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| 內容簡介： |
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《综合商务英语》融合最新的《普通高等学校本科外国语言文学专业类教学指南》和商务英语专业四八级考试题型，按照商务英语专业教学要求进行修订编写，以培养学生的商务英语综合应用能力，包括英语语言知识和应用能力，商务知识、理论和应用能力，职场适应及发展能力和综合运用各种知识解决商务实际问题的能力等为目标。教材内容的选材围绕商务活动的各个阶段，包括公司介绍、沟通交流、商务旅行、产品、销售、商务管理市场营销等等，通过构建真实的职场商务情景，激发学生的学习动力与热情。本次修订为满足当前教学需求，增加课程思政元素，同时更新商务领域中最新知识，如电子商务、跨境电商等。本书为综合教程的第1册，主题涉及商务介绍、成功商务人士、市场、公司、雇员、产品、消费者、工作与生活平衡、文化及商务礼仪。
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| 關於作者： |
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刘白玉：三级教授、董事长、谈判专家、国际贸易专家。从事国际贸易、国际市场营销及翻译18年，出访过英国、美国、加拿大等30多个国家。兼任中国国际贸易学会国际商务英语研究会副理事长、山东省商务英语专业委员会会长，中国跨境电商联盟理事长，省高水平应用型专业（商务英语）负责人，省一流专业（商务英语）负责人。18所大学特聘/客座教授。共在《中国翻译》、《中国科技翻译》、《上海翻译》等国内外期刊发表论文98篇，出版专著、译著43部，主编、总主编、改编教材30多部，主持课题16项，在国际、全国及省级学术会议做主旨发言23次。主讲《商务导论》《国际商务谈判》《国际贸易实务》《国际商务礼仪》《研究生英 语》等33门课，23次获得教学、科研奖励。
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| 目錄：
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Unit 1 Introduction to BusinessText A Goals and Resources of a BusinessText B Business CycleCase StudyChinese ValuesUnit 2 Successful Business People Text A Steve Jobs and the Apple Story Text B Zhang Ruimin’s Vision of Leadership for the FutureCase StudyChinese ValuesUnit 3 CompaniesText A Starbucks Coffee Company’s Organizational Structure Text B For Britain to Grow Faster It Needs Better ManagersCase StudyChinese ValuesUnit 4 EmployeesText A Being a Good EmployeeText B How to Help an Employee Figure Out Their Career GoalsCase StudyChinese ValuesUnit 5 ProductsText A Products and Services Text B Counterfeit Products Hurt the Consumer and the EconomyCase StudyChinese ValuesUnit 6 MarketsText A Selling on TikTok and TaobaoText B 5 Steps to Validate Your Business Idea Before Entering the Market Case StudyChinese ValuesUnit 7 CustomersText A Customer ValueText B What Is “Customer” Case StudyChinese ValuesUnit 8 Work and LifeText A The Price of a 24-7 World Text B Striking a Balance Between Your Passion and Your PaycheckCase StudyChinese ValuesUnit 9 CultureText A What Is Culture?Text B People-First?Culture Case StudyChinese ValuesUnit 10 Business EthicsText A Why Should Managers Be Ethical? Text B Is Digital Piracy Unethical? Or Just Illegal?Case StudyChinese Values附录一 Glossary附录二 TEM-4 (2012-2014)TEM-4 （2012）TEM-4 （2013)TEM-4 （2014）附录三 References
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Unit 1 Introduction to BusinessText A Goals and Resources of a BusinessLead-in1. If you start a business， what’s your business goal?2. What kinds of resources can you use to start a business?3. How do you understand the key elements of entrepreneurship? A business is an enterprise that provides products or services desired by customers. A product is a thing that is produced or grown， usually to be sold. A service refers to the particular skills or help that a person or a firm is able to offer. A customer is a person or an organization that buys something from a shop / store or business. Goals of a Business The primary goal of all businesses is to earn a profit， the difference between what it costs to make and sell a product and what a customer pays for it. If a company spends $8.00 to manufacture， finance， promote， and distribute a product that it sells for $10.00， the business earns a profit of $2.00 on each product sold. Businesses have the right to keep and use their profits as they choose ?D within legal limits ?D because profits is the reward for the risks they take in providing products. Earning profits contributes to society by providing employment， which in turn provides money that is reinvested in the economy. In addition， profits must be earned in a responsible manner. Not all organizations are businesses， however. Nonprofit organizations， such as National Public Radio (NPR)[1]， Habitat for Humanity， and other charities and social causes， do not have the fundamental purpose of earning profits， although they may provide goods or services and engage in fund raising. To earn a profit， a person or organization needs management skills to plan， organize， and control the activities of the business and to find and develop employees so that it can make products consumers will buy. A business also needs marketing expertise to learn what products consumers need and want and to develop， manufacture， price， promote， and
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