工商管理英语案例教程

本书特色

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本教程理论结合实际,从企业与市场、财务金融、企业管理等多个角度选择案例,编制情景,设计课内外语言活动,以帮助工商管理英语学习者充分利用语境,通过大量实训,逐步提高工商管理中的英语口头、笔头交际能力和技巧。本教程内容可操作性强,有较高的实践价值,理论上紧扣专业基础知识,并做到语言简洁、思路清晰;案例选择上注重工商管理情景的真实性和趣味性;实训操练上强调实用性、互动性和新颖性。
本教程分为四大模块(模块一:商务基本理念;模块二:市场与营销;模块三:财务金融;模块四:商务管理),共16个单元。每一单元都包含理论简介、两个实践案例和补充阅读三个部分。
本教程可作为高等院校学生专门用途英语教程,也可用作相关职业培训专用教材。

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内容简介

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工商管理:本书内容丰富,设计巧妙,话题覆盖工商管理涉及的方方面面,并通过将相关的理论知识与案例结合起来,让学生在学习理论的同时也能运用于具体案例中。通过该书本系统的学习,学生能全面深入掌握该学科的相关知识。

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目录

Basic Concepts in Business Business and Business Regulations ……………………………………………………2I. Function, Environment, and Social Responsibility of Business ……………………………….2II. Business Forms ……………………………………………………………………………………………….6III. Business Law ……………………………………………………………………………………………….. 11IV. Case Study 1: Texan Chicken ………………………………………………………………………….17V. Case Study 2: Game Over………………………………………………………………………………..19VI. Additional Reading: Business Ethics ……………………………………………………………….22Market and Marketing Market Theory ………………………………………………………………………………….. 30I. Market and Its Nature ………………………………………………………………………………………30II. Market Share and Market Concentration ……………………………………………………………32III. Case Study 1: Caferoma …………………………………………………………………………………34Basic Concepts in Business Business and Business Regulations ……………………………………………………2I. Function, Environment, and Social Responsibility of Business ……………………………….2II. Business Forms ……………………………………………………………………………………………….6III. Business Law ……………………………………………………………………………………………….. 11IV. Case Study 1: Texan Chicken ………………………………………………………………………….17V. Case Study 2: Game Over………………………………………………………………………………..19VI. Additional Reading: Business Ethics ……………………………………………………………….22Market and Marketing Market Theory ………………………………………………………………………………….. 30I. Market and Its Nature ………………………………………………………………………………………30II. Market Share and Market Concentration ……………………………………………………………32III. Case Study 1: Caferoma …………………………………………………………………………………34IV. Case Study 2: Kristal Water …………………………………………………………………………….37V. Additional Reading: Marketing …………………………………………………………………………39Market Research and Planning …………………………………………………………. 51I. Market Research ……………………………………………………………………………………………..51II. Customer Research …………………………………………………………………………………………58III. Competitor Research and Analysis: From Data to Insight…………………………………..63IV. Case Study 1: KGV Europe …………………………………………………………………………….66V. Case Study 2: The Voice of Business …………………………………………………………………69VI. Additional Reading: Marketing Planning ………………………………………………………….71Unit 4 Marketing Mix (I): Product…………………………………………………………………. 78I. Product ………………………………………………………………………………………………………….78II. Product Planning …………………………………………………………………………………………….80III. Introducing a New Product to Market ………………………………………………………………83IV. Case Study 1: Fabtek……………………………………………………………………………………..89V. Case Study 2: Angel Investments………………………………………………………………………92VI. Additional Reading: Extending a Product with Service ………………………………………94Unit 5 Marketing Mix (II): Price ………………………………………………………………….. 100I. Product Pricing ……………………………………………………………………………………………..100II. Pro.ting from Prices……………………………………………………………………………………..103III. Pricing Methods …………………………………………………………………………………………. 110IV. Case Study 1: Minerva A. G. …………………………………………………………………………113V. Case Study 2: ILA Leatherwear Competition ……………………………………………………116VI. Additional Reading: Running a Price Campaign …………………………………………….. 118Unit 6 Marketing Mix (III): Place ………………………………………………………………… 124I. De.nition of Channels of Distribution ………………………………………………………………124II. Wholesalers ………………………………………………………………………………………………….125III. Retailers ……………………………………………………………………………………………………..127IV. Case Study 1: Ashbury Guitars ………………………………………………………………………129V. Case Study 2: Lifetime Holidays…………………………………………………………………….131VI. Additional Reading: Logistics ……………………………………………………………………….132Unit 7 Marketing Mix (IV): Promotion …………………………………………………………. 141I. Product Adoption Curve and Promoting Strategy ……………………………………………….142II. Methods of Promotion …………………………………………………………………………………..143III. Advertising Operation ………………………………………………………………………………….145IV. Case Study 1: Getting to Know You……………………………………………………………….153V. Case Study 2: Focus Advertising…………………………………………………………………….156VI. Additional Reading: Getting Close to Customers …………………………………………….158Unit 8 International Business ……………………………………………………………………. 164I. Globalization of Enterprise ……………………………………………………………………………..164II. International Marketing in the New Century …………………………………………………….170III. Globalization and Business Strategy ………………………………………………………………175IV. Case Study 1: Zumo—Creating a Global Brand ………………………………………………180V. Case Study 2: Marcia Lee Jeans ……………………………………………………………………..182VI. Additional Reading: Managing Skills of International Business ………………………..185Unit 9 Communicating with Customers …………………………………………………….. 190I. Communicating Customer Service …………………………………………………………………..190II. Handling Customer Inquiries ………………………………………………………………………….193III. Handling Complaints ……………………………………………………………………………………199IV. Case Study 1: Hermes Communications …………………………………………………………203V. Case Study 2: Camden Football Club ………………………………………………………………206VI. Additional Reading: Managing Customers ……………………………………………………..208Part 3 Accounting and Financing Unit 10 Accounting and Financial Analysis …………………………………………………216I. De.nition of Accounting …………………………………………………………………………………216II. Financial Statements ……………………………………………………………………………………..216III. Ratio Analysis of Financial Statements …………………………………………………………..224IV. Case Study 1: Financial Statement Preparation ………………………………………………..244V. Case Study 2: Financial Statement Analysis ……………………………………………………..245VI. Additional Reading: Managing by Open Book ………………………………………………..247Unit 11 Financing ……………………………………………………………………………………… 252I. What Is Financial Management? ………………………………………………………………………253II. Organization of Financial Management Function ……………………………………………..255III. Financing of Operations ……………………………………………………………………………….256IV. Case Study 1: Valentino Chocolates ……………………………………………………………….263V. Case Study 2: Vision Film Company ……………………………………………………………….266VI. Additional Reading: Managing 21st Century Finances …………………………………….269Part 4 Management Unit 12 Management ………………………………………………………………………………… 276I. What Is Management?…………………………………………………………………………………….276II. Levels and Functions of Management ……………………………………………………………..277III. Management Skills ………………………………………………………………………………………279IV. Case Study 1: The Way We Do Things ……………………………………………………………281V. Case Study 2: Creating a Sense of Identity ……………………………………………………….283VI. Additional Reading: Business Management in the 21st Century ………………………..286Unit 13 Planning and Decision-making……………………………………………………… 299I. Planning and Planning Process ………………………………………………………………………..299II. Decision-making and Decision-making Process ……………………………………………….301III. Case Study 1: The Team-building Seminar ……………………………………………………..307IV. Case Study 2: A Risky Business …………………………………………………………………….309V. Additional Reading: Creativity and Decision-making ………………………………………..311Unit 14 Organizing and Delegation ……………………………………………………………. 317I. Organizing Company ……………………………………………………………………………………..317II. Effective Delegation ……………………………………………………………………………………..325III. Case Study 1: Faredeal Travel Agency ……………………………………………………………329IV. Case Study 2: The New Boss …………………………………………………………………………333V. Additional Reading: The Critical Factors That Build or Break Teams ………………….336Unit 15 Motivation and Leadership ……………………………………………………………. 342I. Motivation Theories ……………………………………………………………………………………….342II. Leadership Theories ………………………………………………………………………………………347III. Case Study 1: Slim Gyms ……………………………………………………………………………..352IV. Case Study 2: Zenova …………………………………………………………………………………..356V. Additional Reading: Succeeding as a New Manager ………………………………………….359Unit 16 Controlling ……………………………………………………………………………………. 364I. Controlling Process ………………………………………………………………………………………..364II. Statistical Process Control (SPC) ……………………………………………………………………368III. Case Study 1: Acquiring Metro ……………………………………………………………………..372IV. Case Study 2: ATry at Innovation ………………………………………………………………….375V. Additional Reading: Keeping Control in Nonhierarchical Organizations ……………..378References …………………………………………………………………………………………………..384信息

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工商管理英语案例教程

书名:工商管理英语案例教程

作者:钟凌

页数:384

定价:¥56.0

出版社:清华大学出版社

出版日期:2016-09-01

ISBN:9787302450757

PDF电子书大小:117MB 高清扫描完整版

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