unit4商務(wù)英語之特許經(jīng)營

FranchisingUnit41franchisormanagementservicesfeefranchiseagreementadvertisingfeefranchiseeformatoperationsmanualmasterfranchiseefranchisefeeFranchisingcanbedefinedasabusinesssysteminwhichacompany(or________)sellsanindividual(or_______)therighttooperateabusinessusingthefranchisor’sestablishedsystemor___________.Thefranchiseeisthusabletotakeadvantageofthefranchisor’sbrandnames,reputationandexperience.Aspartofthecontract(or____________)thefranchiseepaysaninitialsumofmoney,knowasa____________tothefranchisorand,inaddition,agreestopaya_________________inexchangeforcontinuingadviceandassistancewhichisusuallycalculatedasapercentageofannualturnover.Incertaincasesthefranchiseemayalsopayan___________tocontributetothefranchisor’sannualadvertisingandmarketingcosts.Itisimportanttounderstandthatthefranchiseealsohastofindthenecessarycapitaltoopenthebusiness.Oncethecontracthasbeenagreed,thefranchisorprovidesan______________whichisadocumentcontainingalltheinformationthatthefranchiseerequiresinordertomanagehisorherbusiness.Insomecasesafranchisormayappointa_____________tosuperviseallaspectsofthedevelopmentofthebusinessinsideaterritory.franchisorfranchiseeformatfranchiseagreementfranchisefeemanagementservicesfeeadvertisingfeeoperationsmanualmasterfranchisee2Whatisfranchising?特許經(jīng)營是指特許經(jīng)營權(quán)擁有者以合同約定的形式，允許被特許經(jīng)營者有償使用其名稱、商標(biāo)、專有技術(shù)、產(chǎn)品及運作管理經(jīng)驗等從事經(jīng)營活動的商業(yè)經(jīng)營模式。EmployeremployeeInterviewerintervieweeLicensor/licenserlicenseeDrawer(開票人)drawee（付款人）PayerpayeeConsignor（委托人，發(fā)貨者）consignee（收件人，承銷人）34McDonald'stheleadingglobalfoodserviceretailermorethan30,000localrestaurantsserving50millionpeopleeachdayinmorethan119countries5Unit4FranchisingOnedayinmylife6Takeup(thechallenge)toacceptasuggestion,offer,orideatakeuptheinvitationtakeupthechallengetakeuptheposition7LeedsAboroughofnorth-centralEnglandnortheastofManchester.amajorcommercial,transportation,communications,andindustrialcenter.8Leeds9LivebyIhavealwaystriedtolivebymyfaith.(=accordingtomyreligion)Hewastiredoflivingbysuitcase.(=spendingalotoftimetravelling)10computerizetousecomputerstocontrolanoperation,system,processetcTheycomputerizedtheaccountsdepartmentbackin1985.acomputerizeddatabaseThecompanyhascompletedthecomputerizationofspecificthingssuchasthealarmsystem.11FloorManagerWhosejobistomanageadepartmentorfloorinalargestoreFLOOR:theareawheretheordinaryworkersdotheirwork12administrationtheactivitiesinvolvedwithmanagingandorganizingtheworkofacompanyororganizationIwanttospendmytimeonresearchanddevelopmentratherthanadministration.thepartofacompanyororganizationinvolvedwithmanagingandorganizingitsworkThejobcutswillaffectthoseinsalessupportandadministration.13parkanareaoflandwherethereareseveralsmallbusinessesorfactoriesindustrial/?science/?business/?retail/officeparkStapletonAirportbecameanindustrialparkaftertheopeningofDenver'snewairport.Severallargecorporationshavetheirregionalheadquartersinthebusinesspark.

14retailparkagroupingofmanyretailwarehouseswithassociatedcarparkingonthefringesofmostlargetownsandcities,offeringanalternativetobusycitycentresarangeofchainstores,includingsupermarkets,clothesorfootwearsuperstores,electricalsuperstores,andDIYstoresabundanceoffreeparkingandproximitytomajorroadseasiertoreachthancentralshoppingareas15Drive-thru=drive-throughrelatingtoorconductingexchangeswithclientswhodriveuptoawindowandremainintheirautomobilesperformedorprovidedquicklyandroutinelydrive-thrubanking.drive-throughdeliveryAdrive-throughestablishment,especiallyarestaurantAwindowatsuchanestablishment,fromwhichbusinessisconducted

16Drive-thru17Drive-thru18Adrive-thruMcDonald’s19Adrive-thruMcDonald’s20Bacon&EggMcMuffin21invoicealistofitemsprovidedorworkdonetogetherwiththeircost,forpaymentatalatertime:Invoicesmustbesubmittedbythe24thofeverymonth.Cf.bill,receiptinvoice(verb)tosupplyaninvoiceInvoicesbforsth22MysteryDinerNomatterwhattypeofcateringestablishmentyoucanbenefitfromadviceandguidancetohelpmoveforwardandexploityourstrongareasandstrengthenyourweaknesses.Asanindependentprofessionalorganisationwecangiveyouthatadvicethroughourmysterydinerprogram.Customerslikeaproductthattheycantrustandrelyontimeaftertime.Returnvisitsmorelikelyifstandardsareconsistenteverytime.Allowsheadofficepolicyandnewideastobeindependentlyscrutinized.Highlightspossibleproblemareas,whichareeasytomissifitisyourownbusiness.Independentinspectionofsupervisorswhilstseniormanagersareabsent.Motivationalforstaff,goodtousewithastaffincentivescheme.Reducesstaffturnoverthroughincentivestoperform.Deliversmorereassurancetocustomersonquality.Customersexpectationwillbemetoneachrepeatvisit.Providesbettervalueformoney.23commendtoformallypraisesomeoneorsomething:Thejudgecommendedherfor/onherbravery.Foralow-budgetfilm,ithasmuchtocommendit(=itdeservespraise).Itsaysonthebackcoverofthebook'highlycommended’.24ongoingcontinuingtoexistordevelop,orhappeningatthepresentmomentanongoinginvestigation/process/projectNoagreementhasyetbeenreachedandthenegotiationsarestillongoing.25payrollthetotalamountofwagespaidtoallthepeopleworkinginaparticularcompanyorindustryThecompanyhascutitstotalpayrollby7%sincethemerger.Morethanhalfthestatebudgetgoestopayrollandonly11%topublicworks.theactivityofmanagingwageandsalarypaymentsforemployeesTheHumanResourcesDepartmentisresponsibleforpayrolladministration.onthepayroll:tobeemployedbyaparticularcompanyUndertheplan,everyemployeeonthepayrollcanbuy100sharesat$127.25each.26Staffturnovertherateatwhichemployeesleaveacompanyandarereplacedbynewpeople:Thelargenumberoftemporarycontractsresultedinahighturnoverofstaff.They'vehadalotofturnoveratthefactoryrecently.27casualworkersnotregularorfixed;temporary:casuallabour/labourerscasualworkerscasualstaff28rushwhenalotofthingsarehappeningoralotofpeoplearetryingtodoorgetsomethingThere'salwaysarushtogetthebestseats.ItrytodomyshoppingbeforetheChristmasrush.There'sbeenarushfor(=suddenpopulardemandfor)tickets.29muckintosharetheworkthatneedstobedoneShedoesn'tmindmuckinginwiththerestofuswhenthere'sworktobedone.30fries=FrenchfriesThenamedoesnotcomefromthefactthattheiroriginisFrench,butbecausethepotatoesare"frenched“–tocut(greenbeans,forexample)intothinstripsbeforecooking.totrimfatorbonefrom(achop,forexample)31prioritysomethingthatisveryimportantandmustbedealtwithbeforeotherthings:Themanagementdidnotseemtoconsiderofficesafetytobeapriority.Youhavetolearntogetyourprioritiesright/straight(=decidewhicharethemostimportantjobsorproblemsanddealwiththemfirst).Banksnormallygiveprioritytolargebusinesseswhendecidingonloans(=Theydealwiththemfirstbecausetheyconsiderthemmostimportant).Officialbusinessrequirementsobviouslytake/havepriorityoverpersonalrequests(=Officialbusinessmatterswillbedealtwithfirst).32GlennMiller(1904–1944)Bandleader/Trombonist33MoodyBlues34onthegointheprocessofbeingproduced:Didyouknowthatshe'sgotanewbookonthego(=beingwritten)verybusy:I'vebeenonthegoalldayandI'mreallytired.35JaneAustenNovelsSenseandSensibilityPrideandPrejudiceMansfieldParkEmma1775–181736seatingalltheseatsinarestaurant,cinemaetcarestaurantwithseatingfor40customersThehallhasaseatingcapacityof650.theplaceswherepeoplewillsit,accordingtoanarrangementseatingplan/arrangementstheseatingplanfortheweddingdinner37sittingoneofthetimeswhenamealisservedinaplacewherethereisnotenoughspaceforeveryonetoeatatthesametimeSchooldinnersareservedinthreesittings.38conformtoobeyaruleorreachthenecessarystatedstandard,ortodothingsinatraditionalwayBeforebuyingababyvehicle,makesurethatitconformstotheofficialsafetystandards.Membersmustconformtoastrictdresscode.ThewebsiteownermustconformwiththerequirementsoftheDataProtectionAct.Thepropertyconformedtoallthelatestbuildingregulations.39valuetheeconomicvalueofsomethingishowmuchaproductorserviceisworthtosomeonerelativetootherthings(oftenmeasuredinmoney)good/excellentvalue(formoney):ofgoodquality,consideringitspriceoryougetalargeamountfortheprice40First,thefranchiseisthecontractualrelationshipbetweenthefranchisorandthefranchisee.Second,thefranchisorwillallowfranchiseetousetheirowntrademarks,servicemark,businessandtechnicalmethods,continuoussystemandotherindustrialandintellectualpropertyrightsbythefirmpromise.Third,franchisingisacontinuousrelations.Featuresoffranchising41preferredsuppliersSUPPLIER:acompanythatprovidesaparticulartypeofproduct:Microsoftistheworld'slargestsupplierofPCsoftware.Whattheretailerneedsisalargersupplierbaseinordertobemorecompetitive.PREFERREDSUPPLIER:acompanythathasanagreementwithanothercompanytosupplyitwithgoodsorservicesAmajortelecomsfirmrecentlyannouncedthatitwouldmakethecompanyitspreferredsupplierofnewdatacommunicationsequipment.42refurbishmenttorenovatetomakeabuildinglooknewandbrightagainThedevelopersrefurbishedthehouseinsideandout.43abigmoveinsomeboardgames,achangeofthepositionofoneofthepiecesusedtoplaythegame,orachangeofpositionthatispermittedbytherules,oraplayer'sturntomovetheirpieceIttakesalongtimetolearnallthemovesinchess.It'syourmove.44payoffIfsomethingyouhavedonepaysoff,itissuccessfulHepredictedthecompany’smodernizationprogramwouldresultinhighersales.Sofarithaspaidoff.Investorsshouldnotexpectthecompany’smoreaggressivestrategytopayoffrightaway.topaybackmoneythatyouoweWeshouldbeabletopayoffthedebtwithintwoyears.45PayoffIfyouremployerpaysyouoff,theypayyouforthelasttimeandthenendyourjob,becausenowtheydonotneedyouorcouldnotpayyouinthefuture.INFORMALtogivesomeonemoneysothattheywillnotdoorsaysomething,orsothattheywillgoawayTherewererumoursthatkeywitnesseshadbeenpaidofftokeepquiet.46AdvantagesoffranchisingForfranchisees:Franchiseesrequirelessinitialcapitalthanindependentlystartingacompanyandcanuseprovensuccessfulstrategiesandtrademarks.Trainingregardingallareasofthebusinesssuchasmanufacture,preparation,accounting,businesscontrols,merchandising,marketingandpromotionaregivenbytheFranchisortotheFranchisee.TheFranchisorhelpstheFranchiseeinmanywaysliketoobtainoccupationrightstothetradinglocation,prepareplansforlayouts,complywithzoningorplanninglaws,theyalsoprovidegeneralassistanceincalculatingthecorrectlevelandmixofstockfortheopeninglaunchofthebusiness.47AFranchisesystemgreatlyreducesaFranchisee’sbusinessrisksbyprovidingthesupportandbenefits.

ThefieldoperationalstaffoftheFranchisorprovidestheservicestotheFranchisee,toassistswithanyproblemswhichmayariseduringthetimeofbusiness.TheFranchisor’scontinuousresearchanddevelopmentprogramsprovidethebenefitstotheFranchisee,whicharedesignedtoimprovethebusinessandkeepitup-to-datewithlatestinformation.48

Forfranchisors:Theexpansionofdistributionandenhancementofimpactwithoutanykindofadditional

capitalinvestment.Thecompany