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 municate directly. Second, people are usually more open in their munication 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 mon 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 pany 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 municate 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 . A．mannersB．valuesC．attitudesD．customs【小题3】What would be the best title for the text? A．Misconceptions in BusinessB．Basic Beliefs in Business C．International Business CultureD．Successful International Business【小题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 businessB
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(答案→)B
解析：
成功的生意人之所以能取得成功，一个重要的原因在于他们理解不同民族的文化，并学会了根据不同的文化而改变自己的行为，即没有“民族优越感”。那么，怎样才能避免每个人心中由来已久的“民族优越感”呢？本文就语言，态度和价值观及风俗习惯等几个方面提出了一些建议。
【小题1】细节理解题。由第二自然段中的First, people can municate easily一句可知本题选B。
【小题2】推理判断题。根据values and attitudes中第二句可知本题选C。
【小题3】主旨大意题。由文章的主题段——第二自然段大意可知本题选C。
【小题4】推理判断题。根据第二自然段的最后一句可知本题选B。