[ 收藏 ] [ 简体中文 ]  
臺灣貨到付款、ATM、超商、信用卡PAYPAL付款,4-7個工作日送達,999元臺幣免運費   在線留言 商品價格為新臺幣 
首頁 電影 連續劇 音樂 圖書 女裝 男裝 童裝 內衣 百貨家居 包包 女鞋 男鞋 童鞋 計算機周邊

商品搜索

 类 别:
 关键字:
    

商品分类

  •  管理

     一般管理学
     市场/营销
     会计
     金融/投资
     经管音像
     电子商务
     创业企业与企业家
     生产与运作管理
     商务沟通
     战略管理
     商业史传
     MBA
     管理信息系统
     工具书
     外文原版/影印版
     管理类职称考试
     WTO
     英文原版书-管理
  •  投资理财

     证券/股票
     投资指南
     理财技巧
     女性理财
     期货
     基金
     黄金投资
     外汇
     彩票
     保险
     购房置业
     纳税
     英文原版书-投资理财
  •  经济

     经济学理论
     经济通俗读物
     中国经济
     国际经济
     各部门经济
     经济史
     财政税收
     区域经济
     统计 审计
     贸易政策
     保险
     经济数学
     各流派经济学说
     经济法
     工具书
     通货膨胀
     财税外贸保险类考试
     英文原版书-经济
  •  社会科学

     语言文字
     社会学
     文化人类学/人口学
     新闻传播出版
     社会科学总论
     图书馆学/档案学
     经典名家作品集
     教育
     英文原版书-社会科学
  •  哲学

     哲学知识读物
     中国古代哲学
     世界哲学
     哲学与人生
     周易
     哲学理论
     伦理学
     哲学史
     美学
     中国近现代哲学
     逻辑学
     儒家
     道家
     思维科学
     马克思主义哲学
     经典作品及研究
     科学哲学
     教育哲学
     语言哲学
     比较哲学
  •  宗教

  •  心理学

  •  古籍

  •  文化

  •  历史

     历史普及读物
     中国史
     世界史
     文物考古
     史家名著
     历史地理
     史料典籍
     历史随笔
     逸闻野史
     地方史志
     史学理论
     民族史
     专业史
     英文原版书-历史
     口述史
  •  传记

  •  文学

  •  艺术

     摄影
     绘画
     小人书/连环画
     书法/篆刻
     艺术设计
     影视/媒体艺术
     音乐
     艺术理论
     收藏/鉴赏
     建筑艺术
     工艺美术
     世界各国艺术概况
     民间艺术
     雕塑
     戏剧艺术/舞台艺术
     艺术舞蹈
     艺术类考试
     人体艺术
     英文原版书-艺术
  •  青春文学

  •  文学

     中国现当代随笔
     文集
     中国古诗词
     外国随笔
     文学理论
     纪实文学
     文学评论与鉴赏
     中国现当代诗歌
     外国诗歌
     名家作品
     民间文学
     戏剧
     中国古代随笔
     文学类考试
     英文原版书-文学
  •  法律

     小说
     世界名著
     作品集
     中国古典小说
     四大名著
     中国当代小说
     外国小说
     科幻小说
     侦探/悬疑/推理
     情感
     魔幻小说
     社会
     武侠
     惊悚/恐怖
     历史
     影视小说
     官场小说
     职场小说
     中国近现代小说
     财经
     军事
  •  童书

  •  成功/励志

  •  政治

  •  军事

  •  科普读物

  •  计算机/网络

     程序设计
     移动开发
     人工智能
     办公软件
     数据库
     操作系统/系统开发
     网络与数据通信
     CAD CAM CAE
     计算机理论
     行业软件及应用
     项目管理 IT人文
     计算机考试认证
     图形处理 图形图像多媒体
     信息安全
     硬件
     项目管理IT人文
     网络与数据通信
     软件工程
     家庭与办公室用书
  •  建筑

  •  医学

     中医
     内科学
     其他临床医学
     外科学
     药学
     医技学
     妇产科学
     临床医学理论
     护理学
     基础医学
     预防医学/卫生学
     儿科学
     医学/药学考试
     医院管理
     其他医学读物
     医学工具书
  •  自然科学

     数学
     生物科学
     物理学
     天文学
     地球科学
     力学
     科技史
     化学
     总论
     自然科学类考试
     英文原版书-自然科学
  •  工业技术

     环境科学
     电子通信
     机械/仪表工业
     汽车与交通运输
     电工技术
     轻工业/手工业
     化学工业
     能源与动力工程
     航空/航天
     水利工程
     金属学与金属工艺
     一般工业技术
     原子能技术
     安全科学
     冶金工业
     矿业工程
     工具书/标准
     石油/天然气工业
     原版书
     武器工业
     英文原版书-工业技
  •  农业/林业

  •  外语

  •  考试

  •  教材

  •  工具书

  •  中小学用书

  •  中小学教科书

  •  动漫/幽默

  •  烹饪/美食

  •  时尚/美妆

  •  旅游/地图

  •  家庭/家居

  •  亲子/家教

  •  两性关系

  •  育儿/早教

     保健/养生
     体育/运动
     手工/DIY
     休闲/爱好
     英文原版书
     港台图书
     研究生
     工学
     公共课
     经济管理
     理学
     农学
     文法类
     医学
  • 國際商務函電(第2版)
    該商品所屬分類:研究生 -> 經濟管理
    【市場價】
    452-656
    【優惠價】
    283-410
    【作者】 李爽、矯 
    【所屬類別】 圖書  教材  研究生/本科/專科教材  經濟管理類圖書  管理  商務溝通  綜合 
    【出版社】清華大學出版社 
    【ISBN】9787302417095
    【折扣說明】一次購物滿999元台幣免運費+贈品
    一次購物滿2000元台幣95折+免運費+贈品
    一次購物滿3000元台幣92折+免運費+贈品
    一次購物滿4000元台幣88折+免運費+贈品
    【本期贈品】①優質無紡布環保袋,做工棒!②品牌簽字筆 ③品牌手帕紙巾
    版本正版全新電子版PDF檔
    您已选择: 正版全新
    溫馨提示:如果有多種選項,請先選擇再點擊加入購物車。
    *. 電子圖書價格是0.69折,例如了得網價格是100元,電子書pdf的價格則是69元。
    *. 購買電子書不支持貨到付款,購買時選擇atm或者超商、PayPal付款。付款後1-24小時內通過郵件傳輸給您。
    *. 如果收到的電子書不滿意,可以聯絡我們退款。謝謝。
    內容介紹



    開本:16開
    紙張:膠版紙
    包裝:平裝

    國際標準書號ISBN:9787302417095
    叢書名:二十一世紀普通高等院校實用規劃教材·經濟管理繫列
    作者:李爽、矯

    出版社:清華大學出版社
    出版時間:2016年03月 

        
        
    "

    編輯推薦


    本書介紹國際經貿實務的中英文寫作,緊密結合我國外經貿業務實際,總結和歸納了國際經貿業務中的常用術語、常用短語、句型結構和縮略語,內容新,實用性強。



    全書共分為十,按照實際交易程序介紹商務信函的寫作方法,內容包括建立業務關繫、詢價、報價、還價、接受、開證、保險、租船訂艙和索賠等,另外還介紹了國際商務應用文的寫法和合同或合約的閱讀。的內容主要包括導讀、樣函、注釋、常用語句、寫作指導和練習,書末附導讀和樣函主體部分的譯文,以及兩套模擬試卷及其答案練習題的答案。



    本書適合用作大學本科和專科生,獨立學院和高職高專學生及對外經濟貿易工作人員的教材及自學參考書。

     
    內容簡介
    本書介紹國際經貿實務的中英文寫作,緊密結合我國外經貿業務實際,總結和歸納了國際經貿業務中的常用術語、常用短語、句型結構和縮略語,內容新,實用性強。
    全書共分為十,按照實際交易程序介紹商務信函的寫作方法,內容包括建立業務關繫、詢價、報價、還價、接受、開證、保險、租船訂艙和索賠等,另外還介紹了國際商務應用文的寫法和合同或合約的閱讀。的內容主要包括導讀、樣函、注釋、常用語句、寫作指導和練習,書末附導讀和樣函主體部分的譯文,以及兩套模擬試卷及其答案練習題的答案。
    本書適合用作大學本科和專科生,獨立學院和高職高專學生及對外經濟貿易工作人員的教材及自學參考書。
    目錄
    目 錄
    Unit 1 Fundamentals of Business Letter Writing1
    Lead-in1
    Specimen letter 1 The Semi-indented Style12
    Specimen letter 2 The Blocked Style13
    Exercises17
    Unit 2 Establishment of Business Relations18
    Lead-in18
    Specimen Letter 1 Asking for Establishing Business Relations19
    Specimen Letter 2 Asking for Establishing Business Relations21
    Specimen Letter 3 Asking for Establishing Business Relations23
    Specimen Letter 4 Reply to a Letter of Establishing Business Relations24
    Specimen Letter 5 Reply to a Letter of Establishing Business Relations26
    Specimen Letter 6 Asking to Provide Sales Agency Service26目    錄

    Unit 1  Fundamentals of Business Letter Writing1

    Lead-in1

    Specimen letter 1  The Semi-indented Style12

    Specimen letter 2  The Blocked Style13

    Exercises17

    Unit 2  Establishment of Business Relations18

    Lead-in18

    Specimen Letter 1  Asking for Establishing Business Relations19

    Specimen Letter 2  Asking for Establishing Business Relations21

    Specimen Letter 3  Asking for Establishing Business Relations23

    Specimen Letter 4  Reply to a Letter of Establishing Business Relations24

    Specimen Letter 5  Reply to a Letter of Establishing Business Relations26

    Specimen Letter 6  Asking to Provide Sales Agency Service26

    Specimen Letter 7  Try to Resume the Old Business Relations28

    Useful Sentences29

    Letter-writing Guide31

    Exercises32

    Unit 3  Inquiries and Replies35

    Lead-in35

    Specimen Letter 1  Make an Inquiry after Reading an Advertisement36

    Specimen Letter 2  Customers Interested in the Displayed Products38

    Specimen Letter 3  Asking for the Catalogue and Price List40

    Specimen Letter 4  Sending Catalogues and Price Lists41

    Specimen Letter 5  Asking for Quotations43

    Specimen Letter 6  Reply to the Inquiry45

    Useful Sentences47

    Letter-writing Guide48

    Exercises49

    Unit 4  Offers and Counter-offers52

    Lead-in52

    Specimen Letter 1  Make an Offer Based on Enquiry: A Firm Offer53

    Specimen Letter 2  Make an often Based on Enquiry: A Non-firm Offer56

    Specimen Letter 3  Counter-offer: Ask for a Price Cut57

    Specimen Letter 4  Counter-offer: Ask for a Smaller Quantity59

    Specimen Letter 5  Counter-offer: Ask for Alternation of Terms of Payment61

    Specimen Letter 6  Reject the Price Reduction62

    Specimen Letter 7  Make a Concession63

    Specimen Letter 8  Accept the Counter-offer65

    Useful Sentences66

    Letter-writing Guide67

    Exercise68

    Unit 5  Orders and Fulfillment of Orders71

    Lead-in71

    Specimen Letter 1  Making a Trial Order71

    Specimen Letter 2  Enclosing an Order Form73

    Specimen Letter 3  Place an Order76

    Specimen Letter 4  Decline an Order77

    Specimen Letter 5  Confirm an Order79

    Specimen Letter 6  Confirm a Repeat Order81

    Specimen Letter 7  Recommendation of a Substitute83

    Useful Sentences85

    Letter-writing Guide85

    Exercises88

    Unit 6  Sales Promotion90

    Lead-in90

    Specimen Letter 1  Introducing Commodities91

    Specimen Letter 2  Offering a Discount92

    Specimen Letter 3  Sales Promotion Correspondence94

    Specimen Letter 4  Comparison of Goods97

    Specimen Letter 5  Recommendation of a Substitute98

    Specimen Letter 6  Promotion to a Former Client101

    Useful Sentences102

    Letter-writing Guide103

    Exercises104

    Unit 7  Terms of Payment106

    Lead-in106

    Specimen Letter 1  Asking to Establish L/C as the Terms of Payment108

    Specimen Letter 2  Advice of Establishment of L/C109

    Specimen Letter 3  Asking for Amendment to L/C110

    Specimen Letter 4  Ask for Extension of L/C111

    Specimen Letter 5  Reply to the Letter of Asking for Extension of L/C113

    Specimen Letter 6  Reply to Urging to Establish L/C114

    Specimen Letter 7  Request for D/A Payment115

    Specimen Letter 8  Urging Establishment of L/C116

    Useful Sentences117

    Letter-writing Guide119

    Exercises121

    Unit 8  Packing123

    Lead-in123

    Specimen Letter 1  Buyer’s Requirement for Packing and Shipping Marks124

    Specimen Letter 2  Negotiation on Packing and Marking127

    Specimen Letter 3  Reply to the Packing Instruction128

    Specimen Letter 4  Packing Requirement129

    Specimen Letter 5  Exporter’s Advice of Packing, Shipping Marks and Shipment130

    Specimen Letter 6  Claim for Improper Packing131

    Useful Sentences132

    Letter-writing Guide134

    Exercises135

    Unit 9  Insurance137

    Lead-in137

    Specimen Letter 1  Asking for the Premium Rate138

    Specimen Letter 2  Reply to an Enquiry of Insurance139

    Specimen Letter 3  A Request for Insurance142

    Specimen Letter 4  Reply to a Request for Insurance142

    Specimen Letter 5  Importer Asks Exporter to Arrange Insurance144

    Specimen Letter 6  Insurance Policy145

    Useful Sentences146

    Letter-writing Guide147

    Exercises149

    Unit 10  Shipment151

    Lead-in151

    Specimen Letter 1  Asking for Amendment to the Terms of Shipment152

    Specimen Letter 2  Giving Shipping Instructions to the Seller153

    Specimen Letter 3  Urging an Immediate or Punctual Shipment154

    Specimen Letter 4  Sending a Shipping Advice (Reply to Letter 3)155

    Specimen Letter 5  Apologizing for the Delay of Shipment (Reply to Letter 3)157

    Specimen Letter 6  Notifying the Goods Received157

    Specimen Letter 7  Enquiry for Freight and Time of Voyage158

    Specimen Letter 8  Reply to Letter 7159

    Specimen Letter 9  Enquiry for the Container Service159

    Specimen Letter 10  Reply to Letter 9160

    Useful Sentences161

    Letter-writing Guide162

    Exercises163

    Unit 11  Complaints, Claims and Adjustments166

    Lead-in166

    Specimen Letter 1  Complaining about the Inferior Materials167

    Specimen Letter 2  Adjustment for the Wrong Materials (Reply to Letter 1)168

    Specimen Letter 3  Claim on the Damaged or Blemished Goods169

    Specimen Letter 4  Adjustment for the Damaged or Blemished Goods  (Reply to Letter 3)170

    Specimen Letter 5  Complaining about the Wrong Invoice171

    Specimen Letter 6  Apologizing for the Wrong Invoice (Reply to Letter 5)172

    Specimen Letter 7  Refusal to Claim on Replacement173

    Specimen Letter 8  Refusal to Request for Compensating for the Damaged Material174

    Useful Sentences175

    Letter-writing Guide176

    Exercises178

    Unit 12  Agency182

    Lead-in182

    Specimen Letter 1  Offering to Act as the Sole Agent184

    Specimen Letter 2  Favorable Reply to Offering to Act as Sole Agent185

    Specimen Letter 3  Declining a Request for Sole Agency187

    Specimen Letter 4  Expecting a Personal Negotiation for an Agency Agreement189

    Specimen Letter 5  Stating the Main Points for an Agency Agreement190

    Specimen Letter 6  Sole Agency Agreement192

    Useful Sentences194

    Letter-writing Guide196

    Exercises198

    Unit 13  Social Letters200

    Lead-in200

    Specimen Letter 1  Letter of Thanks201

    Specimen Letter 2  Letter of Congratulations202

    Specimen Letter 3  Letter of Apology204

    Specimen Letter 4  Letter of Invitation205

    Specimen Letter 5  Letter of Appointment206

    Specimen Letter 6  Letter of Complaint208

    Exercises209

    Unit 14  Business Contract211

    Lead-in211

    Specimen 1  Sales Confirmation213

    Specimen 2  Sales Contract218

    Specimen 3  Purchase Confirmation221

    Specimen 4  Purchase Contract225

    Specimen 5  Sole Agency Agreement228

    Specimen 6  Sales Agency Agreement232

    Exercises237

    導讀240

    樣函1  混合式247

    樣函2  齊頭式248

     建立業務關繫的信函249

    導讀249

    樣函1  請求建立業務關繫250

    樣函2  請求建立業務關繫250

    樣函3  請求建立業務關繫251

    樣函4  某建立業務關繫請求的回復函251

    樣函5  某建立業務關繫請求的回復函252

    樣函6  主動要求提供銷售代理服務252

    樣函7  嘗試恢復中斷的業務關繫252

     詢盤和回復254

    導讀254

    樣函1  讀到廣告後進行的詢盤255

    樣函2  客戶對展示的產品感興趣255

    樣函3  請求索要產品目錄和價目表255

    樣函4  寄送產品目錄和價目表256

    樣函5  索要報價單256

    樣函6  對詢函的回復257

     發盤和還盤258

    導讀258

    樣函1  根據詢盤報盤:實盤259

    樣函2  根據詢盤報盤:虛盤259

    樣函3  還盤:要求減價260

    樣函4  還盤:要求降低數量260

    樣函5  還盤:要求改變付款方式260

    樣函6  拒絕減價261

    樣函7  做出讓步261

    樣函8  接受還盤262

     訂單和訂單的履行263

    導讀263

    樣函1  試訂貨263

    樣函2  隨函附寄訂貨單264

    樣函3  訂購貨物264

    樣函4  拒絕訂購265

    樣函5  確認訂單265

    樣函6  確認重復訂單266

    樣函7  推薦替代品266

     促銷信268

    導讀268

    樣函1  介紹商品268

    樣函2  提供269

    樣函3  促銷信269

    樣函4  比較商品函270

    樣函5  推薦替代產品270

    樣函6  給老顧客的促銷信271

     付款條件272

    導讀272

    樣函1  要求使用信用證付款273

    樣函2  通知開立信用證273

    樣函3  請求修改信用證274

    樣函4  請求延期信用證274

    樣函5  信用證請求延期回復函275

    樣函6  催開信用證回復函275

    樣函7  要求承兌交單的付款方式276

    樣函8  催開信用證276

     包裝277

    導讀277

    樣函1  買方對於包裝和運輸標志的要求278

    樣函2  洽談包裝和標志278

    樣函3  對包裝要求的回復278

    樣函4  包裝要求279

    樣函5  出口商通知包裝、唛頭和裝運情況279

    樣函6  關於包裝不當的索賠280

     保險281

    導讀281

    樣函1  詢問保險費率282

    樣函2  回復關於保險的詢問282

    樣函3  要求保險282

    樣函4  答復保險要求283

    樣函5  進口商請出口商代辦保險283

    樣函6  保險單證明284

     運輸285

    導讀285

    樣函1  要求修改裝運條款函285

    樣函2  買方給賣方的裝運指示函286

    樣函3  催促盡快或按時裝運函286

    樣函4  發裝運通知(對樣函3的回復)287

    樣函5  道歉延遲裝運(對樣函3的回復)288

    樣函6  買方通知貨已收到288

    樣函7  詢問船期及運費率288

    樣函8  對樣函7的回復289

    樣函9  詢問集裝箱服務情況289

    樣函10  對樣函9的回復289

    第  投訴、索賠和調解290

    導讀290

    樣函1  投訴貨物質量低劣290

    樣函2  對送錯貨物的投訴信的回復(對樣函1的回復)291

    樣函3  貨物受損或有瑕疵的索賠291

    樣函4  對貨物受損或有瑕疵的投訴信的 回復(對樣函3的回復)292

    樣函5  單據有誤的投訴292

    樣函6  對單據有誤的投訴信的回復(對樣函5的回復)293

    樣函7  拒絕更換的拒絕函293

    樣函8  拒絕賠償損壞材料的要求293

    第  代理295

    導讀295

    樣函1  請求做獨家代理函296

    樣函2  同意做獨家代理的請求296

    樣函3  拒絕獨家代理請求296

    樣函4  請求就代理協議進行面談297

    樣函5  闡述代理協議的要點297

    樣函6  獨家代理協議298

    第  社交信函300

    導讀300

    樣函1  感謝信300

    樣函2  祝賀信300

    樣函3  道歉信301

    樣函4  邀請函301

    樣函5  約見函301

    樣函6  投訴函302

    第  貿易合同303

    導讀303

    範例1  購貨合同304

    範例2  獨家代理協議307

    試卷一309

    試卷二313

    Key to Exercises317




    前言
    前 言
    “國際商務函電”是國際經濟與貿易專業的主干課程之一。本課程旨在培養學生掌握對外貿易信函寫作的基本知識,並能熟練地加以運用。這些能力是國際經濟與貿易專業學生必須具備的技能。國際商務函電作為國際商務往來經常使用的聯繫方式,是開展對外經濟貿易業務和有關商務活動的重要工具。
    全書分英漢兩部分各十,按照實際交易程序組織——建立業務關繫、詢價、報價、還價、接受、開證、保險、租船訂艙和索賠等內容,以國際商務應用文的寫法和合同或合約的方式呈現的內容主要包括導讀、樣函、注釋、常用語句、寫作指導和練習,書末附導讀和樣函主體部分的譯文,以及兩套模擬試卷及其答案練習題的答案。
    本書結構嚴謹,在層次上循序漸進、由淺入深,集國際經貿實務的中英文應用於一體,有利於學生更深入地學習、運用英文的讀寫能力,有利於學生的課後復習和自學。本書汲取了國內外同類書的一些新成果,緊密結合我國外經貿業務實際,總結和歸納了國際經貿業務中的常用術語、常用短語、句型結構和縮略語。前    言

    “國際商務函電”是國際經濟與貿易專業的主干課程之一。本課程旨在培養學生掌握對外貿易信函寫作的基本知識,並能熟練地加以運用。這些能力是國際經濟與貿易專業學生必須具備的技能。國際商務函電作為國際商務往來經常使用的聯繫方式,是開展對外經濟貿易業務和有關商務活動的重要工具。

    全書分英漢兩部分各十,按照實際交易程序組織——建立業務關繫、詢價、報價、還價、接受、開證、保險、租船訂艙和索賠等內容,以國際商務應用文的寫法和合同或合約的方式呈現的內容主要包括導讀、樣函、注釋、常用語句、寫作指導和練習,書末附導讀和樣函主體部分的譯文,以及兩套模擬試卷及其答案練習題的答案。

    本書結構嚴謹,在層次上循序漸進、由淺入深,集國際經貿實務的中英文應用於一體,有利於學生更深入地學習、運用英文的讀寫能力,有利於學生的課後復習和自學。本書汲取了國內外同類書的一些新成果,緊密結合我國外經貿業務實際,總結和歸納了國際經貿業務中的常用術語、常用短語、句型結構和縮略語。

    本書第2版力求在第1版的基礎上,對原有的注釋部分進行了更新;刪除了第1版練習題中的選擇題,增加了句子翻譯的題量,更新了部分習題;同時在書後增加了兩套模擬試卷。

    本書實用性強,針對國際經濟與貿易專業的本科生、獨立學院學生、高職高專學生及對外經濟貿易工作人員,以實際應用為導向,增加寫作實例的數量,使學生易於自學。

    本書由李爽教授擔任主編,負責全書的設計和統稿工作,矯萍和胡大龍擔任副主編。參編人員及具體的編寫分工如下:李爽(東北農業大學)編寫,楊紅(東北農業大學)編寫第三,張鑫(東北林業大學)編寫第四,胡大龍(青島大學)編寫第七、十二、,矯萍(黑龍江東方學院)編寫第八、九、,張宇慧(海南大學)編寫第十、。

    由於編者的水平有限,書中難免有不足之處,敬請各位專家、老師和讀者不吝指正。





    編  者




    媒體評論
    評論
    在線試讀
    Unit 1 Fundamentals of Business
    Letter Writing
    【學習要點和目標】
    通的學習,了解商務信函寫作的基本知識,掌握商務信函寫作的原則、格式、結構和方法。
    Lead-in
    In the business community today, the importance of good communication skills is even more stressed, as it is essential that employees can use the tools of the evolving information technology to communicate clearly, accurately and effectively. Business communication is concerned with the successful exchange of messages that support the goal of buying and selling goods or other services. Business communication can be used in inquiring, ordering, negotiation, selling, marketing, complaining, etc.. In international trade, most of the negotiation and contracts are signed through business letters. A Business letter is legal. It is very important for both the form and the content.
    So it is of very importance for students of business communication to master the skills of reading and writing a good business letter that presents ideas interestingly and clearly to enable readers to understand with least possible effort.
    1. Principles of Business Letter Writing
    A good business letter can play an important role in trade, increase friendship and obtain complete understanding between the parties involved. Business letter writing is one of the necessary business activities. Broadly speaking, the functions of a business letter may be said to be (1) to ask for or to convey information, (2) to make or to accept an offer, (3) to deal with matters concerning negotiation of business. In addition, there are letters with no other purpose than to remind the recipient of the sender’s existence.  Unit 1  Fundamentals of Business

              Letter Writing

    【學習要點和目標】

    通的學習,了解商務信函寫作的基本知識,掌握商務信函寫作的原則、格式、結構和方法。

    Lead-in

    In the business community today, the importance of good communication skills is even more stressed, as it is essential that employees can use the tools of the evolving information technology to communicate clearly, accurately and effectively. Business communication is concerned with the successful exchange of messages that support the goal of buying and selling goods or other services. Business communication can be used in inquiring, ordering, negotiation, selling, marketing, complaining, etc.. In international trade, most of the negotiation and contracts are signed through business letters. A Business letter is legal. It is very important for both the form and the content.

    So it is of very importance for students of business communication to master the skills of reading and writing a good business letter that presents ideas interestingly and clearly to enable readers to understand with least possible effort.

    1. Principles of Business Letter Writing 

    A good business letter can play an important role in trade, increase friendship and obtain complete understanding between the parties involved. Business letter writing is one of the necessary business activities. Broadly speaking, the functions of a business letter may be said to be (1) to ask for or to convey information, (2) to make or to accept an offer, (3) to deal with matters concerning negotiation of business. In addition, there are letters with no other purpose than to remind the recipient of the sender’s existence.

    Letter-writing does not differ from any other form of creative writing. Good English is one of the important bases of good business letters. What you write should be free from grammatical blemishes, and also free from the slightest possibility of being misunderstood. There are certain essential qualities of business letters, which can be summed up in the Six Cs, as (1) Clearness, (2) Conciseness, (3) Courtesy, (4) Consideration, (5) Correctness, (6) Completeness.

    (1)Clearness

    First of all, make sure that your letter is so clear that it cannot be misunderstood. An ambiguous point in a letter will cause trouble to both sides, and further exchange of letters for explanation will become inevitable and time-wasting. Next, when you are sure about what you want to say, say it in plain, simple words. Good, straightforward, simple English is necessary for business letters. 

    (2) Conciseness

    Clearness and conciseness often go hand-in-hand and the elimination of wordy business jargon can help to make a letter clearer and at the same time more concise. 

    A concise letter is not necessarily a short one. Sometimes, a letter dealing perhaps with a multiplicity of matters cannot avoid being long. If conciseness conflicts with courtesy, make a little sacrifice of conciseness. Generally speaking, you will gain clearness and conciseness by writing short sentences rather than long ones.

    A letter can be made clearer, easier to read and more attractive to look at by careful paragraphing. A paragraph for each point is a good rule.

    (3) Courtesy

    It should hardly be necessary to stress the importance of courtesy in your correspondence. One of the most important things is promptness, which will please your customer who dislikes waiting for days before he gets a reply to his letter.

    It is nearly always wrong to doubt a statement made in good faith by the other side and even worse to contradict it. Differences are bound to occur in business, but with diplomacy and tact they can be overcome and settled without ill will on either side.

    (4) Consideration

    Consideration is an important rule of good business writing. The letters you send out must create a good impression. Try to put yourself in his place to give consideration to his varied wishes, demands, interests and difficulties. Emphasize the “You” attitude rather than the “I” or “We” attitude. In your letter you should always keep in mind the person you are writing to, see things from his point of view, visualize him in his surroundings, and see his problems and difficulties and express your idea in terms of his experience. Find the best way to express your better understanding and present the message.

    Compare the following pairs of sentences:

    (a) You-attitude

    Congratulations to you on your success. 

    You earn a 2% discount for cash payment. 

    (b) We-attitude 

    We’d like to send our congratulations to you.

    We allow you a 2% discount for cash payment.

    (5) Correctness 

    Correctness means not only proper expression with correct grammar, punctuation and spelling, but also appropriate tone, which is helpful to achieve the purpose. It is likely to convey the real message in a way that will not cause offense even if it is a complaint or an answer to such a letter. Business letters must have factual information, accurate figures and exact terms in particular, because they involve the rights, the duties and the interests of both sides, often as the base of all kinds of documents. Therefore, we should not understate nor overstate as understatement might lead to less confidence and hold up the trade development while overstatement would throw you in an awkward position.

    (6) Completeness

    A business letter is successful and functions well only when it contains all the necessary information. An outline helps for the letter to be full and complete. See to it that all the matters are discussed, and all questions are answered. Incompleteness is not only impolite but also leads to the recipient’s unfavorable impression towards your firm.

    He may give up the deal if other firms can provide him with all the information needed, or if he would not take the trouble inquiring once again.

    As you work hard for completeness, keep the following guidelines in mind: Why do you write the letter? What are the facts supporting the reasons? Have you answered the questions asked?

    2. Layout of a Business Letter

    It has long been customary to set it out in the semi-indented style (Specimen Letter 1). Many people regard this as the most attractive one of all letter styles. The blocked inside name and address is liked because it is compact and tidy. This style appeals to most readers. They like the indented paragraphing and claim that it makes for easy reading. Others dislike the indentations because, they claim, they waste the typist’s time. So the blocked style (Specimen Letter 2) has now come to be much more widely used than before.

    The open style of punctuation in the inside name and address is often used with the modern letter style, but is not essential to it. Closed punctuation can also be used if preferred.

    3. The Main Parts of a Business Letter 

    The business letter consists of seven principle parts: (1) the letter-head, (2) the date, (3) the inside name and address, (4) the salutation, (5) the message, (6) the complimentary close, (7) the writer’s signature and official position.

    (1) The Letter-head

    The letter-head expresses a firm’s personality. It helps to form one’s impression of the writer’s firm. Styles vary considerably, but they all give similar information and besides the name and address of the firm may include telephone numbers, telegraphic addresses, the telegraphic codes used, telex numbers, and the kind of business carried on.

    (2) The Date

    Always type the date in full, in the logical order of day, month, year. For example: 12th October, 20×× or 12 October 20××

    For the day, either cardinal numbers (1, 2, 3, 4, etc.) or ordinal numbers (lst, 2nd, 3rd, 4th, etc.) can be used, for example:

    1st March 20×× or 1 March 20××

    3rd April 20×× or 3 April 20××

    29th October 20×× or 29 October 20××

    The day can also be written after the month, for example:

    March 1st, 20××

    October 29, 20××

    In this way, a comma must be used between the day and the year.

    To give the day in figures (e.g., 12/10/20××) is in bad taste, and it may easily cause confusion because in Britain this date would mean 12th October 20××, but in the United States and some other countries it would mean 10th December 20××.

    (3) Inside Name and Address

    The usual practice is to set out the name and address of one’s correspondent at the head of the letter, as in Example 1 and 2. However, in official (i.e., Government) correspondence, it is sometimes placed at the foot, in the bottom left-hand corner.

    Where the appropriate head of department is known, address the letter to him by his official title, for example::

    The Sales Manager

    The Hercules Engineering Co. , Ltd.

    Brazennose Street

    Manchester M60 8AS

    England

    When addressing a correspondent personally by name, take care to spell the name correctly.

    English addresses may have the following parts(not all addresses have all the parts):

    (a) Name of house.

    (b) Number of house and name of street.

    (c) Name of city or town.

    (d) County or state and its postcode.

    (e) Name of country.

    In order to avoid ambiguity, when you write letters to other countries, always include the name of the country, even if the city mentioned is the country’s capital. Here is an example:



    The Vice President

    The Eagle Press Inc.

    24 South Bank

    Birmingham

    Alabama

    U.S.A.

    In your correspondence, the use of Mr. and Messrs. as the courtesy titles is common. However, Messrs. (abbreviated from the French Messieurs) as the plural form of Mr. is used only for companies or firms, the names of which include a personal element, for example:

    Messrs. J. Harvey & Co.

    Messrs. MacDonald & Evans

    (4) The Salutation

    The salutation is the greeting with which every letter begins. The customary greeting in a business letter is “Dear Sir” or “Dear Sirs” (when a partnership is addressed). But the Americans usually use “Gentlemen” instead of “Dear Sirs”. Note that you cannot use “Sirs” alone and that “Gentlemen” cannot be used in the singular. In American letters a colon is always placed after the salutation, for example:

    Dear Mr. White:

    Quite often now companies are owned and/or managed by women, and it is more and more customary to use the greeting: “Dear Madam” or “Sir”, if the writer is not sure whether the letter will be read by a man or a woman.

    (5) The Message

    This forms the body of the letter and is the part that really matters. Before you begin to write, you must first of all consider the following two points:

    (a) What is your aim of writing this letter?

    (b)What is the best way to go about it?

    Since the main purpose of the letter is to convey a message, the letter should be written in language that is easily understood. The following serves as reminders:

    (a) Write simply, clearly, courteously, grammatically, and to the point.

    (b) Paragraph correctly, confining each paragraph to one topic.

    (c) Avoid stereotyped phrases and commercial jargon.

    (6) The Complimentary Close

    The complimentary close, like the salutation, is purely a matter of custom and a polite way of bringing a letter to a close. The expression used must suit the occasion. It must also match the salutation. The following salutations, with their matching closes, are the ones most commonly used in the modern business letters.



    Salutation

    Formal

    Less Formal

    Informal



    Dear Sir or Madam,

    Dear Mr. Smith,

    Dear Smith,



    Dear Sirs,

    Dear Ms. Smith,

    Dear Mary,



    Gentlemen:

    Dear Mr. Green,

    Dear Tom,

    Complimentary

    Yours faithfully,

    Yours sincerely,

    Sincerely,



    Faithfully yours,

    Sincerely yours,

    Cordially,



    Truly yours,

    Cordially yours,

    Best regards,



    (7) The Signature

    The signature area mainly consists of the addresser’s signature, the typed name of him immediately below the complimentary close. It is written in ink immediately below the comp- limentary close. To “sign” with a rubber stamp is a form of discourtesy. For example:

    Yours truly,

    Frank W. Weston

    Frank W. Weston

    General Manager

    Grand Resources Import & Export Co.

    4. Miscellaneous Ma
     
    網友評論  我們期待著您對此商品發表評論
     
    相關商品
    在線留言 商品價格為新臺幣
    關於我們 送貨時間 安全付款 會員登入 加入會員 我的帳戶 網站聯盟
    DVD 連續劇 Copyright © 2024, Digital 了得網 Co., Ltd.
    返回頂部