跨文化交际—案例分析.doc

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1、案例分析CASESTUDY1：Whatbodylanguagetousetowardsacustomer,whenonthephone?"Atalocalrealestateagent’sofficeAlanisbehindthecustomerservicecounter.Heisonthephonedealingwithadifficultinquirywhenacustomerapproachesthecounter.Hekeepstalkingonthephoneandwhenthecustomersays,“Excuseme”.Hedoesnot

2、lookupbutholdsahandupwithonefingerextended,indicationthathe’llbeoneminute."Thequestion-AsAlan’ssupervisor,whatwouldyousaytohimaboutthebodylanguageandmanaginghisresponsibilitiesforgreetingcustomersbothonthephoneandfacetoface??Imaginethatyouarethecustomer.Whenyouentertheoffice,thecu

3、stomerservicerepisonthephone.Youwait.Youtrytogethisattentionandheholdsuphishandwithafingerextendedasacknowledgementthatyou'rethere.Howdoyoufeel?Whatcouldtheclerk(Alan)havedonedifferentlytoensurethatallofhiscustomerswerebeingtakencareof?Hecould/shouldhavelookedup,smiledatyouandatle

4、astnoddedagreeting.Ifhisconversationcontinuedtoolong,heshouldhavepolitelyplacedhiscalleronholdandinquiredastoyourneeds,askedsomeoneelsetoassistyouoradvisedyouhowlonghewouldbe.——Iwouldsaythathehastobemorefriendlyandwelcomingtothecustomersandcouldpolitelytoldthepersononthephonetople

5、aseholdforamomentandthatheshouldbemoreenthusiasticabouthisjobCASE2:Aninternationalmarketerwantstosellpoliovaccinations,theywouldrequireatwo-stepacculturationprocess:1.Themarketermustobtainanin-depthpreventivemedicineandrelatedconcepts.2.Themarketermustdevisepromotionalstrategiesth

6、atwillconvincethemembersofatargetmarkettohavetheirchildrenvaccinated.CASE3：uDiscussion…….uV:Idon'tthinkitwillwork,Iinsistthatweshouldusethetraditionalway.uBa:Comeon,becreativegirl.uS:BananaIsupportyouifyouusemeasacovergirl.uBi:Ok,Iagreewithyouexceptforcovergirl(pointtoS)E:Well,wel

7、l,well..Sometimesrulescanbebroken.Italldependsonus——`Peoplehavelowlevelofstress•Peoplearemorerisk-taking•SometimesrulescanbebrokenBa:Howaboutputtingabigsizeposteronouterwall?•E:Doesitwork?•Bi:Maybewecanhaveatry.•E:OK,maybe?DoesanyoneknowhowtomakethiskindofadbecauseIdon’tknow.Discu

8、ssion——Conflictisnaturalandtobeex