（四）拓展阅读（一般）
理解：1. Advertising on the Web Companies Grab the Brass Ring 网络广告：公司的新商机
2. From Harley-Davidson Armchairs to Coca-Cola Fishing Lures The Rise of Corporate Branding
企业品牌化的兴起：从哈雷牌轮椅到可口可乐牌鱼饵 3. Offering Guarantees to Promote Sales 提供质量保证以提高销售额度
4. Power Pricers: How Smart Companies Use Price as a Strategic Tool 价格的威力：精明商家的价格策略
第四单元 管理
一、学习目的与要求
通过本单元学习，掌握基本商务知识理论，了解国际知名企业的基本管理理念，掌握基本国际商务背景知识。
二、考核知识点与考核目标 （一）课内训练（重点）
识记：1. Cross-cultural Management 跨文化管理
名词解释：
MBA: Master of Business Administration, 工商管理硕士
Pay-for-performance (PFP) 业绩付酬—按照实际业绩付给酬劳
Matrix structure 矩阵结构
句子翻译：
A fairly obvious cultural divide that has been much studied is the one between, on the one hand, the countries of North America and north-west Europe, where management is largely based on analysis, rationality, logic and systems, and, on the other, the Latin cultures of southern Europe and South America, where personal relations, intuition, emotion and sensitivity are of much greater importance.
2. Motorola Modes of Handling Ethical Issues Transculturally 跨文化管理“摩托罗拉模式”所遵循的原则是什么？
句子翻译：
1) The simplest mode is one in which Motorola makes no particular effort to adjust to the local culture, but merely clarifies its policy on a given issue, and implements that policy regardless of whether it overlaps with the values or standards of the host culture.
2) In some situations, the overlap between Motorola’s standards and certain practices of the host culture might be so limited that the corporation has no choice other than simply to abide by its own standards and attempt to remain viable in that country.
（二）阅读技巧（次重点）
应用：基本商务背景知识积累 （三）课外练习（一般）
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理解：1. Might the Proper Study of Management Be Man? 管理的核心是管理人?
名词解释：
Stock market 证券市场 Zeitgeist 时代精神
Theory X(Y) X(Y) 理论 2. No more Boring Analysis 无需反复研究管理方式
（四）拓展阅读（一般）
理解：1. Will This Merger Go Down Smoothly? 这一次的收购会顺利进行吗？
2. Citi: A Whole New Playbook 花旗集团：一个全新的开始 3. Do You Really Need an MBA? 你真的需要一个MBA文凭吗？ 4. Going Global by Thinking Local 立足本土，走向国际
第五单元 贸易
一、学习目的与要求
通过本单元学习，了解商务英语词汇的特殊性，并掌握一定数量的商务英语用词。 二、考核知识点与考核目标 （一）课内训练（重点）
识记：1. Trade Disputes
商务争议
名词解释：
Comparative costs 比较成本 Specialization 专业化生产 Insight 洞察力
Nobel laureate 诺贝尔奖获得者 Productivity 生产力
Mainstream economists 主流经济学家
David Ricardo 大卫·李嘉图 英国经济学家 著有《政治经济学几赋税原理》
句子翻译：
Even if one country can make everything more cheaply than every other it still gains from focusing on the goods in which its relative advantages is greatest — i.e., in which it has a comparative advantage — and importing the rest. 2. A Sale Contract 销售合同
名词解释：
FOB: Free on Board 船上交货价格, 离岸价格
CIF: Cost Insurance and Freight 到岸价格
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CFR: Cost and Freight成本加运费价 FCA: Free Carrier货交承运人 CPT: Carriage Paid to 运费付至
CIP: Carriage Insurance Paid to运费、保险费付至 EXW: Ex Work 工厂交货
DDU: Delivered Duty Unpaid未完税交货 DDP: Delivered Duty Paid 完税后交货 Remittance 汇票 T/T 电汇 M/T 信汇
Banker’s draft 银行汇票 Commercial Draft 商业汇票
Documentary Collection 跟单托收
D/P Sight: Documents against Payment at Sight 即期付款交单
D/P after Sight: Documents against Payment after Sight 远期付款交单 D/A: Documents against Acceptance 承兑交单 Letter of Credit 信用证
Irrevocable L/C 不可撤销信用证 Sight L/C 即期信用证 Usance L/C 远期信用证
Transferable L/C 可转让信用证 句子翻译：
The Buyers shall open with a bank to be accepted by both the Buyers and Sellers an irrevocable transferable letter of credit, allowing partial shipment, transshipment in favor of the Sellers and addressed to Sellers payable at sight against first presentation of the shipping document to Opening Bank. The covering letter of credit must reach the Sellers 30 days before shipment and remain valid in China until the 21st day (inclusive) from the date of shipment.
（二）阅读技巧（次重点）
应用：商务英语词汇一词多义性 （三）课外练习（一般）
理解：1. Business Negotiation 贸易磋商
2. Two Business Letters 商业信函实例
（四）拓展阅读（一般）
理解：1. A Letter of Credit 信用证
2. A Business Letter—Revise Former Letter of Credit 信用证修订书 3. A Booking Order 订舱委托书
4. A Commercial Invoice 商业发票
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第六单元 经济全球化
一、学习目的与要求
通过本单元学习，掌握商务英语特殊用词的记忆方式，了解全球经济一体化进程及其发展趋势。
二、考核知识点与考核目标 （一）课内训练（重点）
识记：1. Game Theory 博弈论
名词解释：
Oligopoly 求过于供的市场情况 Price cutting 大减价 Dilemma 困境
Game theory 博弈论 Adam Smith 亚当·斯密，英国古典政治经济学代表人物，著有《国富论》 Invisible hand “看不见的手” 句子翻译：
Game theory has been used by economists to study the interaction of
oligopolies, on-management disputes; countries trade policies, international environmental agreements, reputations, and a host of other situations. 2. E-Commerce: The Kitty Hawk Era 电子商务：Kitty Hawk时代
名词解释：
Sales volume 销售量 Megastore 超级卖场 Cyberspace 网络空间 Distributor 分销商 Retailer 零售商 Intermediary 中介
Stockbroker 股票经纪人 Dealer 经销商
Leverage 杠杆作用 E-commerce 电子商务
Wal-Mart 沃尔玛，世界第一大零售商 Brick-and-mortar 传统意义上的公司 句子翻译：
1) Slowly but surely, consumers are leaving malls to shop on-line, often in their pajamas at 11 PM. And anyone who doubts the potential power of the e-commerce juggernaut hasn’t grasped the advantage for both consumers and businesses.
2) All companies fear the leverage gained by consumers who can demand ever-lower prices. Finally, businesses are rapidly learning that it isn’t enough to tack the suffix “dot com” onto the company name.
（二）阅读技巧（次重点）
应用：商务英语用词一词多义性
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