跨文化商务沟通（英文版第6版）课件 第7、8章 书面沟通模式、全球礼仪

Chapter7

WrittenCommunicationPatternsCopyright©2014PearsonEducation,Inc.WrittenCommunicationPatternsInternationalEnglishWritingToneandStyleLetterFormatsFacsimiles(Fax)ElectronicMail(E-mail)RésuméandJobSearchInformationCopyright©2014PearsonEducation,Inc.WhatpercentofoutgoinginternationalcorrespondenceissentinEnglish?97%inEnglish 1%inFrench,German,andSpanishPercentagesforincomingcorrespondence96%inEnglish4%inFrench,German,andSpanishCopyright©2014PearsonEducation,Inc.Whatarelexicalerrors?Contenterrors;errorsinmeaning.Examplesoflexicalerrors:Webaste(based)thisconclusiononourresearch.Thankyouforyourpatients(patience).Ourofficewillbeclosedonthiswholey(holy)day.Withyouraide(aid),wewillsoonhaveourofficefullystaffed.Copyright©2014PearsonEducation,Inc.Theresultswillbeworththeweight(wait).Sinceyouplantovisitanant(aunt)inNewYork,perhapswecouldmeetatyourconvenience.Accordingtothesenses(census),thenumberofexportedtruckshasdeclinedinthelastdecade.Copyright©2014PearsonEducation,Inc.Whataresyntacticerrors?Errorsintheorderofthewordsinasentence.Nativespeakersofalanguagewilldiscoversyntacticerrorsinasentencemorereadilythanlexicalerrors.InSpanish,forexample,thenounisgivenfirst,thenadjectivesfollow.Example:PaseodelRio(RiverWalk)Copyright©2014PearsonEducation,Inc.KnowYourReaderInspiteofallthetradebetweentheUnitedStatesandtheFarEast,AmericansfailtostudyevencommonAsiancustomsandbusinesspractices.ConsideroneofthemostpopularwordsintheEnglishlanguage-you.U.S.peopletrytopersonalizewritingbytakingthe“youapproach.”Butinsomeothercountries,suchasJapan,peopledonotlikethispersonaltouch.Theybelievethatwritersshouldrefertotheircompany:“Wouldyourcompanybeinterestedinthisplan?”Not:“Wouldyoubeinterestedinthisplan?”Copyright©2014PearsonEducation,Inc.InternationalEnglishUsethe3,000to4,000mostcommonEnglishwords.Uncommonwords,suchasonusforburdenandfluxforcontinualchange,shouldbeavoided.Useonlythemostcommonmeaningofwords.Thewordhighhas20meanings;expensivehasone.

Choosewordswithsingularratherthanmultiplemeanings.Copyright©2014PearsonEducation,Inc.Selectaction-specificverbsandwordswithfeworsimilaralternatemeanings.Usecookbreakfastratherthanmakebreakfast;usetakeataxiratherthangetataxi.Avoidredundancies(interofficememorandum),sportsterms(ballparkfigure),andwordsthatdrawmentalpictures(redtape).Copyright©2014PearsonEducation,Inc.Avoidusingwordsinotherthantheirmostcommonway,suchasmakingverbsoutofnouns(impactingtheeconomyandfaxingamessage).Beawareofwordsthathaveauniquemeaninginsomecultures;thewordcheckoutsidetheU.S.generallymeansafinancialinstrumentandisoftenspelledcheque.Copyright©2014PearsonEducation,Inc.Beawareofalternatespellingsincountriesthatusethesamelanguage;e.g.,theatre/theater,colour/color,andjudgement/judgment.Avoidcreatingorusingnewwords;avoidslang.Avoidtwo-wordverbs,suchastopickup;uselift.Copyright©2014PearsonEducation,Inc.Usetheformaltoneandmaximumpunctuationtoassureclarity;usenofirstnamesinlettersalutations.Conformcarefullytorulesofgrammar;becarefulofdanglingparticiplesandincompletesentences.Usemoreshort,simplesentencesthanyouwouldordinarilyuse;avoidcompoundsentences.Copyright©2014PearsonEducation,Inc.Clarifythemeaningofwordswithmorethanonemeaning.Adaptthetoneofthelettertothereaderiftheculturalbackgroundisknown;e.g.,useunconditionalapologiesifthatisexpectedinthereader’sculture.Trytocapturetheflavorofthelanguagewhenwritingtosomeonewhoseculturalbackgroundyouknow.Copyright©2014PearsonEducation,Inc.Rememberalso:Toavoidacronyms(ASAP),emoticons(),and“shorthand”(4representingfor).Thatnumbersarewrittendifferentlyinsomecountries;forexample,3,000maybewrittenas3.000or3000.Copyright©2014PearsonEducation,Inc.

ToneandWritingStyleToneandwritingstylearemoreformalandtraditionalinothercountriesthaninU.S.companies.GoodnewsmessagesintheU.S.usethedirectapproach.IntheU.S.badnewsmessagesusetheindirectapproach.LatinAmericansavoidbadnewscompletely.Copyright©2014PearsonEducation,Inc.IntheU.S.:Endnegativelettersonapositivenote.Avoidapologies.InFrance:Useformalbeginningsandendings;endingstendtobeflowery.Apologizeformistakesandexpressregretforanyinconveniencecaused.InJapan:Beginletterswithacommentontheseason.Presentnegativenewsisapositivemanner.Copyright©2014PearsonEducation,Inc.LetterFormatsPreferredstylesintheU.S.areBlockedandModifiedBlockedwithstandardoropenpunctuation.TheFrenchusetheindentedstyle;theyplacethenameoftheoriginatingcitybeforethedate.Theformatoftheinsideaddressvaries.IntheU.S.thetitleandfullnameareplacedonthefirstline,whileinGermanythetitle(Herr)isonthefirstlineandthefullnameonthesecondline.Copyright©2014PearsonEducation,Inc.ThestreetnamecomesafterthenumberintheU.S.butbeforethestreetnumberinGermany,Mexico,andSouthAmerica.Datesarewrittendifferentlyalso.IntheU.S.datesarewrittenmonth/day/year(May5,2);inothercultures,theymayusethe5thofMay,2or5May2.Copyright©2014PearsonEducation,Inc.Salutationsandclosingsaremoreformalinmanyothercountries.SalutationsforGermanletterswouldbetheEnglishequivalentofVeryHonoredMrs.Jones;complimentaryclosingswouldoftenbetheEnglishequivalentofVeryrespectfullyyours.TheJapanesehaveatraditionalformatbeginningwiththesalutationfollowedbyacommentabouttheseason/weather;thencomesaremarkaboutagift,kindness,orpatronage;theyclosewithbestwishesforthereceiver'shealthorprosperity.Copyright©2014PearsonEducation,Inc.ExamplesofJapanese

SeasonalGreetingsMarch: -Springhasjustbegun,butthecold windsofwinterarestillwithus.June: -Ricepaddyfieldsarereadytobe planted.August: -Indiansummerisstillaroundthisweek.November: -Thetreeontheboulevardisbareof leaves.Copyright©2014PearsonEducation,Inc.Howanaddressiswrittenshowstherelationship:InAsiancultures,thefamilyisthebasicunitandsocietyasawholeisthelargerfamily: JAPAN,Tokyo Hachioji-shi 168-46Shimoyuki 47-25Nanyodai Nakamura,YokoIntheWest,theindividualismostimportantandtheselfisthekey: Mr.JohnR.Smith 2350WalnutRoad Memphis,TN38152 U.S.A.

Copyright©2014PearsonEducation,Inc.Facsimiles(FAX)Faxmaybemoredependablethanthemailinmanycultures.Faxwouldbewrittenasyouwouldwritealetter.

UseatransmittalsheetsotheoperatorknowstowhomtheFAXisdirected,thesender,andthetotalnumberofpages.Copyright©2014PearsonEducation,Inc.InternationalElectronicMail(E-Mail)Useamemorandumformat;noinsideaddress.Observepropere-mailcourtesy,includingaddressingthereceiverbynameintheopeningsentence.Inyourintroductorye-mail,includesomephrasessuchas“hello”inthecustomer’slanguage.Copyright©2014PearsonEducation,Inc.InternationalE-mailBepositive,cheerful,andhonest;avoidhumor.Avoiddwellingonculturaldifferences.Useshort,simplesentences;avoidabbreviations,contractions,possessives,slang,jargon,oridioms;showhumility;bedeferential.Copyright©2014PearsonEducation,Inc.InternationalE-mailDonotaskquestionsstartingwiththeword“why”;suchquestionsrequirethatreadersdefendtheirpositions.Begenerouswithcompliments.Donotexpressanger.Ifyoumakeamistake,apologize(evenwhenyoumayfeelyouarenotatfault).Donotassignblame.Copyright©2014PearsonEducation,Inc.RésuméandJobSearchInformation–U.S.andGermanyIntheU.S.,aone-totworésuméispreferred;includepersonalinformation,jobobjective,educationalbackground,workexperience,references,andacoverletter.Excludeage,religion,gender,maritalstatus,oraphoto.InGermany,résumésare20-30pagesincluding:copiesofdiplomas,photo,employmentverification,namesofparents,family,religiousaffiliation,financialobligations,andprofessionalactivities.Copyright©2014PearsonEducation,Inc.FranceandtheUKInFrance,therésuméincludes:acoverletter,photograph,familyinformation,age,hobbiesandforeignlanguageexpertise.Agediscriminationiscommonandlegal.IntheUnitedKingdom,therésuméisoneortwopages;itdoesnotincludeaphoto,familyinformation,militaryservice,oranyotherpersonalinformation.Copyright©2014PearsonEducation,Inc.SpainandBrazilInSpain,therésuméistwopagesinletterformincluding:chronologyofexperience,militaryservice,education,familyinformation,professionsofparents,clubs,andprofessionalobjective;pictureisacceptable.InBrazil,therésuméshouldbeoneortwopagesandissimilartotheU.S.résumé,exceptthatpersonalinformationisoftenincluded.Suggestedspecialskillsarelanguageandcomputerskills.Copyright©2014PearsonEducation,Inc.CanadaandChinaCanadianswantrésuméswitheducationalbackground,workexperience,skills,achievements,andreferences.Selectkeywordsandindustryjargon.Includeacoverletter.China’srésuméscontainpersonalinformation,whichislistedfirst,followedbyjobobjective,education,andemploymenthistory.Listspecializedtraining,includingcomputerandlanguageskills.Copyright©2014PearsonEducation,Inc.TheNetherlandsandSouthKoreaRésumésintheNetherlandsincludeworkexperienceandeducation.Lettersofrecommendationandschoolgradesmayberequestedlater.Personalquestionsmaybeaskedduringtheinterview.SouthKoreanrésumésincludeworkexperienceandeducation.Listjobdutiesandachievements.Chapter8

GlobalEtiquette33TopicsIntroductions,Greetings,andHandshakesBusinessCardExchangePositionandStatusElectronicCommunicationEtiquetteDiningPracticesTippingGiftGivingTravelEtiquetteCopyright©2014PearsonEducation,Inc.34Ascompaniesrestructureanddownsize,competitionwillbecomefiercer.Gettingorkeepingajoborbeingpromotedwilldependnotonlyonhowwellqualifiedyouarebutalsoonhowappropriatelyyoubehaveandhowmuchyoulookandactthepartforaparticularposition.

Copyright©2014PearsonEducation,Inc.35Respectingandobservingtheetiquetteofanothercountryisimportant.

-Learnandpracticecorrect behavior.

-Avoidunintentionallyoffending someone.

Copyright©2014PearsonEducation,Inc.36

Definitions

Etiquette

includesmannersandbehaviorconsideredsociallyacceptablebypeopleoftheculture.

Protocolreferstocustomsandregulationshavingtodowithdiplomaticetiquetteandcourtesiesexpectedininternationalnegotiation.

Copyright©2014PearsonEducation,Inc.37IntroductionsIntheU.S.firstnamesareusedalmostimmediately;Titles(Mr.Jones)areusedinfrequently.InGermany,usetitles;inItaly,addresspersonswithacollegedegreeas“Doctor.”InBritain,peoplewhohavebeenknightedareaddressedas"Sir"withthefirstnameonly(SirGeorge).WhenintroducingtheChinese,thesurnamecomesfirstandthegivennamelast.(ChingLoChangwouldbeaddressedasMr.Ching.)Copyright©2014PearsonEducation,Inc.38InLatinAmericancountries,peopleoftenaddtheirmother'smaidennametotheirsurnamesoyouwouldusethenexttothelastnamewhenintroducingthem.(EvelynRodriguesCastillowouldbeaddressedSeñoritaRodrigues.)Introductionsareaccompaniedbyahandshake,anembrace,orabowdependingupontheculture.Copyright©2014PearsonEducation,Inc.GreetingsandHandshakesU.S.personsareinformalintheirgreetings,oftensaying“Hi”tocompletestrangers.U.S.greetingbehaviorisritualistic;uponarrivingatwork,onepersonsays:“Goodmorning,howareyou?”towhichtheotherpersonresponds:“Fine,thankyou,andhowareyou?”GreetingsandHandshakesEmbracingisinappropriateasaformofgreetingintheU.S.,butinLatinAmericapeopleembraceafterahandshake.BowingisthecustomaryformofgreetinginJapan.TypesofHandshakesU.S.–FirmAsians–Gentle,exceptforKoreanswhohaveafirmhandshakeBritish–SoftFrench–LightandquickGerman–FirmHispanics–ModerategraspMiddleEasterners-GentleBusinessCardsInJapan,presentabusinesscardwithbothhands;inArabiccountries,usetherighthandonly.- Treatthebusinesscardwithrespect.- Printatranslationofallidentifying informationonthebackofthecardin thelanguageofthecountryyouwill visit.43BusinessCardsIncludeyournameandfulltitle.TitlescarrygreatersignificanceinotherculturesthanintheUnitedStates.Includeyourcompany’saddressandtelephonenumbers;includeforeignheadquarters,asappropriate.Includeyourfaxnumberande-mailaddress.Avoidcoloredtypeandpaper.Choosewhitewithblackinkforbothsides.Ifindoubt,beconservative.Copyright©2014PearsonEducation,Inc.44PositionandStatusIntheU.S.limitedrespectisshownforrankandauthority;U.S.isnotconsideredanationofclasses,butclassesdoexist.Distinctionsaremadebyhowmuchmoneyyouhaveandwherethemoneycamefrom.(Drugdealersmayhavealotofmoneybutnostyleorclass.)Distinctionsaremadebywhetherthemoneyisinheritedvs.earnedmoney.Copyright©2014PearsonEducation,Inc.45Statusisassociatedwitheducationallevelandwithaperson'soccupation.SurveysshowthatmedicaldoctorsandcollegeprofessorshavehighstatusintheU.S.Indiahasacastesystemdeterminedatbirth.Interactionbetweencastesislimited.Genderisrelatedtopositionandstatus.WomenareconsideredasequaltomenintheU.S.Inothercultures(theMiddleEast),womenarenotconsideredequal. Copyright©2014PearsonEducation,Inc.46AgeandhierarchyareimportantinsuchcountriesasChina.Agetakesprecedenceoverrank.Thehighertherankofthepersonyouareintroducedto,theloweryoubow.Thepersonoflowerrankbowsfirstandlowest.Juniorpersonsstopbowingfirst.Youarealsoexpectedtositandtogothroughthedoorinrankorder.Copyright©2014PearsonEducation,Inc.47Electronic

Communication

EtiquetteWhencommunicatingbytelephone,theinitialimpressionisformedmoreonvocalqualitythanonwordsspoken.Goodtelephonemannersincludeansweringthephonepromptly,identifyingyourselfproperly,andbeingcourteousatalltimes.Whenusingvoicemail,bebriefbutcompletewhenleavingamessage.Whenusinge-mail,avoidnegativeorpersonalinformation.Copyright©2014PearsonEducation,Inc.48Netiquette

(NetworkEtiquette)Propernetiquetteavoidsthefollowing:shouting-typingthemessageinallcapitallettersdissing-speakingillofsomeoneflaming-sendingvicious,insultingmessagesspamming-massmailingsofcommercialadvertisementsormaterialcross-postedtonumerousnewsgroupsCopyright©2014PearsonEducation,Inc.49E-mailUsage78.2%ofresidents(245million)haveInternetaccessintheUnitedStates36.3%ofresidents(485million)haveinternetaccessinChinaCopyright©2014PearsonEducation,Inc.50FAXTransmissionsCallaheadtoconfirmthefaxnumberandtoalertthepersonthatyouaresendingamessage;themessageshouldfollowwithin15minutes.Avoidfaxingcertaindocuments:lengthydocumentsofmorethan10to12pages,personal/confidentialinformation,andnegativenews.Avoidusingthefaxwhenimpressions

areimportant,suchasrésumésandproposals.InterculturalBusinessCommunication,6thd.Chaney&Martin51Goodtablemannersarealwaysasignofbreedingandeducation.Tablemannersrevealmuchaboutaperson;thosewhoareinsecure,disorganized,greedy,insensitive,orillateasewillrevealthesequalitiesintheirdiningbehavior.Copyright©2014PearsonEducation,Inc.52DiningPracticesIntheU.S.,themainmealisintheevening;inMexico,themainmealisfrom2to4p.m.IntheU.S.,saladsareservedfirst;inItalyandFrance,saladsareservedafterthemaincourse.IntheU.S.,informalmealshavetwoorthreecourses.InLatinAmericancountries,eveninformalmealsusuallyhavenumerouscourses.Copyright©2014PearsonEducation,Inc.53UnusualU.S.

DiningPracticesServingaglassoficewaterinrestaurantsOfferingcoffeeatthebeginningofamealGivingpeopleachoiceofregularordecaffeinatedcoffeeDesignatingcertainsectionsinrestaurantsassmoking/nonsmokingHavingbreakfastbusinessmeetingsCopyright©2014PearsonEducation,Inc.54EatingStylesTheU.S.eatingstyleiscalled“zigzag”:cuttingthemeatwiththeknifeheldintherighthandandtheforkintheleft,thenplacingtheknifeontheplate,shiftingtheforktotherighthand,andeating.Continental(European)style:placingtheforkinthelefthandandtheknifeintheright,thenusingtheknifetopushfoodontothebackoftheforkandmovingthefoodintothemouth,withforktinesdown.Copyright©2014PearsonEducation,Inc.55Asiansusechopsticks,especiallyforeatingrice,butmayuseaspoonforsomefoods.Tahitianfoodiseatenwiththefingers;intheMiddleEasteatwithyourfingersifthehostdoes,butusetherighthandonly.Copyright©2014PearsonEducation,Inc.56InBoliviayouareexpectedtocleanyourplate.IntheU.S.,youarenotexpectedtocleanyourplate.Wheneatingsomethingstrangelookinginanotherculture,neveraskwhatitis;cutitinsmallpiecesandswallowquickly;pretenditlookslikechicken.Copyright©2014PearsonEducation,Inc.57TippingPeoplecommunicatenonverballybytheirtippingpractices;thosewhoarebasicallystingyandthosewhoarebasicallygenerouswillrevealthesetraitsbytheirtippingbehavior.“Insulttipping”(leavingafewcoins)showsalackofbreedingandisalwaysinappropriate.Althoughatipof15percentofthebillusedtobeconsideredageneroustipinfinerestaurants,20percentisnowclosertothenormwhentheserviceisexcellent.Copyright©2014PearsonEducation,Inc.58TravelingintheU.S.involvesnumeroustippingsituationsincludingcabdriversandservicepersonnelwhomaycarryyourluggage.Tippinginanontippingculturecanoffendorinsultthepeopleofthatculture.TippinginJapanisfrownedupon;theJapaneseconsidercarryingyourluggageagestureofhospitality.Inmanyplaces(Europe)aservicechargeisaddedtoyourrestaurant/hotelbill;youneednotleaveanadditionaltip.Copyright©2014PearsonEducation,Inc.59GiftGivingEachcountryhasitsseasonsandoccasionsforgivinggifts.Giftgivinginsomeculturesisanartandisconsideredanintegralpartofbuildinginterculturalprofessional/socialrelationships.U.S.businessgiftsaremodestinprice;therulebecauseoftaxregulationsistolimitthepriceto$25.GiftsintheU.S.areopenedinfrontofthegiver,admired,andthanksareexpressedorallyandinwriting.Copyright©2014PearsonEducation,Inc.60GiftGiving

inJapanGiftgivingisveryimportant;theJapanesegivegiftstocustomersasexpressionsofappreciationforbusiness.Theyrewardemployeesontwomajortimes(July15andDecember)withlargebonuses.Wrappingofthegiftandpresentationareimportant.Thecolorofwrapping(nobows)shouldbeconsistentwiththeoccasion:red,gold,andwhiteforhappyevents;blackandpurpleorblackandwhiteforotheroccasions.Copyright©2014PearsonEducation,Inc.61GiftGiving

inJapanJapanesedonotopenagiftinfrontofthegiver;donotopenyourgiftintheirpresence.Avoidgivingagiftwhensomeoneelseispresent.DonotsurpriseyourJapanesehost;mentionthegiftaheadoftime.FavoritegiftsfortheJapaneseareimportedliquor,designer-madeproducts(Gucci,Tiffany),alsomusicaltapesandDVDs.Copyright©2014PearsonEducation,Inc.62ExhibitorsatatradeshowcouldnotunderstandwhyChinesevisitorswerenotstoppingbytheirbooth.Workerswerewearinggreenhatsandwereusingthemasgiveawaysaswell.TheylaterlearnedthatformanyChinesepersonsgreenhatsareassociatedwithinfidelity;theChineseexpression“Hewearsagreenhat”indicatesthataman’swifehasbeencheatingonhim.WhentheydiscardedthegreenhatsandgaveoutT-shirtsandcoffeemugsinstead,theyhadplentyofChinesevisitors(Dresser,2005).Copyright©2014PearsonEducation,Inc.63GlobalGift-Giving

GuidelinesAvoidgivingagiftofaclockinthePeople’sRepublicofChina;itisconsideredasymbolofbadluck.AvoidgiftsofperfumeorwinetotheFrench;thosearetheirspecialties.DonotgivegiftsofcowhidetopeopleinIndia;thecowissacred.Copyright©2014PearsonEducation,Inc.64AvoidgiftsofliquororwineinIslamiccultures;alcoholisillegal.AvoidgiftsofahandkerchieforknifeinLatinAmerica.Theknifeisinterpretedasawishtoseverarelationship;thehandkerchiefisassociatedwithtears.Copyright©2014PearsonEducation,Inc.65InKoreabusinessgiftsareusuallygivenatthebeginningofformalnegotiations.InGermanybusinessgiftsareseldomexchangedatthebeginningofnegotiationsbutmaybegivenattheirconclusion.InLatinAmericancountries,presentgiftsonlyattheconclusionofnegotiations.Copyright©2014PearsonEducation,Inc.66Whendininginaperson’shomeinWesternEurope,presentyourgiftwhenyouarrivesothatitdoesnotappeartobeintendedaspaymentforthemeal.GiftstoGermansshouldnotbewrappedinblack,brown,orwhite.AstripedtieisnotasmartgifttoaBritishman;itmaybeacopyofaBritishregimentotherthanhisown.Copyright©2014PearsonEducation,Inc.67InIslamicco