商务英语基础教案Word下载.docx

1、Q: Why the ability to write effectively is a valuable business asset? A great deal of business is transacted in writing. Effective business writers can promote good relations with customers, employees and the general public. Then they can help to increase their companys sales and profits. Proficienc

2、y in writing gives one a personal advantage in business; and contributes substantially to ones self-confidence.1.2 Functions of business writing To inform: you explain something or tell readers something To persuade or request: you want the reader to act. The word “request” suggests that the action

3、will be easy or routine; “persuade “suggests that you will have to motivate and convince the readers to act. To entertain To build goodwill: you create a good image of yourself and of your organization- the kind of image that makes people want to do business with you.Most messages have multiple purp

4、oses. When you answer a question, youre informing, but you also want to build goodwill by suggesting that youre competent and perceptive and that your answer is correct and complete. In a claims adjustment, whether your answer is yes or not, you want to suggest that the readers claim has been given

5、careful consideration and that the decision is fair, businesslike, and justified.DocumentDescription of documentPurpose（s） of documentQuotationLetter giving price for a specific product, fabrication（装配）, or serviceInform，build goodwill （price is reasonable）Claims adjustmentLetter granting or denying

6、 customer request to be given credit for defective goodsInform, build goodwillJob descriptionDescription of qualifications and duties of each job. Used for performance appraisals, setting salaries, and for hiringInform, persuade good candidates to apply; build goodwill （job duties match level, pay）1

7、0-K reportReport filed with the Securities and Exchange Commission （SEC） detailing financial information.informThank-you letterLetter to suppliers, customers, or other people who have helped individuals or the companyBuild goodwill1.3 Criteria for effective business writing （6 Cs）: A successful busi

8、ness message: （1） the receiver interprets the msg as the sender intended it. （2） it achieves the senders purposes. Six Cs principles: Courtesy: treating people with respect and friendly human concern. Correctness: correct grammar, punctuation and spelling; choosing the correct level of language and

9、using accurate information and data. Conciseness: to write in the fewest possible words without sacrificing completeness and courtesy. Clarity: short familiar words and simple short sentences are better.（your writings are totally understood） Concreteness: vivid, specific, definite Completeness: incl

10、ude all necessary information and dataBASIC FIVE CRITERIA:1. Its clear （Clarity）. The meaning the reader gets is the meaning the writer intended. The reader doesnt have to guess.2. Its complete （Completeness）. All of the readers questions are answered. The reader has enough information to evaluate t

11、he msg. and act on it.3. Its correct （Correctness）. All of the information in the msg. is accurate. The msg. is free from errors in punctuation, spelling, grammar, word order, and sentence structure.4. It saves the readers time.- （Conciseness） The style, organization, and visual impact of the msg. h

12、elp the reader to read, understand, and act on the information as quickly as possible.5. It builds goodwill. The msg. presents a positive image of the writer and his or her organization. It treats the reader as a person, not a number. It cements to make a relationship between people, countries, or o

13、rganizations firm and strongcement a relationship/alliancea good relationship between the writer and the reader.1.4 Adapting to modern changes in business writing （communicate effects） goodwill effects: It is desirable in letterformal something that is desirable is worth having or doingbecause: （1）

14、for business reasons （2）It is the effect most of us want in our relations. other effects: sometimes ensure the success of business letters.（1）the techniques of persuasion （2）techniques that emphasize your qualification （3） play down the unwelcome part Achieving the desired effects, we can do the fol

15、lowing: Conversational Style: warm and natural language Resisting Tendency to Be Formal: There is a misconception that big words and difficult words are preferred in business letters. They resulted in a cold and unnatural styledo not produce goodwill effect. Avoiding the Old Language of Business: co

16、ld tone, formal language of law and flowery language of nobility.E.g.: Your letter of the 7th inst （-dated or fml commerce-instant （of this month）;Please be advised to;Wherein you state as per （根据） your letter;Thanking you in advance. You-viewpoint （you-attitude你式写法）-building goodwill: focus interes

17、t on the readerfor persuasion and for influencing people favorablyemphasize “you” and “your”, de-emphasize “we” and “our”not just using second pronouns, but placing the reader in the center of thingsRead your msg. over as if you were in your readers shoes. How would you feel if you received it?avoid

18、 insincerity, obviously flattery, too chummy friendly亲切的, avoid slang, clichs, and “in” jokesshared by or appealing to a small group （小圈子内）分享的或感兴趣的: an in-joke 一则内部笑话.using it for good goals. Accent on Positive Language: best for letter goals, put the reader in the right frame of mind; create the go

19、odwill atmosphere. You emphasize the positive when you:（1） Put positive information first, give it more space, or set it off visually in an indented缩进的 list.（2） Eliminate negative words whenever possible.（3） Focus on what is possible, not what is impossible. Singling Out Your Reader: write for the r

20、eaders particular situation, and the reader gets individual treatment. “We look forward to the possibility of sending our executives to you in the years ahead.” Using the Readers Names: It makes the reader feel that his/her identity as individual is recognized.-once or twice, not too often. Avoiding

21、 Anger: jeopardize goodwillsarcasm, insult, exclamation; but when positive words have not brought desired results, negative words may be justified.1.5 Basic patterns of business writing: deductivelyusing the knowledge and information you have in order to understand or form an opinion about something

22、 or inductivelyusing known facts to produce general principles inductive argument是总结，归纳。先举出散例/特征，然后归纳总结。deductive argument是给一个总的定义/概念，然后再找实例/原因来support你的theme（中心思想）These can elicit the response or action: 1. directness in good-news and routine messages: Begin with the main idea（present good-news or

23、routine information）; Followed by supporting details; End with goodwill 2. indirectness in bad-news messages: a buffer reasons supporting the negative decision a clear, diplomatic statement of the negative decision a helpful, friendly, and positive close. 3. indirectness in persuasion Open with word

24、s that set up strategy needs and appeals, emotion, logic and credibility, and gain attention. Present the strategy （persuasion）using persuasive language and you-viewpoint End the letter by describing precisely what you would like to happen, restating how the audience will benefit by acting as you wi

25、sh and making action easy to take.1.6 Pair work- questions for comprehension1.7 Group discussion- sample analysis1.8 PracticeVI Assessment Exercises in the textbook补充专题：Main point is buriedGentlemen:What information?Please be advised that upon reviewing your credit file with us we find the informati

26、on herein outdated. In an effort to expedite the handling of your future orders with us, and to allow us to open an appropriate line of credit for your company, we ask that you send an updated list of vendor references. Any other additional financial information that you can supply would be to both

27、of our benefits.Prove it!May we hear from you soon? Clarity：SayDont sayBigSubstantialTo issueTo promulgateHome, houseDomicilePayRemunerationUseUtilizeAboutCircaForFor the purpose ofDuringDuring the year ofNeedHave need forOftenIn many casesBecauseDue to the fact thatSinceFor the reason thatEconomica

28、lWordyWill u please return the enclosed card and arrange a convenient time for an interview?At this time I am writing to you to enclose the postpaid appointment card for the purpose of arranging a convenient time when we might get together for a personal interview.I am writing about the Russell acco

29、unt to list potential issues before the clients visit.I am writing in order to list the potential issues in regard to the Russell account in advance of the clients visit.ConcreteGeneralThese breaks stop a 2-ton car, traveling 60 miles an hour, within 240 feet.These breaks stop a car within a short distance.This computer types 1,000 personalized 150-word campaign letters in one hour.This computer reproduces campaign letters fast. You-attitudePutting what you want to say in you-attitude is a crucial step both in thinking about the readers needs and in communicating your concern to the reader.