目录 1
序 1
前言 1
Lesson One The Ancient History of the Internet 1
Skill Training Word-formation in the E-commerce Fields 5
Reading Materials(A) Marketing Is Changing,Thanks to the Internet 8
Reading Materials(B) Google—Leading Role of Internet 9
Useful Terms and Definitions 10
Lesson Two How the Internet Works 12
Skill Training Business Card's Translation 15
Reading Materials(A) Going Gold?Maybe,if Enough Cellphones Ring 18
Reading Materials(B) Radio ID Tags Spread Waves of Anger among Privacy Activists 19
Useful Terms and Definitions 21
Lesson Three A Crime Wave Festers in Cyberspace 22
Skill Training Business Letter Writing(Ⅰ) 25
Reading Materials Hackers Are Enemy Number One on the Internet 28
Useful Terms and Definitions 31
Lesson Four Chinese Wealth Is the Holy Grail 32
Skill Training Business Letter Writing(Ⅱ) 35
Reading Materials(A) Safe Sex for Your Computer 37
Reading Materials(B) A Guide to Computers and Plug-ins on the Intemet 39
Useful Terms and Definitions 41
Lesson Five How Do American Consumers Borrow 42
Skill Training Business Letter Writing(Ⅲ) 45
Reading Materials(A) Japan's Quick Studies in Survival 47
Reading Materials(B) A Knack of Wal-Mart's Success 49
Useful Terms and Definitions 50
Lesson Six How the Credit Card Captured America 52
Skill Training Business Letter Writing(Ⅳ) 55
Reading Materials(A) Ways to Get Your Money Back 57
Reading Materials(B) What People Are in the Market for? 59
Useful Terms and Definitions 60
Lesson Seven The Art of Advertising Your Business 62
Skill Training Business Letter Writing(Ⅴ) 66
Reading Materials(A) Culture Important inAdvertising 67
Reading Materials(B) Microsoft after Virus Writers—International effort offers cash rewards 69
Useful Terms and Definitions 71
Lesson Eight Nike,from Small Beginnings to World Giant 72
Skill Training Agreement(Contract) 76
Reading Materials(A) What Keeps U.S.Brands Aloft? 78
Reading Materials(B) Name:Key to a Company's Success 79
Useful Terms and Defnitions 80
Lesson Nine The First FTC Case Involving Internet Privacy 82
Skill Training Brief Introduction 86
Reading Materials Global Motors 90
Useful Tems and Definitions 92
Lesson Ten Starbucks—Sharing Success 93
Skill Training Advertisement Writing(Ⅰ) 98
Reading Materials(A) The Information Superhighway 100
Reading Materials(B) OED's Electronic Update 102
Useful Terms and Definitions 103
Lesson Eleven The Challenges of Using Search Agents to Perform Research on the World Wide Web 104
Skill Training Advertisement Writing(Ⅱ) 108
Reading Materials(A) Why Is Payment by L/C Commonly Used in Foreign Trade? 111
Reading Materials(B) ChatRoomBritonSavesUSFamilyfromPoisoning 112
Useful Terms and Definitions 114
Lesson Twelve Beautiful Idea 115
Skill Training Advertisement Writing(Ⅲ) 119
Reading Materials Should We Admire Wal-Mart? 122
Useful Terms and Definitions 125
Lesson Thirteen Creating an Effective Business Plan(Ⅰ) 126
Skill Training The Aim and Structure ofa Business Plan 134
The Commonly-used Sentences in Writing Business Plan(Ⅰ) 136
Reading Materials What Is Your Business Personality? 138
Useful Terms and Definitions 139
Lesson Fourteen Creating an Effective Business Plan(Ⅱ) 141
Skill Training The Outline of a Business Plan 151
The Commonly-used Sentences in Writing Business Plan(Ⅱ) 152
Reading Materials Top Ten Internet Manners Questions 154
Useful Terms and Definitions 155
Lesson Fifteen Creating an Effective Business Plan(Ⅲ) 157
Ⅰ．Management 157
Ⅱ．Financials 160
Skill Training Samples ofthe Outline ofa Business Plan 164
The Commonly-used Sentences in Writing Business Plan(Ⅲ) 167
Reading Materials From Burger Flipper to McDonald's CEO 169
Useful Terms and Definitions 171
附录 参考译文及练习答案 173
Bibliography（参考文献） 253