MBA研究生英语综合教程（第二版）课件：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.

“这不是一种可行的投资。”该研究的一位科学家说。Nevertheless,anequitablecommitmentcanandshouldexistforeveryphaseoftheprojectiftheprojectistoremainviable.

然而，如果项目能够保持可行，那么项目的每个阶段应该存在一个公平的承担义务。20USEFULEXPRESSIONSupstart暴发户；自命不凡的人Hetriedtopassforagentleman;buteveryoneknewhewasanupstart.

他设法将自己冒充成为一名绅士，但每个人都知道他只是一位暴发户。Advertisersandusershavebeenwaitingforyearsforthehotupstarttosettleonaformulaforads.

广告客户和用户多年来一直等待这家广受欢迎的新贵企业就广告模式作出决定。IfApplewinsagainstHTC,thatwouldbebadnewsforupstarthandsetfirms.

如果苹果打赢了宏达，对新贵手机公司可是坏消息。21USEFULEXPRESSIONSmarginal边缘的；临界的；末端的Andeveryyear,likesomesortofmagicclockwork,itdoesmoreandmoreforlessandless,bringingthemarginalcostsoftechnologyintheunitsthatweindividualsconsumeclosertozero.

每年，就像某些神奇的发条装置一样，它能以越来越少的成本做越来越多的事情；由于大规模消费的存在，技术的单位边际成本渐趋于零。Marginalculturesinthepasthaverightfullyenteredthemainstreamthroughbusiness,takingmoneyfromthemajorityandinfusingitintotheirowntribes.

过去，边缘文化曾通过商业活动合法地进入主流社会，从多数人那里挣得金钱，并注入到自己的部落。22USEFULEXPRESSIONSwrestlewith全力对付；努力克服Journalistshavetowrestlewithwhether,when,whyandhowtheysharethesekindsofmessageswiththepublic.

记者们不得不斟酌：是否要、什么时候、为什么以及怎样与公众分享这样的消息。Butwehavehadtowrestlewiththebigchallengesandhavecometosomeideasofwheretheanswerslie.

但我们必须应对这些巨大的挑战，而且我们对在哪里可以找到答案也已有了一些想法。23USEFULEXPRESSIONSfend

off避开；挡开Swansareveryprotectiveoftheiryoungandwillusetheirincrediblypowerfulwingstofendoffdogs(andsometimeshumans).

天鹅很爱护它们的幼崽，当受到攻击时，它们就会用其强有力的翅膀来把狗挡开（有时对人类也会这样）。AndeventhoughGoogleisahugeorganization,itstillhastheagilityandforward-thinkingtofendoffattackers.

所以即使谷歌是一个庞大的机构，它仍然具有敏捷性和前瞻性的思维来抵御攻击。24USEFULEXPRESSIONSnimble敏捷的；聪明的；敏感的Yourdesignmustbeabletodigdeepenoughtoprovideeverythingyourorganizationneedsatthismomentbutbenimbleenoughtochangecoursewithinhours.

您的设计必须能够足够深入地挖掘，以提供组织在此刻需要的所有信息，但是又要足够敏捷，以在数小时内改变航向。Thankstotheseandotherfactors,developmentteamsmustbecomemoreefficient,morenimble,andmorequality-oriented.

由于这些和其他因素，开发团队必须更加有效率、更加敏捷，并且更面向质量。25USEFULEXPRESSIONSinfringement侵犯；违反Thisisnotreasonable.Youshouldsettletheissuefirstandthenscananduploadthebooks,notcommittinginfringementfirst.

这是没有道理的，你应当先就此事达成一致，然后再扫描和上传图书，而不应当先侵权。Thepatentlawsuits,filedinSouthKorea,JapanandGermany,involveinfringementofuptofivepatents,Samsungsaidinastatement.

三星在声明中指出，这次的专利诉讼同时在韩国，日本和德国提出，涉及五项专利的侵权。26USEFULEXPRESSIONSappealto

呼吁；上诉；要求；对…有吸引力Hesaystheimagesaredesignedtoappealtoemotion,rejectinggovernmentargumentsthattheyarepurelyfactual.

他说，这些图像的设计是为了诉诸于情感，否认纯粹是事实的政府论据。Herenewedhisappealtotheinternationalcommunitytocontinuetoworkforalastingsolutionthroughdialogue.

他再次呼吁国际社会继续努力，通过对话找到一个永久的解决方案。27USEFULEXPRESSIONSruling统治，支配；裁定Sowhattomakeofthis?Wecheckedinwithacoupleofpatentexpertstomakemoresenseoftheruling.

那么，如何理解这一点？我们联系了一些专利方面的专家以便对该判决有更好的理解。TheygavemealltheevidenceI’deverneedtosupporttheCourtsruling.

他们为我提供了所需要的所有证据来支持最高法院的裁定。28USEFULEXPRESSIONSfileclaimsagainst/for

提起诉讼Insomecases,severalparties—suchasahedgefundandaLehmansubsidiarycouldfileclaimsagainsttheparentstemmingfromthesamedispute—essentiallyleavingLehmanwithdoubleclaims.

某些情况下,对冲基金和雷曼子公司等实体可能出于上述同样的纠纷而对雷曼母公司提起诉讼,这将让雷曼陷入双重麻烦.Incontrast,workerswhoarelaidoffandunemployedcanfileclaimsforunemploymentcompensation,whichresultsinafinancialburdenforthegovernment.

相反，下岗和失业的工人可以提交索取失业补偿金，这将导致政府有财政负担。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.很多像墨盒世界这样的新兴企业，在由惠普和利盟等寡头公司控制下的打印机墨水行业里，仍旧是边缘化的企业。他们受着质量控制问题、廉价墨水商有争议的公众形象问题（通常源于垃圾邮件信息）等的困扰。一些企业还面临着来自大型打印机制造商在法律方面的挑战。ManyupstartslikeCartridgeWorldarestillmarginalinaprinterinkindustrydominatedbypowerhouseslikeHewlett-PackardandLexmark.Manyarewrestlingwithqualitycontrolproblemsandthequestionablepublicimageofcheapinkdeals,oftenpitchedbyjunke-mailmessages.Somefacelegalchallengesfrombigprintermakers.38TranslatethefollowingsentencesintoEnglish.2.打印机制造商们急于挡开那些为顾客提供更廉价选择的墨盒再生商们。墨盒世界信心十足,认为有了机智的特许经营者们和优质的服务，它能够吸引那些不愿意付30美元或更多的钱去买墨盒的计算机用户。Theprintermakersareeagertofendoffrefillersthatofferconsumersacheaperoption.CartridgeWorldisconfidentthatwithnimblefranchiseesandgoodservice,itcanattractbusinessfromcomputeruserstiredofpaying$30ormoreforanewinkcartridge.39TranslatethefollowingsentencesintoEnglish.3.做墨盒生意的都是一些小销售商,有的通过互联网运行、有的通过邮件销售给各商业单位。但是大型打印机制作商仍旧占据了墨盒市场的95%的份额。Thecartridgebusinessisfullofsmallsellers,someoperatingontheInternetandsomesellingtobusinessesbymail.Butthebigprintermakersstillholdmorethan95percentoftheinkcartridgemarket.40TranslatethefollowingsentencesintoEnglish.4.当然，打印机制造商们指出，各种调查表明了很多非主流品牌的墨盒打印的页数比品牌墨盒的少，而且通常打印的照片质量较差。Printermakers,ofcourse,eagerlypointtosurveysshowingthatmanyoff-brandcartridgesprintfewerpagesthanbrand-namecartridgesandoftenproducelowerqualityphotos.41TranslatethefollowingsentencesintoEnglish.5.对墨盒制造商们来说的一种可能性是为顾客提供一种选择，即把空墨盒拿到附近的墨盒世界再注满，而不是把空墨盒送回给制造商们重新利用。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