Thesis (MA)--Stellenbosch University, 2014. / ENGLISH ABSTRACT: The core question this study aims to address is whether a state-sponsored ethnic middle class in a dominant party political system premised on ethnic politics, will punish the ruling party by not according them their electoral vote. The latter core question stems from the conventional notion of a large middle class producing stronger democratic tendencies within a society. However, South Africa and Malaysia are dominant political party systems where politics is aligned along ethnic lines fundamentally because of the colonial and apartheid histories. Furthermore, the ethnic middle classes’ (Malays and Blacks) grew as a result of affirmative action policies implemented by the same political parties that dominated the political scene in the respective countries. An analytical framework of one-party dominance, ethnic politics and the composition of the state bureaucracy, is applied to analysing the Black and Malay middle classes’ behaviour in South Africa and Malaysia. This study looks at how the Black and Malay middle classes’ grew via state affirmative action policies implemented in public service employment, business and education; which are fundamental spheres for social upward mobility. This was done by looking at the implementation of the NEP in Malaysia between 1971 to 1990, and the implementation of BEE and employment equity in South Africa post-1994. South Africa and Malaysia’s colonial and apartheid histories created economic imbalances amongst majority and minority ethnicities primarily. Therefore, after independence and the inauguration of democracy the assumption of political power of ethnic majorities resulted in a need for the past’s economic imbalances to be addressed. Hence, affirmative action policies were implemented that would benefit the ethnic majority groupings (Malays and Blacks) where the electorate is highly polarised. Therefore, the outcome of this study suggests that because politics are aligned along ethnic lines under a climate where the ANC and the UMNO have political hegemony, the Malay and Black middle classes’ are unlikely to bite the hand that feeds it. / AFRIKAANSE OPSOMMING: Die kernvraag in hierdie studie wentel om die moontlikheid al dan nié dat ‘n staat-ondersteunde etniese middelklas in ‘n dominante-party politieke opset wat op etniese grondslag gebaseer is, die regerende party sal straf deur hul verkiesingstem te weerhou. Dit spreek die konvensionele siening aan dat ‘n groot middelklas demokratiese tendense in ‘n gemeenskap sal versterk. Nietemin, bestaan dominante-party stelsels in Suid-Afrika en Maleisië ooreenkomstig basies etniese riglyne as gevolg van hul onderskeie apartheid en koloniale geskiedenisse. Meer nog: die etniese middelklasse het hul bestaan te danke aan die regstellende aksie beleide wat ingestel is deur dieselfde politieke partye wat die politiek in die onderskeie lande domineer. Swart en Maleier middelklas-gedrag in Suid-Afrika en Maleisië is ge-analiseer volgens ‘n raamwerk van een-party oorheersing en die samestelling van die staatburokrasie. Hierdie studie fokus op die wyse waarop die Swart en Maleisiese middelklas deur middel van regstellende aksie in openbare dienste, besigheid en opvoeding – die fundamentele sektore vir die ontwikkeling van opwaartse mobiliteit in die samelewing – bevoordeel is. Dit is gedoen deur te kyk na die beleidstoepassing van die NEP in Maleisië tussen 1971 en 1990 en die toepassing van Swart Ekonomiese Bemagtiging (BEE) en gelyke werkgeleenthede in Suid-Afrika sedert 1994. Die grootste ekonomiese wanbalans tussen meerderheid- en minderheidsgroepe is hoofsaaklik die gevolg van Maleisië en Suid-Afrika se onderskeidelike geskiedenisse van koloniale en apartheidsregering. Onafhanklikheid en die instelling van ‘n demokratiese stelsel het dus aandag aan die ekonomiese wanbalans genoodsaak. Vanselfsprekend sou die regstellende aksie ter voordeel van die meerderheids- en etniese groepe (Maleiers en Swart mense), waar die elektoraat uiters gepolariseer is, werk. Die uitkoms van hierdie studie dui daarop dat weens die klimaat geskep deur die politieke hegemonie van die ANC en die UMNO, waar die politiek volgens etniese riglyne bedryf word, dit onwaarskylik is dat die Maleisiese en Swart middelklasse bevoordeling van die hand sal wys.

Depuis 1842 et la signature du traité de Nankin concédant des parts du territoire chinois aux puissances étrangères, Shanghai a trouvé son destin intimement lies à l'Occident. Dès cette période émerge un style de vie occidentalisé dans une bourgeoisie d'affaires aux commandes d'une économie en plein essor. Touché par le communisme, cette classe sociale va disparaitre et son style de vie va faire l'objet de critiques les plus acerbes. Il faudra attendre 1990 et la réouverture économique de Shanghai pour que apparaisse à nouveau une Shanghai profondément tournée vers l'Occident. Nouvel élan économique engendrant l'apparition d'une nouvelle population, l'ouverture pose aussi des questions identitaires. Les différences entre les générations deviennent de plus en plus significatives et Shanghai voit de nouveau émerger une « petite bourgeoisie nouvelle » dont les caractéristiques ne sont plus forcément économique mais deviennent plus personnelles plus identitaire. Au croisement de la globalisation et de l'affirmation de la puissance chinoise, un groupe social original s'affirme, il regroupe des individus dont la quête personnelle du bonheur passe avant l'intérêt supérieur de la patrie. Entre occidentalisation et sinisation, ce travail se propose de décrypter le mode de vie de la nouvelle petite bourgeoisie shanghaienne en retraçant l'historique de Shanghai, la redéfinition des classes sociales et en analysant les pratiques quotidiennes de ce groupe social à l'aide de données essentiellement issues d'ouvrage de sociologie chinoise et d'enquêtes de terrain, questionnaires et interviews ainsi que d'études de statistiques officielles. / Since 1842 and the signing of the Treatment of Nanking granting part of Chinese territory to foreign countries, Shanghai is closely linked to the West. From this emerged period ,a Westernized lifestyle in a business class at the controls of a booming economy. Affected by communism, this class will disappear and lifestyle will be the most scathing criticism. It was not until 1990 and the reopening of Shanghai Economic appears again for a deeply Shanghai tour to the West. Generating new economic boost the appearance of a new population, openness also raises questions of identity. Differences between generations are becoming increasingly significant and Shanghai sees a new emerging "new middle class" whose characteristics are not necessarily economic, but become more personal. At the intersection of globalization and the assertion of Chinese power, an original social group asserts itself, it brings together individuals whose personal quest for happiness takes precedence over the interests of the homeland. Between Westernization and Sinisation, this work aims to decipher the lifestyle of the new middle class in Shanghai tracing the history of Shanghai, the redefinition of social classes and analyzing the daily practices of social groups using data mainly derived from work of Chinese sociology and field surveys, questionnaires and interviews and studies of official statistics.

A classe média brasileira emergente, quebrando paradigmas e impulsionando a economia brasileira nas últimas décadas por meio do aumento do poder de compra e consequente consumo de produtos e serviços a que antes só eram acessíveis a classes sociais mais abastadas se tornou alvo de várias empresas que reviram suas estratégias de modo a criar uma oferta voltada ao interesse desse público. O presente estudo tem como objetivo identificar e analisar as diferenças e semelhanças nas atividades de marketing de serviços de empresas que criaram e adaptaram sua oferta por meio de novas marcas para atender à ascensão do poder de compra da classe média brasileira em relação às suas marcas já existentes. Com o aumento do poder de compra da classe média brasileira, esse segmento da população se tornou alvo do interesse de empresas que buscaram passar a atender esse segmento por meio, principalmente, da criação de novas marcas, tanto de bens como de serviços, direcionados a este público. Para cumprir com o objetivo proposto, primeiramente buscou definir-se quem é a classe média brasileira tratada pelo presente estudo, à luz dos diversos critérios de classificação disponíveis e suas características. A partir dessa definição, a revisão teórica abordou temas de marketing de serviços: segmentação, posicionamento, as diferenças entre bens e serviços, o composto de marketing aplicado a serviços, noções sobre o desenvolvimento de uma marca para um nível mais baixo e a aplicação do marketing de serviços à classe média brasileira, finalizando com os efeitos da crise econômica nas estratégias das empresas que desenvolveram novas marcas para atender esse público. O método utilizado para a pesquisa de campo foi o estudo de caso e as unidades de análise escolhidas foram o Grupo Fleury, com as marcas Fleury Medicina e Saúde e a+ Medicina Diagnóstica, o Grupo Bio Ritmo, com as marcas Bio Ritmo e Smart Fit e o Grupo Porto Seguro, com a Porto Seguro e a Azul Seguros. A análise dos casos foi feita, primeiramente, de forma individual, fazendo uma comparação com o observado na pesquisa de campo com o a revisão teórica e em seguida, os casos foram comparados entre si. Com a pesquisa, foi possível concluir que as marcas desenvolvidas para a classe média tem como principal segmento alvo a classe C, posicionadas como serviço econômico, eficiente e de boa relação custo-benefício. Além disso, a decisão de passar a atender o público da classe média, de renda inferior ao público já atendido pelas empresas por meio de novas marcas e não extensões de marca foi motivado, principalmente para preservar a reputação, credibilidade e posicionamento premium das marcas originais. A adaptação da oferta das empresas que criaram novas marcas para atender a classe média em ascensão econômica se deu, principalmente, na diferenciação da quantidade, variedade e sofisticação dos serviços suplementares oferecidos para a marca mais econômica serem inferiores em relação à marca original premium. A estrutura de custos das marcas voltada para a classe média se mostrou inferior à das marcas premium, resultando num preço consideravelmente mais baixo. Os efeitos da crise econômica percebidos pelas empresas que criaram marcas para a classe média envolvem a migração de clientes da marca premium para a marca mais econômica, principalmente motivados pela boa relação custo-benefício conseguida por meio da um nível semelhante de qualidade técnica do serviço principal e uma oferta mais simples de serviço total, minimizando a estrutura de custos necessária e, por isso, possibilitando a prática de um nível de preços baixo, muito atrativo em períodos de crise. / The emerging Brazilian middle class, breaking paradigms and boosting the Brazilian economy in recent decades through increased purchasing power and consequent consumption of goods and services that were previously only accessible to more affluent social classes became the target of several companies reviewed their strategies in order to create a directed offer to the interest of this audience. This study aims to identify and analyze the differences and similarities in the marketing activities of the services of companies that created and adapted their offer through new brands to meet the rising purchasing power of the Brazilian middle class in relation to their brands already existing. With increasing purchasing power of the Brazilian middle class, this segment of the population became the target of interest from companies that sought to move to serve this segment through mainly the creation of new brands, both goods and services, aimed at this audience. To meet the proposed objective, first sought to define who is the Brazilian middle class treated in this study, in the light of the vari-ous classification criteria available and their characteristics. From this definition, the theoreti-cal review addressed marketing issues services: segmentation, positioning, differences be-tween goods and services, the marketing mix applied to services, notions about the develop-ment of a brand to a lower level and the application of services to the Brazilian middle class marketing, ending with the effects of the economic crisis in the strategies of companies that have developed new brands to meet the public. The method used for field research was the case study and the studied units were Fleury, a+, Bio Ritmo, Smart Fit, Porto Seguro and Azul Seguros.The case analysis were made, first, individually, making a comparison with data from the field research with the theoretical review and then the cases were compared. Through research, it was concluded that the brands developed for the middle class\'s main tar-get segment the C class, positioned as economic, efficient and cost-effective. Moreover, the decision to serve the public of the middle class, lower public income already served by com-panies through new brands and not brand extensions was motivated mainly to preserve the reputation, credibility and premium positioning of original brands. The adaptation of the offer of companies that created new brands to meet the middle class in economic rise was mainly in the differentiation of the amount, variety and sophistication of additional services for the most economical brand being lower in relation to the original premium brand. The marks of the cost structure facing the middle class was inferior to the premium brands, resulting in a considerably lower price. The effects of the economic crisis perceived by companies that created brands for the middle class involve the migration of premium brand customers to the most cost brand, mainly motivated by cost-benefit achieved through a similar level of technical quality of the main service and a simpler offer full service, minimizing the cost structure required and, therefore, allowing the practice of a low price level, very attractive in times of crisis.

by So Fong Ying, Fiona. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 126-131). / Chapter CHAPTER 1 --- INTRODUCTION / Chapter 1.1 --- RATIONAL OF STUDY --- p.1 / Chapter 1.2 --- THE RESEARCH PROBLEM --- p.4 / Chapter 1.2.1 --- Aims & Objectives --- p.4 / Chapter 1.2.2 --- Logic of Research Formulation --- p.4 / Chapter 1.2.3 --- Subject of Study --- p.7 / Chapter 1.3 --- METHODOLOGY --- p.8 / Chapter 1.3.1 --- General design of data collection --- p.8 / Chapter 1.3.2 --- Phase I: Topic formulation and pilot studies --- p.8 / Chapter 1.3.3 --- Phase II: Field work --- p.9 / Chapter 1.3.4 --- Phase III: Analysis and write up --- p.12 / Chapter CHAPTER 2 --- RESPONDENTS' PERCEPTION OF1997 / Chapter 2.1 --- FORWORD --- p.12 / Chapter 2.2 --- VARIATIONS AMONG RESPONDENTS'PERCEPTION --- p.15 / Chapter 2.2.1 --- """Worried but hopeful""" --- p.15 / Chapter 2.2.2 --- """Worried but impotent""" --- p.17 / Chapter 2.2.3 --- """Frightened and desperate""" --- p.22 / Chapter 2.3 --- FLUCTUATIONS IN THE GENERAL PERCEPTIONS --- p.26 / Chapter 2.4 --- NON CONVENTIONAL CASES --- p.27 / Chapter 2.5 --- RECAPITULATION --- p.29 / Chapter CHAPTER 3 --- COPING STRATEGIES OF RESPONDENTS / Chapter 3.1 --- FORWARD --- p.31 / Chapter 3.2 --- "GENERAL COPING STYLES, EFFORTS AND RESOURCES OF RESPONDENTS" --- p.32 / Chapter 3.2.1 --- Residency --- p.32 / Chapter 3.2.2 --- Financial and other Arrangement --- p.38 / Chapter 3.2.3 --- Plans for Offspring --- p.40 / Chapter 3.3 --- 1997 AS A DEADLINE? --- p.45 / Chapter 3.4 --- RECAPITULATION --- p.48 / Chapter CHAPTER 4 --- KIN NETWORKING IN EFFECT: MOBILIZING KIN? AFFECTING RELATION? / Chapter 4.1 --- FORWARD --- p.49 / Chapter 4.2 --- MOBILIZING KIN TO TACKLE FOR 1997? --- p.50 / Chapter 4.2.1 --- Kin as influential and helpful in decision making and strategies --- p.50 / Chapter 4.3 --- MOBILIZING SOCIAL AND MARKET NETWORK AS SUPPLEMENT --- p.55 / Chapter 4.3.1 --- Any change in afectional kin ties then? --- p.58 / Chapter 4.3.2 --- How about social network? Any changes? --- p.59 / Chapter 4.4 --- OTHER NON-CONVENTIONAL CHANNELS FOR COPING? --- p.62 / Chapter 4.4.1 --- Increase in social and political participation --- p.62 / Chapter 4.4.2 --- Religious affiliation as rising channel for ventilation? --- p.66 / Chapter 4.5 --- RECAPITULATION --- p.68 / Chapter CHAPTER 5 --- CONJUGAL RELATION IN EFFECT: MARITAL STRAIN CREATED? INTERNAL HARMONY & STABILITY DISRUPTED? / Chapter 5.1 --- FORWARD --- p.70 / Chapter 5.2 --- MARITAL STRAIN INITIATED BY1997: A CONTINUOUS THREE STAGE EFFECT --- p.72 / Chapter 5.3 --- THE FIRST STAGE EFFECT: THE IMPETUS PERIOD --- p.73 / Chapter 5.3.1 --- Problem Identification --- p.73 / Chapter 5.3.2 --- Decision Making and Difference/Conflict resolution --- p.78 / Chapter 5.3.3 --- Types of decision reached --- p.85 / Chapter 5.4 --- THE SECOND STAGE EFFECT: THE TRANISENT/COOL DOWN PERIOD --- p.91 / Chapter 5.5 --- TYPES OF HIDDEN STRAIN AND WORRIED --- p.93 / Chapter 5.6 --- THE THIRD STAGE EFFECT: THE QUEST FOR FINAL DECISION --- p.96 / Chapter 5.7 --- RECAPITULATION --- p.97 / Chapter CHAPTER 6 --- DISCUSSION: IMPLICATION FOR HONG KONG MIDDLE CLASS FAMILISM / Chapter 6.1 --- FORWARD --- p.98 / Chapter 6.2 --- HYPOTHETICAL TREND OF HONG KONG MIDDLE CLASS FAMILISM --- p.99 / Chapter 6.2.1 --- Internal family structure --- p.99 / Chapter 6.2.2 --- External family structure --- p.102 / Chapter 6.3 --- FAMILY CRISIS OR DISORGANIZATION? --- p.103 / Chapter 6.4 --- ADAPABILITY OF FAMILY TO SITUATIONAL AND STRUCTURAL CHANGES --- p.105 / Chapter 6.4.1 --- A breakdown of kin ties? --- p.105 / Chapter 6.4.2 --- A disrupted and dissonance household? --- p.108 / Chapter 6.5 --- RECAPITULATION --- p.112 / Chapter CHAPTER 7 --- CONCLUDING REMARKS / APPENDIX I FAMILY PARTICULARS OF INTERVIEWEES --- p.118 / APPENDIX II INTERVIEW OUTLINE --- p.120 / BIBLIOGRAPHY --- p.126 / LIST OF TABLES / Table 1: Types of family planning (action and mentality) --- p.35 / Table 2: Resource Availability of respondents --- p.38 / Table 3: The Moblization of resources --- p.51 / Table 4.1 Conjugal consistency in perception and planning --- p.74 / Table 4.2 Style of decision making & conflict management --- p.80 / Table 4.3 Types of decision outcome --- p.86 / Table 5 Marital Strain Resulted --- p.88

Chan Chun Kit. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2006. / Includes bibliographical references (leaves 248-255). / Abstracts in English and Chinese. / Abstract --- p.i / Acknowledgements --- p.v / Content --- p.vi / List of Charts and Tables --- p.xii / Chapter Chapter 1 --- Introduction: The Change of Attitude --- p.1 / Chapter 1.1 --- Research Background and Research Question --- p.1 / Chapter 1.2 --- Theoretical Framework --- p.3 / Chapter 1.3 --- Research Significance --- p.4 / Chapter 1.4 --- Plan of the Thesis --- p.7 / Chapter Chapter 2 --- Literature Review: Concerning Political Participation and Emigration --- p.9 / Chapter 2.1 --- Introduction --- p.9 / Chapter 2.2 --- Emigration --- p.10 / Chapter 2.2.1 --- Literature of Emigration --- p.10 / Chapter 2.2.2 --- Emigration in Hong Kong --- p.11 / Chapter 2.2.3 --- Lesson from the Emigration Literature --- p.15 / Chapter 2.3 --- Political Participation --- p.16 / Chapter 2.3.1 --- Meaning of Political Participation --- p.16 / Chapter 2.3.2 --- The Culturalist Theory --- p.19 / Chapter 2.3.3 --- Political Participation in Hong Kong --- p.22 / Chapter 2.3.4 --- Limitations of Culturalist Theory --- p.25 / Chapter 2.4 --- An Alternative Approach: Hirschman's theory --- p.27 / Chapter 2.4.1 --- Introduction to Hirschman's Theory --- p.28 / Chapter 2.4.2 --- Relationship between Exit and Voice --- p.29 / Chapter 2.4.3 --- The Idea of Loyalty --- p.30 / Chapter 2.4.4 --- Amendment and Critiques of Hirschman's Original Theory --- p.32 / Chapter 2.4.5 --- Other Literatures of Loyalty and Loyalty in Hong Kong --- p.39 / Chapter 2.4.6 --- The Different Role of Loyalty between Hirschman´ةs Literature and Cultualist Theory --- p.41 / Chapter 2.5 --- Conclusion --- p.42 / Chapter Chapter 3 --- Historical Review: Acting between Exit and Voice --- p.44 / Chapter 3.1 --- Introduction --- p.44 / Chapter 3.2 --- Push Factors --- p.45 / Chapter 3.2.1 --- Political Situation before 1997 --- p.45 / Chapter 3.2.2 --- Economic Situation before 1997 --- p.47 / Chapter 3.2.3 --- Political Situation after 1997 --- p.49 / Chapter 3.2.4 --- Economic Situation after 1997 --- p.52 / Chapter 3.2.5 --- The Overall Perception of Hong Kong Future --- p.57 / Chapter 3.3 --- Pull Factors --- p.59 / Chapter 3.3.1 --- The Difficulty for Applying a Foreign Residency --- p.60 / Chapter 3.3.2 --- Economic Situation before 1997 --- p.63 / Chapter 3.3.3 --- Economic Situation after 1997 --- p.65 / Chapter 3.4 --- Pattern of Political Participation and Emigration --- p.73 / Chapter 3.4.1 --- Pattern of Political Participation and Emigration before 1997 --- p.73 / Chapter 3.4.2 --- Pattern of Political Participation and Emigration after 1997 --- p.75 / Chapter 3.5 --- The Puzzle --- p.79 / Chapter 3.6 --- Conclusion --- p.81 / Chapter Chapter 4 --- Theory and Method: Accessing Loyalty --- p.83 / Chapter 4.1 --- Introduction --- p.83 / Chapter 4.2 --- Research Aim --- p.83 / Chapter 4.3 --- Putting Emigration into the Spectrum of Political Participation --- p.84 / Chapter 4.4 --- Subject of Study --- p.86 / Chapter 4.4.1 --- Middle Class Individuals as Quality Conscious Consumer --- p.86 / Chapter 4.4.2 --- The Definition of Middle Class --- p.88 / Chapter 4.5 --- Conceptualizing and Operationalizing Loyalty --- p.90 / Chapter 4.6 --- The Effects of Loyalty --- p.92 / Chapter 4.7 --- Research Approach --- p.95 / Chapter 4.7.1 --- Research Method - Qualitative Data Analysis --- p.95 / Chapter 4.7.2 --- Scope of Sample - Deviant Critical Case --- p.96 / Chapter 4.7.3 --- Sampling Method - Theoretical Sampling --- p.97 / Chapter 4.8 --- Conducting Interviews --- p.99 / Chapter 4.9 --- Data Analysis --- p.100 / Chapter 4.10 --- Conclusion --- p.101 / Chapter Chapter 5 --- Findings and Analysis I: Foundation of the Research: Perception after 97 --- p.103 / Chapter 5.1 --- Introduction --- p.103 / Chapter 5.2 --- Perception about the 1997-2003 Period --- p.103 / Chapter 5.3 --- Deteriorated Areas --- p.105 / Chapter 5.3.1 --- Government Performance --- p.105 / Chapter 5.3.2 --- Political Atmosphere --- p.107 / Chapter 5.3.3 --- Economic Atmosphere --- p.108 / Chapter 5.4 --- The Most Concerned Areas in Past Decades --- p.109 / Chapter 5.4.1 --- Liberty --- p.109 / Chapter 5.4.2 --- Rule of Law --- p.110 / Chapter 5.4.3 --- "The Implementation of ""One Country, Two System" --- p.113 / Chapter 5.5 --- The Perception of Democracy --- p.117 / Chapter 5.6 --- Most Recognized Issues --- p.120 / Chapter 5.6 --- Accessing the Research Question --- p.122 / Chapter 5.7 --- Conclusion --- p.122 / Chapter Chapter 6 --- Findings and Analysis II: Foundation of the Research: Loyalty: Emergence and level of Loyalty --- p.124 / Chapter 6.1 --- Introduction --- p.124 / Chapter 6.2 --- Loyalty to Hong Kong --- p.124 / Chapter 6.2.1 --- Hong Kong Loyalist --- p.125 / Chapter 6.2.2 --- Loyal Complainer of Hong Kong --- p.127 / Chapter 6.2.3 --- The Share Characteristic of “Hong Kong Loyalist´ح and “Loyal Complainer of Hong Kong´ح --- p.130 / Chapter 6.2.4 --- Hong Kong Disloyalist --- p.132 / Chapter 6.3 --- Common Belief ´ؤ The Idea of Liberty --- p.132 / Chapter 6.4 --- Loyalty to China --- p.133 / Chapter 6.4.1 --- China Loyalist --- p.134 / Chapter 6.4.2 --- Separated China Loyalist --- p.136 / Chapter 6.4.3 --- Loyal Complainer of China --- p.139 / Chapter 6.4.4 --- China Disloyalist --- p.141 / Chapter 6.5 --- Common Belief- Psychological Distance --- p.142 / Chapter 6.6 --- Sense of Influent Ability --- p.143 / Chapter 6.6.1 --- Contribution to Hong Kong --- p.144 / Chapter 6.6.2 --- Contribution to China --- p.146 / Chapter 6.6.3 --- Affecting Government's policy --- p.149 / Chapter 6.7 --- Expectation about Future --- p.151 / Chapter 6.8 --- Accessing the Research Question --- p.153 / Chapter 6.9 --- Conclusion --- p.154 / Chapter Chapter 7 --- Findings and Analysis III: Relationship between Loyalty and the July-First Demonstration --- p.157 / Chapter 7.1 --- Introduction --- p.157 / Chapter 7.2 --- Reasons for Joining The Demonstration --- p.157 / Chapter 7.2.1 --- The Dominating Reason --- p.158 / Chapter 7.2.2 --- The Sense of Hongkongese --- p.161 / Chapter 7.2.3 --- Loyalty of Other Organization --- p.163 / Chapter 7.2.3 --- Misunderstanding --- p.164 / Chapter 7.3 --- The Effect of Loyalty in the July-first Demonstration --- p.165 / Chapter 7.4 --- Other Effects of the Demonstration --- p.170 / Chapter 7.5 --- The Post July-first Era and Further Political Participations --- p.172 / Chapter 7.5.1 --- Political Situation --- p.172 / Chapter 7.5.2 --- Economic and Social Situations --- p.175 / Chapter 7.5.3 --- Satisfaction --- p.175 / Chapter 7.5.4 --- Further Political Actions --- p.177 / Chapter 7.6 --- Factor(s) for Simulating Further Demonstrations --- p.179 / Chapter 7.7 --- Discussion --- p.180 / Chapter 7.7.1 --- Loyalty and Demonstration in Hong Kong --- p.180 / Chapter 8.7.2 --- Liberty and Demonstration in Hong Kong --- p.182 / Chapter 8.7.3 --- The level of Satisfaction and the Effectiveness of Demonstration in Hong Kong --- p.184 / Chapter 7.8 --- Conclusion --- p.185 / Chapter Chapter 8 --- Findings and Analysis IV: Relationship between Loyalty and Emigration --- p.187 / Chapter 8.1 --- Introduction --- p.187 / Chapter 8.2 --- Emigration --- p.187 / Chapter 8.2.1 --- Intention of Leaving Hong Kong --- p.188 / Chapter 8.2.2 --- Reasons for Staying --- p.189 / Chapter 8.3 --- Intention of Settlement in China --- p.192 / Chapter 8.3.1 --- Reason of Having the Intention --- p.193 / Chapter 8.3.2 --- Reasons for Staying --- p.193 / Chapter 8.4 --- Cause of Reluctant Emigration --- p.196 / Chapter 8.5 --- The Effect of Loyalty in Emigration --- p.197 / Chapter 8.6 --- Discussion --- p.201 / Chapter 8.6.1 --- Loyalty and Emigration in Hong Kong --- p.201 / Chapter 8.6.2 --- The Effect of the Loyalty of China --- p.203 / Chapter 8.6.3 --- The Credibility of the Threat of Exit --- p.204 / Chapter 8.7 --- Conclusion --- p.205 / Chapter Chapter 9 --- "Conclusion: Re-visiting Exit, Voice and Loyalty" --- p.207 / Chapter 9.1 --- Introduction --- p.207 / Chapter 9.2 --- Summary of the Findings from the Study --- p.208 / Chapter 9.2.1 --- Perception about the Post-97 Situation of Hong Kong --- p.208 / Chapter 9.2.2 --- The Sense of Loyalty --- p.208 / Chapter 9.2.3 --- Relationship between Loyalty and Demonstration --- p.209 / Chapter 9.2.4 --- Relationship between Loyalty and Emigration --- p.210 / Chapter 9.3 --- Discussion of Hirschman's Theory --- p.211 / Chapter 9.3.1 --- Signal Product V.S. Multi-products --- p.211 / Chapter 9.3.2 --- Effects of Loyalty --- p.213 / Chapter 9.3.3 --- Single Loyalty V.S. Multi-loyalties --- p.214 / Chapter 9.3.4 --- "The Tension between Loyalty, Exit and Voice" --- p.216 / Chapter 9.4 --- The Trend of Future --- p.217 / Chapter 9.5 --- Political Implications --- p.219 / Chapter 9.5.1 --- Soft Authoritarianism and Administrative Absorption of Politics --- p.219 / Chapter 9.5.2 --- Liberty cannot be Infringed --- p.221 / Chapter 9.5.3 --- Lack of Strong Demand for Immediate Democratization --- p.221 / Chapter 9.5.4 --- Articulation of Public Opinion --- p.223 / Chapter 9.6 --- Research Limitations --- p.223 / Chapter 9.7 --- Suggestions for Further Researches --- p.225 / Chapter 9.8 --- Conclusion --- p.227 / Appendix --- p.229 / Appendix I Immigrate to Canada: Immigrating to Canada as a Skilled Worker --- p.229 / Appendix II Immigrate to Australia: General skilled migration program --- p.235 / Appendix III Immigrate to United States of America: Apply for Immigrant Status Based on Employment --- p.239 / Appendix IV Interview Schedule (Abridged) --- p.244 / Appendix V Demographic Information of Interviewees --- p.247 / Bibliography --- p.248

Thesis (MA)--University of Montana, 2009. / Contents viewed on November 30, 2009. Title from author supplied metadata. Includes bibliographical references.

published_or_final_version / Housing Management / Master / Master of Housing Management

Thesis (Ph. D.)--Miami University, Dept. of Educational Leadership, 2008. / Title from second page of PDF document. Includes bibliographical references (p. 112-121).

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A classe média brasileira emergente, quebrando paradigmas e impulsionando a economia brasileira nas últimas décadas por meio do aumento do poder de compra e consequente consumo de produtos e serviços a que antes só eram acessíveis a classes sociais mais abastadas se tornou alvo de várias empresas que reviram suas estratégias de modo a criar uma oferta voltada ao interesse desse público. O presente estudo tem como objetivo identificar e analisar as diferenças e semelhanças nas atividades de marketing de serviços de empresas que criaram e adaptaram sua oferta por meio de novas marcas para atender à ascensão do poder de compra da classe média brasileira em relação às suas marcas já existentes. Com o aumento do poder de compra da classe média brasileira, esse segmento da população se tornou alvo do interesse de empresas que buscaram passar a atender esse segmento por meio, principalmente, da criação de novas marcas, tanto de bens como de serviços, direcionados a este público. Para cumprir com o objetivo proposto, primeiramente buscou definir-se quem é a classe média brasileira tratada pelo presente estudo, à luz dos diversos critérios de classificação disponíveis e suas características. A partir dessa definição, a revisão teórica abordou temas de marketing de serviços: segmentação, posicionamento, as diferenças entre bens e serviços, o composto de marketing aplicado a serviços, noções sobre o desenvolvimento de uma marca para um nível mais baixo e a aplicação do marketing de serviços à classe média brasileira, finalizando com os efeitos da crise econômica nas estratégias das empresas que desenvolveram novas marcas para atender esse público. O método utilizado para a pesquisa de campo foi o estudo de caso e as unidades de análise escolhidas foram o Grupo Fleury, com as marcas Fleury Medicina e Saúde e a+ Medicina Diagnóstica, o Grupo Bio Ritmo, com as marcas Bio Ritmo e Smart Fit e o Grupo Porto Seguro, com a Porto Seguro e a Azul Seguros. A análise dos casos foi feita, primeiramente, de forma individual, fazendo uma comparação com o observado na pesquisa de campo com o a revisão teórica e em seguida, os casos foram comparados entre si. Com a pesquisa, foi possível concluir que as marcas desenvolvidas para a classe média tem como principal segmento alvo a classe C, posicionadas como serviço econômico, eficiente e de boa relação custo-benefício. Além disso, a decisão de passar a atender o público da classe média, de renda inferior ao público já atendido pelas empresas por meio de novas marcas e não extensões de marca foi motivado, principalmente para preservar a reputação, credibilidade e posicionamento premium das marcas originais. A adaptação da oferta das empresas que criaram novas marcas para atender a classe média em ascensão econômica se deu, principalmente, na diferenciação da quantidade, variedade e sofisticação dos serviços suplementares oferecidos para a marca mais econômica serem inferiores em relação à marca original premium. A estrutura de custos das marcas voltada para a classe média se mostrou inferior à das marcas premium, resultando num preço consideravelmente mais baixo. Os efeitos da crise econômica percebidos pelas empresas que criaram marcas para a classe média envolvem a migração de clientes da marca premium para a marca mais econômica, principalmente motivados pela boa relação custo-benefício conseguida por meio da um nível semelhante de qualidade técnica do serviço principal e uma oferta mais simples de serviço total, minimizando a estrutura de custos necessária e, por isso, possibilitando a prática de um nível de preços baixo, muito atrativo em períodos de crise. / The emerging Brazilian middle class, breaking paradigms and boosting the Brazilian economy in recent decades through increased purchasing power and consequent consumption of goods and services that were previously only accessible to more affluent social classes became the target of several companies reviewed their strategies in order to create a directed offer to the interest of this audience. This study aims to identify and analyze the differences and similarities in the marketing activities of the services of companies that created and adapted their offer through new brands to meet the rising purchasing power of the Brazilian middle class in relation to their brands already existing. With increasing purchasing power of the Brazilian middle class, this segment of the population became the target of interest from companies that sought to move to serve this segment through mainly the creation of new brands, both goods and services, aimed at this audience. To meet the proposed objective, first sought to define who is the Brazilian middle class treated in this study, in the light of the vari-ous classification criteria available and their characteristics. From this definition, the theoreti-cal review addressed marketing issues services: segmentation, positioning, differences be-tween goods and services, the marketing mix applied to services, notions about the develop-ment of a brand to a lower level and the application of services to the Brazilian middle class marketing, ending with the effects of the economic crisis in the strategies of companies that have developed new brands to meet the public. The method used for field research was the case study and the studied units were Fleury, a+, Bio Ritmo, Smart Fit, Porto Seguro and Azul Seguros.The case analysis were made, first, individually, making a comparison with data from the field research with the theoretical review and then the cases were compared. Through research, it was concluded that the brands developed for the middle class\'s main tar-get segment the C class, positioned as economic, efficient and cost-effective. Moreover, the decision to serve the public of the middle class, lower public income already served by com-panies through new brands and not brand extensions was motivated mainly to preserve the reputation, credibility and premium positioning of original brands. The adaptation of the offer of companies that created new brands to meet the middle class in economic rise was mainly in the differentiation of the amount, variety and sophistication of additional services for the most economical brand being lower in relation to the original premium brand. The marks of the cost structure facing the middle class was inferior to the premium brands, resulting in a considerably lower price. The effects of the economic crisis perceived by companies that created brands for the middle class involve the migration of premium brand customers to the most cost brand, mainly motivated by cost-benefit achieved through a similar level of technical quality of the main service and a simpler offer full service, minimizing the cost structure required and, therefore, allowing the practice of a low price level, very attractive in times of crisis.