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Unit 1 Commercial Communication 1

Part A Introduction of Company and Product 1

Applied Writing 4

Part B Making Business Arrangements 6

Practice 8

Unit 2 Commercial Information 16

Part A Business Information Collecting 16

Applied Writing 19

Part B The Processing and Transmitting of Commercial Information 22

Practice 24

Unit 3 Marketing Ⅰ 34

Part A Marketing Channels 34

Applied Writing 41

Part B Brand and Price 43

Practice 53

Unit 4 Marketing Ⅱ 64

Part A Promotion and Advertising 64

Applied Writing 73

Part B Image and Services 74

Practice 82

Unit 5 Negotiation 90

Part A Negotiation Techniques 90

Applied Writing 96

Part B The Nature of Cross-cultural Negotiation 98

Practice 103

Unit 6 Inquiry and Offer 111

Part A Inquiry 111

Applied Writing 116

Part B Offer 118

Practice 122

Unit 7 Counter-Offer,Bid and Counter-Counter-Offer 130

Part A Counter-Offer and Bid 130

Applied Writing 135

Part B Counter-Counter-Offer 137

Practice 140

Unit 8 Order and Fulfillment 146

Part A Acceptance and Order 146

Applied Writing 150

Part B Declining an Order 153

Practice 155

Unit 9 Business Contract 162

Part A Business Contract 162

Applied Writing 164

Part B Sale Contract 172

Practice 174

Unit 10 Payment Ⅰ 186

Part A The Method of Payment 186

Applied Writing 192

Part B Digital Wallet and Electronic Check 193

Practice 198

Unit 11 Payment Ⅱ 205

Part A An Introduction of L/Cs 205

Applied Writing 209

Part B Application for a Letter of Credit 210

Practice 213

Unit 12 Insurance 218

Part A Insurance 218

Applied Writing 221

Part B Sharing Economic Losses Through Insurance 224

Practice 226

Unit 13 Claim and Adjustment 236

Part A Claim 236

Applied Writing 239

Part B Adjustment 241

Practice 245

Unit 14 Packing and Shipment 251

Part A Packing 251

Applied Writing 257

Part B Shipment 260

Practice 267

Unit 15 Agency 273

Part A Agency 273

Applied Writing 276

Part B What to Be Covered in Agency Agreement 283

Practice 285

Unit 16 Memoranda and Notice 298

Part A Memoranda 298

Applied Writing 300

Part B Notice 303

Practice 304

Reference Answers 313

Unit 1 313

Unit 2 314

Unit 3 318

Unit 4 319

Unit 5 320

Unit 6 321

Unit 7 322

Unit 8 324

Unit 9 325

Unit 10 327

Unit 11 328

Unit 12 330

Unit 13 331

Unit 14 332

Unit 15 334

Unit 16 336

References 338