• Journal of Global Scholars of Marketing Science
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• v.2
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• pp.81-92
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• 1998

기업이 직면하고 있는 환경은 과거 어느 때보다 더 불확실하다. 생존을 위한 노력의 일환으로 강력한 예산통제를 실시하고 있는 기업의 최고경영자는 가장 우선적으로 마케팅활동부문을 고려대상으로 여긴다. 이러한 성향은 기업내에서 마케팅활동의 결과인 마케팅성과를 명확하게 파악하기 어렵기 때문에 나타난다. 따라서 본 연구에서는 마케팅성과의 지표인 마케팅효과성을 측정하기 위한 하나의 방법을 제안하고, 이 방법이 전략적 마케팅계획수립을 위한 다양한 도구중 하나로 사용가능한지를 실증조사를 통해 살펴보았다. 먼저 마케팅효과성의 지표로 사용 가능한 10개의 기준변수를 찾고, 발견된 지표들의 총가치를 계산함으로써 마케팅효과성의 수준을 나타내는 수치를 도출하였다. 식음료, 섬유/의류, 제약, 화학, 전기/전자, 기타 소비재 제조업체로부터 얻은 53개 설문자료를 통해 마케팅효과성을 측정하기 위한 4개의 방정식(마케팅믹스성과, 마케팅비용과 투자성과, 판매성과, 이익성과)을 도출할 수 있었다. 그러나 예비적 성격을 띄고 있는 본 연구는 표본기업의 수가 적고, 한정된 업종에 제한과 횡단적 분석 등으로 인해 일반화에 한계를 지니고 있다. 향후 효과성지표에 대한 정교한 목록개발과 종단적 연구를 통한 질적, 양적 지표의 성과간 비교와 가중치 변화추이에 따른 효과성측정 등의 추가적 연구가 수반되어야 한다.

• Asia Marketing Journal
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• v.11 no.3
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• pp.205-224
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• 2009

Social responsibility which a corporation should be aware of is increasing as it plays a more important role in society. Corporate Social Responsibility (CSR) was taken by some huge entrepreneurs in the past. Conversely, CSR is prized one of important business activities for every corporate nowadays. Cause-related marketing draws particularly special attention among various CSRs, because it has a direct and positive effect on purchasing behavior. Marketing activity of Amway Korea is an excellent example of the cause-related marketing in Korea. Mid 2000s, some multilevel marketing firms had evaded the law, customer had negative attitude towards Amway Korea. Amway Korea, however, has overcome the difficulties by cause-related marketing, which is called campaign for Nutrilite's kid health. Present case examines the cause-related marketing, which Amway Korea has been doing for 10 years. Especially, we investigate specific factors, which differentiated CSR of Amway Korea from one of other firms. Lastly, we discuss a future action for Amway Korea's cause-related marketing and implications.

• Management & Information Systems Review
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• v.31 no.4
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• pp.197-215
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• 2012

The purpose of this study is to verify the influence on customers' experiences of products, prices, places of advertisements, staffs, and physical environments, and the impact on store attitudes and revisit intentions of the customers' experiences. For this, in this study marketing activities and store attitude factors were selected as sub-factors and the empirical analysis was carried out. As a result of the analysis, of dimensions that comprise those marketing activity factors, physical environments, prices, and places had a positive impact on store attitudes. In addition, the stores' positive attitude on hypermarkets had a positive influence on the customer's revisit intention. The results of the study suggest that hypermarkets can utilize the experiential marketing using customer experience factors as their important strategic factor through moving away from their traditional marketing activities.

• Korea Science and Art Forum
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• v.19
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• pp.581-592
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• 2015

This study aims to find the significance of the convention-related public organizations workers' cognition about the importance of public marketing activities. As well as to analysize the outcome of convention organization of public marketing activities holding positive, negative effects and the host brands value relationship. In order to strategically maintain the importance of conventions' differentiation marketing and the brands value of exhibition organization, this research is necessary to explore the importance of public marketing activities held by the public value and brand image link here. In this research, On the convention field public marketing activities' arguments were marketing strategy. In order to construct the convention destination's competitiveness and the differentiation of public marketing strategy, it is necessary to investigate the relation of convention organizations' public marketing activities' importance recognization and destination effections, destination brand value. As the results we can propose the implication of public marketing activities can enhance the competitive.

• Journal of Global Scholars of Marketing Science
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• v.11
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• pp.43-58
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• 2003

The purpose of this study was to examine the relationship between IR(investor Relations) activities and relationship marketing toward shareholders. This study constructed a research model delineating relationships between IR activities and relationship marketing variables based upon literature review and extensive interviews with IR experts. LISREL analysis upon empirical data was conducted. IR activities were found to be key determinants of Trust and Commitment of investors. Trust and Commitment were found to be positively related to firms' performance. Thus, IR activities had positive effects on a company's relationship marketing and performance.

• Journal of Digital Convergence
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• v.11 no.2
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• pp.79-89
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• 2013

The purpose of this study is to examine the moderating effects of social contribution activities perception between brand loyalty and marketing strategies. First, this thesis has reviewed that marketing mix 4P's(product, price, promotion, place) still influence on the brand royalty on smart-phone market. Second, this research examined that perception on social contribution activities is an important moderate variable between marketing activities and brand royalty. Also, this research found that moderating effect of social contribution activities perception is more significant at the high-perception group on social contribution activities than low-perception group. Finally, this study verified that product/price/promotion strategy and social contribution activities have effect on brand royalty depend on social contribution activities perception. Recently many businesses are using Corporate Social Responsibility(CSR) as a strategic tool and also social interests on the effect of CSR are increasing. Therefore, this study reaffirmed by the CSR that affect customer brand loyalty, are expected to contribute to improve awareness of CSR activities.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.6 s.165
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• pp.942-954
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• 2007

The purpose of this research is to examine the level of SCM activity, marketing capability, and firm performance for apparel firms, and to investigate the effect of SCM activities and marketing capabilities for firm performance improvement. This study surveyed domestic apparel manufacturing brands that distribute products nationwide. The data was collected through questionnaires sent to managers or executives in large and middle manufacturing corporations among Korea's listed and registered corporations. The data collection has been carried out from November 10 until December 11, 2006. The questionnaires were transmitted by individual visit, fax, and mail. A total of 98 completed responses were returned, three incomplete responses were discarded. The results were as follows: First, SCM activity was classified into 3 dimensions: structural, logistical, and technological factor. Three dimensions of marketing capability were identified with differentiation, cost-leadership, and operational factor. Firm performance was classified into three dimensions: financial, productivity, and customer satisfaction factor. Second, result of analyzing effects of SCM activities for firm performance improvement, it was found that the improvement of technological activities affected acquirement of financial, productivity, and customer satisfaction performs. Structural activities affected factor of productivity performs. Third, result of analyzing effects of marketing capabilities for firm performance improvement, improvement of differentiation capabilities affected acquirement of financial, customer satisfaction performs. And the improvement of operational capability affected acquirement of financial performs and improvement of cost-leadership capability affected factor of productivity performs.

• International Area Studies Review
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• v.14 no.2
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• pp.181-204
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• 2010

This study researched relationship between R&D capability(TC), Network capability(NC), International marketing activity(IMA) and effect to performance of Korean globalizing INNOBIZs. In former research, they found out that TC, NC, IMA effect to performance directly. But they didn't focus on the relationship between the variables and Korean INNOBIZs. Recently, Global environment of competition is getting more and more complicated. So even the companies develop the excellent product, the companies can not get superior performance than competitor as long as the company combine with IMA or NC. In this study, empirical analysis performed using covariance structural analysis for Korean INNOBIZs. As we know in former research, TC and IMA have a positive effect on performance directly. But NC does not have a direct effect on performance. Also we found out TC and NC intermediated by MC have positive effect on performance. This result is theoretically and practically suggestive that using the company developed NC in International IMA effect on Performance.

• Proceedings of the Costume Culture Conference
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• 2000.09b
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• pp.1-10
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• 2000

최근 우리나라에서도 인터넷 사용인구가 1000만 명을 넘고 인터넷 비지니스에 대한 일반인과 기업들의 관심이 본격화되고 있다. 이처럼 인터넷 비지니스가 활발하게 전개되면서, 인터넷 비즈니스의 고객만족과 이를 위한 고객지향 마케팅 활동이 중요시되게 되었다. 즉 인터넷을 이용하여 어떻게 하면 고객만족을 달성할 수 있으며, 또한 인터넷 비즈니스에 적합한 마케팅 전략을 어떻게 수립할 수 있는가가 인터넷 비즈니스의 경영자에게 중요한문제로 제기되고 있다. 인터넷 비즈니스에서는 오프라인의 전통적인 기업(블릭 앤 모터:Brick and Motar)보다 고객만족이 훨씬 중요하다. 이처럼 중요한 고객 만족 수준을 높이기 위하여는 마케팅 활동이 고객지향 관점에서 이루어져야 한다. 따라서 본 논문에서는 인터넷 비즈니스의 마케팅이 고객지향 관점에서 어떻게 이루어져야 하는가를 마케팅의 기본과정에 따라 살펴본다. 구체적으로 본 논문은 인터넷 비즈니스의 특성과 성공요인, 인터넷 마케팅과 전통적 마케팅의 차이, 인터넷 비즈니스의 시장 세분화 및 표적 고객 선정, 그리고 인터넷 비즈니스의 마케팅 믹스 전략을 고객지향 관점에서 살펴본다. 그리고 마지막 장에는 인터넷 비즈니스의 고객지향 마케팅을 패션 비즈니스에 적용하여 인터넷 비즈니스의 앞으로 나아갈 방향을 제시해 본다.

• Proceedings of the Korea Contents Association Conference
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• 2012.05a
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• pp.397-398
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• 2012

본 연구는 대학 홍보 전략에 활용하고 있는 마케팅PR 전략 활동을 연구 목적에 따라 3가지의 유목을 분류하고 각 유형에 맞는 사례를 조사하여 분석하고자 한다.