Lesson one:Reviewing Intercultural Business Communication 1
Warm-up Cases 2
Case 1 Differert Views on"Saving the Thing" 2
Case 2 Twelve Cups of Tea 3
Self-study Introduction 4
Brief Review on Intercultural Business Communication 4
Culture-Based Functional Language 5
1．Common expressions 5
2．Model dialogues 6
Practice 9
1．Task 9
2．Key Points to Practice 9
3．Comment 10
Supplementary Reading 10
The Basics of Cultural Values 10
Lesson Two:Comprehending Intercultural Verbal Communication 13
Warm-up Cases 14
Case 1 The Slip ofthe Tongue 14
Case 2 Li Hongzhang's Embarrassment 15
Self-study Introduction 16
Brief Introduction to the Relationship between Language and Culture 16
Culture-Based Functional Language 18
1．Common expressions 18
2．Model dialogues 19
Practice 21
1．Situation 21
2．Task 22
3．Key Points to Practice 22
4．Comment 22
Supplementary Reading 22
Culture-loaded Idioms 文化相关的习语 22
Lesson Three:Perceiving Intercultural Nonverbal Communication 26
Warm-up Cases 27
Case 1 Different Philosophies 27
Case 2 The Distance of Standing 28
Self-study Introduction 29
Nonverbal Communication in International Business 29
Culture-Based Functional Language 31
Common Expressions 31
Practice 32
1．Situation 32
2．Task 33
3．Key Points to Practice 33
4．Comment 33
Supplementary Reading 33
1．Expressions about Eye 33
2．Expressions about Face 34
3．Expressions about Ear 34
4．Expressions about Mouth 35
5．Expressions about Nose 35
Lesson Four:Dealing with Relationships in Intercultural Workplaces 37
Warm-up Cases 38
Case 1 Different Philosophies 38
Case 2 The Way of Answering 38
Self-study Introduction 39
Relationships in Chinese and Western Workplaces 39
Culture-Based Functional Language 41
1．Common Expressions 41
2．Model dialogues 42
Practice 45
1．Situation 45
2．Task 45
3．Key Points to Practice 46
4．Comment 46
Supplementary Reading 46
1．The work ethic 职业道德 46
2．Workers and non-workers 工人与非工人 47
3．The work syndrome 工作综合症 47
4．Workaholics 工作狂 47
5．Leisure time 工作之余的生活 48
6．Gender stereotyping 性别定势 48
Lesson Five:Intercultural Use of Humor 49
Warm-up Cases 50
Case 1 Different Philosophies 50
Case 2 British Humor 50
Self-study Introduction 51
Humor in Chinese and Western Culture 51
Culture-Based Functional Language 53
1．Humorous sentences 53
2．Humorous Stories③ 55
Practice 57
1．Situation 57
2．Task 57
3．Key Points to Practice 57
4．Comment 58
Supplementary Reading 58
The Best Medicine 最佳药物 58
Lesson Six:Meeting Foreign customers at the Guangzhou Fair 61
Warm-up Cases 62
Case 1 Different Philosophies 62
Case 2 Dos and Don'ts 62
Self-study Introduction 63
Advice at the Guangzhou Fair 63
Culture-Based Functional Language 64
1．Common expressions 64
2．Model dialogues 66
Practice 69
1．Situation 69
2．Task 69
3．Key Points to Practice 69
4．Comment 70
Supplementary Reading 70
1．展会常用五金产品术语 70
2．展会常用纺织品术语 72
3．展会常用调味品术语 74
4．展会常用日用品术语 76
5．展会常用办公用品术语 78
Lesson Seven:Intercultural Business Writing 80
Warm-up Cases 81
Case 1 Courtesy and Consideration 81
Case 2 Clarity and Concreteness 81
Self-study Introduction 83
Principles of intercultural business writing 83
Essential qualities of intercultural business writing 84
Culture-Based Functional Language 86
1．Common expressions 86
2．Useful sentences 87
Practice 88
1．Situation 88
2．Task 89
3．Key Points to Practice 89
4．Comment 89
Supplementary Reading 89
The Layout of Business Letter 89
Lesson Eight:Intercultural Business Telephoning 93
Warm-up Cases 94
Case 1 Business Mahram（代理人） 94
Case 2 The Art of Directing a Phone Call 95
Self-study Introduction 96
Tips for Customer Service Representative 客服人员须知 96
Culture-Based Functional Language 97
1．Common expressions 97
2．Model dialogues 98
Practice 102
1．Situation 102
2．Task 102
3．Key Points to Practice 102
4．Comment 103
Supplementary Reading 103
1．The Work＆Non-work Calls 公私电话 103
2．Master Telephone Interviews 制胜电话面试 103
3．Calling the Boss 给领导打电话 104
4．Auto Attendant 电脑话务员 104
Lesson Nine:Entertaining Foreign Customers 105
Warm-up Cases 106
Case 1 Different Hospitality 106
Case 2 The Invitation Technique 106
Self-study Introduction 107
Dining with Style 107
Getting Familiar with the Western Manners 108
Culture-Based Functional Language 109
1．Common expressions 109
2．Model dialogues 113
Practice 115
1．Situation 115
2．Task 116
3．Key Points to Practice 116
4．Comment 116
Supplementary Reading 117
1．Chinese and Western Eating Tools 中西方餐具 117
2．Chinese Saying:You are what you eat 中国有句老话：吃啥补啥 117
3．The Western and Eastern Gifting 中西方送礼 118
4．"Old Foreigner"Phenomenon 老外之误区 118
Lesson Ten:Showing Foreign Customers the Factory around 119
Warm-up Cases 120
Case 1 Devil Details 120
Case 2 Shall we concentrate on numbers? 120
Self-study Introduction 121
Intercultural Shocks in Factory Tour 121
Tips for Factory Tour 123
Culture-Based Functional Language 123
1．Common expressions 123
2．Model dialogues 125
Practice 128
1．Situation 128
2．Task 128
3．Key Points to Practice 129
4．Comment 129
Supplementary Reading 129
1．SA 8000企业社会责任检验标准 129
2．ISO 9000产品质量检验标准 130
Lesson Eleven:Intercultural Business Negotiation 131
Warm-uP Cases 132
Case 1 "Canny"Japanese 132
Case 2 Why Is Mr.Green So Angry 133
Self-study Introduction 135
Reflection of Chinese and Western Cultural Differences in International Business Negotiations 135
Culture-Based Functional Language 137
1．Common expressions 137
2．Model dialogues 138
Practice 141
1．Situation 141
2．Task 141
3．Key Points to Practice 141
4．Comment 142
Supplementary Reading 142
1．Direct and implicit 直率与含蓄 142
2．Concept of time 时间观念 142
3．Contract 合同 143
4．Business etiquettes 商务礼节 143
Lesson Twelve:Intercultural Business Marketing 145
Warm-up Cases 146
Case 1 Haier's Success in the Intercultural Marketing 146
Case 2 Crisis of Barbie Doll in the Intercultural marketing 147
Self-study Introduction 148
Marketing across the World 148
Culture-Based Functional Language 150
1．Common expressions 150
2．Model dialogues 152
Practice 156
1．Situation 156
2．Task 156
3．Key Points to Practice 156
4．Comment 157
Supplementary Reading 157
1．Brand Image 品牌形象 157
2．Consumer-orientation 顾客至上 158
3．SWOT Analysis 态势分析 158
4．Advertising 广告 158
5．Standardization 标准化 158
参考文献 159