外贸英语学生课件.docx
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外贸英语学生课件
ForeignTradeEnglish
PartOne:
BusinessandAdministrativeCommunication
Introduction
Businesshasbecometrulyglobalandtheelectronicagehasmadepossibleinstantaneouscommunication.Theabilitytokeepupwiththesechangesandtounderstandthemdefinesoursuccessasbusinessprofessionals.
1.Definitionofcommunication:
DefinitionsofCommunication1
Communicationisamultifacetedprocessthroughwhichweexchangeinformationwiththeworldaroundus.
Definitionofcommunication2
Communicationisaprocessbywhichinformationisexchangedbetweenoramongindividualsthroughacommonsystemofsymbols,signs,andbehavior.
DefinitionsofCommunication3
Communicationisthewaypeoplegettheirpointsacrossandgetworkdone.
2.DefinitionofBusinessCommunication
Businesscommunicationisadynamic,multi-channeledprocess,whichcoversinternalaswellasexternalcommunicationinagivenorganization
InternalCommunication
InternalCommunicationreferstothepartofcommunicationthattakesplacewithinagivenorganization.
ExternalCommunication
ExternalCommunicationreferstothekindofcommunicationbetweentheorganizationandtheoutsideinstitutionsandpersonsconcerned,whichinvolvesalotofactivities.
3.FormsofCommunication
Verbal
Nonverbal
Interpersonalnon-verbalsignals
1）VerbalCommunication
•Onetoonecommunications
•Telephonecommunications
•Videoteleconferencing
•Presentationtoasmallgroup
•Publicspeakingtoalargeaudiences
•E-mailmessages
•Memos
•Report
•Letters
2）NonverbalCommunication
•pictures
•computergraphics
•companylogosetc
3）Interpersonalnon-verbalsignals
•smiles,
•whositswhereatameeting,
•thesizeofanoffice,
•andhowlongsomeonekeepsavisitorwaiting
4.DefinitionofOrganization
Anorganizationreferstoanadministrativeandfunctionalstructurelikeacompanyorcorporation,inwhichacertainnumberofpeopleareabletocommunicatewitheachotherandarewillingtomakecontributionstoacommongoal
.
5.Anorganization’sstructure
Anorganization’sstructureisahierarchicalsystem.
DepartmentbyProduct
DepartmentbyFunction
DepartmentbyRegion
ChapterOne:
BusinessCommunication,Management,andSuccess
WhyPeoplePutThingsinWriting
•Tocreatearecord
•Toconveycomplexdata
•Tomakethingsconvenientforthereader
•Tosavemoney
•Toconveytheirownmessagesmoreeffectively
TypesofDocuments
•Internal:
–Gotopeopleinsidetheorganization
•External:
–Gotopeopleoutsidetheorganization
ThreeBasicPurposes
Thethreebasicpurposesofallbusinessandadministrativecommunicationare
–Toinform
–Torequestorpersuade
–Tobuildgoodwill
Mostmessageshavemorethanonepurpose!
CostsofPoorCorrespondence
•WastedTime
WastedEfforts
LostGoodwill
BenefitsofImprovingCorrespondence
Betterwritinghelpsyouto
•Savetime.
•Makeyoureffortsmoreeffective.
•Communicateyourpointsmoreclearly.
•Buildgoodwill.
CriteriaforEffectiveMessages
Goodbusinessandadministrativewriting
1.Isclear:
–Thereaderunderstandswhatthewritermeant.
–Thereaderdoesn’thavetoguess.
2.Iscomplete:
–Allthereader’squestionsareanswered.
–Thereaderdoesn’thavetoguess.
3.Iscorrect:
–Thefactsandinformationareaccurate.
–Themessageisfreefromsentence-levelerrors.
4.Savesthereader’stime:
–Thestyle,organization,andvisualimpacthelpthereadertoread,understand,andactoninformationasquicklyaspossible.
5.Buildsgoodwill:
–Themessagepresentsapositiveimageofthewriterandhisorherorganization.
–Ittreatsthereaderasaperson,notanumber.
–Itcementsagoodrelationshipbetweenthewriterandthereader.
TenTrendsAffectingBusinessCommunication
1.Focusonqualityandcustomers’needs
2.Entrepreneurshipandoutsourcing
3.Teams
4.Diversity
5.Globalization
6.Technology
7.Legalandethicalconcerns
8.Balancingworkandfamily
9.Theendofthejob
10.Rateofchange
UnderstandingBusinessCommunicationSituations
•What’satstake—towhom?
•Shouldyousendamessage?
•Whatchannelshouldyouuse?
•Whatshouldyousay?
•Howshouldyousayit?
HowtoSolveBusinessCommunicationProblems
•Answerthesixquestionsforanalysis.
Organizeyourinformationtofityouraudiences,yourpurposes,andthesituation.
Makeyourdocumentvisuallyinviting.
•Reviseyourdrafttocreateafriendly,businesslike,positivestyle.
EdityourdraftforstandardEnglish;double-checknamesandnumbers.
Usetheresponseyougettoplanfuturemessages.
SixQuestionsforAnalysis
1.Whois（are）youraudience（s）?
–Whatcharacteristicsofyouraudience（s）arerelevanttothisparticularmessage?
–Ifyouarewritingorspeakingtomorethanoneperson,howdothepeopleinyouraudiencediffer?
2.Whatareyourpurposesinwriting?
–Whatmustthismessagedotosolvetheorganizationalproblem?
–Whatmustitdotomeetyourownneeds?
–Whatdoyouwantyourreaderstodo?
Tothinkorfeel?
3.Whatinformationmustyourmessageinclude?
–Makealistofallpointsthatmustbeincluded.
–Toincludeinformationwithoutemphasizingit,putitinthemiddleofadocumentorparagraphandpresentitasbrieflyaspossible.
4.Howcanyoubuildsupportforyourposition?
–Whatreasonsorreaderbenefitswillyourreaderfindconvincing?
Brainstormtodevelop
•reasonsforyourdecision.
•logicbehindyourargument.
•possiblebenefitstoreadersiftheydoasyouask.
5.Whatobjection（s）canyouexpectyourreader（s）tohave?
–Whatnegativeelementsmustyoudeemphasizeorovercome?
6.Whataspectsofthetotalsituationmayaffectreaderresponse?
–Timeofyear?
–Moraleintheorganization?
–Relationshipbetweenreaderandwriter?
–Anyspecialcircumstances?
ChapterTwo:
BuildingGoodwill
TheElementsofGoodwill
•You-Attitude
•PositiveEmphasis
•Bias-FreeLanguage
1.You-Attitude
You-attitudeisastyleofwritingthat
•Looksatthingsfromthereader’spointofview.
•Emphasizeswhatthereaderwantstoknow.
•Respectsthereader’sintelligence.
•Protectsthereader’sego.
HowtoCreateYou-Attitude
1.）Focusonwhatthereaderreceivesorcando,
notonwhatyou’vedone.
NotYA:
Wehaveexpandedourinventorytogiveyouthelargestselectionintown.
2.）Emphasizewhatthereaderwantstoknow.
NotYA:
Weshippedyourordertoday.
3.）Don’ttalkaboutyourownfeelings,unlessyou’resurethatthereaderwantstoknow.
NotYA:
Wearehappytogiveyouacreditlineof$2000.
Exception:
Youmaytalkaboutfeelingsinacondolenceorcongratulatorymessage:
4.）Don’ttellreadershowtheyfeelorwillreact.
NotYA:
Youwillbehappytolearnthatyourreimbursementrequesthasbeenapproved.
5.）Inpositivesituations,use“you”moreoftenthan“I.”Use“we”whenitincludesthereader.
NotYA:
Weprovideaccesstostate-of-the-artexercisefacilitiestoallfull-timeemployees.
6.）Innegativesituations,protectthereader’sego。
—Avoid“you”whenitcriticizesthereader.Instead,useanimpersonalexpressionorapassiveverbtoavoidassigningblame.
NotYA:
Youfailedtosignyourflexiblespendingaccountform.
–Avoid“you”whenitlimitsthereader’sfreedom.Instead,talkaboutthegrouptowhichthereaderbelongs.
NotYA:
YoumustgetapprovalfromtheDirectorbeforeyoupublishanythingbasedonyourworkintheagency.
You-AttitudebeyondtheSentenceLevel
Applyyou-attitudebeyondthesentencebyusing
•content
•organization
tobuildgoodwill.
ToCreateGoodwillwithContent
•Becomplete.
•Anticipateandanswerreaders’questions.
•Whenyouincludeinformationthereaderdidn’taskfor,showwhyitisimportant.
•Showreadershowthesubjectofyourmessageaffectsthem.
ToBuildGoodwillthroughOrganization
•Putinformationreadersaremostinterestedinfirst.
•Arrangeinformationtomeetreaders’needs,notyours.
•Usingheadingsandlistssoreaderscanfindkeypointsquickly.
2.PositiveEmphasis
Positiveemphasisisastyleofwritingthatfocusesonthepositive.
Negative:
Theglassishalfempty.
HowtoCreatePositiveEmphasis
1.）Avoidnegativewords
•Replacedoublenegativeswithapositive
Negative:
Neverfailtoreturnlibrarybooksontime.
•Whenanegativeisnecessary,usetheleast
negativeterm.
Negative:
Becauseyoufailedtopayyourbill,youraccountisdelinquent.
2.）Stateinformationpositively.
Negative:
Youwillnotgetyourtuitionreimbursementcheckuntilafteryousubmityourofficialgradereportattheendofthesemester.
3.）Justifynegativeinformationbygivingareasonorlinkingittoareaderbenefit.
Negative:
Youcannottakevacationdaysthissummerwithoutpriorapprovalfromyoursupervisor.
4.）Ifthenegativeistrulyunimportant,omitit.
5.）Burythenegativeinformationandpresentitcompactly.
•Putnegativesinthemiddleofaparagraphandinthemiddleofamessage;thebeginningandend
arepositionsofemphasis.
•Devoteaslittlespacetothenegativeaspossible.
3．ReducingBias
Bias-freelanguageandvisualsdonotdiscriminateagainstpeopleonthebasisofsex,physical
condition,race,age,oranyothercategory.
1）MakingLanguageNonsexist
•Eliminatesexismin
–wordsandphrases
–jobtitles
–courtesytitles
–pronouns
2）MakingLanguageNonracistandnonagist
•Givesomeone’sageorraceonlyifitisrelevant.
•Refertoagroupbythenameitprefers.
•Avoidtermsthatsuggestthatcompetentpeople
areunusual.
3）TalkingaboutPeoplewithDisabilitiesandDiseases
•Usepeople-firstlanguagetofocusontheperson,notthecondition.
•Avoidnegativeterm
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