published_or_final_version / Business Administration / Master / Master of Business Administration

published_or_final_version / Business Administration / Master / Master of Business Administration

by Leung Yiu-kwan, Siu Kwok-keung, William. / Bibliography: leaf [72] / Thesis (M.B.A.)--Chinese University of Hong Kong, 1986

by Ko Fung, Alice and Ng Kwok Pui, Ricky. / Includes questionarire in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves 72-74). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.v / ACKNOWLEDGEMENTS --- p.vii / Chapter / Chapter I. --- INTRODUCTION AND STATEMENT OF PROBLEM --- p.1 / Chapter II. --- LITERATURE REVIEW --- p.7 / Origins of Express Delivery Service --- p.1 / Development of Internatiomal Express Delivery Service --- p.9 / Emergence of Express Delivery Services in Hong Kong --- p.11 / BIBLIOGRAPHY --- p.13 / Chapter III. --- INDUSTRY REVIEW --- p.15 / Industry Profile --- p.15 / Competitive Profile --- p.16 / Customer Profile --- p.21 / Chapter IV. --- METHODOLOGY --- p.23 / Hypotheses --- p.23 / Research Design Multi-dimensional Approach --- p.24 / Chapter V. --- MORNING EXPRESS COURIER: AN IN-DEPTH LOOK --- p.34 / Service Provided。 --- p.34 / Mode of Operation --- p.37 / Service Highlights --- p.40 / Chapter VI. --- RESEARCH FINDINGS --- p.41 / Results of Percentage Counts --- p.41 / Retailers --- p.41 / Customers --- p.47 / Results of Cross-Tabulations --- p.52 / Retailers --- p.52 / Customers --- p.54 / Chapter VII. --- ANALYSIS AND INTERPRETATIONS --- p.56 / Chapter VIII. --- RECOMMENDATIONS --- p.63 / Target Market --- p.63 / Retail Shops --- p.64 / Consumers --- p.64 / Positioning --- p.65 / Product --- p.65 / Price --- p.66 / Place --- p.67 / Promotion --- p.68 / Chapter IX. --- LIMITATIONS AND FURTHER RESEARCH --- p.71 / REFERENCE NOTES --- p.72 / APPENDICES --- p.75

by Au Tsang Pui, Wong Kin Hong, Joseph. / Includes questionnaire in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves [29-32] (2nd gp.)). / ACKNOWLEDGEMENT --- p.i / abstract --- p.ii / table of contents --- p.iii / Chapter --- p.1 / Chapter I. --- INTRODUCTION --- p.1 / The Concept of Marketing --- p.1 / Green Movement --- p.2 / Green Marketing --- p.3 / Marketers' Response --- p.4 / Consumers' Response --- p.5 / Objective of Study --- p.7 / Scope of analysis --- p.8 / Objectives --- p.9 / Chapter II. --- literature review --- p.12 / Conjoint Analysis --- p.13 / Introduction --- p.13 / Comparison with Other Multiattribute Models --- p.14 / Alternative Approaches to Measuring Preference Structures --- p.15 / Conjoint Analysis in Detail --- p.16 / Commercial Use of Conjoint Analysis --- p.19 / Stimulus Set Construction --- p.20 / Limitations and Unsolved Problems --- p.21 / Values --- p.23 / Introduction --- p.23 / Relationship of Values with Environmental Behaviour --- p.25 / Chapter III. --- METHODOLOGY --- p.27 / Research Design --- p.27 / Secondary Data Research --- p.27 / Primary Data Research --- p.28 / Chapter IV. --- RESULTS --- p.45 / Part II --- p.45 / Quantitative Results --- p.45 / Part III --- p.47 / Quantitative Results --- p.47 / Analytical Results --- p.48 / Chapter V. --- DISCUSSION AND INTERPRETATION --- p.49 / All Respondents --- p.49 / Green Consumer Segments --- p.51 / Demographic Effect --- p.54 / Effect of Age --- p.54 / Effect of Education --- p.55 / Effect of Households Monthly Income --- p.56 / Relationship Between Demographic and Environmental Values and Attitudes --- p.56 / Conclusion --- p.57 / Implication --- p.60 / Limitation --- p.61 / APPENDIX / BIBLIOGRAPHY

by Lam Siu-wah, Echo, Wu Kim-shu, Patrick. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1989. / Bibliography: leaf [123]

by Ma Hon-chung, Paris. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves [B-1]-B-3. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.viii / ACKNOWLEDGEMENTS --- p.ix / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter 1.1 --- Cable TV as an Advertising Media --- p.1 / Chapter 1.2 --- Cable TV as a Direct marketing Tool --- p.3 / Chapter 1.3 --- The Research Objectives --- p.8 / Chapter 1.4 --- The Hypothesis --- p.10 / Chapter 1.5 --- The Significance of the Research --- p.11 / Chapter CHAPTER II --- RESEARCH DESIGN AND METHODOLOGY --- p.13 / Chapter 2.1 --- Variables --- p.14 / Chapter 2.2 --- Literature Survey --- p.16 / Chapter 2.3 --- Brief Technical Study --- p.16 / Chapter 2.4 --- Sampling Plan --- p.17 / Chapter 2.5 --- Sampling Criteria --- p.18 / Chapter 2.6 --- Product Design and Demonstration --- p.20 / Chapter 2.7 --- Consumer Research --- p.21 / Chapter 2.8 --- Analysis and Conclusion --- p.22 / Chapter CHAPTER III --- LITERATURE SURVEY --- p.23 / Chapter 3.1 --- The Early Systems --- p.23 / Chapter 3.2 --- Home Shopping through Viewdata System --- p.25 / Chapter 3.3 --- Industrial Experience of Home Shopping through Cable TV --- p.27 / Chapter 3.4 --- Other Related Studies --- p.30 / Chapter CHAPTER IV --- A BRIEF TECHNICAL STUDY --- p.32 / Chapter 4.1 --- Compostion of a Direct Response Cable TV System --- p.32 / Chapter 4.2 --- Cable System in Hong Kong --- p.33 / Chapter 4.3 --- HDTV and Future System --- p.35 / Chapter CHAPTER V --- CONSUMER RESEARCH - RESULTS AND ANALYSIS --- p.38 / Chapter 5.1 --- Summary of Procedure --- p.38 / Chapter 5.2 --- Samples Achieved --- p.40 / Chapter 5.3 --- Shopping Habit and Shopping Decision --- p.42 / Chapter 5.4 --- General Reception and Expectation --- p.44 / Chapter 5.5 --- Preference on Format and Program View Time --- p.46 / Chapter 5.6 --- Merchandise and Presentation --- p.47 / Chapter 5.7 --- Price Tolerance --- p.48 / Chapter 5.8 --- Response Method --- p.49 / Chapter 5.9 --- Delivery Option --- p.50 / Chapter 5.10 --- Payment Option --- p.51 / Chapter 5.11 --- Merchandise Return Policy --- p.51 / Chapter 5.12 --- Other Attributes --- p.52 / Chapter CHAPTER VI --- CONCLUSION AND RECOMMENDATION --- p.54 / Chapter 6.1 --- Limitation of the Research Reinstated --- p.54 / Chapter 6.2 --- Conclusion and Suggestion --- p.55 / Chapter 6.2.1 --- Group Difference - Inference --- p.55 / Chapter 6.2.2 --- General Reception and Expectation --- p.57 / Chapter 6.2.3 --- Program Format and View Time --- p.58 / Chapter 6.2.4 --- Merchandise and Presentation --- p.59 / Chapter 6.2.5 --- Price --- p.59 / Chapter 6.2.6 --- Response Method --- p.60 / Chapter 6.2.7 --- Order Acknowledgement --- p.60 / Chapter 6.2.8 --- Delivery --- p.60 / Chapter 6.2.9 --- Payment --- p.61 / Chapter 6.2.10 --- Merchandise Return Policy --- p.61 / Chapter 6.2.11 --- Others --- p.62 / Chapter 6.3 --- Recommendation --- p.62 / Chapter 6.4 --- Areas for Further Research --- p.65 / Chapter CHAPTER VII --- SUMMARY OF FINDINGS --- p.67 / APPENDIX / Chapter 1. --- Consumer Research Focus Group Discussion Guide --- p.Al-1 / Chapter 2. --- Consumer Research Visual Aid ´ؤ Contents --- p.A2-1 / Chapter 3. --- Consumer Research Sample Quota Sheet --- p.A3-1 / Chapter 4. --- Sample Profile --- p.A4-1 / BIBLIOGRAPHY

by Lee Sum Yiu, Raymond. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves B1-1-B1-2). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / ACKNOWLEDGEMENTS --- p.vii / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter CHAPTER II --- RESEARCH OBJECTIVES AND METHODOLOGY / Chapter 2.1 --- Business problem defined --- p.3 / Chapter 2.2 --- Research objectives --- p.3 / Chapter 2.3 --- Research methodology --- p.4 / Chapter 2.3.1 --- Research design --- p.6 / Chapter 2.3.2 --- Sampling design --- p.7 / Chapter CHAPTER III --- LITERATURE REVIEW / Chapter 3.1 --- Definition of attitude --- p.9 / Chapter 3.2 --- Function of attitude --- p.10 / Chapter 3.3 --- Consumer research literature --- p.12 / Chapter CHAPTER IV --- PRODUCT DESCRIPTION AND KEY SELLING POINT / Chapter 4.1 --- Key features of BMW Touring Car --- p.16 / Chapter 4.1.1. --- Practical and flexible design --- p.16 / Chapter 4.1.2. --- Performance --- p.17 / Chapter 4.2 --- Key selling points --- p.18 / Chapter CHAPTER V --- COMPETITIVE PROFILE / Chapter 5.1 --- Direct competitors --- p.21 / Chapter 5.2 --- Indirect competitors --- p.23 / Chapter CHAPTER VI --- RESEARCH HYPOTHESIS --- p.25 / Chapter CHAPTER VII --- QUESTIONAIRE DESIGN --- p.29 / Chapter 7.1 --- General question & product information --- p.30 / Chapter 7.1.1. --- Product usage --- p.30 / Chapter 7.1.2 --- Lifestyle characteristics --- p.30 / Chapter 7.1.3 --- Product functions and feature --- p.30 / Chapter 7.1.4 --- Product image and status --- p.31 / Chapter 7.1.5 --- Competitors --- p.31 / Chapter 7.1.6 --- Number of car owned --- p.31 / Chapter 7.2 --- Pricing --- p.31 / Chapter 7.3 --- Advertising and promotion --- p.32 / Chapter 7.4 --- Service provided by sales force --- p.32 / Chapter CHAPTER VIII --- LET THOSE WHO BOUGHT IT SAID SOMETHING --- p.33 / Chapter CHAPTER IX --- DISCUSSION ON RESEARCH FINDING / Chapter 9.1 --- Summary of sample achieved --- p.37 / Chapter 9.2 --- Interview procedures --- p.38 / Chapter 9.3 --- Result and Analysis / Chapter 9.3.1 --- Target customers --- p.40 / Chapter 9.3.2 --- Product image and impression --- p.41 / Chapter 9.3.3 --- Pricing of the product --- p.49 / Chapter 9.3.4 --- Advertising and promotion --- p.50 / Chapter 9.3.5 --- Sales force management --- p.51 / Chapter CHAPTER X --- CONCLUSION AND RECOMMENDATION / Chapter 10.1 --- Limitation of present research --- p.53 / Chapter 10.2 --- Conclusion / Chapter 10.2.1 --- Defining the target segment --- p.54 / Chapter 10.2.2 --- Product image and impression --- p.55 / Chapter 10.2.3 --- Pricing Strategy --- p.56 / Chapter 10.2.4 --- Advertising and Promotion --- p.56 / Chapter 10.2.5 --- Sales force management --- p.57 / Chapter 10.3 --- Recommendation --- p.57 / Chapter CHAPTER XI --- OVERALL REVIEW OF THE RESEARCH --- p.59 / Chapter APPENDIX I --- QUESTIONAIRE FOR DEPTH INTERVIEW --- p.A1-1 / Chapter APPENDIX II --- DEMOGRAPHIC INFORMATION OF INTERVIEWEES --- p.A2-1 / BIBLIOGRAPHY --- p.B1-1

by Law Yuet Yung, Florence, Ma Yuen Hung, Pony. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 62-66). / ACKNOWLEDGEMENT --- p.i / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.v / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Definition of Direct Response Television Advertising --- p.1 / Chapter 1.2 --- Development of DRTV Advertising in the United States --- p.2 / Chapter 1.3 --- Merits of DRTV Advertising --- p.3 / Chapter 1.4 --- Emergence of DRTV Advertising in Hong Kong --- p.4 / Chapter 1.5 --- Research Objectives --- p.5 / Chapter II. --- RESEARCH METHODOLOGY --- p.7 / Chapter 2.1 --- Literature Review --- p.7 / Chapter 2.2 --- Direct Observation of DRTV Commercials --- p.8 / Chapter 2.3 --- Interview with DRTV Marketers and DM Agency --- p.8 / Chapter 2.4 --- Interview with Television Broadcasting Companies --- p.8 / Chapter 2.5 --- Interview with Consumer Council --- p.9 / Chapter 2.6 --- Interview with Consumers --- p.9 / Chapter 2.7 --- Analysis and Conclusion --- p.10 / Chapter III. --- FINDINGS FROM LITERATURE REVIEW --- p.11 / Chapter 3.1 --- Experience in the United States --- p.11 / Chapter 3.2 --- Reasons for DRTV Advertising to Become Popular in the United States --- p.13 / Chapter 3.3 --- Consumer Acceptance of DRTV Advertising in the United States --- p.13 / Chapter IV. --- DIRECT OBSERVATION OF DRTV COMMERCIALS --- p.15 / Chapter 4.1 --- Development of DRTV Advertising in Hong Kong --- p.15 / Chapter 4.2 --- Time Slot and Length of DRTV Commercials --- p.16 / Chapter 4.3 --- Types of Products Sold and Price Range --- p.16 / Chapter 4.4 --- Presentation Style --- p.17 / Chapter V. --- SUMMARY OF INTERVIEW FINDINGS --- p.19 / Chapter 5.1 --- DRTV Marketers and DM Agency --- p.19 / Chapter 5.1.1 --- History of DRTV Advertising in Hong Kong --- p.19 / Chapter 5.1.2 --- Reasons for Going into DRTV Advertising --- p.20 / Chapter 5.1.3 --- Operations --- p.21 / Chapter 5.1.4 --- Conditions Favouring the Development of DRTV Advertising --- p.22 / Chapter 5.1.5 --- Constraints Hindering the Development of DRTV Advertising --- p.23 / Chapter 5.1.6 --- Marketing Strategy --- p.24 / Chapter 5.1.7 --- Cable Television --- p.25 / Chapter 5.1.8 --- Prediction of Future Development of DRTV Advertising in Hong Kong --- p.26 / Chapter 5.2 --- Television Broadcasting Companies --- p.26 / Chapter 5.2.1 --- Regulations Imposed by the Television & Entertainment Licensing Authority (TELA) and Broadcasting Authority (BA) --- p.27 / Chapter 5.2.2 --- Air Time and Charges for DRTV Commercials --- p.28 / Chapter 5.2.3 --- Comment on Development of DRTV Advertising --- p.29 / Chapter 5.3 --- Consumer Council --- p.29 / Chapter 5.3.1 --- Nature and Number of Consumer Complaints --- p.29 / Chapter 5.3.2 --- Action Taken by Consumer Council --- p.30 / Chapter 5.3.3 --- Study Done by Consumer Council on DM --- p.30 / Chapter 5.3.4 --- Advices Given by Consumer Council to DRTV Marketers --- p.31 / Chapter 5.4 --- DRTV Buyers --- p.32 / Chapter 5.4.1 --- Demographics --- p.32 / Chapter 5.4.2 --- Types and Prices of Products Bought --- p.33 / Chapter 5.4.3 --- Reasons for Buying --- p.33 / Chapter 5.4.4 --- Recall of Ordering Process --- p.34 / Chapter 5.4.5 --- Comment on Quality of Products and Service --- p.34 / Chapter 5.4.6 --- General Comment on DRTV Advertising --- p.35 / Chapter 5.4.7 --- Shopping Habit and Decision Making Process --- p.36 / Chapter 5.4.8 --- Subscription of Star TV and Cable TV --- p.36 / Chapter 5.5 --- Consumers Without Prior Purchase Experience through DRTV Advertising --- p.37 / Chapter 5.5.1 --- Demographics --- p.37 / Chapter 5.5.2 --- Reasons for No Intention to Buy --- p.37 / Chapter 5.5.3 --- Comment on DRTV Advertising Programme --- p.39 / Chapter 5.5.4 --- General Perception on DRTV Advertising as a Shopping Means --- p.39 / Chapter 5.5.5 --- Shopping Habit and Decision Making Process --- p.39 / Chapter 5.5.6 --- Subscription of Star TV and Cable TV --- p.40 / Chapter VI. --- ANALYSIS --- p.41 / Chapter 6.1 --- Limitation --- p.41 / Chapter 6.1.1 --- Nature of Study --- p.41 / Chapter 6.1.2 --- Sample --- p.41 / Chapter 6.1.3 --- Non-Professional Interviewers --- p.42 / Chapter 6.2 --- Factors Favourable for the Development of DRTV Advertising in Hong Kong --- p.42 / Chapter 6.2.1 --- Economic Factors --- p.42 / Chapter 6.2.2 --- Societal Factors --- p.43 / Chapter 6.2.3 --- Technological Factors --- p.43 / Chapter 6.3 --- Consumers' Perception and Acceptance of DRTV Advertising --- p.43 / Chapter 6.3.1 --- Merits Perceived --- p.44 / Chapter 6.3.2 --- Risks Perceived --- p.44 / Chapter 6.4 --- Existing Strategy of DRTV Marketers --- p.46 / Chapter 6.4.1 --- Credibility of DRTV Marketers --- p.46 / Chapter 6.4.2 --- Total Marketing Mix --- p.47 / Chapter 6.5 --- Launching of Cable TV --- p.48 / Chapter VII. --- RECOMMENDATION --- p.49 / Chapter 7.1 --- Strategies Recommended to DRTV Marketers on : --- p.49 / Chapter 7.1.1 --- Product Selection --- p.49 / Chapter 7.1.2 --- Pricing --- p.50 / Chapter 7.1.3 --- Delivery --- p.51 / Chapter 7.1.4 --- After-Sale Services --- p.51 / Chapter 7.1.5 --- Presentation Format of DRTV Commercials --- p.52 / Chapter 7.1.6 --- Customer Base Management --- p.53 / Chapter 7.1.7 --- Exploiting Opportunities Provided by Cable TV --- p.53 / Chapter 7.1.8 --- Role of DRTV Advertising in the Total Marketing Mix --- p.54 / Chapter 7.2 --- Need for DRTV Practitioners to Develop DRTV Advertising as an Industry --- p.55 / Chapter 7.3 --- Government Legislation --- p.56 / Chapter VIII. --- CONCLUSION --- p.57 / APPENDIX --- p.58 / BIBLIOGRAPHY --- p.62

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