- 作 者：孙莹主编
- 出 版 社：北京：经济管理出版社
- 出版年份：2013
- ISBN：9787509627617
- 标注页数：264 页
- PDF页数：274 页
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Module 1 INTRODUCTION 1
Chapter 1 The World Renowned Banks 1
1.1 Citibank 1
1.2 Dai-Ichi Kangyo Bank 1
1.3 JPMorgan Chase 1
1.4 Bank of America 2
1.5 Barclays Bank 3
1.6 Hong Kong and Shanghai Banking 3
1.7 Bank of China 3
1.8 Bank of Montreal 4
1.9 Swiss Bank Corp 5
1.10 First Interstate Bancorp 5
Reading Material 6
Exercises 7
Business Tip:Business Meeting 7
Chapter 2 International Economic Organizations 8
2.1 Comprehensive Economic Organizations 8
2.2 Organizations in Trade 16
2.3 Organization in Finance 18
Reading Material 24
Exercises 27
Business Tip:Business Lunch 27
Module 2 INTERNATIONAL MARKETING 29
Chapter 1 Introduction to Marketing 29
Reading Material 31
Exercises 32
Business Tip:Making a Client Wait 33
Chapter 2 Analysis of Market Environment 34
2.1 Background of Market Environment 34
2.2 Relevant Knowledge 37
Reading Material 37
Business Tip:Learn About the Art of Gifting 38
Chapter 3 Market Research 39
3.1 Pre-knowledge 39
3.2 Theory of Marketing 41
Business Tip:Express Yourself through Your Business Card 43
Chapter 4 Market Segmentation,Targeting and Positioning 44
4.1 Introduction 44
4.2 Relevant Knowledge 47
Reading Material 49
Exercises 58
Business Tip:Negotiating Tip 59
Chapter 5 The Marketing Mix 59
5.1 4P's 59
5.2 Promotional Mix 62
Chapter 6 Channels of Distribution 73
6.1 Channels of Distribution 73
6.2 Wholesaling 77
Business Tip:Conversational Tip 79
Chapter 7 Marketing for E-commerce 80
7.1 Marketing for E-commerce 80
7.2 Relevant Knowledge 83
Reading Material 85
Module 3 PRACTICE OF INTERNATIONAL BUSINESS 91
Chapter 1 Establishing Business Relations 91
1.1 Pre-knowledge 91
1.2 Correspondence 92
1.3 Dialogues 97
Exercises 99
ReadingMaterial 101
Chapter 2 Inquiries and Offers 107
2.1 Pre-knowledge 107
2.2 Correspondence 108
2.3 Dialogues 112
Exercises 115
Reading Material 117
Chapter 3 Price 126
3.1 Pre-knowledge 126
3.2 Correspondence 127
3.3 Dialogues 129
Exercises 133
ReadingMaterial 136
Chapter 4 Shipment 139
4.1 Pre-knowledge 139
4.2 Correspondence 141
4.3 Dialogues 148
Exercises 150
Reading Material 152
Chapter 5 Insurance 157
5.1 Pre-knowledge 157
5.2 Correspondence 159
5.3 Dialogues 162
Exercises 165
ReadingMaterial 167
Chapter 6 Terms ofPayment 172
6.1 Pre-knowledge 172
6.2 Correspondence 174
6.3 Dialogues 181
Exercises 184
Reading Material 186
Chapter 7 Conclusion of Business 191
7.1 Pre-knowledge 191
7.2 Correspondence 192
7.3 Dialogues 194
Exercises 198
Module 4 BUSINESS CONTRACT MAKING 205
Chapter 1 Concept of Business Contract 205
1.1 Theory of Business Contract 205
1.2 Relevant Knowledge 207
Reading Material 209
Exercises 211
Chapter 2 Tips for a Business Contract 212
2.1 Tips to Create Business Contract 212
2.2 Tips for Business Contract Drafting 216
2.3 Tips for Business Contract Reviewing 217
2.4 Tips for Business Contract Negotiating 218
2.5 Tips for Business Contract Signing 218
Exercises 219
Reading Material 219
参考答案 255
参考文献 263