应用外语系商务英语专业
学年度第一学期工作计划
商务英语专业工作的指导思想和总体工作思路是：以科学发展观和先进的高职教育理论为指导，以创建省级示范性专业为目标，积极全面深化教学改革，努力培养和提高师生的创新精神和实践能力，办出商务英语专业特色，全面提高教学质量。
一. 按照学校统一部署和要求,全力以赴做好数字化资源建设，继续积极开展本专业的重点课程建设，力争有一至二门课程评为学院精品课程，二到三门课程评为学院优质课程。继续加强深化项目导向教学在教学实践中的应用，加强实践教学，拓宽学生的知识面，提高学生的岗位职业技能和就业竞争力。
二、开展工学结合，拟聘请企业行家参与课程讲座、授课与建设。由各科任老师具体负责。
三、加强实践教学，加强实训室的建设。为进一步深化教学改革，推进成才教育，我们将进一步根据就业市场的需求修改和调整教学计划，突出对学生实践技能的培养。
四、按照教学计划的安排，做好新学生的入学教育工作。
五、修订和完善13级商务英语教学计划，使之更加符合商务英语专业特点，做到课证结合，进一步提高本专业学生考证过关率，提高教学质量。
六、抓好日常教学工作。通过加强日常教学工作的管理，促进教师教
学质量水平的进一步提高，规范日常教学行为，并在教学方法教学手段上能有所创新。开展经常性的教研活动，互相交流加快提高自身的讲课水平。
七、配合学院做好期中教学检查工作，采用听课、检查教案等教学文件、召开学生座谈会等形式对专职教师的教学情况、学生的学习状况以及专业课程的教学内容与教学方法等进行检查，以查找教学中的不足，推进教学，提高教学质量。
八、认真做好下学期的课程安排工作。
商务英语教研室
Business Writing
Course Description
? Business Correspondence is designed to help students to accomplish the transition from general English learning to specialized English learning, aiming at preparation for a future business career.
Course Objectives
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?
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? After the completion of the whole course, students are supposed to: comprehend and master the basic writing skills for various types of business correspondence. be familiar with the general conventions as well as main procedures in international trade practice. conduct business, make quick and correct reactions to the business information and make business concluded in real life situations.
The contents of business correspondence involve many aspects of international business trade, mainly include :
Establishing business relations;
Inquiry; Offer; Counter offer;
Order; Acceptance; Contract;
Packing; Shipment; Payment;
Insurance and Claim.
Achieve balance between language-learning and business-learning. Achieve balance between input and output of what have been learned. Achieve balance between course-book learning and simulated practice. Focus on various writing patterns and writing skills of business correspondences. Master the commonly-used business vocabularies and make good use of them. Course Contents ? ? ? ? ? ? Learning Guide ? ? ? ?
?
Assessment & Evaluation Criteria
? The course will be assessed as follows:
? Routine performance: 30%, including:
? Routine attendance, in-class practice, tests and outside-class assignments ? Final Exam: 70%
Requirements
? You are appreciated for not
? being late for class or absent from class.
? chewing gums or putting a big bag in front of you during classes.
? picking up the cell phone or letting the phone ring during classes.
Chapter One
Introduction
Introduction
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? Writing business letters is one of the most important means of communication with other companies, either in the same country or abroad because letters can present some details which can not be done by other means of communication. It serves three main functions--- to convey a message and to provide a permanent record for future reference and valuable proof in the event of legal disputes.
Fundamentals of Modern Business Writing
Functions of Business Writing
? To inform
? To influence
? To entertain
To inform; To influence
? to inform, which refers to conveying the vast amount of information needed to day-to-day operations of the business;
? to influence, which means that messages included in a business letter should also influence the reader’s attitudes and functions.
The Seven Cs of Business Letter Writing
? 1. Courtesy
? 2. Consideration
? 3. Completeness
? 4. Clarity
? 5. Conciseness
? 6. Concreteness
? 7. Correctness
1. Courtesy
? 1. Try to avoid irritating(惹人生气的) and offensive（得罪人的） statements in your letters;
? Compare the following sentences:
? 1a:Why didn’t you read the instruction before using the machine?
? 1b:You are requested to read the instruction before using the machine.
? 2a: In a company as large as ours, we seldom take an order of less than 2000 pcs（件）.
? 2b: Please note that it is not our common practice to take an order of less than 2000 pcs.
? 2. Even if you receive a rude letter, try to write a reply courteously（礼貌地）;
? 3. In addition, to write back promptly（迅速） is also a matter of courtesy.
2. Consideration
? 1. Using YOU-attitude instead of WE-attitude
? You-attitude means that you are from the other party’s point of view and put his/her interests in the first place. We-attitude is self-centered. Compare the following two sentences:
2. Consideration
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? 3a: We regret to say that we have to cancel your order because of your failure to open the L/C in time. (we-attitude) 3b: Please let us know if there is something in the way that precludes（阻止，妨碍） you from establishing the L/C. (you-attitude) you-attitude sentences and letters show more respect and consideration for the other party.
? 2. Using positive tone instead of negative tone
? Compare the following two pairs of sentences:
? 4a: We cannot supply in packs of less than 10.(negative tone) ? 4b: To keep packaging costs down and to help our customers save on postage, we supply in packs of 10 or more. (positive tone )
2. Consideration
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? 5a: You failed to include your credit card number, so we can’t mail your order. (negative tone) 5b: We’ll mail your order as soon as we receive your credit card number. (positive tone ) sentences and letters with positive tones are more easily accepted than those with negative tones though they convey almost the same message.
3. Completeness
Compare:
? ? 1. A complete sentence must include all the relevant information. 6a: Our Sales Manager will contact you soon.
?
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? 6b: John Smith, our Sales Manager, will contact you soon. 7a: My flight is to arrive at 6:30 on Wednesday. 7b: My flight BA121 from London Heathrow should arrive at Beijing International
Airport at 18:30 on Wednesday, 12 June.
3. Completeness
? incomplete information may bring about unnecessary trouble. ? 2. A complete letter should include whatever details are needed to
generate the effect you want.
? Omission of anything the receiver wants to know may cause suspicions,
and may make you lose an important customer.
4. Clarity
You should convey exactly what you wish to say and avoid any
misunderstanding.
? 1. Avoid using words/expressions which have different meanings or
understandings or ambiguous meanings or make it clear with further explanation; Compare:
4. Clarity
? 8a: This contract will come into effect from Oct. 1.
? 8b: This contract will come into effect from and including Oct. 1, 2009. ? 9a: Our offers by fax are open for five days.
? 9b: Our offers by fax are open for five days inclusive of the date of
dispatch.
4. Clarity
? 2. Paragraph the letter carefully and properly. Short paragraphs rather than
long paragraphs are recommended. Generally if there are several points to make clear, be sure to follow the principle:
? “one matter, one letter”
? “one point, one paragraph”
5. Conciseness
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? ? Follow the principle: KISS– keep it short and simple in writing business letters. 1. Avoid using wordy or redundant expressions and use short and simple words instead; 2. Avoid unnecessary repetition; Compare: me with many thanks. 10b: Thank you for your letter of May 1.
11a: We confidently believe that you will have a good turnover（营业额）, and that you will be able to place repeat orders（续订单） with us in the near future. 5. Conciseness ?
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? 11b: We are confident/sure that you will have a good turnover, and that you will be able to place repeat orders with us in the near future. 3. Use simple and plain words and short sentences; 4. Use words to replace phrases or clauses.
The message should be specific, definite and vivid. So use words with definite and specific meaning instead of abstract words.
Compare:
12a: We have drawn on you as usual under your L/C.
12b: We have drawn on you our sight draft No.1234 for the invoice amount US$7 000 under your L/C No.4567.
13a: We have already received your invoices No.123 and 456 and will make payment shortly.
13b: We have already received your invoices No.123 and 456 and will make payment on or before Nov. 25.
14a: We will amend the L/C as soon as possible.
14b: We will amend the L/C on Dec. 12. 6. Concreteness ? ? ? ? 6. Concreteness ? ? ?
?
7. Correctness
? Sometimes business letters can be used as proofs. So correctness refers
not only correct spelling, grammar and punctuation, but also the accurate figures and correct use of technical terms or commercial jargons（商业行话）.
Commonly used means of communication
? Memos : main means of internal communication
? Fax messages
? E-mails
? Phone ? Letters : still the main means of external communication
Do Remember
? Don’t be offensive
? Self-control ? You-attitude, reader-oriented ? Understand and respect the receiver
? Don’t say
? We cannot do anything about your problem.
? Say
? Unfortunately we are unable to help you on this occasion.
? Don’t say
? This problem would not have happened if you had connected the wires properly.
? Say
? The problem may be resolved by connecting the wires as shown in the handbook.
? Don’t say
? Your television’s guarantee is up, so you will have to pay for it to be fixed.
? Say
? Your television’s guarantee has ended, so unfortunately you’ll bear the cost of any repairs.
The following expressions should be avoided: ?
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? Your failure to reply… You did not see… We must insist… You should not expect to… Your refusal to co-operate… You have ignored… This is not our fault… I can assure you… You failed to… I have received your complaint…
Vocabulary: Adapting to modern changes in business writing ?
? Easy to understand
? Suitable for the type of letter you are writing ? Not:
? Too formal / pretentious
? Too informal / slangy
Adapting to modern changes in business writing ? Achieve Simplicity / Clarity
? Use everyday words
? Adapting to modern changes in business writing Avoid tautology and old-fashioned expressions
? a copy of same
? at this moment in time
? at your earliest convenience
? due to the fact that
Rewrite the sentences
? We do not anticipate any increase in prices. ? We do not expect prices to rise.
? I should be grateful if you would be good enough to advise us… ? Please let me know…
? Please favor us with a prompt reply. ? I hope to receive a prompt reply.
Adaptation and Selection of Words ? Suggestion:
? Use short and familiar words
? KISS principle
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? Short words/ not long or difficult words commence/ regarding/ purchase/ utilize/ require/ endeavour, attempt/ terminate/ state/ start about buy use need try end say
expedite
visualize
dispatch
assist
sufficient
kindly
hurry / speed up
see
send
help
enough
please Short words/ not long or difficult words ? ? ? ? ? ? ? ? ? ? ?
?
Words/ not phrases
? I should be glad if you would/
? In spite of the fact that/
? With regard to/
? At the present moment in time/
? Conduct an investigation/
? In view of the fact that/
? At a later date/
? We would like to ask you to/
Adaptation and Selection of Words
? This machine has a tendency to develop excessive and unpleasant audible symptoms when operating at elevated temperatures.
? The machine has a tendency to give off noises when operating at higher temperatures.
? The machine tends to get noisy when it runs hot.
? They acceded to the proposition to terminate business. ? They agree to quit business.
? They are in agreement with the proposal to stop business.
Use concrete language:
? Example
Abstract
A significant loss
In the near future
Light in weight
The majority
? Abstract wordings:
? Some classic automobiles have risen steeply in price in recent years. ? Concrete wordings:
? Such auto classics as the gull winged Mercedes and the Porsche Speedster have risen 400 percent in real dollar value since 2010. Use active voice:
Passive voice( misleading )
? The color desired was not specified in your order.
? During the past year the shipments have been delayed 7 times. ? The interviews will be conducted on Friday between 8 am and 5 pm. Use active voice:
Active voice ( better )
? You didn’t specify the color you want in your order.
? During the past year you have delayed the shipments 7 times.
? The Personnel Department will conduct / hold interviews on Friday between 8 am and 5 pm.
Avoid sexist words: by restructuring the sentence:
? Sexist: If a customer pays promptly, he is placed on our preferred list. ? Nonsexist: A customer who pays promptly is placed on our preferred list. by making the reference plural:
? If customers pay promptly, they are placed on our preferred list. by substituting neutral expressions:
? If a customer pays promptly, he or she is placed on our preferred list. Short sentence:
? Sentence length understand in the first reading ? 7-10 words 95%
? 15-20 words 75%
? 27 or more 4%
Summary
? In this chapter, we have learnt some general knowledge about business writing and the seven Cs principles of business letter writing. These rules principles are crucial in the business letter writing, because it shows your attitude and ability to do business carefully and successfully.
Assignments
Arrange the following in proper form as they should be set out in a letter. Use the Block Style, and then address the envelope accordingly.
? Seller: Royal Grosvenor Porcelain Company Ltd.
? Address: Grosvenor House, Renfrew Road, Oakley Staffordshire OA7 9AH
? Tel: (743069)60591/2/3
? Buyer: Colourfloor Co.Ltd.
? Address: 238 Wilton Road, Axminster AXz AS
? Date : September 10, 2013
? Subject : porcelain
? The message : ------
? The letter is written by the seller
Case study
Task:
? Look at the following page. This is the top part of a business letter from a French company. Decide when you would use these salutations, instead of “Dear Mr. Brown”.
? Dear James, Dear Sirs, Dear Madams, Dear Sir or Madams.
Case study
Sunshine Flavours LTD.
Sunrise Technology Park, East Harbor Drive
Lyon AS12 6KM, France
Telephone 03793 832223 Fax 33 3703 835550
Nov 14, 2007
Mr. James Brown
Marketing Director
Brown Industries Inc.
546 Park Avenue IL 43301
Washington, USA
Dear Mr. Brown,
Thank you for your letter of 11 November, suggesting a meeting in December. The most convenient dates from our point of view are December 6th or December 7th.
Chapter Two
Layout of a Business Letter
Contents
? Objectives
? Leading In
? Sample Letter
? Language Points
? Summary
? Assignments
? Case Study
Objectives
Upon completion of this chapter, you are requested to:
? be familiar with the layout of business letters.
? know the formats of business letters.
? know how to address the envelope.
Leading In
? Name the ways of communication you know
? What is
? Telephone
? Fax
? E-mail the layout of an English letter? Ways of communication
? Letter
? Telegram
? Telex
The General Procedures for Business Letter Writing: ?
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?
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? 1. Determine our purpose of writing a certain letter. 2. Identify who the readers are. 3. Organize the message, which is to be contained in the letter. 4. Write a draft. 5. Polish the writing.
Main parts in a business letter
? 1. Letter head or heading;
? 2. Date;
? 3. Inside name and address;
? 4. Salutation;
? 5. Subject line or caption;
? 6. The body of the letter;
? 7. Complimentary close;
Main parts in a business letter
? 8. The writer’s signature and his job title or position or designation; ? 9. Enclosure;
? 10. Postscript.
? NOTE: The following seven sections 1, 2, 3, 4, 6, 7, and 8 are
indispensable parts of a business letter whereas sections 5, 9, and 10 are optional.
Seven Basic Parts
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? Heading Date Inside Address Salutation Body Complimentary Close Signature
Layout of Letters
? Generally, a foreign letter can be divided into three parts: the pre-message, the message, and the post-message.
? The structure of a letter is demonstrated in the tables below illustrating the position of each part in a letter. After that, all segments will be introduced one by one with more details and examples.
Pre-message
Message (The body)
Post-message
1. Letter head or heading
? It refers to the sender’s name, address, telephone number, fax number etc.. Usually Most business firms and other organizations use stationery with a center-printed letterhead that includes the name, the address, the postcode and the telephone number of the firm.
? The Use of Printed stationery
See the following page
Example of the Formats of a Letterhead:
EASTERN TEXTILES IMP. & EXP. CO.,LTD.
34297 Shangcheng Road, Shanghai, China
Tel: 6606811 Fax: 6507631
Http://
E-mail: bcxbcx@21cn.com
Two ways of writing
? 1）Full Block Style
? Richard Thomas & Baldwins Ltd.
? 151 Gower Street
? London, SCT 6DY, England
? Tel:63216260
? Fax:63302700
Two ways of writing
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? 2） Indented Style SHANGHAI PHARMACEUTICAL CO.,LTD P.O.Box No. 1752, Shanghai 20002,China Tel:63216260 Fax:63302700 E-mail: spcld@online.shcn
It refers to the date on which the letter is written. The date consists of the month, day and year. In writing dates, please note that “month” can be abbreviated, but “year” can not be abbreviated and it must be written in full. It is put 2. Date ?
2. Date
Examples of the Formats of Date:
? 24th March, 2013
? March 24th, 2013
? 24 March, 2013
? March 24, 2013
Reference & Date
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? 1.编号 （Reference No.) 有的信头下有编号 。编号是供参考用的，作用是能使复信与先前发出的信函联系起来。 a.卷宗号码 (a file number) b.部门代号（departmental code) c.辨认代号（initials of the signer)：口述人和打字人的名字缩写。 Reference & Date
? 编号又分：
? 你方编号（Your Reference No.),
? 我方编号（Our Reference No.), 例如：
? Your Ref: B-1549 Your Ref: JBD/WM
? Our Ref: A-3450 Our Ref: WDW/LP
Examples of the Formats of Reference Number : ?
?
? Your ref: ALM Our ref: 5511/ TL Dear Sirs,
?
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? Dear Sirs, ? Dear Sirs, We refer to your letter of November 12, 2004,ref. TY 1160…
3. Inside name and address
? It refers to the receiver’s name and address. It appears exactly the same way as on the envelope. It is important to include the postcode in order to facilitate mechanical mail-sorting（信件的分拣）.
3. Inside name and address
? 发信人地址、日期的具体写法：
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? 1）门牌号码和街名（或邮箱号） 例如: 151 Gower Street 但有些不写门牌号与街名，而写出信箱号，如P.O.Box 1079,即Post Office Box 1079的缩写，第1079号信箱。 2） 城市、邮政编码、国家名 例如：London, Swg250Y, England 美国地址在城市名称后应写州名和邮区号，例如， Columbus, Ohio 43210，U.S.A. Examples of the Formats of Inside Address: ? Ms. Cecilia Green
Sales Manager
ABC Company
123 Berry Drive
Minneapolis, MN55106
U.S.A.
Examples of the Formats of Inside Address:
Vice President
Messrs. J. Harvey & Co.
66 High Street
Anytown, AY1 2BF
?
? China National Machinery Import & Export Corp.
36, Jianshan Road
Dalian, 116023
People’s Republic of China
Examples of the Formats of Address or Attention Line :
China National Machinery Import & Export Corp.
36, Jianshan Road
Dalian, 116023
People’s Republic of China
? Attention: Mr. Wang, Export Manager
?
Examples of the Formats of Address or Attention Line Examples of the Formats of Address or Attention Line :
4. Salutation
? It is the polite greeting with which the writer starts his letter. ? The use of salutation depends on the writer’s relationship with
the receiver.
4. Salutation
?
? The customary formal greeting in a business letter is “Dear Sir” or “Dear Madam” for addressing one person and “Dear Sirs” or “Dear Mesdames” or “Gentlemen” for addressing two or more persons. If the receiver is known to the writer personally, a warmer greeting is preferred, such as “Dear Mr. ×××” or “Dear Ms. ×××”.
4. Salutation
? Special attention should be paid to the punctuation used after the salutation: after “Dear Sir”, “Dear Madam”, “Dear Sirs”, “Dear
Mesdames”, “Dear Mr. ×××” and “Dear Ms. ×××”, a comma is used instead of a colon as in a Chinese letter.
4. Salutation
? However, after “Gentlemen”, a colon is generally used. In addition, the first letter of each word in the salutation should be capitalized. ? Salutation is usually written two spaces below the inside name and address.
4. Salutation
? 1. If unsure to whom you should address a letter, you should use the following salutations:
? Dear Sir or Madam,
? 2. If you know the name but are not familiar with the other person, you should use the following salutation:
? Dear Mr./ Mrs. XXX,
4. Salutation
? 3. If you are quite familiar with the other person, you may use the following salutation:
? Hi XXX,
? Hello XXX,
? XXX,
4. Salutation
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? 其位置比封内地址和经办人行低两行，并与之平头 1.商业函件 1)用“Dear Sirs, ” 不能单独用“Sirs,” 2)美国人用“Gentlemen：”,更加普遍 (不能用单数, 单数时称“Dear Sir” 3)如果是女性公司，则用 “Dear Mesdames,”
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? 2. 公事函件： “ Dear Sir，”对一般机关团体负责人适用 此外公事函件还可以用 “To those who may be concerned，”
Examples of the Formats of Salutation and Corresponding Complementary Close:
The Subject Line or Caption：
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?
?
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? 事由（标题）的作用是让收信人对信的主旨一目了然，写在称呼语下面的两行，一般是在信笺中上部的位置，可在前冠以 Subject ：或Re：的字样。 事由要简单扼要，说明商品名称、数量、信用证或合同号码等即可。 eg. Subject: Annual Stockholders Meeting Re: Your Order No.111
Examples of the Formats of Subject Line or Caption: ? ? ? ? ?
Body of a letter
? This is the most important part of the letter. It contains the actual message
of the letter. It states the writer’s idea, opinion, purposes and wishes, etc.. ? It generally consists of three sections: the opening paragraph, paragraphs
containing main points and the ending paragraph.
Body of a letter
? The first section is the opening paragraph, introducing yourself if it is the first letter
between you and the receiver, or referring to the previous letters if there were some correspondences. The second section contains the main points and it may consist of paragraph, indicating the writer’s plan, expectations, wishes etc.
注意事项：
1）段与段之间一般空两行
想一想：如果信的正文很长，一页纸不够用而需两张或数张联页，该怎么办？ 如果信的正文很长，一页纸不够用而需两张或数张联页，应在第一页的右下端打“待续”（to be continued),并在联页上端注明收信人的名称、日期、页数，再继续打正文。这是为了避免第一页和第二页，第三页在发信时误置。 Body of a letter ? ? ? ?
Complimentary Close
? It is merely a polite way of ending a letter.
? The most commonly used complimentary closes are: The formal ones are “Yours faithfully” or “Faithfully yours” and “Yours truly” or “Truly
yours”. The less formal ones are “Yours sincerely” or “Sincerely yours”. Complimentary Close
? 写).
?
Complimentary Close
? Formal
? Truly/sincerely/Faithfully yours,
? Informal
? Best regards,
Complimentary Close
? 注意：
? 1）结束礼词写在结尾语下隔一行，正中或略向右边写起
? 2）只有第一个字母大写，后面加逗号
? 3）欧洲信函把Yours放前，美国则把副词放前
? 4）用Yours而不用Your，与Yours连用的一定是带-ly的副词。 Signature
It is common for the writer to sign his/her name immediately below the complimentary close. ? If the writer represents his/her company, the company’s name should come first, and then the writer’s signature. Under the signature, generally comes the writer’s printed name for easy identification. Below the writer’s printed name is his/ her designation. For example
ABC Company
(Signature)
John Smith
Sales Manager ?
Signature
Some people prefer to put the name of the company under their job titles instead of putting it above their signatures, like this:
(Signature)
John Smith
Sales Manager
ABC Company
Signature
?
? 注意： 1)p.p. 有时候有资格签署的人不在公司，常以授权（power of attorney)授权一负责的雇员签署，在这情况下，
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? 则应在公司行号前写上P.P.( Per Procuration)或Per Pro.,它的意思是代理。也有用for代替p.p.的。 格式一般如下： Yours faithfully （P.P.）THE NATIONAL TRANSPORT CO.， T.M.White T.M.White Manager
Examples of the Formats of Signature:
Examples of the Formats of Signature:
Enclosure
? If something is enclosed in the letter, note it below the designation to draw
the receiver’s attention to find the enclosure(s) like “Encl: a pricelist” or “Encl(s): a catalogue and a pricelist”.
? It can be put in the left hand margin two spaces below the designation of
the writer.
Enclosure
? 如信中有附件时，应在左下角注明Encl.或Enc.(缩写），如果附件不止
一件，应注明2 Encls.或3 Encls.等.
? 例如:
? Encls. ： 2 Invoices
? 3 Encls. : 1 B/L
? 1 Photo
? 1 Certificate
Carbon Copy Notation
? 副本抄送（Carbon Copy Notation)：如果写信人希望信件内容为更多
人的知晓，那么在Enclosure的下方必须注明c.c.的字样，然后打上抄送单位的名称。 c.c .可以大写，也可以小写，其后跟冒号
? c.c.: Mr. Bruce Pat
? C.C.: Public Relation Department
Example of the format of Carbon Copy Notation: Identification
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? 主办人代号，又叫辨认代号 Identification 以便日后查对这封信是由何人主稿，由何人速记打字。一般的写法是把主稿人、速记员的姓名的第一个字母连续打出，两者之间加一斜划,或加冒号。 例如一个名叫William L. Rich的人向一位名叫Margaret Davis 的秘书口授一封信，他们可以缩写成 WLR/MD WLR:MD mlr/md
Postscripts
? If the writer wishes to add something he forgot in the body of the letter or for the sake of emphasis, he may add a postscript two spaces below “Encl.”. It is abbreviated as “P.S.”. e.g.
? P.S.: The samples will be mailed to you tomorrow.
Postscripts
? 信写完后，如果想起还有要紧的话要说，可以在信末加 P.S.,然后由发信人签署本人简笔签名（本人姓名的每一个字母，如Park Davis,只签P.D.)。郑重的函件一般不用P.S.，说明写信人办事不够周密。 ? eg. P.S. The samples will be mailed to you tomorrow.
Different styles of business letters
? There are three/four different styles for business letters according to the writer’s preferences. They are
? blocked style,
? indented style,
? blended style and
? Semi-block style
Blocked Style
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? It is a modern style and increasingly adopted now. Its main feature is that all typing lines, including those for the heading, the date, the inside name and address, the salutation, the subject heading (sometimes in the middle), the body of the letter, the complimentary close, signature and designation, enclosure and postscript begin at the left-hand. That is, Blocked Style
Indented Style
? Indented style is a traditional style.
? Note that for one letter, the indented spaces should be the same, say, four spaces.
Indented Style
Blended Style
? This style is the one combined with the full blocked style and the indented style.
? When this style is adopted,
Blended Style (Conventional Style)
Semi-block Style
Writing Envelopes
? Envelopes for business letters ordinarily have return name and address (writer’s name and address) printed in the . The receiver’s name and address should be written
Writing Envelopes
? Special attention should be paid to the fact that the receiver’s name and address in the envelope should be hand corner of the envelope.
? Of course, it can be written either or . Addressing the envelop
Format of Envelope
Summary
? In this chapter, we have learnt the layout (seven principle parts and six optional parts) in a business letter. We should at least remember the seven principle parts and some useful and common optional parts. We should also recite the format of business letters. These rules and principles are crucial in the business letters, because it shows your attitude and ability to do business carefully and successfully. In next chapter, we’ll discuss different types of letter writing.
Chapter Three
Contents
? Revision
? Objectives
? Leading In
? Sample letter
? Language Points
? Summary
? Assignments
? Case study
Revision
Teaching objectives
Upon completion of the chapter, you should:
? know the ways that an exporter can use to seek new customers. ? know how to write this kind of letter.
? grasp the important words and phrases learned.
Leading In
? To establish business relations with prospective dealers is the base of starting and developing business. It is very important for both new firms and old ones. For a newly established firm, it can serve as the basis for starting business, while for an old firm, it can help expand business and increase its turnover.
Sources of information about prospective dealers ?
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? 1. The advertisements in the mass media; 2. The introduction from its business connections; 3. The introduction from its subsidiaries or branches, or agents abroad; 4. The market investigations; 5. Attending exhibitions and trade fairs;
6. Visit abroad by trade delegations and groups;
7. Self-introduction or enquires received from the merchants abroad;
8. The banks;
9. The Commercial Counselor’s Office;
10. The Chambers of Commerce both at home and abroad;
11. Commercial directories of various countries and regions;
12. Internet. Sources of information about prospective dealers ? ? ? ? ? ?
?
The outline for letters to establish business relations ?
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? The following points can be covered : 1. Inform the receiver the source of your information, that is, where you got his name and address; 2. State your intention of writing the letter; 3. Give a self-introduction, such as the nature of your company, the business scope of your firm, etc.; 4. Provide the reference as to your firm’s financial position and credit standing;
5. Express your expectation of their cooperation and an early reply.
In addition, if you intend to import goods, you may also ask for catalogues, samples, The outline for letters to establish business relations ?
?
pricelists, etc.. If you intend to export goods, you may send the catalogues, samples, pricelists, etc.. This kind of letters should be written cordially, sincerely and
courteously.
The outline for the reply to a letter of establishing business relations
After receiving a letter requesting to establish business relations with you, you should write a reply promptly. The following points may be covered:
? 1. Thank the receiver for his letter of intending to establish business relations with you;
? 2. Express your interest in building up business relations with his company; ? 3. State your further actions, that is, the specific actions to take.
Words & Expressions
Words & Expressions
Sample letter
Dear Sirs or Madams,
We have obtained your name and address from the website: . We were informed that you are one of the biggest importers of tea in UK and you are now in the market for tea. We take this opportunity to approach you in the hope of establishing business relations with you.
To give you a general idea of our products, we enclose herewith a copy of our brochure covering the main items available at present.
If you are interested in any of our products or have other products you would like to import, please contact us with your requirements. We look forward to providing you with high quality products, superior customer service.
Language points
be in the market for (want to buy)
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? 1.我们生产各式各样的皮鞋，因此我们想要购买牛皮。 We produce all kinds of leather shoes, so we are in the market for cow hide. 2.我们的一个顾客想购买你方的新产品。 One of our customers is in the market for your new products.
Language points
take this opportunity
? 我想借此机会对你为我公司所做的一切表示感谢。
? I would like to take the opportunity to thank you for all that you have done for our company.
? 我们借此机会介绍我们的新产品。
? We take this opportunity to introduce our new products.
Language points
approach
? We approached the Ministry of Commerce and they told us that you are able to supply 1000 metric tons of apples at a time. ? 我们与商务部联系，他们告述我们你们能一次性提供1000公吨苹果。 ? 我们定期与客户联系，看他们是否有新的要求 . ? We approach our clients regularly to see if they have any new request. Language points be in the hope of
? 为了能找到客户，我给这页上所有的公司都打了电话。 ? I called all the companies on this page in the hope of finding a customer. ? 我给您发电子邮件是希望能与您建立业务关系。 ? I am e-mailing you in the hope of establishing business relations with you. Language points give sb. a general idea of
? 这个样品是为了让你大概了解我们产品的质量。 ? This sample is meant to give you a general idea of the quality of our products. ? 这个产品说明书将使你大概了解我们最新的产品。 ? This product description will give you a general idea about our latest product. Language points Enclose 随函附寄 ? put sth. in an envelope ? We are enclosing a sample for your reference. ? herewith adv.
? enclosed in this 随函附上
Language points enclose
They can be used in the following ways: ? enclose sth.
? Enclosed is/are sth.
? Enclosed please find
随函附寄产品说明书。(description) ? 1.We are enclosing a product description. ? 2. Enclosed is our product description. ? 3. Enclosed please find a product description. ? Language points covering about
? 请寄给我们关于你方新产品的小册子。 ? Please send us a brochure covering your new products. Item：refer to a particular product
单个商品，标号商品
? We have seen your goods and are quite interested in your item No. TK-103. ? 我们看了贵方的商品，对标号为TK-103的商品特别感兴趣。
Language points
Contents of company introduction
? Paragraph 1 - The introduction
? Paragraph 2 - What we do
? Paragraph 3 - QA/QC
? Paragraph 4 - The closing
The introduction
? The year your company was established
? Your company’s location
? If you are a member of a group company
? What products/services you offer
? Any Foreign investment that you may have
What we do
? Product range/services offered
? Machinery and technology used
? Production experience
? Number of staff
? How orders are handled
? Share significant achievements that would be meaningful to buyers QA/QC
? Quality certifications (such as ISO) allow for an increased level of trust and mentioning them in your company introduction can only benefit you. Additionally, adding your monthly output volume, countries/regions serviced and any major clients that you have will also build credibility with buyers.
The closing
? Many companies use the final paragraph of their company introductions to state their corporate values and invite buyers to contact them. ? Detailed please see the sample introduction in the textbook.
Commonly-used Opening Sentences
(1) 表达“兹致函给您，通知您……”的句子：
? I beg to inform you that …
? I am writing to you to ask about…
? I am glad to tell you that…
(2) 表达“收到贵方X月X日来函，内容悉知”的句子： th? Thank you for your kind letter dated 6.
? Your kind letter of July 30 arrived this morning. th? Your favor of the 5 inst. has come to hand and its contents have been duly noted.
注意：
? ① 表示X月X日来函可有两种方法 a.用介词of；b.用过去分词dated。
? ② kind在“letter”前常用，以示客气；favor用在信函文字中就是指书信。
（3）表达“迟复为歉”的句子：
? I must apologize for my delay in replying your recent letter.
? I beg thousand pardons for not having written to you sooner.
(2) 表示祝愿的句子
? With best regards,
? Wish you the best of health and success.
? Much love to you and your family,
(3) 表达转达、或嘱笔问候
? Say hello to Joe.
? Please remember me to your brother.
? My mother joins me in love to you.
Commonly-used Closing Sentences
在书信正文的末尾，常常表达盼回信、表祝愿和代问或嘱笔问候等意思，这种意思可以用句子表示，也可以用短语表示。用句子表示时，末尾用“.”；用短语表示时，末尾用“，”。
(1) 表达盼回信的句子或短语
? I hope to hear from you soon.
? Hoping to hear from you soon,
? Awaiting your early reply,
? Your kind early reply will be appreciated.
Useful Sentences
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? 1. Having had your name and e-mail address from… we avail ourselves of this opportunity to write to you and… 2. We are a Sino-American joint venture specializing in the export of household electrical appliances. 3. The American Consulate（领事馆） in Shanghai has advised us to get in touch with you concerning... 4. Will you please send us your catalogue and price list for...
Contents of a letter of establishing relations
Important parts in a letter of establishing business relations
source of information and the intention of writing the letter
Introduction of the company and products
Closing part Summary ? ? ? ? ?
Translate the following sentences into English: ?
?
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? 我们愿与贵公司建立业务往来。 We are willing to establish trade relations with your company. 我公司经营电子产品的进出口业务，希望与贵方建立商业关系。 This corporation specializes in importing and exporting electronic products and wishes to enter into business relations with you.
? 根据你公司1月20日来函要求，现附寄目录一份。
? As requested in your letter of Jan. 20,we enclose a copy of our catalogue. ? 我们保证对于贵方的询价给予充分的重视。
? We assure you of our best attention to any inquiries from you.
You are asked to write a letter or send an email to a foreign company for establishing business relations. The letter or the email should cover at least the following points:
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? 1. Where have you got the information? 2. What is your desire? 3. What is your business scope? 4. How about your financial standing?
Information:
? 从中国日报的广告上了解到对方是一家从事中国手工艺品的进口商。(handcrafts)
? 我们是手工艺品的出口商，想与对方建立业务关系。
? 随函寄上关于公司产品的目录。
? 希望对方和我们取得联系。
Situational writing:
你公司于19xx年成立，专营玩具和工艺品，现在已经成为中国最大的进出口公司之一。由于公司的产品质量高，价格优惠，因此在世界各地的客户中享有较高声誉。20xx年9月你从互联网上得知美国的DRAGON TOY CO. LTD.欲求购中国产的遥控赛车(Telecontrol Racing Car)。
? 客户的详细地址如下：
DRAGON TOY CO. LTD.
1180 CHURCH ROAD
NEWYORK, PA 19446
U.S.A.
FAX: 215-393-3921
? 请参照上述基本情况，给对方发一封建立业务关系的信函，要求格式完整、正确，内容包括公司介绍、产品介绍，并另寄产品目录，及表达想与对方合作的热切愿望等。
Chapter Four
Contents
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? Revision Objectives Leading In Sample letter Language Points Summary Assignments Case study
Teaching objectives
Upon completion of this chapter, you should:
? be aware of the information to be covered in general inquiry and specific inquiry. ? be able to make inquiries on the detailed information about different products. ? be able to use related words and phrases to make inquiries.
Warming-up procedure of an import/export transaction:
? enquiry （询盘）
? offer （发盘）
? counter offer （还盘）
? acceptance （接受）
Questions
? 1. Which steps are irrevocable（不可取消的；不可缺少的） in a successful business transaction?
? 2. Each of the above steps is made by (prospective) buyers or sellers? An introduction to enquiries
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? In international trade, there are several steps before business is concluded: enquiry, offer（报盘）, couteroffer（还盘） and acceptance. An enquiry is a request for information. In international business, enquiry letters are often written by importers to exporters. Enquiries can be classified into two kinds: general enquiries（一般询盘） and specific enquiries（具体询盘）.
In a general enquiry, the writer may ask for catalogues, pricelists or samples in order to get a general understanding of the products handled by the exporter. A specific enquiry letter is written when the writer is interested in a particular item or product. And it is written to get some more detailed information about the product(s) he wants to buy right away. The writer may ask the exporter to make an offer or a quotation for particular item or items. An introduction to enquiries ?
The outline for enquiry letters
When making an enquiry, begin with the questions you want to ask, that is, keep your enquiry short and to the point. An enquiry letter may include the following points:
? 1. Tell the receiver the source of your information about him or thank the receiver for his previous letter;
? 2. State what your enquiry is about;
The outline for enquiry letters
? 3. State your specific requirements such as quantity, quality, specifications, date of delivery, terms of payment, etc..
? 4. Emphasize that the price to be quoted should be competitive; ? 5. Express your expectation for receiving an offer early. The outline for replies to enquiry letters
After receiving a letter, make a reply promptly. This kind of letters should be written helpfully and courteously and cover all the relevant information asked for. The following three points can be included :
? 1. Thank the receiver for his enquiry;
? 2. Provide all the information asked for and may enclose some necessary materials, if possible;
? 3. Express your expectation for an order at an early time.
?
? Enquiry is the first real step in business negotiation. In foreign trade an enquiry is usually (not absolutely) made by the prospective buyer , requesting for information on the supply of certain goods. So we call it 询盘 or 询价 in Chinese. The classification of enquiries:
General Enquiries: （一般询盘）
request for price lists, literature宣传资料 or catalogue, etc.
Specific Enquiries: （具体询盘）(stronger intension to make an order than general enquiries)
? request for quotations/offers or detailed trade terms such as prices, trade term, discount, packing conditions, time of shipment, terms of payment, specifications, insurance or other information for certain articles. ?
General inquiry
? If the importer wants to have a general idea of the commodity, he may make a request for a pricelist, a catalogue, samples and other terms. This is a general inquiry. (Generally, it is also a first inquiry. That is an inquiry writing without first writing a letter to establish business relations).
General inquiry
Structure
? The source of information and a brief self-introduction ? The intention of writing the letter. (Ask for a catalogue, samples or a pricelist)
? Stating the possibility of placing an order
Steps in writing
an Enquiry letter
? 1) Introducing your firm and the products it deals in
? 2) Stating the purpose of the letter
? 3) Explaining what you want the recipient to do
? 4) Ending with an optimistic note and request an early reply Specific inquiry
? If the importer intends to purchase goods of a certain specification, he may ask the exporter to make an offer or a quotation for the goods. That is a specific inquiry.
? What is the difference between offer and quote?
The Structure of Specific Inquiry
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? Mentioning the previous letter you’ve received from the exporter. Enquiring about the details of the goods such as names, descriptions, specifications, quantity, etc. Asking whether there is a possibility of giving a special discount and what terms of payment and time of delivery you would expect. Stating the possibility of placing an order.
Words and phrases
Words and phrases
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? 折扣 批发价 零售价 现行价格（时价） 国际市场价格
discount
wholesale price
retail price
current / prevailing price
world (International) market price ? ? ? ?
?
Warming-Up
If you are interested in the following products and want to know something about them, what would you write in your letter of inquiry?
Sample letter
Dear Sirs,
We thank you for your letter of May 3 and shall be glad to enter into business relations with you.
We have seen your brochure and are interested in Green Tea Extract and Porcelai（瓷的）Tea Set No.TSM001. We shall be pleased if you will kindly send us samples and all the necessary information regarding these two products.
Meanwhile, please quote us the lowest price, CIF Liverpool, stating the earliest date of shipment and the minimum quantity.
Should your price be competitive and date of shipment acceptable, we intend to place a large order with you.
Your early reply will be highly appreciated.
Truly yours,
New Words & Expressions
1. inquiry (enquiry) n. 询盘，询价
? make (or: send, give, fax) sb. an inquiry for sth. 向某人询购某种商品
? We thank you for your inquiry for sunflower seeds.
? 我们感谢你方有关向日葵籽的询盘。
? Upon receipt of your specific inquiry, we shall send you our quotations and samples. ? 一收到你方具体询盘，我方立即给你方寄出我方的报价及样品。
? At present, there are large inquiries for our “Cool” Brand Air Conditioner in our market. ? 目前，我们市场有大量对我“凉爽”牌空调的询盘。
2. be interested in… 对(某商品)有兴趣，
? 常用以表示有意购买某种商品，是打算购买某种商品的初步表示。
? We are interested in the import of Chinese silk neckties.
? 我们对进口中国丝绸领带感兴趣。
? They have customers who are interested in your six designs of Ornamental Cloth. ? 他们有客户对你方六种图样的装饰布感兴趣。
3. quote v. 报价
? quote sb. a price for (or: on) sth. 报给某人某种商品的价格
? Please quote us your lowest prices for
? personal computers. 请报个人电脑的最低价。
? We quoted this article at US$278 per case.
? 这种商品每箱报价二百七十八美元。
? Would you please quote us your best price FOB Dalian for (or: on) 1,000 pieces of leather jacket. ? 请报一千件皮夹克的最好大连船上交货价。
Language points
Language points
regarding covering 关于
? 1.请寄给我们一个关于你方新产品的商品目录.
? Please send us a catalogue regarding your new products.
? 2.我们将寄关于这些产品的价格单供你方参考。
? We shall send the pricelist regarding these products for your reference. Language points
? Please quote us the lowest price, C.I.F. Lagos, inclusive of our 5% commission, stating the earliest date of shipment.
? 请报最低价。
? Please quote the lowest price.
? 请报上海船上交货最低价。
? Please quote the lowest price, F.O.B Shanghai.
Language points
? Please quote us the lowest price, C.I.F. Lagos, inclusive of our 5% commission, stating the earliest date of shipment.
? 请报最低价，包括3%的佣金。
? Please quote the lowest price, including 3% commission.
? 请报最低价，说明最早的装运期。
? Please quote the lowest price, stating the earliest date of shipment. Language points
Competitive 具有竞争力的
? 1.他们的价格更具有竞争性。
? Their prices are more competitive.
? 2.我们的商品卖的很快因为它们的价格具有竞争力。
? Our products are selling very fast because of their competitive prices. Language points
reasonable/ favorable 合理的/优惠的
? 我们的价格很合理。我们不能降价。
? Our price is very reasonable. It’s impossible for us to reduce the price. ? 我们的价格非常优惠，所以我们建议你方立即购买。
? Our price is very favorable, so we recommend you to purchase immediately. Language points
acceptable can be accepted 可接受的
? 1.如果你方的价格可接受，我们将大量购买。
? If your price is acceptable to us, we will buy in large quantities. ? 2.我们不能接受你方价格。我们只好在别处购买
? Your price is unacceptable to us. We have no choice but to purchase elsewhere.
Language points
place an order with sb. for sth.
向某人定购某商品
? 如果你能降价，我们将大量订购。
? We can place a large order if you can reduce the price.
Language points
appreciate 感激，感谢
? We shall be appreciated if you could send us a brochure.
? 如果你方能寄给我们一个商品小册子，我们将不胜感激。
? We shall appreciate it if you can ship the goods before August.
? 如果你方能在八月前装运货物我们将不胜感激。
Useful expressions for enquiries
1.说明信息来源
? 2.直截了当说明要买的货物 ? We take interest in your canned goods and wish to have the catalogues. ? We are interested in bicycles in various sizes and please send us a copy of your illustrated catalogue with details of the prices and terms of payment. ? Useful expressions for enquiries ? We are in the market for the mechanical toys illustrated in your catalogue. ? We are desirous of your lowest quotations for frozen rabbit. Useful expressions for enquiries
3.请求对方寄送目录，价格表和样品
?
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? Will you please send us your illustrated/latest catalogue and price list? Kindly let us have a description of your …. We should like to receive a copy of your latest catalogue and full details of your export prices and terms of payment, together with samples.
Useful expressions for enquiries
4.强调对方报价合理
? Provided prices are right, …
? If your quotation is really competitive, ….
? If your products and terms compare favorably with those of other
suppliers, we shall send you an order.
Useful expressions for enquiries
5.询问对方所能提供的折扣。写清所能接受的支付条件和期望的交货时间
?
? ? We should like to know if you allow discounts. state your best delivery date. We require the goods delivery would be effected within six weeks of order. Useful expressions for enquiries
6.表示订购货物的可能性
? Will you please let us know by 4 April so that we can place our order promptly?
? Please let us know by return of post whether you would be interested in such an order.
Summary
? Inquiry
? General inquiry
? Structure of general inquiry
? Specific inquiry
? Structure of specific inquiry
? Language points
? quote
? inclusive of
? Competitive/
? favorable
? place an order with sb. for sth.
? appreciate
Case study
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? Task: Work in pairs. Read the following letters and discuss with your partner what you should do before sending the electronic files. discuss how to reply in case someone enquires for Bottle Pod. discuss with your partner how to reply to the third letter if you do not produce Multi-Function Tripods? Writing You are requested to write three letters on the basis of the results of your discussion above. Letter 1
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? Dear Sir or Madam: We have seen the brief introduction about your Gorilla Pod and are quite interested. Would you please send us more information as to the price term, minimum quantity, etc. Meanwhile, as we would also like to know about some other lines you handle,
? your illustrated catalog by e-mail will be appreciated. Yours sincerely
Dear Mr. Johnson,
Last year we bought from you a consignment of Bottle Camera Pods, and they sold well here. Do you still make camera pods of this type? If so, please let us know the prices for quantities of not less than one great gross. Delivery within six weeks of order would be highly appreciated.
Best regards,
Dear Sir or Madam:
As one of the leading importers and wholesalers of photographic equipment in Australia, we are very impressed by the newest tripods you displayed at the recent exhibition in New York.
There is a steady demand here for different types of tripods, especially the fashionable ranges with high quality. We have been receiving a number of enquiries from our trade connections in this area for the following tripod:
Product Name: Multi-Function Tripods
Features:
Three way ultra-smooth photo/video fluid-effect pan head with quick-release plate and bubble level
Panhandle tension lock for secure positioning and easy adjustment
2 bubble levels for fine adjustments Letter 2 ? ? ? Letter 3 ? ? ? ? ? ? ?
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?
?
? Four–section legs with rubber feet and retractable spikes Quick-lever leg locks for fast and easy set up Diameter of 1st leg:20mm Extended height: 144cm Folded length: 45.0cm Gross weight: 1kg. Max. load:2.0 kg. Will you please, therefore, quote us your lowest price C.I.F. Sydney? This would enable us to maintain low selling prices that have been an important reason for the growth of our business. We may be able to place regular orders with you if your prices are competitive. We are looking forward to receiving your early reply. Yours very truly,
Chapter Five
Offer
Contents
? Revision
? Objectives
? Leading In
? Sample letter
? Language Points
? Summary
? Assignments
? Case study
Revision
? 我们的报盘为实盘，以7月4日前回复为有效。
? Our offer is firm, subject to your reply reaching us before July 4. ? 现报盘如下，以你方于4月6日前接受为有效。
? We are making you the following offer, subject to your acceptance reaching here before April 6.
?
?
?
? 以上所报的价格为FOB价，没有约束力。 The above prices are quoted on FOB basis and are without engagement. 对这个产品的需求很活跃，这将会导致价格上升。因此，我们不可能让此报盘长期有效。 There has been an active demand for this new product and it will certainly result in increased price. Therefore, it is impossible for us to keep this offer open too long. 现以我们最优惠的价格报以下商品的盘，以货物未被售出为有效。 ?
?
? We are offering the following products at our most favorable price, subject to prior优先的，在前的 sale. 我们现在为我们所有的老客户报此特惠盘，以货物未被售出为准。所以我们建议你立即接受。 ? We are now making this special offer to all our old clients, subject to the goods being unsold. So we suggest you accept it immediately.
按你方要求报20公吨花生盘如下。有效期为10天。
As per按照 your request, we are making an offer for 20 metric tons of groundnuts as follows. The offer is valid for 10 days.
这个特惠报盘在2月23日以前有效。我们建议抓住这个机会尽快订购。 This special offer is valid till February 23, so we suggest you avail 有用有利yourselves of this opportunity and place an order immediately. ? ? ? ?
Teaching objectives
Upon completion of this chapter, the students will:
? understand the difference between firm offer and non-firm offer and grasp their relative expressions.
? be familiar with the terms & conditions involved in an offer and be able to write them independently.
Leading In
Offer
?
? An offer refers to conditions given by the seller or the buyer for making a contract. It can be given by either the seller or the buyer. The one, who volunteers to give conditions, is called the offeror（报盘人）. The one, who accepts the conditions, is called the offeree（受盘人）. The conditions mainly include the name of the commodity, Art No.（货号）,
specification（规格）, quantity, price, packaging, terms of payment and delivery time（交货时间）, etc..
Classification of offer
? In international trade, offers can be classified into two types: firm offers（实盘） and non-firm offers（虚盘）.
Firm offers
? Definition: A firm offer is one by which the offeror promises to sell particular goods（特定商品） at a stated price（特定） within a stated period of time（特定时间段内）.
? Once the firm offer has been accepted within the specified period, it cannot be withdrawn. A firm offer （约束力）upon the offeror, ensuring that the content of the firm offer cannot be changed or revoked within the specific valid period. But after the valid time, the offer will become invalid. The offeror is no longer responsible for the obligations stipulated in the offer. Even if the offeree accepts the offer, the offeror has the right to refuse. The valid period of the firm offer is very important. Otherwise, it will be regarded as a non-firm offer.
Two apparent features of firm offers:
? 1. Th terms and conditions in the offer must be complete and definite. It should include a specified quantity with complete specifications at a fixed price and under stipulated conditions; ? 2. The validity is clearly stated in the offer.
The length of validity depends on the nature of the product and market conditions. Price-sensitive products（价格敏感商品） such as cotton always have a short validity period because their prices fluctuate sharply while some products such as art and handicraft articles may have a longer validity because their prices are more or less stable. ?
? The common expression to be attached in a firm offer is: “We offer you firm subject to your reply reaching here before …
o’clock, …(day), ….(date)”. This is a best wording because the word “here” has two meanings: the offeror’s place and local time. Non-firm offers
? A non-firm offer is usually indicated by means of sending catalogues, pricelists, proforma invoices（形式#5@p） and quotation sheets. It has no engagement for （对…有约束力）the offeror. That is, the offeror is free from any obligations and the offer can be changed, revised and even withdrawn at any time.
? The offers are considered as non-firm ones based on the following three points:
? 1. The offer is clearly marked “for reference”;
? 2. Some major terms such as the validity are omitted/left out in the offer;
?
?
?
?
?
?
? 3. There are some reserved statements in the offer such as: ① The offer is subject to change without notice; 该报盘如有变动恕不另行通知。 ②The offer is subject to the seller’s final confirmation; 该报盘以卖方最后确认为有效。 ③ The offer is subject to the goods being unsold; 该报盘以货未售出为有效。
? ④ The offer is subject to market fluctuations;
? 该报盘以市场变动为准。
? ⑤ The offer is subject to prior sales.
? 该报盘以先售为准。
? ⑥ This offer is subject to further discussion.
? 该报盘以进一步协商为准。
The outline for offer letters
?
?
?
? 1. Express thanks for the enquiry, if any enquiry is received; 2. State the name of commodity, quality, quantity, specifications clearly; 3. State packing, time of shipment and date of delivery and details of prices, terms of payment, discounts or commissions, if any; 4. Express your hope of receiving an order.
When a firm offer is made, the following three points must be paid attention to:
1. It must be made clear that the offer is firm;
2. The offer must be clear, definite, complete and final and it must include all the main terms and conditions of the transaction;
3. The offer must state the time of validity clearly. ? ? ? ?
? subject to our final confirmation
? 以我方最后确认为准
? We are now making you an offer subject to our final confirmation. ? 现报盘，以我方最后确认为有效。
? without engagement
? 此报盘无约束力
? We are now making you the following offer without engagement.
? 现报盘如下，此报盘无约束力。
? subject to the goods being unsold
? 以货物未被售出为准
? We are now making you a special offer subject to the goods being unsold.
? 我方向你方报特惠盘，以货物未被售出为准。
? subject to prior sale
? 以先售为准
? We are now making an offer for air-conditioners as follows, subject to prior sale.
? 我方现报空调盘如下，以先售为准。
Firm offer
? 现为你方报10公吨大米实盘。
? We are now making you a firm offer for 10 metric tons of rice. ? 现为你方报实盘如下。
? We are now offering you firm as follows,
Firm offer’s validity
1.We make you the following offer subject to your reply within 10 days.
2. We make you an offer, subject to your reply reaching us not later than noon time October 21 Beijing time.
3. The offer is valid for 3 days.
4. The offer is valid till March 15.
Warm-up expressions
? counter-offer
? offerer
? offeree
? offer list/book
? offering period
? Lump块状 offer
? bid 投标出价
?
?
? 还盘，还价 报盘人 受盘人
?
?
?
? 报价单 报价日 综合报盘（针对两种以上商品） 递价；出价；递盘（由买方发出）
Sample letter
Dear Mr. Brown,
We are glad to know that you, one of the biggest suppliers of tea in the UK, are
interested in our products. In order to establish a long friendly business relation with you, we are now making you a special offer.
For details, please see quotation sheet.
We are sending you under separate cover在另函中 the samples of Green
Tea Extract and Porcelain Tea Set for your reference. We are confident that you will be satisfied with both the quality of our products and their competitive prices.
We await your favorable news.
Yours very sincerely,
Language Points
报盘还盘是贸易中价格交锋的重点。各种不同的报盘表达法:
1. We're willing to make you an offer at this price.
我们愿意以此价格为你报实盘。
2. We can offer you a quotation based on the international market.
我们可以按国际市场价格给您报价。
3. We'll give you the official offer next Monday.
下星期就给您正式报盘。
4. I came to hear about your fertilizer offer.
我来听听你们有关化肥的报盘。
5. My offer was based on reasonable profit, not on wild胡乱地
speculations.投机买卖
我的报价以合理利润为依据，不是漫天要价。
6. Let me make you a special offer.
我给你一个特别优惠价。
7. This offer is competitive and based on an expanding market…… 此报盘着眼于扩大销路而且很有竞争性。
8. The offer is good until 5 o'clock p.m. June 23, 2005, Beijing time. 报价有效期到20xx年6月23日下午5点，北京时间。
9. All prices on the price lists are subject to our approval. 报价单中所有价格以我方确认为准。
10.Our offers are for 3 days.
我们的报盘三天有效。
11. We prefer to withhold quotation at this time. 我们宁愿暂停报盘。
?
?
?
?
?
?
?
? Commodity Specification Quantity Unit Price Packing Shipment Payment Insurance
Quantity
(1) 重量(weight)
公斤 (kilogram )
公吨 (metric ton )
长吨 (long ton)(≈1016kg) （英国常用） 短吨(short ton)(≈907kg)（美国常用）
(2) 数量(number)
件 (piece ) 双(pair )
套 (set ) 打(dozen）
Price Terms
? US$300 per metric ton CIF Seattle
? 每公吨300美元CIF西雅图
? 每短吨5600日元FOB横滨 Yokohama ? JPY 5600 per short ton FOB Yokohama ? 每打20美分旧金山到岸价
? USD 0.2 per dozen CIF San Francisco
Packing
? 木箱（wooden case）
? 板条箱（crate）
? 纸箱（carton）
? 麻袋（gunny bag)
? 布袋（sack）（cloth bag）
? 塑料袋（plastic bag)
? 牛皮纸袋（kraftpaper bag）
Packing
? 铁桶（iron drum）
? 塑料桶（plastic drum）
? 木桶（cask）
? 捆（bundle）
? 包（bale）
Packing
(1) Cigarettes are to be packed in tin-lined paper box.
香烟要用衬锡纸盒包装。
(2) Pens are to be packed in paper boxes, 10 pieces to one box. 钢笔要用纸盒包装，每盒装十支。
(3) Pens are packed 12 pieces to a box and 200 boxes to a wooden case. 每12支钢笔装在一个纸盒里，每200个纸盒装在一个木箱里。 Payment
支付工具:
? 汇票(bill of exchange ,draft)
? 本票(promissory note)
? 支票(cheque/check )
Chapter Six
Counteroffer
Contents
? Revision
? Objectives
? Leading In
? Sample letter
? Language Points
? Summary
? Assignments
? Case study
Revision
?
?
?
? 我们觉得很难减价5%，因为原材料的成本、运费都在上涨。 We find it difficult to reduce our price by 5%, because the freight and cost of raw material are going up. 为了适应激烈的竞争，请降价10%。 In order to cope with the heavy competition, please reduce your price by 10%.
?
?
?
? 因为这是与贵方第一次交易，我方准备每套降到30美元，而不是贵方提议的25美元。 As this is our first transaction with you, we are prepared to reduce our price to $30 per set instead of $25 as you suggest. 我方发现你方的报价不合适，因为现在这种材料正在降价。 We feel that your quotation is not proper because the price for such material is on the decline at present.
Teaching objectives
?
?
?
? Upon completion of this chapter, the students will: be able to write letters negotiating about trading terms with other companies. know the effect of counteroffer. be able to make concessions and attacks politely and reasonably when writing counter-offers.
Leading In
? Suppose you’ve just got the offer from ABC Company. You think the price is too high and want to ask them to reduce the price. Then what would you say in your letter?
Warming up
?
? Counter-offer Counter-offer is the response or reply of the offeree to the offeror during negotiations for signing the contract. There are 2 kinds of replies, one of which is favourable for its showing the offeree’s acceptance, and the other is unfavorable for its showing the acceptance of the offeree together with the suggestions of some additions, restrictions or amendments. The latter kind of reply is called counter-offer.
Structure of
the Counteroffer
? Thank the seller for his offer, mention briefly the content of the offer. ? Express regret at inability to accept (give the reasons for non-acceptance). ? Make a counter-offer if, under the circumstances, it is appropriate.
? Hope the counter-offer will be accepted and there may be an opportunity to do business together.
Sample Letter
Dear Mr. Zhang,
Re: Green Tea Extract and Porcelain Tea Set
We acknowledge with thanks receipt of your offer of May 8 for the subject goods.
In reply, we regret to say that we can’t accept it. Your prices are rather on the high side and out of line with the world market. Information indicates that some parcels of Japanese make have been sold at a much lower level.
We have seen your samples and admit that they are of high quality, but there should not be such a big gap between your prices and those of other suppliers.
In order to conclude the transaction, we suggest that you reduce the prices of both products by, say 30%.
We hope you can accept the counteroffer and wait for your favorable reply. Truly yours,
Global Tea Bags (Pvt) Ltd
Language Points
acknowledge
? 我们已收到你方7月2日来信。
? We acknowledge receipt of your letter dated July 2.
? 我方已收到你方关于3公吨花生的定单。
? We acknowledge receipt of your order covering 3 metric tons of
groundnuts.
be in receipt of 已收到
? 我方已收到你方要求我方报1000打男式衬衫的信。
? We are in receipt of your letter, requesting us to quote for 1000 dozen of men’s shirts.
? 我们已收到你方关于1000双皮鞋的信用证。
? We are in receipt of your L/C covering 1000 pairs of leather shoes subject goods
? 请尽快开立标题项下商品的信用证。
? Please open an L/C covering the subject goods as soon as possible. ? 我们想向你方订购20公吨标题项下的货物。
? 1We intend to place an order with you for 20 metric tons of the subject goods.
be on the high side
? 与其他供应商相比，你们的价格偏高。
? Compared with other suppliers, your price is rather on the high side. ? 在我们国家棉花的价格偏高，所以我们不得不从其他的国家购买。 ? The price for cotton is rather on the high side in our country, so we have to purchase from other countries.
? 偏低
? 太高、太低
? 有点儿高（低）
? 我们的产品质量很好，所以我们的价格有点儿高。 ? Our products are of high quality, so our price is a little high. ? 虽然你的产品质量很好，但你的价格也不应该这么高。 ? Though your products are of high quality, your price should not be so high.
be out of line with
? 你方的价格与现行市场价格不一致。
? Your price is out of line with the prevailing international market. ? 你方报价与市价有差异，所以我们相信减价百分之三的建议是可行的。
? Your quoted price is out of line with the prevailing level. That is why we feel confident that our suggestion of three percent off your present one is workable.
be in line with
? 我们的价格与国内市场价格相一致。
? Our price is in line with the domestic market price.
? 为了扩大销售，我们的价格应与世界市场价格相一致。 ? In order to enlarge the sales, our price should be in line with the world market.
Information indicates that
?
?
?
? 有消息表明这个产品很受美国年轻人的欢迎。 Information indicates that this product is popular among young people. 有消息表明其他供应商以每个五美元的价格销售这个产品。 Information indicates that other suppliers are selling this product at $5 each. 对与订购数量达到1000台的，我们将已每个20美元的价格销售。 On orders of 1000 or more, we’ll sell at $20 each.
在国内试销期间，我们将以优惠的价格销售这些新产品。
During the domestic trial 试验period, we will sell these new products at favorable prices. sell …at ? ? ? ?
be of __quality
? 你们产品的质量太差，我们不得不将他们退还给你们。 ? Your products are of bad quality, so we have no choice but to return them to you.
? 我能向你保证，我们的产品拥有最优良的品质
? We can assure you that our products are of the best quality. gap
? The gap between A and B is quite big/ large.
? There is a big gap between A and B.
? 我方价格和日本供应商的价格之间的差距没有你想象的那么大。 ? The gap between our price and those of Japanese suppliers is not as big as what you think.
? 你们的价格与其他供应商的价格之间不应该有这么大的差距。 ? The gap between your prices and those of other suppliers should not be so big.
? 你方的价格与我们所能接受的价格相差太远。
? The gap between your price and the price we can accept is too big. say
? For such a big order like ours, we suggest that you make a reduction, say 20%.
? 对于像我们这么大的定单，我们建议你方降价，比方说20%。 ? Could you reduce the price by, say 20%?
? 你方能否降价，比方说20%。
reduce
? reduce to/by
? Please reduce the price by $20.
? 请将价格降低20美元
? Please reduce the price to $20.
? 请将价格降至20美元。
reduce
? 如果你方能将价格降至每个5美元，我们将大量订购。
? If you could reduce the price to $5 each, we will order in large quantities. ? 我们不能降价20%。
? It is impossible for us to reduce the price by 20%.
as to
? As to terms of payment, we require L/C.
? 关于付款，我们要求用信用证。
? 至于样品，我们将尽快另寄给你方。
? As to the samples, we’ll send them to you under separate cover as soon as possible.
rock-bottom price
? This is our rock bottom price. We won’t make any further reductions. ? 这是我们的最低价了。我们不能再降价了。
? Our rock-bottom price is € 500/MT, and cannot be further lowered. ? 我们的最低价是每公吨500欧元，不能再降价了。
do business with
? In order to do business with you, we decide to reduce the price by 30%. ? 为了与你方做生意，我们决定降价30%。
? 我们与世界各国的人做生意。
? We do business with people around the world.
?
?
?
?
? conclude the transaction达成交易 Could you lower your price a bit so that .we con conclude the transaction? 你方能否把价格稍稍降低一点，以便我们能达成交易? In order to conclude the transaction, I think you should reduce the price by at least 3 %. 为了达成交易，我想你们至少得减价3%才行。
? In regard to as to
? In regard to shipment, we hope it will be made within one week.
? 关于装运，我们希望能在一个星期之内装运。
? In regard to insurance, we will cover for 110% of the invoice value. ? 关于保险，我们将按#5@p金额的110%投保。
recommend
? We take the advantage of recommending our new products which have been selling well in Europe.
? 我们利用此次机会向你们推荐新产品，这些产品在欧洲销售很好。
? We recommend you to make the payment by L/C for it will give you some additional protection.
? 我们建议你们用信用证付款，这会给你额外的保护。
make some concessions
? If you could make some concessions, say a reduction of 10%, we may conclude the transaction.
? 如果你能让步，比方说10%，我们也许能达成交易。
? We won’t make any concessions, for we will not make any profits at the price you named.
? 我们不能让步，因为以你们指定的价格我们将无利可图。
Let us meet each other half way…
? 让我们双方各让一步，用付款交单的方式付款。
? Let us meet each other half way and make the payment by D/P. ? 让我们双方各让一步，将价格降低5%。
? Let us meet each other half way and reduce the price by 5%.
? 如果你方能接受承兑交单的付款方式，我们将不胜感激。 ? It shall be highly appreciated if you could accept payment by D/A. ? 如果你方能寄送给我们免费的样品，我们将不胜感激。
? It will be highly appreciated if you could send us a sample free of charge. make the payment
?
?
?
? 对于像花这样的特殊产品，我们要求预先付款。 For special products like flowers, we request the payment to be made in advance. 因为订购量很大，所以我们要求用信用证的方式付款。 Since the order is quite large, we request the payment to be made by L/C. 我们很遗憾，我们不再生产你们询问的商品了。
We regret to say that we no longer manufacture the article you enquired about.
我们很遗憾由于我们的供应商ABC公司的原因，第10-14-71 号商品现在仍没有货。
We regret to inform you that due to problems with our supplier, Item No. 10-14-71, ABC company, is not yet available. We regret to say that … ? ? ? ?
It is our usual practice to…
? 我们的惯例是按#5@p金额的110%投保。
? It is our usual practice to cover the insurance for 110% of the invoice value.
? 我们的惯例是在大量订购前先试订购
? It is our usual practice to place a trial order before placing a large one. The best we can do…
? 我们最多只能给你们打8折。
? The best we can do is to give you a discount of 20%.
? 我们最多只能将价格降到每个23欧元。
? The best we can do is to reduce the price to € 23 each.
?
?
?
?
? We wish to draw your attention to the fact that …请注意 我们对于金额达到1万或1万美元以上的订购，不接受付款交单的付款方式。 We wish to draw your attention to the fact that we will only accept the payment by D/P for orders less than $10,000. 请注意此报盘的有效期为5天。 We wish to draw your attention to the fact that the offer is valid for 5 days. structure of a counter-offer
Thank the seller for his offer, mention briefly the contents of the offer.
Express regret at inability to accept (give the reasons for non-acceptance).
Make a counter-offer if, under the circumstances, it is appropriate.
Hope the counter-offer will be accepted and there may be an opportunity to do business together. language points
be in receipt of
subject goods
be on the high side
be out of line with
reduce to/by
rock bottom price
make concessions
meet each other half way
it is usually practice Summary ? ? ? ? ? ? ? ? ? ? ? ? ? ?
?
Assignments
Letter writing
?
?
?
? 回复你方8月21日关于Zippo打火机的报盘，我们很遗憾地说我们不能接受你方报盘。 有消息表明印度的厂商以低于你方30%的价格出售， 我们承认你方的产品质量优良，但是在价格上不应该有这么大的差距。 因此，我方提议将价格降至每个25美元。 至于付款条件，我们希望你方能接受50%承兑交单，50%信用证付款的方式。 希望你方能接受我方的还盘并盼早复。
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