外贸英语函电全书全套教学教程电子教案电子讲义.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,外贸英语函电实训教程,Chapter 1 Fundamentals of business communication,1,.Formats of an email,2.Principles of business writing,3.In-class writing,International trade correspondence,1.Definition,International trade correspondence refers to the,letters and e-mails,dealing in international business.,2.Aim,The purpose of this course is to help you learn,how to write good business letters,by using up-to-date expressions in the simplest possible language.,1.1 Structure of an email,Head,senders email address,recipients email address,CC(carbon copy),BCC(blind carbon copy),subject of the email,attachment,Body,salutation,body,complimentary close,Signature(senders full name),Senders title and department,Signature block(may include companys name,logo,address,phone number,fax number and website),(1)E-mail address,Ensure an appropriate name,Use a variation of your name,Tina Chen,TinaC,Tchen,(2)A clear subject,Dont leave “Subject”as blank,Make the subject as,concise and concrete,as you can,Ensure any confidential/sensitive/offensive information are not shown in“Subject”,Case:,David will visit China and attend a technology conference in Shanghai.During his stay there,he will also visit 2 local clients for product demo.5 days prior to his arrival,one of the client visit has been cancelled.In addition,he will also check in another hotel since the formerly booked one is not available anymore.As Davids counterpart in China,you need to inform David about this.,Write David an email about this with the subject,“,Travel Update,”,“Two Changes in Your Shanghai Itinerary”,“Urgent-Two Important Changes in Your Shanghai Itinerary”,Case,(3)salutation&complimentary close,1.2 The formats of an email,1.,Fully blocked style,完全齐头式,2.,Indented style,缩行,式,1)Fully blocked style,完全齐头式,Gentlemen:,Were sending you our latest pricelist ,We are looking forward to hearing from you soon.,Truly yours,THE WILSON COMPANY,William Robertson,President,信的所有项目一律向左看齐。,信中各段落之间均空一行。,2)Indented style,缩行式,Dear Mr Coleman，,Order No.68197,Please accept our apologies for the error made by our company in filling your Order No.68197 dated 15 June 2006.,You ordered 12 000 size ultra super-long-life premium batteries,but our dispatch office sent 1 200.This was due to a typing error.,The balance of 10 800 batteries was dispatched by express courier to your store this morning and will arrive by Monday,3 July 2006.,Since we value your business,we would like to offer you a 10%discount off your next order with us.,We look forward to receiving your further orders and assure you that they will be filled correctly.,Yours truly,Mary Green,结束礼词、签名,从左边移到了右边。,段落首行缩进4-6个字母。,2.Principles of business letter-writing,7 Cs,Consideration,Courtesy,Clarity,Conciseness,Concreteness,Completeness,Correctness,1)Consideration,Try to put yourself into readers place.,Compare the following pairs:,We will send you the sample next month.,We wont be able to send you the sample this month.,2),Courtesy,It is not mere politeness.The courteous writer should be sincere and tactful,thoughtful and appreciative.,Compare the following pairs:,We are sorry you have misunderstood us.,We are sorry we didnt make ourselves clearly.,3),Clarity,清楚,Keep in mind the purpose of his/her letter,Express the message in simple words,in well-constructed sentences.,Compare:,We send you 4 samples yesterday of the goods which you requested in your letter of May 10 by air.,We send you yesterday,by air,4 samples of the goods which you requested in your letter of May 10.,4)Conciseness,简洁,Avoid wordy expressions&unnecessary repetition,Wordy,Concise,We would like to,please,During the year of 1995,during 1995,For the development of,for developing,In the city of Dallas,in Dallas,5)Concreteness,具体,Make the message specific,definite and vivid.,These brakes can stop a car within a short distance.,These Goodson power brakes can stop a 2-ton car within 24 feet.,6)Completeness,Both in format and content,7)Correctness,Correct grammar,punctuation and spelling,Accurate figures and exact terms(such as names of articles,specifications,quantity,price and units,etc.),3.Writing,Write an email about your holiday to your friend,注意英文信的写作格式,Chapter 2,Lead in,Purpose,?,To seek new customers.,To expand new markets.,To consolidate existing relations.,How,?,How can we get the information of the target firm?,Lead in,How,?,How can we get the information of the target firm?,Group discussion,Case analysis,Mr.Chen,manager of Ningbo Tiantian Toys Co.,Ltd,attended the 2,nd,phase of 117,th,Canton Fair,where he met Mrs.McDonnell,an Australian businesswoman,who showed her interest in their wooden intelligence toys.,But they didnt have a detailed discussion because Mrs.McDonnell had something urgent to deal with.She only left a business card to Mr.Chen.,After returning to the company,Mr.Chen asks Liu Ming to get into contact with Mrs.McDonnell.In the meantime,he is told to send some pictures of products.,You are expected to write an email to Mrs.McDonnell on behalf of Liu Min.,Brainstorm,What content should be covered in your first business letter if you want to establish business relations with the target firm?,Writing steps,How and where he gets the name and address of the receiver,s company,Brief introduction to your business scope,experience and products,Provide catalogue,Expectation for an early reply.,Key words,Specialize,in,The company is,specialized,in the refrigerator.,本公司是专业从事冰箱生产。,=deal in/handle,Theteamconsistsof over20employeesthat,specialize,inmarketing.,专门研究,Excellent/competitive,Supreme/fine/exceptional/superb,Moderate/reasonable/favourable/rock-bottom,Key words,Enclose,把封入信封;随函附上,We,enclose,our export list.,Enclosed,is our export list.,Enclosed please find,our export list.,Key words,Appreciate,vt.be grateful for,IconstantlytellmydadhowmuchI,appreciate,whathedidforme.,We would,appreciate,your coming here.,Id,appreciateitif,youcould make me anofferbasedon our request.,Self-learning 1,The source of information,Purpose of the letter,Brief introduction,Provide catalogue,Credit standing,Expectation,Self-learning 2,Courtesy,Consideration,Clarity,Concreteness,Completeness,if you feel convenient.,We think you might be paying,If you come,we should like to invite you,Our manager wishes to have an opportunity for,Thank You!,Chapter 3,Enquiry,Contents,1.Lead-in,2.Letters of enquiry,3.How to reply enquiry,4.Assignment,1.Lead in,What is an inquiry?,An inquiry is a request for information.,A potential,importer,may send such letter to the,exporter,to,ask for information,about goods to be ordered.,What type of information may be inquired for?,2.Sample study,Where does the new customer come from?,Whats the purpose of this letter?,What information does the buyer need?,Structure,First enquiry,Source of the information,State what interest you,Make enquiry,Give hints,Expectation,Principles of writing,business,letters,7 C,Consideration,Courtesy,Clarity,Conciseness,Concreteness,Completeness,Correctness,Principles of writing,enquiry,letters,3 C,Clarity,Concreteness,Courtesy,Analysis of Letter 1,Clarity,Your items are,of special interest,to us.,Concreteness,We would like you to send us,illustrated catalogues,samples and other necessary information,.,What we need should,comply with the Canadian quality standard,.,Analysis of Letter 1,Courtesy,We,searched,your name from Alibaba,We,are glad to,inform you that,We,would like,to do,We,trust,We,look forward to,your early reply.,Analysis of Letter 2,Group discussion,Please analyze the sample from the three principles:,Clarity,concreteness and courtesy,Useful expressions,Please,quote us the lowest price,Would you please,send us,We shall,be pleased if,you will kindly send us,We would be,grateful,/,obliged if,you would,It would be,appreciated if,you could,如蒙,将不胜感激,Word study,Catalogue商品目录册,最新目录/附有说明书(插图)的目录,the latest catalogue,illustrated catalogue,brochure 小册子,pamphlet 小册子,leaflet 单页的商品说明书,sample cuttings 剪样,Word study,Quote:v.,tell a customer the price,Quotation:n.,Quote sb.a price for sth.,他们最初给这批货报价15,000美元。,They originally quoted$15,000 for the shipment.,Word study,Place a large/substantial order,place an order with sb for sth,向某人订购某物,若你方的摩托车质量好，价格合理，我们计划定期向你大量订购。,If the quality of your motorcycle is satisfactory and your price is reasonable,we may place regular orders with you for large numbers.,Task 2,please,contact,us for your requirements directly,If your prices are competitive,can interest our customers,we are,enclosing,an inquiry for 1,000 pieces of Childrens Bicycles,if,you,quote,us your lowest price CIF New York,1.如能对以下产品报最低价，我方将不胜感激。,2.我方拟购核桃仁，请报最低价，并说明原产地、包装、详细规格、可供数量和最早交货期。,3.很遗憾得知我方前几次府绸的报价未能引起你方的兴趣，但仍冒昧地希望你方对印花细布的报价给予考虑。,4.我方了解到你放市场对玻璃器皿需求强劲，借此良机，附上我方第1112号报价单，供你方参考。,5.随函附上新季度目录一份，介绍许多新品种及上季度颇受欢迎的货物新样，请贵方研究新的目录并提出你方下一季度的需求。,How to reply the enquiry,Group discussion,To which points do you need to pay attention when you reply the enquiries?,Reply to the enquiry,Enquiries mean potential business.,Guidelines,The reply should be,prompt and courteous,.,Make sure that all the questions asked in an enquiry have been answered.-,consideration,How to compose“reply to enquiry”,First,express your thanks for the enquiry.,Then,offer all the detailed information the buyers want to know.,-provide product catalogue and pricelist,-emphasize competitiveness of products,-declare price,discount,terms of payment,delivery date,etc.,Finally,express hope for early reply.,Thank You!,Chapter 4 Offer and Counteroffer,Contents,Lead in,1,Letters of firm offer,2,Letters of non-firm offer,3,Letters of counteroffer,4,Lead in,What is an offer?,Simply speaking,an offer is the reply made by a seller to the inquiry by a buyer.,An offer is a promise to supply goods on the terms stated.,在国际贸易中，发盘（Offer）又称发价，在法律上又称,“,要约,”,，是指卖方向对方提出的各项交易条件。,Classification,Offer with engagement-formal/effective offer-,firm offer,有约束力发盘 正式、有效发盘 实盘,2.,Offer without engagement-free offer-,non-firm offer,无约束力报盘 自由发盘,虚盘,从法律责任上来分,T,wo requirements for a firm offer,Names of goods,specifications,prices,quantity,packing and insurance,2.Time of delivery,shipping and terms of payment,plete,affirmative,specific terms,交易条件完整,Specifically,the beginning and the ending date,of the Validity must be given.,2.The validity period 有效期,Word study,offer n.,Make sb.an offer for,给某人报,offer v.,Others suppliers are,offering,a much better,price,.,We can,offer,Mens,Shirts,at competitive prices.,Please,offer,us 500 Bicycles CIF London.,Word study,Firm:“有效”,Valid/Open/good,This offer is valid up to the 28 October.,该报盘有效期到十月二十八日。,The offer will remain/be kept/be held,open/valid/firm/good,for one week.,subject,to:,adj.以为条件；以为准；取决于,Non-firm offer,Non-firm offer,A non-firm offer is not legally binding.,虚盘不具有法律约束力。,The prospective buyer is under no obligation to buy the goods,while the seller is not bound to sell what has been previously quoted.,虚盘是发盘人所作的非承诺性的表示。,Part 5 Autonomous learning,Word study,The offer is subject to our final confirmation.,本报盘以我方最后确认为准。,subject,to:,adj.,以,为条件；以,为准；取决于,虚盘的表达法：,The offer is subject to goods being unsold.,本报盘以货物未售出为条件。,The offer is subject to change without notice.,本报盘以随时更改而勿需另作通知为条件。,We make you the offer without engagement.,此报盘为无约束力的报盘。,Our offer is subject to approval of export license.,Reply to the offer,Lead inDefinition,When an offeree couldnt agree to the condition of the offer completely made by the offerer and he wants to amend the offer,a counteroffer can be made.,对报盘信的,不利答复,，虽然表示接受，但有添加、限制或其它更改的答复，即构成还盘。还盘也叫还价。,Letter 2,After we have carefully studied it,we find your price is too high.,Compared with the items produced in Europe,your price is 5%-10%higher than that of other competitors.,I think this discount should be acceptable to you.,Sample,Question 1,Question 2,Why does the buyer decline,the offer?,What does the buyer counteroffer?,Analysis of a counter-offer,接到还盘后，要与原盘进行核对，找出原盘中提出的新内容，然后结合市场变化情况和销售意图，认真予以对待。Re-c,ounter,offer,如果另一方对还盘内容不同意，还可以进行,反还盘（或称再还盘）。,还盘可以在双方之间反复进行。,Letter 2,4.We do hope to cooperate and expand business with your company.,5.Actually we have received many orders from other companies at such competitive price.,6.Considering the rising price of raw material,we hope you can make your final decision without delay.,Reply to a counter-offer,Sample on P41,Whats the sellers reply to the counteroffer?,How does the seller persuade the buyer to accept the previous offer?,Writing steps,thank for an offer or bid with its details;,regret that being unable to accept what has been offered and state your reasons;,Make a counteroffer(put forward your new terms and conditions).,giving the hints(urge the seller to accept his counteroffer);,Give your hope for a prompt reply and business success.,Word study,Regret,vt.抱歉，遗憾,抱歉无法按你方上次信中所提价格供货。,We regret our inability to supply the goods at the price indicated in your previous letter.,由于原材料价格上涨，抱歉无法按原价格接受你方订单。,We regret that we cant accept your order at the original price owing to the rise in the price of raw materials.,Word study,Decline:,vt.拒绝；谢绝（用于拒绝，该词要比reject,和,refuse委婉）；,遗憾得知我方报盘遭到你方买主的拒绝。,We regret to learn that our offer has been declined by your end-users.,由,于你方价格太高，缺乏竞争力，我们只好拒绝你方报盘，甚歉。,As your prices are too high to meet competition,we have to decline your offer with regret.,Warming up 1,虚盘,non-firm offer,确认,confirmation,约束力,engagement,以,为准,subject to,有效,validity,规格,specification,长吨,long ton,单价,unit price,Warming up 2,你方报价与现行市场价不合。,很遗憾，我们的价格与你方还盘之间的差距太大。,这是我方的最低价格，我们不能再让了。,我们要求宽限六天以便做出还价。,我们很遗憾，知道你方已拒绝了我方的还价。,Part 7 exercises,1.We regret to inform you that your price is rather on the high side though we appreciate the good quality of your products.,2.We very much regret that your price is out of line with the prevailing market.,3.Although we are desirous of doing business with you,we regret to say that your price is unacceptable to us.,4.Indian makes have been sold here at a level about 10%lower than yours.,5.When comparing with the other suppliers prices,your price is almost 10%higher than theirs.,你方的价格比我们从其他地方拿到的价格高多了。,为达成交易，我方还盘如下：500吨核桃，每吨900美元CIF欧洲主要港口。,由于核桃市价下跌，建议你方降价5%，否则无法成交。,我们并不否认你方产品的品质略佳，但无论如何价格的差距不应大到10%，为了达成交易，我方的还盘是每吨900美元CIF欧洲主要港口。,现报盘如下，以你方在10日之内回复为有效。,Thank You!,