管理專業(yè)英語

     Contents
   Unit 1
    Text: Should Water Be Worth More than Diamonds?
    Exercises to the Text
    Intensive Reading: Demand and Supply
    Extensive Reading: Adam Smith and the Birth of Economic Science
   Unit2
    Text: Behavioral Considerations in Market Analysis
    Exercises to the Text
    Intensive Reading: Planning a Marketing Research Prqject
    Extensive Reading: Producing for the Consumer
   Unit3
    Text: Motivational Research
    Exercises to the Text
    Intensive Reading: Gillette Goes High Tech
    Extensive Reading: Win over the Customer
   Unit 4
    Text: The Statistical Testing of Economic Theories: an Example
    Exercises to the Text
    Intensive Reading: Analysis of the Data
    Extensive Reading: Extending the Analysis
   Unit 5
    Text: Benefit-Cost Analysis
    Exercises to the Text
    Intensive Reading: Limitations and Problems
    Extensive Reading: Technological versus Economic Efficiency: an Example
   Unit 6
    Text: Importance of Product Innovation
    Exerrises to the Text
    Intensive Reading: Development of New Products
    Extensive Reading: What Is a "New" Product?
   Unit 7
    Text: Management of Physical Distribution
    Exerrises to the Text
    Intensive Reading: Selection of Channels of Distribution for a New Product
    Extensive Reading: Optimization and Cost Trade-Offs
   Unit 8
    Text: Applying Management Science
    Exercises to the Text
    Intensive Reading: Limitations of Management Science Models
    Extensive Reading: IBM's Approach to Planning
   Unit 9
    Text: Psychological Influence on Buyer Behavior
    Exercises to the Text
    Intensive Reading: Decision Making Process in Buying
    Extensive Reading: Classification of Consumer Goods
   Unit 10
    Text: Risks and Its Management
    Exercises to the Text
    Intensive Reading: Risk Measurement
    Extensive Reading: Control of Risk
   Unit 11
    Text: Advertising
    Exercises to the Text
    Intensive Reading: Developing the Media Plan
    Extensive Reading: The Advertising Media
   Unit 12
    Text: Motivating Workers in Workplace 2000
    Exercises to the Text
    Intensive Reading: Japanese Approach to Business
    Extensive Reading: Ouchi-Theory Z
   Unit 13
    Text: The World Bank
    Exercises to the Text
    Intensive Reading: Computerized Banking
    Extensive Reading: The British Bank
   Unit 14
    Text: Basic Types of Securities
    Exercises to the Text
    Intensive Reading: The Securities Markets in U. S.
    Extensive Reading: Listed Stock Prices
   Unit 15
    Text: Structures for Operating in Foreign Markets
    Exercises to the Text
    Intensive Reading: Taking Advantage of Competitive Advantages
    Extensive Reading: Cultural Considerations in Marketing
   Unit 16
    Text: Multinationals
    Exercises to the Text
    Intensive Reading: India versus Coca Cola and IBM
    Extensive Reading: Pricing in Intemational Markets
   Unit 17
    Text: How to Utilize a Technology Advantage
    Exercises to the Text
    Intensive Reading: Technology and Man
    Extensive Reading: IBM in Mexico
   Unitl 18
    Text: Management Uses of Computers
    Exercises to the Text
    Intensive Reading: Business Data Processing
    Extensive Reading: Elecotromc Mail
   Unit 19
    Text: What Is Marketing?
    Exercises to the Text
    Intensive Reading: The Difference between Marketing and Selling
    Extensive Reading: Who Are Our Customers?
   Unit 20
    Text: The General Agreement on Tarrifs and Trade
    Exercises to the Text
    Intensive Reading: How Well Is GATT Doing?
    Extensive Reading: GATT's Uruguay Round---Old MacDonald in the Way
    Seleeted Reading from Management Classics
    Achieving World-Class Performance in Quality, Services, and Innovation
    The New Rules for Competition
    Guidelines for CEOs, Managers and Entrepreneurs
    The Winner's Choice
    Clock Building, Not Time Telling
   Vocabulary