Unit 1 Business Start-ups
Text A How to Prepare to Launch Your Start-up
Text B Seven Great Ways to Finance a Start-up
Supplementary Reading Five Lessons for Start-ups from Buffy the Vampire Slayer
Test Yourself
Unit 2 Marketing
Text A Conducting Market Research
Text B Marketing Can Do Better
Supplementary Reading Coca-Cola Marketing Shifts from Impressions to Expressions
Test Yourself
Unit 3 Advertising
Text A Where Is Advertising Going? Into "Stitials"
Text B Ethical Issues in Online Advertising
Supplementary Reading Why Television Is the Place Advertisers Want to Be Again
Test Yourself
Unit 4 Stocks
Text A An Introduction to the Stock Market
Text B Stocks: Five Market Mistakes to Avoid
Supplementary Reading Why Stocks Are Riskier than You Think
Test Yourself
Unit 5 E-commerce
Text A E-commerce Industry
Text B Customer Retention: Keep Customers by Growing Relationships Online
Supplementary Reading An Internet with Chinese Characteristics
Test Yourself
Unit 6 Innovation
Text A The Eight Essentials of Innovation
Text B Seven Steps to a Culture of Innovation
Supplementary Reading What Is Making Enterprise Innovation Possible
Test Yourself
Unit 7 International Trade
Text A How to Start Selling Internationally
Text B Global LogisticsSupply Chain Best Practices--To Support and Drive Business Success and Trends
Supplementary Reading Dating and Business: Not All That Different
Test Yourself
Unit 8 Manage Your Money
Text A Are You Buying It?
Text B Advice for Young Investors
Supplementary Reading Ten Tips for Realistic Money Management in College
Test Yourself
Unit 9 Insurance
Text A Types of Insurance
Text B The Five Big Health-care Dilemmas
Supplementary Reading Umbrella Coverage for Preventing Your Ruin
Test Yourself
Unit 10 Negotiation
Text A How to Negotiate Effectively
Text B Negotiating Your Way Out of a Bad Situation
Supplementary Reading Three Negotiation Skills That Can Jump-start the Economy
Test Yourself
Unit 11 Leadership
Text A Leadership: Intentional Influence
Text B Ten Communication Secrets of Great Leaders
Supplementary Reading Seven Leadership Lessons from an NBA Coach
Test Yourself
Unit 12 Sheeonomy
Text A Woman Power: The Rise of the Sheconomy
Text B Nurturing a Baby and a Start-up Business
Supplementary Reading The Vicious Cycle of the Gender Pay Gap
Test Yourself
Unit 13 Green Economy
Text A A Global Green Deal
Text B Eco-friendly Model Home in Maryland Reflects Green Movement''s Edging into the Mainstream
Supplementary Reading The Trouble with Green Product Ratings
Test Yourself
Unit 14 Tourism
Text A- Five Ways to Make Travel Easier, Starting with a Single Shoe
Text B Vacation Blues as Tourists Stay at Home
Supplementary Reading Hotels Try Harder to Woo Business Customers
Test Yourself
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