• 한국프랜차이즈경영연구
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• 제6권2호
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• pp.87-104
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• 2015

This study, based on theoretical and practical understanding of franchising, aims to conceptualize franchising in terms of marketing mix and proposes new paradigm of franchising. New schema of the franchise marketing mix involves both customer gap and franchisee gap by including customer and franchisee contacts and sets activities that include components of franchise system as the factor of marketing mix. So we could suggest the franchise marketing mix, '4F' by introducing conventional marketing mix concept into this assumption. The 4F schema consist of four sub-dimensions: 'Format', 'Fee & Royalty', 'Franchising Process', and 'Franchise Communication', which correspond to '4P'. In perspective of marketing mix, we could divide the franchise system into primary activity and support activity, then we also could categorize the fundamental activity into four-classification system, 4F schema. We expect that franchise marketing mix, 4F can be useful both theoretically and practically as it not only is not too different from the conventional marketing mix, but it also proposes franchise value chain by including unique characteristics and contents of the franchise system.

• Journal of Preventive Medicine and Public Health
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• 제55권6호
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• pp.586-594
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• 2022

Objectives: This study investigated the effectiveness of the social marketing mix approach in increasing students' knowledge about smoking, promoting positive attitudes toward smoking cessation, and decreasing smoking behavior. Methods: This quantitative research study incorporated a quasi-experimental method with a pretest-posttest non-equivalent group design. Using the purposive sampling technique, 152 smoking students were selected as participants. They were divided into 2 equal groups, with 76 students in the control group and 76 in the intervention group. The data were collected using questionnaires and analyzed with the chi-square test, independent t-test, Wilcoxon signed-rank test, and Mann-Whitney U-test. Results: The social marketing mix intervention was effective in increasing the students' knowledge about smoking (p<0.001), improving their attitude toward smoking cessation (p<0.001), and reducing their smoking behavior (p=0.014). Conclusions: This approach should be implemented by local governments to reduce smoking behavior in the community, especially among teenagers, in addition to instituting a smoking ban and applying fines.

• 경영과정보연구
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• 제13권
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• pp.1-26
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• 2003

As a very rapid diffusion of internet business in these days, the marketing mix strategies become more important matters. In addition, because of changes in international trade patterns, and an increase of internet users, new marketing strategies are needs. There's not a business in the world that shouldn't feel threatened by the internet, but companies willing to become engaged should find big opportunities. Becoming engaged with the internet, for matters, means understanding the unique nature of the internet market and using that understanding to execute dynamic strategies. This paper is focusing the analysing the difference between the internet marketing and traditional marketing and proposing the new strategical marketing mix. In the traditional marketing environment, 4P(Product, Price, Promotion, Place) is very important, but in the internet business environment 6C(Community, Connection, Commerce, Communication, Customization, Contents) is more important.

• 국제지역연구
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• 제13권2호
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• pp.770-788
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• 2009

본 연구는 여수세계박람회의 관람객 유치 활성화를 위해 마케팅의 핵심전략이라고 할 수 있는 STP를 엑스포라는 국제적 이벤트에 적용하고, 아울러 표적시장으로 선정된 집단들을 위해 차별화된 마케팅믹스를 제시하는 데 주요 목적이 있다. 엑스포의 경우, 마케팅믹스를 제품에서의 4P나 서비스에서의 3P와 정확하게 연결할 수는 없지만, 엑스포와 관련하여 다양한 상품 및 프로그램의 개발, 가격의 차별적 책정, 차별적 촉진활동, 접근수단의 효율화 등 제품과 서비스를 응용한 마케팅믹스를 개발함으로써 엑스포 마케팅에 효과적으로 활용할 수 있다. 본 연구는 예상 관람객을 세분화하기 위해 로지스틱회귀분석을 실시하였다. 분석결과, 관람객을 12개의 집단으로 세분화하였으며, 이들 가운데 교육 목적의 국내학생 집단, 비즈니스 목적의 국내전문직 집단, 교육 목적의 외국학생 집단, 비즈니스 목적의 외국전문직 집단, 일반관광 목적의 국내일반인 집단, 일반관광 목적의 외국일반인 집단 등 6개의 집단을 표적집단으로 선정하였다. 그리고 각각의 표적집단에 맞게 차별화된 마케팅믹스를 제시하였다. 특히 여수세계박람회의 차별적 특성을 체계적으로 분석한 후, 이들 차별점을 이용한 포지셔닝을 마케팅믹스와 연계함으로써 효율적인 엑스포 마케팅전략을 수립하고자 하였다.

• 한국간호교육학회지
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• 제6권2호
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• pp.233-246
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• 2000

The purpose of this study was to investigate the real condition of hospital marketing and concrete strategy on medical consumers need for enhance the effectiveness of hospital management. The data were collected from January 27 to February 3, 2000 at a general hospital located in M city to 205 in-patients and out-patients by questionnaires. The research tool was based on literatures. The data was analysed by the use of percentage, mean, t-test and ANOVA by SAS(Statistical Analysis System) Package Program. The results of this study are summerized as follows: 1. Mean score of the marketing mix (4P 's) was 3.1 in total and each mean score was 3.6 in product, 2.5 in prices, 3.3 in place and 3.1 in promotion. The following are the items which received the highest scores in each: 'The hospital is clean' in service category; 'the prices of meals at the restaurant the patients' families use are reasonable ' in price sphere. In distribution, 'it is easy to locate the hospital' and in promotion,'we'll use this hospital again' and 'we'll recommend this hospital to others'. 2. Marketing mix factors(4P's) was significantly different on the general characteristics in terms of marriage status, occupations and the period of hospitalization. 3. The most important reason for choosing this hospital was 'This is a general hospital with good facilities' and the next were 'The hospital staffs are kind and the hospital is clean' and 'The traffic is convenient to come'. The most important factors contributing to a good image formation of the hospital were 'this is a clean hospital', 'This is a hospital with kind people' and 'this hospital is equipped with good medical facilities'. 4. The factors for making a good image concerning the nursing service were professional knowledge, good nursing skills and kindness. After grasping the marketing conditions of the hospital aided by the above-mentioned research results, the researchers concludes that it is necessary to develop an institutionalized service strategy to increase the satisfaction the patients feel about the hospital facilities and kindness of the staff and as a result, to differentiate it from other medical institutions.

• 대한교통학회지
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• 제20권6호
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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.

• 복식문화연구
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• 제22권1호
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• pp.86-98
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• 2014

This study analyzed fashion businesses based on the 6P's, products, prices, place, promotion, people, and patron for business owners in the Myeongdong commercial fashion district. Furthermore, this study proposed plans that would activate the Myeongdong fashion district and continuously develop it as a global fashion city. A survey was conducted from August to September, 2012 for 249 fashion business owners in Myeongdong. Eventually, only 208 questionnaires were used for the analysis. The research results were as follows. First, domestic brands have the largest share in the market and sales of fashion accessories were higher than the sales of clothes. Second, the prices for those fashion items ranged from low to mid-price. Third, the opening of new shops keeps increasing, and the size of the shops falls between ten and twenty pyeong generally. 'Self-production' was the highest form of production compared to any other form, and regarding importation sites, importation from overseas was the highest. Fourth, regarding promotion types, the sales in shops was the most commonly used promotion method compared to television and magazine advertising, and personal selling. Fifth, the proportion of male proprietors was larger than that of female proprietors. Most employees had less than five years of sales experience. Sixth, the main customers were females in their 20s and the proportions of Korean and foreign customers was similar.