• Title/Summary/Keyword: Internal Marketing

Search Result 447, Processing Time 0.027 seconds

How Digital Technology Driven Millennial Consumer Behaviour in Indonesia

  • INDAHINGWATI, Asmara;LAUNTU, Ansir;TAMSAH, Hasmin;FIRMAN, Ahmad;PUTRA, Aditya Halim Perdana Kusuma;ASWARI, Aan
    • Journal of Distribution Science
    • /
    • v.17 no.8
    • /
    • pp.25-34
    • /
    • 2019
  • Purpose - Investigate the association of internal and external factors of consumers and analysing the role of moderating comparative marketing aspects, especially the part of YouTuber and celebgram in influencing purchase decisions. Apart from that, it provides an overview of the pattern of purchase decision making in forming Millennials and Y generation consumer culture Research design, data, and methodology - This study uses a quantitative research approach with descriptive, predictive, and prospective data analysis on 300 eligible Millennials and Y aged 20-35 years who are bachelor-educated. Data collection using online surveys with final statistical analysis using the Partial Least Square (PLS) approach Results - All hypothesis are declared accepted, indirect testing the dominant internal consumer factors have a positive and significant effect on consumers' purchase decisions. Through testing Moderating, aspect marketing comparative is also authoritative able to moderate internal consumer factors towards purchase decision making. Conclusions - Digital technology is changing the paradigm and perceptions of the millennials and Y generations in terms of behaving as a generation of technology connoisseurs who also influence and shape the culture of that generation and the generations to come in the future.

Factors of Successful Online Marketing Strategy to Food Distribution SMEs

  • PANAWAN, Chusripat;PEERAWAT, Chailom
    • Journal of Distribution Science
    • /
    • v.20 no.12
    • /
    • pp.71-79
    • /
    • 2022
  • Purpose: This study aimed to apply factors of successful online marketing strategy for food distribution SMEs and the effects of these successful strategies to achieve higher performances. Research design, data, and methodology: Questionnaires were used to collect data from 400 samples of SMEs in Thailand. We employed structural Equation Modeling techniques for data analysis. Results: The results revealed that distribution strategies directly affected the success of business operations, as follows: 1) Customer communication channels, product variety, preserved privacy, and personal service had direct positive effects on the distribution success in terms of financial perspective, customer perspective, internal process perspective, and earning and growth perspectives; 2) Ability to learn a competitor had a positive direct relationship with the distribution success in terms of financial perspective and learning and growth perspectives, excluding customer perspective and internal process perspective; and 3) Responses to market on time had a positive and direct influence on distribution success in terms of customer, internal process perspective and learning and growth perspectives excluding financial perspective. Conclusions: This research has made an essential contribution to SMEs that they should focus on and adopt these 6ODS+4BSC concepts as development guidelines for food distribution SMEs to be more efficient and effective.

A Study on the Strategy of Character Marketing Based Marketing PR (Marketing PR을 응용한 캐릭터마케팅전략 연구)

  • 임창윤
    • Archives of design research
    • /
    • v.16 no.4
    • /
    • pp.59-68
    • /
    • 2003
  • Character industry which introduces marketing techniques into cultural level and recreational tendency owned by man and which develops them to industrial aspects is not simple sale of goods, but knowledge-intensive industry which asks consumers intangible symbolic elements. In other words, it is a field of soft business which concretizes and maximizes ideas, goods and services which can satisfy pleasure and recreational tendency internal to human mind. For Korean character industry, forms or expressions proper to character not only have weak character, meaning or values as goods from the stage at which they are developed, but the absence of strategies about media by which to develop these or integrative character marketing strategies and tactics makes a ripple effect of character or strategies of merchandising it relatively inferior compared to the advanced countries in character such as the United States, Japan, England and so on. 1 want to contribute to developing Korean character industry to the levels of developed countries by applying the strategies and tactics of MPR, the strategic marketing method which worldwide famous enterprises or brands are positively utilizing in the condition of the lad(Eng study on character marketing with character as the subject, to character marketing strategies by which they can be grafted directly into fields of character business.

  • PDF

Patterns of Corporate Cultural Marketing in Korea (기업의 문화마케팅 유형화)

  • Kim, So-Young;Kwon, Soon-Won;Lee, Yeun-Joo
    • The Journal of the Korea Contents Association
    • /
    • v.9 no.1
    • /
    • pp.254-269
    • /
    • 2009
  • Corporate business in today's domestic industry focuses on using of culture & arts as internal and external marketing strategies with increases number of business cases of implementing corporate cultural marketing. Despite certain demands for the systematic research of corporate cultural marketing, studies have not been sufficiently developed to meet industrial and academic demands. In some paper, studies on effectiveness of corporate cultural marketing have been examined. But the papers were only limited to a conceptual categorization of corporate cultural marketing. Therefore we intended to study patterns of corporate cultural marketing using actual corporate data and explore inter-relationship across the patterns and characteristics. As a result, Korean firms were categorized into four patterns as below: 1)Duty type, 2)Strategic Partner type, 3)Publicity type and 4)Event type. Also, We found that performance of Strategic Partner type was highest.

Construction and Evaluation of Bank Marketing Database using Geographic Information Systems (GIS를 이용한 은행마케팅 데이터베이스의 구축과 과제)

  • Jo, Myung-Hee;Bu, Ki-Dong;Kim, Kwang-Ju;Suh, Jun-Seok
    • Journal of the Korean Association of Geographic Information Studies
    • /
    • v.1 no.1
    • /
    • pp.52-69
    • /
    • 1998
  • Using GIS, this study constructs and evaluates a bank marketing system. The study collects a marketing GIS database case from the Daegu Bank, which is one of the leading local banks in Korea. The database includes spatial data such as digital road map, internal and external attribute data which are combined for the construction of bank marketing database. Based on these data, the study developed an interface which enables searching and analysing functions of bank GIS marketing system. For the development of the interface, this study examined the basic concepts of area marketing and its development and utilized Map/Info as a basic GIS software package and Delphi as computer language. Finally, the study makes a comprehensive evaluation of various problems of spatial and attribute data which occurred in the process of constructing the bank marketing database.

A Study on the Promotion of Online Commerce in Exporting SMEs (수출 중소기업의 온라인상거래 활성화를 위한 연구)

  • Jeong, Bok-Hoon;Jung, Jin-Teak
    • Journal of the Korea Convergence Society
    • /
    • v.10 no.11
    • /
    • pp.335-343
    • /
    • 2019
  • The purpose of this study is to derive the necessary factors by conducting a questionnaire survey for SMEs with experience in participating in the online export support business in order to derive the factors that activate SMEs' online marketing. As a result, it was found that the Corporate trade capacity had a positive influence on online marketing utilization, and that the Corporate internal capacity did not have a significant influence on online marketing utilization. Since the consultants' role for export marketing obviously appears to exercise more significant positive effect on online marketing utilization, we can suggest the followings to activate online exports of SMEs. First, more effective efforts are needed to expand the trading capacity to utilize online marketing, and secondly, the export marketing capacity of SMEs needs to be strengthened steadily. In particular, strengthening the capabilities of the trading consultants of participating and performing companies is considered to be an important factor in the use of online marketing by SMEs, we recommend further strengthening each corporate and government policy effort to empower export consultants.

Parameterization of the Company's Business Model for Machine Learning-Based Marketing Stress Testing

  • Menkova, Krystyna;Zozulov, Oleksandr
    • International Journal of Computer Science & Network Security
    • /
    • v.22 no.2
    • /
    • pp.318-326
    • /
    • 2022
  • Marketing stress testing is a new method of identifying the company's strengths and weaknesses in a turbulent environment. Technically, this is a complex procedure, so it involves artificial intelligence and machine learning. The main problem is currently the development of methodological approaches to the development of the company's digital model, which will provide a framework for machine learning. The aim of the study was to identify and develop an author's approach to the parameterization of the company's business processes for machine learning-based marketing stress testing. This aim provided the company's activities to be considered as a set of elements (business processes, products) and factors that affect them (marketing environment). The article proposes an author's approach to the parameterization of the company's business processes for machine learning-based marketing stress testing. The proposed approach includes four main elements that are subject to parameterization: elements of the company's internal environment, factors of the marketing environment, the company' core competency and factors impacting the company. Matrices for evaluating the results of the work of expert groups to determine the degree of influence of the marketing environment factors were developed. It is proposed to distinguish between mega-level, macro-level, meso-level and micro-level factors depending on the degree of impact on the company. The methodological limitation of the study is that it involves the modelling method as the only one possible at this stage of the study. The implementation limitation is that the proposed approach can only be used if the company plans to use machine learning for marketing stress testing.

Convergence Held technology commercialization Effects on Performance (융복합 보유기술이 사업화성과에 미치는 영향)

  • Jeon, In-Oh
    • Journal of Digital Convergence
    • /
    • v.13 no.8
    • /
    • pp.101-112
    • /
    • 2015
  • The company's technical reserves in accordance with the internal skills and external technology commercialization capacity and to analyze the impact on the performance of technology commercialization and financial performance of the company. External technology funding, internal and external technologies marketing, internal and external technologies production, outside of the external Technology Commercialization technique was investigated to affect the financial performance. Financing, marketing capability, and the production base is completely mediated effect acting from within the technology business technical achievement, but funding and the regulation of full-mediated effects on the financial performance in the external action, technical marketing skills and capacity of external technology in part mediated effect was investigated by the effect on financial performance.

The Effects on Internal Marketing, Social Exchange Relations and Personal Characteristic of Business Accomplishment in Self-Support Center Employee -Mediated Effects of Organizational Immersion- (지역자활센터 종사자의 내부마케팅, 사회적 교환관계, 개인특성이 사업성과에 미치는 영향에 대한 연구 -조직몰입 매개효과-)

  • Kim, Woon-Ki;Jung, Min-Suk
    • The Journal of the Korea Contents Association
    • /
    • v.13 no.2
    • /
    • pp.263-276
    • /
    • 2013
  • The research analyzed to verify that self-support center employee's internal marketing, social exchange relation and personal characteristic effect on self-support program which is essential to provide job and to progress self-support ability for workable low-income group. The research used questionnaires of 156 substances to analyze in self-support center employee within Gwang-Ju area. The questionnaire was analyzed using statistical package for the social sciences(SPSS) program and it used factor analysis, reliability analysis and especially hierarchical regression multiple analysis for hypothesis test. The result of research that self-support center employee's education, training, delegation of authority and job efficacy effect on maximize business result through mediated effect of emotional immersion. Therefore, the research proposes improvement of self-support center employee's education, training, delegation of authority and job efficacy.

A Study on the Fast Fashion(Part I) - Focusing on Marketing Strategy - (패스트 패션(Fast Fashion)에 대한 고찰(제1보) - 마케팅 전략을 중심으로 -)

  • Kim, Sun-Hee
    • The Research Journal of the Costume Culture
    • /
    • v.15 no.5
    • /
    • pp.875-887
    • /
    • 2007
  • The purpose of this study is to provide the fashion industry in Korea with materials that could enhance its international competitiveness by suggesting marketing strategies for fast fashion brands after taking product, price, place, and promotion into consideration. The product strategy should focus on developing products that accurately reflect the general market trend and consumer demand, selecting optimal materials, and pursuing internal production. This, coupled with strategic cooperation with designers, will ensure reliable quality and enhance the brand image. The pricing strategy should place greater emphasis on reducing production costs. Diverse task outsourcing and design competition, for instance, can lower the cost of design development. The place strategy should be set according to the operation of a systematic and efficient distribution system based on SPA, an automatic delivery system, sales or return system, speed control system, and a value chain that consists of horizontal business alliances. The promotion strategy should be run under the central control of the headquarters using various unique VMDs. Furthermore, online marketing campaigns, spectacular fashion shows, design competitions, catalogue marketing campaigns, and other new sales promotion schemes could all be introduced.

  • PDF