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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