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简介
本书按照实际的商务运作程序和岗位职责内容整合传统的商务英语教学
内容，从商务活动出发设计模块化教学的模式。内容涉及营销与营销组合、
商品与国际贸易、会计与财务报表、金融与金融市场、网络与网络营销、管
理者与管理原理、服务与服务管理、旅游与旅游管理、商务活动与人际沟通
以及商务活动与全球化环境10个部分。
每一个模块中除了安排“课文”来介绍各种商务活动以外，还包括“学
习目标”、“本章小结”、“课文注释”、“实训”和“专业术语”几个部
分。各个模块整合在一起，是一个完整的体系，商务英语专业的学生可以从
中学到各个领域的商务知识。但是，各个模块又相对独立，方便其他经济、
管理类专业的学生学习用英语捕捉商务信息。
教材图文并茂，引人人胜。别具一格的形式易于激发学生的学习兴趣，
发挥学习的主观能动性。
本教材的教学对象为商务英语专业和其他各类经济、管理类专业的学生
。本书作为高职教材，也适合应用型本科、成人高校经济管理类专业学生使
用。
目录
Chapter One Marketing and Marketing Mix
1．1 Overview of Marketing
1．2 Strategic Marketing Planning
1．3 Product Decisions
1．4 Distribution Decisions
1．5 Promotion Decisions
1．6 Pricing Decisions
实训一 营销计划书分析
Chapter Two Commodities and InternationaI Trade
2．1 0verview of International Trade
2．2 Terms of Commodity
2．3 International Cargo Transport
2．4 Ocean Marine Insurance
2．5 International Payment and Settlement
2．6 HOW to Write Sales Contract
实训二 信用证分析
Chapter Three Accounting and Financial Statements
3．1 Accounting--the Language of Business
3．2 Basic Elements of Financial Position and the Accounting Equation
3．3 Generally Accepted Accounting Principles
3．4 Double—Entry System
3．5 Financial Statements
实训三 会计与会计报表
Chapter Four Finance and Financial Markets
4．1 Foreign Exchange&Exchange Rate
4．2 Foreign Exchange Transaction
4．3 The Balance of Payments
4．4 International Financial Market
实训四 金融与金融市场
Chapter Five Internet and E-Marketing
5．1 E—Marketing
5．2 E—marketing Planning
5．3 E—marketing Strategies
5．4 E—marketing Environment
实训五 网络与网络营销
Chapter Six Managers and Management
6．1 Managers
6．2 Managerial Roles
6．3 Management
6．4 Management Levels
6．5 Management Skills
实训六 管理与管理者
Chapter Seven Service and Service Management
7．1 Understanding Services
7．2 Building the Service System
7．3 Operating the Service System
7．4 Nonprofit Service Organization
实训七 服务机构选择
Chapter Eight Tourism and Tourism Management
8．1 Travel and Tourism
8．2 Accommodation and Transportation
8．3 Entertainment
8．4 Frontier
实训八 设计旅游线路
Chapter Nine Business and Interpersonal Skills
9．1 Communication Channel
9．2 Presentation
9．3 Negotiation
9．4 Teamwork
实训九 商务活动与人际沟通
Chapter Ten Business and GIobaIization
10．1 Overview of Globalization
10．2 The Strategies of Globalization
10．3 Managing Global Marketing
实训十 全球化与商务活动
1．1 Overview of Marketing
1．2 Strategic Marketing Planning
1．3 Product Decisions
1．4 Distribution Decisions
1．5 Promotion Decisions
1．6 Pricing Decisions
实训一 营销计划书分析
Chapter Two Commodities and InternationaI Trade
2．1 0verview of International Trade
2．2 Terms of Commodity
2．3 International Cargo Transport
2．4 Ocean Marine Insurance
2．5 International Payment and Settlement
2．6 HOW to Write Sales Contract
实训二 信用证分析
Chapter Three Accounting and Financial Statements
3．1 Accounting--the Language of Business
3．2 Basic Elements of Financial Position and the Accounting Equation
3．3 Generally Accepted Accounting Principles
3．4 Double—Entry System
3．5 Financial Statements
实训三 会计与会计报表
Chapter Four Finance and Financial Markets
4．1 Foreign Exchange&Exchange Rate
4．2 Foreign Exchange Transaction
4．3 The Balance of Payments
4．4 International Financial Market
实训四 金融与金融市场
Chapter Five Internet and E-Marketing
5．1 E—Marketing
5．2 E—marketing Planning
5．3 E—marketing Strategies
5．4 E—marketing Environment
实训五 网络与网络营销
Chapter Six Managers and Management
6．1 Managers
6．2 Managerial Roles
6．3 Management
6．4 Management Levels
6．5 Management Skills
实训六 管理与管理者
Chapter Seven Service and Service Management
7．1 Understanding Services
7．2 Building the Service System
7．3 Operating the Service System
7．4 Nonprofit Service Organization
实训七 服务机构选择
Chapter Eight Tourism and Tourism Management
8．1 Travel and Tourism
8．2 Accommodation and Transportation
8．3 Entertainment
8．4 Frontier
实训八 设计旅游线路
Chapter Nine Business and Interpersonal Skills
9．1 Communication Channel
9．2 Presentation
9．3 Negotiation
9．4 Teamwork
实训九 商务活动与人际沟通
Chapter Ten Business and GIobaIization
10．1 Overview of Globalization
10．2 The Strategies of Globalization
10．3 Managing Global Marketing
实训十 全球化与商务活动
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