Chapter 1 Introduction to Business 1
Background Case:Donald Trump Is Back 1
Listening 2
Reading:The Miracle of IKEA 5
Translation 11
Speaking 12
Writing 14
Additional Reading:Stay Hungry.Stay Foolish 14
Chapter 2 Business Recruitment 17
Background Case:Southwest Airlines Recruitment 17
Listening 18
Reading:Nike's E-recruitment Strategy 22
Translation 27
Speaking 28
Writing 29
Additional Reading:Qualities Employers Seek 30
Chapter 3 Business Communication 33
Background Case:Whose Fault? 33
Listening 34
Reading:Effective Business Communication 37
Translation 43
Speaking 44
Writing 45
Additional Reading:The Great Communicators 46
Chapter 4 Teamwork 49
Background Case:Peter Smith Builds Up a Company with a Teamwork Culture 49
Listening 50
Reading:Teamwork and Team Building 54
Translation 60
Speaking 61
Writing 62
Additional Reading:The Race Between the Tortoise and the Hare 62
Chapter 5 Business Travel 65
Background Case:As Business Travel Increases,So Do Costs and Headaches 65
Listening 66
Reading:What Does My Business Benefit from Business Travel? 70
Translation 76
Speaking 77
Writing 78
Additional Reading:Facing Business Challenges at Holiday Inn Worldwide 80
Chapter 6 Business Etiquette 83
Background Case:What's Wrong? 83
Listening 84
Reading:Good Etiquette Is Good Business 88
Translation 93
Speaking 95
Writing 97
Additional Reading:Business Etiquette Is About People 97
Chapter 7 Health and Safety 101
Background Case:Investing in Health and Well-Being Leads to Business Success 101
Listening 102
Reading:Meeting Business Challenges at Johnson＆Johnson 106
Translation 113
Speaking 114
Writing 115
Additional Reading:Health and Safety Makes Good Business Sense 115
Chapter 8 Setting Up a Business 119
Background Case:Bill Gates'Mysterious New Company 119
Listening 120
Reading:Building Your Business...Is Just Like Building a House 125
Translation 131
Speaking 133
Writing 134
Additional Reading:Dreaming Your Way to Success 135
Chapter 9 Products 139
Background Case:Pampers to Expand Product Range,Services in China 139
Listening 140
Reading:P＆G's Quest for"Wow"Design 144
Translation 150
Speaking 151
Writing 152
Additional Reading:McDonald's:We're Lovin'It! 153
Chapter 10 Price 157
Background Case:Price Ceiling to Fuel Food Supply Crisis 157
Listening 158
Reading:The Gas Price Story,Again 162
Translation 168
Speaking 169
Writing 171
Additional Reading:The Price Maker 171
Chapter 11 Markets 175
Background Case:Google Extends Global Search Ad Lead 175
Listening 176
Reading:Yard Sales in the United States 180
Translation 186
Speaking 187
Writing 188
Additional Reading:Radical Shifts in China's Milk Market 188
Chapter 12 Customers 193
Background Case:Apple Ranks Highest in Business Wireless Smartphone Customer Satisfaction 193
Listening 194
Reading:McDonald's Hidden Customer SECRETS 198
Translation 204
Speaking 205
Writing 206
Additional Reading:Looking After Your A Class Customers 206