英语阅读自主作业(三)

浙江万里学院外语学院

《英语阅读（三）》姓名

学号

专业班级

2012 年9月-12 月

一、There are six business cases in the following. Please discuss with your partner and find out the reason of their failure, and write your answers in the correspondent space.

1.An American golf ball manufacturer launched its products in Japan packed in

boxes of 4. sales were poor until they changed the pack size…

Answer:

In Japan 4 means unlucky but 3 and 5 are lucky number

2. A soap powder advertisement showed a picture of dirty clothes on the left, a box

of soap in the middle and clean clothes on the right. sales were very poor in the Middle East…

Answer:

In the Middle East people usually read from right to the left, so people in the Middle East think the soap powder can turn clean cloth into dirty clothes.

3.Rolls-Royce reported poor sales for their ‘Silver Mist’model in Germany until

they decided to change the name…

Answer:

Because in Germany mist means shit and bad.

4.United Airlines ran into problems with flights out of Hong Kong when an early

sales promotion involved handing passengers a white carnation…

Answer:

In Hong Kong white carnation means bad luck

5. A factory director Went to a Trade Fair in Guangzhou. And he happened to run into the meeting when export manager and Indonesia customers were negotiating the contract. Seeing the visit of the director, the manager introduced the director to the customers. The director held a briefcase in his right hand, so he used his left hand to hold the other’s right hand. Suddenly, the guest stopped smiling and lost the previous bargaining enthusiasm. After a short while they claim to have other appointments, and hastily left the booth. The trade failed.

Answer:

Because in Indonesia used left hand to hold the other’s right hand shows disrespect.

6. A business case in Iran: the leader of a British company respects the Islam influence and avoids any kind of potential political talks. They signed the contract happily, and after that, he puts his thumb up. Then, their partners become angry, and an Iran official leaves the room immediately. The British Businessman is quite confused. Answer:

In Iran putting one’s thumb up means defiance.

二、Based on your understanding of intercultural business etiquette, please make

a research through reading the related materials and express your ideas on intercultural business etiquette in the following. Your answer should have three parts: 1. the importance of intercultural business etiquette.

2. Etiquette is different from country to country, to some extent, it will decide if you can succeed in business. In this situation, how do you deal with the conflicts between two different etiquettes?

3. What can we do to avoid the misunderstanding in intercultural business based on what you have learnt from Unit 2.

(注意：回答不得少于1000字)

Answer:

Modern technology makes it easier and more comfortable for men of enterprise to travel, communicate with their partners, and do business internationally. In this diverse, but full of opportunities, environment, the most important factor for managing a successful business is the appreciation and respect for country and cultural differences among individuals. In modern society good manners and intercultural communication etiquette are the two qualities that define whether a company will be able to boost itself onto the international marketplace or it will remain restricted within the borders of domestic business. Thus, there is a great demand for skilful intercultural business communicators.

Etiquette is different from country to country, to some extent, it will decide if you can succeed in business. In this situation, how do you deal with the conflicts between two different etiquettes? First of all, as soon as you are apprehensive of a conflict explain to your partner, and exchange your different attitude to the issue, it might be a pleasant communicating. If you can not explain immediately, you can send an e-mail or a phone-call to make up. It is a comment thing to make misunderstandings, do not be too nervous.

No pain no gain. Next time, when doing business with foreign partner you can do some prepare about how to deal with the potential misunderstanding.

First of all, you must establish a right attitude toward culture difference. People have lived all over the world. They have lived in different areas and environment. Over the years they have experienced different impressions. Each group and nation has its own specialty in communication. Doing business around the world needs a fair understanding of cultural practices and business etiquette. Aspects such as personal