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Chapter 1 Brief Introduction to International Business 1

1．What Is Business？ 1

2．What Is International Business？ 1

3．The Scope of International Business Activities 2

4．International Risk 3

5．On International Business Law 4

6．Commercial Credit 4

7．On Management of International Business 6

8．A Brief Introduction to the WTO 7

Chapter 2 Business Organizations 13

1．Introduction 13

2．Sole Proprietorship 13

3．General Partnership 14

4．Limited Partnership 15

5．Joint Stock Company 15

6．Corporations 16

7．Transnational Corporations 18

Chapter 3 Ways of Business 25

1．Introduction 25

2．Wholesaling 25

3．Retailing 26

4．Franchising 28

5．Agency 30

6．Electronic Commerce 31

Chapter 4 A Guide to Economics 37

1．What Is Economics？ 37

2．What Is Macroeconomics？ 37

3．Monetary and Fiscal Policy 38

4．What Is Microeconomics？ 38

5．The Demand Curve 39

6．The Supply Curve 39

7．The Equilibrium Price 39

8．Changes in Demand versus Changes in Quantity Demanded 40

9．Changes in Supply versus Changes in Quantity Supplied 40

Chapter 5 Types of Competition 45

1．Pure Competition 45

2．Monopolistic Competition 45

3．Oligopoly 46

4．Monopoly 46

5．Competitive Risk Minimization 46

Chapter 6 The Market Economy 51

1．Market and Market Economy 51

2．Price 51

3．Supply and Demand 52

4．The Market Price 52

Chapter 7 International Trade Terms and Pricing Principles 57

1．Introduction 57

2．Definition of the Trade Terms in Incoterms 2010 59

3．How to Determine the Price for Imports and Exports？ 62

4．Selection of Money of Account 63

5．Commission and Discount 63

6．Other Non-price Commercial Technical Terms 63

Chapter 8 Marketing 69

1．What Is Marketing？ 69

2．The Marketing Concept 69

3．Marketing and Utility 70

4．The Target Market 70

5．The Industrial Market 71

6．Government and Institutional Markets 72

7．The Consumer Market 72

8．Classes of Consumer Goods 73

Chapter 9 The Marketing Mix＆Product Promotion 77

1．The Marketing Mix 77

2．Product Planning 77

3．Pricing 78

4．Physical Distribution 78

5．Product Promotion 78

6．Advertising 79

7．Product Packaging 79

8．Breaking the Language Barriers 80

Chapter 10 International Payments＆Settlements 83

1．Introduction 83

2．Credit Instruments 84

3．Bill of Exchange 85

4．Promissory Note and Cheque 89

5．Remittance 90

6．Terms and Methods of Payment in International Trade—Payment in Advance，Open Account Business，Factoring，Collection 92

7．Terms and Methods of Payment in International Trade—Letters of Credit（L/C） 94

8．Guarantee 98

9．Documents 99

Chapter 11 Brief Introduction to International Business Practices 105

1．Introduction 105

2．Business Preparatory Work 105

3．Business Negotiation 106

4．The Signing of a Contract 108

5．The Performance of an Export Contract 108

6．The Performance of an Import Contract 111

Chapter 12 Exchange Rate 115

1．Introduction 115

2．Direct Quotations and Indirect Quotations 115

3．Cross Rates 116

4．Spot Rates 116

5．Forward Rates 117

Chapter 13 Negotiation Strategies on International Business 121

1．Introduction 121

2．Preparations for Business Negotiation 122

3．Notable Problems in the Process of Negotiation 123

4．The Impact of Cultural Differences on International Business Negotiations 124

附：课文参考译文 137