商业伦理与社会责任（双语教学版）

　　A business tries to earn a profit by providing products that satisfy people’s needs. The outcomes of its efforts are products that have both tangible and intangible characteristics that provide satisfaction and benefits. When you purchase a product, you are buying the benefits and satisfaction you think the product will provide. A Subway sandwich, for example, may be purchased to satisfy hunger, while a Honda Accord may be purchased to satisfy the need for transportation and the desire to present a certain image.

　　Most people associate the word product with tangible goods—an automobile, computer, phone, coat, or some other tangible item. However, a product can also be a service, which occurs when people or machines provide or process something of value to customers. Dry cleaning, a checkup by a doctor, a performance by a basketball player—these are examples of services. Some services, such as Flickr, an online photo management and sharing application, do not charge a fee for use but obtain revenue from ads on their sites. A product can also be an idea. Accountants and attorneys, for example, generate ideas for solving problems.

　　作者O.C.费雷尔教授，曾担任美国营销协会学术委员会主席，其研究领域包括全球商业、市场营销和商业伦理。他致力于开发教学资源以让学生和教师更好地理解日趋复杂的全球商业环境，并在教学过程中采用本书作为教材，通过与学生和其他教师的沟通深入了解商学导论课程的教学需要，这使本书有机会得以不断改进。其妻子琳达·费雷尔教授为本书第三作者，现任市场营销科学学会主席，曾在麦当劳和必胜客的广告公司负责其广告培训、市场营销管理工作，丰富的实践经验使得她对市场营销及商业伦理有着独到的见解和深刻的洞察。杰弗里·赫特为圣保罗大学金融学教授，主要讲授投资学、公司理财和战略管理课程。他拥有深厚的全球商业开发的背景，尤其是环球金融市场和贸易关系方面。其所著教材曾被翻译成14种语言畅销31个国家。

　　《商业伦理与社会责任》（第10 版，双语教学版）主要讲述在当今商业世界的快速变化中的商业伦理与社会责任，具体内容包括企业的本质，经济学的基本知识，商学学习的框架体系，商业伦理与社会责任在企业决策中的作用，国家间进行贸易的障碍与推动因素，国际贸易中企业的参与形式及跨国教育的策略。本书保留了原版书中全部的英文及其教材要素，编者对目录以及部分专业词汇进行了翻译。书中还引用了一些新鲜有趣的商业案例、习题，语言简练，通俗易懂。

CHAPTER 1   第1章

The Dynamics of Business and Economics  2 商业与经济的动力

Enter the World of Business   进入商业世界

Competition Is Good for Business 3 竞争有益于企业

Introduction 4 引言

The Nature of Business 4 企业的本质

The Goal of Business  4 企业的目标

The People and Activities of Business 5 企业的参与者和主要活动

Why Study Business? 7 为什么学习商学

The Economic Foundations of Business 8 企业的经济基础

Economic Systems 9 经济体制

The Free-Enterprise System 12 自由企业制度

The Forces of Supply and Demand 13 供给与需求的力量

The Nature of Competition 14 竞争的本质

Economic Cycles and Productivity 16 经济周期和生产力

The American Economy 19 美国经济

A Brief History of the American Economy 20 美国经济简史

The Role of the Entrepreneur 22 企业家的作用

The Role of Government in the American Economy 23 政府在美国经济中的作用

The Role of Ethics and Social Responsibility in Business 24 商业伦理与社会责任在企业中的作用

Can You Learn Business in a Classroom? 25 在课堂上学习商业知识，可能吗

So You Want a Job in the Business World 26

Review Your Understanding 26

Revisit the World of Business 27

Learn the Terms 27

Check Your Progress 27

Get Involved 28

Build Your Skills: The Forces of Supply and Demand 28

Solve the Dilemma: Mrs. Acres Homemade Pies 29

Build Your Business Plan: The Dynamics of Business and Economics 29

See for Yourself Videocase: Redbox Succeeds by Identifying Market Need 30

Team Exercise 30

Appendix A  附录 A

CHAPTER 2     第2章

Business Ethics and Social Responsibility 34 商业伦理与社会责任

Enter the World of Business  进入商业世界

Antibacterial Soap Faces Regulatory and Consumer Pressure 35 抗菌肥皂面临监管部门和消费者的双重压力

Introduction 36 引言

Unemployment 60 失业

Appendix B  附录 B

CHAPTER 3   第3章

Business in a Borderless World    82 无边界世界中的商业

Enter the World of Business  进入商业世界

Chinese Smartphone Company Faces Challenges in Expansion 83 中国智能手机公司面临扩张

Introduction 84 引言

Managing the Challenges of Global Business 107 管理全球商业挑战

Notes 113 注释

Glossary 119 术语表

Photo Credits 122 图片版权