Unit 1 Capital Markets1

Text A Banking Industry 1

Text B Stock Exchange 10

Supplementary Reading American Stock Markets— Reversal of Fortune 18

Unit 2 International Marketing 22

Text A Business Planning— Marketing Planning 22

Text B Supporting Of?ine Campaign Launches with Online Marketing30

Supplementary Reading Online-coupon Firms— Groupon Anxiety36

Unit 3 Business Elite 42

Text A The Resurrection of Steve Jobs

— That Which Does Not Kill the Boss of Apple Seems to Make Him Stronger …………42

Text B Ann Moore:The CEO of Time48

Supplementary Reading Steve Jobs and the iPad of Hope

— Apple’s Innovation Machine Churns out Another Game-changing Device53

Unit 4 E-Commerce 62

Text A In E-Commerce，More Is More 62

Text B The Alibaba E-Commerce Empire 69

Supplementary Reading Online Shopping:Selling Becomes Sociable75

Unit 5 Economic Globalization and Multinational Corporation80

Text A Globalization vsEconomic Sovereignty 80

Text B The World’s Top Choice —

China Remains the Most Popular Destination for Foreign Direct Investment 88

Supplementary Reading McDonald’s Eyes Growing Presence in Local Market93

Unit 6 Economic Regulations and Law98

Text A USSets 21st Century Goal:Building a Better Patent Of?ce 98

Text B Anti-Trust Law Treats“All Firms Equally”over 140 Cases Handled:

Rules in Line with International Principles 105

Supplementary Reading China E-Commerce Giant Launches Campaign to Fight Online Piracy112

Unit 7 Human Resources Management 118

Text A Capturing the State of Human Resources in an Annual Report 118

Text B The Tech Effect on Human Resources 127

Supplementary Reading Risk Management and Human Resources Team up to Cut Absence Costs134

Unit 8 Advertising and Publicity 145

Text A Internet Advertising145

Text B Beijing Tries to Push Beyond“Made in China”151

Supplementary Reading The Harder Hard Sell 160

Unit 9 Training173

Text A Training the Trainer 173

Text B Training Needs Assessment:A Must for Developing an Effective Training Program 181

Supplementary Reading An Innovative Method for Role-speci?c Quality-training Evaluation191

Unit 10 Corporate Culture198

Text A What Is Corporate Culture? 198

Text B Four Steps to Go Green Like eBay— Starting with Employees 206

Supplementary Reading The Fall of a Corporate Queen212

Unit 11 Business Ethics and Corprate Social Responsibility 219

Text A The Corporate Responsibility Commitment219

Text B Controversial Chemical Poses Challenge for Colgate-Palmolive 226

Supplementary Reading Toyota Recall:Five Critical Lessons 235