Part1  Basic Concepts in Business

  Unit 1  Business and Business Regulations

    I.Function， Environment， and Social Responsibility of Business

    II.Business Forms

    III.Business Law

    IV.Case Study 1: Texan Chicken

    V.Case Study 2: Game Over

    VI.Additional Reading: Business Ethics

Part 2  Market and Marketing

  Unit 2  Market Theory

    I.Market and Its Nature

    II.Market Share and Market Concentration

    III.Case Study 1: Caferoma

    IV.Case Study 2: Kristal Water

    V.Additional Reading: Marketing

  Unit 3  Market Research and Planning

    I.Market Research

    II.Customer Research

    III.Competitor Research and Analysis: From Data to Insight

    IV.Case Study 1: KGV Europe

    V.Case Study 2: The Voice of Business

    VI.Additional Reading: Marketing Planning

  Unit 4  Marketing Mix （I）: Product

    I.Product

    II.Product Planning

    III.Introducing a New Product to Market

    IV.Case Study 1: Fabtek

    V.Case Study 2: Angel Investments

    VI.Additional Reading: Extending a Product with Service

  Unit 5  Marketing Mix （II）: Price

    I.Product Pricing

    II.Pro.ting from Prices

    III.Pricing Methods

    IV.Case Study 1: Minerva A. G.

    V.Case Study 2: ILA Leatherwear Competition

    VI.Additional Reading: Running a Price Campaign

  Unit 6  Marketing Mix （III）: Place

    I.De.nition of Channels of Distribution

    II.Wholesalers

    III.Retailers

    IV.Case Study 1: Ashbury Guitars

    V.Case Study 2: Lifetime Holidays

    VI.Additional Reading: Logistics

  Unit 7  Marketing Mix （IV）: Promotion

    I.Product Adoption Curve and Promoting Strategy

    II.Methods of Promotion

    III.Advertising Operation

    IV.Case Study 1: Getting to Know You

    V.Case Study 2: Focus Advertising

    VI.Additional Reading: Getting Close to Customers

  Unit 8  International Business

    I.Globalization of Enterprise

    II.International Marketing in the New Century

    III.Globalization and Business Strategy

    IV.Case Study 1: Zumo—Creating a Global Brand

    V.Case Study 2: Marcia Lee Jeans

    VI.Additional Reading: Managing Skills of International Business

  Unit 9  Communicating with Customers

    I.Communicating Customer Service

    II.Handling Customer Inquiries

    III.Handling Complaints

    IV.Case Study 1: Hermes Communications

    V.Case Study 2: Camden Football Club

    VI.Additional Reading: Managing Customers

Part 3  Accounting and Financing

  Unit 10  Accounting and Financial Analysis

    I.De.nition of Accounting

    II.Financial Statements

    III.Ratio Analysis of Financial Statements

    IV.Case Study 1: Financial Statement Preparation

    V.Case Study 2: Financial Statement Analysis

    VI.Additional Reading: Managing by Open Book

  Unit 11  Financing

    I.What Is Financial Management？

    II.Organization of Financial Management Function

    III.Financing of Operations

    IV.Case Study 1: Valentino Chocolates

    V.Case Study 2: Vision Film Company

    VI.Additional Reading: Managing 21st Century Finances

Part 4  Management

  Unit 12  Management

    I.What Is Management？

    II.Levels and Functions of Management

    III.Management Skills

    IV.Case Study 1: The Way We Do Things

    V.Case Study 2: Creating a Sense of Identity

    VI.Additional Reading: Business Management in the 21st Century

  Unit 13  Planning and Decision-making

    I.Planning and Planning Process

    II.Decision-making and Decision-making Process

    III.Case Study 1: The Team-building Seminar

    IV.Case Study 2: A Risky Business

    V.Additional Reading: Creativity and Decision-making

  Unit 14  Organizing and Delegation

    I.Organizing Company

    II.Effective Delegation

    III.Case Study 1: Faredeal Travel Agency

    IV.Case Study 2: The New Boss

    V.Additional Reading: The Critical Factors That Build or Break Teams

  Unit 15  Motivation and Leadership

    I.Motivation Theories

    II.Leadership Theories

    I