MBA研究生英語(yǔ)綜合教程（第二版）課件：Franchising

12LEAD-INRELATEDEXPRESSIONSfranchisorfranchiseefranchisefee(frontendfee)royaltymanagementservicesfeeadvertisingfeeoperationalmanualmasterfranchiseetrademarkproductfranchisingtradenamefranchisingbusinessplan3LEAD-INQUESTIONS1.Whataretheprincipaladvantagesofowningafranchise?2.Whataretheprinciple

disadvantagesofthefranchisesystemforafranchisee?45principaladvantagesofowningafranchisegointobusinessforyourselfacertainlevelofindependenceanestablishedproductorservicewidespreadbrand-namerecognitioncustomerawarenessprovenproductsandmethodsacertainlevelofqualityandconsistencyimportantpre-openingsupportongoingsupport6PRINCIPALADVANTAGESOFOWNINGAFRANCHISE(1)Owningafranchiseallowsyoutogointobusinessforyourself,butnotbyyourself.(2)

Afranchiseprovidesfranchiseeswithacertainlevelofindependencewheretheycanoperatetheirbusiness.(3)

Afranchiseprovidesanestablishedproductorservicewhichalreadyenjoyswidespreadbrand-namerecognition.Thisgivesthefranchiseethebenefitsofcustomerawarenesswhichwouldordinarilytakeyearstoestablish.7principaladvantagesofowningafranchise(4)Afranchiseincreasesyourchancesofbusinesssuccessbecauseyouareassociatingwithprovenproductsandmethods.(5)Franchisesmayofferconsumerstheattractionofacertainlevelofqualityandconsistencybecauseitismandatedbythefranchiseagreement.(6)Franchisesofferimportantpre-openingsupport:siteselection,designandconstruction,financing(insomecases),training,grand-openingprogram.8principaladvantagesofowningafranchise(7)Franchisesofferongoingsupport:training,nationalandregionaladvertising,operatingproceduresandoperationalassistance,ongoingsupervisionandmanagementsupport,increasedspendingpowerandaccesstobulkpurchasing(insomecases).9Principaldisadvantagesofthefranchisesystemforafranchiseenot

completelyindependentproceduresandrestrictionsongoingroyaltiesandadvertisingfeesbalancerestrictionsandsupportadamaged,system-wideimagehavelittleornosayaboutthetermsofatermination10PRINCIPALDISADVANTAGESOFTHEFRANCHISESYSTEMFORAFRANCHISEE(1)Thefranchiseeisnot

completelyindependent.Franchiseesarerequiredtooperatetheirbusinessesaccordingtotheproceduresandrestrictionssetforthbythefranchisorinthefranchiseagreement.Theserestrictionsusuallyincludetheproductsorserviceswhichcanbeoffered,pricingandgeographicterritory.Forsomepeople,thisisthemostseriousdisadvantagetobecomingafranchisee.11PRINCIPALDISADVANTAGESOFTHEFRANCHISESYSTEMFORAFRANCHISEE(2)Inadditiontotheinitialfranchisefee,franchiseesmustpayongoingroyaltiesandadvertisingfees.(3)Franchiseesmustbecarefultobalancerestrictionsandsupportprovidedbythefranchisorwiththeirownabilitytomanagetheirbusiness.(4)Adamaged,system-wideimagecanresultifotherfranchiseesareperformingpoorlyorthefranchisorrunsintoanunforeseenproblem.(5)Theterm(duration)ofafranchiseagreementisusuallylimitedandthefranchiseemayhavelittleornosayaboutthetermsofatermination.1213HOWMANYFRANCHISESDOYOUKNOW?CANYOUNAMESOMEOFTHEM?14151617READINGSTARTINGUPQUESTIONBeinganewfranchisee,howcouldyousurvivethecompetitionfromtheGiantsintheline?Whatdifficultiesareyouexpectingtomeet?18USEFULEXPRESSIONSviableupstartmarginalwrestlewithfendoffnimbleinfringementappealtorulingfileclaimsagainst19USEFULEXPRESSIONSviable可行的“Thisishardlyaviableinvestment,”saysoneofthescientists.

“這不是一種可行的投資?！痹撗芯康囊晃豢茖W(xué)家說(shuō)。Nevertheless,anequitablecommitmentcanandshouldexistforeveryphaseoftheprojectiftheprojectistoremainviable.

然而，如果項(xiàng)目能夠保持可行，那么項(xiàng)目的每個(gè)階段應(yīng)該存在一個(gè)公平的承擔(dān)義務(wù)。20USEFULEXPRESSIONSupstart暴發(fā)戶；自命不凡的人Hetriedtopassforagentleman;buteveryoneknewhewasanupstart.

他設(shè)法將自己冒充成為一名紳士，但每個(gè)人都知道他只是一位暴發(fā)戶。Advertisersandusershavebeenwaitingforyearsforthehotupstarttosettleonaformulaforads.

廣告客戶和用戶多年來(lái)一直等待這家廣受歡迎的新貴企業(yè)就廣告模式作出決定。IfApplewinsagainstHTC,thatwouldbebadnewsforupstarthandsetfirms.

如果蘋果打贏了宏達(dá)，對(duì)新貴手機(jī)公司可是壞消息。21USEFULEXPRESSIONSmarginal邊緣的；臨界的；末端的Andeveryyear,likesomesortofmagicclockwork,itdoesmoreandmoreforlessandless,bringingthemarginalcostsoftechnologyintheunitsthatweindividualsconsumeclosertozero.

每年，就像某些神奇的發(fā)條裝置一樣，它能以越來(lái)越少的成本做越來(lái)越多的事情；由于大規(guī)模消費(fèi)的存在，技術(shù)的單位邊際成本漸趨于零。Marginalculturesinthepasthaverightfullyenteredthemainstreamthroughbusiness,takingmoneyfromthemajorityandinfusingitintotheirowntribes.

過(guò)去，邊緣文化曾通過(guò)商業(yè)活動(dòng)合法地進(jìn)入主流社會(huì)，從多數(shù)人那里掙得金錢，并注入到自己的部落。22USEFULEXPRESSIONSwrestlewith全力對(duì)付；努力克服Journalistshavetowrestlewithwhether,when,whyandhowtheysharethesekindsofmessageswiththepublic.

記者們不得不斟酌：是否要、什么時(shí)候、為什么以及怎樣與公眾分享這樣的消息。Butwehavehadtowrestlewiththebigchallengesandhavecometosomeideasofwheretheanswerslie.

但我們必須應(yīng)對(duì)這些巨大的挑戰(zhàn)，而且我們對(duì)在哪里可以找到答案也已有了一些想法。23USEFULEXPRESSIONSfend

off避開(kāi)；擋開(kāi)Swansareveryprotectiveoftheiryoungandwillusetheirincrediblypowerfulwingstofendoffdogs(andsometimeshumans).

天鵝很愛(ài)護(hù)它們的幼崽，當(dāng)受到攻擊時(shí)，它們就會(huì)用其強(qiáng)有力的翅膀來(lái)把狗擋開(kāi)（有時(shí)對(duì)人類也會(huì)這樣）。AndeventhoughGoogleisahugeorganization,itstillhastheagilityandforward-thinkingtofendoffattackers.

所以即使谷歌是一個(gè)龐大的機(jī)構(gòu)，它仍然具有敏捷性和前瞻性的思維來(lái)抵御攻擊。24USEFULEXPRESSIONSnimble敏捷的；聰明的；敏感的Yourdesignmustbeabletodigdeepenoughtoprovideeverythingyourorganizationneedsatthismomentbutbenimbleenoughtochangecoursewithinhours.

您的設(shè)計(jì)必須能夠足夠深入地挖掘，以提供組織在此刻需要的所有信息，但是又要足夠敏捷，以在數(shù)小時(shí)內(nèi)改變航向。Thankstotheseandotherfactors,developmentteamsmustbecomemoreefficient,morenimble,andmorequality-oriented.

由于這些和其他因素，開(kāi)發(fā)團(tuán)隊(duì)必須更加有效率、更加敏捷，并且更面向質(zhì)量。25USEFULEXPRESSIONSinfringement侵犯；違反Thisisnotreasonable.Youshouldsettletheissuefirstandthenscananduploadthebooks,notcommittinginfringementfirst.

這是沒(méi)有道理的，你應(yīng)當(dāng)先就此事達(dá)成一致，然后再掃描和上傳圖書，而不應(yīng)當(dāng)先侵權(quán)。Thepatentlawsuits,filedinSouthKorea,JapanandGermany,involveinfringementofuptofivepatents,Samsungsaidinastatement.

三星在聲明中指出，這次的專利訴訟同時(shí)在韓國(guó)，日本和德國(guó)提出，涉及五項(xiàng)專利的侵權(quán)。26USEFULEXPRESSIONSappealto

呼吁；上訴；要求；對(duì)…有吸引力Hesaystheimagesaredesignedtoappealtoemotion,rejectinggovernmentargumentsthattheyarepurelyfactual.

他說(shuō)，這些圖像的設(shè)計(jì)是為了訴諸于情感，否認(rèn)純粹是事實(shí)的政府論據(jù)。Herenewedhisappealtotheinternationalcommunitytocontinuetoworkforalastingsolutionthroughdialogue.

他再次呼吁國(guó)際社會(huì)繼續(xù)努力，通過(guò)對(duì)話找到一個(gè)永久的解決方案。27USEFULEXPRESSIONSruling統(tǒng)治，支配；裁定Sowhattomakeofthis?Wecheckedinwithacoupleofpatentexpertstomakemoresenseoftheruling.

那么，如何理解這一點(diǎn)？我們聯(lián)系了一些專利方面的專家以便對(duì)該判決有更好的理解。TheygavemealltheevidenceI’deverneedtosupporttheCourtsruling.

他們?yōu)槲姨峁┝怂枰乃凶C據(jù)來(lái)支持最高法院的裁定。28USEFULEXPRESSIONSfileclaimsagainst/for

提起訴訟Insomecases,severalparties—suchasahedgefundandaLehmansubsidiarycouldfileclaimsagainsttheparentstemmingfromthesamedispute—essentiallyleavingLehmanwithdoubleclaims.

某些情況下,對(duì)沖基金和雷曼子公司等實(shí)體可能出于上述同樣的糾紛而對(duì)雷曼母公司提起訴訟,這將讓雷曼陷入雙重麻煩.Incontrast,workerswhoarelaidoffandunemployedcanfileclaimsforunemploymentcompensation,whichresultsinafinancialburdenforthegovernment.

相反，下崗和失業(yè)的工人可以提交索取失業(yè)補(bǔ)償金，這將導(dǎo)致政府有財(cái)政負(fù)擔(dān)。2930Reading

STARTINGUPQUESTIONBeinganewfranchisee,howcouldyousurvivethecompetitionfromtheGiantsintheline?Whatdifficultiesareyouexpectingtomeet?31Answerthefollowingquestionsbriefly.1.WhataretheproblemsfacingupstartslikeCartridgeWorld?Theyarefacingproblemsofqualitycontrol,thequestionablepublicimageofcheapinkdeals,oftenpitchedbyjunke-mailmessage.Somefacelegalchallengesfrombigprintermakers.32Answerthefollowingquestionsbriefly.2.Whyistheprinterbusinesscomparedtotherazorbusiness?Bothbusinesseshaveabigshareofrevenuesfromsellingtherefills.33Answerthefollowingquestionsbriefly.3.WhatisthebusinessofCartridgeWorld?

Itrefillsinkjetandtonercartridgesandsellssomebrand-nameand“remanufactured”cartridgesthathavebeenrebuiltandrefilledbysmallercompanies.34Answerthefollowingquestionsbriefly.4.WhydidMs.Boydthinkthatrefillersandremanufacturerswerenotgainingsharethewaytheyhadbeenexpectedto?Partoftheproblemisaperceptionthatrefilledandremanufacturedcartridgesproducepoorprintquality.Anotherproblemfortherefillersistokeepupwithinnovationsincartridgedesignandlegalchallengesfromprintermakers.Thethirdproblemisthepoorimpressionofdiscountdealsonprinterink.35Answerthefollowingquestionsbriefly.5.WhatdoesCartridgeWorldthinkwillhelpitwinoversmallbusinessesandhomeusers?

Goodqualityandlowprice.36Completethefollowingsentencesbychoosingwordsandexpressionsfromthetext.CartridgeWorld

thatgoodqualityandlowpriceswillhelpitwinoversmallbusinessesaswellashomeusers.“Becausewebuildourbusinesswith

rightonMainStreet,themajorityofthemareobviouslywalk-ins,”Mr.Nonnenmachersaidofhiscustomers.Butheaddedthatthecompanywasalso“

corporations.”Mr.Yarkinalsosees

throughpotentialallianceswithprintermakers.One

isforprintermakerstooffercustomersthe

oftakingemptycartridges

anynearbyCartridgeWorldforrefilling

sendingemptycartridgesbacktothemakersforrecycling.37contentsbricksandmortar

goingaftergrowthpossibilityoptiontoinsteadofTranslatethefollowingsentencesintoEnglish.1.很多像墨盒世界這樣的新興企業(yè)，在由惠普和利盟等寡頭公司控制下的打印機(jī)墨水行業(yè)里，仍舊是邊緣化的企業(yè)。他們受著質(zhì)量控制問(wèn)題、廉價(jià)墨水商有爭(zhēng)議的公眾形象問(wèn)題（通常源于垃圾郵件信息）等的困擾。一些企業(yè)還面臨著來(lái)自大型打印機(jī)制造商在法律方面的挑戰(zhàn)。ManyupstartslikeCartridgeWorldarestillmarginalinaprinterinkindustrydominatedbypowerhouseslikeHewlett-PackardandLexmark.Manyarewrestlingwithqualitycontrolproblemsandthequestionablepublicimageofcheapinkdeals,oftenpitchedbyjunke-mailmessages.Somefacelegalchallengesfrombigprintermakers.38TranslatethefollowingsentencesintoEnglish.2.打印機(jī)制造商們急于擋開(kāi)那些為顧客提供更廉價(jià)選擇的墨盒再生商們。墨盒世界信心十足,認(rèn)為有了機(jī)智的特許經(jīng)營(yíng)者們和優(yōu)質(zhì)的服務(wù)，它能夠吸引那些不愿意付30美元或更多的錢去買墨盒的計(jì)算機(jī)用戶。Theprintermakersareeagertofendoffrefillersthatofferconsumersacheaperoption.CartridgeWorldisconfidentthatwithnimblefranchiseesandgoodservice,itcanattractbusinessfromcomputeruserstiredofpaying$30ormoreforanewinkcartridge.39TranslatethefollowingsentencesintoEnglish.3.做墨盒生意的都是一些小銷售商,有的通過(guò)互聯(lián)網(wǎng)運(yùn)行、有的通過(guò)郵件銷售給各商業(yè)單位。但是大型打印機(jī)制作商仍舊占據(jù)了墨盒市場(chǎng)的95%的份額。Thecartridgebusinessisfullofsmallsellers,someoperatingontheInternetandsomesellingtobusinessesbymail.Butthebigprintermakersstillholdmorethan95percentoftheinkcartridgemarket.40TranslatethefollowingsentencesintoEnglish.4.當(dāng)然，打印機(jī)制造商們指出，各種調(diào)查表明了很多非主流品牌的墨盒打印的頁(yè)數(shù)比品牌墨盒的少，而且通常打印的照片質(zhì)量較差。Printermakers,ofcourse,eagerlypointtosurveysshowingthatmanyoff-brandcartridgesprintfewerpagesthanbrand-namecartridgesandoftenproducelowerqualityphotos.41TranslatethefollowingsentencesintoEnglish.5.對(duì)墨盒制造商們來(lái)說(shuō)的一種可能性是為顧客提供一種選擇，即把空墨盒拿到附近的墨盒世界再注滿，而不是把空墨盒送回給制造商們重新利用。OnepossibilityisforprintermakerstooffercustomerstheoptionoftakingemptycartridgestoanynearbyCartridgeWorldforrefillinginsteadofsendingemptycartridgesbacktothemakersforrecycling.4243LISTENINGA.

Matchthefollowingwordswiththeirmeanings.1.T2.e3.j4.i5.n6.m7.k8.f9.H10.A11.g12.b13.d14.c44B.

True(T)orFalse(F)?TFT

TFFTT45C.

M/C1.C2.B3.B4.A5.C6.B7.C8.B9.C10.A46D.

TRUE(T)ORFALSE(F)?1.T2.F3.T4.T5.F6.F4748SpeakingThisisarole-playfortwospeakers.SpeakerAreadsthefranchiseprofileofthePetSupplies“Plus”andSpeakerBreadsthefranchiseprofileofGreaseMonkeyandMonkeyShine.Usetheinformationtomakeashortpresentationofthebusinesstoyourpartner,explaininghowitoperatesandwhatinvestmentsarerequiredfromfranchisees.Whenyoufinishyourpresentations,comparethetwofranchisesanddecidewhichyouwouldbemostinterestedinandwhy.49505152EXTENDEDTASK

Readingthefollowingpassageentitled“FranchisingIndustryDisputes”(29August,2012

By

MTTeam)anddiscusswhatlessonsyoucanlearn.5354Franchisecontractsvaryfromsimpleproducttomorecomplicatedbusinessformatfranchises.Theyallplaceobligationsonthepartiestomeetperformancestandards.Morethananyotherbusinessareafranchisingreliesonpositivebusinessrelationshipsandeffectivecommunicationasthefailureofeitherpartytomeettheirobligationsmayresultinfinanciallossfortheotherparty.Manydisputesarisewhentheperformanceofthebusinessfailstomeettheexpectationsofthefranchisee,aspresentedinthedisclosuredocumentation.Otherdisputescanrelatetodisputedtradingareas,maintainingoperatingstandards,uncompetitiveproductpricing,royaltypayments,assignments,andterminations.55CaseStudyFranchisingIndustry56BackgroundFrankWileywastheownerof‘Blast’afranchiseforhouseholdcleaningservicesbasedinMelbourne.FollowingthesuccessinMelbourneFrankdecidedtotrytheconceptintheSydneymarket.Wayne&SuepurchasedoneofthefranchiseoutletsinSydney.57TheDisputeAftertwoyearsWayne&Suewereunabletopaytheirfranchiseroyalty.AttemptsbybothpartiestofindasolutionbydirectnegotiationfailedandWayne&Suerequestedthematterbemediatedonadvicefromtheirsolicitor.FrankWileyagreedtothemediationinanefforttopreventcostlylitigation.58TheFactsThefranchiseagreementwas10yearsplusafurther10yearsfromthedateofpurchase.Initialcostincludedgoodwillandcapitalforequipmentandstartupcosts.ARetailleasewasinplace,with12monthsandathree-yearoptionremaining.59TheProcessThemediatorrequestedaprivatemeetingwithbothpartiesasemotionswererunninghigh.Wayne&Suewereayoungmarriedcouplewhohadborrowedfromtheirfamilytobuythefranchiseandthepossiblefailureofthebusinesswascreatingsignificantstress.TheybelievedFrankWileyhadnotsupportedtheSydneynetworkandhadnothonouredcommitmentsmadeatthetimeofpurchasecausingthebusinesstofail.FrankadmittedinprivatehisconcernabouttheSydneymarket.However,healsobelievedWayne&Suewerepoorperformersthuscompoundingtheproblem.Thejointmediationsession(heldatneutralpremises)enabledthepartiestotableallrelevantdocumentationincludingcurrentfinancialdata.ThemajoroutcomerevolvedaroundtherealisationthatthemarketinSydneycouldnotsupportthecurrentnumberoffranchisees.Althoughmanypotentialsolutionswereexplo