by Yeung Oi Yung, Betty, Lee Wing Kin. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves 218-222. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.v / LIST OF APPENDICES --- p.viii / ACKNOWLEDGEMENTS --- p.ix / Chapter PART A --- "INTRODUCTION, OBJECTIVES AND METHODOLOGY" / Chapter I. --- INTRODUCTION / The evolution process --- p.1 / The Third Wave --- p.2 / The local market place --- p.4 / The quest for knowledgeable practitioners --- p.5 / Chapter II. --- OBJECTIVES AND METHODOLOGY / Decision making objectives --- p.7 / Research objectives --- p.9 / Organization of research content --- p.10 / Methodology --- p.12 / Chapter PART B --- RESULTS / Chapter III. --- ENVIRONMENTAL FACTORS FOR DIRECT MARKETING / The world environment in the view of famous marketers --- p.23 / Demographic changes in Hong Kong relating to demassification --- p.25 / Communication and transportation --- p.38 / Interpretation --- p.43 / Chapter IV. --- CHARACTERISTICS OF DIRECT MARKETING AND FEATURES OF FINANCIAL SERVICES / Introduction --- p.45 / Accountability --- p.47 / One-to-one marketing --- p.49 / Scientific orientation --- p.52 / Myths of direct marketing --- p.58 / Comparison with general advertising --- p.61 / Financial services industry --- p.65 / Direct marketing activities in Hong Kong --- p.69 / Chapter V. --- DIRECT MARKETING AS A TOTAL MARKETING CONCEPT / Introduction --- p.74 / Marketing mix and direct marketing --- p.75 / Marketing objective of the graduate card program --- p.76 / Product --- p.77 / Price --- p.78 / Place --- p.79 / Promotion --- p.80 / Evaluation of results --- p.82 / Interpretation --- p.83 / Chapter VI. --- APPLICATION OF DIRECT MARKETING IN THE FINANCIAL SERVICES INDUSTRY / Introduction --- p.85 / Discussion and analysis --- p.89 / Interview reports --- p.98 / Interpretation --- p.100 / Chapter VII. --- SUPPORTIVE SERVICES FOR DIRECT MARKETING / Introduction --- p.104 / Interview reports --- p.108 / Times Direct Marketing --- p.109 / Direct Force --- p.115 / Ad-Post --- p.119 / Nat Alan Direct --- p.124 / H K Cable Communications Ltd --- p.130 / Interpretation --- p.138 / Chapter VIII. --- CONSUMERS ' ATTITUDES AND BEHAVIOURS TOWARDS DIRECT MARKETING A CONSUMER SURVEY ON DIRECT MAIL / Introduction --- p.142 / Design of the survey instrument --- p.144 / Observation of results by overall sample --- p.148 / Observation of results by demographic segments and their interactions --- p.166 / Utilization of mail order service for financial services --- p.186 / Comparison between nominal variables and among batches --- p.189 / Cable television --- p.194 / Interpretation --- p.197 / Chapter PART C --- CONCLUSION / Chapter IX. --- LIMITATIONS / Limitations --- p.200 / Environmental factors (ch.3) --- p.201 / Characteristics of direct marketing and features of financial services (ch. 4) --- p.201 / Direct marketing as a total marketing concept (ch. 5) --- p.202 / Application of direct marketing in the financial services industry (ch. 6) --- p.202 / Supportive services for direct marketing (ch.7) --- p.203 / Consumer survey on direct mail (ch. 8) --- p.204 / Chapter X. --- CONCLUSION / Concluding remarks --- p.207 / Recommendations --- p.211 / Summary of Research --- p.216 / BIBLIOGRAPHY --- p.218 / APPENDICES --- p.Appendices 1 to9

by Leung Wing Yiu, Raymond, Wong Shung Yan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 82-84). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / ACKNOWLEDGEMENTS --- p.vi / Chapter / Chapter 1. --- INTRODUCTION --- p.1 / Purpose / Definition of Direct Marketing / Direct Marketing Businesses in South East Asia / Singapore / Thailand / Malaysia / Taiwan / Direct Marketing Businesses in Hong Kong / Opportunities and Difficulties of Direct Marketing in Hong Kong / Consumer Attitude Towards Direct Marketing in Hong Kong / Chapter 2 --- METHODOLOGY --- p.15 / Literature Review / Interview with Local Direct Marketing Media and Practitioners / Focus Group Interview / Identification of Opportunities and Difficulties / Feasibility Study / Chapter 3 --- INTERVIEW WITH PRACTITIONERS IN HONG KONG --- p.19 / Interview with Mr. David Kwong of Bank of China Credit Cards / Introduction / Products Offered Through Direct Marketing / Criteria for Good Selling Products / Customer Information Maintenance / Interview with Ms Panky Poon of Chase Credit Card / Products Offered Through Direct Marketing / Criteria for Good Selling Products / Customer Relationship Maintenance / Interview with Mr. Peter Stening of Ball Partnership / Companies Served by Ball in Direct Marketing / Benefits and Difficulties of Using Direct Marketing / Outlook of Direct Marketing / Interview with Mr. Alan Ng of Ogilvy & Mather Direct / Products Offered Through Direct Marketing / Benefits and Difficulties of Using Direct Marketing / Outlook of Direct Marketing / Chapter 4 --- FOCUS GROUP INTERVIEWS --- p.26 / The Questionnaire / The Interview Discussion / Demographics / The Questionnaire Result / The Interview Result / General Attitude / Accessory Products / Direct Marketing of Accessory Products / Direct Marketing of Ties / Chapter 5 --- OPPORTUNITIES AND DIFFICULTIES --- p.41 / Consumer Attitudes / Value of Product / Convenience / Confidence in Marketer and Product / Product Attributes / Product Uniqueness / Product Price / Non-necessities / Added Value / Marketing Attributes / The Customer Database / A Reputable Marketer with Good Quality Product / Pre-examination of Product Before Purchase / Difficulties / Chapter 6 --- MEN'S ACCESSORIES --- p.48 / The Market / The Product / The Supplier / Chapter 7 --- FEASIBILITY STUDY --- p.52 / Factors affecting Direct Marketing of Men's Accessories / Suggested Approach to Direct Marketing / Product / Price / Mode of Distribution / Promotion / Customers Maintenance / Financial Analysis / Marketing Cost / Required Revenue / Shortcomings / Chapter 8 --- CONCLUSION --- p.63 / Direct Marketing in General / Direct Marketing of Men's Accessories / Limitations of the Study / Viewpoints on Direct Marketing of Men's Accessories / Recommendations for Further Studies / APPENDIX / Chapter 1 --- QUESTIONNAIRE --- p.70 / Chapter 2 --- OUTLINE OF FOCUS GROUP DISCUSSION --- p.73 / Chapter 3 --- THE BERTINI PRODUCT CATALOGUES --- p.75 / BIBLIOGRAPHY --- p.82

by Chan Kin Hung, Chan Ping Cheung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 61-62). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF ILLUSTRATIONS --- p.vi / LIST OF TABLES --- p.vii / ACKNOWLEDGEMENTS --- p.viii / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Retail Industry in Hong Kong --- p.1 / Decision Process of a Consumer --- p.3 / In-house Purchase --- p.5 / Objectives and Scope of Study --- p.8 / Chapter II. --- METHODOLOGY --- p.10 / Chapter III. --- RETAIL 21 --- p.12 / The Shop --- p.12 / The Software --- p.14 / The Target Group of Customers --- p.15 / Retail 21 Summary --- p.16 / Chapter IV. --- DATA ANALYSIS AND INTERPRETATION --- p.19 / Survey on Shopping Habit --- p.19 / Retailer Interviews --- p.20 / Survey on Retail 21 Acceptability --- p.23 / Chapter V. --- SUMMARY OF KEY FINDINGS --- p.25 / Key Findings --- p.25 / Implications of Findings --- p.27 / Chapter VI. --- RECOMMENDATIONS --- p.30 / Product Objectives --- p.30 / Promotion Objectives --- p.32 / Price Objectives --- p.33 / Summary --- p.35 / Chapter VII. --- LIMITATIONS --- p.36 / Chapter VIII. --- CONCLUSION --- p.38 / APPENDICES / Chapter A. --- Questionnaire for Survey on Shopping Habit --- p.40 / Chapter B. --- Result of Survey on Shopping Habit / Chapter 1. --- Decision process for purchase --- p.42 / Chapter 2. --- Experience with mail order --- p.42 / Chapter 3. --- Products purchased through mail order --- p.43 / Chapter 4. --- Factors affecting acceptable information charge --- p.43 / Chapter C. --- Cover Letter for Interview Request --- p.45 / Chapter D. --- List of Interviews --- p.46 / Chapter E. --- List of Shops Contacted but Interview Could Not Be Arranged --- p.47 / Chapter F. --- Summary of Retailer Interviews --- p.48 / Chapter G. --- Questionnaire for Survey on Retail 21 Acceptability --- p.53 / Chapter H. --- Result of Survey on Retail 21 Acceptability --- p.54 / Chapter I. --- Operation of Retail 21 Prototype Software --- p.55 / Chapter J. --- Tables / Chapter 1. --- Hong Kong Population by Broad Area --- p.60 / Chapter 2. --- Hong Kong Population in New Towns --- p.60 / BIBLIOGRAPHY --- p.61

by Check Suk-Han & Lee Pak-Hang, Gordon. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaves 91-92). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.v / LIST OF ILLUSTRATIONS --- p.vii / LIST OF TABLES --- p.ix / ACKNOWLEDGEMENT --- p.x / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Objective --- p.3 / Approach --- p.4 / Chapter II. --- LITERATURE REVIEW --- p.6 / Database Marketing and the Loyalty Ladder --- p.7 / Building the Customer List --- p.11 / Segmentation of Customer list --- p.13 / Planning the Database --- p.21 / Using the Database --- p.25 / Managing the Database --- p.27 / Chapter IV. --- CASE STUDY --- p.29 / Background --- p.29 / Analysis --- p.30 / Designing the Database --- p.31 / Phase One - Building up the Customer List --- p.32 / Phrase Two - Enhancing the Database to Improve Customer Relationship --- p.38 / Phase Three- Analysis the Business --- p.41 / Impact to Current Business --- p.50 / Changes in business operation --- p.50 / Budget for Hardware/Software Requirement --- p.50 / Functional requirements --- p.51 / Managing the Database --- p.59 / Chapter V. --- THE CASE STUDY REVIEW --- p.62 / Facing Challenges --- p.64 / Fear of Change --- p.64 / Increased Workload --- p.64 / Limited Resources --- p.65 / Increased Costs --- p.65 / Lack of Skills --- p.65 / Difficult to Justify the Cost and Benefit --- p.66 / Changing Image --- p.66 / Recommendations to the Bookstore --- p.67 / Chapter VI. --- CONCLUSION --- p.68 / Limitations --- p.69 / Future Directions --- p.71 / APPENDIX --- p.73 / BIBLIOGRAPHY --- p.91

This study looks at the impact of E-commerce on direct selling companies, and examines how the direct selling companies react to the effects of E-commerce business.

This study looks at the impact of E-commerce on direct selling companies, and examines how the direct selling companies react to the effects of E-commerce business.

Thesis (M.A. (Communication Studies)) -- University of Limpopo, 2020 / The purpose of this study was to assess the Integrated Marketing Communication (IMC) strategies used by the University of Limpopo’s Marketing and Communication, Student Recruitment division. The study focuses on the use of IMC strategies including direct marketing, which includes marketing through branding, face- to -face interaction with customers and other elements including advertising. The other aspect of the marketing strategy is digital communication, which includes social media and web marketing that the university uses to market themselves to their prospective students. The use of marketing strategies by higher institutions of learning was addressed in the literature review and the importance of implementing the strategies was also discussed. The study focused further on direct marketing and digital communication strategies following low student number enrolments in 2016, especially in the faculties of Science and Agriculture, as well as in Management and Law. The study examined the way in which the university presents and sells itself, promotes its services and maintains the relationship between students, both international and domestic. In this work, IMC strategies were explained and outlined for understanding, which allows for proper implementation of the strategies. The use of General Systems Theory (GST) served as a theoretical outline for this study to highlight the importance of marketing strategies that operate in a systematic way. The use of GST also advocated for the implementation of marketing strategies as a system. The theory was able to link both IMC strategies and the organisation of higher learning, wherein IMC is a system itself. There are elements of IMC that work together to create a system in an organisation. GST supports education as it was stated that educational institutions deal with marketing strategies which, need to be approached in a systematic way (Buckey, 1968). Institutions of higher learning are composed of many systems, which should not be viewed as individual, separate units, but as contributing parts to the effective functioning of the whole marketing strategy. The research design utilised grounded theory for philosophical methodological underpinning. The data was collected through semi-structured interviews taken from nine, (9) high school leaners from Zimbabwe and South Africa. International high v school participants were attending an exhibition in different places in Zimbabwe, such as Harare (Gateway High School). In South Africa, data was collected from different areas, such as Capricorn, Vhembe, Mopanae and Blouberg in Limpopo province. Branding and the use of social media was also a concern. Most participants concluded that the university needs to upgrade its marketing strategies and focus more on the digital communication as teenagers spend time on their digital devices, which can be helpful in accessing the information they need.

Business to Business (B2B) firms spend significant resources managing close relationships with their customers, yet there is limited understanding of how the customers perceive the relationship based on the customer management efforts initiated by the firm. Specifically, studies on how firms communicate different values to B2B customers and how they perceive the values the firm offers by consistently evaluating the direct marketing communication which ultimately affect their buying behaviors have been largely overlooked. Typically, the direct marketing communication efforts are geared towards explicitly featuring economic values or relational values. To implement an effective communication strategy catering to customers’ preferences, firms should understand how these organizational marketing communications dynamically influence the perceived importance of different values offered by the firm. Therefore, using data from a Fortune 500 B2B service firm and employing a content analysis and a robust econometric model, we find that (i) the effect of economic and relational marketing communication on customer purchase behavior vary by customers and change overtime (ii) the latent stock variable of direct marketing communication affect the customer purchase behaviors and (iii) the evolution of customers’ perceived importance can be recovered using the transaction data. Overall, we provide a marketing resource reallocation strategy that enables marketers to customize marketing communication and improve a firm’s financial performance.

This dissertation examines organic food marketing from three aspects: household demand for organic food, household choice of retail formats accounting for preference organic food preference, and farmers’ joint adoption of organic farming and direct marketing methods. In Chapter Two, given the fast growth of private label milk and organic milk in the U.S., we estimate a censored demand system to study the demand relations among types of milk differentiated by brand types and organic status, using recent Nielsen Homescan data. We find that sociodemographic factors still play important roles in a household choice of milk types, and fluid milk is an inferior good. Moreover, as income increases, households are more likely to shift from buying conventional milk to organic milk and from private label conventional milk to branded conventional milk, as indicated by the asymmetric cross price elasticities. In Chapter Three, we examine whether households’ preference for organic food can affect their retail format choices for their grocery shopping trips. We model households’ choices of five major retail format with a conditional logit model, also using the Nielsen Homescan data. Our main findings are that regular organic user households are more likely to patronage organic specialty stores and discount stores, but less likely to shop in warehouse clubs. Price, consumer loyalty, and household shopping behavior also affects household retail format choice. In Chapter Four, we examine the relation between farmers’ adoption of organic farming and direct marketing, given their similar objectives in satisfying consumer demand and increasing farm income. We model farmers’ adoption of the two practices with a bivariate simultaneous linear probability model using data from USDA Agricultural Resource Management Survey. Our main finding is that the farmers’ adoption of organic farming decreases their probability of adopting direct marketing, whereas the reverse effect is insignificant. Also, organic farming is found to improve gross farm income.

I dagens konsumentsamhälle växer hela tiden utbudet av varor och tjänster att välja mellan och därmed växer även konkurrensen mellan de olika företag som finns ute på marknaden.Utvecklingen inom direktmarknadsföringen går snabbt framåt och med framstegen inom området kommer det även fram nya sätt att nå kunderna. Individanpassade erbjudande är ett relativt nytt sätt för företagen att arbeta med i sin marknadsföring vilket gör det extra viktigt för företagen att kontrollera hur deras erbjudanden tas emot av deras kunder.Det finns många fördelar med att använda sig av personanpassad DM men självkart kan det också uppstå problem vid användandet av den här typen av erbjudanden. Ett av de främsta problemen är att det kan inkräkta den personliga integriteten hos den som mottar dem.Vår studie är en fallstudie där vi valt att inrikta oss på ICA och hur de arbetar med sin DM. Vi har valt att göra en kundundersökning med respondenter som har ICA-kort, där vi ställer frågor kring kundernas uppfattning av företagets lagring av köpbeteende och anpassade erbjudanden. Genom att göra en intervju med vår kontaktperson på företaget som har en ledande position på ICA:s marknadsavdelning, har vi fått information som hjälpt oss besvara en del av vår problemfrågeställning.Vårt syfte med studien är att undersöka och beskriva hur ICA arbetar med sin direktmarknadsföring. Vi vill skapa en förståelse kring ICA:s förhoppningar om hur deras direktmarknadsföring uppfattas av kunderna, samt om det stämmer överens med verkligheten.De problemformuleringar vi arbetat efter ser ut på följande vis:Huvudfråga: Hur uppfattas ICA:s DM-erbjudande ”mina varor” av deras kunder?Delfråga 1: Hur arbetar ICA med sin DM?Delfråga 2: Hur vill och tror ICA att deras DM-erbjudande ”mina varor” uppfattas av deras kunder?Vår undersökning visar att ICA:s personanpassade erbjudande ”mina varor” överlag är en uppskattad tjänst bland deras kunder. Problem som kan uppstå gällande inkräktande av den personliga integriteten var inte så stora som företaget själva trodde att det kunde bli vid uppstartandet av den här typen av erbjudande. Majoriteten av respondenterna i vår undersökning har angivit att de var positiva till ”mina varor”. Den största andelen kunder uppfattade också de här erbjudandena som något de ibland har nytta av och även ibland att de är relevanta för dem och deras hushåll.