by Yau Ka Pui, Lea [and] Yeung Sze Man. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 108-112). / ABSTRACT --- p.II / TABLE OF CONTENTS --- p.IV / LIST OF ILLUSTRATIONS --- p.VI / LIST OF TABLES --- p.VII / ACKNOWLEDGEMENT --- p.IX / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Global Trend --- p.2 / Music Industry in a Global Perspective --- p.2 / Growth of Mass Retailing IndusTRy in Hong Kong --- p.5 / Marketing Situation of the Small Music Retailers in Hong Kong --- p.7 / Product --- p.7 / Price --- p.8 / Place the Stores --- p.8 / Promotion --- p.9 / Emergence of CD Chain Stores in HK Music Retailing in Early 1990's --- p.10 / HMV CD Retailing Chain Stores --- p.10 / HMV as a Store Differentiator --- p.11 / HMV's unique Store Atmosphere: --- p.13 / Carefuliy Designed Entertainment Facilities in HMV --- p.14 / HMV's Role as an Information Provider --- p.15 / Market Reality --- p.19 / CHAPTER CONCLUSION --- p.20 / Chapter II. --- RESEARCH OBJECTIVES --- p.22 / Chapter III. --- METHODOLOGY --- p.24 / Data Collection --- p.25 / Sampling Plan --- p.25 / Terminology --- p.26 / Chapter IV. --- DATA ANALYSIS AND RESULTS --- p.29 / Causeway Bay Store --- p.29 / Profile of Existing Shoppers --- p.29 / "Profile of HMV Buyers and "" Mere Shoppers""" --- p.35 / Profile of Buyers with regard to their Purchase Volume --- p.39 / Shatin Store --- p.43 / Profile of Existing Shoppers --- p.43 / "Profile of HMV Buyers and “Mere Shoppers""" --- p.47 / Profile of Buyers with regard to their Purchase Volume --- p.49 / Summary of Analysis and Results --- p.51 / Chapter V. --- RECOMMENDATIONS --- p.54 / The Marketing Model --- p.55 / The Market Segmentation for HMV Customers --- p.56 / Target Group Analysis --- p.58 / Generic Marketing Objectives --- p.59 / Enlarge the Market --- p.60 / Increase Market Share --- p.60 / Improve Profitability --- p.60 / Specific Objectives for HMV --- p.61 / Analysis of Mere Shoppers --- p.62 / The Marketing Tactics for Mere Shoppers --- p.62 / Free CD Trial in Neighbouring Retail Stores --- p.63 / Coupons --- p.63 / Set a Time Slot for CD on Sales --- p.64 / Men's Day --- p.64 / Analysis of the Light Buyers --- p.66 / Feasible Marketing Tactics for the Light Buyers --- p.66 / HMV Club --- p.67 / Chance of Getting an Autographed CD --- p.68 / Chance of Getting an Autographed Poster or Photograph --- p.68 / Dedication Service --- p.69 / "Modification on the Current ""Members Card""" --- p.69 / Analysis of the Medium Buyers --- p.72 / Marketing Tactics for the Medium Buyers --- p.72 / Starting from the Existing Pool of Information --- p.72 / Store Image --- p.73 / The Real Meaning of Quality Service --- p.75 / A Private Listening Area --- p.76 / Analysis of the Heavy Buyers --- p.76 / Marketing Tactics for Heavy Buyers --- p.77 / Customer Retention Program --- p.77 / HMV Credit Card --- p.77 / Direct Mailing Service --- p.78 / Quality Service --- p.78 / A Private Listening Booth --- p.78 / Long-term Marketing Strategy --- p.79 / The Significance of a Customer Database --- p.80 / Blueprint for Customer Segmentation --- p.81 / Quality Data for precise Target Segments --- p.81 / Basis for Relationship Marketing --- p.82 / Customer Databases as a Survey Research Complement --- p.82 / Customer Survey as a Monitoring Means --- p.83 / Chapter Conclusion --- p.85 / Chapter VI. --- CONLUSION --- p.86 / Project Limitation --- p.86 / Objectives achieved in this HMV Project --- p.87 / Marketing Implications for Other Organisations --- p.88 / APPENDIX --- p.90 / BIBLOGRAPHY --- p.108