最新中职商务英语阅读教案：ChapterThirteenMarketingMix

【课题】Chapter Two Marketing Research 【教材版本】【教学目标】知识目标：-什么是市场调研。

-怎样进行简单的市场调研能力目标：-将所学市场调研的相关英语知识运用到阅读理解中-将所学市场调研的相关英语知识运用到口语表达中【教学重点、难点】教学重点：将所学市场调研的相关英语知识运用到阅读理解中教学难点：将所学市场调研的相关英语知识运用到口语表达中教学途径：1．小组讨论教学2．自学练习教学【教学媒体及教学方法】制作PPT。

演示法、讲授法、分组讨论法。

【课时安排】2课时（90分钟）。

【教学过程】第一环节导入（15分钟）活动一: 要求学生小组讨论两幅图片及相关问题提示学生肯德基公司，东方即白公司提示学生在市场调研中需要注意的问题活动二：小组讨论并抢答产品名称和公司的组合，练习2活动三：小组讨论并介绍coke，rice soup，stock cube，shampoo的产品情况小组讨论和回答活动三的问题第二环节新授课（50分钟）阅读篇章A[讲解]详细讲解文章的内容列出生词和长难句[演示]教师用幻灯片演示单词和句子[问答]How many kinds of market analysis are there in the article, what are they?[案例分析]小组讨论分析特伦苏的客户，产品，目标市场，竞争，定价，分销渠道，促销方式[问答]如何进行具体的市场分析，练习5[复习]复习重点单词，练习6阅读篇章B[自学练习]学生根据课后提供的单词和句子翻译，进行自学阅读练习。

[问答]小组讨论并回答问题what are the four brands of Pepsi Corporation?[问答]小组抢答问题8 问题9第三环节课堂练习（15分钟）对学生购物偏好进行市场调研：选取4个学生分为2组，一个小组设计问卷调研，一个小组进行面对面调研。

第四环节复习小结（8分钟）What is the market analysis?Which parts of China influence KFC's product most?第五环节布置作业（2分钟）完成练习10。

---一、教学目标1. 知识目标- 学生能够掌握基本的商贸英语词汇和常用句型。

- 学生能够识别和运用商务沟通中的礼貌用语和表达方式。

2. 技能目标- 学生能够通过角色扮演或小组讨论进行简单的商务英语对话。

- 学生能够撰写简单的商务信函，包括问候、介绍、询问、感谢等。

3. 情感目标- 学生对商务英语学习产生兴趣，增强学习动力。

- 培养学生的跨文化交流意识和商务礼仪。

二、教学重点- 商务英语基本词汇和句型。

- 商务信函的基本结构和格式。

三、教学难点- 在实际商务场景中灵活运用所学词汇和句型。

- 正确理解和运用商务礼仪。

四、教学过程1. 导入 (5分钟)- 教师展示一些与商贸相关的图片或视频，激发学生的学习兴趣。

- 提问：What do you think of these images? 引导学生思考商务活动的重要性。

2. 新课导入 (10分钟)- 词汇学习：教授商务英语常用词汇，如：import, export, trade, negotiation, contract 等。

- 句型学习：教授商务英语常用句型，如：How can I help you? May I have your business card? 等。

3. 情景模拟 (15分钟)- 分组进行角色扮演，模拟商务场景，如：客户与销售人员的对话。

- 教师巡回指导，纠正发音和语法错误。

4. 小组讨论 (15分钟)- 学生分组讨论，讨论以下问题：- 在商务活动中，哪些礼貌用语是必不可少的？- 如何撰写一封商务信函？- 每组派代表进行总结发言。

5. 商务信函写作 (15分钟)- 教师展示一封商务信函的范例，讲解信函的基本结构和格式。

- 学生尝试撰写一封简单的商务信函，包括问候、介绍、询问等。

6. 课堂小结 (5分钟)- 教师总结本节课所学内容，强调重点和难点。

- 提问：What have we learned today? 鼓励学生回顾所学知识。

职业技术学院外语系课程教学大纲课程名称：英语泛读适用专业：应用英语（商务英语）应用英语教研室制2012年8月应用英语/商务英语旅游英语专业【商务英语阅读】课程教学大纲课程名称：商务英语阅读（一）商务英语阅读（二）旅游英语阅读（二）课程编号：032312218 032312219 0307312229适用专业：应用英语专业课程性质：必修课课程类别：专业基础课开课学期：第三学期、第四学期核心课程：是考核方式：考试总学时：70学分：4制定时间：2005年修订教师：修订时间：2017年一、课程概述本课程是应用英语专业（商务方向）专业基础课。

随着中国加入世界贸易组织，中国对外贸易的总量的增加，对外贸易交往日益频繁。

【商务英语泛读】为有关从事对外贸易交往的人员提供使他们有效地阅读商业文章，信函所需要的技巧，策略和词汇。

二、课程性质、目的和任务1．性质：商务英语泛读课程是外语系三年制应用英语（商务方向）专业学生在第三、四期的必修课。

2．目的：在本课程的教学过程中，要求教师始终把培养能力作为重点，训练阅读方法，培养阅读技巧，提高阅读速度，扩大知识面。

同时也要求教师注重激发学生的阅读兴趣，注意培养学生的综合素质。

3．任务：通过本课程的讲授，进一步扩大词汇量，接触更多的语言现象，提高阅读理解能力和文字欣赏水平，了解英美文化背景和知识。

三、课程目标与学时分配1、培养能力要求它是商贸英语专业学生必须了解运用的一门专业课，其具体要求是：(1). 掌握阅读商务英语的最佳方法和阅读技巧(2). 提高商务英语方面的英语词汇量和各种专业术语(3). 了解不同国家在商务交往中各种风俗，习惯和做法2、教学主要内容以及课时分配本课程在第三学期（17周）、第四学期（18周）、开设，共35周，每周2课时，合计70课时，其中讲授42课时，约占60%，课堂实操部分28课时，约占40%。

第三学期的课时分配以每周2课时，共17周计算，合计34课时，其中讲授20课时，约占60%，课堂实操部分14课时，约占40%。

中职商务英语阅读教学设计I. 简介商务英语作为一门特定领域的英语，对于中职学生来说，是非常重要的一门课程。

而阅读作为商务英语学习的重要组成部分，需要通过有效的教学设计来提高学生的阅读能力。

本文将提出一种中职商务英语阅读教学设计的方案。

II. 教学目标1. 帮助学生提高阅读文章的速度和准确性；2. 培养学生理解商务英语文章的能力；3. 培养学生运用商务英语词汇和表达方式的能力；4. 增强学生信息获取和分析能力。

III. 教学内容1. 商务英语词汇的学习与拓展：a. 通过词根、词缀和上下文等方式，帮助学生理解生词的含义；b. 组织商务英语词汇的分类学习，如公司组织结构、市场营销等；c. 制定商务英语词汇的学习计划，包括单词背诵和练习。

2. 商务英语阅读训练：a. 使用真实商务英语文章，如商业报告、市场调研报告等；b. 引导学生快速浏览文章，了解大意；c. 培养学生提取关键信息的能力，如公司名称、产品特点等；d. 组织学生进行文章的分析和理解，包括主旨、观点等；e. 在教学过程中，鼓励学生提问，并进行讨论和答疑。

3. 阅读技巧的培养：a. 教授学生阅读技巧，如快速阅读、扫读和精读的区别与方法；b. 引导学生学习商务英语文章的标志词语，如however、in addition等；c. 培养学生利用上下文猜测词义的能力，提高阅读速度。

IV. 教学方法1. 合作学习：组织学生进行小组活动，共同解决阅读中遇到的问题，促进互动和合作。

2. 多媒体教学：利用多媒体资源呈现商务英语文章和相关词汇，提高学生的学习兴趣和参与度。

3. 案例分析：引入实际商务案例，让学生在阅读中将理论与实践相结合，加深理解。

V. 教学评估1. 定期进行商务英语阅读测试，考察学生的阅读速度和准确性。

2. 设立阅读任务，让学生根据所学内容完成相关练习和作业，评价学生的理解和运用能力。

3. 关注学生的学习反馈，鼓励学生提出问题和困惑，及时进行解答和指导。

商务英语阅读教案Lesson 1一、教学目标1. 知识目标掌握商务英语阅读的基本技巧。

了解商务英语中常见的术语和表达方式。

学习商务英语文章的常见结构。

2. 技能目标提高学生的商务英语阅读理解能力。

培养学生运用商务英语进行阅读和交流的能力。

训练学生快速获取商务信息的能力。

3. 情感目标激发学生对商务英语阅读的兴趣。

培养学生的团队合作精神。

二、教学内容1. 商务英语阅读技巧介绍。

2. 商务英语中常见的术语和表达方式。

3. 商务英语文章的常见结构。

三、教学方法1. 讲授法：讲解商务英语阅读技巧，介绍商务英语中常见的术语和表达方式。

2. 案例分析法：分析商务英语文章的常见结构。

3. 小组讨论法：学生分组阅读商务英语文章，讨论并总结文章结构。

四、教学步骤1. 导入：简要介绍商务英语阅读的重要性。

2. 讲解：讲解商务英语阅读技巧，介绍商务英语中常见的术语和表达方式。

3. 案例分析：分析商务英语文章的常见结构。

4. 小组讨论：学生分组阅读商务英语文章，讨论并总结文章结构。

5. 总结：总结本节课所学内容，布置作业。

五、作业1. 课后阅读一篇商务英语文章，总结文章结构。

2. 复习本节课所学的商务英语阅读技巧，并进行练习。

商务英语阅读教案Lesson 2（请按照上述格式，继续编写Lesson 2至Lesson 5的教案内容。

）六、教学内容1. 商务英语文章的阅读策略。

2. 提高阅读速度和理解力的技巧。

3. 商务英语文章中图表和数据的理解。

七、教学方法1. 演示法：展示如何有效地阅读商务英语文章。

2. 实践法：通过实际阅读练习来提高学生的阅读技巧。

3. 反馈法：为学生提供阅读后的反馈，帮助他们改进。

八、教学步骤1. 复习：回顾上一节课所学的商务英语阅读技巧。

2. 文章阅读：学生阅读一篇商务英语文章，注意阅读策略的运用。

3. 小组讨论：学生分组讨论文章中的图表和数据，分享理解心得。

4. 速度挑战：进行阅读速度挑战，学生尝试在规定时间内完成阅读。

中职英语教案
主题: 商务英语
教学目标:
1. 学习商务英语的基本术语和表达方式
2. 提高学生商务交流的能力
3. 培养学生商务写作和演讲的技巧
教学内容:
1. 商务英语基本词汇
2. 商务英语的书面交流
3. 商务英语的口头表达
4. 商务英语的演讲技巧
教学过程:
1. 商务英语基本词汇
- 教师介绍与商务英语相关的基本词汇，例如商务会议、合同、报价等。

- 学生跟读和记忆这些词汇，并进行练习。

2. 商务英语的书面交流
- 教师引导学生学习商务英语的书面表达，例如商务信函、报告等。

- 学生以小组形式进行写作练习，并互相检查和修改。

3. 商务英语的口头表达
- 教师介绍商务英语的口头表达技巧，例如商务电话、商务
接待等。

- 学生进行角色扮演练习，模拟商务场景进行口语交流。

4. 商务英语的演讲技巧
- 教师讲解商务演讲的基本要素，例如演讲结构、语言运用等。

- 学生准备并进行商务主题的演讲，互相评价和提供建议。

教学评价:
1. 写作练习和口语练习的成绩评定
2. 演讲评价和建议提供
教学延伸:
1. 学生可以通过参加商务英语竞赛等活动来提高自己的商务英语能力。

2. 学生可以通过阅读商务英语相关的书籍和资料来拓宽自己的商务英语知识。

教学资源:
1. 商务英语教材和课件
2. 商务英语相关的练习题和模拟场景
3. 商务英语相关的书籍和资料。

浅议高职高专商务英语阅读教学随着经济的全球化发展，商务英语越来越多地受到学校的重视。

商务英语是专门用途英语中的一个分支，是英语在商务场合中的应用。

英国商务英语专家提出了“商务英语范畴”理论，即“商务英语应包括语言知识、交际职能、专业知识、管理职能和文化背景等核心内容”。

在技术引进、对外贸易、招商引资、涉外保险、国际金融、国际运输、对外劳务承包等商务活动中所使用的英语都可统称为商务英语。

1.目前商务英语阅读存在的问题1.1专业背景知识不够商务英语阅读作为一门专门英语阅读，文章的内容往往脱离不了当时或前后特定的政治、经济和社会背景。

很多学生在看到这些专业知识的时候，没有信心往后读，以至于再简单的英语表达也成了障碍。

比如在冶金工业出版社《商务英语阅读2》这本书中，第8单元讲到labor relationship and labor law（劳动关系和劳动法）这一单元时，学生一看到劳动法这个专业名词，似乎就对文章失去了信心。

1.2专业词汇不够商务英语阅读中在专业背景支撑的同时，也不乏大量的专业词汇。

这些词汇往往是学生很少接触到的或者有些词汇是学生平时熟悉的，但在商务英语中有着特定的含义。

学生在阅读时，看到专业词汇就跳过，而有些专业词汇影响了文章的理解，因此这类商务专业词汇便成了高职高专英语阅读的障碍之一。

商务英语的学习者也往往受到专业词汇量的限制而无法快速、准确和全面地理解文章，或者由于对某些词汇的片面理解而导致对整篇文章的片面理解和把握。

1.3长句理解不够商务英语阅读中的英语句子往往很长，有时作者为了表达一个意思，可以用几个从句套用，这就要求学生掌握一定的长句剖析方法。

例如：factories will not buy machines unless they believe that the machine will produce goods that they are able to sell to consumers at a price that will cover all cost.这是一个主句“factories will not buy machines”和四个从句组成的复杂长句。

Chapter Seven Types of BusinessWhile buying a franchise affords numerous advantages over opening a solo business, the benefits to franchisors are even greater. Some things to expect are lessened risk when expanding your business. This is because you have no capital invested in your franchisee's units. You also have increased growth, stronger brand building, and limited contingent liability because as a franchisor you are not signing leases or taking out financing. In addition, you have less liability for the actions of franchisees' employees and events that take place in franchisees' units.Franchisees often contribute to an advertising fund, which is used to promote the company at the franchisor's discretion. Keep in mind that you will have to hold up to promises you make to franchisees about advertising. Because franchisees are vested in the success of their business, you can expect better performance and structure, as well as count on long-term management instead of high turnover of non-owner managers. In addition to the advantages, there are legal obligations now required of you. Franchisors are required by the Federal Trade Commission (FTC) to present material information about their company to potential franchisees. This information includes your company's and all of its officers' litigation histories, financial information, and anything material about the company.Franchisors need to train franchisees how to operate the business and provide very detailed operating manuals. Franchisors generally provide some kind of support as well, from ongoing training to administrative and technical support. Franchisees rely on the franchisor for guidance based on the franchisor's proven system. Franchising is a mutually satisfying and lucrative arrangement if both parties meet their obligations.Chapter Eight TechnologyThe Internet can be a wonderful resource for kids. They can use it to research school reports, communicate with teachers and other kids, and play interactive games. Kids who are old enough to punch in a few letters on the keyboard can literally access theworld.But that access can also pose hazards. For example, an 8-year-old might do an online search for "Lego." But with just one missed keystroke, the word "Legs" is entered instead, and the child may be directed to a slew of websites with a focus on legs — some of which may contain pornographic material.That's why it's important to be aware of what your kids see and hear on the Internet, who they meet, and what they share about themselves online.Just like any safety issue, it's wise to talk with your kids about your concerns, take advantage of resources to protect them, and keep a close eye on their activities.Chapter Nine PricingA well chosen price should do three things:•achieve the financial goals of the company (e.g., profitability)•fit the realities of the marketplace (Will customers buy at that price?)•support a product's positioning and be consistent with the other variables in the marketing mixo price is influenced by the type of distribution channel used, the type of promotions used, and the quality of the product▪price will usually need to be relatively high if manufacturing isexpensive, distribution is exclusive, and the product issupported by extensive advertising and promotional campaigns ▪ a low price can be a viable substitute for product quality,effective promotions, or an energetic selling effort bydistributorsFrom the marketer’s point of view, an efficient price is a price that is very close to the maximum that customers are prepared to pay. In economic terms, it is a price that shifts most of the consumer surplus to the producer. A good pricing strategy would be the one which could balance between the price floor (the price below which the organization ends up in losses) and the price ceiling(the price beyond which theorganization experiences a no demand situation).。

Chapter One Human ResourceQuestion: What is the Definition of Human Resources?Answer: The number one glossary suggestion and question that people request is: “What is the definition of human resources?” William R. Tracey, in The Human Resources Glossar y defines Human Resources as: “The people that staff and operate an organization … as contrasted with the financial and material resources of an organization. The organizational function that deals with the people ...” Long a term used sarcastically by individuals in the line organization, because it relegates humans to the same category as financial and material resources, human resources will be replaced by more customer-friendly terms in the future.Chapter Two Market ResearchMarket research is the process of systematically gathering, recording and analyzing data and information about customers, competitors and the market. Its uses include to help create a business plan, launch a new product or service, fine tune existing products and services, and expand into new markets. Market research can be used to determine which portion of the population will purchase a product/service, based on variables like age, gender, location and income level.Chapter Three Product Life CycleProduct lifecycle management (PLM) is the process of managing the entire lifecycle of a product from its conception, through design and manufacture, to service and disposal.[1] PLM integrates people, data, processes and business systems and provides a product information backbone for companies and their extended enterprise Product Lifecycle Management (PLM) is more to do with managing descriptions and properties of a product through its development and useful life, mainly from a business/engineering point of view; whereas Product life cycle management (PLCM)is to do with the life of a product in the market with respect to business/commercial costs and sales measures.Chapter Four Electronic CommerceElectronic commerce, commonly known as e-commerce or eCommerce, consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks. The amount of trade conducted electronically has grown extraordinarily since the spread of the Internet. A wide variety of commerce is conducted in this way, spurring and drawing on innovations in electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. Modern electronic commerce typically uses the World Wide Web at least at some point in the transaction's lifecycle, although it can encompass a wider range of technologies such as e-mail as well.Chapter Five International Trade IEye contactIn the US, UK and much of northern Europe, strong, direct eye contact conveys confidence and sincerity. In South America it is a sign of trustworthiness. However, in some cultures such as the Japanese, prolonged eye contact is considered rude and is generally avoided.Personal space and touchIn Europe and North America, business people will usually leave a certain amount of distance between themselves when interacting. Touching only takes place between friends.In South America or the Middle East, business people are tactile and like to get up close.In Japan or China, it is not uncommon for people to leave a gap of four feet when conversing. Touching only takes place between close friends and family members. TimeWestern societies are very clock conscious.. Time is money and punctuality is crucial. This is also the case in countries such as Japan or China where being late would be taken as an insult.However, in South America, southern Europe and the Middle East, being on time fora meeting does not carry the same sense of urgency.Meeting and greetingMost international business people meet with a handshake.In some countries, this is not appropriate between genders. Some may view a weak handshake as sign of weakness whereas others would perceive a firm handshake as aggressive.How should people be addressed? Is it by first name, surname or title? Is small talk part of the proceedings or not?Gift givingIn Japan and China gift-giving is an integral part of business protocol. However in the US or UK, it has negative connotations.Where gifts are exchanged, should one give lavish gifts? Are they always reciprocated? Should they be wrapped? Are there numbers or colours that should be avoided?All the above in one way or another will impact cross cultural negotiation and can only be learnt through cross cultural training. Doing or saying the wrong thing at the wrong time, poor communication and cross cultural misunderstandings can all have harmful consequences.Cross cultural negotiation training builds its foundations upon understanding etiquettes and approaches to business abroad before focusing on cross cultural differences in negotiation styles and techniques.Chapter Six International Trade IIThe Chinese mainland registered a trade deficit of 77.56 billion U.S. dollars with Taiwan last year, according to the Ministry of Commerce (MOC) on Friday.Trade volume between the mainland and Taiwan reached 124.48 billion U.S. dollars, up 15.4 percent year on year, MOC statistics show.In 2007, the mainland's exports to Taiwan reached 23.46 billion U.S. dollars and imports from the island reached 101.02 billion U.S. dollars, up 13.1 percent and 16 percent respectively.During the same period, the mainland approved 3,299 projects with Taiwan investment and the actual use of Taiwan investment reached 1.77 billion U.S. dollars, down 12.1 percent and 20.4 percent respectively year on year.By the end of 2007, direct investment from Taiwan in the mainland , totaled 45.76 billion U.S. dollars since figures first began in 1988 with the opening up of trade between the mainland and Taiwan. The actual use of Taiwan's direct investment in the mainland accounted for six percent of all actually used direct investment from outside the Chinese mainland.Taiwan is the mainland's seventh largest trade partner, ninth largest export market and fifth largest import market.Chapter Seven Types of BusinessWhile buying a franchise affords numerous advantages over opening a solo business, the benefits to franchisors are even greater. Some things to expect are lessened risk when expanding your business. This is because you have no capital invested in your franchisee's units. You also have increased growth, stronger brand building, and limited contingent liability because as a franchisor you are not signing leases or taking out financing. In addition, you have less liability for the actions of franchisees' employees and events that take place in franchisees' units.Franchisees often contribute to an advertising fund, which is used to promote the company at the franchisor's discretion. Keep in mind that you will have to hold up to promises you make to franchisees about advertising. Because franchisees are vested inthe success of their business, you can expect better performance and structure, as well as count on long-term management instead of high turnover of non-owner managers. In addition to the advantages, there are legal obligations now required of you. Franchisors are required by the Federal Trade Commission (FTC) to present material information about their company to potential franchisees. This information includes your company's and all of its officers' litigation histories, financial information, and anything material about the company.Franchisors need to train franchisees how to operate the business and provide very detailed operating manuals. Franchisors generally provide some kind of support as well, from ongoing training to administrative and technical support. Franchisees rely on the franchisor for guidance based on the franchisor's proven system. Franchising is a mutually satisfying and lucrative arrangement if both parties meet their obligations.Chapter Eight TechnologyThe Internet can be a wonderful resource for kids. They can use it to research school reports, communicate with teachers and other kids, and play interactive games. Kids who are old enough to punch in a few letters on the keyboard can literally access the world.But that access can also pose hazards. For example, an 8-year-old might do an online search for "Lego." But with just one missed keystroke, the word "Legs" is entered instead, and the child may be directed to a slew of websites with a focus on legs — some of which may contain pornographic material.That's why it's important to be aware of what your kids see and hear on the Internet, who they meet, and what they share about themselves online.Just like any safety issue, it's wise to talk with your kids about your concerns, take advantage of resources to protect them, and keep a close eye on their activities.Chapter Nine PricingA well chosen price should do three things:•achieve the financial goals of the company (e.g., profitability)•fit the realities of the marketplace (Will customers buy at that price?)•support a product's positioning and be consistent with the other variables in the marketing mixo price is influenced by the type of distribution channel used, the type of promotions used, and the quality of the product▪price will usually need to be relatively high if manufacturing isexpensive, distribution is exclusive, and the product issupported by extensive advertising and promotional campaigns ▪ a low price can be a viable substitute for product quality,effective promotions, or an energetic selling effort bydistributorsFrom the marketer’s point of view, an efficient price is a price th at is very close to the maximum that customers are prepared to pay. In economic terms, it is a price that shifts most of the consumer surplus to the producer. A good pricing strategy would be the one which could balance between the price floor (the price below which the organization ends up in losses) and the price ceiling(the price beyond which the organization experiences a no demand situation).Chapter Ten LogisticsLogistics is the management of the flow of goods, information and other resources, including energy and people, between the point of origin and the point of consumption in order to meet the requirements of consumers (frequently, and originally, military organizations). Logistics involve the integration of information, transportation, inventory, warehousing, material-handling, and packaging. Logistics is a channel of the supply chain which adds the value of time and place utility.Chapter Eleven InsuranceGlobal insurance premiums grew by 8.0% in 2006 (or 5% in real terms) to reach $3.7 trillion due to improved profitability and a benign economic environment characterised by solid economic growth, moderate inflation and strong equity markets. Profitability improved in both life and non-life insurance in 2006 compared to the previous year. Life insurance premiums grew by 10.2% in 2006 as demand for annuity and pension products rose. Non-life insurance premiums grew by 5.0% due to growth in premium rates. Over the past decade, global insurance premiums rose by more than a half as annual growth fluctuated between 2% and 11%.Advanced economies account for the bulk of global insurance. With premium income of $1,485bn, Europe was the most important region, followed by North America ($1,258bn) and Asia ($801bn). The top four countries accounted for nearly two-thirds of premiums in 2006. The U.S. and Japan alone accounted for 43% of world insurance, much higher than their 7% share of the global population. Emerging markets accounted for over 85% of the world’s population but generated only around 10% of premiums. The volume of UK insurance business totalled $418bn in 2006 or 11.2% of global premiums.Chapter Twelve AdvertisementWith the dawn of the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming, and email advertisements (the last often being a form of spam) are now commonplace.The ability to record shows on digital video recorders (such as TiV o) allow users to record the programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs; fewer people watch the shows on TV. However, the fact that these sets are sold, means the company will receive additional profits from the sales of these sets. To counter this effect, many advertisers have opted for product placement on TV shows like Survivor.Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them.Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies' marketing products. Among others, Comcast Spotlight is one such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice at any time, right from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view.In freelance advertising, companies hold public competitions to create ads for their product, the best one of which is chosen for widespread distribution with a prize given to the winner(s). During the 2007 Super Bowl, PepsiCo held such a contest for the creation of a 30-second television ad for the Doritos brand of chips, offering a cash prize to the winner. Chevrolet held a similar competition for their Tahoe line of SUVs. This type of advertising, however, is still in its infancy. It may ultimately decrease the importance of advertising agencies by creating a niche for independent freelancers.Chapter Thirteen Marketing MixThe Marketing mix is generally accepted as the use and specification of the four p's describing the strategic position of a product in the marketplace. One version of theorigins of the marketing mix starts in 1948 when James Culliton said that a marketing decision should be a result of something similar to a recipe. This version continued in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term 'Marketing-Mix'. A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which would see wide popularity. The four Ps concept is explained in most marketing textbooks and classes.Chapter Fourteen BrandingWith the emergence of strong retailers the "own brand", a retailer's own branded product (or service), also emerged as a major factor in the marketplace. Where the retailer has a particularly strong identity (such as Marks & Spencer in the UK clothing sector) this "own brand" may be able to compete against even the strongest brand leaders, and may outperform those products that are not otherwise strongly branded. Concerns were raised that such "own brands" might displace all other brands (as they have done in Marks & Spencer outlets), but the evidence is that —at least in supermarkets and department stores — consumers generally expect to see on display something over 50 per cent (and preferably over 60 per cent) of brands other than those of the retailer. Indeed, even the strongest own brands in the UK rarely achieve better than third place in the overall market.This means that strong independent brands (such as Kellogg's and Heinz), which have maintained their marketing investments, are likely to continue their strong performance. More than 50 per cent of UK FMCG brand leaders have held their position for more than two decades, although it is arguable that those which have switched their budgets to "buy space" in the retailers may be more exposed.The strength of the retailers has, perhaps, been seen more in the pressure they have been able to exert on the owners of even the strongest brands (and in particular on the owners of the weaker third and fourth brands). Relationship marketing has been applied most often to meet the wishes of such large customers (and indeed has beendemanded by them as recognition of their buying power). Some of the more active marketers have now also switched to 'category marketing' - in which they take into account all the needs of a retailer in a product category rather than more narrowly focusing on their own brand.At the same time, probably as an outgrowth of consumerism, "generic" (that is, effectively unbranded) goods have also emerged. These made a positive virtue of saving the cost of almost all marketing activities; emphasizing the lack of advertising and, especially, the plain packaging (which was, however, often simply a vehicle for a different kind of image). It would appear that the penetration of such generic products peaked in the early 1980s, and most consumers still appear to be looking for the qualities that the conventional brand provides.Chapter Fifteen Customer ServiceCustomer service (also known as Client Service) is the provision of service to customers before, during and after a purchase.According to Turban et al. (2002), “Customer service is a series of activities designed to enhance the level of customer satisfaction –that is, the feeling that a product or service has met the customer expectation.”Its importance varies by product, industry and customer. As an example, an expert customer might require less pre-purchase service (i.e., advice) than a novice. In many cases, c ustomer service is more important if the purchase relates to a “service” as opposed to a “product".Customer service may be provided by a person (e.g., sales and service representative), or by automated means called self-service. Examples of self service are Internet sites. Customer service is normally an integral part of a company’s customer value proposition.Some have argued that the quality and level of customer service has decreased in recent years, and that this can be attributed to a lack of support or understanding at the executive and middle management levels of a corporation and/or a customer servicepolicy.11。