UNIT 1 FUNDAMENTALS OF BUSINESS LETTER WRITING 1
Lead-in 1
1．Principles of Business Letter Writing 1
2．Layout of A Business Letter 4
3．The Main Parts of A Business Letter 4
4．Miscellaneous Matters 7
5．How to Address an Envelope 13
Exercises 16
UNIT 2 ESTABLISHMENT OF BUSINESS RELATIONS 17
Lead-in 17
Specimen Letter 1 A Request to Establish Business Relations 18
Specimen Letter 2 Asking for Establishing Business Relations(1) 20
Specimen Letter 3 Asking for Establishing Business Relations(2) 22
Specimen Letter 4 Reply to the Letter of Establishing Business Relations(1) 23
Specimen Letter 5 Reply to the Letter of Establishing Business Relations(2) 24
Specimen Letter 6 Asking to Provide Sales Agency Service 25
Specimen Letter 7 Try to Resume the Old Business Relations 26
Useful Sentences 27
Letter-writing Guide 29
Exercises 30
UNIT 3 INQUIRIES AND REPLIES 33
Lead-in 33
Specimen Letter 1 Make an Inquiry after Reading an Advertisement 34
Specimen Letter 2 Customers Interested in the Displayed Products 36
Specimen Letter 3 Asking for the Catalogue and Price List 37
Specimen Letter 4 Sending Catalogues and Price Lists 39
Specimen Letter 5 Asking for Quotations 41
Specimen Letter 6 Reply to the Inquiry 42
Useful Sentences 44
Letter-writing Guide 45
Exercises 47
UNIT 4 OFFERS AND COUNTER-OFFERS 50
Lead-in 50
Specimen Letter 1 Make an Offer Based on Enquiry 51
Specimen Letter 2 Counter-offer 55
Specimen Letter 3 Reject the Price Reduction 60
Specimen Letter 4 Make a Concession 61
Specimen Letter 5 Accept the Counter-offer 62
Useful Sentences 63
Letter-writing Guide 64
Exercise 66
UNIT 5 ORDERS AND FULFILLMENT OF ORDERS 69
Lead-in 69
Specimen Letter 1 Making A Trial Order 69
Specimen Letter 2 Enclosing an Order Form 71
Specimen Letter 3 Place an Order 73
Specimen Letter 4 Decline an Order 74
Specimen Letter 5 Confirm an Order 76
Specimen Letter 6 Confirm a Repeat Order 78
Specimen Letter 7 Recommendation of a Substitute 79
Useful Sentences 81
Letter-writing Guide 82
Exercises 84
UNIT 6 SALES PROMOTION 87
Lead-in 87
Specimen Letter 1 Introducing Commodities 88
Specimen Letter 2 Offering a Discount 89
Specimen Letter 3 Sales Promotion Correspondence 91
Specimen Letter 4 Comparison of Goods 93
Specimen Letter 5 Recommendation of a Substitute 95
Specimen Letter 6 Promotion to a Former Client 97
Useful Sentences 98
Letter-writing Guide 99
Exercises 100
UNIT 7 TERMS OF PAYMENT 103
Lead-in 103
Specimen Letter 1 Asking to Establish L/C as the Terms of Payment 105
Specimen Letter 2 Advice of Establishment of L/C 106
Specimen Letter 3 Asking for Amendment to L/C 107
Specimen Letter 4 Ask for Extension of L/C 108
Specimen Letter 5 Reply to the Letter of Asking for Extension of L/C 109
Specimen Letter 6 Reply to Urging to Establish L/C 110
Specimen Letter 7 Request for D/A Payment 111
Specimen Letter 8 Urging Establishment of L/C 112
Useful Sentences 113
Letter-writing Guide 115
Exercises 117
UNIT 8 PACKING 120
Lead-in 120
Specimen Letter 1 Buyer's Requirement for Packing and Shipping Marks 121
Specimen Letter 2 Negotiation on Packing and Marking 124
Specimen Letter 3 Reply to the Packing Instruction 125
Specimen Letter 4 Packing Requirement 126
Specimen Letter 5 Exporter's Advice of Packing,Shipping Marks and Shipment 127
Specimen Letter 6 Claim for Improper Packing 128
Useful Sentences 129
Letter-writing Guide 130
Exercises 131
UNIT 9 INSURANCE 134
Lead-in 134
Specimen Letter 1 Asking for the Premium Rate 135
Specimen Letter 2 Reply to an Enquiry of Insurance 137
Specimen Letter 3 A Request for Insurance 139
Specimen Letter 4 Reply to a Request for Insurance 139
Specimen Letter 5 Importer Asks Exporter to Arrange Insurance 141
Specimen Letter 6 Insurnce Policy 142
Useful Sentences 143
Letter-writing Guide 143
Exercises 145
UNIT 10 SHIPMENT 148
Lead-in 148
Specimen Letter 1 Asking for Amendment to the Terms of Shipment 149
Specimen Letter 2 Giving Shipping Instructions to the Seller 150
Specimen Letter 3 Urging an Immediate or Punctual Shipment 151
Specimen Letter 4 Sending a Shipping Advice(Reply to Letter 3) 152
Specimen Letter 5 Apologizing for the Delay of Shipment(Reply to Letter 3) 154
Specimen Letter 6 Notifying the Goods Received 154
Specimen Letter 7 Enquiry for Freight and Time of Voyage 155
Specimen Letter 8 Reply to Letter 7 155
Specimen Letter 9 Enquiry for the Container Service 156
Specimen Letter 10 Reply to Letter 9 156
Useful Sentences 157
Letter-writing Guide 158
Exercises 159
UNIT 11 COMPLAINTS,CLAIMS AND ADJUSTMENTS 163
Lead-in 163
Specimen Letter 1 Complaining about the Inferior Materials 164
Specimen Letter 2 Adjustment for the Wrong Materials(Reply to Letter 1) 165
Specimen Letter 3 Claim on the Damaged or Blemished Goods 166
Specimen Letter 4 Adjustment for the Damaged or Blemished Goods(Reply to Letter 3) 167
Specimen Letter 5 Complaining about the Wrong Invoice 168
Specimen Letter 6 Apologizing for the Wrong Invoice(Reply to Letter 5) 169
Specimen Letter 7 Refusal to Claim on Replacement 170
Specimen Letter 8 Refusal to Request for Compensafing for the Damaged Material 171
Useful Sentences 172
Letter-writing Guide 173
Exercises 175
UNIT 12 AGENCY 179
Lead-in 179
Specimen Letter 1 Offering to Act as the Sole Agent 180
Specimen Letter 2 Favorable Reply to Offering to Act as Sole Agent 182
Specimen Letter 3 Declining a Request for Sole Agency 183
Specimen Letter 4 Expecting a Personal Negotiation for an Agency Agreement 185
Specimen Letter 5 Stating the Main Points for an Agency Agreement 186
Specimen Letter 6 Sole Agency Agreement 188
Useful Sentences 190
Letter-writing Guide 192
Exercises 194
UNIT 13 SOCIAL LETTERS 197
Lead-in 197
Specimen Letter 1 Letter of Thanks 198
Specimen Letter 2 Letter of Congratulations 199
Specimen Letter 3 Letter of Apology 200
Specimen Letter 4 Letter of Invitation 201
Specimen Letter 5 Letter of Appointment 203
Specimen Letter 6 Letter of Complaint 204
Exercises 205
UNIT 14 BUSINESS CONTRACT 208
Lead-in 208
Specimen of Sales Confirmation 210
Specimen of Sales Contract 215
Specimen of Purchase Contract 218
Specimen of Sole Agency Agreement 222
Specimen of Sales Agency Agreement 225
Exercises 230
第一单元 商务信函写作的基本知识 232
导读 232
一、商务信函的写作原则 232
二、商务信函的布局 234
三、商务信函的主要内容 234
四、商务信函的其他内容 236
五、信封的写法 239
第二单 元建立业务关系的信函 240
导读 240
样函1 首封请求建立关系函 241
样函2 请求建立业务关系（1） 241
样函3 请求建立业务关系（2） 242
样函4 回复函（1） 242
样函5 回复函（2） 242
样函6 主动要求提供销售代理服务 243
样函7 尝试恢复中断的业务关系 243
第三单元 询盘和回复 244
导读 244
样函1 读到广告后进行的询盘 245
样函2 客户对展示的产品感兴趣 245
样函3 请求索要产品目录和价目表 245
样函4 寄送产品目录和价目表 246
样函5 索要报价单 246
样函6 对询函的回复 246
第四单元 发盘和还盘 248
导读 248
样函1 根据询盘报盘 249
样函2 还盘 250
样函3 拒绝减价 251
样函4 做出让步 251
样函5 接受还盘 252
第五单元 订单和订单的履行 253
导读 253
样函1 试订货 253
样函2 随函附寄订货单 254
样函3 订购货物 254
样函4 拒绝订购 255
样函5 确认订单 255
样函6 确认重复订单 256
样函7 推荐替代品 256
第六单元 促销信 257
导读 257
样函1 介绍商品 257
样函2 提供折扣 258
样函3 促销信 258
样函4 比较商品函 259
样函5 推荐替代产品 259
样函6 给老顾客的促销信 260
第七单元 付款条件 261
导读 261
样函1 要求使用信用证付款 262
样函2 通知开立信用证 262
样函3 请求修改信用证 263
样函4 请求延期信用证 263
样函5 信用证请求延期回复函 264
样函6 催开信用证回复函 264
样函7 要求承兑交单的付款方式 265
样函8 催开信用证 265
第八单元 包装 266
导读 266
样函1 买方对于包装和运输标志的要求 267
样函2 洽谈包装和标志 267
样函3 对包装要求的回复 267
样函4 包装要求 268
样函5 出口商通知包装、唛头和装运情况 268
样函6 关于包装不当的索赔 269
第九单元 保险 270
导读 270
样函1 询问保险费率 271
样函2 回复关于保险的询问 271
样函3 要求保险 271
样函4 答复保险要求 272
样函5 进口商请出口商代办保险 272
样函6 保险单 273
第十单元 运输 274
导读 274
样函1 要求修改装运条款函 274
样函2 买方给卖方的装运指示函 275
样函3 催促尽快或按时装运函 275
样函4 发装运通知（对样函3的回复） 276
样函5 道歉延迟装运（对样函3的回复） 277
样函6 买方通知货已收到 277
样函7 询问船期及运费率 277
样函8 对样函7的回复 278
样函9 询问集装箱服务情况 278
样函10 对样函9的回复 278
第十一单元 投诉、索赔和调解 279
导读 279
样函1 投诉货物质量低劣 279
样函2 对送错货物的投诉信的回复（对样函1的回复） 280
样函3 货物受损或有瑕疵的索赔 280
样函4 对货物受损或有瑕疵的投诉信的回复（对样函3的回复） 280
样函5 单据有误的投诉 281
样函6 对单据有误的投诉信的回复（对样函5的回复） 281
样函7 拒绝更换的拒绝函 282
样函8 拒绝赔偿损坏材料的要求 282
第十二单元 代理 283
导读 283
样函1 请求做独家代理函 284
样函2 同意做独家代理的请求 284
样函3 拒绝独家代理请求 284
样函4 请求就代理协议进行面谈 285
样函5 阐述代理协议的要点 285
样函6 独家代理协议 286
第十三单元 社交信函 288
导读 288
样函1 感谢信 288
样函2 祝贺信 288
样函3 道歉信 289
样函4 邀请函 289
样函5 约见函 289
样函6 投诉函 290
第十四单元 贸易合同 291
Key to Exercises 297
参考文献 319