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The Culture of Trade 贸易文化是做生意的指导良方

课文朗读

课文讲解

繁體中文譯本

Though trade is simply the exchange of goods and services, such an exchange is impossible without a cordial business atmosphere. In particular, attitudes regarding issues like business cards and gift giving vary considerably around the world. To preempt embarrassing faux pas, exporters should ensure they have familiarized themselves with the basic mores of the places where they do business.

虽然贸易仅只是产品与服务的交换而已，不过倘若做生意气氛不和谐的话，这种交换是不可能实现的。尤其像人们对使用名片和致赠礼物这些事情的态度在全世界各地都大不相同。为免于自己失礼，出口商在外地做生意时应该务必让自己熟稔当地的基本习俗。

When you meet international associates, should you give a gift? In Japan gift giving is integral to doing business. But never give gifts in sets of four or nine – these are unlucky numbers in Japan. In Germany, however, gifts are rarely exchanged in business, and doing so would be considered inappropriate, perhaps even as a bride. Nor would one give business gifts in Belgium or the U.K.

当你遇到国际友人时，你该送礼物吗？在日本，致赠礼物绝对是生意进行整体不可或缺的一部份。不过绝对不要给数量是四或九的礼物，果真如此做的话，会被认为不合宜，甚至会被认为是贿赂。比利时和英国也是不时兴致赠礼物的地方。

Another varying practice involves business cards. In much of the Middle East, it’s inadvisable to offer a business card with your left hand, whereas in most East Asian countries you should offer your card with both hands. However, in western countries, where a more casual approach is acceptable, it wouldn’t be out-of-place to even write on a business card.

做生意另一项习俗大不相同的是使用名片。在中东很多地方，用左手递名片是不妥当的，而在东亚大多数地方，递名片要双手奉上。不过在递送名片礼仪方面较宽松的西方国家里，连在名片上写字都不算失礼。

In the long run, a modicum of etiquette strengthens a company’s position by maintaining good relations with valued associates.

终究，维持适量的礼仪可以和商业伙伴保持良好关系，并进一步让公司站稳脚步。

Vocabulary

单词发音

cordial [ˋkɔrdʒəl] adj. 衷心的；真挚的

preempt [priˋɛmpt] v. 先于……行动；先发制人to prevent (something anticipated) by acting first

faux pas【法】失礼; 失言

mores [morz] n.（一社会共同的）习惯；习俗；道德观

associate [əˋsoʃɪɪt] n. 伙伴；同事；朋友；合伙人

integral [ˋɪntəgrəl] adj. 构成整体所必需的，不可缺的[（+to）]

inappropriate [͵ɪnəˋproprɪɪt] adj. 不适当的

inadvisable [͵ɪnədˋvaɪzəb!] adj.〔行动〕不可取的﹐ 不明智的﹐ 失策的

casual [ˋkæʒʊəl] adj. 随便的，非正式的

out-of-place  不合适的，不恰当的

modicum [ˋmɑdɪkəm] n.【正式】〔尤指好的方面〕少量﹐一点点

etiquette [ˋɛtɪkɛt] n. 礼节；礼仪

Sentence of the Day

When in Rome, do as the Romans do.

入境随俗。

课文讲解

Krista spots Steve in the library:  克莉丝塔在图书馆中看见史提夫：

K: Hi, Steve. Whatcha reading there?

嘿，史提夫，你在读什么？【注】

S: Country reports. I’m going on a promotional tour of Europe and the Americas, so I’m brushing up on the customs of the countries I’ll be visiting.

个别国家的基本资料。我要去欧洲和美国进行促销之旅，所以把我要去国家的风俗民情再了解得更清楚一点。

K: Good thinking. People are more willing to work with you if you show respect for their culture.

好主意。如果你对别人的文化表示尊重，他们会更愿意和你一起工作。

S: That’s right. People sometimes forget that business is about people. Even if your product and presentation are perfect, you’ll lose a contract if you end up insulting someone.

对的。一般人有时候忘记了，做生意要以「人」为本。纵使产品和呈现表达的手法完美无缺，但得罪了人，结果生意合约还是会跑掉的。

K: Yes, each culture has its own social decorum. For example, when you meet someone how should you address them?

是啊，每种文化都有自己的社交规范。譬如，倘若你遇见某人时，你怎么称呼他们？

S: Good example. In formal countries like Germany you should use a title like “Herr Direktor.” That shows respect for their position.

好例子。像德国那些比较严谨肃穆的国家，妳必须冠上适当的头衔，像是「主任」之类的，表示对他们的职位有所尊重。

K: Gestures are also very important. Did you know that the thumb to forefinger sign which means “OK” in America has a vulgar meaning in Brazil?

手势也相当重要。你可知道在美国，将拇指和食指扣在一起，一般用来表「OK」的手势，在巴西却带有粗俗下流的含义。

S: Well, I’m not going to Brazil, so I haven’t read that one. But I did read about that in Bulgaria a nod mean “no” which a side-to-side shake means “yes.”

还好我不去巴西，所以也还没读到那一部份。不过我确实读到过，在保加利亚点头表示否定，而左右摇头却表示肯定。

K: So is the librarian there saying “yes” or “no”?

那么，那边那位图书管理员正在作势说的是「yes」？还是「no」？

S: Uh, we’re not in Bulgaria, so that means “no.” We’d better hush up.

噢，我们并不在保加利亚，所以意思就是「no」。我们最好还是保持安静些。

【注】：「Whatcha」是「What are you」的口语用法拼音。

－by Howie Phung

Vocabulary

单词发音

brush up 温习(语言) to refresh one's knowledge, skill, or memory of (a subject)

custom [ˋkʌstəm] n.（社会，团体的）习俗，惯例

insult [ɪnˋsʌlt] v. 侮辱，羞辱

decorum [dɪˋkorəm] n. 礼节，礼仪

address [əˋdrɛs] v. 称呼

formal [ˋfɔrm!] adj. 拘谨的，刻板的

gesture [ˋdʒɛstʃɚ] n. 姿势；手势

forefinger [ˋfor͵fɪŋgɚ] n. 食指

vulgar [ˋvʌlgɚ] adj. 粗俗的；下流的

Bulgaria [bʌlˋgɛrɪə] n. 保加利亚

nod [nɑd] n. 点头

librarian [laɪˋbrɛrɪən] n. 图书馆馆长；图书馆员

hush up  保持沉默; 肃静

Sentence of the Day

One man’s meat is another man’s poison.

对甲有利，未必对乙有利。(兴趣爱好因人而异)