• Journal of Digital Convergence
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• v.13 no.4
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• pp.89-100
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• 2015

This study focused on analyzing the effects of characteristics of marketing mix on brand image, perception, switching barrier and loyalty of authorized dealers in the Korean CCTV converging channels. This study formulated a structural equational model, in which characteristics of marketing mix was adapted as an exogenous variable and in which brand image, perception of authorized dealer, switching barrier were included as mediator variables, having influences to the endogenous variable such as loyalty of authorized dealers. In this study, 8 hypotheses were formulated, on which this research models were based, in order to test the significance of mediator effects, suggested in the previous articles, that having high significance. This study collected the effective questionnaires of 191 respondents who were the authorized dealers in nationwide and then analyzed with AMOS20 and SPSS20 to test the hypotheses. This study concluded as follows: Product and price in marketing mix had a significant effect on the brand image but only advertising had some effects on the perception of providing parties.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.9 no.6
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• pp.153-161
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• 2014

This study is to contribute to the policy decision of cosmetic industry through analyzing marketing mix factors which affects customers' buying intention. For this study, marketing mix factors that impact on cosmetic customers purchasing intention were collected and chi-square independence analysis of SPSS and qualitative analysis technology of Kano & Timko were used. Analysis reached one conclusion, which factors were maximizing customers satisfaction, shows the price discount policy and recommendation from family and colleague. Product's effectiveness, usefulness and skin compatibility were rated as an one-dimensional quality as those factors were linearly affected when customers needs were satisfied. However product's containers, package design, colors, brand reputation, low and middle price, distribution channel and advertising medias were investigated as an indifferent quality and they were rated as low satisfaction/dissatisfaction coefficient of Timko. Therefore they do not need to invest to those factors too much budget for attaining customers' buying intention.

• The Journal of the Korea Contents Association
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• v.17 no.12
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• pp.473-484
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• 2017

The purpose of this study was to examine the relationships among marketing mix, constraints, and consumers' revisiting intentions in screen sport theme parks. For this purpose, a survey was given to a convenience sample of 253 customers of screen sport theme parks located in the Seoul and Dae-gu metropolitan cities in South Korea. The data were then analyzed using frequency statistics, correlations, and multiple regression analysis. The major findings of this study were as follows. First, the marketing mix had a significant effect on the constraints of customers in screen sport theme parks. Second, the marketing mix had a significant effect on the revisiting intentions of customers in screen sport theme parks. Third, intrapersonal constraints alone had a significant effect on the revisiting intentions of customers in screen sport theme parks.

• Journal of the Korea society of information convergence
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• v.7 no.2
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• pp.13-23
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• 2014

Recently korea society is very various. Because astounding progress of information- communications sectors is one of the most important tools is Marketing Mix. Ultimate aim of Marketingis to create true value, interact with customers and have effects with interests group. Therefore this study want to be helpful in Future research directions by considering Marketing Trend and Lifestyle.

• The Korean Publising Journal, Monthly
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• s.249
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• pp.28-28
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• 1999

출판을 토대로 영화.음반.컴퓨터 게임.캐릭터 등 2차적 생산물로 증식하는 '미디어 믹스'시대가 열리고 있다. 특히 타매체와 제휴 가능성이 높은 만화출판에서는 영화.음반.드라마.캐릭터 등이 동시 제작, 마케팅 전략을 다변화하는 경향이 뚜렷하다.

• Proceedings of the Korea Database Society Conference
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• 2001.06a
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• pp.208-212
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• 2001

Promotion은 제품, 가격, 유통과 함께 마케팅 믹스 구성요소 중의 하나이다. Promotion은 마케팅 커뮤니케이션을 통하여 제품 정보 및 아이디어를 목표고객에게 효과적으로 의사 소통하는 과정이다. (중략)

• Information Systems Review
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• v.24 no.2
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• pp.1-20
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• 2022

Researchers are making contradictory claims through the concept of superstars and long tails about how the development of IT technology affects demand distribution. Unlike previous studies that focused on changes in demand from a macro point of view, this study explored whether the relationship between a company's marketing activities and consumer response differs depending on the product location (i.e., superstar vs. long tail) from a micro point of view. Based on the marketing mix framework, hypotheses were developed based on the relevant literature. In the case of empirical analysis, 2,835 daily data from 63 Korean films were tested using the quantile regression method. As a result of the analysis, it was found that the influence of marketing mix factors on sales varies depending on the location of the product. Specifically, the appeal breadth of the film and the effect of owned media are enhanced in superstar products, and the effect of acquisition media in long-tail products is enhanced and the negative effects of competition are mitigated. Unlike previous studies that focused on macroscopic changes in demand distribution, this study suggested marketing activities suitable for practitioners through microscopic analysis.

• Management & Information Systems Review
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• v.31 no.1
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• pp.65-88
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• 2012

The reason customer satisfaction has been considered importantly in previous researches is that customer satisfaction can lead repurchase and loyalty. For a department store which tries to differentiate from other retailing stores by providing prestige services with customers, customer satisfaction is an essential element for keeping customer loyalty. Previous researches had mentioned only marketing mix to explain the customer satisfaction of department store. However, this paper would like to examine that differential services of department store can have an effect on the customer satisfaction, as well as marketing mix. As results, place(location) variable and promotion variable of four marketing mix influenced on the customer satisfaction significantly. The rest of marketing mix, product and price, were not confirmed statistically. Most of all, as an additional variable, service can have an strong effect on the customer satisfaction positively. Therefore, department store need to consider not only marketing mix but also service variable when building marketing strategies.

• Journal of the Korea Society of Computer and Information
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• v.14 no.5
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• pp.195-200
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• 2009

This study aims to speculate the development of sponsors of social welfare facilities through marketing mix. This is the time when the logics of economy is applied for the area of social welfare. Since July 2008 when the long-term care insurance system for the elderly executed, a number of social welfare facilities which depend on governmental budget have competed for various resources, but most of them have still had serious financial difficulties. As a supplementary method to overcome the financial problem, we have to develop how to excavate and manage sponsors who fit for conditions of the facilities to secure financial resources. To develop sponsors of social welfare facilities through marketing mix in this aspect, this study is to present strategic methods for sponsor development in seven factors developed by Fine(1992): product, price, promotion, place, producer, purchaser, and probing.

• Asia Marketing Journal
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• v.2 no.1
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• pp.65-82
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• 2000

McCarthy(1960) 이후 오랫동안 4P 스키마타에 대한 논의가 없다시피하다가 Waterschoot and Van den Bulte(1992)가 특히 촉진믹스에 문제가 많음을 지적함으로써 마케팅믹스 분류체계에 대한 논의가 다시 시작되었다. 하지만 이들 논의 내용 또한 '4P 스키마타'를 재해석하는 정도이지 이를 넘어서지는 못하고 있다. 필자들은 4P 스키마타의 한계점을 Hunt(1983, 1991)의 스키마타 평가기준에 따라 크게 네 가지로 지적한다. 먼저 분류대상의 속성이나 특징이 명확하지 않고, 다음으로 실무의 흐름을 제대로 반영하지 못하여 유용성에 문제가 있으며, 세 번째로 분류된 범주간에 배타성과 포괄성이 부족하다. 끝으로 4P 간에 순서나 위계가 없어 문제의 진단이나 투자의 효율성을 논의하기가 어렵다. 이런 점들을 고려하여 연구자들은 4P를 원점활동과 접점활동으로 나누고 Parasuraman, Zeithaml, and Berry(1985; 1988 a,b; 1994)의 갭 모델을 원용하여 마케팅믹스의 새로운 분류체계인 '갭 스키마타'를 제안한다. 접 스키마타는 고객 갭과 마케터 갭 1, 2, 3, 4로 구성된다. 고객 갭이란 고객의 기대와 지각간의 차이 즉, 고객만족을 뜻하고 갭 1이란 마케팅조사를, 갭 2, 3은 원점활동을, 갭 4는 접점활동을 지칭하다. 원점활동인 갭 2란 상품기획, 브랜딩, 가격책정으로 구성되며; 갭 3은 광고 및 판촉으로 구성되고; 집 4는 유통 및 물류, 인적판매내지는 영업, 고객서비스로 구성된다.