published_or_final_version / Business Administration / Master / Master of Business Administration

published_or_final_version / Business Administration / Master / Master of Business Administration

by Ma Hon-chung, Paris. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves [B-1]-B-3. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.viii / ACKNOWLEDGEMENTS --- p.ix / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter 1.1 --- Cable TV as an Advertising Media --- p.1 / Chapter 1.2 --- Cable TV as a Direct marketing Tool --- p.3 / Chapter 1.3 --- The Research Objectives --- p.8 / Chapter 1.4 --- The Hypothesis --- p.10 / Chapter 1.5 --- The Significance of the Research --- p.11 / Chapter CHAPTER II --- RESEARCH DESIGN AND METHODOLOGY --- p.13 / Chapter 2.1 --- Variables --- p.14 / Chapter 2.2 --- Literature Survey --- p.16 / Chapter 2.3 --- Brief Technical Study --- p.16 / Chapter 2.4 --- Sampling Plan --- p.17 / Chapter 2.5 --- Sampling Criteria --- p.18 / Chapter 2.6 --- Product Design and Demonstration --- p.20 / Chapter 2.7 --- Consumer Research --- p.21 / Chapter 2.8 --- Analysis and Conclusion --- p.22 / Chapter CHAPTER III --- LITERATURE SURVEY --- p.23 / Chapter 3.1 --- The Early Systems --- p.23 / Chapter 3.2 --- Home Shopping through Viewdata System --- p.25 / Chapter 3.3 --- Industrial Experience of Home Shopping through Cable TV --- p.27 / Chapter 3.4 --- Other Related Studies --- p.30 / Chapter CHAPTER IV --- A BRIEF TECHNICAL STUDY --- p.32 / Chapter 4.1 --- Compostion of a Direct Response Cable TV System --- p.32 / Chapter 4.2 --- Cable System in Hong Kong --- p.33 / Chapter 4.3 --- HDTV and Future System --- p.35 / Chapter CHAPTER V --- CONSUMER RESEARCH - RESULTS AND ANALYSIS --- p.38 / Chapter 5.1 --- Summary of Procedure --- p.38 / Chapter 5.2 --- Samples Achieved --- p.40 / Chapter 5.3 --- Shopping Habit and Shopping Decision --- p.42 / Chapter 5.4 --- General Reception and Expectation --- p.44 / Chapter 5.5 --- Preference on Format and Program View Time --- p.46 / Chapter 5.6 --- Merchandise and Presentation --- p.47 / Chapter 5.7 --- Price Tolerance --- p.48 / Chapter 5.8 --- Response Method --- p.49 / Chapter 5.9 --- Delivery Option --- p.50 / Chapter 5.10 --- Payment Option --- p.51 / Chapter 5.11 --- Merchandise Return Policy --- p.51 / Chapter 5.12 --- Other Attributes --- p.52 / Chapter CHAPTER VI --- CONCLUSION AND RECOMMENDATION --- p.54 / Chapter 6.1 --- Limitation of the Research Reinstated --- p.54 / Chapter 6.2 --- Conclusion and Suggestion --- p.55 / Chapter 6.2.1 --- Group Difference - Inference --- p.55 / Chapter 6.2.2 --- General Reception and Expectation --- p.57 / Chapter 6.2.3 --- Program Format and View Time --- p.58 / Chapter 6.2.4 --- Merchandise and Presentation --- p.59 / Chapter 6.2.5 --- Price --- p.59 / Chapter 6.2.6 --- Response Method --- p.60 / Chapter 6.2.7 --- Order Acknowledgement --- p.60 / Chapter 6.2.8 --- Delivery --- p.60 / Chapter 6.2.9 --- Payment --- p.61 / Chapter 6.2.10 --- Merchandise Return Policy --- p.61 / Chapter 6.2.11 --- Others --- p.62 / Chapter 6.3 --- Recommendation --- p.62 / Chapter 6.4 --- Areas for Further Research --- p.65 / Chapter CHAPTER VII --- SUMMARY OF FINDINGS --- p.67 / APPENDIX / Chapter 1. --- Consumer Research Focus Group Discussion Guide --- p.Al-1 / Chapter 2. --- Consumer Research Visual Aid ´ؤ Contents --- p.A2-1 / Chapter 3. --- Consumer Research Sample Quota Sheet --- p.A3-1 / Chapter 4. --- Sample Profile --- p.A4-1 / BIBLIOGRAPHY

by Law Yuet Yung, Florence, Ma Yuen Hung, Pony. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 62-66). / ACKNOWLEDGEMENT --- p.i / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.v / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Definition of Direct Response Television Advertising --- p.1 / Chapter 1.2 --- Development of DRTV Advertising in the United States --- p.2 / Chapter 1.3 --- Merits of DRTV Advertising --- p.3 / Chapter 1.4 --- Emergence of DRTV Advertising in Hong Kong --- p.4 / Chapter 1.5 --- Research Objectives --- p.5 / Chapter II. --- RESEARCH METHODOLOGY --- p.7 / Chapter 2.1 --- Literature Review --- p.7 / Chapter 2.2 --- Direct Observation of DRTV Commercials --- p.8 / Chapter 2.3 --- Interview with DRTV Marketers and DM Agency --- p.8 / Chapter 2.4 --- Interview with Television Broadcasting Companies --- p.8 / Chapter 2.5 --- Interview with Consumer Council --- p.9 / Chapter 2.6 --- Interview with Consumers --- p.9 / Chapter 2.7 --- Analysis and Conclusion --- p.10 / Chapter III. --- FINDINGS FROM LITERATURE REVIEW --- p.11 / Chapter 3.1 --- Experience in the United States --- p.11 / Chapter 3.2 --- Reasons for DRTV Advertising to Become Popular in the United States --- p.13 / Chapter 3.3 --- Consumer Acceptance of DRTV Advertising in the United States --- p.13 / Chapter IV. --- DIRECT OBSERVATION OF DRTV COMMERCIALS --- p.15 / Chapter 4.1 --- Development of DRTV Advertising in Hong Kong --- p.15 / Chapter 4.2 --- Time Slot and Length of DRTV Commercials --- p.16 / Chapter 4.3 --- Types of Products Sold and Price Range --- p.16 / Chapter 4.4 --- Presentation Style --- p.17 / Chapter V. --- SUMMARY OF INTERVIEW FINDINGS --- p.19 / Chapter 5.1 --- DRTV Marketers and DM Agency --- p.19 / Chapter 5.1.1 --- History of DRTV Advertising in Hong Kong --- p.19 / Chapter 5.1.2 --- Reasons for Going into DRTV Advertising --- p.20 / Chapter 5.1.3 --- Operations --- p.21 / Chapter 5.1.4 --- Conditions Favouring the Development of DRTV Advertising --- p.22 / Chapter 5.1.5 --- Constraints Hindering the Development of DRTV Advertising --- p.23 / Chapter 5.1.6 --- Marketing Strategy --- p.24 / Chapter 5.1.7 --- Cable Television --- p.25 / Chapter 5.1.8 --- Prediction of Future Development of DRTV Advertising in Hong Kong --- p.26 / Chapter 5.2 --- Television Broadcasting Companies --- p.26 / Chapter 5.2.1 --- Regulations Imposed by the Television & Entertainment Licensing Authority (TELA) and Broadcasting Authority (BA) --- p.27 / Chapter 5.2.2 --- Air Time and Charges for DRTV Commercials --- p.28 / Chapter 5.2.3 --- Comment on Development of DRTV Advertising --- p.29 / Chapter 5.3 --- Consumer Council --- p.29 / Chapter 5.3.1 --- Nature and Number of Consumer Complaints --- p.29 / Chapter 5.3.2 --- Action Taken by Consumer Council --- p.30 / Chapter 5.3.3 --- Study Done by Consumer Council on DM --- p.30 / Chapter 5.3.4 --- Advices Given by Consumer Council to DRTV Marketers --- p.31 / Chapter 5.4 --- DRTV Buyers --- p.32 / Chapter 5.4.1 --- Demographics --- p.32 / Chapter 5.4.2 --- Types and Prices of Products Bought --- p.33 / Chapter 5.4.3 --- Reasons for Buying --- p.33 / Chapter 5.4.4 --- Recall of Ordering Process --- p.34 / Chapter 5.4.5 --- Comment on Quality of Products and Service --- p.34 / Chapter 5.4.6 --- General Comment on DRTV Advertising --- p.35 / Chapter 5.4.7 --- Shopping Habit and Decision Making Process --- p.36 / Chapter 5.4.8 --- Subscription of Star TV and Cable TV --- p.36 / Chapter 5.5 --- Consumers Without Prior Purchase Experience through DRTV Advertising --- p.37 / Chapter 5.5.1 --- Demographics --- p.37 / Chapter 5.5.2 --- Reasons for No Intention to Buy --- p.37 / Chapter 5.5.3 --- Comment on DRTV Advertising Programme --- p.39 / Chapter 5.5.4 --- General Perception on DRTV Advertising as a Shopping Means --- p.39 / Chapter 5.5.5 --- Shopping Habit and Decision Making Process --- p.39 / Chapter 5.5.6 --- Subscription of Star TV and Cable TV --- p.40 / Chapter VI. --- ANALYSIS --- p.41 / Chapter 6.1 --- Limitation --- p.41 / Chapter 6.1.1 --- Nature of Study --- p.41 / Chapter 6.1.2 --- Sample --- p.41 / Chapter 6.1.3 --- Non-Professional Interviewers --- p.42 / Chapter 6.2 --- Factors Favourable for the Development of DRTV Advertising in Hong Kong --- p.42 / Chapter 6.2.1 --- Economic Factors --- p.42 / Chapter 6.2.2 --- Societal Factors --- p.43 / Chapter 6.2.3 --- Technological Factors --- p.43 / Chapter 6.3 --- Consumers' Perception and Acceptance of DRTV Advertising --- p.43 / Chapter 6.3.1 --- Merits Perceived --- p.44 / Chapter 6.3.2 --- Risks Perceived --- p.44 / Chapter 6.4 --- Existing Strategy of DRTV Marketers --- p.46 / Chapter 6.4.1 --- Credibility of DRTV Marketers --- p.46 / Chapter 6.4.2 --- Total Marketing Mix --- p.47 / Chapter 6.5 --- Launching of Cable TV --- p.48 / Chapter VII. --- RECOMMENDATION --- p.49 / Chapter 7.1 --- Strategies Recommended to DRTV Marketers on : --- p.49 / Chapter 7.1.1 --- Product Selection --- p.49 / Chapter 7.1.2 --- Pricing --- p.50 / Chapter 7.1.3 --- Delivery --- p.51 / Chapter 7.1.4 --- After-Sale Services --- p.51 / Chapter 7.1.5 --- Presentation Format of DRTV Commercials --- p.52 / Chapter 7.1.6 --- Customer Base Management --- p.53 / Chapter 7.1.7 --- Exploiting Opportunities Provided by Cable TV --- p.53 / Chapter 7.1.8 --- Role of DRTV Advertising in the Total Marketing Mix --- p.54 / Chapter 7.2 --- Need for DRTV Practitioners to Develop DRTV Advertising as an Industry --- p.55 / Chapter 7.3 --- Government Legislation --- p.56 / Chapter VIII. --- CONCLUSION --- p.57 / APPENDIX --- p.58 / BIBLIOGRAPHY --- p.62

by Ng Yuk Kwan, Ivan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / Chapter CHAPTER 1 --- BACKGROUND --- p.1-3 / Chapter CHAPTER 2 --- "DIRECT MARKETING: DEFINITIONS, ELEMENTS, HISTORY, LITERATURE" / Chapter 2.1 --- DEFINITIONS --- p.4-6 / Chapter 2.2 --- ADVANTAGES OF USING DIRECT MARKETING --- p.7-8 / Chapter 2.2.1 --- Precision Targeting / Chapter 2.2.2 --- Personalization / Chapter 2.2.3 --- Immediate Response / Chapter 2.2.4 --- Measurability / Chapter 2.3 --- EMERGENCE OF DIRECT MARKETING --- p.9-13 / Chapter 2.3.1 --- The Marketplace / Chapter 2.3.2 --- Reasons for the Growth of Direct Marketing in Hong Kong / Chapter 2.3.2.1 --- The Environment / Chapter 2.3.2.2 --- Consumers / Chapter 2.3.2.3 --- Technology / Chapter 2.3.2.4 --- Forerunners of Direct Marketing in Hong Kong / Chapter 2.4 --- FACTORS AFFECTING CONSUMERS' BUYING THROUGH DIRECT MARKETING --- p.14-16 / Chapter 2.4.1 --- Convenience / Chapter 2.4.2 --- Perceived Risk / Chapter 2.4.3 --- Economy / Chapter 2.5 --- DIRECT MARKETING MEDIA --- p.17-36 / Chapter 2.5.1 --- Direct Mail / Chapter 2.5.1.1 --- Mailing lists / Chapter 2.5.1.2 --- List processing / Chapter 2.5.1.3 --- Solo mailings / Chapter 2.5.1.4 --- Catalog / Chapter 2.5.2 --- Direct Response in Print Media / Chapter 2.5.2.1 --- Merits of Direct Response in Print Media / Chapter 2.5.2.2 --- Magazines / Chapter 2.5.2.3 --- Newspapers / Chapter 2.5.2.4 --- Elements of direct response advertisements in print media / Chapter 2.5.3 --- Telemarketing / Chapter 2.5.4 --- Direct Response Television / Chapter 2.5.5 --- Cable TV / Chapter 2.5.6 --- Video / Chapter 2.5.7 --- Others / Chapter 2.6 --- DATABASE MARKETING --- p.37-42 / Chapter 2.6.1 --- Definition / Chapter 2.6.2 --- Characteristics / Chapter 2.6.3 --- Development phases of Database Marketing / Chapter 2.6.4 --- Integration of Database Marketing and Direct Marketing / Chapter 2.7 --- CONCERNS ABOUT DIRECT MARKETING --- p.43 / Chapter 2.8 --- BIBLIOGRAPHY --- p.44-46 / Chapter CHAPTER 3 --- METHODOLOGY --- p.47-50 / Chapter 3.1 --- RESEARCH DESIGN / Chapter 3.2 --- INTERVIEWS / Chapter 3.2.1 --- Sample / Chapter 3.2.2 --- Data Collection Method / Chapter 3.2.3 --- Field Work / Chapter 3.3 --- CASE STUDY / Chapter CHAPTER 4 --- FINDINGS: THE SURVEY --- p.51-65 / Concepts / Emergence / Life Cycle of Direct Marketing / Relationship Management in Direct Marketing / Direct Marketing Agencies / "Ogilvy & Mather, its Services and Clients" / Times Direct Marketing and its Services / BBRD Chan Direct and its Services / Mailing Lists / Junk Mail / Consumers´ة Perception of Direct Marketing / Direct Response TV / Satellite TV / Videolog / Radio / The Products / Database Marketing & Integrated Direct Marketing Communication / Direct Selling: Introducing Amway / Chapter CHAPTER 5 --- A DIRECT SELLING ORGANIZATION: AMWAY --- p.66-76 / Introduction / Founding / Products / Organization / "Amway International Inc,Hong Kong Branch" / Structure of Amway Hong Kong / U.S.P. and E.V.P. of Amway's products / Direct Sales Agents / Organization of direct selling agents / Business operation of direct sales agents / Support from the company / Future Moves / Chapter CHAPTER 6 --- CONCLUSIONS --- p.77-86 / Summary of Direct Marketing / Direct Selling in Amway is an Application of Direct Marketing / SWOT Analysis / Recommendation 1: Developing customer databases / Recommendation 2: Classifying customers based on their values and loyalty / Recommendation 3: Classifying direct agent accounts based on their value and loyalty / Recommendation 4: Launching direct promotion campaigns at the consumer level / AFTERWORD --- p.87 / APPENDIX / Discussion Outline: Video as a tool in Direct Marketing in Hong Kong / Request Letters: Interviews on Direct Marketing in Hong Kong / with BBRD & Chan Direct / J. Walter Thompson Direct / Leo Burnett / Ogilvy & Mather Direct / Saatchi & Saatchi / Discussion Outlines: An Overview of Direct Marketing in Hong Kong / "(Interview with Mr. Godfrey Rooke," / Mr. Ricky Law Fu-ming.) / Letter: Request for an interview (to Ms. Lindsey Tai)

by Chen Monica, Edmund Cheng Nai Kam. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1989. / Bibliography: leaves 68-69.

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