商务英语综合教程学生用书第四册课件PPT彭青龙978 781134 626 8第四册第1课.ppt 37页

'UnitOneFranchiseBusiness商务英语综合教程第四册 Discussion:Areyoufamiliarwiththefollowing?Whatdotheyhaveincommon? LearningObjectives:Toknowwhatfranchisemeans;Toappreciatetheattractionoffranchisebusinesses;Tounderstandthefactorsleadingtosuccessfulfranchisebusiness;Tousetheme-relatedvocabularyandexpressionsinrealsituations. LearningPointsPartII:TextAPartI:LeadinPartIII:TextBPartIV:Quiz CulturalNotesWordstoDrillStructuralAnalysisQuestionsforDiscussionTextA:MakingYourFranchisetheNextMcDonald’s McDonald’s:麦当劳BurgerKing:汉堡王PR(PublicRelations):公关BigMac:巨无霸FiletoFish:麦香鱼RonaldMcDonald:麦当劳大叔CulturalNotes: WordstoDrill:sufficelockstepderailprospectiveviralinculcatefortitudeundifferentiatedhurdleemulate StructuralAnalysisPartsParagraphsMainIdeasPartIParas.1-2ManypeopleaspiretodominatetheworldinbusinessfieldandMcDonald’sisapioneer.PartIIParas.3~33Tentipsonhowtomakeyournewfranchiseamassivesuccess.PartIIIPara.34Rightplanningcanleadtosuccessinfranchisebusiness. Haveyouthoughtofopeningafranchisestoreonline?Whatarethebenefitsandchallengesyoumayencounterforsuchabusiness.QuestionsforDiscussion:WhatarethequalitiesofasuccessfulfranchisorsuchastheMcDonald’s? TextB:25YearsofFranchisinginIreland1.CulturalNotes---IrishFranchiseAssociation;PizzaHut;GodfathersPizza2.WordExplanation---creditcrunch;doom&gloom;turnover;learningcurve;indigenous;viability3.Assignment---OralReport Quiz:BlankFilling:Completethefollowingsentenceswithwordslearnedinthisunit.Thefirstlettershavebeengiventoyou.1.Hehasboughtaretailf________underthebrandnameofFamily-Mart.2.Mostpeopleholdthatmanisbasicallygood.However,someareagainstthisp________.3.F________iscourage---gutsnotonlyincombatbutinpursuitoftherightpathdespitegreatrisks. Quiz:BlankFilling(con.)4.Nomurdererwillbeabletod________apeaceprocessthathasthesupportofthevastmajorityofthelocalpeople.5.TheLondonOlympicsaregoingtofocusmanycurrentandp________NBAfansonbasketballandit’sgoingtomakebasketballshineasasportofpassion,intensityandteamwork,andagreatdealofdiversityandinclusiveness. Theme-relatedvocabulary:franchise;franchisor;franchiseefranchiseagreementexclusivefranchisinginitialinvestmentroyaltyprofitsplitoperationmanualsfixturesandfittings Lead-inWorkwithapartnertolistsomewordsrelatedwithfranchisebusiness.Nameasmanyfranchisebusinessesasyoucaninyourcity. McDonald’sMcDonald’sCorporationisleadingglobalfoodserviceretailer,primarilysellinghamburgers,cheeseburgers,chickenproducts,Frenchfries,breakfastitems,softdrinks,shakes,anddesserts.Inrecentyears,thecompanyhasmodifieditsmenutoincludealternativesconsideredhealthiersuchassalads,wrapsandfruit. BurgerKingBurgerKing,oftenabbreviatedasBK,isaglobalchainofhamburgerfastfoodrestaurantsheadquarteredinFlorida,U.S.A.TheBurgerKingmenuhasevolvedfromabasicofferingofburgers,fries,sodasandmilkshakesin1954,toalarger,morediversesetofofferingsthatincludesseveralvariationsofchicken,fish,salads,andbreakfast. PR(PublicRelations)PublicRelations(oftenabbreviatedasPR)isafieldconcernedwithmaintainingpublicimageforhigh-profilepeople,commercialbusinessesandorganizations,non-profitassociationsorprograms.PRisusedtobuildrapportwithitsstakeholdersincludingemployees,customers,investors,voters,orthegeneralpublic. BigMacItisahamburgersoldbythefast-foodchainMcDonald’s.Asoneofthecompany’ssignatureproducts,BigMacconsistsoftwobeefpatties,special“Mac”sauce,iceberglettuce,Americancheese,pickles,andonions,allservedonathreepartsesameseedbun. FiletoFishTheFilet-O-Fish(alsoFishMac)isafishsandwichsoldbytheinternationalfastfoodchainstoreMcDonald’s.ItcontainsabatteredfishpattymademostlyfromAlaskanpollockand/orhoki,halfasliceofprocessedcheeseand30g(1oz.)oftartarsaucemadewithdillrelish,andseasoningonasteamedbun. RonaldMcDonaldItisaclowncharacterusedastheprimarymascotoftheMcDonald’sfast-foodrestaurant.InTVcommercials,theclowninhabitsafantasyworldcalledMcDonaldland.Manypeopleworkfull-timemakingappearancesintheRonaldMcDonaldcostume,visitingchildreninhospitals. sufficevi./vt.tobeadequateorsatisfactoryfor(something)Twobottlesofwinewillsufficeforlunch.午餐有两瓶葡萄酒就够了。Somebreadandsoupwillsufficeme.有面包和汤对我来说就足够了。sufficientna.. inculcatevt.toteachandimpressbyfrequentrepetitionsoradmonitionsTheyinculcatedthewilltosucceedintheirchildren.他们向他们的子女反复灌输立志成功的决心。Modernmediahavebeeninculcatingvaluesintotheyounggenerationdaybyday.现代传媒日复一日向年轻一代传输着价值观念。inculcationn.instill(synonym.) fortituden.strengthofmindthatenablesonetoendureadversitywithcourageSheboreherillnesswithgreatfortitude.她以坚韧不拔的精神忍受着病痛。Fortitudeisdistinctfromvalor.坚韧不拔有别于勇猛。courage;bravery(synonym) undifferentiateda.notdifferentiated;nothavinganydistinguishingfeaturesUndifferentiatedmarketing,alsocalledmassmarketing,isasales-growthstrategythatignoresmarketsegmentdifferencesandattemptstoappealtoallprospectivecustomerswithasingle,basicproductlinethroughmassadvertisinganddistribution.无差别营销也称大众营销，是一种忽略市场细分差异、通过某一基本产品线的大众广告和经销以吸引所有潜在顾客的销售成长策略。differentiated(antonym) emulatevt.tostrivetoequalormatch,especiallybyimitatingYoumustworkhardtoemulateouraveragelevel.你得努力工作，以赶上我们的平均水平。TheCEOwasworkinghardtoemulatehispredecessor’srecordcompanyearnings.那位CEO一直努力工作，以期能赶超其前任所创下的企业盈利记录。regenerate;renewsyn. IrishFranchiseAssociation(IFA)isresponsibleforpromotingthedevelopmentoffranchisinginIrelandthroughexhibitions,seminars,newsletters,awardsandnetworking.IrishFranchiseAssociation(IFA) PizzaHut,Inc.isanAmericanrestaurantchainandinternationalfranchisethatoffersdifferentstylesofpizzaalongwithsidedishesincludingpasta,buffalowings,breadsticks,andgarlicbread.PizzaHutisasubsidiaryofYum!Brands,Inc.(theworld’slargestrestaurantcompany)withapproximately34,000restaurants,delivery/carry-outlocations,andkiosksin100countries.PizzaHut GodfathersPizza(orGodfather’sPizza)isanItalianrestaurantchainspecializedinthepizzabusiness.Godfather’sPizzaisalsoknownforitscommercialsfeaturing“TheGodfather,”aknock-offofMarlonBrando’scharacter,DonVitoCorleone,fromthefilm1972film“TheGodfather”.GodfathersPizza creditcrunchnp.astateinwhichthereisashortsupplyofcashtolendtobusinessesandconsumersandinterestratesarehighTrans.1.Howmuchlongerwillwesuffertheeffectsofthecreditcrunch?我们还要受信贷危机影响多久？2.ThecreditcrunchisaffectingtheentireUSeconomy.信贷危机正影响着整个美国经济。creditcrisis doom&gloomnp.thefeelingthatasituationisbadandisnotlikelytoimproveTrans.There’sbeensomuchdoomandgloomwithourbusiness,Ithinkweshouldtrytoprovideasmile.最近我们的生意一直冷冷清清的，但我想我们还是得乐观点。(also)gloomanddoom turnovern.thetotalamountofgoodsorservicessoldbyacompanyduringaparticularperiodoftimeTrans.Ourturnoverinthe2ndquarterwasup10.6%onthesameperiodlastyeartoalevelofEuro1423million.我们第二季的营业额较去年同期增长了10.6%，达14.23亿欧元。(syn.)revenue learningcurvenp.therateatwhichonelearnsanewsubjectoranewskill;theprocessoflearningfromthemistakesonemakesTrans.Thelearningcurveisnotlinear.Youcannotprojectfromlearning5sentencesadaytoremembering15000in300days.学习曲线不是线性的，你可别以为每天学5个句子，300天就能学会15000个句子。 indigenousa.originatingwhereitisfound;nativeTrans.KangaroosareindigenoustoAustralia.袋鼠为澳大利亚本地的动物。Eachcountryhasitsownindigenousculturaltradition.每个国家都有其自身的文化传统。(ant.)exotic viabilityn.(oflivingthings)capableofnormalgrowthanddevelopment;beingcapableofbecomepracticalandusefulTrans.Thisisanessentialshort-termmeasuretoensuretheviabilityofAmerica"sbankingsystem。这是能确保美国银行体系生存活力的一个必要的短期举措。Theactfailedtoensurelong-termviabilityforstrugglingautomobilecompanies.这一方案未能保证挣扎中的汽车企业获得长期的活力。 Makeanoralreportononeofthesuccessfulfranchisebusinessthatyou’refamiliarwith.ConductaSWOTanalysisofthefranchiseinyourreportaswell.Assignment KeytoQuizfranchisepropositionFortitudederailprospective'