包邮大学商务英语综合教程(第二版)学生用书1

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 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 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 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 附录１ Glossary .........................................253 附录２ Phrases & Expressions ..................263 附录３ Activity File ....................................267