Unit 1 The American Business System 1
Text A 1
Elements of American Business Enterprise System 1
Text B 3
Business—A Key Social Institution 3
Text C 5
WTO Sees 9 7.8945E-318lobal Trade Decline in 2009 as Recession Strikes 5
Unit 2 Electronic Commerce 8
Text A 8
E-markets Promise a More Efficient Economy 8
Text B 9
An Online Shopper's Guide to E-Payments 9
Text C 13
Ten Things You Really Should Know About E-Commerce 13
单元自测 16
Test 1 16
Test 2 Marketing Environment 20
Test 3 Factors of Marketing Performance 23
Test 4 Target Market 28
Test 5 Common Marketing Mistakes 39
Test 6 Common-Sense E-Mail Marketing Rules 43
Unit 3 Marketing and Target Markets 47
Texl A 47
Tips for the Single Traveler 47
Text B 50
American Express Business Travel Announces 2010 Global Business Travel Forecast 50
Text C 55
Save Money on Business Travel 55
Unit 4 Corporate Strategy 58
Text A 58
Planning for Your Next CEO 58
Text B 60
How Organizational Culture Can Change 60
Text C 62
How to Take Your Business to the Next Level 62
单元自测 65
Test 1 Business and You 65
Test 2 Planning A Job Campaign 69
Test 3 Preparing a Resume 72
Test 4 Distinctions between Small Businesses and Large Businesses 76
Test 5 Employment Opportunity 83
Unit 5 Globalization 88
Text A 88
What Is Globalization? 88
Text B 90
Globalization Today 90
Text C 93
Effects of globalization 93
Unit 6 Consumer Behavior 101
Text A 101
Consumers in the Future Demographics 101
Text B 104
Sociocultural Influences on Consumer Behavior 104
Text C 109
Consumer Decisions 109
单元自测 112
Test 1 Human Resource Management 112
Test 2 Management Recruitment and Selection 119
Unit 7 Working Through Cross Culture 125
Text A 125
Cross-Cultural Team-Building 125
Text B 128
Cross-Cultural Negotiations 128
Text C 131
Cross-Cultural Motivation 131
Unit 8 Merger,Acquisition and Restructuring 134
Text A 134
The Return of the Deal 134
Text B 137
Nuclear Contamination 137
Text C 140
New Ties for VW,GM and Peugeot Citroen Asian Alliances——Three Deals Signal the Way Forward for the Car Industry 140
单元自测 144
Test 1 Preparation before Business Negotiation 144
Test 3 Amendment of the L/C 152
Test 4 Negotiating 157
Unit 9 Brand Management 164
Text A 164
Integrated Marketing Strategies——Building and Maintaining Brand 164
Awareness and Identitv 164
Text B 166
Building Powerful Strategies that Strengthen Brand Equity——Creating the Preeminent Global Brand 166
Text C 170
Brand Management 170
Unit 10 Corporate Culture 176
Text A 176
Corporate Culture 176
Text B 179
Understanding and Assessing Corporate Culture 179
Text C 183
Corporate Culture and Performance 183
单元自测 187
Test 1 187
Test 2 Pricing by Producers 193
Test 3 Marketing Planning 199
Test 4 Organization 203
Test 5 Determining a Product Price 210
Unit 11 Leadership 214
Text A 214
How to Be a Leader 214
Text B 216
Zhang Yin—China's Leading Woman Entrepreneur 216
Text C 219
Leadership Qualities 219
Unit 12 Advertising Media 223
Text A 223
Planning Your Advertising Budget 223
Text B 226
Evaluating Advertising Results 226
Text C 231
Advertising Media and Marketing Media Planning 231
单元自测 236
Test 1 Balance of Payments＆Trade 236
Test 2 Some Balances of Payments Concepts 240
Unit 13 Business Communication 246
Text A 246
Why Good Communication Is Good Business 246
Text B 249
Eight Steps to Success in Negotiating 249
Text C 253
International Business Gift Giving Customs(Overview) 253
Unit 14 Information System 259
Text A 259
Approaches to business information collecting 259
Text B 262
Computers and Information Systems 262
Text C 267
Computer and Information System Managers:Nature of the Work 267
Unit 15 International Business Law 271
Text A 271
The UCC and IBLC 271
Text B 274
McDonald's Coffee Case 274
Text C 277
Four Strategies to Think like a Lawyer 277
参考文献 280