新活力商务英语阅读

新活力商务英语阅读

图书基本信息
出版时间:2009-8
出版社:安徽大学出版社
作者:安娜 编
页数:263
书名:新活力商务英语阅读
封面图片
新活力商务英语阅读

内容概要
随着全球经济的发展和市场化的运作,社会越来越迫切地需要既有专业知识又能熟练运用英语解决实际工作中问题的综合性人才,因此这就对开设商务英语专业以及国际商务等财经类专业的高职高专院校的英语教学提出了更新、更高的要求。《新活力商务英语阅读》的编写旨在满足高职高专院校商务英语阅读课程的教学需要,有助于高职生拓宽商务领域知识、提高商务英语的阅读理解能力和一般商务英语的应用能力,为毕业后能更好地从事商务类活动打下良好的基础。本教材也可作为广大商务工作者的学习参考书。    在编写过程中,本书注重学生语言能力培养和商务英语知识学习的有机结合。在培养学生语言应用能力的同时,让学生熟悉和‘了解相关商务活动,掌握必要的商务专业知识。本教材选材新颖,题材广泛,课文主要选自近年来国内外报刊杂志、著作和英文网站上的商务文章,部分课文略有删改。选材内容涉及商务礼仪、商业道德、公关、网络经济、经济合作、全球经济一体化、物流、市场调研、营销与促销、企业管理、企业家文化、工业产权、金融、证券与投资等商务知识。    本教材所选课文知识性、实用性强;课文后配有较详细的背景知识、专业术语、难句分析等注释;课后练习紧扣教材、形式多样化。阅读理解题、小组讨论题、重点词或短语的灵活运用题、专业术语英译汉题、段落汉译英题等练习形式的设计有助于促进学生对每单元专业知识的掌握和消化。本书还针对教学需要提供了较为详细的练习答案和参考译文。
书籍目录
Unit
1
Business
Etiquette
 Text
A
Handshakes Text
B
Table
Manners
in
Anglo-AmericaUnit
2
Business
and
Ethics Text
A
Business
and
Your
Life Text
B
Businesses
Must
Become
Ethical
EntitiesUnit
3
Public
Relations Text
A
Public
Relations
 Text
B
PublicityUnit
4
Net
Economy
 Text
A
From
911
to
the
Red-Envelope Text
B
Web
Forums:Making
or
Breaking
Company
Reputations
Unit
5
Cooperation
and
Globalization
 Text
A
Regional
Cooperation
Helps
to
Fortify
Asia's
Economic
Foundations
 Text
B
Globalization
Was
Good
Then,
Not
NowUnit
6
Logistics Text
A
Components
of
a
Logistics
System Text
B
Can
We
Be
Self-sufficient7Unit
7
Market
Research Text
A
International
Market
Research
and
Selection Text
B
Entering
Foreign
MarketsUnit
8
Marketing
Text
A
Marketing
Mix
Text
B
Export
PricingUnit
9
Business
Law
and
Promotion
Text
A
Consumer
Law
Text
B
Advertising
on
the
WebUnit
10
Management
Text
A
Culture
and
International
Business
Management
Text
B
The
Art
of
Management--The
Eight
Rules
of
ManagementUnit
11
Entrepreneur
Text
A
The
Job
of
a
Manager
Text
B
Inspiration
and
Hard
Work
Made
Me
an
EntrepreneurUnit
12
Industrial
Property
Text
A
Patent
and
Trademark
Text
B
Known
Brands
Acquiring
Name
RecognitionUnit
13
Finance
Text
A
The
Credit
Card
Economy
Text
B
Why
the
Credit
Squeeze
Is
a
Turning
Point
for
the
WorldUnit
14
Stock
Market
Text
A
How
to
Pick
a
Stock?
Text
B
Why
Some
Chinese
Invest
in
the
Stock
Market
and
Others
Don'tUnit
15
Investment
Text
A
Amazon
Hopes
to
Birth
Bundle
of
Joyo
Text
B
Quiznos
Serves
Up
a
Turnaround
SandwichKeys
to
Exercises

章节摘录
  Public
relations
work
consists
of
two
main
activities:
research
and
communication.
Research
is
a
vital
part
of
public
relations
because
an
organization
may
not
know
the
publics
opinion
about
it.
What
people
think
and
why
they
have
such
opinions
about
an
organization
are
important
in
helping
management
establish
policies
and
practices.
Public
relations
experts
use
research
and
opinion
surveys
to
obtain
information
from
the
public.
Researchers
gather
information
on
the
many
problems
and
opportunities
facing
a
company,
its
industry,
and
the
business
community.
They
may
gather
information
on
public
opinion
so
that
a
political
candidate
will
know
what
issues
to
discuss
during
a
campaign.
Researchers
also
test
the
effectiveness
of
a
PR
campaign.  Communication
between
an
organization
and
the
public
is
an
important
part
of
any
public
relations
campaign.
However,
the
size
and
complexity
of
most
modem
organizations
make
direct
communication
with
individuals
almost
impossible.
Most
organizations
use
mass-communication
methods
to
contact
the
public.
These
organizations
often
aim
their
PR
campaigns
at
groups
of
people
who
share
a
common
interest.  PR
specialists
use
four
principal
methods
to
communicate
with
the
public:
advertising,
lobbying,
publicity
and
press
agency.
Advertising
involves
the
use
of
paid,
non
personal
communication
through
such
media
as
billboards,
mail,
newspapers
and
other
publications,
radio,
and
TV.
Lobbying
is
an
attempt
to
influence
the
voting
of
legislators
to
support
the
interests
of
a
group.
Publicity
and
press
agency
involve
promoting
an
organization
by
getting
favorable
coverage
in
the
media.  Public
relations
developed
slowly
until
the
end
of
World
War

in
1945.
Since
then,
it
has
spread
to
nearly
every
large
corporate
and
nor
profit
organization,
However,
for
many
years,
public
relations
is
widely
misunderstood
and
misused
to
describe
anything
from
selling
to
hosting,
when
in
fact
it
is
a
very
specific
communication
process.


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