《实用商务英语教程》是一本适合应用型本科院校英语专业商务方向学生使用的教科书。参加本教材编写的人员有专业造诣精深的专家教授,有实践经验丰富、富有创新精神的教学骨干,也有才华横溢的硕士、博士,这是他们多年的教学实践和教学研究的结晶。这本教材以《高等学校英语专业英语教学大纲》为依据,将社会需求与培养应用型外语人才紧密结合,注重英语专业的学科系统性和科学性,注重将语言技能训练与商务英语知识融为一体,注重英语教学的方法和规律。“删繁就简三秋树,领异标新二月花”,这句话正是对这本教材的形象概括,既简明易学,又特色鲜明。

It is an urgent question:How can we increase profits if we Call’t raise prices?The answervolutionary thinking--new insights about strategy and human behavior,turbochargedwit}I software,mathematics,and rapid-fire experimentation.Is your company ady to masterthe new era of pricing? Are you prepared to pay the price of failure?
Airline tickets cost 40%less than they did 25 years ago.A two-liter botde of Diet Cokeoften has the u'ne price tag as it did in 1985.Light-bulbs,laptops,even the“cost”ofa mortgage-all are at historic lows.It’s been a good 20 years to be a consumer.But for companies.tlle pressure is on.Most companies are desperate to raise prices.Andvirtually every company has the same lament:We can’t.Customers won’t stand for it. Com。petitors will undercut US.And technology will disrupt US again.Jack Welch saw it back in1996。when he,famously complained,“There is no pricing power at a11.”The environment is even tougher today. Anyone who soils anything knows that price is the pivot of business,the ultimate leverage·If you can raise pflees——even a bi-you can increase profits dramatically. If you Can’t raise prices,you feel like your business is struggling,regardless of what is happening with cost,quality,or service.
Meanwhile.anyone who buys anything knows that almost nothing has a single price any‘more.Want to know the price of something?Well,you get back a series of questionst Who ale vou?How long have you been a customer?How much are you buying?How good are you at un。blinking negotiation?Did you bring your frequent-shopper card?
So I set out on a mi8sion:to enter the hidden world ofprices and pricers.1 wanted to talk candidly with the smartest experts.the savviest executives,and the most nimble tacticians a-bout the most urgent subject in business today:pricing
在举国庆贺改革开放三十年之际,赵万哲同志主编的《实用商务英语教程》即将付梓,这是一件非常值得称道的事。长期以来,不论是哪一类学校,商务英语专业使用的教材大都是统一范式,但是这部教材却以实用、简明、易学为特点而让人耳目一新。
《实用商务英语教程》是一本适合应用型本科院校英语专业商务方向学生使用的教科书。参加本教材编写的人员有专业造诣精深的专家教授,有实践经验丰富、富有创新精神的教学骨干,也有才华横溢的硕士、博士,这是他们多年的教学实践和教学研究的结晶。这本教材以《高等学校英语专业英语教学大纲》为依据,将社会需求与培养应用型外语人才紧密结合,注重英语专业的学科系统性和科学性,注重将语言技能训练与商务英语知识融为一体,注重英语教学的方法和规律。“删繁就简三秋树,领异标新二月花”,这句话正是对这本教材的形象概括,既简明易学,又特色鲜明。
该教材针对应用型本科院校商务英语专业学生的学习特点和需要编写,博采众长,选材新颖,练习形式灵活多样,语言知识与能力训练并重,具有创新性、实用性和趣味性,反映了当前英语专业教学改革的新理念和新成果。
在美丽的白河之滨,在炎炎的夏日里,教材的编者们还在为教材的编撰付出辛勤的汗水。这部教材是他们为英语教学改革做出的贡献,也是他们献给学子们的一份弥足珍贵的礼物,希望大学生朋友们能够喜爱它。打开它,不敢说一定能采撷果实盈筐,鲜花满怀,但必定不会空手而归。
当然,金无足赤,本教材也许有很多不足之处,希望广大读者不要用“尽善尽美”的眼光来审视它,同时也希望大方之家及读者给予悉心指导、批评指正,能使这本颇具特色的教材更加完善。是为序。

Unit 1 China Builds Its NASDAQ
Unit 2 Globalization of Chinese Brands
Unit 3 How Jack Welch Runs GE
Unit 4 Long Live the Revolution
Unit 5 The Economy on the Edge
Unit 6 The Dragon and the Eagle
Unit 7 Which Price is Right?
Unit 8 The Lost Half Decade
Unit 9 Effective Leadership Building a Successful Corporate Culture
Unit 10 China’S Opening and a Win—for—all World
Key to Exercises
参考文献
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