外 贸 英 语 函 电
Business English Correspondence
主编
项伟峰
Content Structure
 Learning Goals
Job Competency
 Learning Task 1
Job task
 Learning Task 2
Job task
 Module Assessment
Exercises
 Module Conclusion
Summary
Module Two Establish Business Relations
1
Learning Goals (Job competency)
2
Learning Task 1
3
Learning Task 2
4
Module Assessment
5
Module Conclusion
Learning Goals
Identify trade opportunities and seek clients
from different channels;
Write letters asking for establishing
business relations;
Write credit inquiry letters to banks;
Write letters about agency application and
reply to agency application.
Learning Task 1 Source Information
Channels and Establish Business
Relations
Section 1 Lead in
Section 2 Business Compass
Section 3 Work Samples and Analysis
Section 4 Core Phrases and Sentence Patterns
Section 5 Simulation Workshop
Section 6 Summary
Lead in
 If you visit the website of
China Council for the
Promotion of International
Trade (www.ccpit.org),
click the column Trade
Opportunities, you will find
some of the products fall
into your business scope.
Now you want to contact
the company to express
the desire of establishing
business relations, how to
write the letter?
Sample Letter
GUANGZHOU HUAMEI TEXTILES IMP&EXP CO., LTD
NO 356 NANHUA ROAD NORTH,
GUANGZHOU, CHINA
INDUSTRIA OVAL TEXTIL S.A. DE C.V.
CAMINO NACIONAL NO. 200 COLONIA INDEPENDENCIA SAN JUAN
CUAUTLANCINGO, PUEBLA C.P. 72700 MEXICO
Tel: 52-222-1309049-114
Dear Sirs,
We learn your name and address from the column on the website of China Council for the Promotion
of International Trade that you are in the market for bed-sheets.
We have pleasure in introducing ourselves to you as one of the most reputable exporter of textile
products in China, having been engaged in this line for over twenty years.
We are enclosing herewith a copy of our latest illustrated catalog and price list for your reference,
and hope that you would establish business relations with us.
We await your early reply with keen interest.
Yours faithfully,
George
George
Sales Manager
Learning Task 1 Source Information
Channels and Establish Business
Relations
Section 1 Lead in
Section 2 Business Compass
Section 3 Work Samples and Analysis
Section 4 Core Phrases and Sentence Patterns
Section 5 Simulation Workshop
Section 6 Summary
Source Information Channels


directories of various countries and regions;
embassies (commercial counselor’s offices),
consulates,
banks etc.;
 sales agents abroad;
 old clients or friends in commercial circles;
 advertisements in newspapers, TV or magazines;
 local chamber of commerce;
 the work of a branch office or representative abroad;
 business talks;
 exhibitions, export commodity fairs or mini-fairs.(E.g.:
Canton Fair)
Seeking clients on the Internet
 A company’s homepage;
 E-mails, mail-list, or e-mail group service;
 BBS(Bulletin Board System,电子公告板，
论坛), discussion board or chat room.
 Search Engine: Google
 B2B Website: alibaba, global sources,
ec21,made-in-china, ebay
Credit inquiry
Capital — the overall financial worth or assets
minus outstanding obligations;(资金)
Capacity — the ability to promote its line of
business as testified by the scope of the firm
and the volume of business actually done;(经营
能力)
Character — the record of the firm honoring or
dishonoring contracts and other obligations;(品
德：声誉reputation、信用record、诚实守信
honesty and integrity)
Lines of business (the business scope of the
firm) being handled.(从事的行业)
Writing skills
Writing to prospective clients:
 Source of information
 Purpose or intention
 Nature of your business, business
scope and financial status.
 Terms of transaction, payment etc.
 Polite endings and expectations
More Tips
 the first impression matters
 follow the standard format
 avoid mistakes
 reply in full without the least delay
Learning Task 1 Source Information
Channels and Establish Business
Relations
Section 1 Lead in
Section 2 Business Compass
Section 3 Work Samples and Analysis
Section 4 Core Phrases and Sentence Patterns
Section 5 Simulation Workshop
Section 6 Summary
Letter 1 A letter requesting to
establish business relations
Guangdong Light Industrial Products Co., Ltd
552 Dongfeng Road West
Guangzhou, China
Johnson International Trading Co., Ltd
5523, Lead Street
New York, USA
Feb 26th, 2011
Dear Sirs,
Your name and address have been recommended to us by a friend of mine in New York
as a well-established importer of light industrial products in your country.
We have the pleasure of introducing ourselves to you as one of the most reputable
exporter of light industrial products in Guangdong Province, having been engaged in this
line for over thirty years.
We are enclosing a copy of our latest illustrated catalog and price list, and hope that you
would enter into business relations with us.
We are looking forward to your early reply.
Yours faithfully,
John Smith
John Smith
Letter 1 A letter requesting to
establish business relations
Comments:
This is a standard letter by an exporter
requesting for establishment of business
relations. The letter is written in a very good
taste, and the language used is clear and
concise. The structure is also very clear.
Analysis:
Para1. State source information
Para2. Self-introduction details;
Para3. State the purpose of the letter;
Para4. Encourage a prompt reply.
Letter 2 An introduction letter of an exporter
Dear Sirs,
Through the courtesy of the Chamber of Commerce in Tokyo,
Japan, we have learned that you are one of the leading importers
of metals and minerals and interested in doing business with us.
We have been exporting all kinds of metals and minerals for 30
years and have many customers and friends in over 60 countries
and regions.
We are enclosing a catalog and a price-list. If any items you
enquire for do not appear on the list, please tell us.
If you are not interested in the offerings on the list, please be good
enough to forward it to some of your friends or a firm, who may be
interested in these items.
Your early reply will be very greatly appreciated.
Yours faithfully,
Michael Jackson
Michael Jackson
Letter 2 An introduction letter of an exporter
Comments:
This is a letter written by an exporter for selfintroduction, while wishing to enter into business
relations with the importer and making quotation
for metals and minerals.
Analysis:
Para1. State the source of information and make
self-introduction;
Para2. State the exporter’s purposes;
Para3. A further request to the importer;
Para4. Expectation.
勘误
Letter 2 in Page 37:
Notes:
删除(移至Letter 6)：take advantage of 利用
增加：through the courtesy of 承蒙.....的介绍
Letter 3 A letter establishing business
relations from an importer to an exporter
Dear Sirs,
We owe your name and address to Bank of China, Lagos Branch,
through whom we have learnt that you are exporter of Chinese
textiles and cotton piece goods.
Textiles are our main imports, but now we are especially interested in
importing printed shirting(印花细布) from your country. If you can
assure us of workable prices, excellent quality and prompt delivery,
we shall be able to deal in these goods on a substantial scale.
We would appreciate it if you would send us [by airmail] catalogs,
sample books and necessary information regarding printed shirting,
so as to acquaint us with the material and workmanship of your
supplies.
We are looking forward to your early reply.
Yours faithfully,
Henry Harrison
Henry Harrison
勘误
Letter 3 in Page 38:
Notes:
Lagos n. 拉各斯(尼日利亚Nigeria的旧都及第
一大港)
注：1991年12月尼日利亚从原来的首都拉各
斯(Lagos)迁入阿布贾(Abuja)
Letter 3 A letter establishing business
relations from an importer to an exporter
Comments:
This is a letter written by an importer to
exporter, wishing to establish business
relations.
Analysis:
Para1. State the source of information;
Para2. Make self-introduction for the
confidence of the exporter;
Para3. State the main purpose and intention;
Para4. Expectation.
Letter 4 A letter establishing business
relations from an exporter to an importer
Dear Sirs,
Your letter of November 21 addressed to our sister corporation in Shanghai
has been passed on to us. As the items fall within our business scope, we
shall be pleased to enter into direct business relations with you. We have
learned that you are one of the leading importers and wholesalers of
electronic products in Thailand.
We are exporter of the same lines of business, having a business
background of some 20 years, and are now particularly interested in
exporting to your country our electronic products. All kinds of our
products are good sellers(易于销售的货品，best seller畅销品) and worth
recommendation for their excellent quality.
If you are interested in marketing these products at your end, please let us
know and we shall be pleased to send you our quotations and sample books
upon receipt of your specific inquiries.
We look forward to your favorable reply.
Yours faithfully,
J.R. Longfellow
J.R. Longfellow
Letter 4 A letter establishing business
relations from an exporter to an importer
Comments:
This is a letter written by an exporter to
importer, wishing to enter into direct
business relations.
Analysis:
Para1. State the source of information;
Para2. Self- introduction;
Para3. State the purpose and intention
Para4. Expectation.
Letter 5 A Credit Inquiry Letter
Dear Sir,
Credit information (Confidential)
We have received an order from Pacific Electronic Co.,
Ltd. USA. They have given us your name as reference.
We wish to know if they are good for this amount and
in every way trustworthy and reliable.
We would appreciate it if you would kindly provide
information about their financial and business status.
Any information provided would be treated strictly
confidential.
We await your early reply.
Yours faithfully,
Alan Brown
Alan Brown
Letter 5 A Credit Inquiry Letter
Comments:
 This is a credit inquiry letter to a bank. When writing this
kind of letter, the writer should say why he inquiries from
this bank, and introduce something about the order, and
then inquire about the importer’s credit in very polite way.
Besides, the writer should promise to keep what he knows
as strictly as confidential.
Analysis:
 Para1. State the source of information and selfintroduction;
 Para2. State the purpose and promise to treat the
information confidential;
 Para3. Expectation.
Letter 6 Favorable reply to a Credit Inquiry
Dear Sirs,
We are pleased to inform you that the company you mentioned in
your letter of July 17, 2011 is a small but well-known company
and has enjoyed high reputation that has been in this line in
our city for nearly fifty years.
We have been doing business with the company for many years and
have found that they are very reliable and their financial
status is very sound. Although they have not as a rule taken
advantage of our cash discounts, they have always paid their
account promptly on the net date(due date,net due date确切的付款
日期). The credit we often allow has been well above the amount
you mentioned in your letter.
The above information is given to you for your personal reference
only and without any responsibility on our part.
Yours faithfully,
David Edward
David Edward
Letter 6 Favorable reply to a Credit Inquiry
Comments:
This is a favorable reply to the credit inquiry
of a company.
Analysis:
Para1. State the result of credit inquiry;
Para2. Give the favorable suggestion
based on the inquiry result;
Para3. Emphasize that the information is
given for reference without responsibility;
Learning Task 1 Source Information
Channels and Establish Business
Relations
Section 1 Lead in
Section 2 Business Compass
Section 3 Work Samples and Analysis
Section 4 Core Phrases and Sentence Patterns
Section 5 Simulation Workshop
Section 6 Summary
Core Phrases and Sentence Patterns
1. Source information信息来源:
owe sth. to sb. ; through the courtesy of sb.;
be indebted to sb. for sth.; come to know
sth. through…; obtain sth. from sb.; be
recommended to sb. by sb.; on the
recommendation of sb. learn sth.
from/through sb…我们从….处得知……; 通
过……我们了解到……
Core Phrases and Sentence Patterns
2. establish/enter into/set up/ build up
business relations (connections) with sb.
(与某人)建立业务关系
3. Self- introduction of company（line of
business, etc.）公司介绍
we are. . ./being…;我们是… ;
introduce sb... as…; 介绍…是... ;
fall/come/lie within/into the scope of sb. 属
于… 经营范围
Core Phrases and Sentence Patterns
4. Introduction of products产品说明
high/excellent/fine/superior/good quality
质量上乘;
popular受欢迎.;
to sb’s taste/liking符合某人的喜好;
meet (with) sb.’s satisfaction获得某人的满意;
appeal to sb.吸引…;
in great/heavy demand 大量需求;
Core Phrases and Sentence Patterns
5. Credit Status Inquiry资信调查
Enjoy good reputation资信良好;
financial/credit standing/status财务状况
treat/regard as strictly confidential 严格保密
refer to sb. 向…查询/办理/寻求帮助
Group Activity: Recite and Interpretation
Step 1 Read aloud the Core Phrases and
Sentence Patterns.(In and after class, 5
minutes in class)
Step 2 Memorize and Recite
Setp 3 Interpretation: One student read
English and another student translate it into
Chinese without looking at the textbook and
then Chinese into English; Take turns to
interpretate this part.
Learning Task 1 Source Information
Channels and Establish Business
Relations
Section 1 Lead in
Section 2 Business Compass
Section 3 Work Samples and Analysis
Section 4 Core Phrases and Sentence Patterns
Section 5 Simulation Workshop
Section 6 Summary
Simulation Workshop
深圳天力进出口公司是一家国有进出口公司，主要经营各种
调味品和食品，包括大蒜，孜然, 花椒,核桃仁，花生, 瓜子仁等
产品。产品主要销往东南亚, 中东等国家。
最近，天力公司从“环球食品供求杂志”（Universal
Foodstuff Supply and Demand）获悉印度尼西亚雅加达食品
有限公司正在寻求Cumin的供货商。（雅加达食品有限公司是
印度尼西亚一家专门从事干鲜食品和调味品的大批发商，在东
南亚市场占有一定的市场份额。）
中方：Shenzhen Tianli Imp & Exp Corp. No 358 Hehai
Street, Futian District, Shenzhen, China
外方：Jakarta Foodstuff Co., Ltd, Room2580, 25th
Floor, International Finance Center, Jakarta, Indonesia
任务: 请就以上提供的业务背景以深圳天力公司销售部业务
员的身份给雅加达食品有限公司撰写一封要求建立业务关系的
信函。
Notes:
孜然（cumin ）又名安息茴香、枯茗，维吾
尔族称之为“孜然”，来自于中亚、伊朗一带
，在我国只产于新疆。它主要用于调味、提
取香料等，是烧、烤食品必用的上等佐料，
口感风味极为独特，富有油性，气味芳香而
浓烈。孜然也是配制咖喱粉的主要原料之一
。
Keys
Shenzhen Tianli Imp & Exp Corp
Hehai Street, Futian District, Shenzhen, China
Jakarta Foodstuff Co., Ltd,
Room2580, 25th Floor, International Finance Center,
Jakarta, Indonesia
Dear Sirs:
We have learned your name and address from the magazine Universal Foodstuff
Supply and demand that you are in the market for Cumin seeds. We have also learned
that you are a leading wholesaler specializing in dried food and seasoning and
occupying a certain market share in Southeast Asia.
We are a state-owned import and export company specializing in various kinds of
seasoning and foodstuff including garlic, cumin seeds, red pepper, walnut kernel,
peanut, shelled pumpkin seeds, etc.
We are enclosing our illustrated catalogue and price-list. We hope to enter into
business relations with you.
Your early reply will be very greatly appreciated.
Yours faithfully,
(Signature)
Sales Representatiove
Learning Task 1 Source Information
Channels and Establish Business
Relations
Section 1 Lead in
Section 2 Business Compass
Section 3 Work Samples and Analysis
Section 4 Core Phrases and Sentence Patterns
Section 5 Simulation Workshop
Section 6 Summary
Summary
Seeking clients rely on various source information
channels and mostly on the Internet.
To reduce risks, credit inquiries from banks are
essential. It is usually about the target firm’s
financial and credit status, business activities,
honesty, integrity, etc.
The “first letter” to establish business relations
usually includes:
 source of information
 the purpose or intention writing the letter
 introduction of the company and products
 Expectation.
Module Two Establish Business Relations
1
Learning Goals (Job competency)
2
Learning Task 1
3
Learning Task 2
4
Module Assessment
5
Module Conclusion
Learning Task 2 Agency Application and Appointment
Section 1 Lead in
Section 2 Business Compass
Section 3 Work Samples and Analysis
Section 4 Core Phrases and Sentence Patterns
Section 5 Simulation Workshop
Section 6 Summary
Lead in
Case study
广东南华纺织有限公司(Guangdong Nanhua Textile
Co., Ltd)主要经营纺织品，包括服装，鞋袜，帽子，一直有
意打开美国市场。2011年11月15日，通过广东省一商会介
绍，该公司得知美国洛杉矶的约翰逊公司(Johnson Co.,
Ltd)有意代理中国的纺织品。南华公司的一名业务员以公司
名义给约翰逊公司去函，表达与其建立独家商务代理业务
关系的热切愿望。美国客商的具体联络办法是：Mr. Smith,
Sales Department, Johnson Co., Ltd, 152. Douala Street,
Los Angeles, USA
Discuss the following questions:
 1. Why is an agent required in foreign trade?
 2. How to select an agent?
Sample Letter
Guangdong Nanhua Textile Co., Ltd
Sales Department,
Johnson Co., Ltd, 152. Douala St,
Los Angeles, USA
Dear Mr. Smith,
We learn from Guangdong chamber of commerce that you are looking for a
reliable company to represent you. We are writing to ask to be your agent.
Having had experience in the line of textile products for 20 years, we are familiar
with customers’ need and are confident that we could develop a good market in
China. Our wide connections in the line should enable us to work up a
satisfactory business with you.
As to the financial standing or other information concerning us, we refer you to
the Bank of Guangdong.
We hope to hear favorably from you and know on what terms you would be
willing to conclude an agency agreement with us.
Yours faithfully,
Henry Smith
Henry Smith
Learning Task 2 Agency Application and Appointment
Section 1 Lead in
Section 2 Business Compass
Section 3 Work Samples and Analysis
Section 4 Core Phrases and Sentence Patterns
Section 5 Simulation Workshop
Section 6 Summary
Business Compass
Agents:
local
professional
open up a market
push the sales
Two types of agents:
General agent
Sole/exclusive agent
Writing skills
Writing letters about agency:
Nature and duration of the agency (e.g.
sole agency, agency merely for transmitting
orders, agency carrying stock and so on);
Territory to be covered;
Duties of agent and principal;
Method of purchase and sale (e.g. whether
the agent is to buy for his own account or
“on consignment”).
Learning Task 2 Agency Application and Appointment
Section 1 Lead in
Section 2 Business Compass
Section 3 Work Samples and Analysis
Section 4 Core Phrases and Sentence Patterns
Section 5 Simulation Workshop
Section 6 Summary
Letter 1 Look for an agent
Dear Sirs,
Through the courtesy of our Commercial
counselor’s office in your country we have obtained
your name and address. They recommended you as
an agent for our products at your end. Recently, we
have produced a new kind of electric toys and would
like to have an agent in your area to sell newly
produced products.
From your commercial counselor’s office we have
learned that your company has a very good reputation
and credit on pushing the sales of electric goods. We,
therefore, write to approach you to discuss the matter
of sole agency. We expect an annual turnover of not
less than USD 850,000 and on all order executed. You
will be allowed a commission of 5% to be calculated
on CIF terms basis.
Letter 1 Look for an agent
We would be grateful if you let us know whether
you are interested in representing us solely and the
volume of business you can do. We feel confident that
with your help we are sure to build up a good market
in your country very soon.
Upon receipt of your affirmative answer, we will
prepare a draft agreement and send it to you for your
final confirmation without any delay.
Yours faithfully,
Green Wood
Green Wood
Comments & Analysis
Comments:
The writer is looking for a sole agent and writes to
the reader to express his wishes. Commission he
will grant and his own requirement are clearly
stated.
Analysis:
Para1. State the source of information;
Para2. Give the reasons writing the letter;
Para3. Wish the reader to act as his sole agent;
Para4. Expect affirmative answer.
勘误
P46 Notes 删除2. warrant v. 授权，批准
Letter 2 Request to act as an Agent
Dear Sirs，
Re：Asking for acting as Agent for Electric Lighters
For the past five years，We have been selling your
electric lighters to the wholesalers and big dealers
located everywhere in Pakistan. Customers are quite
satisfied with your products，as the styles and colors are
suited to the markets. We have already set up solid
business relations and proved excellent business
performance.
Knowing that you have no agent in Pakistan，we are
therefore，recommending ourselves as your agent. We
suggest to sign a sole agency agreement with 3 year
validity. The annual selling quantities will be in order of
Letter 2 Request to act as an Agent
50000 lighters，60000 lighters and 70000 lighters
respectively. We will take 15% commission from
our concluded transactions. We will not run other
foreign similar competitive products within validity
of this agreement.
If you agree to accept us as your sole gent，we will try
our best to promote your products on the markets in
Pakistan and make further study for this matter.
Your quick response will be highly appreciated.
Yours faithfully,
Thomas Brown
Thomas Brown
Comments & Analysis
Comments:
The writer wants to act as sole agent for electric
lighters because he thinks that the products are
satisfactory and their business performance have
been successful and thus try to convince the
reader they are the right person.
Analysis:
Para1. Introduction of the previous excellent
business performance as an agent;
Para2. State the main purpose writing the letter;
Para3. Express the wishes to act as sole agent;
Para4. Expect the quick response.
Letter 3 Asking to be an agent
Dear Sirs,
We learn that you are looking for a reliable sales agency
with good connections in furniture business. We hope to be
your agent.
Having had experience in furniture for 15 years, we are
familiar with customers’ need and are confident that we could
develop a good market in our country. Our sophisticated
marketing facilities and the wide connections should enable
us to work up a satisfactory business with you.
As to our financial standing or other information, we
refer you to the Trust and Investment Bank.
We hope to hear favorably from you and know your terms of
agency agreement.
Yours faithfully,
Henry Smith
Henry Smith
Comments & analysis
Comments:
The writer asks to be the agent because he
thinks that he is confident to develop a good
market and provides relevant information.
Analysis:
Para1. The purpose of writing the letter;
Para2. Self-introduction;
Para3. Provide financial standing information;
Para4. Expectation.
Letter 4 Agency Appointment
Dear Sirs,
We are now pleased to offer you an appointment as our
sole agents for France on the terms and conditions
agreed verbally with you.
This appointment will be for a trial period of 12 months
and we will pay you a commission of 7% on the net
value of all sales against orders received through you,
to which would be added a commission of 2.5%.
As we are able to facilitate quick delivery there will be
no need for you to maintain stocks of our goods, and we
Letter 4 Agency Appointment
will send you full ranges of samples for display in your
showrooms.
Please confirm these terms in writing as soon as
possible, after which we will arrange for a formal
agreement to be drawn up. When signed, a circular will
be prepared for distribution to our customers in France
announcing your appointment as our agents.
We look forward to a successful business relationship.
Yours faithfully,
George Brown
George Brown
Comments & analysis
Comments:
This is a letter to accept an application for
agency---Agency Appointment.
Analysis:
Para1. Inform the reader of the appointment as
sole agent;
Para2. Introduce main points of the
appointment;
Para3. Expect the reader to confirm;
Para4. Wish to have successful business
relationship.
Learning Task 2 Agency Application and Appointment
Section 1 Lead in
Section 2 Business Compass
Section 3 Work Samples and Analysis
Section 4 Core Phrases and Sentence Patterns
Section 5 Simulation Workshop
Section 6 Summary
Section 4 Core Phrases and
Sentence Patterns
1. act/handle as an agent 担任代理
represent sb.代表…;
be represented by sb.由…担任代理
2. appoint sb. as an agent for sth. in…(place)
任命某人/某公司为某产品在某地代理
3. entrust sb. with agency 委任代理
Group Activity: Recite and Interpretation
Step 1 Read aloud the Core Phrases and
Sentence Patterns.(In and after class, 5
minutes in class)
Step 2 Memorize and Recite
Setp 3 Interpretation: One student read
English and another student translate it into
Chinese without looking at the textbook and
then Chinese into English; Take turns to
interpretate this part.
Learning Task 2 Agency Application and Appointment
Section 1 Lead in
Section 2 Business Compass
Section 3 Work Samples and Analysis
Section 4 Core Phrases and Sentence Patterns
Section 5 Simulation Workshop
Section 6 Summary
Section 5 Simulation Workshop
广州东方化妆品公司（Guangzhou Oriental Cosmetics
Limited company）是一家有着十几年化妆品经营经验的化妆品公
司。公司作为欧美、日韩、国产等几大国际知名化妆品品牌正式授
权的中国独家总代理，在中国主要省市拥有众多的经销商和品牌专
柜。2011年10月23日，该公司业务员从上海经贸网上看到这样一条
信息: 加拿大Nina Essence公司希望寻求在中国的化妆品代理商。
Nina Essence公司在加拿大生产并销售化妆品，包括洗发、护发等
系列产品，获得Ecologic认证。
任务: 广州东方化妆品公司认为该产品在中国市场极有市场潜
力，致函加拿大公司，要求做该公司在中国市场的独家代理。请就
以上提供的业务背景以广州东方化妆品代理公司业务员的身份给
Nina Essence公司撰写一封请求独家代理的信函。
中方地址：广州市珠江路152号。联系人：王丽
外方地址：加拿大温哥华DULE大街553号。联系人: Nina女士
Keys
Guangzhou Oriental Cosmetics Limited company
No 152, Pearl River Road Guangzhou, China
Nina Essence Company
No 553, Dule Street
Vancouver, Canada
Dear Ms Nina,
We are pleased to have learned your name and address
from Shanghai economic and trade network, and learned that
you are in the market for an agent of cosmetics in China.
The demand for your cosmetics in China has shown a
marked increase in recent years. We are convinced that there
is a considerable sales here for your products. There is every
sign that an advertising campaign, even on a modest scale,
would produce very good results if it were backed by an
efficient system of distribution.
Keys
We are well-know distributors of cosmetics over 10
years’ standing. We have many distributors and products
special counters in most of the principal provinces and
cities. With knowledge of the local conditions, we feel we
have the experience and the resources necessary to bring
about a market development of your trade in this country.
If you agree to accept us as your agent，we will try our
best to promote your products on the markets in China and
make further study for this matter.
Your quick reply will be highly appreciated.
Yours faithfully,
王丽
Ms. Wang Li
Learning Task 2 Agency Application and Appointment
Section 1 Lead in
Section 2 Business Compass
Section 3 Work Samples and Analysis
Section 4 Core Phrases and Sentence Patterns
Section 5 Simulation Workshop
Section 6 Summary
Section 6 Summary
While writing a letter of agency, the writer of
agency writing should include:
nature and duration of agency;
territory to be covered;
duties of agent and principal;
method of purchase and sale.
Assessment for Task 1 Establish Business Relations
I.Translate the following terms and expressions into
Chinese or English:
1. specific inquiry
具体询盘
2.优惠价格
favorable price
3. 经营范围
business scope
4. 价格单
price list
5. 样品册
sample books
Assessment for Task 1 Establish Business Relations
Ⅱ.Choose the best answer to complete each of the following
sentences:
1.____ in 1995, this company specializes in the export of cotton
piece goods.
A. Establish B. Established C. Establishing D. To be established
2.____ please find the catalogues and latest price list.
A. Enclosed B. Enclosing C. Enclose D. Enclosure
3. We will forward all information of the item mentioned above
____ receipt of your reply.
A. with B. upon C. in D. of
4. We look forward ____ your favorable news.
A. on B. to C. at D. of
5. The present market is favorable ____ importers.
A. with B. for C. in D. to
Assessment for Task 1 Establish Business Relations
6. Because the article falls ____ the scope of our business
activities, we are writing you in hope of ____ trade relations
with you.
A. within, establishment B. within, establishing
C. below, set up D. below, setting up
7. Thank you for the sample cutting____ in your letter.
A. enclose B. enclosed C. enclosing D. being enclosed
8. We take the pleasure of introducing ourselves____ an
experienced importer____ line of daily products.
A. of, on B. as, in C. for, by D. be, at
9. Thank you for your price list showing various kinds of products
now____ for export.
A. available B. be available C. to be available D. being available
10.____ create severe competition for home produced goods.
A. Import B. Importing C. Imports D. Imported
Assessment for Task 1 Establish Business Relations
Ⅲ.Translate the following sentences into English:
1．我们愿意在平等互利的基础上与你公司建立贸易关系
。
2．我们致函，介绍本公司是各种空调的最大的出口商之
一。
3．为了把我们的产品扩展到欧洲市场，我方致函贵方寻
求合作机会。
4．我们有各种各样的颜色和尺寸，能满足多种需求。
5．我们已经航空邮寄给贵方有关产品的广告单。如对某
些感兴趣，请告知。
Assessment for Task 1 Establish Business Relations
6．经过多年的努力，我们已经拓展了业务范
围，目前我们经营近百种产品。
7．我们主要业务是多种轻工产品的进出口。
8．万一贵公司不进口上述产品，如能将此信
转给相关的公司，我们将非常感激。
9．作为摩托车出口商，我们愿与贵方在这一
行业开展贸易。
10．为了让你们大体了解我们的产品，另封寄
上目录一份以及三份小册子供贵方参考。
Assessment for Task 1 Establish Business Relations
Ⅳ. Translate the following letter into English:
先生:
关于贵公司2011年11月25日的来信，谨告知
我方已经从伦敦银行收到了贵方所要求的资料信息
。
Messrs. Johnson 有限公司成立于1981年，资
金为35万英镑，主要经营电子产品的进出口。他们
的供应商与他们的业务记录都令人非常满意，因此
该公司在该地区享有很高的声誉。根据我方资料显
示，该公司总是能够很及时还清款项，因此我们认
为该公司十分可靠，值得信赖。
我们希望所提供的信息能有助于贵公司评估该
公司的信用。该资料必须严格保密，我方对此不负
任何责任。
Keys
Dear Sirs,
Regarding your letter of 25, November 2011, we have received
the information you required from the Bank of London.
Messrs. Johnson Co., Ltd was founded in 1981 with capital of
GBP 350,000,specializing in the import and export of electronic
products. Their suppliers’ business with them is reported to
have been satisfactory, thus they enjoy a very good reputation
in their area. As far as our information goes, they can always
punctually meet their commitments. We therefore consider
them reliable and trustworthy.
We hope the information provided will help you in your
evaluation of this company’s credit. Of course, the information
is confidential without any responsibility on our part.
Yours faithfully,
XXX
Assessment for Task 1 Establish Business Relations
Ⅴ. Write an English letter in a proper form based on the
following information:
Write a letter to Foothill Enterprises Trade Development Co.
Ltd. ( P. O. Box 22789 Taiz Street, Sana’a, Republic of Yemen)
telling them:
1. your name and address: Guangzhou Light Industrial Imp &
Exp Co., Ltd, Guangzhou, 152 Dongfeng Road, Guangzhou,
China;
2. you are introduced by the Commercial Counselor’s Office
of their embassy in Beijing;
3. you wish to set up business relations with them;
4. the main scope of your business is exporting chinaware;
5. samples and catalogues will be sent to them upon receipt
of their specific inquiries.
Keys
Guangzhou Light Industrial Imp & Exp Co., Ltd,
152 Dongfeng Road, Guangzhou, China;
20 April 2011
Foothill Enterprises Trade DevelopmentCo. Ltd.
Taiz Street
P. O. Box 22789
Sana’a Republic of Yemen
Dear Sirs,
Your company has been introduced to us by Commercial
Counselor’s Office of your embassy in Beijing as prospective
buyers of arts and crafts.
In order to introduce our products to the Middle East, we
are writing to you in the hope of establishing trade relations.
Keys
The main line of our business covers the export of
chinaware of superb quality, fashionable design and
competitive price, which enjoys a good reputation all over
the world.
We are enclosing an illustrated catalogue and the latest
samples and quotations will be airmailed to you upon receipt
of your specific inquiries.
We are looking forward to your early reply.
Yours faithfully,
(Signature)
Module Conclusion
《外贸英语函电》 ISBN 978-7-303-14749-6