Direct marketing concepts: Hong Kong focus, and their application to a direct-selling organisation : Amway.

• Other Authors: Ng, Yuk Kwan.
• Format: Others
• Language: English
• Published: Chinese University of Hong Kong 1992
• Subjects: Amway Corporation.; Direct marketing; Direct marketing > China > Hong Kong; Direct selling; Direct selling > China > Hong Kong
• Online Access: http://library.cuhk.edu.hk/record=b5895372; http://repository.lib.cuhk.edu.hk/en/item/cuhk-318881

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)