商务英语精读（第三册）

出版时间：2013-1  出版社：首都经济贸易大学出版社  作者：张中宁 编  页数：241  字数：403000  

内容概要

张中宁编著的《商务英语精读(第3册高等院校商务英语专业核心课精品系列教材)》以外贸企业和跨国公司从事国际商务活动时所经历的各个环节为主线，以它们的经营活动所面临的内外环境、所涉及的因素为纲，以既阐述国际商务知识，又培养英语语言能力和跨文化商务交际能力为指导思想，真实地再现这类企业从事国际商务活动的自然流程。

书籍目录

Unit 1 Motivations to Go Abroad 
  Section One: Business Communications 
  Making an Offer
  Section Two: Text 
  Motivations to Go Abroad
  Section Three: Exercises 
  Section Four: Biz Fueling Station 
  Section Five: Business Reading 
  Concerns and Problems of Going International
Unit 2 International Market Research 
  Section One: Business Communications 
  Doing Business in China
  Section Two : Text 
  International Market Research
  Section Three: Exercises 
  Section Four: Biz Fueling Station 
  Section Five: Business Reading 
  Market Research in Management
Unit 3 Determining Research Objectives 
  Section One: Business Communications 
  Decision Making in China
  Section Two: Text 
  Determining Research Objectives
  Section Three: Exercises 
  Section Four: Biz Fueling Station 
  Section Five: Business Reading 
  Using Aims and Objectives to Create a Business Strategy
  --Experience From Kellogg
Unit 4 What Is Marketing 
  Section One: Business Communications 
  Product Presentation
  Section Two : Text 
  Marketing
  Section Three: Exercises 
  Section Four: Biz Fueling Station 
  Section Five: Business Reading 
  Marketing Is All Around Us
Unit 5 The Marketing Process 
  Section One: Business Communications 
  Marketing Strategy
  Section Two: Text 
  The Marketing Mix
  Section Three: Exercises 
  Section Four: Biz Fueling Station 
  Section Five: Business Reading 
  Market Segmentation
Unit 6 Target Market Selection 
  Section One: Business Communications 
  Developing a New Market
  Section Two : Text 
  How to Select Target Market
  Section Three: Exercises 
  Section Four: Biz Fueling Station 
  Section Five: Business Reading 
  Estimating Market Potential
Unit 7 Marketing in the 21st Century 
  Section One: Business Communications 
  Counter-Offer
  Section Two: Text 
  Global Marketing in the Twenty-first Century
  Section Three: Exercises 
  Section Four: Biz Fueling Station 
  Section Five: Business Reading 
  Managing the Marketing Efforts
Unit 8 Business Negotiation 
  Section One: Business Communications 
  Meeting a Trade Delegation
  Section Two: Text 
  Steps of Business Negotiation
  Section Three: Exercises 
  Section Four: Biz Fueling Station 
  Section Five: Business Reading 
  The Negotiating Skills
Unit 9 Establishment of Contract 
  Section One: Business Communications 
  Contract Negotiation -- Price
  Section Two: Text 
  Fundamentals of a Contract
  Section Three: Exercises 
  Section Four: Biz Fueling Station 
  Section Five: Business Reading 
  Breach of Contract
KEY TO EXERCISES 
附录一  全国国际商务英语考试（二级）大纲
附录二  全国国际商务英语考试（二级）样题
附录三  全国国际商务英语考试（二级）口试样卷
附录四  全国国际商务英语考试（二级）样题参考答案
附录五  全国国际商务英语考试（二级）样题听力原文