《綜合商務英語》融合新的外國語言文學類專業(yè)本科教學質(zhì)量國家標準和新的英語四級考試題型,按照商務英語專業(yè)教學要求編寫,以培養(yǎng)學生的商務英語綜合應用能力,包括英語語言知識和應用能力,商務知識、理論和應用能力,職場適應及發(fā)展能力和綜合運用各種知識解決商務實際問題的能力等為目標。教材內(nèi)容的選材圍繞商務活動的各個階段,包括公司介紹、溝通交流、商務旅行、產(chǎn)品、銷售、商務管理市場營銷等等,通過構建真實的職場商務情景,激發(fā)學生的學習動力與熱情。本書為教材的第2冊。
Unit 1 Business Ideas
Text A Cheap and Cheerful
Text B How to Focus on Business Ideas That Create History
Chinese and International Culture Tour
Case Study
Unit 2 Business Shareholders
Text A The Rebirth of Stakeholder Capitalism
Text B Shareholder Democracy
Chinese and International Culture Tour
Case Study
Unit 3 Career Development
Text A Career Development: What Is It and What Factors Influence It
Text B What Is Career Management?
Chinese and International Culture Tour
Case Study
Unit 4 Employee Training
Text A Strategic Training Spicing Up Business Results
Text B Build a Tower, Build a Team
Chinese and International Culture Tour
Case Study
Unit 5 Employee Motivation
Text A Understanding Motivation
Text B Essential Skills of Motivation
Chinese and International Culture Tour
Case Study
Unit 6 Business Conflict
Text A Hard Bargain: Lacking Clear American Leadership, the Global Trade Agenda Is Floundering
Text B Why They’re Wrong
Chinese and International Culture Tour
Case Study
Unit 7 Marketing
Text A The Piggly Wiggly Way
Text B Star Wars, Disney and Myth-making
Chinese and International Culture Tour
Case Study
Unit 8 Brands
Text A Why Branding Is Important When It Comes to Marketing
Text B The Product vs. the Brand
Chinese and International Culture Tour
Case Study
Unit 9 Advertising
Text A Selecting Advertising Media
Text B Is Traditional Advertising Dead?
Chinese and International Culture Tour
Case Study
Unit 10 Promotion
Text A Imperial Ambitions
Text B The Psychology of Promotion
Chinese and International Culture Tour
Case Study
附錄一 Glossary
附錄二 TEM-4 (2011–2014)
TEM-4 (2011)
TEM-4 (2012)
TEM-4 (2013)
TEM-4 (2014)
References