(特价书)国际商务函电双语教程
基本信息
编辑推荐
本书体例安排新颖，语言简洁规范，通过大量的技能训练将基础英语技能和外贸英语知识有机结合起来，从而提高学生撰写国际商务英语书信的能力，实用性、针对性强。本书主要内容涉及国际贸易各个环节书面沟通的写作规范，以及经贸合同的写作技巧、其他主题的书信范例等。
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本书法律顾问北京市展达律师事务所
内容简介
目录
《国际商务函电双语教程》
前言
教学建议
Chapter 1Basic knowledge of Business Letters and Foreign Trade Procedures
第1章商务信函基础知识与外贸交易程序
Learning Objectives
学习目标
11 An Overview of Business Letters and Writing Guidelines
商务信函概览及写作指导
12 Structure of Business Letters
商务信函的结构
13 Format of Business Letters
商务信函的格式
14 Envelopes Addressing
信封的写法
15 Some Other Forms of Business Letters(fax, Emails)
商务信函的其他形式（传真、电子邮件）
16 General Procedures of Foreign Trade
国际贸易的一般程序
17 Useful Expressions
前言
教学建议
Chapter 1Basic knowledge of Business Letters and Foreign Trade Procedures
第1章商务信函基础知识与外贸交易程序
Learning Objectives
学习目标
11 An Overview of Business Letters and Writing Guidelines
商务信函概览及写作指导
12 Structure of Business Letters
商务信函的结构
13 Format of Business Letters
商务信函的格式
14 Envelopes Addressing
信封的写法
15 Some Other Forms of Business Letters(fax, Emails)
商务信函的其他形式（传真、电子邮件）
16 General Procedures of Foreign Trade
国际贸易的一般程序
17 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 2Establishment of Business Relationships
第2章建立贸易关系
Learning Objectives
学习目标
21 Background Information
背景知识
22 Sample Letters
信例
23 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 3Inquiries and Replies
第3章询盘与回复
Learning Objectives
学习目标
31 Background Information
背景知识
32 Sample Letters
信例
33 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 4Quotations, Offers and Counteroffers
第4章报价、发盘及还盘
Learning Objectives
学习目标
41 Background Information
背景知识
42 Sample Letters
信例
43 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 5Orders,Acceptance and Rejections
第5章订购、 接受和拒绝
Learning Objectives
学习目标
51 Background Information
背景知识
52 Sample Letters
信例
53 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 6Terms of Payment
第6章付款条件
Learning Objectives
学习目标
61 Background Information
背景知识
62 Sample Letters
信例
63 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 7Packing and Marks
第7章包装与标志
Learning Objectives
学习目标
71 Background Information
背景知识
72 Sample Letters
信例
73 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 8Insurance
第8章保险
Learning Objectives
学习目标
81 Background Information
背景知识
82 Sample Letters
信例
83 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 9Commodity Inspection
第9章商品检验
Learning Objectives
学习目标
91 Background Information
背景知识
92 Sample Letters
信例
93 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 10Shipment
第10章装运
Learning Objectives
学习目标
101 Background Information
背景知识
102 Sample Letters
信例
103 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 11Complaint, Claim and Settlement
第11章投诉、索赔和理赔
Learning Objectives
学习目标
111 Background Information
背景知识
112 Sample Letters
信例
113 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 12Promotion
第12章促销
Learning Objectives
学习目标
121 Background Information
背景知识
122 Sample Letters
信例
123 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 13Agency
第13章代理
Learning Objectives
学习目标
131 Background Information
背景知识
132 Sample Letters
信例
133 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 14International Business Contracts
第14章国际商务合同
Learning Objectives
学习目标
141 A Brief Introduction of International Business Contract
国际商务合同简介
142 Language Features in the International Business Contracts
国际商务合同的语言特色
143 Sample Contracts
合同样例
144 Useful Expressions
有用的短语和句子
Exercises
练习
Key to exercises
练习答案
Reference
参考文献
Exercises
练习
Chapter 2Establishment of Business Relationships
第2章建立贸易关系
Learning Objectives
学习目标
21 Background Information
背景知识
22 Sample Letters
信例
23 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 3Inquiries and Replies
第3章询盘与回复
Learning Objectives
学习目标
31 Background Information
背景知识
32 Sample Letters
信例
33 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 4Quotations, Offers and Counteroffers
第4章报价、发盘及还盘
Learning Objectives
学习目标
41 Background Information
背景知识
42 Sample Letters
信例
43 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 5Orders,Acceptance and Rejections
第5章订购、 接受和拒绝
Learning Objectives
学习目标
51 Background Information
背景知识
52 Sample Letters
信例
53 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 6Terms of Payment
第6章付款条件
Learning Objectives
学习目标
61 Background Information
背景知识
62 Sample Letters
信例
63 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 7Packing and Marks
第7章包装与标志
Learning Objectives
学习目标
71 Background Information
背景知识
72 Sample Letters
信例
73 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 8Insurance
第8章保险
Learning Objectives
学习目标
81 Background Information
背景知识
82 Sample Letters
信例
83 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 9Commodity Inspection
第9章商品检验
Learning Objectives
学习目标
91 Background Information
背景知识
92 Sample Letters
信例
93 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 10Shipment
第10章装运
Learning Objectives
学习目标
101 Background Information
背景知识
102 Sample Letters
信例
103 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 11Complaint, Claim and Settlement
第11章投诉、索赔和理赔
Learning Objectives
学习目标
111 Background Information
背景知识
112 Sample Letters
信例
113 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 12Promotion
第12章促销
Learning Objectives
学习目标
121 Background Information
背景知识
122 Sample Letters
信例
123 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 13Agency
第13章代理
Learning Objectives
学习目标
131 Background Information
背景知识
132 Sample Letters
信例
133 Useful Expressions
有用的短语和句子
Exercises
练习
Chapter 14International Business Contracts
第14章国际商务合同
Learning Objectives
学习目标
141 A Brief Introduction of International Business Contract
国际商务合同简介
142 Language Features in the International Business Contracts
国际商务合同的语言特色
143 Sample Contracts
合同样例
144 Useful Expressions
有用的短语和句子
Exercises
练习
Key to exercises
练习答案
Reference
参考文献
前言
国际商务函电作为商务信息交流的主要手段，贯穿于外贸业务的全部流程，是开展对外经济贸易和商务活动的重要工具，也是国际间交流思想、传递信息、推销产品、提供服务的主要媒介。随着我国对外经贸活动日趋活跃，我国企业参与国际分工的机会大大增加，对国际商务人才的需求也日益增长，培养既具有商务英语交际能力，又具备外贸运作知识的高素质应用型人才已成为当务之急。为使学生正确使用商务函电的格式、行文方法以及文体特点，将英语语言知识与国际贸易专业知识有机结合，我们特编写了本教材。
本教材在系统介绍国际商务函电写作方法与技巧的基础上，以国际贸易交易程序为主线，内容涵盖涉外商务活动的典型环节，如建立贸易关系、资信调查、询盘与回复、发盘与还盘、订单、接受与拒绝、付款条件、包装、保险、商检、装运、投诉、索赔与理赔、促销、代理和国际商务合同等内容。教材紧紧围绕国际商务的具体环节，突出实用性、针对性、技能性和知识性，语言规范、信息量大、可操作性强。
除了考虑教材的实用性、规范性外，本教材还力求体现“实”、“新”、“活”三大特色。
“实”是指系统精炼，内容翔实。本教材立足于国际贸易专业知识和英语语言技能于一体的课程特色，强调商务函电基本知识和外贸实务基本技能的掌握，各章对国际贸易知识体系进行了系统的提炼，对商务信函内容也进行了精选，大部分章内同时配有相关外贸单证的样例，有效地克服了传统教材注重英语函电，忽视外贸专业知识的弊端。
“新”是指中英文对照。本教材用英汉对照的方式详细阐述了国际贸易相关背景知识和商务信函写作要领，将基础英语、专业英语和国际贸易知识有机结合，兼顾了外贸专业及非外贸专业人员的需要，适用面广，可读性强。
“活”是指本教材的表现形式灵活多样。全书共14章，主要由背景知识、信例、有用的短语和句子、练习与附录组成。背景知识介绍了每章涉及的外贸实务知识及相关函电写作要求；信例则是上述知识的实际应用和体现，为方便理解，每一篇信例后均对语言、专业词汇和知识点加以注释；有用的短语和句子方便学习者在实际工作中模仿运用；练习形式多样，内容丰富，有助于学生进行商务英语的训练和对国际贸易业务环节的理解，为方便自学，书后另附练习答案以供自测。
作为双语教材，《国际商务函电双语教程》适用于国际贸易、国际商务等经济管理类专业，尤其是应用型本科院校相关专业的学生，亦可供国际贸易从业人员培训、进修与自学之用。
全书由董金玲负责拟定大纲并主持编写，各章编写分工如下：董金玲编写第1章、第7章、第10～11章及第14章，郝景亚编写第2～6章，郑凌霄编写第8～9章以及第12～13章。全书由董金玲定稿并对教材内容进行了修改和补充，郝景亚、郑凌霄协助定稿并承担了教材的校对工作。
《国际商务函电双语教程》的出版得到了机械工业出版社的大力支持，出版社的编辑高伟给予了悉心指导和协调，在此表示诚挚的谢意！教材在编写过程中参阅了大量的文献资料，在此一并向相关作者表示深深的谢意！
《国际商务函电双语教程》是对编写双语教材的一次尝试，由于编者水平有限，书中定有许多不足之处，敬请读者批评指正。
编者
2011年3月
本教材在系统介绍国际商务函电写作方法与技巧的基础上，以国际贸易交易程序为主线，内容涵盖涉外商务活动的典型环节，如建立贸易关系、资信调查、询盘与回复、发盘与还盘、订单、接受与拒绝、付款条件、包装、保险、商检、装运、投诉、索赔与理赔、促销、代理和国际商务合同等内容。教材紧紧围绕国际商务的具体环节，突出实用性、针对性、技能性和知识性，语言规范、信息量大、可操作性强。
除了考虑教材的实用性、规范性外，本教材还力求体现“实”、“新”、“活”三大特色。
“实”是指系统精炼，内容翔实。本教材立足于国际贸易专业知识和英语语言技能于一体的课程特色，强调商务函电基本知识和外贸实务基本技能的掌握，各章对国际贸易知识体系进行了系统的提炼，对商务信函内容也进行了精选，大部分章内同时配有相关外贸单证的样例，有效地克服了传统教材注重英语函电，忽视外贸专业知识的弊端。
“新”是指中英文对照。本教材用英汉对照的方式详细阐述了国际贸易相关背景知识和商务信函写作要领，将基础英语、专业英语和国际贸易知识有机结合，兼顾了外贸专业及非外贸专业人员的需要，适用面广，可读性强。
“活”是指本教材的表现形式灵活多样。全书共14章，主要由背景知识、信例、有用的短语和句子、练习与附录组成。背景知识介绍了每章涉及的外贸实务知识及相关函电写作要求；信例则是上述知识的实际应用和体现，为方便理解，每一篇信例后均对语言、专业词汇和知识点加以注释；有用的短语和句子方便学习者在实际工作中模仿运用；练习形式多样，内容丰富，有助于学生进行商务英语的训练和对国际贸易业务环节的理解，为方便自学，书后另附练习答案以供自测。
作为双语教材，《国际商务函电双语教程》适用于国际贸易、国际商务等经济管理类专业，尤其是应用型本科院校相关专业的学生，亦可供国际贸易从业人员培训、进修与自学之用。
全书由董金玲负责拟定大纲并主持编写，各章编写分工如下：董金玲编写第1章、第7章、第10～11章及第14章，郝景亚编写第2～6章，郑凌霄编写第8～9章以及第12～13章。全书由董金玲定稿并对教材内容进行了修改和补充，郝景亚、郑凌霄协助定稿并承担了教材的校对工作。
《国际商务函电双语教程》的出版得到了机械工业出版社的大力支持，出版社的编辑高伟给予了悉心指导和协调，在此表示诚挚的谢意！教材在编写过程中参阅了大量的文献资料，在此一并向相关作者表示深深的谢意！
《国际商务函电双语教程》是对编写双语教材的一次尝试，由于编者水平有限，书中定有许多不足之处，敬请读者批评指正。
编者
2011年3月
书摘
第1章
Chapter 1
商务信函基础知识与外贸交易程序
Basic knowledge of Business Letters and Foreign Trade Procedures
Learning Objectives
学习目标
To enable students to master the principles of business letter writing; to become acquainted with the general layout of most business letters; to skillfully write structural parts of business English letters with proper styles; to be familiar with the procedures of foreign trade, parties and documents involved
使学生掌握商务信函的写作原则，熟悉商务信函的结构；能熟练运用适当的格式撰写商务英语信函；同时了解外贸交易的相关程序、涉及的各方当事人以及相关单证。
11 An Overview of Business Letters and Writing Guidelines
商务信函概览及写作指导
Business communication is a process through which the parties involved establish partnerships or relationships, negotiate terms, and complete transactions Every company, big or small, communicates with many different firms and companies everyday Although new information technologies are increasingly used, business letters are still the main channel and medium of business communication Even though the way of transmission of the business letters is changing, the essential act of sending a message from one person to another remains the same Therefore, it is necessary to be aware of the importance of business letter writing
In business world, words are as important as figures By words we make sales, create good will, win customers and hold old ones Words can let us obtain credit, get bills paid, report on new ideas and products, and launch sales campaigns So success in writing is a key to success in business
Business letters can be roughly grouped into three categories in terms of their purpose：to get action; to build goodwill; to furnish information If you want to write successful business letters, always keep in mind that you are going to have a talk with your reader The most effective letters are messages from one real people to the other They should be easy to read and easy to understand, they must be friendly and courteous
Chapter 1
商务信函基础知识与外贸交易程序
Basic knowledge of Business Letters and Foreign Trade Procedures
Learning Objectives
学习目标
To enable students to master the principles of business letter writing; to become acquainted with the general layout of most business letters; to skillfully write structural parts of business English letters with proper styles; to be familiar with the procedures of foreign trade, parties and documents involved
使学生掌握商务信函的写作原则，熟悉商务信函的结构；能熟练运用适当的格式撰写商务英语信函；同时了解外贸交易的相关程序、涉及的各方当事人以及相关单证。
11 An Overview of Business Letters and Writing Guidelines
商务信函概览及写作指导
Business communication is a process through which the parties involved establish partnerships or relationships, negotiate terms, and complete transactions Every company, big or small, communicates with many different firms and companies everyday Although new information technologies are increasingly used, business letters are still the main channel and medium of business communication Even though the way of transmission of the business letters is changing, the essential act of sending a message from one person to another remains the same Therefore, it is necessary to be aware of the importance of business letter writing
In business world, words are as important as figures By words we make sales, create good will, win customers and hold old ones Words can let us obtain credit, get bills paid, report on new ideas and products, and launch sales campaigns So success in writing is a key to success in business
Business letters can be roughly grouped into three categories in terms of their purpose：to get action; to build goodwill; to furnish information If you want to write successful business letters, always keep in mind that you are going to have a talk with your reader The most effective letters are messages from one real people to the other They should be easy to read and easy to understand, they must be friendly and courteous
. There are some common requirements in the writing of a business letter, especially for the body of the letter, which are known as the “7Cs”：correctness, conciseness, clarity, concreteness, completeness, courtesy, and consideration These “7Cs”principles are virtually reflected at different levels of a business letter, which refers to the language, content, attitude and form of the letter
111 Correctness
正确
Correctness not only refers to the correct grammar rules, contents, and forms, but also accuracy in style, language and typing To choose the right words that can most closely convey the meaning of your thoughts is one of the ways to improve the readability of your business writing At the same time, the right tone is also significant Usually, mistakes with tone can be avoided by using the following techniques：
(1) Place more emphasis on the reader than yourself;
(2) Avoid extreme cases of humility, flattery, and modesty;
(3) Avoid condescension;
(4) Avoid lecturing
112 Conciseness
简洁
Conciseness is often considered to be the most important writing principle and language feature It enables to save both parties time Conciseness also means you should clearly express what you would do in a short and pithy style of writing as possible as you can To achieve this, the following guidelines must be observed：
商务交流是有关各方建立合作关系、商讨贸易条款、完成交易的过程。每家公司，不管是大还是小，每天都要与其他公司打交道。尽管现在大量使用信息技术，但是商务信函仍然是交流的主要渠道和媒介。即使商务信函的传播方式发生了变化，但人与人之间传递信息的基本行为仍然是相同的。因此，了解商务信函写作的重要性非常必要。
在商业世界，文字与数字一样重要，我们用文字去销售，实现美好愿望，赢得新客户，维持老客户。文字也能获得信誉，得到货款，展示新的思想和产品，进行营销活动。因此，成功的信函是交易成功的关键。
根据写信的目的，商务信函可大体分成三种类型：实施某种行为；建立美好愿望；提供某些信息。成功地写好一封商务信函，一定要牢记你是在与读者交流。最有效的信函是信息从一个真实的人向另一个真实的人传递。这些信息应当易于阅读和理解，友好而礼貌。
商务信函的写作有一些基本要求，尤其是信的主体部分，要遵循“7C”原则：正确、简洁、清晰、具体、完整、礼貌和体谅，这“7C”原则反映了商务信函的不同层面，包括语言、内容、态度以及信函形式。
正确不仅是指符合语法规则、内容和形式正确，而且还指风格、语言和文字的正确。选择最能确切表达你想法的词是增强商业信函阅读性的方法之一，同时，正确的语气也很重要。一般来讲，可以通过运用下列技巧避免使用错误的语气。
（1）把重点放在读者身上，而不是你身上；
（2）避免过度谦卑、奉承和谦虚；
（3）避免傲慢；
（4）避免说教。
简洁常被视为商务信函写作的重要原则和语言特色。它可以节省双方的时间，简洁也意味着你应该以一种短小精悍的写作方式表达你的想法，要做到这点，应遵循下列原则：
(1)Make a long story short and try to avoid wordiness;
(2)Avoid the outofdate commercial jargons and try to use modern English;
(3)Avoid unnecessary repeat;
(4)Build effective sentences and paragraphs
Compare the following sentences：
（1）长话短说，不要啰唆；
（2）不要使用过时的语言，要运用现代英语；
（3）避免不必要的重复；
（4）使用有效的句子和段落。
比较下列句子：
Wordy冗长Concise简洁
We would like to know whether you would allow us to extend the time of shipment for twenty days and if you would be so kind as to allow us to do so, kindly give us your reply by fax without delay我们想知道你是否允许我方延长装运期20天，如果允许，请立刻传真告知我方。
Please reply by fax immediately if you will allow us to delay the shipment until April 21
请传真告知你是否允许装运期推迟到4月21日。
They attend the Guangzhou Trade Fair for the purpose of finding a business partner他们参加广交会的目的是寻找商业伙伴。
They attend the Guangzhou Trade Fair to find a partner
他们参加广交会寻找合作伙伴。
Outofdate Commercial Jargons过时的语言Modern English现代英语
due to the fact that 由于……的事实as, because or since 因为
terminate 结束end结束
attached hereto 随函附Enclosed is/are随函附
acknowledge receipt of确认收到Thank you forI received感谢……今收到……
Inst本月this month本月
up to this writing在写这封信的时候so far到目前为止
113 Clarity/Clearness
清晰/清楚
A point that is ambiguous in a letter will cause trouble to both sides In this way, clarity is often considered to be one of the main writing principles and language features To achieve clearness and clarity, you must first have a clear idea of what you wish to convey in the letter, such as the purpose, the attitude, and the matter concerned Following rules should be followed：
(1)Avoid to use the words which have different or unclear meaning;
(2)Pay attention to the position of modifier;
(3) Pay attention to the rationality in logic
Compare the following sentences：
信函表达含糊会给双方都带来麻烦，因而，表达清晰常常被看做信函写作的主要原则和语言特色之一。要做到这点，在写作信函的时候脑子里就要有一个清晰的想法，比如写作的目的、态度、所涉及的问题等。要遵循下列原则：
（1）避免使用有歧义的文字；
（2）注意修饰语的位置；
（3）注意语言的逻辑性。
比较下列句子：
Ambiguous模棱两可Clarity清晰
We sent you 5 samples yesterday of the goods which you requested in your letter of May 25 by air我方根据你方5月25日来函要求，昨日航邮5份样品给你。We sent you, by air, 5 samples of the goods yesterday which you requested in your letter of May 25根据你方5月25日来函要求，我方于昨日航邮5份样品给你。
114 Concreteness
具体
Business writing should be vivid, specific and definite rather than vague, general and abstract, especially when the writer is requiring a response, solving problems, making an offer or acceptance, etc We need to use specific facts, figures and time to stress concreteness Try to heed the following tips：
（1）Complete with the 6Ws：Who? What? Why? How? Where? When?
（2）Concreteness in action：using specific language to make our information more concrete and convincing；
（3）Using concrete words
商务信函要生动、具体和明确，而不是含糊、一般和抽象，尤其是写作者需要得到某种回应、解决问题、做出发盘或接受报价时，更需使用具体的语言、数字和时间强调其具体性。记住下列要点：
（1）写信时要考虑6W原则，即：谁？什么？为什么？怎样？哪里？何时？
（2）写信时要具体：使用确切的语言，使得信息更具体，细节更完整；
（3）要使用具体词汇。
Vague含糊Concrete 具体
We have drawn on you as usual under your L/C与往常一样我方已开具了信用证项下的汇票。
We have drawn on you our sight draft No345 for the Invoice amount, US＄56000, under your L/C No234 of the China Bank
我方已就中国银行开立的234号信用证，向贵方开具了345号汇票，金额为56000美元。
We wish to confirm our fax dispatched yesterday希望确认昨天发给你的传真。
We wish to confirm our fax dispatched on September 12,2010希望确认2010年9月12日的传真。
115Completeness
完整
A business letter should include all necessary information It is essential to check the message carefully before it is sent out As you work hard for completeness, keep the following guidelines in mind：Why do you write the letter? What are the facts supporting the reasons? Have you answered the questions asked?
116 Courtesy
礼貌
Courtesy plays a considerable role in business letter writing as in all business activities It is not mere a politeness By courtesy we mean trading people with respect and friendly human concern In order to make a business letter courteous, try to avoid irritating, offensive, or belittling statements To answer letters promptly is also a matter of courtesy Following rules should be followed：
(1)Change the commanding tone into requesting tone;
(2)Use mitigation and avoid overemphasizing your own opinion or irritating your partner;
(3)Passive voice should be adopted accordingly;
(4)Try to avoid using the word with forcing tone or arousing unpleasantness;
(5)Use expressions about joy and willingness, thanks and regret, etc
Compare the following sentences：
完整意味着一封商务信函应该包含所有必要的信息，因而有必要在信函发出之前检查一遍。要做到这一点，应记住下列原则：为什么写信？支持你写信的依据是什么？你是否已经回答了对方提出的问题？
像所有的商业活动一样，礼貌在商务信函中起着非常重要的作用。礼貌不仅仅意味着彬彬有礼，还意味着与人交易时要尊敬和友好待人。要做到这点应避免使用进攻或轻视性的语言，另外及时回信也是礼貌的表现。应遵循下列原则：
（1）变命令式的语气为征求式语气；
（2）语气要缓和，避免过分强调你的想法或激怒对方；
（3）相应地使用被动语态；
（4）尽量避免使用带有强制性的语言，防止引起不愉快；
（5）使用表达高兴、意愿、感谢和遗憾之类的文字。
比较下列句子：
Poorer较差Better较好
Tell us more detailed information on your requirements告诉我们你们的具体要求。
Will you please tell us more detailed information on your requirements?请告诉我们你们的具体要求好吗？
You can make shipment a little later, that is, by June 10你们可以装运晚一点，即6月10日。
You might make shipment a little later, that is, by June 10 你们可以考虑装运晚一点，即6月10日。
We cant deliver the goods all at one time我们不可能同时交货。
Im afraid we cannot deliver the goods all at one time恐怕我们无法同时交货。
You did not enclose the price list in your letter你们没有在信中附价格单。The price list was not enclosed in your letter贵方信中没有附价格单。
We must refuse your offer我们拒绝贵方报价。
We regret that we are unable to accept your offer很遗憾我们不能接受贵方报价。
117 Consideration
体谅
Consideration means thoughtfulness So you should always put yourself in your readers place That is, to emphasizes Youattitude rather than Weattitude When writing a letter, keep the readers request, needs, desires, as well as his feelings in mind Plan the best way to present the message for the reader to receive In addition, we should try to discuss problems in a positive way rather than in a negative way
Make a comparison between the following：
体谅意味着要为他人着想，即，要把自己摆在对方的位置，强调以对方为主，而不是以自己为主。写信时要谨记对方的要求、需要、愿望和感受，用最好的方法向对方传递可以接受的信息。此外，还应以肯定而不是否定的方式来讨论问题。
比较下列各句：
Weattitude以我为主Youattitude以对方为主
We would like to take the opportunity to demonstrate our full range of products and services which we can offer our customers我们想借此机会向您展示我们可以给客户提供的全套产品和服务。
Please join us at the fair and you will have the chance to see how our products and services can benefit you and you company请与我们一起参加展会，您将有机会看看我方产品和服务是否对贵公司有益。
We allow 2% discount for cash payment我方对现金付款有2%的折扣。You earn 2%discount when you pay cash如果贵方付现金可以有2%的折扣。
Negative否定Positive肯定
Your order will be delayed for 2 weeks贵方订单将延误2周。
Your order will be shipped in 2 weeks贵方订单将于2周后装运。
We regret our inability to serve you at this time很遗憾我方不能在这时向你提供服务。
Perhaps next time we can send you what you require或许下次我们可以发送你需要的货物。
12 Structure of Business Letter
商务信函的结构
A typical business letter consists of the following parts：letter head, the date line, inside address, the attention line, salutation, subject line, body, complimentary close, signature, enclosure(Enc) and postscripts(PS) The following letter is designed to illustrate the position of each possible part mentioned above
121 The Letterhead
信头
The letterhead is the heading at the top of a letter It usually consists of the name, address, telephone number and fax number of a company who delivers the letter The letterhead can be typed out，but is usually printed on the companys stationary(such stationary is also called letterhead) in the upcenter or at the left margin of a letter In addition, the printed letterhead may also include other items such as the company logo, website, email address, etc典型的商务信函有下列几部分组成：信头、日期、封内地址、注意项、称呼语、事由、正文、结尾敬语、签名、附件、附言等。下面这封信列出了上述提到的各部分的具体位置。
信头位于信的最上端，通常由写信人的公司名称、地址、电话、传真等组成。信头可打印出来，但多数都事先印在了公司的信纸上方中间的位置或者在信的左边空白处。此外，印好的信头还可包括其他内容如公司标识、网址、电子信箱等。
122 The Date line
日期
The format of the date line differs from country to country The common ones are M/D/Y(typical American), D/M/Y(typical British)
eg 02/12/2010
This form in Britain could be taken as December 2, 2010, but in American and some other countries it would mean February 12, 2010 So the month written in letters is preferred because figures may create confusion
The date is typed a few lines below the last line of the letterhead Different from the place in a Chinese letter, the date in an English letter should be put above the inside name and address
123 The Reference and Inside Address
编号和封内地址
The reference may include a file name, departmental code or the initials of the signer followed by that of the typist of the letter Many letterheads provide space for references
eg Your ref：
Our ref：
The inside address is the recipients address, which should be identical to the delivery address on the envelope The inside address serves as the delivery address It is typed at the lefthand margin two lines below the date The information should be given in a way like this：
日期的形式因国家的不同而不同，通常的方式是：月/日/年（美国），日/月/年（英国）。
比如：02/12/2010
这个形式如果在英国表示2010年12月2日，但是在美国等国家则表示2010年2月12日。因此，最好用字母来写月份，以免引起混淆。
日期一般要写在信头下面几行的位置，不同于汉语写信日期的位置，英文写信日期应放在封内地址的上面。
编号包括文档名称、部门号、签署人的首字母以及打字人名字，许多信函会留下地方用于编号。
如：贵方编号：
我方编号：
封内地址指的是收信人的地址，这个要与信封的地址一致。封内地址就是寄信地址，位于日期栏下方左首几行的位置，具体内容是：
(1)Receivers name or his official title;
(2)Companys name;
(3)Number of the house and name of the street;
(4)District, name of the town or city;
(5)State or province, ZIP code;
(6)Name of country
Courtesy titles such as Mr, Ms, etc are commonly used to address one person Use Ms if you do not know whether a lady is married or not If there is any official position of that person, his or her official position should follow after the name
eg Mr John Smith, President
Messrs is also a common courtesy title, only used for companies or firms, the name of which includes a personal element, like in Messrs J Henry & Co It is not used when the name already carries a courtesy title, like Sir James Fred & Co
124 The Attention Line
注意项
If you want your letter attended by or directed to a specific person or department, add an attention line This will speed up the sorting process within a company
eg Attention：Sales Manager
125 The Salutation
称呼语
The salutation is the greeting to your recipient It is usually two lines below the inside name and address without any indentation, including a personal or professional title and the name of the recipient The salutation varies according to the writerrecipient relations and the formality level of the letter
The following table shows some common salutation：
（1）收信人的名称和职务；
（2）公司名称；
（3）街道、门牌号；
（4）地区、城市名；
（5）州或省，邮编；
（6）国家。
信寄给某个人时，要用表示礼貌的词如Mr或Ms。如果不了解女性的婚姻状况，则用Ms。若有职务，则其姓名后面要加上其职务。
如Mr John Smith,董事长
Messrs同样表示礼貌的称呼，但只用于称呼公司或者公司名是由人名命名的，如Messrs J Henry & Co。如果公司名已经有类似的礼貌用语如Sir James Fred & Co，则不需再用Messrs。
如果信是寄给某个具体的人或部门，则需加上“注意项”一栏，这样有助于提高信件处理的速度。
如：请交销售经理
称呼语是对收信人的称呼，通常位于封内地址下两行的位置，不用缩行，主要包括收信人的姓名和职务。根据与收信人的关系和信的正规程度与否，称呼也有所不同。
下表列出了常用的称呼语：
Salutation称呼语People to Address称呼对象
Dear MrXXXMen男性
Dear MrsXXXMarried women已婚女性
Dear MissXXXUnmarried women and girls未婚女性
Dear MsXXXWomen, marital status unknown女性，婚姻状况不明
Dear DrXXXPhysicians, PHD holders医生、博士
Dear ProfXXXProfessors and any holder of a professional rank教授、拥有职称的人
Dear Sir(s)/MadamNo specific reference, formal没有具体的对象、正式用语
GentlemenNo specific reference, formal没有具体的对象、正式用语
Ladies and Gentlemen No specific reference, formal没有具体的对象、正式用语
To whom it may concern You dont know yet who is the recipient不清楚给谁
(Dear) First name onlyClose friend , informal朋友，非正式
126 The Subject Line
事由
The subject line is placed one line below the salutation It helps both the sender and the recipient identify the subject matter It is used to call readers attention, therefore, you may underline it or make it in boldface letters Below are some samples of the subject line：
Subject：Order No：12345
Subject：S/C No345
Re：Invoice 567
Re：Your L/C No678
127 The Body of The Letter
正文
This is the most important part of any business letter It is typed two lines below the salutation or subject line No matter whether your letter is long or short, it usually consists of three paragraphs：the opening paragraph which is to give a subject introduction of the letter；the middle paragraph to discuss the details of the transaction; and the closing paragraph to end the letter in a way of summation, further request or suggestion And when writing the letter, you should attach great importance to the 7Cs principles：Clearness, Conciseness, Consideration, Courtesy, Correctness, Concreteness and Completeness It is advisable to keep the following tips in mind：
(1) Write simply, clearly, courteously, grammatically, and to the point;
(2) Paragraph correctly, confining each paragraph to one topic;
(3) See that your typing is accurate
128 The Complimentary Close
结尾敬语
This part is like bidding farewell to someone with a handshake, a wave of hand, or a kiss Like the salutation, the complimentary close has various styles：formal, semiformal and informal The style shall match that of the salutation For example：
事由位于称呼的下一行，其目的是帮助双方了解信的主要内容，引起对方的注意，因此可以在事由下面画线或加黑。下面是有关事由的几种常用格式：
主题：12345号订单一事
主题：345号售货合同一事
关于：567号发票一事
关于：贵方678号信用证一事
这是商务信函最重要的组成部分，通常位于称呼语和事由项下两行。不管信函长短，通常要有三段：开头段，主要介绍信的主题；中间段，讨论交易的细节；结束段，进行总结，给出进一步的要求或建议。写信时，要遵循“7C”原则，即清晰、简洁、体谅、礼貌、正确、具体和完整。要注意下面几点：
（1）文字要简单、清楚、礼貌、符合语法、恰到好处；
（2）段落划分准确，每段讲述一个主题；
（3）确保文字正确。
这部分就如同是向某人道别、挥手或吻别。像称呼一样，结束语风格多样，有正规、半正规和非正规等形式。但注意，敬语要与称呼语匹配，如：
（1）Dear Sirs matches Yours faithfully；
（2）Gentlemen matches Yours truly；
（3）Dear Mr James matches Yours sincerely
Some samples of the complimentary close are as below：
（1）Dear Sirs与Yours faithfully搭配；
（2）Gentlemen与Yours truly搭配；
（3）Dear Mr James与Yours sincerely搭配。
下表给出了结尾敬语的几个样例：
Formal正规Semiformal半正规Informal非正规
Yours faithfullySincerely yoursSincerely yours
Yours very trulyCordially yoursCordially
Faithfully yoursVery cordially yoursBest regards
Take care
129 The Signature
签名
The signature is generally placed two lines below the complimentary close It consists of a handwritten signature(by hand and in ink, usually illegible), the typedout name and a title
1210 The Enclosure
附件
When something else is sent together with the letter, you add the enclosure to inform the reader what is enclosed For example：
(1) Enclosure：Sales Contract
(2) Encl：
Packing List
Commodity Inspection certificate
Insurance Policy
1211 The Postscript
附言
The postscript is used to add an afterthought, aiming at the drawing of the readers attention to a point you wish to emphasize or something you forget to mention The note of a PS should be avoided as far as possible, since it may suggest that you have failed to plan your letter well It is strongly advised to rewrite the letter instead of using the afterthought when you forget to mention something important
As a special device, the postscript is placed two lines below at the left margin
签名位于结尾敬语的下面两行处，由手签（手签往往难以辨认）、打印名和职务三部分组成。
当有其他文件随信寄送时，加上“附件”以告诉对方附件是什么。如：
（1）随函附：售货合同
（2）随函附：
装箱单
商品检验证书
保险单
附言主要用于事后想起的事情，目的是让对方注意到你强调的或者你忘记在信中提及的事情。但要尽量避免使用附言，因为这可能会使对方认为你没有组织好信函，所以写信的时候忘记谈及某个重要的事情时，建议重写而不要使用附言。
附言通常放在信的左下方空白处。
13 Format of Business Letters
商务信函的格式
Generally speaking, there are three basic forms of letter They are block form, indented form and semiblock form with indented paragraphs
131 Indented Form
缩进式
The main feature in this style is that each line of the inside name and address should be indented 2~3 spaces, and the first line of each paragraph should be indented 3~5 spaces This is a traditionally conservative format of layout
通常，信函的格式有三种：缩进式、齐头式和半齐头式（或混合式）。
这种格式的主要特点是：封内地址每行都应缩进2～3个空格，每段的第一行也要缩进3～5个空格，是较为传统的信函格式。
THE EASTERN SEABOARD CORPORATION
350 Park Avenue，New York，10017，USA
Telephone No2252788 Fax：2252780
Email：ESCO@CAcom
Our Ref：QW9807
Your Ref：UI87
January 4,2011
Kanto Mercantile Corporation
2-1 Nihonbashi
Tokyo 89
Japan
Dear Sirs,
Price list
Here is the price list you asked about
You will be happy to know that all of the items listed on pages 5-7 will be marked down 30% between February and March If you would like to take advantage of this special opportunity, please fill out the enclosed order form and return to us by the end of January
Thank you for writing
Yours faithfully,
THE EASTERN SEABOARD CORPORATION
James Baton
Vice President
132 Block Form
齐头式
In the block form, all typing lines, including those for the date, the inside name and address, the salutation, the subject heading and the complimentary close, begin at the lefthand with no indention in the letter
齐头式中各行，包括日期、封内名称和地址，称呼、事由以及结尾敬语等都是从左边边缘打起，整封信无行首缩进。
MARIWANG PTE LTD
402,ORCHARD ROAD #0809
DELFI ORCHARD,SINGAPORE 0928
TEL：6575489824 FAX：6575489825
January 4,2011
Beijing Textile Imp & Exp Corp
102 Fengqi Road
Beijing 100002
Dear Sirs,
We have been informed of your company and address through the Chamber of Commerce in Beijing We are interested in your cotton blankets and bedsheets for sales in Singapore market
We would like you to send us details of your various ranges, including size, colors, prices and samples of the different qualities of material used We trust that you will make an effort to quote us most favorable terms for large quantities
Looking forward to establishing direct business relations with you
Yours faithfully，
MARIWANG PTE LTD
Adam Smith
Adam Smith
Manager
133 Semiblock Form with Indented Paragraphs
半齐头式或混合式
In this form, the inside name and address is typed in block form, but the paragraphs forming the body of the letter are all indented 3 or more spaces
半齐头式封内地址是齐头式，但段落要缩进3个或更多的空格。
Armstrong Cork Company
Lancester,PA,17884
December 19,2010
Mr Thomas Carlin,
Alexander Hamilton Institute, Inc
123 East 42nd Street
New york,NY10017
Dear Mr Carlin：
Thank you for your recent letter requesting copies of the types of written communication which we employ We very much appreciate your interest in Armstrong
I have enclosed samples of the types of communication which we have available I hope that the material is helpful and that you find it interesting and informative If there is something more that we may do for you, please dont hesitate to let me know
Thank you again for your interest in Armstrong Cork Company On behalf of the Company, may I wish Mr Elfen every success with his new book
Sincerely,
Thomas L Burgum
Public Relation Department
14 Envelopes Addressing
信封的写法
Envelope addressing calls for accuracy, legibility and good appearance Like the inside address, the address on the envelope can be written in two forms：the indented form and the blocked form Usually no punctuation is used on the envelope No matter in which way the address on the envelope is written, it should conform to the inside address in both style and content Generally speaking, the address of the envelope should be written in the following order：
（1）Name of the addressee;
（2）Number and street;
（3）City, state and zip code;
（4）Country
Here is a sample of an envelope
信封要求文字准确、清晰、整洁。如同封内地址一样，信封地址可以有两种形式，即缩进式和齐头式。通常不需用标点符号。不管信封用哪种方式写，都应与封内地址一致。一般按下列顺序：
（1）收信人姓名；
（2）门牌号；
（3）城市、州、邮编；
（4）国家。
下面是样例。
15 Some Other Forms of Business Letters(Fax, Emails)
商务信函的其他形式（传真、电子邮件）
Although business correspondence has undergone significant changes in forms and style with the fast development of technological developments, the electronic correspondence remains the means and ways by which transactions in foreign trade are discussed
In international trade, there are usually four types of electronic correspondence, namely telegraph, telex, fax and Email Due to the fast development of internet, telegraph and telex are seldom used today What follows is a discussion of two communication methods：fax and email
151 Fax
传真
Fax machine provides an easy way to send documents over phone lines Its faster than regular mail and more affordable than overnight delivery While email has begun to supplant the fax in many businesses, fax machine is still indispensable for immediately sharing contracts, proofs and other written documents People can use fax to send all kinds of messages, such as letter, diagrams, graphs, tables or even signature etc So knowing how to write a fax message in the correct form becomes a must for all who want to go into the business world
Fax messages are divided into two parts The top of it contains details of the sender and recipient, date, and the subject Some companies have their printed fax coversheet with the fax heading displaying the company contact details The second part is the body of the fax
Here are some tips on writing a fax：
(1)Write a correct heading so that the receiver knows：
to whom it is designated—to
from whom it comes—from
on which date—date
for what purpose—ATTN：/Subject：
(2)Indicate the number of pages to follow;
(3)Use simple language and be concise
随着科学技术的快速发展，商务信函虽在形式和风格上经历了显著的变化，但电子信函仍是国际贸易使用的主要手段和方法。
国际贸易中，通常有四种电子信函，即电报、电传、传真和电子邮件。随着互联网的发展，电报和电传现在已很少使用。下面主要探讨传真和电子邮件两种通信方式。
传真机为通过电话线传送文件提供了方便，它要比一般的信函快，而且可以夜间传送，尽管电子邮件在许多商业领域开始取代传真机，但传真在发送合同、证据以及其他书面文件方面仍是不可或缺的。人们可以用传真机传送各种信息，如信件、数字、图表甚至签名。因此，学会如何以正确的形式写传真对于从事商业活动的人非常重要。
传真由两部分组成。第一部分，即最上端一般是发信人和收信人的详情、日期和事由。一些公司有其自己印制好的传真纸，上面有信头，写明公司的联络方式。第二部分是传真的正文。
下面是写传真的一些要点：
（1）正确书写信头，以便使收信人知道：
信是给谁的，
谁发来的，
日期是什么时候，
什么目的；
（2）写明传真的页码数；
（3）使用简单的语言，文字要简洁。
To：Hill Company
Attn：Mr Conrad Smith
Fax：1403234568Tel：1403234569
From：George Bill
Date：06/09/2010
Fax：865165879212Tel：865165879213
Number of pages to follow：1
Dear Mr Smith,
It was a pleasure meeting you this week and learning of your interest in our promoting project
Please find enclosed detailed information of our special promotion package for the March issue As time is short final deadline has passed Your prompt confirmation would be highly appreciated
Thank you for your kind attention and I look forward to your prompt reply
Best regards!
152 Email
电子邮件
Business Email consists of the heading, the body, and a signature block Depending on the nature of its correspondence, business email may also include a salutation and a complimentary close The preset format of email makes them even easier to write than business letters The senders email address and the date are generated automatically by the computer, what you have to do is to type in the recipients email address
Here is a sample of an Email：
电子邮件由信头、正文和署名组成。根据信函性质的不同，电子邮件还可以包括称呼语和结尾敬语。事先设置好格式的电子邮件写起来要比普通商务信函容易得多。计算机可以自动生成寄信人的地址和日期，你所要做的就是输入收信人的地址。
下面是一封电子邮件样例：
From“John Song” <johnson @sinacomcn>
Date SUN,23 JAN 2011 23：25 PM
SubjectBusiness in Canada
To“Kevin lee”<kevin@gmailcom>
Dear Mr Lee,
We thank you for your cooperation for our business for the past five years
Now we are desirous of enlarging our trade in staple commodities, but have had no good connections in Canada
Therefore we shall be obliged if you could kindly introduce us to some of reliable importers in Canada who are interested in these lines of goods
We await your immediate reply
16 General Procedures of Foreign Trade
国际贸易的一般程序
The procedures of foreign trade are so complicated that it may take quite a long time to conclude a transaction Varied and complicated procedures have to be a good through in the course of export or import transaction From the very beginning to the end of the transaction, the whole operation generally undergoes four stages：preparing for exporting or importing, business negotiation, implementation of the contract, and settlement of disputes(if any) Each stage covers some specific steps No matter what way the negotiations are held, in general, they consist of the following links：enquiry, offer, counteroffer, acceptance and conclusion of sales contract Among which offers and acceptance are two indispensible links for reaching an agreement and concluding a contract Since the export and import trades are two sides of the same coin, and one countrys export is another countrys import, hence, we will take the procedures of export transaction in the following diagram to illustrate the general procedures of export and import transaction
161 Procedures of Export
出口的程序
The most difficult part of exporting is taking the first step Different countries have different economic policies or systems So before doing business with foreign countries, one has to understand the whole procedures of export
There may have 3 steps for an exporter to conclude a transaction of export：to prepare for exporting; to have business negotiation; to carry out the contract
The preparation for export involves market survey, pricing, preparing goods, advertising, contacting the clients, etc To some extent, the preparation for export lays a good foundation for the next stage
The negotiation of terms and conditions is to maximize the exporters profit Generally speaking, a business negotiation goes through such steps as inquiry, offer, counteroffer and acceptance before a contact is conducted
To ensure the fulfillment of a contract for export business, an exporter should see to it that everything concerning the export business to be done without failure, in particular with such affairs as to prepare goods for exports, to secure documentary credit, to arrange for shipment, and to get ready all shipment documents for settlement(See Figure 11)
进出口贸易的程序非常复杂，往往要花很长一段时间才能完成一笔交易。在一笔进出口贸易中，要经历各种各样复杂的程序。从开始到结束，整个交易过程经历四个阶段：进出口准备、商务谈判、合同执行以及纠纷解决（如果有的话）。每个阶段包含一些具体的步骤。但不管磋商以什么样的方式开始，它通常包含下列几个环节：询盘、发盘、还盘、接受和签订销售合同。其中，发盘和接受是达成协议和签订合同不可缺少的环节。既然进出口贸易是同一件事情的两个方面，即一个国家的进口就是另一个国家的出口，在这里我们用出口贸易步骤的流程图来说明进出口贸易的一般程序。
对于出口来说，最困难的是迈出第一步。不同的国家有不同的经济政策和体制。因此，在与外商做生意之前，必须了解出口交易的整个程序。
一般出口商达成一笔出口交易需三步：准备出口、交易磋商以及合同执行。
出口准备涉及市场调查、定价、准备货物、广告、与顾客联系等。从某种程度上，出口准备为下一步交易奠定了良好的基础。
交易条款的磋商是为了确保出口商利益的最大化。通常交易磋商在达成协议之前要经历询盘、发盘、还盘和接受四个阶段。
为确保出口合同的顺利履行，出口商应确保与出口有关的一切事务万无一失，尤其是出口货物的准备、单证的信用保证、装运安排、结算用装运单据的准备等（见图11）。
162 Procedures of Import
进口贸易的程序
Somewhat similar to those of export business, the basic procedures of import business may be divided into three major stages, but naturally the focus of attention to each stage differs from that of export business
The market survey still plays an important role in import business The market survey helps collect necessary information for the importers analytical study of the capacity, reputation, credit standing and business mode of both the producers and suppliers and his comparison of prices, qualities, specifications and technology of similar products so as to select reliable clients and minimize the importing cost
The process of the negotiation of terms and conditions aims at reducing the importers cost and safeguarding the importers profit But after the negotiation，the importer needs to sign the purchase contract or conformation with the foreign exporter so as to clarify both obligations and enable the fulfillment of the contract
If the import business is concluded on the basis of FOB or FCA and requires payment by document credit, the importer has the obligation to open a L/C through a bank, book shipping space or charter a ship, advise loading date, arrange for insurance, take the delivery of the goods, make payment, make import entry at customs and import inspections, etc With the completion of this stage, the whole import business ends(See Figure 12)
类似于出口交易，进口交易的基本程序也可以分成三个阶段，但每个阶段的重点不同于出口交易。
市场调研在进口交易中仍然起着十分重要的作用。市场调研有助于获得必要的信息以供进口商分析生产者和供货商的市场容量、声誉、信用状况、商业模式，比较同类产品的价格、质量、规格和技术以便选择可靠的客户，减少进口成本。
合同条款的磋商过程旨在降低进口商的成本，确保进口商的利润。但是磋商后，进口商需要与外国出口商签署购货合同或确认书，以便分清彼此的责任义务，确保合同的执行。
如果进口交易是以FOB或FCA 成交并以跟单信用证成交，进口商则有义务通过银行开立信用证，预定舱位或者租船，通知装运时间，安排保险，提交货物，付款、进口通关、进口检验等。伴随着这一系列手续的完成，整个进口交易结束（见图12）。
图11Procedures of Export Transaction 出口交易程序
图12Procedures of Import Transaction进口交易程序
163 Parties Involved in Foreign Transaction
外贸交易的当事人
The basic parties are the buyer who purchases the goods and the seller who provides the goods Main parties involved in an export and import transaction are as follows：
(1) The exporters
(2) The shipping agents at the port or airport of loading
(3) The railway in the exporters country
(4) The road hauler in the exporters country
(5) The port authority
(6) The shipping company
(7) The airline(for air freight)
(8) The insurance company or broker
(9) The exporters bank
(10) The importers bank
(11) The railways in the importers country
(12) The road hauler in the importers company
(13) The shipping agent at the port or airport of discharge
(14) The importers
外贸交易的主要当事人是购买货物的进口商和出售货物的出口商。进出口业务中涉及的主要当事人是：
(1)出口商
(2)装运港或机场的运输代理人
(3)出口商所在国的铁路部门
(4)出口商所在国的陆路承运人
(5)港口当局
(6)船务公司
(7)航空公司（对空运货物）
(8)保险公司或经纪人
(9)出口商银行
(10)进口商银行
(11)进口商所在国的铁路部门
(12)进口商所在国的陆路承运人
(13)装卸港或机场的运输代理
(14)进口公司
164 Basic Documents Needed in Export and Import Transaction
进出口交易所需基本单证
Usually the number and type of documents needed depend on the specific requirements of the exporter and importer The common used documents are as follows：
(1) Bill of loading
(2) Commercial invoice
(3) Proforma invoice
(4) Consular invoice
(5) Packing list
(6) Weigh memo
(7) Certificate of origin
(8) Certificate of inspection
(9) Insurance policy
(10) Sales contract
(11) Sales confirmation
通常，单证的数量及类型取决于进出口商的具体需要。常用的单证如下：
(1)提单
(2)商业发票
(3)形式发票
(4)领事发票
(5)装箱单
(6)重量单
(7)原产地证明书
(8)商品检验证书
(9)保险单
(10)售货合同
(11)售货确认书
17 Useful Expressions
有用的短语和句子
1 Common Used Phrases in Business Letter商务信函常用词组
sample样品with compliments赠品printed matter印刷品
photo only内有照片，请勿折叠private亲启personal私函
confidential密函registered挂号urgent or immediate急件
forward(care of,c/o)请转交
please readdress请转寄poste restante留存邮件
introducing Mr兹介绍……先生commercial papers商务文件carbon copy（CC）抄送
care postmaster留存邮局
kindness of Mror per favor of Mr敬烦……先生转交
2 If undelivered, please return to
若无法投递，请退回原处……
3 After 10 days, please return to
10天后请寄回……
4 Return postage guaranteed
回信邮资已付。
5 We have received your letter of May 18, 2010, for which we thank you
收到贵方2010年5月18日函，谢谢。
6 In accordance with the instructions given in your favour of the 10th May
遵照贵公司5月10日来函指示。
7 Thank you for your letter dated August 12, informing us of the opening date of the fair
感谢贵方8月12日来函，告知交易会开幕日期。
8 Further to our letter yesterday, we now have the pleasure of informing you that
续谈我方昨日函，现欣告知……
9 We must apologize for the delay in replying to your letter of …
迟复贵方……月……日函，甚歉。
10 In reply of your letter of we are glad to
兹复贵方……的来函，我方很高兴……
11 For your information we would like to add that……
我方要补充说明……仅供参考。
12 If you are interested in the article, please let us know as soon as possible
如对该货感兴趣，请尽早告知。
13 We are pleased / glad to inform you that
兹欣告贵方……
14 We would remind you that we have not had a reply yet from you to our question
我们提醒贵方，我方尚未收到贵方对……问题的答复。
15 We are sending you herewith / under separate cover
兹随函/另封寄上……
16 Please accept our thanks for the trouble you have taken
有劳贵方，不胜感激。
17 We are obliged to thank you for your kind attention in this matter
不胜感激贵方对此事的关照。
18 We tender you our sincere thanks for your generous treatment of us in this affair
对贵方在此事中的慷慨之举，深表感谢。
19 Allow us to thank you for the kindness extended to us
对贵方之盛情，不胜感谢。
20 We thank you for the special care you have given to the matter
贵方对此悉心关照，不胜感激。
21 We should be grateful for your trial order
如承试订货，不胜感激。
22 We should be grateful for your furnishing us details of your requirements
如详述具体要求，不胜感激。
23 It will be greatly appreciated if you will kindly send us your samples
如承惠寄样品，则不胜感激。
24 We shall appreciate it very much if you will give our bid your favorable consideration
如承优惠考虑报价，不胜感激。
25 We are greatly obliged for your bulk order just received
收到贵方大宗订货，不胜感激。
26 We assure you of our best services at all times
我方保证向贵方随时提供最佳服务。
27 If there is anything we can do to help you, we shall be more than pleased to do so
贵公司若有所需求，我公司定尽力效劳。
28 It would give us a great pleasure to render you a similar service should an opportunity occur
我方如有机会同样效劳贵方，将不胜欣慰。
29 We spare no efforts in endeavoring to be of service to you
我方将不遗余力为贵方效劳。
30 We take this opportunity to reemphasize that we shall, at all times, do everything possible to give you whatever information you desire
我们借此机会再次强调，定会尽力随时提供贵方所需的信息。
Exercises
练习
ⅠComprehension Questions：
1 What are the principles of good business letters writing?
2 How many principal parts does a business letter consist of?
3 Discuss how to make a business letter effective and productive?
4 What s the format of business letters? How about envelopes addressing?
5 What are the procedures of foreign trade?
6 Discuss the parties and documents involved in foreign transactions
Ⅱ Translate the Following Terms and Expressions：
1 inside address2 RefNo
3semiblock format4 subject line
5complimentary close6 enclosure
7经办人8左边空白处
9缩进式10混合式
ⅢArrange the Following Information in Proper Form as They Should Be Set Out in a Letter：
1 Senders name：Manley Ventilations PLC
2 Senders address：22 Warden Hill Street, Padiham, Burnley BRO 1 RQ, England
3 Senders telephone：3021 4567
4 Senders fax：0321 6789
5 Senders website：manley@bigbizcouk
6 Date：September 21, 2009
7 Receivers name：Atomic Shielding International
8 Receivers address：234 Park Avenue, Cranford, NJ07015 USA
9 Receivers telephone：973 778-1234
10 Receivers fax：973 778-4321
11 Salutation：Dear Sirs
12 Subject：Household Porcelain Articles
13 The message：
We have received your letter dated September 2, 2009 We are very much interested in your household porcelain articles produced by your company
We shall greatly appreciate it if you will kindly forward us some samples and relative pamphlets for our inspection
Thank you for your attention to this matter and looking forward to your early reply
14 Complimentary close：Yours faithfully
Ⅳ Address an Envelope for the Above Letter
第2章建立贸易关系
第2章
Chapter 2
建立贸易关系
Establishment of Business Relationships
Learning Objectives
学习目标
To enable the students to know about the importance of establishing business relationships; to be familiar with the channel of obtaining business information; to master steps and procedures of writing letters of establishing business relationships
使学生了解建立贸易关系的重要性; 熟悉获得贸易信息的渠道; 掌握书写建立贸易关系相关信函的步骤及流程。
21 Background Information
背景知识
The main purpose of business communication is to establish business relations or maintaining goodwill When a company wants to conclude a business with a foreign company, it must firstly establish business relations It is the first step for a company to establish good business relationships so as to open up its business, because all businesses happen after establishing business relationships So, either for a newly established firm or an existing one that wants to enlarge its business scope and turnover, establishing good relationships with prospective clients is one of the main measures Both importers and exporters may benefit from favorable business relations
When a company needs to open up a new market to sell to or buy from other foreign companies, seeking a prospective partner is one of the main measures Company can get information of its needed prospective consumers through the following sources：
（1）Banks;
（2）Trade directories of importers and exporters;
（3）Chambers of commerce both at home and abroad;
（4）Commercial counselors office;
（5）Advertisements;
（6）Exhibitions and trade fairs;
（7）Market investigations;
（8）Enquires received from foreign merchants;
（9）Selfintroduction or introduction from his business connections;
（10）A branch office or representative abroad;
（11）The internet;
（12）The introduction from your partners;
（13）Other sources
Above sources, chambers of commerce both at home and abroad, commercial counselors office and the introduction from your partners are usually the most reliable When you choose one foreign partner, you need to do some researches as follows so as to have a better understanding of this country or region：
（1）Business policies and customs;
（2）Political and economic stability;
（3）Diplomatic relationship;
（4）Culture and interests of potential consumers;
（5）Geographic conditions;
（6）Natural environment
When we want to establish relations with foreign companies, we usually contact them by the following channels：
（1）Communication by mails(Emails, faxes, letters, etc);
（2）Attendance at the export commodities fairs;
（3）Contact at exhibitions held at home or abroad;
（4）Mutual visits by trade delegations
Constantly, the first media is widely used in business activities After obtaining the name and address of prospective company from above sources, the company can send letters to them The first letter is crucial for opening and enlarging market, because the first impression is very important
商务交流的主要目的是建立贸易关系或维系良好的关系。当公司想与一个外国公司做成一笔生意时，它必须要与其先建立贸易关系。因此，对于一个公司而言，建立良好的贸易关系是开始和扩展生意的第一步，因为所有的贸易都发生在贸易关系建立后。无论对于新兴的公司还是想进一步扩大自己市场的老牌公司而言，同潜在客户建立良好的贸易关系是至关重要的其中一个手段。并且，无论是进口商还是出口商都会从一个良好的贸易关系中受益。
当一家公司开拓海外市场时，向国外其他相关公司出售和购买货品时， 寻找潜在贸易合作对象是重要举措之一。公司可以利用以下资源获得它所需要的潜在客户的信息：
（1）银行；
（2）进出口商行业名录；
（3）国内外商会；
（4）商务参赞处；
（5）广告；
（6）展览与贸易交易会；
（7）市场调研；
（8）外商的询函；
（9）自我介绍或商务关系的介绍；
（10）国外分公司或代表；
（11）国际互联网；
（12）贸易伙伴的介绍；
（13）其他渠道。
以上资源中，通常以国内外商会、商务参赞处以及贸易伙伴的介绍最为可靠。此外，在选择一个国外合作伙伴时，为了对该国家或地区了解得更为全面，一般要做以下相关方面的一些调研：
（1）贸易政策和习俗；
（2）政治和经济稳定；
（3）与本国的外交关系；
（4）潜在消费者的消费文化及喜好；
（5）地理条件；
（6）自然环境。
当有意与国外的公司建立贸易关系时，通常通过以下渠道联系它们：
（1）信件交流（主要通过邮件、传真和信函等）；
（2）参加出口商品交易会；
（3）在国内外的展览会接触；
（4）贸易代表团互访。
在以上渠道中，长久以来，第一个渠道方式在商业活动中被广泛使用。利用上面提到的资源，公司获得欲洽谈业务公司的名称与地址后，就可以发信给该公司。第一封信函对于打开和扩大市场至关重要，因为第一印象非常重要。
Generally, the letter basically includes the following information：
（1）How and where to get the receivers address and name；
（2）Purposes and desires of writing this letter;
（3）Business scope of your company;
（4）Financial status and business scopes of your company;
Simultaneously, we also need to remember the following writing principles：
（1）Short content, no more than one page;
（2）Polite language with courteous and sincere attitude;
（3）Show your intention in the first paragraph and express cooperating desire in the letter;
（4）Say something high about your company, if allowed, list some of the famous companies you have corporated
However, establishing good business relationship needs not only good language communicating skills, but also practicing business techniques, especially when you try to establish business relationship with potential customers
一般，该类信函基本要包括如下信息：
（1）获得收信人名称和地址的渠道；
（2）目的与意图；
（3）本公司的业务范围；
（4）本公司的资信及经营情况；
同时，要遵守以下几个写作原则：
（1）内容简短，不超过一页纸；
（2）措辞礼貌，谦虚，诚恳；
（3）第一段就讲明意图，并在文中明确表达出合作愿望；
（4）对本公司做积极评价，如情况允许，列举一些已经合作过的知名公司。
建立良好的贸易关系既要有语言交流技巧，还要有实际的商务谈判技巧，特别是尝试与新的潜在客户建立贸易关系。
22 Sample Letters
信例
Letter 1an Introduction of an Exporter
CHINA AGRICULTURAL PRODUCT EXPORT CORPORATION XUZHOU BRANCH
Xuzhou, China Tel：86051676767676
September 6, 2010
Farmer Food Corp
5 Victoria Street
Brisbane, TT23134
Australia
Dear Sir,
We owe your name and address to the Commercial Counselors office of Australian Embassy in Shanghai who have informed us that you are in the market for agricultural product
We are an individualowned enterprise, handling export of agricultural product We wish to establish trade relationship with you by the commencement of some practical transactions
In order to acquaint you with our agricultural products available now for export, we enclose a catalogue and a price list for your reference
Should any of the items be of interest to you, please let us know We shall be glad to give you our lowest quotations upon receipt of your detailed requirements
We look forward to receiving from your specific enquiries
Yours faithfully,
CHINA AGRICULTURAL PRODUCT EXPORT CORPORATION XUZHOU BRANCH
(Signature)
Bruce Wang
Director
Encl
Notes
1 We owe your name and address to承蒙……告知贵公司地址和名称。
类似的表达方法有：
Through the courtesy of
We have obtained your name from
We are indebted to for your name and address
Your name has been recommended/ given/ introduced to us by as
2 Commercial Counselors office of Australian Embassy 澳大利亚商务参赞处
3 in the market for something是书面语言，表示想买进某物;
除此以外，也可以引申于“乐于接受某物”。
in the market 想要买（或卖）
4 inform 通知，告诉，报告
(1)inform sb of sth
Please inform us of time of shipment请告我们装运时间。
(2)inform sb that/what/which
We wish to inform you that business has been done at 1,200 yuan per metric ton
我们已以每公吨1 200元的价格成交，特此通知。
(3)Please be informed that
Please be informed that we have already sent clothes required兹通知贵方，我方已将所需衣服寄出。
(4)keep sb informed of/that
keep sb advised of/that
keep sb posted of/that随时告知
We hope you will keep us informed of the financial status at your end
希望随时报告贵方的财务状况。
5 individualowned enterprise 私营企业
stateowned corporation 国有公司
staterun enterprise 国有企业
statedesignated second grade enterprise 国家指定二级企业
collectiveowned enterprise 集体企业
privateowned enterprise 私营企业
merchandising enterprise 商业企业
small and middle/medium enterprise(SMEs) 中小企业
township/ rural enterprise 乡镇企业
enterprise for joint venture, for cooperative and with sole foreign capital investment 三资企业
6 export(单数) 出口；（复数）出口货物
有关export 的常见短语有：
amount of exports 输出额export control 出口管制
export declaration 出口申报单，出口申请书export drawback 出口退税
export dumping 出口倾销export document 出口单据
export entry 出口报关export license 出口许可证
exportoriented economy 出口导向型经济export quota 出口限额
export volume 出口量export subsidies 出口补贴
7 acquaint sb with/of sth； acquaint sb that
使某人熟悉，使了解，使认识
You will have to acquaint us with the details
你们必须让我们了解详情。
be/get acquaint with
认识……/熟悉……
We are well acquainted with the market condition in American
我们对美国市场行情很了解。
8 We enclose a catalogue and a price list for your reference
我们随函附寄产品目录和价格表各一份，供参考。
Enclose is our revised quotation, subject to our confirmation as usual
随函附上修改后的价目表，同往常一样以我方确认为准。
9 Should any of the items be of interest to you, please let us know
如贵方对我们的产品感兴趣，敬请告知。
“should” 在此是助动词，该句运用主谓倒装，省略 “if”， 来充当条件句，表示“万一”， “如果”。当if 条件句中有助动词should、had或 were时，则可以省去if, 而将should、had或were置于句首，从而构成倒装虚拟句，意义不变， 如：
Should you be unable to deliver the goods by the time stated, please get in touch with us immediately 如果到了指定的时间贵方仍不能交货，请立即同我方联系。
10 upon/on receipt of 一旦收到……即……
Upon receipt of you instructions we will send the goods一收到贵方通知，我方即发货。
Letter 2A Positive Reply from an Importer
FARMER FOOD CORP
5 Victoria Street, Brisbane, TT23134
Tel：1234567789
October 27, 2010
Mr Bruce Wang
China Agricultural Product Export Corporation Xuzhou Branch
15 Huaihai West Road, Quanshan District
Xuzhou 221000, China
Dear Mr Bruce Wang,
Thank you for your letter of September 6, 2010 from which we learn that you are doing the business of agricultural product We shall be glad to establish business relations with you
We are interested in buying variable beans We would like you to send us details of your beans, including colors and prices, and also samples of the different colors
We look forward to a productive trade and the opportunity to work together with you in the future We await your early reply
Yours faithfully,
(Signature)
Amy Harry
Notes
1 would like想要……
2 We look forward to a productive trade and the opportunity to work together with you in the future我们期望贸易富有成效，并能有机会在未来合作。
Letter 3A Negative Reply from an Importer
FARMER FOOD CORP
5 Victoria Street, Brisbane, TT23134
Tel：1234567789
October 27, 2010
Mr Bruce Wang
China Agricultural Product Export Corporation Xuzhou Branch
15 Huaihai West Road, Quanshan District
Xuzhou 221000, China
Dear Mr Bruce Wang,
Thank you for your letter of September 6, 2010 showing you interest in doing business with us We really appreciate your interest
However, we very much regret that we are not in a position to establish business relations with you at present We currently have another company as our agricultural products supplier in Suzhou According to the contract conditions, we are banned from importing agricultural products from other companies
As this is not an appropriate time to cooperate with your company, we would like to wait But we will keep your letter on file and will get in touch with you when this contract expires
We really hope that we have the chance to cooperate in the near future
Yours faithfully,
(Signature)
Amy Harry
Notes
1 appreciate 感谢，感激（可接动名词，不可接不定式）；理解，体会
We highly appreciate your kind cooperation我们十分感激贵方的合作。
(1)习惯上不接不定式作宾语，其后可接名(代)词、动名词、名词性从句等作宾语，但不能接不定式：
We shall appreciate hearing from you again 能再次收到你的来信，我们将十分感激。
(2)习惯上不用“人”作宾语, 其后只能接“事”作宾语，而不能接“人”作宾语。
正：I appreciate your kindness 谢谢你的好意。
误：I appreciate you for your kindness
2 We very much regret that
regret 抱歉，惋惜，引为遗憾，其后可跟名词，动名词，也可跟从句。We regret 和That we regret to say 用法不同。 如果为自己一方的不足或过失而表示遗憾，两个句子都可以使用； 如果对别人的不足或过失表示遗憾，则只能说We regret to say。另外当 regret 被状语very much 修饰时常放在 regret 的前面。
3 be in a position to do sth（其处境）有权，有资格，有办法，能够（做某事）
financial position 财务状况
cash position 现金头寸
easy position 头寸宽裕
to cover position 轧平头寸
long/ bull position 多头交易，买空交易
short/ bear position 空头交易，卖空交易
4 We will keep your letter on file and will get in touch with you when this contract expires
我们将保留贵方信函，待合同到期后再与你联系。
5 We really hope that we have the chance to cooperate in the near future
我们真心希望未来能有机会合作。
Letter 4An Introduction of an Importer
FARMER FOOD CORP
5 Victoria Street, Brisbane, TT23134
Tel：1234567789
October 12, 2010
China Agricultural Product Export Corporation Xuzhou Branch
15 Huaihai West Road, Quanshan District
Xuzhou 221 000, China
Dear Sir,
We have obtained your address in the China Daily and are now writing you for the establishment of business relations
We are very well connected with all suppliers of agricultural products Now, we are very interested in your beans and wheal and feel sure we can sell large quantities of them if we get your offers at competitive prices
For our credit standing, please refer to the following bank：
The Bank of Australia and New Zealand, Australia
Your immediate reply would be highly appreciated
Yours faithfully,
(Signature)
Amy Harry
Notes
1 be connected with 与……保持联系（络）
2 get your offers at competitive prices 得到具有竞争力的报价
3 Please refer to the Bank of China, Suzhou Branch for our credit standing = For our credit standing, please refer to the Bank of China, Suzhou Branch 请向中国银行苏州分行查询我方资信情况。
refer to sb for sth 向某人打听（查询）某事
credit standing 资信状况
Please refer to the following bank请向下面银行咨询。
4 The Bank of Australia and New Zealand 澳新银行
5 Your immediate reply would be highly appreciated若蒙贵公司及时回复，将不胜感激。
Letter 5A Reply from an Exporter
CHINA AGRICULTURAL PRODUCT EXPORT CORPORATION XUZHOU BRANCH
Xuzhou, China Tel：86051676767676
November 7, 2010
Farmer Food Corp
5 Victoria Street
Brisbane, TT23134
Australia
Dear Sir,
Your letter of October 27, 2010 addressed to our Shanghai Branch Office has been passed on to us for attention and reply We shall be pleased to enter into trading relations with you
In compliance with your request, we are sending you, under separate cover, our latest catalogues and pricelist covering beans
Payment should be made by an irrevocable and confirmed letter of credit
If you feel that business is possible, please contact us for specific offers
Your effort and reply is greatly appreciated I look forward to a successful business relationship in the future
Yours sincerely,
(Signature)
Bruce Wang
Notes
1 Your letter of October 27, 2010 addressed to our Shanghai Branch Office has been passed on to us for attention and reply
贵方2010年10月27日寄到我方上海分公司的信已送达并回复。
2 enter into开始（某种关系、事业、谈判等）；缔结（契约等）
We wish to enter into business relations with your company for the supply of electrical products
我方愿与贵公司建立贸易关系，以便取得电气产品的供货。
3 in compliance with依从，按照，该短语多在句中引导状语
In compliance with your request, we are sending you, under separate cover, our latest catalogues and pricelist covering beans按照贵方要求，现另封邮寄我方豆类的最新目录和价目表。
4 under separate cover 另封邮寄
5 covering 关于，有关的
6 an irrevocable and confirmed letter of credit 不可撤销的保兑信用证
7 specific offers 具体报价
Letter 6Credit Inquiry
CHINA AGRICULTURAL PRODUCT EXPORT CORPORATION XUZHOU BRANCH
Xuzhou, China Tel：86051676767676
The Bank of Australia and New Zealand
1423 Victoria Street
Brisbane, TT23134
Australia
Dear Sir,
Your name has been given to us as a credit reference by Farmer Food Corporation, 5 Victoria Street, Brisbane, who wants to enter into business with us We should be highly obliged if you could let us have your opinion on their reputation and their financial standing
Any information given to us will be surely treated in strict confidence We thank you in advance for your courtesy
Yours faithfully,
(Signature)
Bruce Wang
Notes
1 credit inquiry资信调查
客户资信调查的内容和范围：
（1） 国外企业的组织机构情况，包括企业的性质、创建历史、内部组织机构、主要负责人及担任的职务、分支机构等。调查中，应弄清厂商企业的中英文名称、详细地址，防止出现差错。
（2）政治情况，主要指企业负责人的政治背景，与政界的关系以及对我国的政治态度等。
（3）资信情况，它包括企业的资金和信用两个方面。资金是指企业的注册资本、财产以及资产负债情况等；信用是指企业的经营作风、履约信誉等。这是客户资信调查的主要内容，特别是对中间商更应重视。例如，有的客户愿和我们洽谈上亿美元的投资项目，但经调查其注册资本只有几十万美元。对这样的客户，我们就该打一个问号。
（4）经营范围，主要是指企业生产或经营的商品、经营的性质，是代理商、生产商还是零售批发商等；
（5）经营能力，每年的营业额、销售渠道、经营方式以及在当地和国际市场上的贸易关系等。此外，对客户资信进行调查后，应建立档案卡备查，分类建立客户档案。总之，要善于利用不同类型客户的长处，为我服务。
客户资信调查的途径有：
（1）通过银行调查。这是一种常见的方法，按国际习惯，调查客户的情况属于银行的业务范围；在我国，一般委托中国银行办理。向银行查询客户资信，一般不收费或少量收费。
（2）通过国外的工商团体调查。如商会、同业公会、贸易协会等，一般都接受委托国外厂商调查所在地企业情况，但通过这种渠道得到的资信，要经过认真分析，不能轻信。
（3） 通过我驻外机构和在实际业务活动中对客户进行考察所得的材料，一般比较具体可靠，对业务的开展有较大的参考价值。此外，外国出版的企业名录、厂商年鉴以及其他有关资料，对了解客户的经营范围和活动情况也有一定的参考价值。
2 Your name has been given to us as a credit reference by……告知我公司，贵行是其资信证明人。
3 We should be highly obliged if you could let us have your opinion on their reputation and their financial standing
若贵行能提供对该公司信誉及资金状况的意见,将不胜感激。
4 Any information given to us will be surely treated in strict confidence We thank you in advance for your courtesy
我公司保证对贵行提供的任何资料严格保密。在此对贵行的帮助预致谢意。
23 Useful Expressions
有用的短语和句子
1 Through the courtesy of we learn that you are one of the leading importers of in your country and wish to enter into business relations with us
由于……的好意，我方获悉贵方是贵国……最大的进口商之一，欲与贵方建立贸易关系。
2 We owe your name and address to the Chamber of Commerce in your country, through whom we learned that you are in the market for silk product
承蒙贵国商会的介绍，我们得知贵公司想要购买丝绸制品。
3 We got the information from our sales manager that you have the desire to cooperate with our firm in marketing our silk products
从我方销售经理处得知，贵方愿与我公司合作，销售我们的丝绸制品。
4 We are willing to enter into business relations with you on the basis of equality, mutual benefit and exchanging needed goods
我方愿与贵方在平等互利、互通有无的基础上建立业务关系。
5 We are glad to send you this letter, hoping that it will be the prelude to our friendly business cooperation in the coming years
我们欣然寄发这封信，希望这会成为未来几年里我们友好商务合作的前奏。
6 We are one of the largest importers in our country and have handled various kinds of the products for aboutyears
我方是我们国内……最大的进口商之一，已经营各类产品达……年。
7 Our corporation is a group enterprise integrating scientific research, business, production and service As a joint venture, our corporation has won a prominent position in the field of agricultural products in China
我公司是一家集科学研究、商贸、生产和服务于一体的企业集团。作为一家合资企业，公司已经在中国农产品领域赢得显著地位。
8 We invite you to send us details and prices, possibly also samples, of such goods as you would be interested in selling, and we shall gladly study the sales possibilities in our market
我们邀请贵方将贵方感兴趣销售的商品详细资料和价格发送给我们，如果可以，将样品也发送给我们，我们很乐于研究其在我方市场上销售的可能性。
9 We look forward to receiving your order and meanwhile enclose a copy of our catalogue as we feel you may be interested in some of our other products
我们盼望收到贵方订单，同时随函附上一份目录，因为我们认为贵方会对我们的其他产品感兴趣。
10 In recent years the company has experienced a serious difficulty in finance and delayed in executing their normal payment We would suggest you to pay more attention to the business with them However, this is just our personal opinion and we wish you to make further information
最近几年该公司在财务上经历严重危机而延误正常的付款，谨建议贵公司与其谨慎交易，此乃我们个人意见，希望贵公司作进一步调查。
11 We take the liberty of writing to you with a view to building up business relations with your firm
我们冒昧通信，以期与贵公司建立业务关系。
12 We have the pleasure of introducing ourselves to you with the hope that we may have an opportunity of cooperating with you in your business extension
我们有幸自荐，盼望能有机会与你们合作，扩大业务。
13 We are looking forward to your early reply
期盼贵方早日回复。
14 Your early reply will be highly appreciated
如能早日回复，我方将不胜感激。
15 Awaiting your favorable reply
期盼佳音。
16 The above information is given confidentially and without responsibility on our part
对以上情况请保守秘密，我方对此不负责任。
17 We take the liberty of writing to you with a view to building up business relations with your firm
我们冒昧通信，以期与贵公司建立业务关系。
18 We have the pleasure of introducing ourselves to you with the hope that we may have an opportunity of cooperating with you in your business extension
我们有幸自荐，盼望能有机会与你们合作，扩大业务。
19 The purpose of this letter is to explore the possibilities of developing trade with you
本信目的是探索与你们发展贸易的可能性。
Exercises
练习
Ⅰ Comprehension Questions：
1 Why should we need to establish business relations with other companies at present?
2 Through what kinds of channels can a company secure the necessary information about prospective trade partner?
3 What knowledge of other respects you also need to research before establishing business relations?
4 Tell basic information and principles of basic writing letters on establishing business relation
5 Do you, as a business person, enjoy receiving unsolicited letters?
Ⅱ Translating the Following Terms and Expressions：
1 be in line with2 get in touch with
3 business partner 4 open an account
5 inquire for 6商务参赞处
7 财务状况 8 想要购买
9 在某人方便的时候 10 售后服务
Ⅲ Fill in the Blanks：
We desire tothe business weMiddle East countries, and would be grateful if you could provide usa list of reliable businessin your area who might be interested inChinese electronic products
We are a wellestablished exporter of all kinds of Chinese goods, especially electronic and hifi products(seecatalogs)seen in this line for more than 30 years, we are confident we can give our customers complete satisfaction
our credit and financial,we refer youthe Bank of China and the Chamber of Commerce in Guangzhou
Ⅳ Translating the Following Sentences：
1 We want to know if order 2,000 dozen, what discount can be given
2 Your letter of Feb23 has been received and passed on to Shanghai branch They will reply directly as the commodities you enquired are handled by them
3 We have done metal products many years, hoping we have a chance to cooperate with your company
4 We are convinced that with joint efforts business between us will be developed to our mutual benefit
5 As requested, we airmailing to you, under separate cover, a sample each of Art Nos1 025 and 1 026 for your reference
6 It will be greatly appreciated if you will give us your cooperation
7 所附小册子会向贵方提供我们真空吸尘器的详细情况。
8 本地的中国银行海外部推荐了贵公司，说贵方有意与一家中国公司建立贸易关系，以推销贵方的轻工业产品。
9 按贵方要求，今特寄去我们的新产品样品，但愿样品能及时到达贵处。
10 请告贵方能按什么价格、什么条款、多少数量供应下列商品。
Ⅴ Translating the Following Letter into English：
本公司是中国最大的电气设备出口公司之一。随函附上一份有关我公司目前可供货物所有详情的目录，希望贵方能对其中的一些产品感兴趣。
若承蒙收到贵公司对其中产品的询价，我公司将不胜感激，并报我公司最低价。
若贵公司不进口上述商品，恳请贵方将此信转交给经营此类商品的进口公司。
我公司希望收到贵方及时有利的答复。
第3章询盘与回复
第3章
Chapter 3
询盘与回复
Inquiries and Replies
Learning Objectives
学习目标
To enable the students to know the definition of inquires, the basic content and kinds of the inquiry; to be familiar with the differences of general and specific inquiry, the basic content of reply, the important principles of inquiry and reply; to master basic sentences and expressions of inquiry and reply
使学生了解询盘的定义、询盘的基本内容和种类;熟悉一般询盘与具体询盘的区别、回复的基本内容，以及询盘和回复要注意的事项; 掌握此类信件的基本句型及表达方式。
31 Background Information
背景知识
Generally, if an importer wants to do some importing transactions, he can send the exporter an inquiry to get information of needed imports So, inquiry is the basis of transaction and a very important step connecting buyers and sellers in international business Through comparing inquiries, the importer can choose the most favorable exporter
The definition of inquiry is that one party in transaction asks the other conditions of this transaction, when he or she prepares to buy or sell products Inquiry can be made through letter, fax, telephone, or facetoface communication However, inquiry is not a necessary procedure of every deal If both parties acquaint with each other, they do not need to inquiry about conditions and possibility of business In this case, they can directly make an offer instead of an inquiry
In a regular inquiry letter, importer usually writes all needed information concisely and correctly, including catalogue, pricelist, sample and so on According to different contents, inquiry is always divided into two kinds：general inquiry and specific inquiry The former usually inquiries general information of product such as pricelist, catalogue, sample and terms of payment, while the later generally expresses clearly his ideas about specific information of a specific product such as price, quantity, way of shipping, and packing “The first inquiry” is sent to a supplier whom you never contact with In this case, in the beginning of your inquiry letter, you need to tell where and how you get his name and your detailed introduction such as the major products needed, quantity, and way of trade Tell any information as much as you can in order to let the supplier know what part he or she can help you In order to let the reader get the main point of your letter, you can write the name of product in the subject line, when inquiring
Nowadays, many companies use printed inquiry instead of letter They just need to fill some needed information in the form Also, some companies provide online inquiry system which makes inquiry easier and faster
Letter of inquiry generally includes three parts：
（1）In the first part, show the interests, purposes of writing, and briefly introduce yourself;
（2）In the second part, directly tell the detailed information of inquiry, and/or explain purpose and requests;
（3）Finally, thank for the receivers future reply, hope he or she can reply earlier
Simultaneously, you also need to comply with the following principles：
（1）Before sending inquiry, you need to consider to which you will send inquiries, and how many inquiries you will send in the same regions After that, you choose carefully several companies instead of all of them, which can avoid suppliers raising the price owning to the thought of you are eager to get products;
（2）Express detailed requests but not promise to buy;
（3）Emphasize the importance of the information you need, in order to get more information;
（4）Ask them reply definitely;
一般情况下，如有意做进口贸易，进口商可以给出口商发一个询盘，得到相关要进口商品的信息。 因此，询盘是交易的基础，是在国际贸易中把购买者和销售者联系起来非常重要的一步。通过比较询盘，进口商选择最合适的出口商。
询盘也叫询价，是指交易的一方准备购买或出售某种商品，向对方询问买卖该商品的有关交易条件。询盘可以通过信件、传真、电话甚至是面对面交谈。但是，询盘不是每笔交易必经的程序，如交易双方彼此都了解情况，不需要向对方探询成交条件或交易的可能性，则不必使用询盘，可直接向对方发盘。
在常规的询盘信中，进口商一般清楚准确地告知他所需要的一般信息，包括目录、价目单和样品等。 按照内容的不同，询盘一般分为两种类型：一般询盘和具体询盘。 前者一般询问关于产品的大概信息，如价目表、目录、样品和支付方式。 后者如果情况允许，一般表达出他对具体产品确切想法，如关于价格、数量、运输方式和包装的具体信息。第一次询盘，是指将询盘信发给一个从来没有打过交道的供应商,因此开头要告知是如何获得他的名字的，介绍自己以及需要的商品、数量和贸易方式。告知任何可以告知的信息，从而使供应商知道他在哪方面可以帮助你。在询盘时，为了使读者能立即得知信件的主题，可以在主题行写上产品名字。
现在，很多公司都使用打印的询盘代替信件，他们只需要在表上填上要填的一些信息。还有一些公司提供在线询盘系统使得询盘速度更为方便快捷。
询盘信一般包括三大部分：
（1）第一部分说明询盘人的兴趣，写信目的，并简单介绍自己的情况；
（2）第二部分明确提出询盘的详细信息，和/或对目的、请求做出解释；
（3）最后对对方的回复表示感谢，盼其早日答复。
同时,询盘要遵守以下几个基本原则：
（1）要事先考虑向哪些国家或地区发出询盘，以及在同一地区要发出几份询盘。确定国家和地区后，要再次仔细选择其中几家发出询盘，而不是同时向所有的供应商都发出，这样避免使得供应商们认为你很急迫地需要产品，从而提高价格；
（2）阐述具体要求但不承诺购买；
（3）强调你所需要的信息的重要性，以获得更多信息；
（4）请对方明确回复；
（5）Trade is made between two companies, not a private business So, the letter needs to be sent to the company instead of a specific person;
（6）Language needs to be polite
Inquiry means possible business, so reply need to be fast and polite and cover all needed information If they request sample, you should send to them as soon as possible Of course, you can ask them to share the post fee of sending sample, in some cases, sample fee is also a very heavy burden If products needed are not available, or conditions cannot be satisfied, you should not refuse them so directly that offend them and hinder future cooperation At this moment, you also need to thank them to be interested in your products and provide information of other products In reply letter, you must make sure you have answered all information If questions are too many, you can use number to sort If inquiry is the first inquiry, you may clearly tell them advantages of your products
Letter of reply usually includes three parts：
（1）In the beginning, you should make your appreciation about their inquiries, and tell which date you receive the letter, and summarize the content of their letters;
（2）In the second part, answer all questions of inquiry in detail;
（3）Finally, hope your information to be useful and get reply as soon as possible
Simultaneously, the letter of reply generally bases on the following principles：
（1）If you can only satisfy with some requests, you need to tell what parts you can satisfy with, then explain what you cannot do;
（2）If you cannot satisfy with all of requests completely, you should appreciate their inquiry, then give your apologies;
（3）Language must be sincere and polite
（5）买卖是公司与公司间的交易，而不是私人间交易，因此询盘应寄给公司，而不应该寄给个人；
(6)去信询问要客气礼貌。
询盘意味着可能的贸易往来，所以回复应该迅速、礼貌，以及答复信息要全面。 如果对方索要样品，应尽可能以最快的速度发给对方。当然也可以要求对方共同承担样品的运费，因为有些时候，这也是个巨大的负担。如遇到询问目前不再供应的产品，或是不能满足对方的一些条件，不要直接拒绝，以免得罪对方，而阻碍日后的合作，要同样感谢对方对我们产品感兴趣，可以提供一些其他产品信息。回信时，要确定回答了所有信息，如问题较多，可以用序号。如果询盘是第一次，可以明确告诉对方产品的优势。
回复一般包括三个部分：
(1)第一部分要感谢对方的询盘，并告知自己收到询盘信的日期，并概括询盘信内容；
(2)第二部分详细回答询盘问题；
(3)最后，希望你的信息能对对方有用，并盼尽快回复。
同时，回复一般要遵守以下几个原则：
（1）如果只能满足对方部分要求，要告诉你能满足哪些部分，然后解释你不能做的原因；
（2）如完全不能满足，要首先表示感谢对方询价，然后致歉你无法做到；
（3）措辞要真诚，礼貌。
32 Sample Letters
信例
Letter 1General Enquiry
M&N COMPANY
1234 Lowe
Boston, USA
Tel：0011232345566
August 12, 2010
CC, Ltd
1123 Cambridge
London, British
Dear Sirs,
We have seen you products at the British Summer Trade Fair in June this year and are particularly interested in your products It would be appreciated if you send us the details of your various ranges, including sizes, colors, prices, and also samples of different qualities of material used
We are a leading dealer in home products and believe there is a promising market in our area for moderately priced goods
Please give us detailed information on CIF Boston prices, discounts, and terms of payment
We hope this will be a good start for a long and profitable business relation
We look forward to hearing from you soon
Yours faithfully,
M&N Company
Manager
Notes
1 British Summer Trade Fair 英国夏季交易会
2 It would be appreciated if you send us your catalogue soon
如贵方尽快寄来商品目录，我方将不胜感激。
It would be appreciated对……不胜感激
3 various range 各类产品
range的含义有：
(1)行，列，系列；种，类
a full range of samples 一整套样品
a full range of shipping documents 一整套装运单据
(2)范围，区域；界限，差距
There is only a narrow range of prices价格仅有很小的距离。
(3)从……到……涉及
Our scope of business ranges over an extensive line of electrical products
我们的经营范围包括多种电器产品。
4 price 价格
actual price 实际价格advantage price 上涨了的价格
base price 基价，底价bid price 买方出价，标价
bottom price 底盘，最低价closing price 收盘价格
competitive price 竞争价格cost price 成本价格，生产价格
current price 市价，时价external price 国外价格，对外价格
fair price 合理价格favorable price 优惠价格
fixed price 固定价格floor price最低价格
forward price 期货价格fresh price 最新价格
5 dealer 商人，商号（多用复数）
a leading dealer 主要的经销商
licensed dealer 有照商人
securities dealer 证券商
dealership 经销权，代理权
6 a promising market 销路良好的市场
与market有关的短语有：
at the market照市价，照当前最好的行情
bring to market, put on the market, come into the market 在市场上出售，投放市场
lose ones market 失去做买卖的机会
at the market price按市价
price out of the market （商品）定价过高而无人购买
auction market 拍卖市场bond market 债券市场
corner the market 囤积居奇exchange market 外汇市场
financial market 金融市场futures market 期货市场
niche market 利基市场service market 劳务市场
7 CIF 价格术语，“Cost, Insurance, and Freight”（成本、保险加运费）的缩写， 通常称为“到岸价”。
8 discount
(1) 折扣；贴现；减价
The rate of discount in New York is now 8%现在纽约的贴现率是8%。
(2) 贴现，打折扣，不完全置信
If you can discount your price by 15%, we are ready to take 400 bales
如果贵方价格能予以85折处理，我方乐于接受400包。
9 terms of payment 支付条件，也可以说 payment terms
10 profitable 有益的，有利的，可获利的
profitable fields of investment 有力的投资场所；net profits 净利润，纯利润；total profits 总利润；profit ratio 利润率；gross profits 总利润；毛利
Letter 2Reply to General Inquiry
CC, Ltd
1123 Cambridge
London, British
Tel：12312344344
August 16, 2010
M&N Company
1234 Lowe
Boston, USA
Dear Sirs，
We are very pleased to receive your inquiry of August 12, 2010 and enclose our illustrated catalogue and price list giving the details you ask for Also under separate cover, we are sending you some samples and feel confident that when you examined them you will agree the goods are both excellent in quality and craftsmanship If you are in need of any other information not contained therein, please feel free to let us know, we shall satisfy you to the best of our ability
We allow a proper discount according to the quantity ordered Your payment term by Letter of Credit at sight is acceptable to us
Thank you again for your interest in our products We are looking forward to receiving your orders soon
Yours faithfully,
CC, Ltd
Manager
Notes
1 We are very pleased to receive your inquiry of August 12, 2010 and enclose our illustrated catalogue and price list giving the details you ask for
我们感谢贵公司2010年8月12日的询盘，现随函寄上我方附插图的产品目录和价目表。
2 under separate cover= by separate post= by separate mail 另封；另邮寄
We are mailing you, under separate cover, photographs of the offered goods我们另寄你所订货的照片。
3 sample
(1)样品
The sample is for reference only
样品仅供参考。
full range of sample 全套样品
free sample 免费样品
outturn sample 到货样
random sample 随意取样
(2) 取样以做检验
We sampled some goods to test their quality
我们取一些产品做检验以测试其质量。
4 examine 检验，审查
辨析：examine和 check
examine 表示严密调查，以确定某一事实、某事的真正性质、特征、状况或测定某事的质量、效力、真实性或功能等。
check 认真仔细检查以便看到一切都正确。
5 be excellent in在……方面优异
6 craftsmanship（工匠的）技术，技艺
7 If you are in need of any other information not contained therein, please feel free to let us know, we shall satisfy you to the best of our ability
如果你需要的信息没有包含在内，请告知我们，我们会尽力满足贵方需求。
8 letter of credit信用证
在商业书信中常用大写，单数为（a） Letter of Credit, 复数为 Letters of Credit,且常用大写缩写形式， 即L/C 和 Ls/C。当用credit 表示信用证时，复数为 credits。信用证有即期和远期之分，即期信用证可以表示为： a letter of credit available by draft at sight= a letter of credit payable against draft sight= a letter of credit available by= a letter of credit at sight= sight letter of credit。远期（或迟期）信用证是time L/C或 term L/C，常见的有见票后30（60，90）天议付的信用证，如 time L/C at 30 days after sight。
其他一些词组：
confirmed L/C 保兑信用证
revolving L/C 循环信用证
documentary L/C 跟单信用证
reciprocal L/C 对开信用证
irrevocable L/C 不可撤销信用证
transferable and divisible L/C 可转让与可分割信用证
Letter 3Specific Enquiry
M&N COMPANY
1234 Lowe
Boston, USA
Tel：0011232345566
12th August, 2010
CC, Ltd
1123 Cambridge
London, British
Dear Sirs,
Re：“Australian Royal” wool blanket
We are now considering buying large quantities of your “Australian Royal” wool blanket There is
always a ready market here for “Australian Royal” wool blanket, provided it is of good quality and competitive price We should be thankful if you would send us its full details concerning the price, discount, term of payment, delivery date, packing and so on It would also be appreciated if you could forward your samples
When quoting, please let us have your prices on both FOBC 3% Keelung and CIFC 3% HongKong If your terms are favorable, we shall probably order about 10,000 dozens and open L/C in your favor in time
We look forward to hearing from you by return
Yours faithfully,
M&N Company
Manager
Notes
1 provided it is of good quality
provide的过去分词形式provided和Ving形式providing均可作连词，用来引导条件从句，意为“如果……的话；只要……”。可直接接从句，也可加上that，二者可互换，但在正式文体中多用provided。
provide against 为……做好准备；预防……
provide for 提供生活费，养活。
2 concerning 关系到
concern oneself with/in/about sth 忙于某事；关心某事；so/as far as be concerned就……来说/而论；be concerned with / in 与……有关；Wherebe concerned 在牵扯到……的时候 / 情况下
3 We should be thankful if you would send us its full details concerning the price, discount, term of payment, delivery date, and packing and so on
如果你寄给我们关于价格、折扣、支付方式、装运期和包装等详细信息，我方将不胜感激。
4 if you could forward your samples如果你能够寄送你的样品……
forward 常见词组：
amount brought forward 上期结转amount carried forward 结转金额
balance forward 余额移后balance brought forward上期结转
balance carried forward余额结转下期carriage forward运费交货时照付
charges forward运费等由收货人在货到后自付dating forward预填日期
demand carried forward 结转需求dollar forward美元期货
duty forward预付关税freight forward运费由提货人照付，运费到付
spot and forward 即期外汇与远期外汇store and forward储存和转送
5 FOBC3% Keelung 在基隆船上交货价包含3%佣金
CIFC3% HongKong 到香港货价、保险价、运费包含3%佣金
Letter 4Reply to Specific Inquiry
CC, Ltd
1123 Cambridge
London, British
Tel：12312344344
16th August, 2010
M&N Company
1234 Lowe
Boston, USA
Dear Sirs，
Re：“Australian Royal” wool blanket
We warmly welcome your inquiry of 16th August and thank you for your interest in our “Australian Royal” wool blanket
We have pleasure in sending you a copy of the catalogue and samples of the full range of colors and the prices They will reach you after 5 working days You will see detail information about “Australian Royal” wool blanket on page 5 of the catalogue Besides, “Australian Royal” wool blanket is packed in plastic bags, with 1 piece in each bag, 5 bags in a paper box, 10 boxes in a carton reinforced by hook iron We give 12% discount on orders of＄40,000 or more, and payment must be made by confirmed, irrevocable Letter of Credit payable by draft at sight Our time of delivery is within 30 days after receipt of your L/C
All orders entrusted to us are given our careful and prompt attention We sincerely desire to have the pleasure of receiving an order from you
Yours faithfully,
CC, Ltd
Manager
Notes
1 working day =workday=weekday 工作日
2 “Australian Royal” wool blanket is packed in plastic bags, with 1 piece in each bag, 5 bags in a paper box, 10 boxes in a carton reinforced by hook iron
每一片“澳大利亚皇家”羊毛毯样片被独立装在一个塑料袋内，5个袋子装在一个纸盒里，10个盒子放在一个纸箱内，外用铁钩固定。
3 We give 12% discount on orders of＄40,000 or more, and payment must be made by confirmed, irrevocable Letter of Credit payable by draft at sight
对于4万美元或超过4万美元的订单，我们给予12%的优惠。至于付款条件，我方通常要求是保兑的、不可撤销的即期信用证。
4 All orders entrusted to us are given our careful and prompt attention
我公司一向慎重并及时办理所接到的订单。
5 We sincerely desire to have the pleasure of receiving an order from you 我们真诚地希望能得到你的订单。
33 Useful Expressions
有用的短语和句子
1 We read with interest your advertisement in China Daily and should be glad to receive particulars of your tender for port construction
我们对你方在《中国日报》上刊登的广告很感兴趣，现请你方寄送港口建设投标的详细情况。
2 We are interested in the mechanical toys demonstrated at the recent Guangzhou Trade Fair and should be glad to have details of your export terms
我们对你们最近在广州交易会上展列的机械玩具感兴趣，请详细告知出口条件。
3 We have seen your advertisement in the “Foreign Trade” and should be glad if you would send us by return patterns and prices of good quality cottons available from stock
我们已经看到了贵方在“对外贸易”上的广告，如果贵方能够给我们发送优等棉花的现货来样和价格，我们将很高兴。
4 We were pleased to know from your letter of 24th June of your interest in our products and enclose the catalogue and price list giving the details you asked for Also enclosed you will find details of our conditions of sale and terms of payment
我们很高兴地从贵方6月24日的来信中获悉，贵方对我们的产品感兴趣，附函的目录和价格单给出了贵方要求的详细资料，同时附有我方的销售条件和支付条件。
5 We are making you the following offer, subject to your reply reaching here within five days
我们给出以下报价，以贵方5天内回复为准。
6 We shall be pleased if you will furnish us with your lowest quotation for the following goods
如果你们为我们提供下列产品的最低报价，我们将会很高兴。
7 If you think this offer is acceptable to you, please fax us immediately for our confirmation
如果贵方认为此报价可以接受，请立即向我们发出传真以便确认。
8 Under separate cover, we are sending you one sample pad for the synthetic fabric dress materials we are exporting at present We hope some of the designs and colors will prove to your liking
另封寄上我方目前出口的合成纤维衣料，希望某些花样及颜色能使贵方喜欢。
9 We have been importers offor many years At present, we are interested in extending our range and would appreciate your catalogues and quotations
多年来，我公司经营……进口生意。现欲扩展业务范围，盼能惠寄商品目录和报价单。
10 We specialize in supplying small stores in rural areas Over 3,000 of these stores virtually depend on us, and this assured sales outlet enables us to dispose of fairly large quantities
我们专向乡镇小商店供货。3 000家以上此种商店靠我们供货，这些有保证的销路足够我们大量推销。
11 Your samples should give us an idea of the colors and quality of the products
贵公司寄来的样品，使我们对贵公司产品的色彩与品质有一定了解。
12 We cannot take anything off the price
此价不能再减。
13 One of our clients has sent us a quotation for 2，000 units of refrigerator to be sold in the countries in Southeast Asia Please quote us your best terms CIF Manila and let us know what quantities you are able to deliver at regular intervals
我方一客户发来询盘，要求2 000台销往东南亚国家的电冰箱报价，请贵方报CIF 马尼拉最优惠交易条件，并请告知贵方能定期提供的数量。
14 We have the pleasure of sending you a direction of how to operate our new dishwashing machine
现寄上关于如何使用我们新式洗碗机的说明书一份。
15 If the prices quoted are competitive/workable, and the quality up to standard, we will place orders on a regular basis
如果贵方报价有竞争力/可行性，产品质量达标，我方将长期订购。
16 We trust you will give this enquiry your immediate attention and let us have your reply at an early date
我方相信贵方会对此询盘予以重视并及早回复。
17 We have been informed by the Bank of Canada, Vancouver that you are one of the leading exporters of textiles in Shanghai
加拿大银行温哥华分行告知我们，贵公司是上海的主要纺织品出口商之一。
18 We are on the lookout for the following items and should be grateful if you would send samples of the same
我们欲求购下列产品，如贵公司能寄来其样品，我们将非常感激。
19 In reply to your enquiry dated November 25, we are sending you here with our quotation, along with various samples of leather gloves closely resembling to what you want
应贵公司11月25日来函询问，现寄上我方的报价和几副式样不同的与贵方要求相近的皮手套样品。
20 You will find that we have given you the most favored quotation for the same products
你将会发现，我们给贵公司的报价是相同产品中最低的。
Exercises
练习
Ⅰ Comprehension Questions：
1 In international trade, what is an inquiry？
2 What are the differences between general inquiry and specific inquiry?
3 What are the principles of writing an inquiry and a reply?
4 Suppose the goods inquired about are out of stock What are the possible replies? Please list them out
5 In the first inquiry, what items do you need to consider?
Ⅱ Translating the Following Terms and Expressions：
1 quantity discount2spoil ones credit
3 enjoy credit4current price
5 original price6特殊折扣
7 单独邮寄8质量一般的产品
9 出货书10畅销市场
Ⅲ Fill in the Blanks：
1 One of the customers is also interestedthermos bottle
2 Please quote us you lowest pricesthe following items
3 If your prices are favorable, we are prepared to order the beans large quantity
4 We have an inquiry Groundnut Kernels and shall be pleased if you quote us your lowest priceCIF basis, stating the quantity available
5 Please send us parcel post samples representing your current stocks
6 Please let us know if you can supply us with 200 cases of Luncheon Meat forshipment
7 We are interested in thegoods, and shall be obliged if you will send us quotations on CIF Liverpool basis, including 2% commission for us
8 If the following items are available in yourstock, please quote your lowest price with full details of specifications and origin
9 We hope tothe business to our mutual benefit
10 Weyou of our readiness to serve you in this end all future business
Ⅳ Translating the Following Sentences：
1 Fragile goods should be handled carefully
2 We learned from ABC Co that you are in a position to supply fruit and dried fruit
3 As soon as we receive your specific inquiries we will make you best offer on CIF Lagos basis
4 As for terms of payment, we need irrevocable L/C payable by draft at sight
5 We enclose quotation sheet against your Inquiry No16 and look forward to your confirmation
6由于自去年以来对我们茶叶的需求量不断增加，所以我们无法按贵方的要求报价。
7该报价为最惠价，恕不还价。
8我们同意贵方的建议。
9我们的一位商业合伙人建议我们向贵公司求助。
10 正如你们所知，我们是经营此类商品已有多年的国有公司。
Ⅴ Translating the Following Paragraphs into English：
我们想大量购买各种型号的铁钉，请报每公吨尼日利亚拉哥斯到岸价。 同时，如能收到贵方寄来的样品和（或）小册子则不胜感激。我们过去常从他处购买此货，但是，现在我们宁愿向贵公司购买，因为我们得悉贵公司能以更吸引人的价格大批量供货。另外，我们十分相信中国产品的质量。
Appendix 3A Terms of Price in International Trade
国际贸易价格术语
根据2000年国际贸易术语解释通则，所有的术语基本分为四种不同的类型。第一组“E组”（EXWORKS），指卖方仅在自己的地点为买主备妥货物； 第二组“F组”（FCA、FAS 和FOB），指卖方将货物交至买方指定的承运人；第三组“C组”（CFR、CIF、CPI和CIP） 指卖方须订立运输合同， 但对货物灭失或损坏的风险以及装船和启运后发生意外所发生的额外费用，卖方不承担责任； 第四组“D组”（DAF、DES、DEQ、DDU和DDP），指卖方须承担把货物交至目的地国所需的全部费用和风险。见下表：
111 Correctness
正确
Correctness not only refers to the correct grammar rules, contents, and forms, but also accuracy in style, language and typing To choose the right words that can most closely convey the meaning of your thoughts is one of the ways to improve the readability of your business writing At the same time, the right tone is also significant Usually, mistakes with tone can be avoided by using the following techniques：
(1) Place more emphasis on the reader than yourself;
(2) Avoid extreme cases of humility, flattery, and modesty;
(3) Avoid condescension;
(4) Avoid lecturing
112 Conciseness
简洁
Conciseness is often considered to be the most important writing principle and language feature It enables to save both parties time Conciseness also means you should clearly express what you would do in a short and pithy style of writing as possible as you can To achieve this, the following guidelines must be observed：
商务交流是有关各方建立合作关系、商讨贸易条款、完成交易的过程。每家公司，不管是大还是小，每天都要与其他公司打交道。尽管现在大量使用信息技术，但是商务信函仍然是交流的主要渠道和媒介。即使商务信函的传播方式发生了变化，但人与人之间传递信息的基本行为仍然是相同的。因此，了解商务信函写作的重要性非常必要。
在商业世界，文字与数字一样重要，我们用文字去销售，实现美好愿望，赢得新客户，维持老客户。文字也能获得信誉，得到货款，展示新的思想和产品，进行营销活动。因此，成功的信函是交易成功的关键。
根据写信的目的，商务信函可大体分成三种类型：实施某种行为；建立美好愿望；提供某些信息。成功地写好一封商务信函，一定要牢记你是在与读者交流。最有效的信函是信息从一个真实的人向另一个真实的人传递。这些信息应当易于阅读和理解，友好而礼貌。
商务信函的写作有一些基本要求，尤其是信的主体部分，要遵循“7C”原则：正确、简洁、清晰、具体、完整、礼貌和体谅，这“7C”原则反映了商务信函的不同层面，包括语言、内容、态度以及信函形式。
正确不仅是指符合语法规则、内容和形式正确，而且还指风格、语言和文字的正确。选择最能确切表达你想法的词是增强商业信函阅读性的方法之一，同时，正确的语气也很重要。一般来讲，可以通过运用下列技巧避免使用错误的语气。
（1）把重点放在读者身上，而不是你身上；
（2）避免过度谦卑、奉承和谦虚；
（3）避免傲慢；
（4）避免说教。
简洁常被视为商务信函写作的重要原则和语言特色。它可以节省双方的时间，简洁也意味着你应该以一种短小精悍的写作方式表达你的想法，要做到这点，应遵循下列原则：
(1)Make a long story short and try to avoid wordiness;
(2)Avoid the outofdate commercial jargons and try to use modern English;
(3)Avoid unnecessary repeat;
(4)Build effective sentences and paragraphs
Compare the following sentences：
（1）长话短说，不要啰唆；
（2）不要使用过时的语言，要运用现代英语；
（3）避免不必要的重复；
（4）使用有效的句子和段落。
比较下列句子：
Wordy冗长Concise简洁
We would like to know whether you would allow us to extend the time of shipment for twenty days and if you would be so kind as to allow us to do so, kindly give us your reply by fax without delay我们想知道你是否允许我方延长装运期20天，如果允许，请立刻传真告知我方。
Please reply by fax immediately if you will allow us to delay the shipment until April 21
请传真告知你是否允许装运期推迟到4月21日。
They attend the Guangzhou Trade Fair for the purpose of finding a business partner他们参加广交会的目的是寻找商业伙伴。
They attend the Guangzhou Trade Fair to find a partner
他们参加广交会寻找合作伙伴。
Outofdate Commercial Jargons过时的语言Modern English现代英语
due to the fact that 由于……的事实as, because or since 因为
terminate 结束end结束
attached hereto 随函附Enclosed is/are随函附
acknowledge receipt of确认收到Thank you forI received感谢……今收到……
Inst本月this month本月
up to this writing在写这封信的时候so far到目前为止
113 Clarity/Clearness
清晰/清楚
A point that is ambiguous in a letter will cause trouble to both sides In this way, clarity is often considered to be one of the main writing principles and language features To achieve clearness and clarity, you must first have a clear idea of what you wish to convey in the letter, such as the purpose, the attitude, and the matter concerned Following rules should be followed：
(1)Avoid to use the words which have different or unclear meaning;
(2)Pay attention to the position of modifier;
(3) Pay attention to the rationality in logic
Compare the following sentences：
信函表达含糊会给双方都带来麻烦，因而，表达清晰常常被看做信函写作的主要原则和语言特色之一。要做到这点，在写作信函的时候脑子里就要有一个清晰的想法，比如写作的目的、态度、所涉及的问题等。要遵循下列原则：
（1）避免使用有歧义的文字；
（2）注意修饰语的位置；
（3）注意语言的逻辑性。
比较下列句子：
Ambiguous模棱两可Clarity清晰
We sent you 5 samples yesterday of the goods which you requested in your letter of May 25 by air我方根据你方5月25日来函要求，昨日航邮5份样品给你。We sent you, by air, 5 samples of the goods yesterday which you requested in your letter of May 25根据你方5月25日来函要求，我方于昨日航邮5份样品给你。
114 Concreteness
具体
Business writing should be vivid, specific and definite rather than vague, general and abstract, especially when the writer is requiring a response, solving problems, making an offer or acceptance, etc We need to use specific facts, figures and time to stress concreteness Try to heed the following tips：
（1）Complete with the 6Ws：Who? What? Why? How? Where? When?
（2）Concreteness in action：using specific language to make our information more concrete and convincing；
（3）Using concrete words
商务信函要生动、具体和明确，而不是含糊、一般和抽象，尤其是写作者需要得到某种回应、解决问题、做出发盘或接受报价时，更需使用具体的语言、数字和时间强调其具体性。记住下列要点：
（1）写信时要考虑6W原则，即：谁？什么？为什么？怎样？哪里？何时？
（2）写信时要具体：使用确切的语言，使得信息更具体，细节更完整；
（3）要使用具体词汇。
Vague含糊Concrete 具体
We have drawn on you as usual under your L/C与往常一样我方已开具了信用证项下的汇票。
We have drawn on you our sight draft No345 for the Invoice amount, US＄56000, under your L/C No234 of the China Bank
我方已就中国银行开立的234号信用证，向贵方开具了345号汇票，金额为56000美元。
We wish to confirm our fax dispatched yesterday希望确认昨天发给你的传真。
We wish to confirm our fax dispatched on September 12,2010希望确认2010年9月12日的传真。
115Completeness
完整
A business letter should include all necessary information It is essential to check the message carefully before it is sent out As you work hard for completeness, keep the following guidelines in mind：Why do you write the letter? What are the facts supporting the reasons? Have you answered the questions asked?
116 Courtesy
礼貌
Courtesy plays a considerable role in business letter writing as in all business activities It is not mere a politeness By courtesy we mean trading people with respect and friendly human concern In order to make a business letter courteous, try to avoid irritating, offensive, or belittling statements To answer letters promptly is also a matter of courtesy Following rules should be followed：
(1)Change the commanding tone into requesting tone;
(2)Use mitigation and avoid overemphasizing your own opinion or irritating your partner;
(3)Passive voice should be adopted accordingly;
(4)Try to avoid using the word with forcing tone or arousing unpleasantness;
(5)Use expressions about joy and willingness, thanks and regret, etc
Compare the following sentences：
完整意味着一封商务信函应该包含所有必要的信息，因而有必要在信函发出之前检查一遍。要做到这一点，应记住下列原则：为什么写信？支持你写信的依据是什么？你是否已经回答了对方提出的问题？
像所有的商业活动一样，礼貌在商务信函中起着非常重要的作用。礼貌不仅仅意味着彬彬有礼，还意味着与人交易时要尊敬和友好待人。要做到这点应避免使用进攻或轻视性的语言，另外及时回信也是礼貌的表现。应遵循下列原则：
（1）变命令式的语气为征求式语气；
（2）语气要缓和，避免过分强调你的想法或激怒对方；
（3）相应地使用被动语态；
（4）尽量避免使用带有强制性的语言，防止引起不愉快；
（5）使用表达高兴、意愿、感谢和遗憾之类的文字。
比较下列句子：
Poorer较差Better较好
Tell us more detailed information on your requirements告诉我们你们的具体要求。
Will you please tell us more detailed information on your requirements?请告诉我们你们的具体要求好吗？
You can make shipment a little later, that is, by June 10你们可以装运晚一点，即6月10日。
You might make shipment a little later, that is, by June 10 你们可以考虑装运晚一点，即6月10日。
We cant deliver the goods all at one time我们不可能同时交货。
Im afraid we cannot deliver the goods all at one time恐怕我们无法同时交货。
You did not enclose the price list in your letter你们没有在信中附价格单。The price list was not enclosed in your letter贵方信中没有附价格单。
We must refuse your offer我们拒绝贵方报价。
We regret that we are unable to accept your offer很遗憾我们不能接受贵方报价。
117 Consideration
体谅
Consideration means thoughtfulness So you should always put yourself in your readers place That is, to emphasizes Youattitude rather than Weattitude When writing a letter, keep the readers request, needs, desires, as well as his feelings in mind Plan the best way to present the message for the reader to receive In addition, we should try to discuss problems in a positive way rather than in a negative way
Make a comparison between the following：
体谅意味着要为他人着想，即，要把自己摆在对方的位置，强调以对方为主，而不是以自己为主。写信时要谨记对方的要求、需要、愿望和感受，用最好的方法向对方传递可以接受的信息。此外，还应以肯定而不是否定的方式来讨论问题。
比较下列各句：
Weattitude以我为主Youattitude以对方为主
We would like to take the opportunity to demonstrate our full range of products and services which we can offer our customers我们想借此机会向您展示我们可以给客户提供的全套产品和服务。
Please join us at the fair and you will have the chance to see how our products and services can benefit you and you company请与我们一起参加展会，您将有机会看看我方产品和服务是否对贵公司有益。
We allow 2% discount for cash payment我方对现金付款有2%的折扣。You earn 2%discount when you pay cash如果贵方付现金可以有2%的折扣。
Negative否定Positive肯定
Your order will be delayed for 2 weeks贵方订单将延误2周。
Your order will be shipped in 2 weeks贵方订单将于2周后装运。
We regret our inability to serve you at this time很遗憾我方不能在这时向你提供服务。
Perhaps next time we can send you what you require或许下次我们可以发送你需要的货物。
12 Structure of Business Letter
商务信函的结构
A typical business letter consists of the following parts：letter head, the date line, inside address, the attention line, salutation, subject line, body, complimentary close, signature, enclosure(Enc) and postscripts(PS) The following letter is designed to illustrate the position of each possible part mentioned above
121 The Letterhead
信头
The letterhead is the heading at the top of a letter It usually consists of the name, address, telephone number and fax number of a company who delivers the letter The letterhead can be typed out，but is usually printed on the companys stationary(such stationary is also called letterhead) in the upcenter or at the left margin of a letter In addition, the printed letterhead may also include other items such as the company logo, website, email address, etc典型的商务信函有下列几部分组成：信头、日期、封内地址、注意项、称呼语、事由、正文、结尾敬语、签名、附件、附言等。下面这封信列出了上述提到的各部分的具体位置。
信头位于信的最上端，通常由写信人的公司名称、地址、电话、传真等组成。信头可打印出来，但多数都事先印在了公司的信纸上方中间的位置或者在信的左边空白处。此外，印好的信头还可包括其他内容如公司标识、网址、电子信箱等。
122 The Date line
日期
The format of the date line differs from country to country The common ones are M/D/Y(typical American), D/M/Y(typical British)
eg 02/12/2010
This form in Britain could be taken as December 2, 2010, but in American and some other countries it would mean February 12, 2010 So the month written in letters is preferred because figures may create confusion
The date is typed a few lines below the last line of the letterhead Different from the place in a Chinese letter, the date in an English letter should be put above the inside name and address
123 The Reference and Inside Address
编号和封内地址
The reference may include a file name, departmental code or the initials of the signer followed by that of the typist of the letter Many letterheads provide space for references
eg Your ref：
Our ref：
The inside address is the recipients address, which should be identical to the delivery address on the envelope The inside address serves as the delivery address It is typed at the lefthand margin two lines below the date The information should be given in a way like this：
日期的形式因国家的不同而不同，通常的方式是：月/日/年（美国），日/月/年（英国）。
比如：02/12/2010
这个形式如果在英国表示2010年12月2日，但是在美国等国家则表示2010年2月12日。因此，最好用字母来写月份，以免引起混淆。
日期一般要写在信头下面几行的位置，不同于汉语写信日期的位置，英文写信日期应放在封内地址的上面。
编号包括文档名称、部门号、签署人的首字母以及打字人名字，许多信函会留下地方用于编号。
如：贵方编号：
我方编号：
封内地址指的是收信人的地址，这个要与信封的地址一致。封内地址就是寄信地址，位于日期栏下方左首几行的位置，具体内容是：
(1)Receivers name or his official title;
(2)Companys name;
(3)Number of the house and name of the street;
(4)District, name of the town or city;
(5)State or province, ZIP code;
(6)Name of country
Courtesy titles such as Mr, Ms, etc are commonly used to address one person Use Ms if you do not know whether a lady is married or not If there is any official position of that person, his or her official position should follow after the name
eg Mr John Smith, President
Messrs is also a common courtesy title, only used for companies or firms, the name of which includes a personal element, like in Messrs J Henry & Co It is not used when the name already carries a courtesy title, like Sir James Fred & Co
124 The Attention Line
注意项
If you want your letter attended by or directed to a specific person or department, add an attention line This will speed up the sorting process within a company
eg Attention：Sales Manager
125 The Salutation
称呼语
The salutation is the greeting to your recipient It is usually two lines below the inside name and address without any indentation, including a personal or professional title and the name of the recipient The salutation varies according to the writerrecipient relations and the formality level of the letter
The following table shows some common salutation：
（1）收信人的名称和职务；
（2）公司名称；
（3）街道、门牌号；
（4）地区、城市名；
（5）州或省，邮编；
（6）国家。
信寄给某个人时，要用表示礼貌的词如Mr或Ms。如果不了解女性的婚姻状况，则用Ms。若有职务，则其姓名后面要加上其职务。
如Mr John Smith,董事长
Messrs同样表示礼貌的称呼，但只用于称呼公司或者公司名是由人名命名的，如Messrs J Henry & Co。如果公司名已经有类似的礼貌用语如Sir James Fred & Co，则不需再用Messrs。
如果信是寄给某个具体的人或部门，则需加上“注意项”一栏，这样有助于提高信件处理的速度。
如：请交销售经理
称呼语是对收信人的称呼，通常位于封内地址下两行的位置，不用缩行，主要包括收信人的姓名和职务。根据与收信人的关系和信的正规程度与否，称呼也有所不同。
下表列出了常用的称呼语：
Salutation称呼语People to Address称呼对象
Dear MrXXXMen男性
Dear MrsXXXMarried women已婚女性
Dear MissXXXUnmarried women and girls未婚女性
Dear MsXXXWomen, marital status unknown女性，婚姻状况不明
Dear DrXXXPhysicians, PHD holders医生、博士
Dear ProfXXXProfessors and any holder of a professional rank教授、拥有职称的人
Dear Sir(s)/MadamNo specific reference, formal没有具体的对象、正式用语
GentlemenNo specific reference, formal没有具体的对象、正式用语
Ladies and Gentlemen No specific reference, formal没有具体的对象、正式用语
To whom it may concern You dont know yet who is the recipient不清楚给谁
(Dear) First name onlyClose friend , informal朋友，非正式
126 The Subject Line
事由
The subject line is placed one line below the salutation It helps both the sender and the recipient identify the subject matter It is used to call readers attention, therefore, you may underline it or make it in boldface letters Below are some samples of the subject line：
Subject：Order No：12345
Subject：S/C No345
Re：Invoice 567
Re：Your L/C No678
127 The Body of The Letter
正文
This is the most important part of any business letter It is typed two lines below the salutation or subject line No matter whether your letter is long or short, it usually consists of three paragraphs：the opening paragraph which is to give a subject introduction of the letter；the middle paragraph to discuss the details of the transaction; and the closing paragraph to end the letter in a way of summation, further request or suggestion And when writing the letter, you should attach great importance to the 7Cs principles：Clearness, Conciseness, Consideration, Courtesy, Correctness, Concreteness and Completeness It is advisable to keep the following tips in mind：
(1) Write simply, clearly, courteously, grammatically, and to the point;
(2) Paragraph correctly, confining each paragraph to one topic;
(3) See that your typing is accurate
128 The Complimentary Close
结尾敬语
This part is like bidding farewell to someone with a handshake, a wave of hand, or a kiss Like the salutation, the complimentary close has various styles：formal, semiformal and informal The style shall match that of the salutation For example：
事由位于称呼的下一行，其目的是帮助双方了解信的主要内容，引起对方的注意，因此可以在事由下面画线或加黑。下面是有关事由的几种常用格式：
主题：12345号订单一事
主题：345号售货合同一事
关于：567号发票一事
关于：贵方678号信用证一事
这是商务信函最重要的组成部分，通常位于称呼语和事由项下两行。不管信函长短，通常要有三段：开头段，主要介绍信的主题；中间段，讨论交易的细节；结束段，进行总结，给出进一步的要求或建议。写信时，要遵循“7C”原则，即清晰、简洁、体谅、礼貌、正确、具体和完整。要注意下面几点：
（1）文字要简单、清楚、礼貌、符合语法、恰到好处；
（2）段落划分准确，每段讲述一个主题；
（3）确保文字正确。
这部分就如同是向某人道别、挥手或吻别。像称呼一样，结束语风格多样，有正规、半正规和非正规等形式。但注意，敬语要与称呼语匹配，如：
（1）Dear Sirs matches Yours faithfully；
（2）Gentlemen matches Yours truly；
（3）Dear Mr James matches Yours sincerely
Some samples of the complimentary close are as below：
（1）Dear Sirs与Yours faithfully搭配；
（2）Gentlemen与Yours truly搭配；
（3）Dear Mr James与Yours sincerely搭配。
下表给出了结尾敬语的几个样例：
Formal正规Semiformal半正规Informal非正规
Yours faithfullySincerely yoursSincerely yours
Yours very trulyCordially yoursCordially
Faithfully yoursVery cordially yoursBest regards
Take care
129 The Signature
签名
The signature is generally placed two lines below the complimentary close It consists of a handwritten signature(by hand and in ink, usually illegible), the typedout name and a title
1210 The Enclosure
附件
When something else is sent together with the letter, you add the enclosure to inform the reader what is enclosed For example：
(1) Enclosure：Sales Contract
(2) Encl：
Packing List
Commodity Inspection certificate
Insurance Policy
1211 The Postscript
附言
The postscript is used to add an afterthought, aiming at the drawing of the readers attention to a point you wish to emphasize or something you forget to mention The note of a PS should be avoided as far as possible, since it may suggest that you have failed to plan your letter well It is strongly advised to rewrite the letter instead of using the afterthought when you forget to mention something important
As a special device, the postscript is placed two lines below at the left margin
签名位于结尾敬语的下面两行处，由手签（手签往往难以辨认）、打印名和职务三部分组成。
当有其他文件随信寄送时，加上“附件”以告诉对方附件是什么。如：
（1）随函附：售货合同
（2）随函附：
装箱单
商品检验证书
保险单
附言主要用于事后想起的事情，目的是让对方注意到你强调的或者你忘记在信中提及的事情。但要尽量避免使用附言，因为这可能会使对方认为你没有组织好信函，所以写信的时候忘记谈及某个重要的事情时，建议重写而不要使用附言。
附言通常放在信的左下方空白处。
13 Format of Business Letters
商务信函的格式
Generally speaking, there are three basic forms of letter They are block form, indented form and semiblock form with indented paragraphs
131 Indented Form
缩进式
The main feature in this style is that each line of the inside name and address should be indented 2~3 spaces, and the first line of each paragraph should be indented 3~5 spaces This is a traditionally conservative format of layout
通常，信函的格式有三种：缩进式、齐头式和半齐头式（或混合式）。
这种格式的主要特点是：封内地址每行都应缩进2～3个空格，每段的第一行也要缩进3～5个空格，是较为传统的信函格式。
THE EASTERN SEABOARD CORPORATION
350 Park Avenue，New York，10017，USA
Telephone No2252788 Fax：2252780
Email：ESCO@CAcom
Our Ref：QW9807
Your Ref：UI87
January 4,2011
Kanto Mercantile Corporation
2-1 Nihonbashi
Tokyo 89
Japan
Dear Sirs,
Price list
Here is the price list you asked about
You will be happy to know that all of the items listed on pages 5-7 will be marked down 30% between February and March If you would like to take advantage of this special opportunity, please fill out the enclosed order form and return to us by the end of January
Thank you for writing
Yours faithfully,
THE EASTERN SEABOARD CORPORATION
James Baton
Vice President
132 Block Form
齐头式
In the block form, all typing lines, including those for the date, the inside name and address, the salutation, the subject heading and the complimentary close, begin at the lefthand with no indention in the letter
齐头式中各行，包括日期、封内名称和地址，称呼、事由以及结尾敬语等都是从左边边缘打起，整封信无行首缩进。
MARIWANG PTE LTD
402,ORCHARD ROAD #0809
DELFI ORCHARD,SINGAPORE 0928
TEL：6575489824 FAX：6575489825
January 4,2011
Beijing Textile Imp & Exp Corp
102 Fengqi Road
Beijing 100002
Dear Sirs,
We have been informed of your company and address through the Chamber of Commerce in Beijing We are interested in your cotton blankets and bedsheets for sales in Singapore market
We would like you to send us details of your various ranges, including size, colors, prices and samples of the different qualities of material used We trust that you will make an effort to quote us most favorable terms for large quantities
Looking forward to establishing direct business relations with you
Yours faithfully，
MARIWANG PTE LTD
Adam Smith
Adam Smith
Manager
133 Semiblock Form with Indented Paragraphs
半齐头式或混合式
In this form, the inside name and address is typed in block form, but the paragraphs forming the body of the letter are all indented 3 or more spaces
半齐头式封内地址是齐头式，但段落要缩进3个或更多的空格。
Armstrong Cork Company
Lancester,PA,17884
December 19,2010
Mr Thomas Carlin,
Alexander Hamilton Institute, Inc
123 East 42nd Street
New york,NY10017
Dear Mr Carlin：
Thank you for your recent letter requesting copies of the types of written communication which we employ We very much appreciate your interest in Armstrong
I have enclosed samples of the types of communication which we have available I hope that the material is helpful and that you find it interesting and informative If there is something more that we may do for you, please dont hesitate to let me know
Thank you again for your interest in Armstrong Cork Company On behalf of the Company, may I wish Mr Elfen every success with his new book
Sincerely,
Thomas L Burgum
Public Relation Department
14 Envelopes Addressing
信封的写法
Envelope addressing calls for accuracy, legibility and good appearance Like the inside address, the address on the envelope can be written in two forms：the indented form and the blocked form Usually no punctuation is used on the envelope No matter in which way the address on the envelope is written, it should conform to the inside address in both style and content Generally speaking, the address of the envelope should be written in the following order：
（1）Name of the addressee;
（2）Number and street;
（3）City, state and zip code;
（4）Country
Here is a sample of an envelope
信封要求文字准确、清晰、整洁。如同封内地址一样，信封地址可以有两种形式，即缩进式和齐头式。通常不需用标点符号。不管信封用哪种方式写，都应与封内地址一致。一般按下列顺序：
（1）收信人姓名；
（2）门牌号；
（3）城市、州、邮编；
（4）国家。
下面是样例。
15 Some Other Forms of Business Letters(Fax, Emails)
商务信函的其他形式（传真、电子邮件）
Although business correspondence has undergone significant changes in forms and style with the fast development of technological developments, the electronic correspondence remains the means and ways by which transactions in foreign trade are discussed
In international trade, there are usually four types of electronic correspondence, namely telegraph, telex, fax and Email Due to the fast development of internet, telegraph and telex are seldom used today What follows is a discussion of two communication methods：fax and email
151 Fax
传真
Fax machine provides an easy way to send documents over phone lines Its faster than regular mail and more affordable than overnight delivery While email has begun to supplant the fax in many businesses, fax machine is still indispensable for immediately sharing contracts, proofs and other written documents People can use fax to send all kinds of messages, such as letter, diagrams, graphs, tables or even signature etc So knowing how to write a fax message in the correct form becomes a must for all who want to go into the business world
Fax messages are divided into two parts The top of it contains details of the sender and recipient, date, and the subject Some companies have their printed fax coversheet with the fax heading displaying the company contact details The second part is the body of the fax
Here are some tips on writing a fax：
(1)Write a correct heading so that the receiver knows：
to whom it is designated—to
from whom it comes—from
on which date—date
for what purpose—ATTN：/Subject：
(2)Indicate the number of pages to follow;
(3)Use simple language and be concise
随着科学技术的快速发展，商务信函虽在形式和风格上经历了显著的变化，但电子信函仍是国际贸易使用的主要手段和方法。
国际贸易中，通常有四种电子信函，即电报、电传、传真和电子邮件。随着互联网的发展，电报和电传现在已很少使用。下面主要探讨传真和电子邮件两种通信方式。
传真机为通过电话线传送文件提供了方便，它要比一般的信函快，而且可以夜间传送，尽管电子邮件在许多商业领域开始取代传真机，但传真在发送合同、证据以及其他书面文件方面仍是不可或缺的。人们可以用传真机传送各种信息，如信件、数字、图表甚至签名。因此，学会如何以正确的形式写传真对于从事商业活动的人非常重要。
传真由两部分组成。第一部分，即最上端一般是发信人和收信人的详情、日期和事由。一些公司有其自己印制好的传真纸，上面有信头，写明公司的联络方式。第二部分是传真的正文。
下面是写传真的一些要点：
（1）正确书写信头，以便使收信人知道：
信是给谁的，
谁发来的，
日期是什么时候，
什么目的；
（2）写明传真的页码数；
（3）使用简单的语言，文字要简洁。
To：Hill Company
Attn：Mr Conrad Smith
Fax：1403234568Tel：1403234569
From：George Bill
Date：06/09/2010
Fax：865165879212Tel：865165879213
Number of pages to follow：1
Dear Mr Smith,
It was a pleasure meeting you this week and learning of your interest in our promoting project
Please find enclosed detailed information of our special promotion package for the March issue As time is short final deadline has passed Your prompt confirmation would be highly appreciated
Thank you for your kind attention and I look forward to your prompt reply
Best regards!
152 Email
电子邮件
Business Email consists of the heading, the body, and a signature block Depending on the nature of its correspondence, business email may also include a salutation and a complimentary close The preset format of email makes them even easier to write than business letters The senders email address and the date are generated automatically by the computer, what you have to do is to type in the recipients email address
Here is a sample of an Email：
电子邮件由信头、正文和署名组成。根据信函性质的不同，电子邮件还可以包括称呼语和结尾敬语。事先设置好格式的电子邮件写起来要比普通商务信函容易得多。计算机可以自动生成寄信人的地址和日期，你所要做的就是输入收信人的地址。
下面是一封电子邮件样例：
From“John Song” <johnson @sinacomcn>
Date SUN,23 JAN 2011 23：25 PM
SubjectBusiness in Canada
To“Kevin lee”<kevin@gmailcom>
Dear Mr Lee,
We thank you for your cooperation for our business for the past five years
Now we are desirous of enlarging our trade in staple commodities, but have had no good connections in Canada
Therefore we shall be obliged if you could kindly introduce us to some of reliable importers in Canada who are interested in these lines of goods
We await your immediate reply
16 General Procedures of Foreign Trade
国际贸易的一般程序
The procedures of foreign trade are so complicated that it may take quite a long time to conclude a transaction Varied and complicated procedures have to be a good through in the course of export or import transaction From the very beginning to the end of the transaction, the whole operation generally undergoes four stages：preparing for exporting or importing, business negotiation, implementation of the contract, and settlement of disputes(if any) Each stage covers some specific steps No matter what way the negotiations are held, in general, they consist of the following links：enquiry, offer, counteroffer, acceptance and conclusion of sales contract Among which offers and acceptance are two indispensible links for reaching an agreement and concluding a contract Since the export and import trades are two sides of the same coin, and one countrys export is another countrys import, hence, we will take the procedures of export transaction in the following diagram to illustrate the general procedures of export and import transaction
161 Procedures of Export
出口的程序
The most difficult part of exporting is taking the first step Different countries have different economic policies or systems So before doing business with foreign countries, one has to understand the whole procedures of export
There may have 3 steps for an exporter to conclude a transaction of export：to prepare for exporting; to have business negotiation; to carry out the contract
The preparation for export involves market survey, pricing, preparing goods, advertising, contacting the clients, etc To some extent, the preparation for export lays a good foundation for the next stage
The negotiation of terms and conditions is to maximize the exporters profit Generally speaking, a business negotiation goes through such steps as inquiry, offer, counteroffer and acceptance before a contact is conducted
To ensure the fulfillment of a contract for export business, an exporter should see to it that everything concerning the export business to be done without failure, in particular with such affairs as to prepare goods for exports, to secure documentary credit, to arrange for shipment, and to get ready all shipment documents for settlement(See Figure 11)
进出口贸易的程序非常复杂，往往要花很长一段时间才能完成一笔交易。在一笔进出口贸易中，要经历各种各样复杂的程序。从开始到结束，整个交易过程经历四个阶段：进出口准备、商务谈判、合同执行以及纠纷解决（如果有的话）。每个阶段包含一些具体的步骤。但不管磋商以什么样的方式开始，它通常包含下列几个环节：询盘、发盘、还盘、接受和签订销售合同。其中，发盘和接受是达成协议和签订合同不可缺少的环节。既然进出口贸易是同一件事情的两个方面，即一个国家的进口就是另一个国家的出口，在这里我们用出口贸易步骤的流程图来说明进出口贸易的一般程序。
对于出口来说，最困难的是迈出第一步。不同的国家有不同的经济政策和体制。因此，在与外商做生意之前，必须了解出口交易的整个程序。
一般出口商达成一笔出口交易需三步：准备出口、交易磋商以及合同执行。
出口准备涉及市场调查、定价、准备货物、广告、与顾客联系等。从某种程度上，出口准备为下一步交易奠定了良好的基础。
交易条款的磋商是为了确保出口商利益的最大化。通常交易磋商在达成协议之前要经历询盘、发盘、还盘和接受四个阶段。
为确保出口合同的顺利履行，出口商应确保与出口有关的一切事务万无一失，尤其是出口货物的准备、单证的信用保证、装运安排、结算用装运单据的准备等（见图11）。
162 Procedures of Import
进口贸易的程序
Somewhat similar to those of export business, the basic procedures of import business may be divided into three major stages, but naturally the focus of attention to each stage differs from that of export business
The market survey still plays an important role in import business The market survey helps collect necessary information for the importers analytical study of the capacity, reputation, credit standing and business mode of both the producers and suppliers and his comparison of prices, qualities, specifications and technology of similar products so as to select reliable clients and minimize the importing cost
The process of the negotiation of terms and conditions aims at reducing the importers cost and safeguarding the importers profit But after the negotiation，the importer needs to sign the purchase contract or conformation with the foreign exporter so as to clarify both obligations and enable the fulfillment of the contract
If the import business is concluded on the basis of FOB or FCA and requires payment by document credit, the importer has the obligation to open a L/C through a bank, book shipping space or charter a ship, advise loading date, arrange for insurance, take the delivery of the goods, make payment, make import entry at customs and import inspections, etc With the completion of this stage, the whole import business ends(See Figure 12)
类似于出口交易，进口交易的基本程序也可以分成三个阶段，但每个阶段的重点不同于出口交易。
市场调研在进口交易中仍然起着十分重要的作用。市场调研有助于获得必要的信息以供进口商分析生产者和供货商的市场容量、声誉、信用状况、商业模式，比较同类产品的价格、质量、规格和技术以便选择可靠的客户，减少进口成本。
合同条款的磋商过程旨在降低进口商的成本，确保进口商的利润。但是磋商后，进口商需要与外国出口商签署购货合同或确认书，以便分清彼此的责任义务，确保合同的执行。
如果进口交易是以FOB或FCA 成交并以跟单信用证成交，进口商则有义务通过银行开立信用证，预定舱位或者租船，通知装运时间，安排保险，提交货物，付款、进口通关、进口检验等。伴随着这一系列手续的完成，整个进口交易结束（见图12）。
图11Procedures of Export Transaction 出口交易程序
图12Procedures of Import Transaction进口交易程序
163 Parties Involved in Foreign Transaction
外贸交易的当事人
The basic parties are the buyer who purchases the goods and the seller who provides the goods Main parties involved in an export and import transaction are as follows：
(1) The exporters
(2) The shipping agents at the port or airport of loading
(3) The railway in the exporters country
(4) The road hauler in the exporters country
(5) The port authority
(6) The shipping company
(7) The airline(for air freight)
(8) The insurance company or broker
(9) The exporters bank
(10) The importers bank
(11) The railways in the importers country
(12) The road hauler in the importers company
(13) The shipping agent at the port or airport of discharge
(14) The importers
外贸交易的主要当事人是购买货物的进口商和出售货物的出口商。进出口业务中涉及的主要当事人是：
(1)出口商
(2)装运港或机场的运输代理人
(3)出口商所在国的铁路部门
(4)出口商所在国的陆路承运人
(5)港口当局
(6)船务公司
(7)航空公司（对空运货物）
(8)保险公司或经纪人
(9)出口商银行
(10)进口商银行
(11)进口商所在国的铁路部门
(12)进口商所在国的陆路承运人
(13)装卸港或机场的运输代理
(14)进口公司
164 Basic Documents Needed in Export and Import Transaction
进出口交易所需基本单证
Usually the number and type of documents needed depend on the specific requirements of the exporter and importer The common used documents are as follows：
(1) Bill of loading
(2) Commercial invoice
(3) Proforma invoice
(4) Consular invoice
(5) Packing list
(6) Weigh memo
(7) Certificate of origin
(8) Certificate of inspection
(9) Insurance policy
(10) Sales contract
(11) Sales confirmation
通常，单证的数量及类型取决于进出口商的具体需要。常用的单证如下：
(1)提单
(2)商业发票
(3)形式发票
(4)领事发票
(5)装箱单
(6)重量单
(7)原产地证明书
(8)商品检验证书
(9)保险单
(10)售货合同
(11)售货确认书
17 Useful Expressions
有用的短语和句子
1 Common Used Phrases in Business Letter商务信函常用词组
sample样品with compliments赠品printed matter印刷品
photo only内有照片，请勿折叠private亲启personal私函
confidential密函registered挂号urgent or immediate急件
forward(care of,c/o)请转交
please readdress请转寄poste restante留存邮件
introducing Mr兹介绍……先生commercial papers商务文件carbon copy（CC）抄送
care postmaster留存邮局
kindness of Mror per favor of Mr敬烦……先生转交
2 If undelivered, please return to
若无法投递，请退回原处……
3 After 10 days, please return to
10天后请寄回……
4 Return postage guaranteed
回信邮资已付。
5 We have received your letter of May 18, 2010, for which we thank you
收到贵方2010年5月18日函，谢谢。
6 In accordance with the instructions given in your favour of the 10th May
遵照贵公司5月10日来函指示。
7 Thank you for your letter dated August 12, informing us of the opening date of the fair
感谢贵方8月12日来函，告知交易会开幕日期。
8 Further to our letter yesterday, we now have the pleasure of informing you that
续谈我方昨日函，现欣告知……
9 We must apologize for the delay in replying to your letter of …
迟复贵方……月……日函，甚歉。
10 In reply of your letter of we are glad to
兹复贵方……的来函，我方很高兴……
11 For your information we would like to add that……
我方要补充说明……仅供参考。
12 If you are interested in the article, please let us know as soon as possible
如对该货感兴趣，请尽早告知。
13 We are pleased / glad to inform you that
兹欣告贵方……
14 We would remind you that we have not had a reply yet from you to our question
我们提醒贵方，我方尚未收到贵方对……问题的答复。
15 We are sending you herewith / under separate cover
兹随函/另封寄上……
16 Please accept our thanks for the trouble you have taken
有劳贵方，不胜感激。
17 We are obliged to thank you for your kind attention in this matter
不胜感激贵方对此事的关照。
18 We tender you our sincere thanks for your generous treatment of us in this affair
对贵方在此事中的慷慨之举，深表感谢。
19 Allow us to thank you for the kindness extended to us
对贵方之盛情，不胜感谢。
20 We thank you for the special care you have given to the matter
贵方对此悉心关照，不胜感激。
21 We should be grateful for your trial order
如承试订货，不胜感激。
22 We should be grateful for your furnishing us details of your requirements
如详述具体要求，不胜感激。
23 It will be greatly appreciated if you will kindly send us your samples
如承惠寄样品，则不胜感激。
24 We shall appreciate it very much if you will give our bid your favorable consideration
如承优惠考虑报价，不胜感激。
25 We are greatly obliged for your bulk order just received
收到贵方大宗订货，不胜感激。
26 We assure you of our best services at all times
我方保证向贵方随时提供最佳服务。
27 If there is anything we can do to help you, we shall be more than pleased to do so
贵公司若有所需求，我公司定尽力效劳。
28 It would give us a great pleasure to render you a similar service should an opportunity occur
我方如有机会同样效劳贵方，将不胜欣慰。
29 We spare no efforts in endeavoring to be of service to you
我方将不遗余力为贵方效劳。
30 We take this opportunity to reemphasize that we shall, at all times, do everything possible to give you whatever information you desire
我们借此机会再次强调，定会尽力随时提供贵方所需的信息。
Exercises
练习
ⅠComprehension Questions：
1 What are the principles of good business letters writing?
2 How many principal parts does a business letter consist of?
3 Discuss how to make a business letter effective and productive?
4 What s the format of business letters? How about envelopes addressing?
5 What are the procedures of foreign trade?
6 Discuss the parties and documents involved in foreign transactions
Ⅱ Translate the Following Terms and Expressions：
1 inside address2 RefNo
3semiblock format4 subject line
5complimentary close6 enclosure
7经办人8左边空白处
9缩进式10混合式
ⅢArrange the Following Information in Proper Form as They Should Be Set Out in a Letter：
1 Senders name：Manley Ventilations PLC
2 Senders address：22 Warden Hill Street, Padiham, Burnley BRO 1 RQ, England
3 Senders telephone：3021 4567
4 Senders fax：0321 6789
5 Senders website：manley@bigbizcouk
6 Date：September 21, 2009
7 Receivers name：Atomic Shielding International
8 Receivers address：234 Park Avenue, Cranford, NJ07015 USA
9 Receivers telephone：973 778-1234
10 Receivers fax：973 778-4321
11 Salutation：Dear Sirs
12 Subject：Household Porcelain Articles
13 The message：
We have received your letter dated September 2, 2009 We are very much interested in your household porcelain articles produced by your company
We shall greatly appreciate it if you will kindly forward us some samples and relative pamphlets for our inspection
Thank you for your attention to this matter and looking forward to your early reply
14 Complimentary close：Yours faithfully
Ⅳ Address an Envelope for the Above Letter
第2章建立贸易关系
第2章
Chapter 2
建立贸易关系
Establishment of Business Relationships
Learning Objectives
学习目标
To enable the students to know about the importance of establishing business relationships; to be familiar with the channel of obtaining business information; to master steps and procedures of writing letters of establishing business relationships
使学生了解建立贸易关系的重要性; 熟悉获得贸易信息的渠道; 掌握书写建立贸易关系相关信函的步骤及流程。
21 Background Information
背景知识
The main purpose of business communication is to establish business relations or maintaining goodwill When a company wants to conclude a business with a foreign company, it must firstly establish business relations It is the first step for a company to establish good business relationships so as to open up its business, because all businesses happen after establishing business relationships So, either for a newly established firm or an existing one that wants to enlarge its business scope and turnover, establishing good relationships with prospective clients is one of the main measures Both importers and exporters may benefit from favorable business relations
When a company needs to open up a new market to sell to or buy from other foreign companies, seeking a prospective partner is one of the main measures Company can get information of its needed prospective consumers through the following sources：
（1）Banks;
（2）Trade directories of importers and exporters;
（3）Chambers of commerce both at home and abroad;
（4）Commercial counselors office;
（5）Advertisements;
（6）Exhibitions and trade fairs;
（7）Market investigations;
（8）Enquires received from foreign merchants;
（9）Selfintroduction or introduction from his business connections;
（10）A branch office or representative abroad;
（11）The internet;
（12）The introduction from your partners;
（13）Other sources
Above sources, chambers of commerce both at home and abroad, commercial counselors office and the introduction from your partners are usually the most reliable When you choose one foreign partner, you need to do some researches as follows so as to have a better understanding of this country or region：
（1）Business policies and customs;
（2）Political and economic stability;
（3）Diplomatic relationship;
（4）Culture and interests of potential consumers;
（5）Geographic conditions;
（6）Natural environment
When we want to establish relations with foreign companies, we usually contact them by the following channels：
（1）Communication by mails(Emails, faxes, letters, etc);
（2）Attendance at the export commodities fairs;
（3）Contact at exhibitions held at home or abroad;
（4）Mutual visits by trade delegations
Constantly, the first media is widely used in business activities After obtaining the name and address of prospective company from above sources, the company can send letters to them The first letter is crucial for opening and enlarging market, because the first impression is very important
商务交流的主要目的是建立贸易关系或维系良好的关系。当公司想与一个外国公司做成一笔生意时，它必须要与其先建立贸易关系。因此，对于一个公司而言，建立良好的贸易关系是开始和扩展生意的第一步，因为所有的贸易都发生在贸易关系建立后。无论对于新兴的公司还是想进一步扩大自己市场的老牌公司而言，同潜在客户建立良好的贸易关系是至关重要的其中一个手段。并且，无论是进口商还是出口商都会从一个良好的贸易关系中受益。
当一家公司开拓海外市场时，向国外其他相关公司出售和购买货品时， 寻找潜在贸易合作对象是重要举措之一。公司可以利用以下资源获得它所需要的潜在客户的信息：
（1）银行；
（2）进出口商行业名录；
（3）国内外商会；
（4）商务参赞处；
（5）广告；
（6）展览与贸易交易会；
（7）市场调研；
（8）外商的询函；
（9）自我介绍或商务关系的介绍；
（10）国外分公司或代表；
（11）国际互联网；
（12）贸易伙伴的介绍；
（13）其他渠道。
以上资源中，通常以国内外商会、商务参赞处以及贸易伙伴的介绍最为可靠。此外，在选择一个国外合作伙伴时，为了对该国家或地区了解得更为全面，一般要做以下相关方面的一些调研：
（1）贸易政策和习俗；
（2）政治和经济稳定；
（3）与本国的外交关系；
（4）潜在消费者的消费文化及喜好；
（5）地理条件；
（6）自然环境。
当有意与国外的公司建立贸易关系时，通常通过以下渠道联系它们：
（1）信件交流（主要通过邮件、传真和信函等）；
（2）参加出口商品交易会；
（3）在国内外的展览会接触；
（4）贸易代表团互访。
在以上渠道中，长久以来，第一个渠道方式在商业活动中被广泛使用。利用上面提到的资源，公司获得欲洽谈业务公司的名称与地址后，就可以发信给该公司。第一封信函对于打开和扩大市场至关重要，因为第一印象非常重要。
Generally, the letter basically includes the following information：
（1）How and where to get the receivers address and name；
（2）Purposes and desires of writing this letter;
（3）Business scope of your company;
（4）Financial status and business scopes of your company;
Simultaneously, we also need to remember the following writing principles：
（1）Short content, no more than one page;
（2）Polite language with courteous and sincere attitude;
（3）Show your intention in the first paragraph and express cooperating desire in the letter;
（4）Say something high about your company, if allowed, list some of the famous companies you have corporated
However, establishing good business relationship needs not only good language communicating skills, but also practicing business techniques, especially when you try to establish business relationship with potential customers
一般，该类信函基本要包括如下信息：
（1）获得收信人名称和地址的渠道；
（2）目的与意图；
（3）本公司的业务范围；
（4）本公司的资信及经营情况；
同时，要遵守以下几个写作原则：
（1）内容简短，不超过一页纸；
（2）措辞礼貌，谦虚，诚恳；
（3）第一段就讲明意图，并在文中明确表达出合作愿望；
（4）对本公司做积极评价，如情况允许，列举一些已经合作过的知名公司。
建立良好的贸易关系既要有语言交流技巧，还要有实际的商务谈判技巧，特别是尝试与新的潜在客户建立贸易关系。
22 Sample Letters
信例
Letter 1an Introduction of an Exporter
CHINA AGRICULTURAL PRODUCT EXPORT CORPORATION XUZHOU BRANCH
Xuzhou, China Tel：86051676767676
September 6, 2010
Farmer Food Corp
5 Victoria Street
Brisbane, TT23134
Australia
Dear Sir,
We owe your name and address to the Commercial Counselors office of Australian Embassy in Shanghai who have informed us that you are in the market for agricultural product
We are an individualowned enterprise, handling export of agricultural product We wish to establish trade relationship with you by the commencement of some practical transactions
In order to acquaint you with our agricultural products available now for export, we enclose a catalogue and a price list for your reference
Should any of the items be of interest to you, please let us know We shall be glad to give you our lowest quotations upon receipt of your detailed requirements
We look forward to receiving from your specific enquiries
Yours faithfully,
CHINA AGRICULTURAL PRODUCT EXPORT CORPORATION XUZHOU BRANCH
(Signature)
Bruce Wang
Director
Encl
Notes
1 We owe your name and address to承蒙……告知贵公司地址和名称。
类似的表达方法有：
Through the courtesy of
We have obtained your name from
We are indebted to for your name and address
Your name has been recommended/ given/ introduced to us by as
2 Commercial Counselors office of Australian Embassy 澳大利亚商务参赞处
3 in the market for something是书面语言，表示想买进某物;
除此以外，也可以引申于“乐于接受某物”。
in the market 想要买（或卖）
4 inform 通知，告诉，报告
(1)inform sb of sth
Please inform us of time of shipment请告我们装运时间。
(2)inform sb that/what/which
We wish to inform you that business has been done at 1,200 yuan per metric ton
我们已以每公吨1 200元的价格成交，特此通知。
(3)Please be informed that
Please be informed that we have already sent clothes required兹通知贵方，我方已将所需衣服寄出。
(4)keep sb informed of/that
keep sb advised of/that
keep sb posted of/that随时告知
We hope you will keep us informed of the financial status at your end
希望随时报告贵方的财务状况。
5 individualowned enterprise 私营企业
stateowned corporation 国有公司
staterun enterprise 国有企业
statedesignated second grade enterprise 国家指定二级企业
collectiveowned enterprise 集体企业
privateowned enterprise 私营企业
merchandising enterprise 商业企业
small and middle/medium enterprise(SMEs) 中小企业
township/ rural enterprise 乡镇企业
enterprise for joint venture, for cooperative and with sole foreign capital investment 三资企业
6 export(单数) 出口；（复数）出口货物
有关export 的常见短语有：
amount of exports 输出额export control 出口管制
export declaration 出口申报单，出口申请书export drawback 出口退税
export dumping 出口倾销export document 出口单据
export entry 出口报关export license 出口许可证
exportoriented economy 出口导向型经济export quota 出口限额
export volume 出口量export subsidies 出口补贴
7 acquaint sb with/of sth； acquaint sb that
使某人熟悉，使了解，使认识
You will have to acquaint us with the details
你们必须让我们了解详情。
be/get acquaint with
认识……/熟悉……
We are well acquainted with the market condition in American
我们对美国市场行情很了解。
8 We enclose a catalogue and a price list for your reference
我们随函附寄产品目录和价格表各一份，供参考。
Enclose is our revised quotation, subject to our confirmation as usual
随函附上修改后的价目表，同往常一样以我方确认为准。
9 Should any of the items be of interest to you, please let us know
如贵方对我们的产品感兴趣，敬请告知。
“should” 在此是助动词，该句运用主谓倒装，省略 “if”， 来充当条件句，表示“万一”， “如果”。当if 条件句中有助动词should、had或 were时，则可以省去if, 而将should、had或were置于句首，从而构成倒装虚拟句，意义不变， 如：
Should you be unable to deliver the goods by the time stated, please get in touch with us immediately 如果到了指定的时间贵方仍不能交货，请立即同我方联系。
10 upon/on receipt of 一旦收到……即……
Upon receipt of you instructions we will send the goods一收到贵方通知，我方即发货。
Letter 2A Positive Reply from an Importer
FARMER FOOD CORP
5 Victoria Street, Brisbane, TT23134
Tel：1234567789
October 27, 2010
Mr Bruce Wang
China Agricultural Product Export Corporation Xuzhou Branch
15 Huaihai West Road, Quanshan District
Xuzhou 221000, China
Dear Mr Bruce Wang,
Thank you for your letter of September 6, 2010 from which we learn that you are doing the business of agricultural product We shall be glad to establish business relations with you
We are interested in buying variable beans We would like you to send us details of your beans, including colors and prices, and also samples of the different colors
We look forward to a productive trade and the opportunity to work together with you in the future We await your early reply
Yours faithfully,
(Signature)
Amy Harry
Notes
1 would like想要……
2 We look forward to a productive trade and the opportunity to work together with you in the future我们期望贸易富有成效，并能有机会在未来合作。
Letter 3A Negative Reply from an Importer
FARMER FOOD CORP
5 Victoria Street, Brisbane, TT23134
Tel：1234567789
October 27, 2010
Mr Bruce Wang
China Agricultural Product Export Corporation Xuzhou Branch
15 Huaihai West Road, Quanshan District
Xuzhou 221000, China
Dear Mr Bruce Wang,
Thank you for your letter of September 6, 2010 showing you interest in doing business with us We really appreciate your interest
However, we very much regret that we are not in a position to establish business relations with you at present We currently have another company as our agricultural products supplier in Suzhou According to the contract conditions, we are banned from importing agricultural products from other companies
As this is not an appropriate time to cooperate with your company, we would like to wait But we will keep your letter on file and will get in touch with you when this contract expires
We really hope that we have the chance to cooperate in the near future
Yours faithfully,
(Signature)
Amy Harry
Notes
1 appreciate 感谢，感激（可接动名词，不可接不定式）；理解，体会
We highly appreciate your kind cooperation我们十分感激贵方的合作。
(1)习惯上不接不定式作宾语，其后可接名(代)词、动名词、名词性从句等作宾语，但不能接不定式：
We shall appreciate hearing from you again 能再次收到你的来信，我们将十分感激。
(2)习惯上不用“人”作宾语, 其后只能接“事”作宾语，而不能接“人”作宾语。
正：I appreciate your kindness 谢谢你的好意。
误：I appreciate you for your kindness
2 We very much regret that
regret 抱歉，惋惜，引为遗憾，其后可跟名词，动名词，也可跟从句。We regret 和That we regret to say 用法不同。 如果为自己一方的不足或过失而表示遗憾，两个句子都可以使用； 如果对别人的不足或过失表示遗憾，则只能说We regret to say。另外当 regret 被状语very much 修饰时常放在 regret 的前面。
3 be in a position to do sth（其处境）有权，有资格，有办法，能够（做某事）
financial position 财务状况
cash position 现金头寸
easy position 头寸宽裕
to cover position 轧平头寸
long/ bull position 多头交易，买空交易
short/ bear position 空头交易，卖空交易
4 We will keep your letter on file and will get in touch with you when this contract expires
我们将保留贵方信函，待合同到期后再与你联系。
5 We really hope that we have the chance to cooperate in the near future
我们真心希望未来能有机会合作。
Letter 4An Introduction of an Importer
FARMER FOOD CORP
5 Victoria Street, Brisbane, TT23134
Tel：1234567789
October 12, 2010
China Agricultural Product Export Corporation Xuzhou Branch
15 Huaihai West Road, Quanshan District
Xuzhou 221 000, China
Dear Sir,
We have obtained your address in the China Daily and are now writing you for the establishment of business relations
We are very well connected with all suppliers of agricultural products Now, we are very interested in your beans and wheal and feel sure we can sell large quantities of them if we get your offers at competitive prices
For our credit standing, please refer to the following bank：
The Bank of Australia and New Zealand, Australia
Your immediate reply would be highly appreciated
Yours faithfully,
(Signature)
Amy Harry
Notes
1 be connected with 与……保持联系（络）
2 get your offers at competitive prices 得到具有竞争力的报价
3 Please refer to the Bank of China, Suzhou Branch for our credit standing = For our credit standing, please refer to the Bank of China, Suzhou Branch 请向中国银行苏州分行查询我方资信情况。
refer to sb for sth 向某人打听（查询）某事
credit standing 资信状况
Please refer to the following bank请向下面银行咨询。
4 The Bank of Australia and New Zealand 澳新银行
5 Your immediate reply would be highly appreciated若蒙贵公司及时回复，将不胜感激。
Letter 5A Reply from an Exporter
CHINA AGRICULTURAL PRODUCT EXPORT CORPORATION XUZHOU BRANCH
Xuzhou, China Tel：86051676767676
November 7, 2010
Farmer Food Corp
5 Victoria Street
Brisbane, TT23134
Australia
Dear Sir,
Your letter of October 27, 2010 addressed to our Shanghai Branch Office has been passed on to us for attention and reply We shall be pleased to enter into trading relations with you
In compliance with your request, we are sending you, under separate cover, our latest catalogues and pricelist covering beans
Payment should be made by an irrevocable and confirmed letter of credit
If you feel that business is possible, please contact us for specific offers
Your effort and reply is greatly appreciated I look forward to a successful business relationship in the future
Yours sincerely,
(Signature)
Bruce Wang
Notes
1 Your letter of October 27, 2010 addressed to our Shanghai Branch Office has been passed on to us for attention and reply
贵方2010年10月27日寄到我方上海分公司的信已送达并回复。
2 enter into开始（某种关系、事业、谈判等）；缔结（契约等）
We wish to enter into business relations with your company for the supply of electrical products
我方愿与贵公司建立贸易关系，以便取得电气产品的供货。
3 in compliance with依从，按照，该短语多在句中引导状语
In compliance with your request, we are sending you, under separate cover, our latest catalogues and pricelist covering beans按照贵方要求，现另封邮寄我方豆类的最新目录和价目表。
4 under separate cover 另封邮寄
5 covering 关于，有关的
6 an irrevocable and confirmed letter of credit 不可撤销的保兑信用证
7 specific offers 具体报价
Letter 6Credit Inquiry
CHINA AGRICULTURAL PRODUCT EXPORT CORPORATION XUZHOU BRANCH
Xuzhou, China Tel：86051676767676
The Bank of Australia and New Zealand
1423 Victoria Street
Brisbane, TT23134
Australia
Dear Sir,
Your name has been given to us as a credit reference by Farmer Food Corporation, 5 Victoria Street, Brisbane, who wants to enter into business with us We should be highly obliged if you could let us have your opinion on their reputation and their financial standing
Any information given to us will be surely treated in strict confidence We thank you in advance for your courtesy
Yours faithfully,
(Signature)
Bruce Wang
Notes
1 credit inquiry资信调查
客户资信调查的内容和范围：
（1） 国外企业的组织机构情况，包括企业的性质、创建历史、内部组织机构、主要负责人及担任的职务、分支机构等。调查中，应弄清厂商企业的中英文名称、详细地址，防止出现差错。
（2）政治情况，主要指企业负责人的政治背景，与政界的关系以及对我国的政治态度等。
（3）资信情况，它包括企业的资金和信用两个方面。资金是指企业的注册资本、财产以及资产负债情况等；信用是指企业的经营作风、履约信誉等。这是客户资信调查的主要内容，特别是对中间商更应重视。例如，有的客户愿和我们洽谈上亿美元的投资项目，但经调查其注册资本只有几十万美元。对这样的客户，我们就该打一个问号。
（4）经营范围，主要是指企业生产或经营的商品、经营的性质，是代理商、生产商还是零售批发商等；
（5）经营能力，每年的营业额、销售渠道、经营方式以及在当地和国际市场上的贸易关系等。此外，对客户资信进行调查后，应建立档案卡备查，分类建立客户档案。总之，要善于利用不同类型客户的长处，为我服务。
客户资信调查的途径有：
（1）通过银行调查。这是一种常见的方法，按国际习惯，调查客户的情况属于银行的业务范围；在我国，一般委托中国银行办理。向银行查询客户资信，一般不收费或少量收费。
（2）通过国外的工商团体调查。如商会、同业公会、贸易协会等，一般都接受委托国外厂商调查所在地企业情况，但通过这种渠道得到的资信，要经过认真分析，不能轻信。
（3） 通过我驻外机构和在实际业务活动中对客户进行考察所得的材料，一般比较具体可靠，对业务的开展有较大的参考价值。此外，外国出版的企业名录、厂商年鉴以及其他有关资料，对了解客户的经营范围和活动情况也有一定的参考价值。
2 Your name has been given to us as a credit reference by……告知我公司，贵行是其资信证明人。
3 We should be highly obliged if you could let us have your opinion on their reputation and their financial standing
若贵行能提供对该公司信誉及资金状况的意见,将不胜感激。
4 Any information given to us will be surely treated in strict confidence We thank you in advance for your courtesy
我公司保证对贵行提供的任何资料严格保密。在此对贵行的帮助预致谢意。
23 Useful Expressions
有用的短语和句子
1 Through the courtesy of we learn that you are one of the leading importers of in your country and wish to enter into business relations with us
由于……的好意，我方获悉贵方是贵国……最大的进口商之一，欲与贵方建立贸易关系。
2 We owe your name and address to the Chamber of Commerce in your country, through whom we learned that you are in the market for silk product
承蒙贵国商会的介绍，我们得知贵公司想要购买丝绸制品。
3 We got the information from our sales manager that you have the desire to cooperate with our firm in marketing our silk products
从我方销售经理处得知，贵方愿与我公司合作，销售我们的丝绸制品。
4 We are willing to enter into business relations with you on the basis of equality, mutual benefit and exchanging needed goods
我方愿与贵方在平等互利、互通有无的基础上建立业务关系。
5 We are glad to send you this letter, hoping that it will be the prelude to our friendly business cooperation in the coming years
我们欣然寄发这封信，希望这会成为未来几年里我们友好商务合作的前奏。
6 We are one of the largest importers in our country and have handled various kinds of the products for aboutyears
我方是我们国内……最大的进口商之一，已经营各类产品达……年。
7 Our corporation is a group enterprise integrating scientific research, business, production and service As a joint venture, our corporation has won a prominent position in the field of agricultural products in China
我公司是一家集科学研究、商贸、生产和服务于一体的企业集团。作为一家合资企业，公司已经在中国农产品领域赢得显著地位。
8 We invite you to send us details and prices, possibly also samples, of such goods as you would be interested in selling, and we shall gladly study the sales possibilities in our market
我们邀请贵方将贵方感兴趣销售的商品详细资料和价格发送给我们，如果可以，将样品也发送给我们，我们很乐于研究其在我方市场上销售的可能性。
9 We look forward to receiving your order and meanwhile enclose a copy of our catalogue as we feel you may be interested in some of our other products
我们盼望收到贵方订单，同时随函附上一份目录，因为我们认为贵方会对我们的其他产品感兴趣。
10 In recent years the company has experienced a serious difficulty in finance and delayed in executing their normal payment We would suggest you to pay more attention to the business with them However, this is just our personal opinion and we wish you to make further information
最近几年该公司在财务上经历严重危机而延误正常的付款，谨建议贵公司与其谨慎交易，此乃我们个人意见，希望贵公司作进一步调查。
11 We take the liberty of writing to you with a view to building up business relations with your firm
我们冒昧通信，以期与贵公司建立业务关系。
12 We have the pleasure of introducing ourselves to you with the hope that we may have an opportunity of cooperating with you in your business extension
我们有幸自荐，盼望能有机会与你们合作，扩大业务。
13 We are looking forward to your early reply
期盼贵方早日回复。
14 Your early reply will be highly appreciated
如能早日回复，我方将不胜感激。
15 Awaiting your favorable reply
期盼佳音。
16 The above information is given confidentially and without responsibility on our part
对以上情况请保守秘密，我方对此不负责任。
17 We take the liberty of writing to you with a view to building up business relations with your firm
我们冒昧通信，以期与贵公司建立业务关系。
18 We have the pleasure of introducing ourselves to you with the hope that we may have an opportunity of cooperating with you in your business extension
我们有幸自荐，盼望能有机会与你们合作，扩大业务。
19 The purpose of this letter is to explore the possibilities of developing trade with you
本信目的是探索与你们发展贸易的可能性。
Exercises
练习
Ⅰ Comprehension Questions：
1 Why should we need to establish business relations with other companies at present?
2 Through what kinds of channels can a company secure the necessary information about prospective trade partner?
3 What knowledge of other respects you also need to research before establishing business relations?
4 Tell basic information and principles of basic writing letters on establishing business relation
5 Do you, as a business person, enjoy receiving unsolicited letters?
Ⅱ Translating the Following Terms and Expressions：
1 be in line with2 get in touch with
3 business partner 4 open an account
5 inquire for 6商务参赞处
7 财务状况 8 想要购买
9 在某人方便的时候 10 售后服务
Ⅲ Fill in the Blanks：
We desire tothe business weMiddle East countries, and would be grateful if you could provide usa list of reliable businessin your area who might be interested inChinese electronic products
We are a wellestablished exporter of all kinds of Chinese goods, especially electronic and hifi products(seecatalogs)seen in this line for more than 30 years, we are confident we can give our customers complete satisfaction
our credit and financial,we refer youthe Bank of China and the Chamber of Commerce in Guangzhou
Ⅳ Translating the Following Sentences：
1 We want to know if order 2,000 dozen, what discount can be given
2 Your letter of Feb23 has been received and passed on to Shanghai branch They will reply directly as the commodities you enquired are handled by them
3 We have done metal products many years, hoping we have a chance to cooperate with your company
4 We are convinced that with joint efforts business between us will be developed to our mutual benefit
5 As requested, we airmailing to you, under separate cover, a sample each of Art Nos1 025 and 1 026 for your reference
6 It will be greatly appreciated if you will give us your cooperation
7 所附小册子会向贵方提供我们真空吸尘器的详细情况。
8 本地的中国银行海外部推荐了贵公司，说贵方有意与一家中国公司建立贸易关系，以推销贵方的轻工业产品。
9 按贵方要求，今特寄去我们的新产品样品，但愿样品能及时到达贵处。
10 请告贵方能按什么价格、什么条款、多少数量供应下列商品。
Ⅴ Translating the Following Letter into English：
本公司是中国最大的电气设备出口公司之一。随函附上一份有关我公司目前可供货物所有详情的目录，希望贵方能对其中的一些产品感兴趣。
若承蒙收到贵公司对其中产品的询价，我公司将不胜感激，并报我公司最低价。
若贵公司不进口上述商品，恳请贵方将此信转交给经营此类商品的进口公司。
我公司希望收到贵方及时有利的答复。
第3章询盘与回复
第3章
Chapter 3
询盘与回复
Inquiries and Replies
Learning Objectives
学习目标
To enable the students to know the definition of inquires, the basic content and kinds of the inquiry; to be familiar with the differences of general and specific inquiry, the basic content of reply, the important principles of inquiry and reply; to master basic sentences and expressions of inquiry and reply
使学生了解询盘的定义、询盘的基本内容和种类;熟悉一般询盘与具体询盘的区别、回复的基本内容，以及询盘和回复要注意的事项; 掌握此类信件的基本句型及表达方式。
31 Background Information
背景知识
Generally, if an importer wants to do some importing transactions, he can send the exporter an inquiry to get information of needed imports So, inquiry is the basis of transaction and a very important step connecting buyers and sellers in international business Through comparing inquiries, the importer can choose the most favorable exporter
The definition of inquiry is that one party in transaction asks the other conditions of this transaction, when he or she prepares to buy or sell products Inquiry can be made through letter, fax, telephone, or facetoface communication However, inquiry is not a necessary procedure of every deal If both parties acquaint with each other, they do not need to inquiry about conditions and possibility of business In this case, they can directly make an offer instead of an inquiry
In a regular inquiry letter, importer usually writes all needed information concisely and correctly, including catalogue, pricelist, sample and so on According to different contents, inquiry is always divided into two kinds：general inquiry and specific inquiry The former usually inquiries general information of product such as pricelist, catalogue, sample and terms of payment, while the later generally expresses clearly his ideas about specific information of a specific product such as price, quantity, way of shipping, and packing “The first inquiry” is sent to a supplier whom you never contact with In this case, in the beginning of your inquiry letter, you need to tell where and how you get his name and your detailed introduction such as the major products needed, quantity, and way of trade Tell any information as much as you can in order to let the supplier know what part he or she can help you In order to let the reader get the main point of your letter, you can write the name of product in the subject line, when inquiring
Nowadays, many companies use printed inquiry instead of letter They just need to fill some needed information in the form Also, some companies provide online inquiry system which makes inquiry easier and faster
Letter of inquiry generally includes three parts：
（1）In the first part, show the interests, purposes of writing, and briefly introduce yourself;
（2）In the second part, directly tell the detailed information of inquiry, and/or explain purpose and requests;
（3）Finally, thank for the receivers future reply, hope he or she can reply earlier
Simultaneously, you also need to comply with the following principles：
（1）Before sending inquiry, you need to consider to which you will send inquiries, and how many inquiries you will send in the same regions After that, you choose carefully several companies instead of all of them, which can avoid suppliers raising the price owning to the thought of you are eager to get products;
（2）Express detailed requests but not promise to buy;
（3）Emphasize the importance of the information you need, in order to get more information;
（4）Ask them reply definitely;
一般情况下，如有意做进口贸易，进口商可以给出口商发一个询盘，得到相关要进口商品的信息。 因此，询盘是交易的基础，是在国际贸易中把购买者和销售者联系起来非常重要的一步。通过比较询盘，进口商选择最合适的出口商。
询盘也叫询价，是指交易的一方准备购买或出售某种商品，向对方询问买卖该商品的有关交易条件。询盘可以通过信件、传真、电话甚至是面对面交谈。但是，询盘不是每笔交易必经的程序，如交易双方彼此都了解情况，不需要向对方探询成交条件或交易的可能性，则不必使用询盘，可直接向对方发盘。
在常规的询盘信中，进口商一般清楚准确地告知他所需要的一般信息，包括目录、价目单和样品等。 按照内容的不同，询盘一般分为两种类型：一般询盘和具体询盘。 前者一般询问关于产品的大概信息，如价目表、目录、样品和支付方式。 后者如果情况允许，一般表达出他对具体产品确切想法，如关于价格、数量、运输方式和包装的具体信息。第一次询盘，是指将询盘信发给一个从来没有打过交道的供应商,因此开头要告知是如何获得他的名字的，介绍自己以及需要的商品、数量和贸易方式。告知任何可以告知的信息，从而使供应商知道他在哪方面可以帮助你。在询盘时，为了使读者能立即得知信件的主题，可以在主题行写上产品名字。
现在，很多公司都使用打印的询盘代替信件，他们只需要在表上填上要填的一些信息。还有一些公司提供在线询盘系统使得询盘速度更为方便快捷。
询盘信一般包括三大部分：
（1）第一部分说明询盘人的兴趣，写信目的，并简单介绍自己的情况；
（2）第二部分明确提出询盘的详细信息，和/或对目的、请求做出解释；
（3）最后对对方的回复表示感谢，盼其早日答复。
同时,询盘要遵守以下几个基本原则：
（1）要事先考虑向哪些国家或地区发出询盘，以及在同一地区要发出几份询盘。确定国家和地区后，要再次仔细选择其中几家发出询盘，而不是同时向所有的供应商都发出，这样避免使得供应商们认为你很急迫地需要产品，从而提高价格；
（2）阐述具体要求但不承诺购买；
（3）强调你所需要的信息的重要性，以获得更多信息；
（4）请对方明确回复；
（5）Trade is made between two companies, not a private business So, the letter needs to be sent to the company instead of a specific person;
（6）Language needs to be polite
Inquiry means possible business, so reply need to be fast and polite and cover all needed information If they request sample, you should send to them as soon as possible Of course, you can ask them to share the post fee of sending sample, in some cases, sample fee is also a very heavy burden If products needed are not available, or conditions cannot be satisfied, you should not refuse them so directly that offend them and hinder future cooperation At this moment, you also need to thank them to be interested in your products and provide information of other products In reply letter, you must make sure you have answered all information If questions are too many, you can use number to sort If inquiry is the first inquiry, you may clearly tell them advantages of your products
Letter of reply usually includes three parts：
（1）In the beginning, you should make your appreciation about their inquiries, and tell which date you receive the letter, and summarize the content of their letters;
（2）In the second part, answer all questions of inquiry in detail;
（3）Finally, hope your information to be useful and get reply as soon as possible
Simultaneously, the letter of reply generally bases on the following principles：
（1）If you can only satisfy with some requests, you need to tell what parts you can satisfy with, then explain what you cannot do;
（2）If you cannot satisfy with all of requests completely, you should appreciate their inquiry, then give your apologies;
（3）Language must be sincere and polite
（5）买卖是公司与公司间的交易，而不是私人间交易，因此询盘应寄给公司，而不应该寄给个人；
(6)去信询问要客气礼貌。
询盘意味着可能的贸易往来，所以回复应该迅速、礼貌，以及答复信息要全面。 如果对方索要样品，应尽可能以最快的速度发给对方。当然也可以要求对方共同承担样品的运费，因为有些时候，这也是个巨大的负担。如遇到询问目前不再供应的产品，或是不能满足对方的一些条件，不要直接拒绝，以免得罪对方，而阻碍日后的合作，要同样感谢对方对我们产品感兴趣，可以提供一些其他产品信息。回信时，要确定回答了所有信息，如问题较多，可以用序号。如果询盘是第一次，可以明确告诉对方产品的优势。
回复一般包括三个部分：
(1)第一部分要感谢对方的询盘，并告知自己收到询盘信的日期，并概括询盘信内容；
(2)第二部分详细回答询盘问题；
(3)最后，希望你的信息能对对方有用，并盼尽快回复。
同时，回复一般要遵守以下几个原则：
（1）如果只能满足对方部分要求，要告诉你能满足哪些部分，然后解释你不能做的原因；
（2）如完全不能满足，要首先表示感谢对方询价，然后致歉你无法做到；
（3）措辞要真诚，礼貌。
32 Sample Letters
信例
Letter 1General Enquiry
M&N COMPANY
1234 Lowe
Boston, USA
Tel：0011232345566
August 12, 2010
CC, Ltd
1123 Cambridge
London, British
Dear Sirs,
We have seen you products at the British Summer Trade Fair in June this year and are particularly interested in your products It would be appreciated if you send us the details of your various ranges, including sizes, colors, prices, and also samples of different qualities of material used
We are a leading dealer in home products and believe there is a promising market in our area for moderately priced goods
Please give us detailed information on CIF Boston prices, discounts, and terms of payment
We hope this will be a good start for a long and profitable business relation
We look forward to hearing from you soon
Yours faithfully,
M&N Company
Manager
Notes
1 British Summer Trade Fair 英国夏季交易会
2 It would be appreciated if you send us your catalogue soon
如贵方尽快寄来商品目录，我方将不胜感激。
It would be appreciated对……不胜感激
3 various range 各类产品
range的含义有：
(1)行，列，系列；种，类
a full range of samples 一整套样品
a full range of shipping documents 一整套装运单据
(2)范围，区域；界限，差距
There is only a narrow range of prices价格仅有很小的距离。
(3)从……到……涉及
Our scope of business ranges over an extensive line of electrical products
我们的经营范围包括多种电器产品。
4 price 价格
actual price 实际价格advantage price 上涨了的价格
base price 基价，底价bid price 买方出价，标价
bottom price 底盘，最低价closing price 收盘价格
competitive price 竞争价格cost price 成本价格，生产价格
current price 市价，时价external price 国外价格，对外价格
fair price 合理价格favorable price 优惠价格
fixed price 固定价格floor price最低价格
forward price 期货价格fresh price 最新价格
5 dealer 商人，商号（多用复数）
a leading dealer 主要的经销商
licensed dealer 有照商人
securities dealer 证券商
dealership 经销权，代理权
6 a promising market 销路良好的市场
与market有关的短语有：
at the market照市价，照当前最好的行情
bring to market, put on the market, come into the market 在市场上出售，投放市场
lose ones market 失去做买卖的机会
at the market price按市价
price out of the market （商品）定价过高而无人购买
auction market 拍卖市场bond market 债券市场
corner the market 囤积居奇exchange market 外汇市场
financial market 金融市场futures market 期货市场
niche market 利基市场service market 劳务市场
7 CIF 价格术语，“Cost, Insurance, and Freight”（成本、保险加运费）的缩写， 通常称为“到岸价”。
8 discount
(1) 折扣；贴现；减价
The rate of discount in New York is now 8%现在纽约的贴现率是8%。
(2) 贴现，打折扣，不完全置信
If you can discount your price by 15%, we are ready to take 400 bales
如果贵方价格能予以85折处理，我方乐于接受400包。
9 terms of payment 支付条件，也可以说 payment terms
10 profitable 有益的，有利的，可获利的
profitable fields of investment 有力的投资场所；net profits 净利润，纯利润；total profits 总利润；profit ratio 利润率；gross profits 总利润；毛利
Letter 2Reply to General Inquiry
CC, Ltd
1123 Cambridge
London, British
Tel：12312344344
August 16, 2010
M&N Company
1234 Lowe
Boston, USA
Dear Sirs，
We are very pleased to receive your inquiry of August 12, 2010 and enclose our illustrated catalogue and price list giving the details you ask for Also under separate cover, we are sending you some samples and feel confident that when you examined them you will agree the goods are both excellent in quality and craftsmanship If you are in need of any other information not contained therein, please feel free to let us know, we shall satisfy you to the best of our ability
We allow a proper discount according to the quantity ordered Your payment term by Letter of Credit at sight is acceptable to us
Thank you again for your interest in our products We are looking forward to receiving your orders soon
Yours faithfully,
CC, Ltd
Manager
Notes
1 We are very pleased to receive your inquiry of August 12, 2010 and enclose our illustrated catalogue and price list giving the details you ask for
我们感谢贵公司2010年8月12日的询盘，现随函寄上我方附插图的产品目录和价目表。
2 under separate cover= by separate post= by separate mail 另封；另邮寄
We are mailing you, under separate cover, photographs of the offered goods我们另寄你所订货的照片。
3 sample
(1)样品
The sample is for reference only
样品仅供参考。
full range of sample 全套样品
free sample 免费样品
outturn sample 到货样
random sample 随意取样
(2) 取样以做检验
We sampled some goods to test their quality
我们取一些产品做检验以测试其质量。
4 examine 检验，审查
辨析：examine和 check
examine 表示严密调查，以确定某一事实、某事的真正性质、特征、状况或测定某事的质量、效力、真实性或功能等。
check 认真仔细检查以便看到一切都正确。
5 be excellent in在……方面优异
6 craftsmanship（工匠的）技术，技艺
7 If you are in need of any other information not contained therein, please feel free to let us know, we shall satisfy you to the best of our ability
如果你需要的信息没有包含在内，请告知我们，我们会尽力满足贵方需求。
8 letter of credit信用证
在商业书信中常用大写，单数为（a） Letter of Credit, 复数为 Letters of Credit,且常用大写缩写形式， 即L/C 和 Ls/C。当用credit 表示信用证时，复数为 credits。信用证有即期和远期之分，即期信用证可以表示为： a letter of credit available by draft at sight= a letter of credit payable against draft sight= a letter of credit available by= a letter of credit at sight= sight letter of credit。远期（或迟期）信用证是time L/C或 term L/C，常见的有见票后30（60，90）天议付的信用证，如 time L/C at 30 days after sight。
其他一些词组：
confirmed L/C 保兑信用证
revolving L/C 循环信用证
documentary L/C 跟单信用证
reciprocal L/C 对开信用证
irrevocable L/C 不可撤销信用证
transferable and divisible L/C 可转让与可分割信用证
Letter 3Specific Enquiry
M&N COMPANY
1234 Lowe
Boston, USA
Tel：0011232345566
12th August, 2010
CC, Ltd
1123 Cambridge
London, British
Dear Sirs,
Re：“Australian Royal” wool blanket
We are now considering buying large quantities of your “Australian Royal” wool blanket There is
always a ready market here for “Australian Royal” wool blanket, provided it is of good quality and competitive price We should be thankful if you would send us its full details concerning the price, discount, term of payment, delivery date, packing and so on It would also be appreciated if you could forward your samples
When quoting, please let us have your prices on both FOBC 3% Keelung and CIFC 3% HongKong If your terms are favorable, we shall probably order about 10,000 dozens and open L/C in your favor in time
We look forward to hearing from you by return
Yours faithfully,
M&N Company
Manager
Notes
1 provided it is of good quality
provide的过去分词形式provided和Ving形式providing均可作连词，用来引导条件从句，意为“如果……的话；只要……”。可直接接从句，也可加上that，二者可互换，但在正式文体中多用provided。
provide against 为……做好准备；预防……
provide for 提供生活费，养活。
2 concerning 关系到
concern oneself with/in/about sth 忙于某事；关心某事；so/as far as be concerned就……来说/而论；be concerned with / in 与……有关；Wherebe concerned 在牵扯到……的时候 / 情况下
3 We should be thankful if you would send us its full details concerning the price, discount, term of payment, delivery date, and packing and so on
如果你寄给我们关于价格、折扣、支付方式、装运期和包装等详细信息，我方将不胜感激。
4 if you could forward your samples如果你能够寄送你的样品……
forward 常见词组：
amount brought forward 上期结转amount carried forward 结转金额
balance forward 余额移后balance brought forward上期结转
balance carried forward余额结转下期carriage forward运费交货时照付
charges forward运费等由收货人在货到后自付dating forward预填日期
demand carried forward 结转需求dollar forward美元期货
duty forward预付关税freight forward运费由提货人照付，运费到付
spot and forward 即期外汇与远期外汇store and forward储存和转送
5 FOBC3% Keelung 在基隆船上交货价包含3%佣金
CIFC3% HongKong 到香港货价、保险价、运费包含3%佣金
Letter 4Reply to Specific Inquiry
CC, Ltd
1123 Cambridge
London, British
Tel：12312344344
16th August, 2010
M&N Company
1234 Lowe
Boston, USA
Dear Sirs，
Re：“Australian Royal” wool blanket
We warmly welcome your inquiry of 16th August and thank you for your interest in our “Australian Royal” wool blanket
We have pleasure in sending you a copy of the catalogue and samples of the full range of colors and the prices They will reach you after 5 working days You will see detail information about “Australian Royal” wool blanket on page 5 of the catalogue Besides, “Australian Royal” wool blanket is packed in plastic bags, with 1 piece in each bag, 5 bags in a paper box, 10 boxes in a carton reinforced by hook iron We give 12% discount on orders of＄40,000 or more, and payment must be made by confirmed, irrevocable Letter of Credit payable by draft at sight Our time of delivery is within 30 days after receipt of your L/C
All orders entrusted to us are given our careful and prompt attention We sincerely desire to have the pleasure of receiving an order from you
Yours faithfully,
CC, Ltd
Manager
Notes
1 working day =workday=weekday 工作日
2 “Australian Royal” wool blanket is packed in plastic bags, with 1 piece in each bag, 5 bags in a paper box, 10 boxes in a carton reinforced by hook iron
每一片“澳大利亚皇家”羊毛毯样片被独立装在一个塑料袋内，5个袋子装在一个纸盒里，10个盒子放在一个纸箱内，外用铁钩固定。
3 We give 12% discount on orders of＄40,000 or more, and payment must be made by confirmed, irrevocable Letter of Credit payable by draft at sight
对于4万美元或超过4万美元的订单，我们给予12%的优惠。至于付款条件，我方通常要求是保兑的、不可撤销的即期信用证。
4 All orders entrusted to us are given our careful and prompt attention
我公司一向慎重并及时办理所接到的订单。
5 We sincerely desire to have the pleasure of receiving an order from you 我们真诚地希望能得到你的订单。
33 Useful Expressions
有用的短语和句子
1 We read with interest your advertisement in China Daily and should be glad to receive particulars of your tender for port construction
我们对你方在《中国日报》上刊登的广告很感兴趣，现请你方寄送港口建设投标的详细情况。
2 We are interested in the mechanical toys demonstrated at the recent Guangzhou Trade Fair and should be glad to have details of your export terms
我们对你们最近在广州交易会上展列的机械玩具感兴趣，请详细告知出口条件。
3 We have seen your advertisement in the “Foreign Trade” and should be glad if you would send us by return patterns and prices of good quality cottons available from stock
我们已经看到了贵方在“对外贸易”上的广告，如果贵方能够给我们发送优等棉花的现货来样和价格，我们将很高兴。
4 We were pleased to know from your letter of 24th June of your interest in our products and enclose the catalogue and price list giving the details you asked for Also enclosed you will find details of our conditions of sale and terms of payment
我们很高兴地从贵方6月24日的来信中获悉，贵方对我们的产品感兴趣，附函的目录和价格单给出了贵方要求的详细资料，同时附有我方的销售条件和支付条件。
5 We are making you the following offer, subject to your reply reaching here within five days
我们给出以下报价，以贵方5天内回复为准。
6 We shall be pleased if you will furnish us with your lowest quotation for the following goods
如果你们为我们提供下列产品的最低报价，我们将会很高兴。
7 If you think this offer is acceptable to you, please fax us immediately for our confirmation
如果贵方认为此报价可以接受，请立即向我们发出传真以便确认。
8 Under separate cover, we are sending you one sample pad for the synthetic fabric dress materials we are exporting at present We hope some of the designs and colors will prove to your liking
另封寄上我方目前出口的合成纤维衣料，希望某些花样及颜色能使贵方喜欢。
9 We have been importers offor many years At present, we are interested in extending our range and would appreciate your catalogues and quotations
多年来，我公司经营……进口生意。现欲扩展业务范围，盼能惠寄商品目录和报价单。
10 We specialize in supplying small stores in rural areas Over 3,000 of these stores virtually depend on us, and this assured sales outlet enables us to dispose of fairly large quantities
我们专向乡镇小商店供货。3 000家以上此种商店靠我们供货，这些有保证的销路足够我们大量推销。
11 Your samples should give us an idea of the colors and quality of the products
贵公司寄来的样品，使我们对贵公司产品的色彩与品质有一定了解。
12 We cannot take anything off the price
此价不能再减。
13 One of our clients has sent us a quotation for 2，000 units of refrigerator to be sold in the countries in Southeast Asia Please quote us your best terms CIF Manila and let us know what quantities you are able to deliver at regular intervals
我方一客户发来询盘，要求2 000台销往东南亚国家的电冰箱报价，请贵方报CIF 马尼拉最优惠交易条件，并请告知贵方能定期提供的数量。
14 We have the pleasure of sending you a direction of how to operate our new dishwashing machine
现寄上关于如何使用我们新式洗碗机的说明书一份。
15 If the prices quoted are competitive/workable, and the quality up to standard, we will place orders on a regular basis
如果贵方报价有竞争力/可行性，产品质量达标，我方将长期订购。
16 We trust you will give this enquiry your immediate attention and let us have your reply at an early date
我方相信贵方会对此询盘予以重视并及早回复。
17 We have been informed by the Bank of Canada, Vancouver that you are one of the leading exporters of textiles in Shanghai
加拿大银行温哥华分行告知我们，贵公司是上海的主要纺织品出口商之一。
18 We are on the lookout for the following items and should be grateful if you would send samples of the same
我们欲求购下列产品，如贵公司能寄来其样品，我们将非常感激。
19 In reply to your enquiry dated November 25, we are sending you here with our quotation, along with various samples of leather gloves closely resembling to what you want
应贵公司11月25日来函询问，现寄上我方的报价和几副式样不同的与贵方要求相近的皮手套样品。
20 You will find that we have given you the most favored quotation for the same products
你将会发现，我们给贵公司的报价是相同产品中最低的。
Exercises
练习
Ⅰ Comprehension Questions：
1 In international trade, what is an inquiry？
2 What are the differences between general inquiry and specific inquiry?
3 What are the principles of writing an inquiry and a reply?
4 Suppose the goods inquired about are out of stock What are the possible replies? Please list them out
5 In the first inquiry, what items do you need to consider?
Ⅱ Translating the Following Terms and Expressions：
1 quantity discount2spoil ones credit
3 enjoy credit4current price
5 original price6特殊折扣
7 单独邮寄8质量一般的产品
9 出货书10畅销市场
Ⅲ Fill in the Blanks：
1 One of the customers is also interestedthermos bottle
2 Please quote us you lowest pricesthe following items
3 If your prices are favorable, we are prepared to order the beans large quantity
4 We have an inquiry Groundnut Kernels and shall be pleased if you quote us your lowest priceCIF basis, stating the quantity available
5 Please send us parcel post samples representing your current stocks
6 Please let us know if you can supply us with 200 cases of Luncheon Meat forshipment
7 We are interested in thegoods, and shall be obliged if you will send us quotations on CIF Liverpool basis, including 2% commission for us
8 If the following items are available in yourstock, please quote your lowest price with full details of specifications and origin
9 We hope tothe business to our mutual benefit
10 Weyou of our readiness to serve you in this end all future business
Ⅳ Translating the Following Sentences：
1 Fragile goods should be handled carefully
2 We learned from ABC Co that you are in a position to supply fruit and dried fruit
3 As soon as we receive your specific inquiries we will make you best offer on CIF Lagos basis
4 As for terms of payment, we need irrevocable L/C payable by draft at sight
5 We enclose quotation sheet against your Inquiry No16 and look forward to your confirmation
6由于自去年以来对我们茶叶的需求量不断增加，所以我们无法按贵方的要求报价。
7该报价为最惠价，恕不还价。
8我们同意贵方的建议。
9我们的一位商业合伙人建议我们向贵公司求助。
10 正如你们所知，我们是经营此类商品已有多年的国有公司。
Ⅴ Translating the Following Paragraphs into English：
我们想大量购买各种型号的铁钉，请报每公吨尼日利亚拉哥斯到岸价。 同时，如能收到贵方寄来的样品和（或）小册子则不胜感激。我们过去常从他处购买此货，但是，现在我们宁愿向贵公司购买，因为我们得悉贵公司能以更吸引人的价格大批量供货。另外，我们十分相信中国产品的质量。
Appendix 3A Terms of Price in International Trade
国际贸易价格术语
根据2000年国际贸易术语解释通则，所有的术语基本分为四种不同的类型。第一组“E组”（EXWORKS），指卖方仅在自己的地点为买主备妥货物； 第二组“F组”（FCA、FAS 和FOB），指卖方将货物交至买方指定的承运人；第三组“C组”（CFR、CIF、CPI和CIP） 指卖方须订立运输合同， 但对货物灭失或损坏的风险以及装船和启运后发生意外所发生的额外费用，卖方不承担责任； 第四组“D组”（DAF、DES、DEQ、DDU和DDP），指卖方须承担把货物交至目的地国所需的全部费用和风险。见下表：
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