正版 商务英语综合教程 孙春晓 浙江大学出版社有限责任公司 9787

Unit 1 Language of Business English
I. Introduction
II. The Roles of Business English
III. Lexical Styles of Business Vocabulary
IV. Syntactic Styles of Business Sentences
V. Social Formulas of International Business Correspondences
Explanatory Notes on Economic Terms
Test Yourself
Unit 2 International Price Terms
I. Introduction
II. Price Terms
III. Rules for Any Transport Mode
IV. Rules for Sea and Inland Waterway Transport
V. Pricing
VI. Money of Account
VII. Commission and Discount
VIII. Other Non-price Commercial Economic Terms
Explanatory Notes on Economic Terms
Test Yourself
Unit 3 International Payments and Settlements
I. Introduction
II. Bill of Exchange
III. Promissory Note and Cheque
IV. Remittance
V. Terms and Methods of Payment in International Trade--Collection
VI. Terms and Methods of Payment in International Trade--Letter of
Credit （L/C）
VII. Documents
Explanatory Notes on Economic Terms
Test Yourself
Unit 4 International Trade Practice
I. Introduction
II. Business Preparatory Work
III. Business Negotiation
IV. Signing of a Contract
V. Performance of an Export Contract
VI. Performance of an Import Contract
Explanatory Notes on Economic Terms
Test Yourself
Unit 5 Establishing Business Relations
I. Introduction
II. Channels and Methods for Establishing Business Relations
III. Contents of Mails for Establishing Business Relations
IV. Main Channels and Methods for Credit Inquiries or Investigations
V. Sample Letters
Explanatory Notes on Economic Terms
Test Yourself
Unit 6 Inquiries and Offers
I. What Is an Inquiry
II. Contents in an Inquiry
III. What Is an Offer
IV. Contents in an Offer
Explanatory Notes on Economic Terms
Test Yourself
Unit 7 Counter-Offer and Acceptance
I. What Is a Counter-Offer
II. Contents of a Counter-Offer
III. What Is an Acceptance
IV. Contents of an Acceptance
V. Sample Business Correspondences of Negotiation
Explanatory Notes on Economic Terms
Test Yourself
Unit 8 Business Management
I. What Is Business Management
II. Features of Business Management
III. Objectives of Business Management
IV. Functions of Business Management
Explanatory Notes on Economic Terms
Test Yourself
Unit 9 Business Organizations
I. Introduction
II. Sole Proprietorship
III. General Partnership
IV. Limited Partnership
V. Corporations
Explanatory Notes on Economic Terms
Test Yourself
Unit lO Ways of Business
I. Introduction
II. Wholesaling
III. Retailing
IV. Franchising
V. Agency
Explanatory Notes on Economic Terms
Test Yourself
Unit 11 What Is Marketing
I. What Is Marketing
II. Marketing Concept
III. Marketing and Utility
IV. Target Market
V. Industrial Market
VI. Government and Institutional Markets
VII. Consumer Market
VIII Classes of Consumer Goods
Explanatory Notes on Economic Terms
Test Yourself
Unit 12 Marketing Mix
I. Marketing Mix
II. Product Planning
III. Pricing
IV. Physical Distribution
V. Product Promotion
VI. The Marketing Mix of Apple Inc.
Explanatory Notes on Economic Terms
Test Yourself
Unit 13 What Is Economics
I. Economics
II. Macroeconomics
III. Monetary Policy and Fiscal Policy
IV. Microeconomics
V. Demand Curve
VI. Supply Curve
VII. Equilibrium Price
Explanatory Notes on Economic Terms
Test Yourself
Unit 14 Types of Competition
I. Pure Competition
II. Monopolistic Competition
III. Oligopoly
IV. Monopoly
V. Monopoly vs. Oligopoly
Explanatory Notes on Economic Terms
Test Yourself

孙春晓，女，汉族，浙江义乌人，浙江工业大学之江学院教师，副教授。2011年6月，毕业于浙江大学企业管理专业，博士研究生。2003年6月至今，于浙江工业大学之江学院任教，从事商务英语、商务谈判、跨国公司

本教材内容丰富、语言通俗，理论性和实用性强，适合于市场营销、企业管理或工商管理等专业。
本教材是2018年浙江工业大学重点建设教材，其编写是基于商务英语课程群体性和个体性的特点，有针对性地进行课程教授对象需求分析，将商务知识、商务技能和语言综合能力融为一体，体现教学内容的综合性和教学形式的多样性。
本教材包含了跨学科的综合性和系统性内容，其中专业知识内容主要包括国际商务概述、国际贸易理论与实务、企业管理、市场营销、经济学理论、国际投资等方面的系统知识；商务语言内容主要包括商务英语语言的基本要求、专业资料的阅读、商务往来书信的写作、商务交易磋商的口语。