《商务英语精读》是为商务英语精读课程编写的配套教材,分为上下两册。下册主要从微观层面介绍了各项商务活动的情况,内容包括:进出口、国际市场营销、国际货物运输与保险、国际商务谈判等。《商务英语精读》在编写上有着鲜明的特点,图文并茂,形式活泼,每章后都附有多种类型的练习题,能帮助学生举一反三,更好地掌握本章内容。

UNIT 6Preparation for International Market
Chapter 19Motivations to Go Abroad
Section One: Business Communications
Making an Offer
Section Two: Text
Motivations to Co Abroad
Section Three : Exercises
Section Four: Biz Fueling Station
Section Five: Business Reading
Concerns and Problems of Going International
Chapter 20International Market Research
Section One: Business Communications
Doing Business in China
Section Two: Text
International Market Research
Section Three: Exercises
Section Four: Biz Fueling Station
Section Five: Business Reading
Potato Chip's Global Marketing
Chapter 21Determining Research Objectives
Section One: Business Communications
Decision Making in China
Section Two: Text
Determining Research Objectives
Section Three: Exercises
Section Four: Biz Fueling Station
Section Five: Business Reading
Using Aims and Objectives to Create a Business Strategy
-Experience from Kellogg
UNIT 7International Marketing
Chapter 22What Is Marketing
Section One: Business Communications
Product Presentation
Section Two: Text
Marketing
Section Three: Exercises
Section Four: Biz Fueling Station
Section Five: Business Reading
Marketing Is All Around Us
Chapter 23The Marketing Process
Section One: Business Communications
Marketing Strategy
Section Two: Text
The Marketing Mix
Section Three: Exercises
Section Four: Biz Fueling Station
Section Five: Business Reading
Market Segmentation
Chapter 24Target Market Selection
Section One: Business Communications
Developing a New Market
Section Two: Text
How to Select Target Market
Section Three : Exercises
Section Four: Biz Fueling Station
Section Five: Business Reading
Estimating Market Potential
Chapter 25Marketing in the 21st Century
Section One: Business Communications
Counter-Offer
Section Two: Text
Global Marketing in the Twenty-first Century
Section Three: Exercises
Section Four: Biz Fueling Station
Section Five: Business Reading
Brand Management or Customer Management
UNIT 8Negotiation and Contract
Chapter 26Business Negotiation
Section One: Business Communications
Meeting a Trade Delegation
Section Two : Text
Steps of Business Negotiation
Section Three: Exercises
Section Four: Biz Fueling Station
Section Five: Business Reading
The Negotiating Skills
Chapter 27Establishment of Contract
Section One: Business Communications
Contract Negotiation over the Phone-Price
Section Two: Text
Fundamentals of a Contract
Section Three: Exercises
Section Four: Biz Fueling Station
Section Flue: Business Reading
Breach of Contract
Chapter 28Business Contract
Section One: Business Communications
Drafting Contract
Section Two : Text
Drafting a Contract
Section Three: Exercises
Section Four: Biz Fueling Station
Section Fioe : Business Reading
Purchase Contract
Chapter 29Function of Trade Terms
Section One: Business Communications
pecific Enquiry
Section Two: Text
Function of Trade Terms
Section Three: Exercises
Section Four: Biz Fueling Station
Section Five: Business Reading
Purpose and Scope of Incoterms
Chapter 30Commonly Used Trade Terms
Section One: Business Communications
Emergency Call: Dispute Settlement
Section Two: Text
Commonly Used Trade Terms
Section Three: Exercises
Section Four: Biz Fueling Station
Section Five: Business Reading
A View of the Structure of Incoterms
UNIT9InternationalPayment
Chapter 31Terms and Instruments of Payment
Section One: Business Communications
Declining Payment by D/P
Section Two: Text
Terms of Payment
Section Three: Exercises
Section Four: Biz Fueling Station
Section Five: Business Reading
nstruments of Payment
Chapter 32Documentary Collection
Section One: Business Communications
Both Sides Make Some Concessions
Section Two: Text
Procedures of Documentary Collection
Section Three: Exercises
Section Four: Biz Fueling Station
Section Five: Business Reading
DP and DA
Chapter 33Letter of Credit
Section One: Business Communications
Accepting Payment by D/P
Section Two: Text
Documentary Credit
Section Three: Exercises
Section Four: Biz Fueling Station
Section Five: Business Reading
Procedures & Types of L/C
UNIT 10Shipment and Insurance
Chapter 34Modes of Transportation
Section One: Business Communications
Shipment
Section Two: Text
Modes of Transport
Section Three: Exercises
Section Four: Biz Fueling Station
Section Five: Business Reading
Clause of Shipment
Chapter 35Insurance and Its History
Section One: Business Communications
Insuring the Glassware
Section Two: Text
History of Insurance
Section Three: Exercises
Section Four: Biz Fueling Station
Section Five: Business Reading
The Advantages of Your Own Ocean Cargo Policy
Chapter 36Cargo Insurance
Section One: Business Communications
Lodging a Claim
……

2001年加入世界贸易组织以来,我国在国际商务领域正面临着****的机遇和挑战。我国的国际贸易无论在质上还是在量上,都出现了****的飞跃。2004年7月1日实施的《中华人民共和国对外贸易法》,降低了企业和个人从事国际商务活动的门槛,加快了中国经济与世界经济的接轨。如今,即使那些从未考虑过开拓国际市场的国内企业,也不得不正视其产品正面临着国内外许多同类商品竞争的严峻现实。这是中国企业和个人在享受经济全球化和知识经济所带来的好处的同时需要认真应对的挑战。招揽外语熟练,熟知国际贸易惯例、国际金融和法律知识,掌握国际贸易流程各个环节的业务操作并了解各国风土人情的复合型经贸人才无疑是中国企业成功地适应新形势、应对挑战、走向世界、更好地参与国际市场竞争的要素之一。目前,市场上这样的复合型经贸人才正面临着巨大的缺口,这在某种程度上成为制约中国企业更好、更快地发展壮大自己的瓶颈。因此,为**培养出熟悉国际经济环境、通晓国际商务知识、能够熟练进行跨文化商务交际的高素质、外向型、具有国际视野的复合型国际商务人才已成为当务之急。
《商务英语精读》(上下册)正是为此目的而编写的一套理论联系实际、富有新意、质量上乘的应用型教学用书。本书以外贸企业和跨国公司从事国际商务活动时所经历的各个环节为主线,以它们的经营活动所面临的内外环境、所涉及的因素为纲,以既阐述国际商务知识,又培养英语语言能力和跨文化商务交际能力为指导思想,真实地再现这类企业从事国际商务活动的自然流程。正是在这个意义上,本书在理论联系实际、帮助学习者努力实现学以致用的目标方面作了大胆的尝试和创新。
本书的使用对象是高等院校商务英语专业学生,也可供国际贸易、市场营销、工商管理、电子商务、公关与文秘等专业的本专科学生和广大对商务英语感兴趣、有志于在外贸行业或外企工作的英语自学者使用。同时,本书也是各类涉外经贸企业、“三资”企业和跨国公司培训员工商务技能和英语能力的**教材。
根据教学需要,本书可分别用做专业基础课教材(供两学年使用)或专业必修课教材(供一学年使用)。全书分上下两册,每册5个单元,各18章,两册共36章。每单元以一个主题为**,各章内容均紧紧围绕主题精选材料。上册主要从宏观的角度,开宗明义介绍“什么是商务”,接着依次讲解国际商务的基本理论、国际商务环境(包括国际金融市场、银行、经济全球化和跨国公司的作用等内容)、国际商务政策(包括国际收支、关税和非关税壁垒、世界贸易组织等)及国际企业的管理等。