by Wong Kit-Yuk. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves lxxvi-lxxix). / Questionnaire also in Chinese. / ABSTRACT --- p.II / TABLE OF CONTENTS --- p.IV / LIST OF ILLUSTRATIONS --- p.VII / LIST OF TABLES --- p.VIII / PREFACE --- p.IX / CHAPTER / Chapter I. --- INTRODUCTION --- p.XI / BUSINESS ENVIRONMENT OF WEBTV IN CHINA --- p.XI / PRODUCT DESCRIPTION OF WEBTV --- p.XII / Chapter II. --- METHODOLOGY --- p.XIII / METHODOLOGY FOR THE STUDY --- p.XIII / METHODOLOGY FOR THE SURVEY --- p.XV / FORMULATE PROBLEM --- p.XVI / DETERMINE RESEARCH DESIGN --- p.XVI / DESIGN DATA COLLECTION METHODS AND FORMS --- p.XVII / QUESTIONNAIRE DESIGN --- p.XVII / DESIGN SAMPLE AND COLLECT DATA --- p.XVIII / LIMITATION --- p.XX / Chapter III. --- EXTERNAL ENVIRONMETN --- p.XXI / CURRENT ENVIRONMENT OF TV INDUSTRY --- p.XXI / EXTERNAL ENVIRONMENT FOR INTERNET --- p.XXII / TECHNOLOGICAL ENVIRONEMNT --- p.XIV / CONCLUSION --- p.XV / Chapter IV. --- PRODUCT INFORMATION --- p.XXVIII / WEBTV PRODUCT FEATURES --- p.XXVIII / WEBTV CONSTRAINTS --- p.XXX / DIFFERENCES BETWEEN TV AND COMPUTER AS A MEDIA FOR INTERNET ACCESS --- p.XXXII / CONCLUSION --- p.XXXIII / Chapter V. --- CONSUMER BEHAVIOR --- p.XXXV / CONSUMER BEHAVIOR TOWARDS TV --- p.XXXV / CONSUMER BEHAVIOR TOWARDS INTERNET --- p.XXXVII / CONCLUSION --- p.XXXVIII / Chapter VI. --- COMPANY AND COMPETITIVE ANALYSIS --- p.XXXIX / "MICROSOFT, PHILIPS AND WEVTV NETWORKS, INC. IN THE INTERACTIVE TV INDUSTRY" --- p.XXXIX / "MICROSOFT, PHILIPS AND WEVTV NETWORKS, INC. IN THE CHINA MARKET" --- p.XLI / COMPANY'S STRENGTH --- p.XLII / COMPETITOR ANALYSIS --- p.XLII / AOL --- p.XLII / CARIPAC.COM --- p.XLIII / MYWEB --- p.XLIII / SOFTWARE ENGINEERING CENTRE OF THE CHNESE ACADEMY OF SCIENCE --- p.XIIII / TCL --- p.XILV / CONCLUSION --- p.XLIV / Chapter VII. --- STATISTICAL ANALYSIS --- p.XLVI / FINDINGS --- p.XLVII / FREQUENCY ANALYSIS --- p.XLVII / TV --- p.XLVIII / INTERNET --- p.XLVIII / WEBTV --- p.XLIX / CROSS ANALYSIS --- p.L / CONCLUSION --- p.L / Chapter VIII. --- SWOT ANALYSIS --- p.LII / STRENGTHS --- p.LII / WEAKNESSES --- p.LIV / OPPORTUNITIES --- p.LV / THREATS --- p.LVI / Chapter IX. --- RECOMMENDATION ON MARKETING STRATEGIES --- p.LVII / PRODUCT --- p.LVII / PRICE --- p.LVIII / PROMOTION --- p.LIX / PLACE --- p.LX / Chapter X. --- CONCLUSION --- p.LXI

by Wong Mei-Ki, Melissa. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaves 88-92). / Questionnaire also in Chinese. / ABSTRACT --- p.iv / TABLE OF CONTENTS --- p.vi / LIST OF FIGURES --- p.ix / ACKNOWLEDGEMENTS --- p.xi / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Background --- p.1 / Chapter ■ --- The older consumers constitute a market too huge to be ignored / Chapter ■ --- The gray market in Hong Kong / Research Objectives --- p.3 / Chapter CHAPTER II --- LITERATURE REVIEW --- p.5 / Older Consumers Defined --- p.5 / Heterogeneity of the Gray Market --- p.6 / Spending Pattern of Older Consumers --- p.7 / Chapter ■ --- Positive attitude towards consumption / Chapter ■ --- The products and services / Chapter ■ --- Value and price consciousness / Discretionary Income and Expenditures of Older Consumers in Hong Kong --- p.9 / Leisure Defined --- p.10 / Chapter ■ --- Definition / Chapter ■ --- Grouping of leisure activities / Leisure Activities Enjoyed by the Elderly --- p.12 / Chapter ■ --- An experience in Japan / Chapter ■ --- Gommon leisure activities of the Hong Kong elderly / Leisure Activities as a Potential Marketing Opportunity --- p.13 / Chapter ■ --- Abundance of time resources / Chapter ■ --- Psychological and physiological needs / Marketing Strategies Adopted in the USA and Japan --- p.15 / Chapter ■ --- Special products catering the needs of the elderly / Chapter ■ --- Promotional appeals / Chapter CHAPTER III --- METHODOLOGY --- p.17 / Sampling --- p.17 / Chapter ■ --- The samples / Chapter ■ --- Sampling procedures / Research Design --- p.20 / Chapter ■ --- Research procedures / Chapter ■ --- Questionnaire design / Leisure activities / Spending characteristics / "Psychographics, values and attitudes" / General demographics / Data Collection --- p.23 / Data Analysis --- p.25 / Chapter CHAPTER IV --- RESULTS AND DISCUSSION --- p.27 / Profile of Subjects --- p.27 / Leisure Activities Participated --- p.27 / Chapter ■ --- Non spending type of leisure activities participated / Chapter ■ --- Spending type of leisure activities participated / Income and Expenditure --- p.30 / Chapter ■ --- Household income / Chapter ■ --- Monthly expenditure / Chapter ■ --- Discretionary income / Chapter ■ --- Expenditure pattern / Consumption Characteristics --- p.32 / Chapter ■ --- Brand consciousness / Chapter ■ --- Quality consciousness / Chapter ■ --- Fashion consciousness / Chapter ■ --- Price consciousness / Chapter ■ --- Brand/product loyalty / Chapter ■ --- Confusion by over-choice / Chapter CHAPTER V --- GONGLUSION --- p.41 / Summary of the Research --- p.41 / Managerial Implications --- p.42 / Chapter ■ --- Establishing a well-known brand / Chapter ■ --- Fashionable product design with smaller packages / Chapter ■ --- Advertising appeal / Chapter ■ --- Reaching the gray market and promotional appeals / Chapter ■ --- Other marketing opportunities / Limitations of the Study --- p.45 / Chapter ■ --- The research design / Chapter ■ --- The sample and sampling procedure / Chapter ■ --- Applicability of the research findings / Directions for Future Research --- p.46 / Chapter ■ --- Consumption styles / Chapter ■ --- Affirming the true attributes / Epilogue: The Changing Environment --- p.47 / Chapter ■ --- Political/Legal / Chapter ■ --- Education / Chapter ■ --- Technology / TABLES & FIGURES Figures 1 to 28 --- p.49 / QUESTIONNAIRES / English Version --- p.77 / Chinese Version --- p.82 / BIBLIOGRAPHY --- p.88

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

by Chan Kam Hung, Chan Wai Loi. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaf 146). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.v / LIST OF TABLES --- p.viii / LIST OF CHARTS --- p.ix / Chapter / Chapter I --- INTRODUCTION --- p.1 / Chapter II --- METHODOLOGY --- p.3 / Chapter III --- COMPETITIVE PROFILE REPORT --- p.5 / HANG SENG BANK --- p.5 / Products and services offered by HSB --- p.7 / STANDARD CHARTERED BANK --- p.12 / Products and services offered by SCB --- p.13 / CHEKIANG FIRST BANK --- p.18 / CONCLUSION --- p.20 / Chapter IV --- MARKET PROFILE REPORT --- p.21 / BANKING INDUSTRY IN HONG KONG --- p.21 / MARKET STRUCTURE --- p.22 / PRODUCT CLASSES IN BANKING INDUSTRY --- p.22 / TECHNOLOGY TREND --- p.23 / ECONOMIC GROWTH AND TREND --- p.25 / MARKET SIZE --- p.29 / FACTORS AFFECTING DEMAND --- p.31 / POLITICAL FACTORS --- p.31 / CONCLUSION --- p.32 / Chapter V --- CUSTOMER PROFILE REPORT --- p.34 / RESULTS OF THE SURVEY --- p.35 / CONCLUSION --- p.41 / Chapter VI --- PRODUCT PROFILE REPORT --- p.42 / CONCLUSION --- p.47 / Chapter VII --- COMPANY PROFILE REPORT --- p.48 / STRENGTHS --- p.49 / WEAKNESSES --- p.50 / CONCLUSION --- p.51 / Chapter VIII --- MARKET SEGMENTATION AND TARGET SEGMENTS --- p.53 / MARKET SEGMENTATION --- p.53 / TARGET SEGMENTS --- p.55 / Chapter IX --- MARKET OBJECTIVES --- p.64 / EXPAND THE CUSTOMER BASE AND INCREASE REVENUE --- p.64 / ESTABLISH A GOOD COMPANY IMAGE --- p.65 / "PRODUCT OBJECTIVES & STRATEGY," --- p.66 / Product objectives --- p.66 / Product strategy --- p.68 / SERVICES OBJECTIVES & STRATEGY --- p.72 / Services objectives --- p.72 / Services strategy --- p.74 / PRICE OBJECTIVES & STRATEGY --- p.77 / Price objectives --- p.77 / Price strategy --- p.77 / COMMUNICATIONS OBJECTIVES & STRATEGY --- p.78 / Communications objectives --- p.78 / Communications strategy --- p.80 / SALES FORCE OBJECTIVES & STRATEGY --- p.83 / Sales force objectives --- p.83 / Sales force strategy --- p.84 / DISTRIBUTION OBJECTIVES & STRATEGY --- p.84 / Distribution objectives --- p.84 / Distribution strategy --- p.85 / Chapter X --- TACTICAL ACTION PLAN --- p.87 / Chapter XI --- CONTROL/MONITORING MEASURING EFFECTS --- p.89 / Chapter XII --- BUDGET --- p.103 / Chapter XIII --- CONCLUSION --- p.116 / APPENDIX I DR. C. F. STEILEN'S MARKETING MODEL --- p.118 / APPENDIX II QUESTIONNAIRE AND SUMMARY ON THE RESPONSES …… --- p.120 / APPENDIX III ANALYSIS OF RESPONSES BY SEGMENTATION OF PROFESSIONAL AND NON-PROFESSIONAL --- p.132 / APPENDIX IV PRELIMINARY FEEDBACK FROM CSSB --- p.142 / BIBLIOGRAPHY --- p.146

Includes bibliographical references (leaves 222-235) Develops a coherent theoretical framework to analyse the formulation of grain procurement policy for the entire history of the PRC. An optimization model is constructed to capture Chinese policy makers' preferences regarding the competing objectives of sectoral income distribition and food security, as well as the factors governing the trade-off between thes two objectives and the choice of policy instruments. Also analyses the impacts of China's accession to WTO on its grain sector. To explain the numerous failures of China's grain policy, studies the problems arising from policy formulation and implementation.

This paper examines the effects of serial position, price promotion, user experience and brand familiarity on search advertising in China. Past research on traditional media has hypothesized that TV ads in prime time and print ads in cover pages received more audience's attention than other ads placed in nonprime time spots on TV or other ads placed in inside pages in print media. Recent study finds the "banner blindness" phenomenon in interactive advertising due to user expertness. Past research also indicates that price promotion and brand familiarity have positive effects on consumer behavior. Will these theories also apply to the new media search engine? This study investigates whether higher ranked ads will result in higher click-through rates, whether "banner blindness" phenomenon also exists in search advertising and whether price promotion and brand familiarity lead to higher level of user attention and thus higher click-through rate. First, this paper analyzes advertisements in varied positions within the same context to better understand the effect of advertisement position ranking on consumer behavior, its role in advertising effectiveness, and the implications for interactive advertising and marketing communication. Second, it compares advertisement with price promotion message in ad copy with advertisement without price promotion message at the same ranking position within the same context. Finally, this study explores the relationship between user experience, brand familiarity and click-through rate. Major findings of this study include the following: first, primacy effect, price promotion and brand familiarity can lead to higher level of user attention to search advertisements and thus result in higher click-through rates. Second, user experience has a negative effect on search advertising effectiveness. The more experienced the users are, the less likely they click on search advertisements. Lastly, recency effect is not obtained in search advertising in this study. This study helps us better understand the effects of ad serial position, price promotion, user experience & brand familiarity on search advertising. It adds to our knowledge in search advertising and provides theoretical & practical implications for future research. / text

published_or_final_version / Urban Studies / Master / Master of Social Sciences

University of Macau / Faculty of Social Sciences / Department of Communication

This diploma thesis primarily deals with current position of the biggest Czech automaker Skoda Auto in the Chinese and Indian markets. Document involves the analysis of initial entry conditions, as well as general marketing environment of both countries. Skoda Auto company, member of the German concern Volkswagen, operates in Asia only for a few years and so far it has reached very good results. Extremely promising is the market in China, where significant increase of sales is expected in the next years. Indian demand for cars is relatively smaller and harder to forecast. In both markets Skoda is facing tough competition of local and global automakers, therefore high importance lies in brand positioning. Part of the thesis is also SWOT analysis and identification of all main marketing mix tools.

Thesis (M. Tech.) - Central University of Technology, Free State, 2009