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1、Business Writing,Hu Yingkun August 12 , 2007,Outline,Part I Fundamentals of Business Writing Part II Criteria for Effective Business Writing Part III Sample Lesson Part IV Problems to Be Tackled in This Course Part V Requirements for Teachers,Books that has influenced me,Basic Business Communication
2、 (1991) by Raymond V. Lesikar Business communication ( 1998) ( 2005) by Carol M. Lehman (Thomson publishing house; 东北财经大学出版社),Part 1 Fundamentals,Theories related to communications 1.1 Human needs 1.2 Stroking and Johari window 1.3 Theory X and Theory Y of management 1.4 Marketing concept,1.1 Maslow
3、s Hierarchy of Needs,PHYSIOLOGICAL,SAFTY,SOCIAL,ESTEEM,SELF ACTUALI -ZATION,Human needs ( Abraham Maslow),Lower level needs physiological Safety Social Higher level needs Esteem Self-actualization,1.2 Stroking and Johari window,Stroking Transactional term (相互作用分析） for identifying the way others give
4、 recognition to a person Positive stroke, E.g. receiving congratulatory phone calls or letter Negative stroke, E.g. receiving hurtful comments,Johari Window,Chapter 1,I Free or open area,II Blind area,III Hidden area,IV Unknown area,Johari window,1. Free or open area-what we know about ourselves and
5、 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,Johari window,The purpose is to expand the open area , decrease the bind and h
6、idden area , therefore leading to higher level of interpersonal sharing. Trust is something that must be earned. Trust and openness lead to better communication between two people In business we aim at both task oriented communication and emotional communication,1.3 Theory X of Management Styles,Dou
7、glas Mcgregor , a management theorist attempted to distinguish between the old and the modern style of management Theory X : traditional style, meet lower level of human needs, exercise strong control over the employees, employ external incentives, E. G. job and a paycheck,Theory Y of Management Sty
8、les,Modern style Meet higher level needs Balance control and individual freedom Lessen the external motivation E.G empowerment,1.4 Changes in Marketing Mix from 4 Ps to 4Cs,4 ps Product Price Place Promotion,4 cs Customer Cost Convenience Communication,4 Ps,Product - design or production Price and p
9、lace distribution Promotion - marketing communication The 4ps determine how a good or service is made and provided, how much it cost, 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 cust
10、omer to own a product instead of how to price a product ( e. g. car- considering the repair cost) Convenience - ( place) focus on how 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 , a
11、s well as making them widely available in every type of stores,4cs ( continued ),Communication Traditionally promotion has meant sending brand messages and offers to customers, using one-way communication. The new way of thinking focuses on opening up opportunities for dialogue, from telling and sel
12、ling to listening and learning,Part II. Criteria for Effective Business Writing,2.1 Courtesy 2.2 Correctness 2.3 Conciseness 2.4 Clarity 2.5 Concreteness 2.6 Completeness,2.1 Courtesy,Treating people with respect and concern 2.1.1. You view points 2.1.2. Conversational language 2.1.3. words of posit
13、ive effect 2.1.4. other techniques,2.1.1 You view- points,Writer centered I am happy to inform you We have been quite tolerant of your past-due account and must now demand payment We have received your report of May 1.,You- view -point You will be glad to know If you are to continue to enjoy the ben
14、efits of credit buying, you will clear your account now Thank you for your report of May 1,2.1.2. Conversational language,Dull and stiff Please be advised that your should sign the form before the 1st. Kindly advise at an early date I herewith hand you Thanking you in advance ,Conversational You sho
15、uld sign the form before the 1st Please let me know soon. Here is Ill sincerely appreciate ,2.1.3 words of positive effect,Negative We cannot deliver until Friday We regret to inform you that we must deny your request for credit You were wrong in your conclusion , for paragraph 3 of our agreement cl
16、early states ,Positive We can deliver the good on Friday For the time being , we can serve you only on a cash basis. You will agree after reading paragraph 3 of our agreement that ,2.1.4 other techniques,Single our your readerswriting for the one situation, the reader is getting individual attention and treatment Avoid condescending tones E.g. You need You wantyou must Tend to talk down to the reader, making them feel bad,Do more than expected E.g. sug
