by Ng Yuk Kwan, Ivan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / Chapter CHAPTER 1 --- BACKGROUND --- p.1-3 / Chapter CHAPTER 2 --- "DIRECT MARKETING: DEFINITIONS, ELEMENTS, HISTORY, LITERATURE" / Chapter 2.1 --- DEFINITIONS --- p.4-6 / Chapter 2.2 --- ADVANTAGES OF USING DIRECT MARKETING --- p.7-8 / Chapter 2.2.1 --- Precision Targeting / Chapter 2.2.2 --- Personalization / Chapter 2.2.3 --- Immediate Response / Chapter 2.2.4 --- Measurability / Chapter 2.3 --- EMERGENCE OF DIRECT MARKETING --- p.9-13 / Chapter 2.3.1 --- The Marketplace / Chapter 2.3.2 --- Reasons for the Growth of Direct Marketing in Hong Kong / Chapter 2.3.2.1 --- The Environment / Chapter 2.3.2.2 --- Consumers / Chapter 2.3.2.3 --- Technology / Chapter 2.3.2.4 --- Forerunners of Direct Marketing in Hong Kong / Chapter 2.4 --- FACTORS AFFECTING CONSUMERS' BUYING THROUGH DIRECT MARKETING --- p.14-16 / Chapter 2.4.1 --- Convenience / Chapter 2.4.2 --- Perceived Risk / Chapter 2.4.3 --- Economy / Chapter 2.5 --- DIRECT MARKETING MEDIA --- p.17-36 / Chapter 2.5.1 --- Direct Mail / Chapter 2.5.1.1 --- Mailing lists / Chapter 2.5.1.2 --- List processing / Chapter 2.5.1.3 --- Solo mailings / Chapter 2.5.1.4 --- Catalog / Chapter 2.5.2 --- Direct Response in Print Media / Chapter 2.5.2.1 --- Merits of Direct Response in Print Media / Chapter 2.5.2.2 --- Magazines / Chapter 2.5.2.3 --- Newspapers / Chapter 2.5.2.4 --- Elements of direct response advertisements in print media / Chapter 2.5.3 --- Telemarketing / Chapter 2.5.4 --- Direct Response Television / Chapter 2.5.5 --- Cable TV / Chapter 2.5.6 --- Video / Chapter 2.5.7 --- Others / Chapter 2.6 --- DATABASE MARKETING --- p.37-42 / Chapter 2.6.1 --- Definition / Chapter 2.6.2 --- Characteristics / Chapter 2.6.3 --- Development phases of Database Marketing / Chapter 2.6.4 --- Integration of Database Marketing and Direct Marketing / Chapter 2.7 --- CONCERNS ABOUT DIRECT MARKETING --- p.43 / Chapter 2.8 --- BIBLIOGRAPHY --- p.44-46 / Chapter CHAPTER 3 --- METHODOLOGY --- p.47-50 / Chapter 3.1 --- RESEARCH DESIGN / Chapter 3.2 --- INTERVIEWS / Chapter 3.2.1 --- Sample / Chapter 3.2.2 --- Data Collection Method / Chapter 3.2.3 --- Field Work / Chapter 3.3 --- CASE STUDY / Chapter CHAPTER 4 --- FINDINGS: THE SURVEY --- p.51-65 / Concepts / Emergence / Life Cycle of Direct Marketing / Relationship Management in Direct Marketing / Direct Marketing Agencies / "Ogilvy & Mather, its Services and Clients" / Times Direct Marketing and its Services / BBRD Chan Direct and its Services / Mailing Lists / Junk Mail / Consumers´ة Perception of Direct Marketing / Direct Response TV / Satellite TV / Videolog / Radio / The Products / Database Marketing & Integrated Direct Marketing Communication / Direct Selling: Introducing Amway / Chapter CHAPTER 5 --- A DIRECT SELLING ORGANIZATION: AMWAY --- p.66-76 / Introduction / Founding / Products / Organization / "Amway International Inc,Hong Kong Branch" / Structure of Amway Hong Kong / U.S.P. and E.V.P. of Amway's products / Direct Sales Agents / Organization of direct selling agents / Business operation of direct sales agents / Support from the company / Future Moves / Chapter CHAPTER 6 --- CONCLUSIONS --- p.77-86 / Summary of Direct Marketing / Direct Selling in Amway is an Application of Direct Marketing / SWOT Analysis / Recommendation 1: Developing customer databases / Recommendation 2: Classifying customers based on their values and loyalty / Recommendation 3: Classifying direct agent accounts based on their value and loyalty / Recommendation 4: Launching direct promotion campaigns at the consumer level / AFTERWORD --- p.87 / APPENDIX / Discussion Outline: Video as a tool in Direct Marketing in Hong Kong / Request Letters: Interviews on Direct Marketing in Hong Kong / with BBRD & Chan Direct / J. Walter Thompson Direct / Leo Burnett / Ogilvy & Mather Direct / Saatchi & Saatchi / Discussion Outlines: An Overview of Direct Marketing in Hong Kong / "(Interview with Mr. Godfrey Rooke," / Mr. Ricky Law Fu-ming.) / Letter: Request for an interview (to Ms. Lindsey Tai)
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318881 |
| Date | January 1992 |
| Contributors | Ng, Yuk Kwan., 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, 87, [22] leaves ; 30 cm. |
| Coverage | China, Hong Kong, 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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