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| 內容簡介： |
本教程选材涵盖当今国际经济贸易和商务的重要领域，时效性强、典型性高、语言地道。教程板块设计突出国际商务知识的传授与英语技能提高的结合，注重培养学生的实际应用能力。每个单元重点讨论、分析一个商务专题，由“导入活动”“阅读活动”“商务实践”和“专业扩展”四部分组成。各部分内容的设计与编写坚持了操作性与挑战性并重的原则，以保持学生的学习热情和自觉实践的积极性。其中的“商务实践”板块围绕单元主题，参照各种真实的商务交际情景，为学生设计了灵活多样的商务英语口头与书面交际的任务，是本教程的一大特色。本教程配套精美教学课件，为教师课堂教学提供帮助。课件下载路径：ftp：//ftp.tup.tsinghua.edu.cn。
本教程适合大学商务英语专业的学生及准备参加BEC（Business English Certificates）等商务英语考试的人员使用。
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| 目錄：
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Lead-in............................................................................................................2
Reading: Wal-Mart：From Folk Hero to Corporate
Monster....................................................................................3
Business Practice...................................................................................11
Relevant Extension..............................................................................15
Unit 1 Companies .................................1
Lead-in.........................................................................................................24
Reading: The Product Life Circle.................................................25
Business Practice...................................................................................36
Relevant Extension..............................................................................43
Unit 2 Products ...................................23
Lead-in.........................................................................................................52
Reading: What Is Marketing Anyway?.....................................53
Business Practice...................................................................................62
Relevant Extension..............................................................................70
Lead-in.........................................................................................................76
Reading: Advertising of， by， and for the People................76
Business Practice...................................................................................87
Relevant Extension..............................................................................92
Unit
Unit
Marketing .................................51
Advertisements .......................75
Lead-in......................................................................................................122
Reading: Power at Last...................................................................122
Business Practice................................................................................133
Relevant Extension...........................................................................136
Lead-in......................................................................................................144
Reading: What， Exactly， Is a Brand?.......................................145
Business Practice................................................................................155
Relevant Extension...........................................................................162
Unit
Unit
Consumers .............................121
Brands ....................................143
Lead-in......................................................................................................170
Reading: When It’s Time to Think Again..............................171
Business Practice................................................................................181
Relevant Extension...........................................................................188
Unit 8 Business Leadership ..............169
Lead-in.........................................................................................................98
Reading: A Sales Formula Thats Pure Magic......................99
Business Practice................................................................................110
Relevant Extension...........................................................................115
Unit 5 Sales .........................................97
Lead-in......................................................................................................196
Reading: Executives Must Pull Together like Rowers
in the Boat Race............................................................198
Business Practice................................................................................208
Relevant Extension...........................................................................214
Lead-in......................................................................................................224
Reading: Businesses Must Learn to Let Go........................226
Business Practice................................................................................236
Relevant Extension...........................................................................243
Unit
Unit
Teamwork ..............................195
Innovations ...........................223
附录１ Glossary .........................................253
附录２ Phrases & Expressions ..................263
附录３ Activity File ....................................267
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