内容简介
本书遵循实用性和可操作性的原则，结合外经贸工作的行业特点和专业英语学习的需要，在选材上注重前瞻性，着眼于行业新理念、新方法、新术语的导入；在编写内容上注重系统性、科学性和广泛性，针对不同程度的读者精心设计了16个模块，介绍了外贸信函和电子邮件的基本要素、格式和写作技巧，并针对外经贸进出口流程的主要环节逐一呈现知识点、相关实例与实训。本书涵盖国际贸易实际操作中各个环节的信函写作，力求教学内容与外经贸行业的职业能力要求相一致，与职业标准相衔接。
本书适用于高职高专商务英语、国际贸易、国际商务等专业学生使用，也可供从事外经贸和国际商务工作的人员参考使用。
前 言
随着经济全球化进程的不断加速，我国在国际经济中的地位日益提高，与世界各国间的经济、贸易活动愈加频繁，对外经济贸易事业得到了空前的发展，我国对既懂经济贸易又精通专业英语的复合型人才的需求量越来越大。因此，我们于2009年编写出版了《商务英语函电》，以适应高职高专人才培养目标对外经贸人才的需求。
该教材自出版发行以来，受到全国各高职院校和广大英语学习者的广泛欢迎。不少院校已使用多轮,许多专家及读者也提出了很多有益的建议,在此基础上，我们对该教材进行了再版修订。
修订后的教材更加注重实用性和可操作性。结合外经贸工作的行业特点和专业英语学习的需要，同时根据经济和外经贸的发展，补充了国际上最新的、更加贴近实际岗位需求的新知识、新理念、新术语，删除了一些过时的概念和贸易方式，使教材的内容更加具有前瞻性、系统性及科学性。本教材采用模块教学，此次修订仍维持原教材的基本体例，按照实际工作流程，共分16个模块，首先简要介绍外贸信函和电子邮件的基本要素、格式和写作技巧，然后针对外经贸进出口流程的主要环节进行介绍，包括建立业务关系、资信查询、促销、询盘、报价、发盘与还盘、接受与订货、支付、包装、装运、成交、保险、索赔与理赔及代理等内容。每个教学模块包括：学习目标、背景知识介绍、写作技巧、信函实例、注释、贸易术语、功能性句型及课后练习，其中练习由基础训练和拓展训练两部分组成，通过练习，可以使学生在巩固基本语言运用和表达的基础上进行信函翻译和撰写，循序渐进地掌握各类商务信函的写作技能，培养并提高使用专业英语进行交际的实际能力，从而具备国际经济贸易中最前沿和最实用的技能。各个单元的独特设计使不同程度的学习者都能学有所获。
本教材涵盖了国际贸易实际操作中各个环节的信函写作，力求教学内容与外经贸行业的职业能力要求相一致，与职业标准相衔接。在内容安排上，突出了"能力培养"和"创新教育"，除了系统的知识介绍外，加入了大量的常用专业术语和功能性句型，同时加大了技能训练的比重。通过学习和实训，有助于学生掌握各类外经贸信函的基本内容及写作技巧，能够独立运用商务信函的词汇及固定句型，熟练撰写函件。
本教材作为"全国高职高专专业外语规划教材"之一，是适用于高职高专商务英语、国际贸易、国际商务等专业学生使用的专业英语教材，也可供从事外经贸和国际商务工作的人员参考使用。
本教材无论从体例安排到内容设置还是从知识点的归纳到教法的运用，都进行了大胆探索和尝试，欲为外经贸高等职业教育教材的编写与探索尽微薄之力。本教材的编写人员既有多年从事商务英语教学从而积累了丰富教学资源的教授，也有来自企业一线从事外经贸工作的双师型教师。本教材由房玉靖担任主编，由张怡、刘晓丽、孙爱民担任副主编。
由于时间和水平有限，书中疏漏和不足之处在所难免，希望广大教师、读者及专家学者多提宝贵意见，以便日后继续对教材进行充实与完善。
编 者
2014年5月
目 录
Module 1 Fundamentals of English Business Letter-Writing 1
Learning Objectives 1
I. Formats of Business Letters 1
II. Principles of Business Letter-Writing 2
III. Structure of Business Letters 2
IV. Examples of Business Letters 7
V. A Brief Introduction of E-mails 10
VI. Ways of Envelope Addressing and the Standardized Designs 11
Exercises 13
Module 2 Establishing Business Relations 15
Learning Objectives 15
Introduction 15
Writing Skills 16
Specimen Letters 17
Letter 1 A letter to a Prospective Customer for Establishment of Business Relations 17
Letter 2 On Establishing Business Relations 17
Letter 3 A Request to Establish Business Relations 18
Letter 4 A Reply to the Above Letter 18
Letter 5 An Introduction of the Company and Products 18
Letter 6 A Positive Reply from an Importer 19
Notes 19
Language Focus 25
Exercises 27
Module 3 Status Enquiries 31
Learning Objectives 31
Introduction 31
Writing Skills 32
Specimen Letters 33
Letter 1 Asking for Credit Information 33
Letter 2 A Favorable Reply 33
Letter 3 A Status Enquiry from a Consulting Agency 34
Letter 4 An Unfavorable Reply from the Chamber of Commerce 34
Letter 5 An Enquiry about Credit and Status 35
Letter 6 An Enquiry about Financial and Credit Standing 35
Notes 36
Language Focus 39
Exercises 41
Module 4 Sales Promotion 45
Learning Objectives 45
Introduction 45
Writing Skills 46
Specimen Letters 47
Letter 1 A Letter Promoting Sportswear 47
Letter 2 A Follow-up Letter for After-sales Service 47
Letter 3 Introducing Machinery 48
Letter 4 Marketing Wool Underblanket 48
Letter 5 Recommending Ladies' Dresses 49
Letter 6 Offering a Discount 49
Notes 50
Language Focus 52
Exercises 54
Module 5 Enquiries 59
Learning Objectives 59
Introduction 59
Writing Skills 60
Specimen Letters 61
Letter 1 First Enquiry for Knitted Garments 61
Letter 2 A Reply to the Above 62
Letter 3 A General Enquiry 62
Letter 4 A Specific Enquiry 63
Letter 5 An Invitation to Offer 63
Letter 6 An Enquiry for Cameras 64
Notes 64
Language Focus 67
Exercises 69
Module 6 Quotations and Offers 73
Learning Objectives 73
Introduction 73
Writing Skills 74
Specimen Letters 75
Letter 1 An Offer for Ladies' Nylon Stockings 75
Letter 2 Reply to Buyer's Enquiry for Color TV Sets 75
Letter 3 Quotations for Cotton and Nyloned-Silk 76
Letter 4 A Firm Offer 76
Letter 5 A Non-firm Offer 77
Letter 6 An Offer for Auto Parts 78
Notes 78
Language Focus 82
Exercises 84
Module 7 Counter-offers 89
Learning Objectives 89
Introduction 89
Writing Skills 90
Specimen Letters 90
Letter 1 A Counter-offer for Canada Oats 90
Letter 2 Declining a Counter-offer 91
Letter 3 A Counter-offer on Delivery 91
Letter 4 Counter-offer on Price 92
Letter 5 Concession on Price 92
Notes 93
Language Focus 96
Exercises 98
Module 8 Acceptance and Orders 101
Learning Objectives 101
Introduction 101
Writing Skills 102
Specimen Letters 103
Letter 1 Confirming the Purchase and Sending an Order 103
Letter 2 A Reply to an Order 104
Letter 3 Declining an Order and Offering a Substitute 104
Letter 4 Acknowledgement of Order 105
Letter 5 Accepting the Offer and Placing an Order 105
Letter 6 Confirming an Order 106
Notes 106
Language Focus 109
Exercises 110
Module 9 Terms of Payment 115
Learning Objectives 115
Introduction 115
Writing Skills 117
Specimen Letters 118
Letter 1 On Payment by D/P 118
Letter 2 Agreeing to D/P Payment 118
Letter 3 Insisting on Payment by L/C 119
Letter 4 Asking for D/A Payment 119
Letter 5 Payment at 60 Days Sight 120
Letter 6 Payment by T/T 120
Notes 121
Language Focus 123
Exercises 125
Module 10 Payment by Letter of Credit 129
Learning Objectives 129
Introduction 129
Writing Skills 131
Specimen Letters 132
Letter 1 Urging Establishment of L/C 132
Letter 2 Urging Establishment of Letter of Credit 133
Letter 3 Advising the Opening of an L/C 133
Letter 4 Amendment to Letter of Credit 134
Letter 5 Requesting Extension of the L/C 134
Letter 6 A Reply to the Above Letter 135
Notes 138
Language Focus 140
Exercises 142
Module 11 Packing and Marking 147
Learning Objectives 147
Introduction 147
Writing Skills 149
Specimen Letters 150
Letter 1 Reply to Customer's Enquiry about Packing 150
Letter 2 Modifying the Packing 150
Letter 3 A Reply to the Above 151
Letter 4 Customer's Requirement about Packing 151
Letter 5 Offering the Ideas of Packing and Shipping Marks 152
Letter 6 Reply to the Above Letter 153
Notes 154
Language Focus 156
Exercises 158
Module 12 Shipment and Delivery 163
Learning Objectives 163
Introduction 163
Writing Skills 164
Specimen Letters 166
Letter 1 Shipping Instructions 166
Letter 2 Urging Shipment of Goods 166
Letter 3 A reply to the Above Letter 167
Letter 4 Advising Shipment 167
Letter 5 A Letter of Shipping Advice 168
Letter 6 A Specimen Shipping Advice 169
Notes 169
Language Focus 171
Exercises 174
Module 13 Insurance 179
Learning Objectives 179
Introduction 179
Writing Skills 181
Specimen Letters 182
Letter 1 Enquiring about Insurance 182
Letter 2 Reply to an Enquiry about Insurance 183
Letter 3 The Buyer's Request for Insurance 183
Letter 4 A Reply to the Above Letter 183
Letter 5 A Favorable Reply to Importer's Request 184
Notes 185
Language Focus 188
Exercises 190
Module 14 Conclusion and Contract 193
Learning Objectives 193
Introduction 193
Writing Skills 194
Specimen Letters 195
Letter 1 Confirming Conclusion of a Transaction 195
Letter 2 Sending a Purchase Contract 195
Letter 3 Confirming a Transaction 196
Letter 4 Counter-signature 196
Notes 200
Language Focus 201
Exercises 202
Module 15 Complaints and Claims 207
Learning Objectives 207
Introduction 207
Writing Skills 208
Specimen Letters 209
Letter 1 A Claim for Poor Packing 209
Letter 2 A Claim for Inferior Quality 210
Letter 3 Settlement of the Above Claim 210
Letter 4 Claim for Delay in Delivery 211
Letter 5 Reply to the Above Letter 211
Letter 6 Complaining about Short Shipment 212
Letter 7 Rejecting a Claim 212
Notes 213
Language Focus 215
Exercises 217
Module 16 Agency 221
Learning Objectives 221
Introduction 221
Writing Skills 222
Specimen Letters 223
Letter 1 Asking for Sole Agency 223
Letter 2 A Favourable Reply 223
Letter 3 Declining the Agency Application 224
Letter 4 Looking for an Agent 224
Letter 5 Confirm the Key Points of Agency 225
Letter 6 Agreeing to Renewal of a Sole Agency Agreement 225
Notes 228
Language Focus 230
Exercises 231
Revision 235
Reference Keys 257
参考文献 288
