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次にMain Bodyに移るが、Introductionをもう一度見てもらえばわかるように、オンライン・マーケティングのAdvantage（長所）とDisadvantage（短所）を述べ、その後未来を考察すると展開の部分で示したので、その通りに書いていく。

まず、展開に述べたとおり、オンライン・マーケティングの長所について述べる。

Advantages of online marketing

According to Kotler, et al,(1999), there are two types of benefits in online marketing. One is the benefits to consumers the other is the benefits to marketers.
For consumers, there are two main benefits in online buying. Firstly it is convenient. ……略・……
Online marketing also brings many benefits to marketers. There are four main benefits: customer relationship building, reducing costs and increasing efficiency, flexibility and global medium.……略・……
George Fisher, CEO of Eastman Kodak company stated ‘ Online marketing offers us benefits and opportunities even small marketers, especially online activity gives us a way to meet customer needs and desires that is unparalleled since the days of the door-to-door salesman’. (Kotler et al., 1999) However Kolter (1999) indicate another aspect. They sum it up this way: ‘Despite these many benefits, however, online marketing is not for every product. Careful thought has to be given to if, when and how should be done’.

（ここまでで、オンライン・マーケティングの長所は終わり。下線部は引用部分。引用については引用の仕方を参照。）

次に短所を指摘していく。

Disadvantages of online marketing

On the other hand, there are some challenges that marketer face.
The first challenge is limited consumer that is caused by limited market space. According to the statistics①（Jupiter Communications,1999）even in affluent countries such as United States, 98 per cent of the population own TV, the population of having internet connection is only 10 per cent. And only 10-20 per cent of Web surfers actually use the Internet regularly for shopping or to find commercial service. Therefore although growing rapidly, ……略…… ……making unauthorised use of the information in marketing products. Michael ②Bartlett, a writer at computerUser.com.Inc indicated that ‘there are some of challenges for marketer, however the invasion of privacy is perhaps the most difficult public policy issue currently facing not only online marketing but also direct marketing industry.’

① 場合によっては統計をいれて、議論をサポートする。
② ここでも、専門家のコメントなどを引用し、議論に説得力を持たせる。

次にオンライン・マーケティングのこれからの展望（未来）を述べる。

The future of online marketing

Despite these challenges, online marketing has a potential. As it stated in introduction, ……略……According to Jim Nail, a senior analyst at Forrester Research forecasts, online marketing grew 100 percent from 1997 to 1998, then grew another 100 percent from 1998 to 1999. He asserted ‘ online marketing will still have a 25 per cent growth rate in 2000, which only sounds poor next to 100 per cent growth. (Nail, J., 2001) But compare to traditional marketing, which grows at about 4 to 5 per cent, 25 per cent is healthy.’ Furthermore online marketing is still in its infancy. In near future, online marketing will establish itself as a great tool in the world business. It can be said although there are some of disadvantage for online marketing, it has high possibilities to offer more benefit than other traditional marketing.

オンライン・マーケティングの現状の成長率や専門家の分析などを含めながら、その将来性を考察していく。

（ここまでで、Main Body終了）

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