Unit 1　商标知多少

Topic-based Content:Trademark,Brand and Logo

Topic Reading:Extracts of Trademark,Brand and Logo

Extract 1:Trademarks

Extract 2:The Trademark Application Process

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

Extract 3:Brand ＆ Logo

Extract 4:Coca-Cola

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

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

Unit 2 广告风云录

Topic-based Content:Advertising Industry

Topic Reading:Extracts of Advertising Industry

Extract 1:Advertising

Extract 2:Advertising Media

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

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

Extract 3:Misleading Advertising

Extract 4:Advertising Careers

［文化链接］Culture Link:Authentic Advertisements

Unit 3　广告妙语　

Topic-based Content:Language of Advertising　

Topic Reading:Extracts of Language of Advertising　

Extract 1:Opinions on Advertising Language　

Extract 2:Copywriting and Copywriter

［文化链接］Culture Link:Nice'n Easy

Extract 3:Creative Work by Copywriters

Extract 4:The Future of Ad Writing

［文化链接］Culture Link:Effective Ads

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

Unit 4　传媒巨子风云录

Topic-based Content:Time Warner

Topic Reading:Extracts of Time Warner

Extract 1:Time Warner Inc.

Extract 2:Values of Time Warner

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

Extract 4:Background of the Merger

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

Unit 5 营销为王

Topic-based Content:Marketing Mix

Topic Reading:Extracts of Marketing Mix

Extract 1:Marketing Plan

Extract 2:Marketing Mix

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

Extract 3:The Product Life Cycle

Extract 4:How to Create a Marketing Plan

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

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

Unit 6 探秘营销模式

Topic-based Content:Market and Marketing Moulds

Topic Reading:Extracts of Market and Marketing Moulds

Extract 1:Market and Marketing

Extract 2:Projecting Market Share

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

Extract 3:Internet Based Network Marketing Success

Extract 4:Creating New Retailing Moulds

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

Unit 7 销售文化

Topic-based Content:Different Kinds of Sales Cultures

Topic Reading:Extracts of Different Kinds of Sales Cultures

Extract 1:Car Boot Sale

Extract 2:Some Other Sales or Shops

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

Extract 3:Yard Sales and Garage Sales

Extract 4:Will Wal-Mart Last Forever?

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

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

Unit 8 期中复习

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

Topic Reading:Extracts about Marketing Mix

Extract 1:Definitions of Advertising

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

Extract 3:How to Avoid Blunders in Advertising?

Unit 9 知识产权必知录

Topic-based Content:Intellectual Property and Patent

Topic Reading:Extracts of Intellectual Property and Patent

Extract 1:Intellectual Property

Extract 2:World Intellectual Property Organization

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

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

Extract 3:Patent and Its Application

Extract 4:Infringement ＆ Piracy

［文化链接］Culture Link:Patents and Inventions

A Press Release

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

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

Unit 10 网络＆“E”生活

Topic-based Content:Network and E-Life

Topic Reading:Extracts of Network and E-Life

Extract 1:Internet and E-Life

Extract 2:Online Shopping

［相关链接］Related Link:E-mail

Extract 3:Information Technology and e-mail

Extract 4:Applications of Networked Multimedia

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

Unit 11 点击电子商务

Topic-based Content:Internet and E-Commerce

Topic Reading:Extracts of Internet and E-Commerce

Extract 1:ABCs of E-Commerce(1)

Extract 2:ABCs of E-Commerce(2)

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

Extract 3:Windows VistaTM

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

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

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

Unit 12 货币大观

Topic-based Content:Money and Its Types

Topic Reading:Extracts of Money and Its Types

Extract 1:Types of Money

Extract 2:Monetary Standards

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

［相关链接］Related Link:Foreign Exchange

Extract 3:Monetary Systems

Extract 4:Eurosystem and the European Central Bank

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

Unit 13 银行业务窥奥

Topic-based Content:Banking

Topic Reading:Extracts of Banking

Extract 1:Banking

Extract 2:Banking in the United States and Other Countries

［相关链接］Related Link:Banking History

Extract 3:Credit Cards

Extract 4:The History of Credit Cards

［文化链接］Culture Link:Bank Holiday

Unit 14 交易小百科

Topic-based Content:Commodity Transactions

Topic Reading:Extracts of Commodity Transactions

Extract 1:Commodity Transactions

Extract 2:The Futures Market

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

Extract 3:Different Order Types

Extract 4:Free Trade

［相关链接］Related Link:Trade Fairs

Unit 15 社会保障

Topic-based Content:Social Security

Topic Reading:Extracts of Social Security

Extract 1:Social Security

Extract 2:Health Insurance in the United States

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

Extract 3:Life Insurance

Extract 4:Some Other Insurance Items

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

Unit 16 期末复习

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

Topic Reading:Extracts about Protecting the Legitimate Rights

Extract 1:How Trademarks Differ from Patents and Copyrights

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

Extract 3:Business Models

参考文献