新编商务英语精读

章节摘录

　　product. Incorrect or misleading information may trigger a lawsuit by theaggrieved company.Cooperative Advertising is a system that allows two parties to shareadvertising costs. Manufacturers and distributors, because of their sharedinterest in selling the product, usually use this cooperative advertisingtechnique.　　Cooperative advertising is especially appealing to smallstoreowners who, on their own, could not afford to advertise the productadequately.Direct-Mail Advertising Catalogues, flyers, letters, and postcards are just afew of the direct-mail advertising options. Direct-mail advertising hasseveral advantages, ncluding detail of information, personalization,selectivity, and speed. But while direct mail has advantages, it carries anexpensive per-head price, is dependent on the appropriateness of themailing list, and is resented by some customers, who consider it "junkmail".Informational Advertising In informational advertising, which is used whena new product is first being introduced, the emphasis is on promoting theproduct name, benefits, and possible uses. Institutional Advertising takes amuch broader approach, concentrating on the benefits, concept, idea, orphilosophy of a particular industry. Companies often use it to promoteimage-building activities, such an environmentally friendly business practicesor new community-based programs that it sponsors. Institutional advertisingis closely related to public relations, since both are interested in promoting apositive image of the company to the public.Outdoor Advertising Billboards and messages painted on the side of buildingsare common forms of outdoor advertising, which is often used when quick,simple ideas are being promoted. Since repetition is the key to successfulpromotion, outdoor advertising is most effective when located along heavilytraveled city streets and when the product being promoted can be purchasedlocally.Persuasive Advertising is used after a product has been introduced tocustomers. The primary goal is for a company to build selective demand forits product. For example, automobile manufacturers often produce special.

前言

　　出版后，承蒙广大师生厚爱，在全国很多大专院校使用。笔者不断收到各校教师的来信来电，询问教师用书的编写情况。由于教学任务繁重，又因《商务英语精读》需要重新修订，教师用书一直是编者的一块心病。现在《新编商务英语精读（1-4）（学生用书）》已经出版，并已在全国几百所高等职业和高等专科学校使用。那么，如何编写一本教师喜欢的教师用书？我们认为一本好的教师用书应符合以下几项原则。

书籍目录

Unit 1 AdvertisementⅠ Teaching Aim(教学目的)Ⅱ Background Information(背景知识)Ⅲ Language and Culture Focus(语言文化要点)Ⅳ Teaching Tips(教学提示)Ⅴ Key(练习答案)Unit 2　Business CommunieationⅠ Teaching Aim(教学目的)Ⅱ Background Information(背景知识)Ⅲ Language and Culture Focus(语言文化要点)Ⅳ Teaching Tips(教学提示)Ⅴ Key(练习答案)Unit 3 Organizational CultureⅠ Teaching Aim(教学目的)Ⅱ Background Information(背景知识)Ⅲ Language and Culture Focus(语言文化要点)Ⅳ Teaching Tips(教学提示)Ⅴ Key(练习答案)Unit 4 FamilyⅠ Teaching Aim(教学目的)Ⅱ Background Information(背景知识)Ⅲ Language and Culture Focus(语言文化要点)Ⅳ Teaching Tips(教学提示)Ⅴ Key(练习答案)Unit 5 SightseeingⅠ Teaching Aim(教学目的)Ⅱ Background Information(背景知识)Ⅲ Language and Culture Focus(语言文化要点)Ⅳ Teaching Tips(教学提示)Ⅴ Key(练习答案)Unit 6 Public RelationsⅠ Teaching Aim(教学目的)Ⅱ Background Information(背景知识)Ⅲ Language and Culture Focus(语言文化要点)Ⅳ Teaching Tips(教学提示)Ⅴ Key(练习答案)Unit 7 Modern OfficeⅠ Teaching Aim(教学目的)Ⅱ Background Information(背景知识)Ⅲ Language and Culture Focus(语言文化要点)Ⅳ Teaching Tips(教学提示)Ⅴ Key(练习答案)Unit 8 ProductionⅠ Teaching Aim(教学目的)Ⅱ Background Information(背景知识)Ⅲ Language and Culture Focus(语言文化要点)Ⅳ Teaching Tips(教学提示)Ⅴ Key(练习答案)Unit 9 AutomobilesⅠ Teaching Aim(教学目的)Ⅱ Background Information(背景知识)Ⅲ Language and Culture Focus(语言文化要点)Ⅳ Teaching Tips(教学提示)Ⅴ Key(练习答案)Unit 10 InsuranceⅠ Teaching Aim(教学目的)Ⅱ Background Information(背景知识)Ⅲ Language and Culture Focus(语言文化要点)Ⅳ Teaching Tips(教学提示)Ⅴ Key(练习答案)

作者简介

《高职高专商务英语专业适用全国商务英语研究会推荐教材•新编商务英语精读4(教师用书)》是供经济管理类高校教师使用的专业英语教材，旨在提高学生在英语环境中从事企业活动和商务交际能力。《高职高专商务英语专业适用全国商务英语研究会推荐教材•新编商务英语精读4(教师用书)》共10个单元，内容涉及企业、企业管理和商务活动的一些基本领域。所有课文和阅读材料均选自英美等国近年出版的书刊报纸，内容简洁使用，富于新意，具有较强的时代感。每单元除课文外，均配备有难点注释、词汇学习以及与课文内容紧密结合的练习。

图书封面

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