10单元 Business and Economy
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Uniபைடு நூலகம் 10
Business and Economy
Starting out—Task 1
Reading Focus – Global Understanding Introduction Cultural awareness in marketing plays a crucial role because there are not only subtleties to every culture but plain taboos as well.
Reading Focus – Global Understanding Body (Paras. 3-11) B. Various cultural factors have impacts on purchasing behavior. (Paras. 6-8) Two Suggestions: a. Don’t make generalizations about the target language. b. ________________________________________________. Combine superstition and language for amplified effect C. There are certain “don’ts” in advertising. (Paras. 9-10) Supporting evidence: a. In the EU and much of Asia, __________________________ comparisons in advertising are ____________________. not accepted or allowed b. _____________________________________ Local differences in non-verbal behavior should be taken into account in designing visual advertising. D. It makes sense to pay attention to not only national borders but also _________________. regional patterns (Para. 11).
Reading Focus – Language Point
1. There are subtleties and nuances to every culture, and there are just plain taboos. (Para. 2) 参考译文： 每一种文化都有它的微妙和特别之处，同时还有一些忌讳。 Here, “plain” is used for emphasis, meaning that there are things you should undoubtedly avoid doing. However, “plain” can have alternative meanings as follows: 1) The document, written in plain English, tells you about your new policy. clear and simple 2) You don't need any special skills for this job, just plain common sense. used for emphasis 3) a politician with a reputation for plain speaking honest and direct 4) The interior of the church was plain and simple. not decorated or complicated
Reading Focus – Global Understanding
Conclusion (Paras. 12-14) Each aspect of culture is worthy of our attention, so it is wise to ________________________________________________________ have someone with local knowledge of the target culture advise ______. you
Supporting Evidence: a. General Motors sold their Nova model badly in Latin va” means “it doesn’t go” in Spanish America because“no _____________________________________. the b. Coca Cola didn’t achieve its initial success because ________ translation of the soft drink’s name read “bite the wax tadpole” ____________________________________________________.
Compare: run into; run over; run after; run through running after e.g. By the time she was fifteen Maria was already _____________ men twice her age. ran into The driverrun failed to negotiate a bend and __________ a through tree. run over Could we _____________ Act 3 again, please?
Reading Focus – Language Point
3. Prices for the simplest purchases are subject to negotiation. (Para. 3)
Reading Focus—Critical Thinking
Step Two Discuss in groups the following questions.
In the passage, the author points out that there are subtleties and nuances to every culture, and there are just plain taboos. Please give some examples about Chinese taboos. According to the author, it is definitely best to have someone with native knowledge of the target culture advise you. Suppose you have been asked to talk about “Doing Business in China” to a group of foreign business people. What tips on doing business in China would you include in your speech?
Reading Focus—Critical Thinking
Step One Work together with your partner to answer the following questions based on the text you’ve just read.
In the passage, the author suggests that language and superstition should be combined for amplified effect. Do you think so? Personally, would numerals have any effect on your purchasing decisions? Why or why not? What did you think of them? In the passage, the author mentions that “For an EU campaign, it might be okay to tout the merits of your products, but not okay to use comparative methods common to a US campaign.” What do you think about the role of advertising in business?
Reading Focus – Global Understanding Body (Paras. 3-11) A. It is important to visit the target market. (Paras. 3-5) Supporting Evidence: become aware of the target market a. Such a visit enables you to _______________________________. absorb the present-day culture b. Such a visit is a good chance to ___________________________. c. The poor sales of “large, economy-sized” boxes of detergent in Japan resulted from the fact that _________________________ Japanese retail establishments were very tiny and _____________________________________ local housewives had to make purchases ________________. on foot
Reading Focus – Language Point 2. Our own culture tends to be “invisible” to us, while differences we run into when abroad strike as strange, funny or exotic. (Para. 2) Paraphrase： We usually don’t notice subtleties and nuances in our culture (maybe because we tend to take them for granted). However, when we are abroad, we will encounter cultural differences, which may impress us as strange, funny or foreign.
Reading Focus – Detailed Information
Task 2 Choose the sentence that best expresses the meaning of the sentence from the text. (P289)
Key: 1 C 2 A
3
C 4 B 5 C 6 D 7 C 8A
Business and Economy
Starting out—Task 1
Reading Focus – Global Understanding Introduction Cultural awareness in marketing plays a crucial role because there are not only subtleties to every culture but plain taboos as well.
Reading Focus – Global Understanding Body (Paras. 3-11) B. Various cultural factors have impacts on purchasing behavior. (Paras. 6-8) Two Suggestions: a. Don’t make generalizations about the target language. b. ________________________________________________. Combine superstition and language for amplified effect C. There are certain “don’ts” in advertising. (Paras. 9-10) Supporting evidence: a. In the EU and much of Asia, __________________________ comparisons in advertising are ____________________. not accepted or allowed b. _____________________________________ Local differences in non-verbal behavior should be taken into account in designing visual advertising. D. It makes sense to pay attention to not only national borders but also _________________. regional patterns (Para. 11).
Reading Focus – Language Point
1. There are subtleties and nuances to every culture, and there are just plain taboos. (Para. 2) 参考译文： 每一种文化都有它的微妙和特别之处，同时还有一些忌讳。 Here, “plain” is used for emphasis, meaning that there are things you should undoubtedly avoid doing. However, “plain” can have alternative meanings as follows: 1) The document, written in plain English, tells you about your new policy. clear and simple 2) You don't need any special skills for this job, just plain common sense. used for emphasis 3) a politician with a reputation for plain speaking honest and direct 4) The interior of the church was plain and simple. not decorated or complicated
Reading Focus – Global Understanding
Conclusion (Paras. 12-14) Each aspect of culture is worthy of our attention, so it is wise to ________________________________________________________ have someone with local knowledge of the target culture advise ______. you
Supporting Evidence: a. General Motors sold their Nova model badly in Latin va” means “it doesn’t go” in Spanish America because“no _____________________________________. the b. Coca Cola didn’t achieve its initial success because ________ translation of the soft drink’s name read “bite the wax tadpole” ____________________________________________________.
Compare: run into; run over; run after; run through running after e.g. By the time she was fifteen Maria was already _____________ men twice her age. ran into The driverrun failed to negotiate a bend and __________ a through tree. run over Could we _____________ Act 3 again, please?
Reading Focus – Language Point
3. Prices for the simplest purchases are subject to negotiation. (Para. 3)
Reading Focus—Critical Thinking
Step Two Discuss in groups the following questions.
In the passage, the author points out that there are subtleties and nuances to every culture, and there are just plain taboos. Please give some examples about Chinese taboos. According to the author, it is definitely best to have someone with native knowledge of the target culture advise you. Suppose you have been asked to talk about “Doing Business in China” to a group of foreign business people. What tips on doing business in China would you include in your speech?
Reading Focus—Critical Thinking
Step One Work together with your partner to answer the following questions based on the text you’ve just read.
In the passage, the author suggests that language and superstition should be combined for amplified effect. Do you think so? Personally, would numerals have any effect on your purchasing decisions? Why or why not? What did you think of them? In the passage, the author mentions that “For an EU campaign, it might be okay to tout the merits of your products, but not okay to use comparative methods common to a US campaign.” What do you think about the role of advertising in business?
Reading Focus – Global Understanding Body (Paras. 3-11) A. It is important to visit the target market. (Paras. 3-5) Supporting Evidence: become aware of the target market a. Such a visit enables you to _______________________________. absorb the present-day culture b. Such a visit is a good chance to ___________________________. c. The poor sales of “large, economy-sized” boxes of detergent in Japan resulted from the fact that _________________________ Japanese retail establishments were very tiny and _____________________________________ local housewives had to make purchases ________________. on foot
Reading Focus – Language Point 2. Our own culture tends to be “invisible” to us, while differences we run into when abroad strike as strange, funny or exotic. (Para. 2) Paraphrase： We usually don’t notice subtleties and nuances in our culture (maybe because we tend to take them for granted). However, when we are abroad, we will encounter cultural differences, which may impress us as strange, funny or foreign.
Reading Focus – Detailed Information
Task 2 Choose the sentence that best expresses the meaning of the sentence from the text. (P289)
Key: 1 C 2 A
3
C 4 B 5 C 6 D 7 C 8A