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