商务英语写作资料.docx
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商务英语写作资料.docx
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商务英语写作资料
UnitFive
BusinessNegotiation
Objectives:
Bytheendofthischapteryoushouldbeableto:
•Understandtheimportanceofbusinessnegotiationinbusinesstransaction
•Mastertheproceduresofbusinessnegotiation
•Knowhowtowriteeffectivebusinessletterssuchasenquiryandreply,offerandcounter-offer,orderandcontract
TaskThreeBusinessNegotiationLetter
I.Overview
Businessnegotiation,theprocesssellerandbuyerbargainsothatanagreementisreached,playsaveryimportantroleinconductingatransaction.Successfulbusinessnegotiationgenerallyresultsinacontractbetweentheparties,whichmeansbothagreeonthevarioustermssuchasquality,quantity,packing,price,payment,shipment,insurance,claimsanddisputes,arbitration,forcemajeure,etc.Businessnegotiationcanbeconductedorallyorliterally.Oralnegotiationmainlyreferstofacetofacetalkormakingacall,whilewrittennegotiationincludessuchdifferenttypesofcommunicationascorrespondence,cableortelex.Generally,thepartiesemploycorrespondenceespeciallye-mailmoreoftentonegotiateinthemodernbusinessworld.Therefore,agoodknowledgeofbusinessnegotiationletteriscrucialforpeopleinvolvedinbusiness.
1.BasicPrinciplesforBusinessNegotiationletter
Businessnegotiationaimsatreachingawin-winsituationforbothsellerandbuyer.Forthisaim,eventhoughthecorrectuseofthemechanicsandformsofbusinesslettersareimportant,weshouldpaymoreattentiontosomebasicwritingprinciples:
clarity,courtesy,positivelanguage,you-attitude,completeness,conciseness,etc,sothatthenegotiationmaybeconductedmoresmoothlyandsuccessfully.
2.ContentofBusinessNegotiationLetter
Businessnegotiationusuallycoversfourstages:
enquiryandreply,offerandcounter-offer,acceptanceandconclusionofacontractinwhichofferandacceptancearenecessary.Thus,thefollowingcasestudieswillfocusonletterwritingofthefourstages.
3.FormatRelatedwithBusinessNegotiationLetterWriting
Likeanapplicationlettermentionedinunitone,businessnegotiationlettershouldalsoincludeabriefopeningparagraph,onetothreebodyparagraphs,andaclosingparagraph,alongwithotherfeaturesstandardtobusinessletters.
II.StructuralPartsofBusinessNegotiationLetters
Structurallyspeaking,Englishbusinessnegotiationlettersarecomposedoftwelveparts,asfollows:
1.Letterhead
Theletterheadincludesthesender’sname,postaladdress,telephonenumber,faxnumber,E-mailaddressandwebsite,etc.Usuallyletterheadisprintedintheup-letterorattheleftmarginofaletter.
GuangzhouTextileImport&ExportCorp.
20DongfengNorthRoad,YuexiuDistrict
Guangzhou510620P.R.China
020-*******
Fax:
020-888889
E-mail:
gtiec@
Website:
2.ReferenceandDate
Inbusinessnegotiationletterwriting,itisnecessarytogiveareferencetomakeiteasiertofiletheletterandtrackitwhenneeded.Thereferencemayincludeafilenumber,departmentalcodeortheinitialsofthesignerfollowedbythatofthetypistoftheletter.Theyaretypedimmediatelybelowtheletterheadandtheyaremarked“Yourref:
”and“Ourref:
”,asfollows:
Yourref:
ABC/ID
Ourref:
DEF/ED
Toavoidconfusion,thedateshouldalwaysbetypedinfullandabbreviated,whilethe-th,-st,-rd,-ndthatfollowthedaycanbeomitted,forinstance:
October18,2010(Americansystem)
18October182010(Britishsystem)
3.InsideNameandAddress
Theinsidenameandaddress,alsothereceiver’snameandaddress,istypedattheleft-handmarginabouttwolinespacesbelowthedate.Thewritingwayissimilartothatofsender’snameandaddressexceptgivingcourtesytitlesbeforethereceiver’sname,forexample:
e.g.1Mr.RaphaelHudson
SalesManager
BritishTextileImport&ExportCorp.
6and7CliffordStreet
London,W.1,England
e.g.2Ms.MelodySmith
ImportManager
BritishTextileImport&ExportCorp.
6and7CliffordStreet
London,W.1,England
Question:
CanyouthinkofothercourtesytitlesexceptMr.,Ms.?
Howtodistinguishthem?
4.AttentionLine
Theattentionlineisusedwhenthewriterofaletteraddressedtoanorganizationwishestodirectthelettertoaparticularindividual.Itgenerallyfollowstheinsideaddress.Forexample:
Attention:
Mr.White
5.Salutation
Thesalutationtypedthetwolinespacesbelowtheinsideaddressortheattentionlineactsasthegreetingtothereceiver.Therearesomecommonsalutations,forinstance:
“DearSir”,“DearMadam”or“DearSirorMadam”isusedforaddressingoneperson;“DearSirs”,“DearMadams”,“DearSirsorMadams”or“Ladies/Gentlemen”isusedforaddressingtwoormoreperson.Ifthereceiverisknowntothewriterpersonally,awarmergreeting“DearMr.sb.”ispreferred.Ifthereceiverhasanacademictitle,youcanwrite“DearProf.sb.”,or“DearDr.sb.”.Payattentionthat“Ladies/Gentlemen”isfollowedbyacolonwhileothersarefollowedbyacomma.
6.SubjectLine
Theoptionalsubjectlinecontainsthetopicofaletter.Itiskeyedtwolinesbelowthesalutation.
7.Body
Thebodyisthemainpartoftheletter.Single-spacethebodyoftheletteranddouble-spacebetweenparagraphs.Iftheletterisveryshort,youmayenlargethemarginormakelinesdouble-spaced.
8.ComplimentaryClose
Complimentaryclose,oneortwolinesbelowthebodyisacourtesywayofendingaletter.Itisinkeepingwiththesalutation.Themostcommonlyusedsetsofsalutationandcomplimentarycloseare:
Formal:
DearSir(s),Yoursfaithfully,(or:
Faithfullyyours,)
Gentlemen:
Trulyyours,(or:
Yourstruly,)
LessFormal:
DearMr.Smith,Yourssincerely,(or:
Sincerelyyours,)
9.Signature
Thesignature,justbelowcomplimentaryclose,containsthewriter’ssignedname,keyednameandjobtitle.Forexample:
Yoursfaithfully,
(Signature)
MaryJones
President
10.Enclosure
Ifanadditionalitemisincludedwithaletter,keythewordEnclosureoritsabbreviation,“Enc.“or“Encl.”twolinesbelowthesignature.Ifthereismorethanoneitem,itisindicated“Encls.”or“Encs.”or“2Encls.”or“3Encs.”ormaybeindetailsasfollows:
Encl.:
1Pricelist
1Photo
11.CarbonCopyNotation
Whencopiesoftheletteraresenttosomeoneotherthantheaddressee,keyc.c.twolinesbelowthesignatureattheleftmargin.Forexample:
c.c.Mr.Parsons
ccMr.Parsons
12.Postscript
Foremphasis,youmayaddapostscripttwolinesbelowthecarboncopynotation.Forinstance:
P.S.ThesampleswillbesenttoyouonOctober19,2010.
TrytoavoidP.S.sinceitmayindicatethatyoufailedtoplanyourletterwellbeforeyouwroteit.
III.BusinessEnvelopes
Businessenvelopesordinaryhavethereturnaddressprintedintheupperleftcorner.Thereceiver’snameandaddressshouldbecenteredonthefrontsideoftheenvelope.Thepostmarkorstampsshouldbeplacedintheupright-handcorner,whilethebottomleft-handcornerisforpostnotationssuchas“Confidential”,“Secret”,“PrintedMatter”,etc.
J.Robinson(Stamp)
104FleetStreet
London,U.K.
Mr.RobertSmith
2417BancraftWay
Berkely,CA94704
U.S.A.
Registered
IV.BusinessNegotiationLetterGeneralFormat-FullBlockForm
Letterhead
ReferenceandDate
InsideNameandAddress
AttentionLine
Salutation
SubjectLine
Body
ComplimentaryClose
Signature
Enclosure(s)
CarbonCopyNotation
P.S.
●Inthefullblockform,everypartofaletteristypedfromtheleftmargin.
ModifiedBlockFormwithIndentedStyle
Letterhead
ReferenceandDate
InsideNameandAddress
AttentionLine
Salutation
SubjectLine
Body
ComplimentaryClose
Signature
Enclosure(s)
CarbonCopyNotation
P.S.
●Inthemodifiedblockformwithindentedstyle,thesender’saddressistypedintheup-middlepart.Thereceiver’saddressstartsfromtheleftmargin.Thecomplimentarycloseaswellasthesignatureistypedfromthemiddlelittletowardstheright.
ModifiedBlockForm
●
Letterhead
ReferenceandDate
InsideNameandAddress
AttentionLine
Salutation
SubjectLine
Body
ComplimentaryClose
Signature
Enclosure(s)
CarbonCopyNotation
P.S.
●Inthemodifiedblockform,allthepartsstartfromtheleftmargin,exceptthedate,complimentarycloseandsignaturewhicharepositionedthesameasthatinthemodifiedblockfromwithindentedstyle.
SimplifiedForm
Letterhead
ReferenceandDate
InsideNameandAddress
SubjectLine
Body
Signature
●Simplifiedformissomewhatlikefullblockform.Butsomepartsareomitted,suchassalutationandcomplimentaryclose,etc.
V.CaseStudies
TGTCOCAC
No.26,SaifRoad,TeheranCity,Iran,63100
Tel:
0098-2176009000Fax:
0098-2176009001
Yourref:
C926Ourref:
bwbwDate:
September6,2010
MadiaCAC
No.6,MadiaRoad,MadiaNewHQBuilding,FoshanCity
Guangdong,P.R.China,528100
Tel:
0086-757-22360488Fax:
0086-75722369337
Attention:
MelodySmith
DearMs.Smith,
PricesforCommercialUnits
Thankyouverymuchforyourextensiveconsiderationinestablishingbusinessrelationswithourcompany.WeareverymuchinterestedinimportingCommercialAir-conditioningfromyourcompany.Wouldyoukindlygiveusthequotationforthefollowingcommercialmodels?
MGC-E12W/S
MGC-E14W/S
MGC-E16W/S
MGC-E18W/S
Whenquoting,pleasestatetermsofpaymentanddiscountyouwouldallow.Shouldyourproductsareofgoodqualityandcompetitiveprice,wewillplacealargeorderwithyouandopenL/Cinyourfavorintime.Asforourfinancialstanding,businesscapacityandcharacter,pleaserefertoourbankers,theBankofEmirate.
Weshallappreciateyourpromptresponseinthismatter.
Yoursfaithfully,
(Si
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