当代商务英语阅读教程 12025|PDF|Epub|mobi|kindle电子书版本百度云盘下载

当代商务英语阅读教程 1PDF格式电子书版下载

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Unit 1　商标知多少1

Topic-based Content:Trademark,Brand and Logo1

Topic Reading:Extracts of Trademark,Brand and Logo1

Extract 1:Trademarks1

Extract 2:The Trademark Application Process5

［实例链接］Link to Authentic Document:Sample Trademarks9

Extract 3:Brand ＆ Logo11

Extract 4:Coca-Cola13

［文化链接］Culture Link:Branding—It's All about Focus16

［实例链接］Link to Authentic Document:Trademark Assignment19

Unit 2 广告风云录22

Topic-based Content:Advertising Industry22

Topic Reading:Extracts of Advertising Industry22

Extract 1:Advertising22

Extract 2:Advertising Media26

［相关链接］Related Link:Background History of Advertising31

［文化链接］Culture Link:The Top Tens on the Internet33

Extract 3:Misleading Advertising36

Extract 4:Advertising Careers38

［文化链接］Culture Link:Authentic Advertisements41

Unit 3　广告妙语　46

Topic-based Content:Language of Advertising　46

Topic Reading:Extracts of Language of Advertising　46

Extract 1:Opinions on Advertising Language　46

Extract 2:Copywriting and Copywriter50

［文化链接］Culture Link:Nice'n Easy52

Extract 3:Creative Work by Copywriters55

Extract 4:The Future of Ad Writing58

［文化链接］Culture Link:Effective Ads60

［阅读链接］Link to Reading Attack Skill:Acronym62

Unit 4　传媒巨子风云录67

Topic-based Content:Time Warner67

Topic Reading:Extracts of Time Warner67

Extract 1:Time Warner Inc.67

Extract 2:Values of Time Warner69

Extract 3:From Time Warner to AOL Time Warner and to Time Warner(TWX)72

Extract 4:Background of the Merger76

［文化链接］Culture Link:The Future of Digital Media79

Unit 5 营销为王84

Topic-based Content:Marketing Mix84

Topic Reading:Extracts of Marketing Mix84

Extract 1:Marketing Plan84

Extract 2:Marketing Mix88

［相关链接］Related Link:McDonald's Five P's91

Extract 3:The Product Life Cycle94

Extract 4:How to Create a Marketing Plan97

［文化链接］Culture Link:The Five Roles of a Great Leader98

［阅读链接］Link to Reading Attack Skill:"-driven"Compound Words101

Unit 6 探秘营销模式103

Topic-based Content:Market and Marketing Moulds103

Topic Reading:Extracts of Market and Marketing Moulds103

Extract 1:Market and Marketing103

Extract 2:Projecting Market Share108

［相关链接］Related Link:Network Marketing—Internet Business Do's and Don'ts111

Extract 3:Internet Based Network Marketing Success113

Extract 4:Creating New Retailing Moulds115

［文化链接］Culture Link:Supermarket Competition in UK122

Unit 7 销售文化125

Topic-based Content:Different Kinds of Sales Cultures125

Topic Reading:Extracts of Different Kinds of Sales Cultures125

Extract 1:Car Boot Sale125

Extract 2:Some Other Sales or Shops128

［文化链接］Culture Link:16 eBay Success Secrets131

Extract 3:Yard Sales and Garage Sales133

Extract 4:Will Wal-Mart Last Forever?138

［文化链接］Culture Link:Five-and-Dime Store141

［相关链接］Related Link:Building Your MLM Business142

Unit 8 期中复习146

Topic-based Content:A Review of the Content from Unit 1 to Unit 7146

Topic Reading:Extracts about Marketing Mix146

Extract 1:Definitions of Advertising146

Extract 2:Is Your Product D.U.M.B. Enough to Take Overseas?148

Extract 3:How to Avoid Blunders in Advertising?152

Unit 9 知识产权必知录158

Topic-based Content:Intellectual Property and Patent158

Topic Reading:Extracts of Intellectual Property and Patent158

Extract 1:Intellectual Property158

Extract 2:World Intellectual Property Organization161

［实例链接］Link to Authentic Document(1):IPA165

［实例链接］Link to Authentic Document(2):Patent167

Extract 3:Patent and Its Application169

Extract 4:Infringement ＆ Piracy173

［文化链接］Culture Link:Patents and Inventions176

A Press Release178

［实例链接］Link to Authentic Documents(3):Copyright179

［阅读链接］Link to Reading Attack Skills:Parallel Structure181

Unit 10 网络＆“E”生活185

Topic-based Content:Network and E-Life185

Topic Reading:Extracts of Network and E-Life185

Extract 1:Internet and E-Life185

Extract 2:Online Shopping189

［相关链接］Related Link:E-mail192

Extract 3:Information Technology and e-mail194

Extract 4:Applications of Networked Multimedia196

［文化链接］Culture Link:The First e-mail Message200

Unit 11 点击电子商务205

Topic-based Content:Internet and E-Commerce205

Topic Reading:Extracts of Internet and E-Commerce205

Extract 1:ABCs of E-Commerce(1)205

Extract 2:ABCs of E-Commerce(2)209

［文化链接］Culture Link:TV Is Dying?Long Live TV!213

Extract 3:Windows VistaTM215

Extract 4:Will iPods Bring New Fans to TV Shows?218

［相关链接］Related Link:How to Use the Internet220

［阅读链接］Link to Reading Attack Skills:Transferred Negative221

Unit 12 货币大观224

Topic-based Content:Money and Its Types224

Topic Reading:Extracts of Money and Its Types224

Extract 1:Types of Money224

Extract 2:Monetary Standards226

［相关链接］Related Link:Currency Codes ＆ Symbols(Signs)228

［相关链接］Related Link:Foreign Exchange230

Extract 3:Monetary Systems231

Extract 4:Eurosystem and the European Central Bank236

［文化链接］Culture Link:Inventor Who Coined Euro Sign Fights for Recognition238

Unit 13 银行业务窥奥243

Topic-based Content:Banking243

Topic Reading:Extracts of Banking243

Extract 1:Banking243

Extract 2:Banking in the United States and Other Countries248

［相关链接］Related Link:Banking History250

Extract 3:Credit Cards252

Extract 4:The History of Credit Cards255

［文化链接］Culture Link:Bank Holiday256

Unit 14 交易小百科261

Topic-based Content:Commodity Transactions261

Topic Reading:Extracts of Commodity Transactions261

Extract 1:Commodity Transactions261

Extract 2:The Futures Market263

［文化链接］Culture Link:Chicago Mercantile Exchange Inc.？267

Extract 3:Different Order Types268

Extract 4:Free Trade270

［相关链接］Related Link:Trade Fairs272

Unit 15 社会保障275

Topic-based Content:Social Security275

Topic Reading:Extracts of Social Security275

Extract 1:Social Security275

Extract 2:Health Insurance in the United States279

［实例链接］Link to Authentic Document:Promotional Letter—Auto Insurance283

Extract 3:Life Insurance284

Extract 4:Some Other Insurance Items287

［相关链接］Related Link:The Insurance Industry and Insurance Companies290

Unit 16 期末复习295

Topic-based Content:A Review of the Content from Unit 9 to Unit 15295

Topic Reading:Extracts about Protecting the Legitimate Rights295

Extract 1:How Trademarks Differ from Patents and Copyrights295

Extract 2:What Is Piracy?Why Is Piracy Illegal?297

Extract 3:Business Models300

参考文献305