商務(wù)英語立體化系列教材·普通高等教育“十一五”國家級(jí)規(guī)劃教材:工商導(dǎo)論
定 價(jià):28 元
- 作者:陳準(zhǔn)民 編
- 出版時(shí)間:2009/2/1
- ISBN:9787040247954
- 出 版 社:高等教育出版社
- 中圖法分類:F203.9
- 頁碼:238
- 紙張:膠版紙
- 版次:2
- 開本:16開
《工商導(dǎo)論》該系列教材為商務(wù)英語專業(yè)、英語專業(yè)商務(wù)方向以及商科相關(guān)專業(yè)英語課程提供了比較完整的、成體系的教學(xué)資源!豆ど虒(dǎo)論》用英語全面、系統(tǒng)、概要地介紹了市場經(jīng)濟(jì)體制下工商企業(yè)如何運(yùn)作,旨在幫助學(xué)生熟悉企業(yè)環(huán)境、經(jīng)營管理、金融財(cái)務(wù)、法律保險(xiǎn)等方面的英語詞匯和用語,學(xué)會(huì)商務(wù)英語基本技能,為下一步學(xué)習(xí)更微觀、更具體的課程打下基礎(chǔ)。
《工商導(dǎo)論》自2002年出版以來,商務(wù)英語又有了很大的發(fā)展。首先,中國加入世界貿(mào)易組織之后,社會(huì)對(duì)商務(wù)英語人才的需求繼續(xù)加大,促使越來越多的高等院校與時(shí)俱進(jìn),開設(shè)商務(wù)英語專業(yè)或方向,以更好地滿足國家改革開放的需要。根據(jù)一份調(diào)查(李朝、趙函,2005),到2005年全國開設(shè)商務(wù)英語專業(yè)(方向)的高校已達(dá)547所,占所調(diào)查1,607所高校的34%。2007年以來,教育部又批準(zhǔn)對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)等院校試辦獨(dú)立的商務(wù)英語專業(yè)。從辦學(xué)層次上看,大專、本科和研究生都有。第二,商務(wù)英語的師資隊(duì)伍不斷壯大。從最近三屆(即第五、第六和第七屆)的“全國國際商務(wù)英語研討會(huì)”的參會(huì)人數(shù)可以看出,越來越多的英語教師參加到了商務(wù)英語的教學(xué)和研究行列,新人不斷涌現(xiàn)。第三,商務(wù)英語的學(xué)術(shù)研究從理論到實(shí)踐均取得長足進(jìn)展,成果豐碩。
在這種大形勢(shì)下,高等教育出版社決定對(duì)“十五”國家級(jí)規(guī)劃教材“商務(wù)英語系列教材”進(jìn)行修訂,是非常必要和及時(shí)的。拙作《工商導(dǎo)論》作為這個(gè)系列中的一本也做了修訂。
首先,第二版對(duì)教材的有關(guān)內(nèi)容進(jìn)行了更新。近幾年,在企業(yè)形式、國際貿(mào)易、金融貨幣、國際化經(jīng)營、知識(shí)產(chǎn)權(quán)、信息管理等領(lǐng)域都有了不少新的發(fā)展,因此,本教材的有關(guān)章節(jié)也作了相應(yīng)調(diào)整,對(duì)相關(guān)數(shù)據(jù)進(jìn)行了更新。其次,結(jié)合第一版的使用情況和院校反饋,對(duì)部分案例分析和翻譯練習(xí)做了修訂,在增強(qiáng)其針對(duì)性和時(shí)效性同時(shí),對(duì)第一版中的一些排版和印刷錯(cuò)誤也作了更正。
商務(wù)英語是一個(gè)日新月異、充滿活力的領(lǐng)域。相關(guān)教材也應(yīng)通過實(shí)踐不斷修訂,與時(shí)俱進(jìn)。因此,我衷心希望各位同行和專家一如既往地關(guān)注這本教材,不吝賜教。
陳準(zhǔn)民,對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)教授,教育部高等學(xué)校外語專業(yè)教學(xué)指導(dǎo)委員會(huì)委員,英語分委員會(huì)副主任,中國國際貿(mào)易學(xué)會(huì)國際商務(wù)英語研究會(huì)主任。長期從事商務(wù)英語教學(xué),在商務(wù)英語教學(xué)理論、教學(xué)法改革、教材編寫、師資培訓(xùn)、計(jì)算機(jī)輔助教學(xué)等方面有多年研究,為商務(wù)英語學(xué)科帶頭人。
主要講授商務(wù)英語、經(jīng)濟(jì)管理和計(jì)算機(jī)應(yīng)用等課程,如經(jīng)貿(mào)英語口語、對(duì)外經(jīng)貿(mào)信函、工商導(dǎo)論、工商教育中的教學(xué)法、互聯(lián)網(wǎng)與經(jīng)貿(mào)英語等。
獨(dú)立編寫并出版了《工商導(dǎo)論》、《實(shí)用經(jīng)貿(mào)英語口語》、《英語生意經(jīng)》、《模擬期貨貿(mào)易》等教材和計(jì)算機(jī)輔助教學(xué)軟件,在國內(nèi)外學(xué)術(shù)刊物上發(fā)表科研論文多篇。
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 and Surety Bonds
Exercises
Chapter 11 Business Law
Types of Law
Contract Law
Tort Law
Property Law
Warranty
Negotiable Instruments
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
Maslows Hierarchy of Human Needs
Herzbergs Two-factor Theory
McGregors Theory X and Theory
Ouchis 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 Their Attainment
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