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(組成部分) 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 Culture   D. 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

成功的生意人之所以能取得成功，一個(gè)重要的原因在于他們理解不同民族的文化，并學(xué)會(huì)了根據(jù)不同的文化而改變自己的行為，即沒有“民族優(yōu)越感”。那么，怎樣才能避免每個(gè)人心中由來已久的“民族優(yōu)越感”呢？本文就語言，態(tài)度和價(jià)值觀及風(fēng)俗習(xí)慣等幾個(gè)方面提出了一些建議。

　　37. B

解析：細(xì)節(jié)理解題。由第二自然段中的First, people can communicate easily一句可知本題選B。

　　38. C

解析：推理判斷題。根據(jù)values and attitudes中第二句可知本題選C。

　　39. C

解析：主旨大意題。由文章的主題段――第二自然段大意可知本題選C。

　　40. B

解析：推理判斷題。根據(jù)第二自然段的最后一句可知本題選B。

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