国际商务英语

前 言 教学建议 Introduction Globalization 1 PART 1 WORLD RENOWNED BANKS AND INTERNATIONAL ORGANIZATIONS Chapter 1 The World-Renowned Banks 6 1.1 Citigroup 6 1.2 JPMorgan Chase 7 1.3 Bank of America 7 1.4 Barclays Bank 8 1.5 Hong Kong and Shanghai Banking Corp. Ltd. 8 1.6 Bank of China 9 1.7 Bank of Montréal 9 1.8 Swiss Bank Corp. 10 1.9 First Interstate Bank 10 1.10 Standard Chartered Bank 11 1.11 Deutsche Bank 11 1.12 Bank of England 11 1.13 Wells Fargo & Company 12 1.14 Industrial and Commercial Bank of China 12 1.15 China Construction Bank 13 1.16 Agricultural Bank of China 13 Chapter 2 International Economic Organizations 17 2.1 Comprehensive Economic Organizations 17 2.2 Organizations in Trade 28 2.3 Organizations in Finance 31 PART 2 INTERNATIONAL MARKETING Chapter 3 Introduction of Marketing 42 Chapter 4 Analysis of Market Environment 47 4.1 Background of Market Environment 47 4.2 Relevant Knowledge 49 Chapter 5 Market Research 52 5.1 Pre-knowledge 52 5.2 Theory of Marketing 54 Chapter 6 Market Segmentation, Targeting and Positioning 59 6.1 Introduction 59 6.2 Relevant Knowledge 62 Chapter 7 The Marketing Mix 74 7.1 4P's 74 7.2 Promotional Mix 76 Chapter 8 Distribution 92 8.1 Channels of Distribution 92 8.2 Wholesaling 95 Chapter 9 About E-commerce 99 9.1 Marketing for E-commerce 99 9.2 Relevant Knowledge 102 PART 3 PRACTICE OF INTERNATIONAL BUSINESS Chapter 10 Principles, Structure, and Layout of Business Letters 110 10.1 General Principles of Business Communication 110 10.2 Structure of Business Letters 111 10.3 Layout of Business Letters 113 Chapter 11 Establishing Business Relations 122 11.1 Pre-knowledge 122 11.2 Correspondence Writing Guide and Specimen Letters 123 11.3 Dialogues 127 Chapter 12 Inquiries and Offers 132 12.1 Pre-knowledge 132 12.2 Correspondence Writing Guide and Specimen Letters 133 12.3 Dialogues 138 Chapter 13 Counter-offers 143 13.1 Pre-knowledge 143 13.2 Correspondence Writing Guide and Specimen Letters 144 13.3 Dialogues 147 Chapter 14 Shipment 157 14.1 Pre-knowledge 157 14.2 Correspondence Writing Guide and Specimen Letters 159 14.3 Dialogues 174 Chapter 15 Insurance 184 15.1 Pre-knowledge 184 15.2 Correspondence Writing Guide and Specimen Letters 186 15.3 Dialogues 191 Chapter 16 Terms of Payment 196 16.1 Pre-knowledge 196 16.2 Correspondence Writing Guide and Specimen Letters 198 16.3 Dialogues 211 Chapter 17 Complaints, Claims, and Settlement 223 17.1 Pre-knowledge 223 17.2 Correspondence Writing Guide and Specimen Letters 224 17.3 Dialogues 229 Chapter 18 Conclusion of Business 235 18.1 Pre-knowledge 235 18.2 Correspondence Writing Guide and Specimen Letters 236 18.3 Dialogues 242 PART 4 INTERNATIONAL TRADE THEORIES Chapter 19 Classical Trade Theories 250 19.1 Mercantilism Theory 251 19.2 Absolute Advantage Theory 252 19.3 Comparative Advantage Theory 255 Chapter 20 New Classical Trade Theories 263 20.1 Heckscher-Ohlin Theory 263 20.2 The Leontief Paradox 265 Chapter 21 Modern Trade Theories 268 21.1 Product Life Cycle Theory 268 21.2 National Competitive Advantage Theory: Porter's Diamond Model 270 21.3 New Trade Theory 272 21.4 Economies of Scale Theory 274 Chapter 22 Instruments of Trade Policy 276 22.1 Tariff Barriers 277 22.2 Non-tariff Barriers 280 PART 5 INTRODUCTION OF COUNTRIES ON THE BELT AND ROAD Chapter 23 Countries on the Silk Road Economic Belt 294 23.1 Kyrgyzstan 294