《现代商务英语阅读 上》

Part Ⅰ The Business World1

Chapter 1 Our Business System1

Text A1

What Is Business?1

The Free Enterprise System:Capitalism3

Economics of Free Enterprise4

The Study of Business5

Summary7

Text B8

On the Firing Line:Regulation:How Much Is Too Much?8

Additional Readings10

Case 1．Uncle Sam Will Take Care of You10

Case 2．Survival of the Fittest11

Chapter 2 Meeting Social Responsibilities13

Text A13

What Is Social Responsibility?13

Social Issues That Impact on Business15

Business Ethics19

Summary20

Text B22

On the Firing Line:Bottle Bill—Cure for the Nation's Litter Ills?22

Additional Readings23

Case 1．Much Grass,John M.123

Case 2．What About Social Responsibility for Business?24

Chapter 3 Forms of Organization26

Text A26

Sole Proprietorships26

Partnerships29

Corporations32

Other Business Organizations37

Summary38

Text B40

On the Firing Line:Corporations in Politics:For Better or for Worse?40

Additional Readings42

Case 1．Pizza—Pizza—Everywhere!42

Case 2．The Dripping Faucet43

Chapter 4 Small Business45

Text A45

What Is a Small Business?45

Starting a Small Business47

Managing the Small Business53

Summary56

Text B57

On the Firing Line:The SBA:An Agency We Can Do Without?57

Additional Readings59

Case 1．The Adventuresome Librarian59

Case 2．A New Kick—Tennis and Soccer60

Part Ⅱ Management62

Chapter 5 The Managerial Process62

Text A62

The Work of a Manager62

The Managerial Process:Planning65

The Managerial Process:Organizing69

Directing70

Controlling74

Performance and Managerial Effectiveness76

Summary78

Text B82

On the Firing Line:American Business Leadership:A Lost Art?82

Additional Readings83

Case 1．The Strong Manager and His Blooming Business83

Case 2．The President Left No Future84

Chapter 6 The Internal Organization86

Text A86

The Nature of an Organization86

How the Environment Affects Organizational Design91

The Impact of Technology on Organization Design94

Bringing an Organization to Life:Authority and Responsibility97

Choices for Designing Organizations99

Summary103

Text B106

On the Firing Line:Job Enrichment—More Profits or More Problems?106

Additional Readings107

Case 1．Pyramids and Platforms107

Case 2．Par for the Small Business:100109

Chapter 7 Human Relations in Business110

Text A110

How People Behave in Organizations110

Attachment to the Organization—The Psychological Contract114

Motivation for Effective Performance114

Interpersonal Relations and Group Behavior119

Relations Between Groups and the Organization125

Summary126

Text B129

On the Firing Line:Corporate Boards—Democracy or Tyranny?129

Additional Readings131

Case 1．Hawthorne Revisited131

Case 2．Any Suggestions on Suggestions?132

Chapter 8 Human Resources Management134

Text A134

Nature and Objectives of the Personnel Function134

Human Resources Planning137

Employee Recruitment and Selection140

Employee Training and Manager Development144

Performance Appraisal and Career Development145

Compensation and Employee Rewards147

Summary150

Text B152

On the Firing Line:Should Education Get Down to Business?152

Additionai Readings154

Case 1．MBO—Without a Full Deck154

Case 2．The Right Choice155

Chapter 9 Management and Labor156

Text A156

The Labor Force,Labor Unions and Union Membership156

Development of American Labor Unions159

The Legal Environment of Unionism162

Collective Bargaining:Negotiation of a Labor Agreement164

Collective Bargaining:Contract Administration and Interpretation167

Sum nary170

Text B172

On the Firing Line:Right to Work Laws:An Anti-Union Strategy?172

Additional Reading173

Case 1．The Miffed Men in Blue173

Chapter 10 Production and Operations Management175

Text A175

The Production Process175

Production Planning178

Choosing a Plant Location179

Purchasing Raw Materials181

Inventory,Production and Quality Control183

Summary186

Text B187

On the Firing Line:The Robot Revolution—Are We Ready for It?187

Additional Readings189

Case 1．Outbidding the Bidders189

Case 2．Beware—Unfriendly Robot190

Part Ⅲ Marketing Management192

Chapter 11 The Marketing Process192

Text A192

The Marketing Concept192

The Target Market196

Marketing Research199

Consumer Behavior201

Summary204

Text B206

On the Firing Line:Paid Political TV Ads—Bane or Blessing?206

Additional Readings208

Case 1．To Market,to Market...or Not to Market?208

Case 2．In ＆ Out of Position208

Chapter 12 Product and Service Offerings210

Text A210

What Is a Product?210

Product Classification211

New-Product Development215

The Product Life Cycle217

Branding and Packaging219

Product Safety223

Summary224

Text B227

On the Firing Line:The Consumer Product Safety Commission:A Right to Life?227

Additional Readings228

Case 1．From Levis to the Classic Look228

Case 2．Cleaning Up—An Easy Profit229

Chapter 13 Promotion Strategies231

Text A231

The Communications Process231

The Importance of Advertising234

Personal Selling and Sales Management240

Sales Promotion and Public Relations242

Summary244

Text B247

On the Firing Line:Public Utilities—What Right to Advertise?247

Additional Readings249

Case 1．Would You Believe Fish Farms?249

Case 2．Apples—Not for Eating250

Chapter 14 Distribution Management251

Text A251

Distribution Channels251

Wholesaling254

Retailing257

Physical Distribution261

Summary264

Text B267

On the Firing Line:Subsidized Supermarkets:Can They Hush the Cities'Growling Bellies?267

Additional Readings269

Case 1．IBM Swims a New Channel—To Sears269

Case 2．A Factory Suits You Cheaper270

Chapter 15 Pricing Strategies272

Text A272

The Nature of Pricing272

How to Price a New Product276

Speeial Pricing Tactics278

Summary283

Text B286

On the Firing Line:Windfall Profits:To Tax or Not to Tax?286

Additional Readings287

Case 1．Trying Not to Pass the Buck287

Case 2．How Are Things in Guacamole?288