前 言
教學建議
Introduction Globalization 1
PART 1
WORLD RENOWNED BANKS AND INTERNATIONAL ORGANIZATIONS
Chapter 1 The World-Renowned Banks 6
1.1 Citigroup 6
1.2 JPMorgan Chase 7
1.3 Bank of America 7
1.4 Barclays Bank 8
1.5 Hong Kong and Shanghai Banking Corp. Ltd. 8
1.6 Bank of China 9
1.7 Bank of Montréal 9
1.8 Swiss Bank Corp. 10
1.9 First Interstate Bank 10
1.10 Standard Chartered Bank 11
1.11 Deutsche Bank 11
1.12 Bank of England 11
1.13 Wells Fargo & Company 12
1.14 Industrial and Commercial Bank of China 12
1.15 China Construction Bank 13
1.16 Agricultural Bank of China 13
Chapter 2 International Economic Organizations 17
2.1 Comprehensive Economic Organizations 17
2.2 Organizations in Trade 28
2.3 Organizations in Finance 31
PART 2
INTERNATIONAL MARKETING
Chapter 3 Introduction of Marketing 42
Chapter 4 Analysis of Market Environment 47
4.1 Background of Market Environment 47
4.2 Relevant Knowledge 49
Chapter 5 Market Research 52
5.1 Pre-knowledge 52
5.2 Theory of Marketing 54
Chapter 6 Market Segmentation, Targeting and Positioning 59
6.1 Introduction 59
6.2 Relevant Knowledge 62
Chapter 7 The Marketing Mix 74
7.1 4P’s 74
7.2 Promotional Mix 76
Chapter 8 Distribution 92
8.1 Channels of Distribution 92
8.2 Wholesaling 95
Chapter 9 About E-commerce 99
9.1 Marketing for E-commerce 99
9.2 Relevant Knowledge 102
PART 3
PRACTICE OF INTERNATIONAL BUSINESS
Chapter 10 Principles, Structure, and Layout of Business Letters 110
10.1 General Principles of Business Communication 110
10.2 Structure of Business Letters 111
10.3 Layout of Business Letters 113
Chapter 11 Establishing Business Relations 122
11.1 Pre-knowledge 122
11.2 Correspondence Writing Guide and Specimen Letters 123
11.3 Dialogues 127
Chapter 12 Inquiries and Offers 132
12.1 Pre-knowledge 132
12.2 Correspondence Writing Guide and Specimen Letters 133
12.3 Dialogues 138
Chapter 13 Counter-offers 143
13.1 Pre-knowledge 143
13.2 Correspondence Writing Guide and Specimen Letters 144
13.3 Dialogues 147
Chapter 14 Shipment 157
14.1 Pre-knowledge 157
14.2 Correspondence Writing Guide and Specimen Letters 159
14.3 Dialogues 174
Chapter 15 Insurance 184
15.1 Pre-knowledge 184
15.2 Correspondence Writing Guide and Specimen Letters 186
15.3 Dialogues 191
Chapter 16 Terms of Payment 196
16.1 Pre-knowledge 196
16.2 Correspondence Writing Guide and Specimen Letters 198
16.3 Dialogues 211
Chapter 17 Complaints, Claims, and Settlement 223
17.1 Pre-knowledge 223
17.2 Correspondence Writing Guide and Specimen Letters 224
17.3 Dialogues 229
Chapter 18 Conclusion of Business 235
18.1 Pre-knowledge 235
18.2 Correspondence Writing Guide and Specimen Letters 236
18.3 Dialogues 242
PART 4
INTERNATIONAL TRADE THEORIES
Chapter 19 Classical Trade Theories 250
19.1 Mercantilism Theory 251
19.2 Absolute Advantage Theory 252
19.3 Comparative Advantage Theory 255
Chapter 20 New Classical Trade Theories 263
20.1 Heckscher-Ohlin Theory 263
20.2 The Leontief Paradox 265
Chapter 21 Modern Trade Theories 268
21.1 Product Life Cycle Theory 268
21.2 National Competitive Advantage Theory: Porter’s Diamond Model 270
21.3 New Trade Theory 272
21.4 Economies of Scale Theory 274
Chapter 22 Instruments of Trade Policy 276
22.1 Tariff Barriers 277
22.2 Non-tariff Barriers 280
PART 5
INTRODUCTION OF COUNTRIES ON THE BELT AND ROAD
Chapter 23 Countries on the Silk Road Economic Belt 294
23.1 Kyrgyzstan 294
23.2 Uzbekistan 297
23.3 Czech 301
23.4 Germany 303
Chapter 24 Countries on the 21st Century Maritime Silk Road 311
24.1 Republic of Korea 311
24.2 Myanmar 313
24.3 Ethiopia 315
24.4 Djibouti 321
24.5 Kenya 323
24.6 Uganda 325
24.7 Cameroon 328
Chapter 25 Other Countries in America 333
25.1 Mexico 333
25.2 Ecuador 338
Reference Answers 344
Bibliography 345
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