大學商務英語綜合教程（第二版）學生用書1
序本教程選材涵蓋當今國際經濟貿易和商務的重要領域，時效性強、典型性高、語言地道。 教程板塊設計突出國際商務知識的傳授與英語技能提高的結合，注重培養學生的實際應用能力。每個單元重點討論、分析一個商務專...
本教程選材涵蓋當今國際經濟貿易和商務的重要領域，時效性強、典型性高、語言地道。 教程板塊設計突出國際商務知識的傳授與英語技能提高的結合，注重培養學生的實際應用能力。每個單元重點討論、分析一個商務專題，由“導入活動”“閱讀活動”“商務實踐”和“專業擴展”四部分組成。各部分內容的設計與編寫堅持了操作性與挑戰性并重的原則，以保持學生的學習熱情和自覺實踐的積極性。其中的“商務實踐”板塊圍繞單元主題，參照各種真實的商務交際情景，為學生設計了靈活多樣的商務英語口頭與書面交際的任務，是本教程的一大特色。本教程配套精美教學課件，為教師課堂教學提供幫助。課件下載路徑：ftp://ftp.tup.tsinghua.edu.cn。 本教程適合大學商務英語專業的學生及準備參加BEC(Business English Certificates)等商務英語考試的人員使用。
本教材的編寫宗旨是：遵循現代外語教學理念和應用語言學專門用途英語的
教學原則；充分考慮學習者在經濟、貿易、金融、管理等方面的專業需求，力求
以人為本，將英語技能的培養和專業知識的學習有機地結合起來，滿足學生在專
業和英語兩方面的需求；提高學生的商務英語交際能力；拓寬學生的知識領域，
提高學生的綜合素質。既可供高校英語專業或商務英語專業的本、專科學生使用，也可供國際經濟貿易、金融、財會、工商管理等專業的學生作為復合型專業英語教材使用，還可作為大學英語選修課教材及相關行業的培訓教材。教材內容設計嚴謹，綜合應用性強。本教材的每個單元由 “ 導入活動(Leadin)”“ 閱讀活動(Reading)”“ 商務實踐(Business Practice)” 和 “ 專業擴展(Relevant Extension) ” 四部分組成。各部分內容的設計與編寫堅持了操作性與挑戰性并重的原則，以保持學生的學習熱情和自覺實踐的積極性。教程每冊由 10 個單元組成。建議每 6 個課時完成一個單元。本教程配套精美教學課件，為教師課堂教學提供幫助。課件下載路徑： ftp://ftp.tup.tsinghua.edu.cn。
Lead-in............................................................................................................2
Reading: Wal-Mart：From Folk Hero to Corporate
Monster....................................................................................3
Business Practice...................................................................................11
Relevant Extension..............................................................................15
Unit 1 Companies .................................1
Lead-in.........................................................................................................24
Reading: The Product Life Circle.................................................25
Business Practice...................................................................................36
Relevant Extension..............................................................................43
Unit 2 Products ...................................23
Lead-in.........................................................................................................52
Reading: What Is Marketing Anyway?.....................................53
Business Practice...................................................................................62
Relevant Extension..............................................................................70
Lead-in.........................................................................................................76
Reading: Advertising of, by, and for the People................76
Business Practice...................................................................................87
Relevant Extension..............................................................................92
Unit
Unit
Marketing .................................51
Advertisements .......................75
3
4
VI
大學商務英語綜合教程(第二版)
學生用書 1
Lead-in......................................................................................................122
Reading: Power at Last...................................................................122
Business Practice................................................................................133
Relevant Extension...........................................................................136
Lead-in......................................................................................................144
Reading: What, Exactly, Is a Brand?.......................................145
Business Practice................................................................................155
Relevant Extension...........................................................................162
Unit
Unit
Consumers .............................121
Brands ....................................143
6
7
Lead-in......................................................................................................170
Reading: When It’s Time to Think Again..............................171
Business Practice................................................................................181
Relevant Extension...........................................................................188
Unit 8 Business Leadership ..............169
Lead-in.........................................................................................................98
Reading: A Sales Formula That's Pure Magic......................99
Business Practice................................................................................110
Relevant Extension...........................................................................115
Unit 5 Sales .........................................97
VII
目 錄
Lead-in......................................................................................................196
Reading: Executives Must Pull Together like Rowers
in the Boat Race............................................................198
Business Practice................................................................................208
Relevant Extension...........................................................................214
Lead-in......................................................................................................224
Reading: Businesses Must Learn to Let Go........................226
Business Practice................................................................................236
Relevant Extension...........................................................................243
Unit
Unit
Teamwork ..............................195
Innovations ...........................223
9
10
附錄1 Glossary .........................................253
附錄2 Phrases & Expressions ..................263
附錄3 Activity File ....................................267
