Unit 1 Scarcity and Efficiency:the Twin Themes of Economics 1
Exercises 3
Unit 2 The Three Problems of Economic Organization 5
Exercises 7
Unit 3 The Principle of Comparative Advantage 8
Exercises 12
Unit 4 What Is Logistics 14
Exercises 16
Unit 5 Logistical Operation 18
Exercises 20
Unit 6 Tips to Establish Your Good Business Reputation 22
Exercises 23
Unit 7 Business Law 25
Exercises 27
Unit 8 Everyday Etiquette for Office Life 29
Exercises 30
Unit 9 A Brief Introduction to Accounting 32
Exercises 37
Unit 10 Basic Principles of Accounting 39
Exercises 44
Unit 11 How Bank Works? 46
Exercises 52
Unit 12 The Evolution of Money 54
Exercises 59
Unit 13 The Stock Market 61
Exercises 66
Unit 14 Foreign Exchange 67
Exercises 71
Unit 15 Exchange Rates 72
Exercises 75
Unit 16 International Trade 77
Exercises 82
Unit 17 Classical Theories of Trade 83
Exercises 84
Unit 18 Free Trade or Fair Trade 86
Exercises 90
Unit 19 International Institutions 92
Exercises 96
Unit 20 Institutional Pillars of International Business 97
Exercises 102
Unit 21 The World Trade Organization 104
Exercises 108
Unit 22 The Product Life Circle 109
Exercises 110
Unit 23 The Quality Imperative 112
Exercises 114
Unit 24 Product Brands and Trademarks 115
Exercises 117
Unit 25 The Joint International Venture 119
Exercises 120
Unit 26 Multinational Corporations 122
Exercises 124
Unit 27 Multinational Enterprises Are Regional,Not Global 125
Exercises 130
Unit 28 Transfer Pricing in Multinational Companies 131
Exercises 135
Unit 29 Insurance 137
Exercises 139
Unit 30 Marine Insurance 140
Exercises 144
Unit 31 Elements of Communication 145
Exercises 146
Unit 32 Main Forms of Communication in Business 147
Exercises 149
Unit 33 The Changing Concept of Marketing 150
Exercises 151
Unit 34 Market and Marketing 153
Exercises 155
Unit 35 The Importance of Marketing 156
Exercises 162
Unit 36 The Role and Activities of Promotion 164
Exercises 166
Unit 37 Personal Selling 167
Exercises 169
Unit 38 Branding and Brand Equity 171
Exercises 174
Unit 39 Going Global 176
Exercises 178
Unit 40 Globalization Perspectives 179
Exercises 182
Unit 41 Globalization versus Regionalization:Which Way for the Multinational?(1) 184
Exercises 190
Unit 42 Globalization versus Regionalization:Which Way for the Multinational?(2) 191
Exercises 198
Unit 43 International Marketing 199
Exercises 203
Unit 44 Marketing Planning 205
Exercises 209
Unit 45 International Human Resource Management 210
Exercises 217
Unit 46 Mission Statement 218
Exercises 222
Unit 47 E-commerce:A Kind of New Commercial Tool 224
Exercises 226
Unit 48 Outline of E-business 227
Exercises 229
Unit 49 How the Credit Card Captured America 231
Exercises 233
Unit 50 Will Cash Completely Vanish? 235
Exercises 237