by Chu Yu Lun, Stanley [and] Kwong Kin Hing, Edmund. / Includes bibliographies / Thesis (M.B.A.)--Chinese University of Hong Kong, 1984

Financial Crisis has seriously shut down global economy and Taiwan also couldn¡¦t escape from the strike of current Financial Tsunami. Under this condition, consumers become stricter on budgeting. Especially as rising price causes real income decrease, consumers would pinch pennies on necessity spending. We all know Watsons is the famous chain store of cosmeceuticals, which sells not only medicine but also cosmetics and commodities. Thus, this research takes Watsons as the example to explore the relationship among sales promotion, perceptive value, purchasing intention, and customer¡¦s loyalty. The main purposes as follows. 1. To understand customer¡¦s view towards sale promotion campaigns of Watsons. 2. To explore whether different sales promotion campaigns influence perceptive value, purchasing intention or customer¡¦s loyalty. 3. To discuss the relationship among sales promotion, perceptive value, purchasing intention, and customer¡¦s loyalty. 4. To analyze whether impulse purchasing characteristics modifies the effect of sales promotion on perceptive value, purchasing intention, and customer¡¦s loyalty. According to SPSS statistic analysis software, I have some findings as follows¡G 1. Customers prefer ¡§pay one more dollar, get one more item¡¨ than ¡§Redeem¡¨ 2. Different sales promotion cause different influences on perceptive value, purchasing intention, and customer¡¦s loyalty. 3. The effect of sales promotion on purchasing intention and customer¡¦s loyalty is significant. 4. Impulse purchasing characteristic doesn¡¦t have modified effect.

High level of inventory has been a problem for the underwear industry in Taiwan for a long period of time. This is mainly because the product life cycle of female underwear is relatively short, which makes it difficult for the underwear firms to gauge the demand for the new released product accurately. Pre-order strategy has become increasingly popular as the seller can obtain advance demand information and use the information to improve the inventory planning. The purpose of this thesis is to investigate the feasibility of implementing pre-order strategy for female branded underwear in Taiwan and to explore the necessary conditions. A questionnaire-based survey was conducted online. The questionnaire was built upon four major constructs: product, brand, customer service and sales promotion, with thirty-one variable included. The results revealed almost 60% women would consider pre-order if the pre-order sales is implemented with attractive sales promotions. Others would not consider because they cannot try on and the time must be spent for returning dissatisfied product. Fourteen variables were found to be significantly important in influencing female consumers¡¦ pre-order intention with means over 4. Female consumers were most concerned with after-sales services: a full money back guarantee, and an easy return procedure. Other than after-sales services, product quality, the knowledge and attitude of salespersons, delivery services, and brand credibility were also found to be important. In addition, lower price in pre-order period and free underpants were found to be most attracting. The only variable that appeared to be less influential was the celebrity endorsement, which was the only factor rated below neutral mean (<2.5). The findings of this research provide useful information to underwear firms for promoting pre-order sales. Underwear firms must be aware of those necessary conditions in implementing pre-order strategy.

Zugl.: Hamburg, Universiẗat der Bundeswehr, Diss. 2009.

Universiẗat, Diss.--Bayreuth, 2008.

Zugl.: Bielefeld, Fachhochsch., Diplomarbeit, 2004.

This diploma thesis provides the overall overview about sales promotion as part of communication mix. Using of this tool became very important part of the business during past years. Also some market segments became fairly dependent. As example can be provided FMCG market, where Procter & Gamble one of the dominant player is. P&G is always trying to approach in innovative way and thanks to that it is coming with very interesting initiative solutions (for example Pampers UNICEF). This initiative also as usual promotion is evaluated from effectiveness point of view at the end of this thesis.

The thesis describes the influence of BTL activities (especially sales promotion) to the brand development. The theoretical part covers the background which is necessary for the practical part. It focuses on the commercial communications, sales promotion, consumer competitions and brand. Because in the practical part the questionnaire is made marketing research is also mentioned. The practical part introduces Unilever CR and the role of Customer Marketing department in marketing structure. The following part introduces Rexona brand, its portfolio and also the projects which were implemented in 2008. Then the market of deodorants and distribution channels are characterized. Sales promotion of Rexona and its competitors are analyzed. Then the results of survey, which focuses on consumption and shoping habits, are interpreted. Finally the recommendations for sales promotion are formulated.

The effective integration of social media into the sales and marketing process for pharmaceutical companies can be complex. The complexity is further increased by the regulatory limitations (Code of marketing practice) within the industry as well as other considerations. This research explores some of these considerations and implications for social media integration. Further, the research determines the value of social capital as well as the process for social media engagement. The study surveyed three pharmaceutical companies in different stages of social media integration. A heterogeneous sample was selected to include diverse characteristics because the topic is still new within the pharmaceutical environment. A qualitative multiple case study method was selected which included interviews, direct observations and document reviews. Despite regulatory limitations, the findings provide insights for other industries with possible considerations for social media integration into sales and marketing. This is complemented by the Social Capital Theory that states that social media adds value. The issues of adverse event reporting and how to measure the return on investment remain a challenge. In conclusion, the engagement and management of social media processes is not easy to implement; therefore a four-phased process for social media engagement is proposed as a framework that allows easy integration. / Dissertation (MBA)--University of Pretoria, 2014. / pagibs2015 / Gordon Institute of Business Science (GIBS) / Unrestricted

Liu Shuo. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2005. / Includes bibliographical references (leaves 120-126). / Abstracts and questionnaires in English and Chinese. / Chapter Chapter 1 --- Introduction --- p.1 / Chapter 1.1 --- Chinese Pharmaceutical Industry --- p.5 / Chapter 1.1.1 --- Distributors / Chapter 1.1.2 --- Suppliers´ؤPharmaceutical Manufacturers / Chapter 1.1.3 --- Retailers / Chapter 1.1.4 --- The Public Bidding for Medicines / Chapter 1.2 --- Methodology --- p.18 / Chapter Chapter 2 --- Literature Review / Chapter 2.1 --- The Definition of Guanxi --- p.21 / Chapter 2.2 --- Guanxi and Social Capital --- p.23 / Chapter 2.3 --- Guanxi in Chinese Business Domain --- p.29 / Chapter 2.4 --- Guanxi Practice --- p.33 / Chapter 2.5 --- Theoretical Framework --- p.36 / Chapter Chapter 3 --- Pre-existing Personal Relations / Chapter 3.1 --- Case Selection --- p.42 / Chapter 3.2 --- Functions of Pre-existing Ties --- p.43 / Chapter 3.2.1 --- Preparation of Guanxi Establishment一Information Gathering / Chapter 3.2.2 --- Pre-existing Ties and Information Gathering / Chapter 3.2.3 --- Establish Familiarity / Chapter 3.2.4 --- Pre-existing Ties and Familiarity Establishment / Chapter 3.2.5 --- Limitation of Pre-existing Ties' Effect / Chapter 3.2.6 --- Pre-existing Ties and Guanxi Cultivation / Chapter 3.3 --- Summary --- p.70 / Chapter Chapter 4 --- Guanxi Cultivation / Chapter 4.1 --- Guanxi Practice and Economic Performance --- p.72 / Chapter 4.2 --- Regulations and Prevalence of Guanxi Practice --- p.74 / Chapter 4.3 --- Guanxi Cultivation´ؤChoose Proper Guanxi Practice --- p.76 / Chapter 4.4 --- The Importance of Renqing --- p.78 / Chapter 4.5 --- Socio-economic Environment Change and Guanxi Practice Adjustments --- p.81 / Chapter 4.6 --- Summary --- p.83 / Chapter Chapter 5 --- Quantitative Analysis / Chapter 5.1 --- Hypotheses --- p.86 / Chapter 5.2 --- Conceptualization and Operationalization of Variables --- p.88 / Chapter 5.3 --- Methods --- p.91 / Chapter 5.4 --- Results --- p.92 / Chapter 5.4.1 --- Pharmaceutical Distributors' Organizational Performance / Chapter 5.4.2 --- Pharmaceutical Salespersons' Individual Performance / Chapter 5.5 --- Summary --- p.103 / Chapter Chapter 6 --- Conclusion and Discussion / Chapter 6.1 --- The Study --- p.104 / Chapter 6.2 --- Summary of Findings --- p.105 / Chapter 6.3 --- Theoretical Implications --- p.118 / Chapter 6.4 --- Practical Implications --- p.110 / Chapter 6.5 --- Limitations and Suggestions for Future Research --- p.111 / Appendix I Interview Schedule --- p.113 / Appendix II Sample of Questionnaire --- p.115 / Bibliography --- p.120