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1、-wy20081006外贸英语函电教案上-第 85 页Chapter ILayout of Business Letter【Teaching Aims】 As China opens wider to the outside world, its foreign trade has expanded greatly in recent years. Meanwhile, competition is becoming keener and keener. To attract more customers, well-written business letters often play an
2、 important role besides good quality and reasonable price. So it is of the utmost importance for the students who want to be engaged in international trade in future to learn how to keep in touch with firms or merchants abroad by correspondence and how to draft effective business letters. Millions o
3、f business communications which were transmitted by cable or telex are now being sent by fax or e-mail. Business letter-writing is also experiencing a rebirth. This part deals mainly with the layout of and the parts contained in a business letter. Through study of this part, students will master two
4、 layout styles, seven principal parts, seven optional parts and different ways of addressing an envelope.【Main & Difficult Points】1. Two styles of layout2. Seven principle parts and seven optional parts3. Addressing envelopes【Key Words & Expressions】letter-head inside name and address body of a lett
5、er salutationattention line blocked style indented style 【Teaching Contents】Brief Introduction Business letters are the principle means used by firms or companies to keep in touch with their customers. They send business letters to ask for or to convey information; to make or to accept an offer; to
6、deal with matters concerning negotiation of business, etc Although formality in business letter writing is rapidly giving way to a less conventional and more friendly style, the layout still follows a more or less set pattern determined by custom. Choice of layout is a matter of individual taste, bu
7、t it is better to follow established practice, to which the business world has become accustomed. It is good to adopt one form of layout and stick to it. 【Teaching type】Theory teaching, discussion, practice【Time Arrangement】Step 1: Brief Introduction (10m) Step 2: Layout of business letter in detail
8、s (2h)Step 3: Revision (5m)Step 4: Homework (5m)【Teaching Methods】Instruction, discussion, practice【Teaching Resources】Multi-media 【Teaching Procedures】Step 1. Layout of business letter in details 、The writing of business letter 商业书信的撰写 商业书信的特点: 1、完整 2、具体 3、清楚 4、简洁5、礼貌 6、体谅 7、正确、 Styles of layout 1.
9、 Indented Form / Style 缩头式，缩行式2. Blocked Style 齐头，平头式3. Modified Style / Semi-Indented Style 混合式 Modified Block with Indented Paragraphs 段落缩头式Modified Block with Blocked Paragraphs 段落齐头式、The Structure of a Business Letter () Seven Main / Principle Parts 七个主要部分1 The Heading or Letter-head 信头 公司名称和地址（
10、name and address of the company） 电话、电传、传真号码、电报挂号(telegraphic address)、e-mail 2 The Date / Date Line 日期1） 年份应完全写出：eg. 19982） 月份应用英文，不用数字3） 月份名称可缩写：Aug. , Oct.4） 24th March, 2007 (Br. Style)March 24, 2007 ( AmE. Style) 3 The Inside Name and Address 封内名称，地址(1) Generally, the inside name and address in
11、an English business letter should include the following: 1） the name of the firm or company addressed to 2) number and street 门牌号码和街名 3） name of city, state or country and its postal code 所在城市、州、县名及邮政编码 P.O. Box 信箱 4） name of country(2) C/O: care of 转交(3) 行名前（以人名为行名）冠以“Messrs”,表客气4 The Salutation 称呼
12、商业函件多用Dear Sirs, 不能单独用Sirs.公事函件用Dear Sir. 半公半私用Dear Mr.美国人常用Gentlemen, 后用冒号Dear Sirs 后用逗号5 The Body1) The Opening Sentences 开头语2） The Body of the Letter 信的正文3） The Closing Sentences 结尾语a. 用分词短语开头 Awaiting your good news, we are, b. 用完整句子开头 We await your good news. 6 The Complimentary Close 结束语，结尾敬语1
13、） The complimentary close is a polite way of bringing a letter to a close. It keeps in tone with the salutation. The most common used sets of salutation and complimentary close are: Formal : Dear Sirs, . Yours faithfully Gentlemen: Truly yoursLess formal: Dear Mr. Henry: Yours sincerely Dear Ms. Smi
14、th: Yours cordially2） Formal 顺序Very sincerely yours, Yours very sincerely,Yours sincerelySincerely yoursSincerely, 7 The Signature 签名The name of the firm that the writer represents should be written in capitals below the complimentary close, followed by the signature of the manager. To sign with a r
15、ubber stamp shows discourtesy. 商号名称用大写，再由负责人签名，用图章有欠礼貌。 () Seven Optional Parts 选择部分1 The Reference Number / The references 存档编号，案号The references may include a file number, department code or the initial of the signer of the writer. They are marked “Our Ref.” and “Your Ref.” to avoid confusion. They
16、 may be placed immediately below the letterhead. Eg. Our ref.: LGB / w.w. Your ref: JDM / je1) facilitate the writers numbering and filing the letters he receives 便于发信人编号归档，以便将来查阅。2) enable the writer or the recipient to link the reply with the previous correspondence便于写信人或对方将回函与以往的信件联系起来。2 The Atte
17、ntion Line 注意事项，致收信人Generally, it is used where the writer of a letter addressed to a firm or a company whishes to direct it to a specific person. It generally follows the inside address and was two line-spacing above the salutation, underlined.需注明对方经办人，希望收信商号将信迅速交经办人办理，可用Attention / Attention of, 用
18、于称呼上两行，加底线。 Eg. For the attention of Mr. SmithAttention: Mr. SmithAttention of Mr. Smith, Export ManagerAttention of Purchasing Manager3 The Subject Line / Re Line / The Subject Heading or Caption 事由，事由栏 Main heading: 主标题Paragraph headings: 分标题 It gives a brief indication of the content of the lette
19、r. There are two kinds of subject headings-main headings and paragraph headings. The main heading is typed two line-spacing below the salutation, underlined. The paragraph heading is placed at the beginning of each paragraph to show what subject the paragraph is dealing with. 标题分为主标题和分段标题。主标题在称呼下面空两
20、行，加下横线。 分段标题放在每段之首， 表示这一段所涉及的主题。4 The Reference Notation 经办人代号主办人代号： reference initials Identification Mark / The identification lineThe reference notations are made up of the initials of the person who dictates the letter and of the secretary or typist. The initials are usually typed two line-spaci
21、ng below the signature against the left-hand margin. The two sets are separated by a colon or a slant, with the dictators coming first. You may capitalize both, or neither, or only the first of the set. 将主稿人和速记员的姓名第一个字母连续打出，两者之间用冒号或斜线分开可以全部大写，或全部小写，或只将口述人姓名首字母大写。以便日后查对由何人主稿，由何人速记打字。Eg. HW / JZ HW: J
22、Z HW :jz HW / jz5 The Enclosure 附件If something is enclosed with the letter, type the word “Enclosure” or an abbreviation of it (Encl.) at the left bottom with a figure indicating the number of enclosures, if there are more than one. Eg. Enclosure: Price list Enclosures: 4 Encl. As stated. Encls.: 2
23、Invoices 6 The Carbon Copy Notation 抄送If the copy of the letter is to be sent to a third party, type cc or CC two line-spacing below the signature or immediately below the enclosure at the left-hand margin, followed by the name of the recipient of the copy. 信件的内容需抄送第三方时， 可在签名或附件下两行沿左边缘线打上cc /CC, 再打上
24、抄送对象的名称即可。But in some countries, people are using the brand name Xerox for cc as the latter one is now almost replaced by the photocopy in business circle. 但在有些国家，由于商界几乎已全部采用影印件来抄送，故往往用Xerox来代替cc.Eg. cc: Shanghai Branch Office7 The Postscript / P.S. 附言A postscript is an afterthought which we should
25、try to avoid using, as in formal letters this is usually a sign of poor planning. If something is forgotten, it is better for the writer to rewrite the whole letter. But as a special device, it has two legitimate functions: 1) Some executives, to add a personal touch to their typewritten letter, occ
26、asionally add a postscript in pen and ink. 以示亲切2) Writers of sales letters often withhold one last convincing argument for emphatic inclusion in a postscript. 为加深印象，将最有说服力的论点归纳在附言中。、Addressing Envelopes The three important requirements of envelope addressing are accuracy, clearness and good appearan
27、ce. Business stationery ordinarily has the return address printed in the upper left corner of the envelope. Name and address of the receiver should be typed above half way down the envelope, leaving enough space for the postmark and stamps. Post notations such as “Registered”, “Certified”, or “Confi
28、dential” should be placed in the bottom left-hand corner. Example of EnvelopesMessrs. William & Sons (Stamp)58 Lancaster House,Manchester, London The National Transport Co. (Registered) 120 Broadway Street Rangoon, Burma 附注项：1 如一信须由特种邮路或邮船寄送，或说明信的类别，可在信封左下角注明：1） Per S/S “Empress of Canada” 由轮寄递2） Vi
29、a Siberia For Europe 经由西伯利亚寄往欧洲3） Via Cape Town 经由南非寄递4） Via Air Mail 航空邮寄5) Via Air Mail Registered 航空挂号6） Registered 挂号邮件7） Express 快递邮件， 快件8） Parcel Post 包裹邮件9） Sample Post 样品邮件10）Samples of Merchandise 货物样品11）Samples of no commercial value 赠品2 私人信或密件，须收信人亲自开启时，可在信封左下角注明： 1） Private 私人信 2） Person
30、al 个人信 3） Confidential 机密信3 其他： 1） 信封左下角注明： Attention Hardware Dept. 请交五金部办 2） 由公司转交私人信，在收信人姓名后，在公司名称前加c/o Eg. Mr. Charles Wood c/o China National Chemicals Import & Export Corporation 3) 托人带信： Mr. Charles Wood Kindness of Mr. J. W. Smith或用：Per Kindness of By Kindness of Through the Courtesy of Step
31、 2: Revision After studying the layout of business letter in details, ask the students master two layout styles, seven principal parts, seven optional parts and different ways of addressing an envelope. Keep these important points in mind. Make sure they can master all these main points.Step 3: Home
32、work1. Finish the exercises.2. Remember the new words and important language points. 3. Prepare the next lesson.Key to the ExercisesI. Arrange the following in proper form as they should be set out in a letter: China Fujian Chemical Imp. & Exp. Corp. 128 Wuyi Road , Fuzhou, ChinaFax: 0591-7533426 Te
33、l: 0591-7533526 March 23, 2003 H.G Wilkinson Company Limited 245 Lombart Street, Lagos, NigeriaDear Sirs,Re: Sewing MachinesWe thank you for your letter of March 16 enquiring for the captioned goods.The enclosed booklet contains details of all our Sewing Machines and will enable you to make a suitab
34、le selection.We look forward to receiving your specific enquiry with keen interest.Yours faithfully,II. Address an envelope for the above letter:China Fujian Chemical （Stamp）Imp. & Exp. Corp.128 Wuyi Road Fuzhou, China H.G Wilkinson Company Limited 245 Lombart Street,Lagos, Nigeria (Registered) Chap
35、ter IIEstablishment of Business RelationsLesson OneSelf-Introduction【Teaching Aims】 It is fairly true to say no customer, no business. To establish business relations with prospective dealers is one of the vitally important measures either for a newly established firm or an old one that wishes to en
36、large its business scope and turnover. This chapter deals mainly with the establishment of business relations and credit inquires. Through the study of this chapter, students will be able to write letters on establishing business relations and inquiring about new customers credit status. 【Main & Dif
37、ficult Points】1. Introduction of your company and its business scope2. Information on products3. Credit inquires【Key Words & Expressions】owe to avail oneself of specialize in deal in acquaint with under separate cover for ones referencequotation upon receipt of 【Teaching Contents】Brief Introduction
38、Establishment of business relations means setting up business connections between two firms who have had no business dealings with each other before. Just as a factory requires a complete set of machinery to proceed with production, a firm engaged in international trade needs extensive business conn
39、ections to open up as many international markets as possible and increase its trade volume much. Therefore, to establish extensive business relations with prospective dealers is of the utmost importance in the international trade. Foreign merchants may be approached through the following channels:1.
40、 Web2. Banks3. Commercial Counselors Office4. Chambers of Commerce in foreign countries5. Trade Directory6. Advertisements7. Attendance at trade fairs and exhibitions held at home and abroad8. Mutual visits by trade delegations and groups, etc.9. self-introduction by merchants themselvesHaving obtai
41、ned the name and address of the firm you are about to enter into relations with, youd better get to know all the possible information about the firm, especially its financial position and business integrity which are considered vital in todays business. You may approach banks, chambers of commerce,
42、or inquiry agencies for information. As a usual practice, the first transaction dealers, especially importers, would be required to provide their own banks or trading partners with credit references. A letter aiming at establishing business relations often consists of the following parts:1) where yo
43、u get the information about the person or company to whom you are writing the letter;2) your intention for export or import;3) a brief introduction to your business scope, experience and products;4) the reference as to your firms credit standing;5) expectation for cooperation and an early reply.【Tea
44、ching type】Theory teaching, discussion, practice【Time Arrangement】Step 1: Introduction (5m) Step 2: Details in establishing trade relations (15m)Step 3: Details of the letter (1h)Step 4: Revision (5m)Step 5: Homework (5m)【Teaching Methods】Instruction, discussion, practice【Teaching Resources】Multi-media 【Teaching Procedures】Step 1: Introduction To establish business relations with prospective dealers is one of the important measures either for a newly established firm or an old one that wishes to enlarge its business scope and turnover. Merchants abroad may be app