English for International Trade Lecturer: Peggy （董青） Phone NO.:

2 Classroom rules Come to class on time Turn off your mobile phone or keep it quiet when class begins Do not eat food or chew gum in class Talk only when permitted Follow teacher's directions immediately

3 Content of the Course How to communicate in the process of international trade? Writing How to communicate with foreigners in letters? Listening & Speaking How to communicate with foreigners orally?

4 Outline of the Course UNIT 1 INTRODUCTION TO BUSINESS LETTER WRITING UNIT 2 ESTABLISHING BUSINESS RELATIONS UNIT 3 BUSINESS NEGOTIATION UNIT 4 SHIPMENT UNIT 5 PAYMENT UNIT 6 INSURANCE UNIT 7 COMPLAINTS AND CLAIMS

5 Learning approaches Building vocabulary (special terms and expressions) Listening intensively (dictating and imitating) Listening extensively (VOA, BBC and etc.) Retelling (reading and listening) Working in pairs (speaking English after class with your partner, 30 minutes each day; checking homework for each other) Reading and reading aloud (sample letters and other English materials) Making presentation (public speaking) Working in a group (team spirit )

6 Learning resources 韦伯字典 ( 发音 ) 英国广播公司 BBC genglish/business/ BBC 商务英语学习 genglish/business/ 美国国家公共广播电台 VOA ， BBC 音频下载

7 Warming-up Tongue Twister A big black bug bit a big black bear, made the big black bear bleed blood. A big black bug bit the back of a big black bear. The big black bear bit back the big black bug.

8 By participating trade fairs, exhibitions … By means of internet … How to expand business to foreign countries? How to get the information on new markets or customers How to communicate with new business partners? Warming-up

9 How to write effective business letters? Warming-up

10 Effective Business Letter Writing 7principles(7cs): 1. Consideration( 体谅 ) 2. Courtesy( 礼貌 ) 3. Concreteness( 具体 ) 4. Clarity( 清楚 ) 5. Completeness( 完整 ) 6. Conciseness( 简洁 ) 7. Correctness( 准确 ).

11 7 principles 1. Consideration （体谅） a. Emphasize the YOU attitude; – We allow 2% discount for cash payment. – You earn 2% discount when you pay cash. b. Emphasize positive, pleasant facts; – Your order will be delayed for two weeks. – Your order will be shipped in two weeks.

12 7 principles 2. Courtesy （谦恭） – more than polite – sincere, tactful and appreciative – avoid irritating, offensive or belittling statements – being prompt in replying to partners’ letters

13 Ways to Express your Courtesy (1) Change the commanding tone into requesting tone. Tell us more detailed information on your requirements → ① Will you tell us ····? ② Will/Would you please (kindly) tell us ···. (2) Use the past subjunctive( 虚拟语气 ) form. We should be grateful if you advance delivery to the middle of June and ship the goods in one lot.

14 (3) Passive voice should be used accordingly. You made a very careless mistake during the course of shipment. A very careless mistake was made during the course of shipment. (4) Avoid using the words with forcing tone or arousing unpleasantness. We demand prompt shipment from you. We request prompt shipment from you. Ways to Express your Courtesy

15 (5) Use the words or expressions with the meaning of joy, thanks and regret etc. We are pleased (glad, delighted, happy) to confirm your order of July 10 for 1,000 dozen silk skirts. Thank you for your inquiry of July 8. We are sorry to inform you that we are unable to deliver the machines on time. We regret being unable to offer you this article at present. Ways to Express your Courtesy

16 3. Concreteness( 具体 ) — specific, definite rather than vague, abstract and general We have drawn on you as usual under your L/C. We have drawn on you our sight draft No. 147 for the Invoice amount, US $ under your L/C No. 321 of the China Bank. 7 principles

17 7 principles 4. Clarity( 清楚 ) – follow a clear logic – avoid ambiguity and confusion without ambiguous and confusing expressions in a simple and direct way one sentence for one meaning only one paragraph for one point only Refer to P3

18 7 principles 5. Completeness （完整） - Are all information given that readers should/ want to know? - Does it answer fully all the questions, asked or implied, in the incoming letter?

19 7 principles 6. Conciseness （简洁） KISS formula: Keep It Short and Simple - Does the letter include only the essential factors? - Are the ideas expressed in the fewest words consistent with clearness, completeness, and courtesy?

20 7 principles 7. Correctness( 准确 ) - Is the accuracy of all factual information beyond question? - Are all statements in strict conformity with policies? - Is the letter free from: (1) grammatical errors (2) spelling errors (3) misleading punctuation

21 Addition: words to use  Making full use of passive voice ( “we” and “our” in stead of “I” and “my”)  Always begin your paragraph with positive words. Do not start a paragraph with “Unfortunately”, “We regret”  If you have to give good news and bad news in the same letter, try and give the bad news first and finish your letter with the good news.

22 Exercise: Improving the letter Hi Peggy: Your account has no money in it, so this bank doesn’t want your account anymore. But if you put some money in your account very quickly, we will keep your account. Try your best. Bye bye.

23 Improved letter Dear Peggy Dong, I am writing to inform you that there is no sufficient fund in your account. According to our bank’s policy, if the balance in an account is below the minimum requirement, the account will be frozen. Would you please keep your account balanced at your earliest convenience? If you need any help or further information, please let us know. Thank you for your cooperation in this matter. Yours Faithfully,

24 下面是应聘外贸业务员的一道面试题，现有 3 位应聘者写地 3 封邮件，请你比较他们，并进 行分析。 请你写一封邮件告诉客人 Mike ，上次收到的 样品已经寄给工厂了，但工厂说材料不是 ABS ， 而是 PP ，价格他们需要重新核算，但近期内 原材料涨价，希望您能尽快确认，我们好采购 原材料并安排生产。 Exercise: Comparing 3 letters

25 letter 1 Dear Mike, This is Jenny from EDF Co. Ltd. We're so pleased to receive your samples. I already sent them to our factory last week, and was informed the real material is PP, not ABS as you mentioned last time. What's the matter? I'll give you reply as soon as we get the offer from the factory. It will take several days. Please be more patient. But they also told me, the raw material increased these days. Could you please confirm the price quickly after you get it? We'll purchase the raw material and do the production immediately! Looking forward to your reply. Thank you! Best regards,

26 Dear Mike, How are you? We received your all samples. The factory checked the details, and found the material was PP, not ABS as you told. Please give them some more time to re-check the price, because the material is different from the past orders. However, the material was increased very quickly! Therefore, please kindly place the order soon if the price is ok for you! We'll do production asap. Thank you in advance! Kind regards, letter 2

27 Hi Mike, Samples received and already passed to vendor. The material was PP, not ABS. Offer sheet is preparing and will be sent to you soon. By the way, raw material increased these days, pls make a decision quickly to go ahead after price confirmed. We'll arrange the mass production asap. Thanks and best regards, letter 3

28

29 Rewrite the following sentences and make them more correct, positive and polite 1. For the past two years, you did not give us any order 2. We can’t comply with your request. 3. Compare our goods with that of other firms. 4. You will effect a full settlement of our claim. 5. You should know that for further transaction, D/P will only be acceptable if the amount involved for each transaction is not up to U.S $1,000 or its equivalent in RMB at the conversion rate than prevailing. Refer

30 6. We inform you that the goods shipped by SS East Wind arrived in such an unsatisfactory condition that we can not take delivery, but lodge a claim with you. 7. We demand immediate payment from you. 8. We can’t understand why you have trouble with this article( 货物 ). 9. We don’t refund if the returned items are soiled and unsalable Refer

31 KEY 1. For the past two years, no order has been given to us. 2. We are afraid we can’t comply with your request. 3. Would you please compare our goods with that of other firms? 4. We hope you will effect a full settlement of our claim. 5. We would like to make it clear that for further transaction, D/P will only be acceptable if the amount involved for each transaction is not up to U.S. $1000 or its equivalent in RMB at the conversion rate than prevailing. 6. We regret to inform you that the goods shipped by SS East Wind arrived in such an unsatisfactory condition that we can not take delivery, but lodge a claim with you. 7. We request your immediate payment. 8. We presume that there must be some reason for your having trouble with this article. 9. We gladly refund when the returned items are clean and resalable. beforeafter

32 Layout and Format of a Business Letter

33 Layout of a Business Letter 信头 letterhead 参考号 Ref. No. 日期 Date 封内地址 Inside Address 经办人 Attention 称呼 Salutation 事由 Subject 正文 Body 结尾敬语 Complimentary Close 签名 Signature 附件 Enclosure 抄送 Carbon Copy

34 Components of a Business Letter 7 standard parts: 1. letterhead （信头） 2. date （日期） 3. inside name and address （信内名址） 4. salutation （称呼） 5. body （正文） 6. complimentary close （结尾敬语） 7. signature （签名）

35 1. letterhead （信头） The letterhead includes : Firm’s name Postal address Telephone number Telex address and code address Company logo sometimes Website if available The Eastern Seaboard Corporation 324 Park Avenue New York, New York Tel Telex: Website:

36 2. Date （日期） Two lines below the letterhead — to the right for indented style — to the left for block style Always typed in full and never abbreviated e.g. 24 th March,2008 (British style) March 24,2008 (American style)

37 3. inside address Inside address always includes ： — the recipient's name — address — postal code — add job title if appropriate Title: Courtesy title: Mr., Mrs., Miss, Ms. Professional title: Dr. or Prof. At the left-hand margin at least two lines below the date line.

38 给公司某位具体的人 : Mr./Ms…………… …………..company …………………road …………...city/town …….Province/state …………….Country 3. inside name and address （ sample ）

39 4. salutation （称呼） The salutation appears on a line by itself 2 lines below the inside address ① for addressing one person (unknown to the writer) : Dear Sir or Madam, ② for addressing one person (known to the writer) Dear Mr. John P. Storm; Dear Mr. Storm; Dear Mr. John Dear Ms. Judy Green; Dear Ms. Green; Dear Ms. Judy ③ for addressing a group of people: Dear Sirs or Madams, （ Ladies and Gentlemen ） Dear Sirs, （ Gentlemen ） Dear Madams, （ Ladies ） Followed by a comma (,) or omitted.

40 5. body （正文） When writing, pay attention to the following: Writing simply, clearly, courteously, and to the point. Paragraphing correctly, confining each paragraph to one topic. Making sure your typing is accurate and the display artistic. To be continued

41 A typical letter: 3 paragraphs opening paragraph: attract reader’s attention — indicate what the letter is about — refer to previous letter — set a positive and friendly tone main paragraph: necessary background and supporting information —who? why? how? what? when? where? closing paragraph: summation, suggestion or further request — summarize what is included in the main paragraph — request necessary action, if appropriate — leave the reader with a feeling of goodwill 5. body （正文）

42 6. complimentary close （结尾敬语） 2 lines below the body of a letter. The first word should be capitalized. The complimentary close must be in line with Salutation. Informal: Sincerely, Cordially, Yours truly, Best regards formal: Yours very truly, ( Very Truly yours,) Yours faithfully, (Faithfully yours,) Yours sincerely, (Yours very sincerely,)

43 7. signature （签名） The signature includes: — the company’s name of the writer — the signed name of the writer — the typed name of the writer and his business title. It’s written in ink immediately below the complimentary close. The typed one must correspond exactly with the written one.

44 Samples Yours faithfully, China Imp & Exp Textile LTD. C.C. Lu Assistant Vice President Yours faithfully, Barbra Chapman Secretary to Mr. A. F. Johnson

45 The Eastern Seaboard Corporation 324 Park Avenue New York, New York Tel Cable add: EASTSEA Telex:

46 a. Reference （编号） The reference may include ： — a file number — department code — the initials of the signer and the typist of the letter Marked ‘Our ref:’ and ‘Your ref:’ to avoid confusion ： e.g. Your ref: 127 Our ref: 34GB/ww 2 lines below the letterhead or the date Optional

47 b. Attention （经办人） Letters addressed to a company — the attention line leads the letter to a particular person or department. It is usually placed two lines above the salutation. Attention typed in capital or underlined e.g. Attention: Mr. Smith For the attention of Mr. Smith Attention: The sales Manager Optional

48 c. Subject （事由） Indicate what the letter is about Typed in capital or underlined — Re: Sewing Machines; — Subject: Our contract No. 23. Your L/C No. 34 — Sewing Machines. Under or above the salutation Optional

49 d. Enclosure （附件） Indicating there is other documents except the letter paper in the envelope. At left-hand margin, 2 lines below the signature. e.g. Enclosure: Price list Enclosures Enclosures 4 Encl. : As stated Encl-2: 1. Price list 2. catalogue Encls: as stated Optional

50 e. Carbon Copy /Photo Copy （抄送） Indicating other people/company are receiving a copy of the document. Below the signature at the left margin e.g. CC: Mr. J. cooper PC: ABC Company cc: Mr. J. cooper pc: ABC Company Optional

51 f. Postscript ( 附言 ) Emphasize something important in the postscript at least two lines below any other notations and flushed with the left margin. e.g. P.S. The catalogue will be sent to you tomorrow PS. ··· PS ··· p.s. ··· Optional

52 Second Page Notation Mr Cooper -2- July 9, 2009 Mr Cooper Page 2 July 9, 2009 recipient's name page date

53 Format of a Business Letter mainly three formats ： — the indented （缩行式） British style (traditional) — the blocked （平头式） American style (widely used) — The modified blocked style （改良平头式） the most widely used

54 the indented （缩行式） 封内地址和其他需 要分行的地方的后 一行, 都比前一行 缩进二格或三格。 信的正文, 每一段 的开始一行都缩进 五或六格。

55 the blocked （平头式） 每一行都是 从左边开始 取齐, 成一垂 直线。段落 与段落之间 空一行。

56 The modified blocked style （改良平头式） 信的正文部分 采用平头式， 作者的地址、 日期、结尾敬 语及签名采用 缩行式。

57 general procedures for letter writing 1. Determine your purpose of writing 2. Analyze your reader 3. Organize your thoughts 4. Write your drafts 5. Polish your writing

58 Envelope correct, legible placed in the appropriate location format: Blocked Form （齐头式） Indented Form （缩进式） Address on an envelope:

59 Sample Return address (Sender’s address) Class of Mail Material Enclosed (as photograph) Receiver’s name and address

60 Envelope Class of Mail : 1. Private 私人信 2. Confidential 机密信 3. Registered 挂号邮件 4. Express 快递邮件 5. Ordinary Mail 平信 6. Immediate (Urgent) 急件 7. Printed Matter 印刷品

61 (1) 信件由第三人转交： If you ask Mr. Richard Miller to pass on a letter to Mr. Li Mingxin ： Mr. Li Mingxin c/o Prof. Richard Miller 502 North Olive Ave. West Palm Beach, Florida U.S.A. Other attention

62 (2) 信件托第三人亲自代交 in person If you ask Mr. Li Mingxin to forward a letter to Prof. Richard Miller in person, Prof. Richard Miller Kindness of Mr. Li Mingxin Other attention Please Forward Prof. Richard Miller

63 Kindness of = By Politeness of Through the Courtesy of Per Kindness of Forwarded by Per Favor of By (With) Favor of Favored by Other attention

64 Envelope

65 Skills Drilling: Speaking: Shipwreck Because of a strong Tsunami( 海啸 ) and huge tidal waves, your ship struck a big rock creating a big hole in bottom of the ship and is now about to sink somewhere in the Pacific Ocean. There are life boats that can hold a limited amount of supplies and a number of people. You see a small uninhabited island in the middle of the ocean. Before leaving your sinking ship you may select 8 items which you think will be useful for your survival on the island. Your group must choose 8 of the most useful items and rank them in order of usefulness.

66 Items for you to choose Box of matches Magnifying glass 20 meters of Nylon Rope Sewing needles Wristwatch Radio with batteries Pencil and paper Blanket Sharp knife Mirror Soap Cooking pot Salt Axe A bottle of wine

67 Decision Making: establishing criteria first Survival: basic needs Call for help Escape

68 Skills Drilling: Listening 1. First Face-to-Face communication: Mr Black is from……. Mr Black prefers to drink a cup of …coffee. Mr Black had…….on the phone. Mr Black did not have any trouble finding the company, because he got a…….

69 Skills Drilling: Listening 2. Introducing oneself in the workplace: 1. The name of the company that Shannon visits is ……. 2. Brain and Tom work in ……. 3. Shannon will stay with them for several months. She is from ……. 4. Shannon’s flight was delayed for ……. 5. Shannon was helping to put together the …….before she came.

70 3. Job Description 1. Harry is one of the …….at HKL. 2. Harry’s job is to provide …….for the company’s customers. 3. The thing Harry enjoys about his job is that he can have …….with the customers and ……. Of customers’ problems. 4. The thing Harry doesn’t enjoy about his job is that he can’t do …….. 5. Generally speaking, Harry likes the company because it’s a very ……. Company.

71

72

73 2. Introducing oneself in the workplace: What is the speaker’s name? What does he do in the new company (Robertson and Sons)? and How many years does he work in this industry? What department does he work with? Where did he work before he comes to the new company? Listening Module