by Cheong Suk-yee. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 72-77). / Chapter CHAPTER ONE --- "BACKGROUND, CONCEPTS, AND STATEMENT OF ISSUES" --- p.1 / Chapter 1.1 --- Background of the Study --- p.1 / Chapter 1.2 --- The Three Theory Terms --- p.2 / Chapter CHAPTER TWO --- RELATED LITERATURE: CRITIQUE AND BIBLIOGRAPHY --- p.7 / Chapter 2.1 --- Marketing Concept / Chapter 2.2 --- Marketing and Selling --- p.11 / Chapter 2.3 --- Marketing Orientation vs Market Orientation --- p.13 / Chapter 2.3.1 --- Views on the Appropriateness of the Market Orientation --- p.18 / Chapter 2.3.1.1 --- The positive side --- p.19 / Chapter 2.3.1.2 --- The negative side --- p.20 / Chapter 2.4 --- Sales and Production Orientation --- p.22 / Chapter 2.5 --- Consumer and Industrial Goods Firms --- p.24 / Chapter 2.6 --- References --- p.26 / Chapter CHAPTER THREE --- METHODOLOGY --- p.31 / Chapter 3.1 --- Primary Data --- p.31 / Chapter 3.1.1 --- Field Study --- p.31 / Chapter 3.1.1.1 --- Sampling method --- p.32 / Chapter 3.1.1.2 --- Questionnaire design --- p.33 / Chapter 3.2 --- Secondary Data --- p.36 / Chapter CHAPTER FOUR --- FINDINGS AND ANALYSIS --- p.37 / Chapter 4.1 --- Market Orientation among Hong Kong Manufacturers --- p.37 / Chapter 4.1.1 --- Introduction --- p.37 / Chapter 4.1.2 --- Overview --- p.39 / Chapter 4.2 --- Different-sized Firms and Market Orientation --- p.41 / Chapter 4.2.1 --- Customer Philosophy --- p.41 / Chapter 4.2.2 --- Integrated Marketing Organization --- p.42 / Chapter 4.2.3 --- Adequate Marketing Information --- p.45 / Chapter 4.2.4 --- Strategic Orientation --- p.47 / Chapter 4.2.5 --- Operational Efficiency --- p.50 / Chapter 4.3 --- Industrial Goods Firms vs Consumer Goods Firms --- p.53 / Chapter 4.2.1 --- Customer Philosophy --- p.53 / Chapter 4.2.2 --- Integrated Marketing Organization --- p.55 / Chapter 4.2.3 --- Adequate Marketing Information --- p.58 / Chapter 4.2.4 --- Strategic Orientation --- p.59 / Chapter 4.2.5 --- Operational Efficiency --- p.64 / Chapter CHAPTER FIVE --- CONCLUSIONS AND RECOMMENDATIONS --- p.67 / Chapter 5.1 --- Conclusions --- p.67 / Chapter 5.2 --- Recommendations --- p.69 / Chapter 5.3 --- Limitations and Further Studies --- p.71 / Chapter 5.4 --- Bibliography --- p.72 / APPENDICES --- p.78