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. 小题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 小题2:The act of many people buying chocolate of Switzerland shows the role of ________.
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