1、 第 页（共 页）1系：专业：年级：姓名：学号：装订线东北师范大学人文学院 学年学期考试试卷 课程名称：跨文化商务交际 试卷类型： B 卷考试时间：90 分钟 考试方式：开卷（卷面总分 100 分，占总成绩的 60%）题 号 一 二 总分 评卷教师签字得分Score Task 1（20360 ）Read the case 1 and answer the following questions.Case 1Crisis of Barbie in the Middle East CountriesBorn in 1959 Barbie perhaps is the most famous gir
2、l over the past 40 years or so. As a profitable toy doll manufactured by Mattel two Barbie dolls will be sold every second all over the world. Being blonde, tall, slim, buxom, leggy and beautiful with her trendy, swinging, independently wealthy lifestyle, Barbie is admired by hundreds of thousands o
3、f girls in different countries. To appeal to customers with different cultural background in different countries, nowadays Mattel Company designs Barbie with cosmetic changes and variable subjects according to local tastes.For example, domestically Mattel introduced the black Barbie to cater to the
4、segment of African-American market and later Hispanic and Asian-American Barbie to meet the needs of these ethnic markets. In Central and Eastern Europe, Mattel came up with an idea called “Friendship Barbie”, which was less elaborate with only sports clothes and accessories, but reflected the more
5、basic lifestyle of children in this area. In India Barbie girl was painted with a forehead spot and dressed in a sari while the core image was unchanged.However, in the Middle-East countries, because of the totally diverse culture values, Barbie is seriously in trouble. In Iran, the government conde
6、mned the forever young and childless-by-choice Barbie (and her long-time boy friend Ken. No plans for marriage, ever.) as a threat to traditional culture. Barbie doesnt define herself in relation to children or families as Iranian women supposedly do. Then, the Iran Ministry of Education marketed th
7、e twin dolls Sara and Dara as the national dolls. Unlike the Barbie Doll, Sara and her twin brother Dara are on a mission to help others, and when the need rises, they consult their parents for guidance. Thats the spirit behind the making of the modestly dressed twins. Meanwhile, Barbie dolls openly
8、 sell for 700 dollars in Teheran stores. 700 dollars is seven times the average monthly salary in Iran.In Saudi Arabia, Saudi religious police were raiding toy stores and gift ships to seize Barbie dolls. One reason for banning Barbie is a belief that Jews own the American company that makes them, M
9、attel. Jews and Christians are not normally welcome in the kingdom. All potential visitors have to state their religion on their application forms and Christians are forbidden from holding services. Also, the Saudis feared an American presence there would stir up more Islamic radicalism.In the past
10、year or so, Barbie dolls have almost disappeared from the shelves of many toy stores in the Middle East. In their place is Fulla, a dark-eyed doll with, as her creator puts it, “Muslim values.” Created by NewBoy Design Studio, which is based in Syria, Fulla roughly shares Barbies size and proportion
11、s, but steps out of her shiny pink box wearing a black abaya and a matching head scarf. Although she has an extensive and beautiful wardrobe (sold separately, of course), Fulla is usually displayed wearing her modest “outdoor fashion.” Young girls in the Middle East are obsessed with Fulla, and cons
12、ervative parents who would not dream of buying Barbies for their daughters seem happy to shell out for a modest doll that has her own tiny prayer rug, rendered in pink felt. Children who want to dress like their dolls can buy matching, girl-sized prayer rug and cotton scarf sets, all in pink. Fulla
13、is not the first doll to wear the hijab. Mattel has ever marketed a group of collectors dolls that includes a Moroccan Barbie and a doll called Leila, designed to represent a Muslim slave girl in an Ottoman court. But Fulla is the most popular doll in the Middle East because she has a character that
14、 parents and children will want to relate to. The advertising is full of positive messages about Fullas character. Shes honest, loving and caring, and she respects her father and 第 页（共 页）2mother. Fulla also has two respected careers for women, a doctor and a teacher, that small girls can be encourag
15、ed to follow in the Middle East. On the childrens satellite channels popular in the Arab world, Fulla advertising is incessant. In Damascus, a Fulla doll sells for 8245 Syrian Lira, or about 16 dollars. The average per capita income hovers around 100 dollars per month there. 1. Why Barbie was banned
16、 by government in the Middle East? 2. What values does Barbie contradict with in the Middle East? 3. What can Barbie do if she still wants to compete with its rival Fulla and regain the market? Score Task 2（20240 ）Read case 2 and answer the following questions.Case 2 “Nepotism” in Mexico When a U.S.
17、 company went into Mexico, the managers took their standard against nepotism with them and made it a point not to hire relatives; it seemed to be the ethical decision. However, soon the American general manager found out that some Mexican staff had their relatives in the company. He asked them to th
18、eir office and talked with them about the issue. But it seemed that his persuasion didnt work. He gradually found that many Mexican staff, including some department managers, had their near or distant relatives in the company, even in the same department with them.In a regular meeting of managers, h
19、e put the issue in the table and asked for a “sound” explanation for this serious breach of company standard. At the beginning all the Mexican managers kept silent and looked at their toes. All the members felt embarrassed. Finally, a Mexican manager said: “Maybe its unfair, but we all work hard and performed well.”The meeting reached a deadlock again.Questions1. What is the American standard against nepotism? Why do the Americans set such a standard? 2. Explain the different views of Mexicans and Americans about Nepotism. 第 页（共 页）3
