《现代商务英语综合教程》是为高职高专商务英语专业学生量身打造的新曙光现代商务英语系列教材之一,是由李荣庆、李全福编写。它适应于高职高专商务英语专业高年级同学使用。全书共计12个单元。每单元按6学时授课,可满足一个学期72学时的教学工作量。本教材各单元的主题分别为:国贸理论、国贸组织、市场营销、市场组合、促销活动、品牌战略、工商伦理、职场女性、股票债券、经济周期、保护主义、知识产权。这些主题承接上册主题,使工商领域各个环节的内容在教材中都得到体现。其中一些单元的内容较上册难度程度有所增加,体现了学习上先易后难的理念。
《现代商务英语综合教程》(下)是由李荣庆、李全福编著的高等职业教育商务英语专业高年级学生的主干课程教材。本教材内容涵盖工商领域产、供、销和对外贸易的各个环节。各单元由精读文本、词汇注释、课文详解、练习题目及辅助阅读短文组成。
教材各练习环节均为以学生为中心的教学模式而设。比如,每单元专设学生展示环节,教师可因势利导,安排互动教学。
本系列教材重视整体构建,另编有《现代商务英语听力教程》、《现代商务英语口语程》。这些教材各单元的主题与《现代商务英语综合教程》基本一致,形成呼应关系,数种教材同时使用,可以产生课程间教学合力,为迄今比较先进的教材组合设计。《现代商务英语综合教程》(下)附带教师教学用PPT演示文稿,其中收入每单元练习题目的答案以及每篇英语文本的汉语泽文,方便教师使用。
Unit One The Theory of International Trade
Pre-reading Discussions for the Text
Text: The Theory of Comparative Advantage -- Historical Overview
Further Reading One: Reasons for Trade
Further Reading Two: International Trade and Investment
Unit Two World Trade Organization
Pre-reading Discussions for the Text
Text: What Is the World Trade Organization?
Further Reading One: World Trade Organization
Further Reading Two: Regionalism: Friends or Rivals?
Further Reading Three:WTO Rules: Regional Trade Agreements
Unit Three Marketing
Pre-reading Discussions for the Text
Text : Target Marketing
Further Reading One: Historical Ears of Marketing
Further Reading Two: Marketing in the Overall Business
Further Reading Three : Markets
Unit Four Marketing Mix
Pre-reading Discussions for the Text
Text: The Four Ps
Further Reading One: Marketing
Further Reading Two: Marketing Study
Unit Five Promotion Activities
Pre-reading Discussions for the Text
Text: Special Promotional Activities
Further Reading One: Types of Advertising
Further Reading Two: Advertising Strategies
Unit Six Brand Strategy
Pre-reading Discussions for the Text
Text : Brand Strategy
Further Reading One: Products and Services
Further Reading Two: Names and Identities
Unit Seven Business and Managerial Ethics
Pre-reading Discussions for the Text
Text: Business and Managerial Ethics
Further Reading One: Ethics in Business
Further Reading Two : Professions
Unit Eight Gender and Race in Business
Pre-reading Discussions for the Text
Text: Women in History
Further Reading One: Racial Conflicts
Further Reading Two: Working Women
Unit Nine The Stocks
Pre-reading Discussions for the Text
Text: The Stocks
Further Reading One: Market Capitalization
Further Reading Two: Dividends
Unit Ten Business Recession
Pre-reading Discussions for the Text
Text: Business Recessions
Further Reading: Business Cycle
Unit Eleven Free Trade and Protectionism
Pre-reading Discussions for the Text
Text: Free Trade and Trade Barriers
Further Reading: Import Tariffs
Unit Twelve Intellectual Property Rights
Pre-reading Discussions for the Text
Text : Geographical Indication
Further Reading: Trademarks
GLOSSARY