is used, an ordinary business consists of seven parts:1.the letter-head2.the reference and date3.the inside name and address4.the salutation5.the message, or the body of the letter6.the complimentary close7.the writer’s signature and designationSome letters may contain the miscellaneous matters as shown below:8.the attention line9.the subject line10.the reference notation11.t he enclosure12.t he carbon copy notation13.t he postscriptThe following letter is designed to illustrate the position of each part mentioned above.1.The letter-head(信头)Letter-heads include the essential particulars about the writer---his name and postal address, fax number and e-mail address. Good quality paper and a neat, well-balanced letter-head combine to enhance the prestige of the firm that uses them.2.The reference and Date(案号和日期)Most letter-heads provide for reference letters and numbers. When one firm writes to another each will give a reference, and they are marked `Our ref:` and `Your ref:` to avoid confusion .Always type the date in full, in the logical order of day, month, years, e.g.12th O ctober, 19….. or 12 October,19……For the date, either cardinal numbers(1.2.3.4.etc.) or ordinal numbers (1st,2nd, 3rd,4th,etc.) can be used, thus:1st March, 20….or 1 March,20….3rd April,20…..or 3 April,20…..29th October,20…..or 29 October,20….The date can also be written after the month, for example:March 1st, 20….October 29, 20….In this way, a comma must be used between the day and the year.To give the date in figures(e.g. 12/10/20….) is in bad taste, and it may easily cause confusion because in Britain this date would mean 12th October, 20…, but in the United States and some other countries it would mean 10th December, 20…..3.The Inside Name and AddressThe preferred position for the correspondent’s name and address is the upper left-hand side of the sheet, three or more line-spacings below the line of the date, depending on the length of the letter.Mr.., Mrs..,Miss..,Ms.., and Messrs, are the ordinary courtesy titles used for addressing correspondents.It is the usual practice to type the inside name and address in blocked paragraph form at the left-=hand margin of the letter. This helps to give the tidy appearance.4.The Salutation(称呼)The salutation is the complimentary greeting with which the writer opens his letter. The particular form used depends upon the writer’s relationship wit his correspondent. To some extent it settles the form of the complimentary close; the two must always be in keeping with each other.For ordinary business purposes Dear Sir (or Dear Madam for both single and married women) is used for addressing one person, and Dear Sirs or Gentlemen (or Mesdames) for addressing two or more, as where a letter is addressed to a firm.The salutation always appears on a line by itself, conventionally three line-spacings below the inside name and address, and followed by a comma for Dear Sirs and a colon for Gentlemen.5.The Body of the letter(信文)This is the part that really matters. Before you begin to write, you must first of all consider the following two points:(a)What is your aim in writing this letter?(b)What is the best way to go about it?Since the main purpose of the letter is to convey a message, the letter should be written in language that is easily understood. The following serves as a reminder;(a)Write simply, clearly, courteously, grammatically, and to thepoint;(b)Paragraph correctly, confining each paragraph to one topic;(c)Avoid stereotyped phrases and commercial jargon.6.The Complimentary Close(结尾敬语)The complimentary close, like the salutation, is purely a matter of convention and a polite way of ending a letter. The expression used must be appropriate to the occasion and be in keeping with the salutation.The following are the usual matches used in modern business letters:Salutation Close OccasionDear Sir(s), Yours faithfully, standard and formal closureDear Madam, Yours faithfully, for business lettersGentlemen: Your truly, used by AmericansDear Mr. Smith: Yours sincerely, used less formally andbetween persons knownto each otherinverted forms like“Faithfully yours”, “Truly yours”or “Sincerely yours”are also used for less formal business letters but are considered somewhat forced and artificial.The complimentary close must never be separated from the substance of a letter by being carried to a separate sheet. Line spacing or word spacing should be re-arranged on the computer to keep it on the same sheet with the body of the letter or carry some portion of the letter to the next sheet. When using continuation sheets, always type a headingto show:(1) the number of the sheet (in the upper center of the page);(2) the name of your correspondent (on the left-hand side);(3) the date of the letter (on the right-hand side);e.g.-2-L.A. Brizier & Co. Ltd. 1st March 2001 7.The Signature(签署)The signature is the signed name or mark of the person writing the letter or that of the firm he or she represents. It is written in ink immediately below the complimentary close. Because a signature is the distinguishing mark if the one who uses it, the same style must always be adopted.The signature as written and the signature as typed must correspond exactly.Always sign your letter by hand. Never use a rubber stamp. 8.The Attention Line(注意事项)The phrase ’For the attention of …’ or simply ’Attention’ is used where the writer of a letter addressed to an organization wishes to direct it to a particular official. It is typed two line-spacings above the salutation, underlined and, except with the fully-blocked letter-style, centred over the body of the letter, e.g.For the attention of Mr. SmithorAttention: Mr. Smith9.The Subject Line(事由)(a)Main heading(主标题)Often useful as a time-saver is the practice of including at the head of a letter a short title announcing the subject-matter, especially where correspondence is considerable.The heading belongs to the letter and so is typed two line-spacings below the salutation, underlined and, except with the fully-blocked letter-style, centred over the body of the letter.(b)Paragraph headings(分标题)A paragraph heading usually begins the paragraph and is often followed by a full-stop, which might be useful to make future reference easier or to minimize the risk of points being overlooked. However, it’s better to confine each letter to one subject if possible.10.T he Reference Notation(经办人代号)This notation is typed two spaces below the typed signature, and shows only the initials of the typist. If the dictator’s name is not typed in the signature area, the reference notation shows the initials of both the dictator and the typist. The following examples are acceptable forms of reference notations:RGB rgb FMA/RGB FMA/rgb FMA: rgbEnvelope AddressingThe three important requirements of envelope addressing are accuracy, clearness, and good appearance.The following layout shows where to write both the sender’s and the receiver’s names and addressees.StampSender’s name andaddressReceiver’s name andaddressby AirmailChapter Two Establishing and Promoting Business RelationsLesson 1 Self-introductionExplain the letter as following notes:1.owe v. 把……归功于We owe your name and address to……承蒙….告知你方名称和地址2. Commercial Counsell or’s Office商务参赞处3. inform v. 通知We shall inform you of the date of shipment.We wish to inform you that business has been done at USD110 per ton. Please be informed that we have already sent the samples requested. 4. in the market for 想要购买We are in the market for Groundnuts.5. avail oneself of ….利用We avail ourselves of this opportunity to express our thanks to you for your close cooperation.6. approach v. 与……接洽We have been approached by several buyers for the supply of walnuts.7. state-operated 国营公司8. handle v. 经营This shop handles paper and stationery.9. export n. 出口；出口货We handle the export of metals.Wheat is one of the chief exports of Canada.export v. 出口We export a large quantity of bicycles now.Exporter n. 出口商They are exporters of electric goods.Exportation n. 出口We are engaged in the exportation (or: export) of chemicals.10.import n. 进口，进口货We are interested in the import and export of foodstuffs.Their imports are both diversified and substantial.import v. 进口We used to import Silicon Sheets before; now we export them.importer n. 进口商For these traditional products, no commission is allowed to importers. importation n. 进口They are regularly interested in the importation (or: import) of Oilseeds.11. acquaint v. 使熟悉，使了解，使认识You will have to acquaint us with the details.We are well acquainted with thee market conditions in Southeast Asia.12.line n. 行业；（一类）货色We have been for many years in the chemical line.This is a good line of hardware.13. enclose v. 封入We enclose a copy of our pricelist.Please refer to the pricelist enclosed with(or: in) our letter of August5.Enclosed are two copies of our pricelist.Enclosed please find a copy of our pricelist.(或Please find enclosed a copy of our pricelist.)We believe you will find the enclosed interesting.Enclosure n. 附件（信内有附件时，常用缩写Encl.或Enc.注明于信末左下角）We thank you for your letter of April 15 with enclosures.14 covering (动词cover的现在分词) 包括…的,涉及…的,有关…的Please let us have your pricelist covering your Flying Fish Brand typewriters.15. be of interest 有兴趣，使感兴趣This article is of special interest to us.16. upon (or: on) receipt of 收到…后（即…）On (or: upon) receipt of your instructions we will send the goods. 17. requirement n. 需要；需要之物We have noted your requirement of samples and catalogues.We can meet your requirements for (or: of) Walnutmeat.18. trade n. 贸易；行业They have been in the wool trade for quite a number of years.trade v. 从事贸易，做生意，经营They trade in cotton piece goods with many countries.19. adhere v.忠于，坚持We always adhere to our commitments.20. look forward to ph. V. 期待We are looking forward to your samples.We look forward to receiving your early reply.Chapter Three Enquiries and OffersLesson 5 An Enquiry for Iron NailsExplain the letter as following notes:1.be obliged 感激We shall be obliged if you will send us an offer.2.quotation n. 行市；报价These quotations are said to be nominal.Please make/send/give us your lowest quotation for Iron Nails.Your quotation of Iron Nails is too high to be workable.3. and/or 和/或A and/orB = A and B, or A or B,也就是指两者都有或有其中之一均可。