Section C

　　Directions: In this section, you will hear a passage three times. When the passage is read for the

　　first time, you should listen carefully for its general idea. When the passage is read for the second

　　time, you are required to fill in the blanks numbered from 36 to 43 with the exact words you have

　　just heard. For blanks numbered form 44 to 46 you are required to fill in the missing information.

　　For these blanks, you can either use the exact words you have just heard or write down the main

　　points in your own words. Finally, when the passage is read for the third time, you should check

　　what you have written.

　　Although General Motors and General Electric are large multinational (36) corporations with operations around the globe, there are numerous smaller companies that engage in international trade. Because 95 percent of the world’s population and two thirds of its (37) purchasing power are located outside the United States, it is important for American (38) firms to be present in foreign markets. However, before we explain the different methods by which a company may (39) engage in international trade, we might first consider some important (40)factors that U.S. companies often fail to study before they sell products in a foreign country. These factors (41)concern differences in languages, in values and attitudes, and in political (42) climate.

　　When (43) introducing Coca-Cola into the Chinese market in 1920, the company used a group of Chinese symbols that, when spoken, sounded like Coca-Cola. (44 ) When read, however, these symbols meant, “a female horse fattened with wax”. Upon reentering the Chinese market in the 1970s,Coca-Cola used a series of Chinese characters that translates into “happiness in the mouth.”(45) This critical problem of proper translation is only one of many cultural differences facing American corporations overseas.

　　Culture is the total pattern of human behavior that is practiced by a particular group of people. (46)Because of their cultural heritage, businesspersons in each country conduct their business activities differently.

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