商务交际B卷.docVIP

PAGE PAGE 1 第 页（共 页） 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（20×3＝60’ ） Read the case 1 and answer the following questions. Case 1 Crisis of Barbie in the Middle East Countries Born in 1959 Barbie perhaps is the most famous girl 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 of 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 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 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 condemned 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 doesn’t define herself in relation to children or famili