大學(xué)商務(wù)英語(yǔ)綜合教程（第二版）學(xué)生用書1
定 價(jià)：49 元
- 作者：楊翠萍 蔡莉 主編江小娣 陳潔倩
- 出版時(shí)間：2016/8/24
- ISBN：9787302444510
- 出 版 社：清華大學(xué)出版社
- 中圖法分類：H31
- 頁(yè)碼：285
- 紙張：膠版紙
- 版次：1
- 開本：16K
本教程選材涵蓋當(dāng)今國(guó)際經(jīng)濟(jì)貿(mào)易和商務(wù)的重要領(lǐng)域，時(shí)效性強(qiáng)、典型性高、語(yǔ)言地道。
教程板塊設(shè)計(jì)突出國(guó)際商務(wù)知識(shí)的傳授與英語(yǔ)技能提高的結(jié)合，注重培養(yǎng)學(xué)生的實(shí)際應(yīng)用能力。每個(gè)單元重點(diǎn)討論、分析一個(gè)商務(wù)專題，由“導(dǎo)入活動(dòng)”“閱讀活動(dòng)”“商務(wù)實(shí)踐”和“專業(yè)擴(kuò)展”四部分組成。各部分內(nèi)容的設(shè)計(jì)與編寫堅(jiān)持了操作性與挑戰(zhàn)性并重的原則，以保持學(xué)生的學(xué)習(xí)熱情和自覺實(shí)踐的積極性。其中的“商務(wù)實(shí)踐”板塊圍繞單元主題，參照各種真實(shí)的商務(wù)交際情景，為學(xué)生設(shè)計(jì)了靈活多樣的商務(wù)英語(yǔ)口頭與書面交際的任務(wù)，是本教程的一大特色。本教程配套精美教學(xué)課件，為教師課堂教學(xué)提供幫助。課件下載路徑：ftp://ftp.tup.tsinghua.edu.cn。
本教程適合大學(xué)商務(wù)英語(yǔ)專業(yè)的學(xué)生及準(zhǔn)備參加BEC（BusinessEnglishCertificates）等商務(wù)英語(yǔ)考試的人員使用。
本教材的編寫宗旨是：遵循現(xiàn)代外語(yǔ)教學(xué)理念和應(yīng)用語(yǔ)言學(xué)專門用途英語(yǔ)的教學(xué)原則；充分考慮學(xué)習(xí)者在經(jīng)濟(jì)、貿(mào)易、金融、管理等方面的專業(yè)需求，力求以人為本，將英語(yǔ)技能的培養(yǎng)和專業(yè)知識(shí)的學(xué)習(xí)有機(jī)地結(jié)合起來，滿足學(xué)生在專業(yè)和英語(yǔ)兩方面的需求；提高學(xué)生的商務(wù)英語(yǔ)交際能力；拓寬學(xué)生的知識(shí)領(lǐng)域，
全面提高學(xué)生的綜合素質(zhì)。既可供高校英語(yǔ)專業(yè)或商務(wù)英語(yǔ)專業(yè)的本、�？茖W(xué)生使用，也可供國(guó)際經(jīng)濟(jì)貿(mào)易、金融、財(cái)會(huì)、工商管理等專業(yè)的學(xué)生作為復(fù)合型專業(yè)英語(yǔ)教材使用，還可作為大學(xué)英語(yǔ)選修課教材及相關(guān)行業(yè)的培訓(xùn)教材。教材內(nèi)容設(shè)計(jì)嚴(yán)謹(jǐn)，綜合應(yīng)用性強(qiáng)。本教材的每個(gè)單元由 “ 導(dǎo)入活動(dòng)（Leadin）”“ 閱讀活動(dòng)（Reading）”“ 商務(wù)實(shí)踐（Business Practice）” 和 “ 專業(yè)擴(kuò)展（Relevant Extension） ” 四部分組成。各部分內(nèi)容的設(shè)計(jì)與編寫堅(jiān)持了操作性與挑戰(zhàn)性并重的原則，以保持學(xué)生的學(xué)習(xí)熱情和自覺實(shí)踐的積極性。教程每?jī)?cè)由 10 個(gè)單元組成。建議每 6 個(gè)課時(shí)完成一個(gè)單元。本教程配套精美教學(xué)課件，為教師課堂教學(xué)提供幫助。課件下載路徑： ftp://ftp.tup.tsinghua.edu.cn。
Lead-in............................................................................................................2
Reading: Wal-Mart：From Folk Hero to Corporate
Monster....................................................................................3
Business Practice...................................................................................11
Relevant Extension..............................................................................15
Unit 1 Companies .................................1
Lead-in.........................................................................................................24
Reading: The Product Life Circle.................................................25
Business Practice...................................................................................36
Relevant Extension..............................................................................43
Unit 2 Products ...................................23
Lead-in.........................................................................................................52
Reading: What Is Marketing Anyway?.....................................53
Business Practice...................................................................................62
Relevant Extension..............................................................................70
Lead-in.........................................................................................................76
Reading: Advertising of, by, and for the People................76
Business Practice...................................................................................87
Relevant Extension..............................................................................92
Unit
Unit
Marketing .................................51
Advertisements .......................75
Lead-in......................................................................................................122
Reading: Power at Last...................................................................122
Business Practice................................................................................133
Relevant Extension...........................................................................136
Lead-in......................................................................................................144
Reading: What, Exactly, Is a Brand?.......................................145
Business Practice................................................................................155
Relevant Extension...........................................................................162
Unit
Unit
Consumers .............................121
Brands ....................................143
Lead-in......................................................................................................170
Reading: When It’s Time to Think Again..............................171
Business Practice................................................................................181
Relevant Extension...........................................................................188
Unit 8 Business Leadership ..............169
Lead-in.........................................................................................................98
Reading: A Sales Formula That's Pure Magic......................99
Business Practice................................................................................110
Relevant Extension...........................................................................115
Unit 5 Sales .........................................97
Lead-in......................................................................................................196
Reading: Executives Must Pull Together like Rowers
in the Boat Race............................................................198
Business Practice................................................................................208
Relevant Extension...........................................................................214
Lead-in......................................................................................................224
Reading: Businesses Must Learn to Let Go........................226
Business Practice................................................................................236
Relevant Extension...........................................................................243
Unit
Unit
Teamwork ..............................195
Innovations ...........................223
附錄１ Glossary .........................................253
附錄２ Phrases & Expressions ..................263
附錄３ Activity File ....................................267
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