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Unit 1 Business and Trade 1

Learning Objectives 1

PartⅠ Looking and Thinking 1

PartⅡ Listening and Speaking 3

PartⅢ Reading and Understanding 6

Reading A International Trade 6

Reading B Yard Sales in the United States 14

PartⅣ Writing Project 20

Business Letter for Import＆Export Corp 21

PartⅤ Funny Time 22

Unit 2 Company Presentations 23

Learning Objectives 23

PartⅠ Looking and Thinking 23

PartⅡ Listening and Speaking 25

PartⅢ Reading and Understanding 28

Reading A A Trend—Businesses Today Go Global 28

Reading B IKEA—Making Life Better 36

PartⅣ Writing Project 43

Advertisement for IKEA Corp.Furniture 43

PartⅤ Funny Time 44

Unit 3 Conference and Exhibition 45

Learning Objectives 45

PartⅠ Looking and Thinking 45

PartⅡ Listening and Speaking 47

PartⅢ Reading and Understanding 50

Reading A Trade Show—An Promising Industry 50

Reading B Fashion Shows 56

PartⅣ Writing Project 63

Event Planning 63

PartⅤ Funny Time 63

Unit 4 New Retailing Program 64

Learning Objectives 64

PartⅠ Looking and Thinking 64

PartⅡ Listening and Speaking 66

PartⅢ Reading and Understanding 70

Reading A Factory-to-store Strategy Pays Off for US Retailer 70

Reading B Carrefour—World Largest Food Retailer 78

PartⅣ Writing Project 85

Report on Grocery Retail 85

PartⅤ Funny Time 86

Unit 5 Business Dinner 87

Learning Objectives 87

PartⅠ Looking and Thinking 87

PartⅡ Listening and Speaking 89

PartⅢ Reading and Understanding 92

Reading A Doing Business over Meals 92

Reading B A Bigger and Better Reception 97

PartⅣ Writing Project 104

Letters of Invitation 104

PartⅤ Funny Time 105

Unit 6 Brands 106

Learning Objectives 106

PartⅠ Looking and Thinking 106

PartⅡ Listening and Speaking 108

PartⅢ Reading and Understanding 110

Reading A Developing a New Brand 110

Reading B The Importance of Brands 118

PartⅣ Writing Project 124

A Catalog of a Brand 124

PartⅤ Funny Time 124

Unit 7 Money and Banking Matter 125

Learning Objectives 125

PartⅠ Looking and Thinking 125

PartⅡ Listening and Speaking 127

PartⅢ Reading and Understanding 130

Reading A How the Pound Killed British Industry 130

Reading B How to Turn Your Clicks to Cash 137

PartⅣ Writing Project 144

Making a Trial Order 144

PartⅤ Funny Time 144

Unit 8 Marketing 145

Learning Objectives 145

PartⅠ Looking and Thinking 145

PartⅡ Listening and Speaking 147

PartⅢ Reading and Understanding 150

Reading A Give Benefits Not Products 150

Reading B Internet Marketing Promotion Today 156

PartⅣ Writing Project 164

A Poster 164

PartⅤ Funny Time 165

Unit 9 Customer Service 166

Learning Objectives 166

PartⅠ Looking and Thinking 166

PartⅡ Listening and Speaking 168

PartⅢ Reading and Understanding 171

Reading A Customer First Customer Service 171

Reading B Customized Shops Bring the Customers 178

PartⅣ Writing Project 184

Excellent Customer Service 184

PartⅤ Funny Time 185

Unit 10 Starting up Your Own Business 186

Learning Objectives 186

PartⅠ Looking and Thinking 186

PartⅡ Listening and Speaking 189

PartⅢ Reading and Understanding 192

Reading A Nike's E-recruitment Strategy 192

Reading B Start Up the Easy Way by Taking a Franchise 199

PartⅣ Writing Project 207

McDonald's Corporate Careers 207

PartⅤ Funny Time 209