new insights into business teachers book (835558), страница 9
Текст из файла (страница 9)
If they have aBusiness English dictionary, they could use it to check.KEY:1e3a5c2 g4 f6 d7b2 The sample entries give complete definitions for thewords as they are used in the context of a brochurefrom Bang & Olufsen, the Danish manufacturer oftelevision and audio equipment (Website address:www.bang-olufsen.com). You could write the words onthe board and elicit definitions. It may be useful to goover the definitions with the class and to point to someof the problems that students may encounter, forinstance, a number of other abbreviated forms are alsoused, such as esp. (especially), i.e.
(id est - to refer to anexample, often read as 'that is') and usu. (usually).The text is an authentic extract from a franchisebrochure, which has not been edited, and shows thelevel of difficulty that texts of this type may present.Depending on whether dictionaries are available foruse in class, it may be necessary to ask students toconsult them to find the meanings of other words that17■ Unit 4 Franchisingmay present problems. The class can be divided intogroups and several words can be assigned to each grouptrom the following list:displaypublic relationsknow-howshopfittinglegalreclaimablecontractorsleasefundingallowanceexpensesclearing banksinductionleasing rightrewarddirect marketingrightGroups can then 'teach' each other, either by regrouping or as a class, before going on to complete thebrochure information.KEY:2 fixtures and fittingsВ market research4 charges5 trademark6 return7 Gross MarginListening1 In the UK, doughnuts and in the US, donuts - askstudents if they know what these are and if they knowthe Dunkin' Donuts franchise, explain dunk (i.e.usually biscuits or basketballs).
The interview providesan opportunity for students to hear an Americanwoman talking about being a Dunkin' Donutsfranchisee. Explain that the logos are all part ofDunkin' Donuts' parent company. Go through thechart, eliciting what kind of information goes in eachgap and explaining that the numbers give the order ofthe information.
Play the tape more than once ifnecessary.TAPESCRIPT:Well, the company that I am a franchisee with is calledDunkin' Donuts which has its headquarters inMassachusetts, here in the US. Dunkin' Donuts isbasically a chain of bakery goods and we sell bagels,muffins, donuts, although the majority of our sales, infact our most profitable item, is coffee even though weare a bakery. Dunkin' started in business way back in1950 and opened their first franchised store five yearslater in 1955.Allied Domecq is actually the central owner of Dunkin'and they also have other franchised businesses as partof the group.
For instance, they own Baskin Robbinswhich opened in 1950, becoming a franchise operationright from the start. They're specialised in selling icecream and also beverages, like sodas and shakes.Togo's is also part of Allied and they're the youngest ofthe franchise brands since they only got going in 1971and only really developed into a franchise operation in1977. They what we would call a speciality sandwichchain. Of all three businesses, Togo's and Baskin's havethe lowest capital requirements which are about$100,000 compared to Dunkin's which is double that.18KEY:1 bakery goods, bagels,muffins, donuts and coffee2 1955В $200,0004 Allied Domecq5 Baskin Robbins6 ice cream, beverages,sodas and shakes.7 $100,0008 Togo's9 19772Janis Errickson now goes on to talk about the'ingredients' for success.
Students have a different kindof task to complete. Check that they understand thefive topics, and encourage them to write key words.TAPESCRIPT:Well, I suppose that to be a successful franchisee youneed a lot of dedication - a lot of dedication to the job.I think I would say that preparation is the mostimportant part of that because in this business youalways need to be looking at the future of even the day,the week, the month.
That's probably eighty percent ofthe job in my view.On the management side, I think the main thing isreally to look after your employees because one of themain problems with the job is staffing, finding the rightpeople to work with you. Let's face it. It's not a highpaying job so your staff have to feel that they aregetting something else from working with you becauseif they don't enjoy doing their work then customers arenot going to enjoy being with them.It's never easy to handle the money management of thebusiness since there's a basic instability in the wholething.
You can never be sure of exactly how much youare going to sell - it's unpredictable. You just can'tguarantee that X number of people will come in andbuy your product. But on the other hand you can bepretty sure that your bills will remain pretty constant soyou need to be sure that you are constantly matchingthe two issues.I think that you really have to be someone who has acertain vision. I mean long term vision, because whenyou start out you have to understand that you're notgoing to get rich tomorrow. The franchise businessdoesn't give you an immediate payback. So you have tobe patient and enjoy the daily success of the business inorder to maintain it.Well, faith is certainly something that is very central toyour relationship with your franchisor as they havecertain standards that they want you to adhere to.
Youknow, there are all kinds of rules that you have torespect so that there is continuity in the chain and youhave to comply with them. So you must haveconfidence in the way that the whole business is beingmanaged higher up because you are going to have tofollow their formulas and that's easier if you can trustthem and believe what they are saying.Unit 4 Franchising UKEY:1 You always need to be looking at the future.2 The main thing is really to look after your employeesbecause one of the main problems with the job isstaffing.3 You can never be sure of exactly how much you aregoing to sell - you can be pretty sure that your billswill remain pretty constant so you need to be sure thatyou are constantly matching the two issues.4 You have to understand that you're not going to getrich tomorrow.
The franchise business doesn't give youan immediate payback.5 You must have confidence in the way that the wholebusiness is being managed higher up because you aregoing to have to follow their formulas and that's easierif you can trust them and believe what they are saying.SpeakingThis information gap activity allows students to learnabout two unusual franchises and then to say whatthey think about the opportunities that they offer.Make sure that they have time to read and digest theinformation and check vocabulary. Encourage themnot to just 'read out' the information, and make surethat they take notes.Writing1 Writing e-mails has become an everyday part ofbusiness life. This exercise familiarises students with astandard e-mail format and shows them an example ofhow such messages are written.You may wish to conduct a brief discussion, askingstudents a few questions, such as:Which students e-mail?Does any student write e-mails in English?Do students like using this form of communication?If so, why? If not, why not?KEY:2 g3 e4 d5 i2 KEY:i Mad Science2 science education andentertainment forchildren1 Expense ReductionAnalysts InternationalLtd2 Cost managementconsulting3 19946 a7 f34568 b9 c1994$55-60,0008% royalty p.a.franchise@madscience.org4 £18,9005 £100 per month in year 1,£300 in year 2 and£400 in year 36 info@expense-reduction.net19unit 5International Business StylesKey vocabularyThis section introduces the idea of the distribution ofpower in a business organisation and prepares studentsfor the exercise that follows.
Check that studentsunderstand the vocabulary in bold. You may wish to askthem to close their books and fill the gaps in thephotocopiable vocabulary exercise on page 68 afterlistening to the cassette version.Lead-in1 This activity can be done in pairs or small groups.Using their general knowledge of Germany, Poland,Sweden, the United Kingdom and the United States,students should be able to identify which profilecorresponds to each country.
Lead into this exercise byasking what students feel to be the characteristics ofeach of these countries. Sometimes asking them to givethe stereotype for each of the countries helps them torealise that they do have some general opinions aboutdifferent nationalities. Even national stereotypes mayhelp them to identify which management styles wemay expect to find in a particular country.
In any case,the purpose of this task is not to get the right answerbut to gain some insight into cross-cultural issues inbusiness as well as learning some new vocabulary.Reading 1 focuses on sequencing. Point out words tolook for in order to find the correct answers, forexample 'he' in a, 'it' in b, and 'such pitfalls' in d.KEY:3 b4 f5 c6 e7 a2 Encourage students to explain in as much detail aspossible social etiquette in their own countries. Somestudents may have amusing stories to tell, especiallyregarding British or American etiquette.Vocabulary1 Check students' pronunciation and understandingof the difference between, for example, minefield andpitfall, custom and etiquette. Students should give anexample of each one in their country.KEY:2g3 i4 a5 h6 j7 e8 f9 d10b2 This exercise practises words from Vocabulary 1 andgives further insights into cross-cultural issues.
Askstudents if they know any rules about gift giving intheir country.KEY:1 Germany2 the United Kingdom4 the United States5 Poland3 Sweden2 Encourage students to consider the pros and cons ofworking in the various business cultures. Ask them toconsider the problems they might have in adapting todifferent cultures.
If students are from one of thecountries, ask whether they think the description istrue. Or they could go on to create a profile of amanager from their country, if it is not already given.Alternatively, you can use the photocopiable lessonmaterial on page 75 to organise group discussions.Reading1 The text deals with some of the differences thatexist between business cultures. It presents 'The Centrefor International Briefing' which specialises in trainingbusinesspeople to cope with culture clashes whileworking abroad.
![](https://s.studizba.com/z.php?f=/templates/si/i/noavatar.png&w=100&h=100&t=1"){kind=avatar}
