by Yu Tak-Wai. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaves [77-104]). / ACKNOWLEDGEMENTS --- p.i / ABSTRACT --- p.iii / LIST OF ILLUSTRATIONS --- p.iv / LIST OF TABLES --- p.v / Chapter CHAPTER I --- INTRODUCTION --- p.3 / Chapter 1.1 --- Background of the Study --- p.3 / Chapter 1.2 --- Significance of the Study --- p.6 / Chapter 1.3 --- Objectives of the Study --- p.7 / Chapter 1.4 --- Outline of the paper --- p.9 / Chapter CHAPTER II --- LITERATURE REVIEW --- p.10 / Chapter 2.1 --- Overview --- p.10 / Chapter 2.2 --- Market Orientation --- p.10 / Chapter 2.2.1 --- Definition --- p.10 / Chapter 2.2.2 --- Relationship with Role Clarity --- p.15 / Chapter 2.2.3 --- Relationship with Organizational Commitment and Job Satisfaction --- p.16 / Chapter 2.3 --- Role Clarity --- p.16 / Chapter 2.3.1 --- Definition --- p.16 / Chapter 2.3.2 --- Relationship with Job Performance --- p.19 / Chapter 2.3.3 --- Relationship with Job Satisfaction --- p.19 / Chapter 2.3.4 --- Relationship with Organizational Commitment --- p.20 / Chapter 2.3.5 --- Relationship with Job Satisfaction and Organizational Commitment --- p.21 / Chapter 2.4 --- Job Performance --- p.21 / Chapter 2.4.1 --- Definition --- p.21 / Chapter 2.4.2 --- Relationship with Job Satisfaction --- p.23 / Chapter 2.4.3 --- Relationship with Organizational Commitment --- p.23 / Chapter 2.4.4 --- Relationship with Job Satisfaction and Organizational Commitment --- p.24 / Chapter 2.4.5 --- Relationship with Turnover Intention --- p.24 / Chapter 2.5 --- Job Satisfaction --- p.25 / Chapter 2.5.1 --- Definition --- p.25 / Chapter 2.5.2 --- Relationship with Job Performance --- p.27 / Chapter 2.5.3 --- Relationship with Organizational Commitment --- p.28 / Chapter 2.5.4 --- Relationship with Turnover Intention --- p.30 / Chapter 2.6 --- Organizational Commitment --- p.31 / Chapter 2.6.1 --- Definition --- p.31 / Chapter 2.6.2 --- Affective Commitment --- p.31 / Chapter 2.6.3 --- Continuance Commitment --- p.32 / Chapter 2.6.4 --- Normative Commitment --- p.33 / Chapter 2.6.5 --- Relationship with Job Performance --- p.33 / Chapter 2.7 --- Turnover intention --- p.35 / Chapter 2.7.1 --- Definition --- p.35 / Chapter 2.7.2 --- Relationship with Organizational Commitment --- p.36 / Chapter 2.7.3 --- Relationship with Job Satisfaction --- p.37 / Chapter 2.7.4 --- Relationship with Job Satisfaction and Organizational Commitment --- p.39 / Chapter CHAPTER III --- CONCEPTUAL MODEL --- p.40 / Chapter 3.1 --- Conceptual Model --- p.40 / Chapter 3.2 --- Hypotheses --- p.41 / Chapter CHAPTER IV --- METHODOLOGY --- p.44 / Chapter 4.1 --- The research design --- p.44 / Chapter 4.2 --- The sampling frame --- p.44 / Chapter 4.3 --- Data collection procedures --- p.47 / Chapter 4.4 --- The instrument --- p.48 / Chapter 4.5 --- Pretest --- p.55 / Chapter CHAPTER V --- DATA ANALYSIS AND RESULTS --- p.57 / Chapter 5.1 --- Data Analysis Procedures --- p.57 / Chapter 5.2 --- Scales Assessment --- p.57 / Chapter 5.3 --- Structural Equation Modeling --- p.58 / Chapter 5.4 --- The Original Conceptual Model --- p.62 / Chapter 5.4.1 --- Structural Equation Model Results --- p.62 / Chapter 5.5 --- The Modified Conceptual Model --- p.64 / Chapter 5.5.1 --- Structural Equation Model Results --- p.65 / Chapter 5.6 --- Discussion --- p.67 / Chapter CHAPTER VI --- CONCLUSION --- p.69 / Chapter 6.1 --- Managerial Implications --- p.69 / Chapter 6.2 --- Limitations of the study --- p.71 / Chapter 6.3 --- Directions for future research --- p.74 / BIBLIOGRAPHY / APPENDIX

University of Macau / Faculty of Business Administration / Department of Management and Marketing

published_or_final_version / abstract / toc / China Area Studies / Master / Master of Arts

published_or_final_version / abstract / toc / Asian Studies / Doctoral / Doctor of Philosophy

Submitted by Bruno Park (bruno.park01@gmail.com) on 2015-02-13T12:52:16Z No. of bitstreams: 1 TESE_FINAL11.pdf: 3121448 bytes, checksum: 9d3de2dae360f0e8f942fbd10119eeed (MD5) / Approved for entry into archive by Luana Rodrigues (luana.rodrigues@fgv.br) on 2015-02-13T12:53:02Z (GMT) No. of bitstreams: 1 TESE_FINAL11.pdf: 3121448 bytes, checksum: 9d3de2dae360f0e8f942fbd10119eeed (MD5) / Made available in DSpace on 2015-02-13T15:23:39Z (GMT). No. of bitstreams: 1 TESE_FINAL11.pdf: 3121448 bytes, checksum: 9d3de2dae360f0e8f942fbd10119eeed (MD5) Previous issue date: 2015-01-23 / With the increasing importance of digital communication and its distinct characteristics, marketing tools and strategies adopted by companies have changed dramatically. Among the many digital marketing tools and new media channels available for marketers, the phenomenon known as social media is one of the most complex and enigmatic. It has a range that still is quite unexplored and deeply transforms the present view on the promotion mix (Mangold & Faulds, 2009). Conversations among users on social media directly affect their perceptions on products, services and brands. But more than that, a wide range of other subjects can also become topics of conversations on social media. Hit songs, sporting events, celebrity news and even natural disasters and politics are topics that often become viral on the web. Thus, companies must grasp that, and in order to become more interesting and relevant, they must take part in these conversations inserting their brands in these online dynamic dialogues. This paper focuses on how these social interactions are manifested in the web in to two distinct cultures, Brazil and China. By understanding the similarities and differences of these cultures, this study helps firms to better adjust its marketing efforts across regions, targeting and positioning themselves, not only geographically and culturally, but also across different web platforms (Facebook and RenRen). By examining how companies should focus their efforts according to each segment in social media, firms can also maximize its results in communication and mitigate risks. The findings suggest that differences in cultural dimensions in these two countries directly affect their virtual social networking behavior in many dimensions (Identity, Presence, Relationships, Reputation, Groups, Conversations and Sharing). Accordingly, marketing efforts must be tailored to each comportment and expectations. / Com o aumento da importância da comunicação corporativa no meio digital e suas distintas características, ferramentas e estratégias de marketing adotadas por empresas mudaram dramaticamente. Entre as inúmeras ferramentas digitais e novos canais de mídia disponíveis para executivos de marketing, o fenômeno conhecido como mídias sociais está entre as mais complexas e enigmáticas. Mídias Sociais ainda possuem uma capacidade que ainda é imensamente inexplorada e atualmente transforma a perspectiva de executivos no marketing mix (Mangold & Faulds, 2009). Conversas entre usuários de mídias sociais afetam diretamente suas percepções quanto a produtos, serviços e marcas. Entretanto, um leque de outros temas também podem se tornar tópicos de conversas em mídias sociais. Música, esportes, celebridades e até mesmo desastres naturais e política podem se tornar virais na web de acordo com suas dimensões culturais. Por isso, é imperativo que empresas se engajem nessas conversas introduzindo suas marcas para que se tornem ainda mais interessantes e relevantes. Esse estudo foca-se em como essas interações sociais são manifestadas em duas distintas culturas (Brasil e China) ajudando executivos de marketing a entender como semelhanças e diferenças culturais afetam suas ações de marketing em diferentes regiões e plataformas sociais (Facebook e RenRen). Examinando como empresas deveriam focar suas ações de marketing de acordo com cada segmento, elas podem maximizar resultados e mitigar riscos em suas estratégias de comunicação. Evidências desse estudo sugerem que diferenças em dimensões culturais entre esses dois países diretamente afetam seus comportamentos em mídias sociais em diversas dimensões (Identidade, Presença, Relacionamentos, Reputação, Grupos, Conversas e Compartilhamentos). Por isso, ações de marketing devem ser personalizadas de acordo com cada comportamento e expectativas.

by Fok Yin-mei and Leung Suk-yee. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves 17-19). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.v / LIST OF TABLES --- p.viii / ACKNOWLEDGEMENTS --- p.ix / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Background of the Study --- p.1 / Objectives of the Study --- p.8 / Chapter II. --- RELATIONSHIPS BETWEEN COMPANIES AND THEIR BANKS： FURTHER REMARKS AND LITERATURE REVIEW --- p.9 / Dynamics in the Management of Corporate Banking Relationships --- p.9 / Companies' Bank Selection Behaviors --- p.12 / Bibliography --- p.17 / Books --- p.17 / Periodicals --- p.17 / Chapter III. --- METHODOLOGY --- p.20 / Qualitative Study --- p.20 / Quantitative Study --- p.21 / Questionnaire Design --- p.21 / Population and Sampling --- p.22 / Data Processing --- p.23 / Chapter IV. --- FINDINGS AND ANALYSIS: QUALITATIVE STUDY --- p.24 / Initial Screening --- p.24 / Credit Analysis --- p.25 / Granting Credit --- p.28 / Credit Monitoring and Control --- p.29 / How Do Banks Develop and Maintain Relationships with Clients? --- p.30 / Chapter V. --- FINDINGS AND ANALYSIS: QUANTITATIVE STUDY --- p.33 / The Research Sample --- p.33 / Bank Selection --- p.34 / Bank Usage --- p.35 / Split Banking --- p.37 / Bank Switching --- p.38 / Perceived Importance of Bank Attributes in Major Bank Selection --- p.39 / Basic Bank Attributes --- p.39 / Bank's Image --- p.40 / Lending Policy --- p.41 / Product Quality --- p.41 / Account Officers --- p.42 / Pricing Factors --- p.43 / Usage of Financial Institutions Other Than Banks --- p.43 / Other Findings --- p.44 / Chapter VI. --- RECOMMENDATIONS --- p.47 / Product Development --- p.47 / Improving the Performance of Account Officers --- p.48 / Marketing Strategies --- p.49 / Bank's Image --- p.51 / Pricing Strategies --- p.52 / Accountant's Role in the Banking Relationships --- p.53 / Chapter VII. --- CONCLUSION --- p.56 / APPENDICES / Chapter 1. --- QUESTIONNAIRE FOR BANKERS --- p.57 / Chapter 2. --- QUESTIONNAIRE FOR CLIENT COMPANIES --- p.58 / Chapter 3. --- COVERING LETTER --- p.63 / Chapter 4. --- COMPANIES' HEADQUARTERS --- p.64 / Chapter 5. --- INDUSTRIES IN WHICH COMPANIES WERE PRINCIPALLY ENGAGED --- p.65 / Chapter 6. --- COMPANIES' NUMBER OF PERMANENT EMPLOYEES --- p.66 / Chapter 7. --- COMPANIES' YEARS OF ESTABLISHMENT --- p.67 / Chapter 8. --- COMPANIES' FORM OF OWNERSHIP --- p.68 / Chapter 9. --- THE RESPONSIBILITY OF SELECTING THE MAJOR BANK IS --- p.69 / Chapter 10. --- WHO ARE RESPONSIBLE FOR SELECTING THE MAJOR BANK? --- p.70 / Chapter 11. --- INFORMATION SOURCES USED IN SELECTING THE MAJOR BANK --- p.71 / Chapter 12. --- BANKS EMPLOYED BY COMPANIES --- p.72 / Chapter 13. --- NUMBER OF BANKS USED BY COMPANIES --- p.73 / Chapter 14. --- REASONS FOR USING MORE THAN ONE BANK --- p.74 / Chapter 15. --- HOW LONG COMPANIES HAVE WORKED WITH THEIR MAJOR BANK? --- p.75 / Chapter 16. --- FACTORS FOR SWITCHING THE MAJOR BANK --- p.76 / Chapter 17. --- IMPORTANCE OF BANK ATTRIBUTES IN MAJOR BANK SELECTION --- p.77 / Chapter 18. --- FINANCIAL INSTITUTIONS OTHER THAN BANKS USED BY COMPANIES --- p.79 / Chapter 19. --- CROSS TABULATION: LOCATION OF HEADQUARTERS BY WHO SELECT THE MAJOR BANK --- p.80 / Chapter 20. --- CROSS TABULATION: LOCATION OF HEADQUARTERS BY MAJOR BANK --- p.81

by Connie S.K. Leung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves [93]-[98] / Chapter CHAPTER 1 --- INTRODUCTION --- p.1 / Chapter 1. --- Some Observations on Direct Marketing in Hong Kong / Chapter 2. --- The New Generation - Hong Kong Yuppies / Chapter 3. --- Overview of the Huppies Club Concept / Chapter CHAPTER 2 --- LITERATURE REVIEW --- p.14 / Chapter 1. --- What is Direct Marketing? / Chapter 2. --- Direct Marketing Versus Geneial Marketing / Chapter 3. --- Merits of Direct Marketing / Chapter 4. --- Why does Direct Marketing Grow? / Chapter 5. --- Prime Prospects of Direct Marketing / Chapter 6. --- Key to Direct Marketing Success / Chapter 7. --- Direct Mail in Hong Kong / Chapter 8. --- Definition of Yuppies / Chapter 9. --- Yuppies' Demographic Characteristics / Chapter 10. --- Yuppies' Psychographics / Chapter 11. --- Yuppies' Lifestyle / Chapter 12. --- Yuppies and Direct Marketing / Chapter 13. --- Huppies: Hong Kong Yuppies / Chapter CHAPTER 3 --- RESEARCH OBJECTIVES --- p.49 / Chapter CHAPTER 4 --- METHODOLOGY --- p.50 / Chapter CHAPTER 5 --- KEY FINDINGS --- p.51 / Chapter 1. --- Huppies' Lifestyle / Chapter 2. --- Experience With Direct Mail / Chapter 3. --- Club Membership / Chapter 4. --- The Huppies Club Concept / Chapter CHAPTER 6 --- CONCLUSIONS AND RECOMMENDATIONS --- p.71

by Leung Sze Man, Amelia. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 24-26). / ABSTRACT --- p.ii / ACKNOWLEDGMENTS --- p.iii / TABLE OF CONTENTS --- p.iv / Chapter / Chapter I --- BACKGROUND AND STATEMENT OF THE PROBLEM --- p.1 / Introduction --- p.1 / Development of the Private Banking Business --- p.4 / Private Banking in Hong Kong --- p.8 / Scope of this Project --- p.10 / Chapter II --- LITERATURE REVIEW --- p.12 / What is Private Banking? --- p.12 / "Hong Kong Private Banking -- the ""Switzerland of Asia""" --- p.15 / Internal Marketing in the Private Banking Unit --- p.19 / Bibliography --- p.24 / Chapter III --- RESEARCH METHODOLOGY --- p.27 / Research Design --- p.27 / Data Collection Methods --- p.29 / Sample Design --- p.33 / Data Analysis --- p.35 / Chapter IV --- FINDINGS --- p.36 / Private Banking in Hong Kong -- a Comparison --- p.36 / Internal Marketing in the Private Banking Operation of the Hongkong and Shanghai Banking Corporation Limited in Hong Kong --- p.39 / Quantitative Analysis --- p.39 / Qualitative Analysis --- p.53 / HSBC Private Banking in the HongkongBank of Canada in Vancouver (VPB) --- p.62 / Chapter V --- CONCLUSIONS AND RECOMMENDATIONS --- p.68 / Private Banking in the Hongkong and Shanghai Banking Corporation Limited in Hong Kong in the Future --Sharpen its Competitive Edge --- p.68 / Internal Marketing Efforts -- a Proactive Approach --- p.70 / Globalization through Communications --- p.75 / APPENDICES / Chapter I --- Questionnaire for HSBC Branch Managers and Customer Service Officers in Hong Kong --- p.77 / Chapter II --- Interview Guide for HSBC Private Banking Managerin Vancouver --- p.78 / Chapter III --- Comparison among the four Major Players in Private Banking in Hong Kong --- p.79 / Chapter IV --- Scattergram for Correlational Analysis: Attitudes vs. Referrals in Hong Kong --- p.80 / Chapter V --- HSBC Proposed Internal Marketing Plan --- p.81

by Chan Wing-Sum. / Includes Chinese questionnaire. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 115-117). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES --- p.vi / LIST OF TABLES --- p.vii / ACKNOWLEDGEMENTS --- p.viii / Chapters / Chapter I. --- BACKGROUND --- p.1 / Chapter II. --- LITERATURE REVIEW --- p.3 / Chapter III. --- STELUX HOLDINGS LIMITED --- p.6 / Chapter IV. --- CITY CHAIN CO. LTD --- p.8 / Company Development --- p.9 / Stage 1 (May 85 - May 86) --- p.9 / Stage 2 (May 86 - May 87) --- p.10 / Stage 3 (May 87 - now) --- p.12 / Current Marketing Strategies --- p.14 / Target Market --- p.14 / Competitors --- p.14 / Product --- p.15 / Price --- p.16 / Distribution --- p.17 / Promotion --- p.18 / Personnel --- p.19 / Presentation --- p.22 / Personality --- p.23 / Chapter V. --- OPTICAL 88 LIMITED --- p.25 / Company Development --- p.26 / Stage 1 ( April 79 - May 84) --- p.26 / Stage 2 ( May 84 - April 86) --- p.27 / Stage 3 (86- Oct. 88) --- p.28 / Stage 4 ( Oct. 88 - Now ) --- p.29 / Current Marketing Strategies --- p.30 / Target Market --- p.30 / Competitors --- p.30 / Product --- p.32 / Price --- p.33 / Distribution --- p.34 / Promotion --- p.35 / Personnel --- p.38 / Presentation --- p.40 / Personality --- p.40 / Chapter VI. --- RESEARCH --- p.42 / Methodology --- p.42 / Results --- p.45 / Demographics of Total Sample --- p.45 / "Demographics of City Chain ""Shoppers"" and ""Non-shoppers""…" --- p.47 / "Demographics of Optical 88 ""Shoppers"" and ""Non-shoppers""" --- p.49 / Research Implications and Recommendations --- p.51 / City Chain --- p.51 / Optical 88 --- p.58 / Chapter VII. --- DISCUSSION AND IMPLICATIONS --- p.64 / Synergy Effect --- p.64 / Definition of Business --- p.65 / Definition of Products --- p.66 / Shopping Process --- p.72 / Life Cycle of Chain Stores in Hong Kong --- p.74 / Introduction Stage --- p.74 / Early Growth Stage --- p.76 / Rapid Growth Stage --- p.77 / Consolidation Stage --- p.78 / Maturity Stage --- p.78 / Chapter VIII. --- SUMMARY --- p.79 / APPENDIX --- p.80 / Chapter A. --- Factor Analysis of Attributes : City Chain --- p.80 / Chapter B. --- Factor Analysis of Attributes : Optical 88 --- p.81 / Chapter C. --- "TV Commercial of City Chain - ""Solvil et Titus (Shanghai 1937)""" --- p.82 / Chapter D. --- Instore Layouts of City Chain --- p.90 / Chapter E. --- "TV Commercial of Optical 88 - ""Stand by Me""" --- p.91 / Chapter F. --- "TV Commercial of Optical 88 - ""The Kid""" --- p.96 / Chapter G. --- Instore Layouts of Optical 88 --- p.107 / Chapter H. --- Questionnaire --- p.108 / BIBLIOGRAPHY --- p.115

by Leung, Bing-Kwong Edward, Tung, Mang-To, Yang, Renwill = 梁秉綱, 董萬韜, 楊人偉. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 160-161). / by Leung, Bing-Kwong Edward, Tung, Mang-To, Yang, Renwill = Liang Binggang, Dong Wantao, Yang Renwei. / EXECUTIVE SUMMARY --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF FIGURES --- p.vii / LIST OF TABLES --- p.viii / ACKNOWLEDGEMENT --- p.ix / Chapter CHAPTER 1 --- INTRODUCTION --- p.1 / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- Company Brief / Chapter 1.3 --- Use of Multimedia in Hong Kong --- p.4 / Chapter 1.4 --- Speech Therapy as Target Market Segment --- p.6 / Chapter 1.5 --- Speech Therapy Service in Hong Kong --- p.7 / Chapter 1.6 --- Opportunities for Multimedia --- p.8 / Chapter 1.7 --- Project Objectives --- p.8 / Chapter 1.8 --- Structure of the Report --- p.11 / Chapter CHAPTER 2 --- RESEARCH METHODOLOGY --- p.12 / Chapter 2.1 --- Statement of Problem --- p.12 / Chapter 2.2 --- Exploratory Study --- p.12 / Chapter 2.3 --- Mail Questionnaire Survey --- p.13 / Chapter 2.4 --- Statistical Analysis --- p.16 / Chapter CHAPTER 3 --- DATA ANALYSIS AND INTERPRETATIONS --- p.17 / Chapter 3.1 --- Interview Findings --- p.17 / Chapter 3. 1. --- 1 Hong Kong Association of Speech Therapists --- p.17 / Chapter 3.1.2 --- An Anonymous Speech Therapist --- p.20 / Chapter 3.2 --- Statistics from Secondary Sources --- p.21 / Chapter 3.3 --- Findings From Questionnaires --- p.21 / Chapter 3.3.1 --- Response Rate --- p.21 / Chapter 3.3.2 --- Respondents' Organizations (Figure II-1 in Appendix II) --- p.22 / Chapter 3.3.3 --- Characteristics of the Respondents --- p.24 / Chapter 3.3.4 --- Some Estimations Provided by the Speech Therapists --- p.25 / Chapter 3.3.5 --- End Users' Characteristics --- p.28 / Chapter 3.3.6 --- Product Characteristics --- p.29 / Chapter 3.3.7 --- Potential Distribution Channels --- p.34 / Chapter 3.3.8 --- Interpretations --- p.35 / Chapter CHAPTER 4 --- LIMITATIONS --- p.37 / Chapter 4.1 --- Sample Size --- p.37 / Chapter 4.2 --- Representativeness --- p.37 / Chapter 4.3 --- Exploratory Nature of the Questionnaire --- p.38 / Chapter 4.4 --- Non-respondents --- p.39 / Chapter 4.5 --- Ambiguities in Some Questions of the Questionnaire --- p.39 / Chapter 4.6 --- Assumptions --- p.39 / Chapter 4.7 --- Reliability --- p.40 / Chapter CHAPTER 5 --- MARKET OPPORTUNITY ANALYSIS --- p.41 / Chapter 5.1 --- Market Profile --- p.41 / Chapter 5.2 --- Company Profile --- p.43 / Chapter 5.2.1 --- Financial Situation --- p.44 / Chapter 5.2.2 --- Human Resource --- p.46 / Chapter 5.2.3 --- Strength and Weakness Analysis --- p.47 / Chapter 5.2.4 --- Threats and Opportunities --- p.48 / Chapter 5.3 --- Customer Profile --- p.49 / Chapter 5.3.1 --- Practicing Speech Therapists as the Target Customers --- p.49 / Chapter 5.3.2 --- Major Organizations Related to Target Customers --- p.50 / Chapter 5.3.3 --- Background of Individual Speech Therapist --- p.50 / Chapter 5.3.4 --- Attitude of Speech Therapists towards Using Multimedia in Therapy --- p.51 / Chapter 5.3.5 --- Role of Individual Therapists in Buying Process --- p.52 / Chapter 5.3.6 --- Purchase Capability --- p.53 / Chapter 5.3.7 --- Degree of Computer Sophistication --- p.54 / Chapter 5.3.8 --- Needs of the End Users --- p.54 / Chapter 5.3.9 --- Perceived Urgency of Using Aids to Speed Up the Recovery --- p.55 / Chapter 5.3.10 --- Channels for Promotion --- p.55 / Chapter 5.4 --- Product Profile --- p.56 / Chapter 5.4.1 --- Problem Solving Capability of Some Product Concepts --- p.56 / Chapter 5.4.2 --- The Needs of Patients as Perceived by Speech Therapists --- p.57 / Chapter 5.4.3 --- Operational Features --- p.58 / Chapter 5.4.4 --- Customer Characteristics --- p.60 / Chapter 5.4.5 --- End-user Characteristics --- p.60 / Chapter 5.4.6 --- Features of Similar Products Available for English-speaking Patients --- p.60 / Chapter CHAPTER 6 --- OBJECTIVES FOR A MARKETING PROGRAM --- p.64 / Chapter 6.1 --- The Market Objective --- p.64 / Chapter 6.2 --- Product Objectives --- p.65 / Chapter 6.2.1 --- Essential Purposes of Proposed Product --- p.65 / Chapter 6.2.2 --- Assessing Importance of Various Attributes --- p.66 / Chapter 6.2.3 --- Determinant Attributes --- p.68 / Chapter 6.2.4 --- Main Features of the Proposed Product Forms --- p.69 / Chapter 6.3 --- Pricing Objectives --- p.71 / Chapter 6.4 --- Promotional Objectives --- p.72 / Chapter 6.5 --- Distribution Objectives --- p.73 / Chapter CHAPTER 7 --- STRATEGIES FOR A MARKETING PROGRAM --- p.75 / Chapter 7.1 --- Product Development Strategy --- p.75 / Chapter 7.1.1 --- Strategic Direction --- p.76 / Chapter 7.1.2 --- Concept Generation --- p.77 / Chapter 7.1.3 --- Concept Testing --- p.77 / Chapter 7.1.4 --- Screening --- p.78 / Chapter 7.1.5 --- Prototype Development --- p.78 / Chapter 7.1.6 --- Product-use Testing --- p.79 / Chapter 7.2 --- Pricing Strategies --- p.79 / Chapter 7.3 --- Promotional Strategies --- p.81 / Chapter 7.3.1 --- Planning --- p.82 / Chapter 7.3.2 --- Implementation --- p.86 / Chapter 7.3.3 --- Other Avenues --- p.98 / Chapter 7.4 --- Distribution Strategy --- p.98 / Chapter 7.4.1 --- Use of Existing Suppliers as Agents --- p.98 / Chapter 7.4.2 --- Training the Technical Staff on Selling and Distribution --- p.98 / Chapter 7.4.3 --- Acquire the Endorsement of the Hong Kong Association of Speech Therapists --- p.99 / Chapter CHAPTER 8 --- CONCLUSIONS AND RECOMMENDATIONS --- p.100 / APPENDICES --- p.106 / BIBLIOGRAPHY --- p.160