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  工业设计史(第四版)（内容一致，印次、封面或原价不同，统一售价，随机发货）
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本书是根据中国工商管理本科大纲要求、教学实践进行详细精简的本科英文教材。本书多年来在美国始终是*的商务学入门教材,几位作者凭借自己丰富的教学经验,并广泛听取来自400多名学者以及很多学生的建议和意见,对其不断进行完善。 本书内容全面,角度新颖,适用对象广,实践指导意义强。书中涵盖了商务趋势、企业所有权、企业管理、人力资源管理、营销和管理财务资源六个部分。既适合用作高等院校相关专业的教科书,也可作为内容全面的学科参考手册供相关领域的管理人员和研究人员使用。

第1部分商务趋势:在多变的全球环境中培育企业 1 第1章动态商务环境下的管理:承担风险,获取收益 1 第2部分企业所有权:组建小企业 25 第2章组建企业的方式 25第3章创业与组建小企业 55 第3部分企业管理:激励员工为顾客提供满意服务 83 第4章管理和领导 83第5章使组织适应当今的挑战 106第6章生产与运作管理 132 第4部分人力资源管理:激励员工提供优质产品和服务 155 第7章员工激励 155第8章人力资源管理:寻找和留住**员工 182 第5部分营销:制订和实施以顾客为导向的营销计划 214 第9章营销:帮助消费者购买 214第10章产品与服务的开发和定价 239第11章产品的分销 265第12章采用有效的促销方式 293 第6部分管理财务资源 317 第13章了解会计与财务信息 317第14章财务管理 345第15章证券市场:融资和投资机会 371第16章货币、金融机构与美联储 402尾声 427 Gold Standard xvi Prologue: Getting Ready for This Course and Your Career P PaRT 1 Business Trends: Cultivating a Business in Diverse, Global Environments 1 Taking Risks and Making Profits within the Dynamic Business Environment 1 PaRT 2 Business Ownership: Starting a Small Business 2 How to Form a Business 25 3 Entrepreneurship and Starting a Small Business 55 PaRT 3 Business Management: Empowering Employees to Satisfy Customers 4 Management and Leadership 83 5 Structuring Organizations for Today’s Challenges 106 6 Production and Operations Management 131 PaRT 4 Management of Human Resources: Motivating Employees to Produce Quality Goods and Services 7 Motivating Employees 155 8 Human Resource Management: Finding and Keeping the Best Employees 182 PaRT 5 Marketing: Developing and Implementing Customer-Oriented Marketing Plans 9 Marketing: Helping Buyers Buy 214 10 Developing and Pricing Goods and Services 239 11 Distributing Products 265 12 Using Effective Promotions 293 PaRT 6 Managing Financial Resources 13 Understanding accounting and Financial Information 317 14 Financial Management 345 15 Using Securities Markets for Financing and Investing Opportunities 371 16 Money, Financial Institutions, and the Federal Reserve 402 EPILOGUE 427 vi Gold Standard xvi PROLOGUE Getting Ready for This Course and your Career P Learning the Skills you Need to Succeed Today and Tomorrow P-1 Using This Course to Prepare for your Career P-2 Assessing your Skills and Personality P-3 Using Professional Business Strategies Right Now P-3 Learning to Behave Like a Professional P-4 Doing your Best in College P-6 Study Hints P-6 Test-Taking Hints P-8 Time Management Hints P-9 Making the Most of the Resources for This Course P-9 Getting the Most from This Text P-11 PaRT 1 Business Trends: Cultivating a Business in Diverse, Global Environments 1 CHAPTER 1 Taking Risks and Making Profits within the Dynamic Business Environment 1 GETTING TO KNOw ANN-MARIE CAMPBELL OF HOME DEPOT 3 Business and Wealth Building 4 Revenues, Profits, and Losses 4 Matching Risk with Profit 4 Standard of Living and Quality of Life 5 Responding to the various Business Stakeholders 5 Using Business Principles in Nonprofit Organizations 6 The Importance of Entrepreneurs to the Creation of Wealth 7 The Five Factors of Production 7 The Business Environment 9 The Economic and Legal Environment 9 The Technological Environment 10 aDaPTING TO CHANGE UP, UP, aND awaY 12 The Competitive Environment 13 The Social Environment 13 The Global Environment 14 REaCHING BEYOND OUR BORDERS HOLLYwOOD CLIMBS THE GREaT waLL 16 The Evolution of U.S. Business 16 Progress in the agricultural and Manufacturing Industries 16 Progress in Service Industries 17 Your Future in Business 17 aDaPTING TO CHANGE SERvICES ExPaND THE CIRCULaR ECONOMY 19 Summary 19 Career Exploration 21 Critical Thinking 21 Developing Career Skills 22 Putting Principles to Work 22 Video Case: Grubhub and the Dynamic Business Environment 23 Notes 24 PaRT 2 Business Ownership: Starting a Small Business 25 CHAPTER 2 How to Form a Business 25 GETTING TO KNOw PETER CANCRO, FOUNDER OF JERSEy MIkE’S SUBS 27 Basic Forms of Business Ownership 28 Sole Proprietorships 28 advantages of Sole Proprietorships 28 Disadvantages of Sole Proprietorships 29 Partnerships 30 advantages of Partnerships 31 Disadvantages of Partnerships 32 Corporations 32 vii MaKING ETHICAL DECISIONS GOOD BUSINESS, BaD KaRMa? 33 advantages of Corporations 34 Disadvantages of Corporations 35 Individuals Can Incorporate 36 aDaPTING TO CHANGE KICKSTaRTING a BENEFIT CORPORaTION 37 S Corporations 37 Limited Liability Companies 38 Corporate Expansion: Mergers and Acquisitions 41 Franchises 42 advantages of Franchises 43 Disadvantages of Franchises 44 SPOTLIGHT ON SMALL BUSINESS UNLOCKING a GROwING FRaNCHISE 45 Diversity in Franchising 45 Home-Based Franchises 46 E-Commerce in Franchising 46 Using Technology in Franchising 47 Franchising in Global Markets 47 Cooperatives 48 Which Form of Ownership Is for you? 48 Summary 49 Career Exploration 51 Critical Thinking 51 Developing Career Skills 51 Putting Principles to Work 52 Video Case: Domino’s Still Rolling in the Dough 52 Notes 53 CHAPTER 3 Entrepreneurship and Starting a SmallBusiness 55 GETTING TO KNOw TRISTAN WALkER, FOUNDER OF WALkER AND COMPANy 57 The Job-Creating Power of Entrepreneurs in the United States 58 Why People Take the Entrepreneurial Challenge 58 SPOTLIGHT ON SMALL BUSINESS STUDENT STaRT-UPS 59 what Does It Take to Be an Entrepreneur? 59 Turning Your Passions and Problems into Opportunities 60 Entrepreneurial Teams 61 Entrepreneurship within Firms 61 Micropreneurs and Home-Based Businesses 61 Online Businesses 62 Encouraging Entrepreneurship: what Government Can Do 64 Getting Started in Small Business 65 Small versus Big Business 66 Importance of Small Businesses 66 Small-Business Success and Failure 66 Learning About Small-Business Operations 68 Learn from Others 68 Get Some Experience 68 Take Over a Successful Firm 68 MaKING ETHICAL DECISIONS SHOULD YOU STaY OR SHOULD YOU GO? 69 Managing a Small Business 69 Planning Your Business 70 Financing Your Small Business 70 Knowing Your Customers 74 Managing Your Employees 74 Keeping Records 75 Looking for Help 75 Going Global: Small-Business Prospects 76 Summary 77 Career Exploration 79 Critical Thinking 79 Developing Career Skills 80 Putting Principles to Work 80 Video Case: Launching a Business: JCF Health and Fitness 80 Notes 81 PaRT 3 Business Management: Empowering Employees to Satisfy Customers 83 CHAPTER 4 Management and Leadership 83 GETTING TO KNOw kEVIN PLANk, FOUNDER OF UNDER ARMOUR 85 Managers’ Roles Are Evolving 86 The Four Functions of Management 86 Planning and Decision Making 88 aDaPTING TO CHANGE wILL STRaTEGY ROBOTS REPLaCE MaNaGERS? 91 Decision Making: Finding the Best alternative 92 Organizing: Creating a Unified System 93 Tasks and Skills at Different Levels of Management 93 CONNECTING THROUGH SOCIAL MEDIA waNT TO BE a SOCIaL MEDIa MaNaGER? 95 Staffing: Getting and Keeping the Right People 95 Leading: Providing Continuous Vision and Values 96 MaKING ETHICAL DECISIONS wHaT DO YOU TELL THE TEaM? 97 Leadership Styles 97 Empowering workers 98 Managing Knowledge 99 Controlling: Making Sure It Works 99 a Key Criterion for Measurement: Customer Satisfaction 100 Summary 101 Career Exploration 103 Critical Thinking 103 Developing Career Skills 104 Putting Principles to Work 104 Video Case: Zappos’s Team Approach 104 Notes 105 CHAPTER 5 Structuring Organizations for Today’s Challenges 106 GETTING TO KNOw DENISE MORRISON, CEO OF CAMPBELL SOUP COMPANy 107 Organizing for Success 108 Building an Organization from the Bottom Up 108 MaKING ETHICAL DECISIONS wOULD YOU SaCRIFICE SaFETY FOR PROFITS? 109 The Changing Organization 109 The Development of Organizational Design 109 Turning Principles into Organizational Design 111 Decisions to Make in Structuring Organizations 112 Choosing Centralized or Decentralized authority 113 Choosing the appropriate Span of Control 113 Choosing between Tall and Flat Organizational Structures 113 weighing the advantages and Disadvantages of Departmentalization 114 Organizational Models 117 Line Organizations 117 Line-and-Staff Organizations 117 Matrix-Style Organizations 118 aDaPTING TO CHANGE GOING BOSSLESS 120 Cross-Functional Self-Managed Teams 120 Going Beyond Organizational Boundaries 120 Managing the Interactions among Firms 121 Transparency and virtual Organizations 121 Adapting to Change 122 Restructuring for Empowerment 123 CONNECTING THROUGH SOCIAL MEDIA BREaKING THE CONNECTION 124 Creating a Change-Oriented Organizational Culture 124 Managing the Informal Organization 125 Summary 126 Career Exploration 127 Critical Thinking 127 Developing Career Skills 128 Putting Principles to Work 128 Video Case: Freshii’s Winning Organization 129 Notes 130 CHAPTER 6 Production and OperationsManagement 131 GETTING TO KNOw SHAHID kHAN, CEO OF FLEx-N-GATE 133 Manufacturing and Services in Perspective 134 Manufacturers and Service Organizations Become More Competitive 134 REaCHING BEYOND OUR BORDERS CREaTING SKILLED wORKERS wITH GERMaN-STYLE aPPRENTICESHIPS 135 From Production to Operations Management 135 Operations Management in the Service Sector 136 Production Processes 137 The Need to Improve Production Techniques and Cut Costs 138 Computer-aided Design and Manufacturing 138 Flexible Manufacturing 138 Lean Manufacturing 139 Mass Customization 139 Robotics 139 3D Printing 140 Using Sensing, Measurement, and Process Control 140 Operations Management Planning 140 Facility Location 140 aDaPTING TO CHANGE THE vaST POSSIBILITIES OF 3D PRINTING 141 Facility Location for Manufacturers 141 MaKING ETHICAL DECISIONS SHOULD wE STaY OR SHOULD wE GO? 142 Interfirm Operations Management 142 Facility Location in the Future 143 Facility Layout 143 Materials Requirement Planning 143 Purchasing 145 Just-in-Time Inventory Control 145 Quality Control 145 The Baldrige awards 146 ISO 9001 and ISO 14001 Standards 146 Control Procedures: PERT and Gantt Charts 147 Preparing for the Future 148 Summary 149 Career Exploration 151 Critical Thinking 152 Developing Career Skills 152 Putting Principles to Work 152 Video Case: Production in the 21st Century 153 Notes 154 PaRT 4 Management of Human Resources: Motivating Employees to Produce Quality Goods and Services 155 CHAPTER 7 Motivating Employees 155 GETTING TO KNOw kIM JORDAN, CEO OF NEW BELGIUM BREWING COMPANy 157 The Value of Motivation 158 Frederick Taylor: The “Father” of Scientific Management 158 Elton Mayo and the Hawthorne Studies 159 Motivation and Maslow’s Hierarchy of Needs 160 Herzberg’s Motivating Factors 161 Mcgregor’s Theory x and Theory y 163 Theory x 164 Theory Y 164 Ouchi’s Theory Z 165 Goal-Setting Theory and Management by Objectives 166 Meeting Employee Expectations: Expectancy Theory 167 Treating Employees Fairly: Equity Theory 167 Putting Theory into Action 168 Motivating through Job Enrichment 168 Motivating through Open Communication 169 applying Open Communication in Self-Managed Teams 170 Recognizing a Job well Done 170 aDaPTING TO CHANGE EMPLOYEE ENGaGEMENT’S MOOD RING 171 Personalizing Motivation 172 Motivating Employees across the Globe 172 Motivating Employees across Generations 172 CONNECTING THROUGH SOCIAL MEDIA THREE CHEERS FOR PEERS! 174 Summary 175 Career Exploration 178 Critical Thinking 178 Developing Career Skills 178 Putting Principles to Work 179 Video Case: Appletree Answers 179 Notes 180 CHAPTER 8 Human Resource Management: Findingand keeping the Best Employees 182 GETTING TO KNOw HAMDI ULUkAyA, FOUNDER AND CEO OF CHOBANI 183 Working with People Is Just the Beginning 184 Developing the Ultimate Resource 185 The Human Resource Challenge 185 Laws Affecting Human Resource Management 186 Laws Protecting Employees with Disabilities and Older Employees 188 Effects of Legislation 188 Determining a Firm’s Human Resource Needs 189 Recruiting Employees From a Diverse Population 190 CONNECTING THROUGH SOCIAL MEDIA NEED a JOB? 192 Selecting Employees Who Will Be Productive 192 CONNECTING THROUGH SOCIAL MEDIA LET’S FaCE IT 194 Hiring Contingent workers 194 Training and Developing Employees for Optimum Performance 195 MaKING ETHICAL DECISIONS INTERN OR INDENTURED SERvaNT? 196 Management Development 197 Networking 198 Diversity in Management Development 198 Appraising Employee Performance to Get Optimum Results 199 Compensating Employees: Attracting and keeping the Best 200 Pay Systems 200 Compensating Teams 200 Fringe Benefits 202 REaCHING BEYOND OUR BORDERS MaNaGING a GLOBaL wORKFORCE 203 Scheduling Employees to Meet Organizational and Employee Needs 203 Flextime Plans 203 Home-Based work 204 Job-Sharing Plans 206 Moving Employees Up, Over, and Out 206 Promoting and Reassigning Employees 206 Terminating Employees 206 Retiring Employees 207 Losing valued Employees 207 Summary 208 Career Exploration 210 Critical Thinking 210 Developing Career Skills 211 Putting Principles to Work 211 Video Case: Teach for America 211 Notes 212 PaRT 5 Marketing: Developing and Implementing Customer-Oriented Marketing Plans 214 CHAPTER 9 Marketing: Helping Buyers Buy 214 GETTING TO KNOw MICHELLE PHAN, FOUNDER OF IPSy 215 What Is Marketing? 216 The Evolution of Marketing 217 CONNECTING THROUGH SOCIAL MEDIA SNaPPING UP a CUSTOMER BaSE 218 Nonprofit Organizations and Marketing 219 The Marketing Mix 219 applying the Marketing Process 220 Designing a Product to Meet Consumer Needs 221 Setting an appropriate Price 222 Getting the Product to the Right Place 222 Developing an Effective Promotional Strategy 222 Providing Marketers with Information 223 The Marketing Research Process 223 The Marketing Environment 225 Global Factors 225 Technological Factors 225 Sociocultural Factors 225 Competitive Factors 226 Economic Factors 226 SPOTLIGHT ON SMALL BUSINESS CREaTING MaSS aPPEaL FOR a CUSTOM PRODUCT 227 Two Different Markets: Consumer and Business-to-Business (B2B) 227 The Consumer Market 228 Segmenting the Consumer Market 228 Reaching Smaller Market Segments 230 Building Marketing Relationships 230 The Consumer Decision-Making Process 230 The Business-to-Business Market 231 aDaPTING TO CHANGE BUILDING RELaTIONSHIPS BY BUILDING SUBSCRIBERS 232 your Prospects in Marketing 233 Summary 234 Career Exploration 235 Critical Thinking 236 Developing Career Skills 236 Putting Principles to Work 236 Video Case: Dunkin’ Donuts and the 4 Ps 237 Notes 237 CHAPTER 10 Developing and Pricing Goods andServices 239 GETTING TO KNOw ANTHONy kATZ, FOUNDER OF HyPERICE 241 Product Development and the Total Product Offer 242 CONNECTING THROUGH SOCIAL MEDIA PLaYING wITH THE SOCIaL GaMING STaRS 243 Distributed Product Development 243 Product Lines and the Product Mix 244 Product Differentiation 244 Marketing Different Classes of Consumer Goods and Services 245 Marketing Industrial Goods and Services 246 Packaging Changes the Product 248 The Growing Importance of Packaging 248 MaKING ETHICAL DECISIONS NaTURaL GOODS: REaLLY FROM NaTURE? 249 Branding and Brand Equity 249 REaCHING BEYOND OUR BORDERS PLaYING THE NaME GaME 250 Brand Categories 250 Generating Brand Equity and Loyalty 251 Creating Brand associations 251 Brand Management 252 The New-Product Development Process 252 Generating New-Product Ideas 252 Product Screening 253 Product analysis 253 Product Development and Testing 253 Commercialization 253 SPOTLIGHT ON SMALL BUSINESS MaDE BY MOMMY 254 The Product Life Cycle 254 Example of the Product Life Cycle 254 Using the Product Life Cycle 255 Competitive Pricing 255 Pricing Objectives 257 Cost-Based Pricing 257 Demand-Based Pricing 258 Competition-Based Pricing 258 Break-Even analysis 258 Other Pricing Strategies 258 How Market Forces affect Pricing 259 Nonprice Competition 259 Summary 260 Career Exploration 262 Critical Thinking 262 Developing Career Skills 262 Putting Principles to Work 263 Video Case: Developing New Products at Domino’s 263 Notes 264 CHAPTER 11 Distributing Products 266 GETTING TO KNOw TONy MCGEE, PRESIDENT AND CEO OF HNM GLOBAL LOGISTICS 267 The Emergence of Marketing Intermediaries 268 why Marketing Needs Intermediaries 268 SPOTLIGHT ON SMALL BUSINESS wHaT waS MINE IS NOw YOURS 269 How Intermediaries Create Exchange Efficiency 269 The value versus the Cost of Intermediaries 269 The Utilities Created by Intermediaries 272 Form Utility 272 CONNECTING THROUGH SOCIAL MEDIA I’M LOvIN’ aLL-DaY EGG MCMUFFINS 273 Time Utility 273 Place Utility 273 Possession Utility 274 Information Utility 274 Service Utility 274 Wholesale Intermediaries 275 Merchant wholesalers 275 agents and Brokers 275 Retail Intermediaries 276 Retail Distribution Strategy 277 Online Retailing and other Nonstore Retailing 277 Online Retailing 277 Telemarketing 278 vending Machines, Kiosks, Carts, and Pop-Ups 278 Direct Selling 279 Multilevel Marketing 279 Direct Marketing 279 Building Cooperation in Channel Systems 280 Corporate Distribution Systems 280 Contractual Distribution Systems 280 administered Distribution Systems 280 Supply Chains 281 Logistics: Getting Goods to Consumers Efficiently 282 aDaPTING TO CHANGE ONLINE GROCERY SHOPPING 283 Trains are Great for Large Shipments 283 Trucks are Good for Small Shipments to Remote Locations 284 water Transportation Is Inexpensive but Slow 284 Pipelines are Fast and Efficient 285 air Transportation Is Fast but Expensive 285 Intermodal Shipping 285 The Storage Function 285 Tracking Goods 286 What All This Means to your Career 286 Summary 287 Career Exploration 289 Critical Thinking 289 Developing Career Skills 289 Putting Principles to Work 290 Video Case: FedEx 290 Notes 291 CHAPTER 12 Using Effective Promotions 293 GETTING TO KNOw MICHAEL DUBIN, COFOUNDER AND CEO OF DOLLAR SHAVE CLUB 295 Promotion and the Promotion Mix 296 Advertising: Informing, Persuading, and Reminding 297 Television advertising 298 Product Placement 299 CONNECTING THROUGH SOCIAL MEDIA HOw SOCIaL MEDIa MOvE Tv RaTINGS 300 Infomercials 300 Online advertising 300 Social Media advertising 301 Global advertising 301 REaCHING BEYOND OUR BORDERS OREO: wORLD’S FavORITE COOKIE? 302 Personal Selling: Providing Personal Attention 302 Steps in the Selling Process 302 The Business-to-Consumer Sales Process 304 Public Relations: Building Relationships 305 Publicity: The Talking arm of PR 306 Sales Promotion: Giving Buyers Incentives 306 Word of Mouth and Other Promotional Tools 308 Social Networking 308 Blogging 309 Podcasting 309 E-Mail Promotions 309 Mobile Marketing 309 Managing the Promotion Mix: Putting It all Together 309 aDaPTING TO CHANGE OUTDOOR “EYES” aRE PULLING YOU IN 310 Promotional Strategies 310 Summary 311 Career Exploration 312 Critical Thinking 313 Developing Career Skills 313 Putting Principles to Work 313 Video Case: SxSW 314 Notes 315 PaRT 6 Managing Financial Resources 317 CHAPTER 13 Understanding Accounting and Financial Information 317 GETTING TO KNOw SHELLy SUN, CEO OF BRIGHTSTAR CARE 319 The Role of Accounting Information 320 what Is accounting? 320 The Accounting Cycle 320 Using Technology in accounting 322 Understanding key Financial Statements 323 The Fundamental accounting Equation 323 The Balance Sheet 324 Classifying assets 324 Liabilities and Owners’ Equity accounts 326 The Income Statement 327 Revenue 327 Cost of Goods Sold 328 SPOTLIGHT ON SMALL BUSINESS OUT wITH THE OLD; IN wITH THE NEw 329 Operating Expenses 329 Net Profit or Loss 330 The Statement of Cash Flows 330 The Need for Cash Flow analysis 330 MaKING ETHICAL DECISIONS wHEN YOU aRE JUDGE aND JURY! 332 Analyzing Financial Performance Using Ratios 332 Liquidity Ratios 333 Leverage (Debt) Ratios 333 Profitability (Performance) Ratios 334 activity Ratios 334 Accounting Disciplines 336 Financial accounting 336 Managerial accounting 337 auditing 337 Tax accounting 337 aDaPTING TO CHANGE aCCOUNTING: CSI 338 Government and Not-for-Profit accounting 338 REaCHING BEYOND OUR BORDERS THE wIDE, wIDE wORLD OF aCCOUNTING 339 Summary 340 Career Exploration 341 Critical Thinking 342 Developing Career Skills 342 Putting Principles to Work 342 Video Case: The Accounting Function at Goodwill Industries 343 Notes 343 CHAPTER 14 Financial Management 345 GETTING TO KNOw kATHy WALLER, ExECUTIVE VICE PRESIDENT AND CFO OF COCA-COLA 347 The Role of Finance and Financial Managers 348 The Value of Understanding Finance 349 what Is Financial Management? 350 Financial Planning 350 Forecasting Financial Needs 350 working with the Budget Process 351 Establishing Financial Controls 352 The Need for Operating Funds 354 Managing Day-by-Day Needs of the Business 354 Controlling Credit Operations 354 MaKING ETHICAL DECISIONS NOT wHaT THE DOCTOR ORDERED! 355 acquiring Needed Inventory 355 Making Capital Expenditures 355 alternative Sources of Funds 356 Obtaining Short-Term Financing 356 Trade Credit 357 Family and Friends 357 Commercial Banks 357 Different Forms of Short-Term Loans 358 Factoring accounts Receivable 358 aDaPTING TO CHANGE FINaNCING JUST a CLICK awaY 359 Commercial Paper 359 Credit Cards 360 Obtaining Long-Term Financing 360 Debt Financing 361 Equity Financing 361 Comparing Debt and Equity Financing 362 Lessons Learned from the Financial Crisis and Great Recession 363 SPOTLIGHT ON SMALL BUSINESS LOOKING FOR a SLaM DUNK 364 Summary 365 Career Exploration 367 Critical Thinking 367 Developing Career Skills 367 Putting Principles to Work 368 Video Case: Starting Up: Tom and Eddie’s 368 Notes 369 CHAPTER 15 Using Securities Markets for Financing andInvesting Opportunities 371 GETTING TO KNOw JIM CRAMER, HOST OF CNBC’S Mad Money 373 The Function of Securities Markets 374 The Role of Investment Bankers 375 Stock Exchanges 375 CONNECTING THROUGH SOCIAL MEDIA JOBS aCT RULES CROwDINvESTING 376 Securities Regulations and the Securities and Exchange Commission 377 Foreign Stock Exchanges 377 How Businesses Raise Capital by Selling Stock 378 advantages and Disadvantages of Issuing Stock 379 Issuing Shares of Common Stock 379 Issuing Shares of Preferred Stock 379 How Businesses Raise Capital by Issuing Bonds 380 Learning the Language of Bonds 380 advantages and Disadvantages of Issuing Bonds 381 Different Classes of Bonds 382 Special Bond Features 382 How Investors Buy Securities 383 Investing through Online Brokers 383 aDaPTING TO CHANGE R2-D2 TO THE INvESTOR’S RESCUE 384 Choosing the Right Investment Strategy 384 MaKING ETHICAL DECISIONS MONEY GOING UP IN SMOKE 385 Reducing Risk by Diversifying Investments 385 Investing in Stocks 386 Stock Splits 386 Buying Stock on Margin 387 Understanding Stock Quotations 387 Investing in Bonds 388 Investing in High-Risk (Junk) Bonds 389 Investing in Mutual Funds and Exchange-Traded Funds 389 Understanding Stock Market Indicators 391 Riding the Market’s Roller Coaster 392 Summary 395 Career Exploration 397 Critical Thinking 398 Developing Career Skills 398 Putting Principles to Work 399 Video Case: Where Did All My Money Go? 399 Notes 400 CHAPTER 16 Money, Financial Institutions, and the Federal Reserve 402 GETTING TO KNOw JANET yELLEN, CHAIR OF THE FEDERAL RESERVE 403 Why Money Is Important 404 what Is Money? 404 aDaPTING TO CHANGE SaYING GOODBYE TO BEN FRaNKLIN 406 Managing Inflation and the Money Supply 407 The Global Exchange of Money 407 Control of the Money Supply 407 Basics about the Federal Reserve 408 The Reserve Requirement 408 Open-Market Operations 409 The Discount Rate 409 The Federal Reserve’s Check-Clearing Role 410 The History of Banking and the Need for the Fed 411 Banking and the Great Depression 412 The U.S. Banking System 412 Commercial Banks 413 Services Provided by Commercial Banks 413 Services to Borrowers 413 MaKING ETHICAL DECISIONS aN OPEN aND SHUT OPTION 414 CONTENTS xv Savings and Loan associations (S&Ls) 414 Credit Unions 414 Other Financial Institutions (Nonbanks) 414 The Banking Crisis and How the Government Protects your Money 415 SPOTLIGHT ON SMALL BUSINESS BECOMING YOUR BEST FRIEND IN BaNKING 416 Protecting Your Funds 417 The Federal Deposit Insurance Corporation (FDIC) 417 The Savings association Insurance Fund (SaIF) 417 The National Credit Union administration (NCUa) 417 Using Technology to Make Banking More Efficient 417 Online Banking 418 International Banking and Banking Services 419 Leaders in International Banking 419 The world Bank and the International Monetary Fund 419 REaCHING BEYOND OUR BORDERS NEw DaY, NEw ISSUES aCROSS THE GLOBE 420 Summary 421 Career Exploration 423 Critical Thinking 423 Developing Career Skills 424 Putting Principles to Work 424 Video Case: The Financial Crisis 425 Notes 425 EPILOGUE Getting the Job you Want 427 Job Search Strategy 429 Searching for Jobs Online 431 Job Search Resources 432 writing Your Résumé 433 Putting Your Résumé Online 434 writing a Cover Letter 435 Preparing for Job Interviews 438 Being Prepared to Change Careers 441

威廉·尼克尔斯,马里兰大学帕克分校商学院副教授,美国西储大学企业管理硕士,俄亥俄州立大学博士,教学经验超过30年,四度获颁“杰出教师奖”。