Marketing Channels for Franchising

Paper Summary:

The paper addresses the marketing channels utilized by franchising and analyzes which methods have been proven to be more successful than others. The paper also discusses the importance of marketing channels as related to the franchise business and concludes with a brief summary of the issues.

Outline:
Introduction
Brief Franchise Overview
Franchise Channels: Research Objectives
Marketing Standards
Franchisee Marketing Content Requirements
Antitrust Laws in Marketing Channels
Comparative Advertising
International Franchising Channels
Conclusion

From the Paper:

"For the majority of companies, there are two types of franchise methods; business format franchising and product and trade name franchising. Business format franchising provides the franchisee with the use of trademarks and logos, as well as a complete system of doing business (whichFranchise.com, 2007). In this case, the franchisor will assist the franchisee with site selection, interior layout and design, hiring and training, advertising and marketing and product supply. The franchisee pays an initial franchise fee and continues to pay royalties that pay for the research, development and support costs of the franchisor. In business format franchising, the franchise sells goods or services meeting the franchisor's standards under the franchisor's trademark or advertising (whichFranchise.com, 2007)."

Sample of Sources Used:

• Baer, J. (2006). Update on Franchising Regulation Outside the United States. Paper presented to Sonnenschein, Nath & Rosenthal May 2006.
• Bass, B.M. (1996). A new paradigm of leadership: An inquiry into transformational leadership. Alexandria: U.S. Army Research Institute for the Behavioral and Social Sciences.
• Blair, R. & LaFontaine, F. (2005). The Economics of Franchising. Cambridge University Press.
• Bond, R. (2006). Bond's Franchise Guide. Source Book Publications.
• Brandt, M. (2000). Introducing New Products. Retrieved April 26, 2007, from http://www.inc.com.

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