Unit 1
Part A Text 1
Text A Business and Your Life 1
Text B Competition in Business 9
Part B Fast Reading 18
Unit 2
Part A Text 23
Text A Marketing Is All Around Us 23
Text B How Marketing Serves Us 32
Part B Fast Reading 39
Unit 3
Part A Text 45
Text A Buying Motives 45
Text B How and Where People Buy 53
Part B Fast Reading 64
Unit 4
Part A Text 71
Text A Selling 71
Text B "I've Never Been Able to Bargain,Even with an Armenian Rug Dealer" 79
Part B Fast Reading 88
Unit 5
Part A Text 94
Text A American Business Heroes 94
Text B Bill Gates 102
Part B Fast Reading 110
Test 1 117
Unit 6
Part A Text 125
Text A Types of Business Organizations 125
Text B The Trouble with Being a Tycoon 133
Part B Fast Reading 143
Unit 7
Part A Text 150
Text A Other Types of Business Organizations 150
Text B Franchising in China:A Dead Duck? 159
Part B Fast Reading 167
Unit 8
Part A Text 172
Text A The Coca-Cola Company's First Hundred Years(Ⅰ) 172
Text B The Coca-Cola Company's First Hundred Years(Ⅱ) 179
Part B Fast Reading 187
Unit 9
Part A Text 195
Text A Brand and Brand Names(Ⅰ) 195
Text B Brand and Brand Names(Ⅱ) 205
Part B Fast Reading 213
Unit 10
Part A Text 220
Text A Reaching China's Digital Consumers 220
Text B Environmentally Friendly Consumers Emerge 231
Part B Fast Reading 241
TeSt 2 248
Some Important Reading Strategies and Skills 256
Vocabulary 269
Key 284