| 陈准民，对外经济贸易大学教授，教育部高等学校外语专业教学指导委员会委员，英语分委员会副主任，中国国际贸易学会国际商务英语研究会主任。长期从事商务英语教学，在商务英语教学理论、教学法改革、教材编写、师资培训、计算机辅助教学等方面有多年研究，为商务英语学科带头人。 主要讲授商务英语、经济管理和计算机应用等课程，如经贸英语口语、对外经贸信函、工商导论、工商教育中的教学法、互联网与经贸英语等。 独立编写并出版了《工商导论》、《实用经贸英语口语》、《英语生意经》、《模拟期货贸易》等教材和计算机辅助教学软件，在国内外学术刊物上发表科研论文多篇。 |
| Chapter 1 Setting Up a Business Sole Proprietorship Partnership Corporation A Special Form: Franchising Exercises Chapter 2 Marketing: an Overview The Origin of Marketing The Functions of Marketing The Marketing Mix Market Segmentation Exercises Chapter3 Products and Pricing Types of Products Product Life Cycle Pricing Exercises Chapter4 Channels6fDistHbution Common Channels of Distribution The Cost and Value of Middlemen Physical Distribution Modes of Transportation Exercises Chapter 5 Promotion Advertising Do It Yourself or Use an Advertising Agency Personal Selling Sales Promotion Public Relations and Publicity Word of Mouth Exercises Chapter 6 Moneyand Banking What Is Money? What Does Money Do? Types of Money The Financial System Savings and Loan Associations Money Supply and the Federal Reserve System Exercises Chapter 7 Financing Short-term Financing Long-term Sources of Funds Debt or Equity Financing Features of Bonds Features of Stock Exercises Chapter 8 Accounting Balance Sheet Income Statement Exercises Chapter9 The Securities Market Primary and Secondary Markets Buying and Selling Stocks Bulls and Bears The Bond Market Who Buy Securities? Exercises Chapter 10 Risk Management and Insurance Approaches to Managing Business Risks Insurance and Its Principles Insurable Risks Insurance for Business Fidelity and Surety Bonds Exercises Chapter 11 Business Law Types of Law Contract Law Tort Law Property Law Warranty Negotiable Instruments Agency Law Business Bankruptcy Exercises Chapter 12 International Business Why Trade with Other Countries? Other Ways to Go Global Special Issues in International Business Exercises Chapter 13 Managing Business Enterprises Management Functions Management Levels and Skills Sources of Managers The Building Blocks of Organizational Structure Organizational Decision Making Organizational Structures Informal Organization The Strategic Management Process Exercises Chapter 14 Human ResourcesManacjement Planning for Human Resources Staffing Training and Developing Employees Demoting and Terminating Employees Compensating Employees Exercises Chapter 15 Motivation and Leadership ! The Classical Theory The Hawthorne Studies Maslows Hierarchy of Human Needs Herzbergs Two-factor Theory McGregors Theory X and Theory Ouchis Theory Z Strategies for Motivating Employees Leadership Exercises Chapter 16 Managing Information Information vs. Data How Computers Work? Application Programs The Management Information System (MIS) Exercises Chapter 17 The Environment and Responsibilities Factors of Production Types of Economic System Economic Goals and How to Measure Their Attainment The Roles of Government The Market and Competition The Importance of Profits The Responsibility of Business Exercises Chapter 18 Careers in Business Self-evaluation Career Opportunities in Business Successful Job Hunting Exercises Appendix A Key to Exercises of Cloze and Scrambled Sentences Appendix B Key to Translation Appendix C References |
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