新編商務(wù)英語(yǔ)泛讀。2

前言

　　《新編商務(wù)英語(yǔ)泛讀》是商務(wù)英語(yǔ)系列教材之一。教材中的語(yǔ)言材料均選自當(dāng)代英美報(bào)刊雜志以及某些商務(wù)專(zhuān)著，其內(nèi)容新穎、涉及面廣。本教材旨在通過(guò)較大量的閱讀，使學(xué)生鞏固已學(xué)的基本詞匯和語(yǔ)法知識(shí)，擴(kuò)大詞匯量，加強(qiáng)語(yǔ)感，提高英語(yǔ)閱讀能力。若配合本系列教材的其他分冊(cè)使用，則更能系統(tǒng)地掌握商務(wù)英語(yǔ)的基本詞匯及其表達(dá)方式，全面地獲得有關(guān)商務(wù)的基本知識(shí)。　　考慮到商務(wù)英語(yǔ)初學(xué)者的英語(yǔ)語(yǔ)言基礎(chǔ)尚不扎實(shí)，以前又很少接觸商務(wù)材料，我們對(duì)教材中涉及商務(wù)知識(shí)的閱讀材料作了精心設(shè)計(jì)：隨著學(xué)生在其他專(zhuān)業(yè)課中商務(wù)知識(shí)的逐步增加，本教材中商務(wù)材料所占的比例逐漸增大。在第1、2冊(cè)中商務(wù)材料約占60％，以上，在第3、4冊(cè)中占80％，以上，第5、6冊(cè)課文均為商務(wù)材料?！　”窘滩墓灿?jì)6冊(cè)，每?jī)?cè)10個(gè)單元。每單元分2個(gè)部分。第1部分由課文（Text）及相應(yīng)的練習(xí)組成，其中Text A可作為主課文使用，Text B可作HomeReading使用，教師亦可根據(jù)需要作適當(dāng)調(diào)整；第2部分為快速閱讀（FastReading），每單元部配有2篇短文及相應(yīng)的練習(xí)，其目的是培養(yǎng)學(xué)生在有限時(shí)間內(nèi)快速準(zhǔn)確地獲取主要信息的能力，此部分可在課堂規(guī)定的時(shí)間內(nèi)完成。本教材每?jī)?cè)各配有期中與期末2套自測(cè)題，用以檢查已學(xué)過(guò)的詞匯、語(yǔ)言知識(shí)、商務(wù)知識(shí)及閱讀理解能力。每?jī)?cè)書(shū)后附有該冊(cè)生詞總表及練習(xí)答案，供教師和學(xué)生參考?！　”窘滩目晒┢胀ǜ叩葘W(xué)校、高等職業(yè)學(xué)校、高等專(zhuān)科學(xué)校以及成人高等學(xué)校商務(wù)英語(yǔ)專(zhuān)業(yè)的學(xué)生使用，亦可用作愛(ài)好英語(yǔ)的非商務(wù)英語(yǔ)專(zhuān)業(yè)學(xué)生的自學(xué)課本。各學(xué)校在使用本教材時(shí)可根據(jù)學(xué)生英語(yǔ)及商務(wù)知識(shí)的基礎(chǔ)靈活掌握。英語(yǔ)基礎(chǔ)好的學(xué)生可以直接用第2冊(cè)作起點(diǎn)，也可有選擇地使用課本中的商務(wù)材料?！　∮捎跁r(shí)間倉(cāng)促，水平有限，疏漏和錯(cuò)誤之處在所難免，歡迎批評(píng)指正。

內(nèi)容概要

　　《新編商務(wù)英語(yǔ)泛讀2》講述了：《新編商務(wù)英語(yǔ)泛讀（1～6）》是商務(wù)英語(yǔ)系列叢書(shū)之一。本叢書(shū)的語(yǔ)言材料新穎、地道，文章均選自當(dāng)代英美報(bào)刊雜志以及某些商務(wù)專(zhuān)著；內(nèi)容豐富、涉及面廣，涵蓋金融、財(cái)經(jīng)、企業(yè)管理、國(guó)際貿(mào)易、電子商務(wù)等諸多領(lǐng)域。本叢書(shū)采用英語(yǔ)語(yǔ)言和商務(wù)知識(shí)有機(jī)結(jié)合的編寫(xiě)方式，使學(xué)生既能提高英語(yǔ)閱讀理解能力，又能系統(tǒng)地掌握商務(wù)英語(yǔ)的基本詞匯及其表達(dá)方式，全面地獲得有關(guān)商務(wù)的基本知識(shí)。本叢書(shū)適合商務(wù)英語(yǔ)專(zhuān)業(yè)的學(xué)生使用。

書(shū)籍目錄

Unit IPart A TextText A　AdvertisingText B　Seven Ways to Sleep Better TonightPart B Fast ReadingUnit2Part A TextText A　Money and Its FunctionsText B Are We Headed for the Cashless Society?Part B Fast ReadingUnit 3Part A TextText A　Steps in Entering Business in ChinaTextB　No Job to Go toPart B Fast ReadingUnit 4Part A TextText A　Dell Cracks ChinaText B　Who Lives Longer?Part B Fast ReadingUnit 5Part A TextText A The Job SearchText B Women Need Not ApplyPart B Fast Readinglest IUnit 6Part A TextText A　Protecting Against Economic Loss (Ⅰ )Text B　Protecting Against Economic Loss (Ⅱ )Part B Fast ReadingUnit 7Part A TextText A　Concepts Behind Consumers ActionsText B　My Own MealsPart B Fast ReadingUnit 8Part A TextText A　Japanese Style of ManagementText B　Bill GatesPart B Fast ReadingUnit 9Part A TextText A Stocks and Bonds ( Ⅰ )Text B　Stocks and Bonds ( Ⅱ )Part B Fast ReadingUnit 10Part A TextText A　Types of ProductsText B　PackagingPart B Fast ReadingTestvocabularykey

章節(jié)摘錄

　　Advertising can be defined as nonpersonal commercial messages to the public designed to inform both established and potential customers. Advertising is paid for. As such, it differs from other forms of sales promotion.　　Types of Advertising　　Traditionally,　all advertising was classified either as direct-action advertising （designed to sell a firms products or services） or as institutional advertising （designed to promote a firms name）. Thus, the statement "Raincoats are on sale today at $9. 95" is an example of direct-action advertising, and the claim "Our employees subscribe to the United Fund 100 percent" is an example of institutional advertising. Modern business practices have further divided these two types of advertising into distinct approaches.　For　instance,　primary-demand advertising seeks to increase the total demand for certain products without distinguishing specific brands. Examples include the current advertising campaigns promoting the merits of cotton as a basic garment material and milk as a natural food. Usually, this type of advertising is sponsored by a particular trade association or marketing cooperative, not by individual retailers or manufacturers.　　Another distinct type of advertising is brand advertising, which promotes the use of a particular brand among competing products. This type of advertising is used most often today. In addition, the Federal Trade Commission （FTC） has recently encouraged the use of comparative advertising, which points to the advantages of the advertisers product over competing products. This type of advertising has become very popular for headache remedies, credit cards and even automobiles. In comparative advertising, competing products are named and shown, rather than using the old idea of comparing unnamed products X and Y.

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