正版新书]工商管理英语案例教程钟凌 编著 著作9787302450757

Part1 Basic Concepts in Business
Unit 1 Business and Business Regulations
I.Function， Environment， and Social Responsibility of Business
II.Business Forms
III.Business Law
IV.Case Study 1: Texan Chicken
V.Case Study 2: Game Over
VI.Additional Reading: Business Ethics
Part 2 Market and Marketing
Unit 2 Market Theory
I.Market and Its Nature
II.Market Share and Market Concentration
III.Case Study 1: Caferoma
IV.Case Study 2: Kristal Water
V.Additional Reading: Marketing
Unit 3 Market Research and Planning
I.Market Research
II.Customer Research
III.Competitor Research and Analysis: From Data to Insight
IV.Case Study 1: KGV Europe
V.Case Study 2: The Voice of Business
VI.Additional Reading: Marketing Planning
Unit 4 Marketing Mix （I）: Product
I.Product
II.Product Planning
III.Introducing a New Product to Market
IV.Case Study 1: Fabtek
V.Case Study 2: Angel Investments
VI.Additional Reading: Extending a Product with Service
Unit 5 Marketing Mix （II）: Price
I.Product Pricing
II.Pro.ting from Prices
III.Pricing Methods
IV.Case Study 1: Minerva A. G.
V.Case Study 2: ILA Leatherwear Competition
VI.Additional Reading: Running a Price Campaign
Unit 6 Marketing Mix （III）: Place
I.De.nition of Channels of Distribution
II.Wholesalers
III.Retailers
IV.Case Study 1: Ashbury Guitars
V.Case Study 2: Lifetime Holidays
VI.Additional Reading: Logistics
Unit 7 Marketing Mix （IV）: Promotion
I.Product Adoption Curve and Promoting Strategy
II.Methods of Promotion
III.Advertising Operation
IV.Case Study 1: Getting to Know You
V.Case Study 2: Focus Advertising
VI.Additional Reading: Getting Close to Customers
Unit 8 International Business
I.Globalization of Enterprise
II.International Marketing in the New Century
III.Globalization and Business Strategy
IV.Case Study 1: Zumo—Creating a Global Brand
V.Case Study 2: Marcia Lee Jeans
VI.Additional Reading: Managing Skills of International Business
Unit 9 Communicating with Customers
I.Communicating Customer Service
II.Handling Customer Inquiries
III.Handling Complaints
IV.Case Study 1: Hermes Communications
V.Case Study 2: Camden Football Club
VI.Additional Reading: Managing Customers
Part 3 Accounting and Financing
Unit 10 Accounting and Financial Analysis
I.De.nition of Accounting
II.Financial Statements
III.Ratio Analysis of Financial Statements
IV.Case Study 1: Financial Statement Preparation
V.Case Study 2: Financial Statement Analysis
VI.Additional Reading: Managing by Open Book
Unit 11 Financing
I.What Is Financial Management？
II.Organization of Financial Management Function
III.Financing of Operations
IV.Case Study 1: Valentino Chocolates
V.Case Study 2: Vision Film Company
VI.Additional Reading: Managing 21st Century Finances
Part 4 Management
Unit 12 Management
I.What Is Management？
II.Levels and Functions of Management
III.Management Skills
IV.Case Study 1: The Way We Do Things
V.Case Study 2: Creating a Sense of Identity
VI.Additional Reading: Business Management in the 21st Century
Unit 13 Planning and Decision-making
I.Planning and Planning Process
II.Decision-making and Decision-making Process
III.Case Study 1: The Team-building Seminar
IV.Case Study 2: A Risky Business
V.Additional Reading: Creativity and Decision-making
Unit 14 Organizing and Delegation
I.Organizing Company
II.Effective Delegation
III.Case Study 1: Faredeal Travel Agency
IV.Case Study 2: The New Boss
V.Additional Reading: The Critical Factors That Build or Break Teams
Unit 15 Motivation and Leadership
I.Motivation Theories
II.Leadership T