商务英语写作 胡云坤 may 26, 2007. outline part i fundamentals of business writing part ii...

商务英语写作

胡云坤 May 26, 2007

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

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)

Part 1 Fundamentals

• Theories related to communications– Human needs – Stroking and Johari window– Theory X and Theory Y– Marketing concept – Intercultural knowledge /SRC

1.1 Maslow’s Hierarchy of Needs

Human needs

• Lower level needs – physiological – Safety – Social

Higher level needs - Esteem- Self-actualization

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 Trust Leads to Reciprocal Sharing Depicted in Expanded Open Area

in Johari Window

Chapter 1

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 don’t know about ourselves

• 3. hidden area --- Things we know about ourselves ,other don’t know

• 4. unknown area--- things we don’t know and others don’t know about us

• 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

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

• Theory Y :

• Modern style

• Meet higher level needs

• Balance control and individual freedom

• Lessen the external motivation

• E.G empowerment

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

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

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

1.5 The self –reference Criterion

• The definition : The unconscious reference to one’s 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

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

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

-

• 2.4 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

• 2.6 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.

2.7 Patterns of Business Writing

• Direct order

good news and routine news

• Indirect order

bad news and persuasive messages

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 ( 12-14) Proposal and report ( 15-16)Business documents and questionnaires( 17-18)

3.2 purpose

• To inform

• Units 3.4.5.6. 10.11.16

• To persuade

• Units 7.12.13.14.15.16

• To Entertain

• Unit 8.

3.3 Organization of each unit

• Writing principle

• Standard letters ( questions)

• Samples for analysis

• Language for writing

- notes

- useful sentence patterns

Exercises

Part IV Problems to be tackled business writing teaching

• Motivation of students

• Teaching materials

• Teachers’ professionalism

• teaching methods --

4.1 Students motivation for taking the course

• Mostly they are pre-experience learner:

1) Prepare for their future working life in business ( motivated)

2) get credits to graduate ( need to be motivated)

3) Pass BEC test

4.2 Teaching materials

• No text book is perfect in itself or for a particular teaching learning context

• Need to adapt and supplement in some way for particular students and specific teaching contexts

• Authentic materials

• Case study

4.3 Particular nature of business writing teaching

• Is a branch of English for Special purpose

• Is more than specialized vocabulary

• involves with theories of applied linguistics, socio-linguistics, pragmatics, HR management, psychology, cross-cultural communications

4.4 Teaching method

• Substituting • Supplementing • Adapting course book material according to

students interests or needs • Pair writing or group writing planning drafting

revision comment

Part V Requirements for teachers

• Strong interest in your teaching• Proficiency in English language • Knowledge of business communications

and of trade and marketing • Understanding of students’ needs and motives• Skill of class management • Extra efforts at evaluating students performance