商务英语写作 胡云坤 May 26, 2007

Outline Part I Fundamentals of business writing Part II Criteria for effective business Writing Part III Contents and formations of the book Part IV Problems to be tackled in this course Part V Requirements for teachers

Books that has influence on me Basic Business Communication (1991) By Raymond V. Lesikar Business communication ( 1998) ( 2005) By Carol M. Lehman ( Thomson publishing house)

Part 1 Fundamentals Theories related to communications –Human needs –Stroking and Johari window –Theory X and Theory Y –Marketing concept –Intercultural knowledge /SRC

1.1 Maslow’s Hierarchy of Needs

Human needs Lower level needs – physiological –Safety –Social Higher level needs -Esteem -Self-actualization

1.2 stroking and Johari window Stroking Transactional term ( 相互作用分析） for identifying the way others give recognition to a person Positive stroke, E.g. receiving congratulatory phone calls or letter Negative stroke, E.g. receiving hurtful comments

1.2 Trust Leads to Reciprocal Sharing Depicted in Expanded Open Area in Johari Window Chapter 1

1.2 Johari window 1. Free or open area---what we know about ourselves and others about us. 2. blind area--- others know about us, but we don’t know about ourselves 3. hidden area --- Things we know about ourselves,other don’t know 4. unknown area--- things we don’t know and others don’t know about us

The purpose is to expand the open area, decrease the bind and hidden area, therefore leading to higher level of interpersonal sharing. Trust is something that must be earned. Trust and openness lead to better communication between two people In business we aim at both task –oriented communication and emotional communication

1.3 X theory and Y theory of management styles Theory X : traditional style, meet lower level of human needs, exercise strong control over the employees, employ external incentives E. G. job and paycheck

Theory Y : Modern style Meet higher level needs Balance control and individual freedom Lessen the external motivation E.G empowerment

1.4 Changes in marketing Mix from 4 Ps to 4Cs Product ---design or production Price and place –distribution Promotion--- marketing communication The 4ps determine how a good or service is made and provided, how much it cost, where it is distributed and how it is presented in all company communication

4 cs Customer –focus on customers wants and needs versus product Cost – what it cost a customer to own a product instead of how to price a product ( e. g. car/ considering the repair cost) Convenience ---focus how easy it is for customers to acquire the product, rather than how easy for the company to distribute it ( e.g. Coca Cola convince restaurants to offer its products, as well as making them widely available in every type of stores

4cs Communication Traditionally promotion has meant sending brand message and offers customers, using one-way communication. The new way of thinking focuses on opening up opportunities for dialogue, from telling and selling to listening and learning

1.5 The self –reference Criterion The definition : The unconscious reference to one’s own cultural values Cultivate culture awareness and culture understanding Learn to be careful about using our own cultural norms to judge people from other cultures

Part II. Criteria for Effective Business Writing 2.1 Courtesy --- treating people with respect and concern /employing - You –view points - Conversational language - words of positive effect - do more than expected

2.2 Correctness - grammar, punctuation, spelling,, using accurate information show respect to the receiver of the messages 2.3 Conciseness – write in the fewest possible words without sacrificing completeness and you-view point –time is money to the customers -

2.4 Clarity –tells the readers exactly what they want and need - show concern for the readers - Short sentence, familiar words 2.5 Concreteness – vivid, specific, action verbs

2.6 Completeness –Include all the necessary information and data in the message Following the six cs standards, you can (1) accomplish your task –get thing done, and (2) maintain goodwill with customers.

2.7 Patterns of Business Writing Direct order good news and routine news Indirect order bad news and persuasive messages

Part III. Organization of the book 3.1 contents Principles of business writing ( 1-2) Letters concerning transactions (3-7) General letters ( 8-9) Office communications ( 10-11) Employment ( 12-14) Proposal and report ( 15-16) Business documents and questionnaires( )

3.2 purpose To inform Units To persuade Units To Entertain Unit 8.

3.3 Organization of each unit Writing principle Standard letters ( questions) Samples for analysis Language for writing - notes - useful sentence patterns Exercises

Part IV Problems to be tackled business writing teaching Motivation of students Teaching materials Teachers’ professionalism teaching methods --

4.1 Students motivation for taking the course Mostly they are pre-experience learner: 1) Prepare for their future working life in business ( motivated) 2) get credits to graduate ( need to be motivated) 3) Pass BEC test

4.2 Teaching materials No text book is perfect in itself or for a particular teaching learning context Need to adapt and supplement in some way for particular students and specific teaching contexts Authentic materials Case study

4.3 Particular nature of business writing teaching Is a branch of English for Special purpose Is more than specialized vocabulary involves with theories of applied linguistics, socio-linguistics, pragmatics, HR management, psychology, cross- cultural communications

4.4 Teaching method Substituting Supplementing Adapting course book material according to students interests or needs Pair writing or group writing planning drafting revision comment

Part V Requirements for teachers Strong interest in your teaching Proficiency in English language Knowledge of business communications and of trade and marketing Understanding of students’ needs and motives Skill of class management Extra efforts at evaluating students performance