商务英语基础PDF电子书下载

Chapter 1 Forms of Business Organization 1

Sole Proprietorship 1

Partnership 2

Corporation 4

A Special Form:Franchising 6

Chapter 2 Marketing:an Overview 11

What is Marketing? 11

The Functions of Marketing 12

The Marketing Mix 13

Market Segmentation 14

Chapter 3 Product and Pricing 18

Types of Products 18

Product Life Cycle 22

Pricing 22

Chapter 4 Channels of Distribution 28

Wholesaling 28

Retailing 29

The Cost and Value of Middlemen 29

Agency 30

Electronic Commerce 32

Chapter 5 Promotion 36

Types of Promotion Objectives 36

Types of Promotion-Promotion Mix 38

Chapter 6 Management 47

Management Functions 47

Management Levels 48

Management Skills 49

Organizational Structure 50

Authority and Responsibility 52

Informal Organization 54

Chapter 7 Human Resource Management 57

Human Resource Planning 57

Staffing 58

Training and Developing 60

Performance Appraisal 61

Compensation 62

Chapter 8 Motivating Employees 67

The Classical Theory 67

The Hawthorne Studies 67

Maslow's Hierarchy of Human Needs 68

Herzberg's Two-factor Theory 69

McGregor's Theory X and Theory Y 70

Ouchi's Theory Z 70

Strategies for motivating employees 71

Chapter 9 Organizational Culture 77

What Is Organizational Culture? 77

Functions of Organizational Culture 77

Types of Organizational Culture 78

Creation of Organizational Culture 79

Influence of Organizational Culture on Climate and Management Practice 80

Chapter 10 Business Law 85

Contract Law 85

Intellectual Property Law 86

Products Liability Law 88

Bankruptcy Law 89

Agency Law 89

Bills of Exchange Law 90

Chapter 11 Risk Management and Insurance 98

Approaches to Managing Business Risks 98

Insurance and Its Principles 99

Insurable Risks 100

Types of Insurance 101

Chapter 12 International Business 108

Why Trade with Other Countries? 108

Barriers to World Trade 109

Brief Introduction to WTO 112

Chapter 13 Financial Markets 118

The Financial Institutions 118

Capital Market 120

The Federal Reserve System and Money Control 122

Chapter 14 Accounting 128

Balance Sheet 128

Income Statement 131

Chapter 15 Business Environment and Its Responsibilities 136

The Business Environment 136

Types of Economic Systems 141

The Responsibility of Business 142

References 148