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1、English Writing for a Business Career 职场英语写作 李向奇 ,March, 2010,Outline,Part I Fundamentals of business writing Part II Criteria for effective business Writing Part III Contents and formations of the book Part IV Problems to be tackled in this course,Part 1. Fundamentals,Theories related to communicat
2、ions Human needs Stroking and Johari window Theory X and Theory Y Marketing concept Intercultural knowledge /SRC(自我参照标准),1.1 Maslows Hierarchy of Needs,Human needs,Lower level needs -Physiological -Safety -Social Higher level needs -Esteem -Self-actualization,1.2 Stroking and Johari Window,Stroking
3、Transactional (相互作用分析）term for identifying the way others give recognition to a person Positive stroke Receiving congratulatory phone calls or letter Negative stroke Receiving unfavorable and hurtful comments,1.2 Trust Leads to Reciprocal Sharing Depicted in Expanded Open Area in Johari Window,Chapt
4、er 1,1.2 Johari window,1. Free or open area-what we know about ourselves and others about us. 2. Blind area- others know about us , but we dont know about ourselves 3. Hidden area - Things we know about ourselves ,other dont know 4. Unknown area- things we dont know and others dont know about us,1.2
5、 Johari window,The purpose is to expand the open area , decrease the blind and hidden area , therefore leading to higher level of interpersonal sharing. Trust is something that must be earned. Trust and openness lead to better communication between people. In business we aim at both taskoriented com
6、munication and emotional communication.,1.3 X theory and Y theory of management styles,Theory X: Traditional style, -meet lower level of human needs, -exercise strong control over the employees, -employ external incentives, e.g. jobs and paychecks,Theory Y: Modern style -Meet higher level needs -Bal
7、ance control and individual freedom -Lessen the external motivation, e.g. empowerment,1.4 Changes in marketing Mix from 4 Ps to 4 Cs,Product -design or production Price and Place distribution Promotion- marketing communication The 4 Ps determine how a good or service is made and provided, how much i
8、t costs, where it is distributed and how it is presented in all company communication.,4 Cs,Customer-focus on customers wants and needs versus product Cost - what it costs a customer to own a product instead of how to price a product ( e. g. car/ considering the repair cost) Convenience -focus on ho
9、w easy it is for customers to acquire the product, rather than how easy for the company to distribute it ( e.g. Coca Cola convince restaurants to offer its products , as well as making them widely available in every type of stores,4 Cs,Communication Traditionally promotion has meant sending brand me
10、ssage and offers customers, using one-way communication. The new way of thinking focuses on opening up opportunities for dialogue, from telling and selling to listening and learning,1.5 The selfReference Criterion,The definition: The unconscious reference to ones own cultural values. -Cultivate cult
11、ure awareness and culture understanding -Learn to be careful about using our own cultural norms to judge people from other cultures,Part II. Criteria for Effective Business Writing,1). Courtesy-treating people with respect and concern /employing -You-view points -Conversational language -Words of po
12、sitive effect -Do more than expected,2) Correctness- grammar, punctuation, spelling, using accurate information and showing respect to the receiver of the messages 3) Conciseness- write in the fewest possible words without sacrificing completeness and you-view point *Time is money to the customers.,
13、Part II. Criteria for Effective Business Writing,4) Clarity -Tells the readers exactly what they want and need; -Show concern for the readers -Use short sentence, familiar words 5) Concreteness- vivid, specific, action verbs,Part II. Criteria for Effective Business Writing,6) Completeness-Include al
14、l the necessary information and data in the message. Following the 6-C standards, you can: 1) accomplish your task (getting things done), 2) maintain goodwill with your customers.,Part II. Criteria for Effective Business Writing,2.7 Patterns of Business Writing,Direct order: good news and routine ne
15、ws Indirect order: bad news and persuasive messages,Part III. Organization of the book,3.1 contents Principles of business writing ( 1-2) Letters concerning transactions (3-7) General letters ( 8-9) Office communications ( 10-11) Employment ( 12-14) Proposal and report ( 15-16) Business documents an
16、d questionnaires( 17-18),3.2 Purposes,To inform Units 3,4,5,6, 10,11,16 To persuade Units 7,12,13,14,15,16 To Entertain Unit 8.,3.3 Organization of each unit,Writing principle Standard letters ( questions) Samples for analysis Language for writing - notes - useful sentence patterns Exercises,Part IV Teaching methods,Teachers Instruction Students Presentation: form groups of 4 Substituting S
