Lesson 1 Supply and Demand

1.1 The Supply and Demand Model

1.2 Case One:Can Good News for Farming Be Bad News for Farmers?

1.3 Case Two:Why did OPEC Fail to Keep the Price of Oil High?

1.4 Case Three:Does Drug Interdiction Increase or Decrease Drug-Related Crime?

关键词解释

词汇

课文注释

Lesson 2 Some Fundamentals of Game Theory

2.1 Game Trees:Decision Trees for Strategic Situations

2.2 Dominant Strategy Equilibrium

2.3 Perfect Equilibrium

关键词解释

词汇

课文注释

Lesson 3 The IBM and Microsoft Cases

3.1 The IBM Case

3.2 The Microsoft Case

3.3 A Competitive Perspective on Internet Explorer

关键词解释

词汇

课文注释

Lesson 4 Choice Under Uncertaintv

4.1 Describing Risk

4.2 Different Preferences Toward Risk

4.3 Example One:Business Executives and the Choice of Risk

4.4 Example Two:Deterring Crime

词汇

关键词解释

课文注释

Lesson 5 Public Goods

5.1 The Free Rider Problem

5.2 Efficiency and Public Goods

5.3 Some Important Public Goods

5.4 The Difficult Job of Cost-Benefit Analysis

关键词解释

词汇

课文注释

Lesson 6 The Balance Sheet

6.1 What Is a Balance sheet?

6.2 The Internal Balance Sheet of a Company

6.3 How Much Is a Business Worth?

6.4 The Balance Sheet:The Essence

关键词解释

词汇

课文注释

Lesson 7 Credit Management

7.1 Terms of the Sale

7.2 The Decision to Grant Credit:Risk and Information

7.3 Optimal Credit Policy

7.4 Credit Analysis

7.5 Collection Policy

7.6 How to Finance Trade Credit

7.7 Summary and Conclusions

关键词解释

词汇

课文注释

Lesson 8 Long-Term Financing:An Introduction

8.1 Common Stock

8.2 Corporate Long-Term Debt:The Basics

8.3 Preferred Stock

8.4 Patterns of Financing

8.5 Recent Trends in Capital Structure

8.6 Summary and Conclusion

关键词解释

词汇

课文注释

Lesson 9 Sales?Marketing:9 Keys to Selling Your Products

9.1 Key 1:The Need to Understand the Complexity of Marketing

9.2 Key 2:Why the Job of the Marketing Manager Is Key to the Success of the Firm

9.3 Key 3:Understanding Why Knowledge of the Marketing Environment Contributes to a Firm s Success

9.4 Key 4:The Importance of Understanding the Consumer

9.5 Key 5:How to Generate Repeat Purchases

9.6 Key 6:Establishing a Brand Name Is a Key Strategic Advantage

9.7 Key 7:Advertising As a Promotional Tool

9.8 Key 8:Case Study:A Marketing Success Story

9.9 Key 9:Future Directions of Marketing Strategies

关键词解释

词汇

课文注释

Lesson 10 The World of International Trade

10.1 A Framework for International Trade

10.2 Comparative and Competitive Advantage

关键词解释

词汇

课文注释

Lesson 11 Entering International Markets through Exports

11.1 Exporting as a Learning Experience

11.2 Direct Exporting

11.3 Determining the Direct Export Channel

11.4 Export Operations

关键词解释

词汇

课文注释

Lesson 12 Entering International Markets through Licensing and Other Contractual Arrangements

12.1 Licensing As a Primary Entry Mode

12.2 Protecting Industrial Property Rights Abroad

12.3 Negotiating the Licensing Agreement

12.4 International Franchising

12.5 Other Contractual Entry Modes

关键词解释

词汇

课文注释

13.1 Trade-Creating Customs Unions

Lesson 13 Economic Integration:Customs Unions and Free Trade Areas

13.2 Trade-Diverting Customs Unions

13.3 The Theory of the Second Best and Other Static Welfare Effects of Customs Unions

13.4 Dynamic Benefits from Customs Unions

关键词解释

词汇

课文注释

Lesson 14 Evolution of the International Monetary System

14.1 Brief Introduction

14.2 Bimentallism:Before 1875

14.3 Classical Gold Standard:1875～1914

14.4 Interwar Period:1915～1944

14.5 Bretton Woods System:1945～1972

14.6 The Flexible Exchange Rate Regime:1973～Present

关键词解释

词汇

课文注释

15.2 Factors Affecting Exchange Rate Movements

15.1 What Is Exchange Rate Risk?

Lesson 15 Understanding and managing Exchange Rate Risk

15.3 Managing Exchange Rate Risk

关键词解释

词汇

课文注释

Lesson 16 Foreign Direct Investment

16.1 Why Do Firms Invest Overseas?

16.2 Trade Barriers and Imperfect Labor Market

16.3 Intangible Assets and Vertical Integration

16.4 Product Life Cycle and Shareholder Diversification Services

关键词解释

词汇

课文注释

Lesson 17 Bank Investments

17.1 Types of Risk

17.2 Types of Bank Investments

17.3 Securities Activities and Services at Banks

关键词解释

17.4 Summary

词汇

课文注释

Lesson 18 Bank Loan

18.1 Commercial and Industrial Loans

18.2 Interest Rates

18.3 Asset and Liability Management

关键词解释

词汇

课文注释