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GLOBALIZATION 1

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 Tip: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 104

Chapter 3 Counteroffers 114

3.1 Pre-knowledge 114

3.2 Correspondence 115

3.3 Dialogues 117

Exercises 121

Reading Material 123

Chapter 4 Shipment 126

4.1 Pre-knowledge 126

4.2 Correspondence 127

4.3 Dialogues 134

Exercises 135

Reading Material 137

Chapter 5 Insurance 142

5.1 Pre-knowledge 142

5.2 Correspondence 144

5.3 Dialogues 146

Exercises 149

Reading Material 151

Chapter 6 Terms of Payment 155

6.1 Pre-knowledge 155

6.2 Correspondence 157

6.3 Dialogues 165

Exercises 167

Reading Material 169

Chapter 7 Conclusion of Business 173

7.1 Pre-knowledge 173

7.2 Correspondence 174

7.3 Dialogues 177

Exercises 180

Module 4 BUSINESS CONTRACT MAKING 185

Chapter 1 Concept of Business Contract 185

1.1 Theory of Business Contract 185

1.2 Relevant Knowledge 187

Reading Material 189

Exercises 191

Chapter 2 Tips for a Business Contract 191

2.1 Tips to Create Business Contract 191

2.2 Tips for Business Contract Drafting 195

2.3 Tips for Business Contract Reviewing 196

2.4 Tips for Business Contract Negotiating 196

2.5 Tips for Business Contract Signing 196

Exercises 197

Reading Material 197

参考答案 229

参考文献 237