Chapter TwoLayout & Practice on Business Letter-Writing • •Substantial •big •Utilize •use •For the purpose of •for •Have need for •need •Due to the fact that •because •During the year of •during •In many cases •often •For the reason that •since •Remuneration •pay •Domicile •Home, house Revision •We are in receipt of the letter you sent to us on May 24. •We have received your letter of May 24. •We wish to let you know that we fully appreciate the confidence you reposed on us. •We appreciate you have confidence in us. •Mail your payment at once. •Would you please send us your payment as soon as possible?•Perhaps you could afford to run a store that way, but we cannot. •We are sure that you know there would be a better way to run a store. Objectives:lTo learn the structural parts of business letters lTo learn how to write letters for asking to establish business relations and replies lTo do exercises and practice writing using some of the business words and expressions Section 1Structural Parts of Business LettersStructural Parts of Business Letters The Principal Parts of Business Letters•1. letterhead •2. the date line•3. the inside address•4. the salutation •5. the body of the letter•6. the close•7. the signature The letterhead•1. the full name of the company √•2. address √•Other optional parts for a business letterhead: •Logo•Icon of products•Type of business (importer, exporter….) F ＆ MSEWING SUPPLIES, LTD.128 Jiangning Road, Nanjing, Jiangsu, China,Tel: (025) 2000 0000 Fax: (025) 2000 0001 Zip code: 210000Shanghai Garments Trading Co., Ltd.123 Huaihai Road, Shanghai 200300, ChinaTel: 6200 0000 Fax: 6200 0001 The Date Line•The position (left / right)•The type order: D/M/Y (M/D/Y)•The expression of D/M/Y• D ( 1, 2, 3, 4.. / 1st, 2nd, 3rd, 4th …)• M (January, February, March,…)• Y ( 2007, 2004…)•e.g. 6 March 2005• September 12, 2007 F ＆ MSEWING SUPPLIES, LTD.128 Jiangning Road, Nanjing, Jiangsu, China,Tel: (025) 2000 0000 Fax: (025) 2000 0001 Zip code: 210000•5th August 2010•The sales manager•Ganjiang Potteries Ltd.•83 Ciqi Street•Jingdezhen, jiangxi•China •Dear Sir or Madam,•We are writing to you on behalf of our principals in America who are interested in importing chinaware from China. •Could you send us your latest catalogue and price-list, quoting your most competitive prices? Our principals are a large chain store in America and will probably place substantial orders if the quality and prices of your products are suitable.•We look forward to hearing from you soon. •Yours faithfully,•V. Doraraj Shanghai Garments Trading Co., Ltd.123 Huaihai Road, Shanghai 200300, ChinaTel: 6200 0000 Fax: 6200 0001• June 16, 2009•The sales manager•Ganjiang Potteries Ltd.•83 Ciqi Street•Jingdezhen, jiangxi•China •Dear Sir or Madam,•We are writing to you on behalf of our principals in America who are interested in importing chinaware from China. •Could you send us your latest catalogue and price-list, quoting your most competitive prices? Our principals are a large chain store in America and will probably place substantial orders if the quality and prices of your products are suitable.•We look forward to hearing from you soon. •Yours faithfully,•V. Doraraj The Inside Address•Why do we need to write inside address again?•The position (left / two lines)•The possible components:•1. full name of the recipient (if it is known)•e.g. Mr. John Smith or Mr. J.M Smith (Mr. Smith ×)•2. business title of the recipient•3. name of the company •e.g. China International Trust and Investment Corporation•shortened as : China Int’l Trust ＆ Investment Corp. •CITIC ו4. address DE Dolly Enterprises Pte. Ltd. Midlink Plaza Singapore 0718 Fax:3000001 Tel:3000000 9 August 200-•The sales manager•Ganjiang Potteries Ltd.•83 Ciqi Street•Jingdezhen, jiangxi•China •Dear Sir or Madam•We are writing to you on behalf of our principals in America who are interested in importing chinaware from China. •Could you send us your latest catalogue and price-list, quoting your most competitive prices? Our principals are a large chain store in America and will probably place substantial orders if the quality and prices of your products are suitable.•We look forward to hearing from you soon. •Yours faithfully,•V. Doraraj The Salutation•a. addressing to a company rather than to an individual within the company•b. Addressing to an unknown individual • Dear sir• Dear sir or Madam •c. Addressing to a known individual • Dear + courtesy title + the person’s surname • e.g. Dear Mr. Johnson ( Dear Mr. R Johnson ×)•d . No punctuationBritish English American EnglishbeforeDear sirsGentlemen nowadaysDear sirs /MmesLadies/Gentlmen KKKiddie Korner, Inc.202-418 Richards Street Vancouver, B.C.Canada V6B3A7•March 2, 200-•Datex Trading Co. Ltd.•Lianfang Building•Dalian, Liaoning•China •Dear Sir or Madam•We were impressed by the selection of sweaters that were displayed on your stand at the ‘Menswear Exhibition’ that was held in Chicago last month. •We are a large chain of retailers and are looking for a manufacturer who could supply us with a wide range of sweaters for the teenage market. As we usually place very large orders, we would expect a quantity discount in addition to a 20% trade discount off net list prices, and our terms of payment are normally 30-day bill of exchange, documents against payment. •If these conditions interest you, and you can meet orders of over 1000 garments at one time, please send us your current catalogue and price-list. We hope to hear from you soon. •Yours faithfully,•Fred Johns•Chief buyer The Body of The Letter•The Importance of It•The Position•The First Paragraph•1. indicate the subject and the purpose of the letter•2. acknowledge any previous correspondence•3. establish a satisfactory tone •The Second Paragraph•The Last Paragraph•1. show friendliness and good will•2. leave the reader with a single clear-cut thought or idea•3. inspire whatever action or response is desired DE Dolly Enterprises Pte. Ltd. Midlink Plaza Singapore 0718 Fax:3000001 Tel:3000000 9 August 200-•The sales manager•Ganjiang Potteries Ltd.•83 Ciqi Street•Jingdezhen, jiangxi•China •Dear Sir or Madam•We are writing to you on behalf of our principals in America who are interested in importing chinaware from China. •Could you send us your latest catalogue and price-list, quoting your most competitive prices? Our principals are a large chain store in America and will probably place substantial orders if the quality and prices of your products are suitable.•We look forward to hearing from you soon. •Yours faithfully,•V. Doraraj The Complimentary Close•The position (left / right / center)•The expression of it Dear sirsDear sirs/MmsYours faithfully / Faithfully yoursGentlemen Ladies/GentlemenY o u r s v e r y t r u l y / V e r y t r u l y y o u r sDear sirDear sir/ MadamYours faithfully / Faithfully yoursDear Mr WhiteDear Mrs WhiteDear Ms MaloneDear Miss MaloneYours faithfully / Yours sincerely / Best wishes / Kind regards, etc. (U.K.)Sincerely / Very truly yours / Best regards, etc. (U.S) KKKiddie Korner, Inc.202-418 Richards Street Vancouver, B.C.Canada V6B3A7•March 2, 200-•Datex Trading Co. Ltd.•Lianfang Building•Dalian, Liaoning•China •Dear Sir or Madam•We were impressed by the selection of sweaters that were displayed on your stand at the ‘Menswear Exhibition’ that was held in Chicago last month. •We are a large chain of retailers and are looking for a manufacturer who could supply us with a wide range of sweaters for the teenage market. As we usually place very large orders, we would expect a quantity discount in addition to a 20% trade discount off net list prices, and our terms of payment are normally 30-day bill of exchange, documents against payment. •If these conditions interest you, and you can meet orders of over 1000 garments at one time, please send us your current catalogue and price-list. We hope to hear from you soon. •Yours faithfully,•Fred Johns•Chief buyer The Signature•The position (follows the close) •It may include :•your signature •your business title the name of the department ( sometimes) e.g. Gorge F. Smith Assistant Manager Overseas Sales Department DE Dolly Enterprises Pte. Ltd. Midlink Plaza Singapore 0718 Fax:3000001 Tel:3000000 • 9 August 200-•The sales manager•Ganjiang Potteries Ltd.•83 Ciqi Street•Jingdezhen, jiangxi•China •Dear Sir or Madam•We are writing to you on behalf of our principals in America who are interested in importing chinaware from China. •Could you send us your latest catalogue and price-list, quoting your most competitive prices? Our principals are a large chain store in America and will probably place substantial orders if the quality and prices of your products are suitable.•We look forward to hearing from you soon. •Yours faithfully,•V. Doraraj•Sales Manager KKKiddie Korner, Inc.202-418 Richards Street Vancouver, B.C.Canada V6B3A7•March 2, 200-•Datex Trading Co. Ltd.•Lianfang Building•Dalian, Liaoning•China •Dear Sir or Madam•We were impressed by the selection of sweaters that were displayed on your stand at the ‘Menswear Exhibition’ that was held in Chicago last month. •We are a large chain of retailers and are looking for a manufacturer who could supply us with a wide range of sweaters for the teenage market. As we usually place very large orders, we would expect a quantity discount in addition to a 20% trade discount off net list prices, and our terms of payment are normally 30-day bill of exchange, documents against payment. •If these conditions interest you, and you can meet orders of over 1000 garments at one time, please send us your current catalogue and price-list. We hope to hear from you soon. • Yours faithfully,• Fred Johns• Chief buyer The Optional Parts of A Business Paper•1. Attention Line•Purpose:•This line may be used if you wish to address the letter to a particular member or department of the company, but you perhaps only know the surname of the member and can’t write this in the inside address•Position :•Flushed with the left hand margin or placed in the center of the page.•Generally inserted between the inside address and the salutation •With double spaces above and below it•e.g. • Attention: Mr. Wang, Export Manager• For the attention of Pual Yang• Attn: Import Dept. 2. Subject Line•It gives a brief indication of the content of the letter. •It is placed two lines below the salutation and above the body of the letter. •The line may begin with or without the word subject. •E.g.Subject: Proposed delay of the deliveryOur Sales Confirmation No. TE51 Proposed delay of the deliverySUBJECT: NEW PRICE LIST •Enclosure•If something is enclosed with the letter---such as a bill, check, or copy of another letter---attention should be called to it by writing Enclosure or Enclosures two lines below the last line of the signature in the lower left hand corner. •The word can be shorten to Enc or Encl followed by a period or colon. •Encl: 2 commercial invoices•Enc: 1 price list• 1 certificate Copy Notation•When you want your correspondent to know that the letter is to be sent to a third party, it is usual to indicate this by typing cc or CC followed by two spaces and the name of the recipient of the copy. •The usual position is at the foot of the letter two lines below the signature or immediately below the enclosure. •cc Mr. William Carter, Vice-President•CC Miss. Fan Zhonghui, Sales Manager References•Reference are quoted to indicate what the letter refers to (Your Ref.) and the correspondence to refer to when replying (Our Ref. ).• •Usually below the date line•Your ref: 23TMR/AW/25 Aprial 2004/3/25•Our ref: 23PTR/ xn•Dear Sirs,• We refer to your letter of November 12, 2004,ref. TY 1160… Exercises•1.信头 letter Head•2.日期 Date•3.封内地址 Inside Address•4.称呼 Salutation•5. 正文 Body•6.结尾敬语 Complimentary Close•7.签名 Signature•8.事由 Subject•9.附件 Enclosure•a 参考号 Ref.No.•b 经办人 Attention Line•c 抄送 Carton Copy ExerciseExercise ELECTRICAL APPLIANCES CO.P. O. Box 3259XXXX, XXXJanuary 22 1997Mr. GreenThe ManagerClarke &. Smith Co. Ltd. 68 High StreetLondon EnglandDear Sir or Madam, We thank your letter of 17th January, asking us details and prices of our electric heaters. We are pleasure in enclosing our latest price list and catalogue, together with Model X - 4's details. Please do not reluctant to write when you require further information, which shall always have our best attention. Yours very truly, Electrical Appliances Co. Ltd. Manager Answer ELECTRICAL APPLIANCES CO.P. O. Box 3259XXXX, XXXJanuary 22,1997The ManagerClarke &. Smith Co. Ltd. 68 High StreetLondon EnglandDear Sir or MadamWe thank your letter of 17th January, asking us details and prices of our electric heaters. We are pleasure in enclosing our latest price list and catalogue, together with Model X - 4's details. Please do not reluctant to write when you require further information, which shall always have our best attention. Yours faithfully,Caroline Roberts Vice President Answer Section 2Section 2Writing for Establishing Business RelationsWriting for Establishing Business RelationsWriting for Establishing Business Relations I. How to Find New Customers and Establish I. How to Find New Customers and Establish Business Relations Business Relations •Web•Banks•Commercial Counselor’s Office 商务参赞处商务参赞处•Chambers of Commerce in foreign countries 商会商会•Trade Directory 贸易名录贸易名录•Advertisements•Attendance at trade fairs and exhibitions held at home and abroad 参加国内外的商品交易会和博览会参加国内外的商品交易会和博览会•Mutual visits by trade delegations and groups 商务代表团互商务代表团互访访 II. The Main Content of the Letters for II. The Main Content of the Letters for Establishing Business Relations Establishing Business Relations 1) Refer to the ways to obtain the addressee’s name and address 1) Refer to the ways to obtain the addressee’s name and address 2) Indicate clearly the intention of the letter2) Indicate clearly the intention of the letter3) Introduce the scope of business briefly3) Introduce the scope of business briefly4) Express the hope for future business relations4) Express the hope for future business relations III. Read and Explain Sample Letters III. Read and Explain Sample Letters Sample 1:Sample 1: A Letter for Establishing Business Relations A Letter for Establishing Business Relations Dear Sirs,Dear Sirs, We We have have your your name name and and address address through through the the introduction introduction of of Mr. Mr. A.G. A.G. TopWorth TopWorth of of Swanson Swanson & & Bros., Bros., of of Hamburg, Hamburg, who who is is one one of of our our old old clientsclients. . We We wish wish to to inform inform you you that that we we specialize specialize inin exporting exporting chinaware chinaware and and shall shall be be pleased pleased to to enter enter intointo business relations with you.business relations with you. If If our our above above desire desire coincides coincides withwith yours, yours, please please let let us us know know and and also also keep keep us us informed informed of of your your specific specific enquiriesenquiries so so that that we we can can send send our our illustrated illustrated cataloguecatalogue and and price price list list for for your reference without delay.your reference without delay. In In the the meantime, meantime, we we shall shall appreciate appreciate it it very very much much if if you you will will furnish furnish us us with with the the name name of of your your bank bank prior prior to to the the conclusion of an initial conclusion of an initial transactiontransaction between us. between us.We are looking forward to receiving your first enquiry.We are looking forward to receiving your first enquiry.Yours sincerely Yours sincerely Answer the Following QuestionsAnswer the Following Questions 1. What does the writer say in the first 1. What does the writer say in the first paragraph of the message?paragraph of the message?2. What does the writer ask the addressee to do?2. What does the writer ask the addressee to do? Words and PhrasesWords and Phrases 1.client a person who pays for help or advice or to get some servicee.g. The enquiry agency has a lot of clients.e.g. We have entered into a contract with a firm in America.e.g. We have received a number of enquiries from our trade connections here for your new products.2.enter into start upon, begin to take part in3.enquiry a request for information on the supply of certain goods Words and PhrasesWords and Phrases 4.catalogue a complete list of articles, usually in alphabetical order and often with descriptions of the articles e.g. We are enclosing a copy of our catalogue as requested in your letter of January 20. e.g. We have finally concluded the transaction after so many negotiations. 5.transaction a piece of business Sample 1:Sample 1: Reply to A Letter for Asking to Establish Business Reply to A Letter for Asking to Establish Business RelationsRelationsDear Sirs,Dear Sirs, With With reference reference toto your your letter letter of of June June 27, 27, we we are are glad glad to to learnlearn that that you you wish wish to to enter enter into into trade trade relations relations with with us, us, which which also also meets our interest.meets our interest. To To give give you you a a general general idea idea of of our our products, products, we we are are sending sending you you byby air air a a catalogue catalogue showingshowing various various products products being being handledhandled by by this this corporationcorporation with with detailed detailed specifications specifications and and means means of of packing. packing. QuotationsQuotations and and samples samples will will be be sent sent uponupon receipt receipt of of your your specific specific enquiries.enquiries. As As we we have have not not had had the the pleasure pleasure of of doing doing business business with with you you in in the the past, past, we we would would like like to to inform inform you you that that our our goods goods for for export export are are to to be be inspected inspected by by the the Shanghai Shanghai Commodity Commodity Inspection Inspection Bureau Bureau before before shipmentshipment, , and and necessary necessary certificates certificates in in regard regard to to the the quality quality and and quantity of the shipment will be provided.quantity of the shipment will be provided. We are looking forward to your early reply. We are looking forward to your early reply.Yours faithfullyYours faithfully Answer the Following QuestionsAnswer the Following Questions 1. What does the writer say in the first 1. What does the writer say in the first paragraph?paragraph?2. What does the writer do in the body of the 2. What does the writer do in the body of the letter?letter? Words and PhrasesWords and Phrases learn receive instructions, become informed of e.g. We have learned from our agent in London about your range of electric typewriters. e. g. Her husband works for a very big corporation. corporation company handle use (goods) in business, esp. for sale e.g. We don’t handle that sort of book. Refer to sample Words and PhrasesWords and Phrases e.g. Your quotations for leather jackets are too high to be acceptable. quotation amount stated as current price of stocks or commodities on sale e.g. The shipment is ready, so please open the relevant L/C as soon as possible. shipment a load of goods sent together Refer to sample ExerciseExercise 1. Complete the following letter with the 1. Complete the following letter with the following wordsfollowing words：：：： in importers pleasure enter by upon Dear Sirs Learning from the Commercial Counselor’s Office of our Embassy in your country that you are one of the leading____ of canned foodstuffs, we have the of introducing ourselves to you as a state corporation specializing_____ the export of canned goods, and express our desire to____ into business relations with you. In order to give you a general idea of our canned goods, we are sending you separate airmail a copy of our latest catalogue. Quotations and samples will be sent_____ receipt of your specific enquiries. We are looking forward with interest to hearing from you. in importers pleasure enter by upon ExerciseExercise 2. Fill in the following blanks. establish to idea enclosing goods Gentlemen: The Commercial Counselor’s Office of the Embassy of your country in China has conveyed to us your desire and proposal to business relations with the foreign trade corporation of China. A copy of your letter that effect has been handed to us. Our lines are mainly textiles. We wish to establish business relations by the commencement of some practical transaction. To give a general of the various kinds of textiles now available for export, we are_____ herewith a catalogue and a price list for you examination. Any specific enquiries from you would be appreciated. At the same time we want to know your details and prices of various kinds of you would be interested in selling. We would be glad to study the sales possibilities in our market. We look forward to receiving from you good news. Faithfully yours, establish to idea enclosing goods Section 3Section 3 Skills for Writing for Asking to Establish Skills for Writing for Asking to Establish Business Relations & RepliesBusiness Relations & Replies I. Skills for Writing for Asking to Establish I. Skills for Writing for Asking to Establish Business Relations & Replies Business Relations & Replies 1.1 Write Friendly and Helpful Letters1.2 What to Include in the Letters The following writing suggestions should be kept in mind: Opening: Where and from whom you get the new customer.Body: self introduction (scope, condition and product or commodity), financial position and referenceClosing: wish, hope to keep the relations Beauty imitated is beauty recreated. II. Conventionalities for Writing for Establishing II. Conventionalities for Writing for Establishing Business Relations Business Relations 1) We have learned by courtesy of Mr. Greenhow that you are one of the leading importers of Chinese chemicals in your country．2) We have the pleasure of introducing ourselves to you as a state-operated corporation dealing exclusively in light industrial goods. 3) Specializing in the export of Chinese arts & crafts goods, we express our desire to trade with you in this line. II. Conventionalities for Writing for Establishing II. Conventionalities for Writing for Establishing Business Relations Business Relations 4) It is hoped that by our joint efforts we can promote business as well as friendship. 5) We look forward to your favorable reply. 6) We shall be grateful if you would reply at an early date. III. Conventionalities for Writing Replies to Letters III. Conventionalities for Writing Replies to Letters for Establishing Business Relations for Establishing Business Relations 1)With reference to your letter of June 27, we are glad to learn that you wish to enter into trade relations with us, which also meets our interest. 2) We thank you for your letter offering your services and should like to discuss the possibility of expanding trade with you. 3) We are willing to enter into business relations with your firm on the basis of equality, mutual benefit and exchanging what one has for what one needs. ExerciseExercise 1. Translate the following into Chinese. Dear Sirs With reference to your letter of December 2, 19..., we are glad to learn that you wish to enter into trade relations with this corporation in the line of canned goods. In compliance with your request, we are sending you by air a catalogue together with a range of pamphlets for your reference. If any of the items listed in the catalogue meets your interest, please let us have your specific enquiry, and our quotation will be forwarded without delay. In the meantime, you are requested to furnish us with the name of your bank prior to the conclusion of the first transaction between us. Answer ExerciseExercise 1. Translate the following into Chinese. Return先生： 关于你方19XX年12月2日来信，我们很高兴知道贵公司想在罐头食品业务方面同我们建立业务关系。
按照你方要求，我们用航空寄上目录一本，并附一套小册子，供你参考 如果目录中所列的任何商品符合贵方要求，请具体询价，我方将立即寄上报价单 同时，在第一笔生意做成之前，请将你们银行的行名告诉我们 ExerciseExercise 1. Translate the following into English. 我公司进口工业化工制品、塑料制品和化肥，在冰岛国内(再)销售就人口而言，冰岛只是一个小国，但却进口相当数量的化工原料原因是冰岛几乎没有什么基础化学工业在最近五年中，由于整个工业增长速度颇为迅速，上述产品的进口量实际上增加了一倍多英国和其它主要西欧国家在传统上一直支配着冰岛市场但是这里的制造厂商正在寻求具有竞争价格的原料我们相信与中国的业务往来是有很大的发展余地的 如你公司有意供货，我们很愿意与你们建立业务关系Answer •工业化工制品 industrial chemicals•化肥 fertilizers •冰岛 Iceland•化工原料 chemical raw materials •整个工业 general industry ExerciseExercise 1. Translate the following into English. ReturnWe are importers of industrial chemicals, plastics and fertilizers for resale within Iceland. Although only a small country in terms of population, Iceland imports considerable quantities of chemical raw materials as she has little or no basic chemical industry of her own. Indeed in the past five years her imports of these products have more than doubled due to quite rapid growth in her general industry. Traditionally England and the major western European countries have dominated this market but manufacturers are now looking for raw materials competitively priced. We believe that there is ample scope for development of business with China.Should you be interested in supplying, we should be more than pleased to enter into business activities with you. Summary•Familiarized the structural parts and styles of business letters • Learned how to write letters for asking to establish business relations and replies•Practiced using correct format and different conventionalities for writing business letters 。