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Unit 1　商标知多少 1

Topic-based Content:Trademark,Brand and Logo 1

Topic Reading:Extracts of Trademark,Brand and Logo 1

Extract 1:Trademarks 1

Extract 2:The Trademark Application Process 5

［实例链接］Link to Authentic Document:Sample Trademarks 9

Extract 3:Brand ＆ Logo 11

Extract 4:Coca-Cola 13

［文化链接］Culture Link:Branding—It's All about Focus 16

［实例链接］Link to Authentic Document:Trademark Assignment 19

Unit 2 广告风云录 22

Topic-based Content:Advertising Industry 22

Topic Reading:Extracts of Advertising Industry 22

Extract 1:Advertising 22

Extract 2:Advertising Media 26

［相关链接］Related Link:Background History of Advertising 31

［文化链接］Culture Link:The Top Tens on the Internet 33

Extract 3:Misleading Advertising 36

Extract 4:Advertising Careers 38

［文化链接］Culture Link:Authentic Advertisements 41

Unit 3　广告妙语　 46

Topic-based Content:Language of Advertising　 46

Topic Reading:Extracts of Language of Advertising　 46

Extract 1:Opinions on Advertising Language　 46

Extract 2:Copywriting and Copywriter 50

［文化链接］Culture Link:Nice'n Easy 52

Extract 3:Creative Work by Copywriters 55

Extract 4:The Future of Ad Writing 58

［文化链接］Culture Link:Effective Ads 60

［阅读链接］Link to Reading Attack Skill:Acronym 62

Unit 4　传媒巨子风云录 67

Topic-based Content:Time Warner 67

Topic Reading:Extracts of Time Warner 67

Extract 1:Time Warner Inc. 67

Extract 2:Values of Time Warner 69

Extract 3:From Time Warner to AOL Time Warner and to Time Warner(TWX) 72

Extract 4:Background of the Merger 76

［文化链接］Culture Link:The Future of Digital Media 79

Unit 5 营销为王 84

Topic-based Content:Marketing Mix 84

Topic Reading:Extracts of Marketing Mix 84

Extract 1:Marketing Plan 84

Extract 2:Marketing Mix 88

［相关链接］Related Link:McDonald's Five P's 91

Extract 3:The Product Life Cycle 94

Extract 4:How to Create a Marketing Plan 97

［文化链接］Culture Link:The Five Roles of a Great Leader 98

［阅读链接］Link to Reading Attack Skill:"-driven"Compound Words 101

Unit 6 探秘营销模式 103

Topic-based Content:Market and Marketing Moulds 103

Topic Reading:Extracts of Market and Marketing Moulds 103

Extract 1:Market and Marketing 103

Extract 2:Projecting Market Share 108

［相关链接］Related Link:Network Marketing—Internet Business Do's and Don'ts 111

Extract 3:Internet Based Network Marketing Success 113

Extract 4:Creating New Retailing Moulds 115

［文化链接］Culture Link:Supermarket Competition in UK 122

Unit 7 销售文化 125

Topic-based Content:Different Kinds of Sales Cultures 125

Topic Reading:Extracts of Different Kinds of Sales Cultures 125

Extract 1:Car Boot Sale 125

Extract 2:Some Other Sales or Shops 128

［文化链接］Culture Link:16 eBay Success Secrets 131

Extract 3:Yard Sales and Garage Sales 133

Extract 4:Will Wal-Mart Last Forever? 138

［文化链接］Culture Link:Five-and-Dime Store 141

［相关链接］Related Link:Building Your MLM Business 142

Unit 8 期中复习 146

Topic-based Content:A Review of the Content from Unit 1 to Unit 7 146

Topic Reading:Extracts about Marketing Mix 146

Extract 1:Definitions of Advertising 146

Extract 2:Is Your Product D.U.M.B. Enough to Take Overseas? 148

Extract 3:How to Avoid Blunders in Advertising? 152

Unit 9 知识产权必知录 158

Topic-based Content:Intellectual Property and Patent 158

Topic Reading:Extracts of Intellectual Property and Patent 158

Extract 1:Intellectual Property 158

Extract 2:World Intellectual Property Organization 161

［实例链接］Link to Authentic Document(1):IPA 165

［实例链接］Link to Authentic Document(2):Patent 167

Extract 3:Patent and Its Application 169

Extract 4:Infringement ＆ Piracy 173

［文化链接］Culture Link:Patents and Inventions 176

A Press Release 178

［实例链接］Link to Authentic Documents(3):Copyright 179

［阅读链接］Link to Reading Attack Skills:Parallel Structure 181

Unit 10 网络＆“E”生活 185

Topic-based Content:Network and E-Life 185

Topic Reading:Extracts of Network and E-Life 185

Extract 1:Internet and E-Life 185

Extract 2:Online Shopping 189

［相关链接］Related Link:E-mail 192

Extract 3:Information Technology and e-mail 194

Extract 4:Applications of Networked Multimedia 196

［文化链接］Culture Link:The First e-mail Message 200

Unit 11 点击电子商务 205

Topic-based Content:Internet and E-Commerce 205

Topic Reading:Extracts of Internet and E-Commerce 205

Extract 1:ABCs of E-Commerce(1) 205

Extract 2:ABCs of E-Commerce(2) 209

［文化链接］Culture Link:TV Is Dying?Long Live TV! 213

Extract 3:Windows VistaTM 215

Extract 4:Will iPods Bring New Fans to TV Shows? 218

［相关链接］Related Link:How to Use the Internet 220

［阅读链接］Link to Reading Attack Skills:Transferred Negative 221

Unit 12 货币大观 224

Topic-based Content:Money and Its Types 224

Topic Reading:Extracts of Money and Its Types 224

Extract 1:Types of Money 224

Extract 2:Monetary Standards 226

［相关链接］Related Link:Currency Codes ＆ Symbols(Signs) 228

［相关链接］Related Link:Foreign Exchange 230

Extract 3:Monetary Systems 231

Extract 4:Eurosystem and the European Central Bank 236

［文化链接］Culture Link:Inventor Who Coined Euro Sign Fights for Recognition 238

Unit 13 银行业务窥奥 243

Topic-based Content:Banking 243

Topic Reading:Extracts of Banking 243

Extract 1:Banking 243

Extract 2:Banking in the United States and Other Countries 248

［相关链接］Related Link:Banking History 250

Extract 3:Credit Cards 252

Extract 4:The History of Credit Cards 255

［文化链接］Culture Link:Bank Holiday 256

Unit 14 交易小百科 261

Topic-based Content:Commodity Transactions 261

Topic Reading:Extracts of Commodity Transactions 261

Extract 1:Commodity Transactions 261

Extract 2:The Futures Market 263

［文化链接］Culture Link:Chicago Mercantile Exchange Inc.？ 267

Extract 3:Different Order Types 268

Extract 4:Free Trade 270

［相关链接］Related Link:Trade Fairs 272

Unit 15 社会保障 275

Topic-based Content:Social Security 275

Topic Reading:Extracts of Social Security 275

Extract 1:Social Security 275

Extract 2:Health Insurance in the United States 279

［实例链接］Link to Authentic Document:Promotional Letter—Auto Insurance 283

Extract 3:Life Insurance 284

Extract 4:Some Other Insurance Items 287

［相关链接］Related Link:The Insurance Industry and Insurance Companies 290

Unit 16 期末复习 295

Topic-based Content:A Review of the Content from Unit 9 to Unit 15 295

Topic Reading:Extracts about Protecting the Legitimate Rights 295

Extract 1:How Trademarks Differ from Patents and Copyrights 295

Extract 2:What Is Piracy?Why Is Piracy Illegal? 297

Extract 3:Business Models 300

参考文献 305