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目录 1

序 1

前言 1

Lesson One The Ancient History of the Internet 1

Skill Training Word-formation in the E-commerce Fields 5

Reading Materials(A) Marketing Is Changing,Thanks to the Internet 8

Reading Materials(B) Google—Leading Role of Internet 9

Useful Terms and Definitions 10

Lesson Two How the Internet Works 12

Skill Training Business Card's Translation 15

Reading Materials(A) Going Gold?Maybe,if Enough Cellphones Ring 18

Reading Materials(B) Radio ID Tags Spread Waves of Anger among Privacy Activists 19

Useful Terms and Definitions 21

Lesson Three A Crime Wave Festers in Cyberspace 22

Skill Training Business Letter Writing(Ⅰ) 25

Reading Materials Hackers Are Enemy Number One on the Internet 28

Useful Terms and Definitions 31

Lesson Four Chinese Wealth Is the Holy Grail 32

Skill Training Business Letter Writing(Ⅱ) 35

Reading Materials(A) Safe Sex for Your Computer 37

Reading Materials(B) A Guide to Computers and Plug-ins on the Intemet 39

Useful Terms and Definitions 41

Lesson Five How Do American Consumers Borrow 42

Skill Training Business Letter Writing(Ⅲ) 45

Reading Materials(A) Japan's Quick Studies in Survival 47

Reading Materials(B) A Knack of Wal-Mart's Success 49

Useful Terms and Definitions 50

Lesson Six How the Credit Card Captured America 52

Skill Training Business Letter Writing(Ⅳ) 55

Reading Materials(A) Ways to Get Your Money Back 57

Reading Materials(B) What People Are in the Market for? 59

Useful Terms and Definitions 60

Lesson Seven The Art of Advertising Your Business 62

Skill Training Business Letter Writing(Ⅴ) 66

Reading Materials(A) Culture Important inAdvertising 67

Reading Materials(B) Microsoft after Virus Writers—International effort offers cash rewards 69

Useful Terms and Definitions 71

Lesson Eight Nike,from Small Beginnings to World Giant 72

Skill Training Agreement(Contract) 76

Reading Materials(A) What Keeps U.S.Brands Aloft? 78

Reading Materials(B) Name:Key to a Company's Success 79

Useful Terms and Defnitions 80

Lesson Nine The First FTC Case Involving Internet Privacy 82

Skill Training Brief Introduction 86

Reading Materials Global Motors 90

Useful Tems and Definitions 92

Lesson Ten Starbucks—Sharing Success 93

Skill Training Advertisement Writing(Ⅰ) 98

Reading Materials(A) The Information Superhighway 100

Reading Materials(B) OED's Electronic Update 102

Useful Terms and Definitions 103

Lesson Eleven The Challenges of Using Search Agents to Perform Research on the World Wide Web 104

Skill Training Advertisement Writing(Ⅱ) 108

Reading Materials(A) Why Is Payment by L/C Commonly Used in Foreign Trade? 111

Reading Materials(B) ChatRoomBritonSavesUSFamilyfromPoisoning 112

Useful Terms and Definitions 114

Lesson Twelve Beautiful Idea 115

Skill Training Advertisement Writing(Ⅲ) 119

Reading Materials Should We Admire Wal-Mart? 122

Useful Terms and Definitions 125

Lesson Thirteen Creating an Effective Business Plan(Ⅰ) 126

Skill Training The Aim and Structure ofa Business Plan 134

The Commonly-used Sentences in Writing Business Plan(Ⅰ) 136

Reading Materials What Is Your Business Personality? 138

Useful Terms and Definitions 139

Lesson Fourteen Creating an Effective Business Plan(Ⅱ) 141

Skill Training The Outline of a Business Plan 151

The Commonly-used Sentences in Writing Business Plan(Ⅱ) 152

Reading Materials Top Ten Internet Manners Questions 154

Useful Terms and Definitions 155

Lesson Fifteen Creating an Effective Business Plan(Ⅲ) 157

Ⅰ．Management 157

Ⅱ．Financials 160

Skill Training Samples ofthe Outline ofa Business Plan 164

The Commonly-used Sentences in Writing Business Plan(Ⅲ) 167

Reading Materials From Burger Flipper to McDonald's CEO 169

Useful Terms and Definitions 171

附录 参考译文及练习答案 173

Bibliography（参考文献） 253