Учебно-методическое пособие по обучению профессиональному общению. Коровина Н.А - 19 стр.

money very quickly. If you want to franchise internationally, do it                TEXT 2
because you believe your products or services will make a difference
there. Don't do it to fix your problems at home.                                                       What is Franchising?
                                                                                     When you hear the word 'franchise' you probably think of fast
                             Assignments:                                    food restaurants like McDonald's, Burger King and Wendy's. But there
                                                                             are many more types of franchise businesses.
        I. Find in the text English equivalents for:                                 One out of every three dollars spent by Americans for goods
        охватывать, включать в себя различные виды; становиться              and services is spent in a franchised business. Homes are bought and
повальным увлечением, помешательством; иметь большое значе-                  sold through franchised real estate companies. These same homes can
ние; теоретически, прокладывать путь к; отвечать за; помещение;              be cleaned, painted and carpeted through a franchised business. Cars
внести свой вклад в дело; расходы; промотать, истратить деньги;              can be purchased, tuned and washed through franchises. We can have
решить свои проблемы.                                                        our hair cut, clothes cleaned, pets cared for all in franchised busi-
        II. Answer the questions:                                            nesses. We can travel from one area of the world to another through
        1. How would you define Franchising?                                 franchised businesses.
        2. Describe the way a franchise is operated.                                 Franchising is a method of doing business. It is a method of
        3. What is the condition for successful cross-border franchising?    marketing a product and/or service, which has been adopted and used
        III. Comment on the following statements:                            in a wide variety of industries and businesses. The word "franchise"
        1. Getting Started                                                   literally means to be free. In this sense, franchising offers people the
        Opening a franchise is a major decision. These tips will help        freedom to own, manage and direct their own business. However, as
you determine if it's the right move for you:                                with any freedom, there are responsibilities. In franchising, these re-
        • Do thorough research.                                              sponsibilities have to do with the franchisee's commitments and obli-
        • Talk to other franchisees, including past and present owners.      gations – usually spelled out in a franchise agreement or contract – to
                                                                             the franchiser. The franchiser is the one who owns the right to the
        • Hire an attorney to review all documents.
                                                                             name or trademark of the business. The franchisee is the one who pur-
        • Consider how much cash you can afford to invest in a new
                                                                             chases the right to use the trademark and system of business.
business.                                                                            There are two different types of franchise arrangements: product
        • Reflect on the type of business you can feel passionate about.     distribution arrangements in which the dealer is to some degree, but
        2. To be a good franchisee, you must be a self-starter. Corporate    not entirely identified with the manufacturer/supplier; and business
executives usually are systems-oriented and willing to follow the rules      format franchises in which there is complete identification of the
of the franchise organization, which makes them "ideal candidates".          dealer with the buyer.
        3. The franchise company has to be flexible and have a strong                Business format franchises offer the franchisee not only a
reputation and well-developed operating systems.                             trademark and logo, but a complete system of doing business. Indeed
        4. Industry contacts are essential for potential franchise owners,   the word 'system' is the key concept to franchising. A franchisee re-
but they aren't enough to make a venture work.                               ceives assistance with site selection of the business, personnel training,
        5. If you want to franchise internationally, do it because you be-   business setup, advertising and product supply. For these services the
lieve your products or services will make a difference there. Don't do       franchisee pays an up-front fee and an on-going royalty, which enables
it to fix your problems at home.                                             the franchisor to provide training, research and development and sup-
        6. Perhaps no force has influenced international franchising         port for the entire business. In a nutshell, the franchisee purchases
more than the Internet.                                                      someone else's expertise, experience and method of doing business.
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