Lesson One China s Entry into WTO 中国加入世贸 1
Passage 1 1
Passage 2 4
Passage 3 9
Case Discussion:案例讨论 12
A Try at Innovation 12
Lesson Two The Nature of Business 商务特征 14
Passage 1 14
Passage 2 18
Case Discussion:案例讨论 22
Reebok，Rockport and Avia 22
Passage 3 23
Case Discussion:案例讨论 27
Sprinting Together 27
Lesson Three The Managerial Process 管理过程 29
Passage 1 29
Passage 2 34
Passage 3 38
Case Discussion:案例讨论 42
Up, Up and Away 42
Lesson Four Creating the Organization 创办企业 44
Passage 1 44
Passage 2 48
Case Discussion:案例讨论 53
Aaron s Decision 53
Passage 3 54
Case Discussion:案例讨论 59
Forewarned Is Forearmed 59
Lesson Five International Business Negotiation 国际商务谈判 60
Passage 1 60
Passage 2 65
Case Discussion:案例讨论 69
A Seasonal Fórecast 69
Passage 3 70
Case Discussion:案例讨论 75
The Day Profit Finished Second 75
Lesson Six Human-Resources Management 人力资源管理 76
Passage 1 76
Passage 2 80
Case Discussion:案例讨论 84
Here Comes the Judge 84
Passage 3 85
Case Discussion:案例讨论 90
Contract Time 90
Lesson Seven Marketing Management 市场管理 91
Passage 1 91
Passage 2 95
Passage 3 100
Case Discussion:案例讨论 105
A “Mod” Proposal 105
Lesson Eight Promotional Strategies 促销战略 106
Passage 1 106
Passage 2 111
Case Discussion:案例讨论 115
The Ineffective Salesman 115
Passage 3 116
Case Discussion:案例讨论 120
The Persistent Advertising Agency 120
Lesson Nine Risk Management and Insurance 风险管理与保险 121
Passage 1 121
Passage 2 126
Case Discussion:案例讨论 130
Some Insurance Proposals 130
Passage 3 131
Case Discussion:案例讨论 135
Fire in Number Three 135
Lesson Ten International Business 国际商务 136
Passage 1 136
Passage 2 141
Case Discussion:案例讨论 145
A Matter of Protection 145
Passage 3 146
Case Discussion:案例讨论 150
Thanks, But No Thanks 150
Lesson Eleven Management and Culture 管理与文化 151
Passage 1 151
Passage 2 155
Passage 3 159
Case Discussion:案例讨论 164
A Matter of Moving the Merchandise 164
Lesson Twelve Money Market 金融市场 165
Passage 1 165
Passage 2 171
Passage 3 176
Case Discussion:案例讨论 182
Accounting Fraud: Learning from the Wrongs 182