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| 內容簡介： |
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《新编商务英语泛读2》讲述了：《新编商务英语泛读（1～6）》是商务英语系列丛书之一。本丛书的语言材料新颖、地道，文章均选自当代英美报刊杂志以及某些商务专著；内容丰富、涉及面广，涵盖金融、财经、企业管理、国际贸易、电子商务等诸多领域。本丛书采用英语语言和商务知识有机结合的编写方式，使学生既能提高英语阅读理解能力，又能系统地掌握商务英语的基本词汇及其表达方式，全面地获得有关商务的基本知识。本丛书适合商务英语专业的学生使用。
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| 目錄：
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UnitI
PartAText
TextAAdvertising
TextBSevenWaystoSleepBetterTonight
PartBFastReading
Unit2
PartAText
TextAMoneyandItsFunctions
TextBAreWeHeadedfortheCashlessSociety?
PartBFastReading
Unit3
PartAText
TextAStepsinEnteringBusinessinChina
TextBNoJobtoGoto
PartBFastReading
Unit4
PartAText
TextADellCracksChina
TextBWhoLivesLonger?
PartBFastReading
Unit5
PartAText
TextATheJobSearch
TextBWomenNeedNotApply
PartBFastReading
lestI
Unit6
PartAText
TextAProtectingAgainstEconomicLossⅠ
TextBProtectingAgainstEconomicLossⅡ
PartBFastReading
Unit7
PartAText
TextAConceptsBehindConsumersActions
TextBMyOwnMeals
PartBFastReading
Unit8
PartAText
TextAJapaneseStyleofManagement
TextBBillGates
PartBFastReading
Unit9
PartAText
TextAStocksandBondsⅠ
TextBStocksandBondsⅡ
PartBFastReading
Unit10
PartAText
TextATypesofProducts
TextBPackaging
PartBFastReading
Test
vocabulary
key
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| 內容試閱：
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Advertisingcanbedefinedasnonpersonalcommercialmessagestothepublicdesignedtoinformbothestablishedandpotentialcustomers.Advertisingispaidfor.Assuch,itdiffersfromotherformsofsalespromotion.
TypesofAdvertising
Traditionally,alladvertisingwasclassifiedeitherasdirect-actionadvertising（designedtosellafirmsproductsorservices）orasinstitutionaladvertising（designedtopromoteafirmsname）.Thus,thestatement"Raincoatsareonsaletodayat$9.95"isanexampleofdirect-actionadvertising,andtheclaim"OuremployeessubscribetotheUnitedFund100percent"isanexampleofinstitutionaladvertising.Modernbusinesspracticeshavefurtherdividedthesetwotypesofadvertisingintodistinctapproaches.Forinstance,primary-demandadvertisingseekstoincreasethetotaldemandforcertainproductswithoutdistinguishingspecificbrands.Examplesincludethecurrentadvertisingcampaignspromotingthemeritsofcottonasabasicgarmentmaterialandmilkasanaturalfood.Usually,thistypeofadvertisingissponsoredbyaparticulartradeassociationormarketingcooperative,notbyindividualretailersormanufacturers.
Anotherdistincttypeofadvertisingisbrandadvertising,whichpromotestheuseofaparticularbrandamongcompetingproducts.Thistypeofadvertisingisusedmostoftentoday.Inaddition,theFederalTradeCommission（FTC）hasrecentlyencouragedtheuseofcomparativeadvertising,whichpointstotheadvantagesoftheadvertisersproductovercompetingproducts.Thistypeofadvertisinghasbecomeverypopularforheadacheremedies,creditcardsandevenautomobiles.Incomparativeadvertising,competingproductsarenamedandshown,ratherthanusingtheoldideaofcomparingunnamedproductsXandY.
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