《21世紀(jì)應(yīng)用型本科教育行業(yè)英語(yǔ)系列教材：管理行業(yè)英語(yǔ)》的開(kāi)發(fā)是在積極與專業(yè)課教師合作的基礎(chǔ)上，針對(duì)應(yīng)用型本科院校大學(xué)英語(yǔ)開(kāi)設(shè)的拓展課程的教學(xué)需要進(jìn)行設(shè)計(jì)的�！ �21世紀(jì)應(yīng)用型本科教育行業(yè)英語(yǔ)系列教材：管理行業(yè)英語(yǔ)》突出行業(yè)職場(chǎng)交際所需要的英語(yǔ)知識(shí)與技能的訓(xùn)練，注重交際語(yǔ)言和技能的實(shí)用性、通用性、時(shí)效性、典型性和可模擬性。選用的材料反映該行業(yè)的發(fā)展史及其在技術(shù)應(yīng)用方面的最新或重大成果。
前言
Unit 1 SocioeconomicAgent
Listening
Situation 1 Interviewing for a job as a sales representative
Situation 2 Preparing for a good job interview
Speaking
Situation 3 Asking about a job opening
Situation 4 Attending a job interview
Reading
Passage 1 How Does Fiscal Policy Work？
Passage 2 Internet Businesses： Another Digital Gold Rush
Writing A Resume
Unit 2 Foreign Trade Enterprise
Listening
Situation 1 Introducing a job
Situation 2 Describing a job of an international trade specialist
Speaking
Situation 3 Discussing a business plan
Situation 4 Talking about the details of a sole agency agreement
Reading
Passage 1 Sales/Purchase Contract
Passage 2 New I ight into Trends of Chinese Footwear Industry
Writing A Letter of Job Application
Unit 3 Manufacturing Enterprise
Listening
Situation 1 Meeting a foreign guest at the airport
Situation 2 Making a welcoming speech
Speaking
Situation 3 Arranging the hotel
Situation 4 Receiving a foreign guest at a dinner party
Reading
Passage 1 Markets and Marketing
Passage 2 Automotive Industry in the People‘s Republic of China
Writing
Sample 1 A Letter of Enquiry
Sample 2 A Letter of Reply
Unit 4 Corporate Structure
Listening
Situation 1 Introducing a company
Situation 2 Creating a company profile
Speaking
Situation 3 Making an appointment with client for lunch
Situation 4 Making an appointment with client for business
Reading
Passage 1 Corporate Governance
Passage 2 Chief Executive Officer
Writing
Sample 1 A Letter of Order
Sample 2 Acknowledgement
Unit 5 Corporate Culture
Listening
Situation 1 Showing a customer around a toy show
Situation 2 Creating a business video--a virtual company tour
Speaking
Situation 3 Showing the customer around the factory
Situation 4 Asking for more information
Reading
Passage 1 Fortune 500
Passage 2 Women CEOs
Writing
Sample 1 Complaint Letter
Sample 2 Reply to a Complaint Letter
Unit 6 International Economic Cooperation
Listening
Situation 1 Introducing new products to a potential client
Situation 2 Getting better prepared for product introduction
Speaking
Situation 3 Talking about joint venture with a foreign partner
Situation 4 Discussing cooperation with a foreign partner
Reading
Passage 1 Foreign Direct Investment
Passage 2 Driving Low Carbon Business
Writing Memo
Unit 7 International Market
Listening
Situation 1 Talking about marketing strategies for a new product
Situation 2 Planning a specific procurement process
Speaking
Situation 3 Asking for a 25% discount
Situation 4 Negotiating prices with a supplier
Reading
Passage 1 Commodity Markets
Passage 2 7 Ps of Services Marketing
Writing Workshop Agenda
Unit 8 The Situation and Development of the World Economy
Listening
Situation I Holding a dinner party for a client
Situation 2 Making an appreciative speech
Speaking
Situation 3 Picking up a client at the hotel
Situation 4 Seeing off the client at the airport
Reading
Passage 1 The World Economy： Pulling Apart
Passage 2 The World Economic Outlook
Writing An Abstract for a Thesis
參考答案
Glossary
（6）缺乏有效利用可用支持服務(wù)的企業(yè)組織結(jié)構(gòu)�！ 『芏郌B-SSI企業(yè)面臨著一系列的市場(chǎng)問(wèn)題，這使得他們很難獲取大批量的市場(chǎng)份額，并保證產(chǎn)品質(zhì)量。在為單一市場(chǎng)服務(wù)的小型企業(yè)中，這些問(wèn)題常常夾雜著激烈的競(jìng)爭(zhēng)。由于加入很多FB-SSI企業(yè)運(yùn)營(yíng)所需的資金和技術(shù)要求很低，該行業(yè)更容易吸引過(guò)多的個(gè)體數(shù)量，造成利潤(rùn)額減少。在這樣的環(huán)境下，創(chuàng)造盈余再投資提高生產(chǎn)力和產(chǎn)量是十分困難的�！ ‰S著鄉(xiāng)村公路基礎(chǔ)設(shè)施的發(fā)展，F(xiàn)B-SSI企業(yè)面臨著來(lái)自更大規(guī)模的城市企業(yè)產(chǎn)品的激烈競(jìng)爭(zhēng)。同時(shí)，不斷增長(zhǎng)的鄉(xiāng)村收入和越來(lái)越靈通的消費(fèi)者信息，改變著鄉(xiāng)村對(duì)此類產(chǎn)品的消費(fèi)喜好。因此，工廠制造的家具可能逐漸取代手工制作的家具，由人工合成材料制造的包和帽子則會(huì)取代由自然原材料制造的包和帽子。類似的轉(zhuǎn)變還發(fā)生在FB-SSI行業(yè)的農(nóng)產(chǎn)品市場(chǎng)，比如，金屬犁取代木頭犁�！ 檫m應(yīng)不斷變化的市場(chǎng)環(huán)境，對(duì)FB-SSI企業(yè)來(lái)說(shuō)有許多策略可選擇。他們可以專注于競(jìng)爭(zhēng)力不大的工廠產(chǎn)品的市場(chǎng)份額，比如，低成本的基礎(chǔ)家具或者高品質(zhì)的手工藝家具。還可以專注于大規(guī)模生產(chǎn)或機(jī)械化生產(chǎn)沒(méi)有競(jìng)爭(zhēng)優(yōu)勢(shì)的產(chǎn)品，比如民族手工藝品。或者為了更長(zhǎng)遠(yuǎn)的生產(chǎn)運(yùn)營(yíng)，專攻某一產(chǎn)品或產(chǎn)品零件。還有，為了提高產(chǎn)量，他們可以利用改善的公路設(shè)施打入其他市場(chǎng)。通常，只要幾家FB-SSI企業(yè)能聯(lián)合起來(lái)分擔(dān)高額成本，他們就能獲得成功�！ B-SSI企業(yè)在運(yùn)用這些策略時(shí)，有不少成功的例子。然而，他們面臨評(píng)估、監(jiān)控和發(fā)展自身市場(chǎng)等多方面的約束，這意味著他們將常常需要扶持和幫助。鑒于現(xiàn)有市場(chǎng)和持續(xù)的市場(chǎng)前景必須是任何企業(yè)發(fā)展的起點(diǎn)，F(xiàn)B-SSI企業(yè)需要得到支持項(xiàng)目的優(yōu)先權(quán)。 在許多國(guó)家，政府有足夠多的市場(chǎng)扶持項(xiàng)目，但大多數(shù)都是為規(guī)模較大的中小型企業(yè)設(shè)計(jì)，或是在非故意的情況下最終為他們服務(wù)。而且，像FB-SSI這樣的下屬部門的個(gè)性化需求也沒(méi)有得到滿足。有研究表明，被扶持的公司大多是城市化或出口導(dǎo)向的，即便如此，這些公司也僅僅只是一小部分小型生產(chǎn)企業(yè)。這意味著在鄉(xiāng)村，這種市場(chǎng)扶持項(xiàng)目的影響還不大。很多鄉(xiāng)村FB-SSI企業(yè)甚至沒(méi)有意識(shí)到他們可以得到什么樣的扶持。因此，制定一些專門針對(duì)特殊的下屬部門和鄉(xiāng)村FB-SSI企業(yè)的項(xiàng)目，以保證其得到相關(guān)幫助是十分必要的。 對(duì)于拓展新市場(chǎng)的FB-SSI企業(yè)來(lái)說(shuō)，以某種形式扶持制定一些促進(jìn)項(xiàng)目或宣傳手冊(cè)可能是需要的。在市場(chǎng)擴(kuò)張的過(guò)程中，鄉(xiāng)村FB-SSI企業(yè)忽略信息需求，缺乏獲取現(xiàn)有信息的渠道，并且缺乏著手公關(guān)的資金，這會(huì)阻礙其挖掘市場(chǎng)潛力的機(jī)會(huì)。如上所述，F(xiàn)B-SSI企業(yè)的主導(dǎo)市場(chǎng)策略應(yīng)該這樣定義：有更穩(wěn)定市場(chǎng)份額和更大潛力的新產(chǎn)品線，或者是，能夠令FB-SSI企業(yè)比大企業(yè)有比較優(yōu)勢(shì)�！ �……
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