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Unit 1 Scarcity and Efficiency:the Twin Themes of Economics 1

Exercises 3

Unit 2 The Three Problems of Economic Organization 5

Exercises 7

Unit 3 The Principle of Comparative Advantage 8

Exercises 12

Unit 4 What Is Logistics 14

Exercises 16

Unit 5 Logistical Operation 18

Exercises 20

Unit 6 Tips to Establish Your Good Business Reputation 22

Exercises 23

Unit 7 Business Law 25

Exercises 27

Unit 8 Everyday Etiquette for Office Life 29

Exercises 30

Unit 9 A Brief Introduction to Accounting 32

Exercises 37

Unit 10 Basic Principles of Accounting 39

Exercises 44

Unit 11 How Bank Works? 46

Exercises 52

Unit 12 The Evolution of Money 54

Exercises 59

Unit 13 The Stock Market 61

Exercises 66

Unit 14 Foreign Exchange 67

Exercises 71

Unit 15 Exchange Rates 72

Exercises 75

Unit 16 International Trade 77

Exercises 82

Unit 17 Classical Theories of Trade 83

Exercises 84

Unit 18 Free Trade or Fair Trade 86

Exercises 90

Unit 19 International Institutions 92

Exercises 96

Unit 20 Institutional Pillars of International Business 97

Exercises 102

Unit 21 The World Trade Organization 104

Exercises 108

Unit 22 The Product Life Circle 109

Exercises 110

Unit 23 The Quality Imperative 112

Exercises 114

Unit 24 Product Brands and Trademarks 115

Exercises 117

Unit 25 The Joint International Venture 119

Exercises 120

Unit 26 Multinational Corporations 122

Exercises 124

Unit 27 Multinational Enterprises Are Regional,Not Global 125

Exercises 130

Unit 28 Transfer Pricing in Multinational Companies 131

Exercises 135

Unit 29 Insurance 137

Exercises 139

Unit 30 Marine Insurance 140

Exercises 144

Unit 31 Elements of Communication 145

Exercises 146

Unit 32 Main Forms of Communication in Business 147

Exercises 149

Unit 33 The Changing Concept of Marketing 150

Exercises 151

Unit 34 Market and Marketing 153

Exercises 155

Unit 35 The Importance of Marketing 156

Exercises 162

Unit 36 The Role and Activities of Promotion 164

Exercises 166

Unit 37 Personal Selling 167

Exercises 169

Unit 38 Branding and Brand Equity 171

Exercises 174

Unit 39 Going Global 176

Exercises 178

Unit 40 Globalization Perspectives 179

Exercises 182

Unit 41 Globalization versus Regionalization:Which Way for the Multinational?(1) 184

Exercises 190

Unit 42 Globalization versus Regionalization:Which Way for the Multinational?(2) 191

Exercises 198

Unit 43 International Marketing 199

Exercises 203

Unit 44 Marketing Planning 205

Exercises 209

Unit 45 International Human Resource Management 210

Exercises 217

Unit 46 Mission Statement 218

Exercises 222

Unit 47 E-commerce:A Kind of New Commercial Tool 224

Exercises 226

Unit 48 Outline of E-business 227

Exercises 229

Unit 49 How the Credit Card Captured America 231

Exercises 233

Unit 50 Will Cash Completely Vanish? 235

Exercises 237