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外 贸 英 语 函 电 Business English Correspondence. 主编 项伟峰. Content Structure. Job Competency. Learning Goals. Job task. Learning Task 1. Job task. Learning Task 2. Exercises. Module Assessment. Summary. Module Conclusion. Module Two Establish Business Relations. 1.

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business english correspondence

外 贸 英 语 函 电Business English Correspondence

主编 项伟峰

content structure
Content Structure

Job Competency

  • Learning Goals

Job task

  • Learning Task 1

Job task

  • Learning Task 2

Exercises

  • Module Assessment

Summary

  • Module Conclusion
module two establish business relations
Module Two Establish Business Relations

1

Learning Goals (Job competency)

2

Learning Task 1

3

Learning Task 2

4

Module Assessment

5

Module Conclusion

learning goals
Learning Goals
  • Identify trade opportunities and seek clients from different channels;
  • Write letters asking for establishing business relations;
  • Write credit inquiry letters to banks;
  • Write letters about agency application and reply to agency application.
learning task 1 source information channels and establish business relations
Learning Task 1 Source Information Channels and Establish Business Relations

Section 1 Lead in

Section 2 Business Compass

Section 3 Work Samples and Analysis

Section 4 Core Phrases and Sentence Patterns

Section 5 Simulation Workshop

Section 6 Summary

lead in
Lead in
  • If you visit the website of China Council for the Promotion of International Trade (www.ccpit.org), click the column Trade Opportunities, you will find some of the products fall into your business scope. Now you want to contact the company to express the desire of establishing business relations, how to write the letter?
sample letter
Sample Letter

GUANGZHOU HUAMEI TEXTILES IMP&EXP CO., LTD

NO 356 NANHUA ROAD NORTH,

GUANGZHOU, CHINA

INDUSTRIA OVAL TEXTIL S.A. DE C.V.

CAMINO NACIONAL NO. 200 COLONIA INDEPENDENCIA SAN JUAN

CUAUTLANCINGO, PUEBLA C.P. 72700 MEXICO

Tel: 52-222-1309049-114

Dear Sirs,

We learn your name and address from the column on the website of China Council for the Promotion

of International Trade that you are in the market for bed-sheets.

We have pleasure in introducing ourselves to you as one of the most reputable exporter of textile

products in China, having been engaged in this line for over twenty years.

We are enclosing herewith a copy of our latest illustrated catalog and price list for your reference,

and hope that you would establish business relations with us.

We await your early reply with keen interest.

Yours faithfully,

George

George

Sales Manager

learning task 1 source information channels and establish business relations1
Learning Task 1 Source Information Channels and Establish Business Relations

Section 1 Lead in

Section 2 Business Compass

Section 3 Work Samples and Analysis

Section 4 Core Phrases and Sentence Patterns

Section 5 Simulation Workshop

Section 6 Summary

source information channels
Source Information Channels
  •  directories of various countries and regions;
  •  embassies (commercial counselor’s offices), consulates,

banks etc.;

  •  sales agents abroad;
  •  old clients or friends in commercial circles;
  •  advertisements in newspapers, TV or magazines;
  •  local chamber of commerce;
  •  the work of a branch office or representative abroad;
  •  business talks;
  •  exhibitions, export commodity fairs or mini-fairs.(E.g.: Canton Fair)
seeking clients on the internet
Seeking clients on the Internet
  • A company’s homepage;
  • E-mails, mail-list, or e-mail group service;
  • BBS(Bulletin Board System,电子公告板,论坛), discussion board or chat room.
  • Search Engine: Google
  • B2B Website: alibaba, global sources, ec21,made-in-china, ebay
credit inquiry
Credit inquiry
  • Capital — the overall financial worth or assets minus outstanding obligations;(资金)
  • Capacity — the ability to promote its line of business as testified by the scope of thefirm and the volume of business actually done;(经营能力)
  • Character — the record of the firm honoring or dishonoring contracts and otherobligations;(品德:声誉reputation、信用record、诚实守信honesty and integrity)
  • Lines of business (the business scope of the firm) being handled.(从事的行业)
writing skills
Writing skills

Writing to prospective clients:

  • Source of information
  • Purpose or intention
  • Nature of your business, business scope and financial status.
  • Terms of transaction, payment etc.
  • Polite endings and expectations
more tips
More Tips
  • the first impression matters
  • follow the standard format
  • avoid mistakes
  • reply in full without the least delay
learning task 1 source information channels and establish business relations2
Learning Task 1 Source Information Channels and Establish Business Relations

Section 1 Lead in

Section 2 Business Compass

Section 3 Work Samples and Analysis

Section 4 Core Phrases and Sentence Patterns

Section 5 Simulation Workshop

Section 6 Summary

letter 1 a letter requesting to establish business relations
Letter 1 A letter requesting to establish business relations

Guangdong Light Industrial Products Co., Ltd

552 Dongfeng Road West

Guangzhou, China

Feb 26th, 2011

Johnson International Trading Co., Ltd

5523, Lead Street

New York, USA

Dear Sirs,

Your name and address have been recommended to us by a friend of mine in New York as a well-established importer of light industrial products in your country.

We have the pleasure of introducing ourselves to you as one of the most reputable exporter of light industrial products in Guangdong Province, having been engaged in this line for over thirty years.

We are enclosing a copy of our latest illustrated catalog and price list, and hope that you would enter into business relations with us.

We are looking forward to your early reply.

Yours faithfully,

John Smith

John Smith

letter 1 a letter requesting to establish business relations1
Letter 1 A letter requesting to establish business relations

Comments:

  • This is a standard letter by an exporter requesting for establishment of business relations. The letter is written in a very good taste, and the language used is clear and concise. The structure is also very clear.

Analysis:

  • Para1. State source information
  • Para2. Self-introduction details;
  • Para3. State the purpose of the letter;
  • Para4. Encourage a prompt reply.
letter 2 an introduction letter of an exporter
Letter 2 An introduction letter of an exporter

Dear Sirs,

Through the courtesy of the Chamber of Commerce in Tokyo, Japan, we have learned that you are one of the leading importers of metals and minerals and interested in doing business with us. We have been exporting all kinds of metals and minerals for 30 years and have many customers and friends in over 60 countries and regions.

We are enclosing a catalog and a price-list. If any items you enquire for do not appear on the list, please tell us.

If you are not interested in the offerings on the list, please be good enough to forward it to some of your friends or a firm, who may be interested in these items.

Your early reply will be very greatly appreciated.

Yours faithfully,

Michael Jackson

Michael Jackson

letter 2 an introduction letter of an exporter1
Letter 2 An introduction letter of an exporter

Comments:

  • This is a letter written by an exporter for self-introduction, while wishing to enter into business relations with the importer and making quotation for metals and minerals.

Analysis:

  • Para1. State the source of information and make self-introduction;
  • Para2. State the exporter’s purposes;
  • Para3. A further request to the importer;
  • Para4. Expectation.
slide19
勘误

Letter 2 in Page 37:

  • Notes:

删除(移至Letter 6):take advantage of 利用

增加:through the courtesy of 承蒙.....的介绍

letter 3 a letter establishing business relations from an importer to an exporter
Letter 3 A letter establishing business relations from an importer to an exporter

Dear Sirs,

We owe your name and address to Bank of China, Lagos Branch, through whom we have learnt that you are exporter of Chinese textiles and cotton piece goods.

Textiles are our main imports, but now we are especially interested in importing printed shirting(印花细布) from your country. If you can assure us of workable prices, excellent quality and prompt delivery, we shall be able to deal in these goods on a substantial scale.

We would appreciate it if you would send us [by airmail] catalogs, sample books and necessary information regarding printed shirting, so as to acquaint us with the material and workmanship of your supplies.

We are looking forward to your early reply.

Yours faithfully,

Henry Harrison

Henry Harrison

slide21
勘误

Letter 3 in Page 38:

  • Notes:

Lagos n. 拉各斯(尼日利亚Nigeria的旧都及第一大港)

注:1991年12月尼日利亚从原来的首都拉各斯(Lagos)迁入阿布贾(Abuja)

letter 3 a letter establishing business relations from an importer to an exporter1
Letter 3 A letter establishing business relations from an importer to an exporter

Comments:

  • This is a letter written by an importer to exporter, wishing to establish business relations.

Analysis:

  • Para1. State the source of information;
  • Para2. Make self-introduction for the confidence of the exporter;
  • Para3. State the main purpose and intention;
  • Para4. Expectation.
letter 4 a letter establishing business relations from an exporter to an importer
Letter 4 A letter establishing business relations from an exporter to an importer

Dear Sirs,

Your letter of November 21 addressed to our sister corporation in Shanghai has been passed on to us. As the items fall within our business scope, we shall be pleased to enter into direct business relations with you. We have learned that you are one of the leading importers and wholesalers of electronic products in Thailand.

We are exporter of the same lines of business, having a business background of some 20 years, and are now particularly interested in exporting to your country our electronic products. All kinds of our products are good sellers(易于销售的货品,best seller畅销品) and worth recommendation for their excellent quality.

If you are interested in marketing these products at your end, please let us know and we shall be pleased to send you our quotations and sample books upon receipt of your specific inquiries.

We look forward to your favorable reply.

Yours faithfully,

J.R. Longfellow

J.R. Longfellow

letter 4 a letter establishing business relations from an exporter to an importer1
Letter 4 A letter establishing business relations from an exporter to an importer

Comments:

  • This is a letter written by an exporter to importer, wishing to enter into direct business relations.

Analysis:

  • Para1. State the source of information;
  • Para2. Self- introduction;
  • Para3. State the purpose and intention
  • Para4. Expectation.
letter 5 a credit inquiry letter
Letter 5 A Credit Inquiry Letter

Dear Sir,

Credit information (Confidential)

We have received an order from Pacific Electronic Co., Ltd. USA. They have given us your name as reference. We wish to know if they are good for this amount and in every way trustworthy and reliable.

We would appreciate it if you would kindly provide information about their financial and business status. Any information provided would be treated strictly confidential.

We await your early reply.

Yours faithfully,

Alan Brown

Alan Brown

letter 5 a credit inquiry letter1
Letter 5 A Credit Inquiry Letter

Comments:

  • This is a credit inquiry letter to a bank. When writing this kind of letter, the writer should say why he inquiries from this bank, and introduce something about the order, and then inquire about the importer’s credit in very polite way. Besides, the writer should promise to keep what he knows as strictly as confidential.

Analysis:

  • Para1. State the source of information and self-introduction;
  • Para2. State the purpose and promise to treat the information confidential;
  • Para3. Expectation.
letter 6 favorable reply to a credit inquiry
Letter 6 Favorable reply to a Credit Inquiry

Dear Sirs,

We are pleased to inform you that the company you mentioned in your letter of July 17, 2011 is a small but well-known company and has enjoyed high reputation that has been in this line in our city for nearly fifty years.

We have been doing business with the company for many years and have found that they are very reliable and their financial status is very sound. Although they have not as a rule taken advantage of our cash discounts, they have always paid their account promptly on the net date(due date,net due date确切的付款日期). The credit we often allow has been well above the amount you mentioned in your letter.

The above information is given to you for your personal reference only and without any responsibility on our part.

Yours faithfully,

David Edward

David Edward

letter 6 favorable reply to a credit inquiry1
Letter 6 Favorable reply to a Credit Inquiry

Comments:

  • This is a favorable reply to the credit inquiry of a company.

Analysis:

  • Para1. State the result of credit inquiry;
  • Para2. Give the favorable suggestion based on the inquiry result;
  • Para3. Emphasize that the information is given for reference without responsibility;
learning task 1 source information channels and establish business relations3
Learning Task 1 Source Information Channels and Establish Business Relations

Section 1 Lead in

Section 2 Business Compass

Section 3 Work Samples and Analysis

Section 4 Core Phrases and Sentence Patterns

Section 5 Simulation Workshop

Section 6 Summary

core phrases and sentence patterns
Core Phrases and Sentence Patterns
  • 1. Source information信息来源:
  • owe sth. to sb. ; through the courtesy of sb.; be indebted to sb. for sth.; come to know sth. through…; obtain sth. from sb.; be recommended to sb. by sb.; on the recommendation of sb. learn sth. from/through sb…我们从….处得知……; 通过……我们了解到……
core phrases and sentence patterns1
Core Phrases and Sentence Patterns
  • 2. establish/enter into/set up/ build up business relations (connections) with sb. (与某人)建立业务关系
  • 3. Self- introduction of company(line of business, etc.)公司介绍

we are. . ./being…;我们是… ;

introduce sb... as…; 介绍…是... ;

fall/come/liewithin/into the scope of sb. 属于… 经营范围

core phrases and sentence patterns2
Core Phrases and Sentence Patterns
  • 4. Introduction of products产品说明

high/excellent/fine/superior/good quality

质量上乘;

popular受欢迎.;

to sb’s taste/liking符合某人的喜好;

meet (with) sb.’s satisfaction获得某人的满意;

appeal to sb.吸引…;

in great/heavy demand 大量需求;

core phrases and sentence patterns3
Core Phrases and Sentence Patterns
  • 5. Credit Status Inquiry资信调查

Enjoy good reputation资信良好;

financial/credit standing/status财务状况

treat/regard as strictly confidential 严格保密

refer to sb. 向…查询/办理/寻求帮助

group activity recite and interpretation
Group Activity: Recite and Interpretation
  • Step 1 Read aloud the Core Phrases and Sentence Patterns.(In and after class, 5 minutes in class)
  • Step 2 Memorize and Recite
  • Setp 3 Interpretation: One student read English and another student translate it into Chinese without looking at the textbook and then Chinese into English; Take turns to interpretate this part.
learning task 1 source information channels and establish business relations4
Learning Task 1 Source Information Channels and Establish Business Relations

Section 1 Lead in

Section 2 Business Compass

Section 3 Work Samples and Analysis

Section 4 Core Phrases and Sentence Patterns

Section 5 Simulation Workshop

Section 6 Summary

simulation workshop
Simulation Workshop

深圳天力进出口公司是一家国有进出口公司,主要经营各种调味品和食品,包括大蒜,孜然, 花椒,核桃仁,花生, 瓜子仁等产品。产品主要销往东南亚, 中东等国家。

最近,天力公司从“环球食品供求杂志”(Universal Foodstuff Supply and Demand)获悉印度尼西亚雅加达食品有限公司正在寻求Cumin的供货商。(雅加达食品有限公司是印度尼西亚一家专门从事干鲜食品和调味品的大批发商,在东南亚市场占有一定的市场份额。)

中方:Shenzhen Tianli Imp & Exp Corp. No 358 Hehai Street, Futian District, Shenzhen, China

外方:Jakarta Foodstuff Co., Ltd, Room2580, 25th Floor, International Finance Center, Jakarta, Indonesia

任务: 请就以上提供的业务背景以深圳天力公司销售部业务员的身份给雅加达食品有限公司撰写一封要求建立业务关系的信函。

notes
Notes:
  • 孜然(cumin )又名安息茴香、枯茗,维吾尔族称之为“孜然”,来自于中亚、伊朗一带,在我国只产于新疆。它主要用于调味、提取香料等,是烧、烤食品必用的上等佐料,口感风味极为独特,富有油性,气味芳香而浓烈。孜然也是配制咖喱粉的主要原料之一。
slide38
Keys

Shenzhen Tianli Imp & Exp Corp

Hehai Street, Futian District,Shenzhen, China

Jakarta Foodstuff Co., Ltd,

Room2580, 25th Floor, International Finance Center,

Jakarta, Indonesia

Dear Sirs:

We have learned your name and address from the magazine Universal Foodstuff Supply and demand that you are in the market for Cumin seeds.We have also learned that you are a leading wholesaler specializing in dried food and seasoning and occupying a certain market share in Southeast Asia.

We are a state-owned import and export companyspecializing in various kinds of seasoning and foodstuff including garlic, cumin seeds, red pepper, walnut kernel, peanut, shelled pumpkin seeds, etc.

We are enclosing our illustrated catalogue and price-list. We hope to enter into business relations with you.

Your early reply will be very greatly appreciated.

Yours faithfully,

(Signature)

Sales Representatiove

learning task 1 source information channels and establish business relations5
Learning Task 1 Source Information Channels and Establish Business Relations

Section 1 Lead in

Section 2 Business Compass

Section 3 Work Samples and Analysis

Section 4 Core Phrases and Sentence Patterns

Section 5 Simulation Workshop

Section 6 Summary

summary
Summary
  • Seeking clients rely on various source information channels and mostly on the Internet.
  • To reduce risks, credit inquiries from banks are essential. It is usually about the target firm’s financial and credit status, business activities, honesty, integrity, etc.
  • The “first letter” to establish business relations

usually includes:

  • source of information
  • the purpose or intention writing the letter
  • introduction of the company and products
  • Expectation.
module two establish business relations1
Module Two Establish Business Relations

1

Learning Goals (Job competency)

2

Learning Task 1

3

Learning Task 2

4

Module Assessment

5

Module Conclusion

learning task 2 agency application and appointment
Learning Task 2 Agency Application and Appointment

Section 1 Lead in

Section 2 Business Compass

Section 3 Work Samples and Analysis

Section 4 Core Phrases and Sentence Patterns

Section 5 Simulation Workshop

Section 6 Summary

lead in1
Lead in

Case study

广东南华纺织有限公司(Guangdong Nanhua Textile Co., Ltd)主要经营纺织品,包括服装,鞋袜,帽子,一直有意打开美国市场。2011年11月15日,通过广东省一商会介绍,该公司得知美国洛杉矶的约翰逊公司(Johnson Co., Ltd)有意代理中国的纺织品。南华公司的一名业务员以公司名义给约翰逊公司去函,表达与其建立独家商务代理业务关系的热切愿望。美国客商的具体联络办法是:Mr. Smith, Sales Department, Johnson Co., Ltd, 152. Douala Street, Los Angeles, USA

Discuss the following questions:

  • 1. Why is an agent required in foreign trade?
  • 2. How to select an agent?
sample letter1
Sample Letter

Guangdong Nanhua Textile Co., Ltd

Sales Department,

Johnson Co., Ltd, 152. Douala St,

Los Angeles, USA

Dear Mr. Smith,

We learn from Guangdong chamber of commerce that you are looking for a reliable company to represent you. We are writing to ask to be your agent.

Having had experience in the line of textile products for 20 years, we are familiar with customers’ need and are confident that we could develop a good market in China. Our wide connections in the line should enable us to work up a satisfactory business with you.

As to the financial standing or other information concerning us, we refer you to the Bank of Guangdong.

We hope to hear favorably from you and know on what terms you would be willing to conclude an agency agreement with us.

Yours faithfully,

Henry Smith

Henry Smith

learning task 2 agency application and appointment1
Learning Task 2 Agency Application and Appointment

Section 1 Lead in

Section 2 Business Compass

Section 3 Work Samples and Analysis

Section 4 Core Phrases and Sentence Patterns

Section 5 Simulation Workshop

Section 6 Summary

business compass
Business Compass

Agents:

  • local
  • professional
  • open up a market
  • push the sales

Two types of agents:

  • General agent
  • Sole/exclusive agent
writing skills1
Writing skills

Writing letters about agency:

  • Nature and duration of the agency (e.g. sole agency, agency merely for transmitting orders, agency carrying stock and so on);
  • Territory to be covered;
  • Duties of agent and principal;
  • Method of purchase and sale (e.g. whether the agent is to buy for his own account or “on consignment”).
learning task 2 agency application and appointment2
Learning Task 2 Agency Application and Appointment

Section 1 Lead in

Section 2 Business Compass

Section 3 Work Samples and Analysis

Section 4 Core Phrases and Sentence Patterns

Section 5 Simulation Workshop

Section 6 Summary

letter 1 look for an agent
Letter 1 Look for an agent

Dear Sirs,

Through the courtesy of our Commercial counselor’s office in your country we have obtained your name and address. They recommended you as an agent for our products at your end. Recently, we have produced a new kind of electric toys and would like to have an agent in your area to sell newly produced products.

From your commercial counselor’s office we have learned that your company has a very good reputation and credit on pushing the sales of electric goods. We, therefore, write to approach you to discuss the matter of sole agency. We expect an annual turnover of not less than USD 850,000 and on all order executed. You will be allowed a commission of 5% to be calculated on CIF terms basis.

letter 1 look for an agent1
Letter 1 Look for an agent

  We would be grateful if you let us know whether you are interested in representing us solely and the volume of business you can do. We feel confident that with your help we are sure to build up a good market in your country very soon.

Upon receipt of your affirmative answer, we will prepare a draft agreement and send it to you for your final confirmation without any delay.

  Yours faithfully,

Green Wood

  Green Wood

comments analysis
Comments & Analysis

Comments:

The writer is looking for a sole agent and writes to the reader to express his wishes. Commission he will grant and his own requirement are clearly stated.

Analysis:

  Para1. State the source of information;

  Para2. Give the reasons writing the letter;

  Para3. Wish the reader to act as his sole agent;

  Para4. Expect affirmative answer.

slide52
勘误
  • P46 Notes 删除2. warrant v. 授权,批准
letter 2 request to act as an agent
Letter 2 Request to act as an Agent

Dear Sirs,

Re:Asking for acting as Agent for Electric Lighters

For the past five years,We have been selling your

electric lighters to the wholesalers and big dealers

located everywhere in Pakistan. Customers are quite

satisfied with your products,as the styles and colors are

suited to the markets. We have already set up solid

business relations and proved excellent business

performance.

Knowing that you have no agent in Pakistan,we are

therefore,recommending ourselves as your agent. We

suggest to sign a sole agency agreement with 3year

validity. The annual selling quantities will be in order of

letter 2 request to act as an agent1
Letter 2 Request to act as an Agent

50000 lighters,60000 lighters and 70000 lighters

respectively. We will take 15% commission from

our concluded transactions. We will not run other

foreign similar competitiveproducts within validity

of this agreement.

If you agree to accept us as your sole gent,we will try

our best to promote your products on the markets in

Pakistan and make further study for this matter.

Your quick response will be highly appreciated.

Yours faithfully,

Thomas Brown

Thomas Brown

comments analysis1
Comments & Analysis

Comments:

The writer wants to act as sole agent for electric lighters because he thinks that the products are satisfactory and their business performance have been successful and thus try to convince the reader they are the right person.

Analysis:

 Para1. Introduction of the previous excellent business performance as an agent;

 Para2. State the main purpose writing the letter;

 Para3. Express the wishes to act as sole agent;

 Para4. Expect the quick response.

letter 3 asking to be an agent
Letter 3 Asking to be an agent

Dear Sirs,

We learn that you are looking for a reliable sales agency

withgood connections in furniture business. We hope to be

your agent.

Having had experience in furniture for 15 years, we are

familiar with customers’ need and are confident that we could

develop agood market in our country. Our sophisticated

marketing facilities and the wide connections should enable

us to work up a satisfactory business with you.

As to our financial standing or other information, we

refer you to the Trust and Investment Bank.

We hope to hear favorably from you and know your terms of

agency agreement.

Yours faithfully,

Henry Smith

Henry Smith

comments analysis2
Comments & analysis

Comments:

The writer asks to be the agent because he thinks that he is confident to develop a good market and provides relevant information.

Analysis:

 Para1. The purpose of writing the letter;

 Para2. Self-introduction;

 Para3. Provide financial standing information;

 Para4. Expectation.

letter 4 agency appointment
Letter 4 Agency Appointment

Dear Sirs,

We are now pleased to offer you an appointment as our

sole agents for France on the terms and conditions

agreed verbally with you.

This appointment will be for a trial period of 12 months

and we will pay you a commission of 7% on the net

value of all sales against orders received through you,

to which would be added a commission of 2.5%.

As we are able to facilitate quick delivery there will be

no need for you to maintain stocks of our goods, and we

letter 4 agency appointment1
Letter 4 Agency Appointment

will send you full ranges of samples for display in your

showrooms.

Please confirm these terms in writing as soon as

possible, after which we will arrange for a formal

agreement to be drawn up. When signed, a circular will

be prepared for distribution to our customers in France

announcing your appointment as our agents.

We look forward to a successful business relationship.

Yours faithfully,

George Brown

George Brown

comments analysis3
Comments & analysis

Comments:

  This is a letter to accept an application for agency---Agency Appointment.

Analysis:

Para1. Inform the reader of the appointment as

sole agent;

Para2. Introduce main points of the

appointment;

Para3. Expect the reader to confirm;

Para4. Wish to have successful business

relationship.

learning task 2 agency application and appointment3
Learning Task 2 Agency Application and Appointment

Section 1 Lead in

Section 2 Business Compass

Section 3 Work Samples and Analysis

Section 4 Core Phrases and Sentence Patterns

Section 5 Simulation Workshop

Section 6 Summary

section 4 core phrases and sentence patterns
Section 4 Core Phrases and Sentence Patterns

1. act/handle as an agent 担任代理

represent sb.代表…;

be represented by sb.由…担任代理

2. appoint sb. as an agent for sth. in…(place) 任命某人/某公司为某产品在某地代理

3. entrust sb. with agency 委任代理

group activity recite and interpretation1
Group Activity: Recite and Interpretation
  • Step 1 Read aloud the Core Phrases and Sentence Patterns.(In and after class, 5 minutes in class)
  • Step 2 Memorize and Recite
  • Setp 3 Interpretation: One student read English and another student translate it into Chinese without looking at the textbook and then Chinese into English; Take turns to interpretate this part.
learning task 2 agency application and appointment4
Learning Task 2 Agency Application and Appointment

Section 1 Lead in

Section 2 Business Compass

Section 3 Work Samples and Analysis

Section 4 Core Phrases and Sentence Patterns

Section 5 Simulation Workshop

Section 6 Summary

section 5 simulation workshop
Section 5 Simulation Workshop

  广州东方化妆品公司(Guangzhou Oriental Cosmetics Limited company)是一家有着十几年化妆品经营经验的化妆品公司。公司作为欧美、日韩、国产等几大国际知名化妆品品牌正式授权的中国独家总代理,在中国主要省市拥有众多的经销商和品牌专柜。2011年10月23日,该公司业务员从上海经贸网上看到这样一条信息: 加拿大Nina Essence公司希望寻求在中国的化妆品代理商。Nina Essence公司在加拿大生产并销售化妆品,包括洗发、护发等系列产品,获得Ecologic认证。

  任务: 广州东方化妆品公司认为该产品在中国市场极有市场潜力,致函加拿大公司,要求做该公司在中国市场的独家代理。请就以上提供的业务背景以广州东方化妆品代理公司业务员的身份给Nina Essence公司撰写一封请求独家代理的信函。

  中方地址:广州市珠江路152号。联系人:王丽

  外方地址:加拿大温哥华DULE大街553号。联系人: Nina女士

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Keys

Guangzhou Oriental Cosmetics Limited company

No 152, Pearl River RoadGuangzhou, China

Nina Essence Company

No 553, Dule Street

Vancouver, Canada

Dear Ms Nina,

  We are pleased to have learned your name and address from Shanghai economic and trade network, and learned that you are in the market for an agent of cosmetics in China.

  The demand for your cosmetics in China has shown a marked increase in recent years. We are convinced that there is a considerable sales here for your products. There is every sign that an advertising campaign, even on a modest scale, would produce very good results if it were backed by an efficient system of distribution.

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We are well-know distributors of cosmetics over 10 years’ standing. We have many distributors and products special counters in most of the principal provinces and cities. With knowledge of the local conditions, we feel we have the experience and the resources necessary to bring about a market development of your trade in this country.

   If you agree to accept us as your agent,we will try our best to promote your products on the markets in China and make further study for this matter.

   Your quick reply will be highly appreciated.

Yours faithfully,

王丽

Ms. Wang Li

learning task 2 agency application and appointment5
Learning Task 2 Agency Application and Appointment

Section 1 Lead in

Section 2 Business Compass

Section 3 Work Samples and Analysis

Section 4 Core Phrases and Sentence Patterns

Section 5 Simulation Workshop

Section 6 Summary

section 6 summary
Section 6 Summary

While writing a letter of agency, the writer of agency writing should include:

  • nature and duration of agency;
  • territory to be covered;
  • duties of agent and principal;
  • method of purchase and sale.
assessment for task 1 establish business relations
Assessment for Task 1 Establish Business Relations

I.Translate the following terms and expressions into

Chinese or English:

1. specific inquiry

具体询盘

2.优惠价格

favorable price

3. 经营范围

business scope

4. 价格单

price list

5. 样品册

sample books

assessment for task 1 establish business relations1
Assessment for Task 1 Establish Business Relations

Ⅱ.Choose the best answer to complete each of the following sentences:

1.____ in 1995, this company specializes in the export of cotton piece goods.

A. Establish B. Established C. Establishing D. To be established

2.____ please find the catalogues and latest price list.

A. Enclosed B. Enclosing C. Enclose D. Enclosure

3. We will forward all information of the item mentioned above ____ receipt of your reply.

A. with B. upon C. in D. of

4. We look forward ____ your favorable news.

A. on B. to C. at D. of

5. The present market is favorable ____ importers.

A. with B. for C. in D. to

assessment for task 1 establish business relations2
Assessment for Task 1 Establish Business Relations

6. Because the article falls ____ the scope of our business activities, we are writing you in hope of ____ trade relations with you.

A. within, establishment B. within, establishing

C. below, set up D. below, setting up

7. Thank you for the sample cutting____ in your letter.

A. enclose B. enclosed C. enclosing D. being enclosed

8. We take the pleasure of introducing ourselves____ an experienced importer____ line of daily products.

A. of, on B. as, in C. for, by D. be, at

9. Thank you for your price list showing various kinds of products now____ for export.

A. available B. be available C. to be available D. beingavailable

10.____ create severe competition for home produced goods.

A. Import B. Importing C. Imports D. Imported

assessment for task 1 establish business relations3
Assessment for Task 1 Establish Business Relations

Ⅲ.Translate the following sentences into English:

1.我们愿意在平等互利的基础上与你公司建立贸易关系。

2.我们致函,介绍本公司是各种空调的最大的出口商之一。

3.为了把我们的产品扩展到欧洲市场,我方致函贵方寻求合作机会。

4.我们有各种各样的颜色和尺寸,能满足多种需求。

5.我们已经航空邮寄给贵方有关产品的广告单。如对某些感兴趣,请告知。

assessment for task 1 establish business relations4
Assessment for Task 1 Establish Business Relations

6.经过多年的努力,我们已经拓展了业务范围,目前我们经营近百种产品。

7.我们主要业务是多种轻工产品的进出口。

8.万一贵公司不进口上述产品,如能将此信转给相关的公司,我们将非常感激。

9.作为摩托车出口商,我们愿与贵方在这一行业开展贸易。

10.为了让你们大体了解我们的产品,另封寄上目录一份以及三份小册子供贵方参考。

assessment for task 1 establish business relations5
Assessment for Task 1 Establish Business Relations

Ⅳ. Translate the following letter into English:

先生:

   关于贵公司2011年11月25日的来信,谨告知我方已经从伦敦银行收到了贵方所要求的资料信息。

   Messrs. Johnson 有限公司成立于1981年,资金为35万英镑,主要经营电子产品的进出口。他们的供应商与他们的业务记录都令人非常满意,因此该公司在该地区享有很高的声誉。根据我方资料显示,该公司总是能够很及时还清款项,因此我们认为该公司十分可靠,值得信赖。

   我们希望所提供的信息能有助于贵公司评估该公司的信用。该资料必须严格保密,我方对此不负任何责任。

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Dear Sirs,

Regarding your letter of 25, November 2011, we havereceived the information you required from the Bank of London.

Messrs. Johnson Co., Ltd was founded in 1981 with capital of GBP 350,000,specializing in the import and export of electronic products. Their suppliers’ business with them is reported to have been satisfactory, thus they enjoy a very good reputation in their area. As far as our information goes, they can always punctually meet their commitments. We therefore consider them reliable and trustworthy.

We hope the information provided will help you in your evaluation of this company’s credit. Of course, the information is confidential without any responsibility on our part.

Yours faithfully,

XXX

assessment for task 1 establish business relations6
Assessment for Task 1 Establish Business Relations

Ⅴ. Write an English letter in a proper form based on the following information:

Write a letter to Foothill Enterprises Trade Development Co. Ltd. ( P. O. Box 22789 Taiz Street, Sana’a, Republic of Yemen) telling them:

1. your name and address: Guangzhou Light Industrial Imp & Exp Co., Ltd, Guangzhou, 152 Dongfeng Road, Guangzhou, China;

2. you are introduced by the Commercial Counselor’s Office of their embassy in Beijing;

3. you wish to set up business relations with them;

4. the main scope of your business is exporting chinaware;

5. samples and catalogues will be sent to them upon receipt of their specific inquiries.

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Guangzhou Light Industrial Imp & Exp Co., Ltd,

152 Dongfeng Road, Guangzhou, China;

20 April 2011

Foothill Enterprises Trade DevelopmentCo. Ltd.

Taiz Street

P. O. Box 22789

Sana’a Republic of Yemen

Dear Sirs,

  Your company has been introduced to us by Commercial Counselor’s Office of your embassy in Beijing as prospective buyers of arts and crafts.

  In order to introduce our products to the Middle East, we are writing to you in the hope of establishing trade relations.

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The main line of our business covers the export of chinaware of superb quality, fashionable design and competitive price, which enjoys a good reputation all over the world.

We are enclosing an illustrated catalogue and the latest samples and quotations will be airmailed to you upon receipt of your specific inquiries.

  We are looking forward to your early reply.

Yours faithfully,

(Signature)

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Thank You !

《外贸英语函电》 ISBN 978-7-303-14749-6