Lesson 1 Supply and Demand 1
1.1 The Supply and Demand Model 1
1.2 Case One:Can Good News for Farming Be Bad News for Farmers? 12
1.3 Case Two:Why did OPEC Fail to Keep the Price of Oil High? 15
1.4 Case Three:Does Drug Interdiction Increase or Decrease Drug-Related Crime? 17
关键词解释 19
词汇 20
课文注释 22
Lesson 2 Some Fundamentals of Game Theory 23
2.1 Game Trees:Decision Trees for Strategic Situations 24
2.2 Dominant Strategy Equilibrium 27
2.3 Perfect Equilibrium 29
关键词解释 33
词汇 34
课文注释 35
Lesson 3 The IBM and Microsoft Cases 36
3.1 The IBM Case 36
3.2 The Microsoft Case 39
3.3 A Competitive Perspective on Internet Explorer 44
关键词解释 52
词汇 53
课文注释 54
Lesson 4 Choice Under Uncertaintv 55
4.1 Describing Risk 56
4.2 Different Preferences Toward Risk 62
4.3 Example One:Business Executives and the Choice of Risk 66
4.4 Example Two:Deterring Crime 67
词汇 69
关键词解释 69
课文注释 71
Lesson 5 Public Goods 72
5.1 The Free Rider Problem 74
5.2 Efficiency and Public Goods 76
5.3 Some Important Public Goods 78
5.4 The Difficult Job of Cost-Benefit Analysis 81
关键词解释 84
词汇 85
课文注释 86
Lesson 6 The Balance Sheet 87
6.1 What Is a Balance sheet? 88
6.2 The Internal Balance Sheet of a Company 91
6.3 How Much Is a Business Worth? 101
6.4 The Balance Sheet:The Essence 104
关键词解释 107
词汇 108
课文注释 109
Lesson 7 Credit Management 110
7.1 Terms of the Sale 111
7.2 The Decision to Grant Credit:Risk and Information 117
7.3 Optimal Credit Policy 122
7.4 Credit Analysis 125
7.5 Collection Policy 126
7.6 How to Finance Trade Credit 130
7.7 Summary and Conclusions 130
关键词解释 135
词汇 136
课文注释 137
Lesson 8 Long-Term Financing:An Introduction 138
8.1 Common Stock 138
8.2 Corporate Long-Term Debt:The Basics 147
8.3 Preferred Stock 152
8.4 Patterns of Financing 156
8.5 Recent Trends in Capital Structure 161
8.6 Summary and Conclusion 161
关键词解释 166
词汇 167
课文注释 168
Lesson 9 Sales?Marketing:9 Keys to Selling Your Products 169
9.1 Key 1:The Need to Understand the Complexity of Marketing 169
9.2 Key 2:Why the Job of the Marketing Manager Is Key to the Success of the Firm 172
9.3 Key 3:Understanding Why Knowledge of the Marketing Environment Contributes to a Firm s Success 174
9.4 Key 4:The Importance of Understanding the Consumer 177
9.5 Key 5:How to Generate Repeat Purchases 182
9.6 Key 6:Establishing a Brand Name Is a Key Strategic Advantage 184
9.7 Key 7:Advertising As a Promotional Tool 186
9.8 Key 8:Case Study:A Marketing Success Story 188
9.9 Key 9:Future Directions of Marketing Strategies 190
关键词解释 194
词汇 195
课文注释 196
Lesson 10 The World of International Trade 197
10.1 A Framework for International Trade 198
10.2 Comparative and Competitive Advantage 205
关键词解释 212
词汇 213
课文注释 214
Lesson 11 Entering International Markets through Exports 215
11.1 Exporting as a Learning Experience 215
11.2 Direct Exporting 218
11.3 Determining the Direct Export Channel 221
11.4 Export Operations 227
关键词解释 235
词汇 237
课文注释 238
Lesson 12 Entering International Markets through Licensing and Other Contractual Arrangements 239
12.1 Licensing As a Primary Entry Mode 240
12.2 Protecting Industrial Property Rights Abroad 244
12.3 Negotiating the Licensing Agreement 249
12.4 International Franchising 258
12.5 Other Contractual Entry Modes 262
关键词解释 266
词汇 267
课文注释 268
13.1 Trade-Creating Customs Unions 269
Lesson 13 Economic Integration:Customs Unions and Free Trade Areas 269
13.2 Trade-Diverting Customs Unions 272
13.3 The Theory of the Second Best and Other Static Welfare Effects of Customs Unions 276
13.4 Dynamic Benefits from Customs Unions 279
关键词解释 281
词汇 283
课文注释 284
Lesson 14 Evolution of the International Monetary System 286
14.1 Brief Introduction 286
14.2 Bimentallism:Before 1875 287
14.3 Classical Gold Standard:1875～1914 288
14.4 Interwar Period:1915～1944 292
14.5 Bretton Woods System:1945～1972 292
14.6 The Flexible Exchange Rate Regime:1973～Present 295
关键词解释 296
词汇 297
课文注释 299
15.2 Factors Affecting Exchange Rate Movements 300
15.1 What Is Exchange Rate Risk? 300
Lesson 15 Understanding and managing Exchange Rate Risk 300
15.3 Managing Exchange Rate Risk 305
关键词解释 309
词汇 310
课文注释 312
Lesson 16 Foreign Direct Investment 313
16.1 Why Do Firms Invest Overseas? 315
16.2 Trade Barriers and Imperfect Labor Market 316
16.3 Intangible Assets and Vertical Integration 318
16.4 Product Life Cycle and Shareholder Diversification Services 321
关键词解释 323
词汇 324
课文注释 325
Lesson 17 Bank Investments 326
17.1 Types of Risk 327
17.2 Types of Bank Investments 330
17.3 Securities Activities and Services at Banks 334
关键词解释 336
17.4 Summary 336
词汇 338
课文注释 339
Lesson 18 Bank Loan 341
18.1 Commercial and Industrial Loans 341
18.2 Interest Rates 345
18.3 Asset and Liability Management 347
关键词解释 350
词汇 351
课文注释 351