Holiday Inns and Mc Donald’s, both saw unmatched growth in the 1960s. Their growth opened another direct business operation—franchising(特许经营).

　 These operations have the same general pattern. The franchisor, the parent company, first establishes a successful retail(零售)business. As it expands, it sees a profit potential in offering others the right to open similar business under its name. The parent company’s methods and means of identification with consumers are included in this right. The parent company supplies skill, and may build and rent stores to franchisees. For these advantages the franchisee pays the franchisor a considerable fee. However, some of the advantages and disadvantages are different.

　 By extending a “proven” marketing method, a parent can profit in several ways. First, the franchisee’s purchase price gives the parent an immediate return on the plan. Then the sale of supplies to the franchisee provides a continuing source of profits. As new businesses are added and the company’s reputation spreads, the value of the franchise increases and sales of franchises become easier. The snowballing effect can be dramatic. Such growth, too, brings into play the economies of scale (规模经济). Regional or national advertising that might be financially impossible for a franchisor with 20 franchises could be profitable for one with 40.

　 The parent, then, finds immediate gains from the opportunity to expand markets on the basis of reputation alone, without having to put up capital or take the risk of owning retail stores. Added to this advantage is a less obvious but material one. Skilled, responsible retail managers are rare. People who invest their capital in franchises, though, probably come closer to the ideal than do paid managers. In fact, the franchisee is an independent store operator working for the franchisor, but without an independent’s freedom to drop supplies at will. Of course the factory’s costs of selling supplies are less. But also certainly the franchisee buying goods that have had broad consumer acceptance will not casually change supplies, even when the contract permits. If the hamburger is not what the customer expected, they may not return. Having paid for the goodwill, the franchisee won’t thoughtlessly destroy it.

Franchising may give you the idea that as a franchisor, you need only relax in the rocking chair. Franchising, however, has problems to be solved.

1. Franchising refers to a business operation in which a successful parent company_________.

A. sells name-brand goods to a private investor

B. rents proven ideas and techniques for investment

C. sells the right, the guidance to a business under its name

D. takes no advertising responsibility for individual investors

2. The advantages of franchising to the parent company are all the following EXCEPT________.

A. an immediate investment return

B. the ownership of additional retail stores

C. the profit from the sale of supplies

D. the possibility of profitable advertising

3. The passage mainly tells the reader_________.

A. the advantages and disadvantages of franchising

B. the benefits of franchising to the franchisor

C. the unmatched economic growth in the 1960’s

D. some regional and national business operation

4. What will the author probably discuss after the last paragraph?

A. More advantages of franchising.

B. Risks of investment besides franchising.

C. The standard of consumer acceptance.

D. Negative aspects related to franchising

　　Holiday Inns and McDonald's both saw unmatched growth in the 1960s．Their growth opened another direct business operation franchising (特许经营)．

　　These operations have the same general pattern．The franchisor, the parent company, first establishes a successful retail (零售) business．As it expands, it sees a profit potential in offering others the right to open similar business under its name．The parent company's methods and means of identification with consumers are included in this right．The parent company supplies skill, and may build and rent stores to franchisees．For these advantages the franchisee pays the franchisor a considerable fee．However, some of the advantages and disadvantages are different．

　　By extending a proven marketing method, a parent can profit in several ways．First, the franchisee's purchase price gives the parent an immediate return on the plan．Then the sale of supplies to the franchisee provides a continuing source of profits．As new businesses are added and the company's reputation spreads, the value of the franchise increases and sales of franchises become easier．The snowballing effect can be dramatic．Such growth, too, brings into play the economies of scale (规模经济)．Regional or national advertising that might be financially impossible for a franchisor with 20 franchises could be profitable for one with 40．

　　The parent, then, finds immediate gains from the opportunity to expand markets on the basis of reputation alone, without having to put up capital or take the risk of owning retail stores．Added to this advantage is a less obvious but material one．Skilled, responsible retail managers are rare．People who invest their capital in franchises, though, probably come closer to the ideal than do paid managers．In fact, the franchisee is an independent store operator working for the franchisor, but without an independent's freedom to drop supplies at will．Of course the factory's costs of selling supplies are less．But also certainly the franchisee buying goods that have had broad consumer acceptance will not casually change supplies, even when the contract permits．If the hamburger is not what the customer expected, they may not return．Having paid for the goodwill, the franchisee won't thoughtlessly destroy it．

　　Franchising may give you the idea that as a franchisor, you need only relax in the rocking chair．Franchising, however, has problems to be solved．

1．Franchising refers to a business operation in which a successful parent company________．

[　　]

A．sells name-brand goods to a private investor

B．rents proven ideas and techniques for investment (投资)

C．sells the right, the guidance to a business under its name

D．takes no advertising responsibility for individual investors

2．The advantages of franchising to the parent company are all the following EXCEPT________．

[　　]

A．an immediate investment return

B．the ownership of additional retail stores

C．the profit from the sale of supplies

D．the possibility of profitable advertising

3．The passage mainly tells the reader________．

[　　]

A．the advantages and disadvantages of franchising

B．the benefits of franchising to the franchisor

C．the unmatched economic growth in the 1960's

D．some regional and national business operation

4．What will the author probably discuss after the last paragraph?

[　　]

A．More advantages of franchising．

B．Risks of investment besides franchising．

C．The standard of consumer acceptance．

D．Negative aspects (方面) related to franchising

Money spent on advertising is money spent as well as any I know of. It serves directly to assist a rapid distribution of goods at reasonable prices, thereby establishing a firm home market and so making it possible to provide for export at competitive prices. By drawing attention to new ideas it helps enormously to raise standards of living. By helping to increase demand it ensures an increased need for labor, and is therefore an effective way to fight unemployment. It lowers the costs of many services: without advertisements your daily newspaper would cost four times as much, the price of your television license would need to be doubled, and travel by bus or tube would cost 20 per cent more.

    And perhaps most important of all, advertising provides a guarantee of reasonable value in the products and services you buy. Apart from the fact that twenty-seven Acts of Parliament govern the terms of advertising, no regular advertiser dare promote a product that fails to live up to the promise of his advertisements. He might fool some people for a little while through misleading advertising. He will not do so for long, for mercifully the public has the good sense not to buy the inferior article more than once. If you see an article consistently advertised, it is the surest proof I know that the article does what is claimed for it, and that it represents good value.

By the first sentence of the passage, the author means that______.                       

A. he is fairly familiar with the cost of advertising

B. everybody knows well that advertising is money consuming

C. advertising costs money like everything else

D. it is worthwhile to spend money on advertising

In the passage, which of the following is not included in the advantage of advertising?  

A. Securing greater fame.         B. Providing more jobs.

C. Improving living standards.    D. Reducing newspaper cost.

According to the author, _____.                                                  

A. the consumers are often fooled by misleading advertising.

B. no advertiser dare promote a product that can't live up to the promise of his advertisement.

C. if an article is consistently advertised, it probably has good value.

D. with advertisements, you have to pay more for the goods or services you need.

From the passage, we can draw a conclusion that____.                                

A. the most importance of advertisements is to lower the cost of many services

B. the twenty-seven Acts of Parliament made misleading advertisements unable to exist

C. advertising assists a rapid distribution of goods, thereby do good to the import at good prices

D. advertising does a lot for the material benefit of the community

Holiday Inns and McDonald’s. both saw unmatched growth in the 1960s. Their growth opened another direct business operation—franchising.
These operations have the same general pattern. The franchisor, the parent company, first establishes a successful retail business. As it expands, it sees a profit potential in offering others the right to open similar business under its name. The parent company’s methods and means of identification with consumers are included in this right. The parent company supplies skill, and may build and rent stores to franchisees. For these advantages the franchisee pays the franchisor a considerable fee. However, some of the advantages and disadvantages are different.
By extending a “proven” marketing method, a parent can profit in several ways. First, the franchisee’s purchase price gives the parent an immediate return on the plan. Then the sale of supplies to the franchisee provides a continuing source of profits. As new businesses are added and the company’s reputation spreads, the values of the franchise increases and sales of franchises become easier. The snowballing effect can be dramatic. Such growth, too, bring into play the economies of scale. Regional or national advertising that might be financially impossible for a franchisor with 20 franchises could be profitable for one with 40.
The parent, then, finds immediate gains from the opportunity to expand markets on the basis of reputation alone, without having to put up capital or take the risk of owning retail stores. Added to this advantage is a less obvious but material one, Skilled, responsible retail managers are rare. People who invest their capital in franchises, though, probably come closer to the ideal than do paid managers. In fact, the franchisee is an independent store operator working for the franchisor, but without an independent’s freedom to drop supplies at will. Of course the factory’s costs of selling supplies are less. But also certainly the franchisee buying goods that have had broad consumer acceptance will not casually change supplies, even when the contract permits. If the hamburger is not what the customer expected, they may not return. Having paid for the goodwill, the franchisee won’t thoughtlessly destroy it.
【小题1】 Franchising refers to a business operation in which a successful parent company          .

Holiday Inns and McDonald’s. both saw unmatched growth in the 1960s. Their growth opened another direct business operation—franchising.

These operations have the same general pattern. The franchisor, the parent company, first establishes a successful retail business. As it expands, it sees a profit potential in offering others the right to open similar business under its name. The parent company’s methods and means of identification with consumers are included in this right. The parent company supplies skill, and may build and rent stores to franchisees. For these advantages the franchisee pays the franchisor a considerable fee. However, some of the advantages and disadvantages are different.

By extending a “proven” marketing method, a parent can profit in several ways. First, the franchisee’s purchase price gives the parent an immediate return on the plan. Then the sale of supplies to the franchisee provides a continuing source of profits. As new businesses are added and the company’s reputation spreads, the values of the franchise increases and sales of franchises become easier. The snowballing effect can be dramatic. Such growth, too, bring into play the economies of scale. Regional or national advertising that might be financially impossible for a franchisor with 20 franchises could be profitable for one with 40.

The parent, then, finds immediate gains from the opportunity to expand markets on the basis of reputation alone, without having to put up capital or take the risk of owning retail stores. Added to this advantage is a less obvious but material one, Skilled, responsible retail managers are rare. People who invest their capital in franchises, though, probably come closer to the ideal than do paid managers. In fact, the franchisee is an independent store operator working for the franchisor, but without an independent’s freedom to drop supplies at will. Of course the factory’s costs of selling supplies are less. But also certainly the franchisee buying goods that have had broad consumer acceptance will not casually change supplies, even when the contract permits. If the hamburger is not what the customer expected, they may not return. Having paid for the goodwill, the franchisee won’t thoughtlessly destroy it.

1. Franchising refers to a business operation in which a successful parent company          .

2.. The advantages of franchising to the parent company are all the following EXCEPT      .

3. The passage mainly tells the reader          .

4.. What will the author probably discuss after the last paragraph?