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1、 4 FranchingAim of learning:In this unit, learners are expected to : -learn the business terms and expressions concerning franchising ;-the business concepts concerning franchisng- design franchising programs feasible in real business situation Time required: 6 hoursBackground knowledge:特许经营是指特许经营权拥
2、有者以合同约定 的形式，允许被特许经营者有偿使用其名称、标志 、专有技术、产品及运作管理经验等从事经营活动 的商业经营模式。特许经营一词译自英文franchising，目前国内对 franchising这个词的翻译和理解大致有两种：一种 译为特许经营。把特许经营组织与连锁店、自由连 锁、合作社等并列，属于所有权不同的商店的范畴 。这种译法与西方市场营销学的界定是一样的，是 一种常用的翻译方法。 另一种译为特许连锁。认 为特许连锁是连锁店的一种组织形式，与公司连锁、自由连锁并列为连锁的三种类型。 Background knowledge:特许经营作为一种商业经营模式，在其 经营过程和方法中有以下
3、四个共同点： 个人对商标、服务标志、独特概念、专利、 商业秘密、经营诀窍等拥有所有权。 权利所有者授权其他人使用上述权利。在授权合同中包含一些调整和控制条款，以 指导受许人的经营活动。授许人需要支付权利使用费和其他费用。Lead in Key vocabulary n franchising 特许经营n franchisor 特许经营许可权人n franchisee 特许经销代理人n open a business 开设店面n initial 最初的n franchisee fee特许经营费用n front end fee特许经营费用n royalty 特许权费/专利费n management
4、 service fee 管理服务费n annual turnover年营业额nadvertising fee广告费n operation manual 操作手册n master franchisee 主经销代理商n supervise 监管n principal advantage 主要优势n seek approval 获得批准Reading n unskilled work 非技能性工作、简单工作n networking 网络工作n time management 时间管理n independent evaluation 独立的评估n administrative work 管理工作n
5、electronic form 电子表格n Text : One day in my lifen take up the fast food challenge开始从事n (alarm ) goes off 响起来n make some mental lists -think of a list of sth. n computerized accounts计算机管理的账户n floor manager 楼面经理、现场管理经理n get involved in 涉及到n expand the seating add more seats增加座位n conform to (some standa
6、rds)符合标准n refurbishment重新装修、翻新、n a big move for us-development n pay offget favorable returns 获得回报n boast-自夸n have a quick chattalk rapidly n regular breakfast customer 吃早餐的老顾客n make monthly checkcheck every monthn assessevaluate n presentationoutlook/appearance(食物的）外观n commend 推荐、表扬n tackle (proble
7、ms)deal with 解决问题n in the UK league联盟n have an ongoing dialogue进行持续的对话n a field consultant现场业务顾问n tax office 税务部门n query 询问n payroll 工资单n casual worker 临时工n lunchtime rush 午餐的高峰时间n we are short staffedlack staffn muck in -offer help n a bomb site 炸弹爆炸的废墟n massa large amount 大量的n untrained eye 未经训练的人
8、n paperwork文书工作 n in priority order处在优先的顺序n head off to leave /go offn end up taking work homeleave the office and go on to work at home n supervise the childrens homework监督n end-of-month figures 月末的结算n have three or four books on the go to readn autobiography 自传n snoring was lasered away snoring wa
9、s cured by laser operation n have craving for McDonald desire for /like to have sth. very much 渴望n pregnant怀孕的n premonition 前兆n1. Match the words form the text with their corresponding definitions:(p.37)Keys: 1/h 3/a 4/e 5/I 6/d 7/j 8/b 9/f 10/c n2. Exercise : Complete the questionaire(p.39) using t
10、he words from Vocabulary 1. Change the form of the words where necessary.Keys : 2.report 3/update 4/paperwork5/challenge 6/maintenance 7/records8/tackleVocabularyVocabularyVocabulary development: suffixes: n Exercise: (P.40)Language FocusnAdverbs: nLook at the adverbs expressing time from the text o
11、n page 38. Match them to their corresponding definitions:Keys: 2/eventually 3/already /5.sometimes6/usually 7/alwaysPractice (page 41)Keys: b/is used to helpingc. is used to chatting d. is used to attending e. used to snore f. used to work g. used to have h. is used to taking Skill FocusnReadingnExe
12、rcise 1. (page 42)n fixtures and fittings 固定设备n trademark 商标n charge 费用n gross margin /gross profit margin 利润额、毛利润额n market/marking research 市场调查n Keys: 1.e 2.g 3.a 4.f 5. c 6. d 7. b nExercise 2 (page 43)nKey words: opening stock（营业）初始的储备working capital 营运资本、资本purchase of displayback-up capital后备资本
13、general working capital 通常的运用资本nshopfittingn installation cost 安装费n allowance津贴、补助n contractors承包商n security system安全系统n air-conditioning 空调系统n subsistence expenses 生活费n franchise fee pack特许权费组合n territory evaluation区域评估n property search and survey房产寻找与调查n market launch fee市场推广费n promotional launch
14、package促销推广费n profiled customer basen lease negotiations 出租协议、谈判n bank charges 银行业务手续费n know-know 专有技术n value added tax (VAT)增值税n reclaimable可收回的n subject to status 以实际情况为准n estimate估计n funding融资、提供资金n clearing banks清算银行、结算银行n subject to status以实际情况为准n cash injection注资、投入资金Listeningn1.Listen to Jani
15、s Errickson, a franchisee with Dunkin Donuts, talking about the organization that she is a part of . Compare the diagram on page 44. nKeys: 1. bakery goods, gagels, muffins, dounts and coffee2. 1995 3. $200,00 4. Allied Domecq5. Baskin Robbins 6. ice cream, beverages, sodas and shakes 7.$.100,00 8. Togos9.1997n2. Listen to Janis talking about how to run a franchise successful. What reasons does she give for paying particular attention to the following things?1.Preparation 2.Management3.Money management 4. Vision 5.Faith nSpeakingnWork in pairs: P.44nWriting nE-mail writing:Page 44-45.
