作者：孙春晓主编
页数：241页
出版社：浙江大学出版社
出版日期：2020
ISBN：9787308203135
电子书格式：pdf/epub/txt
内容简介
本教材针对独立学院应用型本科生的培养目标, 包含了企业管理、理论经济、国际贸易等跨学科的综合性和系统性知识内容, 其中专业知识内容主要包括国际商务概述、企业管理、市场营销、经济学理论、国际贸易理论与实务、国际投资等方面的系统知识 ; 商务语言内容主要包括专业资料的阅读、商务往来书信的写作、商务交易磋商的口语等。
作者简介
孙春晓，女，汉族，浙江义乌人，浙江工业大学之江学院教师，副教授。2011年6月，毕业于浙江大学企业管理专业，博士研究生。2003年6月至今，于浙江工业大学之江学院任教，从事商务英语、商务谈判、跨国公司
目录
Unit 1 Language of Business English
I. Introduction
II. The Roles of Business English
III. Lexical Styles of Business Vocabulary
IV. Syntactic Styles of Business Sentences
V. Social Formulas of International Business Correspondences
Explanatory Notes on Economic Terms
Test Yourself
Unit 2 International Price Terms
I. Introduction
II. Price Terms
III. Rules for Any Transport Mode
IV. Rules for Sea and Inland Waterway Transport
V. Pricing
VI. Money of Account
VII. Commission and Discount
VIII. Other Non-price Commercial Economic Terms
Explanatory Notes on Economic Terms
Test Yourself
Unit 3 International Payments and Settlements
I. Introduction
II. Bill of Exchange
III. Promissory Note and Cheque
IV. Remittance
V. Terms and Methods of Payment in International Trade–Collection
VI. Terms and Methods of Payment in International Trade–Letter of
Credit （L/C）
VII. Documents
Explanatory Notes on Economic Terms
Test Yourself
Unit 4 International Trade Practice
I. Introduction
II. Business Preparatory Work
III. Business Negotiation
IV. Signing of a Contract
V. Performance of an Export Contract
VI. Performance of an Import Contract
Explanatory Notes on Economic Terms
Test Yourself
Unit 5 Establishing Business Relations
I. Introduction
II. Channels and Methods for Establishing Business Relations
III. Contents of Mails for Establishing Business Relations
IV. Main Channels and Methods for Credit Inquiries or Investigations
V. Sample Letters
Explanatory Notes on Economic Terms
Test Yourself
Unit 6 Inquiries and Offers
I. What Is an Inquiry
II. Contents in an Inquiry
III. What Is an Offer
IV. Contents in an Offer
Explanatory Notes on Economic Terms
Test Yourself
Unit 7 Counter-Offer and Acceptance
I. What Is a Counter-Offer
II. Contents of a Counter-Offer
III. What Is an Acceptance
IV. Contents of an Acceptance
V. Sample Business Correspondences of Negotiation
Explanatory Notes on Economic Terms
Test Yourself
Unit 8 Business Management
I. What Is Business Management
II. Features of Business Management
III. Objectives of Business Management
IV. Functions of Business Management
Explanatory Notes on Economic Terms
Test Yourself
Unit 9 Business Organizations
I. Introduction
II. Sole Proprietorship
III. General Partnership
IV. Limited Partnership
V. Corporations
Explanatory Notes on Economic Terms
Test Yourself
Unit lO Ways of Business
I. Introduction
II. Wholesaling
III. Retailing
IV. Franchising
V. Agency
Explanatory Notes on Economic Terms
Test Yourself
Unit 11 What Is Marketing
I. What Is Marketing
II. Marketing Concept
III. Marketing and Utility
IV. Target Market
V. Industrial Market
VI. Government and Institutional Markets
VII. Consumer Market
VIII Classes of Consumer Goods
Explanatory Notes on Economic Terms
Test Yourself
Unit 12 Marketing Mix
I. Marketing Mix
II. Product Planning
III. Pricing
IV. Physical Distribution
V. Product Promotion
VI. The Marketing Mix of Apple Inc.
Explanatory Notes on Economic Terms
Test Yourself
Unit 13 What Is Economics
I. Economics
II. Macroeconomics
III. Monetary Policy and Fiscal Policy
IV. Microeconomics
V. Demand Curve
VI. Supply Curve
VII. Equilibrium Price
Explanatory Notes on Economic Terms
Test Yourself
Unit 14 Types of Competition
I. Pure Competition
II. Monopolistic Competition
III. Oligopoly
IV. Monopoly
V. Monopoly vs. Oligopoly
Explanatory Notes on Economic Terms
Test Yourself
I. Introduction
II. The Roles of Business English
III. Lexical Styles of Business Vocabulary
IV. Syntactic Styles of Business Sentences
V. Social Formulas of International Business Correspondences
Explanatory Notes on Economic Terms
Test Yourself
Unit 2 International Price Terms
I. Introduction
II. Price Terms
III. Rules for Any Transport Mode
IV. Rules for Sea and Inland Waterway Transport
V. Pricing
VI. Money of Account
VII. Commission and Discount
VIII. Other Non-price Commercial Economic Terms
Explanatory Notes on Economic Terms
Test Yourself
Unit 3 International Payments and Settlements
I. Introduction
II. Bill of Exchange
III. Promissory Note and Cheque
IV. Remittance
V. Terms and Methods of Payment in International Trade–Collection
VI. Terms and Methods of Payment in International Trade–Letter of
Credit （L/C）
VII. Documents
Explanatory Notes on Economic Terms
Test Yourself
Unit 4 International Trade Practice
I. Introduction
II. Business Preparatory Work
III. Business Negotiation
IV. Signing of a Contract
V. Performance of an Export Contract
VI. Performance of an Import Contract
Explanatory Notes on Economic Terms
Test Yourself
Unit 5 Establishing Business Relations
I. Introduction
II. Channels and Methods for Establishing Business Relations
III. Contents of Mails for Establishing Business Relations
IV. Main Channels and Methods for Credit Inquiries or Investigations
V. Sample Letters
Explanatory Notes on Economic Terms
Test Yourself
Unit 6 Inquiries and Offers
I. What Is an Inquiry
II. Contents in an Inquiry
III. What Is an Offer
IV. Contents in an Offer
Explanatory Notes on Economic Terms
Test Yourself
Unit 7 Counter-Offer and Acceptance
I. What Is a Counter-Offer
II. Contents of a Counter-Offer
III. What Is an Acceptance
IV. Contents of an Acceptance
V. Sample Business Correspondences of Negotiation
Explanatory Notes on Economic Terms
Test Yourself
Unit 8 Business Management
I. What Is Business Management
II. Features of Business Management
III. Objectives of Business Management
IV. Functions of Business Management
Explanatory Notes on Economic Terms
Test Yourself
Unit 9 Business Organizations
I. Introduction
II. Sole Proprietorship
III. General Partnership
IV. Limited Partnership
V. Corporations
Explanatory Notes on Economic Terms
Test Yourself
Unit lO Ways of Business
I. Introduction
II. Wholesaling
III. Retailing
IV. Franchising
V. Agency
Explanatory Notes on Economic Terms
Test Yourself
Unit 11 What Is Marketing
I. What Is Marketing
II. Marketing Concept
III. Marketing and Utility
IV. Target Market
V. Industrial Market
VI. Government and Institutional Markets
VII. Consumer Market
VIII Classes of Consumer Goods
Explanatory Notes on Economic Terms
Test Yourself
Unit 12 Marketing Mix
I. Marketing Mix
II. Product Planning
III. Pricing
IV. Physical Distribution
V. Product Promotion
VI. The Marketing Mix of Apple Inc.
Explanatory Notes on Economic Terms
Test Yourself
Unit 13 What Is Economics
I. Economics
II. Macroeconomics
III. Monetary Policy and Fiscal Policy
IV. Microeconomics
V. Demand Curve
VI. Supply Curve
VII. Equilibrium Price
Explanatory Notes on Economic Terms
Test Yourself
Unit 14 Types of Competition
I. Pure Competition
II. Monopolistic Competition
III. Oligopoly
IV. Monopoly
V. Monopoly vs. Oligopoly
Explanatory Notes on Economic Terms
Test Yourself
