by Lee Mei-yee, May, Yeung Hung-yiu. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves 240-247. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF ILLUSTRATION --- p.vi / LIST OF TABLES --- p.vii / ACKNOWLEDGEMENT --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- LAWS ON PROMOTION --- p.4 / Hong Kong Laws --- p.4 / History of Rule 2 --- p.4 / Solicitors' Publicity Code --- p.8 / Practice of the Bar Association --- p.11 / International Laws --- p.13 / Media of Advertisement --- p.15 / Claims to Specialization --- p.17 / Claims to Expertise --- p.19 / Comparison with Other Firms --- p.19 / Names of Clients --- p.19 / Statistics --- p.20 / Fee Advertising --- p.20 / Sponsorship of Sporting or Cultural Events --- p.20 / Publication of Firm Name in Seminars --- p.21 / General --- p.21 / Chapter III. --- PROMOTIONAL ASPECTS --- p.23 / Experience in Hong Kong --- p.23 / Experience in United Kingdom --- p.24 / Experience in United States --- p.27 / Experience in Other Professions --- p.31 / Consumer Attitudes towards Lawyer Promotion --- p.34 / Chapter IV. --- MARKETING OPPORTUNITIES --- p.37 / Institutional Marketing --- p.37 / Individual Firm Marketing --- p.39 / Identification of Service Products --- p.40 / Relevant Forms of Promotion --- p.45 / Public Relations --- p.46 / Advertising --- p.47 / Pricing --- p.50 / "Market Definition, Segmentation and Strategies" --- p.50 / Chapter V. --- OPINION SURVEY OF SOLICITORS AND THE PUBLIC --- p.52 / Research Method - Survey of Solicitors --- p.53 / Questionnaire Survey --- p.56 / Discussion of Results --- p.58 / Research Method - Survey of a Segment of the Public --- p.74 / Questionnaire Survey --- p.75 / Discussion of Results --- p.75 / Chapter VI. --- CONCLUSION --- p.82 / APPENDICES / Chapter 1. --- Solicitors Publicity Code 1990 issued the Law Society of Hong Kong --- p.85 / Chapter 2. --- Questionnaire Survey of the Law Society of Hong Kong --- p.96 / Chapter 3. --- Ruling 3 of the Professional Conduct Handbook of the Law Society of Alberta --- p.109 / Chapter 4. --- Part C of the Professional Conduct Handbook of the Law Society of British Columbia --- p.115 / Chapter 5. --- Rule 12 of the Rules of Professional Conduct of the Law Society of Upper Canada --- p.123 / Chapter 6. --- Solicitors Practice Rules 1988 and Solicitors Publicity Code of the Law Society of England and Wales --- p.128 / Chapter 7. --- Chapter 4 of the Rules of Professional Conduct for Barristers & Solicitors of the New Zealand Law Society --- p.138 / Chapter 8. --- Solicitors (Scotland) (Advertising) Practice Rules 1987 --- p.142 / Chapter 9. --- Rule 7 of the Model Rules of Professional Conduct issued by the American Bar Association --- p.145 / Chapter 10. --- Solicitors' (Professional Conduct and Practice) Rules of the Law Institute of Victoria --- p.149 / Chapter 11. --- Draft Solicitors' Practice Rules and Draft Publicity Code 1990 of the Law Society of England and Wales --- p.151 / Chapter 12. --- Solicitors' (Scotland) Practice Rules 1985 --- p.162 / Chapter 13. --- "Brochure of Messrs. Johnson Stokes & Master, Solicitors" --- p.169 / Chapter 14. --- "Brochure of Messrs. Deacons, Solicitors" --- p.190 / Chapter 15. --- Information pamphlet regarding Institutional Advertising issued by the Law Society of New South Wales --- p.209 / Chapter 16. --- Samples of Law Advertising in England and United States --- p.217 / Chapter 17. --- Sample of Questionnaire Survey for Solicitors --- p.230 / Chapter 18. --- Sample of Questionnaire Survey of Public Opinions --- p.237 / BIBLIOGRAPHY --- p.240

This dissertation examines the relationship between the situational context of a decision, the amount of information, attributed source of the information and perceived risk in a professional service setting. Perceived risk theory, the dichotomy of goods and services, and factors unique to professional services are discussed relevant to consumer choice. Hypotheses stemming from the literature are offered relating to the perception of performance and social risk, and intent to retain to the amount of information, the attributed source of the information and situational context of the choice. The research was conducted in three phases. Phase one consisted of the development and testing of risk situations and also the construction of the information treatments. Phase two consisted of a pretest to measure the reliability of the test instrument used in phase three. The third phase consisted of two 2 x 2 x 2 factorial design experiments. One experiment used performance risk situation as an independent variable, the other a social risk situation. Both situations were at two levels, high and low risk. The remaining independent variables in both experiments were: the amount of information, at two levels, high and low; and attributed source of the information, either personal sources or advertising. Multiple dependent variables measured three constructs; perceived performance risk; perceived social risk; and intent to retain. Reliability was assessed using (1) correlation analysis; (2) Cronbach's alpha; and (3) factor analysis. Statistical techniques used to analyze the data were (1) multivariate analysis of variance; (2) univariate analysis of variance; and (3) multivariate tests of simple effects. In general, the data analysis resulted in mixed support for the hypothesized effects. While partial support was gained for the effect of information source and amount of information on perceived risk involved in a professional service selection, it also indicated that the effects may be situation specific; and in most cases the effects are not independent but rather interact. Results of the dissertation are discussed with respect to major findings and significance to the area of professional service marketing. The dissertation concludes with a discussion of the limitations of the study areas for future research. / Ph. D.

by Lok Hing-Wah. / "Confidential for a period of 5 years." / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references (leaves 61-62). / ABSTRACT --- p.ii / TABLE OF --- p.iv / LIST OF TABLES --- p.vi / ACKNOWLEDGEMENTS --- p.vii / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Need for Marketing of Legal Services --- p.1 / Chapter II. --- PESIDENTIAL PROPERTY MARKET ANALYSIS --- p.5 / Overview --- p.5 / Change in Family Structure --- p.7 / Purchase Price Vs Rental --- p.8 / Income --- p.10 / Affordability --- p.11 / Conclusion --- p.13 / Chapter III. --- TYPICAL CONVEYANCING PROCESS --- p.14 / First Sale by Property Developers --- p.14 / Subsequent Sale by Individual Owners --- p.19 / Brief Comparison of the 2 Kinds of Conveyancing Process --- p.23 / Chapter IV. --- ESTATE AGENTS AND BANKS AS REFERRAL SOURCES --- p.25 / Important Role of Estate Agents --- p.25 / Vertical Integration Unethical --- p.29 / Important Role of Banks --- p.29 / Conclusion --- p.33 / Chapter V. --- CONSTRAINTS ON MARKETING OF CONVEYANCING SERVICES --- p.34 / Constraints on Product --- p.34 / Constraints on Price --- p.38 / Constraints on Place --- p.40 / Constraints on Promotion --- p.41 / Chapter VI. --- preliminary research on advertising of CONVEYANCING services --- p.44 / Introduction --- p.44 / Research Objective --- p.44 / Methodology --- p.44 / Research Findings --- p.45 / Conclusion --- p.46 / Chapter VII. --- RELATIONSHIP MANAGEMENT --- p.47 / Objective --- p.47 / Managerial Implications --- p.48 / Chapter VIII. --- conclusions and recommendatins --- p.49 / Summary --- p.49 / Limitations of Present Study --- p.51 / Implications for Future Research --- p.51 / Chapter APPENDIX 1 : --- Typical Provisional Contract of Units in an uncompleted residential development --- p.53 / Chapter APPENDIX 2 : --- "Scale Legal Fee for Sale and Purchase Agreement, Assignment and Mortgage" --- p.54 / Chapter APPENDIX 3 : --- Typical provisional Sale and Purchase Agreement for Sale of Property by an Individual Owner --- p.55 / Chapter APPENDIX 4 : --- Table of Stamp Duty --- p.56 / Chapter APPENDIX 5 : --- Solicitors' Practice Promotion Code --- p.57 / Chapter APPENDIX 6 : --- Chinese Advertisement for Conveyancing Services and its English Translation --- p.60 / BIBLIOGRAPHY --- p.61 / FOOTNOTES --- p.63

The aim of this thesis is to analyse legal regulations of marketing and advertising in the Czech Republic as well as in the European context and define possibilities of applications of marketing methods and tools in the field of legal services. This is followed by a detailed elaboration for advocacy being the most marketable branch within this field. Based on the analysis of classic marketing mix tools, the aim is to create a set of marketing instruments suitable for the selected field of advocacy services. The thesis takes into consideration particularly strong characteristics of legal services as such. The theoretical part of the thesis is opened by a chapter dealing with the issue of marketing in general. Defining the respective branch and identifying its basic descriptive signs creates a terminology basis for further development of the subject. Special attention is paid to individual key marketing components, the main one being the strategic marketing management and its main variables composed of the following: company mission, company objectives, company strategies and company opportunities. A strategic marketing process, formed by planning, implementation and control stages, is also elaborated. The planning stage is composed of a marketing situational analysis, setting of marketing...

В работе предложено научное обоснование теоретических положений и разработаны практические рекомендации по формированию маркетингового инструментария управления отношениями с потребителями на рынке юридических услуг. / Thе dissertation proposes а scientific substantiation of the theoretical provisions and development practical recommendations for formation of marketing tools for managing customer relations in the legal services market.