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Reading Expert 3(2020)
Reading Expert 3(2020)
Reading Expert 3(2020)
UNIT 11 - READING 2 Multi-National Business
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UNIT 11 - READING 2 Multi-National Business
When companies promote their products around the world, it benefits them to understand local customs. Knowing what appeals to potential customers, as well as knowledge of the "dos and don'ts" of each market, can help a business successfully market a product. When it comes to the name of the product, it is very important to consider the local language. It may seem obvious, but companies often make mistakes. For example, Coca-Cola tried to write their name on posters in China as ke-ke-ken-la. However, they soon found out this meant "Bite the wax tadpole." Of course, this sounded so silly that the company had to take down all the posters! The name was later changed into the more appropriate Chinese character ke-kou-ke-le, meaning "The more you drink, the more fun you'll have." There are other things to think about, too. Even simple things can affect the success of a product. For example, in some cultures there are unlucky colors, such as black in Japan or white in China. Some cultures also think that certain numbers are unlucky. Many hotels in the US and the UK do not have a 13th floor. And buildings in China often don't have a 4th floor. It would be very unwise to use these unlucky colors and numbers in your product or advertising. Finally, different cultures have different concepts of appropriate relationships between men and women. This may make certain pictures unsuitable for some cultures. For example, though it is common to see pictures of couples kissing each other on posters in the US, such images might be offensive to Muslims in the Middle East. Although a product may be the same everywhere, its success depends on how it appeals to different groups of people. So when you prepare to do business in a foreign country, you should investigate the language and customs there. Knowing such things is the golden rule of doing global business.
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1 When companies promote their products around the world, it benefits them to understand local customs. 2 Knowing what appeals to potential customers, as well as knowledge of the "dos and don'ts" of each market, can help a business successfully market a product. 3 When it comes to the name of the product, it is very important to consider the local language. 4 It may seem obvious, but companies often make mistakes. 5 For example, Coca-Cola tried to write their name on posters in China as ke-ke-ken-la. 6 However, they soon found out this meant "Bite the wax tadpole." 7 Of course, this sounded so silly that the company had to take down all the posters! 8 The name was later changed into the more appropriate Chinese character ke-kou-ke-le, meaning "The more you drink, the more fun you'll have." 9 There are other things to think about, too. 10 Even simple things can affect the success of a product. 11 For example, in some cultures there are unlucky colors, such as black in Japan or white in China. 12 Some cultures also think that certain numbers are unlucky. 13 Many hotels in the US and the UK do not have a 13th floor. 14 And buildings in China often don't have a 4th floor. 15 It would be very unwise to use these unlucky colors and numbers in your product or advertising. 16 Finally, different cultures have different concepts of appropriate relationships between men and women. 17 This may make certain pictures unsuitable for some cultures. 18 For example, though it is common to see pictures of couples kissing each other on posters in the US, such images might be offensive to Muslims in the Middle East. 19 Although a product may be the same everywhere, its success depends on how it appeals to different groups of people. 20 So when you prepare to do business in a foreign country, you should investigate the language and customs there. 21 Knowing such things is the golden rule of doing global business.