The Language of Small Business Texts and Vocabulary Training (for students of Economics) Part 1. Учебное пособие

Franchises

the agreement which you sign and fail to meet your obligations under it.

A few of the more stringent conditions may be:

•minimum performance target;

•agreement to purchase minimum amounts of goods and merchandise;

•the requirement to bring your unit up to standard, if necessary.

Experience is now indicating that, with a good franchisor, renewals are made and some are now on their third or fourth term.

What Both the Franchisee

and Franchisor have Agreed to do

The contract will stipulate what both of you must do to keep your side of the bargain. For example, for the franchisor the rules about training, supervision, advertising, support and maintenance and management services etc. should be specified.

The franchisee will have to operate according to the manual and allow the franchisor's staff to monitor the business activities. There will be a requirement not to handle the trademarks, products and services belonging to any competing business of the franchisor's or possibly to trade in any other area allocated to another franchisee.

Setting up as a Franchisor

This aspect of franchising is beyond the scope of the guide, although your interests can be interpreted from what is said about the franchisee's interests.

Here are a few brief guidelines:

•you need to have proved in practice that the business format works. This is done by establishing a pilot operation which should be run exactly along the same lines as the proposed franchise. All the systems and products should be tried out here and all the wrinkles ironed out before selling any franchises. Ideally, the pilot should have run for two years. It

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goes almost without saying that the pilot has to be successful, otherwise you will not be able to sell any franchises;

•the business format needs to be distinctive in its image and/or its way of operating;

• it must be possible to pass on the format successfully to others;

•the format needs to be capable of earning high enough profits to give both the franchisee and franchisor an adequate living.

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Translate into English

1.Его назначили главным инженером. Боюсь, его квалифи- кация не соответствует данной должности.

2.У нас в следующем месяце крупные выплаты.

3.Это твердое обязательство.

4.Он не в состоянии оплатить свои долги.

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5.Я твердо обещал ему одолжить деньги.

6.Компания обязалась выплатить премии персоналу.

7.Ты вынужден выполнить то, что обещал.

8.Товары, импортированные для продажи, не собственность коммивояжера.

9.Вот это хорошая (выгодная) покупка!

10.На этой неделе цены снижены.

11.Они весь день торговались о цене.

12.Он отказался от своей самостоятельности взамен на дирек- торскую должность.

13.Я рассчитываю на вашу поддержку.

14.Мы никак не ожидали (не рассчитывали), что он уйдет в отставку.

15.Мы не занимаемся продажей книг по медицине.

16.Мы продаем запчасти для автомобилей.

17.Он занимается этим вопросом.

18.Я занимаюсь только кадровыми вопросами.

Definitions of terms

Franchise:

1.com. – an arrangement by which a monopoly producer (the franchisor) gives another producer or trader (the franchisee) by formal license the exclusive right, i.e. a right held by no one else, to manufacture or sell the products of the franchisor in a certain area such as a town, county or country. The franchisee may pay the franchisor by a royalty on the number of units produced or on the number sold, and he may agree to buy all his supplies only from the franchisor.

2.mart insc. – an amount of loss below which in certain conditions the insurers are not bound to pay in full. The purpose is to discourage very small claims.

PR = Public Relations, advtg, – the business of forming and preserving in the eyes of the public an attractive image of a person or organization. Cf,: publicity

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Franchises

Publicity:

1.advtg. – the business of attracting public attention and of encouraging general feelings of goodwill towards a product or service in order to sell it. E.g.: “Miss Robinson is in charge of publicity. She is the Publicity Manager and head of the Publicity Department, which produces our publicity material. Our rivals employ a publicity agent who runs a publicity bureau.”

2.public notice: “The reviews are giving the book valuable publicity.” “The publicity in the press has increased sales tenfold.”

Cf: public relations

Promotion — any communication for purposes of selling a product or service, including advertising, personal selling, and publicity.

1.advtg. & com. Activities aimed to increase the demand for a product.

2.stk. exch. – company promotion, the work of forming a new company.

3.num. – an increase in the rank and responsibility of an employee. Syn.: advancement

Sales promotion – the work of selling a product by all useful methods such as: powerful advertising; personal persuasion of possible customers by visit, phone or letter, exhibitions, displays and demonstrations; competitions for prizes; free samples; trading stamps, etc.

Brand, com. & ind. – originally an owner's mark, made by burning on cattle, ect., but now a maker's name, trade-mark or sign, usually officially registered and protected, put on goods to make it easy for buyers to recognize the make or quality. Local brand – a brand of product sold locally, usually in the area in which it is manufactured. National brand — one sold all over the country. A name, term, sign, symbol, or design, or a combination of them which identifies the goods or services of one seller or group of sellers. A brand name is what a product is called. Manufacturers who handle more than one item must decide whether to use a family brand – the same brand for a number of different

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products, or an individual brand for each product. Manufacturer's brands are those created by manufacturers while distributor's or dealer's brands are created by middlemen.

Cf.: trademark, logo.

Trademark, law & com. – a special mark that is placed on particular brand of article or commodity to distinguish it from similar goods sold by other producers. In Britain, new trademarks must first be approved by a government department and, if approved, they are registered at the Patent Office.

A registered trademark becomes the property of the person or organization in whose name it is registered, and no other producer may use it without the owner's permission. If the trademark consists only of a name, it is called a registered trademark.

The officially registered name, symbol, figure, letter, word, or mark identifying a product or service. A trademark legally assures exclusive use by its owner.

Logo = logogram, ind. & com. – a single sign or picture representing a whole world, especially a name, often used as a trademark.

Pilot scheme, ind. – a small trial business or manufacturing activity made to get experience before investing in a larger scheme.

Purchases, pl. those goods that a business buys with the intention of selling by way of trade, not goods bought for use by the business.

Accounting, accts. – in Britain, a system of recording the money value of business dealings and income and expenditure accounts to enable the management of a concern to see the financial position at any time.

Fee:

1.a payment for a piece of professional advice or for some special service(s) if that service is given privately. (an architect’s/dentist’s/doctor’s/solicitor's fees)

2.a charge made for giving permission to use or do smth. (entry/admission/parking fee)

3.a charge for recording smth. (a reservation/registration/ booking fee)

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