经济管理专业英语PDF电子书下载

Lesson 1 Supply and Demand 1

1.1 The Supply and Demand Model 1

1.2 Case One:Can Good News for Farming Be Bad News for Farmers? 12

1.3 Case Two:Why did OPEC Fail to Keep the Price of Oil High? 15

1.4 Case Three:Does Drug Interdiction Increase or Decrease Drug-Related Crime? 17

关键词解释 19

词汇 20

课文注释 22

Lesson 2 Some Fundamentals of Game Theory 23

2.1 Game Trees:Decision Trees for Strategic Situations 24

2.2 Dominant Strategy Equilibrium 27

2.3 Perfect Equilibrium 29

关键词解释 33

词汇 34

课文注释 35

Lesson 3 The IBM and Microsoft Cases 36

3.1 The IBM Case 36

3.2 The Microsoft Case 39

3.3 A Competitive Perspective on Internet Explorer 44

关键词解释 52

词汇 53

课文注释 54

Lesson 4 Choice Under Uncertaintv 55

4.1 Describing Risk 56

4.2 Different Preferences Toward Risk 62

4.3 Example One:Business Executives and the Choice of Risk 66

4.4 Example Two:Deterring Crime 67

词汇 69

关键词解释 69

课文注释 71

Lesson 5 Public Goods 72

5.1 The Free Rider Problem 74

5.2 Efficiency and Public Goods 76

5.3 Some Important Public Goods 78

5.4 The Difficult Job of Cost-Benefit Analysis 81

关键词解释 84

词汇 85

课文注释 86

Lesson 6 The Balance Sheet 87

6.1 What Is a Balance sheet? 88

6.2 The Internal Balance Sheet of a Company 91

6.3 How Much Is a Business Worth? 101

6.4 The Balance Sheet:The Essence 104

关键词解释 107

词汇 108

课文注释 109

Lesson 7 Credit Management 110

7.1 Terms of the Sale 111

7.2 The Decision to Grant Credit:Risk and Information 117

7.3 Optimal Credit Policy 122

7.4 Credit Analysis 125

7.5 Collection Policy 126

7.6 How to Finance Trade Credit 130

7.7 Summary and Conclusions 130

关键词解释 135

词汇 136

课文注释 137

Lesson 8 Long-Term Financing:An Introduction 138

8.1 Common Stock 138

8.2 Corporate Long-Term Debt:The Basics 147

8.3 Preferred Stock 152

8.4 Patterns of Financing 156

8.5 Recent Trends in Capital Structure 161

8.6 Summary and Conclusion 161

关键词解释 166

词汇 167

课文注释 168

Lesson 9 Sales?Marketing:9 Keys to Selling Your Products 169

9.1 Key 1:The Need to Understand the Complexity of Marketing 169

9.2 Key 2:Why the Job of the Marketing Manager Is Key to the Success of the Firm 172

9.3 Key 3:Understanding Why Knowledge of the Marketing Environment Contributes to a Firm s Success 174

9.4 Key 4:The Importance of Understanding the Consumer 177

9.5 Key 5:How to Generate Repeat Purchases 182

9.6 Key 6:Establishing a Brand Name Is a Key Strategic Advantage 184

9.7 Key 7:Advertising As a Promotional Tool 186

9.8 Key 8:Case Study:A Marketing Success Story 188

9.9 Key 9:Future Directions of Marketing Strategies 190

关键词解释 194

词汇 195

课文注释 196

Lesson 10 The World of International Trade 197

10.1 A Framework for International Trade 198

10.2 Comparative and Competitive Advantage 205

关键词解释 212

词汇 213

课文注释 214

Lesson 11 Entering International Markets through Exports 215

11.1 Exporting as a Learning Experience 215

11.2 Direct Exporting 218

11.3 Determining the Direct Export Channel 221

11.4 Export Operations 227

关键词解释 235

词汇 237

课文注释 238

Lesson 12 Entering International Markets through Licensing and Other Contractual Arrangements 239

12.1 Licensing As a Primary Entry Mode 240

12.2 Protecting Industrial Property Rights Abroad 244

12.3 Negotiating the Licensing Agreement 249

12.4 International Franchising 258

12.5 Other Contractual Entry Modes 262

关键词解释 266

词汇 267

课文注释 268

13.1 Trade-Creating Customs Unions 269

Lesson 13 Economic Integration:Customs Unions and Free Trade Areas 269

13.2 Trade-Diverting Customs Unions 272

13.3 The Theory of the Second Best and Other Static Welfare Effects of Customs Unions 276

13.4 Dynamic Benefits from Customs Unions 279

关键词解释 281

词汇 283

课文注释 284

Lesson 14 Evolution of the International Monetary System 286

14.1 Brief Introduction 286

14.2 Bimentallism:Before 1875 287

14.3 Classical Gold Standard:1875～1914 288

14.4 Interwar Period:1915～1944 292

14.5 Bretton Woods System:1945～1972 292

14.6 The Flexible Exchange Rate Regime:1973～Present 295

关键词解释 296

词汇 297

课文注释 299

15.2 Factors Affecting Exchange Rate Movements 300

15.1 What Is Exchange Rate Risk? 300

Lesson 15 Understanding and managing Exchange Rate Risk 300

15.3 Managing Exchange Rate Risk 305

关键词解释 309

词汇 310

课文注释 312

Lesson 16 Foreign Direct Investment 313

16.1 Why Do Firms Invest Overseas? 315

16.2 Trade Barriers and Imperfect Labor Market 316

16.3 Intangible Assets and Vertical Integration 318

16.4 Product Life Cycle and Shareholder Diversification Services 321

关键词解释 323

词汇 324

课文注释 325

Lesson 17 Bank Investments 326

17.1 Types of Risk 327

17.2 Types of Bank Investments 330

17.3 Securities Activities and Services at Banks 334

关键词解释 336

17.4 Summary 336

词汇 338

课文注释 339

Lesson 18 Bank Loan 341

18.1 Commercial and Industrial Loans 341

18.2 Interest Rates 345

18.3 Asset and Liability Management 347

关键词解释 350

词汇 351

课文注释 351