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Unit 11

Text: Should Water Be Worth More than Diamonds?1

Exercises to the Text5

Intensive Reading: Demand and Supply7

Extensive Reading: Adam Smith and the Birth of Economic Science12

Unit 214

Text: Behavioral Considerations in Market Analysis14

Exercises to the Text18

Intensive Reading: Planning a Marketing Research Project19

Extensive Reading: Producing for the Consumer22

Unit 324

Text: Motivational Research24

Exercises to the Text27

Intensive Reading: Gillette Goes High Tech29

Extensive Reading: Win over the Customer32

Unit 434

Text: The Statistical Testing of Economic Theories: an Example34

Exercises to the Text37

Intensive Reading: Analysis of the Data38

Extensive Reading: Extending the Analysis41

Unit 544

Text: Benefit-Cost Analysis44

Exercises to the Text47

Intensive Reading: Limitations and Problems49

Extensive Reading: Technological versus Economic Efficiency: an Example52

Unit 654

Text: Importance of Product Innovation54

Exercises to the Text57

Intensive Reading: Development of New Products59

Extensive Reading: What Is a "New" Product?61

Unit 763

Text: Management of Physical Distribution63

Exercises to the Text66

Intensive Reading: Selection of Channels of Distribution for a New Product68

Extensive Reading: Optimization and Cost Trade-Offs70

Unit 873

Text: Applying Management Science73

Exercises to the Text77

Intensive Reading: Iimitations of Management Science Models79

Extensive Reading: IBM's Approach to Planning81

Unit 984

Text: Psychological Influence on Buyer Behavior84

Exercises to the Text87

Intensive Reading: Decision Making Process in Buying90

Extensive Reading: Classification of Consumer Goods94

Unit 1096

Text: Risks and Its Management96

Exercises to the Text100

Intensive Reading: Risk Measurement103

Extensive Reading: Control of Risk106

Unit 11109

Text: Advertising109

Exercises to the Text113

Intensive Reading: Developing the Media Plan115

Extensive Reading: The Advertising Media118

Unit 12120

Text: Motivating Workers in Workplace 2000120

Exercises to the Text123

Intensive Reading: Japanese Approach to Business125

Extensive Reading: Ouchi——Theory Z128

Unit 13131

Text: The World Bank131

Exercises to the Text133

Intensive Reading: Computerized Banking135

Extensive Reading: The British Bank138

Unit 14141

Text: Basic Types of Securities141

Exercises to the Text145

Intensive Reading: The Securities Markets in U.S.147

Extensive Reading: Listed Stock Prices151

Unit 15154

Text: Structures for Operating in Foreign Markets154

Exercises to the Text158

Intensive Reading: Taking Advantage of Competitive Advantages160

Extensive Reading: Cultural Considerations in Marketing163

Unit 16167

Text: Multinationals167

Exercises to the Text170

Intensive Reading: India versus Coca Cola and IBM172

Extensive Reading: Pricing in International Markets175

Unit 17178

Text: How to Utilize a Technology Advantage178

Exercises to the Text182

Intensive Reading: Technology and Man185

Extensive Reading: IBM in Mexico187

Unit 18191

Text: Management Uses of Computers191

Exercises to the Text195

Intensive Reading: Business Data Processing198

Extensive Reading: Elecotronic Mail201

Unit 19203

Text: What Is Marketing?203

Exercises to the Text208

Intensive Reading: The Difference between Marketing and Selling210

Extensive Reading: Who Are Our Customers?214

Unit 20219

Text: The General Agreement on Tarrifs and Trade219

Exercises to the Text224

Intensive Reading: How Well Is GATT Doing?226

Extensive Reading: GATT's Uruguay Round——Old MacDonald in the Way229

Selected Reading from Management Classics232

Achieving World-Class Performance in Quality, Service, and Innovation232

The New Rules for Competition245

Guidelines for CEOs, Managers and Entrepreneurs254

The Winner's Choice261

Clock Building, Not Time Telling274

Vocabulary284