描述
开 本: 16开纸 张: 胶版纸包 装: 平装是否套装: 否国际标准书号ISBN: 9787811105933丛书名: 安徽省高等学校“十一五”省级规划教材
内容简介
随着全球经济的发展和市场化的运作，社会越来越迫切地需要既有专业知识又能熟练运用英语解决实际工作中问题的综合性人才，因此这就对开设商务英语专业以及国际商务等财经类专业的高职高专院校的英语教学提出了更新、更高的要求。《新活力商务英语阅读》的编写旨在满足高职高专院校商务英语阅读课程的教学需要，有助于高职生拓宽商务领域知识、提高商务英语的阅读理解能力和一般商务英语的应用能力，为毕业后能更好地从事商务类活动打下良好的基础。本教材也可作为广大商务工作者的学习参考书。
在编写过程中，本书注重学生语言能力培养和商务英语知识学习的有机结合。在培养学生语言应用能力的同时，让学生熟悉和‘了解相关商务活动，掌握必要的商务专业知识。本教材选材新颖，题材广泛，课文主要选自近年来国内外报刊杂志、著作和英文网站上的商务文章，部分课文略有删改。选材内容涉及商务礼仪、商业道德、公关、网络经济、经济合作、全球经济一体化、物流、市场调研、营销与促销、企业管理、企业家文化、工业产权、金融、证券与投资等商务知识。
本教材所选课文知识性、实用性强；课文后配有较详细的背景知识、专业术语、难句分析等注释；课后练习紧扣教材、形式多样化。阅读理解题、小组讨论题、重点词或短语的灵活运用题、专业术语英译汉题、段落汉译英题等练习形式的设计有助于促进学生对每单元专业知识的掌握和消化。本书还针对教学需要提供了较为详细的练习答案和参考译文。
在编写过程中，本书注重学生语言能力培养和商务英语知识学习的有机结合。在培养学生语言应用能力的同时，让学生熟悉和‘了解相关商务活动，掌握必要的商务专业知识。本教材选材新颖，题材广泛，课文主要选自近年来国内外报刊杂志、著作和英文网站上的商务文章，部分课文略有删改。选材内容涉及商务礼仪、商业道德、公关、网络经济、经济合作、全球经济一体化、物流、市场调研、营销与促销、企业管理、企业家文化、工业产权、金融、证券与投资等商务知识。
本教材所选课文知识性、实用性强；课文后配有较详细的背景知识、专业术语、难句分析等注释；课后练习紧扣教材、形式多样化。阅读理解题、小组讨论题、重点词或短语的灵活运用题、专业术语英译汉题、段落汉译英题等练习形式的设计有助于促进学生对每单元专业知识的掌握和消化。本书还针对教学需要提供了较为详细的练习答案和参考译文。
目 录
Unit 1 Business Etiquette
Text A Handshakes
Text B Table Manners in Anglo-America
Unit 2 Business and Ethics
Text A Business and Your Life
Text B Businesses Must Become Ethical Entities
Unit 3 Public Relations
Text A Public Relations
Text B Publicity
Unit 4 Net Economy
Text A From 911 to the Red-Envelope
Text B Web Forums:Making or Breaking Company Reputations
Unit 5 Cooperation and Globalization
Text A Regional Cooperation Helps to Fortify Asia’s Economic Foundations
Text B Globalization Was Good Then, Not Now
Unit 6 Logistics
Text A Components of a Logistics System
Text B Can We Be Self-sufficient7
Unit 7 Market Research
Text A International Market Research and Selection
Text B Entering Foreign Markets
Unit 8 Marketing
Text A Marketing Mix
Text B Export Pricing
Unit 9 Business Law and Promotion
Text A Consumer Law
Text B Advertising on the Web
Unit 10 Management
Text A Culture and International Business Management
Text B The Art of Management–The Eight Rules of Management
Unit 11 Entrepreneur
Text A The Job of a Manager
Text B Inspiration and Hard Work Made Me an Entrepreneur
Unit 12 Industrial Property
Text A Patent and Trademark
Text B Known Brands Acquiring Name Recognition
Unit 13 Finance
Text A The Credit Card Economy
Text B Why the Credit Squeeze Is a Turning Point for the World
Unit 14 Stock Market
Text A How to Pick a Stock?
Text B Why Some Chinese Invest in the Stock Market and Others Don’t
Unit 15 Investment
Text A Amazon Hopes to Birth Bundle of Joyo
Text B Quiznos Serves Up a Turnaround Sandwich
Keys to Exercises
Text A Handshakes
Text B Table Manners in Anglo-America
Unit 2 Business and Ethics
Text A Business and Your Life
Text B Businesses Must Become Ethical Entities
Unit 3 Public Relations
Text A Public Relations
Text B Publicity
Unit 4 Net Economy
Text A From 911 to the Red-Envelope
Text B Web Forums:Making or Breaking Company Reputations
Unit 5 Cooperation and Globalization
Text A Regional Cooperation Helps to Fortify Asia’s Economic Foundations
Text B Globalization Was Good Then, Not Now
Unit 6 Logistics
Text A Components of a Logistics System
Text B Can We Be Self-sufficient7
Unit 7 Market Research
Text A International Market Research and Selection
Text B Entering Foreign Markets
Unit 8 Marketing
Text A Marketing Mix
Text B Export Pricing
Unit 9 Business Law and Promotion
Text A Consumer Law
Text B Advertising on the Web
Unit 10 Management
Text A Culture and International Business Management
Text B The Art of Management–The Eight Rules of Management
Unit 11 Entrepreneur
Text A The Job of a Manager
Text B Inspiration and Hard Work Made Me an Entrepreneur
Unit 12 Industrial Property
Text A Patent and Trademark
Text B Known Brands Acquiring Name Recognition
Unit 13 Finance
Text A The Credit Card Economy
Text B Why the Credit Squeeze Is a Turning Point for the World
Unit 14 Stock Market
Text A How to Pick a Stock?
Text B Why Some Chinese Invest in the Stock Market and Others Don’t
Unit 15 Investment
Text A Amazon Hopes to Birth Bundle of Joyo
Text B Quiznos Serves Up a Turnaround Sandwich
Keys to Exercises
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