國際商務(wù)英語泛讀（上冊）

前言

　　三十年的改革開放已經(jīng)使中國成為經(jīng)濟全球化的受益者，中國已成為對外貿(mào)易增長最快的國家之一。自2002年以來，我國的對外貿(mào)易連續(xù)七年保持兩成以上的高速增長態(tài)勢。2008年外貿(mào)額達到25616億美元，居全球第三位。據(jù)世界銀行預測：到2020年，中國有望成為居美國之后的世界第二大貿(mào)易國，并帶動世界貿(mào)易的增長。對外貿(mào)易的快速發(fā)展必然對國際商務(wù)人才產(chǎn)生巨大的需求?！　「叩嚷殬I(yè)教育體系中的國際商務(wù)專業(yè)教學，是使該專業(yè)的學生能夠在外經(jīng)貿(mào)企業(yè)、外資企業(yè)、外貿(mào)管理等部門從事外貿(mào)銷售、外貿(mào)制單、外貿(mào)跟單、進出口貨物報關(guān)、報檢、涉外商務(wù)代理、貨運代理、船務(wù)代理、涉外商務(wù)談判、咨詢、商務(wù)文秘和其他涉外商貿(mào)服務(wù)和管理的工作。在知識結(jié)構(gòu)、能力結(jié)構(gòu)等方面，要求掌握基本的貿(mào)易政策、法規(guī)和國際慣例，能夠具體運作國際商務(wù)中各個業(yè)務(wù)環(huán)節(jié)，并具有扎實的外語基礎(chǔ)和應(yīng)用能力。由于國際商務(wù)專業(yè)具有明顯的技能型特點，因此，在教學內(nèi)容與手段上強調(diào)應(yīng)用性和實踐性。　　應(yīng)用型本科和高職高專院校的國際商務(wù)專業(yè)教學應(yīng)以就業(yè)為導向，以培養(yǎng)高技能人才為目標，滿足社會發(fā)展和經(jīng)濟建設(shè)的需要。在以就業(yè)為導向方面，目前我國已由相關(guān)部門推出了外銷員、國際商務(wù)師，以及報關(guān)員、單證員、跟單員、貨運代理、報檢員等職業(yè)從（執(zhí)）業(yè)考試制度。明確的職業(yè)準入制度以及職位崗位能力要求，使得國際商務(wù)專業(yè)的教學有了與就業(yè)需求對接的“接口”，可以縮短學生畢業(yè)以后的職業(yè)“磨合”期。

內(nèi)容概要

本書作者經(jīng)過與一些長期在外經(jīng)貿(mào)領(lǐng)域第一線工作的外經(jīng)貿(mào)業(yè)務(wù)人員及大型商務(wù)企業(yè)如“聯(lián)想”等資深培訓專家的不斷探討以及對商務(wù)英語專業(yè)的學生應(yīng)具備的人才素質(zhì)的縝密調(diào)研，編寫了當前國際商務(wù)領(lǐng)域的經(jīng)濟活動中、貿(mào)易壁壘等環(huán)境下關(guān)于市場營銷戰(zhàn)略、銷售技巧、電子商務(wù)、商務(wù)管理的功能、管理的風格、有效的團隊建設(shè)，形象標識的設(shè)計等內(nèi)容。本書很好地將國際商務(wù)英語泛讀課程與國際商務(wù)領(lǐng)域?qū)H商務(wù)英語人才素質(zhì)的要求緊密銜接，使本教材具有很強的通用性與實用性。    本教材適合高職高專院校國際商務(wù)專業(yè)、大學英語專業(yè)、商務(wù)英語專業(yè)、報關(guān)與貨運代理專業(yè)等師生使用，也可供企業(yè)開展專業(yè)英語知識培訓使用。

書籍目錄

Chapter One  The International Economic ActivityChapter Two  How to Eliminate the Trade BarriersChapter Three  Concepts of Marketing StrategiesChapter Four  Effective Sales TechniquesChapter Five  E-CommerceChapter Six  Internet MarketingChapter Seven  The Functions of Business ManagementChapter Eight  Styles of ManagementChapter Nine  How to Build an Effective TeamChapter Ten  Logo Image of a CompanyChapter Eleven  Qualities a Good Manager PossessesChapter Twelve  A Successful EntrepreneurKey to ExercisesAppendixReferences

章節(jié)摘錄

　　When consumers decide on a purchase， price is one of the most influential fac-tors. How much is it？ is often the first question a consumer will ask. He may beattracted by the functions， or quality of a product， but will probably turn away if hefeels the price is unreasonably high or he cannot afford it. Ironically， low price strate-gy may not always work. First， lowered prices mean less or no profits. Besides， toolow a price may make a customer hesitate because he may be suspicious of the qualityof the product. Therefore， product pricing should be fully integrated into the overallmarketing strategy.　　When you ask some consumers Who sets the price？， many would answer withno hesitation， Of course the seller sets the price. But actually， many forces inter-act in price setting. First of all， in a market economy， buyers play a greater role inprice setting than most people believe. If the sellers are given the liberty of settingprices at their will， they will certainly charge the highest price possible， but that willscare away most， if not all， of the buyers. As a result， the sellers will have to cut theprice to the point that it is high enough for them to make a profit but low enough toattract a sufficient number of buyers. So， by buying or not buying a product the buy-ers can exercise great influence on the price setting process. Secondly， supply and de-mand also interact in price setting in a market economy. When the supply of a prod-uct exceeds the demand for it， the price will go down， and vice versa. According to the economic theory of supply and demand， price is set where supply meets demand， and this price is referred to as the equilibrium price.

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