本教材是专门为高职高专商务英语专业学生而精心编写的。由**英语专家主编,高职商务英语教学一线骨干教师、本科商务英语教学专家、英语语言教育专家和企业商务英语培训教师联袂编写,由外籍商务英语专家审定把关。本教材有以下特点:起点、难度适当,符合高职学生的实际特点;注重语言基本功,强化阅读技能训练;富有时代特色,商务与语言有机的衔接;重在培养职业能力,适应商务职场的需要;配有光盘、多媒体课件及网站,方便课余巩固。

Unit 1 商标知多少
Topic—based Content:Trademark,Brand and Logo
Topic Reading:Extracts of Trademark,Brand and Logo
Extract 1:Trademarks
Extract 2:The Trademark Application Process
[实例链接] Link to Authentic Document:Sample Trademarks
Extract 3:Brand&Log0
Extract 4:Coca—Cola
[文化链接] Culture Link:Branding—It's All about Focus
[实例链接] Link to Authentic Document:Trademark Assignment
Unit 2 广告风云录
Topic—based Content:Advertising Industry
Topic Reading:Extracts of Advertising Industry
Extract 1:Advertising
Extract 2:Advertising Media
[相关链接] Related Link:Background History of Advertising
[文化链接] Culture Link:The Top Tens on the Internet
Extract 3:Misleading Advertising
Extract 4:Advertising Careers
[文化链接] Culture Link:Authentic Advertisements
Unit 3 广告妙语
Topic—based Content:Language of Advertising
Topic Reading:Extracts of Language of Advertising
Extract 1:Opinions on Advertising Language
Extract 2:Copywriting and Copywriter
[文化链接] Culture Link:Nice’n Easy
Extract 3:Creative Work by Copywriters
Extract 4:The Future of Ad Writing
[文化链接] Culture Link:Effective Ads
[阅读链接] Link to Reading Attack Skill:Acronym
Unit 4 传媒巨子风云录
Topic—based Content:Time Warner
Topic Reading:Extracts of Time Warner
Extract 1:Time Warner Inc.
Extract 2:Values of Time Warner
Extract 3:From Time Warner to AOL Time Warner and to Time Warner(TWX)
Extract 4:Background of the Merger
[文化链接] Culture Link:The Future of Digital Media
Unit 5 营销为王
Topic—based Content:Marketing Mix
Topic Reading:Extracts of Marketing Mix
Extract 1:Marketing Plan
Extract 2:Marketing Mix
[相关链接] Related Link:McDonald’s Five P's
Extract 3:The Product Life Cycle
Extract 4:HOW to Create a Marketing Plan
[文化链接] Culture Link:The Five Roles of a Great Leader
[阅读链接] Link to Reading Attack Skill:“一driven”Compound Words
Unit 6 探秘营销模式
Topic—based Content:Market and Marketing Moulds
Topic Reading:Extracts of Market and Marketing Moulds
Extract 1:Market and Marketing
Extract 2:Projecting Market Share
[相关链接] Related Link:Network Marketing—Internet Business Do’S and Don’ts
Extract 3:Internet Based Network Marketing Success
Extract 4:Creating New Retailing Moulds
[文化链接] Culture Link:Supermarket Competition in UK
Unit 7 销售文化
Topic—based Content:Different Kinds of Sales Cultures
Topic Reading:Extracts of Different Kinds of Sales Cultures
Extract 1:Car Boot Sale
Extract 2:Some Other Sales or Shops
[文化链接] Culture Link:1 6 eBay Success Secrets
Extract 3:Yard Sales and Garage Sales
Extract 4:Will Wal—Mart Last Forever?
[文化链接] Culture Link:Five—and—Dime Store
[相关链接] Related Link:Building Your MLM Business
Unit 8 期中复习
Topic—based Content:A Review of the Content from Unit 1 to Unit 7
Topic Reading: Extracts about Marketing Mix
Extract 1:Definitions of Advertising
Extract 2:Is Your Product D.U.M.B.Enough to Take Overseas?
Extract 3:How to Avoid Blunders in Advertising?
Unit 9 知识产权必知录
Topic—based Content:Intellectual Property and Patent
Topic Reading:Extracts of Intellectual Property and Patent
Extract 1:Intellectual Property
Extract 2:World Intellectual Property Organization
[实例链接] Link to Authentic Document(1):IPA
[实例链接] Link to Authentic Document(2):Patent
Extract 3:Patent and Its Application
Extract 4:Infringement&Piracy
[文化链接] Culture Link:Patents and Inventions
A Press Release
[实例链接] Link to Authentic Documents(3):Copyright
[阅读链接] Link to Reading Attack Skills:Parallel Structure
Unit 10 网络&“E”生活
Topic—based Content:Network and E—Life
Topic Reading:Extracts of Network and E—Life
Extract 1:Intemet and E—Life
Extract 2:Online Shopping
[相关链接] Related Link:E—mail
Extract 3:Information Technology and e—mail
Extract 4:Applications of Networked Multimedia
Unit 11 点击电子商务
Topic—based Content:Interact and E—Commerce
Topic Reading:Ext瑚lcts of Interact and E—Commerce
Extract 1:ABCs of E—Commerce(1)
Extract 2:ABCs of E—Commerce(2)
[文化链接] Culture Link:TV Is Dying?Long Live TV!
Extract 3:Windows VistaTM
Extract4:Will iPods Bring New Fans to TV Shows7
[相关链接] Related Link:How to Use the Internet
[阅读链接] Link to Reading Attack Skills:Transferred Negative
Unit 12 货币大观
Topic—based Content:Money and Its Types
Topic Reading:Extracts of Money and Its Types
Extract 1:Types of Money
Extract 2:Monetary Standards
[相关链接] Related Link:Currency Codes&Symbols f Signs)
[相关链接] Related Link:Foreign Exchange
Extract 3:Monetary Systems
Extract 4:Eurosystem and the European Central Bank
[文化链接] Culture Link:Inventor Who Coined Euro Sign Fights for
Recognition
Unit 13 银行业务窥奥
Topic—based Content:Banking
Topic Reading:Extracts of Banking
Extract 1:Banking
Extract 2:Banking in the United States and Other Countries
[相关链接] Related Link:Banking History
Extract 3:Credit Cards
Extract 4:The History of Credit Cards
[文化链接] Culture Link:Bank Holiday
Unit 14 交易小百科
Topic—based Content:Commodity Transactions
Topic Reading:Extracts of Commodity Transactions
Extract 1:Commodity Transactions
Extract 2:The Futures Market
[文化链接] Culture Link:Chicago Mercantile Exchange Inc.
Extract 3:Different Order Types
Extract 4:Free Trade
[相关链接] Related Link:Trade FalrS
Unit 15 社会保障
Topic—based Content:Social Security
Topic Reading:Extracts of Soci~Security
Extract 1:Social Security
Extract 2:Health Insurance in the United States
[实例链接] Link to Authentic Document:Promotional Letter—Auto
I nsurance
Extract 3:Life Insurance
Extract 4:Some Other Insurance Items
[相关链接] Related Link:The Insurance Industry and Insurance Companies
Unit 16 期末复习
Topic—based Content:A Review of the Content from Unit 9 to Unit 15
Topic Reading:Extracts about Protecting the Legitimate Rights
Extract 1:How Trademarks Differ from Patents and Copyrights
Extract 2:What Is Piracy?Why Is Piracy Illegal?
Extract 3:Business Models
参考文献