- •Содержание
- •Введение
- •Part I Business correspondence
- •§ 1. Standards of Business correspondence
- •§ 2. International Letter Requisites
- •Образец расположения реквизитов международного письма
- •Примеры оформления писем
- •Контрольные вопросы
- •Practice
- •§ 3. Language and style
- •Контрольные вопросы
- •§ 4. Types of business letters
- •Quotation (Offer) — предложение
- •Enquiry letter (Inquiries) — письмо запрос
- •Order (of Goods) — письмо-заказ (на товары)
- •Confirmation of order — письмо-подтверждение
- •§ 4.1. Quotation
- •§ 4.2. Enquiry letter
- •§ 4.3 Order of goods
- •§ 4.4 Confirmation of order
- •§ 4.5 Contract
- •Основные пункты контракта
- •Типы организаций
- •Шапка е-почты
- •Примеры формального вступления
- •Сетевой этикет
- •Practice
- •Part II. Business communication
- •§ 1. Effective business negotiations
- •Reading
- •Business Negotiation
- •Practice
- •I. Answer the questions on the text.
- •II. Give the English for:
- •III. Match the words on the left with their definitions on the right.
- •IV. Complete the sentences with one of the words from the previous exercise.
- •Text 2. Read and discuss the text about business negotiations.
- •5 Ways to Negotiate More Effectively
- •Improve Your Negotiation Skills to Improve Your Bottom Line
- •1) Learn to flinch.
- •2) Recognize that people often ask for more than they expect to get.
- •3) The person with the most information usually does better.
- •4) Practice at every opportunity.
- •5) Maintain your walk away power.
- •Practice
- •III. Work with a partner. Act out situations using the five strategies presented
- •In the text.
- •IV. Match the sentence beginnings (1-8) with the correct endings (a-h).
- •V. Negotiating styles. Read the passage and then do the task below.
- •VI. Probing. One way of furthering negotiations is probing (asking the right questions and listening carefully to the answers). Here are some probing questions:
- •Useful phrases Study topical phrases on business negotiations Making offers / Предложение сделки
- •Rejecting the offer / Отказ от сделки
- •Conditions / Условия
- •Winning time / Выигрыш времени
- •Reaching agreements / Достижение соглашения
- •Making complaints / Предъявление претензий
- •Apologizing / Извинения
- •Practice
- •II. Complete the phrases below using the correct form of the words in
- •III. Dealing with problems. When negotiations get stuck, and don’t progress,
- •Speaking
- •1. Discussing a contract
- •I. Read and act the dialogue out.
- •II. Find English equivalents for the following.
- •III. Answer the questions.
- •IV. Make these sentences complete.
- •V. Translate into English.
- •VII. You need to buy supplies for your company from a foreign supplier. Act out a conversion and discuss the details of your deal.
- •Manager and Clerk: Tricky Conversations
- •Boss and Employee: Resolving Difficulties
- •Employer and Employee: Asking for a pay rise
- •Manager and Client: Difficult Clients
- •Challenge
- •Prepare and act out negotiations between a boss and an employee.
- •II. You can choose any other situation to practice your negotiation skills and act it out with your colleagues.
- •§ 2. Presentations
- •Reading Text 1. Read and discuss the text about giving an effective presentation. Effective Presentation Tips
- •Check your understanding with this follow-up quiz.
- •II. Read and discuss the information about presentation structure. Structure
- •Read. Now read the examples of two ways of opening presentations. As you read, try to find in the conversation expressions from “Useful phrases” list above.
- •Practice. Finish the sentence with the correct word or phrase.
- •Put in order. Put the sentences from a presentation opening into the correct order.
- •II. Presentations: body
- •Introduction. The body is the 'real' presentation. If the introduction was well prepared and delivered, you will now be 'in control'. You will be relaxed and confident.
- •Visual aids
- •Think it over. Imagine you are giving a presentation and using some visual aids. What phrases might you use to draw your audience’s attention to these slides?
- •Useful Phrases. Read the phrases and find Russian equivalents for them.
- •Read. Now read two examples of people giving presentations. As you read, try to find in the conversation expressions from “Useful phrases” list above.
- •Practice. Finish the sentence by choosing the correct words and writing them into the empty spaces.
- •Using and discussing visuals
- •Pay attention to the use of prepositions:
- •Now insert the necessary prepositions.
- •III. Keep in mind whether a noun is countable or uncountable when discussing information presented in you visuals.
- •IV. Fill in the blanks with the necessary words from the table above.
- •Useful phrases
- •Commenting diagrams / Комментирование диаграмм
- •Upward trend / Тенденция улучшения
- •Downward trend / Тенденция ухудшения
- •Continuing trend / Стабильная тенденция
- •Adverbs of change / Наречия изменений
- •Contrast and comparison / Контраст и сравнение
- •Practice
- •IV. Read the passage describing the profit of the company for the 5 years.
- •V. This is the report of a Sales Manager at the meeting describing the performance of some products. Read it and draw a graph. Check yourself.
- •VI. Translate sentences into English using the vocabulary of exercise V.
- •Presentations: questions
- •Introduction. At the end of your presentation, you may wish to open the floor to questions – to ask if anyone has any questions about your presentation.
- •Think it over. Imagine it is the end of your presentation and you are asking if there are any questions. What phrases might you use or hear?
- •Useful Phrases. Read the phrases and find Russian equivalents for them.
- •Read. Now read an example of someone asking if there are any questions As you read, try to find in the conversation expressions from “Useful phrases” list above.
- •Practice. Finish the sentence with the correct word or phrase.
- •Practice. Finish the sentence with the correct word or phrase.
- •Signposting
- •Challenge
- •§ 3. Markets, products and modern marketing
- •I. Market
- •1. Market
- •I. Now study word combinations with ‘market’ and find their Russian equivalents.
- •Complete the tv reporter's commentary with words from the box.
- •2. Companies and markets
- •Study word combinations and examples with ‘market’ and find their Russian equivalents.
- •II. Use the correct form of the words in brackets to complete the sentences.
- •III. Study more word combinations and examples with ‘market’ and find their Russian equivalents.
- •IV. Replace the underlined expressions with words from the table above. You may need to add a verb in the correct form.
- •3. Competitors and competition
- •Read this description of a language training market. Answer the questions.
- •II. Marketing
- •Marketing definition
- •2. The four Ps
- •Read the article and answer the questions. Role of marketing in modern business
- •II. Answer the questions:
- •3. Market orientation
- •Reading Text 1. Read and discuss the text about evolution of modern marketing. Marketing
- •Practice
- •I. Answer the questions on the text.
- •Give the English for:
- •III. Match the words on the left with their definitions on the right.
- •IV. Complete the sentences with one of the words from the table above.
- •III. Internet marketing
- •I. Answer the questions.
- •II. Skim through the passage and find terms related to the Internet.
- •Reading Text 2. Read and discuss the text about Internet marketing.
- •Practice
- •I. Answer the questions on the text.
- •II. Give the English for:
- •III. Complete the sentences.
- •IV. Read the text below and find in it expressions with the following meanings:
- •V. Do you remember the terms: b2b, b2c and b2g? Read the piece of information and answer the questions below.
- •‘Negotiate’ is not a dirty word
- •The art of negotiating
- •Business communication
- •Business interviewing
- •7. Internet business success stories
- •62 Year Old Grandmother Creates The World's Most Popular Online Greeting Card Site
- •7 Deadly sins that sabotage business success
- •Ten missteps that could cost you your business
- •Social marketing
- •Integrated marketing communications
- •Advertising effectiveness
- •Http://www.Questia.Com/library/communication/advertising-and-public-relations/advertising-research/advertising-effectiveness psychology and advertising
- •Consumer behavior
- •What makes an "excellent" presenter?
- •How to find and sell to your target market
- •Part 1: Finding Your Target Market
- •Part 2: Using Market Segmentation to Define Your Target Market
- •Top 10 home business opportunities
- •IV. Products and brands
- •1. Products
- •Study word combinations and examples with ‘product’ and find their Russian equivalents.
- •II. Match the sentence beginnings (1-7) with the correct endings (a-g). The sentences all contain expressions exercise I.
- •3. Brands and branding
- •I. Complete this marketer's description of his work using expressions from the passage about brands above.
- •II. Answer the questions:
- •V. Price
- •1. Pricing
- •I. Read the conversation between two managers, find Russian equivalents for
- •II. Look at the price list. Are the statements below true or false?
- •III. Study word combinations and examples with ‘price’ and give their Russian equivalents.
- •IV. Complete the sentences with the appropriate form of words from the table above.
- •2. Upmarket and downmarket
- •Mass markets and niches
- •Speaking
- •I. Work with a partner. Read about the three gifts. Which one would you choose to promote the new cereal, and why?
- •II. Three managers – Carmen, Ned and Anna – are discussing the gifts. Read their conversation. Which one do they choose?
- •III. What advantages and disadvantages do they mention for each gift? Read again and fill in the table.
- •IV. Read again. What expressions do they use to give their opinion?
- •Glossary
- •References
§ 4.5 Contract
Contract (контракт (договор) - это соглашение между сторонами, которое создает обязательства. Контракты могут быть или устными или письменными. Некоторые виды контрактов должны быть выполнены в письменном виде и подписаны. Обычно это контракты о продаже и передаче недвижимости и контракты в экспортной торговле. Контракт является основанием при сделке между Покупателями и Продавцами.
Основные пункты контракта
Предмет контракта Subject of the Contract
Цена товаров Price of goods
Качество товаров Quality of goods
Условия платежа Terms of Payment
Поставка Delivery
Форс-мажор Force-majeure
Гарантия Guarantee
Упаковка и маркировка Packing and Marking
Арбитраж Arbitration
Транспорт Transport
Страхование и другие условия Insurance and other conditions
CONTRACT No.
Moscow, May 12, 2002 (Name of the firm) hereinafter referred to as the «Sellers», on the one part, and (Name of the firm) hereinafter referred to as the «Buyers» on the other part, have concluded the present Contract for the following:
1. Subject of the Contract The Sellers have sold and the Buyers have bought on conditions f.o.b. the following equipment:
2. Prices and Total Value The total value of the equipment, spare parts, tools, technical documentation and services in the volume of the present Contract amounts to . 2.2 The prices are firm and subject to no alteration
3. Terms of Payment Payments are to be effected within 30 days of the date of receipt by the Buyers of the following documents for collection: Seller's invoice and Complete set of «clean-on-board» Bills of Lading.
4. Delivery Dates The equipment specified in Clause I of the present Contract is to be delivered complete as follows:________ The delivery date is understood to be the date of the «clean-on-board» Bill of Lading issued in the name of the Buyers.
5. Packing and Marking 5.1. The equipment is to be shipped in export packing. The packing is to secure the full safety of the goods from any kind of damage and corrosion during its transportation. The cases in which the equipment is packed are to be marked on three sides - on two opposite sides and on the top of the case. The marking shall be clearly made with indelible paint both in English and in Russian languages, stating as follows: Contract No. Trans No. Case No. Net weight ... kg Gross weight ... kg Do not turn over! Handle with care!
6. Guarantee The Sellers guarantee: 6.1.That the equipment to be supplied has been manufactured in full conformity with the description, technical specification and with the conditions of the Contract. 6.2. That the completion of the equipment to be delivered and of the technical documentation supplied is in accordance with the requirements specified in the Contract. 6.3. The guarantee period of the normal and trouble-free operation of the equipment is to be 12 months from the date of putting it into operation.
7. Force Majeure The Parties are released from responsibility for partial or complete non-fulfillment of their liabilities under the present Contract, if this non-fulfillment was caused by the circumstances of Force-Majeure, namely fire, flood, earthquake, provided the circumstances have directly affected the execution of the present Contract.
8. Sanctions In the event of the Sellers' delay in the supply against the dates stipulated in the Contract the Sellers are to pay to the Buyers penalty at the rate of 0,5% of the value of goods not delivered in due time for every week of the delay within the first four weeks and 1% for every subsequent week but not more than 10% of the value of the equipment not delivered in due time.
9. Arbitration All disputes and differences, which may arise out of or in connection with the present Contract will be settled as far as possible by means of negotiations between the Parties. If the Parties do not come to an agreement, the matter is to be submitted for settlement to Arbitration.
10. Insurance The expenses for insurance are to be charged to the Sellers' account and deducted from the Sellers' invoices at the time payments are effected.
11. Other Conditions Neither Party has the right to assign its rights and obligations under the present Contract to any third Party without written consent thereto of the other Party.
12. Legal Addresses of the Parties Seller Buyer The present Contract is drawn up in English and Russian languages in 2 copies, one copy for each Party, both texts being equally valid.
The Contract enters into force on the date of its signing. Sellers: Signature
Buyers: Signature
|
Exercise I. Translate the following words and expressions
Именуемые в дальнейшем; заключили контракт; общая стоимость; запасные части; техническая документация; цены не подлежат изменению; дата получения; платежи будут производиться; на инкассо; обеспечивать полную сохранность груза; несмываемая краска; поставляемое оборудование; полное соответствие; срок гарантии; бесперебойная работа; освобождаются от ответственности; обстоятельства; сроки, указанные в контракт; в срок; путем переговоров; вступать в силу.
Exercise II. Put the items of a contract in proper order.
1. Guarantee
The Sellers guarantee:
That the equipment to be supplied has been manufactured in full conformity with description…
2. Prices and Total Value
The total value of the equipment, spare parts, tools, technical documentation and services in the volume of the present contract amounts to …
The prices are firm and subject to no alteration…
3. Arbitration
All disputes and differences, which may arise out of or in connection with the present Contract will be settled as far as possible by means of negotiations between the Parties.
4. Terms of payment
Payments at the rate of ____ per cent of the value of the delivered equipment are to be effected within 30 days of the date of receipt ……
5. Subject of the Contract
The Sellers have sold and the Buyers have bought the equipment hereinafter referred to as “goods” on terms FOB…
6. Contract №
Voronezh “___” _______ 20__
(Name of the firm)
hereinafter referred to as the “Seller”, on the one part, and (Name of the firm) hereinafter referred to as the “Buyers” on the other part, have concluded the present contract…
7. Packing and Marking
The equipment is to be shipped in export packing corresponding to the nature of each particular type of the equipment….
8. Delivery Dates
The equipment specified in Clause 1 of the present Contract is to be delivered complete as follows …
9. Force Majeure
The Parties are released from responsibility for particular or complete non-fulfillment of their liabilities under the present Contract…
10. Sanctions
In the event of the Sellers’ delay in the supply against the dates stipulated by the Contract the Sellers are to pay to the Buyers penalty …
11. Legal Addresses of the Parties
Seller ………
Buyer ………
The present Contract is drawn up in English and Russian languages in 2 copies
The Contract enters into force on the date of its signing.
12. Insurance
The expenses for insurance are to be charged to the Sellers’ account …
13. Other conditions
Neither Party has the right to assign its obligations and rights under the present Contract to any third Party …
§ 5. E-mail in business correspondence
Стиль делового письма, отправляемого по электронной почте, мало отличается от обычного письма. Переписка лишена эмоций. Стиль сугубо рабочий и сжатый.
При почтовой переписке знаки внимания, элементы вежливости передаются с помощью внешних атрибутов. Например, используя специально подготовленный бланк, соответствующую бумагу, оформление, размещение реквизитов и т.п. при электронной почте эти возможности исключены. Поэтому этот «недостаток» можно компенсировать, соблюдая правила письменного этикета.
Электронное письмо не допускает волокиты, задержки с ответом. Это почта экстренной связи с элементами срочности. Переписка порой протекает в режиме реального времени – «On-line». Требуется умение вести письменный диалог, как отмечают некоторые западные документоведы, «со скоростью мысли». Это требует определенной подготовки, навыков, способности владеть пером.
При электронной переписке рекомендуется избегать длинных фраз и стандартных при традиционной переписке выражений типа «please, be informed» («мы информируем Вас…»), «as per your request» («согласно Вашему запросу)» и т.п. Приведем один из возможных вариантов переписки по электронной почте в связи с покупкой оргтехники для офиса.
Subject: Confirmation of our meeting as discussed by phone
I'm writing regarding our phone call earlier this morning. It was a very useful discussion and I am much clearer now about your objectives. At the end of the call you suggested a time and place for our next meeting, the lobby of the International Hotel in Barcelona at 2.00 pm on 7th February. I believe you will be staying at the hotel at that time. I said that I would email you to confirm the meeting. Well, for me the time and place is very good - I am free all afternoon. I look forward to seeing you there at that time and hope that in the evening you can be my guest for dinner at a good restaurant in Barcelona.
|
При частной неформальной переписке по электронной почте допускается использование так называемых Emoticons. Речь идет об использовании схематического изображения человеческого лица для передачи эмоций в электронных текстах. Они призваны оживить сухой и краткий язык E-mail.
Сюда входят Smileys (улыбки, смешинки) и Acronyms (слова, сформированные из первых букв словосочетания).
Разумеется Smileys касается только личностной коммуникации и вряд ли применимо при серьезной и ответственной переписке, затрагивающей важные деловые проблемы.
Акронимы (Acronyms) встречаются намного чаще при деловой корреспонденции, чем Smileys. Более того, они в ходу не только в электронных письмах, но и в обычной переписке. Ниже приводятся несколько наиболее распространенных Акронимов:
AAMOF |
As a matter of fact |
AFAIK |
As far as I know |
ASAP |
As soon as possible |
BTW |
By the way |
CU |
See you |
F2F |
Face-to-face |
FOAF |
Friend of a friend |
FYA |
For your amusement |
FYI |
For your information |
IMO |
In my opinion |
IOW |
In other words |
IWBNI |
It would be nice if |
KIS |
Keep it simple |
NRN |
No response necessary |
OS |
Operating system |
OTOH |
On the other hand |
R |
received |
TFS |
Thanks for sharing |
TIA |
Thanks in advance |
WOBTAN |
Waste of both time and money |
WRT |
With respect to |
Эти взятые из западной литературы по деловой корреспонденции рекомендации наглядно свидетельствуют, насколько серьезно современные документоведы относятся к переписке по электронной почте. Они рассматривают ее как наиболее перспективную из принятых сегодня на вооружение способов коммуникации и прогнозируют нуклонный ее рост в будущем. Это обусловлено скоростью при передаче информации и простотой операции при ее использовании.
Однако многие деловые письма не «укладываются» в рамки электронной почты, и их путь к адресату лежит через традиционную почтовую связь либо по факсу. Например, рекламация, когда требуется обстоятельно и подробно изложить суть жалобы, лучше отправить в классическом формате. В данном случае (а их в деловой практике бывает немало) требуется не скорость, а убедительная аргументация, подробное изложение фактов. Кроме того, нередко при подготовке корреспонденции (например, первичной, информационной) на переднем плане стоит форма, ритуал. Письмо играет роль визитной карточки, и его требуется изложить на официальном бланке компании с привлечением всех предусмотренных реквизитов. Западные документоведы предупреждают о том, что электронная почта весьма прозрачна, и при желании с содержанием ваших писем может ознакомиться любой, чей компьютер подсоединен к Сети. Поэтому они предлагают воздерживаться от передачи документов, содержащих коммерческую тайну, конфиденциальную информацию по E-mail. Для пересылки и согласования контактов, коммерческих сделок лучше использовать проверенные надежные каналы связи.
Среди ошибок, которые допускаются при использовании электронной почты, одна заключается в неверном суждении о том, что канал связи якобы менее формален, предполагает «простоту общения». При письменном контакте, даже если это переписка по E-mail, необходимо не забывать про язык, стиль. Это во многом касается наших предпринимателей, которые считают, что после первичной встречи или полученного ответа можно переходить на «ты» и пренебречь «излишним» протоколом. На Западе не спешат переводить. деловые отношения в разряд дружеских и личных. Там всегда стараются сохранить. дистанцию. Поэтому при электронной переписке, как и при обычной, необходимо оставаться на уровне деловых отношений. Необходимо быть точным, аккуратным в формулировках, выражениях и т.д. При всей простоте E-mail для бизнесмена остается средством официальной переписки. Надо следить за грамотностью, грамматикой, орфографией. Ошибки могут не только отрицательно повлиять на формирование имиджа фирмы, но и навредить отношениям с партнером или клиентом.
Западные документоведы рекомендуют не заменять телефонные разговоры электронной перепиской. Учитывая скорости E-mail, такое желание появляется постоянно, т.к. телефонные переговоры и электронная почта не могут заменить друг друга, а при умелом использовании дополняют и помогают друг другу. И еще один подводный риф, встречающийся при переписке по E-mail. Поступающая от адресата информация не всегда приятна, а порой, вызывая отрицательные эмоции, толкает на резкость, желание ответить «как надо». Лучше оставить не понравившееся послание без ответа, чем отреагировать на него возмущенным и невежливым письмом.
§ 5.1. E-mail structure
Технически э-почта – обмен цифровыми сообщениями между адресами вида [пользователь]@[интернет-провайдер].[домен]. Домен – сокращение страны или организационного типа (обычно com).