Английский для социологов. Астафурова Т.Н. - 24 стр.

       Individuals can have different negotiating styles and differ in the
emphasis placed on particular stages of the negotiation. There are
cultural differences too. A German buyer usually moves directly from
the relationshi p building phase to the bidding phase without agreeing
procedure or exchanging information. While this is a rather extreme
example, German negotiators often move to the bidding phase sooner
than may be expected by the other side.
       Different national cultures place different emphases on the main
selling features of a product or service. The advertisement designed for
a British target audience, stresses personal service and benefits to the
customer. The advertisement for designed for a German target audience
talks about technical features and exemplifies these features by quoting
relevant facts. Clearly, when preparing for an international negotiation,
it is important to take into account differences of this kind. This is
particularly important when working out the focus of questions to
establish customer needs.An American or British buyer may expect
lots of questions from the seller before any presentation of benefits is
made. A German buyer may expect a clear and factual presentation of
technical features supported by concrete examples but relatively few
questions about needs.
       Attitude towards the importance of written documents vary widely.
While most cultures expect to sign a written contract at the close of a
negotiation in some cultures written records will be produced and
signed at earlier stages — e. g. after initial proposals have been made
at the bidding stage.
       In cultures in which a lot of emphasis is placed on written
agreement, negotiations tend rely heavily on the use of legal experts
throughout the negotiation. This is particularly true of American
negotiations.
       The charts below show negotiating styles in terms of:
     1. strategies:
     CHART 1
 AMERICA      BRITAIN       FRANCE      GERMANY       JAPAN       ARABIA
To enjoy     To solve    To win         To win      To reach     To know
the spot     the problem intellectual   argument    agreement    the person
and win      like        argument       before      in harmony   and
the game     gentlemen                  it begins   and          establish
                                                    consensus    trust



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