新活力商務(wù)英語閱讀

內(nèi)容概要

隨著全球經(jīng)濟(jì)的發(fā)展和市場化的運(yùn)作，社會越來越迫切地需要既有專業(yè)知識又能熟練運(yùn)用英語解決實(shí)際工作中問題的綜合性人才，因此這就對開設(shè)商務(wù)英語專業(yè)以及國際商務(wù)等財(cái)經(jīng)類專業(yè)的高職高專院校的英語教學(xué)提出了更新、更高的要求?！缎禄盍ι虅?wù)英語閱讀》的編寫旨在滿足高職高專院校商務(wù)英語閱讀課程的教學(xué)需要，有助于高職生拓寬商務(wù)領(lǐng)域知識、提高商務(wù)英語的閱讀理解能力和一般商務(wù)英語的應(yīng)用能力，為畢業(yè)后能更好地從事商務(wù)類活動打下良好的基礎(chǔ)。本教材也可作為廣大商務(wù)工作者的學(xué)習(xí)參考書。    在編寫過程中，本書注重學(xué)生語言能力培養(yǎng)和商務(wù)英語知識學(xué)習(xí)的有機(jī)結(jié)合。在培養(yǎng)學(xué)生語言應(yīng)用能力的同時，讓學(xué)生熟悉和‘了解相關(guān)商務(wù)活動，掌握必要的商務(wù)專業(yè)知識。本教材選材新穎，題材廣泛，課文主要選自近年來國內(nèi)外報(bào)刊雜志、著作和英文網(wǎng)站上的商務(wù)文章，部分課文略有刪改。選材內(nèi)容涉及商務(wù)禮儀、商業(yè)道德、公關(guān)、網(wǎng)絡(luò)經(jīng)濟(jì)、經(jīng)濟(jì)合作、全球經(jīng)濟(jì)一體化、物流、市場調(diào)研、營銷與促銷、企業(yè)管理、企業(yè)家文化、工業(yè)產(chǎn)權(quán)、金融、證券與投資等商務(wù)知識。    本教材所選課文知識性、實(shí)用性強(qiáng)；課文后配有較詳細(xì)的背景知識、專業(yè)術(shù)語、難句分析等注釋；課后練習(xí)緊扣教材、形式多樣化。閱讀理解題、小組討論題、重點(diǎn)詞或短語的靈活運(yùn)用題、專業(yè)術(shù)語英譯漢題、段落漢譯英題等練習(xí)形式的設(shè)計(jì)有助于促進(jìn)學(xué)生對每單元專業(yè)知識的掌握和消化。本書還針對教學(xué)需要提供了較為詳細(xì)的練習(xí)答案和參考譯文。

書籍目錄

Unit 1  Business Etiquette  　Text A  Handshakes　Text B  Table Manners in Anglo-AmericaUnit 2  Business and Ethics　Text A  Business and Your Life　Text B  Businesses Must Become Ethical EntitiesUnit 3  Public Relations　Text A  Public Relations  　Text B  PublicityUnit 4  Net Economy  　Text A  From 911 to the Red-Envelope　Text B  Web Forums:Making or Breaking Company Reputations  Unit 5  Cooperation and Globalization  　Text A  Regional Cooperation Helps to Fortify Asia's Economic  Foundations  　Text B  Globalization Was Good Then, Not NowUnit 6  Logistics　Text A  Components of a Logistics System　Text B  Can We Be Self-sufficient7Unit 7  Market Research　Text A  International Market Research and Selection　Text B  Entering Foreign MarketsUnit 8  Marketing  Text A  Marketing Mix    Text B  Export PricingUnit 9  Business Law and Promotion  Text A  Consumer Law  Text B  Advertising on the WebUnit 10  Management    Text A  Culture and International Business Management  Text B  The Art of Management--The Eight Rules of ManagementUnit 11  Entrepreneur  Text A  The Job of a Manager  Text B  Inspiration and Hard Work Made Me an EntrepreneurUnit 12  Industrial Property  Text A  Patent and Trademark  Text B  Known Brands Acquiring Name RecognitionUnit 13  Finance  Text A  The Credit Card Economy  Text B  Why the Credit Squeeze Is a Turning Point for the WorldUnit 14  Stock Market  Text A  How to Pick a Stock?  Text B  Why Some Chinese Invest in the Stock Market and  Others Don'tUnit 15  Investment  Text A  Amazon Hopes to Birth Bundle of Joyo  Text B  Quiznos Serves Up a Turnaround SandwichKeys to Exercises

章節(jié)摘錄

　　Public relations work consists of two main activities: research and communication. Research is a vital part of public relations because an organization may not know the publics opinion about it. What people think and why they have such opinions about an organization are important in helping management establish policies and practices. Public relations experts use research and opinion surveys to obtain information from the public. Researchers gather information on the many problems and opportunities facing a company, its industry, and the business community. They may gather information on public opinion so that a political candidate will know what issues to discuss during a campaign. Researchers also test the effectiveness of a PR campaign.　　Communication between an organization and the public is an important part of any public relations campaign. However, the size and complexity of most modem organizations make direct communication with individuals almost impossible. Most organizations use mass-communication methods to contact the public. These organizations often aim their PR campaigns at groups of people who share a common interest.　　PR specialists use four principal methods to communicate with the public: advertising, lobbying, publicity and press agency. Advertising involves the use of paid, non personal communication through such media as billboards, mail, newspapers and other publications, radio, and TV. Lobbying is an attempt to influence the voting of legislators to support the interests of a group. Publicity and press agency involve promoting an organization by getting favorable coverage in the media.　　Public relations developed slowly until the end of World War Ⅱ in 1945. Since then, it has spread to nearly every large corporate and nor profit organization, However, for many years, public relations is widely misunderstood and misused to describe anything from selling to hosting, when in fact it is a very specific communication process.

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