Contents
Unit 1
Text: Should Water Be Worth More than Diamonds?
Exercises to the Text
Intensive Reading: Demand and Supply
Extensive Reading: Adam Smith and the Birth of Economic Science
Unit2
Text: Behavioral Considerations in Market Analysis
Exercises to the Text
Intensive Reading: Planning a Marketing Research Prqject
Extensive Reading: Producing for the Consumer
Unit3
Text: Motivational Research
Exercises to the Text
Intensive Reading: Gillette Goes High Tech
Extensive Reading: Win over the Customer
Unit 4
Text: The Statistical Testing of Economic Theories: an Example
Exercises to the Text
Intensive Reading: Analysis of the Data
Extensive Reading: Extending the Analysis
Unit 5
Text: Benefit-Cost Analysis
Exercises to the Text
Intensive Reading: Limitations and Problems
Extensive Reading: Technological versus Economic Efficiency: an Example
Unit 6
Text: Importance of Product Innovation
Exerrises to the Text
Intensive Reading: Development of New Products
Extensive Reading: What Is a "New" Product?
Unit 7
Text: Management of Physical Distribution
Exerrises to the Text
Intensive Reading: Selection of Channels of Distribution for a New Product
Extensive Reading: Optimization and Cost Trade-Offs
Unit 8
Text: Applying Management Science
Exercises to the Text
Intensive Reading: Limitations of Management Science Models
Extensive Reading: IBM's Approach to Planning
Unit 9
Text: Psychological Influence on Buyer Behavior
Exercises to the Text
Intensive Reading: Decision Making Process in Buying
Extensive Reading: Classification of Consumer Goods
Unit 10
Text: Risks and Its Management
Exercises to the Text
Intensive Reading: Risk Measurement
Extensive Reading: Control of Risk
Unit 11
Text: Advertising
Exercises to the Text
Intensive Reading: Developing the Media Plan
Extensive Reading: The Advertising Media
Unit 12
Text: Motivating Workers in Workplace 2000
Exercises to the Text
Intensive Reading: Japanese Approach to Business
Extensive Reading: Ouchi-Theory Z
Unit 13
Text: The World Bank
Exercises to the Text
Intensive Reading: Computerized Banking
Extensive Reading: The British Bank
Unit 14
Text: Basic Types of Securities
Exercises to the Text
Intensive Reading: The Securities Markets in U. S.
Extensive Reading: Listed Stock Prices
Unit 15
Text: Structures for Operating in Foreign Markets
Exercises to the Text
Intensive Reading: Taking Advantage of Competitive Advantages
Extensive Reading: Cultural Considerations in Marketing
Unit 16
Text: Multinationals
Exercises to the Text
Intensive Reading: India versus Coca Cola and IBM
Extensive Reading: Pricing in Intemational Markets
Unit 17
Text: How to Utilize a Technology Advantage
Exercises to the Text
Intensive Reading: Technology and Man
Extensive Reading: IBM in Mexico
Unitl 18
Text: Management Uses of Computers
Exercises to the Text
Intensive Reading: Business Data Processing
Extensive Reading: Elecotromc Mail
Unit 19
Text: What Is Marketing?
Exercises to the Text
Intensive Reading: The Difference between Marketing and Selling
Extensive Reading: Who Are Our Customers?
Unit 20
Text: The General Agreement on Tarrifs and Trade
Exercises to the Text
Intensive Reading: How Well Is GATT Doing?
Extensive Reading: GATT's Uruguay Round---Old MacDonald in the Way
Seleeted Reading from Management Classics
Achieving World-Class Performance in Quality, Services, and Innovation
The New Rules for Competition
Guidelines for CEOs, Managers and Entrepreneurs
The Winner's Choice
Clock Building, Not Time Telling
Vocabulary
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