题目列表(包括答案和解析)
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.
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
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
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
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
As societies develop, their members start to see things not so much according to what they need, but according to what they want. When people have enough money, these wants become demands.
Now, it' s important for the managers in a company to understand what their customers want if they are going to develop effective marketing strategies (策略). There are various ways of doing this. One way at supermarkets, for example, is to interview customers while they're doing their shopping. They can be asked what they prefer to buy and then the results of the research can be studied. This provides information on which to base future marketing strategies. It' s also quite normal for top managers from department stores to spend a day or two each month visiting stores and mixing freely with the public, as if they were ordinary customers, to get an idea of how customers act.
Another way to get information from customers is to give them something. For example, some fast food restaurants give away tickets in magazines or on the street that permit customers to get part of their meal for nothing. As well as being a good way of attracting customers into the restaurants to spend their money, it also allows the managers to get a feel for where to attract customers and which age-groups to attract.
Another strategy used at some well-known parks such as Disneyland is for top managers to spend at least one day in their work, touring the park dressed as Mickey Mouse or something like that. This provides them with a perfect chance to examine the scene and watch the customers without being noticed.
【小题1】The text is designed for _______
| A．customers | B．salesmen | C．researchers | D．managers |
| A．Visiting customers themselves. |
| B．Giving customers free food on the street. |
| C．Visiting parks as ordinary customers. |
| D．Asking customers questions at supermarkets. |
| A．Visiting Disneyland. | B．Wearing attractive clothes. |
| C．Acting Mickey Mouse. | D．Dressing up and walking around. |
| A．how to find out customers' social needs |
| B．how to develop marketing strategies |
| C．how to do market research |
| D．how to encourage customers to spend more money |
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 .
| 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 |
| A．an immediate investment return |
| B．the profit from the sale of supplies |
| C．the ownership of additional retail stores |
| D．the possibility of profitable advertising |
| 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 |
| A．More advantages of franchising. |
| B．Negative aspects related to franchising. |
| C．The standard of consumer acceptance. |
| D．Risks of investment besides franchising |
As societies develop,their members start to see things not so much according to what they need,but according to what they want.When people have enough money,these wants become demands.
Now,it’s important for the managers in a company to understand what their customers want if they are going to develop effective marketing strategies(策略).There are various ways of doing this.One way at supermarkets(超市),for example,is to interview(采访)customers while they’re doing their shopping.They can be asked what they prefer to buy and then the results of the research can be studied.This provides information on which to base future marketing strategies.It’s also quite normal for top managers from department stores to spend a day or two each month visiting stores and mixing freely with the public,as if they were ordinary customers,to get an idea of how customers act.
Another way to get information from customers is to give them something.For example,some fast food restaurants give away tickets in magazines or on the street that permit customers to get part of their meal for nothing.As well as being a good way of attracting customers into the restaurants to spend their money,it also allows the managers to get a feel for where to attract customers and which age-groups to attract.
Another strategy used at some well-known parks such as Disneyland is for top managers to spend at least one day in their work,touring the park dressed as Mickey Mouse or something like that.This provides them with a perfect chance to examine the scene and watch the customers without being noticed.
【小题1】The text is designed for ________.
| A．managers | B．salesmen |
| C．researchers | D．customers |
| A．Visiting customers themselves. |
| B．Giving customers free food on the street. |
| C．Visiting parks as ordinary customers. |
| D．Asking customers questions at supermarkets. |
| A．Visiting Disneyland. |
| B．Wearing attractive clothes. |
| C．Acting Mickey Mouse. |
| D．Dressing up and walking around. |
| A．how to do market research |
| B．how to develop marketing strategies |
| C．how to find out customers’ social needs |
| D．how to encourage customers to spend more money |
As societies develop, their members start to see things not so much according to what they need, but according to what they want. When people have enough money, these wants become demands.
Now, it' s important for the managers in a company to understand what their customers want if they are going to develop effective marketing strategies (策略). There are various ways of doing this. One way at supermarkets ( 超市), for example, is to interview(采访) customers while they're doing their shopping. They can be asked what they prefer to buy and then the results of the research can be studied. This provides information on which to base future marketing strategies. It' s also quite normal for top managers from department stores to spend a day or two each month visiting stores and mixing freely with the public, as if they were ordinary customers, to get an idea of how customers act.
Another way to get information from customers is to give them something. For example, some fast food restaurants give away tickets in magazines or on the street that permit customers to get part of their meal for nothing. As well as being a good way of attracting customers into the restaurants to spend their money, it also allows the managers to get a feel for where to attract customers and which age-groups to attract.
Another strategy used at some well-known parks such as Disneyland is for top managers to spend at least one day in their work, touring the park dressed as Mickey Mouse or something like that. This provides them with a perfect chance to examine the scene and watch the customers without being noticed.
The text is designed for _______
A. managers B. salesmen C. researchers D. customers
Which of the following can help managers get useful information?
A. Visiting customers themselves. B. Giving customers free food on the street.
C. Visiting parks as ordinary customers. D. Asking customers questions at supermarkets.
What does the word "this" underlined in the last sentence refer to?
A. Visiting Disneyland. B. Wearing attractive clothes.
C. Acting Mickey Mouse. D. Dressing up and walking around.
The main idea of the text is _________.
A. how to do market research B. how to develop marketing strategies
C. how to find out customers' social needs D. how to encourage customers to spend more money
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