工商導(dǎo)論

前言

　　改革開(kāi)放的20年是中國(guó)經(jīng)濟(jì)高速發(fā)展并逐漸融入世界經(jīng)濟(jì)的20年。中國(guó)加入世界貿(mào)易組織是此進(jìn)程的一個(gè)重要里程碑，必將進(jìn)一步推動(dòng)中國(guó)經(jīng)濟(jì)與世界經(jīng)濟(jì)的接軌與融合。經(jīng)濟(jì)日益全球化的趨勢(shì)迫切需要我們培養(yǎng)一大批熟練掌握外語(yǔ)、通曉商務(wù)知識(shí)、熟悉國(guó)際商務(wù)環(huán)境、善于跨文化交際的國(guó)際型商務(wù)人才?！　〈祟?lèi)商務(wù)人才的成功培養(yǎng)涉及到諸多環(huán)節(jié)與因素，其中至關(guān)重要的是要有一套有助于實(shí)現(xiàn)此培養(yǎng)目標(biāo)的、編寫(xiě)意圖明確、針對(duì)性強(qiáng)、質(zhì)量高的教材，因?yàn)榻滩氖且磺薪虒W(xué)活動(dòng)得以開(kāi)展的基礎(chǔ)與前提。目前涉及商務(wù)英語(yǔ)的教材不少，但在系統(tǒng)性、完整性以及語(yǔ)言技能與商務(wù)知識(shí)的有機(jī)結(jié)合上都多少存在著不足?！　∑胀ǜ叩冉逃笆濉眹?guó)家級(jí)規(guī)劃教材--商務(wù)英語(yǔ)系列教材是高等教育出版社與在商務(wù)英語(yǔ)教學(xué)與研究領(lǐng)域起步早、陣容強(qiáng)的對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)、廣東外語(yǔ)外貿(mào)大學(xué)、上海對(duì)外貿(mào)易學(xué)院、上海外國(guó)語(yǔ)大學(xué)、廈門(mén)大學(xué)、北京外國(guó)語(yǔ)大學(xué)、北京工業(yè)大學(xué)和湖南大學(xué)等單位聯(lián)合推出的一套全新的商務(wù)英語(yǔ)系列教材。這套教材在編寫(xiě)設(shè)計(jì)時(shí)特別注意把握好商務(wù)活動(dòng)主題的涵蓋面、商務(wù)知識(shí)的系統(tǒng)性與完整性以及語(yǔ)言技能與商務(wù)知識(shí)的平衡，在體系上分為商務(wù)英語(yǔ)基礎(chǔ)課程教材（（商務(wù)英語(yǔ)聽(tīng)說(shuō)》、《商務(wù)英語(yǔ)閱讀》、《商務(wù)英語(yǔ)寫(xiě)作》、《商務(wù)英語(yǔ)翻譯》等，和商務(wù)英語(yǔ)專(zhuān)業(yè)核心課程教材（（工商導(dǎo)論》、《國(guó)際經(jīng)濟(jì)導(dǎo)論》、《國(guó)際貿(mào)易實(shí)務(wù)》等。每本教材自成體系，但整套教材又形成了有機(jī)的整體。另外，此套教材不是封閉系列，還將不斷有新教材推出。　　本套教材體現(xiàn)了編撰者努力將語(yǔ)言技能的訓(xùn)練與商務(wù)英語(yǔ)知識(shí)的介紹融為一體的編寫(xiě)理念，最終服務(wù)于復(fù)合型人才培養(yǎng)的目標(biāo)。編撰者們不僅具有豐富的語(yǔ)言教學(xué)經(jīng)驗(yàn)，而且具備商務(wù)活動(dòng)的實(shí)踐經(jīng)驗(yàn)。有些作者本身就是經(jīng)貿(mào)領(lǐng)域的專(zhuān)家學(xué)者，他們集教學(xué)經(jīng)驗(yàn)、學(xué)術(shù)背景與專(zhuān)業(yè)經(jīng)驗(yàn)于一身，有力地保證了這套系列教材的編撰質(zhì)量?！　”咎捉滩脑诰幾^(guò)程中得到了高等教育出版社的大力支持，在此特致感謝。

內(nèi)容概要

　　商務(wù)英語(yǔ)系列教材為普通高等教育“十五”國(guó)家級(jí)規(guī)劃教材，是為適應(yīng)中國(guó)加入世界貿(mào)易組織以后對(duì)復(fù)合型商務(wù)人才的需求而編寫(xiě)的，《工商導(dǎo)論》是其中的一本?！　　豆ど虒?dǎo)論》作為商務(wù)英語(yǔ)專(zhuān)業(yè)的一門(mén)概論型基礎(chǔ)課程教材，全面、系統(tǒng)、概要地介紹了國(guó)際經(jīng)貿(mào)理論和知識(shí)。全書(shū)共分18章，每章后面配有案例分析、翻譯討論、模擬運(yùn)營(yíng)等練習(xí)，書(shū)后附有參考答案。通過(guò)學(xué)習(xí)本教材，學(xué)生可以對(duì)市場(chǎng)經(jīng)濟(jì)及現(xiàn)代工商企業(yè)的運(yùn)作有一個(gè)總體印象，并熟悉同企業(yè)環(huán)境、經(jīng)營(yíng)管理、金融財(cái)務(wù)、法律保險(xiǎn)等方面有關(guān)的英語(yǔ)詞匯和用語(yǔ)，為下一步學(xué)習(xí)更微觀(guān)、更具體的課程打下基礎(chǔ)。　　《工商導(dǎo)論》主要供普通高等教育商務(wù)英語(yǔ)專(zhuān)業(yè)學(xué)生，以及國(guó)際貿(mào)易、國(guó)際經(jīng)濟(jì)、國(guó)際工商管理等外向型專(zhuān)業(yè)的學(xué)生使用，同時(shí)也可供從事國(guó)際商貿(mào)工作的人員參考使用。

書(shū)籍目錄

Chapter 1 Setting Up a BusinessSole ProprietorshipPartnershipCorporationA Special Form: FranchisingChapter 2 Marketing: an OverviewThe Origin of MarketingThe Functions of MarketingThe Marketing MixMarket SegmentationChapter3 Products and PricingTypes of ProductsProduct Life CyclePricingChapter4 Channels6fDistHbutionCommon Channels of DistributionThe Cost and Value of MiddlemenPhysical DistributionModes of TransportationChapter 5 PromotionAdvertisingDo It Yourself or Use an Advertising AgencyPersonal SellingSales PromotionPublic Relations and PublicityWord of MouthChapter6 Moneyand BankingWhat Is Money?What Does Money Do?Types of MoneyThe Financial SystemSavings and Loan AssociationsMoney Supply and the Federal Reserve SystemChapter 7 FinancingShort-term FinancingLong-term Sources of FundsDebt or Equity FinancingFeatures of BondsFeatures of StockChapter 8 AccountingBalance SheetIncome StatementChapter9 The Securities MarketPrimary and Secondary MarketsBuying and Selling StocksBulls and BearsThe Bond MarketWho Buy Securities?Chapter 10 Risk Management and InsuranceApproaches to Managing Business RisksInsurance and Its PrinciplesInsurable RisksInsurance for BusinessFidelity and Surety BondsChapter 11 Business LawTypes of LawContract LawTort LawProperty LawWarrantyNegotiable InstrumentsAgency LawBusiness BankruptcyChapter 13 International BusinessWhy Trade with Other Countries?Other Ways to Go GlobalSpecial Issues in International BusinessChapter 13 Managing Business EnterprisesManagement FunctionsManagement Levels and SkillsSources of ManagersThe Building Blocks of Organizational StructureOrganizational Decision MakingOrganizational StructuresInformal OrganizationThe Strategic Management ProcessChapter 14 Human ResourcesManacjementPlanning for Human ResourcesStaffingTraining and Developing EmployeesDemoting and Terminating EmployeesCompensating EmployeesChapter 15 Motivation and Leadership !The Classical TheoryThe Hawthorne StudiesMaslows Hierarchy of Human NeedsHerzbergs Two-factor TheoryMcGregors Theory X and TheoryOuchis Theory ZStrategies for Motivating EmployeesLeadershipChapter 16 Managing InformationInformation vs. DataHow Computers Work?Application ProgramsThe Management Information System (MIS)Chapter 17 The Environment and ResponsibilitiesFactors of ProductionTypes of Economic SystemEconomic Goals and How to Measure Their AttainmentThe Roles of GovernmentThe Market and CompetitionThe Importance of ProfitsThe Responsibility of BusinessChapter 18 Careers in BusinessSelf-evaluationCareer Opportunities in BusinessSuccessful Job HuntingKey to Exercises of Cloze and Scrambled SentencesKey to TranslationReferences

章節(jié)摘錄

　　nsurance is a risk-sharing mechanism whereby manyindividuals contribute to a pool of money. This pool willbe used to compensate those contributors who suffer losses.Those who decide to use this mechanism pay a sum called apremium to an insurance company. In return, the insurancecompany issues an insurance policy, a formal agreement topay the policyholder a specified amount in the event of losses.　　There are certain basic principles about insurance thatwe should understand. These principles are: insurable interest,utmost good faith, indemnity, contribution, subrogation, andthe doctrine of proximate cause.　　The principle of insurable interest holds that a personmay not insure against any risk unless he will suffer a loss if therisk occurs. One can insure his house against fire, or his caragainst road accidents, because if any of these things happensthe insured will be adversely affected. One can even insure hisown life （e.g. for his dependents） or the life of his boss if theboss is so important that he will suffer losses in case the bossdies. But, one cannot insure another persons house, car orother properties, because he has no insurable interest in them.He might just be encouraged to see that the insured suffered aloss if he could profit from it without suffering any loss himself.　　The second principle of insurance is utmost good faith.The insured must tell the insurance company every detail heknows that may affect him when fixing premium and payingany claim later.

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