Successful people in international business understand the cultures of other cou

Successfulpeople in international business understand the cultures of other countries andlearn to change their practices in different cultures. They understand theimportance of avoiding business decisions based on misconceptions—mistakenideas. 

Onecause of misconceptions is ethnocentrism, the belief that one’s own culture’sway of doing things is better than the way of other cultures. It’sethnocentrism that leads to failure in international business. To avoidethnocentrism, it’s necessary to study the different elements（组成部分）ofculture: language, values and attitudes, and customs and manners. 

Language

Aknowledge of the local language can help international business people in fourways. First, people can communicate directly. Second, people are usually moreopen in their communication with someone who speaks their language. Third, anunderstanding of the language allows people to infer meanings that are not saiddirectly. Finally, knowing the language helps people to understand the culturebetter. 

Valuesare people’s basic beliefs about the difference between right and wrong, goodand bad . An attitude is a way of thinking or acting. Values and attitudesinfluence international business. For example, many people in the United Statesbelieve that chocolate from Switzerland is better than chocolate from othercountries, and they buy a lot of it. 

Customsand manners

Customsare common social practices. Manners are ways of acting that the societybelieves are polite. For example, in the United States, it is the custom tohave salad （色拉） before the main course atdinner, 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 bringdifficulty selling their products. Orange juice as a breakfast drink of anAmerican company in France doesn’t sell well because the French don’t usuallydrink juice with breakfast.   

1.A knowledge of the local language allows international business people_________. 

A.to communicate without outside help

B.to be more open with their customers

C.to express their thoughts indirectly

D.to have a better idea of their own culture

2.The act of many people buying chocolate of Switzerland shows the role of________. 

A.attitudes        B. values          C. manners          D. customs

3.What would be the best title for thetext?                    

A.Misconceptions inBusiness              B. Basic Beliefs in Business

C.International BusinessCulture            D. Successful International Business

4.The author’s purpose of writing this article is to tell people___________.       

A.how to take a right attitude in business

B.how to act politely and properly in business

C.how to use a local language in business

D.how to avoid misunderstandings in business

试题答案

【答案】

 A

 A

 C

 D

【解析】