by Chan Chui Yiu, Chan Wai Ying. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 150-153). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF ILLUSTRATIONS --- p.viii / LIST OF TABLES --- p.x / ACKNOWLEDGMENT --- p.xi / Chapter / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 2. --- PROJECT OBJECTIVE AND OUTLINE --- p.3 / Chapter 3. --- RESEARCH METHOD --- p.7 / Chapter 3.1 --- Research Design --- p.7 / Chapter 3.1.1 --- Exploratory Research --- p.7 / Chapter 3.1.2 --- Descriptive Research --- p.7 / Chapter 3.2 --- Questionnaire Design and Data Collection Method --- p.8 / Chapter 3.3 --- Sampling --- p.9 / Chapter 4. --- LITERATURE REVIEW --- p.12 / Chapter 4.1 --- Internet Development in the World --- p.12 / Chapter 4.1.1 --- Demographic Information --- p.13 / Chapter 4.1.2 --- Internet Tools and Major application --- p.20 / Chapter 4.1.3 --- Marketer's Activities --- p.23 / Chapter 4.1.4 --- Shopping On-Line --- p.25 / Chapter 4.2 --- Internet Development in Hong Kong --- p.27 / Chapter 4.2.1 --- Users Number And Growth Rate --- p.27 / Chapter 4.2.2 --- Internet Started Differently In Hong Kong When Compared To US --- p.28 / Chapter 4.2.3 --- HKIX Help The Development Of Internet In Hong Kong --- p.29 / Chapter 4.2.4 --- Legal Issues --- p.30 / Chapter 4.2.5 --- Other Concerns --- p.32 / Chapter 4.2.6 --- On-Line Business --- p.33 / Chapter 4.2.7 --- Cost --- p.35 / Chapter 4.2.8 --- Future Development --- p.36 / Chapter 4.3 --- Characteristics Of Internet Marketing --- p.38 / Chapter 4.3.1 --- Target Customers --- p.41 / Chapter 4.3.2 --- Communication --- p.42 / Chapter 4.3.3 --- Product --- p.49 / Chapter 4.3.4 --- Service --- p.53 / Chapter 4.3.5 --- Sales Forces --- p.54 / Chapter 4.3.6 --- Price..................................…….…… --- p.56 / Chapter 4.3.7 --- Distribution --- p.57 / Chapter 4.3.8 --- Other Characteristics of Internet Marketing --- p.57 / Chapter 4.3.9 --- Some other thorny issues of Internet-marketing on World Wide Web --- p.59 / Chapter 4.4 --- Businesses Suitable for Marketing on the Internet --- p.64 / Chapter 5. --- SURVEY FINDING: INTERNET USERS PROFILE --- p.67 / Chapter 5.1 --- Demographic Information --- p.68 / Chapter 5.2 --- Major Applications of Internet Users --- p.73 / Chapter 5.3 --- Preference on Information of Internet Users --- p.79 / Chapter 5.4 --- Perception of Shopping on Internet --- p.80 / Chapter 5.5 --- Internet Users' Likes and Dislikes …………… --- p.86 / Chapter 5.6 --- Summary.........................................................................…… --- p.89 / Chapter 6. --- CASE STUDIES OF HONG KONG COMPANIES --- p.90 / Chapter 6.1 --- VTECH Group of Company --- p.90 / Chapter 6.1.1 --- Company Background --- p.90 / Chapter 6.1.2 --- Web Page --- p.92 / Chapter 6.1.3 --- Strategy for the Internet --- p.93 / Chapter 6.1.4 --- Experience about Marketing on the Internet --- p.94 / Chapter 6.1.5 --- Future Planning --- p.96 / Chapter 6.1.6 --- Analysis and Comments --- p.96 / Chapter 6.2 --- Chow Sang Sang Jewllery Company Limited --- p.98 / Chapter 6.2.1 --- Company Background…..……………… --- p.98 / Chapter 6.2.2 --- Web Page --- p.99 / Chapter 6.2.3 --- Strategy for the Internet --- p.100 / Chapter 6.2.4 --- Experience about Marketing on the Internet --- p.102 / Chapter 6.2.5 --- Future Planning --- p.103 / Chapter 6.2.6 --- Comments --- p.104 / Chapter 6.3 --- Cathay Pacific --- p.105 / Chapter 6.3.1 --- Company Background --- p.105 / Chapter 6.3.2 --- Web Page --- p.105 / Chapter 6.3.3 --- Strategy for the Internet --- p.106 / Chapter 6.3.4 --- Experience about Marketing on the Internet --- p.108 / Chapter 6.3.5 --- Analysis and Comments --- p.109 / Chapter 6.4 --- Bar Tech Company Ltd --- p.110 / Chapter 6.4.1 --- Company Background --- p.110 / Chapter 6.4.2 --- Web Page --- p.110 / Chapter 6.4.3 --- Strategy for the Internet --- p.111 / Chapter 6.4.4 --- Experience about Marketing on the Internet --- p.112 / Chapter 6.4.5 --- Analysis and Comments --- p.112 / Chapter 7. --- STRATEGY FOR MARKETING ON THE INTERNET --- p.114 / Chapter 7.1 --- Industry Analysis and Segmentation --- p.114 / Chapter 7.2 --- Market Objectives and Internet Objectives --- p.117 / Chapter 7.3 --- Six Marketing Mix Weapons --- p.117 / Chapter 7.3.1 --- Communication Weapon --- p.118 / Chapter 7.3.2 --- Service Weapon --- p.123 / Chapter 7.3.3 --- Distribution Weapon --- p.124 / Chapter 7.3.4 --- Products Weapon --- p.125 / Chapter 7.3.5 --- Price Weapon --- p.126 / Chapter 7.3.6 --- Sales Force Weapon --- p.126 / Chapter 7.4 --- Measuring Efficiency…… --- p.127 / Chapter 7.4.1 --- Conceptual Model of Web efficiency --- p.127 / Chapter 7.4.2 --- Feasible Measures...............................................................……… --- p.130 / Chapter 7.5 --- Conclusion..................…………………………............................….… --- p.131 / Chapter 8. --- OUR EXPERIENCE AND THE LIMITATIONS OF DOING SURVEYS ON THE INTERNET --- p.132 / Chapter 8.1 --- Our Experience of Doing Survey on the Internet --- p.132 / Chapter 8.2 --- The Limitations of Our Survey --- p.134 / APPENDIXES / Chapter 1. --- Questionnaire Web Page --- p.137 / Chapter 2. --- VTECH Web Page --- p.142 / Chapter 3. --- Chow Sang Sang Jewllery Company Web Page --- p.144 / Chapter 4. --- Cathay Pacific Airways Limited Web Page --- p.146 / Chapter 5. --- Bar Tech Company Limited Web Page --- p.148 / REFERENCES --- p.150

by Ma Tsz Chun and Sin Chung Kai. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Incldues bibliographical references (leaves 37). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.iii / Chapter / Chapter I --- BACKGROUND --- p.i / Nature of the Internet --- p.1 / Opportunities for Business --- p.2 / Set Objectives for Overall Marketing Campaign --- p.3 / Integration with Overall Marketing Strategy --- p.3 / Importance of the Formulation of an Internet Marketing Strategy --- p.4 / Security --- p.5 / Communication speed --- p.5 / Language --- p.6 / Consider your target viewers and define the target market --- p.6 / Examine all Internet features and determine the appropriate tools for marketing campaign --- p.7 / Creative content --- p.7 / Chapter II --- INTERNET USER PROFILE SURVEY --- p.9 / User Profile in US and UK --- p.9 / User Profile in Hong Kong --- p.11 / Objective of the Survey --- p.13 / Chapter III --- METHODOLOGY --- p.14 / Chapter IV --- FINDINGS --- p.16 / Access --- p.16 / Alternatives --- p.19 / Opinions --- p.20 / Behavior and Preferences --- p.22 / Internet Experience and Computer Literacy --- p.23 / Demographics --- p.25 / Chapter V --- IMPLICATION FOR INTERNET MARKETING STRATEGY --- p.29 / Demographic Trend --- p.29 / Internet as a Tool to Reach Overseas Customers --- p.30 / Internet Experience --- p.30 / Security --- p.31 / Communication Speed --- p.31 / Target Viewers --- p.32 / Search Engine --- p.32 / Potential Products --- p.33 / Insight for Business --- p.34 / Limitations of the Survey --- p.35 / Chapter VI --- CONCLUSION --- p.36 / REFERENCES --- p.37 / APPENDICES --- p.38

This thesis deals with the topic of new trends in internet marketing. The theoretical part describes the current developments in the areas of Internet marketing display advertising, contextual advertising, SEO, social networks, mobile marketing, discount portals, price graders and describes their benefits to the overall concept of marketing. In the practical part is then discussed in detail testing of Garnier lotion, which was carried out via the Internet. In the practical part of it is used for various points of theoretical knowledge about the behavior of Internet users and is also based on the results analyzed. The practical part will demonstrate the benefits of the Internet for product testing and indicates the direction in which he could take on Internet Marketing.

M. Tech. Entrepreneurship / The high failure rate of small businesses in the Soweto area is a source of great concern. Many small businesses are unable to sustain themselves for an extended period due to their inability to retain current customers and attract potential clients into their establishments. The other factor that threatens these businesses is that too little effort is expended towards marketing. The aim of this study was to establish how effective entrepreneurs in the Soweto area are applying marketing communications tools, especially internet marketing, with a view to obtain and increase customer support for their small, medium and micro-sized enterprises.

The thesis deals with general theory of internet marketing, its opening and discrete premises for functioning, positive sides and threats that internet marketing can bring. An important part of the thesis is drawing an image of the current level of ICT infrastructure and the situation in internet marketing aplication in Vietnam.

This diploma thesis considers with describing of methods and procedures used in process of production and building successful web projects. Main spheres of interest are e-business strategy, strategy of internet marketing and procedures of managing customer relationship. Theoretic notes are demonstrating on practice example of project management in case study which describes application of internet shop.

<p>Validerat; 20120419 (anonymous)</p>

Baigiamajame magistro darbe „Keramikos pramonės internetinio marketingo plėtros modelis“ analizuojamos keramikos pramonės internetinio marketingo modelio tobulinimo galimybės, teoriniai internetinio marketingo modeliai, įvertinamos internetinio marketingo komunikacijos priemonės, jų privalumai ir trūkumai, remiantis Lietuvos ir užsienio IMM žvalgomaisiais tyrimais sukuriamas keramikos pramonės internetinio marketingo plėtros modelis. Pirmoje teorinėje dalyje analizuojama informacinių technologijų plėtra, įtaka verslui. Analizuojami el. verslo modeliai, internetinio marketingo komunikacijos priemonės, internetinio marketingo principai. Atlikta antrinių šaltinių analizė įrodo internetinio marketingo svarbą verslui ir palankias plėtros perspektyvas. Antroje dalyje analizuojama Lietuvos keramikos pramonės padėtis, atliekama Lietuvos ir užsienio keramikos pramonės įmonių IMM analizė. Tyrimų rezultatai parodo, kad užsienio įmonių internetinis marketingas yra pažangesnis negu Lietuvos įmonių. Užsienio modeliai nuo Lietuvos skiriasi tuo, kad yra didesnis internetinio marketingo komunikacijų skaičius ir platesnė įgyvendinimo formų įvairovė. Trečioje dalyje, remiantis žvalgomojo tyrimo rezultatais, formuluojamas Lietuvos keramikos pramonės internetinio marketingo plėtros modelis, nustatomi internetinio marketingo komunikacijų ir IMM efektyvumo kriterijai. Siūlomas keramikos pramonės internetinio marketingo plėtros modelis, kuris turėtų pagerinti internetinio marketingo veiklą įmonėse... [toliau žr. visą tekstą] / In degree work „Model of development of internet – marketing in a ceramic industry“ ways of perfection of model of Internet - marketing to a ceramic industry, theoreticals models of Internet - marketing are analyzed, ways of communication in Internet - marketing, their advantages and the lacks are estimated, the executed analysis Lithuanian and foreign models of Internet - marketing allows to formulate model of development of Internet - marketing in a ceramic industry. In the first part development of information technologies, their influence on business are analyzed. It is analyzed electronic models of business, ways of communication in Internet - marketing, principles of Internet - marketing. The executed analysis of the secondary data proves importance of Internet - marketing for business and positive prospects of development. In the second part position of the Lithuanian ceramic industry is analyzed, to be made the analysis of model of Internet - marketing in the Lithuanian and foreign firms. Results of research show, that the model of Internet - marketing in foreign firms is more advanced than in the Lithuanian firms. Foreign models from Lithuanian differ that they use wider quantity of ways of communication in Internet - marketing, and also use more ways of realization of these ways. In the third part, being based on the lead researches, the model of development of Internet - marketing in the Lithuanian ceramic industry is formulated, criteria of efficiency of... [to full text]

Published Article / With the recent explosion of global marketing strategies, business enterprises have to contend with severe and escalating competition. To sustain competitiveness, small and medium enterprises (SMEs) in South Africa should produce high-quality, customised goods and services efficiently. Adoption of Internet marketing technologies is fundamental towards meeting this challenge. However, the adoption and diffusion of technologies in marketing practices is the outcome of purposeful processes emanating from the realisation by SMEs that adoption of these technologies yields significant paybacks. The purpose of this study was to establish the managers' perceptions of the benefits of Internet marketing adoption in small and medium enterprises. Using a quantitative approach, a questionnaire was administered to owner-managers of small and medium enterprises in the Vaal Triangle in South Africa. A total of 269 questionnaires were completed, returned and considered useful for the survey. Data were analysed using descriptive statistics and factor analysis in order to establish the factors considered to be the salient Internet marketing benefits. Four underlying factors were extracted namely: customer relationship building, information gathering, promotion and enhanced productivity. The mean scores indicated that information gathering was perceived as most important, but after sturdier tests for association were applied to the data set, customer relationship management demonstrated the most significant and positive correlation with SME productivity. As such, there is need for the small and medium enterprises to develop strategies to expand and sustain the identified benefits of Internet marketing.

Whether utilising online or offline communication media, the consumer progresses through specific response phases when being exposed to communication messages that have the intent of moving the consumer to buy a product, use a service or proceed to specific action. The focus of this study is on the online consumer response process. The study firstly commenced with a discussion on the concept of web-based commercial communication (WBCC). The unique characteristics and needs of the online consumer were secondly discussed. Thirdly, the theoretical discussion focussed on, analysed and critically examined advertising response models. Fourthly followed a theoretical discussion on the general theory of consumer response. Theoretical criteria for web-based commercial communication and the consumer response process were fifthly developed. Lastly, the primary research objective of this study was addressed by developing a theoretical framework for the online consumer response process. / Communication / MA (Communication)