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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, knowingthe 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 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 thoughtsindirectly
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 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 avoid misunderstandings in business
C. how to use a local language in business
D. how to act politely and properly in business

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