BEC剑桥商务英语资料：剑桥英语第124课

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1、 11-4 Basic English Skills5-14 Listening, Speaking, Reading Writing Skills in Functional Business English Practice 15 Skills Reviewing and Reconsolidation in Simulated Business SituationsFiles of the Related Contents and Locations of BEC Examination2 Business English course aims to give students an

2、understanding of key areas of contemporary business and prepare them to the BEC (Business English Certificate ). Business English introduces basic business contents and language skills in a business-related situation. Students have to be informed of business knowledge and general foreign affairs. St

3、udents have to develop the business skills in 5 aspects: speaking, interacting, listening, reading, and writing.3Course FeaturesSpeakingExchanging informationGiving a formal presentationGiving an informal presentationInstructing or demonstrating on the jobGiving descriptions and explanations4Visitin

4、g a company or receiving visitorsShowing visitors around or being shown aroundEntertaining or being entertainedParticipating in discussions and informal meetingsParticipating informal meetingsChairing meetingsInterviewingNegotiatingTelephoning5Following presentations, lectures, or talksFollowing ins

5、tructionsFollowing descriptions and explanationsFollowing training sessionsLetters and faxesMemos and short reportsProfessional journalsTextbooksLong reportsContracts and legal documents6Letters and faxesMemos and short reports 7Unit 1 Face to faceUnit 2 Letters,faxes and memosUnit 3 On the phoneUni

6、t 4 Summaries, notes ,reportsUnit 5 Working togetherUnit 6 International tradeUnit 7 Money mattersThe Second Volume8Unit 8 Dealing with problemsUnit 9 Visitors and travelersUnit 10 MarketingUnit 11 MeetingsUnit 12 Processes and operationsUnit 13 Jobs and careersUnit 14 Sales and negotiationUnit 15 A

7、 special project9 Basic Skills and Techniques for Talking to People in Business Situations The emphasis throughout is on encouraging students to consider and re-evaluate the social functions of English. In business, this is particularly important ,as students may be dealing with all kinds of people

8、in English: clients/customers and colleagues/co-workers, friends and strangers, superiors and subordinates, suppliers, visitors and members of the public- all of whom may be friends, strangers or acquaintances - people of your age, or people who are younger or older than you, all of whom you have to

9、 be talked to in different ways. Your first impression on them the way you behave functions fundamentally in your career. *10sincere,unwelcoming,appointment,efficient,aggressive,superior,co-ordinator,sales office,head of department,small talk,badge,surname,vice-chairman,personnel,public relations,co

10、lleague,behavior,demanding,chewing,disaster,gymnastic,apparently,syllable,offence,demonstration,counterparts, aperitif,tricky,generate, hectic, tackle a job, trouble shooting, be confronted with problems/encounter problems, back-up,data,loose cable,hands-on,environment,ambitious,prospect,conference,

11、yawning,delegates,sign,clicking,sniffing,conversationist,reliable,blinking,tapping your fingers,flu,sketch,junior,figures,border, businessassociates,on-going,common interests,terminal, A. Vocabulary in unit 1:11B. Finding more vocabulary of describing people: hospitable,enthusiastic,polite,talkative

12、,kind, generous,alert,vigilant,distinct,friendly,confident,calm,honest,skillful,sophisticated,helpful,intelligent,nice,optimistic,indifferent,sleepy,unclear,lazy,clumsy,stupid,prejudiced,inefficient,nasty,unhelpful,off-hand,rude,pessimistic,detached,in-cooperative,self-centered,conservative,high- qu

13、alified etc.121.1 1) What do you think of the following sayings? a. “What you dont know wont hurt you.”b. “No news is good news.”c. “Silence is golden.”2) Reading the impressions of the following people and telling the class what your feelings are.(Verbal behavior and smiling)3) Discussing the quest

14、ions in B and C4) Trying to do the fillings in D, and checking while listening; then reading aloud Question:What exactly would you say when you greet a visitor to your office?Now try to fill in the blanks with missing words before listening to the three conversations.13Id like to introduce myself.Le

15、t me introduce myself.May I introduce myself.May I introduce you to our manager, Mr. Li?I was introduced to her yesterday.Formal ways of greeting at first meeting:How do you do?Pleased to meet you.Glad to know you.Nice to meet you.Informal ways of greeting at first meeting:Good afternoon!Hello!Hi!Wa

16、ys of greeting between acquaintances:Hello!/Hi!Afternoon/Good afternoonHow are you?How is everything?How are you doing?14 Actually, the spelling of most business expressions or jargon is familiar to learners. The difference is that their meanings have been changed. For instance, such words as “prese

17、ntation”, “offer” and “demonstration” have acquired new meanings in business contexts. Learners can grasp these expressions either through reading extensively some business English articles or memorizing them from vocabulary books. Only by doing so can they attain a satisfactory level in business En

18、glish. Meanwhile, learners can further benefit from reading business books or attending business courses to obtain related knowledge. This can help them understand better how to use business English expressions. Books about import and export practice are preferable, while books concerning marketing,

19、 finance, business laws, etc. are useful in the study of business English. Courses in these areas are all supplied in schools or training centers. Finally, if conditions permit, business English learners may apply what they have learned to practice in companies or organizations. Through practice, th

20、ey can gain experience and also strengthen and improve their business English.15 short _ curly long _ wavyshoulder length_ blond hair _ grey brown _ red dark _ black _ dyed _ straight _ _long _large _flat _greek nose _hawk nose_brown_grey_blue_large_deep-set_dark _oval _round _square _long _wrinkled

21、 _freckled _red cheeked _narrow mouth _thin lips16D). 1. Alex White: Id just like to introduce myself. My names Alex White and Im the new export sales coordinator. Chris Grey: Oh, yes. Ive heard of you.How do you do? 2. Tony Harris: Ms. Smith, Id like you to meet Mrs. Jones.Mrs. Jones is from our sa

22、les office in Toronto. Liz Jones: Hi! Claire Smith: How do you do, Mrs Jones? Ive been looking forward to meeting you. Liz Jones: Oh,yes,please call me Liz. Claire Smith: And Im Claire. Liz Jones: Hi. Claire Smith: Well, Liz, did you have a good journey? Liz Jones: yeah, not too bad. 3. Mrs Green: M

23、r Evans, um, Have you met Miss Lucas? She is from Argentina. Mr Evans: Yes, I think Weve met before. Its good to see you again! Miss Lucas: Thats right, hello again. How are you? Mr Evans: Fine, thanks. 175) What can you say concerning Small talks?a. Ive been looking forward to meet you.b. Did you h

24、ave a good journey?c.when did you actually arrive?d. It must be a couple of years since we last met.e. Can you tell me something about your hometown?f. Do you like playing foot ball? g. Where do you come from in Argentina?h. What do you think of Guangzhou weather?i. Do you need any help?j. Where are

25、 you staying?k. Is this your first visit to?l. How is your family?m.Whereabout do you come from in?186) Small talktrip sportsfamilyentertainment small talkweekendhometownweatherhobby19 1.What skills does verbal communication involve? 2.According to the text, what will become of us without the means

26、of communication? 3. What is the sole purpose of the existence of a language? 4. Why is your communication ability related to your qualification for the job you choose? 5. Is it possible for one to be a “born writer”? 6. How can one improve his/her communication skills? 7. Read and do the reading in

27、 Unit 1b on Page 12 and the exam of Pass Cambridge BEC Vantage (student book) 8. Am I good or poor at listening, speaking, reading and writing, and how to improve abilities and skills in English?Questions to think about and assignment:201.2 Its a small world 1)Do 1-15 vocabulary puzzle on Page7 in w

28、ork book(自测 习题集reference keys on Page 116 of the book)2) Discuss the questions in 1.2 C in classsome words in C: behavour, manners,offence,increasingly, demanding, gymnastic,demonstrations,counterpart tricky offensive, chewing, disaster, apparently, syllable, aperitif 3) Non verbal communication(关注文

29、化差异关注文化差异)What is non-verbal communication?What should be done before the first employment interview?What is the proper way of shaking hands with different persons?What does a little humor demonstrate?What judgments do we make on nonverbal messages? 211.How do you improve business English?2.What are

30、 the advantages of an oral communication?3. What makes a successful business communicator?A Sample Speech As we all know,business English is used in business situations, which is one of the branches of English for special purpose(ESP). If people want to achieve an effective mastery of business Engli

31、sh, they should know something about business. They should also have a good foundation in basic English for general purposes. People who begin studying business English should first be fluent in basic English. If their English is rusty or If they cant write or speak at all,they must work hard to lay

32、 a solid foundation until they have reasonable listening, speaking, reading and writing skills.When understanding English conversationAnd communicating with native English speakers in daily situations do not prove difficult, people can then go on to the stage of picking up some22of a personnel staff

33、of an accountantof a secretary deal with relationships between-management and work force- recruit new staff- interview applicants- promote staff- train staff- fire- retire-budget-accounting-deal with financial matters-make/receive telephone calls -make/take notes,minutes,messages -deals with files,

34、correspondence -write memos, reports -work at computer word process -receive guests, visitors -arrange meetings, their venues etc. -make appointments1.3Whatdoyouenjoyaboutyourwork?1.3 What do you enjoy about your work?1).Work in pairs and do B 2 on p. 11 in this book.23of a sales manof a research ma

35、nof a manager-marketing promotion -introduce products -demonstrate products -complimentary present -persuade customers -launch campaign -advertisement -bargain about price -offer discount-design-market research-product research-experiment-technology-packaging-focused customer -make decision/plan -ha

36、ndle difficult situations -deal with problems and complaints -sign contracts -attend conferences - negotiation -organization1).Listen to the tape and do the fillings in A2).Work in pairs and do B 2 on p. 11 in this book.241.4 Its not just what you say?1)What do you know about the effects of the B te

37、lling about on P 13? Talk about it in pairs.2) Non verbal communication makes great differences as well as verbal communication.Have you any examples?5) How much do you know about non verbal communication?3) Do 2 in A.4) Do C in B in pairs or groups of four ; pay attention to cultural differences.No

38、 unified keys for reference.25attention to in the first meeting with business partneravoidance of misunderstandingin communicating with businesspartners (methods)different forms of communicationphysical appearanceposturegestureeye contactfacial expressionstouchspace and distancepunctualitysilenceeye

39、 contactsummarizingparaphrasingechoingspeaking slowlyenunciatingavoiding idiomsbody languagedouble checkingusing visual aidslistening attentivelyliquor wont help -culturally bound-specific ways within the own culture-What do you know are the ways of English Speaking people?faxesletterse-mailsphone c

40、allsmemosnotes-use of the business of the above forms of communication-advantages and disadvantages of each form of communication -arrangement in order of formality and frequency26 Vocabulary:embark on, employment interview, importance of a good impression, pay attention to, physical appearance,show

41、er, in the mirror, trim the beard, razor, mutter, do anything for a job, aftershave, lotion, be splashed, smell as good as, freshly ironed shirt, suit and tie, shined shoes, briefcase, precisely eight fifteen, knock slightly at, smile, motion sb. into the room, walk over, offer ones hand, grip firml

42、y, sign of control and self-confidence, release ones hand, invite sb. to sit, be about to begin Try to imagine an interview by a person without his uttering any words by using the above related vocabulary.271.5 Developing relationships1) Small talk2) hospitalitytripsportsfamilyentertainmentweekend h

43、ometown weatherhobbycommon interestsThe interviewer can read the meaning: punctuality, grooming, apparel, smile, handshake, briefcase, and after-shave lotion.This hypothetical episode demonstrates some of the many and subtle ways in which nonverbal communication touches our lives.28 Each job announc

44、ement or job advertisement may include any combination of a description of the job, job applicant qualifications and desired qualities. The description, qualifications and desired qualities are the keys to preparing for the interview. On a job announcement or job advertisement, these keys may be fou

45、nd under headings such as: Position Qualifications The Duties The Requirements Heres a description for a supervisory job:29 The ideal candidate will possess excellent leadership, managerial, communications and inter-personal skills. The candidate should be a self-starter, team player, as well as pro

46、mote teamwork among others, have a strong customer orientation, is approachable, and effective and creative problem solver, and establishes and maintains effective working relationships . . .Abilities -Knowledge -information applied directly to the performance of a function. For example, supervision

47、 is a knowledge.Skills -learned acts. In the example above, we have managerial skills. Other examples include operating a personal computer, using afirearm or operating a backhoe.performance of behavior that you can see. In the descriptionabove, communications is an ability.30 Many of the questions

48、are similar. Weve tried to include as many variations as practical. People often make the mistake of studying specific questions. Study specific questions and youll be thrown off when the question is worded differently or a different question is asked. In addition,think about the knowledge and skill

49、s specific to the job that you are interviewing for. For example, a heavy equipment operator will have knowledge about safety rules specific to heavy equipment. *List the specific knowledge, skills, and hot topics specific to your job. *Write possible questions for the specific requirements and hot

50、topics. *Check out our General Questions heading in the interview.31 *Study the questions and create or practice interviews. *Choose questions from each of the question categories that youve matched to the job. Each practice interview should consist of seven to fourteen questions. *Tailor the questi

51、ons to fit the organization and specific job that you are interviewing for. Include questions that youve written for specific requirements or hot topics Ask your friend, roommate, significant other, spouse, or coworker to help you. Have them create practice interviews by pulling questions from the h

52、eadings weve identified and from the questions youve written for knowledge and hot topics. Youll find a list of common questions that can apply to just about any Technical or field expertise. 321)youll have to think on your feet, because you wont know what the questions are. 2)you can receive feedba

53、ck on your body language (posture, the pitch of your voice, hand movements), content, and the clarity of your answers. Youll benefit from having somebody else help you because: Ask your interviewer to write down the questions and their comments.Review the tips below from the Interview Game Plan so t

54、hat everything you do becomes second nature.33 *Make a positive and professional first impression by being assertive and giving a firm handshake to each interviewer and addressing each interviewer as they are introduced. *Reinforce your professionalism and your ability to communicate effectively by

55、speaking clearly and avoiding uhs, you knows, and slang. *Use positive words. Instead of if, I think, I feel and I wish use when, I am and I would 34 *Establish rapport(和谐的关系、一致意见） by relating to each interviewer. Note the wording that is used by each interviewer and when appropriate use similar wor

56、ds. Maintain eye contact with each of the interviewers throughout the interview. *Sit comfortably. Sit erectly, but dont sit stiffly or sprawl over the chair. *Dont expect the interviewers to have confidence in you, if you dont have confidence in yourself. Project confidence and a positive attitude.

57、 Maintain awareness of your voice, posture, energy level, and enthusiasm. Make hand gestures to emphasize important points, but avoid distracting gestures or making too many hand gestures. 35 *Smile confidently, but not to the point where you would appear to be too casual. Smiling will also help you

58、 relax and establish a rapport with the interviewers. *Manage weaknesses or barriers so that they appear to be indications of your strengths. *Be attentive. Listen to each question carefully and dont interrupt. If you arent sure of what is being asked, politely request that the question be repeated.

59、 *Close the interview with a strong closing statement of your qualifications for the job. 36 Practice, practice, practice. One practice interview is not enough. If you have somebody help you, have at least three practice interviews. Youll be able to use their feedback to correct mistakes, strengthen

60、 weaknesses, and build upon strengths. Review your Interview Wraps from previous interviews. Use your experience from previous interviews to help you on this interview. Note: The underlined words in the Interview Question Bank are words that may be interchangeable. For example, instead of the word j

61、ob, the word position might be used. *Thank the interviewers. Shake their hands individually and thank each interviewer by name. 37 *What you know - about your work experience, education, training, goals, character, personal qualities, the job that youre seeking, the company that youre interviewing

62、for, and the knowledges required to perform the job that youre seeking. The interview focuses on what you say and how you say it. In this step, we focus on what to say. As you know, there are many different types of interviews and interview questions. You can review the different types at Job-Interv

63、iew.Nets Interview Tips page. Lets keep it simple. Youre going to be asked about: 38 *Identify a problem or issue - given a situation, find the problem or issue. The question may focus on a situation that youve handled in the past or how you would handle a hypothetical situation. *Identify a solutio

64、n - given the problem or issue, how do you proceed? The question may focus on a problem or issue that youve handled in the past or how you would proceed in a hypothetical situation. Tell us about a safety issue at your current job. How did you handle the issue ? what reports were you required to fil

65、e? The questions may be straightforward or combine the above. For example:39 Your goal is to provide an answer that not only answers the question, but also reinforce your qualifications for the position. People prepare for job interview questions in many ways. Often people will write specific answer

66、s to as many specific questions as possible and memorize the answers. We recommend looking at categories of questions and using outline answers. Why? With practice, you will hit all the important points and although your answer will be slightly different each time, your answer will come across natur

67、ally and with confidence. The key is to be able to think during the interview and adjust your answer to fit the question. For example, take the category of General Experience. The answer to the question, How does your current position qualify you for the job? is simply a variation of your answer to

68、the question, what do you think the equivalence of this variation is?How does your experience qualify you for the job?. 40 The most qualified person to do a job is someone who has already done the job. If you were to hire someone to fix the plumbing in your house, who would you hire? Someone who has

69、 never fixed the plumbing or someone who has experience in doing it? As you answer the interview questions, cite your work and life experiences in examples to reinforce to the interviewers that youve already done what theyre looking for, and youve done it successfully. The interview will typically f

70、ocus on the KSAs(knowledge, skill, abilities) youve identified. If the interviewers start the interview with a description of the job, you may learn more about the job. Try to use the same wording as the KSAs. If you use different wording, then you are depending on the interviewers to make the conne

71、ction between the words you use and the KSAs. 41 *Check financial sources, annual reports, and news media for information on the company, their culture and current events. If possible, visit the company, their stores or offices to get a sense of the culture and dress code. For example, if the job re

72、quires someone to supervise, use the word supervise and not the word manage. Do you know the company and the job that youre interviewing for? What salary are you seeking? Whats the appropriate salary for the job that youre seeking, for your geographic area and for your industry. *Check S for free sa

73、lary information. Dont guess. A guess or inaccurate information can cost you real money. 42 *Use action words. Heres just a sample: accomplish lead achieve manage coordinate negotiate delegate organize develop prioritize direct recommend establish reduce evaluate reorganize execute resolve expedite

74、review expand revitalize implement supervise improve train increase transform initiate upgrade introduce implement *Be concise, logical and to the point. Use short sentences. Youll find tips for your interview presentation at the Interview Game Plan. 43 To go a step further, *find out what youre wor

75、th with a report based on your experience and qualifications. For each Question Bank Index category that youve matched to a KSA, *review the answer tips that are either provided with the questions or at the bottom of the page. Dont use limiting words, such as only or just. For example, I only superv

76、ise five employees. Youre making an assumption that five employees is a small number. The fact is that you dont know what the interviewers consider as a small number and what is a large number. *Use appropriate wording. You wont receive extra points for every word that has more than 10 letters. Use

77、technical terms only when appropriate to the question. 44 State and Federal laws govern the interview process and inappropriate questions. These policies are usually available from the personnel or human resources department. Interviews should be based on job-related criteria and questions based on

78、those criteria. If youve been asked an illegal question, talk to the personnel or human resources department or the Equal Employment Opportunity Commission(in U.S.A.). Age: Whats your age? Age discrimination information from the Equal Employment Opportunity Commission - http:/www.eeoc.gov/facts/age.

79、html Childcare: Do you have after school care?Topic: Example45Conditions of work: Does your family approve of your travel?Criminal Record: When was the last time you were arrested?Ethnic origin of last name: Is your last name Japanese?Gender: Are you female?Language: Do you speak English at home?Mar

80、ital Status: Are you divorced?Name/Title: Is that Ms. or Mrs.?National origin: Are you Chinese or Japanese?National origin discrimination information from the Equal Employment Opportunity Commission - http:/www.eeoc.gov/facts/fs-nator.htmlRace: What race are you?Racial discrimination information fro

81、m the Equal Employment Opportunity Commission - http:/www.eeoc.gov/facts/fs-race.htmlRelatives: Is your husband employed?Religion: Are you Catholic?Religious discrimination information from the Equal Employment Opportunity Commission - http:/www.eeoc.gov/facts/fs-relig.htmlResidence: How can you han

82、dle the long commute?Sexual preference: Are you gay?46 If youve followed the Interview Success Plan, you should be ready by the day before the interview. For most people, we recommend completing your preparation the day before the interview. *Get yourself rest. *Dont get distracted or excited by lit

83、tle things, dont schedule meetings over controversial issues, or do anything that might break your concentration. *Taking into account the time of your interview and traffic, go early to find parking and make sure that you have money for parking meters. 47 *Dress appropriately. If youre applying for

84、 a job where you havent worked before, visit the offices of facilities. *See what other employees in positions similar to the one that youre seeking are wearing. *Dress at least at that level or higher. *Dont visit on a Friday, you may find yourself dressing for casual Friday. *Be early. If the inte

85、rviewers are ahead of schedule, theyll appreciate the opportunity to get an early start. 48 *Dont smoke, chew gum, tobacco, or anything else. Make a positive and professional first impression by being assertive and giving a firm handshake to each interviewer and addressing each interviewer as they a

86、re introduced. *Reinforce your professionalism and your ability to communicate effectively by speaking clearly and avoiding uhs, you knows, and slang. Many books are available that discuss interview behavior. Among the best and least expensive sources are the guidelines available through your organi

87、zations personnel office. Why? Because the guidelines are often the basis for formal training in the organization.49 *Use appropriate wording. You wont receive extra points for every word that has more than 10 letters. Use technical terms only when appropriate to the question. *Use positive words. I

88、nstead of if, I think, I feel and I wish use when, I am and I would *Establish rapport by relating to each interviewer. Note the wording that is used by each interviewer and when appropriate use similar words. Maintain eye contact with each of the interviewers throughout the interview. *Sit comforta

89、bly. Sit erectly, but dont sit stiffly or sprawl over the chair. 50 *Project confidence and a positive attitude. Maintain awareness of your voice, posture, energy level, and enthusiasm. Make hand gestures to emphasize important points, but avoid distracting gestures or making too many hand gestures.

90、 *Smile confidently, but not to the point where you would appear to be too casual. Smiling will also help you relax and establish a rapport with the interviewers. *Emphasize your strengths and qualifications that make a compelling reason that you are the ideal person for the job. *Dont dominate the

91、interview. Time does not equal quality. 51 *Manage weaknesses or barriers so that they appear to be indications of your strengths. *Be attentive. Listen to each question carefully and dont interrupt. If you arent sure of what is being asked, politely request that the question be repeated. *Close the

92、 interview with a strong closing statement of your qualifications for the job. *Thank the interviewers. Shake their hands individually and thank each interviewer by name. 52 *Review your responses. What would you have worded or answered differently? Why would you have answered differently? What woul

93、d be a more appropriate answer? *Review your own behavior during the interview. Did you fidget? Use any uhs or you knows? Did you smile? Did you use hand gestures to emphasize important points? The Interview Wrap captures the important points of your interview. This probably wasnt your first intervi

94、ew and it probably wont be your last interview. If you want to improve, learn from this interview and use what you learn on future interviews. Use our free Interview Checklist to complete the Interview Wrap. 53Did you establish a rapport with the interviewers? How did they act during the interview?

95、Did you carry out the Interview Game Plan? 54 -warm -enthusiastic helpful-friendly inviting-pleasant kind-consideration sensible-thoughtful polite-hospitable -invitation -meet at the airport railway station -introduction -guided tour -entertainment -treatment-gift -idiomatic-tactful-appropriate-poli

96、te-formal-informal55 This unit introduces and practices the skills required to deal with the writing tasks in Units 5 to 15. It covers:How to lay out a business letter or memo, some “golden rules” for writing letters, faxes and memos, practice in writing routine letters, e-mails, faxes and memos Bus

97、iness English is the one usually used in business activities,whose spelling of most business expressions or jargon is familiar to learners. The difference is that their meanings have been changed. The Words appearing in business have acquired new meanings in business contexts. Learners can grasp the

98、se expressions either through reading extensively some business English articles or memorizing them from vocabulary books. Only by doing so can they attain a satisfactory level in business English.562.1 Communicating in writing A business letter (Background information) 2.2 Names and address (Vocabu

99、lary)2.3 Layout and style Joining sentences (Grammar review)2.4 Can tell me how to spell that? ( Speaking)2.5 Correcting spelling and punctuation mistakes (Writing)2.6 Abbreviations (Vocabulary)2.7 Make a Good impression (writing)Contents of Unit 257Vocabulary in Unit 2 and 4correspondence, internal

100、ly, attend to, e-mail, proportions, relative merits, spelt,envelope, addressee, job title,(2.3)layout, house style, abbreviations, training manual,concise,courteous,dot matrix,recycled, letterhead, logo, wavy line, additives, order form, relevant, extract, utilize,samples, prospective customer, irre

101、levant, artificial, aromas, assemble,revisions,laptops, compile, agents,long-standing, feedback, come up to expectations, engineering, jeopardized, submit, puzzled, negotiating, redraft,contract, get in touch with, courier,batches,stick-on labels,consumer goods,prototype,stuffy,broken down, confirma

102、tion, quote,receipt, sub-contract, congress, subsidiary, contact, transaction,rely-on,enquiry,consultation, procurement, record for the files,company stand, office bugs, symptoms, Repetitive Strain Injury/RSI, physiotherapist, union reps, ventilation, air-filtering, maintenance, replacement, appoint

103、ed, rough, clockingin machines, salaried, abbreviation, punctuation mark, increased bonus,postpone, invoice,deduct, brainstorming, conventional, arrow, sequence, underestimate, apostrophe, parentheses, colon, hyphen, oblique/slash, semi-colon, inverted commas, productivity survey58Business writing :

104、 writing letters, memos, reports, minutes,faxes,summaries,notes, and emails1. completeness 信函的内容力求完整信函的内容力求完整,需回答来信所提出的所有问题和要求需回答来信所提出的所有问题和要求, 或是包或是包括写信人希望手心人作出积极反映的一切问题及况括写信人希望手心人作出积极反映的一切问题及况. 正确性不仅仅指英语语法、标点符号和拼写，更重要的是书信的内正确性不仅仅指英语语法、标点符号和拼写，更重要的是书信的内容要叙述的正确，不要说过头，也不宜漏说略述。避免使用一些语意模容要叙述的正确，不要说过头，也

105、不宜漏说略述。避免使用一些语意模糊的词语或短语，如：糊的词语或短语，如：majority, a great of time, minority等，这些表达等，这些表达易造成混乱、误解，甚至引起不必要的纠纷。这一点对商务文件、信函易造成混乱、误解，甚至引起不必要的纠纷。这一点对商务文件、信函等尤为重要。等尤为重要。2. Correctness内容完整内容完整准确无误准确无误商务信函写作原则商务信函写作原则593. clearness4. conciseness清楚明白清楚明白简明扼要简明扼要 信要写得清清楚楚、明明白白，毫无晦涩难懂之处，以至于收信人看了信要写得清清楚楚、明明白白，毫无晦涩难懂之

106、处，以至于收信人看了之后不会误解写信人的意图。信的每段宜一个话题为妥，采用篇幅较短的段之后不会误解写信人的意图。信的每段宜一个话题为妥，采用篇幅较短的段落阐述，每段段首以主题句开门见山提出每段的主要观点。段与段之间应使落阐述，每段段首以主题句开门见山提出每段的主要观点。段与段之间应使用过渡语衔接；诸如用过渡语衔接；诸如 firstly, secondly; however, moreover, in contrast 等短等短语，使整封信自然流畅，明白易懂。语，使整封信自然流畅，明白易懂。 许多商人认为简洁是商务写作中最重要的原则，一封拖沓冗长、措辞许多商人认为简洁是商务写作中最重要的原则，一

107、封拖沓冗长、措辞复杂的书信不仅写时费时，对方阅读更浪费时间，有时甚至看不懂。故撰复杂的书信不仅写时费时，对方阅读更浪费时间，有时甚至看不懂。故撰写商业信件时要长话短说，避免罗嗦，用尽可能少的简单的文字，完整清写商业信件时要长话短说，避免罗嗦，用尽可能少的简单的文字，完整清楚地表达需要表达的意思，这一点符合商务英语简易化的趋势。以下例子楚地表达需要表达的意思，这一点符合商务英语简易化的趋势。以下例子左边短语繁杂，不可取，右边简单明了，属现代商务信件中常用语。左边短语繁杂，不可取，右边简单明了，属现代商务信件中常用语。60attached here to enclosed herewith at

108、this point in time commence prior to in compliance with your request remunerate it is incumbent on me in view of foregoing circumstances have a preference for for the reason that in spite of the fact that take into consideration in the event that in receipt of pursuant to The favor of your early rep

109、ly will be appreciated. We beg to acknowledge receipt of we are attachingwe are enclosingnowbeginbeforeat your request; as requestedpayI mustthereforepreferbecausealthoughconsiderifreceivefollowing; in accordance withWe are looking forward to your early reply. Thank you for your letter of615. courte

110、ousness 礼貌周到礼貌周到 商业信件要简洁明了商业信件要简洁明了,并不是不注意信件的措词得体并不是不注意信件的措词得体,不符合商业信件礼貌不符合商业信件礼貌周到的原则。周到的原则。 写信时要注意礼节，不要盛气凌人，避免出现命令或粗鲁等不写信时要注意礼节，不要盛气凌人，避免出现命令或粗鲁等不恰当的口吻。写信过程中除了多使用诸如恰当的口吻。写信过程中除了多使用诸如 please, your kind inquiry, I would appreciate it if you would 等短语外，还需做到以下几点：等短语外，还需做到以下几点： *语气要真诚、善解人意以及考虑周全。语气要真诚、

111、善解人意以及考虑周全。 *避免使用冒犯、伤害、贬低的短语，如避免使用冒犯、伤害、贬低的短语，如your neglectful attitude, impatience, we deny your claim 等等 *避免使用含有性别歧视的词语，如避免使用含有性别歧视的词语，如 businessman, chairman 等等商务信函的格式商务信函的格式 1. Three Forms:三种形式三种形式 1）block form齐头式齐头式:将信头写在信纸的右上角，信内地址、称呼、信将信头写在信纸的右上角，信内地址、称呼、信的正文、结尾语、签名、附件等的每一行在左手的边线排齐。的正文、结尾语、签名

112、、附件等的每一行在左手的边线排齐。 2) Indented form斜列式斜列式:将信内地址、结尾语、签名的每一行及信将信内地址、结尾语、签名的每一行及信的正文中每一段的头一行都往有缩进几个字母，使全文呈斜状。的正文中每一段的头一行都往有缩进几个字母，使全文呈斜状。62 3）semi-indented form混合式混合式:由齐头式和斜列式混合而成，信头和由齐头式和斜列式混合而成，信头和信内地址用齐头式，信的正文和结尾语及签名用斜列式。信内地址用齐头式，信的正文和结尾语及签名用斜列式。 Read “Golden Rules” on P.19 and “7 Steps of Planning a

113、 letter on P.22 See what the picture on P.15 show and do AListen to 2 in B The different skill in writing, listening, speaking and readingmakes great difference of the outcome when communicating. 632. Ten Parts 十个主要部分十个主要部分 1) heading 信头信头(代表一家公司、行号的形象，往往是印就的，包括代表一家公司、行号的形象，往往是印就的，包括发信人的公司名称、地址、传真号码

114、、发信日期。日期按日月年的顺序全文发信人的公司名称、地址、传真号码、发信日期。日期按日月年的顺序全文缮打，月和年间也可不使用逗号）。如：缮打，月和年间也可不使用逗号）。如： 11th October, 2003 11 October 2003 1st April 2003 1 April 2003 March 2nd , 2003 March 1, 2003 2) Inside address信内地址信内地址(如写给特定人，姓名和头衔写在地址前）如写给特定人，姓名和头衔写在地址前） ( Mrs.已婚妇女；已婚妇女； Miss未婚妇女未婚妇女 Ms已未婚妇女的尊称；已未婚妇女的尊称；Messrs

115、. 是是Mr.的复的复数，仅用于以人名为公司的行号）数，仅用于以人名为公司的行号） Mr. James Green Marketing Director Green Industries Inc. 999 Park Avenue Rockford, IL 61125 USA Messrs. J. Haying & Co. 64 7）closing sentence结束语结束语(一般用来表示希望回信或其它要求，一般用来表示希望回信或其它要求，如：如：We look forward to your early reply.)。 8) complimentary close结尾客套话结尾客套话（一般

116、有几种，结尾客套话（一般有几种，结尾客套话的第一个词的头一个字母要大写，标点用逗号）的第一个词的头一个字母要大写，标点用逗号） Yours faithfully,(英国正规用法）英国正规用法） Yours sincerely, (美国常用法）美国常用法） Yours truly, (美国常用法）美国常用法） 9) signature签名（签名（写上行名，有时要注明职衔，如：写上行名，有时要注明职衔，如：Manager 等）等） 10) enclosure附件附件（信函中如有附件，应在左下角注明（信函中如有附件，应在左下角注明Encl. 或或EncEnclosure的缩写的缩写根据实际需要，有时

117、需添加一部分，如：根据实际需要，有时需添加一部分，如：1） Postscript；简写为简写为“P.S.”（再启）再启）;2）P. Wilson，缩写为缩写为“PW”（打字员名）。打字员名）。3) Carbon Copy Notation，简写为简写为“C.C. ”抄送抄送。65Our companys name This building95 New Edition RoadCambridge CB2 2RU United KingdomA.ReaderGeneral ManagerInternational Business English plcPage 000Background in

118、formation BA2 1 L J7 May 2004Dear Mr or Ms Reader,Different ways of communicating in writingIn a Letter, the emphasis is on a high quality appearance. Letters have to be typed orWord processed accurately on the companys headed paper with a smart, clear layout.International mail tends to be slow and

119、in some countries the post is unreliable.Important documents or valuable items can be sent by registered mail or they can be sent by courier.1.Senders address (printed at the top or in the top right-hand corner2. Date(here or below the receivers address)4. Salutation3.Receiversname,titleandaddress5.

120、Heading6.Bodyofletter66Yours sincerely,Leo Jones Richard AlexanderLeo Jones and Richard Alexander Authors7.Complimentaryclose8.Signature9.Nameandtitleofsender67 3) salutation称呼称呼（后面一般用逗号）（后面一般用逗号） Dear Sirs, Gentlemen, （美国人常用；从加拿大、美国来信中，常在其后用美国人常用；从加拿大、美国来信中，常在其后用“：”。 Dear Sirs or Madam,（女性开设公司越来越多，

121、不能确定阅信者的性别女性开设公司越来越多，不能确定阅信者的性别时表示敬意）时表示敬意） 4）caption标题标题（第一个字母大写，标题前常用（第一个字母大写，标题前常用“Re:”, 意为意为 “事由事由”。 5) opening sentence开头语开头语（根据信的内容不同变化。如：在建立业（根据信的内容不同变化。如：在建立业务关系的首次通信中，开头语要告之他的行名是如何被获悉的，然后告对方自务关系的首次通信中，开头语要告之他的行名是如何被获悉的，然后告对方自己的愿望、兴趣和经营范围。有的开头语是写信人表明已收到对方来信或来己的愿望、兴趣和经营范围。有的开头语是写信人表明已收到对方来信或来

122、电。）电。） 6) body of the letter信的正文信的正文（主体，最主要部分。本部分写作好坏（主体，最主要部分。本部分写作好坏决定整篇信函的水平和质量。写作时要牢记五决定整篇信函的水平和质量。写作时要牢记五“C ” 原则原则)。i.e. completeness, correctness, clearness, conciseness courteousness68A Fax is a facsimile copy of a document which is transmitted by normal telephone lines to another fax machine

123、. Some are printed on special fax forms rather like memos, others are simply handwritten messages. The sender of a fax cant be certain if the message has been received perfectly sometimes lines get missed or are illegible. A fax is not usually a legally binding document*Iftherealinespacebetweeneachp

124、aragraphthenewparagraphneedntbeindented.A FaxA FaxAn EmailAn EmailE-Mail (electronic mail) is a way of sending messages between computers. The message appears on a screen and can be printed out if necessary. To make e-mail more personal some people use punctuation to add happy (:-)or unhappy (:-) fa

125、ce to faces to their messages! *International mail within a company or between branches of the same firm is usually in the form of Memos: these may be brief handwritten notes or longer, word-processed letters. Most firms use special memo pads for internal messages. A memo to senior English-speaking

126、member of staff may needs as much care as a letter to a client. The style that is used depends on the practice within the company and on the relationship between the people involved.69Samples 1: Blocked Letter StyleOriental Horizons Inc.48 E. Mai StreetRamsey, NJ 07446U.S.A. 25 April 2003 寄信人地址寄信人地址

127、日期日期也可居中也可居中Ningbo TextilesImport & Export Corp.207 Kaiming St.Ningbo Zhejiang P.R. China收信人地址收信人地址Dear Sir or Madam:Re: Chinese Textiles称呼称呼事由事由70Sample 2: Semi-indented Letter StyleCominowalt Ltd. 1095, Avenue of HershamWalbridge-on-ThamesSurry, UKOctober 20, 2002 同齐头式同齐头式China National Light Indu

128、strial ProductsImport & Export Corp.Zhejiang Branch223 Tiyuchuang RD.310000P.R. China 收信人地址收信人地址下端空两行下端空两行居中居中/称呼称呼下端空两行下端空两行Dear sirs,RE: tea, coffee and saucers71The New York Branch 0f the Bank of China told us that you exported Chinesetextiles and cotton piece goods, and recommended you to our co

129、mpany.Our company imports general merchandise. We have been in this business line since 1979, and therefore have wide experience in all the lines we handle.Our bankers are Chase Manhattan Bank and the Hong Kong & Shanghai Banking Corporation of Hong Kong. They can provide you with information about

130、our business and finance.We hope this letter will lead to profitable business for both of our companies.We are looking forward to your early reply.Yours truly,John StewartJohnStewartGeneral ManagerKF/HSEncl. As stated正文正文客套语客套语签名签名口述者口述者/打字员（缩写）打字员（缩写）附件附件72R Your companys name has been given to us

131、by the Chamber of Commerce of London. We wish to buy quality tea and coffee cups and saucersof different shapes fully decorated with flowers or otherDesigns. If you can supply this type of merchandise, kindly airmailUs a sample cup. Also, please enclose your price list and all suitable catalogues. W

132、e are waiting for your early reply. Yours sincerely, G.P. Johnson General Manager首行缩进首行缩进6个字母个字母段段与段之间空两行与段之间空两行73便笺、备忘录的写作原则便笺、备忘录的写作原则1.不同于业务信函；不同于业务信函；2.不需要信内收信人地址、称呼、和客套语、结束语等部分；不需要信内收信人地址、称呼、和客套语、结束语等部分；3.各机构大多数都有内部便笺、记事、便条；各机构大多数都有内部便笺、记事、便条；4.笺头通常都包括致函人、受函人的姓名、职位，以及事由和日期；笺头通常都包括致函人、受函人的姓名、职位，

133、以及事由和日期；5.便笺内容分段排列（一般采用齐头式、缩进式）；有时也可以编上序号以明确便笺内容分段排列（一般采用齐头式、缩进式）；有时也可以编上序号以明确 要讲的不同事项。要讲的不同事项。1. 形式简单用途广泛形式简单用途广泛;2. 省时省时, 提高效率提高效率;3. 避免冗长避免冗长,不清楚不清楚;4. 有助于机构内部信息的快速传递有助于机构内部信息的快速传递;5.能够清楚表述要点能够清楚表述要点,免去耗时长谈免去耗时长谈;6.方便于汇集存档方便于汇集存档, 需要时有据可查需要时有据可查;7. 责任人明确责任人明确, 能够增强事业心。能够增强事业心。见见B 1 on p.16 and 2.

134、5 A on P.2374 1. Definition of the Report A report is a formal or even official document that investigates, selects and interprets information by using appropriate techniques for stated purpose. Usually a report is required by a company or organization on a definite topic. The writer of formal repor

135、ts is expected to collect information from all likely source, based on numerical date, and write a report which provides information, presents a summary of discoveries or findings concerning a specific problem, arrives at a definite conclusion, proposes a course of action, and/or makes recommendatio

136、ns on a specific subject for a specific reader.75A report is a formal document that: 1 provides a clear description of the problem or of a specific subject. 2 presents all possible causes for the problem, and/or all major aspects of the topic. 3 organizes your considerations and/or findings ,with yo

137、ur analysis of the main facts. 4 makes your conclusion and recommendations for solving the problem. 5 appears in professional formats or setting of data in a tight organization. 6 tries to offer active contribution on s specific topic to the sponsoring organization.Reports 76A Report on the Decline

138、of Sales In this writing, the specific subject of the report would be your fieldwork and discovery of possible factors that have led to thedrop in the sales of a certain product or of a certain department.Try not to go beyond this specific subject. Dont say too muchabout the market in general. And d

139、ont say too much about the technical aspects of the product under discussion. Instead, the findings documented in your report should include sales figures recorded in recent months or weeks or years, the rate of decline of the product or the department, weekly or monthly fluctuations in sales, possi

140、ble causes of the decreases,and likely ways of correcting the trend. The potential reader or readers of such a report can be the topmanagement of the department or of the company, and this can be your opportunity to impress them by highlighting some brightideas on feasible measures to bring up the s

141、ales figure.771) The reports by where they are found: academic reports, laboratory reports, and public statements 2) The reports by deciding whether they are informal or formal Informal reports, is general term covering many sorts. They may be a report submitted to the lecturer by a college student

142、on his selected readings of a subject, or a notice put on the wall announcing a power cut, or a draft paper listing the advantages and disadvantages of setting up a warehouse near a port for corporate use (some of these are very formal.). Formal reports are many varieties of these including abstract

143、s, status reports, market repots, feasibility report, problem-solving reports, budget report, product analyses, market segmentation analyses, research, investigation reports, marking planning report marketing proposals, reports, accident reports, annual reports from businesses, progress reports, ins

144、pection reports, consumer account, instructions, and many others.) 3) Short reports: a few words on reports that are brief in subject matter and short in length2. Types of Reports78Skeleton of a Short and Informal ReportTo: X X X X From: X X X XDate: X X X X Subject: X X X XHighlights of a Short but

145、 Formal Report Title Transmittal Information* State the Problem to be dealt with Explain the Background and Methods used Present Research Results and other data Provide your Analysis of the available data Give your Conclusion or conclusions*Transmittal information includes “who writes what for whom”

146、 Short reports serve business purposes in their own right. Shortness does not imply any surrender to quality or utility. The following are the structure and organization of two typical short reports. 79 Reports are often created to do one or two or more of the following functions of reports. 1. info

147、rm 2. instruct 3. explain 4. motivate 5. persuade 6. reinforce (prior discussions/communication) 7. recommend3. Functions of Reports Formal reports in one of the ways of classification for utilitypurpose are divided into two main types:information reports andrecommendation reports.80 Information Rep

148、orts: notification/notice, announcement, accident report, annual report, progress report, inspection report, trip report, meeting minute,an account describing a group of consumers, and an instruction or guide for the end-users of instruments or appliances. In the varieties of these reports, facts ar

149、e organized well and presented comprehensively. But there is little analysis or interpretation of the facts presented. Examples: an annual report: presenting shareholders and other readers with major facts about a companys operations during the past year and the expectations for the year ahead. a pr

150、ogress report: giving the status of on-going job or project And if the lack of accuracy can be pardoned here, quite a proportion of newspaper articles belong to the type of information reports. 81 Recommendation Reports:Sometimes called problem reports: feasibility report, problem-solving repot, bud

151、get report, product analysis, market analysis,research and investigation reports, marketing report. Recommendation reports analytical in nature. These reports analyze the facts, make logical conclusionsand give appropriate recommendations. It most often tries to persuade the reader to agree with a s

152、tated message, or make him take a desired action. Four types of writing most frequently used in practical business operation are:the problem-solving report, the progress report, the feasibility report, and the marketing report. Example: feasibility reports drawing conclusion from information which i

153、ndicates the likelihood of a project succeeding, problem-solving reports aiming to identify the cause of a problem and then suggest ways to treat it.These requires a great deal of thought and analysis to find out the best solution(s) to a problem.824. The Shape of a Report The Four Most Important Se

154、ctions: Introduction, Findings, Conclusion and Recommendation.报告文体的通用型机构主要包括以下十大部分报告文体的通用型机构主要包括以下十大部分:一一.题目题目(标题标题)二二.报告传达书报告传达书, 包括作者姓名和单位、呈送对象、日期、鸣谢包括作者姓名和单位、呈送对象、日期、鸣谢三三.目录目录四四.总结（提要、摘要、概要）总结（提要、摘要、概要）五五.前言（引言、导言、导语、序言）前言（引言、导言、导语、序言）六六.正文（调查结果正文（调查结果/ 研究结果）研究结果）七七.结论结论八八.建议建议九九.参考资料（参考文献、书目）参考资

155、料（参考文献、书目）十十.附录（附件）附录（附件）83Shape of a Report TitleTransmittals Summary Contents IntroductionFindings(Body) ConclusionsRecommendations References AppendicesThe title of report, including subtitle Authors name and company, authorization, date of submission, thank-you lineMain points of the reportList

156、of sections, sub-sections, references, appendices Purpose, background, scope, and problem statements Presentation of investigation and /or research result, analysis,and findingsDeductions based on, or summary of the findingsOptions and suggestions based on the conclusionsList of bibliography and oth

157、er references Supplementary readings such as additional visual and supporting data84Executive Summary1 INTRODUCTION 1.1 Purpose 1.2 Background 1.3 Methodology 1.4 Scope2FINDING 2.1 Heading 1 2.1.1 Sub-heading 2.1.2 Sub-heading 2.1.3 Sub-heading85 2.1.4 Sub-heading 2.2 Heading 2 2.2.1 Sub-heading 2.2

158、.2 Sub-heading 2.2.3 Sub-heading3CONCLUSIONS4RECOMMENDATIONSBibliographyAppendixSurvey Form86 A RESEARCH REPORTExecutive summary1 INTRODUTION Brief statement of the report Purpose and context of the report When and how is was prepared Name(S) and title(S) of writer of writers Sponsors and funding fo

159、r the report2 METHODOLOGY Description of the report Narration of the procedures Scope and focus of the research The research instruments used Other factors relates to the processStructure of a Retailed Research Report873 MAIN FINDING AND DISCUSSION Main finding of the report Description of the repor

160、t Supporting of the analysis Appropriate explanations4 COST (or BUDGET)5 CONCLUSIONS AND RECOMMENDATIONS Summary of the main points and their importance Recommendation for action or further investigationAPPENDICES Sampling instruments Investigation techniques References88 A Report on Marketing1 INTR

161、ODUCTION 1.1 Purpose This will state the problem and how it will benefit the reader 1.2 Background This will be information pertaining to the company or product. Here youll tell, for example, history, sales records, markets share, local consumer behavior. 1.3 Method of investigation List primary and

162、 secondary source used. Refer to the survey form in the Appendix, how it was distributed, the size of your respondent pool and the sampling method used. 1.4 Scope This refers to the aspect of the product or company you will be focusing on. You may also state why some area(s) were not looked at. This

163、 also covers the areas investigated in the findings. Structure of a Detailed Marketing Report892 FINDINGS The information in the findings has to be organized and placed under appropriate headings. The headings below are very general and you are encourage to use alternative headings and sub-headings

164、according to the nature and depth of your specific content. 2.1 Target market analysis 2.1.1. Identify the market-coverage strategy adopted its rationale. 2. 1.2. Identify the segmentation bases used(if applicable) and describe the target market segment of segments. 2.1.3. Describe the buying behavi

165、or of this segment of these market segments, and how the marketer makes use of such knowledge to market the product. 2.1. 4. Describe how the product is positioned for maximum competitive advantage. 2.1.5. Explain how the marketer attempts to reduce post-purchase dissonance among its customers.902.2

166、 Marketing environment 2.2.1 Identify and discuss the relevant environmental factors that affect the marketing of your product. Only highlight those which are important 2.2.2 For each relevant environment factor mentioned, state whether it poses a threat or opportunity to the marketer. 2.2.3 Explain

167、 how the marketer of your product overcomes the threat or capitalizes on the opportunity presented by each factor.2.3 Product 2.3.1 Product classification 2.3.1.1 Explain how the marketer creates the actual product from the core product and augments the product to deliver greater benefits. 2.3.1.2 I

168、dentify whether your product is a convenience, shopping specialty or unsought product.912.3.2 Describe the product mix (using a table format) of the product category that your product belongs to. For instance, if your product is Colgate toothpaste, show the product mix personal hygiene products mark

169、eted by Colgate Palmolive, which include oral products, shampoos and soaps ,among others. If your product is a fashion good, show the product mix the latest collection.2.3.3 Comment on the width, length and depth associated with the product mix identified in 4.3 and the implications to the marketer

170、.Cite evidence of line extensions, if any, and explain the rationale for doing so.2.3.4 Identify the stage that your product belongs to in the product life cycle, and explain how the marketer manages its product life cycle.2.3.5 Doses your product possess strong brand equity? If yes, explain how the

171、 marketer builds strong brand equity.922.4 Promotion 2.4.1 Describe in detail the current promotional mix used by the marketer to communicate product information and benefits to consumers. For each component within the promotional mix, identify the key message that is intended. Make sure you substan

172、tiate with evidence. 2.4.2 Comment on the effectiveness of each tool within the promotional mix used for your product, substantiate with your own arguments.2.5 Pricing 2.5.1 Describe how your product is priced and compare with your close competitors. 2.5.2 Identify the pricing/marketing objective un

173、derlying such a pricing scheme. 2.5.3 What pricing strategies are used for your product, e.g. discount, promotional psychological?93 2.6 Distribution 2.6.1 You may have to read ahead related book chapters for this topic. 2.6.2 Identify the channel strategy adopted for your product. Describe the rele

174、vant factor which influence the adoption of such a channel strategy. 2.6.3 What is the distribution intensity of your product? Any particular reasons why this is so?3 CONCLUSION Provide a summary of the key points in report; highlight problems in order of importance. Do not introduce new information

175、.4 RECOMMENDATIONS Make a few recommendations on how the product can be marketed more effectively .e. g. 4.1 How can brand equity built 4.2 Suggest ONE way that promotional efforts for your product can be improved. Be imaginative but realistic.94撰写报告的流程是撰写报告的流程是:确定选题确定选题收集资料收集资料理清事实理清事实分析原因分析原因起草提纲起

176、草提纲排列要点排列要点补缀细节补缀细节修饰完善修饰完善排版打印排版打印包装呈递包装呈递95The Flow Chart Report writing assignment ( Boss assigns a topic, or you initiate a proposal, or you and your colleagues brainstorm a problem topic, or all of these combine to make a topic available ) 1. Clarify on the purpose of writing the report 2. Defi

177、ne the problem statement 3. Find out more about your audience 4. Check on the feasibility of the topic 5. Think of its feasibility for your audience 6. Decide on research questions 7. Design your tools for gathering data 8. Gather data from secondary sources 9. Analyze data and construct your findin

178、gs 10.Organize data and construct your findings 11.Write the draft report 12.Revise and edit the draft 13.Submit the final reportWhen you come to the step “Check on the feasibility96 When you come to the step “Check on the feasibility of the topic”, you may ask questions such as * Is it possible to

179、write the assigned topic as planned? * Is it feasible to do it within the given period of time? * do I have the resources to carry out such a report? When you come to the step “Think of its feasibility for your audience”, and if the answer is a No, youll have to tell frankly to your boss or leader,

180、and / or renew your discussion to identify another problem topic.Notes:97Types of DataRimarydatas Primary data sources: 1. Personal observation, 2. Laboratory tests and experiments, 3.Face-to-face interviews, 4. Telephone interviews, 5. Questionnaire, Secondary data sources: 1. Annual reports, 2. Co

181、mpany files, 3. Brochures, 4. Magazines, books, encyclopedias, library research, texts of speeches, operation manuals and any other unpublished written literature. However, never get lost in the vast ocean of information.The very first and most frequently used primary source of information is survey

182、 and questionnaire. For successful marketing and sales growth, businesses must investigate the individual tastes of their customers.Types of Survey Questions 1.Demographic questions, 2. Multiple choice questions, 3. Yes-no questions, 4. List questions, 5. Scale questions, 6. List-rank questions, 7.

183、Open-ended questions 98Nine Stages of Systematic ApproachStage 1. Listing concepts and pointsStage 2. Defining your topic ( coordinates )Stage 3. Collecting data, and related readingStage 4. Designing and doing questionnairesStage 5. Studying and analyzingStage 6. Sorting & arrangingStage 7. Draftin

184、g and writing Stage 8. EditingStage 9. Revising99Some abbreviationsPS postscriptp.p. per pro (on behalf of)c.c. or cc carbon copy to (often now a photocopy) - or cubic centimetresref. reference (number)Rd RoadSt. Street or SaintSq. Squaresq. square (metres, feet, etc.)No.(US#) Numberc/o care ofattn

185、for the attention ofPOB Post Office Boxeg or e.g. for example ie or i.e. that is/in other wordsetc. et cetera/ and so on& Co. and Companyplc or p.l.c. Public Limited CompanyLtd Limited100Corp. CorporationInc. Incorporated at (a price of) a/c accountadmin. administration approx. approximatelyASAP or

186、asap as soon as possibleb/f brought forwardc/f carried forwardCEO chief executive officercu. cubicdept departmentdo dittodoz. or dz dozenea. eachenc. or encl. enclosuresft foot/feetin. or ins. inches101incl. including/inclusiveIb or lbs pounds (weight)m. meters (US)/metres (GB)MD managing directormi

187、sc. miscellaneous N/A not applicableoz. ouncesp.a. per annum (per year)PA personal assistantpar. or or paragraphPC personal computerPDQ pretty damn quick(ly) recd receivedyd or yds yards registered trademark copyright TM trademarkRc1024.1 Summarizing a conversationCommunication in BusinessKeeping wr

188、itten records is helpful for future reference.If you make a mistake when you are writing you can correct it before sending a letter, a fax, or e-mail.Ita good idea to send a fax or e-mail with a summary of the points agreed in a telephone call.Once youve said anything, you cant take back.If the mate

189、rial is complicated, its something easier to put it in writing than to say it.If you speak to someone face-to-face,its much easier to be honest.Making a phone call is easy way to solve a problem if you have no time to write a letter.If you are placing an order, you should do it in writing.If informa

190、tion is written down, you have more time to take it in and understand it.If some one owes you money,there s no point in phoning them.1034.2 Using notes to write a report2.See the reference report of the notes in “A” on P.168 File 67 and then make a comparison with your own.1. Write a report in accor

191、dance with the notes in “A” on P. 35A 1) Assemble the materials (item 1 below) 2) Plan the report (items 2 to 7) 3) Draft the report (items 8 to 11 below) 4) Edit the report (items 12 to 16)4.3 Planning and editing a reportC The MD is expressing dissatisfaction with time-keeping in an indirect way.

192、Perhaps the MD requires a report which will enable him or her to justify the clock-in machines. 104D. Points might be raised The MDs memo was very general in its aim. The report is correspondingly vague in parts. For example:There have been a number of problems connected with the motivation In parts

193、 the report is informative. But occasional long sentences make it difficult to follow in places, e.g. the third sentence in the first paragraph: We have also known for, and the sentence in the second paragraph beginning: The staff think that. A good feature is the high information content. For insta

194、nce, themention of the sister companys experience. A bad feature is arguably the closely typed text (cf. the Zzzzz effect). Numbered paragraphs could have improved this.105E Draft the report according to File 69 The recommended order in which the planning and writing process can be best arranged:Ass

195、emble the material 1. Collect all the relevant material-notes, documents,etc.Plan the report 2. Consider the purpose of your report: who is it for,why does he/she want it, how will he/she use it? 3. State the aim and emphasis of the report briefly. 4. Decide what information is important and what is

196、 irrelevant. 5. Arrange the points of information in a logical sequence and in order of importance. Make rough notes. 6. Draft a working plan on a separate sheet of paper. 7. Decide where you might need illustrations or diagrams.106Draft the report 8. Write the instruction: state the subject, state

197、the purpose, summarize your findings. 9. Write the body of the report. 10.Write the conclusion (and recommendations). 11.Summarize the report in a sentence.Edit the report 12.Examine the draft. Does it do what the report is expected to do 13.Check your grammar, spelling, punctuation and style. 14.Re

198、ad the text aloud to yourself, or, better, to someone else. 15.Check your illustrations. 16.Finally, if possible, let someone qualified to give constructive criticism look at your draft.1074.3 Planning and editing a reportModel ReportFrom: Personnel Manager Division ATo: Managing DirectorDate: 16 Ma

199、y 2004Subject: proposed installation of clock-in machines1Following your memorandum of 27 April we carried out a small study of staff views in three selected departments to see hoe the arrangements of breaks had been working. I here summarize the results: a) 65% office workers found the present brea

200、k arrangement satisfactory; b) 25% would be in favor of a shorter lunch break and finishing earlier.1082It is too early to say definitely how many machines would be needed. But at least one for every divisional office seems a reasonable estimate.3I also asked my personnel officers about the saving o

201、f time. They think that an improvement in time-keeping could be made.4The staffs reaction to the idea was not encouraging. In the survey we carried out only 15% said they would be in favor of using clock-in machines. If they had choice they would prefer not to use them.5You also asked for my view on

202、 how to deal with the union. I had a meeting with the chief union representative. I mentioned that in some departments the lunch break was lasting a lot longer than is actually allowed. The representatives answer was not very helpful. She said the union will always insist on109the lunch break being

203、left as it is. There is a point beyond whichno negotiation would be possible without asking all the union members in the company their opinion.In conclusion, it seems important to draw the Boards attention to possible difficulties which the rapid installation of clock-inmachines could bring. We need

204、 to discuss the problem a little longer and with more people before taking any action, it would seem.1104.4 Making notesDD Pattern notes (making notes)What is the difference between taking notes and making notes,And leaving notes?Taking notes: usually happening after or during a conversation or meet

205、ing for the late use of oneselfMaking notes: noting down ideas before writing a report or letter or before a phone call or meeting for oneselfs useLeaving notes or message:notes having to be written so that can be understood by other peopleQuestion:111Pattern notesPatter notes: a kind of individual

206、brainstorming session, where you try to note down ideas as they occur to you and you show the way that they connect up.A kind of brainstormingPurpose 1:Note down ideasPurpose 2:Show the way they connect upPattern notes112TopicIdea 1Idea 2?Idea 3In the middle and circle itTo be thought a little moreA

207、 closely related onesContradictious toIdeas 1 and 2Ideas emergingDevelop some of theseIdea 1Idea 2Idea 3Idea 4Idea 5Idea 6Idea 7Idea 8irrelevant idea 4113Advantages of pattern notesNo worry of languageNote down ideas about different aspectsconnectionscontradictionsSpotEverything being laid outDo the marks as you need Think about ideasconsciouslyunconsciously114