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

 “But what if I break my arm again？”My five-year-old daughter asked,looking very　1　.I knew she　2　very much to learn to ride,but ever since she’d fallen off her bike and broken her arm,she’d been afraid.

“Oh,honey,”I said.“I don’t think you’ll break another arm.”“　3　I could,couldn’t I？”“You know,honey,”I said,“　4　everything you do comes with risks.You could get a broken arm in a car　5　and then be afraid to　6　ride in a car again.You could break your arm jumping a rope.You could break your arm at gym.Do you want to　7　going to gym？”“No,”she said.And with a determined spirit,she stood up and　8　to try again.

I spent the rest of the afternoon at the park watching a very　9　little girl overcome a fear,and　10　myself on being a useful single parent after a painful divorce(离婚)．

As we walked home,she asked me about a conversation she’d overheard me having with my　11　the night before.

“Grandma wanted you to find someone to　12　.”“What grandma wants is for someone to　13　my heart again.”“But Mom...”“You’re too young to　14　it,”I told her.“So I guess love isn’t like a broken arm.”she said. 　15　to answer,we walked the rest of the way in　16　.When I got home,I called my mother and　17　her for talking about this to my daughter.Then I did what I’d seen my brave little girl do that very afternoon.I agreed to　18　Steve.

Steve was the man for me.We　19　less than a year later.It turned out my mother and  daughter were　20　.

1．A.surprised             B．disappointed            C．sad                       D．puzzled

2．A.wanted                B．hated                     C．lost                       D．gained

3．A.And                   B．Or                        C．Instead                  D．But

4．A.Almost                B．Hardly                    C．Nearly                   D．Mostly

5．A.trade                    B．sale                        C．accident                  D．show

6．A.ever                    B．never                     C．even                     D．yet

7．A.start                    B．regret                     C．finish                     D．stop

8．A.offered                B．agreed                   C．had                       D．chose

9．A.shy                    B．weak                     C．brave                     D．gentle

10．A.congratulating     B．praising                   C．encouraging           D．celebrating

11．A.father                 B．mother                  C．sister                    D．brother

12．A.like                    B．know                     C．love                     D．teach

13．A.warm                B．feel                       C．buy                      D．break

14．A.understand         B．believe                    C．accept                  D．receive

15．A.Unable               B．Unwilling                C．Uncertain               D．Unhappy

16．A.excitement          B．sorrow                   C．silence                   D．surprise

17．A.punished            B．scolded                   C．thanked                 D．appreciated

18．A.hire                  B．meet                     C．fire                      D．invite

19．A.left                   B．married                   C．moved                  D．quarrelled

20．A.wrong              B．right                       C．clear                     D．clever

Who Is Kimberly Kirberger? Kimberly Kirberger is the president and founder of Inspiration and Motivation for Teens, Inc．(I．A．M．for Teens, Inc．) a corporation formed exclusively (专有地) to work for teens．It is her goal to see teens represented in a more positive light and it is her strong belief that teens deserve better and more positive treatment．

She spends her time reading the thousands of letters and stories sent to her by teen readers and traveling around the country speaking to high school students and parents of teens．She has appeared as a teen expert on many television and radio shows．

Kimberly says that the College Soul book has been an amazing journey．In getting close to and heating from so many teenagers she kept hearing about this very emotionally packed time that begins with application to college and extends through the four-year experience．It became clear to her that this was a time of life that was filled with many challenges and that college students could really benefit from a book like this．For her, it was simply a continuation of a commitment that she has made to teenagers to do what she can to inspire and motivate them while letting them know there are people who believe in them．

Kimberly is the co-author of the bestseller, Chicken Soup for the Teenage Soul and the New York Times bestseller, Chicken Soup for the Teenage Soul II, as well as Chicken Soup for the Teenage Soul Journal．She is also the co-author of the forthcoming Chicken Soup for the Parent’s Soul and Chicken Soup for the Teenage Soul III, and the author of Teen Love: On Relationships, a Book for Teenagers．

Kimberly started the Teen Letter Project with Jack Canfield, Mark Victor Hansen and Health Communications, InC．The Project is responsible for answering the heartfelt letters received from teenagers and also reaching out to teens in trouble and encouraging them to seek professional help．

To book Kimberly for a speaking engagement or for further information on any of her projects, please contact:

I．A．M．for Teens, Inc．

P．O．Box 936, Palisades, CA 90272 phone: 310-573-3655

fax:．310-573-3657

e-mail for stories: stories @ teenagechickensoul.com

e-mail for letters: letters @ teenagechick

Web site: www.Teenagechickensoul.com

68．Kimberly Kirberger devotes herself to ________．

A．helping people in trouble　　 B．writing books for children

C．the research of teen problems　　  D．the healthy growth of teenagers

69．The third paragraph mainly tells us ________．

A．why Kimberly wrote the College Soul book

B．how Kimberly wrote the College Soul book

C．the College Soul book was a great success

D．college students benefit from the College Soul book

70．Which of the following was written alone by Kimberly Kirberger ?

A．Chicken Soup for the Teenage Soul．

B．Chicken Soup for the Parent’s Soul．

C．Teen Love: On Relationship, a Book for Teenagers．

D．Chicken Soup for the Woman’s Soul．

71．What’s the purpose of the Teen Letter Project?

A．Helping problem teenagers．  B．Collecting teenager problems．

C．Attracting the teenagers．      D．Offering help to teenagers．