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Unit 1 The American Business System 1

Text A 1

Elements of American Business Enterprise System 1

Text B 3

Business—A Key Social Institution 3

Text C 5

WTO Sees 9 7.8945E-318lobal Trade Decline in 2009 as Recession Strikes 5

Unit 2 Electronic Commerce 8

Text A 8

E-markets Promise a More Efficient Economy 8

Text B 9

An Online Shopper's Guide to E-Payments 9

Text C 13

Ten Things You Really Should Know About E-Commerce 13

单元自测 16

Test 1 16

Test 2 Marketing Environment 20

Test 3 Factors of Marketing Performance 23

Test 4 Target Market 28

Test 5 Common Marketing Mistakes 39

Test 6 Common-Sense E-Mail Marketing Rules 43

Unit 3 Marketing and Target Markets 47

Texl A 47

Tips for the Single Traveler 47

Text B 50

American Express Business Travel Announces 2010 Global Business Travel Forecast 50

Text C 55

Save Money on Business Travel 55

Unit 4 Corporate Strategy 58

Text A 58

Planning for Your Next CEO 58

Text B 60

How Organizational Culture Can Change 60

Text C 62

How to Take Your Business to the Next Level 62

单元自测 65

Test 1 Business and You 65

Test 2 Planning A Job Campaign 69

Test 3 Preparing a Resume 72

Test 4 Distinctions between Small Businesses and Large Businesses 76

Test 5 Employment Opportunity 83

Unit 5 Globalization 88

Text A 88

What Is Globalization? 88

Text B 90

Globalization Today 90

Text C 93

Effects of globalization 93

Unit 6 Consumer Behavior 101

Text A 101

Consumers in the Future Demographics 101

Text B 104

Sociocultural Influences on Consumer Behavior 104

Text C 109

Consumer Decisions 109

单元自测 112

Test 1 Human Resource Management 112

Test 2 Management Recruitment and Selection 119

Unit 7 Working Through Cross Culture 125

Text A 125

Cross-Cultural Team-Building 125

Text B 128

Cross-Cultural Negotiations 128

Text C 131

Cross-Cultural Motivation 131

Unit 8 Merger,Acquisition and Restructuring 134

Text A 134

The Return of the Deal 134

Text B 137

Nuclear Contamination 137

Text C 140

New Ties for VW,GM and Peugeot Citroen Asian Alliances——Three Deals Signal the Way Forward for the Car Industry 140

单元自测 144

Test 1 Preparation before Business Negotiation 144

Test 3 Amendment of the L/C 152

Test 4 Negotiating 157

Unit 9 Brand Management 164

Text A 164

Integrated Marketing Strategies——Building and Maintaining Brand 164

Awareness and Identitv 164

Text B 166

Building Powerful Strategies that Strengthen Brand Equity——Creating the Preeminent Global Brand 166

Text C 170

Brand Management 170

Unit 10 Corporate Culture 176

Text A 176

Corporate Culture 176

Text B 179

Understanding and Assessing Corporate Culture 179

Text C 183

Corporate Culture and Performance 183

单元自测 187

Test 1 187

Test 2 Pricing by Producers 193

Test 3 Marketing Planning 199

Test 4 Organization 203

Test 5 Determining a Product Price 210

Unit 11 Leadership 214

Text A 214

How to Be a Leader 214

Text B 216

Zhang Yin—China's Leading Woman Entrepreneur 216

Text C 219

Leadership Qualities 219

Unit 12 Advertising Media 223

Text A 223

Planning Your Advertising Budget 223

Text B 226

Evaluating Advertising Results 226

Text C 231

Advertising Media and Marketing Media Planning 231

单元自测 236

Test 1 Balance of Payments＆Trade 236

Test 2 Some Balances of Payments Concepts 240

Unit 13 Business Communication 246

Text A 246

Why Good Communication Is Good Business 246

Text B 249

Eight Steps to Success in Negotiating 249

Text C 253

International Business Gift Giving Customs(Overview) 253

Unit 14 Information System 259

Text A 259

Approaches to business information collecting 259

Text B 262

Computers and Information Systems 262

Text C 267

Computer and Information System Managers:Nature of the Work 267

Unit 15 International Business Law 271

Text A 271

The UCC and IBLC 271

Text B 274

McDonald's Coffee Case 274

Text C 277

Four Strategies to Think like a Lawyer 277

参考文献 280