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Speaking Your Customers' Language

Modern international trading practices are highlighting the growing importance of language training.

Modern-day business really does transcend national barriers. Thanks to sophisticated IT and communications systems, businesses can now market their products on a truly global scale. Theworld is indisputably becoming a smaller place, as service and manufacturing companies search the international marketplace for new suppliers and clients. Businesses must, however, be aware that once they expand the area in which they operate, they face increased competition. The standard and quality of their goods become increasingly important in keeping up with competitors. But most of all, it is the service element accompanying the goods which is crucial to a company's success in a particular market. This new philosophy has led to many companies, some of which have even offered products of a lesser quality, gaining success overseas.

Although globalisation may, in some senses, have brought national economies closer together, societies around the world still have radically different expectations, processes and standards. These are not a function of economic change, but are more deep-rooted and difficult to alter. They can be a major problem for businesses expanding abroad, with the greatest obstacle of all being the language barrier. If you have to deal with clients, suppliers and distributors in a range of countries, you will not only need the skills to communicate with them, you will also need to reconcile any national biases you have with the diverse ways of doing business that exist around the globe.

The value of effective communication is not to be underestimated. New technology such as videoconferencing and email has played a part in making the communication process easier, and it may also be possible that the introduction of language interpretation software will help with some global communications problems. But, of course, it is the human element of the communication process that is so vital in business, especially in negotiations, presentations and team-building. It is essential for managers to meet regularly with staff, customers and partners, so that issues can be discussed, messages communicated and feedback obtained.

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The value of well-organised language training is immense, and can bring benefits to all levels and departments within a multinational organisation. Unfortunately, however, many organisations have a very narrow view when it comes to training of any kind. Often, an urgent requirement has to be identified before training is authorised. Then, a training company is employed or a programme is developed in-house, the team is trained, and that is seen as the end of the matter. However, the fact remains that training programmes are effective only if they are relevant to a company's broader, long-term needs. They should be regarded as an investment rather than a cost.

Changes in expectations and attitudes are certain to continue for companies that trade globally. Although such companies are not yet faced with their international partners and clients demanding that business be conducted in their mother tongue, they realise that overseas competition is increasing fast. If these companies want to continue to achieve success on the international trading circuit, they must be prepared to adapt to situations and speak the local language. If not, someone else will.

13 According to the first paragraph, improved communications have enabled companies to

A offer a wider variety of products and services.

B expand beyond their domestic markets.

C perform better than their international competitors.

D open more manufacturing facilities abroad.

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14 Some companies have succeeded at an international level even though they have

A produced inferior goods.

B failed to adapt products for local markets.

C ignored the standards set by their competitors.

D reduced the standard of the service they offer.

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15 Approaches to doing business vary between countries because of

A local economic considerations.

B the existence of cultural differences.

C strong wishes to remain independent.

D regulations about business practices.

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16 The writer thinks that the use of modern technology will

A speed up the process of language interpretation.

B never replace the need for face-to-face interaction.

C help solve the problems involved in maintaining strong teams.

D not lead to greater communication between companies and clients.

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17 A common weakness of training courses is that they

A are developed by the wrong team.

B do not give good value for money.

C are provided only if there is an immediate need.

D do not deal with a company's specific requirements.

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18 Why should companies do business in the language of the countries they are operating in?

A to prevent other companies taking their business

B to help them find new international partners

C to meet clients' current expectations

D to become more aware of their competitors' activities

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答案詳解：

《Speaking Your Customers' Language》，說(shuō)客戶的語(yǔ)言。這篇文章強(qiáng)調(diào)了開(kāi)發(fā)海外市場(chǎng)時(shí)說(shuō)當(dāng)?shù)卣Z(yǔ)言的重要性，層次清楚，答案也很明確。

13題，問(wèn)根據(jù)第一段，改善的溝通能力可以使公司怎么樣。答案是第一段的第二句話：Thanks to sophisticated IT and communications systems, businesses can now market their products on a truly global scale.感謝精密的IT和溝通系統(tǒng)，企業(yè)現(xiàn)在可以在一個(gè)真正的全球規(guī)模上開(kāi)發(fā)它們的產(chǎn)品的市場(chǎng)。Globe是個(gè)關(guān)鍵的暗示，可以聯(lián)想到海外市場(chǎng)。13題的B選項(xiàng)符合這個(gè)意思：在國(guó)內(nèi)市場(chǎng)以外的地方擴(kuò)張。A和C都沒(méi)有提到，D不對(duì)，只說(shuō)了可以在海外擴(kuò)張，沒(méi)有提到開(kāi)更多的生產(chǎn)設(shè)備。

14題，說(shuō)一些公司可以在國(guó)際水平上成功，即便是它們?cè)趺礃恿?。答案在第一段的最后幾句：This new philosophy has led to many companies, some of which have even offered products of a lesser quality, gaining success overseas.這種新的哲學(xué)導(dǎo)致很多公司獲得了海外的成功，它們當(dāng)中的一些甚至提供了一些較差質(zhì)量的產(chǎn)品。這里新的哲學(xué)是指前面提到的在特定市場(chǎng)上服務(wù)伴隨產(chǎn)品才是至關(guān)重要的。答案A跟這一句的信息相吻合：成產(chǎn)次品。這里的inferior goods也就是原文的products of a lesser quality。

15題，問(wèn)在不同國(guó)家做生意的方法不同的原因是什么。答案是第二段開(kāi)頭一段話：Although globalisation may, in some senses, have brought national economies closer together, societies around the world still have radically different expectations, processes and standards.世界各地有著極端不同的期望、過(guò)程和標(biāo)準(zhǔn)。后面又提到了一句“You will also need to reconcile any national biases you have with the diverse ways of doing business that exist around the globe.” 你需要用不同的做生意的方式來(lái)與民族偏見(jiàn)和解。這一段整體講的就是要克服溝通上的障礙，理解了內(nèi)容不難作答，選B，原因是文化差異的存在。

16題，問(wèn)作者認(rèn)為現(xiàn)代技術(shù)的使用會(huì)怎么樣。這題可能會(huì)選A，事實(shí)上這一題需要理解第三段的意思，答案不是某句話能簡(jiǎn)單概括的。前面介紹說(shuō)新技術(shù)，比如視頻會(huì)議和電子郵件，會(huì)使溝通過(guò)程更簡(jiǎn)單。并且語(yǔ)言翻譯軟件(language interpretation software)會(huì)幫助解決一些國(guó)際溝通問(wèn)題。后面一個(gè)BUT，才真正揭示了答案，說(shuō)在溝通過(guò)程中人的作用是至關(guān)重要的?！癐t is essential for managers to meet regularly with staff, customers and partners”，經(jīng)理們定期會(huì)見(jiàn)員工、客戶和合作伙伴是很有必要的，從這一句可以看出作者的真正態(tài)度，是B選項(xiàng)所說(shuō)的“現(xiàn)代技術(shù)永遠(yuǎn)也無(wú)法替代面對(duì)面互動(dòng)的需要”。不選A，是因?yàn)锽UT后面才算是作者的根本觀點(diǎn)，而且A的speed up并不能算是很準(zhǔn)確。

17題，問(wèn)培訓(xùn)課程的一個(gè)常見(jiàn)弱點(diǎn)是什么。答案在第四段：Often, an urgent requirement has to be identified before training is authorised.確認(rèn)有迫切的需要時(shí)培訓(xùn)才會(huì)被批準(zhǔn)。從這一段后面的文字可以看出，作者認(rèn)為很多公司的培訓(xùn)有些急功近利，可培訓(xùn)只有在和公司的長(zhǎng)遠(yuǎn)需要相關(guān)時(shí)才是有效的。所以選C，作者認(rèn)為缺點(diǎn)是只有馬上需要時(shí)才會(huì)提供培訓(xùn)。這里的immediate need也就是前面說(shuō)的urgent requirement。

18題，問(wèn)為什么公司需要用他們工作所在國(guó)家的語(yǔ)言來(lái)做生意。答案在最后一段，也很明顯：demanding that business be conducted in their mother tongue, they realise that overseas competition is increasing fast.?？蛻粢笏麄兪褂媚刚Z(yǔ)，這些公司也意識(shí)到海外競(jìng)爭(zhēng)逐漸激烈。還有最后一句：If not, someone else will.如果他們不說(shuō)當(dāng)?shù)氐恼Z(yǔ)言，其他人會(huì)說(shuō)的。意思就是如果你不使用當(dāng)?shù)氐恼Z(yǔ)言做生意，其他人會(huì)取而代之的。A選項(xiàng)完全符合這個(gè)意思：防止其他公司占領(lǐng)了他們的業(yè)務(wù)。