by Mok Chun-hong. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 37-38). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.iv / ACKNOWLEDGEMENT --- p.v / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Literature Review --- p.2 / Chapter II. --- METHODOLOGY --- p.9 / Manipulation: The Advertisements --- p.9 / Subjects and Procedures --- p.10 / Company Image --- p.11 / Chapter III. --- RESULTS --- p.14 / Chapter IV. --- DISCUSSION --- p.19 / Chapter V. --- LIMITATIONS --- p.27 / Chapter VI. --- CONCLUSION --- p.30 / APPENDIX --- p.32 / BIBLIOGRAPHY --- p.37

Yu Yat-Wah. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / LIST OF FIGURES --- p.vi / ACKNOWLEDGEMENTS --- p.vii / CHAPTER / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 2. --- MARKETING IMAGE STUDY FOR TELECOM PAGING LIMITED --- p.3 / Market Situation of the Paging Industry --- p.3 / Marketing Strategy --- p.6 / The Target Company - Telecom Paging Ltd --- p.11 / Research Objective --- p.12 / Chapter 3. --- LITERATURE REVIEW --- p.13 / Chapter 4. --- RESEARCH METHODOLOGY --- p.19 / Exploratory Study --- p.19 / Descriptive Research --- p.20 / Chapter 5. --- LIMITATIONS --- p.24 / Chapter 6. --- RESULTS --- p.26 / Demographic Characteristics of the Respondents --- p.26 / Media Through Which Respondents Became Aware of Telecom Paging and New World Paging --- p.29 / Top of Mind Paging Companies --- p.31 / Mean Score of Each Attribute --- p.32 / Mean Importance of Each Attribute --- p.35 / Chapter 7. --- IMAGE GAP ANALYSIS --- p.37 / Telecom's Image versus New World's Image --- p.40 / Actual Image versus Perceived Image --- p.44 / Chapter 8. --- RECOMMENDED MARKETING STRATEGY FOR TELECOM PAGING LIMITED --- p.49 / Chapter 9. --- CONCLUSION --- p.56 / BIBLIOGRAPHY --- p.58 / APPENDICES --- p.60

by Chan Wing-Sum. / Includes Chinese questionnaire. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 115-117). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES --- p.vi / LIST OF TABLES --- p.vii / ACKNOWLEDGEMENTS --- p.viii / Chapters / Chapter I. --- BACKGROUND --- p.1 / Chapter II. --- LITERATURE REVIEW --- p.3 / Chapter III. --- STELUX HOLDINGS LIMITED --- p.6 / Chapter IV. --- CITY CHAIN CO. LTD --- p.8 / Company Development --- p.9 / Stage 1 (May 85 - May 86) --- p.9 / Stage 2 (May 86 - May 87) --- p.10 / Stage 3 (May 87 - now) --- p.12 / Current Marketing Strategies --- p.14 / Target Market --- p.14 / Competitors --- p.14 / Product --- p.15 / Price --- p.16 / Distribution --- p.17 / Promotion --- p.18 / Personnel --- p.19 / Presentation --- p.22 / Personality --- p.23 / Chapter V. --- OPTICAL 88 LIMITED --- p.25 / Company Development --- p.26 / Stage 1 ( April 79 - May 84) --- p.26 / Stage 2 ( May 84 - April 86) --- p.27 / Stage 3 (86- Oct. 88) --- p.28 / Stage 4 ( Oct. 88 - Now ) --- p.29 / Current Marketing Strategies --- p.30 / Target Market --- p.30 / Competitors --- p.30 / Product --- p.32 / Price --- p.33 / Distribution --- p.34 / Promotion --- p.35 / Personnel --- p.38 / Presentation --- p.40 / Personality --- p.40 / Chapter VI. --- RESEARCH --- p.42 / Methodology --- p.42 / Results --- p.45 / Demographics of Total Sample --- p.45 / "Demographics of City Chain ""Shoppers"" and ""Non-shoppers""…" --- p.47 / "Demographics of Optical 88 ""Shoppers"" and ""Non-shoppers""" --- p.49 / Research Implications and Recommendations --- p.51 / City Chain --- p.51 / Optical 88 --- p.58 / Chapter VII. --- DISCUSSION AND IMPLICATIONS --- p.64 / Synergy Effect --- p.64 / Definition of Business --- p.65 / Definition of Products --- p.66 / Shopping Process --- p.72 / Life Cycle of Chain Stores in Hong Kong --- p.74 / Introduction Stage --- p.74 / Early Growth Stage --- p.76 / Rapid Growth Stage --- p.77 / Consolidation Stage --- p.78 / Maturity Stage --- p.78 / Chapter VIII. --- SUMMARY --- p.79 / APPENDIX --- p.80 / Chapter A. --- Factor Analysis of Attributes : City Chain --- p.80 / Chapter B. --- Factor Analysis of Attributes : Optical 88 --- p.81 / Chapter C. --- "TV Commercial of City Chain - ""Solvil et Titus (Shanghai 1937)""" --- p.82 / Chapter D. --- Instore Layouts of City Chain --- p.90 / Chapter E. --- "TV Commercial of Optical 88 - ""Stand by Me""" --- p.91 / Chapter F. --- "TV Commercial of Optical 88 - ""The Kid""" --- p.96 / Chapter G. --- Instore Layouts of Optical 88 --- p.107 / Chapter H. --- Questionnaire --- p.108 / BIBLIOGRAPHY --- p.115