Chapter 1 Setting Up a Business
  Sole Proprietorship
  Partnership
  Corporation
  A Special Form：Franchising
 Chapter 2 Marketing：an Overview
  The Origin of Marketing
  The Functions of Marketing
  The Marketing Mix
  Market Segmentation
 Chapter 3 Products and Pricing
  Types of Products
  Product Life Cycle
  Pricing
 Chapter 4 Channels of Distribution
  Common Channels of Distribution
  The Cost and Value of Middlemen
  Physical Distribution
  Modes of Transportation
 Chapter 5 Promotion
  Advertising
  Do It Yourself or Use an Advertising Agency
  Personal Selling
  Sales Promotion
  Public Relations and Publicity
  Word of Mouth
 Chapter6 Money and Banking
  What Is Money?
  What Does Money Do?
  Types of Money
  The Financial System
  Savings and Loan Associations
  Money Supply and the Federal Reserve System
 Chapter 7 Financing
  Short-Term Financing
  Long-term Sources of Funds
  Debt or Equity Financing
  Features of Bonds
  Features of Stock
 Chapter 8 Accounting
  Balance Sheet
  Income Statement
 Chapter 9 The Securities Market
  Primary and Secondary Markets
  Buying and Selling Stocks
  Bulls and Bears
  The Bond Market
  Who Buy Securities
 Chapter 10 Risk Management and Insurance
  Approaches to Managing Business Risks
  Insurance and Its Principles
  Insurable Risks
  Insurance for Business
  Fidelity and Surety Bonds
 Chapter 11 Business Law
  mypes of Law
  Contract Law
  Tort Law
  Property Law
  Warranty
  Negotiable Instruments
  Agency Law
  Business Bankruptcy
 Chapter 12 International Business
  Why Trade with Other Countries?
  Other Ways to Go Global
  Special Issues in International Business
 Chapter 13 Managing Business Enterprises
  Management Functions
  Management Levels and Skills
  Sources of Managers
  The Building Blocks of Organizational Structure
  Organizational Decision Making
  Organizational Structures
  Informal Organization
  The Strategic Management Process
 Chapter 14 Human Resources Management
  Planning for Human Resources
  Staffing
  Training and Developing Employees
  Demoting and Terminating Employees
  Compensating Employees
 Chapter 15 Motivation and Leadership
  The Classical Theory
  The Hawthorne Studies
  Maslow's Hierarchy of Human Needs
  Herzberg's Two-factor Theory
  McGregor's TheoryX and TheoryY
  Ouchi's Theory
  Slralegies for Motivating Employees
  Leadership
 Chapter 16 Managing Information
  lnformation VS. Data
  How Computers Work?
  Application Prog rams
  The Managemenl Information Syslem(MIS)
 Chapter 17 The Environment and Responsibilities
  Factors of Production
  Types of Economic System
  Economic Goals and How to Measure Their Attainment
  The Roles of Government
  The Market and Competition
  TheImportance of Profits
  The Responsibility of Business
 Chapter l8 Careers in Business
  Self-evaluation
  Career Opportunities in Business
  Successful Job Hunting
 Key to Exercises of
 Cloze and scrambled Sentences
 Key to Translation
 Rererences