高级商务英语阅读

Unit 1　Business Start-ups
　Text A How to Prepare to Launch Your Start-up
　Text B Seven Great Ways to Finance a Start-up
　　Supplementary Reading Five Lessons for Start-ups from Buffy the Vampire Slayer
　　Test Yourself
Unit 2　Marketing
　Text A Conducting Market Research
　Text B Marketing Can Do Better
　　Supplementary Reading Coca-Cola Marketing Shifts from Impressions to Expressions
　　Test Yourself
Unit 3　Advertising
　Text A Where Is Advertising Going? Into "Stitials"
　Text B Ethical Issues in Online Advertising
　　Supplementary Reading Why Television Is the Place Advertisers Want to Be Again
　　Test Yourself
Unit 4　Stocks
　Text A An Introduction to the Stock Market
　Text B Stocks: Five Market Mistakes to Avoid
　　Supplementary Reading Why Stocks Are Riskier than You Think
　　Test Yourself
Unit 5　E-commerce
　Text A E-commerce Industry
　Text B Customer Retention: Keep Customers by Growing Relationships Online
　　Supplementary Reading An Internet with Chinese Characteristics
　　Test Yourself
Unit 6　Innovation
　Text A The Eight Essentials of Innovation
　Text B Seven Steps to a Culture of Innovation
　　Supplementary Reading What Is Making Enterprise Innovation Possible
　　Test Yourself
Unit 7　International Trade
　Text A How to Start Selling Internationally
　Text B Global Logistics/Supply Chain Best Practices--To Support and Drive Business Success and Trends
　　Supplementary Reading Dating and Business: Not All That Different
　　Test Yourself
Unit 8　Manage Your Money
　Text A Are You Buying It?
　Text B Advice for Young Investors
　　Supplementary Reading Ten Tips for Realistic Money Management in College
　　Test Yourself
Unit 9　Insurance
　Text A Types of Insurance
　Text B The Five Big Health-care Dilemmas
　　Supplementary Reading Umbrella Coverage for Preventing Your Ruin
　　Test Yourself
Unit 10 Negotiation
　Text A How to Negotiate Effectively
　Text B Negotiating Your Way Out of a Bad Situation
　　Supplementary Reading Three Negotiation Skills That Can Jump-start the Economy
　　Test Yourself
Unit 11 Leadership
　Text A Leadership: Intentional Influence
　Text B Ten Communication Secrets of Great Leaders
　　Supplementary Reading Seven Leadership Lessons from an NBA Coach
　　Test Yourself
Unit 12 Sheeonomy
　Text A Woman Power: The Rise of the Sheconomy
　Text B Nurturing a Baby and a Start-up Business
　　Supplementary Reading The Vicious Cycle of the Gender Pay Gap
　　Test Yourself
Unit 13 Green Economy
　Text A A Global Green Deal
　Text B Eco-friendly Model Home in Maryland Reflects Green Movement's Edging into the Mainstream
　　Supplementary Reading The Trouble with Green Product Ratings
　　Test Yourself
Unit 14 Tourism
　Text A- Five Ways to Make Travel Easier, Starting with a Single Shoe
　Text B Vacation Blues as Tourists Stay at Home
　　Supplementary Reading Hotels Try Harder to Woo Business Customers
　　Test Yourself