by Chan Chun-sing, Colin. / Bibliography: leaf [36] / Thesis (M.B.A.)--Chinese University of Hong Kong, 1985

This thesis was designed and written with advertising stakeholders in mind. The aim of my thesis is to illustrate how listening to and understanding the behavior and voices of consumers from the perspective of a trained anthropologist can improve advertising strategies. My instruments for conducting this research include an in-depth investigation of 28 consumers who use organizing devices (e.g. personal digital assistants and paper-based organizers) and a qualitative analysis of two print ads from Palm, Inc. In the first phase of my research, I employed ethnographic techniques and analyses to shed light on the usage-based benefits consumers realize by using organizers. In the second part of my research, I reveal my analysis and interpretations of print ads from Palm, one of the world's largest producers of organizers. My research culminates with the placement of the Palm advertisers' decisions in a critical framework. I do this by illuminating the consonance and contradiction between the ways in which I found consumers using organizers and the ways in which they are promoted in the advertising. Among other things, my research found informants using their organizers as a means to escape the tedium of commuting to and from work; I also found informants using their organizers to extend their memory capacity and create solutions to problems. In the end, my interpretations lead to pragmatic conclusions that potentially make advertising strategy more efficacious: Palm advertising should create scenes in which people are actively using their organizers to achieve benefits (e.g. memory, entertainment, etc.) they seek. / Graduation date: 2003

by Yuen Ying-kit. / Thesis (M.B.A.)--Chinese Unversity of Hong Kong, 1990. / Bibliography: leaves 80-81. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / PREFACE --- p.v / Chapter I. --- INTRODUCTION --- p.1 / Background --- p.1 / The Computer Industry --- p.2 / Chapter II. --- LITERATURE REVIEW --- p.5 / Definition of Customer-Oriented Selling --- p.5 / The Marketing Concept --- p.7 / Customer-Oriented Selling and Marketing --- p.11 / Chapter III. --- RESEARCH OBJECTIVE --- p.14 / Chapter IV. --- METHODOLOGY --- p.16 / Research Design --- p.16 / Test Instrument --- p.17 / Sampling and Data Collection --- p.19 / Chapter V. --- ANALYSIS AND DISCUSSION OF RESULTS --- p.23 / Reliability of Testing Instrument --- p.23 / SOCO Scores 一 Salespeople vs Customers --- p.24 / Salespeople Variables --- p.27 / SOCO Scores and Salespeople Variables --- p.30 / SOCO Scores and Customer Variables --- p.30 / Chapter VI. --- CONCLUSIONS --- p.40 / APPENDIX --- p.43 / Chapter I. --- Questionnaire before Pretest / Chapter II. --- Revised Questionnaire (English Version) / Chapter III. --- Revised Questionnaire (Chinese Version) / Chapter IV. --- Asian Computer Directory (Sample) / Chapter V. --- Coding Format for Questionnaire on Salespeople / Chapter VI. --- Coding Format for Questionnaire on Customers / Chapter VII. --- Calculation of Coefficient Alpha / Chapter VIII. --- SPSS Statistical Analysis for Salespeople Data / Chapter IX. --- SPSS Statistical Analysis for Customer Data / BIBLIOGRAPHY --- p.80

M.Ing. / Nowadays successful companies realize that placing the customers' needs first is so important that it must be an attitude of all departments within the business, an attitude of everyone involved in the business and staff at large. They have to understand that the success of a company depends on customers. This research report will aim to emphasize that it is crucial for companies to satisfy and meet customer needs. Thus, the identification of customer needs, the satisfaction of customers and to satisfy the customers establishing product specifications are emphasized. The applications of the methods and techniques of the process of customer needs identification of a commercial product will be demonstrated and compared on a Turkish computer company and a South African computer company. As the market place, the South African and the Turkish computer market, as the commercial product, a computer and as the computer companies, the Surat computer company and the Microstar computer systems company will be chosen in the case study. The results of the case study will be presented in an integrated manner with the literature study. This report will be based on a case study of customer needs identification in computer technology.

Liu Yan-Wah. / Summary in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong. / Bibliography: leaves 82-84.