Besides concerns about how ads affect individuals, critics have raised ethical issues ab

mine whether they are effective or not. In the past, salespeople were estimated on the【M1】______ basis of their sales—that is, did they reach their sales quotas? With【M2】______ the role of the sales force changed from being purely concerned with selling to becoming more involved in marketing and took【M3】______ more responsible for maintaining customer relationships, managers recognized the need for expanding evaluative criteria beyond just the achievement of sales goals. The evaluation criteria of today are vast different from those in the past. Sure, sales are still important,【M4】______ but now other measures are gaining in importance as well. One of the more often discussed measures is ROI(return on investment). More and more top executives are asking their sales managers for accountant—as in "Are we getting the returns we【M5】______ seek from the sales force?" The idea is that by measuring the impact of programs designing to aid the selling process as well as【M6】______ measuring sales closures, the marketing team can be more effective and efficient. Fortunately, it isnt always that easy. In a【M7】______ survey conducted in 2002 of companies with a marketing budget of $1 million or more, 56 percent indicated they had no system for measuring the ROI on their marketing investments. As noted by David Reibstein of the University of Pennsylvania s Wharton School of Business, "In marketing, benefits as advertising impact【M8】______ arent easily put into dollar returns. It takes a leap faith to come【M9】______ with a number." Marketers know that it is often difficult to separate advertising, promotions, and other communications efforts in【M10】______ the selling effort.

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can be caused not only by microorganisms but by a dietary efficiency of certain substances【M1】______ now called vitamins. In 1909 German bacteriologist Paul Ehrlich introduced the worlds first bactericide, a chemical designed to kill specific kinds of bacteria with killing the patients cells as well.【M2】______ Following the discovery of penicillin in 1928 by British bacteriologist Sir Alexander Fleming, antibiotics joined medicines chemical armory, making the fight against bacterial infection almost a routine matter. Antibiotics cannot act as viruses, but【M3】______ vaccines have been used to greatly effect to prevent some of the【M4】______ deadliest viral diseases. Smallpox, once a worldwide killer, was completely eradicated by the late 1970s, and in the United States a【M5】______ number of polio cases dropped from 38,000 in the 1950s to less than 10 a year by the 21st century. By the middle of the 20th century scientists believed they were well on the way to treating, preventing, or eradicating many of the most deadly infectious diseases that plagued humankind for【M6】______ centuries. And by the 1980s the medical communitys confidence【M7】______ in its ability to control the infectious diseases had been shaken by【M8】______ the emergency of new types of disease-causing microorganisms.【M9】______ New cases of tuberculosis developed, caused by bacteria strains that were resistant to antibiotics. New, deadly infections on which【M10】______ there was no known cure also appeared, including the viruses that cause hemorrhagic fever and the human immunodeficiency virus (HTV), the cause of acquired immunodeficiency syndrome.

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elopment of new products.【M1】______ Consumer-product companies are launching nearly 30,000 new products each year, according to the research firm Marketing Intelligence Service(compared with only 2,689 in 1980). The market has become saturated new brands, which often lack any【M2】______ significant advantages that can be used as the base of an【M3】______ advertising campaign. Moreover, companies increasingly depend【M4】______ on sales promotion to encourage consumers to try these brands. Marketers are relying less on samples, coupons, rebates,【M5】______ premiums, and other innovatively promotional tools to achieve【M6】______ trial usage of their new brands and encourage repeat purchase. Promotions are also important in getting retailers to allocate some of their precious shelf space by new brands. The competition for【M7】______ shelf space for new products in stores is enormous. Supermarkets carry an average of 30,000 products(compared with 13,067 in 1982). Retailers favor of new brands with strong sales promotion【M8】______ support will bring in more customers and boost their sales and【M9】______ profits. Many retailers require special discounts or allowances from manufacturers just to handle a new product. These slotting fees or allowances, which are discussed later in the chapter, can make it expensive for a manufacture to introduce a new product.【M10】______

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approximately similar lists, but I【M1】______ think the following would be generally accepted. Firstly, the teachers personality should be pleasant live and【M2】______ attractive. This does not rule on people who are physically plain,【M3】______ or even ugly, because many such have great personal charm, but it does not include those who are over-exciting, melancholy, frigid,【M4】______ sarcastic, cynical, frustrated, and over-bearing: I would say too, that it includes all of dull or purely negative personality.【M5】______ Secondly, it is not merely desirable and essential for a teacher【M6】______ to have a genuine capacity for sympathy—in the literacy meaning【M7】______ of that word; a capacity to tune in to the minds and feelings of other people, especially, since most teachers are school teachers, to the minds and feelings of children. Finally, I think a teacher should have the kind of mind which always wants to go on learning. Teaching is a job which one will【M8】______ never be perfect; there is always something more to learn about it. There are three principal objects of study: the subject, or subjects, which the teacher is teaching; the methods by which they can best be taught to the particular pupils in the classes he is teaching to;【M9】______ and—by far the most important—the children, young people, or adults to those they are to be taught.【M10】______

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important advantages. A primary one is selectivity. Cable subscribers tend to be younger, more fluent, and better educated than nonsubscribers and have【M1】______ greater purchasing power. Moreover, the specialized programming on the various cable networks reaches very general target markets.【M2】______ Many advertisers have turned to cable because of the opportunities it offers to narrowcasting, or reaching very【M3】______ specialized markets. For example, MTV is used by advertisers in the United States and many other countries to reach teenagers and young adults. CNBC is now the worldwide leader in business news and reaches a highly educated and rich audience. ESPN has become synonymous as sports and is very popular among【M4】______ advertisers who want to target men of all ages. Advertisers are also interested in cable because of its low cost and flexibility. Advertising rates on cable programs are much lower than that for the shows on the major networks. Advertising【M5】______ time on network shows can cost two to three times as much on a cost-per-thousand basis of in some time periods. 25 Spot【M6】______ advertising is also considerately cheaper on most cable stations,【M7】______ while local cable is most affordable television advertising vehicle【M8】______ available. This makes TV a much more unviable media option for【M9】______ smaller advertisers with limited budgets and those interested in targeting their commercials to a well-refined target audience. Also,【M10】______ cable advertisers generally do not have to make the large up-front commitments, which may be as much as a year in advance, the networks require.

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g, it is difficult to say just what percentage of a firm s overall promotional budget should be allocated to advertise versus consumer- and trade-oriented【M1】______ promotions. This relocation depends on a number of factors,【M2】______ including the specific promotional objectives of the campaign, the market and competitive situation, and the brands stage in its life cycle. Consider, for example, what allocation of the promotional【M3】______ budget may vary according to a brands stage in the product life cycle. In the introductory stage, a large amount of the budget may be allocated to sales promotion techniques such as sampling and couponing to induce trial. In the growth stage, moreover,【M4】______ promotional dollars may be used primarily for advertising to stress brand differences and keep the brand name in competitors minds.【M5】______ When a brand moves to the maturity stage, advertising is primarily a reminder to keep consumers aware the brand. Consumer-oriented【M6】______ sales promotions such as coupons, price-offs, premiums, and bonus packs may be needed periodically to maintain consumer loyalty, attract new users, and protect against competition. Trade-oriented promotions needed to maintain shelf space and【M7】______ accommodate retailers demands for better margins as long as【M8】______ encourage them to promote the brand. A study on the synergistic effects of advertising and promotion examined a brand in the mature phase of its life cycle and has found that 80 percent of its【M9】______ sales at this stage was due to sales promotions. When a brand【M10】______ enters the decline stage of the product life cycle, most of the promotional support will probably be removed and expenditures on sales promotion are unlikely.

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, persecution and poverty in other【M1】______ parts of the world. But as the EU faces what Angela Merkel has been called its toughest hour since the second world war, the tables【M2】______ appear to be turning. A new stream of immigrants is leaving the【M3】______ continent. It threatens to become a torrent when the debt crisis【M4】______ continues to worsen. Tens of thousands of Portuguese, Greek and Irish people have left their homelands this year, many headed for the southern【M5】______ hemisphere. Anecdotal evidence points to same happening in【M6】______ Spain and Italy. This year, 2,500 Greek citizens have moved to Australia and another 40,000 have " expressed interests" in moving【M7】______ south. Ireland s central statistics office has projected that 50,000 people have left the republic by the end of the year, many for【M8】______ Australia and the US. Portugals foreign ministry reports that at least 10,000 people have left to oil-rich Angola. On 31 October,【M9】______ there were 97,616 Portuguese people registered in the consulates in Luanda and Benguela, almost double the number in 2005. The Portuguese are also heading to other former colonies, such as Mozambique and Brazil. According to Brazilian government figures, the number of foreigners legally living in Brazil rose to 1.47 million in June, up more than 50% from 961,877 last December. Not all are Europeans, but the number of Portuguese alone have jumped from 276,000 in 2010 to nearly 330,000.【M10】______

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ably be more than enough but gifts are the ornaments of mutual love and respect. Choosing the right gift for the right person may either be a pleasure or a pain in the chest. Failure would result from misery on your part even if the recipient【M1】______ doesnt tell you the truth and pretend to be unhappy about the item,【M2】______ which might actually be a complete disappointment on his/her part. However, many people believe that a guide on choosing【M3】______ the right Christmas gift might be great help.【M4】______ The primary factor when choosing a Christinas gift is of course the degree of your relationship with the receiver. It mainly determines the value and type of the gift. Age is proved to be【M5】______ another important factor in buying not only Christmas gifts but gifts for any type of occasion. Particularly men tend to be less careful and caring when bought gifts for the same sex. Women, on【M6】______ the other hand, are less careful though they may act with a sense of【M7】______ revenge if the receiver has been disappointed her in the previous【M8】______ exchange. Buying gifts for colleagues or for other people at the workplace is a difficult story. Rank and status can sometimes be【M9】______ more important than the degree of friendship. Just as a form. of social contract people holding more or less familiar ranks are【M10】______ expected to buy gifts roughly the same value for each other.

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emographic fact. Cities such as Tokyo, Sao Paolo, Bombay and Shanghai are now considered "mega-cities", reflecting their enormous size and huge populations, which in many cases is around the twenty million-mark. There are two main reasons why these and other cities are becoming so crowded: one economic and other socio-cultural.【M1】______ Undoubtedly, the primary cause for cities becoming so crowded is economic. With a country develops, its cities become【M2】______ the engines of development. Furthermore, many jobs are available【M3】______ in these areas. Tokyo, for example, is the motor for Japans rapid【M4】______ economic development in the 1960 s and 70 s; as a result, its population increased rapidly. People moved to Tokyo so that they could find jobs and establish economic security themselves and【M5】______ their families. A further factor in the huge increase in urban populations is the socio-cultural factor. Thousands of people migrating to the【M6】______ cities not only for jobs but also for educational and personnel【M7】______ reasons. The better universities are always located in big cities and this attracts tens of thousands of students every year. These students usually stay up and work in the city after they graduate.【M8】______ Moreover, young people will move to the city as if the villages and【M9】______ rural areas are often governed by custom and tradition, which they believe is an obstacle to their private freedom. In conclusion, we can say that amongst the many causes behind urban population density, the economic or cultural are the【M10】______ most significant. People always move to the areas which provide opportunity and the freedom they desire. It is now the responsibility of municipal councils to make sure these people are housed, clothed, fed and educated.

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did not live and see fair labor laws【M1】______ applied to her work. In a case that it went to the Supreme Court in 2007, Ms.【M2】______ Coke, who died in 2009, sued her employer with years of unpaid【M3】______ overtime work. This month, the president invoked Ms. Cokes memory when he announced that the Labor Department had proposed changes to the provisions which the court had based its【M4】______ decision. At issue in Ms. Cokes case is a 1975 labor rule that defined【M5】______ home care aides as "companions," a class of workers that do not【M6】______ qualify for federal minimum wage and overtime protections. Ms. Cokes lawyer, Craig Becker, argued that the rule was supposed to apply only to occasional domestic workers, like baby sitters, not home care aides—one of the nations fastest-growing occupations and one whose duties often include feeding, bathing and dressing clients. And the justices said that only Congress or the Labor【M7】______ Department could change the rule, not the court The new proposal states clearly that home care aides who are employed by third-party agencies are entitled to the nunimum wage and overtime payment. Aides hired directly by families are also【M8】______ covered if they are engaging in housekeeping or spend more than【M9】______ 20 percent of their time on activities other than companionship. The Labor Department will finalize the proposal after a 60-day public comment period. Some home care agencies are sure to complain, but the Labor Department should stand firmly.【M10】______

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