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Unit 1 E-commerce（Ⅰ） 1

Text A:Niche Marketing Strategies on eBay 1

Text B:Pierre Omidyar and His eBay 9

Unit 2 Intercultural Etiquette 17

Text A:Intercultural Business Etiquette and Protocol 17

Text B:Gift Giving and Dining Etiquette in Intercultural Situations 24

Unit 3 Global Brands 33

Text A:Best Global Brands 33

Text B:Will Yahoo!Feel the Love? 42

Unit 4 Cultural Differences 49

Text A:Working Through Language,Time,and Cultural Differences 49

Text B:Culture Shock:It's the Little Things That Count in the Biggest Ways 56

Unit 5 Online Security 65

Text A:Internal Auditors' Battle Against Fraud Ⅰ 65

Text B:Looming Online Security Threats in 2008 73

Unit 6 Corporate Security 81

Text A:Internal Auditors' Battle Against Fraud Ⅱ 81

Text B:Countering Espionage—A Modern Threat 90

Unit 7 Career Planning 97

Text A:Culture Affects Career and Life Planning 97

Text B:Chili,Hot Dogs,and the Family Legacy 106

Unit 8 Corporate Management 113

Text A:Inspirational Leadership in Difficult Times 113

Text B:Trust Rules:The Most Important Secret About Trust 122

Unit 9 Credit Cards 131

Text A:The Evolution of Credit Cards 131

Text B:American Views About Cards:Negative 146

Unit 10 Career Shift 157

Text A:Gates Looks into PC's Future as Career Shift Approaches 157

Text B:Amid Cheers and Tears,Gates Says Goodbye 169

Unit 11 E-commerce（Ⅱ） 177

Text A:E-commerce 177

Text B:Myths and Realities 190

Unit 12 Leadership（Ⅰ） 201

Text A:Business Story Telling 201

Text B:Treasure Island:The Power of Trade 209

Unit 13 Trade Protectionism 221

Text A:Protectionism 221

Text B:U.S.Government Favoritism Has Hurt Vietnamese Shrimp Farmers 230

Unit 14 Leadership（Ⅱ） 239

Text A:A Definition of Leadership 239

Text B:Leadership,Communication and Change 252

Unit 15 Effective Communication 261

Text A:Communication Skills 261

Text B:Principles of Defusing Hostility 275

Unit 16 Motivation 285

Text A:Motivation 285

Text B:Why Your Employees Are Losing Motivation 297