实用商务英语函电课件-Unit 2

Unit2EstablishingBusinessRelationsBackgroundintroductionLesson1Lesson2Lesson3SentencepatternsWritingpracticeSupplementarysamplelettersIntroductionToestablishbusinessrelationswithprospectivedealersisthebaseofstartinganddevelopingbusiness.Butbeforeestablishingrelationswithpotentialdealers,wehavetosecurenecessaryinformationofthem.Thenhow?ThesourceofinformationMainsources1)theadvertisementsinnewspapers,frombroadcast,TV,andthroughinternet;2)theintroductionfromyourbusinessconnections;3)theintroductionfromyoursubsidiariesorbranches,agentsabroad;4)themarketinvestigations;5)attendanceattradefairsorexhibitionsathomeorabroad;6)mutualvisitsbytradedelegationsandgroups;7)self-introductionsandenquiriesfromthebusinessesorbusinessmenabroad;8)banks;9)CommercialCounselor'sOffice;10)chambersofcommercebothathomeandabroad;11)tradedirectoriesofvariouscountriesandregions.StructureoflettersestablishingbusinessrelationsInsuchletters,wewritersusuallyinformouraddresseeofthefollowing:1)thesourceofourinformation2)ourintention3)thebusinessscopeofour(thesender’s)firm4)thereferenceastoourfirm’s(thesender’s)financialpositionandintegrity.☺Ifweintendtoimport,wemayalsomakerequestsforcatalogues,samples,pricelist,etc.﹡Ifweintendtoexport,wemayexpectanenquiry.Toclosetheletter,weusuallyexpressourexpectationofcooperationandanearlyreply.e.g.Let’scooperatewitheachotherforourmutualbenefits.BearinmindThefirststepofproperbehaviorishalfbusinessdone!Lesson1CompanyProfilePurposeThemainpurposeformakingagood“companyprofile”istoapproachyourpotentialcustomerwithyourcompany’sstrengthintermsofcapacity,quality,financialleverage,andexperienceandtoshowyourabilitytostartthebusinessandtodevelopitinatrustworthyway.Theideabehinditistoconvinceyourpotentialcustomertorelyonyoubygivinghimrelevantinformationinastagewherehehastoevaluateyouroffer.Lesson1CompanyProfileContentThecontentofyourcompanyprofileshouldincludeorcontainintroduction(timeoffounding,history,size,localmarketshare,productrange,markettolookfor,etc.),companydata(fullname,address,tel.,fax,e-mail,website,No.ofemployees,contactperson,etc.),structureandinfrastructure.Mostimportantlyyouneedtoclearlyandprofessionallypresentyourproducts,capacity,Lesson1CompanyProfileequipment,qualitypolicy,experience,financialstatement,shortandlongtermplansandgoodreferences.Itisalsoprofessionaltopresentyourcompanywithamissionstatement.PresentationandsizeAsyourcompanyprofilerepresentsyourcompany,itisabsolutelyessentialtoprepareitprofessionally.Thisincludesagoodlayout,notypingerrors,laserprintingonqualitypaperandpropercoloringandstructuring.PutyourselfintheLesson1CompanyProfilepositionofyourpotentialcustomerandonlyincludewhatyouthinkhewouldliketoknowtoenablehimtodothebusinesswithyou.FollowtheAIDAstructurestepbystep.FirstcatchtheAttention,thengenerateInterestandcreateDesiretogethimintoAction.Beinformativeandbusinesslike.KeystotheexercisesofLesson1Ⅰ.ClosethefollowingcompanyprofileinEnglishwiththegivenChinese.(1)establishedin(2)registeredcapital(3)arespecializedin(4)forovertenyears(5)sellwell/enjoygreatpopularity(6)welcome/arelookingforwardtoyourinquiryII.FillinthebasicinformationaccordingtothetextofLesson1.CompanyprofileBasicinformationCompanyNameShanghaiBaiyunKnitwearCo.,Ltd.CompanyLocationShanghai,ChinaYearofEstablishment1998ProductRangeknittingfabricsandapparelsincludingpurecottonknittingfabrics,children’swear,T-shirts,sweaters,women’sdress,andetc.RegisteredCapitalUSD550,000TargetMarketsEuropeandNorthAmericaOEM/ODMAvailabilityavailableExportPercentage61%-70%AnnualOutput5,000tonsofknittingfabricsand3,000,000PCSofvariousapparelsNo.ofEmployees500No.ofQCStaffs20Lesson2Self-introductionbyExporter1.Weobtainyournameandaddressfrom...——Commonlyusedsentencepatternsexpressingthesourceofinformation.2.youarenowinthemarketfor=youareinterestedin;youwanttobuy3.enterinto=establish;buildup4.acquaintsb.with=familiarizesb./oneselfwith5.Ifyouareinterestedinanyoftheitems=ifyoufindanyoftheitemsinterestingtoyou/ifanyoftheitemsinterestsyouKeystotheexercisesofLesson2Ⅰ.Closethefollowingletterwithappropriatewords.(1)introduce(2)as(3)range(4)learn(5)market(6)enclosed(7)latest(8)available(9)interesting(10)early/favorableKeystotheexercisesofLesson2Ⅱ.TranslatethefollowingsentencesintoEnglish.1.WeareoneoftheleadingexportersoftextilesinChinaandnowwritingyoufortheestablishmentofbusinessrelations.2.WehavebeenengagedintheimportandexportofMedicalInstrumentsformanyyears,andourproductsenjoygreatpopularityinmanycountries.3.Inordertoacquaintyouwithourproducts,weareenclosingacopyofourelectroniccatalogue.KeystotheexercisesofLesson24.Astoourcreditstanding,wearepermittedtomentionBankofTokyo,Japan,asareference./Forourcreditstanding,pleaserefertothefollowingbank:BankofTokyo,(address)…5.WeobtainyournameandaddressfromtheCommercialCounselor’sOfficeofourEmbassyinNewYorkandwouldliketotakethisopportunitytoestablishbusinessrelationswithyou.Lesson3(1)ImporterWritestoExporter1.Wearethelargest...of...——sentencepatternforself-introduction2.inthisline=inthisbusiness/area3.items=thego