大學商務英語綜合教程1：學生用書（第二版）

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