国际商务英语 02PDF电子书下载

Module 1　INTRODUCTION 1

Chapter 1　The Worl dRenowned Banks 1

1.1 Citibank 1

1.2 Dai-Ichi Kangyo Bank 1

1.3 JPMorgan Chase 1

1.4 Bank of America 2

1.5 Barclays Bank 3

1.6 Hong Kong and Shanghai Banking 3

1.7 Bank of China 3

1.8 Bank of Montreal 4

1.9 Swiss Bank Corp 5

1.10 First Interstate Bancorp 5

Reading Material 6

Exercises 7

Business Tip:Business Meeting 7

Chapter 2 International Economic Organizations 8

2.1 Comprehensive Economic Organizations 8

2.2 Organizations in Trade 16

2.3 Organization in Finance 18

Reading Material 24

Exercises 27

Business Tip:Business Lunch 27

Module 2 INTERNATIONAL MARKETING 29

Chapter 1 Introduction to Marketing 29

Reading Material 31

Exercises 32

BusinessTip:Making a Client Wait 33

Chapter 2 Analysis of Market Environment 34

2.1 Background of Market Environment 34

2.2 Relevant Knowledge 37

Reading Material 37

Business Tip:Learn About the Art of Gifting 38

Chapter 3 Market Research 39

3.1 Pre-knowledge 39

3.2 Theory of Marketing 41

Business Tip:Express Yourself through Your Business Card 43

Chapter 4 Market Segmentation,Targeting and Positioning 44

4.1 Introduction 44

4.2 Relevant Knowledge 47

Reading Material 49

Exercises 58

Business Tip:Negotiating Tip 59

Chapter 5 The Marketing Mix 59

5.1 4P's 59

5.2 Promotional Mix 62

Chapter 6 Channels of Distribution 73

6.1 Channels of Distribution 73

6.2 Wholesaling 77

Business Tip:Conversational Tip 79

Chapter 7 Marketing for E-commerce 80

7.1 Marketing for E-commerce 80

7.2 Relevant Knowledge 83

Reading Material 85

Module 3 PRACTICE OF INTERNATIONAL BUSINESS 91

Chapter 1 Establishing Business Relations 91

1.1 Pre-knowledge 91

1.2 Correspondence 92

1.3 Dialogues 97

Exercises 99

Reading Material 101

Chapter 2 Inquiries and Offers 107

2.1 Pre-knowledge 107

2.2 Correspondence 108

2.3 Dialogues 112

Exercises 115

Reading Material 117

Chapter 3 Price 126

3.1 Pre-knowledge 126

3.2 Correspondence 127

3.3 Dialogues 129

Exercises 133

Reading Material 136

Chapter 4 Shipment 139

4.1 Pre-knowledge 139

4.2 Correspondence 141

4.3 Dialogues 148

Exercises 150

Reading Material 152

Chapter 5 Insurance 157

5.1 Pre-knowledge 157

5.2 Correspondence 159

5.3 Dialogues 162

Exercises 165

Reading Material 167

Chapter 6 Terms of Payment 172

6.1 Pre-knowledge 172

6.2 Correspondence 174

6.3 Dialogues 181

Exercises 184

Reading Material 186

Chapter 7 Conclusion of Business 191

7.1 Pre-knowledge 191

7.2 Correspondence 192

7.3 Dialogues 194

Exercises 198

Module 4 BUSINESS CONTRACT MAKING 205

Chapter 1 Concept of Business Contract 205

1.1 Theory of Business Contract 205

1.2 Relevant Knowledge 207

Reading Material 209

Exercises 211

Chapter 2 Tips for a Business Contract 212

2.1 Tips to Create Business Contract 212

2.2 Tips for Business Contract Drafting 216

2.3 Tips for Business Contract Reviewing 217

2.4 Tips for Business Contract Negotiating 218

2.5 Tips for Business Contract Signing 218

Exercises 219

Reading Material 219

参考答案 255

参考文献 263