当代商务英语阅读教程1

Unit 1 商标知多少

　Topic—based Content：Trademark，Brand and Logo

　Topic Reading：Extracts of Trademark，Brand and Logo

　Extract 1：Trademarks

　Extract 2：The Trademark Application Process

　[实例链接]　Link to Authentic Document：Sample Trademarks

　Extract 3：Brand&Log0

　Extract 4：Coca—Cola

　[文化链接]　Culture Link：Branding—It's All about Focus

　[实例链接]　Link to Authentic Document：Trademark Assignment

Unit 2 广告风云录

　Topic—based Content：Advertising Industry

　Topic Reading：Extracts of Advertising Industry

　Extract 1：Advertising

　Extract 2：Advertising Media

　[相关链接]　Related Link：Background History of Advertising

　[文化链接]　Culture Link：The Top Tens on the Internet

　Extract 3：Misleading Advertising

　Extract 4：Advertising Careers

　[文化链接]　Culture Link：Authentic Advertisements

Unit 3 广告妙语

　Topic—based Content：Language of Advertising

　Topic Reading：Extracts of Language of Advertising

　Extract 1：Opinions on Advertising Language

　Extract 2：Copywriting and Copywriter

　[文化链接]　Culture Link：Nice’n Easy

　Extract 3：Creative Work by Copywriters

　Extract 4：The Future of Ad Writing

　[文化链接]　Culture Link：Effective Ads

　[阅读链接]　Link to Reading Attack Skill：Acronym

Unit 4 传媒巨子风云录

　Topic—based Content：Time Warner

　Topic Reading：Extracts of Time Warner

　Extract 1：Time Warner Inc．

　Extract 2：Values of Time Warner

　Extract 3：From Time Warner to AOL Time Warner and to Time Warner(TWX)

　Extract 4：Background of the Merger

　[文化链接]　Culture Link：The Future of Digital Media

Unit 5 营销为王

　Topic—based Content：Marketing Mix

　Topic Reading：Extracts of Marketing Mix

　Extract 1：Marketing Plan

　Extract 2：Marketing Mix

　[相关链接]　Related Link：McDonald’s Five P's

　Extract 3：The Product Life Cycle

　Extract 4：HOW to Create a Marketing Plan

　[文化链接]　Culture Link：The Five Roles of a Great Leader

　[阅读链接]　Link to Reading Attack Skill：“一driven”Compound Words

Unit 6 探秘营销模式

　Topic—based Content：Market and Marketing Moulds

　Topic Reading：Extracts of Market and Marketing Moulds

　Extract 1：Market and Marketing

　Extract 2：Projecting Market Share

　[相关链接]　Related Link：Network Marketing—Internet Business Do’S and Don’ts

　Extract 3：Internet Based Network Marketing Success

　Extract 4：Creating New Retailing Moulds

　[文化链接]　Culture Link：Supermarket Competition in UK

Unit 7 销售文化

　Topic—based Content：Different Kinds of Sales Cultures

　Topic Reading：Extracts of Different Kinds of Sales Cultures

　Extract 1：Car Boot Sale

　Extract 2：Some Other Sales or Shops

　[文化链接]　Culture Link：1 6 eBay Success Secrets

　Extract 3：Yard Sales and Garage Sales

　Extract 4：Will Wal—Mart Last Forever?

　[文化链接]　Culture Link：Five—and—Dime Store

　[相关链接]　Related Link：Building Your MLM Business

Unit 8 期中复习

　Topic—based Content：A Review of the Content from Unit 1 to Unit 7

　Topic Reading：　Extracts about Marketing Mix

　Extract 1：Definitions of Advertising

　Extract 2：Is Your Product D．U．M．B．Enough to Take Overseas?

　Extract 3：How to Avoid Blunders in Advertising?

Unit 9 知识产权必知录

　Topic—based Content：Intellectual Property and Patent

　Topic Reading：Extracts of Intellectual Property and Patent

　Extract 1：Intellectual Property

　Extract 2：World Intellectual Property Organization

　[实例链接]　Link to Authentic Document(1)：IPA

　[实例链接]　Link to Authentic Document(2)：Patent

　Extract 3：Patent and Its Application

　Extract 4：Infringement&Piracy

　[文化链接]　Culture Link：Patents and Inventions

A Press Release

　[实例链接]　Link to Authentic Documents(3)：Copyright

　[阅读链接]　Link to Reading Attack Skills：Parallel Structure

Unit 10 网络&“E”生活

　Topic—based Content：Network and E—Life

　Topic Reading：Extracts of Network and E—Life

　Extract 1：Intemet and E—Life

　Extract 2：Online Shopping

　[相关链接]　Related Link：E—mail

　Extract 3：Information Technology and e—mail

　Extract 4：Applications of Networked Multimedia

Unit 11 点击电子商务

　Topic—based Content：Interact and E—Commerce

　Topic Reading：Ext瑚lcts of Interact and E—Commerce

　Extract 1：ABCs of E—Commerce(1)

　Extract 2：ABCs of E—Commerce(2)

　[文化链接]　Culture Link：TV Is Dying?Long Live TV!

　Extract 3：Windows VistaTM

　Extract4：Will iPods Bring New Fans to TV Shows7

　[相关链接]　Related Link：How to Use the Internet

　[阅读链接]　Link to Reading Attack Skills：Transferred Negative

Unit 12 货币大观

　Topic—based Content：Money and Its Types

　Topic Reading：Extracts of Money and Its Types

　Extract 1：Types of Money

　Extract 2：Monetary Standards

　[相关链接]　Related Link：Currency Codes＆Symbols f Signs)

　[相关链接]　Related Link：Foreign Exchange

　Extract 3：Monetary Systems

　Extract 4：Eurosystem and the European Central Bank

　[文化链接]　Culture Link：Inventor Who Coined Euro Sign Fights for

Recognition

Unit 13 银行业务窥奥

　Topic—based Content：Banking

　Topic Reading：Extracts of Banking

　Extract 1：Banking

　Extract 2：Banking in the United States and Other Countries

　[相关链接]　Related Link：Banking History

　Extract 3：Credit Cards

　Extract 4：The History of Credit Cards

　[文化链接]　Culture Link：Bank Holiday

Unit 14 交易小百科

　Topic—based Content：Commodity Transactions

　Topic Reading：Extracts of Commodity Transactions

　Extract 1：Commodity Transactions

　Extract 2：The Futures Market

　[文化链接]　Culture Link：Chicago Mercantile Exchange Inc．

　Extract 3：Different Order Types

　Extract 4：Free Trade

　[相关链接]　Related Link：Trade FalrS

Unit 15 社会保障

　Topic—based Content：Social Security

　Topic Reading：Extracts of Soci~Security

　Extract 1：Social Security

　Extract 2：Health Insurance in the United States

　[实例链接]　Link to Authentic Document：Promotional Letter—Auto

I nsurance

　Extract 3：Life Insurance

　Extract 4：Some Other Insurance Items

　[相关链接]　Related Link：The Insurance Industry and Insurance Companies

Unit 16 期末复习

　Topic—based Content：A Review of the Content from Unit 9 to Unit 15

　Topic Reading：Extracts about Protecting the Legitimate Rights

　Extract 1：How Trademarks Differ from Patents and Copyrights

　Extract 2：What Is Piracy?Why Is Piracy Illegal?

　Extract 3：Business Models

参考文献