新基點（NEW BENCHMARK）全國高校商務英語專業(yè)本科系列規(guī)劃教材：商務英語綜合教程學生用書3（附光盤）
定 價：35 元
- 作者：彭青龍 ，龍毛忠 編
- 出版時間：2010/2/1
- ISBN：9787811346237
- 出 版 社：對外經(jīng)濟貿(mào)易大學出版社
- 中圖法分類：H31
- 頁碼：281
- 紙張：膠版紙
- 版次：1
- 開本：16K
《商務英語綜合教程》共分四冊，每冊12個單元，內(nèi)容包括經(jīng)濟、管理、國際法和跨文化四大模塊，每單元均由TextA、TextB、TextC及相關練習組成。Text A側(cè)重商務詞匯、語法知識及篇章理解。Text B著力培養(yǎng)學生的商務英語口語和寫作能力等交際能力。Text C主要是提高學生的聽力技能和人文底蘊。本套教材主要適用于全日制商務英語專業(yè)或者英語（商務英語方向）專業(yè)的一二年級大學生，也可作為全日制非英語專業(yè)學生的選修課教材或行業(yè)培訓教材。教材分學生用書和教師用書。
新基點全國高等院校商務英語專業(yè)本科系列規(guī)劃教材·語言技能子系列
進入大眾化教育以來，中國高等學校英語專業(yè)的培養(yǎng)目標和培養(yǎng)模式日趨多樣化。其標志性變化就是傳統(tǒng)的英語語言文學專業(yè)裂變成商務英語專業(yè)和翻譯專業(yè)，從而形成了英語、商務英語和翻譯三足鼎立的局面。雖然國內(nèi)學者仍就這三個專業(yè)的共同性和差異性爭論不休，但是教育部批準設立上述專業(yè)，既是順應社會經(jīng)濟發(fā)展對各種英語人才需要的體現(xiàn)，也反映出單純的英語語言文學專業(yè)人才的需求在減少。截止目前，已有上海對外貿(mào)易學院、對外經(jīng)貿(mào)大學、廣東外語外貿(mào)大學等7所高校被正式批準招收商務英語專業(yè)的學生，眾多高校還在積極申請開辦這一新專業(yè)。此外，據(jù)不完全統(tǒng)計，全國有500多所高校開設了商務英語課程。這些事實說明商務英語專業(yè)發(fā)展趨勢良好，前景廣闊。
眾所周知，不管英語專業(yè)如何裂變，必須要讓學生打好語言基本功，掌握聽說讀寫譯的技能，只有這樣才能進行語言交際。交際法認為，人們對語言的掌握是在交際過程中“習得”的。語言交際的環(huán)境越真實，就越能夠掌握有效的交際能力。有鑒于此，學習真實的語言交際材料，尤其是商務語境下的語言材料，就能夠縮短課堂教學與實際生活、工作的差距，學以致用，進行有效的商務溝通�；谶@種認識，我們試圖打破傳統(tǒng)教材先學“陽春白雪”的語言，然后再進行商務“嫁接”的模式，而是從一開始就讓學生置身于商務語境，學習商務基礎理論和知識，直接進行商務實踐的訓練，從而為將來的職場競爭打好基礎。實踐證明，直接學習商務英語教材而不是基礎英語，也能打好語言的基本功。據(jù)調(diào)查，許多普通高校英語（商務英語方向）專業(yè)的學生直接學習商務英語教材，四八級通過率依然分別保持在98％和85％以上，商務英語專業(yè)學生的就業(yè)率一直在99％以上，比其他相關專業(yè)學生更具競爭力。
Unit One Keys to Being a Successful Entrepreneur
Text A Seven Key Qualities of Successful Entrepreneurs
Text B Case Study： Shahnaz Husain -- The Archangel of Herbal Beauty
Text C Entrepreneurs Share Courage， Other Common Traits
Unit Two Office Politics
Text A Managing Office Politics
Text B Case Study： Ask Annie -- HOW to Survive Office Politics
Text C Power Plays
Unit Three Real Work at Home lobs
Text A Home-Based Business
Text B Case Study： StartupNation Home-Based 100 -- 10 Top Home Businesses in i0 Categories
Text C How to Start Your Own Business.
Unit Four Employee Turnover
Text A Glad To See You Go ： The Benefits of Employee Turnover
Text B Case Study： Why are We Losing All Our Good People ？
Text C Overcoming Job Burnout
Unit Five Customer Management
Text A Surviving in the Age of Rage
Text B Case Study： The Right Way to Manage Unprofitable Customers
Text C Air Rage
Unit Six Market Expansion
Text A How to Expand Your Market
Text B Case Study： Golden Arches Galore
Text C Grow Your Business
Unit Seven Localization Strategy
Text A Localize Your Product to G10balize Your Business
Text B Case Study： Going Local
Text C What Is Localization?
Unit Eight Monopoly
Text A The De Beers Story： A New Cut on an Old Monopoly
Text B Case Study： Grounds for a Lawsuit -- Indie Coffee Shop Owner in Wash. ， Deems Starbucks Predatory
Text C Blood Diamond： Africa
Unit Nine Global Tourism
Text A The Tourism Time Bomb
Text B Case Study： Global Expansion for French "24-hour Receptionist" Kiosks
Text C Tower of London -- The Most Haunted Building in London
Unit Ten Green Business
Text A Is Earth Day the New Christmas?
Text B Case Study： RecycleBank and Texas Instruments Make an Environmental Difference
Text C The New American Buzzword is "Green"
Unit Eleven The Beauty Industry
Text A Beauty Industry Needs Facelift
Text B Case Study： Unilever Gives "Ugly Betty" a Chinese Makeover
Text C Indian Male Beauty Industry Booms
Unit Twelve A Return to Thrift
Text A The Seven Deadly Sins That Lead to Debt
Text B Case Study： Coffee， Lipstick and Economy
Text C Top Five Money Mistakes Men Make
1. Common sense
Studies show that most successful businessmenconsider common sense as the foundation of theirsuccess. Common sense is defined as an ability to makesound judgments on the issues， which you encounter ineveryday situations. Good judgment depends onacquired knowledge and past experience. Thecombination of these two creates necessary prerequisitesin developing common sense in a person. Commonsense allows you to understand complex issues in simplerterms and get into the core of a problem.
2. Specialized knowledge of your field
It is easier to start a successful business， if you havedeep knowledge of the business field that you decide topursue. About half of all home-based start-ups6 arelaunched by people who decide to use the knowledge，which they gained from their previous work experience ofa particular niche area. Philip Green7， a billionaire， whomade his fortune in garments retailing， claims that cornerstone8 of his success is his knowledge of rag trade9. He，presumably， can price a fabric simply by rubbing itbetween his fingers. Just by looking at a rack of coats heCan predict which ones wont sell next season. Thats thekind of knowledge required in order to become successfulin entrepreneurship. Around 45 percent of all start-ups failto survive more than two years.
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