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书名 现代商务英语综合教程(下高职高专适用新曙光现代商务英语系列教材)
分类 教育考试-外语学习-英语
作者 李荣庆//李全福
出版社 天津大学出版社
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《现代商务英语综合教程》是为高职高专商务英语专业学生量身打造的新曙光现代商务英语系列教材之一,是由李荣庆、李全福编写。它适应于高职高专商务英语专业高年级同学使用。全书共计12个单元。每单元按6学时授课,可满足一个学期72学时的教学工作量。本教材各单元的主题分别为:国贸理论、国贸组织、市场营销、市场组合、促销活动、品牌战略、工商伦理、职场女性、股票债券、经济周期、保护主义、知识产权。这些主题承接上册主题,使工商领域各个环节的内容在教材中都得到体现。其中一些单元的内容较上册难度程度有所增加,体现了学习上先易后难的理念。

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《现代商务英语综合教程》(下)是由李荣庆、李全福编著的高等职业教育商务英语专业高年级学生的主干课程教材。本教材内容涵盖工商领域产、供、销和对外贸易的各个环节。各单元由精读文本、词汇注释、课文详解、练习题目及辅助阅读短文组成。

教材各练习环节均为以学生为中心的教学模式而设。比如,每单元专设学生展示环节,教师可因势利导,安排互动教学。

本系列教材重视整体构建,另编有《现代商务英语听力教程》、《现代商务英语口语程》。这些教材各单元的主题与《现代商务英语综合教程》基本一致,形成呼应关系,数种教材同时使用,可以产生课程间教学合力,为迄今比较先进的教材组合设计。《现代商务英语综合教程》(下)附带教师教学用PPT演示文稿,其中收入每单元练习题目的答案以及每篇英语文本的汉语泽文,方便教师使用。

目录

Unit One The Theory of International Trade

 Pre-reading Discussions for the Text

 Text: The Theory of Comparative Advantage -- Historical Overview

 Further Reading One: Reasons for Trade

 Further Reading Two: International Trade and Investment

Unit Two World Trade Organization

 Pre-reading Discussions for the Text

 Text: What Is the World Trade Organization?

 Further Reading One: World Trade Organization

 Further Reading Two: Regionalism: Friends or Rivals?

 Further Reading Three:WTO Rules: Regional Trade Agreements

Unit Three Marketing

 Pre-reading Discussions for the Text

 Text : Target Marketing

 Further Reading One: Historical Ears of Marketing

 Further Reading Two: Marketing in the Overall Business

 Further Reading Three : Markets

Unit Four Marketing Mix

 Pre-reading Discussions for the Text

 Text: The Four Ps

 Further Reading One: Marketing

 Further Reading Two: Marketing Study

Unit Five Promotion Activities

 Pre-reading Discussions for the Text

 Text: Special Promotional Activities

 Further Reading One: Types of Advertising

 Further Reading Two: Advertising Strategies

Unit Six Brand Strategy

 Pre-reading Discussions for the Text

 Text : Brand Strategy

 Further Reading One: Products and Services

 Further Reading Two: Names and Identities

Unit Seven Business and Managerial Ethics

 Pre-reading Discussions for the Text

 Text: Business and Managerial Ethics

 Further Reading One: Ethics in Business

 Further Reading Two : Professions

Unit Eight Gender and Race in Business

 Pre-reading Discussions for the Text

 Text: Women in History

 Further Reading One: Racial Conflicts

 Further Reading Two: Working Women

Unit Nine The Stocks

 Pre-reading Discussions for the Text

 Text: The Stocks

 Further Reading One: Market Capitalization

 Further Reading Two: Dividends

Unit Ten Business Recession

 Pre-reading Discussions for the Text

 Text: Business Recessions

 Further Reading: Business Cycle

Unit Eleven Free Trade and Protectionism

 Pre-reading Discussions for the Text

 Text: Free Trade and Trade Barriers

 Further Reading: Import Tariffs

Unit Twelve Intellectual Property Rights

 Pre-reading Discussions for the Text

 Text : Geographical Indication

 Further Reading: Trademarks

GLOSSARY

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更新时间:2025/5/19 2:19:54