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 Ti 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 105
Chapter 3 Counteroffers 115
3.1 Pre - knowledge 115
3.2 Correspondence 116
3.3 Dialogues 118
Exercises 121
Reading Material 123
Chapter 4 Shipment 126
4.1 Pre - knowledge 126
4.2 Correspondence 128
4.3 Dialogues 135
Exercises 136
Reading Material 138
Chapter 5 Insurance 143
5.1 Pre - knowledge 143
5.2 Correspondence 145
5.3 Dialogues 147
Exercises 151
Reading Material 153
Chapter 6 Terms of Payment 157
6.1 Pre - knowledge 157
6.2 Correspondence 158
6.3 Dialogues 167
Exercises 169
Reading Material 171
Chapter 7 Conclusion of Business 175
7.1 Pre - knowledge 175
7.2 Correspondence 176
7.3 Dialogues 180
Exercises 182
Module 4 BUSINESS CONTRACT MAKING 187
Chapter 1 Concept of Business Contract 187
1.1 Theory of Business Contract 187
1.2 Relevant Knowledge 189
Reading Material 191
Exercises 193
Chapter 2 Tips for a Business Contract 193
2.1 Tips to Create Business Contract 193
2.2 Tips for Business Contract Drafting 197
2.3 Tips for Business Contract Reviewing 198
2.4 Tips for Business Contract Negotiating 198
2.5 Tips for Business Contract Signing 199
Exercises 199
Reading Material 199
参考答案 230
参考文献 238