国际商务沟通chapter02-2businessetiquettes&customsinselectedcountries-europe.ppt

BUSINESS ETIQUETTES IN EUROPE,Chapter 2-2,刘志伟- USTB ALL RIGHTS RESERVED,Chapter 02,2,,Generalizations,,Etiquette in Europe is not uniform. Even within the regions of Europe, etiquette may not be uniform: within a single country there may be differences in customs, especially where there are different linguistic groups, as in Switzerland where there are French, German and Italian speakers. Despite this heterogeneity, many points of etiquette have spread through Europe and many features are shared. The ancient Roman Empire is an historical source, and the cosmopolitan royalty and also nobility were effective in spreading etiquette throughout Europe.,Generalizations,4,,Language and forms of address Many languages use different pronouns to denote formality or familiarity when addressing people. This also applies in common phrases such as “How are you?” The use of an inappropriately familiar form may be seen as derogatory, insulting or even aggressive. Conversely, forms that are inappropriately formal may be seen as impolitely snobbish or distant. The way politeness is expressed varies greatly with language and region. For example, addressing a person with an honorific or title may be expected in some languages, but seen as intrusive or too formal in others. In many parts of Europe, using someone’s first name also denotes a certain level of friendship. In social interactions with strangers the last name and/or more formal mode of address is used, usually until the people involved agree to move to an informal level. But this may not apply among young people, among members of particular groups (e.g. students) or in informal settings.,Generalizations,,Flowers Chrysanthemums菊花 are only appropriate for funerals. As red roses typically connote romantic feeling, they are inappropriate for other circumstances. In Eastern Europe it is appropriate to give an even number of flowers at funerals and an odd number for weddings and other happy occasions. Yellow flowers are inappropriate at weddings in Ukraine and Russia as they are viewed as a sign that the bride or groom is unfaithful to each other.,Generalizations,,Handshakes The handshake is a common custom on meeting strangers. With some exceptions, this is appropriate regardless of gender. Shaking hands while wearing gloves is widely considered impolite; in particular, a gentleman should remove his right glove before shaking hands with a lady. When gloves are worn by a lady as part of a formal dress, such as opera-length gloves worn at a ball, she is only expected to remove her gloves whilst dining. In Eastern Europe it is considered unlucky to shake hands while standing in a doorway.,Generalizations,,Hats and coats Among many segments of the European population, it is considered rude for men to wear hats or other head coverings indoors, especially in churches, private homes and respected public institutions. However ladies are often exempt from these rules, and need only remove their hats whilst at home or at the theatre if their hat is obscuring the performance. This, however, does not apply to women wearing masculine hats (baseball, cowboy) to which the rules for men apply. Wearing coats, boots or other outer garments inside someone’s home is often frowned upon as well. Sitting down to eat at table wearing a hat or coat etc is even worse. Also one should remove one’s hat when showing deference. Removing one’s hat is also a form of greeting: the origin of this is that knights were expected to remove their helmets when meeting their king; not to do so would be a sign of mistrust and hostility.,Generalizations,,Luck Some things formerly prohibited by superstitions surrounding bad luck remain as examples of bad manners. Opening an umbrella indoors and accepting a light for a cigarette after two others are two examples.,Generalizations,,Money Talking or asking about personal wealth, possessions or success in business is widely viewed as vulgar（庸俗）. People will rarely say how much money they make or have in the bank nor will they request such information from someone else. It is impolite to ask colleagues about their salary and in some places of work it is forbidden. Even elsewhere, for example where government employees’ salaries are publicly known, it is still considered extremely rude to ask individuals how much they earn.,Germany,Germany,11,,The Federal Republic of Germany has a population of 81 million people. Germany’s religions are split evenly between Roman Catholics, who are concentrated in the southern part of the country, and Protestants, who are found in the northern region. As Europe’s largest and world’s fourth largest economy, Germany is China’s the largest trade partner in Europe and sixth largest one in the world behind USA, Japan, South Korea, Hong Kong and Taiwan, with total trade turnover of USD142.39 million in 2010.,Germany,,Greetings and honorific titles German men greet one another with a firm, brief handshake while maintaining direct eye contact. Wom。