• 한국벤처창업학회:학술대회논문집
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• 2008.04a
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• pp.253-301
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• 2008

본연구는 우리나라의 창업보육센터가 태동기, 양적 기반 확충기를 거쳐 이제 질적인 성장을 고려해야 할 성숙기의 단계에 접어들고 있는 시점에서 중소 벤처기업의 가장 어려운 난관인 Marketing 취약점을 제도적으로 지원함으로써 BI 입주기업의 성공을 도와 지역경제를 회생시키고 나아가 국가경제의 부흥을 도모할 필요가 있어 BI입주기업들을 대상으로 설문조사하여 분석 하였으며, 그 결과를 토대로 해결방안을 모색하였다. 조사 분석 결과 BI입주기업은 기술력과 사업성은 우수하나, 대외 인지도 및 마케팅능력 부족 등으로 매출신장은 미흡한 실정이고, 일부 BI 입주업체를 위한 마케팅 교육, 전시회 참가 및 홈페이지 제작 등을 지원하고 있으나, 그 성과는 극히 미홉하며, 기존 중소기업을 위한 판로지원 시책은 그 지원규모가 영세하고 또한, 기업의 성장단계 면에서 볼 때 초기 단계에 있는 BI입주기업이 이들 시책을 활용하기에는 애로가 있다. 경영자원의 부족에 따른 판매성과 미흡, 이에 따른 신규 경영자원 확보 실패와 계속적 판매 부진의 악순환을 탈피하기 어려울 것으로 판단되어진다. 이에 해결방안으로는 BI 입주기업에 대한 마케팅 지원을 활성화하기 위해서는 BI 입주기업만을 대상으로 하는 사업과 예산의 확보가 절대 필요하며 이를 시행함에 있어서는 수요자인 BI 입주기업이 필요로하는 서비스에 최우선을 두면서 소요 예산을 감안하는 것이 필요하다. 지원대상에 있어서는 BI 입주기업 전체를 지원하는 것은 예상되는 사업 비용상 불가능하며 차등적 지원을 통해 성공모델을 육성하는 것이 필요하리라고 전망된다.

• Journal of Korean Society of Transportation
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• v.20 no.6
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• pp.17-30
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• 2002

부산항은 컨테이너터미널 운영사별로 마케팅 전략 수립 및 마케팅 활동이 개별적으로 이루어질 뿐 항만 관련 유관기관(부산시, 부산지방해양수산청, 한국컨테이너부두공단, 부산본부세관)의 조화된 항만 마케팅 전략 및 역할이 수립되지 않은 상태이다. 따라서 본 연구에서는 부산항 활성화를 위한 각 주체별 활동 현황을 조사하고, 항만 이용자인 선사 및 포워더를 대상으로 마케팅 믹스(Mix, 4P: Product, Place, Price, Promotion)에 대한 설문조사를 토대로 부산항 마케팅 분석을 실시한다 이를 바탕으로 부산항이 동북아 중심항만으로 성장하는데 필요로 하는 부산항 관련 각 주체별 마케팅 관계 그리고 역할을 제시한다. IPA(Importance-Performance Analysis) 분석 결과를 살펴보면 전체 고객을 대상으로 평가했을 때 가격 믹스와 촉진믹스는 가장 중요도가 높은 것으로 분석되었으며 특히, 촉진믹스는 중요도는 매우 높으나 만족도가 낮은 것으로 분석되었다. 그러므로 마케팅 전략 수립 시 촉진 부문에도 높은 비중을 두어 선사들에게 공격적인 마케팅 활동이 요구된다고 할 수 있다. 부산항 관련 각 주체별 마케팅 역할에서 부산광역시는 부산지방해양수산청과 함께 촉진믹스에 중점을 두어야하고, 부산지방해양수산청은 촉진믹스 외에 가격믹스에서 항만 요율의 적절성과 경로믹스인 철도 수송 망의 확보가 시급한 것으로 나타났다. 한국컨테이너부두공단은 촉진믹스 외에 가격믹스에서 항만시설 사용료의 체계적인 개편이 요구되고, 터미널 운영사는 제품믹스 서비스인 공컨테이너의 효율적인 재고관리 업무서비스와 가격믹스에서 하역요율의 탄력적인 제공이 필요하다.

• Asia Marketing Journal
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• v.4 no.1
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• pp.101-115
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• 2002

현재 국내외의 많은 기업들이 고객과의 효율적인 커뮤니케이션을 위해 IMC 전략을 수립하고 있으며, 최근에는 인터넷 기술과 합쳐져 IMC 전략의 효율성 증대에 많은 변화를 가져오고 있다. 본 연구에서는 국내 주택시장에서 두산건설과 인터넷 패션전문업체인 웹넷코리아가 공동으로 We've 아파트 분양과정에서 시행된 on-line과 off-line 판매촉진의 통합적 활용과정과 성과에 대해 설명하였다. Off-line 행사와 함께 진행된 3차례에 걸친 판촉행사는 site traffic 증대, 판촉행사 참여, 그리고 분양현장으로의 고객유인과 구매에 이르기까지 높은 성과를 거둔 것으로 나타났다.

• International Commerce and Information Review
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• v.17 no.1
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• pp.3-28
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• 2015

Web-ads often distract users' online activities. Web-ads even deter users from comprehending the website contents. As these irritated users try to avoid web-ads, advertising agencies make web-ads even more noticeable to grasp users' attention. The factors that attract users should increase web-ad performance. However, this study confirms that those efforts irritate users and decrease web-ad performance. Also, this study shows that irritated users eventually try to avoid re-visiting the websites. This study also confirms that excessive web-ads on Internet news websites bring more confusion to users than on e-commerce websites. This finding supports the importance of more sustainable web activities on the Internet news websites as users expect objective and fair contents. Based on these results, this study proposes the directions of web-ads activities for the common good and self-interests of the stakeholders.

• Journal of the Korea Society of Computer and Information
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• v.26 no.1
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• pp.189-199
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• 2021

This study examines the relationship between internal marketing, market orientation, patient satisfaction, and hospital image, and especially focuses on the effect of CEO's role on internal marketing at a local national university hospital. A survey was conducted using the convenient sampling technique and 222 questionnaires excluding unreliable replies were used in the final analysis for the hypothesis testing. SPSS 21.0 was used for the basic analysis of the collected data, and confirmatory factor analysis was performed for reliability and validity using AMOS 21.0. Path analysis was performed for the hypothesis testing. The results of this study are as follows: First, the role of CEO positively affects internal marketing. Second, internal marketing has a positive effect on market orientation, and leadership is the most influential factor of internal marketing. Third, market orientation has a positive effect on patient satisfaction and hospital image, which are non-financial organizational performance. Therefore, internal marketing plays a major role in improving market orientation, patient satisfaction, and hospital image, and it is identified that the activation of internal marketing depends on the support of CEO in hospitals.

• Journal of Distribution Research
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• v.8 no.1
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• pp.91-116
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• 2003

This study empirically analyzes the relationships among small and medium-sized stores' competitive strategies, marketing capabilities, and retail performance to cope with hostile environments like mass merchandisers' threats. To accomplish the proposed research objectives, data were collected from 325 small and medium-sized stores scattered nationwide. Three types of competitive strategies were significantly classified as follows cost leadership, merchandise differentiation, and service differentiation. Also, several strategic groups such as doing-nothing type, service differentiation type, cost leadership type, and merchandiser differentiation type were recognized through the cluster analysis. The test results show that the small and medium-sized stores perceiving hostile environments less importantly marked the high retail performance among clusters like cost leadership type, merchandise differentiation type, and even doing-nothing type. On the other hand, the moderating effects resulted from the interaction between strategic groups and environmental hostility did not have significant influence on retail performance. Additionally, merchandise differentiation cluster obtains and accumulates marketing capability most efficiently and the cluster like cost leadership, service differentiation, and doing-nothing follows next in order. Finally, merchandise differentiation cluster shows the most highest retail performance among the clusters while there was no difference between cost leadership and service differentiation cluster in terms of retail performance.

• International Commerce and Information Review
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• v.16 no.4
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• pp.103-123
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• 2014

Export performance has been a core topic in export marketing research. This study aims to investigate the relationship between adaptation/standardization strategies and export performance obtained after implementing each of these strategies to marketing mix variables. It is expected that the study results will help companies better understand an efficient marketing mix and applicability of adaptation/standardization approaches in their export ventures. New Zealand exporting firms which actively seek for export markets in Korea are selected for empirical analysis of this study. Adaptation and standardization are concepts that signify the level of intensity in each strategy; both have advantages and weaknesses. In the case of adaptation approach, it is shown that the difference in export performance between satisfactory and non satisfactory export ventures is statistically significant in marketing mix variables such as price, place and promotion. However, product variables affect statistical significance on export performance between satisfactory and non satisfactory export ventures in standardization approach. This study implies that when a company exports its product overseas, standardization effort is more important for product variables whereas much effort needed in adapting marketing variables such as price, place, and promotion to get satisfactory export performance.

• International Commerce and Information Review
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• v.17 no.2
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• pp.123-150
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• 2015

The present study examined the moderating influences of firm type(B2B, B2C) on the relationships between SMEs' utilization of government export assistance programs, firm capabilities(marketing & technology capabilities) and export performances(financial and strategic performances). The results of regression analyses on 247 B2B and 137 B2C cases showed that the positive influence of utilization of export assistance programs on financial performance was greater for B2B than for B2C SMEs. This construct, however, had no influence on strategic performance for neither B2B nor B2C cases. Further, both marketing and technology capabilities have positive influences on each of financial and strategic performances. Marketing capability, however, had a greater influence on financial performance for B2C than for B2B SMEs. Technology capability had a greater influence on financial performance for B2B than for B2C SMEs. Implications, limitations, and future studies were also discussed.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.543-552
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• 2021

Marketing-Sales-Interface(MSI) capabilities are known to have a positive impact on sales performance as pharmaceutical salespersons's ability to more effectively communicate their knowledge and experience in the market with internal resources in the organization. This study was conducted to analyze the mediating effect of pharmaceutical salespersons marketing-sales-interface (MSI) ability on sales performance through job satisfaction. Salespersons from five pharmaceutical companies nationwide were studied, and the survey was carried out for about a week from April 15 to April 23, 2021, and a total of 257 questionnaires were used for the final analysis. The main analysis result of this research is that, first, the MSI capabilities that pharmaceutical salespersons perceive showed a statistically significant positive (+) impact on job satisfaction and sales performance. Also, the MSI capabilities that pharmaceutical salespersons perceive had a statistically significant positive (+) impact on sales performance by mediating job satisfaction. The analysis results suggest the importance of MSI capability and job satisfaction for improving the sales performance of pharmaceutical salespersons. This study aims to come up with measures and provide baseline data related to salesperson management by paying attention to the mediating effects of job satisfaction on the impact of MSI on sales performance.

• Journal of Digital Convergence
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• v.15 no.4
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• pp.251-258
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• 2017

The purpose of this study is to analyze the effects of internal marketing factors on organizational commitment and emotional labor in the elderly Care Worker. The data are collected through structured questionnaires. The Subjects of the final analysis is 191 persons working in the elderly care facilities in Gyeongnam and Gyeongbuk provinces. Hypothesis testing of the research model is performed using AMOS 18.0. The main results of this study are as follows. Internal marketing factors influenced only internal communication and management support for job satisfaction, internal support for managerial support for emotional labor, internal communication and management support for organizational commitment. The results of this study suggest that in order to enhance the organizational commitment of long-term care workers, it is important not to strengthen internal marketing capacity but to increase job performance first, and secondly, to improve job performance, It is necessary to establish a more diversified research on the variables of service quality of job satisfaction and emotional labor.