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Unit 1 Business and Social Responsibility 1

Social Responsibility at American Express 11

Unit 2Form of Business Ownership 14

From Proprietorship to Corporation 25

Owership of corporation 26

Unit 3Franchising 29

Two Types of Franchises 40

Good Training:An Advantage of Franchising 41

Unit 4The Job of a Manager 43

Profile :Lee Iacocca 55

Managerial Skills 57

Unit 5 Leadership 59

How to Manage Your Boss 72

Management and Enterpreneurial Characteristics 74

Unit 6 Case Study :What Should Captian Collins Do? 76

Case Study:Charlie Has a Shance to Get Ahead 87

Educational Background of Successful Managers 89

Unit 7 Public Realtions 91

Pyblicity 103

Unit 8Common Stock and Preferred Stkck 107

Investment Strategies 119

Bull Markets and Bear Markets 121

Unit 9How Insursance Works 123

Business Uses of Life Insurance 135

No-fault Automobile Insurance 137

Unit 10 An Interview with Richard Brandson 139

Human Relations at Hewlett-Packard 154

Bill Gate of Microsoft 156

Unit 11Maslow's Hierarchy of Needs 159

Job Rotation and Job Enlargement 171

Dealing with Job Stress 173

Ubit 12 Orientation and Training 176

Toyata Selects Employees for New Pland in Kentucky 188

Case Study:Status Reversal 191

Unit 13 Employee Interviews 193

Hohn Smale of P G 206

Executive Headhunters 208

Unit 14 The Marketing Cincept 211

Dentists Attract New Patients with Marketing 223

Do Mist Firms Practice the Marketing Concept? 225

Unit 15 Adertising 227

Television as an Advertising Medium 238

What an Advertiser Needs 240

Unit 16 Personal Selling 243

Sales Presentations 256

Rational and Emotional Buying Motives 259

Appendix ⅠWord Study Index 262

Appendix Ⅱ Key to Exercises 264