by Kwok Chi Ming Derek. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 77-79). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES --- p.v / LIST OF TABLES --- p.vi / ACKNOWLEDGMENTS --- p.vii / Chapter / Chapter I --- INTRODUCTION --- p.1 / Background --- p.1 / Statement of the Problem --- p.2 / Research Objectives --- p.4 / Chapter II --- RELATED LITERATURE --- p.5 / Early Literature --- p.5 / Recent Literature --- p.7 / Consumer Attitudes Literature --- p.9 / Chapter III --- METHODOLOGY --- p.14 / Data Collection Method --- p.14 / Research Design --- p.15 / Sampling --- p.16 / Fieldwork --- p.18 / Chapter IV --- FINDINGS --- p.19 / Sample Characteristics --- p.19 / General Attitudes Towards Environmental Issues --- p.22 / General Attitudes Towards Environmental Issues by Demographics --- p.27 / General Attitudes towards Green Products --- p.31 / General Attitudes towards Green Products by Demographics --- p.33 / Ratings towards the Two Selected Products --- p.36 / Attitudes towards Green Products by Attitudes towards the Issues --- p.41 / Attitudes towards Green Products by Ratings towards the Two Selected Products --- p.44 / Chapter V --- SUMMARY AND IMPLICATIONS --- p.48 / Summary of Findings --- p.48 / Implications for Marketers --- p.53 / APPENDIX / Chapter 1 --- A List of Some Commonly Used Terms Used in Connection with Green Products --- p.54 / Chapter 2 --- """Green"" Segments in the United States" --- p.57 / Chapter 3 --- English Version of the Questionnaire --- p.61 / Chapter 4 --- Chinese Version of the Questionnaire --- p.69 / Chapter 5 --- Sample Selection --- p.73 / Chapter 6 --- Fieldworkers' Instructions --- p.74 / Chapter 7 --- Results of Dialing Attempts --- p.76 / BIBLIOGRAPHY --- p.77

by Veronica Wong Mun Yee. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / ACKNOWLEDGEMENT --- p.v / Chapter / Chapter I. --- INTRODUCTION --- p.1 / What is Service Quality? --- p.1 / Origin & Purpose of this Study --- p.3 / Focus & Scope of this Study --- p.4 / Plan of the Report --- p.6 / Chapter II. --- METHODOLOGY --- p.7 / Limitation of the Study --- p.8 / Literature Review --- p.9 / Focus Group Interviews with Customers --- p.10 / In-depth Interviews with Bank Personnel --- p.13 / Chapter III. --- SIGNIFICANCE OF SERVICE QUALITY IN THE 1990s : A LITERATURE REVIEW --- p.16 / Definition and Models of Service Quality --- p.16 / Emerging Significance of Service Quality in the Changing Environment --- p.23 / Costs and Benefits of Service Quality --- p.25 / Bibliography --- p.28 / Chapter IV. --- FINDINGS FROM THE FOCUS GROUPS WITH CONSUMERS --- p.32 / Attitudes Towards Retail Banking Services --- p.32 / Bank Usage Behaviour --- p.33 / How Do They Choose Banks --- p.34 / Likelihood of Changing/Switching Banks --- p.35 / Key Determinants for Evaluating Service Quality --- p.36 / Implications --- p.39 / Chapter V. --- FINDINGS FROM THE IN-DEPTH INTERVIEWS WITH BANK PERSONNEL --- p.42 / Chapter VI. --- IMPLEMENTATION OF SERVICE QUALITY STRATEGIES --- p.47 / Change of Organisational Culture --- p.47 / Full Commitment From Both Management & Staff --- p.50 / Internal Customer Philosophy --- p.52 / Reinforcement and Evaluation --- p.54 / Chapter VII. --- CONCLUSIONS --- p.56 / APPENDIX

by Ng Yuk Kwan, Ivan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / Chapter CHAPTER 1 --- BACKGROUND --- p.1-3 / Chapter CHAPTER 2 --- "DIRECT MARKETING: DEFINITIONS, ELEMENTS, HISTORY, LITERATURE" / Chapter 2.1 --- DEFINITIONS --- p.4-6 / Chapter 2.2 --- ADVANTAGES OF USING DIRECT MARKETING --- p.7-8 / Chapter 2.2.1 --- Precision Targeting / Chapter 2.2.2 --- Personalization / Chapter 2.2.3 --- Immediate Response / Chapter 2.2.4 --- Measurability / Chapter 2.3 --- EMERGENCE OF DIRECT MARKETING --- p.9-13 / Chapter 2.3.1 --- The Marketplace / Chapter 2.3.2 --- Reasons for the Growth of Direct Marketing in Hong Kong / Chapter 2.3.2.1 --- The Environment / Chapter 2.3.2.2 --- Consumers / Chapter 2.3.2.3 --- Technology / Chapter 2.3.2.4 --- Forerunners of Direct Marketing in Hong Kong / Chapter 2.4 --- FACTORS AFFECTING CONSUMERS' BUYING THROUGH DIRECT MARKETING --- p.14-16 / Chapter 2.4.1 --- Convenience / Chapter 2.4.2 --- Perceived Risk / Chapter 2.4.3 --- Economy / Chapter 2.5 --- DIRECT MARKETING MEDIA --- p.17-36 / Chapter 2.5.1 --- Direct Mail / Chapter 2.5.1.1 --- Mailing lists / Chapter 2.5.1.2 --- List processing / Chapter 2.5.1.3 --- Solo mailings / Chapter 2.5.1.4 --- Catalog / Chapter 2.5.2 --- Direct Response in Print Media / Chapter 2.5.2.1 --- Merits of Direct Response in Print Media / Chapter 2.5.2.2 --- Magazines / Chapter 2.5.2.3 --- Newspapers / Chapter 2.5.2.4 --- Elements of direct response advertisements in print media / Chapter 2.5.3 --- Telemarketing / Chapter 2.5.4 --- Direct Response Television / Chapter 2.5.5 --- Cable TV / Chapter 2.5.6 --- Video / Chapter 2.5.7 --- Others / Chapter 2.6 --- DATABASE MARKETING --- p.37-42 / Chapter 2.6.1 --- Definition / Chapter 2.6.2 --- Characteristics / Chapter 2.6.3 --- Development phases of Database Marketing / Chapter 2.6.4 --- Integration of Database Marketing and Direct Marketing / Chapter 2.7 --- CONCERNS ABOUT DIRECT MARKETING --- p.43 / Chapter 2.8 --- BIBLIOGRAPHY --- p.44-46 / Chapter CHAPTER 3 --- METHODOLOGY --- p.47-50 / Chapter 3.1 --- RESEARCH DESIGN / Chapter 3.2 --- INTERVIEWS / Chapter 3.2.1 --- Sample / Chapter 3.2.2 --- Data Collection Method / Chapter 3.2.3 --- Field Work / Chapter 3.3 --- CASE STUDY / Chapter CHAPTER 4 --- FINDINGS: THE SURVEY --- p.51-65 / Concepts / Emergence / Life Cycle of Direct Marketing / Relationship Management in Direct Marketing / Direct Marketing Agencies / "Ogilvy & Mather, its Services and Clients" / Times Direct Marketing and its Services / BBRD Chan Direct and its Services / Mailing Lists / Junk Mail / Consumers´ة Perception of Direct Marketing / Direct Response TV / Satellite TV / Videolog / Radio / The Products / Database Marketing & Integrated Direct Marketing Communication / Direct Selling: Introducing Amway / Chapter CHAPTER 5 --- A DIRECT SELLING ORGANIZATION: AMWAY --- p.66-76 / Introduction / Founding / Products / Organization / "Amway International Inc,Hong Kong Branch" / Structure of Amway Hong Kong / U.S.P. and E.V.P. of Amway's products / Direct Sales Agents / Organization of direct selling agents / Business operation of direct sales agents / Support from the company / Future Moves / Chapter CHAPTER 6 --- CONCLUSIONS --- p.77-86 / Summary of Direct Marketing / Direct Selling in Amway is an Application of Direct Marketing / SWOT Analysis / Recommendation 1: Developing customer databases / Recommendation 2: Classifying customers based on their values and loyalty / Recommendation 3: Classifying direct agent accounts based on their value and loyalty / Recommendation 4: Launching direct promotion campaigns at the consumer level / AFTERWORD --- p.87 / APPENDIX / Discussion Outline: Video as a tool in Direct Marketing in Hong Kong / Request Letters: Interviews on Direct Marketing in Hong Kong / with BBRD & Chan Direct / J. Walter Thompson Direct / Leo Burnett / Ogilvy & Mather Direct / Saatchi & Saatchi / Discussion Outlines: An Overview of Direct Marketing in Hong Kong / "(Interview with Mr. Godfrey Rooke," / Mr. Ricky Law Fu-ming.) / Letter: Request for an interview (to Ms. Lindsey Tai)

by Chen Monica, Edmund Cheng Nai Kam. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1989. / Bibliography: leaves 68-69.

by Lai Wing-Lok & Wong King-Man. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 82-84). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter CHAPTER II --- BACKGROUND --- p.4 / Chapter CHAPTER III --- OPPORTUNITIES --- p.13 / Chapter CHAPTER IV --- Present Development - Internet Payment System --- p.25 / Chapter CHAPTER V --- FUTURE TREND --- p.32 / Chapter CHAPTER VI --- REAL LIFE EXAMPLES --- p.36 / Chapter CHAPTER VII --- CHALLENGES TO FACE --- p.56 / Chapter CHAPTER VIII --- LOCAL SURVEY --- p.64 / Chapter CHAPTER XI --- RECOMMENDATIONS --- p.73 / Chapter CHAPTER X --- CONCLUSIONS --- p.79 / BIBLIOGRAPHY --- p.82 / APPENDIX I SAMPLE QUESTIONNAIRE --- p.i / APPENDIX II - LOCAL SURVEY ON APPLYING INTERNET ON BUSINESS IN HONG KONG - CONSOLIDATED RESPONSES --- p.v

by Chan Chui Yiu, Chan Wai Ying. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 150-153). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF ILLUSTRATIONS --- p.viii / LIST OF TABLES --- p.x / ACKNOWLEDGMENT --- p.xi / Chapter / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 2. --- PROJECT OBJECTIVE AND OUTLINE --- p.3 / Chapter 3. --- RESEARCH METHOD --- p.7 / Chapter 3.1 --- Research Design --- p.7 / Chapter 3.1.1 --- Exploratory Research --- p.7 / Chapter 3.1.2 --- Descriptive Research --- p.7 / Chapter 3.2 --- Questionnaire Design and Data Collection Method --- p.8 / Chapter 3.3 --- Sampling --- p.9 / Chapter 4. --- LITERATURE REVIEW --- p.12 / Chapter 4.1 --- Internet Development in the World --- p.12 / Chapter 4.1.1 --- Demographic Information --- p.13 / Chapter 4.1.2 --- Internet Tools and Major application --- p.20 / Chapter 4.1.3 --- Marketer's Activities --- p.23 / Chapter 4.1.4 --- Shopping On-Line --- p.25 / Chapter 4.2 --- Internet Development in Hong Kong --- p.27 / Chapter 4.2.1 --- Users Number And Growth Rate --- p.27 / Chapter 4.2.2 --- Internet Started Differently In Hong Kong When Compared To US --- p.28 / Chapter 4.2.3 --- HKIX Help The Development Of Internet In Hong Kong --- p.29 / Chapter 4.2.4 --- Legal Issues --- p.30 / Chapter 4.2.5 --- Other Concerns --- p.32 / Chapter 4.2.6 --- On-Line Business --- p.33 / Chapter 4.2.7 --- Cost --- p.35 / Chapter 4.2.8 --- Future Development --- p.36 / Chapter 4.3 --- Characteristics Of Internet Marketing --- p.38 / Chapter 4.3.1 --- Target Customers --- p.41 / Chapter 4.3.2 --- Communication --- p.42 / Chapter 4.3.3 --- Product --- p.49 / Chapter 4.3.4 --- Service --- p.53 / Chapter 4.3.5 --- Sales Forces --- p.54 / Chapter 4.3.6 --- Price..................................…….…… --- p.56 / Chapter 4.3.7 --- Distribution --- p.57 / Chapter 4.3.8 --- Other Characteristics of Internet Marketing --- p.57 / Chapter 4.3.9 --- Some other thorny issues of Internet-marketing on World Wide Web --- p.59 / Chapter 4.4 --- Businesses Suitable for Marketing on the Internet --- p.64 / Chapter 5. --- SURVEY FINDING: INTERNET USERS PROFILE --- p.67 / Chapter 5.1 --- Demographic Information --- p.68 / Chapter 5.2 --- Major Applications of Internet Users --- p.73 / Chapter 5.3 --- Preference on Information of Internet Users --- p.79 / Chapter 5.4 --- Perception of Shopping on Internet --- p.80 / Chapter 5.5 --- Internet Users' Likes and Dislikes …………… --- p.86 / Chapter 5.6 --- Summary.........................................................................…… --- p.89 / Chapter 6. --- CASE STUDIES OF HONG KONG COMPANIES --- p.90 / Chapter 6.1 --- VTECH Group of Company --- p.90 / Chapter 6.1.1 --- Company Background --- p.90 / Chapter 6.1.2 --- Web Page --- p.92 / Chapter 6.1.3 --- Strategy for the Internet --- p.93 / Chapter 6.1.4 --- Experience about Marketing on the Internet --- p.94 / Chapter 6.1.5 --- Future Planning --- p.96 / Chapter 6.1.6 --- Analysis and Comments --- p.96 / Chapter 6.2 --- Chow Sang Sang Jewllery Company Limited --- p.98 / Chapter 6.2.1 --- Company Background…..……………… --- p.98 / Chapter 6.2.2 --- Web Page --- p.99 / Chapter 6.2.3 --- Strategy for the Internet --- p.100 / Chapter 6.2.4 --- Experience about Marketing on the Internet --- p.102 / Chapter 6.2.5 --- Future Planning --- p.103 / Chapter 6.2.6 --- Comments --- p.104 / Chapter 6.3 --- Cathay Pacific --- p.105 / Chapter 6.3.1 --- Company Background --- p.105 / Chapter 6.3.2 --- Web Page --- p.105 / Chapter 6.3.3 --- Strategy for the Internet --- p.106 / Chapter 6.3.4 --- Experience about Marketing on the Internet --- p.108 / Chapter 6.3.5 --- Analysis and Comments --- p.109 / Chapter 6.4 --- Bar Tech Company Ltd --- p.110 / Chapter 6.4.1 --- Company Background --- p.110 / Chapter 6.4.2 --- Web Page --- p.110 / Chapter 6.4.3 --- Strategy for the Internet --- p.111 / Chapter 6.4.4 --- Experience about Marketing on the Internet --- p.112 / Chapter 6.4.5 --- Analysis and Comments --- p.112 / Chapter 7. --- STRATEGY FOR MARKETING ON THE INTERNET --- p.114 / Chapter 7.1 --- Industry Analysis and Segmentation --- p.114 / Chapter 7.2 --- Market Objectives and Internet Objectives --- p.117 / Chapter 7.3 --- Six Marketing Mix Weapons --- p.117 / Chapter 7.3.1 --- Communication Weapon --- p.118 / Chapter 7.3.2 --- Service Weapon --- p.123 / Chapter 7.3.3 --- Distribution Weapon --- p.124 / Chapter 7.3.4 --- Products Weapon --- p.125 / Chapter 7.3.5 --- Price Weapon --- p.126 / Chapter 7.3.6 --- Sales Force Weapon --- p.126 / Chapter 7.4 --- Measuring Efficiency…… --- p.127 / Chapter 7.4.1 --- Conceptual Model of Web efficiency --- p.127 / Chapter 7.4.2 --- Feasible Measures...............................................................……… --- p.130 / Chapter 7.5 --- Conclusion..................…………………………............................….… --- p.131 / Chapter 8. --- OUR EXPERIENCE AND THE LIMITATIONS OF DOING SURVEYS ON THE INTERNET --- p.132 / Chapter 8.1 --- Our Experience of Doing Survey on the Internet --- p.132 / Chapter 8.2 --- The Limitations of Our Survey --- p.134 / APPENDIXES / Chapter 1. --- Questionnaire Web Page --- p.137 / Chapter 2. --- VTECH Web Page --- p.142 / Chapter 3. --- Chow Sang Sang Jewllery Company Web Page --- p.144 / Chapter 4. --- Cathay Pacific Airways Limited Web Page --- p.146 / Chapter 5. --- Bar Tech Company Limited Web Page --- p.148 / REFERENCES --- p.150

by Kam Suet-Shan, Yu Sik-Ching. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 70-72). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.ii / LIST OF FIGURES --- p.v / LIST OF TABLES --- p.vi / CHAPTER / Chapter I. --- "INTRODUCTION, RELEVANCE AND OVERVIEW" --- p.1 / The Information Technology Industry --- p.1 / How This Paper Structured --- p.3 / Chapter II. --- MULTI-LEVEL MARKETING --- p.5 / Definition of Multi-level Marketing (MLM) --- p.5 / Evolution of Multi-level Marketing in the US --- p.6 / Operation of Multi-level Marketing --- p.8 / Introduction and Sponsoring --- p.8 / Signing with the Company --- p.8 / Retailing the Products --- p.9 / Distributing the Products --- p.9 / Establishing a Network --- p.10 / Realization of Profits and Earnings --- p.10 / Chapter III. --- COMPARISON OF MULTI-LEVEL MARKETING AND TRADITIONAL DISTRIBUTION --- p.12 / Traditional Distribution Channel --- p.12 / The Difference between MLM and Traditional Distribution --- p.13 / Distribution Structure --- p.14 / Relationship with the Company --- p.16 / Selling Target --- p.17 / Relationship with the Customers --- p.17 / Chapter IV. --- MULTI-LEVEL MARKETING IN HONG KONG --- p.18 / Development of Multi-level Marketing in Hong Kong --- p.18 / Multi-level Marketing in Skin-care and Cosmetic Products Retailing --- p.21 / Multi-level Marketing in Health Food Products Retailing --- p.23 / Chapter V. --- EVALUATION OF THE MULTI-LEVEL MARKETING --- p.26 / Characteristics of Products Using MLM --- p.26 / Marketability --- p.26 / Good Quality --- p.27 / Consumable --- p.27 / Mass Market Demand --- p.27 / High Profit Margin --- p.28 / Characteristics of Companies in Hong Kong Using MLM --- p.28 / Restriction of Retail Outlet --- p.29 / Informal Structure --- p.29 / Motivation and Supporting System --- p.29 / Warehousing --- p.30 / Computerized Database Networking --- p.30 / Problems of Multi-level Marketing when Applied in Information Technology Industry --- p.30 / Chapter VI. --- OVERVIEW OF REFERRAL (SINGLE-LEVEL MARKETING) CONCEPT --- p.32 / Application of Referral in Other Industries --- p.33 / Chapter VII. --- RESEARCH METHOD --- p.35 / Research Objectives --- p.35 / Research Design --- p.35 / Cognitive Component --- p.35 / Affective Component --- p.38 / Conative Component --- p.38 / Data Collection --- p.38 / Sampling --- p.39 / Questionnaire Dissection --- p.40 / Q1 - Q2 --- p.40 / Q3-Q4 --- p.40 / Q5- Q7B --- p.41 / Q7C - Q7E --- p.41 / Chapter VIII. --- RESULTS --- p.42 / Demographics --- p.42 / Age --- p.42 / Marital Status --- p.43 / Education Level --- p.43 / Occupation --- p.44 / Monthly Income --- p.44 / Analysis --- p.45 / One-Sample t Tests --- p.45 / Chapter IX. --- LIMITATIONS --- p.51 / Chapter X. --- MARKETING PLAN --- p.53 / Target Customers --- p.54 / Product --- p.54 / Price --- p.57 / Place --- p.57 / Promotion --- p.58 / Get an Initial Set of Customers --- p.59 / Attract Existing Customers to Participate in the Network Marketing (Referral) Program --- p.60 / Encourage Existing Marketers to Refer Others --- p.61 / Chapter XI. --- CONCLUSION --- p.64 / APPENDIX / Chapter I. --- LIST OF MULTI-LEVEL MARKETING COMPANIES REGISTERED IN THE DIRECT SELLING ASSOCIATION OF HONG KONG LTD --- p.66 / Chapter II. --- SAMPLE QUESTIONS --- p.67 / REFERENCES --- p.70 / Books --- p.70 / Periodicals --- p.71

Summary in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong. / Bibliography: leaves 189-192.

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