工商导论 第二版

图书标准信息

• 作者 陈准民 编
• 出版社 高等教育出版社
• 出版时间 2009-02
• 版次 2
• ISBN 9787040247954
• 定价 28.00元
• 装帧 平装
• 开本 16开
• 纸张 胶版纸
• 页数 238页
• 字数 365千字
• 正文语种 英语，简体中文
• 丛书 普通高等教育“十一五”国家级规划教材

【内容简介】

　　《工商导论》该系列教材为商务英语专业、英语专业商务方向以及商科相关专业英语课程提供了比较完整的、成体系的教学资源。《工商导论》用英语全面、系统、概要地介绍了市场经济体制下工商企业如何运作，旨在帮助学生熟悉企业环境、经营管理、金融财务、法律保险等方面的英语词汇和用语，学会商务英语基本技能，为下一步学习更微观、更具体的课程打下基础。

【作者简介】

　　陈准民，对外经济贸易大学教授，教育部高等学校外语专业教学指导委员会委员，英语分委员会副主任，中国国际贸易学会国际商务英语研究会主任。长期从事商务英语教学，在商务英语教学理论、教学法改革、教材编写、师资培训、计算机辅助教学等方面有多年研究，为商务英语学科带头人。
　　主要讲授商务英语、经济管理和计算机应用等课程，如经贸英语口语、对外经贸信函、工商导论、工商教育中的教学法、互联网与经贸英语等。
　　独立编写并出版了《工商导论》、《实用经贸英语口语》、《英语生意经》、《模拟期货贸易》等教材和计算机辅助教学软件，在国内外学术刊物上发表科研论文多篇。

【目录】

Chapter1SettingUpaBusiness
SoleProprietorship
Partnership
Corporation
ASpecialForm:Franchising
Exercises

Chapter2Marketing:anOverview
TheOriginofMarketing
TheFunctionsofMarketing
TheMarketingMix
MarketSegmentation
Exercises

Chapter3ProductsandPricing
TypesofProducts
ProductLifeCycle
Pricing
Exercises

Chapter4Channels6fDistHbution
CommonChannelsofDistribution
TheCostandValueofMiddlemen
PhysicalDistribution
ModesofTransportation
Exercises

Chapter5Promotion
Advertising
DoItYourselforUseanAdvertisingAgency
PersonalSelling
SalesPromotion
PublicRelationsandPublicity
WordofMouth
Exercises

Chapter6MoneyandBanking
WhatIsMoney?
WhatDoesMoneyDo?
TypesofMoney
TheFinancialSystem
SavingsandLoanAssociations
MoneySupplyandtheFederalReserveSystem
Exercises

Chapter7Financing
Short-termFinancing
Long-termSourcesofFunds
DebtorEquityFinancing
FeaturesofBonds
FeaturesofStock
Exercises

Chapter8Accounting
BalanceSheet
IncomeStatement
Exercises

Chapter9TheSecuritiesMarket
PrimaryandSecondaryMarkets
BuyingandSellingStocks
BullsandBears
TheBondMarket
WhoBuySecurities?
Exercises

Chapter10RiskManagementandInsurance
ApproachestoManagingBusinessRisks
InsuranceandItsPrinciples
InsurableRisks
InsuranceforBusiness
FidelityandSuretyBonds
Exercises

Chapter11BusinessLaw
TypesofLaw
ContractLaw
TortLaw
PropertyLaw
Warranty
NegotiableInstruments
AgencyLaw
BusinessBankruptcy
Exercises

Chapter12InternationalBusiness
WhyTradewithOtherCountries?
OtherWaystoGoGlobal
SpecialIssuesinInternationalBusiness
Exercises

Chapter13ManagingBusinessEnterprises
ManagementFunctions
ManagementLevelsandSkills
SourcesofManagers
TheBuildingBlocksofOrganizationalStructure
OrganizationalDecisionMaking
OrganizationalStructures
InformalOrganization
TheStrategicManagementProcess
Exercises

Chapter14HumanResourcesManacjement
PlanningforHumanResources
Staffing
TrainingandDevelopingEmployees
DemotingandTerminatingEmployees
CompensatingEmployees
Exercises

Chapter15MotivationandLeadership!
TheClassicalTheory
TheHawthorneStudies
MaslowsHierarchyofHumanNeeds
HerzbergsTwo-factorTheory
McGregorsTheoryXandTheory
OuchisTheoryZ
StrategiesforMotivatingEmployees
Leadership
Exercises

Chapter16ManagingInformation
Informationvs.Data
HowComputersWork?
ApplicationPrograms
TheManagementInformationSystem(MIS)
Exercises

Chapter17TheEnvironmentandResponsibilities
FactorsofProduction
TypesofEconomicSystem
EconomicGoalsandHowtoMeasureTheirAttainment
TheRolesofGovernment
TheMarketandCompetition
TheImportanceofProfits
TheResponsibilityofBusiness
Exercises

Chapter18CareersinBusiness
Self-evaluation
CareerOpportunitiesinBusiness
SuccessfulJobHunting
Exercises

AppendixAKeytoExercisesofClozeandScrambledSentences
AppendixBKeytoTranslation
AppendixCReferences