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工商导论（第二版）

“十一五”国家规划教材
样章
作者：
陈准民
定价：
28.00元
ISBN：
978-7-04-024795-4
版面字数：
365.000千字
开本：
16开
全书页数：
239页
装帧形式：
平装
重点项目：
“十一五”国家规划教材
出版时间：
2009-02-26
读者对象：
高等教育
一级分类：
外语类
二级分类：
商务英语专业
三级分类：
管理学概论

《工商导论》（第二版）是普通高等教育“十一五”国家级规划教材——商务英语立体化系列教材之一。该系列教材为商务英语专业、英语专业商务方向以及商科相关专业英语课程提供了比较完整的、成体系的教学资源。

本书用英语全面、系统、概要地介绍了市场经济体制下工商企业如何运作，旨在帮助学生熟悉企业环境、经营管理、金融财务、法律保险等方面的英语词汇和用语，学会商务英语基本技能，为下一步学习更微观、更具体的课程打下基础。

  • 前辅文
  • Chapter 1 Setting Up a Business
    • Sole Proprietorship
    • Partnership
    • Corporation
    • S Corporation and Limited Liability Company
    • A Special Form: Franchising
    • Exercises
  • Chapter 2 Marketing: An Overview
    • Origin of Marketing
    • Functions of Marketing
    • Marketing Mix
    • Marketing Environment
    • Market Segmentation
    • Exercises
  • Chapter 3 Products and Pricing
    • Types of Products
    • Development of New Products
    • Product Life Cycle
    • Pricing
    • Exercises
  • Chapter 4 Channels of Distribution
    • Common Channels of Distribution
    • The Cost and Value of Intermediaries
    • Physical Distribution
    • Exercises
  • Chapter 5 Promotion
    • Advertising
    • Personal Selling
    • Sales Promotion
    • Public Relations and Publicity
    • Word of Mouth
    • Exercises
  • Chapter 6 Money and Banking
    • What Is Money?
    • What Does Money Do?
    • Types of Money
    • The Financial System
    • Money Supply and the Federal Reserve System
    • Exercises
  • Chapter 7 Financing
    • Short-term Financing
    • Long-term Sources of Funds
    • Debt or Equity Financing?
    • Features of Bonds
    • Features of Stock
    • Exercises
  • Chapter 8 Accounting
    • Balance Sheet
    • Income Statement
    • Exercises
  • Chapter 9 The Securities Market
    • Primary and Secondary Markets
    • Buying and Selling Stocks
    • Bulls and Bears
    • The Bond Market
    • Who Buy Securities?
    • Exercises
  • Chapter 10 Risk Management and Insurance
    • Approaches to Managing Business Risks
    • Insurance and Its Principles
    • Insurable Risks
    • Insurance for Business
    • Fidelity and Surety Bonds
    • Exercises
  • Chapter 11 Business Law
    • Types of Law
    • Contract Law
    • Tort Law
    • Property Law
    • Warranty
    • Negotiable Instruments
    • Agency Law
    • Business Bankruptcy
    • Exercises
  • Chapter 12 International Business
    • Why Trade with Other Countries?
    • Other Ways to Go Global
    • Special Issues in International Business
    • Exercises
  • Chapter 13 Managing Business Enterprises
    • Management Functions
    • Management Levels and Skills
    • Sources of Managers
    • The Building Blocks of Organizational Structure
    • Organizational Decision Making
    • Organizational Structures
    • Informal Organization
    • The Strategic Management Process
    • Exercises
  • Chapter 14 Human Resources Management
    • Planning for Human Resources
    • Staffi ng
    • Training and Developing Employees
    • Demoting and Terminating Employees
    • Compensating Employees
    • Exercises
  • Chapter 15 Motivating and Leading Employees
    • The Classical Theory
    • The Hawthorne Studies
    • Maslow’s Hierarchy of Human Needs
    • Herzberg’s Two-factor Theory
    • McGregor’s Theory X and Theory Y
    • Vroom’s Expectancy Theory
    • Strategies for Motivating Employees
    • Leadership
    • Exercises
  • Chapter 16 Information Management
    • Information vs. Data
    • What Is Information Technology?
    • How Information Technology Helps Business
    • The Tangible Technology: Hardware
    • The Intangible but Crucial: Software
    • Application Programs
    • Network
    • The Management Information System (MIS)
    • MIS and Managers
    • MIS and the Management as a Whole
    • Security Issues
    • Exercises
  • Chapter 17 The Environment and Responsibilities
    • Factors of Production
    • Types of Economic System
    • Economic Goals and How to Measure Their Attainment
    • The Roles of Government
    • The Market and Competition
    • The Importance of Profi ts
    • The Responsibility of Business
    • Exercises
  • Chapter 18 Careers in Business
    • Self-evaluation
    • Career Opportunities in Business
    • Successful Job Hunting
    • Exercises
  • Appendix A Key to Exercises of Cloze and Scrambled Sentences
  • Appendix B Key to Translation and Discussion
  • Appendix C References