. . . . . .天津理工大学本科教学教案 2013 ——2014 学年第一学期教师姓名：原永康所在单位：外国语学院课程名称：外贸函电天津理工大学教务处制a. .. .天津理工大学本科教学教案注：表中（）选项请打“√”【首页】教学内容：外贸函电写作的基本原则教学背景：本次课为外贸函电写作课程的第一次课，主要介绍外贸函电写作的基本原则，为后续的函电教学打下良好基础。

教学目标：介绍并灵活运用外贸函电写作的7C原则教学思路：结合多媒体技术，通过举例和运用案例对7个原则进行讲解，以加强对知识点的理解和认识。

重点：consideration（体谅原则）；concreteness(正确原则)难点：如何在实践中使用商务函电写作7C准则时间分配：讲解20分钟练习与讲解：25分钟课后反思：Principles of Business Letter WritingIn business letter writing, there are seven principles,namely the 7C principles, for the writer to follow.(1)ConsiderationConsideration emphasizes You-attitude rather than We-attitude. When writing a letter, keep the reader’s request, needs, desires, as well as his feeling in mind.The following points are necessary for writing a letter to embody consideration:a.You-attitudeb. Focus on the positive approach(2)CorrectnessCorrectness refers not only to correct usage for grammar, punctuation and spelling, but also to standard language, proper statement, accurate figure as well as the correct understanding of commercial jargons.Grammar mistakes22th, June,2014 *Our competitors` prices are 2%-3% lower than us (ours).Accurate numbersthe sample.(3) CompletenessA business letter should include all the necessary information. It is essential to check the message carefully before it is sent out.The following points should be kept in mind:⊿Why do you write the letter?⊿What are the facts supporting the reason?⊿Have you answered the question asked?⊿Have you discussed all the matters?(4) ConcretenessMake the message specific, definite and vivid.Compare:Rewriting:According to your letter of(5) ConcisenessThat is using concise sentence and fewest words, without losing completeness and courtesy, to explain the meaning of a letter clearly.The following are the methods of making a letter concise:Avoid using wordy expressions:Wordy :There are three factors which limit the contract.Concise:Three factors limit the contract.Wordy: We wish to acknowledge receipt of your letter...Concise: We appreciate your letter...Express what you said in a short and pithy way①We wrote a letter. ②It was addressed to Mr. Henry.③He is the sales manager.Rewriting:We wrote a letter to Mr. Henry, the sales manager.at this time nowdue to the fact that because(6) ClarityThe writer must try to express his meaning clearly so that the reader will understand it well.To achieve this, he should try to avoid using the words which have different understanding or unclear meaning.E.g. He had a sample in his office which he was proud of.The relative pronoun “which” may refer to “his office” or “a sample”. The reader will feel puzzled about the meaning.Rewriting:He was proud of the sample in his office.For another example:In this sentence, “he” and “his” will also make the reader confused. And it can be rewritten as:Mr. Smith told Mr. Hilton that he (the former) had agreed to be Mr. Hilton’s (the latter’s) reference.(7) CourtesyCourtesy is not mere politeness. It stems from a sincere You-attitude.We received your letter of June 18,2014this morning .Your letter of June 18,2014 arrived this morningThank you for your letter of June 18,2014.We demand prompt shipment from you.We request prompt shipment from you.Date：Name:Assignment 1：Improve the following sentences in line with the seven principles of business letter writing.1.Your company has been introduced to us by an advertisement in a certain magazine.2.We ask you to send us your product catalogue for all kinds of goods being handled by your corporation for reference with our buyers.3.You require all the items. We can supply them from stock. You are assure of our best attention paid to your order.4.If the trial shipment can arrive us by the half of October, and if the result of the quality is satisfactory, further orders will be sent to you by us.5.We have received your fax of October 22, thanks, being informed of your quotations for your present rate for All Risks, now we want to insure to you the consignment as follows.6.If you want to ship the goods in container, we can do it with pleasure. In case of your not wanting so, we shall use our original packing to ship the goods.Keys to the assignment:1.We have learned your name and address from your advertisement in Business World (September 5).2.Please send us a catalogue for all your products with detailed specifications for our buyers` reference.3.All your required items can be supplied from stock, and we can assure you of our best attention to you order.4.If the trial shipment can reach us by mid-October, and the quality turns out to be satisfactory, we shall send you further orders.5.Thank you for your fax of October, quoting us your present rate for All Risks. Now we wish to insure with you the following consignment.6. If you want to have the goods shipped in containers, we shall be pleased to comply. If not, we shall ship the goods in our customary packing.Date：Name：Assignment 1：Improve the following sentences in line with the seven principles of business letter writing.1. Your company has been introduced to us by an advertisement in a certain magazine.2. We ask you to send us your product catalogue for all kinds of goods being handled by your corporation for reference with our buyers.3. You require all the items. We can supply them from stock. You are assure of our best attention paid to your order.4. If the trial shipment can arrive us by the half of October, and if the result of the quality is satisfactory, further orders will be sent to you by us.5. We have received your fax of October 22, thanks, being informed of your quotations for your present rate for All Risks, now we want to insure to you the consignment as follows.6.If you want to ship the goods in container, we can do it with pleasure. In case of your not wanting so, we shall use our original packing to ship the goods.。