大学商务英语综合教程

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 That's 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

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（BusinessEnglishCertificates）等商务英语考试的人员使用。

本教材的编写宗旨是：遵循现代外语教学理念和应用语言学专门用途英语的教学原则；充分考虑学习者在经济、贸易、金融、管理等方面的专业需求，力求以人为本，将英语技能的培养和专业知识的学习有机地结合起来，满足学生在专业和英语两方面的需求；提高学生的商务英语交际能力；拓宽学生的知识领域，
　全面提高学生的综合素质。既可供高校英语专业或商务英语专业的本、专科学生使用，也可供国际经济贸易、金融、财会、工商管理等专业的学生作为复合型专业英语教材使用，还可作为大学英语选修课教材及相关行业的培训教材。教材内容设计严谨，综合应用性强。本教材的每个单元由 “ 导入活动（Leadin）”“ 阅读活动（Reading）”“ 商务实践（Business Practice）” 和 “ 专业扩展（Relevant Extension） ” 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。教程每册由 10 个单元组成。建议每 6 个课时完成一个单元。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。