《工商管理英語案例教程》是2016年9月清華大學出版社出版的圖書，作者是鐘凌。
基本介紹
- 書名：工商管理英語案例教程
- 作者：鐘凌
- ISBN：9787302450757
- 定價：56元
- 出版社：清華大學出版社
- 出版時間：2016年9月
內容簡介,圖書目錄,
內容簡介
本教程理論結合實際，從企業與市場、財務金融、企業管理等多個角度選擇案例，編制情景，設計課內外語言活動，以幫助工商管理英語學習者充分利用語境，通過大量實訓，逐步提高工商管理中的英語口頭、筆頭交際能力和技巧。本教程內容可操作性強，有較高的實踐價值，理論上緊扣專業基礎知識，並做到語言簡潔、思路清晰；案例選擇上注重工商管理情景的真實性和趣味性；實訓操練上強調實用性、互動性和新穎性。
本教程分為四大模組（模組一：商務基本理念；模組二：市場與行銷；模組三：財務金融；模組四：商務管理），共16個單元。每一單元都包含理論簡介、兩個實踐案例和補充閱讀三個部分。
本教程可作為高等院校學生專門用途英語教程，也可用作相關職業培訓專用教材。
圖書目錄
............................................................................................................................i
Basic Concepts in Business
Business and Business Regulations ............................................................2
I. Function, Environment, and Social Responsibility of Business .....................................2
II. Business Forms .............................................................................................................6
III. Business Law .............................................................................................................. 11
IV. Case Study 1: Texan Chicken .....................................................................................17
V. Case Study 2: Game Over............................................................................................19
VI. Additional Reading: Business Ethics .........................................................................22
Market and Marketing
Market Theory ............................................................................................... 30
I. Market and Its Nature ...................................................................................................30
II. Market Share and Market Concentration .....................................................................32
III. Case Study 1: Caferoma .............................................................................................34
IV. Case Study 2: Kristal Water ........................................................................................37
V. Additional Reading: Marketing ....................................................................................39
Market Research and Planning ................................................................... 51
I. Market Research ...........................................................................................................51
II. Customer Research ......................................................................................................58
III. Competitor Research and Analysis: From Data to Insight.........................................63
IV. Case Study 1: KGV Europe ........................................................................................66
V. Case Study 2: The Voice of Business ...........................................................................69
VI. Additional Reading: Marketing Planning ...................................................................71
Unit 4 Marketing Mix (I): Product............................................................................ 78
I. Product .........................................................................................................................78
II. Product Planning ..........................................................................................................80
III. Introducing a New Product to Market ........................................................................83
IV. Case Study 1: Fabtek..................................................................................................89
V. Case Study 2: Angel Investments.................................................................................92
VI. Additional Reading: Extending a Product with Service .............................................94
Unit 5 Marketing Mix (II): Price ............................................................................. 100
I. Product Pricing ...........................................................................................................100
II. Pro.ting from Prices..................................................................................................103
III. Pricing Methods ....................................................................................................... 110
IV. Case Study 1: Minerva A. G. ....................................................................................113
V. Case Study 2: ILA Leatherwear Competition ............................................................116
VI. Additional Reading: Running a Price Campaign ..................................................... 118
Unit 6 Marketing Mix (III): Place ........................................................................... 124
I. De.nition of Channels of Distribution ........................................................................124
II. Wholesalers ................................................................................................................125
III. Retailers ....................................................................................................................127
IV. Case Study 1: Ashbury Guitars .................................................................................129
V. Case Study 2: Lifetime Holidays...............................................................................131
VI. Additional Reading: Logistics ..................................................................................132
Unit 7 Marketing Mix (IV): Promotion ................................................................... 141
I. Product Adoption Curve and Promoting Strategy .......................................................142
II. Methods of Promotion ...............................................................................................143
III. Advertising Operation ..............................................................................................145
IV. Case Study 1: Getting to Know You.........................................................................153
V. Case Study 2: Focus Advertising...............................................................................156
VI. Additional Reading: Getting Close to Customers ....................................................158
Unit 8 International Business ............................................................................... 164
I. Globalization of Enterprise .........................................................................................164
II. International Marketing in the New Century .............................................................170
III. Globalization and Business Strategy ........................................................................175
IV. Case Study 1: Zumo—Creating a Global Brand ......................................................180
V. Case Study 2: Marcia Lee Jeans ................................................................................182
VI. Additional Reading: Managing Skills of International Business .............................185
Unit 9 Communicating with Customers .............................................................. 190
I. Communicating Customer Service .............................................................................190
II. Handling Customer Inquiries .....................................................................................193
III. Handling Complaints ................................................................................................199
IV. Case Study 1: Hermes Communications ..................................................................203
V. Case Study 2: Camden Football Club ........................................................................206
VI. Additional Reading: Managing Customers ..............................................................208
Part 3
Accounting and Financing
Unit 10 Accounting and Financial Analysis .........................................................216
I. De.nition of Accounting .............................................................................................216
II. Financial Statements ..................................................................................................216
III. Ratio Analysis of Financial Statements ....................................................................224
IV. Case Study 1: Financial Statement Preparation ........................................................244
V. Case Study 2: Financial Statement Analysis ..............................................................245
VI. Additional Reading: Managing by Open Book ........................................................247
Unit 11 Financing ................................................................................................... 252
I. What Is Financial Management? .................................................................................253
II. Organization of Financial Management Function .....................................................255
III. Financing of Operations ...........................................................................................256
IV. Case Study 1: Valentino Chocolates .........................................................................263
V. Case Study 2: Vision Film Company .........................................................................266
VI. Additional Reading: Managing 21st Century Finances ...........................................269
Part 4
Management
Unit 12 Management ............................................................................................. 276
I. What Is Management?.................................................................................................276
II. Levels and Functions of Management .......................................................................277
III. Management Skills ...................................................................................................279
IV. Case Study 1: The Way We Do Things .....................................................................281
V. Case Study 2: Creating a Sense of Identity ................................................................283
VI. Additional Reading: Business Management in the 21st Century .............................286
Unit 13 Planning and Decision-making............................................................... 299
I. Planning and Planning Process ...................................................................................299
II. Decision-making and Decision-making Process .......................................................301
III. Case Study 1: The Team-building Seminar ..............................................................307
IV. Case Study 2: A Risky Business ...............................................................................309
V. Additional Reading: Creativity and Decision-making ...............................................311
Unit 14 Organizing and Delegation ...................................................................... 317
I. Organizing Company ..................................................................................................317
II. Effective Delegation ..................................................................................................325
III. Case Study 1: Faredeal Travel Agency .....................................................................329
IV. Case Study 2: The New Boss ....................................................................................333
V. Additional Reading: The Critical Factors That Build or Break Teams ......................336
Unit 15 Motivation and Leadership ...................................................................... 342
I. Motivation Theories ....................................................................................................342
II. Leadership Theories ...................................................................................................347
III. Case Study 1: Slim Gyms .........................................................................................352
IV. Case Study 2: Zenova ...............................................................................................356
V. Additional Reading: Succeeding as a New Manager .................................................359
Unit 16 Controlling ................................................................................................. 364
I. Controlling Process .....................................................................................................364
II. Statistical Process Control (SPC) ..............................................................................368
III. Case Study 1: Acquiring Metro ................................................................................372
IV. Case Study 2: ATry at Innovation ............................................................................375
V. Additional Reading: Keeping Control in Nonhierarchical Organizations .................378
References .................................................................................................................384
