商務英語閱讀教程

內(nèi)容概要

《商務英語閱讀教程》主要為MBA學生編寫，也適合一般經(jīng)濟管理專業(yè)的研究生以及英語水平四級以上的經(jīng)濟管理專業(yè)的本科生。    本教程充分考慮了MBA學生的課程體系和知識體系，所選的英文文章大都與專業(yè)課程所涉及的內(nèi)容相關，如“新惠普的誕生”、“安然丑聞”以及“減少‘非典’帶來的經(jīng)濟損失”等。閱讀與專業(yè)課程相關的英文文章，比較容易使學生增強學習英語的興趣和信心，不僅使他們提高英語閱讀能力，也促使他們運用工商管理綜合知識思考管理中的現(xiàn)實問題。      文章選編的原則是既有時事性,反映時代的特征,涉及近年來國際國內(nèi)發(fā)生的大事；又有專業(yè)性，符合工商管理專業(yè)學生的特點。    本教程力求在編排格式上取得突破，注重格式新穎，使用方便。

書籍目錄

Unit1 Strategy and Marketing   Text1 The Essence of Strategy  Text2 A New Hewlett-Packard  Text3  One Country Two Colas  Text4  Turn Customer Input into Innovation  Text5  Seven-Step Decision Making Process  Text6  Five Company Principles Bsaed on Behavioral ScienceUnit2  Accounting and Financing  Text1  Cutting Costs Without Drawing Blood  Text2  The Last Great Bull Market  Text3  Fortune Investor Recession-Proofing Your Portfolio  Text4  Cost Accounting in Professional Examinations   Text5  Enron's Failed Power Play  Text6  Political Ties Aid Sino-EU TradeUnit3  Economy and Laws   Text1 Gateways for the Global Economy  Text2 The Asian Crisis:The Miracle Unravels  Text3 The Case for Britain PLC  Text4 Crossing State Lines  Text5 The Legal Horrors of Truth-in-Hiring Lawsuits  Text6 Managign SARS Economic FalloutUnit4   Gulture Human Resources  Text1 Reconcilable Differences  Text2 Hiring the Overpualified   Text3 How Are Companies Keeping the Employees They Want?  Text4 New Ways to Pay  Text5 Warming the Cold Heart of Business  Text6 Decisive Impacts of Building up Public Service Oriented Government         China's Reform ProcessVocabulary

章節(jié)摘錄

　　Levels of Strategy　　By Stephen P．Robbins＆Mary Coulter　　If an organization produced a single product or service，managers could develop a single strategic plan that covered everything it did．But many organizations are in diverse lines of business．　Moreover，these multi-business companies also have diverse functional departments such as finance and marketing that support each of their businesses．As a result，we need to differentiate between corporate-level，business-level，and functional-level strategy　　Corporate-level strategy：This strategy seeks to answer the question： What business or businesses should we be in?Corporate--level strategy determines the roles that each business unit in the organization will play．At a company like PepsiCo，top management"s corporate-level strategy integrates the strategies of its Pepsi，T-Up International，Taco Bell，Pizza Hut，KFC，and Frito-Lay divisions．　　Business-level strategy：This strategy seeks to answer the question：How should we compete in each of our businesses?When an organization is in a number of different businesses，planning can be facilitated by creating strategic business units．A strategic business unit(SBU)represents a single business or~rouoinR of related businesses．Each SBU will have its own unique mission，competitors，and strategy．This distinguishes an SBU from the other businesses of the parent organization．The SBU concept of planning separates business units based on the following principles：　(1)The organization is managed as a"portfolio"of businesses．each business unit serving a clearly defined product and market segment with a clearly defined strategy．　(2)Each business unit in the portfolio develops a strategy tailored to its capabilities and competitive needs but consistent with overall organization"s capabilities and needs．　(3)The total portfolio is managed to serve the interests of the organization as a whole-to achieve balanced growth in sales，earnings，and asset mix at an acceptable and controlled level of risk．　 Functional-level strategy：This strategy seeks to answer the question：How do we support the business-level strategy?For organizations that have traditional functional departments such as manufacturing，marketing，human resources，research and development，and finance，these strategies need to support the business-level strategy．For instance，when PepsiCo"S Taco Bell unit decided to open a new chain of full-service，Mexican-style restaurants，its marketing department developed a promotional strategy for the new concept，the research and development department created new product selections for the restaurants，and the human resources department developed new training programs for the management teams that would staff the new facilities．

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