by Yin Wai Yin, Juanna. / Questionnairies in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 106-108). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF ILLUSTRATIONS --- p.vi / LIST OF TABLES --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Methodology --- p.5 / The Interviews --- p.5 / The Questionnaire Survey --- p.6 / Chapter II. --- BACKGROUND ANALYSIS --- p.7 / The Company --- p.7 / The Royal Dutch/Shell Group --- p.7 / The lubricant division --- p.8 / Willie --- p.9 / The Market --- p.10 / Market Size --- p.10 / For initial fill --- p.10 / For testing purpose --- p.11 / For oil change --- p.11 / Market Share --- p.13 / At the manufacturers' and traders' level --- p.13 / At the end users' level --- p.15 / Hydraulic Oil Distribution Channels --- p.17 / Machine Manufactures' Buying Channels --- p.17 / Traders' Buying Channels --- p.18 / End-users' buying channels --- p.18 / Shell Tellus Hydraulic Oil --- p.19 / Strengths of Shell Tellus Oil --- p.19 / Weaknesses of Shell Tellus Oil --- p.20 / Opportunities of Shell Tellus Oil --- p.21 / Threat of Shell Tellus Oil --- p.21 / Competitors --- p.22 / Strengths of Competitors --- p.22 / Weaknesses of Competitors --- p.23 / Marketing Programs of Competitors --- p.23 / Price of Competitors --- p.24 / The Customer --- p.25 / Who are our customers ？ --- p.25 / Machine Manufacturers (Or called builders by the insider) --- p.25 / Machine Traders --- p.25 / End-users --- p.25 / Purchase Decision --- p.26 / For initial fill --- p.27 / For oil change --- p.27 / Buying Criteria --- p.28 / Machine builders / traders --- p.28 / End-users --- p.28 / Customers' and Non-customers' General Perception --- p.29 / Machine Builders / Traders --- p.29 / End-users --- p.31 / How do customers compare Shell with competitors ？ --- p.32 / Overall impression --- p.32 / Opinions on specific items --- p.32 / Other Environmental Factors --- p.34 / Export --- p.34 / The stagnant plastic industry --- p.35 / The increasing import tax of China --- p.35 / Re-export --- p.37 / Import --- p.37 / Chapter III. --- CHANNEL CONFLICTS --- p.38 / New and Existing Relationships --- p.40 / Relationship Reevaluation Triggers --- p.41 / The role of perceptions and behaviors --- p.41 / Asymmetrical power relationships --- p.42 / Performance of channel members --- p.43 / Goal incongruity --- p.44 / External influences on conflict --- p.44 / Partnership Advantage Evaluation --- p.45 / Marketing enhancements --- p.45 / Cost reductions --- p.46 / "Managing uncertainty (Williamson, 1981)" --- p.46 / "Protection of specific assets (Williamson, 1981)" --- p.47 / Formulating Channel Strategies --- p.47 / Relationship Components --- p.48 / The role of manufacturer - Shell --- p.48 / The role of distributors --- p.49 / The role of account managers --- p.50 / Programs and Action Plans --- p.52 / Essential elements --- p.53 / Capability-building programs --- p.54 / Incentive programs --- p.55 / Measuring Performance --- p.56 / Feedback --- p.57 / Chapter IV. --- THE MARKETING PLAN --- p.58 / Marketing Objectives --- p.59 / Product --- p.60 / Objectives --- p.60 / Strategy --- p.60 / The product itself --- p.60 / The services --- p.62 / Price --- p.63 / Objective --- p.63 / Strategy --- p.63 / Price setting --- p.63 / Reselling price control --- p.64 / Place --- p.65 / Objectives --- p.65 / Strategy --- p.65 / Promotion --- p.66 / Objectives --- p.66 / Strategies --- p.66 / Advertising --- p.67 / Sales promotion --- p.68 / Public relations --- p.69 / Chapter V. --- CONCLUSION --- p.71 / APPENDIX --- p.73 / BIBLIOGRAPHY --- p.106