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Unit 1 Entering Foreign Markets 1

Text A Deciding How to Enter Foreign Markets 1

Text B Cooperative Joint Ventures in China 11

Unit 2 International Trade Theories 15

Text A Basic Theories of International Trade 15

Text B Protectionism Versus Free Trade 26

Unit 3 International Trade in Services 31

Text A The Importance of Services in International Trade:Defining Trade in Services 31

Text B Services in the World Economy 40

Unit 4 Technology Transfer 45

Text A Understanding Technology Transfer 45

Text B International Technology Transfer and Intellectual Property Rights 54

Unit 5 Trade Barriers 58

Text A Forms of Trade Barriers 58

Text B How to Hurdle the Barrier 67

Unit 6 International Trade of China 72

Text A China's Trade:Growth and Diversification 72

Text B China,US Complementary in Trade 81

Unit 7 Marketing Strategy 86

Text A The Four P's of the Marketing Strategy 86

Text B Uncontrollable Variables in Marketing Strategy 97

Unit 8 Marketing Environment 101

Text A The Major Macroenvironment Forces 101

Text B Host Country Political and Legal Environment 110

Unit 9 Advertising 115

Text A The World of Advertising 115

Text B Television Advertising and Radio Advertising 125

Unit 10 International Payment 130

Text A Basic Methods of International Payments and Settlements 130

Text B Multinational and Foreign Exchange 140

Unit 11 Foreign Exchange Rate 144

Text A The Functions of the Foreign Exchange Market 144

Text B The Asian Crisis 153

Unit 12 Securities Market 158

Text A Why Do Securities Markets Exist 158

Text B Investment Management in the 1990s 168

Unit 13 Monetary Policy and Fiscal Policy 171

Text A The Basic Idea of Monetary and Fiscal Policy 171

Text B China's Monetary Policy in the Coming Years 180

Unit 14 International Corporate Governance 184

Text A International Corporate Governance 184

Text B Corporate Governance in China 194

Unit 15 Human Resources Management 199

Text A Human Resources Management 199

Text B Job Termination and Retirement 209

Unit 16 Global Logistics 213

Text A Global Integrated Logistics 213

Text B Logistics in Creating a Recycling Economy 223

Unit 17 E-commerce 227

Text A Understanding E-commerce 227

Text B Understanding E-commerce in China 236

Unit 18 International Business Organizations 240

Text A World Trade Organization 240

Text B Asia-Pacific Economic Cooperation 248

Key 253

Giossary 277