新編商務(wù)英語(yǔ)精讀

前言

　　出版后，承蒙廣大師生厚愛，在全國(guó)很多大專院校使用。筆者不斷收到各校教師的來(lái)信來(lái)電，詢問教師用書的編寫情況。由于教學(xué)任務(wù)繁重，又因《商務(wù)英語(yǔ)精讀》需要重新修訂，教師用書一直是編者的一塊心病?，F(xiàn)在《新編商務(wù)英語(yǔ)精讀（1-4）（學(xué)生用書）》已經(jīng)出版，并已在全國(guó)幾百所高等職業(yè)和高等?？茖W(xué)校使用。那么，如何編寫一本教師喜歡的教師用書？我們認(rèn)為一本好的教師用書應(yīng)符合以下幾項(xiàng)原則。

內(nèi)容概要

　　供經(jīng)濟(jì)管理類高校教師使用的專業(yè)英語(yǔ)教材，旨在提高學(xué)生在英語(yǔ)環(huán)境中從事企業(yè)活動(dòng)和商務(wù)交際能力?！缎戮幧虅?wù)英語(yǔ)精讀》共10個(gè)單元，內(nèi)容涉及企業(yè)、企業(yè)管理和商務(wù)活動(dòng)的一些基本領(lǐng)域。所有課文和閱讀材料均選自英美等國(guó)近年出版的書刊報(bào)紙，內(nèi)容簡(jiǎn)潔使用，富于新意，具有較強(qiáng)的時(shí)代感。每單元除課文外，均配備有難點(diǎn)注釋、詞匯學(xué)習(xí)以及與課文內(nèi)容緊密結(jié)合的練習(xí)。

書籍目錄

Unit 1 AdvertisementⅠ Teaching Aim(教學(xué)目的)Ⅱ Background Information(背景知識(shí))Ⅲ Language and Culture Focus(語(yǔ)言文化要點(diǎn))Ⅳ Teaching Tips(教學(xué)提示)Ⅴ Key(練習(xí)答案)Unit 2　Business CommunieationⅠ Teaching Aim(教學(xué)目的)Ⅱ Background Information(背景知識(shí))Ⅲ Language and Culture Focus(語(yǔ)言文化要點(diǎn))Ⅳ Teaching Tips(教學(xué)提示)Ⅴ Key(練習(xí)答案)Unit 3 Organizational CultureⅠ Teaching Aim(教學(xué)目的)Ⅱ Background Information(背景知識(shí))Ⅲ Language and Culture Focus(語(yǔ)言文化要點(diǎn))Ⅳ Teaching Tips(教學(xué)提示)Ⅴ Key(練習(xí)答案)Unit 4 FamilyⅠ Teaching Aim(教學(xué)目的)Ⅱ Background Information(背景知識(shí))Ⅲ Language and Culture Focus(語(yǔ)言文化要點(diǎn))Ⅳ Teaching Tips(教學(xué)提示)Ⅴ Key(練習(xí)答案)Unit 5 SightseeingⅠ Teaching Aim(教學(xué)目的)Ⅱ Background Information(背景知識(shí))Ⅲ Language and Culture Focus(語(yǔ)言文化要點(diǎn))Ⅳ Teaching Tips(教學(xué)提示)Ⅴ Key(練習(xí)答案)Unit 6 Public RelationsⅠ Teaching Aim(教學(xué)目的)Ⅱ Background Information(背景知識(shí))Ⅲ Language and Culture Focus(語(yǔ)言文化要點(diǎn))Ⅳ Teaching Tips(教學(xué)提示)Ⅴ Key(練習(xí)答案)Unit 7 Modern OfficeⅠ Teaching Aim(教學(xué)目的)Ⅱ Background Information(背景知識(shí))Ⅲ Language and Culture Focus(語(yǔ)言文化要點(diǎn))Ⅳ Teaching Tips(教學(xué)提示)Ⅴ Key(練習(xí)答案)Unit 8 ProductionⅠ Teaching Aim(教學(xué)目的)Ⅱ Background Information(背景知識(shí))Ⅲ Language and Culture Focus(語(yǔ)言文化要點(diǎn))Ⅳ Teaching Tips(教學(xué)提示)Ⅴ Key(練習(xí)答案)Unit 9 AutomobilesⅠ Teaching Aim(教學(xué)目的)Ⅱ Background Information(背景知識(shí))Ⅲ Language and Culture Focus(語(yǔ)言文化要點(diǎn))Ⅳ Teaching Tips(教學(xué)提示)Ⅴ Key(練習(xí)答案)Unit 10 InsuranceⅠ Teaching Aim(教學(xué)目的)Ⅱ Background Information(背景知識(shí))Ⅲ Language and Culture Focus(語(yǔ)言文化要點(diǎn))Ⅳ Teaching Tips(教學(xué)提示)Ⅴ Key(練習(xí)答案)

章節(jié)摘錄

　　product. Incorrect or misleading information may trigger a lawsuit by theaggrieved company.Cooperative Advertising is a system that allows two parties to shareadvertising costs. Manufacturers and distributors, because of their sharedinterest in selling the product, usually use this cooperative advertisingtechnique.　　Cooperative advertising is especially appealing to smallstoreowners who, on their own, could not afford to advertise the productadequately.Direct-Mail Advertising Catalogues, flyers, letters, and postcards are just afew of the direct-mail advertising options. Direct-mail advertising hasseveral advantages, ncluding detail of information, personalization,selectivity, and speed. But while direct mail has advantages, it carries anexpensive per-head price, is dependent on the appropriateness of themailing list, and is resented by some customers, who consider it "junkmail".Informational Advertising In informational advertising, which is used whena new product is first being introduced, the emphasis is on promoting theproduct name, benefits, and possible uses. Institutional Advertising takes amuch broader approach, concentrating on the benefits, concept, idea, orphilosophy of a particular industry. Companies often use it to promoteimage-building activities, such an environmentally friendly business practicesor new community-based programs that it sponsors. Institutional advertisingis closely related to public relations, since both are interested in promoting apositive image of the company to the public.Outdoor Advertising Billboards and messages painted on the side of buildingsare common forms of outdoor advertising, which is often used when quick,simple ideas are being promoted. Since repetition is the key to successfulpromotion, outdoor advertising is most effective when located along heavilytraveled city streets and when the product being promoted can be purchasedlocally.Persuasive Advertising is used after a product has been introduced tocustomers. The primary goal is for a company to build selective demand forits product. For example, automobile manufacturers often produce special.

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