商務(wù)英語綜合教程學(xué)生用書（第三冊(cè)）

前言

　　進(jìn)入大眾化教育以來，中國高等學(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。雖然國內(nèi)學(xué)者仍就這三個(gè)專業(yè)的共同性和差異性爭論不休，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，從而為將來的職場競爭打好基礎(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)生更具競爭力。

內(nèi)容概要

《商務(wù)英語綜合教程》共分四冊(cè)，每冊(cè)12個(gè)單元，內(nèi)容包括經(jīng)濟(jì)、管理、國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全日制商務(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　Keys to Being a Successful Entrepreneur　Text A  Seven Key Qualities of Successful Entrepreneurs　Text B  Case Study: Shahnaz Husain -- The Archangel of Herbal Beauty　Text C  Entrepreneurs Share Courage, Other Common TraitsUnit Two　Office Politics　Text A  Managing Office Politics　Text B  Case Study: Ask Annie -- HOW to Survive Office Politics　Text C  Power PlaysUnit Three  Real Work at Home lobs　Text A  Home-Based Business　Text B  Case Study: StartupNation Home-Based 100 -- 10 Top Home Businesses in i0 Categories　Text C  How to Start Your Own Business.Unit Four　Employee Turnover　Text A  Glad To See You Go : The Benefits of Employee Turnover　Text B  Case Study: Why are We Losing All Our Good People ?　Text C  Overcoming Job Burnout Unit Five　Customer Management　Text A  Surviving in the Age of Rage　Text B  Case Study: The Right Way to Manage Unprofitable Customers　Text C  Air RageUnit Six　Market Expansion　Text A  How to Expand Your Market　Text B  Case Study: Golden Arches Galore　Text C  Grow Your BusinessUnit Seven  Localization Strategy　Text A  Localize Your Product to G10balize Your Business　Text B  Case Study: Going Local　Text C  What Is Localization?Unit Eight  Monopoly　Text A  The De Beers Story: A New Cut on an Old Monopoly　Text B  Case Study: Grounds for a Lawsuit -- Indie Coffee Shop Owner in Wash. , Deems Starbucks Predatory　Text C  Blood Diamond: AfricaUnit Nine　Global Tourism　Text A  The Tourism Time Bomb　Text B  Case Study: Global Expansion for French "24-hour Receptionist" Kiosks　Text C  Tower of London -- The Most Haunted Building in LondonUnit Ten　Green Business　Text A  Is Earth Day the New Christmas?　Text B  Case Study: RecycleBank and Texas Instruments Make an Environmental Difference　Text C  The New American Buzzword is "Green" Unit Eleven  The Beauty Industry　Text A  Beauty Industry Needs Facelift　Text B  Case Study: Unilever Gives "Ugly Betty" a Chinese Makeover　Text C  Indian Male Beauty Industry BoomsUnit Twelve  A Return to Thrift　Text A  The Seven Deadly Sins That Lead to Debt　Text B  Case Study: Coffee, Lipstick and Economy　Text C  Top Five Money Mistakes Men Make

章節(jié)摘錄

　　1. Common sense　　Studies show that most successful businessmenconsider common sense as the foundation of theirsuccess. Common sense is defined as an ability to makesound judgments on the issues， which you encounter ineveryday　situations.　Good　judgment　depends　onacquired　knowledge　and　past　experience. Thecombination of these two creates necessary prerequisitesin developing common sense in a person. Commonsense allows you to understand complex issues in simplerterms and get into the core of a problem.　　2. Specialized knowledge of your field　　It is easier to start a successful business， if you havedeep knowledge of the business field that you decide topursue. About half of all home-based start-ups6 arelaunched by people who decide to use the knowledge，which they gained from their previous work experience ofa particular niche area. Philip Green7， a billionaire， whomade his fortune in garments retailing， claims that cornerstone8 of his success is his knowledge of rag trade9. He，presumably， can price a fabric simply by rubbing itbetween his fingers. Just by looking at a rack of coats heCan predict which ones wont sell next season. Thats thekind of knowledge required in order to become successfulin entrepreneurship. Around 45 percent of all start-ups failto survive more than two years.

編輯推薦

　　新基點(diǎn)全國高等院校商務(wù)英語專業(yè)本科系列規(guī)劃教材·語言技能子系列

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