商务英语函电

Module 1 Fundamentals of English

Business Letter-Writing 1

Learning Objectives 1

Ⅰ. Formats of Business Letters 1

Ⅱ. Principles of Business Letter-Writing 2

Ⅲ. Structure of Business Letters 2

1. The Essential Parts of a Business Letter 2

2. The Miscellaneous Parts of a Business Letter 5

Ⅳ. Examples of Business Letters 7

Ⅴ. A Brief Introduction of E-mails 10

Ⅵ. Ways of Envelope Addressing and the Standardized Designs 11

Exercises 13

Module 2 Establishing Business Relations 15

Learning Objectives 15

Introduction 15

Writing Skills 16

Specimen Letters 16

Letter 1 A letter to a New Customer for Establishment of Business

Relations 16

Letter 2 On Establishing Business Relations 17

Letter 3 A Request to Establish Business

Relations 17

Letter 4 A Reply to the Above Letter 18

Letter 5 An Introduction of theCompany and Products 18

Letter 6 A Positive Reply from an Importer 19

Notes 19

Language Focus 24

Exercises 26

Module 3 Status Enquiries 31

Learning Objectives 31

Introduction 31

Writing Skills 32

Specimen Letters 33

Letter 1 Asking for Credit Information 33

Letter 2 A Favorable Reply 33

Letter 3 A Status Enquiry from a Consulting Agency 34

Letter 4 An Unfavorable Reply from the Chamber of Commerce 34

Letter 5 An Enquiry about Credit and Status 34

Letter 6 An Enquiry about Financial and Credit Standing 35

Notes 35

Language Focus 39

Exercises 40

Module 4 Sales Promotion 45

Learning Objectives 45

Introduction 45

Writing Skills 46

Specimen Letters 47

Letter 1 A Letter Promoting Sportswear 47

Letter 2 A Follow-up Letter for After-sales Service 47

Letter 3 Introducing Machinery 48

Letter 4 Marketing Wool Under blanket 48

Letter 5 Recommending Ladies Dresses 49

Letter 6 Offering a Discount 49

Notes 50

Language Focus 52

Exercises 54

Module 5 Enquiries 59

Learning Objectives 59

Introduction 59

Writing Skills 60

Specimen Letters 61

Letter 1 First Enquiry for Clothes 61

Letter 2 A Reply to the Above 61

Letter 3 An Enquiry for Fashion Goods 62

Letter 4 A General Enquiry 62

Letter 5 An Invitation to Offer 63

Letter 6 An Enquiry for Cameras 63

Notes 64

Language Focus 65

Exercises 67

Module 6 Quotations and Offers 71

Learning Objectives 71

Introduction 71

Writing Skills 72

Specimen Letters 73

Letter 1 An Offer for Ladies Nylon Stockings 73

Letter 2 Reply to Buyers Enquiry for Color TV Sets 73

Letter 3 Quotations for Cotton and Nyloned-Silk 74

Letter 4 An Offer to an Old Client 74

Letter 5 An Offer without Engagement 75

Letter 6 An Offer for Auto Parts 75

Notes 76

Language Focus 78

Exercises 80

Module 7 Counter-offers 83

Learning Objectives 83

Introduction 83

Writing Skills 84

Specimen Letters 84

Letter 1 A Counter-offer for Canada

Oats 84

Letter 2 Declining a Counter-offer 85

Letter 3 A Counter-offer on Delivery 85

Letter 4 Counter-offer on Quantity 86

Letter 5 Concession on Price 86

Notes 87

Language Focus 89

Exercises 91

Module 8 Acceptance and Orders 95

Learning Objectives 95

Introduction 95

Writing Skills 96

Specimen Letters 97

Letter 1 Confirming the Purchase and Sending an Order 97

Letter 2 A Reply to an Order 98

Letter 3 Declining an Order and Offering a Substitute 98

Letter 4 Acknowledgement of Order 99

Letter 5 Accepting the Offer and Placing an Order 99

Letter 6 Confirming an Order 100

Notes 100

Language Focus 103

Exercises 105

Module 9 Terms of Payment 109

Learning Objectives 109

Introduction 109

Writing Skills 110

Specimen Letters 111

Letter 1 On Payment by D/P 111

Letter 2 Agreeing to D/P Payment 111

Letter 3 Insisting on Payment

by L/C 112

Letter 4 Asking for D/A Payment 112

Letter 5 Payment at 60 days Sight 113

Letter 6 Payment by T/T 113

Notes 114

Language Focus 117

Exercises 119

Module 10 Payment by Letter of

Credit 123

Learning Objectives 123

Introduction 123

Writing Skills 124

Specimen Letters 125

Letter 1 Urging Establishment of L/C 125

Letter 2 Urging Establishment of Letter of Credit 126

Letter 3 Advising the Opening of an L/C 126

Letter 4 Amendment to Letter of Credit 127

Letter 5 Requesting Extension of the L/C 128

Letter 6 A Reply to the Above Letter 128

Notes 131

Language Focus 133

Exercises 135

Module 11 Packing and Marking 141

Learning Objectives 141

Introduction 141

Writing Skills 143

Specimen Letters 143

Letter 1 Reply to Customers Enquiry about Packing 143

Letter 2 Modifying the Packing 144

Letter 3 A Reply to the Above 145

Letter 4 Customers Requirement about Packing 145

Letter 5 Accepting the Packing Requirements 146

Letter 6 Advising the Buyer of the

Packing 146

Notes 147

Language Focus 149

Exercises 151

Module 12 Shipment and Delivery 155

Learning Objectives 155

Introduction 155

Writing Skills 156

Specimen Letters 157

Letter 1 Shipping Instructions 157

Letter 2 Urging Shipment of Goods 158

Letter 3 A reply to the Above Letter 158

Letter 4 Advising Shipment 159

Letter 5 A Letter of Shipping Advice 159

Letter 6 A Specimen Shipping Advice 160

Notes 160

Language Focus 162

Exercises 165

Module 13 Insurance 169

Learning Objectives 169

Introduction 169

Writing Skills 171

Specimen Letters 172

Letter 1 Enquiring about Insurance 172

Letter 2 Reply to an Enquiry about Insurance 172

Letter 3 The Buyers Request for Insurance 172

Letter 4 A Reply to the Above Letter 173

Letter 5 A Favorable Reply to

Importers Request 173

Notes 175

Language Focus 176

Exercises 178

Module 14 Conclusion and Contract 183

Learning Objectives 183

Introduction 183

Writing Skills 184

Specimen Letters 185

Letter 1 Confirming Conclusion of a

Transaction 185

Letter 2 Sending a Purchase Contract 185

Letter 3 Confirming a Transaction 186

Letter 4 Counter-signature 186

Notes 190

Language Focus 191

Exercises 192

Module 15 Complaints and Claims 197

Learning Objectives 197

Introduction 197

Writing Skills 198

Specimen Letters 199

Letter 1 A Claim for Poor Packing 199

Letter 2 A Claim for Inferior Quality 199

Letter 3 Settlement of the Above Claim 200

Letter 4 Claim for Delay in Delivery 200

Letter 5 Reply to the Above Letter 201

Letter 6 Complaining about Short Shipment 201

Letter 7 Rejecting a Claim 202

Notes 202

Language Focus 203

Exercises 206

Module 16 Agency 209

Learning Objectives 209

Introduction 209

Writing Skills 210

Specimen Letters 211

Letter 1 Asking for Sole Agency 211

Letter 2 A Favourable Reply 211

Letter 3 Declining the Agency Application 212

Letter 4 Looking for an Agent 212

Letter 5 Confirm the Key Points of Agency 213

Letter 6 Agreeing to Renewal of a Sole Agency Agreement 213

Notes 216

Language Focus 218

Exercises 219

Revision 223

Reference Keys 245

Bibliography 参考文献 275

《商务英语函电》遵循实用性和可操作性的原则，结合外经贸工作的行业特点和专业英语学习的需要，在选材上注重前瞻性，着眼于行业新理念、新方法、新术语的导入，在编写内容上注重系统性、科学性和广泛性，兼顾不同程度的读者精心设计各模块，涵盖国际贸易实际操作中各个环节的信函写作，力求教学内容与外经贸行业的职业能力要求相一致，与职业标准相衔接。 全书采用模块教学，包含16个模块，首先简要介绍外贸信函和电子邮件的基本要素、格式和写作技巧，然后针对外经贸进出口流程的主要环节逐一呈现知识点和相关实例与实训。《商务英语函电》适用于高职高专商务英语、国际贸易、国际商务等专业学生使用，也可供从事外经贸和国际商务工作的人员参考使用。