新编商务英语阅读教程 1PDF电子书下载

Contents 1

Unit 1 Culture and International Communication 1

Text:Etiquette and Protocol in Business 1

Cultural Differences 2

Fast Reading:The Executive's Job in Business Organization 9

Reading Skill and Practice 11

Unit 2　Marketing 15

Text:Marketing vs.Advertising:What's the Difference? 15

Marketing Basics for the Small Business 16

Fast Reading:Storytelling and PR 21

Reading Skill and Practice 24

Unit 3　The Marketing Mix 28

Text:The Four Ps 28

Fast Reading:Your Unique Selling Proposition 36

Reading Skill and Practice 38

Unit 4　Advertising(Ⅰ) 42

Text:What Is Advertising? 42

Want Advertisement 43

ASA 44

Fast Reading:Advertising 49

Reading Skill and Practice 51

Unit 5　Advertising(Ⅱ) 54

Text:The Major Participants in the Advertising Business 54

Various Ways of Selling Products or Services 55

Fast Reading:Color 60

Reading Skill and Practice 62

Text:The Secrets of Business Telephone Success 64

Unit 6 Business Telephone 64

Fast Reading:How to Give a Good Speech 74

Reading Skill and Practice 76

Unit 7 Investment 82

Text:Aspects of Investment 82

Fast Reading:Investments of the Americans 88

Reading Skill and Practice 90

Unit 8 Securities 93

Text:Bonds and Stocks 93

Fast Reading:Company Bonds 100

Reading Skill and Practice 102

Unit 9 Shares and Stocks 105

Text:A Public Limited Company 105

Fast Reading:The Bird of Time 111

Reading Skill and Practice 114

Unit 10 Insurance 117

Text:Property Insurance 117

Liability Insurance 119

Fast Reading:Automobile Insurance 124

Reading Skill and Practice 126

Unit 11 Strategies for Success in Negotiating 129

Text:The Nature of Cross-cultural Negotiation 129

Fast Reading:Eight Steps to Success in Negotiating 135

Reading Skill and Practice 140

Unit 12 International Trade 143

Text:Advantages of International Trade 143

Disadvantages of International Trade 145

Fast Reading:How to Enter Foreign Markets 151

Reading Skill and Practice 153

Unit 13 China's Entry into WTO 158

Text:Deal of the Century 158

Fast Reading:International Marketing 165

Reading Skill and Practice 167

Unit 14 International Organization 169

Text:The International Monetary Fund 169

Fast Reading:Checks 175

Reading Skill and Practice 177

Unit 15 Contract Law 181

Text:Contract Law:Nature and Types 181

Fast Reading:Business Contract 191

Reading Skill and Practice 192

Keys to Exercises 198

Appendix Ⅰ 208

Appendix Ⅱ 222

Appendix Ⅲ 228

Acknowledgements 238