Part1  Basic Concepts in Business
  Unit 1  Business and Business Regulations
    nction， Environment， and Social Responsibility of Business
    siness Forms
    siness Law
    se Study 1: Texan Chicken
    se Study 2: Game Over
    ditional Reading: Business Ethics
Part 2  Market and Marketing
  Unit 2  Market Theory
    rket and Its Nature
    rket Share and Market Concentration
    se Study 1: Caferoma
    se Study 2: Kristal Water
    ditional Reading: Marketing
  Unit 3  Market Research and Planning
    rket Research
    stomer Research
    petitor Research and Analysis: From Data to Insight
    se Study 1: KGV Europe
    se Study 2: The Voice of Business
    ditional Reading: Marketing Planning
  Unit 4  Marketing Mix （I）: Product
    duct
    duct Planning
    roducing a New Product to Market
    se Study 1: Fabtek
    se Study 2: Angel Investments
    ditional Reading: Extending a Product with Service
  Unit 5  Marketing Mix （II）: Price
    duct Pricing
    ng from Prices
    icing Methods
    se Study 1: Minerva A. G.
    se Study 2: ILA Leatherwear Competition
    ditional Reading: Running a Price Campaign
  Unit 6  Marketing Mix （III）: Place
    tion of Channels of Distribution
    olesalers
    tailers
    se Study 1: Ashbury Guitars
    se Study 2: Lifetime Holidays
    ditional Reading: Logistics
  Unit 7  Marketing Mix （IV）: Promotion
    duct Adoption Curve and Promoting Strategy
    thods of Promotion
    vertising Operation
    se Study 1: Getting to Know You
    se Study 2: Focus Advertising
    ditional Reading: Getting Close to Customers
  Unit 8  International Business
    obalization of Enterprise
    ernational Marketing in the New Century
    obalization and Business Strategy
    se Study 1: Zumo—Creating a Global Brand
    se Study 2: Marcia Lee Jeans
    ditional Reading: Managing Skills of International Business
  Unit 9  Communicating with Customers
    municating Customer Service
    ndling Customer Inquiries
    ndling Complaints
    se Study 1: Hermes Communications
    se Study 2: Camden Football Club
    ditional Reading: Managing Customers
Part 3  Accounting and Financing
  Unit 10  Accounting and Financial Analysis
    tion of Accounting
    nancial Statements
    tio Analysis of Financial Statements
    se Study 1: Financial Statement Preparation
    se Study 2: Financial Statement Analysis
    ditional Reading: Managing by Open Book
  Unit 11  Financing
    at Is Financial Management？
    anization of Financial Management Function
    nancing of Operations
    se Study 1: Valentino Chocolates
    se Study 2: Vision Film Company
    ditional Reading: Managing 21st Century Finances
Part 4  Management
  Unit 12  Management
    at Is Management？
    vels and Functions of Management
    nagement Skills
    se Study 1: The Way We Do Things
    se Study 2: Creating a Sense of Identity
    ditional Reading: Business Management in the 21st Century
  Unit 13  Planning and Decision-making
    anning and Planning Process
    cision-making and Decision-making Process
    se Study 1: The Team-building Seminar
    se Study 2: A Risky Business
    ditional Reading: Creativity and Decision-making
  Unit 14  Organizing and Delegation
    anizing Company
    fective Delegation
    se Study 1: Faredeal Travel Agency
    se Study 2: The New Boss
    ditional Reading: The Critical Factors That Build or Break Teams
  Unit 15  Motivation and Leadership
    tivation Theories
    adership Theories
    I