经济与商务PDF电子书下载

Part Ⅰ　Principles and ConceptsEconomy＆BusinessChapter 1 Economics Basics 3

1.1 Why Study Economics? 3

1.2 What Is Economics All about? 4

1.3 Scarcity 4

1.4 Big Ideas of Economics 5

1.5 Trade-offs 6

1.6 Opportunity Costs 6

1.7 Production Possibilities Frontier(PPF) 7

1.8 Utility 8

Chapter 2 The Economic Systems 16

2.1 What Is an Economic System? 16

2.2 Two Major Competing Economic Systems 16

2.3 The Market System 19

2.4 Characteristics of the Market System 21

2.5 Market Reforms in China 23

Chapter 3 Market Pricing 30

3.1 What Is a Market? 30

3.2 Demand and Supply 31

3.3 Supply and Demand Relationship 33

3.4 Equilibrium and Disequilibrium 33

3.5 Elasticity 35

3.6 Price and the Market Price 38

Chapter 4 Macroeconomics and Microeconomics 44

4.1 What's the Difference between Macroeconomics and Microeconomics? 44

4.2 Inflation and Deflation 45

4.3 Unemployment 46

4.4 Monetary Policy 47

4.5 Fiscal Policy 48

4.6 Applied Microeconomics 49

Chapter 5 Marketing 58

5.1 What Is Marketing? 58

5.2 Needs,Wants and Demands 59

5.3 The Determinants of Individual Demand 60

5.4 Purpose of Marketing 60

5.5 Exchange Is the Focus of Marketing 61

5.6 Market Segmentation 62

5.7 Quality in Marketing 62

5.8 Concepts in Marketing 63

5.9 Relationships in Marketing 65

5.10 Internet and Marketing 66

5.11 Model of Marketing 66

Chapter 6 Legal Forms of Business Organizations 75

6.1 Introduction 75

6.2 Sole Proprietorship 76

6.3 General Partnership 77

6.4 Limited Partnership 78

6.5 Limited Liability Partnerships 79

6.6 Limited Liability Company 80

6.7 Corporations 81

6.8 Traditional Cooperatives 83

6.9 Other Forms of Business Organizations/Combinations 85

6.10 Conclusion 86

Chapter 7 Distribution Channels 92

7.1 The Definition of a Distribution Channel 92

7.2 Functions of Intermediaries 92

7.3 Channel Members 93

7.4 Wholesale Distribution of Consumer Products 95

7.5 Retail Distribution 97

7.6 Market Intensity 100

7.7 Channel Management 100

7.8 Physical Distribution 101

Chapter 8 Marketing Communications 111

8.1 Introduction 111

8.2 Model of Communication 111

8.3 Promotional Mix 114

8.4 Advertising 117

8.5 Sales Promotion 119

8.6 Public Relations 120

8.7 Direct Marketing 120

8.8 Sponsorships 121

Chapter 9 The International Economy 131

9.1 What Is International Economics? 131

9.2 Reasons for Trade 132

9.3 Some Trade Terminology 134

9.4 What Is International Business? 135

9.5 The Scope of International Business Activities 135

9.6 International Risk 136

9.7 The Introduction to the WTO 137

Chapter 10 International Finance 149

10.1 Trade Imbalances 149

10.2 The Balance of Payments 150

10.3 The Foreign Exchange Market-Definitions 151

10.4 Exchange Rate Systems 156

Chapter 11 Entrepreneurship and Change 165

11.1 Overview 165

11.2 Dream 166

11.3 Preparing for the Adventure 168

11.4 Business Options 170

11.5 Lifestyle Considerations 172

11.6 Characteristics of the Successful Entrepreneur 173

Chapter 12 Principles of Business Ethics 184

12.1 Overview 184

12.2 Make an Ethical Decision 185

12.3 Business Education-Ethics and New Professionals 187

12.4 Socially Responsible Business-Doing the Right Thing 188

12.5 Intellectual Property:Yours,Mine,and Ours 190

12.6 Quality Standards 191

12.7 Marketing with a Conscience:Sales and Ethics 193

12.8 Corporate Wrongdoing:Corruption,Bribery,Scandals,etc 195

Part Ⅱ Practice 209

Business English Correspondence and ConversationChapter 13 Format of Business Correspondence 209

Chapter 14 Establishing Business Relationship 215

Chapter 15 Inquiry and Quotation 230

Chapter 16 On Price 253

Chapter 17 Ordering 272

Chapter 18 Contract 287

Chapter 19 Terms of Payment 307

Chapter 20 Shipment 327

Chapter 21 Claims and Arbitration 348

Chapter 22 Agency 357

Apppendix Some Commonly Used INCOTERMS 371