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Unit 1 1

Text: Should Water Be Worth More than Diamonds? 1

Exercises to the Text 5

Intensive Reading: Demand and Supply 7

Extensive Reading: Adam Smith and the Birth of Economic Science 12

Unit 2 14

Text: Behavioral Considerations in Market Analysis 14

Exercises to the Text 18

Intensive Reading: Planning a Marketing Research Project 19

Extensive Reading: Producing for the Consumer 22

Unit 3 24

Text: Motivational Research 24

Exercises to the Text 27

Intensive Reading: Gillette Goes High Tech 29

Extensive Reading: Win over the Customer 32

Unit 4 34

Text: The Statistical Testing of Economic Theories: an Example 34

Exercises to the Text 37

Intensive Reading: Analysis of the Data 38

Extensive Reading: Extending the Analysis 41

Unit 5 44

Text: Benefit-Cost Analysis 44

Exercises to the Text 47

Intensive Reading: Limitations and Problems 49

Extensive Reading: Technological versus Economic Efficiency: an Example 52

Unit 6 54

Text: Importance of Product Innovation 54

Exercises to the Text 57

Intensive Reading: Development of New Products 59

Extensive Reading: What Is a "New" Product? 61

Unit 7 63

Text: Management of Physical Distribution 63

Exercises to the Text 66

Intensive Reading: Selection of Channels of Distribution for a New Product 68

Extensive Reading: Optimization and Cost Trade-Offs 70

Unit 8 73

Text: Applying Management Science 73

Exercises to the Text 77

Intensive Reading: Iimitations of Management Science Models 79

Extensive Reading: IBM's Approach to Planning 81

Unit 9 84

Text: Psychological Influence on Buyer Behavior 84

Exercises to the Text 87

Intensive Reading: Decision Making Process in Buying 90

Extensive Reading: Classification of Consumer Goods 94

Unit 10 96

Text: Risks and Its Management 96

Exercises to the Text 100

Intensive Reading: Risk Measurement 103

Extensive Reading: Control of Risk 106

Unit 11 109

Text: Advertising 109

Exercises to the Text 113

Intensive Reading: Developing the Media Plan 115

Extensive Reading: The Advertising Media 118

Unit 12 120

Text: Motivating Workers in Workplace 2000 120

Exercises to the Text 123

Intensive Reading: Japanese Approach to Business 125

Extensive Reading: Ouchi——Theory Z 128

Unit 13 131

Text: The World Bank 131

Exercises to the Text 133

Intensive Reading: Computerized Banking 135

Extensive Reading: The British Bank 138

Unit 14 141

Text: Basic Types of Securities 141

Exercises to the Text 145

Intensive Reading: The Securities Markets in U.S. 147

Extensive Reading: Listed Stock Prices 151

Unit 15 154

Text: Structures for Operating in Foreign Markets 154

Exercises to the Text 158

Intensive Reading: Taking Advantage of Competitive Advantages 160

Extensive Reading: Cultural Considerations in Marketing 163

Unit 16 167

Text: Multinationals 167

Exercises to the Text 170

Intensive Reading: India versus Coca Cola and IBM 172

Extensive Reading: Pricing in International Markets 175

Unit 17 178

Text: How to Utilize a Technology Advantage 178

Exercises to the Text 182

Intensive Reading: Technology and Man 185

Extensive Reading: IBM in Mexico 187

Unit 18 191

Text: Management Uses of Computers 191

Exercises to the Text 195

Intensive Reading: Business Data Processing 198

Extensive Reading: Elecotronic Mail 201

Unit 19 203

Text: What Is Marketing? 203

Exercises to the Text 208

Intensive Reading: The Difference between Marketing and Selling 210

Extensive Reading: Who Are Our Customers? 214

Unit 20 219

Text: The General Agreement on Tarrifs and Trade 219

Exercises to the Text 224

Intensive Reading: How Well Is GATT Doing? 226

Extensive Reading: GATT's Uruguay Round——Old MacDonald in the Way 229

Selected Reading from Management Classics 232

Achieving World-Class Performance in Quality, Service, and Innovation 232

The New Rules for Competition 245

Guidelines for CEOs, Managers and Entrepreneurs 254

The Winner's Choice 261

Clock Building, Not Time Telling 274

Vocabulary 284