《21世紀(jì)應(yīng)用型本科教育行業(yè)英語系列教材：管理行業(yè)英語》的開發(fā)是在積極與專業(yè)課教師合作的基礎(chǔ)上，針對應(yīng)用型本科院校大學(xué)英語開設(shè)的拓展課程的教學(xué)需要進(jìn)行設(shè)計(jì)的�！ �21世紀(jì)應(yīng)用型本科教育行業(yè)英語系列教材：管理行業(yè)英語》突出行業(yè)職場交際所需要的英語知識(shí)與技能的訓(xùn)練，注重交際語言和技能的實(shí)用性、通用性、時(shí)效性、典型性和可模擬性。選用的材料反映該行業(yè)的發(fā)展史及其在技術(shù)應(yīng)用方面的最新或重大成果。
前言
Unit 1 SocioeconomicAgent
Listening
Situation 1 Interviewing for a job as a sales representative
Situation 2 Preparing for a good job interview
Speaking
Situation 3 Asking about a job opening
Situation 4 Attending a job interview
Reading
Passage 1 How Does Fiscal Policy Work？
Passage 2 Internet Businesses： Another Digital Gold Rush
Writing A Resume
Unit 2 Foreign Trade Enterprise
Listening
Situation 1 Introducing a job
Situation 2 Describing a job of an international trade specialist
Speaking
Situation 3 Discussing a business plan
Situation 4 Talking about the details of a sole agency agreement
Reading
Passage 1 Sales/Purchase Contract
Passage 2 New I ight into Trends of Chinese Footwear Industry
Writing A Letter of Job Application
Unit 3 Manufacturing Enterprise
Listening
Situation 1 Meeting a foreign guest at the airport
Situation 2 Making a welcoming speech
Speaking
Situation 3 Arranging the hotel
Situation 4 Receiving a foreign guest at a dinner party
Reading
Passage 1 Markets and Marketing
Passage 2 Automotive Industry in the People‘s Republic of China
Writing
Sample 1 A Letter of Enquiry
Sample 2 A Letter of Reply
Unit 4 Corporate Structure
Listening
Situation 1 Introducing a company
Situation 2 Creating a company profile
Speaking
Situation 3 Making an appointment with client for lunch
Situation 4 Making an appointment with client for business
Reading
Passage 1 Corporate Governance
Passage 2 Chief Executive Officer
Writing
Sample 1 A Letter of Order
Sample 2 Acknowledgement
Unit 5 Corporate Culture
Listening
Situation 1 Showing a customer around a toy show
Situation 2 Creating a business video--a virtual company tour
Speaking
Situation 3 Showing the customer around the factory
Situation 4 Asking for more information
Reading
Passage 1 Fortune 500
Passage 2 Women CEOs
Writing
Sample 1 Complaint Letter
Sample 2 Reply to a Complaint Letter
Unit 6 International Economic Cooperation
Listening
Situation 1 Introducing new products to a potential client
Situation 2 Getting better prepared for product introduction
Speaking
Situation 3 Talking about joint venture with a foreign partner
Situation 4 Discussing cooperation with a foreign partner
Reading
Passage 1 Foreign Direct Investment
Passage 2 Driving Low Carbon Business
Writing Memo
Unit 7 International Market
Listening
Situation 1 Talking about marketing strategies for a new product
Situation 2 Planning a specific procurement process
Speaking
Situation 3 Asking for a 25% discount
Situation 4 Negotiating prices with a supplier
Reading
Passage 1 Commodity Markets
Passage 2 7 Ps of Services Marketing
Writing Workshop Agenda
Unit 8 The Situation and Development of the World Economy
Listening
Situation I Holding a dinner party for a client
Situation 2 Making an appreciative speech
Speaking
Situation 3 Picking up a client at the hotel
Situation 4 Seeing off the client at the airport
Reading
Passage 1 The World Economy： Pulling Apart
Passage 2 The World Economic Outlook
Writing An Abstract for a Thesis
參考答案
Glossary
�。�6）缺乏有效利用可用支持服務(wù)的企業(yè)組織結(jié)構(gòu)。 很多FB-SSI企業(yè)面臨著一系列的市場問題，這使得他們很難獲取大批量的市場份額，并保證產(chǎn)品質(zhì)量。在為單一市場服務(wù)的小型企業(yè)中，這些問題常常夾雜著激烈的競爭。由于加入很多FB-SSI企業(yè)運(yùn)營所需的資金和技術(shù)要求很低，該行業(yè)更容易吸引過多的個(gè)體數(shù)量，造成利潤額減少。在這樣的環(huán)境下，創(chuàng)造盈余再投資提高生產(chǎn)力和產(chǎn)量是十分困難的。 隨著鄉(xiāng)村公路基礎(chǔ)設(shè)施的發(fā)展，F(xiàn)B-SSI企業(yè)面臨著來自更大規(guī)模的城市企業(yè)產(chǎn)品的激烈競爭。同時(shí)，不斷增長的鄉(xiāng)村收入和越來越靈通的消費(fèi)者信息，改變著鄉(xiāng)村對此類產(chǎn)品的消費(fèi)喜好。因此，工廠制造的家具可能逐漸取代手工制作的家具，由人工合成材料制造的包和帽子則會(huì)取代由自然原材料制造的包和帽子。類似的轉(zhuǎn)變還發(fā)生在FB-SSI行業(yè)的農(nóng)產(chǎn)品市場，比如，金屬犁取代木頭犁�！ 檫m應(yīng)不斷變化的市場環(huán)境，對FB-SSI企業(yè)來說有許多策略可選擇。他們可以專注于競爭力不大的工廠產(chǎn)品的市場份額，比如，低成本的基礎(chǔ)家具或者高品質(zhì)的手工藝家具。還可以專注于大規(guī)模生產(chǎn)或機(jī)械化生產(chǎn)沒有競爭優(yōu)勢的產(chǎn)品，比如民族手工藝品。或者為了更長遠(yuǎn)的生產(chǎn)運(yùn)營，專攻某一產(chǎn)品或產(chǎn)品零件。還有，為了提高產(chǎn)量，他們可以利用改善的公路設(shè)施打入其他市場。通常，只要幾家FB-SSI企業(yè)能聯(lián)合起來分擔(dān)高額成本，他們就能獲得成功。 FB-SSI企業(yè)在運(yùn)用這些策略時(shí)，有不少成功的例子。然而，他們面臨評估、監(jiān)控和發(fā)展自身市場等多方面的約束，這意味著他們將常常需要扶持和幫助。鑒于現(xiàn)有市場和持續(xù)的市場前景必須是任何企業(yè)發(fā)展的起點(diǎn)，F(xiàn)B-SSI企業(yè)需要得到支持項(xiàng)目的優(yōu)先權(quán)�！ ≡谠S多國家，政府有足夠多的市場扶持項(xiàng)目，但大多數(shù)都是為規(guī)模較大的中小型企業(yè)設(shè)計(jì)，或是在非故意的情況下最終為他們服務(wù)。而且，像FB-SSI這樣的下屬部門的個(gè)性化需求也沒有得到滿足。有研究表明，被扶持的公司大多是城市化或出口導(dǎo)向的，即便如此，這些公司也僅僅只是一小部分小型生產(chǎn)企業(yè)。這意味著在鄉(xiāng)村，這種市場扶持項(xiàng)目的影響還不大。很多鄉(xiāng)村FB-SSI企業(yè)甚至沒有意識(shí)到他們可以得到什么樣的扶持。因此，制定一些專門針對特殊的下屬部門和鄉(xiāng)村FB-SSI企業(yè)的項(xiàng)目，以保證其得到相關(guān)幫助是十分必要的�！ τ谕卣剐率袌龅腇B-SSI企業(yè)來說，以某種形式扶持制定一些促進(jìn)項(xiàng)目或宣傳手冊可能是需要的。在市場擴(kuò)張的過程中，鄉(xiāng)村FB-SSI企業(yè)忽略信息需求，缺乏獲取現(xiàn)有信息的渠道，并且缺乏著手公關(guān)的資金，這會(huì)阻礙其挖掘市場潛力的機(jī)會(huì)。如上所述，F(xiàn)B-SSI企業(yè)的主導(dǎo)市場策略應(yīng)該這樣定義：有更穩(wěn)定市場份額和更大潛力的新產(chǎn)品線，或者是，能夠令FB-SSI企業(yè)比大企業(yè)有比較優(yōu)勢�！ �……
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