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Unit 1

Part A Text 1

Text A Business and Your Life 1

Text B Competition in Business 9

Part B Fast Reading 18

Unit 2

Part A Text 23

Text A Marketing Is All Around Us 23

Text B How Marketing Serves Us 32

Part B Fast Reading 39

Unit 3

Part A Text 45

Text A Buying Motives 45

Text B How and Where People Buy 53

Part B Fast Reading 64

Unit 4

Part A Text 71

Text A Selling 71

Text B "I've Never Been Able to Bargain,Even with an Armenian Rug Dealer" 79

Part B Fast Reading 88

Unit 5

Part A Text 94

Text A American Business Heroes 94

Text B Bill Gates 102

Part B Fast Reading 110

Test 1 117

Unit 6

Part A Text 125

Text A Types of Business Organizations 125

Text B The Trouble with Being a Tycoon 133

Part B Fast Reading 143

Unit 7

Part A Text 150

Text A Other Types of Business Organizations 150

Text B Franchising in China:A Dead Duck? 159

Part B Fast Reading 167

Unit 8

Part A Text 172

Text A The Coca-Cola Company's First Hundred Years(Ⅰ) 172

Text B The Coca-Cola Company's First Hundred Years(Ⅱ) 179

Part B Fast Reading 187

Unit 9

Part A Text 195

Text A Brand and Brand Names(Ⅰ) 195

Text B Brand and Brand Names(Ⅱ) 205

Part B Fast Reading 213

Unit 10

Part A Text 220

Text A Reaching China's Digital Consumers 220

Text B Environmentally Friendly Consumers Emerge 231

Part B Fast Reading 241

TeSt 2 248

Some Important Reading Strategies and Skills 256

Vocabulary 269

Key 284