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 (組成部分) 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.

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

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 Business Culture
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

     Societies all over the world name places in similar ways. Quite often there is no official naming ceremony
but places tend to be called names as points of reference by people. Then an organized body steps in and gives
the place a name. Frequently it happens that a place has two names: One is named by the people and the other
by the government. As in many areas, old habits died hard, and the place continues to be called by its unofficial
name long after the meaning is lost.
     Many roads and places in Singapore (新加坡) are named in order that the pioneers will be remembered by
future generations. Thus we have names such as Stamford Road and Raffles Place. This is in keeping with
traditions in many countries-in both the West and the East.
     Another way of naming places is naming them after other places. Perhaps they were named to promote
friendships between the two places or it could be that the people who used to live there were originally from
the places that the roads were named after. The mystery is clearer when we see some of the roads named in
former British bases. If you step into Selector Airbase you will see Piccadilly Circus-obviously named by some
homesick Royal Air Force personnel.
     Some places were named after the activities that used to go on at those places. Bras Basah Road is an
interesting example, "Base Basah" means "wet rice" in Malay (馬來語). Now why would anyone want to name
a road "Wet Rice Road"? The reason is simple. During the pioneering days, wet rice was laid out to dry along
this road.
     A few roads in Singapore are named by their shapes. There is "Circular Road" for one. Other roads may
have part of their names to describe their shapes, like "Paya Lebar Crescent". This road is called a crescent (月
牙) because it begins on the main road, makes a crescent and comes back to join the main road again.

1. We learn from Paragraph 1 that _____.

A. the government is usually the first to name a place
B. many places tend to have more than one name
C. a ceremony will be held when a place is named
D. people prefer the place names given by the government

2. What does the underlined phrase "die hard" in Paragraph 1 probably mean?

A. Change suddenly.
B. Change significantly.
C. Disappear mysteriously.
D. Disappear very slowly.

3. Which of the following places is named after a person?

A. Raffles Place.
B. Selector Airbase.
C. Piccadilly Circus.
D. Paya Lebar Crescent.

4. Bras Basah Road is named _____.

A. after a person
B. after a place
C. after an activity
D. by its shape

5. Bras Basah Road is named _____.

A. after a person
B. after a place
C. after an activity
D. by its shape

     The word advertising refers to any kind of public announcement that brings products and services to
the attention of people. Throughout history, advertising has been an effective way to promote (促進) the
trading and selling of goods. In the Middle Ages, merchants employed "town criers" to read public messages
aloud to promote their goods. When printing was invented in the fifteenth century, pages of advertisements
(ads) could be printed easily and were either hung in public places or put in books.
     By the end of the seventeenth century, when newspapers were beginning to be read by more people,
printed materials became an important way to promote products and services. The London Gazette was the
first newspaper to set aside a place just for advertising. This was so successful that by the end of the century
several companies started businesses for the purpose of making newspaper ads for merchants.
     Advertising spread quickly throughout the eighteenth century. Ad writers were starting to pay more
attention to the design of the ad text. Everything, from clothes to drinks, was promoted with clever methods
such as repetition of the firm's name or product, words organized in eye-catching patterns, the use of pretty
pictures and expressions easy to remember.
     Near the end of the nineteenth century, companies that were devoted to the production of ads came to be
known as "advertising agencies (廣告商)." The agencies developed new ways to get people to think of
themselves as members of a group. Throughout the twentieth century, advertising agencies promoted
consumerism (消費主義) as a way of life, spreading the belief that people could be happy only if they bought
the "right" products.

1. What was advertising like in the Middle Ages?

A. Merchants were employed to promote products.
B. Ad messages were shouted out in public places.
C. Product information was included in books.
D. Ad signs were put up in towns.

2. What does the word "This" in Paragraph 2 refer to?

A. Advertising in newspapers.
B. Including pictures in ads.
C. Selling goods in markets.
D. Working with ad agencies.

3. The 18th century advertising was special in its _____.

A. growing spending
B. printing materials
C. advertising companies
D. attractive designs

4. Which of the following might be the best title for the text?

A. The Story of Advertising
B. The Value of Advertising Designs
C. The Role of Newspaper Advertising
D. The Development of Printing for Advertising

     There are about a billion bicycles in the world, twice as many as there are cars. But if Karl von Drais, the
Baron of Sauerbronn (1785-1851) hadn't been such a lazy person,the bicycle may never have been invented
at all.
     Although he had a very important title (and was also a qualified and skillful engineer), the Baron was in
fact a forest ranger, in other words, a gardener with responsibility for a very large garden. He was in charge
of several hundred square kilometers of royal garden and forests in Central Germany.
     In 1817, he invented a "running machine" that would help him get round the estate more quickly. The
machine was made of wood, and had two wheels, which were the same size. The machine had a wooden
frame and a leather seat. The rider rode the machine like a horse,but with his feet on the ground. After running
for a while, he could then take his feet off the ground and glide along. It was possible to change direction by
controlling the front wheel, but there were no brakes! In 1863, a Frenchman called Pierre Lallement attached
pedals (踏板) to the front wheel of a bicycle, and the modern idea of a bicycle was born.
     Every generation sees new designs and new interest in bicycles. Mountain bikes, for example, transformed
the way people thought about cycling and introduced a new sport,which was accepted into the Olympics in
1996.
     New materials such as titanium and carbon fiber are now used to build strong, lightweight machines and
combined brake and gear systems have been developed. Englishman Chris Boardman astonished the world in
the 1990s with his carbon fiber Lotus bicycle, winning Olympic gold in the 4,000 meters track pursuit (追逐)
in Barcelona. More recently, the Great Britain team took several medals at the Athens Olympics.
     For most people, however, the bicycle remains what it has always been-a pollution-free way of taking
exercise and getting from A to B.

1. The underlined word "estate" in Paragraph 3 refers to _____.

A. the Baron's big house
B. the mountains in Central Germany
C. the forests near the Baron's house
D. the large garden and forests the Baron in charge of

2. Karl von Drais invented the first bicycle _____.

A. with wooden wheels and a seat, no pedals
B. with two wooden wheels like a wooden horse with pedals
C. so he could walk faster around the garden
D. to ride downhill with his feet off the ground

3. What kind of gardener does the text suggest the Baron was? 

A. Someone who took care of forests across Germany.
B. Someone responsible for a big estate of loyal forests and gardens.
C. Someone responsible for the gardens in the whole of Central Germany.
D. Someone who was a qualified engineer looking after running machines.

4. Changes to the bicycle have occurred over the years because of _____.

A. the need for mountain bikes
B. the need for new kinds of bicycles
C. the discovery of useful new materials and new ideas
D. the Olympics and competitive cycling sports

     The growing popularity of digital reading has encouraged best-selling young Chinese author Han Han to
release (發(fā)表) his new novel on the Internet.
     Ta De Guo (His Country), of which Han Han has finished only one tenth so far, will be available for paid
reading from December 1st on Qidian.com, the online library has announced.
     Han Han will update the story every day and finish the book before the end of the year. A printed edition
will only be produced after all of the content goes online, sources said.
     To read the entire book, readers will have to pay eight yuan, or 0.08 yuan per 1,000 words. This is almost
four times the price of an average writer on Qidian.com.
     Lu Jinbo, a well-known publisher, estimated that a popular writer like Han Han is likely to attract 20 million
subscribers. That means this high-school-dropout-turned popular author could bring in 160 million yuan, nearly
40 times as much as he earned in copyright royalties (版稅) last year.
     On the 2007 list of Chinese millionaire writers, Han Han ranked 13th with 3.8 million yuan. The richest, Guo
Jingming, earned 11 million yuan.
     Statistics from China Internet Network Information Center show that there are at least 253 million Internet
users in China. Such a large-scale Internet population has developed a prosperous industry for online novel
writing. Among the many success stories is Zhang Muye, an office worker whose fantasy novel Ghost Blows
out the Light made him the 19th wealthiest author in 2007.
     Besides the potential to gain a large readership base, the Internet writers are being recognized professionally.
The jury (評委) of the Mao Dun Literature Prize, the most prestigious (有影響力的) honor for Chinese writers,
is considering adding a category for online writers.

1. According to the passage, online writing is becoming more and more popular mainly because _____.

A. it's a good way to save paper
B. it's convenient to write online
C. all the online stories are interesting
D. Internet users in China are increasing

2. From the passage, we can learn that Ta De Guo is a novel of _____ words.

A. 300,000
B. 200,000
C. 150,000
D. 100,000

3. Which of the following statements is true?

A. Han Han has already finished writing Ta De Guo.
B. All the online authors are millionaires.
C. Guo Jingming earned less than any other online author in 2007.
D. Online writers are being accepted by readers and some organizations.

4. What's the author's attitude towards digital reading?

A. Doubtful.
B. Objective.
C. Negative.
D. Subjective.

     The person behind you constantly kicks the back of your seat. Your talkative seatmate doesn't understand
your need for sleep. And the aircraft's bathroom is a total mess. These situations can make even a short flight
unbearable. Hopefully you don't cause these unpleasant experiences for others. Instead, you can set an example
by following these common airplane courtesies.
     Always recline your seat slowly. There's nothing worse than suddenly being slammed in the knees by the
seat in front of you. In addition, don't keep your seat reclined for the entire flight. Always keep it upright
position before going to the restroom (or anytime you leave your seat).
     Avoid going to the bathroom during mealtime. Wait until the meal is done and all the food trays have been
collected. It's hard for passengers to stand up to let you pass when they still have their food trays. And when
using the bathroom,always clean up after your-self-the next user will be grateful!
     Keep your body-and your possessions-to yourself as much as possible so as not to crowd your in-flight
seatmate(s). Share the armrest, especially on a long flight. Also, be careful not to kick or push on the seat in
front of you, and don't allow your children to do so either.
     While some people enjoy chatting with other passengers during a flight, not everyone does. Some people
may want to nap, read or work. If the conversation seems one-sided, take the hint.
     If you are traveling with someone and want to chat,keep your voices low. If using electronic gadgets,
keep the volume down. People can still hear through your headphones if the volume is too high.
     When exiting the plane, if others are having trouble with their carry-on luggage, help them if you can.
If you can't help, wait patiently, and don't push past people to get off the airplane.
     On your next flight, remember that it all boils down to the golden rule. Treat others the way you want
to be treated!

1. Which of the following manners we should follow while flying?

A. Always keep your seat upright during meal time.
B. Keep your belongings to yourself as much as possible.
C. Use your headphones and keep the volume down.
D. All the above.

2. Where do we most probably read this passage?

A. a text book
B. a newspaper
C. a magazine
D. a science book

3. Which of the following word has the closest meaning with the word courtesies?

A. golden rules
B. manners
C. experiences
D. passengers

4. What is the best title of this passage?

A. Manners in the sky.
B. Bad manners in the sky.
C. Behave yourself in the sky.
D. Treat others the way you want to be treated.

     Standard English is that variety of English which is usually used in print, and which is normally taught in
schools and to non-native speakers learning the language. It is also the variety which is normally spoken by
educated people and used in news broadcasts and other similar situations. The difference between standard
and non-standard, it should be noted, has nothing in principle (原理) to do with differences between formal
and informal language: Standard English has informal as well as formal variants. 
     Historically the standard variety of English is based on the London Dialect of English that developed after
the Norman Conquest resulted in the removal of the Court from Winchester to London. This dialect became
the one preferred by the educated, and it was developed and promoted as a model, or norm, for wider and
wider parts of society. It was also the norm that was carried overseas. But not one unaffected by such export.
Today, standard English is codified (編寫) to the degree that the grammar and vocabulary of English are much
the same everywhere in the world where English is used: difference among the local standards is really quite
minor, so that the Singapore, South Africa, and Irish varieties are really very little different from one another
so far as grammar and vocabulary are concerned. Indeed, standard English is so powerful that it puts a
tremendous pressure on all local varieties, to the degree that many of the long-established dialects of England
have lost much of their vigor (活力) and there is much pressure on them to converge (靠攏) towards the
standard. This latter situation is not unique to English:it is also in other countries where processes of
standardization are under way. But it sometimes creates problems for speakers who try to strike some kind
of compromise between local norms and national, even super-national ones.

1. The main topic of the text is _____.

A. the difference between standard English and non-standard English
B. the influence between standard English and non-standard English
C. the origin and development of standard English used nowadays
D. the difference between standard English and the London dialects

2. Which of the following statements is TRUE according the text?

A. Standard English can be both formal and informal.
B. Standard English doesn't differ from non-standard English in principle.
C. Informal English is the same as non-standard English.
D. Standard English is better than Non-standard English.

3. Standard English is used in the following situations EXCEPT _____.

A. in schools
B. by educated and native speakers only
C. in news broadcasts
D. in print

4. The stronger influence of standard English is causing _____.

A. different local standards to arise
B. difference among dialects to grow
C. many dialects to lose uniqueness
D. many new varieties to disappear

5. In terms of grammar and vocabulary, standard English _____.

A. differs greatly from dialects in the U.K
B. differs little from any variety of English in the world
C. differs greatly from dialects outside the U.K
D. differs a little from any variety of English

     Societies all over the world name places in similar ways. Quite often there is no official naming ceremony
but places tend to be called names as points of reference by people. Then an organized body steps in and gives
the place a name. Frequently it happens that a place has two names: One is named by the people and the other
by the government. As in many areas, old habits died hard, and the place continues to be called by its unofficial
name long after the meaning is lost.
     Many roads and places in Singapore (新加坡) are named in order that the pioneers will be remembered by
future generations. Thus we have names such as Stamford Road and Raffles Place. This is in keeping with
traditions in many countries-in both the West and the East.
     Another way of naming places is naming them after other places. Perhaps they were named to promote
friendships between the two places or it could be that the people who used to live there were originally from
the places that the roads were named after. The mystery is clearer when we see some of the roads named in
former British bases. If you step into Selector Airbase you will see Piccadilly Circus-obviously named by some
homesick Royal Air Force personnel.
     Some places were named after the activities that used to go on at those places. Bras Basah Road is an
interesting example, "Base Basah" means "wet rice" in Malay (馬來語). Now why would anyone want to name
a road "Wet Rice Road"? The reason is simple. During the pioneering days, wet rice was laid out to dry along
this road.
     A few roads in Singapore are named by their shapes. There is "Circular Road" for one. Other roads may
have part of their names to describe their shapes, like "Paya Lebar Crescent". This road is called a crescent (月
牙) because it begins on the main road, makes a crescent and comes back to join the main road again.

1. We learn from Paragraph 1 that _____.

A. many places tend to have more than one name
B. the government is usually the first to name a place
C. a ceremony will be held when a place is named
D. people prefer the place names given by the government

2. What does the underlined phrase "die hard" in Paragraph 1 probably mean?

A. Change suddenly.
B. Change significantly.
C. Disappear very slowly.
D. Disappear mysteriously.

3. Which of the following places is named after a person?

A. Raffles Place.
B. Selector Airbase.
C. Piccadilly Circus.
D. Paya Lebar Crescent.

4. Bras Basah Road is named _____.

A. after a person
B. after a place
C. by its shape
D. after an activity

5. What can be inferred from the passage?

A. The way Singaporeans name their places is unique.
B. Young Singaporeans have forgotten the pioneers.
C. Some place names in Singapore are the same as in Britain.
D. Some places in Singapore are named for military purposes.

     Human needs seem endless. When a hungry man gets a meal, he begins to think about an overcoat, when
a manager gets a new sports car, a big house and pleasure boats dance into view.
     The many needs of mankind might be regarded as making up several levels. When there is money enough
to satisfy one level of needs, another level appears.
     The first and most basic level of needs involves food. Once this level is satisfied, the second level of needs,
clothing and some sort of shelter, appears. By the end of World War Ⅱ, these needs were satisfied for a great
majority of Americans. Then a third level appeared. It included such items as automobiles and new houses.
     By 1957 or 1958 this third level of needs was fairly well satisfied. Then, in the late 1950s, a fourth level of
needs appeared; the "life-enriching" level. While the other levels involve physical satisfaction, that is, the need
in comfort, safety, and transportation, this level stresses mental needs for recognition, achievement, and
happiness. It includes a variety of goods and services, many of which could be called "luxury" items. Among
them are vacation trips, the best medical and dental care, and recreation. Also included here are fancy goods
and the latest styles in clothing.
     On the fourth level, a lot of money is spent on services, while on the first three levels more is spent on good
s. Will consumers raise their sights to a fifth level of needs as their income increases, or will they continue to
demand luxuries and personal services on the fourth level?
     A fifth level would probably involve needs that can be achieved best by community action. Consumers may
be spending more on taxes to pay for government action against disease, ignorance, crime, and prejudice. After
filling our stomachs, our clothes closets, our garages, our teeth, and our minds, we now may seek to ensure
the health, safety, and leisure to enjoy more fully the good things on the first four levels.

1. According to the passage, man will begin to think about such needs as housing and clothing only when _____.

A. he has saved up enough money
B. he has grown dissatisfied with his simple shelter
C. he has satisfied his hunger
D. he has learned to build houses

2. It can be inferred from the passage that by the end of World War Ⅱ, most Americans _____.

A. were very rich
B. lived in poverty
C. had the good things on the first three levels
D. did not own automobiles

3. Which of the following is NOT related to "physical satisfaction"?

A. A successful career.
B. A comfortable home.
C. A good meal.
D. A family car.

4. What is the main concern of man on the fourth level?

A. The more goods the better.
B. The more mental satisfaction the better.
C. The more "luxury" items the better.
D. The more earnings the better.