Amy Newman Communicating in Business, 10th Edition Copyright © 2017 by Cengage Learning ...

150 Pages·2017·8.33 MB·English

Amy Newman
Communicating in Business, 10th Edition
Copyright © 2017 by Cengage Learning Asia Pte Ltd..
Original edition published by Cengage Learning. All rights reserved. 本书原版由圣智学习出版公司出版。版权所有，
盗印必究。
Tsinghua University Press is authorized by Cengage Learning to publish and distribute exclusively this custom reprint
edition. This edition is authorized for sale in the People’s Republic of China only (excluding Hong Kong, Macao SAR
and Taiwan). Unauthorized export of this edition is a violation of the Copyright Act. No part of this publication may be
reproduced or distributed by any means, or stored in a database or retrieval system, without the prior written permission
of the publisher.
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图书在版编目（CIP）数据
商务沟通＝Communicating in Business：第10版：英文／（美）埃米·纽曼（Amy Newman）著. —北京：
清华大学出版社，2018
（美国商学院原版教材精选系列）
ISBN 978-7-302-49118-7
Ⅰ. ①商… Ⅱ. ①埃… Ⅲ. ①商业管理－公共关系学－英文 Ⅳ. ①F715
中国版本图书馆CIP数据核字（2017）第313223号
责任编辑：王 青
封面设计：傅瑞学
责任印制：李红英
出版发行：清华大学出版社
网 址：http://www.tup.com.cn， http://www.wqbook.com
地 址：北京清华大学学研大厦A座 邮 编：100084
社 总 机：010-62770175 邮 购：010-62786544
投稿与读者服务：010-62776969, [email protected]
质量反馈：010-62772015, [email protected]
印 装 者：清华大学印刷厂
经 销：全国新华书店
开 本：203mm×260mm 印 张：23.75
版 次：2018 年1 月第1 版 印 次：2018年1月第1次印刷
印 数：1～4000
定 价：55.00 元
产品编号：074092-01
出 版 说 明
为了适应经济全球化的发展趋势，满足国内广大读者了解、学习和借鉴国外先进管理经验
和掌握经济理论前沿动态的需要，清华大学出版社与国外著名出版公司合作影印出版一系列英
文版经济管理方面的图书。我们所选择的图书，基本上是已再版多次、在国外深受欢迎，并被
广泛采用的优秀教材，绝大部分是该领域中较具权威性的经典之作。在选书的过程中，我们得
到了很多专家、学者的支持、帮助和鼓励，在此表示谢意！
我们根据国内教学的实际情况，删去了原版图书的第2章、第3章和第5章以及附录的部
分内容。我们在对原版图书进行删节的同时保留了原书的页码，采用双页码标识。对由此可能
给读者带来的诸多不便，我们深表歉意。
由于原作者所处国家的政治、经济和文化背景等与我国不同，对书中所持观点，敬请广大
读者在阅读过程中注意加以分析和鉴别。
我们期望这套影印书的出版对我国经济科学的发展能有所帮助，对我国经济管理专业的教
学能有所促进。
欢迎广大读者给我们提出宝贵的意见和建议，同时也欢迎有关的专业人士向我们推荐您所
接触到的国外优秀图书。
清华大学出版社
2017年11月
iii

英/双语教学的成功路径与商科英文原版教材的效用
（代序）
在我国高校，用英语或双语教授专业课程（以下简称：英/双语教学）始于改革开放引进
热潮，历经30年，虽发展不快，仍在缓慢推进。20世纪80年代，改革开放后留学归来的教育
界学者们不仅引进了各学科先进的研究成果，也随之引进了西方高校的教材。以清华大学出版
社为领军的国内出版社适时地引进了西方优秀教材的影印版，推动了一些高校开始在专业课程
中开展英/双语教学。2007 年以来，国家教育质量工程专设的“国家高校双语教学示范课程建
设点”的评定项目被视为政府教育发展的政策风向标，正有力地推动着高校英/双语教学的发展。
但对英/双语教学的必要性，我国高校内部一直争议不断。争议首先围绕着中国人用英语
教学的必要性。在公认英语是目前世界通用语言的前提下，英/双语教学的必要性取决于我国高
校师生是否有必要及时汲取世界最新的知识和研究成果。答案是不言而喻的。况且英/双语教学
省却了翻译过程，可以避免常见的信息减损和曲解问题。不过，信息发布者——教师的英语演
讲能力和信息接收者——学生的英语解读能力不足又成为开展英/双语教学的障碍。因而常见
的反对意见是，开展英/双语教学，课堂教学内容就会缩水，因为讲授者和听众都得花费精力
和时间解译内容。如此看来，我国开展英/双语教学的高校教师必须应对挑战，洞察在我国现
有条件下用英文原版教材开展英/双语教学的利和弊，并找到可行的扬长避短的路径。
在经济开放和全球化的大趋势推动下，我国中小学英语教学分量加重，英语普及程度逐年
提高，高校新生的英语基础愈益扎实；教师的英语能力也随着师资的新陈代谢而日见增强。这
一趋势无疑在为英/双语教学营造越来越有利的条件。尽管如此，不同于以英语为主要语言或
官方语言的一些国家，英语在我国的普及率仍较低。在青少年中，英语的普及程度和英语应用
能力还仅处于初级水平；高校中能用英语演讲的教师尚属少数，且熟练程度还有待大幅提高。
这样的师生英语基础，使得英/双语教学面临巨大的挑战。
同时，在多数的中国高校课堂里，教学任务多被视为逐章讲解某本教材的内容。本土中文
教材通常是400～500页的32开本，含理论框架、主要知识点、计算方法和习题，但案例和故
事不在其中，多由教师在讲解时添加，以演示和诠释理论要点。迄今仍然普遍盛行的“填鸭式”、
“满堂灌”的传统教学法侧重于传授知识，从多数评教指标可见，只要学生感觉教师讲得精彩、
有条理、能解惑，就算教学成功。
而引进的国外教材篇幅通常较长，16开大本，500～800页。习惯于上述传统教学法和评价
标准的人们自然会产生一个疑问：在有限的课时内，这么厚的教材，怎么讲得完？其实，发达
国家多数高校对学生阅读量的要求远远大于我国高校（即使是中文课本和资料），名校更是如此。
它们的教材不仅涵盖理论框架和基本概念，而且富含长短不一、详简各异的演示性案例、故事
和大量习题，总之它便于学生自学。课堂讲解只占一半课时，其余课时常被用于师生讨论和互
动。于是，教师的讲解主要是勾勒理论框架，阐释重点和难点，还需针对事先布置的阅读资料
和讨论题，引导学生展开讨论。可见，大厚本的教材适合于能力培训教学法。两者相辅相成，
致力于调动学生的主动性：他们必须大量阅读和思考，才能在课堂上有上好的表现，真正成为
v
学习的主人。结果，他们的能力获得了必要和切实的磨炼。
由此可见，英/双语教学不只是教学语言的改变，它可以达到三重效用：传授专业知识；
传授英语知识；同时训练专业方法和英语的应用技能。也因此，一些非英语国家的高校不惜成
本，开展英/双语教学，使用与之相配的教材。对我国高校来说，要想成功开展英/双语教学，
恐怕首先需要改变传统的教育思想和教学方法。换言之，如果高校想要使教育、教学接近世界
先进水准，用英文原版影印教材开展英/双语教学是有效的途径。
迄今为止，原版英文教材的缺点也很明显。鉴于发达国家的作者是以其母国为背景，多数
教材不涉及中国国情。教师必须在教学中紧密结合中国国情，提供相关案例、资料和思考讨论
题，适时引导师生思辨现有理论的普适性，激励师生发现和创作适合我国国情的经济学、管理
学、营销学规律。在我国作者编写和出版足量的优质英文教材之前，这些额外的工作必须由开
展英/双语教学的教师来承担。
古今中外，成才之士都乐于阅读和探索，而这种氛围却在当今我国的大学校园里愈见淡化。
加之中国学生相对薄弱的英语基础，目前英/双语教学仍面临很大的挑战：“填鸭式”的讲授与
之相悖；仅靠课堂讲授和互动也很难奏效。但如能培养学生阅读和探索真理的兴趣，并营造一
个全方位的孵化温床或生态环境，英/双语教学是有望成功的。根据能力培育过程的所需，这
个生态环境包含师生对教育、教学的共识，好学求知的校风，富有挑战和师生互动的课堂教
学，从课外讲座、项目操作到校园竞赛等第二课堂活动，便于师生交流的校园互联网等。
要做到这些，教师亟待与时俱进。随着师资的年轻化和高学历化，如今年轻教师的英语基
础更好。但逆水行舟，不进则退。英语能力的进退取决于使用频率的多寡，其实英/双语教学
过程既是加强英语使用、提高英语能力，也是汲取世界新知的最佳机会。不过，这一过程通常
比用汉语教学的付出大得多，且因学生也需成倍地付出，英/双语教学的课程不容易像汉语教
学课程那样容易在短期内获得学生的好评。因此给予英/双语教学的教师足够的激励成为生态
环境的首要组成部分；缺乏对教师的足够激励，上述英/双语教学的生态环境就无法营造。
诚然，在教育体制和环境不够理想的情况下，教师和学生仍然有个人自训和奋斗的条件。
英语原版教材影印版在我国的出版和更新就是对英/双语教学的及时支持。清华大学出版社近
期又有一批英文原版影印教材出版，相信必将更进一步推动英/双语教学的发展。如今，已有
一些本土高校的教师与英语国家的教师合著英文教材；在可见的将来，还会有中国教师编写发
行到世界各地的英文教材。总之，及时用好英文原版影印教材，编写优质的英文教材是我国高
校教师的历史责任。
愿英/双语教学的师资队伍愈益壮大，愿英/双语教学更加有力地推动我国教学方法与国际
接轨，愿我国高校各级学生在英/双语教学中受益良多，茁壮成长！
对外经济贸易大学
傅慧芬
vi
Brief Contents
PaRT 1 FoUNDaTIoNS oF BUSINeSS
CommUNICaTIoN
1 Understanding Business Communication � � � � � � � � � � � � � � � � � 2
PaRT 2 DeVeLoPING YoUR BUSINeSS wRITING SkI LLS
4 The Writing Process � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 102
PaRT 3 wRITTeN meSSaGeS
6 Neutral and Positive Messages � � � � � � � � � � � � � � � � � � � � � � � � 172
7 Persuasive Messages � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 198
8 Bad-News Messages � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 234
PaRT 4 RePoRT wRITING
9 Planning the Report and Managing Data � � � � � � � � � � � � � � � 268
10 Writing the Report � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �306
PaRT 5 oRaL aND emPLoYmeNT CommUNICaTIoN
11 Oral Presentation � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 348
12 Employment Communication � � � � � � � � � � � � � � � � � � � � � � � � � 388
Glossary � � � � � � � � � � � � � � � � � � . . . . . . . . . . � � � � � � � � � � � � � � � � � � � 490
Brief CoNteNts vii
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简 明 目 录
第1部分 商务沟通基础
第1章 了解商务沟通················································································································2
第2部分 培养商务写作技能
第4章 写作过程···················································································································102
第3部分 书面信息
第6章 中性和正面信息········································································································172
第7章 说服性信息···············································································································198
第8章 负面信息···················································································································234
第4部分 报告写作
第9章 规划报告和管理数据································································································268
第10章 撰写报告·················································································································306
第5部分 口头沟通和就业沟通
第11章 口头陈述··················································································································348
第12章 就业沟通·················································································································388
重要词汇·································································································································490
viii BRIEF CoNteNts
Contents
PaRT 1
FoUNDaTIoNS oF BUSINeSS CommUNICaTIoN 2
1 Understanding Business Communication � � � � � � 2
inappropriate or Conflicting signals 12 |
1-1 Communicating in Organizations 4 Differences in Perception 12 | inappropriate
emotions 12 | Distractions 13
1-1a Employers’ Perspective 4
1-4 Communication Media Choices 13
1-1b Personal Perspective 5
1-4a Traditional Communication Channels 13
1-2 The Components of Communication 5
Traditional Written Communication 13 |
1-2a The Communication Model 6 Traditional Oral Communication 13
Communication need 6 | sender 6 |
1-4b Technology-Based Communication Media 14
Message 7 | Audience 7 | Response 7 |
email, Phone, Voice Mail 14 | instant and
The Dynamic nature of Communication 7
Text Messaging 14 | social Media 14
1-2b Directions of Communication 7
1-4c Choosing Communication Media 16
The Formal Communication network 7 |
1-4d Convergence of Communication Media 17
The informal Communication network 8
1-5 Potential Legal Consequences
1-3 Communication Barriers 9
of Communication 18
1-3a Verbal Barriers 9
1-6 Ethics and Communication 20
inadequate Knowledge or Vocabulary 9 |
Differences in interpretation 10 | Language 1-6a What Affects Ethical Behavior 21
Differences 10 | inappropriate use of 1-6b Ethics Pays 21
expressions 10 | Overabstraction and
1-6c Framework for Ethical Decision Making 22
Ambiguity 11 | Polarization 12
1-3b Nonverbal Barriers 12 1-7 Introducing the 3Ps (Purpose, Process, Product)
Model 23
PaRT 2
DeVeLoPING YoUR BUSINeSS wRITING SkILLS 102
4 The Writing Process � � � � � � � � � � � � � � � � � � � � � � 102
4-4 Drafting 112
4-1 An Overview of the Writing Process 104 4-4a Letting Go 112
4-2 Audience Analysis 105 4-4b Overcoming Writer’s Block 112
4-2a Who Is the Primary Audience? 105 4-4c Writing for Different Media 112
4-2b What Is Your Relationship with the Audience? 105 Writing email Messages 112 | Writing
Memos 115 | Writing Letters 116 | Writing for
4-2c How Will the Audience Likely React? 106
the Web 116
4-2d What Does the Audience Already Know? 106
4-5 Revising 118
4-2e What Is Unique About the Audience? 106
4-5a Revising for Content 118
4-2f Example of Audience Analysis 106
4-5b Revising for Style 119
4-3 Planning 107
4-5c Revising for Correctness 119
4-3a Purpose 107
4-6 Proofreading 119
4-3b Content 108
4-3c Organization 109
CoNteNts ix
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PaRT 3
wRITTeN meSSaGeS 172
6 Neutral and Positive Messages ������������� 172 7-4b Gaining the Reader’s Attention 210
6-1 Types of Neutral and Positive Messages 174 7-4c Creating Interest and Building Desire 211
interpreting Features 211 | using Vivid Language
6-2 Planning a Neutral or Positive Message 174
and Graphics 211 | using Objective, ethical
6-3 Organizing a Neutral Message 175 Language 212 | Mentioning Price 212 |
6-3a Major Idea First 175 Referring to enclosures 213
6-3b Explanation and Details 175 7-4d Motivating Action 214
6-3c Friendly Closing 176 7-5 Writing and Responding to Negative
Customer and Public Feedback 215
6-4 Sending Instant Messages for
Neutral Messages 177 7-5a Writing Complaints and Online
Reviews 216
6-5 Responding to a Neutral Message 178
7-5b Responding to Negative Feedback 217
6-6 Composing Goodwill Messages 180
Addressing negative Reviews and Other
6-6a Recognition Notes 181 Feedback 218 | Handling Crisis situations 218
6-6b Congratulatory Notes 181 8 Bad-News Messages ���������������������������234
6-6c Thank-You Notes 182
8-1 Planning the Bad-News Message 236
6-6d Sympathy Notes 182
8-1a Communication Context 236
6-7 Addressing Customer Comments Online 184 8-1b Audience Analysis 236
6-7a Deciding Whether to Respond 184 8-1c Media Choice 237
6-7b Responding to Positive Reviews 185
8-2 Components of Bad-News Messages 238
6-7c Anticipating Customer Needs Online 186
8-2a Organizing the Message 238
7 Persuasive Messages ��������������������������198 8-2b Explaining the Decision 240
7-1 Planning Persuasive Messages 200 8-2c Giving the Bad News 242
7-2 Analyzing Your Audience 200 8-2d Closing the Message 243
7-2a Knowing Your Audience 200 8-3 Composing Bad-News Replies 244
7-2b Applying Persuasion Principles 201 8-3a Rejecting an Idea 245
ethos: Appeal Based on Credibility 201 | Pathos: 8-3b Refusing a Favor 246
Appeal Based on emotion 202 | Logos: Appeal
8-3c Refusing a Customer Request 246
Based on Logic 202 | ethical Persuasion 203
8-3d Declining a Job Offer 247
7-3 Writing a Short Persuasive Message 204
8-3e Turning Down a Job Candidate 249
7-3a Determining How to Start
the Message 204 8-4 Announcing Bad News 250
7-3b Capturing the Reader’s Attention 206 8-4a Bad News About Normal Operations 250
7-3c Justifying Your Idea or Request 206 8-4b Bad News About the Organization 250
7-3d Dealing with Obstacles 207 8-4c Bad News About Jobs 251
7-3e Motivating Action 208 8-5 Giving and Receiving Constructive
Performance Feedback 252
7-4 Writing a Sales Letter 209
8-5a Giving Constructive Feedback 253
7-4a Selecting a Central Selling Theme 210
8-5b Receiving Constructive Feedback 254
PaRT 4
RePoRT wRITING 268
9 P lanning the Report and Managing 9-2 Finding Sources for Your Report 270
Data ������������������������������������268 9-2a Identifying Types of Data 271
9-1 Who Reads and Writes Reports 270 9-2b Searching for Relevant Sources 272
x CoNteNts
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9-2c Evaluating Sources of Information 274 introduction 317 | Findings 317 | summary,
evaluating internet Resources 274 | evaluating Conclusions, and Recommendations 317
Research studies 276 10-2b Drafting Supplementary Sections 318
9-3 Collecting Data Through Questionnaires 277 Title Page 319 | Cover Letter, Memo, or
email 319 | executive summary 320 |
9-3a Constructing the Questionnaire 277
Table of Contents 320 | Appendix 321 |
9-3b Writing the Cover Letter or Email 280 References 321
9-4 Displaying Quantitative Information 280 10-3 Developing an Effective Writing Style 322
9-4a Constructing Tables 281 10-3a Tone 322
Cross-Tabulation Analysis 283 | Arranging
10-3b Pronouns 322
Data in Tables 284
10-3c Verb Tense 323
9-4b Preparing Charts 285
10-3d Emphasis and Subordination 323
Designing simple, Clear Charts 286 | Choosing
an Appropriate Chart Type 286 10-3e Coherence 324
9-4c Creating Infographics 290 10-4 Documenting Your Sources 325
9-5 Interpreting Data 292 10-4a Why We Document Sources 326
9-5a Making Sense of the Data 292 10-4b What Has to Be Documented 326
9-5b Considering the Ethical Dimension 294 10-4c How to Document Sources 327
Footnotes and endnotes 327 |
10 Writing the Report �����������������������������306
Author-Date Format 329
10-1 Planning the Report 308
10-4d Distortion by Omission 329
10-1a Selecting a Report Format 308
10-5 Designing, Formatting, and
10-1b Organizing the Report 311
Refining the Report 329
Findings, Conclusions, and Recommendations 311 |
10-5a Designing and Formatting Text-Based
Organizational strategies for Findings 312
Reports 329
10-1c Outlining the Report 314
Graphics 330 | spacing and Fonts 330 |
Generic Headings and Message Titles 314 | Headers, Footers, and Page numbers 330
Parallelism 315 | Length and number of
10-5b Designing and Formatting PowerPoint
Headings 316 | Balance 316
Reports 330
10-2 Drafting the Report 317 Graphics 330 | Fonts, spacing, and Page numbers 331
10-2a Drafting the Body 317 10-5c Refining Your Report 332
Revising 332 | Proofreading 332
PaRT 5
oRaL aND emPLoYmeNT CommUNICaTIoN 348
11 Oral Presentation ������������������������348 11-3c The Ending 356
11-1 The Role of Business Presentations 350 11-3d Humor in Business Presentations 357
11-2 Planning the Presentation 350 11-4 Planning Team and Online Presentations 357
11-2a Purpose 350 11-4a Team Presentations 357
11-2b Audience Analysis 351 Achieving Coherence 358 | Practicing the Team
Presentation 358
11-2c Delivery Method 352
11-4b Online Presentations 358
impromptu and extemporaneous
Presentations 353 | scripted and Memorized 11-5 Developing Visual Support for
Presentations 353 Business Presentations 359
11-3 Organizing the Presentation 354 11-5a Creating Presentation Slides 359
11-3a The Opening 354 Present Your Main Points Clearly 360 |
Make Your Presentation easy to Follow 361 |
11-3b The Body 355
Choose an Attractive, Appropriate Design 361 |
Choose a Logical sequence 355 | establish Replace Text with Graphics 363 | Write simply
Your Credibility 356 | Manage negative and Clearly 364
information 356
CoNteNts xi
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