经贸英语综合教程

Chapter 1 Enterprise Organizations1

Text A The Organizational Structure of a Company2

Text B Why Is a Start-up Worth $1 Billion Called a Unicorn?10

Developing Skills15

Extended Information17

Chapter 2 Human Resources21

Text A Regular Employees’ Feedback on Replacing the Annual Review22

Text B The Role of HR in International Business Expansion 30

Developing Skills34

Extended Information35

Chapter 3 Product and Price39

Text A Marketing Mix—Price and Pricing Strategy40

Text B How to Price Your Product48

Developing Skills52

Extended Information54

Chapter 4 Financial Reports 57

Text A How to Decode Your Company’s Financial Statements58

Text B How to Quickly and Effectively Read an Annual Report 66

Developing Skills71

Extended Information72

Chapter 5 Auditing 75

Text A Audit76

Text B Accounting vs Auditing: What’s the Difference? 84

Developing Skills88

Extended Information 89

Chapter 6 Customer Value and Buying Behavior 93

Text A MexiCoke 94

Text B Nine Emotional Triggers to Influence Customer Buying Behavior 101

Developing Skills 105

Extended Information 107

Chapter 7 Market Research and Expansion 111

Text A Utilizing Market Research in Geographic Expansion 112

Text B Advantages and Disadvantages of Doing Market Research Before Starting a Business 120

Developing Skills 124

Extended Information 125

Chapter 8 Cooperation and Competition129

Text A Africa’s Beef with America 130

Text B More Than Just Tea, China Brews New Success Story137

Developing Skills 141

Extended Information 142

Chapter 9 Investment 147

Text A Liquidity in Bond Markets 148

Text B Start Investing in Your 20s 155

Developing Skills 159

Extended Information 161

Chapter 10 Money163

Text A What Is Money? Why Do We Use Money? 164

Text B China Creates Its Own Digital Currency, a First for Major Economy172

Developing Skills178

Extended Information 179

Chapter 11 Payment and Settlement 181

Text A Global Payment Regulations and How They Need to Change 182

Text B E-CNY Signals Digitalization to “Connect Everything” 190

Developing Skills 195

Extended Information 197Chapter 12 Business Ethics199

Text A Protect Your Company or Your Cousin? 200

Text B Amazon’s Antitrust Paradox207

Developing Skills 211

Extended Information 212