Please answer the following questions from the British & International Franchise Exhibition case in chapter 15 of the Business-to-Business Marketing Management text (p. 386):

1. Why would a franchisee attend such an exhibition, rather than simply surf the Internet looking for suitable franchises?

2. What benefits do major, well-known franchises like McDonalds gain by exhibiting at a trade show?

3. How should the exhibition organizers promote attendance?

Course Material: Blythe and Zimmerman (2021) Business-to-Business Marketing Management: A Global Perspective, Routledge Publishing.