(D)
Holiday Inns and Me 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. At 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, through, 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.
86. 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
87. 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
88. 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
89. 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
第Ⅱ卷(共40分)
