商务英语写作课件

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,商务英语写作,胡云坤,May 26,2007,商务英语写作 胡云坤,1,Outline,Part I Fundamentals of business writing,Part II Criteria for effective business Writing,Part III Contents and formations of the book,Part IV Problems to be tackled in this course,Part V Requirements for teachers,Outline Part I Fundamentals o,2,Books that has influence on me,Basic Business Communication(1991),By Raymond V.Lesikar,Business communication(1998)(2005),By Carol M.Lehman(Thomson publishing house),Books that has influence on me,3,Part 1 Fundamentals,Theories related to communications,Human needs,Stroking and Johari window,Theory X and Theory Y,Marketing concept,Intercultural knowledge/SRC,Part 1 FundamentalsTheories re,4,1.1,Maslows Hierarchy of Needs,1.1 Maslows Hierarchy of Need,5,Human needs,Lower level needs,physiological,Safety,Social,Higher level needs,Esteem,Self-actualization,Human needs Lower level needs,6,1.2 stroking and Johari window,Stroking,Transactional term(相互作用分析）for identifying the way others give recognition to a person,Positive stroke,E.g.receiving congratulatory phone calls or letter,Negative stroke,E.g.receiving hurtful comments,1.2 stroking and Johari window,7,1.2 Trust Leads to Reciprocal Sharing Depicted in Expanded Open Area in Johari Window,Chapter 1,1.2 Trust Leads to Reciprocal,8,1.2 Johari window,1.Free or open area-what we know about ourselves and others about us.,2.blind area-others know about us,but we dont know about ourselves,3.hidden area-Things we know about ourselves,other dont know,4.unknown area-things we dont know and others dont know about us,1.2 Johari window1.Free or op,9,The purpose is to expand the open area,decrease the bind and hidden area,therefore leading to higher level of interpersonal sharing.,Trust is something that must be earned.,Trust and openness lead to better communication between two people,In business we aim at both task oriented communication and emotional communication,The purpose is to expand the,10,1.3 X theory and Y theory of management styles,Theory X:,traditional style,meet lower level of human needs,exercise strong control over the employees,employ external incentives E.G.job and paycheck,1.3 X theory and Y theory of m,11,Theory Y:,Modern style,Meet higher level needs,Balance control and individual freedom,Lessen the external motivation,E.G empowerment,Theory Y:,12,1.4 Changes in marketing Mix from 4 Ps to 4Cs,Product-design or production,Price and place 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,1.4 Changes in marketing Mix f,13,4 cs,Customer focus on customers wants and needs versus product,Cost what it cost a customer to own a product instead of how to price a product(e.g.car/considering the repair cost),Convenience-focus 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,as well as making them widely available in every type of stores,4 csCustomer focus on custome,14,4cs,Communication Traditionally promotion has meant sending brand message and offers customers,using one-way communication.The new way of thinking focuses on opening up opportunities for dialogue,from telling and selling to listening and learning,4csCommunication Traditionall,15,1.5 The self reference Criterion,The definition:The unconscious reference to ones own cultural values,Cultivate culture awareness and culture understanding,Learn to be careful about using our own cultural norms to judge people from other cultures,1.5 The self reference Criter,16,Part II.Criteria for Effective Business Writing,2.1 Courtesy-treating people with respect and concern/employing,-You view points,-Conversational language,-words of positive effect,-do more than expected,Part II.Criteria for Effecti,17,2.2 Correctness-grammar,punctuation,spelling,using accurate information,show respect to the receiver of the messages,2.3 Conciseness write in the fewest possible words without sacrificing completeness and,you-view point time is money to the customers,-,2.2 Correctness-grammar,p,18,2.4 Clarity tells the readers exactly what they want and need,-show concern for the readers,-Short sentence,familiar words,2.5 Concreteness vivid,specific,action verbs,2.4 Clarity tells the readers,19,2.6 Completeness Include all the necessary information and data in the message,Following the six cs standards,you can(1)accomplish your task get thing done,and(2)maintain goodwill with customers.,2.6 Completeness Include all,20,2.7 Patterns of Business Writing,Direct order,good news and routine news,Indirect order,bad news and persuasive messages,2.7 Patterns of Business Writi,21,Part III.Organization of the book,3.1 contents,Principles of business writing(1-2),Letters concerning transactions(3-7),General letters(8-9),Office communications (10-11),Employment(