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Originally presented as the author's thesis, Zürich, Universität Zürich, 2006. / Includes bibliographical references and index.

Thesis (M. Phil.)--University of Hong Kong, 2000. / Includes bibliographical references (leaves 76-78).

Marketing appeals often capitalize upon nostalgia. By highlighting periods of the past, practitioners hope to elicit positive associations in the minds of consumers between the past and desired responses, from purchases to donations to political support. Though less often, marketing appeals also draw upon the future as a way of making the featured good or service more appealing to potential consumers. Could these different temporal distances into the future or into the past impact the reaction of consumers? Could the context of a product being either hedonic or utilitarian have an influence on the outcome of these past or future based appeals? Further, in the case of balanced products with relatively equal hedonic and utilitarian natures, could the pairing of appeals related to different lengths of time into the past or future with hedonic or utilitarian appeal influence consumers as well? Exploring these possibilities through qualitative in-depth interviews with practitioners and consumers offers the potential to find answers and add to the body of knowledge. The fundamental premise of Construal Level Theory (Trope and Liberman, 2000) comes into play in this pursuit. Construal Level Theory states that psychological distance, be it temporal, spatial, social, or hypothetical (Trope, Liberman, and Wakslak, 2007) has an impact upon the decision-making outcomes of individuals due to their perception of the issues involved as being either abstract or concrete. It is in this context that this dissertation investigates the use of past-based and future-based appeals of varying temporal distances in relation to products of either a hedonic or utilitarian nature, as well as appeals based on either utilitarian or hedonic motivations. As a result of this analysis temporal distance was revealed to play a role in consumer responses, but a different one than initially expected. Rather than the temporal direction of either past or future favoring hedonic or utilitarian products and messaging, the relative proximity to the present proved to be the more powerful influence. The nearuture and near-past advertising treatments offered advantages to hedonic products, and faruture and far-past advertising treatments offered advantages to utilitarian products.

by Li Yuk Fung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 63-64). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.ii / LIST OF EXHIBITS --- p.iv / PREFACE --- p.v / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Objectives --- p.1 / Scope of Study --- p.1 / Methodology --- p.2 / Secondary Data Collection --- p.2 / Observations --- p.3 / Primary Data Collection --- p.3 / Literature Review --- p.4 / Limitations --- p.4 / Chapter II. --- THE COMPANY --- p.5 / History and Background --- p.5 / Organizational Structure --- p.6 / Business Strategies --- p.8 / Marketing Mix --- p.8 / Market Segmentation --- p.14 / Competitiveness --- p.17 / Chapter III. --- INDUSTRIAL ANALYSIS --- p.21 / Environmental Analysis --- p.21 / Economic Environment --- p.22 / Socio/Cultural Factors --- p.23 / Demographic Factors --- p.23 / Technological Environment --- p.24 / Legal Environment --- p.24 / Customers --- p.25 / Government Sector --- p.25 / Private Sector --- p.27 / Institutional Sector --- p.28 / Suppliers --- p.30 / Competitors --- p.33 / Entry Barriers --- p.34 / Critical Success Factors for the Industry --- p.34 / Chapter IV. --- SWOT ANALYSIS --- p.35 / Internal Strengths --- p.35 / Internal Weaknesses --- p.37 / Future Opportunities --- p.41 / Environmental Threats --- p.44 / Problem Identifications --- p.45 / Chapter V. --- CONCLUSIONS AND RECOMMENDATIONS --- p.48 / Recommendations --- p.48 / Implications and Evaluations --- p.53 / Conclusions --- p.57 / APPENDIX --- p.58 / BIBLIOGRAPHY --- p.63

The subject of this diploma thesis "The proposal of a marketing plan for a company specialized in information products" is to suggest a system based on the theoretical background that generates the marketing plan from the input data. The important requirement for this system is to respect the specialization of the company, which operates in the field of information products. The thesis contains the detailed proposal of a prototype system, in which the focus is on the user-friendliness and the complexity considering the scale of the issue analyzed. The proposal also contains the possibilities and the limitations which are the results from the mentioned solution. The proposed prototype is implemented successfully. The work also includes the demonstration of all implemented functions and the description of the improvements that lead to its use also in other areas of business than the market of information products.