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Unit 1 The American Business System1

Text A1

Elements of American Business Enterprise System1

Text B3

Business—A Key Social Institution3

Text C5

WTO Sees 9 7.8945E-318lobal Trade Decline in 2009 as Recession Strikes5

Unit 2 Electronic Commerce8

Text A8

E-markets Promise a More Efficient Economy8

Text B9

An Online Shopper's Guide to E-Payments9

Text C13

Ten Things You Really Should Know About E-Commerce13

单元自测16

Test 116

Test 2 Marketing Environment20

Test 3 Factors of Marketing Performance23

Test 4 Target Market28

Test 5 Common Marketing Mistakes39

Test 6 Common-Sense E-Mail Marketing Rules43

Unit 3 Marketing and Target Markets47

Texl A47

Tips for the Single Traveler47

Text B50

American Express Business Travel Announces 2010 Global Business Travel Forecast50

Text C55

Save Money on Business Travel55

Unit 4 Corporate Strategy58

Text A58

Planning for Your Next CEO58

Text B60

How Organizational Culture Can Change60

Text C62

How to Take Your Business to the Next Level62

单元自测65

Test 1 Business and You65

Test 2 Planning A Job Campaign69

Test 3 Preparing a Resume72

Test 4 Distinctions between Small Businesses and Large Businesses76

Test 5 Employment Opportunity83

Unit 5 Globalization88

Text A88

What Is Globalization?88

Text B90

Globalization Today90

Text C93

Effects of globalization93

Unit 6 Consumer Behavior101

Text A101

Consumers in the Future Demographics101

Text B104

Sociocultural Influences on Consumer Behavior104

Text C109

Consumer Decisions109

单元自测112

Test 1 Human Resource Management112

Test 2 Management Recruitment and Selection119

Unit 7 Working Through Cross Culture125

Text A125

Cross-Cultural Team-Building125

Text B128

Cross-Cultural Negotiations128

Text C131

Cross-Cultural Motivation131

Unit 8 Merger,Acquisition and Restructuring134

Text A134

The Return of the Deal134

Text B137

Nuclear Contamination137

Text C140

New Ties for VW,GM and Peugeot Citroen Asian Alliances——Three Deals Signal the Way Forward for the Car Industry140

单元自测144

Test 1 Preparation before Business Negotiation144

Test 3 Amendment of the L/C152

Test 4 Negotiating157

Unit 9 Brand Management164

Text A164

Integrated Marketing Strategies——Building and Maintaining Brand164

Awareness and Identitv164

Text B166

Building Powerful Strategies that Strengthen Brand Equity——Creating the Preeminent Global Brand166

Text C170

Brand Management170

Unit 10 Corporate Culture176

Text A176

Corporate Culture176

Text B179

Understanding and Assessing Corporate Culture179

Text C183

Corporate Culture and Performance183

单元自测187

Test 1187

Test 2 Pricing by Producers193

Test 3 Marketing Planning199

Test 4 Organization203

Test 5 Determining a Product Price210

Unit 11 Leadership214

Text A214

How to Be a Leader214

Text B216

Zhang Yin—China's Leading Woman Entrepreneur216

Text C219

Leadership Qualities219

Unit 12 Advertising Media223

Text A223

Planning Your Advertising Budget223

Text B226

Evaluating Advertising Results226

Text C231

Advertising Media and Marketing Media Planning231

单元自测236

Test 1 Balance of Payments＆Trade236

Test 2 Some Balances of Payments Concepts240

Unit 13 Business Communication246

Text A246

Why Good Communication Is Good Business246

Text B249

Eight Steps to Success in Negotiating249

Text C253

International Business Gift Giving Customs(Overview)253

Unit 14 Information System259

Text A259

Approaches to business information collecting259

Text B262

Computers and Information Systems262

Text C267

Computer and Information System Managers:Nature of the Work267

Unit 15 International Business Law271

Text A271

The UCC and IBLC271

Text B274

McDonald's Coffee Case274

Text C277

Four Strategies to Think like a Lawyer277

参考文献280