課件商務(wù)交流bc06

WritingProcedureforBusinessmessageContextTypesofmessageOrganizationContentAudience+PurposePositive/Neutral/Persuasive/Bad-newsDirect/IndirectCaseFormatMediaChoicePositiveandNeutralMessagesNeutralorPositiveMessageAcustomerisaskingforacatalogueoftheproductsinyourboothofCantonFair.

Youarelisteningtoyourcustomeraboutthepoorserviceheexperiencedinyourrestaurant.NeutralorPositiveMessageWhichofthefollowingmessagesisnotconsideredroutine?a) aconsumercomplainingaboutaminorproductdefectb) amanagernotifyingemployeesofapolicychangec) topmanagementannouncingadecisiontocloseafactoryd) acustomerapplyingforastorecreditcarde) agovernmentagencyrespondingtoarequestforabrochureNeutralorPositiveMessageOfinteresttothereaderNecessaryfordailyoperationsAudienceAnalysisNeutralorPositiveMessageThus,adirectapproachisjustified.

DirectOrganizationalPlanDirectOrganizationalPlanMajorideasExplanationandDetailsFriendlyClosingMediaChoicePreferredmeansofdeliveringgoodnews:FacetoFace(35%)Telephone(32%)E-mail(21%)Other(10%)Source:CommunicationsofACM,2005NeutralMessageArequestisroutineifyouanticipatethatthereaderwillreadilydoasyouaskwithouthavingtobepersuaded.Neutral/RoutineRequestsPersuasiveRequestsDirectnessforRoutineInquiriesDearMs.Brown:WillyoupleasesendmeanitemizedstatementcoveringmyaccountforJanuary.OpeningObjective+NeededbackgroundinformationWouldyoupleaseanswerseveralquestionsabouttheworkperformanceofJaniceHenry.ShehasappliedforthepositionoffinancialanalystatCitibankandgaveyournameasreference.PleaseletmeknowhowImightinvestinyourdeferredmoney-marketfund.AsanAmericancurrentlyworkinginBangkok,Thailand,Icannoteasilytakeadvantageofyourautomaticmonthlydepositplan.DoesBlack&Deckeroffereducationaldiscounts?BlairJuniorHighSchoolwillsoonreplaceapproximately50portableelectricdrillsusedbyourindustrialtechnologystudents.PoliterequestStatementAdirectquestionAccordingtomyinvoicefile,theamountowedshouldbe$2,374.27.Yourstatementshows$2,833.74owed.Perhapsyoudidnotrecordthe$427.17ofmerchandisereturnedoninvoiceno.3211Clatelastweek.Buteventhispossibleerrordoesnotexplainallofthedifference.DirectnessforRoutineRequestBody

Includeanynecessaryexplanation--whereveritfits(asaseparatepartofthemessageorworkedinwiththequestions).Ifanumberofquestionsareinvolved,givethemstructure.Showhowrespondingtotherequestwillbenefithimorher.PhrasingyourquestionsDecidehowmuchinformationyouneed.Askasfewquestionsaspossible.Neveraskforinformationthatyoucaneasilygetonyourown.Yes-or-noquestions+short-answerquestionsv.s.open-endedquestionsArrangeyourquestioninlogicalorder.Onetopicperquestion.Ishallappreciateyourusualpromptnessinclearingupthismatter.JaneAdami,President

TwoSistersAntiquesDirectnessforRoutineInquiriesClosingExpressappreciationJustifyanydeadlineOffertoreciprocateNeutralMessageStrategyStatetheRequestExplainandJustifyClosetheMessagePracticeCourtesyImportantQuestionsSpecificRequestAssumeComplianceRelevantQuestionsContactInformationBeSpecificOne-TopicQuestionsAppreciation/GoodwillRespondingtoaneutralmessageNeutralresponsesprovidetheinformationrequestedintheoriginalmessageorotherwisecomplywiththewriter’srequest.DirectplanConstructingyourimpressionDelayingaresponseYouarereluctanttoprovidetheinformationoractionAlthoughwedonotgenerallyprovidethetypeofinformationyourequested,wehavedecidedtodosointhiscase.Wearehappytoprovidetheinformationyourequested.NeutralrequestDearMr.Peterson:Subject:RequestforInformationAboutBanquetFacilitiesWouldyoupleaseprovideinformationregardingyourbanquetfacilities.Weareconsideringholdingourannualawardsluncheonfor265ofourpersonnelatyourhotelonMarch25.Ourdecisionwillbebasedonanswerstothefollowingquestions:Neutralrequest(cont’d)Isyourfacilityavailablefrom9a.m.until3p.m.onthatdate?Wewillneedtheadditionaltimeforsetupandtakedown.Doyouofferfreeuseofaudiovisualequipment?Wewouldneedacolorprojectorandscreen.Wewouldsupplytheportablecomputer.Doyouhaveavarietyofhotlunchesthatcanbeservedtablesideforbetween$15and$18,includingtaxandgratuities? ThankyouforprovidingthisinformationintimeforustomakeoursiteselectionbyJanuary15. Sincerely,DearMr.Olson:Subject:HostingYourAwardsLuncheonWewouldenjoyhostingyourawardsluncheononMarch25.OurL’EnfantRoom,whichhasalovelyviewoftheClevelandskyline,isavailableuntil4p.m.thatday.Toofferround-the-clockservice,wehavecontractedwithanoutsidefirmtoprovideallaudiovisualservicesforareasonablefee.YoumaymakearrangementsdirectlywithGuestServbycallingthecompanyat555-1086.NeutralreplyForthehealth-consciousguest,weoffersoup-and-saladlunchesforbetween$12and$18.Wealsoofferahotbuffetlinewithyourchoiceoftwomaindishesforbetween$16and$20.Hotmealsservedtablesidebeginat$21.75forourpopularbraisedchickenbreast.Nomatterwhatyourchoice,youwillfindthatourfacilities,food,andserviceliveuptothe“Cleveland’sfinest”labelrecentlyawardedtousbyClevelandMonthlymagazine.Pleasecallmeat555-3288toletmeknowhowwemightserveyourorganization.Sincerely,Neutralreply(cont’d)DearMr.Olson:Subject:HostingYourAwardsLuncheonWewouldenjoyhostingyourawardsluncheononMarch25.OurL’EnfantRoom,whichhasalovelyviewoftheClevelandskyline,isavailableuntil4p.m.thatday.Toofferround-the-clockservice,wehavecontractedwithanoutsidefirmtoprovideallaudiovisualservicesforareasonablefee.YoumaymakearrangementsdirectlywithGuestServbycallingthecompanyat555-1086.RoutinereplyPutthegoodnewsupfrontQabouttimeQaboutaudiovisualequipmentUsepositivelanguagetocreateapositiveimpressionRoutinereply(cont’d)Forthehealth-consciousguest,weoffersoup-and-saladlunchesforbetween$12and$18.Wealsoofferahotbuffetlinewithyourchoiceoftwomaindishesforbetween$16and$20.Hotmealsservedtablesidebeginat$21.75forourpopularbraisedchickenbreast.Nomatterwhatyourchoice,youwillfindthatourfacilities,food,andserviceliveuptothe“Cleveland’sfinest”labelrecentlyawardedtousbyClevelandMonthlymagazine.Pleasecallmeat555-3288toletmeknowhowwemightserveyourorganization.Sincerely,QaboutlunchesSalespromotionorbuildingupgoodwillNeutralResponseStrategyOpeningBodyClosingAnswerthe“Yes”questionfirstAnswerallquestionsaskedOrimpliedIncludesubtlesalespromotionUsepositivelanguageRefertoanyitemsyouenclosePointoutthebenefitsofeachfeatureApositiveandfriendlynoteReviewNeutralrequestNeutralresponseRoutineRequestStrategyStatetheRequestExplainandJustifyClosetheMessagePracticeCourtesyImportantQuestionsSpecificRequestAssumeComplianceRelevantQuestionsContactInformationBeSpecificOne-TopicQuestionsAppreciation/GoodwillRoutineReplyStrategyOpeningBodyClosingAnswerthe“Yes”questionfirstAnswerallquestionsaskedOrimpliedIncludesubtlesalespromotionUsepositivelanguageRefertoanyitemsyouenclosePointoutthebenefitsofeachfeatureApositiveandfriendlynoteRequest

(sentbyemail)WhatcolorsdoyouhaveavailablenowfortheHondaCivic?IfIwantadifferentcolor,howlongwouldIhavetowait?Response

(sentbyemail)AtomicBlue,TaffetaWhite,andTangoRed.Forothercolors,itdepends.Howcanyouimprovethisresponse?Waittimesforspecificcolors?Interiorcolorchoices?Bywhenthecurrentcolorsmaystillbeavailable?Bywhenothercolorsshouldbeordered?Contactinformation?Encouragementtopurchase(promotion)?Didyouinclude?Whatelsemaybeimportanttothecustomer?Amoreeffectivewayinresponse-writingistoaddanyinformationthatmayhelptherequestermakedecision,eventhoughthisinformationisn’trequestedintheoriginalmeesage.WritingExercise

(Context-setting+Writing+PairDiscussion)Context-setting(6min.):StudentA:Chooseacompanyyoulike(e.g.aretailstoreyouoftenvisit)andtoplaytheroleofanexpertwhoworksforthecompany.Findapartnerwhomaynotbeveryfamiliarwiththisbusiness.WritingExercise

(Context-setting+Writing+PairDiscussion)Context-setting(6min.):StudentB:Writearequestaboutaspecificproduct/serviceinthatcompanyheorsheisinterestedin.StudentA:Answertherequestinthemostprofessionalway.Writing(20min.)PairDiscussion(6min.)WritingExercise

(Context-setting+Writing+PairDiscussion)PairDiscussionLanguageuse(words,sentences,paragraphs,tone)Organization(Writingmap)ObjectiveTypesofGoodwillMessagesRecognitionNotesCongratulatoryNotesThankYouNotesSympathyNotesMymother’slist(人情清單)生小孩，結(jié)婚(BirthsandWeddings)孩子升學(Graduations)家人病故(DeathorTragedies)職業(yè)升遷

(Promotion)MyMother’sGoodwillMessagePhone-callPersonalVisitMoneyorGiftsDinnerMediaChoiceWrittenmessage+PhoneCallWrittenmessagePhoneCallCultureDifferenceinGoodWillMessage（1）（2008年北京奧運會，龐偉取得男子氣步槍冠軍）我希望自己的金牌能夠帶給中國射擊隊更多的好運氣讓中國代表團在后面的比賽中多拿金牌。（中國體育報，20080810）（2）（2008年北京奧運會，美國菲爾普斯獲得游泳冠軍）Growingup,eventhoughbreaststrokewasmyworststroke,Iwantedtoswimit.Iwantedtoraceinit.Ididn’tcare.Ilikechallenges(紐約時報，20080812）《態(tài)度資源、身份認同、權(quán)利資本與“超個人話語”的建構(gòu)———基于中美員獲獎感言比較的分析》楊敏HowtoWriteaMeaningfulGoodwillMessageBePromptSendagoodwillmessagewhilethereasonisstillfreshinthereader’smindBeDirectStatethemajorideainthefirstsentenceortwo,evenforsympathynotesBeSincereAvoidlanguagethatistoofloweryortoostrongBeSpecificPersonalizethemessageBeBriefApersonalnotecardoraone-paragraphemailmaybeplenty

Recognitionnotes:messagesusedtorecognizewhensomeonedoesaparticularlygoodjob.RecognitionNotesWhatthepersondidHowitbenefitedtheorganizationWhattheimmediatesupervisorsaid(whenappropriate)Dotheseinyournotes·

Writesoonafterhearingthenews·

Usetheword“congratulations”early·

Mentiontheoccasionforcongratulationsinthefirstsentenceortwo·

Tellthepersonhowhappy,proudorimpressedyouareDotheseinyournotes·

Ifpossible,relatesomethingabouttheperson'sabilitiesandachievements·

Ifappropriate,tellhowyoulearnedaboutthenews·

ExpressyourbestwishesforthepersonandforcontinuedsuccessTelltherecipienthe/sheisluckyUseexcessiveflatteryComparethenewstosomethingyouoncedidorheardabout;letyourrecipientenjoythemomentPutanegativenoteintoyourmessagebyusingtermssuchas"youfinallydidit,""I'msosurprised,""youmusthaveknockedyourselfout."Don’tdotheseinyournotesIdentifythemainpointsinthesethank-younotesC1:Youarewritingane-mailtoexpressyourgratitudetoyourreferenceforwritingyoualetterofrecommendationwhichgreatlyprovesyourabilityagaininadditiontoyourinterviewtoyournewemployer.C2:Youarewritingathank-younotecardtoyourfriendforgivingyoutheTV-setasyourweddingpresent.C3:YouarewritingtothankfriendwhohelpedtoorganizeyourtourinBeijing.Thank-YouNotesThankyou(Gift):Identifythegiftandrelate