商務(wù)英語教學(xué)cha

1、整理課件Chapter 6 How to Write Effective Business Lettersn1. Planning Tool For LettersnReaders NamenWhat do you know about the reader?(his or her background)nHow many times have you already discussed this topic with the reader?n Never Once More than oncenWhat does the reader want to know?nWhat do you wa

2、nt the reader to know? 整理課件What will the readers reaction be to these points? n Good news Mildly interestedn Indifferent Bad newsnBased on the readers reaction, what type of letter will you send?n Information Bad newsn PersuasionnWhat do you want the reader to do after he/she is finished reading?整理課

3、件Type of LetterInformation :Main idea/Good newsBad news:Neutral ideaBackground informationPersuasion:Attention-getterIntroduce the idea, product,Details Call for actionBad newsNeutral closePresent detailsBenefits to the readerCall for action整理課件Format for Information Letter(sample 1)nDear Mark,n(1)T

4、hank you for the information you provided for our home marketing campaign questionnaire. As always, your cooperation has helped ensure the success of this project.n(2)I have enclosed a copy of the findings. Please note that some of this information is extremely sensitive and should be treated as con

5、fidential. These sections are marked.整理課件Sample 1-continuedn(3)Well be back to request an update in January. Again, Mark, thank you for your continued participation.nYours sincerely,nStructure of the Letter:n(1)main idea (2) details(3) call for action整理課件Format for Bad-News Letter(Sample 2)nDear Mr.

6、 Brown:n1. In response to your letter of May 3, I contacted our national parts headquarters to locate the necessary part for your TCL-188 TV.n2. It is ABCs policy to always maintain a large stock of repair components for all our products.However, as we produce a wide range of goods, we have had to l

7、imit our inventory. We stock parts for a period of ten years after the last manufacturing date of a unit. 整理課件Sample 2-continuedn3. Your model is over ten years old. We checked with our warehouse in Calgary and, as they did not have the part, asked them to contact their US and Japanese counterparts.

8、 We regret we were not successful in locating the required part.n4. We trust you enjoyed your last ABC television, and it served you well, Mr. Brown. When the time comes to invest in another television, I recommend you visit your nearest ABC store at the North Common Shopping Center on Highway 7. 整理

9、課件Sample 2-continuednI am sure you will be impressed by the knowledge and helpfulness of the salespeople and the wide range of our products.nSincerely,nStructure of the Letter:n1.natural opening 2. Presenting factsn3. Supporting evidence and Bad newsn4. Neutral ending整理課件Sample 3 Format for Persuasi

10、on LetternDear Mr. Therrien:n1.If a company is to continue to grow in todays marketplace, it must have great products, provide good service,and listen to its customers. n2. We at Krypton International pride ourselves on the quality and performance of our products and our customer service. However, w

11、e are interested in hearing your experience with Krypton. We know you purchased a cordless-phone from a Krypton store three months ago. Now 整理課件Sample3-continuednThat you have had time to use it , we would like to know how you feel about the machine. Would you recommend it to your friends? How do yo

12、u feel about our sales staff? Were they knowledgeable and helpful?n3. The attached questionnaire asks 20 simple questions, all related to our products and service. It should take no more than ten minutes to complete. We have even included a pen-yours to keep-to help you get started. 整理課件Sample3-cont

13、inued n4. By taking the time to fill in this survey, you will be helping us to assist you in the future with new and improved merchandise and service.n5. Please return the form to us in the attached, self-addressed envelop. Thank you for your cooperation.nSincerely,nStructure of the Letter:n1.begin

14、with a point that the reader can agree with整理課件Sample 3-continuedn2. Introduce the idea and present details n3. Present request n4.Benefits to the readern5. Call for action nHow to Write the Opening and Closing Sentences in Your Letters 整理課件Opening Lines should be specific and with purposenThe follo

15、wing opening lines should be used only to jump-start your own creative processes. Think about why you are writing and then come up with your own original opening.n1. We were pleased to receive your order for 24 desk lamp.n2. Thank you for sending us the samples.n3. I enjoyed meeting you at the COMMI

16、XED exhibit and discussing your future computer plan. 整理課件4. I am sorry to hear you are not happy with the plan.n5. Here is the information I promised you last month.n6. The books you ordered are being shipped today. nThe opening lines should also follow the basic principles of effective business wr

17、iting. 整理課件Closing LinesnThe closing lines should call for action. You should let the reader know what you want he/she to do after he/she is finished reading.nExamples:n1. I look forward to meeting with you on June 3.n2. To take advantage of this offer, you must respond by January 30.n3. To complete

18、 the report, I need the information by May 30. 整理課件4. Thank you for your patience.nChoose a better choice:n1. A. We wish to acknowledge receipt of your letter of May 2.n B. I have reviewed the concerns discussed in your letter of May 2.n2. A. Thank you for letting us know about this situation.n B. W

19、ere sorry for any inconvenience that our product may have caused you.n3. A. If you have any questions, please call me at (027)8754-1752.整理課件-continuedn3. A. If you have any questions, please call me at (027)8754-1752.n B. If you have any questions, please dont hesitate to contact me.n4. A. Thank you

20、 for your letter of May 16 in which you complained about our service program.n B. After receiving your letter of May 16, I reviewed your concerns with our service department. 整理課件Key 整理課件Chapter 6 Letter Formats nLetter format refers to the way in which you type or print a letter-where you indent an

21、d where you place certain kinds of information. nTwo of the most frequently used business letter formats are the full-block/block format and modified block/semi-block format. n Before you choose a letter format, find out whether your employer has a preference.整理課件Full-Block Format nThe full-block/bl

22、ock format is the easiest to use because all information in the letter is flush against the left-hand margin, with space between paragraphs. Figure A.1(page103) shows a full-block letter on letterhead stationery(specially printed giving a companys name, business and fax and telephone numbers). If yo

23、u dont use letterhead, the writers address is placed flush with the left-hand margin, directly above the date. 整理課件Modified Block Format nThe modified block style (Figure A2, page 104) positions the writers address(if it is not imprinted on a letterhead), date, complimentary close,and the signature at the right-hand side of the letter. The date aligns with the complimentary close, and notations of any enclosures with the letter flush below the signature. Paragraphs in the modified style can be flush against the le