內容簡介
《職通商務英語綜合教程4》將商務專業知識和跨文化商務交際能力與英語語言運用技能結合在一起，以學生為中心，以商務為環境，以商貿崗位任務為路徑，以商務交際為目的，由淺入深，循序漸進，通過對學生聽、說、讀、寫、譯等基本技能的全面訓練，培養學生通曉商務技能，掌握英語知識以及在未來崗位中完成商務任務和商務交際的能力。
圖書目錄
Unit 1 Corporate Innovation
Section Ⅰ Opening Case Apple Sends a New Signal to Consumers 2
Section Ⅱ Related Theories 4
Section Ⅲ Case Study Products and Services: Innovation Matters
A Case Study of Google Inc. 5
Section Ⅳ Focus on Skills 11
Section Ⅴ Business Humor A Car as Collateral 15
Unit 2 International Operations16
Section Ⅰ Opening Case Logitech~ Global Operations 17
Section Ⅱ Related Theories 19
Section Ⅲ Case Study How the Swedish Retailer Became a Global Cult Brand
A Case Study of IKEA 21
Section Ⅳ Focus on Skills 27
Section Ⅴ Business Humor True Definition of Globalization 30
Unit 3 Strategic Management
Section Ⅰ Opening Case What Does Geely Gain from the Volvo Deal？ 32
Section Ⅱ Related Theories 34
Section Ⅲ Case Study The Strategy of Eastman Kodak Company A Case Study 36
Section Ⅳ Focus on Skills 43
SectionⅤ Business Humor You Must Be an Engineer 46
Unit 4 International Marketing 48
SectionⅠ Opening Case The Market Segmentation of P&G 49
Section Ⅱ Related Theories 51
SectionⅢ Case Study Focusing on Marketing Strategy with Segmentation and
Differentiation A Case Study of FedEx Corp. 52
Section Ⅳ Focus on Skills 57
SectionⅤ Business Humor Managers and Engineers 61
Unit 5 E-Commerce62
Section Ⅰ Opening Case E-Commerce: Challenges of Amazon in Book Publishing 63
Section Ⅱ Related Theories 66
Section ⅢCase Study Electronic Commerce at eBay 69
Section Ⅳ Focus on Skills 74
Section Ⅴ Business Humor The Phone 77
Unit 6 International Franchising78
Section Ⅰ Opening Case KFC —— Gold Standard in Franchising 79
Section Ⅱ Related Theories 81
Section Ⅲ Case Study Kremed~ —— The Rise and Fall of Krispy Kreme Is a Cautionary Tale of Ambition, Greed, andinexperience. 83
Section Ⅳ Focus on Skills 90
Section Ⅴ Business Humor A Beggar's Franchising 93
Unit 7 Global Supply Chain Management94
Section Ⅰ Opening Case DelI's Selling Computer Directly to Customers 95
Section Ⅱ Related Theories 98
Section Ⅲ Case Study Supply Chain Management Practices
—— A Case Study of Wal-Mart 101
Section Ⅳ Focus on Skills 107
Section Ⅴ Business Humor Theshredder110
Unit 8 Venture Investment111
Section Ⅰ Opening Case IDG in China 1"12
Section Ⅱ Related Theories 114
Section Ⅲ Case Study KPCB: The World Leading Venture Capital Firm
—— A Case Study of KPCB 116
Section Ⅳ Focus on Skills 123
Section Ⅴ Business Humor A Doctor's Wise Investment 127
Unit 9 International Service Outsourcing
Unit 10 INtercultural Business Communication
Glossary
