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

by Fu Chi Pang, Wei Hong, Wilson. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 37-38). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / Chapter / Chapter I. --- BUSINESS OBJECTIVE --- p.1 / Chapter II. --- INTERNET INDUSTRY OVERVIEW --- p.2 / Development of the Internet Population --- p.2 / World Wide Web --- p.3 / Asia-Pacific Internet Growth Opportunities --- p.4 / Key Internet Business Opportunities --- p.6 / Advertising --- p.6 / E-commerce --- p.6 / Market Potential --- p.7 / Hong Kong --- p.8 / Chapter III. --- PRODUCT --- p.10 / Love Matching --- p.10 / Love Chat Room --- p.11 / Love Card --- p.11 / Love Web Page --- p.11 / Love Test --- p.12 / Love Horoscope --- p.12 / Love Weekend --- p.12 / Love Flower --- p.13 / Love Restaurant --- p.13 / Love Travel & Hotel --- p.13 / Love Wedding --- p.14 / Love Doctor --- p.14 / Chapter IV. --- COMPETITOR ANALYSIS --- p.15 / Uniqueness of ILove.com --- p.16 / Chapter V. --- MARKETING --- p.18 / Target Market --- p.18 / Launching Plan --- p.19 / Follow-up Plan --- p.20 / Chapter VI. --- "REVENUE, COST & RETURN" --- p.21 / Revenue --- p.21 / Short Term --- p.21 / Long Term --- p.22 / Cost --- p.23 / Equipment and Facility Costs --- p.24 / Human Resources and Office Rental Cost --- p.26 / Human Resources Expenditure --- p.26 / Office Rental Cost --- p.27 / Total Operating Cost --- p.28 / Advertising Cost --- p.28 / Return --- p.29 / Breakeven Analysis --- p.29 / Chapter VII. --- MISCELLANEOUS --- p.32 / Membership Registration --- p.32 / Payment Mechanism --- p.32 / APPENDIX --- p.34 / BIBLIOGRAPHY --- p.37 / ILOVE'S WEB SITE LAYOUT --- p.39

by Tai Oi Yen, Irene, Yip Ping Yin, Gerald. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 38-40). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF FIGURES AND TABLES --- p.v / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- BACKGROUND --- p.3 / Chapter III. --- CONCEPTUAL FRAMEWORK --- p.8 / Chapter IV. --- RESEARCH METHODOLOGY --- p.15 / Chapter V. --- RESULTS AND DISCUSSION --- p.19 / Chapter VI. --- IMPLICATIONS TO MANAGER AND RESEARCHERS --- p.27 / Chapter VII. --- CONCLUSION AND WAP BANKING OUTLOOK --- p.33 / APPENDIX --- p.36 / BIBLIOGRAPHY --- p.38

by Lam Chun Wah, Lo Kar Ming, Alen. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaves 81-82). / INTRODUCTION --- p.3 / METHODOLOGY --- p.6 / Identify social-economic trends --- p.6 / Review of the banking industry --- p.7 / review Hong Kong local banks financial performance --- p.7 / Perform in-depth financial and locational analysis of the selected local bank and its distribution channels --- p.8 / Explore alternate product/service distribution channels --- p.8 / Determine consumer behavior towards different financial product/services and channels --- p.9 / Recommend future distribution channel strategy for this local bank --- p.9 / Predict competitor response to the recommended strategy --- p.9 / SOCIAL - ECONOMIC REVIEW --- p.10 / Population Demographics --- p.10 / Economic Indicators --- p.14 / REVIEW OF THE BANKING INDUSTRY --- p.19 / The Banking Industry of Hong Kong --- p.19 / The three-tier system --- p.19 / The Interest Rate Rules --- p.21 / The Hong Kong Monetary Authority --- p.21 / The Banking Industry Performance --- p.22 / The Banking Strategic Review --- p.28 / REVIEW ON HONG KONG LOCAL BANKS FINANCIAL PERFORMANCE --- p.31 / The Asset Size and Profit --- p.31 / Financial Performance --- p.33 / Correlation analysis on bank performance --- p.36 / LOCATIONAL ANALYSIS OF BRANCH DISTRIBUTION FOR THE WING HANG BANK --- p.40 / Company Background --- p.40 / The Branch Network --- p.41 / List of Wing Hang Bank Branches and Addresses --- p.42 / Hong Kong Insland --- p.42 / Kowloon --- p.42 / Financial Performance of Branches --- p.42 / Locational Analysis --- p.44 / Transaction Analysis --- p.47 / ALTERNATIVE PRODUCT/SERVICE DISTRIBUTION CHANNELS --- p.53 / Banking service industry --- p.53 / CONSUMER BEHAVIOR TOWARDS DIFFERENT FINANCIAL PRODUCT/SERVICE AND CHANNELS --- p.59 / General trends --- p.59 / RECOMMENDATION ON TO WING HANG BANK --- p.66 / Branch Network Size --- p.66 / Cost cutting --- p.68 / Combine functions and develop new products --- p.69 / Branch Image --- p.72 / Branch atmosphere --- p.72 / Branch contact --- p.73 / Use of Self Service Terminals --- p.75 / COMPETITOR RESPONSE --- p.76 / OVERALL COMMENTS --- p.79 / APPENDIX --- p.80 / BIBLIOGRAPHY --- p.81

by Lee Chi-Ho. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaf 85). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.ii / "LIST OF FIGURES, TABLES & APPENDIX" --- p.vi / Chapter PART I --- INTRODUCTION / Chapter 1. --- INTRODUCTION / Chapter 1.1 --- COMPANY BACKGROUND --- p.1 / Chapter 1.2 --- PROJECT OBJECTIVES --- p.3 / Chapter 1.3 --- SIGNIFICANCE OF THE STUDY --- p.4 / Chapter 1.4 --- SCOPE OF THE PROJECT --- p.4 / Chapter 1.5 --- ANALYTICAL FRAMEWORK --- p.5 / Chapter 1.6 --- RESEARCH METHOD --- p.6 / Chapter 1.61 --- Data Sources --- p.6 / Chapter 1.62 --- Research Limitations --- p.7 / Chapter PART II --- PROFILE REPORTS / Chapter 2. --- SERVICE PROFILE / Chapter 2.1 --- SERVICE SCOPE --- p.8 / Chapter 2.11 --- Retail Establishment --- p.8 / Chapter 2.12 --- Market Entry --- p.9 / Chapter 2.13 --- "Advertising, Promotional & Editorial Campaign" --- p.10 / Chapter 2.2 --- PRICING OF SERVICES --- p.12 / Chapter 2.21 --- Project-based Fee vs. Retainer Fee --- p.12 / Chapter 2.22 --- Ad-hoc Projects/Events --- p.13 / Chapter 2.23 --- Advertising & Media Placement --- p.13 / Chapter 2.3 --- MARKETING EXPENSES --- p.13 / Chapter 2.4 --- PROFIT POTENTIAL --- p.14 / Chapter 2.5 --- SERVICE STRENGTHS & WEAKNESSES --- p.15 / Chapter 3. --- MARKET PROFILE / Chapter 3.1 --- MARKET CHARACTERISTICS OF THE CONSULTING INDUSTRY --- p.16 / Chapter 3.11 --- The Consulting Industry --- p.16 / Chapter 3.12 --- The Marketing Consulting Business --- p.17 / Chapter 3.13 --- Implications to Small-scaled Marketing Consulting Firm --- p.18 / Chapter 3.2 --- MARKET TRENDS IN HONG KONG: THE NEED FOR MARKETING CONSULTING --- p.19 / Chapter 3.3 --- MARKET'S SPENDING HABITS --- p.20 / Chapter 3.4 --- MARKET OPPORTUNITIES AND THREATS --- p.20 / Chapter 3.41 --- Dependence on the Retail Environment --- p.20 / Chapter 3.42 --- Business Opportunities at the Higher-ended Consumer Brand Market --- p.21 / Chapter 4. --- COMPETITIVE PROFILE / Chapter 4.1 --- TMM'S RELATIVE STANDING --- p.23 / Chapter 4.2 --- TMM VS. ADVERTISING AGENCY --- p.24 / Chapter 4.21 --- Difference in Pricing Structure --- p.24 / Chapter 4.22 --- Competitive Strengths of TMM Over Advertising Agency --- p.25 / Chapter 4.3 --- THE THREAT OF SUBSTITUTION --- p.26 / Chapter 5. --- CLIENT PROFILE / Chapter 5.1 --- CLIENT PROFILE --- p.27 / Chapter 5.11 --- Hua Guang Hang --- p.27 / Chapter 5.12 --- Maas Corporation --- p.28 / Chapter 5.13 --- Maxly Limited --- p.29 / Chapter 5.2 --- SURVEY ON KEY CLIENTS --- p.30 / Chapter 5.3 --- RESEARCH OUTCOMES & ANALYSIS --- p.31 / Chapter 5.31 --- Reasons for Using TMM's Services --- p.31 / Chapter 5.32 --- The Evaluation of TMM's Performance --- p.32 / Chapter 5.33 --- Projects in which Clients are Highly Satisfied With --- p.33 / Chapter 6. --- COMPANY PROFILE / Chapter 6.1 --- ORGANIZATIONAL STRUCTURE --- p.36 / Chapter 6.2 --- MISSION STATEMENT --- p.36 / Chapter 6.3 --- ORGANIZATIONAL STRENGTHS --- p.37 / Chapter 6.4 --- FACTORS THAT HINDER THE ORGANIZATION FROM INCREASING POSITION IN THE MARKET --- p.38 / Chapter PART III --- KEY STRATEGIC ELEMENTS / Chapter 7. --- KEY STRATEGIC ISSUES --- p.40 / Chapter 8. --- TARGET MARKET IDENTIFICATION --- p.42 / Chapter 9. --- MARKETING OBJECTIVES / PROFIT FORECAST --- p.44 / Chapter 10. --- IMPERATIVES IN SETTING MARKETING STRATEGIES / Chapter 10.1 --- THE NEED FOR SERVICE MISSION --- p.46 / Chapter 10.2 --- THE NEED FOR QUANTIFIABLE MEASURES --- p.47 / Chapter PART IV --- STRATEGIES & TACTICS / Chapter 11. --- SERVICE OBJECTIVE & STRATEGY / Chapter 11.1 --- CONSOLIDATION OF CURRENT SERVICE OFFERINGS --- p.49 / Chapter 11.11 --- Strengthen the Financial Aspect of Retail Project --- p.49 / Chapter 11.12 --- Strengthen Relationship with Retail Renters --- p.50 / Chapter 11.13 --- Strengthen Connections with Various Distribution Modes that Foreign Brand Owner Could Consider --- p.51 / Chapter 11.2 --- CLIENT /ORGANIZATIONAL INVOLVEMENT IN SERVICE DESIGN --- p.52 / Chapter 11.3 --- DEVELOP NEW SERVICES OFFERINGS AND RELEVANT SKILLS --- p.52 / Chapter 12. --- PRICING OBJECTIVE & STRATEGY / Chapter 12.1 --- MAINTAINING EXISTING PRICING POLICY --- p.54 / Chapter 12.2 --- ESTABLISHING PRICING POLICY FOR NEW CLIENTS --- p.55 / Chapter 12.3 --- PRICING STRUCTURE BASED ON CLIENT VALUE --- p.55 / Chapter 13. --- COMMUNICATIONS OBJECTIVE & STRATEGY / Chapter 13.1 --- COMMUNICATIONS 一 A HOLISTIC VIEW --- p.56 / Chapter 13.2 --- COMMUNICATIONS WITHIN TMM --- p.56 / Chapter 13.21 --- "Documented Policies, Procedures, and Strategic Frameworks" --- p.56 / Chapter 13.22 --- Computerized Marketing Information System --- p.58 / Chapter 13.23 --- More Employee Participation --- p.59 / Chapter 13.3 --- COMMUNICATIONS WITH CURRENT CLIENTS --- p.59 / Chapter 13.4 --- COMMUNICATIONS WITH PROSPECTIVE CLIENTS --- p.60 / Chapter 13.41 --- Get Articles Published --- p.60 / Chapter 13.42 --- Reaching New Target Segments --- p.61 / Chapter 13.5 --- COMMUNICATIONS WITH ASSOCIATED CONSULTANTS AND COOPERATING PARTIES --- p.62 / Chapter 14. --- SALES OBJECTIVE & STRATEGY / Chapter 14.1 --- RESPONSIBILITY OF SELLING IN THE COMPANY --- p.63 / Chapter 14.2 --- CHIEF MOTIVATOR OF SALES --- p.63 / Chapter 15. --- CHANNEL OBJECTIVE & STRATEGY --- p.65 / Chapter 16. --- TACTICAL ACTION PLAN --- p.66 / Chapter 17. --- CONTROL & BUDGET / Chapter 17.1 --- CONTROL & MONITORING OF THE MARKETING SYSTEM --- p.68 / Chapter 17.2 --- PRELIMINARY BUDGET --- p.69 / Chapter PART V --- APPENDIX & BIBLIOGRAPHY / APPENDIX --- p.71 / BIBLIOGRAPHY --- p.85

by Li Yuk Fung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 63-64). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.ii / LIST OF EXHIBITS --- p.iv / PREFACE --- p.v / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Objectives --- p.1 / Scope of Study --- p.1 / Methodology --- p.2 / Secondary Data Collection --- p.2 / Observations --- p.3 / Primary Data Collection --- p.3 / Literature Review --- p.4 / Limitations --- p.4 / Chapter II. --- THE COMPANY --- p.5 / History and Background --- p.5 / Organizational Structure --- p.6 / Business Strategies --- p.8 / Marketing Mix --- p.8 / Market Segmentation --- p.14 / Competitiveness --- p.17 / Chapter III. --- INDUSTRIAL ANALYSIS --- p.21 / Environmental Analysis --- p.21 / Economic Environment --- p.22 / Socio/Cultural Factors --- p.23 / Demographic Factors --- p.23 / Technological Environment --- p.24 / Legal Environment --- p.24 / Customers --- p.25 / Government Sector --- p.25 / Private Sector --- p.27 / Institutional Sector --- p.28 / Suppliers --- p.30 / Competitors --- p.33 / Entry Barriers --- p.34 / Critical Success Factors for the Industry --- p.34 / Chapter IV. --- SWOT ANALYSIS --- p.35 / Internal Strengths --- p.35 / Internal Weaknesses --- p.37 / Future Opportunities --- p.41 / Environmental Threats --- p.44 / Problem Identifications --- p.45 / Chapter V. --- CONCLUSIONS AND RECOMMENDATIONS --- p.48 / Recommendations --- p.48 / Implications and Evaluations --- p.53 / Conclusions --- p.57 / APPENDIX --- p.58 / BIBLIOGRAPHY --- p.63

by Lau Hon-Biu. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 45-49). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / LIST OF FIGURES --- p.vi / ACKNOWLEDGEMENTS --- p.vii / Chapter / Chapter I --- OBJECTIVE AND SCOPE OF STUDY --- p.1 / Chapter II --- LITERATURE REVIEW --- p.4 / Ethical Issues in International Marketing --- p.4 / Safeguards for Ethical Behavior --- p.5 / Deontological vs. Teleological Philosophical Approaches --- p.7 / Relativism & Idealism --- p.7 / Individualism-Collectivism (IC) --- p.9 / Use of Scenarios --- p.10 / "Culture, Ethical Problem Perception & Ethical Decision Making" --- p.11 / Chapter III --- THEORETICAL CONSTRUCT OF STUDY --- p.12 / Chapter IV --- METHODOLOHY --- p.15 / Participants --- p.15 / Procedure --- p.15 / Measurements --- p.16 / Dependent Variables --- p.16 / Independent Variables --- p.17 / The shortened version of Individualism- Collectivism scales (INDCOL) --- p.17 / Ethics Position Questionnaire (EPQ) --- p.18 / Data Analysis Methods --- p.19 / Chapter V --- FINDINGS --- p.21 / Reliability --- p.21 / Perceived Ethical Problem --- p.21 / Ethical Decision Making --- p.22 / Categorization of the Subjects --- p.23 / Effects of Origin on Perceived Ethical Problem and Ethical Decision Making --- p.24 / "Effects of Origin on Idealism, Relativism, General Collectivism Index (GCI), Ingroup Solidarity and Social Obligation" --- p.24 / Effects of Cultural Orientation on Perceived Ethical Problem and Ethical Decision Making --- p.25 / Effects of Ethics Position on Perceived Ethical Problem and Ethical Decision Making --- p.26 / Chapter VI --- DISCUSSION --- p.28 / Reliability --- p.28 / Perceived Ethical Problem --- p.28 / Ethical Decision Making --- p.29 / "Effects of Origin on Age, Years of residence and full-time work" --- p.30 / "Effects of Origin on Collectivism, Idealism and Relativism, Perceived Ethical Problem and Ethical Decision Making" --- p.31 / Effects of Cultural Orientation on Perceived Ethical Problem and Ethical Decision Making --- p.32 / Effects of Ethics Position on Perceived Ethical Problem and Ethical Decision Making --- p.32 / Chapter VII --- CONCLUSION --- p.34