內容簡介
工商導論本書作為商務英語專業的一門概論型基礎課程教材，全面、系統、概要地介紹了國際經貿理論和知識。本書主要供普通高等教育商務英語專業學生，以及國際貿易、國際經濟、國際工商管理等外向型專業的學生使用，同時也可供從事國際商貿工作的人員參考使用。
作者簡介
陳準民，對外經濟貿易大學教授，教育部高等學校外語專業教學指導委員會委員，英語分委員會副主任，中國國際貿易學會國際商務英語研究會主任。長期從事商務英語教學，在商務英語教學理論、教學法改革、教材編寫、師資培訓、計算機輔助教學等方面有多年研究，為商務英語學科帶頭人。
主要講授商務英語、經濟管理和計算機套用等課程，如經貿英語口語、對外經貿信函、工商導論、工商教育中的教學法、網際網路與經貿英語等。
獨立編寫並出版了《工商導論》、《實用經貿英語口語》、《英語生意經》、《模擬期貨貿易》等教材和計算機輔助教學軟體，在國內外學術刊物上發表科研論文多篇。
目錄
Chapter 1 Setting Up a Business
Sole Proprietorship
Partnership
Corporation
A Special Form: Franchising
Exercises
Chapter 2 Marketing: an Overview
The Origin of Marketing
The Functions of Marketing
The Marketing Mix
Market Segmentation
Exercises
Chapter3 Products and Pricing
Types of Products
Product Life Cycle
Pricing
Exercises
Chapter4 Channels6fDistHbution
Common Channels of Distribution
The Cost and Value of Middlemen
Physical Distribution
Modes of Transportation
Exercises
Chapter 5 Promotion
Advertising
Do It Yourself or Use an Advertising Agency
Personal Selling
Sales Promotion
Public Relations and Publicity
Word of Mouth
Exercises
Chapter 6 Moneyand Banking
What Is Money?
What Does Money Do?
Types of Money
The Financial System
Savings and Loan Associations
Money Supply and the Federal Reserve System
Exercises
Chapter 7 Financing
Short-term Financing
Long-term Sources of Funds
Debt or Equity Financing
Features of Bonds
Features of Stock
Exercises
Chapter 8 Accounting
Balance Sheet
Income Statement
Exercises
Chapter9 The Securities Market
Primary and Secondary Markets
Buying and Selling Stocks
Bulls and Bears
The Bond Market
Who Buy Securities?
Exercises
Chapter 10 Risk Management and Insurance
Approaches to Managing Business Risks
Insurance and Its Principles
Insurable Risks
Insurance for Business
Fidelity andsuretyBonds
Exercises
Chapter 11 Business Law
Types of Law
Contract Law
Tort Law
Property Law
Warranty
negotiableInstruments
Agency Law
Business Bankruptcy
Exercises
Chapter 12 International Business
Why Trade with Other Countries?
Other Ways to Go Global
Special Issues in International Business
Exercises
Chapter 13 Managing Business Enterprises
Management Functions
Management Levels and Skills
Sources of Managers
The Building Blocks of Organizational Structure
Organizational Decision Making
Organizational Structures
Informal Organization
The Strategic Management Process
Exercises
Chapter 14 Human ResourcesManacjement
Planning for Human Resources
Staffing
Training and Developing Employees
Demoting and Terminating Employees
Compensating Employees
Exercises
Chapter 15 Motivation and Leadership !
The Classical Theory
The Hawthorne Studies
Maslow's Hierarchy of Human Needs
Herzberg's Two-factor Theory
McGregor's Theory X and Theory
Ouchi's Theory Z
Strategies for Motivating Employees
Leadership
Exercises
Chapter 16 Managing Information
Information vs. Data
How Computers Work?
Application Programs
The Management Information System (MIS)
Exercises
Chapter 17 The Environment and Responsibilities
Factors of Production
Types of Economic System
Economic Goals and How to Measure Theirattainment
The Roles of Government
The Market and Competition
The Importance of Profits
The Responsibility of Business
Exercises
Chapter 18 Careers in Business
Self-evaluation
Career Opportunities in Business
Successful Job Hunting
Exercises
Appendix A Key to Exercises of Cloze and Scrambled Sentences
Appendix B Key to Translation
Appendix C References
