“Mass Marketing Strategy of Samsung Business Management Dissertation TABLE OF CONTENTS ABSTRACT TABLE OF FIGURES/TABLES CHAPTER ONE: INTRODUCTION 1.1 Introduction 1.2 Background 1.3 Research Problems 1.4 Research Questions 1.5 Research Aim and Objectives 1.6 Research Rationale 1.7 Summary CHAPTER TWO: LITERATURE REVIEW 2.1 Introduction 2.2 Theoretical Framework 2.3 Review of Literature 2.3.1 Concept of Mass Marketing 2.3.2 Mass Market Satisfaction 2.3.3 Consumer Brand Awareness 2.3.4 Types of Mass Marketing Strategies for Brand Selling 2.3.5 Marketing Tools 2.4 Conclusion CHAPTER THREE: METHODOLOGY 3.1 Introduction 3.1 Research Design 3.2 Research Approach 3.3 Research Strategy Case Study 3.4 Data Collection Methods 3.5 Data Analysis Methods 3.6 Research Ethics 3.7 Conclusion CHAPTER FOUR: FINDINGS OF CASE STUDY – MASS MARKETING STRATEGY OF SAMSUNG 4.1 Introduction 4.2 Qualitative Study Findings 4.2.1 Marketing Strategy Tools 4.2.2 Market Skimming Price 4.2.3 Challenges with Brand Awareness 4.3 Quantitative Sturdy Findings 4.4 Conclusion CHAPTER FIVE: DISCUSSION 5.1 Introduction 5.2 Discussion Based on Research Questions 5.3 Conclusion CHAPTER SIX: CONCLUSION, LIMITATIONS AND AREAS FOR FUTURE RESEARCH 6.1 Introduction 6.2 Conclusion 6.3 Research Limitations 6.4 Areas for Future Research 6.5 Conclusion REFERENCES TABLE OF FIGURES/TABLES Table 1: Samsung’s earnings report card for Q3 2013 Table 2: Computation of Correlation in Terms of Brand Value Table 3: Findings of ANOVA Single Factor Analysis for Samsung and Industry Brand Value Figure 1: Theoretical Framework Figure 2: Brand Value Comparison (Interbrand, 2012) Figure 3: Samsung Market Share (Mick, 2013) Figure 4: Consumer Satisfaction Study Results (Mick, 2013) Figure 5: Brand Dependence (Gesenhues, 2014) Figure 6: Brand Dependence Means Analysis (Gesenhues, 2014)”