GLOBALIZATION 1
Module 1 INTRODUCTION 1
Chapter 1 The World Renowned Banks 1
1.1 Citigroup 1
1.2 Dai-Ichi Kangyo Bank 1
1.3 JPMorgan Chase 2
1.4 Bank of America 2
1.5 Barclays Bank 3
1.6 Hong Kong and Shanghai Banking Corp.Ltd 3
1.7 Bank of China 3
1.8 Bank of Montreal 4
1.9 Swiss Bank Corp 4
1.10 First Interstate Bankcorp 5
1.11 Standard Chartered Bank 5
1.12 Deutsche Bank 6
1.13 Bank of England 6
Reading Material 6
Exercises 7
Business Tip:Business Meeting 8
Chapter 2 International Economic Organizations 8
2.1 Comprehensive Economic Organizations 8
2.2 Organizations in Trade 16
2.3 Organizations in Finance 18
Reading Material 23
Exercises 25
Business Tip:Business Lunch 26
Module 2 INTERNATIONAL MARKETING 27
Chapter 1 Introduction to Marketing 27
Reading Material 29
Exercises 30
Business Tip:Making a Client Wait 31
Chapter 2 Analysis of Market Environment 31
2.1 Background of Market Environment 31
2.2 Relevant Knowledge 34
Reading Material 34
Business Tip:Learn About the Art of Gifting 35
Chapter 3 Market Research 36
3.1 Pre-knowledge 36
3.2 Theory of Marketing 37
Business Tip:Express Yourself through Your Business Card 39
Chapter 4 Market Segmentation,Targeting and Positioning 40
4.1 Introduction 40
4.2 Relevant Knowledge 43
Reading Material 45
Exercises 52
Business Tip:Negotiating Tip 53
Chapter 5 The Marketing Mix 54
5.1 4P's 54
5.2 Promotional Mix 56
Chapter 6 Channels of Distribution 66
6.1 Channels of Distribution 66
6.2 Wholesaling 69
Business Tip:Conversational Tip 72
Chapter 7 Marketing for E-commerce 72
7.1 Marketing for E-commerce 72
7.2 Relevant Knowledge 75
Reading Material 77
Module 3 PRACTICE OF INTERNATIONAL BUSINESS 81
Chapter 1 Establishing Business Relations 81
1.1 Pre-knowledge 81
1.2 Correspondence 82
1.3 Dialogues 87
Exercises 88
Reading Material 90
Chapter 2 Inquiries and Offers 95
2.1 Pre-knowledge 95
2.2 Correspondence 96
2.3 Dialogues 100
Exercises 102
Reading Material 104
Chapter 3 Counteroffers 114
3.1 Pre-knowledge 114
3.2 Correspondence 115
3.3 Dialogues 117
Exercises 121
Reading Material 123
Chapter 4 Shipment 126
4.1 Pre-knowledge 126
4.2 Correspondence 127
4.3 Dialogues 134
Exercises 135
Reading Material 137
Chapter 5 Insurance 142
5.1 Pre-knowledge 142
5.2 Correspondence 144
5.3 Dialogues 146
Exercises 149
Reading Material 151
Chapter 6 Terms of Payment 155
6.1 Pre-knowledge 155
6.2 Correspondence 157
6.3 Dialogues 165
Exercises 167
Reading Material 169
Chapter 7 Conclusion of Business 173
7.1 Pre-knowledge 173
7.2 Correspondence 174
7.3 Dialogues 177
Exercises 180
Module 4 BUSINESS CONTRACT MAKING 185
Chapter 1 Concept of Business Contract 185
1.1 Theory of Business Contract 185
1.2 Relevant Knowledge 187
Reading Material 189
Exercises 191
Chapter 2 Tips for a Business Contract 191
2.1 Tips to Create Business Contract 191
2.2 Tips for Business Contract Drafting 195
2.3 Tips for Business Contract Reviewing 196
2.4 Tips for Business Contract Negotiating 196
2.5 Tips for Business Contract Signing 196
Exercises 197
Reading Material 197
参考答案 229
参考文献 237