published_or_final_version / Business Administration / Master / Master of Business Administration

by Cheung Kwong Tat, Bernard, Leung Tuen Mun, Peony. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaf 92). / EXECUTIVE SUMMARY --- p.i / TABLE OF CONTENTS --- p.iv / LIST OF FIGURES AND TABLES --- p.vi / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Overview of the Facsimile --- p.3 / Line Services Market The Homefax Line of Product --- p.6 / Hong Kong Telecom's Considerations --- p.7 / Research Objectives --- p.9 / The Scope of the Study --- p.10 / Report Organization --- p.11 / Chapter II. --- LITERATURE REVIEW --- p.12 / Diffusion of Innovation --- p.12 / Product Life Cycle --- p.17 / Design of Marketing Programme --- p.20 / Market Segmentation --- p.22 / Chapter III. --- RESEARCH METHODOLOGY --- p.24 / Research Planning --- p.25 / Preparation of Survey --- p.27 / Sampling Plan --- p.30 / Questionnaire Design --- p.31 / Conducting the Survey --- p.32 / Results Analysis --- p.32 / Chapter IV. --- RESULTS OF SURVEY --- p.33 / Demographics of Respondents --- p.33 / Awareness of Facsimile and Homefax --- p.36 / Channels of Diffusion of Information --- p.37 / Awareness of the 'Two Dogs' Advertisement --- p.37 / Profile of Residential Fax Adopters --- p.38 / Profile of Potential Residential Fax Adopters --- p.41 / Reasons of Non-adoption --- p.42 / Profile of Existing and Potential Homefax Subscribers --- p.43 / Reasons of Non-subscription to Homefax --- p.44 / Market Potentials --- p.45 / Facsimile Applications in a Home Setting --- p.46 / Price Perception --- p.48 / Perception to Subsidiary Services --- p.52 / Relations of Demographics to Adoption --- p.52 / Qualifications of Results --- p.55 / Chapter V. --- CONCLUSIONS AND RECOMMENDATIONS --- p.57 / Review of Market Situation --- p.57 / Planning of Marketing Strategies --- p.59 / Target Market Segment --- p.59 / Price Strategy --- p.59 / Product Development Strategy --- p.60 / Promotion Strategy --- p.62 / Epilogue --- p.64 / APPENDICES --- p.65 / Chapter Appendix 1 : --- Pamphlet of Homefax --- p.65 / Chapter Appendix 2 : --- Sample of 'Two Dogs' Advertisement --- p.67 / Chapter Appendix 3 : --- List of Interviews --- p.68 / Chapter Appendix 4 : --- Telephone Survey Record Sheet --- p.69 / Chapter Appendix 5 : --- Questionnaire / English Version --- p.70 / Chinese Version --- p.77 / Chapter Appendix 6 : --- Statistical Test Household Income By Interest to Subscribe Homefax for Potential Residential Fax Adopters --- p.85 / Chapter Appendix 7 : --- Statistical Test Price Paid for Subsidiary Services --- p.86 / Chapter Appendix 8 : --- Statistical Test Age by Adoption --- p.87 / Chapter Appendix 9 : --- Statistical Test Sex by Adoption --- p.88 / Chapter Appendix 10 : --- Statistical Test Education by Adoption --- p.89 / Chapter Appendix 11 : --- Statistical Test Household Income by Aoption --- p.90 / Chapter Appendix 12 : --- Statistical Test Willingness to Paid against Household Income --- p.91 / BIBLIOGRAPHY --- p.92