• 마케팅과학연구
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• 제8권
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• pp.233-267
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• 2001

현대는 산업 문명의 발달로 시장의 세계화가 급속히 진행되고 있다. 비슷한 품질과 서비스를 제공하는 수많은 기업들은 각기 다양한 방법으로 자사의 제품을 차별화하며 보다 많은 시장점유율과 매출액, 이윤을 창출하기 위하여 부단한 노력을 기울이고 있다. 이 중에서 가장 대표적인 것이 자사의 브랜드를 강력하게 만틀어 관리하는 일이다. 현대의 소비자는 상품을 사지 않는다. 그들은 복잡한 설명서도 읽지 않으며, 가격으로 물건을 평가하지도 않는다. 단지 자신의 머릿속에 각인된 브랜드를 선택한다. 브랜드는 오늘날 고도의 마케팅 전략의 핵심 도구로 취급되고, 또한 중요한 법적 자산으로 평가되고 있다. 따라서, 기업의 마케터들은 자사 제품의 가치를 높이기 위한 수단으로서 브랜드 자체의 명성을 구축하는 데 심혈을 기물이고 있다. 유명하고 좋은 이미지를 가진 브랜드만이 충성 스러운 고객기반을 확보할 수 있고 가격 경쟁에서 유리한 위치를 점할 수 있으며 안정된 수 익을 확보할 수 있기 때문이다. 이와 같이, 브랜드는 비록 무형적이지만 제품이 가진 어떤 유형적인 특성보다도 중요하게 생각되고 있는 것이다- 단순히 생산자나 제품을 구별하는 수단을 넘어 중요한 자산으로 인 식되고 있으며, 이러한 맥락에서 브랜드 자산가치의 개념이 만들어 진 것이다. 본 연구는 브랜드 자산가치의 형성에 미치는 영향요인으로서 내부마케팅 요인, 마케팅믹스 요인, 브랜드수의 증가요인의 3가지 요인을 설정하여 설문조사를 통한 판매자의 평가 결과로 어떤 요인이 어느 정도의 영향을 미치는지를 분석하였다. 본 연구에서 나타난 결과를 요약하면 내부마케팅요인(조직구성원간의 직무만족, 조직구성 원간의 원활한 커뮤니케이션), 마케팅믹스요인(제품 품질, 가격정책, 유통전략, 광고 및 홍보 활동), 브랜드수의 증가요인(시장환경의 불투명성, 시장진입의 선발감)이 모두 다 브랜드 자산가치의 형성에 영향을 미치는 것으로 나타났다.

• 한국산업정보학회논문지
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• 제23권6호
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• pp.153-165
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• 2018

본 연구는 사회복지 근로사업장의 후원사업 성과에 마케팅 요소가 어떤 영향을 미치는지 살펴보았다. 그 결과 첫째, 조사대상 사업장의 마케팅활동에 대한 일반적 현황을 살펴보면 상품, 가격, 촉진, 기존후원자 관리활동은 평균 이상의 수준으로 나타났으나 사업장의 내적 모금환경과 유통 활동은 낮게 나타났다. 둘째, 마케팅 활동에 따른 후원사업의 성과 비교는 상품, 가격, 촉진, 기존 후원자 관리 활동이 마케팅 활동 정도에 따라 전반적으로 유의미한 차이를 나타냈다. 셋째, 후원성과에 영향을 미치는 마케팅 활동 요소는 후원자수에서는 촉진활동이, 후원금액과 세입대비 후원금액비율에서는 촉진, 가격활동이 영향을 미치는 요소로 나타났다. 이렇기 때문에 사회복지 근로사업장에서는 후원개발을 위한 마케팅 전략은 기관 전체가 몰입할 수 있는 다양한 촉진활동의 개발과 가격협상 능력을 높이고 전반적인 마케팅 활동 수준을 높일 수 있는 방안이 마련되어야 할 것이다.

• 웰빙융합연구
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• 제5권2호
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• pp.1-9
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• 2022

Purpose: This study looked at perfume buying patterns among 328 adolescents. Research design, data and methodology: The purchasing behaviors and attitudes of adolescents were divided into clusters and whether the purchasing behaviors and attitudes of each cluster had a moderating effect on purchasing behavior factors was analyzed. Results: Group classification according to attitude toward perfume purchasing behavior was divided into group 1, which purchases perfume according to one's own subjective opinion, and group 2, who purchases perfume according to external factors. Among the six purchasing behavior factors, the internal pleasure-seeking (p.<001) and fashion-seeking (p.<001) factors were statistically significant in both clusters 1 and 2, and in cluster 2, economic feasibility (p.<001)) internal product. It was found to be statistically significant other than pleasure and trend-seeking, indicating that there is a difference between the two groups. Conclusion:Adolescents consider economic feasibility when purchasing perfume, so it is necessary to set low prices and diversify products for marketing plans for perfume products

• 한국의류산업학회지
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• 제9권1호
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• pp.41-48
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• 2007

Marketing strategists believe that the best way to satisfy customers is through satisfied employees. In fashion retail businesses, salespersons play a pivotal role for the success of business, since fashion products have emotional properties and customers' emotion is largely affected by personal selling at the point of purchases. The present study aims to examine relationships among internal service quality, job satisfaction, and organizational performance in fashion retail businesses. Specifically, the study will test the validity of applying service quality concept to the internal service targeting the sales person of fashion retailers and identify dimensions of internal service quality. Data were collected from salespersons of women's wear and imported brand stores at four major department stores. 205 survey responses were used for the final analysis. The factor analysis extracted empathy/tangibility, assurance, responsiveness and reliability factors. The structural path analysis and effect analysis indicated that the importance of assurance and responsiveness of internal service quality had significant direct effects on job satisfaction and significant indirect effects on organizational performance. Reliability dimension of internal service quality had a significant direct effect on job satisfaction. The importance of empathy/tangibility dimension, however, was relatively weak in the model.

• 한국식생활문화학회지
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• 제21권2호
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• pp.131-141
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• 2006

The purpose of this research is to develop the management strategy for a take-out specialty sore on the basis of SWOT analysis which requires analysis of internal and external environmental informations. The survey was performed in order to gather the internal and external customer informations for a take-out specialty store. The questionnaires developed were distributed to customers (N=188) and employees (N=23) at 5 take-out specialty store branches from April 25, 2002 to April 29, 2002. The statistical data analysis was completed by SPSS WIN 10.0 for descriptive analysis, factor nalaysis, and Pearson's correlation. IPA(Importance-Performance Analysis) was applied in order to identify the critical management issues which would be explained with the organization's weakness or strength. SWOT analysis was performed through identifying the organizational strength and weakness as internal environment factors and external environmental opportunity and threat as uncontrollable external factors.

• 한국IT서비스학회지
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• 제11권1호
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• pp.247-272
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• 2012

Social Network Service(SNS) is a kind of advanced Internet service that acts as personal media. This study was intended to find out the structural relationships among factors affecting the usage of social network services by extending the Technology Acceptance Model(TAM). For this purpose, the variable 'Flow' was first integrated into the TAM in order to understand the internal motivations of users. And then the external factors of SNS usage were derived from the perspective of users, contents, and media side of SNS, and finally the dependent variable was set with the intention of sustainable use. Then these factors were carefully integrated into a structural model. We expect the findings of this study will be very helpful for the internet marketing professionals, SNS developers, and the others.

• 정보화연구
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• 제10권1호
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• pp.13-22
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• 2013

The Internet has motivated firms to participate in electronic commerce. With the development of electronic commerce, SMEs (small- and medium-sized enterprises) may be forced to use e-intermediaries in export marketing. This study aims at assessing e-intermediaries in various aspects. Empirical and theoretical studies are conducted to investigate determinants and effects of eintermediary use in export marketing. Based on resource-based view (RBV), the study develops a conceptual model that can address the question of which international competence and export performance are closely related to e-intermediary use by SMEs. Based on literature review and theoretical foundations, this study made four hypotheses. With AMOS, structural equation modeling (SEM) was used for testing four hypotheses. The empirical findings support all hypotheses. Last, this study suggests examining comprehensive internal and external factors in terms of e-intermediary use as an interesting topic for future research.

• Asia Marketing Journal
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• 제25권2호
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• pp.71-83
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• 2023

Companies are increasingly performing corporate social responsibility (CSR) as part of their strategic plans, but the effect of CSR activities on short-term financial performance is disputed. Researchers have found ambiguous relationships through mediating factors, but few studies have investigated internal stakeholders in this context and the firm characteristics that moderate these relationships. This study uses a competitive mediating model that examines job satisfaction as a mediator in the relationship between CSR and short-term financial performance for Korean companies. For the analysis, data from 195 companies covering 2014 to 2017 were collected and analyzed via panel regression. The findings indicate that CSR activities had a negative effect on short-term financial performance but a positive effect on job satisfaction; however, the larger the firm, the smaller the positive effect of CSR activities. Moreover, job satisfaction positively affects short-term financial performance, and this relationship is stronger in service firms.

• Asia Marketing Journal
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• 제18권1호
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• pp.1-22
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• 2016

Studies in key account management (KAM) have identified the importance of cross-functional coordination in firms to effectively implement KAM. However, these studies have ignored how companies integrate KAM and other customer management (non-KAM). This paper explores coordination design between KAM units and non-KAM units by analyzing a case study through three dimensions: front-end coordination, back-end-coordination, and organizational translation at the beginning of research. The case study shows that non-KAM conditions can require a modification of the coordination design. This research performs an in-depth analysis of changes in the implementation of sales reforms for an IT-related machinery and system vendor in Japan. Data sources include interviews with KAM units and non-KAM sales units and an analysis of secondary data. This paper suggests that studying the coordination between KAM units and non-KAM units will further our understanding of internal coordination in KAM research.

• 농업과학연구
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• 제38권2호
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• pp.205-212
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• 2011

The potential factors for quality loss of cleaned fresh ginseng and technology to be associated with the improvement of marketability through pre-packaging fumigation were examined. Major microorganisms isolated from fresh ginseng included Botrytis cinerea, and Erwinia sp. Others such as Cylindrocarpon sp., Fusarium spp., Pennicilium spp., Bacillus spp. were also found at relatively low frequency. The bacterial density of vacuum packaged fresh ginseng rapidly increased during simulated marketing. Little correlation between bacterial growth and package swelling was found. In order to improve packaging method of fresh ginseng, pre-packaging treatment of 2-phenylethyl alcohol (PE, 100 uL/L, 4 hr) was examined. The fumigation treatment effectively inhibited the growth of bacteria density and also effective on keeping firmness of ginseng root, especially in cortical portion. The internal gas compositions of plastic container packaged for ginseng were approximately ranged between 6 to 8% $O_2$and 3 to 4% $CO_2$. The $O_2$ level of fumigation treatment was lower than control whereas $CO_2$ level was higher. The upsurge of ethylene evolution I day after simulated marketing was found only in fumigation treatment but it returned to ordinary level at day 2. The sucrose content of 2-PE treatment was significantly reduced at 5 days after simulated marketing but reducing sugars like glucose and fructose remained at higher level. The difference in sugar levels was reduced after 10 days of simulated marketing. The decay of fresh ginseng began at the lateral or fine root, which is weak to physical damage, in general. The epidermis was more damaged. Plastic container packaging with PE fumigation could be an alternative to vacuum packaging, which allows an aerobic environment and prevents anaerobic respiration. Further study of pre-package fumigation is required to improve technology of fresh ginseng marketing.