- 作 者：张传德编著
- 出 版 社：西安：西安交通大学出版社
- 出版年份：1997
- ISBN：7560509436
- 标注页数：327 页
- PDF页数：336 页
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Unit 1 1
Text: Should Water Be Worth More than Diamonds? 1
Exercises to the Text 5
Intensive Reading: Demand and Supply 7
Extensive Reading: Adam Smith and the Birth of Economic Science 12
Unit 2 14
Text: Behavioral Considerations in Market Analysis 14
Exercises to the Text 18
Intensive Reading: Planning a Marketing Research Project 19
Extensive Reading: Producing for the Consumer 22
Unit 3 24
Text: Motivational Research 24
Exercises to the Text 27
Intensive Reading: Gillette Goes High Tech 29
Extensive Reading: Win over the Customer 32
Unit 4 34
Text: The Statistical Testing of Economic Theories: an Example 34
Exercises to the Text 37
Intensive Reading: Analysis of the Data 38
Extensive Reading: Extending the Analysis 41
Unit 5 44
Text: Benefit-Cost Analysis 44
Exercises to the Text 47
Intensive Reading: Limitations and Problems 49
Extensive Reading: Technological versus Economic Efficiency: an Example 52
Unit 6 54
Text: Importance of Product Innovation 54
Exercises to the Text 57
Intensive Reading: Development of New Products 59
Extensive Reading: What Is a "New" Product? 61
Unit 7 63
Text: Management of Physical Distribution 63
Exercises to the Text 66
Intensive Reading: Selection of Channels of Distribution for a New Product 68
Extensive Reading: Optimization and Cost Trade-Offs 70
Unit 8 73
Text: Applying Management Science 73
Exercises to the Text 77
Intensive Reading: Iimitations of Management Science Models 79
Extensive Reading: IBM's Approach to Planning 81
Unit 9 84
Text: Psychological Influence on Buyer Behavior 84
Exercises to the Text 87
Intensive Reading: Decision Making Process in Buying 90
Extensive Reading: Classification of Consumer Goods 94
Unit 10 96
Text: Risks and Its Management 96
Exercises to the Text 100
Intensive Reading: Risk Measurement 103
Extensive Reading: Control of Risk 106
Unit 11 109
Text: Advertising 109
Exercises to the Text 113
Intensive Reading: Developing the Media Plan 115
Extensive Reading: The Advertising Media 118
Unit 12 120
Text: Motivating Workers in Workplace 2000 120
Exercises to the Text 123
Intensive Reading: Japanese Approach to Business 125
Extensive Reading: Ouchi——Theory Z 128
Unit 13 131
Text: The World Bank 131
Exercises to the Text 133
Intensive Reading: Computerized Banking 135
Extensive Reading: The British Bank 138
Unit 14 141
Text: Basic Types of Securities 141
Exercises to the Text 145
Intensive Reading: The Securities Markets in U.S. 147
Extensive Reading: Listed Stock Prices 151
Unit 15 154
Text: Structures for Operating in Foreign Markets 154
Exercises to the Text 158
Intensive Reading: Taking Advantage of Competitive Advantages 160
Extensive Reading: Cultural Considerations in Marketing 163
Unit 16 167
Text: Multinationals 167
Exercises to the Text 170
Intensive Reading: India versus Coca Cola and IBM 172
Extensive Reading: Pricing in International Markets 175
Unit 17 178
Text: How to Utilize a Technology Advantage 178
Exercises to the Text 182
Intensive Reading: Technology and Man 185
Extensive Reading: IBM in Mexico 187
Unit 18 191
Text: Management Uses of Computers 191
Exercises to the Text 195
Intensive Reading: Business Data Processing 198
Extensive Reading: Elecotronic Mail 201
Unit 19 203
Text: What Is Marketing? 203
Exercises to the Text 208
Intensive Reading: The Difference between Marketing and Selling 210
Extensive Reading: Who Are Our Customers? 214
Unit 20 219
Text: The General Agreement on Tarrifs and Trade 219
Exercises to the Text 224
Intensive Reading: How Well Is GATT Doing? 226
Extensive Reading: GATT's Uruguay Round——Old MacDonald in the Way 229
Selected Reading from Management Classics 232
Achieving World-Class Performance in Quality, Service, and Innovation 232
The New Rules for Competition 245
Guidelines for CEOs, Managers and Entrepreneurs 254
The Winner's Choice 261
Clock Building, Not Time Telling 274
Vocabulary 284