Unit 1 Business and Trade 1
Learning Objectives 1
PartⅠ Looking and Thinking 1
PartⅡ Listening and Speaking 3
PartⅢ Reading and Understanding 6
Reading A International Trade 6
Reading B Yard Sales in the United States 14
PartⅣ Writing Project 20
Business Letter for Import＆Export Corp 21
PartⅤ Funny Time 22
Unit 2 Company Presentations 23
Learning Objectives 23
PartⅠ Looking and Thinking 23
PartⅡ Listening and Speaking 25
PartⅢ Reading and Understanding 28
Reading A A Trend—Businesses Today Go Global 28
Reading B IKEA—Making Life Better 36
PartⅣ Writing Project 43
Advertisement for IKEA Corp.Furniture 43
PartⅤ Funny Time 44
Unit 3 Conference and Exhibition 45
Learning Objectives 45
PartⅠ Looking and Thinking 45
PartⅡ Listening and Speaking 47
PartⅢ Reading and Understanding 50
Reading A Trade Show—An Promising Industry 50
Reading B Fashion Shows 56
PartⅣ Writing Project 63
Event Planning 63
PartⅤ Funny Time 63
Unit 4 New Retailing Program 64
Learning Objectives 64
PartⅠ Looking and Thinking 64
PartⅡ Listening and Speaking 66
PartⅢ Reading and Understanding 70
Reading A Factory-to-store Strategy Pays Off for US Retailer 70
Reading B Carrefour—World Largest Food Retailer 78
PartⅣ Writing Project 85
Report on Grocery Retail 85
PartⅤ Funny Time 86
Unit 5 Business Dinner 87
Learning Objectives 87
PartⅠ Looking and Thinking 87
PartⅡ Listening and Speaking 89
PartⅢ Reading and Understanding 92
Reading A Doing Business over Meals 92
Reading B A Bigger and Better Reception 97
PartⅣ Writing Project 104
Letters of Invitation 104
PartⅤ Funny Time 105
Unit 6 Brands 106
Learning Objectives 106
PartⅠ Looking and Thinking 106
PartⅡ Listening and Speaking 108
PartⅢ Reading and Understanding 110
Reading A Developing a New Brand 110
Reading B The Importance of Brands 118
PartⅣ Writing Project 124
A Catalog of a Brand 124
PartⅤ Funny Time 124
Unit 7 Money and Banking Matter 125
Learning Objectives 125
PartⅠ Looking and Thinking 125
PartⅡ Listening and Speaking 127
PartⅢ Reading and Understanding 130
Reading A How the Pound Killed British Industry 130
Reading B How to Turn Your Clicks to Cash 137
PartⅣ Writing Project 144
Making a Trial Order 144
PartⅤ Funny Time 144
Unit 8 Marketing 145
Learning Objectives 145
PartⅠ Looking and Thinking 145
PartⅡ Listening and Speaking 147
PartⅢ Reading and Understanding 150
Reading A Give Benefits Not Products 150
Reading B Internet Marketing Promotion Today 156
PartⅣ Writing Project 164
A Poster 164
PartⅤ Funny Time 165
Unit 9 Customer Service 166
Learning Objectives 166
PartⅠ Looking and Thinking 166
PartⅡ Listening and Speaking 168
PartⅢ Reading and Understanding 171
Reading A Customer First Customer Service 171
Reading B Customized Shops Bring the Customers 178
PartⅣ Writing Project 184
Excellent Customer Service 184
PartⅤ Funny Time 185
Unit 10 Starting up Your Own Business 186
Learning Objectives 186
PartⅠ Looking and Thinking 186
PartⅡ Listening and Speaking 189
PartⅢ Reading and Understanding 192
Reading A Nike's E-recruitment Strategy 192
Reading B Start Up the Easy Way by Taking a Franchise 199
PartⅣ Writing Project 207
McDonald's Corporate Careers 207
PartⅤ Funny Time 209