商务英语基础教案Word下载.docx

商务英语基础教案Word下载.docx

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Q:

Whytheabilitytowriteeffectivelyisavaluablebusinessasset?

♦Agreatdealofbusinessistransactedinwriting.

♦Effectivebusinesswriterscanpromotegoodrelationswithcustomers,employeesandthegeneralpublic.Thentheycanhelptoincreasetheircompany’ssalesandprofits.

♦Proficiencyinwritinggivesoneapersonaladvantageinbusiness;

andcontributessubstantiallytoone’sself-confidence.

1.2Functionsofbusinesswriting

★Toinform:

youexplainsomethingortellreaderssomething

★Topersuadeorrequest:

youwantthereadertoact.Theword“request”suggeststhattheactionwillbeeasyorroutine;

“persuade“suggeststhatyouwillhavetomotivateandconvincethereaderstoact.

★Toentertain

★Tobuildgoodwill:

youcreateagoodimageofyourselfandofyourorganization-thekindofimagethatmakespeoplewanttodobusinesswithyou.

Mostmessageshavemultiplepurposes.Whenyouansweraquestion,you’reinforming,butyoualsowanttobuildgoodwillbysuggestingthatyou’recompetentandperceptiveandthatyouransweriscorrectandcomplete.Inaclaimsadjustment,whetheryouranswerisyesornot,youwanttosuggestthatthereader’sclaimhasbeengivencarefulconsiderationandthatthedecisionisfair,businesslike,andjustified.

Document

Descriptionofdocument

Purpose（s）ofdocument

Quotation

Lettergivingpriceforaspecificproduct,fabrication（装配）,orservice

Inform，buildgoodwill（priceisreasonable）

Claimsadjustment

Lettergrantingordenyingcustomerrequesttobegivencreditfordefectivegoods

Inform,buildgoodwill

Jobdescription

Descriptionofqualificationsanddutiesofeachjob.Usedforperformanceappraisals,settingsalaries,andforhiring

Inform,persuadegoodcandidatestoapply;

buildgoodwill（jobdutiesmatchlevel,pay）

10-Kreport

ReportfiledwiththeSecuritiesandExchangeCommission（SEC）detailingfinancialinformation.

inform

Thank-youletter

Lettertosuppliers,customers,orotherpeoplewhohavehelpedindividualsorthecompany

Buildgoodwill

1.3Criteriaforeffectivebusinesswriting（6C’s）:

♦Asuccessfulbusinessmessage:

（1）thereceiverinterpretsthemsgasthesenderintendedit.

（2）itachievesthesender’spurposes.

♦SixC’sprinciples:

Ø

Courtesy:

treatingpeoplewithrespectandfriendlyhumanconcern.

Correctness:

correctgrammar,punctuationandspelling;

choosingthecorrectleveloflanguageandusingaccurateinformationanddata.

Conciseness:

towriteinthefewestpossiblewordswithoutsacrificingcompletenessandcourtesy.

Clarity:

shortfamiliarwordsandsimpleshortsentencesarebetter.（yourwritingsaretotallyunderstood）

Concreteness:

vivid,specific,definite

Completeness:

includeallnecessaryinformationanddata

BASICFIVECRITERIA:

1.It’sclear（Clarity）.Themeaningthereadergetsisthemeaningthewriterintended.Thereaderdoesn’thavetoguess.

2.It’scomplete（Completeness）.Allofthereader’squestionsareanswered.Thereaderhasenoughinformationtoevaluatethemsg.andactonit.

3.It’scorrect（Correctness）.Alloftheinformationinthemsg.isaccurate.Themsg.isfreefromerrorsinpunctuation,spelling,grammar,wordorder,andsentencestructure.

4.Itsavesthereader’stime.----（Conciseness）Thestyle,organization,andvisualimpactofthemsg.helpthereadertoread,understand,andactontheinformationasquicklyaspossible.

5.Itbuildsgoodwill.Themsg.presentsapositiveimageofthewriterandhisorherorganization.Ittreatsthereaderasaperson,notanumber.Itcements[tomakearelationshipbetweenpeople,countries,ororganizationsfirmandstrong

cementarelationship/alliance]agoodrelationshipbetweenthewriterandthereader.

1.4Adaptingtomodernchangesinbusinesswriting（communicateeffects）

✧goodwilleffects:

Itisdesirableinletter[formalsomethingthatisdesirableisworthhavingordoing]because:

（1）forbusinessreasons

（2）Itistheeffectmostofuswantinourrelations.

✧othereffects:

sometimesensurethesuccessofbusinessletters.

（1）thetechniquesofpersuasion

（2）techniquesthatemphasizeyourqualification（3）playdowntheunwelcomepart

✧Achievingthedesiredeffects,wecandothefollowing:

✓ConversationalStyle:

warmandnaturallanguage

✓ResistingTendencytoBeFormal:

Thereisamisconceptionthatbigwordsanddifficultwordsarepreferredinbusinessletters.Theyresultedinacoldandunnaturalstyle—donotproducegoodwilleffect.

✓AvoidingtheOldLanguageofBusiness:

coldtone,formallanguageoflawandflowerylanguageofnobility.

E.g.:

Yourletterofthe7thinst（-datedorfmlcommerce-instant（ofthismonth））;

Pleasebeadvisedto…;

Whereinyoustateasper（根据）yourletter;

Thankingyouinadvance.

✓You-viewpoint（you-attitude你式写法）---buildinggoodwill:

focusinterestonthereader—forpersuasionandforinfluencingpeoplefavorably—emphasize“you”and“your”,de-emphasize“we”and“our”—notjustusingsecondpronouns,butplacingthereaderinthecenterofthings—Readyourmsg.overasifyouwereinyourreadersshoes.Howwouldyoufeelifyoureceivedit?

—avoidinsincerity,obviouslyflattery,toochummy[friendly亲切的],avoidslang,cliché

s,and“in”jokes[sharedbyorappealingtoasmallgroup（小圈子内）分享的或感兴趣的:

anin-joke一则内部笑话.].—usingitforgoodgoals.

✓AccentonPositiveLanguage:

bestforlettergoals,putthereaderintherightframeofmind;

createthegoodwillatmosphere.

●Youemphasizethepositivewhenyou:

（1）Putpositiveinformationfirst,giveitmorespace,orsetitoffvisuallyinanindented[缩进的]list.

（2）Eliminatenegativewordswheneverpossible.

（3）Focusonwhatispossible,notwhatisimpossible.

✓SinglingOutYourReader:

writeforthereader’sparticularsituation,andthereadergetsindividualtreatment.“Welookforwardtothepossibilityofsendingourexecutivestoyouintheyearsahead.”

✓UsingtheReader’sNames:

Itmakesthereaderfeelthathis/heridentityasindividualisrecognized.---onceortwice,nottoooften.

✓AvoidingAnger:

jeopardizegoodwill—sarcasm,insult,exclamation;

butwhenpositivewordshavenotbroughtdesiredresults,negativewordsmaybejustified.

1.5Basicpatternsofbusinesswriting:

deductively[usingtheknowledgeandinformationyouhaveinordertounderstandorformanopinionaboutsomething]

orinductively[usingknownfactstoproducegeneralprinciples]inductiveargument是总结，归纳。

先举出散例/特征，然后归纳总结。

deductiveargument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）

Thesecanelicittheresponseoraction:

✧1.directnessingood-newsandroutinemessages:

✐Beginwiththemainidea（presentgood-newsorroutineinformation）;

✐Followedbysupportingdetails;

✐Endwithgoodwill

✧2.indirectnessinbad-newsmessages:

✐abuffer

✐reasonssupportingthenegativedecision

✐aclear,diplomaticstatementofthenegativedecision

✐ahelpful,friendly,andpositiveclose.

✧3.indirectnessinpersuasion

✐Openwithwordsthatsetupstrategy–needsandappeals,emotion,logicandcredibility,andgainattention.

✐Presentthestrategy（persuasion）—usingpersuasivelanguageandyou-viewpoint

✐Endtheletterbydescribingpreciselywhatyouwouldliketohappen,restatinghowtheaudiencewillbenefitbyactingasyouwishandmakingactioneasytotake.

1.6Pairwork-questionsforcomprehension

1.7Groupdiscussion-sampleanalysis

1.8Practice

VIAssessment

Exercisesinthetextbook

补充专题：

Mainpointisburied

Gentlemen:

Whatinformation?

Pleasebeadvisedthatuponreviewingyourcreditfilewithuswefindtheinformationhereinoutdated.Inanefforttoexpeditethehandlingofyourfutureorderswithus,andtoallowustoopenanappropriatelineofcreditforyourcompany,weaskthatyousendanupdatedlistofvendorreferences.Anyotheradditionalfinancialinformationthatyoucansupplywouldbetobothofourbenefits.

Proveit!

Maywehearfromyousoon?

⏹Clarity：

Say

Don’tsay

Big

Substantial

Toissue

Topromulgate

Home,house

Domicile

Pay

Remuneration

Use

Utilize

About

Circa

For

Forthepurposeof

During

Duringtheyearof

Need

Haveneedfor

Often

Inmanycases

Because

Duetothefactthat

Since

Forthereasonthat

Economical

Wordy

Willupleasereturntheenclosedcardandarrangeaconvenienttimeforaninterview?

AtthistimeIamwritingtoyoutoenclosethepostpaidappointmentcardforthepurposeofarrangingaconvenienttimewhenwemightgettogetherforapersonalinterview.

IamwritingabouttheRussellaccounttolistpotentialissuesbeforetheclient’svisit.

IamwritinginordertolistthepotentialissuesinregardtotheRussellaccountinadvanceoftheclient’svisit.

Concrete

General

Thesebreaksstopa2-toncar,traveling60milesanhour,within240feet.

Thesebreaksstopacarwithinashortdistance.

Thiscomputertypes1,000personalized150-wordcampaignlettersinonehour.

Thiscomputerreproducescampaignlettersfast.

⏹You-attitude

Puttingwhatyouwanttosayinyou-attitudeisacrucialstepbothinthinkingaboutthereader’sneedsandincommunicatingyourconcerntothereader.