Successful people in international business understand the cultures of other countries and learn to change their practices in different cultures. They understand the importance of avoiding business decisions based on misconceptions-mistaken ideas.
One cause of misconceptions is ethnocentrism, the belief that one’s own culture’s way of doing things is better than the way of other cultures. It’s ethnocentrism that leads to failure in international business. To avoid ethnocentrism, it’s necessary to study the different elements(组成部分) of culture: language, values and attitudes ,and customs and manners.
Language
A knowledge of the local language can help international business people in four ways. First, people can communicates directly. Second, people are usually more open in their communication
With someone who speaks their language. Third, an understanding of the language allows people to infer meanings that are not said directly. Finally, knowing the language helps people to understand the culture better.
Values and Attitudes
Values are people’s basic beliefs about the difference between right and wrong, good and bad. An attitude is way of thinking or acting. Values and attitudes influence international business. For
Example, many people in the United States believe that chocolate from Switzerland is better than chocolate from other countries, and they buy a lot of it.
Customs and Manners
Customs are common social practices. Manners are ways of acting that the society believes are polite. For example, in the United States, it is custom to have salad(色拉) before the main course at dinner, not after. It’s not acceptable to talk with food in mouth at table. Failure to understand the customs and manners of other countries will bring difficulty selling their products. Orange juice as a breakfast drink of an American company in France doesn’t sell well because the French don’t usually drink juice with breakfast.
57. A knowledge of the local language allows international business people __________.
A. to be more open with their customers
B. to communicate without outside help
C. to express their thoughts indirectly
D. to have a better idea of their own culture
58. The act of many people buying chocolate of Switzerland shows the role of __________.
A. manners B. values C. attitudes D. customs
59. What would be the best title for the text?
A. Misconceptions in Business B. Basic Beliefs in Business
C. International Business CultureD. Successful International Business
60. The author’s purpose of writing this article is to tell people _________.
A. how to take a right attitude in business
B. how to avoid misunderstandings in business
C. how to use a local language in business
D. how to act politely and properly in business
(二)根据对话情景内容，从对话后所给的选项中选出能填入每一空白处的最佳选项。
并在答题卡上将该选项涂黑。选项中有两个为多余选项。
Jack: Hi, Frank.
Frank：Hi，Jack
Jack： 61
Frank：Yes，I have some books to read, but I can do it later.
Jack: I want you to do me a favor.
Frank: Go ahead, 62
Jack: Professor Smith is coming this afternoon. I am expected to meet him at the airport, but I have an important meeting to go to.
Frank: I can do it for you. 63
Jack: He’s about your age, in his early thirties. Tall and handsome.
Frank : 64
Jack: Oh, about three o’clock. He is taking flight number 231 from Detroit. Thank you.
Frank: 65
A. See you this afternoon.
B. How can I recognize him?
C. What do you want me to do?
D. Are you free this afternoon?
E. When should I leave for the airport?
F. I am honored to meet the famous professor.
G. Are you going to the meeting this afternoon?
