阅读理解。
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
communicate 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 are people's basic beliefs about the difference between right and wrong, good and bad. An attitude
is a 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 the 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.
1. 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
2. The act of many people buying chocolate of Switzerland shows the role of _____.
A. manners
B. values
C. attitudes
D. customs
3. 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
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 avoid misunderstandings in business
C. how to use a local language in business
D. how to act politely and properly in business
