序

前言

Unit 1 Multinational Enterprises

 Text A What Are They

 Text B Honda in North America

Unit 2 Ethics in Business

 Text A Spain Makes a Stand Against Financial Scandals

 Text B Ethics in the lnfosphere

Unit 3 Quality Management Standards Program

Text A The Quality Management System Stand~ds

Text B ISO 9000 System Described and Interpreted for FIS

Unit 4 Technology Transfer

Text A What Is Technology Transfer?

Text B Technology Transfer Program of University of California

Unit 5 Intellectual Property

Text A What Is Intellectual Property or lP7

Text B Mine Games Companies Are Coming Intellectual Property

Unit 6 Joint Ventures

Text A Joint Ventures-Your Unlimited Opportunity

Text B Can ChongqingS$200 Billion Upgrade Shift ChinaS Center of Gravity?

Unit 7 Cargo Insurance

 Text A The Importance of Cargo Insurance

 Text B Rapid Growth in the Chinese Insurance Market

Unit 8 The Banking Firm

Text A The Bank Balance Sheet

Text B What the Banks Must Do

Unit 9 Working Overseas

Text A Global Managers for Global Businesses

Text B Cross—cultural Misinterpretation

Unit 10 Project Management

Text A What Is Project Management?

Text B Project Management Is about Lessons—to—Learn

Unit 11 Chain Store Operation

 Text A Franchising

 Text B A Finger—lickins Good Time in China

Unit12 Giobalization

 Text A Will WalMart Take Over the World?

 Text B Globalization

Unit 13 Acquisition

 Text A What Is Acquisition?

 Text B Merrill Lynch in Japan

Unit 14 The Political Economy of International Trade

 Text A The USS Yuan Rhetoric Carries Trade Risks

 Text B Political Arguments for Government Intervention in International Trade

Unit 15 Public Relations

 Text A A Crisis of Confidence—CEO Nasser Scrambles to Contain the Tire Problem

 Text B Public Relations

Answer Keys

Reference

本书涵盖了商务英语的基本主体课程。编者基于“商务知识+英语能力=核心竞争力”的编写理念，力求在企业战略、市场营销、人力资源、企业文化、经营运作等商务语境中培养学生的英语交际能力。商务知识与英语能力相结合、商务语境与语言活动相结合、能力培养与就业需求相结合的编写思路使这套教材商务内容丰富，英语操练有的放矢，凸显了人才培养规格，给这套教材带来了亮点。