Chapter One Marketing and Marketing Mix 1
1.1 Overview of Marketing 2
1.2 Strategic Marketing Planning 5
1.3 Product Decisions 9
1.4 Distribution Decisions 14
1.5 Promotion Decisions 17
1.6 Pricing Decisions 20
实训一 营销计划书分析 28
Chapter Two Commodities and International Trade 28
2.1 Overview of International Trade 31
2.2 Terms of Commodity 39
2.3 International Cargo Transport 41
2.4 Ocean Marine Insurance 44
2.5 International Payment and Settlement 47
2.6 How to Write Sales Contract 51
实训二 信用证分析 59
Chapter Three Accounting and Financial Statements 59
3.1 Accounting—the Language of Business 62
3.2 Basic Elements of Financial Position and the Accounting Equation 64
3.3 Generally Accepted Accounting Principles 67
3.4 Double-Entry System 71
3.5 Financial Statements 73
实训三 会计与会计报表 88
Chapter Four Finance and Financial Markets 88
4.1 Foreign Exchange ＆ Exchange Rate 90
4.2 Foreign Exchange Transaction 95
4.3 The Balance of Payments 103
4.4 International Financial Market 107
实训四 金融与金融市场 116
Chapter Five Internet and E-Marketing 116
5.1 E-Marketing 118
5.2 E-marketing Planning 121
5.3 E-marketing Strategies 124
5.4 E-marketing Environment 136
实训五 网络与网络营销 146
Chapter Six Managers and Management 146
6.1 Managers 148
6.2 Managerial Roles 149
6.3 Management 151
6.4 Management Levels 154
6.5 Management Skills 157
实训六 管理与管理者 168
Chapter Seven Service and Service Management 168
7.1 Understanding Services 171
7.2 Building the Service System 177
7.3 Operating the Service System 183
7.4 Nonprofit Service Organization 187
实训七 服务机构选择 194
Chapter Eight Tourism and Tourism Management 194
8.1 Travel and Tourism 196
8.2 Accommodation and Transportation 199
8.3 Entertainment 205
8.4 Frontier 212
实训八 设计旅游线路 224
Chapter Nine Business and Interpersonal Skills 224
9.1 Communication Channel 226
9.2 Presentation 232
9.3 Negotiation 235
9.4 Teamwork 238
实训九 商务活动与人际沟通 247
Chapter Ten Business and Globalization 247
10.1 Overview of Globalization 249
10.2 The Strategies of Globalization 254
10.3 Managing Global Marketing 260
实训十 全球化与商务活动 270