商務(wù)英語綜合教程-1-學(xué)生用書-含光盤

前言

　　進(jìn)人大眾化教育以來，中國(guó)高等學(xué)校英語專業(yè)的培養(yǎng)目標(biāo)和培養(yǎng)模式日趨多樣化。其標(biāo)志性變化就是傳統(tǒng)的英語語言文學(xué)專業(yè)裂變成商務(wù)英語專業(yè)和翻譯專業(yè)，從而形成了英語、商務(wù)英語和翻譯三足鼎立的局面。雖然國(guó)內(nèi)學(xué)者仍就這三個(gè)專業(yè)的共同性和差異性爭(zhēng)論不休，但是教育部批準(zhǔn)設(shè)立上述專業(yè)，既是順應(yīng)社會(huì)經(jīng)濟(jì)發(fā)展對(duì)各種英語人才需要的體現(xiàn)，也反映出單純的英語語言文學(xué)專業(yè)人才的需求在減少。截止目前，已有上海對(duì)外貿(mào)易學(xué)院、對(duì)外經(jīng)貿(mào)大學(xué)、廣東外語外貿(mào)大學(xué)等7所高校被正式批準(zhǔn)招收商務(wù)英語專業(yè)的學(xué)生，眾多高校還在積極申請(qǐng)開辦這一新專業(yè)。此外，據(jù)不完全統(tǒng)計(jì)，全國(guó)有500多所高校開設(shè)了商務(wù)英語課程。這些事實(shí)說明商務(wù)英語專業(yè)發(fā)展趨勢(shì)良好，前景廣闊?！　”娝苤还苡⒄Z專業(yè)如何裂變，必須要讓學(xué)生打好語言基本功，掌握聽說讀寫譯的技能，只有這樣才能進(jìn)行語言交際。交際法認(rèn)為，人們對(duì)語言的掌握是在交際過程中“習(xí)得”的。語言交際的環(huán)境越真實(shí)，就越能夠掌握有效的交際能力。有鑒于此，學(xué)習(xí)真實(shí)的語言交際材料，尤其是商務(wù)語境下的語言材料，就能夠縮短課堂教學(xué)與實(shí)際生活、工作的差距，學(xué)以致用，進(jìn)行有效的商務(wù)溝通?；谶@種認(rèn)識(shí)，我們?cè)噲D打破傳統(tǒng)教材先學(xué)“陽春白雪”的語言，然后再進(jìn)行商務(wù)“嫁接”的模式，而是從一開始就讓學(xué)生置身于商務(wù)語境，學(xué)習(xí)商務(wù)基礎(chǔ)理論和知識(shí)，直接進(jìn)行商務(wù)實(shí)踐的訓(xùn)練，從而為將來的職場(chǎng)競(jìng)爭(zhēng)打好基礎(chǔ)。實(shí)踐證明，直接學(xué)習(xí)商務(wù)英語教材而不是基礎(chǔ)英語，也能打好語言的基本功。據(jù)調(diào)查，許多普通高校英語（商務(wù)英語方向）專業(yè)的學(xué)生直接學(xué)習(xí)商務(wù)英語教材，四八級(jí)通過率依然分別保持在98％和85％以上，商務(wù)英語專業(yè)學(xué)生的就業(yè)率一直在99％以上，比其他相關(guān)專業(yè)學(xué)生更具競(jìng)爭(zhēng)力。

內(nèi)容概要

《商務(wù)英語綜合教程》共分四冊(cè)，每?jī)?cè)12個(gè)單元，內(nèi)容包括經(jīng)濟(jì)、管理、國(guó)際法和跨文化四大模塊，每單元均由TextA、TextB、TextC及相關(guān)練習(xí)組成。Text A側(cè)重商務(wù)詞匯、語法知識(shí)及篇章理解。Text B著力培養(yǎng)學(xué)生的商務(wù)英語口語和寫作能力等交際能力。Text C主要是提高學(xué)生的聽力技能和人文底蘊(yùn)。本套教材主要適用于壘日制商務(wù)英語專業(yè)或者英語（商務(wù)英語方向）專業(yè)的一二年級(jí)大學(xué)生，也可作為全日制非英語專業(yè)學(xué)生的選修課教材或行業(yè)培訓(xùn)教材。教材分學(xué)生用書和教師用書。

書籍目錄

Unit One  Business Leaders　Text A  Richard Branson -- the World's Greatest Brand Builder　Text B  Women and Men, Work and Power　Text C  Oprah Winfrey: The Queen of Talk ShowsUnit Two  Becoming Persuasive　Text A  How to Be Persuasive　Text B  How Persuasive Are You?　Text C  How can We Put off an Important Conversation at Work?Unit Three  Integrity in Business  　Text A  MBA Students Swap Integrity for Plagiarism　Text B   "Is It Time for Me to Get Out?"   　Text C  Online Courses Outside Business HoursUnit Four  Motivating Employees　Text A  Employee Efficiency and Motivation　Text B  The Flower Effect　Text C  Marks & Spencer's Ways to Motivate It's StaffUnit Five  Team Building　Text A  Top Team Building Strategies: Company Team Building　Text B  Employee Team Building: Making a Successful Team　Text C  Characteristics of Good Teams Unit Six The Art of Layoff　Text A  Tips on How to Fire Employees　Text B  Less Painful Ways to Downsize Your Company　Text C  Office Life in AmericaUnit Seven  Stress Management　Text A  Depression & Stress on Job Related Situations　Text B  How to Handle a Stress-Related Meltdown and Get Back in the Game　Text C  Great Tips for Successful Stress ManagementUnit Eight  Online Shopping  　Text A  Wealthy Buyers Go Online to Make Big Savings  Text B  Marketers Take Advantage of the Information Age  Text C  Getting the Most from Online ShoppingUnit Nine  Building Customer Loyalty 　Text A  Johnny 　Text B  Customer Loyalty: 6 Tips to Gain Client Trust and Retain Client Trust 　Text C  Customer ServiceUnit Ten  Cause Marketing 　Text A  It Pays Off -- If You Do It Right 　Text B   "Cause Marketing" Tips: Boost Business by Giving Back 　Text C  Habitat for HumanityUnit Eleven  Corporate Espionage 　Text A  Procter & Gamble vs. Unilever: A Case of Corporate Espionage  ' 　Text B  Hewlett-Packard Spying Scandal Sheds New Light on US Corporate "Ethics"   　Text C  Understanding Intellectual Property Rights through Coca ColaUnit Twelve   Global Crisis 　Text A  Rich but Hungry 　Text B  Gas Crisis Packs Global Punch -- and Not Just on Motorists   　Text C   "Earth Hour" Goes Global

章節(jié)摘錄

　　The history of corporate/industrial espionage pro-bably dates back to the 6th century when Justinian3, theByzantine emperor hired two monks to visit China. Hewanted them to gain an understanding of silk productionin China and to smuggle silkworm eggs and mulberryseeds out of that country to break its worldwide monopolyon silk production. The monks smuggled these eggs andseeds out of China in hollow bamboo walking sticks.　　Subsequently, in a few years the Byzantine empirereplaced China as the largest silk producer in the world.Over the centuries, industrial espionage practicescontinued to play a major part in the development of manycountries. In the 18th century, alarmed by the industrialand military supremacy of Great Britain, France sent itsspies to steal the latters industrial secrets.　　Unilever, which entered the US in late 19th century,was one of the largest foreign multinationals in thecountry. It competed directly with market leader P&G inmany segments of the household and personal careproducts markets.　　Over the decades, the rivalry between these twocompanies kept on intensifying as both of them expandedto the major markets in the world. In the early 21stcentury, while P&G dominated the US household andpersonal care market, Unilever dominated the Europeanmarket.　　In Asia, these companies had equal dominance,with both being market leaders in different Asiancountries. They also fought fiercely for market dominancein other parts of the world. P&G and Unilever competedin every aspect of their operations such as new productdevelopment and launches, pricing and promotionalstrategies and entering new markets.

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