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简介
《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。《工商导论》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。
目录
Chapter 1 Setting Up a Business
Sole Proprietorship
Partnership
Corporation
A Special Form: Franchising
Exercises
Chapter 2 Marketing: an Overview
The Origin of Marketing
The Functions of Marketing
The Marketing Mix
Market Segmentation
Exercises
Chapter3 Products and Pricing
Types of Products
Product Life Cycle
Pricing
Exercises
Chapter4 Channels6fDistHbution
Common Channels of Distribution
The Cost and Value of Middlemen
Physical Distribution
Modes of Transportation
Exercises
Chapter 5 Promotion
Advertising
Do It Yourself or Use an Advertising Agency
Personal Selling
Sales Promotion
Public Relations and Publicity
Word of Mouth
Exercises
Chapter 6 Moneyand Banking
What Is Money?
What Does Money Do?
Types of Money
The Financial System
Savings and Loan Associations
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
Chapter9 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 ResourcesManacjement
Planning for Human Resources
Staffing
Training and Developing Employees
Demoting and Terminating Employees
Compensating Employees
Exercises
Chapter 15 Motivation and Leadership !
The Classical Theory
The Hawthorne Studies
Maslow's Hierarchy of Human Needs
Herzberg's Two-factor Theory
McGregor's Theory X and Theory
Ouchi's Theory Z
Strategies for Motivating Employees
Leadership
Exercises
Chapter 16 Managing Information
Information vs. Data
How Computers Work?
Application Programs
The Management Information System (MIS)
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 Profits
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
Appendix C References
Sole Proprietorship
Partnership
Corporation
A Special Form: Franchising
Exercises
Chapter 2 Marketing: an Overview
The Origin of Marketing
The Functions of Marketing
The Marketing Mix
Market Segmentation
Exercises
Chapter3 Products and Pricing
Types of Products
Product Life Cycle
Pricing
Exercises
Chapter4 Channels6fDistHbution
Common Channels of Distribution
The Cost and Value of Middlemen
Physical Distribution
Modes of Transportation
Exercises
Chapter 5 Promotion
Advertising
Do It Yourself or Use an Advertising Agency
Personal Selling
Sales Promotion
Public Relations and Publicity
Word of Mouth
Exercises
Chapter 6 Moneyand Banking
What Is Money?
What Does Money Do?
Types of Money
The Financial System
Savings and Loan Associations
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
Chapter9 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 ResourcesManacjement
Planning for Human Resources
Staffing
Training and Developing Employees
Demoting and Terminating Employees
Compensating Employees
Exercises
Chapter 15 Motivation and Leadership !
The Classical Theory
The Hawthorne Studies
Maslow's Hierarchy of Human Needs
Herzberg's Two-factor Theory
McGregor's Theory X and Theory
Ouchi's Theory Z
Strategies for Motivating Employees
Leadership
Exercises
Chapter 16 Managing Information
Information vs. Data
How Computers Work?
Application Programs
The Management Information System (MIS)
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 Profits
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
Appendix C References
Fundamentals of business
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