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Yi, Youjae;La, Suna;Park, Kiwan;Lee, Jaeyeon
- Asia Marketing Journal
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- v.10 no.3
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- pp.127-146
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- 2008
The objective of the present case study is to analyze how effectively Samsung Petrochemical, which is a representative business-to-business corporation, has created customer value through total marketing strategy. Many business-to-business companies often underestimate or even denigrate the roles played by marketing within organizations and consider marketing investments as costs. However, the current case illustrates that total marketing strategy including brand marketing and others can be effectively employed to maximize customer value even in business-to-business sectors. The case summarizes that total marketing strategy of Samsung Petrochemical is comprised of two primary pillars: brand marketing and the SPC model as an implementation tool that consists of services, product, and customers. The present study is expected to provide valuable insights and implications for many other companies that are operating in the business-to-business sectors.
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Kim, Youngduk;Park, Minsoo
- Environmental and Resource Economics Review
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- v.22 no.2
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- pp.251-279
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- 2013
Prices of oil products such as gasoline and diesel are deregulated since 1997 while electricity price is still controlled by government. This difference may explain recent discrepancy in the patterns of demand for oil products and electricity - constant increase in electricity consumption and stagnant demand for oil. To verify it empirically, we estimate price and income (production) elasticity of demand across time by using a rolling regression with 10 year-window based on monthly data for 1981-2011. Estimation results show that the sensitivity to price in demand for gasoline and diesel has increased since mid-90s while the elasticity of demand for electricity has become smaller. Second, income (production) elasticities of demand have shown no significant changes for both oil products and electricity. Third, cross-price elasticity was found meaningful only for gasoline before mid 1990s and for diesel after then.
https://doi.org/10.15266/KEREA.2013.22.2.251 인용 PDF