《商務(wù)英語綜合教程》共分四冊,每冊12個單元,內(nèi)容包括經(jīng)濟、管理、國際法和跨文化四大模塊,每單元均由TextA、TextB、TextC及相關(guān)練習(xí)組成。Text A側(cè)重商務(wù)詞匯、語法知識及篇章理解。Text B著力培養(yǎng)學(xué)生的商務(wù)英語口語和寫作能力等交際能力。Text C主要是提高學(xué)生的聽力技能和人文底蘊。本套教材主要適用于壘日制商務(wù)英語專業(yè)或者英語(商務(wù)英語方向)專業(yè)的一二年級大學(xué)生,也可作為全日制非英語專業(yè)學(xué)生的選修課教材或行業(yè)培訓(xùn)教材。教材分學(xué)生用書和教師用書。
Unit One Business Leaders
Text A Richard Branson —— the Worlds Greatest Brand Builder
Text B Women and Men, Work and Power
Text C Oprah Winfrey: The Queen of Talk Shows
Unit Two Becoming Persuasive
Text A How to Be Persuasive
Text B How Persuasive Are You?
Text C How can We Put off an Important Conversation at Work?
Unit Three Integrity in Business
Text A MBA Students Swap Integrity for Plagiarism
Text B "Is It Time for Me to Get Out?"
Text C Online Courses Outside Business Hours
Unit Four Motivating Employees
Text A Employee Efficiency and Motivation
Text B The Flower Effect
Text C Marks & Spencers Ways to Motivate Its Staff
Unit Five Team Building
Text A Top Team Building Strategies: Company Team Building
Text B Employee Team Building: Making a Successful Team
Text C Characteristics of Good Teams
Unit Six The Art of Layoff
Text A Tips on How to Fire Employees
Text B Less Painful Ways to Downsize Your Company
Text C Office Life in America
Unit Seven Stress Management
Text A Depression & Stress on Job Related Situations
Text B How to Handle a Stress-Related Meltdown and Get Back in the Game
Text C Great Tips for Successful Stress Management
Unit Eight Online Shopping
Text A Wealthy Buyers Go Online to Make Big Savings
Text B Marketers Take Advantage of the Information Age
Text C Getting the Most from Online Shopping
Unit Nine Building Customer Loyalty
Text A Johnny
Text B Customer Loyalty: 6 Tips to Gain Client Trust and Retain Client Trust
Text C Customer Service
Unit Ten Cause Marketing
Text A It Pays Off —— If You Do It Right
Text B "Cause Marketing" Tips: Boost Business by Giving Back
Text C Habitat for Humanity
Unit Eleven Corporate Espionage
Text A Procter & Gamble vs. Unilever: A Case of Corporate Espionage
Text B Hewlett-Packard Spying Scandal Sheds New Light on US Corporate "Ethics"
Text C Understanding Intellectual Property Rights through Coca Cola
Unit Twelve Global Crisis
Text A Rich but Hungry
Text B Gas Crisis Packs Global Punch —— and Not Just on Motorists
Text C "Earth Hour" Goes Global
The history of corporate/industrial espionage pro-bably dates back to the 6th century when Justinian3, theByzantine emperor hired two monks to visit China. Hewanted them to gain an understanding of silk productionin China and to smuggle silkworm eggs and mulberryseeds out of that country to break its worldwide monopolyon silk production. The monks smuggled these eggs andseeds out of China in hollow bamboo walking sticks.
Subsequently, in a few years the Byzantine empirereplaced China as the largest silk producer in the world.Over the centuries, industrial espionage practicescontinued to play a major part in the development of manycountries. In the 18th century, alarmed by the industrialand military supremacy of Great Britain, France sent itsspies to steal the latters industrial secrets.
Unilever, which entered the US in late 19th century,was one of the largest foreign multinationals in thecountry. It competed directly with market leader P&G inmany segments of the household and personal careproducts markets.
Over the decades, the rivalry between these twocompanies kept on intensifying as both of them expandedto the major markets in the world. In the early 21stcentury, while P&G dominated the US household andpersonal care market, Unilever dominated the Europeanmarket.
In Asia, these companies had equal dominance,with both being market leaders in different Asiancountries. They also fought fiercely for market dominancein other parts of the world. P&G and Unilever competedin every aspect of their operations such as new productdevelopment and launches, pricing and promotionalstrategies and entering new markets.