國(guó)際商務(wù)英語(yǔ)泛讀（上冊(cè)）

前言

　　三十年的改革開(kāi)放已經(jīng)使中國(guó)成為經(jīng)濟(jì)全球化的受益者，中國(guó)已成為對(duì)外貿(mào)易增長(zhǎng)最快的國(guó)家之一。自2002年以來(lái)，我國(guó)的對(duì)外貿(mào)易連續(xù)七年保持兩成以上的高速增長(zhǎng)態(tài)勢(shì)。2008年外貿(mào)額達(dá)到25616億美元，居全球第三位。據(jù)世界銀行預(yù)測(cè)：到2020年，中國(guó)有望成為居美國(guó)之后的世界第二大貿(mào)易國(guó)，并帶動(dòng)世界貿(mào)易的增長(zhǎng)。對(duì)外貿(mào)易的快速發(fā)展必然對(duì)國(guó)際商務(wù)人才產(chǎn)生巨大的需求?！　「叩嚷殬I(yè)教育體系中的國(guó)際商務(wù)專(zhuān)業(yè)教學(xué)，是使該專(zhuān)業(yè)的學(xué)生能夠在外經(jīng)貿(mào)企業(yè)、外資企業(yè)、外貿(mào)管理等部門(mén)從事外貿(mào)銷(xiāo)售、外貿(mào)制單、外貿(mào)跟單、進(jìn)出口貨物報(bào)關(guān)、報(bào)檢、涉外商務(wù)代理、貨運(yùn)代理、船務(wù)代理、涉外商務(wù)談判、咨詢(xún)、商務(wù)文秘和其他涉外商貿(mào)服務(wù)和管理的工作。在知識(shí)結(jié)構(gòu)、能力結(jié)構(gòu)等方面，要求掌握基本的貿(mào)易政策、法規(guī)和國(guó)際慣例，能夠具體運(yùn)作國(guó)際商務(wù)中各個(gè)業(yè)務(wù)環(huán)節(jié)，并具有扎實(shí)的外語(yǔ)基礎(chǔ)和應(yīng)用能力。由于國(guó)際商務(wù)專(zhuān)業(yè)具有明顯的技能型特點(diǎn)，因此，在教學(xué)內(nèi)容與手段上強(qiáng)調(diào)應(yīng)用性和實(shí)踐性。　　應(yīng)用型本科和高職高專(zhuān)院校的國(guó)際商務(wù)專(zhuān)業(yè)教學(xué)應(yīng)以就業(yè)為導(dǎo)向，以培養(yǎng)高技能人才為目標(biāo)，滿(mǎn)足社會(huì)發(fā)展和經(jīng)濟(jì)建設(shè)的需要。在以就業(yè)為導(dǎo)向方面，目前我國(guó)已由相關(guān)部門(mén)推出了外銷(xiāo)員、國(guó)際商務(wù)師，以及報(bào)關(guān)員、單證員、跟單員、貨運(yùn)代理、報(bào)檢員等職業(yè)從（執(zhí)）業(yè)考試制度。明確的職業(yè)準(zhǔn)入制度以及職位崗位能力要求，使得國(guó)際商務(wù)專(zhuān)業(yè)的教學(xué)有了與就業(yè)需求對(duì)接的“接口”，可以縮短學(xué)生畢業(yè)以后的職業(yè)“磨合”期。

內(nèi)容概要

本書(shū)作者經(jīng)過(guò)與一些長(zhǎng)期在外經(jīng)貿(mào)領(lǐng)域第一線(xiàn)工作的外經(jīng)貿(mào)業(yè)務(wù)人員及大型商務(wù)企業(yè)如“聯(lián)想”等資深培訓(xùn)專(zhuān)家的不斷探討以及對(duì)商務(wù)英語(yǔ)專(zhuān)業(yè)的學(xué)生應(yīng)具備的人才素質(zhì)的縝密調(diào)研，編寫(xiě)了當(dāng)前國(guó)際商務(wù)領(lǐng)域的經(jīng)濟(jì)活動(dòng)中、貿(mào)易壁壘等環(huán)境下關(guān)于市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略、銷(xiāo)售技巧、電子商務(wù)、商務(wù)管理的功能、管理的風(fēng)格、有效的團(tuán)隊(duì)建設(shè)，形象標(biāo)識(shí)的設(shè)計(jì)等內(nèi)容。本書(shū)很好地將國(guó)際商務(wù)英語(yǔ)泛讀課程與國(guó)際商務(wù)領(lǐng)域?qū)?guó)際商務(wù)英語(yǔ)人才素質(zhì)的要求緊密銜接，使本教材具有很強(qiáng)的通用性與實(shí)用性。    本教材適合高職高專(zhuān)院校國(guó)際商務(wù)專(zhuān)業(yè)、大學(xué)英語(yǔ)專(zhuān)業(yè)、商務(wù)英語(yǔ)專(zhuān)業(yè)、報(bào)關(guān)與貨運(yùn)代理專(zhuān)業(yè)等師生使用，也可供企業(yè)開(kāi)展專(zhuān)業(yè)英語(yǔ)知識(shí)培訓(xùn)使用。

書(shū)籍目錄

Chapter One  The International Economic ActivityChapter Two  How to Eliminate the Trade BarriersChapter Three  Concepts of Marketing StrategiesChapter Four  Effective Sales TechniquesChapter Five  E-CommerceChapter Six  Internet MarketingChapter Seven  The Functions of Business ManagementChapter Eight  Styles of ManagementChapter Nine  How to Build an Effective TeamChapter Ten  Logo Image of a CompanyChapter Eleven  Qualities a Good Manager PossessesChapter Twelve  A Successful EntrepreneurKey to ExercisesAppendixReferences

章節(jié)摘錄

　　When consumers decide on a purchase， price is one of the most influential fac-tors. How much is it？ is often the first question a consumer will ask. He may beattracted by the functions， or quality of a product， but will probably turn away if hefeels the price is unreasonably high or he cannot afford it. Ironically， low price strate-gy may not always work. First， lowered prices mean less or no profits. Besides， toolow a price may make a customer hesitate because he may be suspicious of the qualityof the product. Therefore， product pricing should be fully integrated into the overallmarketing strategy.　　When you ask some consumers Who sets the price？， many would answer withno hesitation， Of course the seller sets the price. But actually， many forces inter-act in price setting. First of all， in a market economy， buyers play a greater role inprice setting than most people believe. If the sellers are given the liberty of settingprices at their will， they will certainly charge the highest price possible， but that willscare away most， if not all， of the buyers. As a result， the sellers will have to cut theprice to the point that it is high enough for them to make a profit but low enough toattract a sufficient number of buyers. So， by buying or not buying a product the buy-ers can exercise great influence on the price setting process. Secondly， supply and de-mand also interact in price setting in a market economy. When the supply of a prod-uct exceeds the demand for it， the price will go down， and vice versa. According to the economic theory of supply and demand， price is set where supply meets demand， and this price is referred to as the equilibrium price.

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