by Kam Suet-Shan, Yu Sik-Ching. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 70-72). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.ii / LIST OF FIGURES --- p.v / LIST OF TABLES --- p.vi / CHAPTER / Chapter I. --- "INTRODUCTION, RELEVANCE AND OVERVIEW" --- p.1 / The Information Technology Industry --- p.1 / How This Paper Structured --- p.3 / Chapter II. --- MULTI-LEVEL MARKETING --- p.5 / Definition of Multi-level Marketing (MLM) --- p.5 / Evolution of Multi-level Marketing in the US --- p.6 / Operation of Multi-level Marketing --- p.8 / Introduction and Sponsoring --- p.8 / Signing with the Company --- p.8 / Retailing the Products --- p.9 / Distributing the Products --- p.9 / Establishing a Network --- p.10 / Realization of Profits and Earnings --- p.10 / Chapter III. --- COMPARISON OF MULTI-LEVEL MARKETING AND TRADITIONAL DISTRIBUTION --- p.12 / Traditional Distribution Channel --- p.12 / The Difference between MLM and Traditional Distribution --- p.13 / Distribution Structure --- p.14 / Relationship with the Company --- p.16 / Selling Target --- p.17 / Relationship with the Customers --- p.17 / Chapter IV. --- MULTI-LEVEL MARKETING IN HONG KONG --- p.18 / Development of Multi-level Marketing in Hong Kong --- p.18 / Multi-level Marketing in Skin-care and Cosmetic Products Retailing --- p.21 / Multi-level Marketing in Health Food Products Retailing --- p.23 / Chapter V. --- EVALUATION OF THE MULTI-LEVEL MARKETING --- p.26 / Characteristics of Products Using MLM --- p.26 / Marketability --- p.26 / Good Quality --- p.27 / Consumable --- p.27 / Mass Market Demand --- p.27 / High Profit Margin --- p.28 / Characteristics of Companies in Hong Kong Using MLM --- p.28 / Restriction of Retail Outlet --- p.29 / Informal Structure --- p.29 / Motivation and Supporting System --- p.29 / Warehousing --- p.30 / Computerized Database Networking --- p.30 / Problems of Multi-level Marketing when Applied in Information Technology Industry --- p.30 / Chapter VI. --- OVERVIEW OF REFERRAL (SINGLE-LEVEL MARKETING) CONCEPT --- p.32 / Application of Referral in Other Industries --- p.33 / Chapter VII. --- RESEARCH METHOD --- p.35 / Research Objectives --- p.35 / Research Design --- p.35 / Cognitive Component --- p.35 / Affective Component --- p.38 / Conative Component --- p.38 / Data Collection --- p.38 / Sampling --- p.39 / Questionnaire Dissection --- p.40 / Q1 - Q2 --- p.40 / Q3-Q4 --- p.40 / Q5- Q7B --- p.41 / Q7C - Q7E --- p.41 / Chapter VIII. --- RESULTS --- p.42 / Demographics --- p.42 / Age --- p.42 / Marital Status --- p.43 / Education Level --- p.43 / Occupation --- p.44 / Monthly Income --- p.44 / Analysis --- p.45 / One-Sample t Tests --- p.45 / Chapter IX. --- LIMITATIONS --- p.51 / Chapter X. --- MARKETING PLAN --- p.53 / Target Customers --- p.54 / Product --- p.54 / Price --- p.57 / Place --- p.57 / Promotion --- p.58 / Get an Initial Set of Customers --- p.59 / Attract Existing Customers to Participate in the Network Marketing (Referral) Program --- p.60 / Encourage Existing Marketers to Refer Others --- p.61 / Chapter XI. --- CONCLUSION --- p.64 / APPENDIX / Chapter I. --- LIST OF MULTI-LEVEL MARKETING COMPANIES REGISTERED IN THE DIRECT SELLING ASSOCIATION OF HONG KONG LTD --- p.66 / Chapter II. --- SAMPLE QUESTIONS --- p.67 / REFERENCES --- p.70 / Books --- p.70 / Periodicals --- p.71
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_320740 |
| Date | January 1996 |
| Contributors | Kam, Suet-Shan., Yu, Sik-Ching., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Publisher | Chinese University of Hong Kong |
| Source Sets | The Chinese University of Hong Kong |
| Language | English |
| Detected Language | English |
| Type | Text, bibliography |
| Format | print, vi, 72 leaves : ill. ; 30 cm. |
| Coverage | China, Hong Kong |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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