新世纪国际商务英语阅读PDF电子书下载

Unit 1 Business Negotiation＆Export Contract 1

Text A 1

1.0 Preparation before Business Negotiation 1

1.1 Business Negotiation Itself 2

1.1.1 Inquiry 2

1.1.2 Offer 3

1.1.3 Counter-Offer 4

1.1.4 Acceptance 5

Exercises 1 6

1.2 The Form of a Sales Contract 7

1.2.1 Preparation for Shipment 8

1.2.2 Prepare Goods for Shipment 9

1.2.3 Make Overall Examination 9

1.2.4 Examine Individual Clauses 10

Exercises 2 11

1.3 Amendment of the L/C 12

1.4 Outward Notice and Insurance 13

1.5 Consignment Bill 13

1.6 Required Documents and Settlement of Payment 13

1.7 Methods of Payment 14

1.8 Financing Receivables 16

Exercises 3 17

Text B 19

Passage 1 Negotiating 19

Passage 2 Step-by-Step Guide to Exporting 22

Unit 2 Marketing＆Target Markets 27

Text A 27

2.0 Introduction 27

2.1 The Four Eras of Marketing 28

2.2 The Value of Marketing 29

Exercises 1 31

2.3 Marketing Environment 32

2.3.1 Controllable Factors 32

2.3.2 Factors Directed by Marketing 33

Exercises 2 35

2.3.3 Uncontrollable Factors 36

2.3.4 Political Environment 37

2.3.5 Cultural and Social Environment 38

Exercises 3 40

2.4 Target Market 42

2.4.1 What Consumers Prefer to Buy 43

2.4.2 A Market Is a Group of Customers 43

Exercises 4 47

2.5 Targeting the Market 49

2.5.1 Undifferentiated Marketing 49

2.5.2 Concentrated Marketing 50

2.5.3 Differentiated Marketing 51

2.6 Selecting Target Markets 51

2.6.1 Developing the Marketing Strategy 52

2.6.2 Sales Forecasting 53

2.6.3 Type of Opportunities to Pursue 54

Exercises 5 56

Text B 58

Passage 1 Common Marketing Mistakes 58

Passage 2 Common-Sense E-Mail Marketing Rules 62

Unit 3 Price Planning＆Marketing Planning 66

Text A 66

3.0 Introduction 66

3.1 Factors Affecting Pricing Decisions 67

3.1.1 Consumers 67

3.1.2 Costs 68

3.1.3 Government 69

3.1.4 Competition 71

3.2 Pricing by Wholesalers and Retailers 72

Exercises 1 73

3.3 Pricing by Producers 75

3.4 Pricing According to Demand 76

3.5 List Price Variations 80

3.6 A1lowance Off List Prices 81

Exercises 2 82

3.7 Marketing Planning 84

3.7.1 How Important Is Good Planning? 85

3.7.2 Tactical Marketing Planning 85

Exercises 3 87

3.7.3 Organization 89

3.8 Marketing Control 89

3.8.1 Sales Volume Analysis 90

3.8.2 Marketing Cost Analysis 91

3.8.3 The Marketing Audit 91

Exercises 4 92

Text B 95

Passage 1 Pricing 95

Passage 2 Determining a Product Price 97

Unit 4 Balance of Payments＆Trade 102

Text A 102

4.0 Introduction 102

4.1 Theories of Balance of Payments 103

4.1.1 Hume's Price-Specie Flow Mechanism 104

4.1.2 Elasticity Approach 105

4.1.3 Absorption Approach and Others 105

Exercises 1 106

4.2 Some Balance of Payments Concepts 108

4.2.1 Current Account 109

4.2.2 The Capital Account 110

4.2.3 Errors and Omissions 110

4.2.4 Official Reserve Transactions 110

4.3 Balance of Payments Equilibrium and Adjustment 111

4.3.1 Measures for Settlement 112

Exercises 2 113

4.4 Balance of Trade and Exchange Rates 115

4.4.1 American-Canadian Trade and Exchange Analysis 116

4.4.2 American-Mexican Trade and Exchange Analysis 118

Exercises 3 119

4.4.3 American-Japanese Trade and Exchange Analysis 121

4.4.4 American-Chinese Trade and Exchange Analysis 123

4.4.5 Further Explanation of US Trade Deficit 125

Exercises 4 127

Text B 129

Passage 1 US Trade Deficit with China Hits High 129

Passage 2 Causes of the US Trade Deficit 132

Unit 5 Efficiency＆Cost in Logistics 136

Text A 136

5.0 Understanding Logistics 136

5.1 The New Marketing Concept 137

5.2 The Last Frontier for Cost Economies 139

5.2.1 Physical Distribution Costs 139

5.2.2 The Total Cost of Performing the Physical Distribution 140

Exercises 1 141

5.3 Organizational Structure and Functional Decisions 143

5.4 The Function of Inventories 145

5.4.1 Service vs.Costs 145

5.4.2 Inventory Problems 145

5.4.3 Alternatives 146

Exercises 2 147

5.5 Tools to Facilitate Physical Distribution 149

5.5.1 Operation Research 149

5.5.2 Electronic Data Processing 150

5.5.3 Airfreight 151

5.6 The Raytheon Case 153

5.7 Implications 154

Exercises 3 155

Text B 157

Passage 1 Warehouse Replenishment Time 157

Passage 2 Distribution Ideas in a Changing Market 158

Passage 3 Transportation：A Part of the Distribution System 162

Unit 6 Changing Channels in Logistics 166

Text A 166

6.0 Introduction 166

6.1 Channel Classification 168

6.1.1 Channel Classification from Different Perspectives 168

6.1.2 Examples 169

6.1.3 Significance of the Classification 170

Exercises 1 171

6.2 Channel Functions of Exchange 173

6.3 The Exchange Network 176

6.4 Objective of Exchange Channels 178

Exercises 2 179

6.5 Distribution Channel Structure 181

6.5.1 Postponement 181

6.5.1.1 Postponement Principle 181

6.5.1.2 Postponement and the Shifting of Risk 181

6.5.2 Speculation 182

6.5.3 The Combined Principle 183

6.6 Conclusion 184

Exercises 3 185

Text B 186

Passage 1 The Concept of Substitutability 186

Passage 2 Distribution Channels in China 188

Passage 3 192

Unit 7 International Business Diplomacy 196

Text A 196

7.0 Overview 196

7.1 Needs and Alternatives for Fulfillment 197

7.1.1 Nature of Assets 197

7.1.2 Strengths of the Parties 198

7.1.3 Other External Pressure 198

7.2 Negotiations in International Business 199

7.2.1 Acceptance Zones 199

7.2.2 Provisions 201

Exercises 1 202

7.3 Home-Country Involvement in Asset Protection 204

7.3.1 The Historical Background 204

7.3.2 The Use of Bilateral Agreements 205

7.3.3 Home-Country Aid as a Weapon 206

7.4 Multilateral Settlements 207

7.5 Consortium Approaches 209

7.5.1 Arab Boycott 209

7.5.2 Codes of Control 211

Exercises 2 211

7.6 External Relations Approaches 215

7.6.1 The Need by Countries 215

7.6.2 Company Approaches 216

7.6.3 Allies through Participation 218

7.7 Protection of Intellectual Property Rights 220

7.7.1 Patents 221

7.7.2 Trademarks 222

Exercises 3 223

Text B 226

Passage 1 Company Bargaining Strength 226

Passage 2 Behavioral Characteristic Affecting Outcome 229

Unit 8 Export Strategy 233

Text A 233

8.0 Introduction 233

8.1 Factors Favoring Exportation 234

8.2 Building an Export Strategy 234

8.2.1 Potential Pitfalls 234

8.2.2 Strategy Design 235

Exercises 1 236

8.3 Export Functions and Facilitating Intermediaries 241

8.3.1 Direct Selling 241

8.3.2 Indirect Selling 242

8.3.3 Export Trading Companies 243

Exercises 2 244

8.3.4 Japanese Trading Companies 247

8.3.5 Foreign Freight Forwarders 250

8.4 Governmental Role in Exporting 251

8.4.1 Eximbank 251

Exercises 3 252

Text B 255

Passage 1 Pepsi Co In India 255

Passage 2 Black＆Decker 259

Unit 9 Human Resource Management 263

Text A 263

9.0 Overview 263

9.1 Foreign Managerial Transfers 264

9.1.1 Mobility 265

9.1.2 Technical Competence 265

9.1.3 Adaptiveness 266

9.1.4 Local Acceptance 267

Exercises 1 268

9.2 Management Recruitment and Selection 273

9.2.1 Adaptability Assessment 273

9.2.2 The Help of Local Companies 274

9.3 Labor Market Differences 274

9.3.1 Appropriate Technology 275

9.3.2 International Labor Mobility 276

9.3.3 Work-Force Stability Problem 276

9.3.4 Employment Adjustments 276

Exercises 2 277

9.4 Comparative Labor Relations 280

9.4.1 Sociopolitical Environment 281

9.4.2 Union Structure 282

9.4.3 Protection from Closures and Redundancy 282

9.4.4 Codetermination 283

Exercises 3 284

Text B 288

Passage 1 Dow's International Management Development 288

Passage 2 The Office Equipment Company 292

Unit 10 The American Business System 297

Text A 297

10.0 Introduction 297

10.1 Elements of American Business Enterprise System 297

10.1.1 Business：A Key Social Institution 298

10.1.2 Constitutional Democracy 299

Exercises 1 301

10.1.3 American Capitalism 302

Exercises 2 307

10.2 Economic Theories of Capitalism 308

10.2.1 Classical Theory 309

10.2.2 Keynesian Theory 310

Exercises 3 312

10.3 Basic American Values 314

10.3.1 Traditional Man 314

10.3.2 Economic Man 315

10.3.3 Social Man 315

Exercises 4 316

Text B 318

Passage 1 Business Responsibility 318

Passage 2 Forms of Business Ownership 322

Unit 11 Business＆You 327

Text A 327

11.0 Introduction 327

11.1 Factors to Consider in Career Planning 328

11.2 Aids to Occupational Selection 330

Exercises 1 331

11.3 Planning a Job Campaign 333

11.3.1 Sources of Information on Job Opportunities 333

11.3.2 Sources of Information on Prospective Employers 333

11.3.3 Writing the Letter of Application 334

Exercises 2 335

11.3.4 Preparing a Resume 336

11.3.5 Preparing for an Interview 337

Exercises 3 339

11.4 Distinctions between Small Businesses and Large Businesses 341

11.4.1 Differences in Marketing 341

11.4.2 Differences in Personnel 342

11.4.3 Differences in Production 343

11.4.4 Differences in Finance 344

Exercises 4 345

Text B 347

Passage 1 Franchising 347

Passage 2 Employment Opportunity 350