A study of the market of homefax.
by Cheung Kwong Tat, Bernard, Leung Tuen Mun, Peony. === Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. === Includes bibliographical references (leaf 92). === EXECUTIVE SUMMARY --- p.i === TABLE OF CONTENTS --- p.iv === LIST OF FIGURES AND TABLES --- p.vi === CHAPTER === Chapter I. --- I...
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| Format: | Others |
| Language: | English |
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Chinese University of Hong Kong
1993
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| Online Access: | http://library.cuhk.edu.hk/record=b5887548 http://repository.lib.cuhk.edu.hk/en/item/cuhk-319083 |
| Summary: | by Cheung Kwong Tat, Bernard, Leung Tuen Mun, Peony. === Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. === Includes bibliographical references (leaf 92). === EXECUTIVE SUMMARY --- p.i === TABLE OF CONTENTS --- p.iv === LIST OF FIGURES AND TABLES --- p.vi === CHAPTER === Chapter I. --- INTRODUCTION --- p.1 === Overview of the Facsimile --- p.3 === Line Services Market The Homefax Line of Product --- p.6 === Hong Kong Telecom's Considerations --- p.7 === Research Objectives --- p.9 === The Scope of the Study --- p.10 === Report Organization --- p.11 === Chapter II. --- LITERATURE REVIEW --- p.12 === Diffusion of Innovation --- p.12 === Product Life Cycle --- p.17 === Design of Marketing Programme --- p.20 === Market Segmentation --- p.22 === Chapter III. --- RESEARCH METHODOLOGY --- p.24 === Research Planning --- p.25 === Preparation of Survey --- p.27 === Sampling Plan --- p.30 === Questionnaire Design --- p.31 === Conducting the Survey --- p.32 === Results Analysis --- p.32 === Chapter IV. --- RESULTS OF SURVEY --- p.33 === Demographics of Respondents --- p.33 === Awareness of Facsimile and Homefax --- p.36 === Channels of Diffusion of Information --- p.37 === Awareness of the 'Two Dogs' Advertisement --- p.37 === Profile of Residential Fax Adopters --- p.38 === Profile of Potential Residential Fax Adopters --- p.41 === Reasons of Non-adoption --- p.42 === Profile of Existing and Potential Homefax Subscribers --- p.43 === Reasons of Non-subscription to Homefax --- p.44 === Market Potentials --- p.45 === Facsimile Applications in a Home Setting --- p.46 === Price Perception --- p.48 === Perception to Subsidiary Services --- p.52 === Relations of Demographics to Adoption --- p.52 === Qualifications of Results --- p.55 === Chapter V. --- CONCLUSIONS AND RECOMMENDATIONS --- p.57 === Review of Market Situation --- p.57 === Planning of Marketing Strategies --- p.59 === Target Market Segment --- p.59 === Price Strategy --- p.59 === Product Development Strategy --- p.60 === Promotion Strategy --- p.62 === Epilogue --- p.64 === APPENDICES --- p.65 === Chapter Appendix 1 : --- Pamphlet of Homefax --- p.65 === Chapter Appendix 2 : --- Sample of 'Two Dogs' Advertisement --- p.67 === Chapter Appendix 3 : --- List of Interviews --- p.68 === Chapter Appendix 4 : --- Telephone Survey Record Sheet --- p.69 === Chapter Appendix 5 : --- Questionnaire === English Version --- p.70 === Chinese Version --- p.77 === Chapter Appendix 6 : --- Statistical Test Household Income By Interest to Subscribe Homefax for Potential Residential Fax Adopters --- p.85 === Chapter Appendix 7 : --- Statistical Test Price Paid for Subsidiary Services --- p.86 === Chapter Appendix 8 : --- Statistical Test Age by Adoption --- p.87 === Chapter Appendix 9 : --- Statistical Test Sex by Adoption --- p.88 === Chapter Appendix 10 : --- Statistical Test Education by Adoption --- p.89 === Chapter Appendix 11 : --- Statistical Test Household Income by Aoption --- p.90 === Chapter Appendix 12 : --- Statistical Test Willingness to Paid against Household Income --- p.91 === BIBLIOGRAPHY --- p.92 |
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