DECIDING ECONOMIC PROBLEMS
Вариант 4
LICENSING
1.Прочтите, перепишите и письменно переведите текст.
When a company is small it cannot sometimes enter a foreign market. It can sign a licensing agreement with a foreign firm. A license is a legal agreement in which one firm gives another a right to manufacture and sell its product. A company that obtains this right pays the licenser a royalty. A royalty is a certain percentage of the income from the sale of the product.
Businesses that have patents or trademarks usually can use licensing to protect them against counterfeiters. The licensee gains a successful product and the know-how. The licenser often controls the quality of the goods which the licensee produces, because high quality guarantees the reputation of the licenser. The licensee chooses the selling strategies because he knows more about how to sell the product in the foreign market.
Exercises
I. Ответьте на вопросы по тексту.
- What does a company sign if it cannot enter a foreign market?
- Who does it sign a licensing agreement with?
- What is a license?
- What right does a licensing agreement give to a firm that signs it?
- Does this company pay any money to the licenser?
- What is a royalty?
- What firms usually act as licensers?
- What do they protect themselves from?
- What does the licensee gain?
- Why does the licenser control the quality of the goods which the licensee produces?
- What strategies does the licensee choose?
- Who knows the market better – the licenser or the licensee?
II. Заполните пропуски предлогами, если это необходимо:
