MBA研究生英語綜合教程（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家說。Nevertheless,anequitablecommitmentcanandshouldexistforeveryphaseoftheprojectiftheprojectistoremainviable.

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

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

廣告客戶和用戶多年來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，對新貴手機公司可是壞消息。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，它能以越來越少的成本做越來越多的事情；由于大規(guī)模消費的存在，技術的單位邊際成本漸趨于零。Marginalculturesinthepasthaverightfullyenteredthemainstreamthroughbusiness,takingmoneyfromthemajorityandinfusingitintotheirowntribes.

過去，邊緣文化曾通過商業(yè)活動合法地進入主流社會，從多數(shù)人那里掙得金錢，并注入到自己的部落。22USEFULEXPRESSIONSwrestlewith全力對付；努力克服Journalistshavetowrestlewithwhether,when,whyandhowtheysharethesekindsofmessageswiththepublic.

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

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

off避開；擋開Swansareveryprotectiveoftheiryoungandwillusetheirincrediblypowerfulwingstofendoffdogs(andsometimeshumans).

天鵝很愛護它們的幼崽，當受到攻擊時，它們就會用其強有力的翅膀來把狗擋開（有時對人類也會這樣）。AndeventhoughGoogleisahugeorganization,itstillhastheagilityandforward-thinkingtofendoffattackers.

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

您的設計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)小時內(nèi)改變航向。Thankstotheseandotherfactors,developmentteamsmustbecomemoreefficient,morenimble,andmorequality-oriented.

由于這些和其他因素，開發(fā)團隊必須更加有效率、更加敏捷，并且更面向質(zhì)量。25USEFULEXPRESSIONSinfringement侵犯；違反Thisisnotreasonable.Youshouldsettletheissuefirstandthenscananduploadthebooks,notcommittinginfringementfirst.

這是沒有道理的，你應當先就此事達成一致，然后再掃描和上傳圖書，而不應當先侵權。Thepatentlawsuits,filedinSouthKorea,JapanandGermany,involveinfringementofuptofivepatents,Samsungsaidinastatement.

三星在聲明中指出，這次的專利訴訟同時在韓國，日本和德國提出，涉及五項專利的侵權。26USEFULEXPRESSIONSappealto

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

他說，這些圖像的設計是為了訴諸于情感，否認純粹是事實的政府論據(jù)。Herenewedhisappealtotheinternationalcommunitytocontinuetoworkforalastingsolutionthroughdialogue.

他再次呼吁國際社會繼續(xù)努力，通過對話找到一個永久的解決方案。27USEFULEXPRESSIONSruling統(tǒng)治，支配；裁定Sowhattomakeofthis?Wecheckedinwithacoupleofpatentexpertstomakemoresenseoftheruling.

那么，如何理解這一點？我們聯(lián)系了一些專利方面的專家以便對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,對沖基金和雷曼子公司等實體可能出于上述同樣的糾紛而對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)補償金，這將導致政府有財政負擔。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)量控制問題、廉價墨水商有爭議的公眾形象問題（通常源于垃圾郵件信息）等的困擾。一些企業(yè)還面臨著來自大型打印機制造商在法律方面的挑戰(zhàn)。ManyupstartslikeCartridgeWorldarestillmarginalinaprinterinkindustrydominatedbypowerhouseslikeHewlett-PackardandLexmark.Manyarewrestlingwithqualitycontrolproblemsandthequestionablepublicimageofcheapinkdeals,oftenpitchedbyjunke-mailmessages.Somefacelegalchallengesfrombigprintermakers.38TranslatethefollowingsentencesintoEnglish.2.打印機制造商們急于擋開那些為顧客提供更廉價選擇的墨盒再生商們。墨盒世界信心十足,認為有了機智的特許經(jīng)營者們和優(yōu)質(zhì)的服務，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算機用戶。Theprintermakersareeagertofendoffrefillersthatofferconsumersacheaperoption.CartridgeWorldisconfidentthatwithnimblefranchiseesandgoodservice,itcanattractbusinessfromcomputeruserstiredofpaying$30ormoreforanewinkcartridge.39TranslatethefollowingsentencesintoEnglish.3.做墨盒生意的都是一些小銷售商,有的通過互聯(lián)網(wǎng)運行、有的通過郵件銷售給各商業(yè)單位。但是大型打印機制作商仍舊占據(jù)了墨盒市場的95%的份額。Thecartridgebusinessisfullofsmallsellers,someoperatingontheInternetandsomesellingtobusinessesbymail.Butthebigprintermakersstillholdmorethan95percentoftheinkcartridgemarket.40TranslatethefollowingsentencesintoEnglish.4.當然，打印機制造商們指出，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.對墨盒制造商們來說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