扉页
版权信息
+书签
前言
教学建议
教学目的
前期需要掌握的知识
课时分布建议
Introduction Globalization
PART 1 WORLD RENOWNED BANKS AND INTERNATIONAL ORGANIZATIONS
Chapter 1 The World-Renowned Banks
1.1 Citigroup
1.2 JPMorgan Chase
1.3 Bank of America
1.4 Barclays Bank
1.5 Hong Kong and Shanghai Banking Corp. Ltd.
1.6 Bank of China
1.7 Bank of Montréal
1.8 Swiss Bank Corp.
1.9 First Interstate Bank
1.10 Standard Chartered Bank
1.11 Deutsche Bank
1.12 Bank of England
1.13 Wells Fargo & Company
1.14 Industrial and Commercial Bank of China
1.15 China Construction Bank
1.16 Agricultural Bank of China
Reading Material
Business Tip: Business Meeting
Chapter 2 International Economic Organizations
2.1 Comprehensive Economic Organizations
2.1.1 WTO
2.1.2 APEC
2.1.3 EU
2.1.4 ASEAN
2.1.5 USMCA (Former NAFTA)
2.1.6 OECD
2.1.7 Main Organizations under UN
2.1.8 SCO
2.1.9 ISO
2.2 Organizations in Trade
2.2.1 ICC
2.2.2 UNCTAD
2.2.3 OPEC
2.2.4 African Continental Free Trade Agreement
2.2.5 Mercosur (Southern Common Market)
2.3 Organizations in Finance
2.3.1 World Bank Group
2.3.2 IMF
2.3.3 ADB
2.3.4 BIS
Reading Material
Business Tip: Business Lunch
PART 2 INTERNATIONAL MARKETING
Chapter 3 Introduction of Marketing
Reading Material
Chapter 4 Analysis of Market Environment
4.1 Background of Market Environment
4.2 Relevant Knowledge
Reading Material
Chapter 5 Market Research
5.1 Pre-knowledge
5.2 Theory of Marketing
5.2.1 What is Marketing
5.2.2 The Marketing Concept
5.2.3 Marketing and Utility
5.2.4 The Target Market
5.2.5 The Industrial Market
5.2.6 Government and Institutional Markets
5.2.7 The Consumer Market
Reading Material
Business Tip: Express Yourself thro ugh Your Business Card
Chapter 6 Market Segmentation, Targeting and Positioning
6.1 Introduction
6.2 Relevant Knowledge
6.2.1 Customer's Loyalty
6.2.2 Realizing the Chosen Position
6.2.3 Selecting a Brand
6.2.4 Product Life Cycle
Reading Material
Business Tip: Negotiating Tip
Negotiating Don'ts
Chapter 7 The Marketing Mix
7.1 4P's
7.1.1 Product
7.1.2 Price
7.1.3 Place
7.1.4 Promotion
7.2 Promotional Mix
7.2.1 Personal Selling
7.2.2 Public Relations
7.2.3 Public Relations Techniques
7.2.4 Sales Promotion
7.2.5 Methods of Sales Promotion
7.2.6 Push and Pull Strategies
7.2.7 Advertising
7.2.8 Types of Advertising
7.2.9 Advertising Media
7.2.10 Roles of Advertising
Reading Material
Business Tip: Business Etiquette
Chapter 8 Distribution
8.1 Channels of Distribution
8.1.1 Independent Retailer
8.1.2 Multiple Shop (GB) or Chain Store (U.S.)
8.1.3 Departmental Store
8.1.4 Cooperative Retail Societies
8.1.5 Supermarkets and Hypermarkets
8.1.6 Shopping Mall
8.1.7 Voluntary Retail Chains
Chapter 9 About E-commerce
9.1 Marketing for E-commerce
9.2 Relevant Knowledge
9.2.1 Strategies for Promoting the Web Site
9.2.2 Promotion through Search Engines and Catalogs
9.2.3 Creating Cross-links
Reading Material
Business Tip: Handshake, Exchange of Business Card and Communication
PART 3 PRACTICE OF INTERNATIONAL BUSINESS
Chapter 10 Principles, Structure, and Layout of Business Letters
10.1 General Principles of Business Communication
10.1.1 Clarity
10.1.2 Conciseness
10.1.3 Correctness
10.1.4 Courtesy
10.1.5 Completeness
10.2 Structure of Business Letters
10.2.1 The Beginning
10.2.2 The content
10.2.3 The Ending
10.3 Layout of Business Letters
10.3.1 Block Style
10.3.2 Indented Style
10.3.3 Modified Block Style
Reading Material
8.2 Wholesaling
Business Tip: Conversational Tip
Chapter 11 Establishing Business Relations
11.1 Pre-knowledge
11.1.1 Channels for Establishing Business Relations
11.1.2 Credit Investigation
11.2 Correspondence Writing Guide and Specimen Letters
11.2.1 Sellers Asking to Establish Business Relations
11.2.2 Buyers Asking to Establish Business Relations
11.3 Dialogues
11.3.1 May We Have a Look at Them
11.3.2 We Wish to Establish Relations with You
Reading Material
Chapter 12 Inquiries and Offers
12.1 Pre-knowledge
12.2 Correspondence Writing Guide and Specimen Letters
12.2.1 Enquiry/Inquiry
12.2.2 Offers
12.2.3 Examples
12.3 Dialogues
12.3.1 I'd like to Have Your Lowest Quotations
12.3.2 I'm Making You An Offer
Reading Material
Chapter 13 Counter-offers
13.1 Pre-knowledge
13.1.1 Trade Terms
13.1.2 Money of Account
13.1.3 Commission and Discount
13.2 Correspondence Writing Guide and Specimen Letters
13.2.1 Counter-offer
13.2.2 Accepting a Counter-offer
13.2.3 Declining a Counter-offer
13.3 Dialogues
13.3.1 We'll Have a Lot of Difficulties in Persuading Our Clients to Buy at This Price, but I'll Have to Try
13.3.2 How about Meeting Each Other Halfway
13.3.3 We Have No Choice but to Give Up the Deal This Time
Reading Material
Chapter 14 Shipment
14.1 Pre-knowledge
14.1.1 Parties of Shipment
14.1.2 Partial Shipments and Transshipment
14.1.3 Shipping Advice
14.1.4 Shipping Documents
14.1.5 B/L (Bill of Lading)
14.2 Correspondence Writing Guide and Specimen Letters
14.2.1 Buyer's Requirements for Packing
14.2.2 A Reply to the above Packing Requirements
14.2.3 Urging Shipment
14.2.4 Requesting Partial Shipments
14.2.5 Suggesting Transshipment
14.2.6 Shipping Instruction
14.2.7 Shipping Advice
14.3 Dialogues
14.3.1 Is It Possible to Effect Shipment during September
14.3.2 It Will Be Better to Take the Goods to Tianjin First, and then Ship It to London by Freighter
Reading Material
Chapter 15 Insurance
15.1 Pre-knowledge
15.1.1 Who Will Cover the Insurance
15.1.2 Ocean Marine Insurance Coverage
15.1.3 Insurance Value
15.1.4 Insurance Clause
15.1.5 Insurance Policy
15.2 Correspondence Writing Guide and Specimen Letters
15.2.1 Asking for Insurance Arrangement
15.2.2 Reply to an Insurance Application
15.2.3 Covering Insurance for the Sellers
Chapter 16 Terms of Payment
16.1 Pre-knowledge
16.1.1 Bill of Exchange
16.1.2 Terms of Payment
16.1.3 L/C
16.2 Correspondence Writing Guide and Specimen Letters
16.2.1 Asking for Easier Terms of Payment
16.2.2 Accepting Payment by D/P
16.2.3 Payment by L/C
16.2.4 Urging Establishment of L/C
16.2.5 Advice of Establishment of L/C
16.2.6 Asking for Amendment to L/C
16.2.7 Reply to the Request of Amendment to L/C
16.2.8 Asking for Extension of L/C
16.3 Dialogues
16.3.1 We Only Accept Payment by Irrevocable Letter of Credit Payable Against Shipping Documents
16.3.2 Do You Think You Could Accept a Time L/C
Reading Material
Chapter 17 Complaints, Claims, and Settlement
17.1 Pre-knowledge
17.2 Correspondence Writing Guide and Specimen Letters
17.2.1 Claim for Inferior Quality
17.2.2 Claim for Damaged Goods
17.2.3 Claim for Wrong Goods
17.2.4 Complaining about Short Delivery
17.2.5 Accepting a Claim
17.2.6 Declining a Claim
17.3 Dialogues
17.3.1 10 Cartons of the Lamps' Shades are Water-stained
17.3.2 Breakage of Packing
Reading Material
Chapter 18 Conclusion of Business
18.1 Pre-knowledge
18.1.1 Acceptance
18.1.2 Order
18.1.3 Confirmation
18.2 Correspondence Writing Guide and Specimen Letters
18.2.1 Placing an Order
18.2.2 Acceptance of Order
18.2.3 Counter-signature
18.2.4 Contract
18.3 Dialogues
18.3.1 We'd Like to Place a New Order with You Immediately
18.3.2 We Found It Necessary to Make a Few Changes
PART 4 INTERNATIONAL TRADE THEORIES
Chapter 19 Classical Trade Theories
19.1 Mercantilism Theory
19.2 Absolute Advantage Theory
15.3 Dialogues
15.3.1 I Prefer CFR Terms
15.3.2 I Have Some Insurance Issues to Discuss with You.
Reading Material
19.3 Comparative Advantage Theory
Chapter 20 New Classical Trade Theories
20.1 Heckscher-Ohlin Theory
20.2 The Leontief Paradox
Chapter 21 Modern Trade Theories
21.1 Product Life Cycle Theory
21.2 National Competitive Advantage Theory: Porter s Diamond Model
21.3 New Trade Theory
21.4 Economies of Scale Theory
Chapter 22 Instruments of Trade Policy
22.1 Tariff Barriers
22.2 Non-tariff Barriers
22.2.1 Subsidies
22.2.2 Import Quotas
22.2.3 “Voluntary” Export Restraint
22.2.4 Local Content Requirement
22.2.5 Administrative Trade Policies
22.2.6 Antidumping Policies
22.2.7 Technical Regulations and Standards
22.2.8 Import License
Exercises (Chapter 19~22)
PART 5 INTRODUCTION OF COUNTRIES ON THE BELT AND ROAD
Chapter 23 Countries on the Silk Road Economic Belt
23.1 Kyrgyzstan
23.1.1 General Information
23.1.2 Economic Profile
23.1.3 Trade Agreements
23.1.4 Relation with China
23.2 Uzbekistan
23.2.1 General Information
23.2.2 Economic Profile
23.2.3 Relation with China
23.2.4 Dos and Don'ts
23.3 Czech
23.3.1 General Information
23.3.2 Economic Profile
23.3.3 Relation with China
23.3.4 Dos and Don'ts
23.4 Germany
23.4.1 General Information
23.4.2 Economic Profile
23.4.3 Foreign Trade
23.4.4 Foreign Direct Investment
23.4.5 Relation with China
23.4.6 Dos and Don'ts
Chapter 24 Countries on the 21st Century Maritime
24.1 Republic of Korea
24.1.1 General Information
24.1.2 Economic Profile
24.1.3 Relation with China
24.1.4 Dos and Don'ts
24.2 Myanmar
24.2.1 General Information
24.2.2 Economic Profile
24.2.3 Relation with China
24.2.4 Dos and Don'ts
24.3 Ethiopia
24.3.1 General Information
24.3.2 Economic Profile
24.3.3 Relation with China
24.3.4 Dos and Don'ts
24.4 Djibouti
24.4.1 General Information
24.4.2 Economic Profile
24.4.3 Relation with China
24.5 Kenya
24.5.1 General Information
24.5.2 Economic Profile
24.5.3 Relation with China
24.5.4 Dos and Don'ts
24.6 Uganda
24.6.1 General Information
24.6.2 Economic Profile
24.6.3 Relation with China
24.6.4 Dos and Don'ts
24.7 Cameroon
24.7.1 General Information
24.7.2 Economic Profile
24.7.3 Relation with China
24.7.4 Dos and Don'ts
Chapter 25 Other Countries in America
25.1 Mexico
25.1.1 General Information
25.1.2 Economic Profile
25.1.3 Relation with China
25.1.4 Dos and Don'ts
25.2 Ecuador
25.2.1 General Information
25.2.2 Economic Profile
25.2.3 Relation with China
25.2.4 Dos and Don'ts
Reading Material
Reference Answers
Bibliography

简介

版权

国际商务英语