• Journal of Distribution Science
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• v.13 no.10
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• pp.109-114
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• 2015

Purpose - The movie market has the characteristics of being a perfectly competitive market as well as a pure monopolistic market at the same time. This is because there are competitors in the industry but prices, although not fixed, have not changed a lot. Price competition may not have spread, but the competition is focused on artistic value, and the degree of box office success is most important. The artistic value is determined in the course of the production process. However, the degree of box office success is dependent upon the marketing manager. The marketing strategy represents the difference in the standard or quality of the movie. Inherently, the marketing manager adopts the entertainment strategy based on the quality of the foundation of the completed movie. At this time, the marketing manager knows the pertinent information (high quality/low quality) regarding the movie. This research study tries to reveal what should be the reasonable movie marketing expense, dependent on the quality of the movie. Research design, data, and methodology - Using a game scenario with different market players, the goal of the research analysis is to find out the following. First, the marketing expense is determined to maximize the profits after film production. Second, after the production costs are already committed, the manufacturer gets to choose the marketing level. At this time, there will be a profit maximization point, considering the competition. The premise of the research is as follows: if it is a good movie of quality, positive word of mouth increasing the audience continuously slows down the speed of the demand curve. If the movie quality is bad, the negative word of mouth decreasing the audience gradually hastens the speed of the demand curve. On the marketing side, when the manufacturer invests heavily in the marketing expense of the movie, consumer expectations increase to drive up the audience numbers. On the other hand, it is difficult to improve the profits excessively. When the manufacturer invests in marketing a little bit, the marketing expense is only relatively committed, therefore a lot of demand cannot be gained. Results - If a fixed market share is in a competitive situation, a low quality manufacturer expends relatively more marketing expense. If the situation assumes two manufacturers spend the same for the cost of production, the high quality manufacturer takes more profit. If the manufacturer expends less marketing budget to save costs, the optimum profit cannot be achieved since the other party (opponent) grabs the initial market share. Conclusions - In conclusion, investment is essential for market share to increase. We must refrain from a zero-sum game and have models where the game participants pursue the creative profits together. In the current film industry, there is the dominating logic of winner and loser but we have to create a film industry environment where the participants can be altogether satisfied and live together.

• Management & Information Systems Review
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• v.32 no.3
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• pp.263-283
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• 2013

Recently, social enterprises in the korean are gaining more interest but, it seems that many social enterprises are not successful in their sustainability. Therefore government implements various supporting policies for social enterprise. The purpose of this paper is to find new criteria of business development expense through the analysis of submitted application of business development expense. For this study, business development expense data of 126 social enterprises(applied to the Busan in 2013 year) for supporting money are analyzed. The result shows that (1) need to apply 1 or 2 business that is the most important in their business (2) concerns about the patent, engineering development, prototype model development, program development taken IT business are very desirable (3) need to feedback about last year result (4) need to make more elaborate guideline for application (5) none of social enterprise applied co-marketing (brand), therefore a strong inducement plan is need In conclusion, effective and strategic policy of business development expense will be a helpful for the sustainability of social enterprises. In this sense, the results of this study is meaningful to the social enterprise policy, especially business development expense, maker.

• Asia Marketing Journal
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• v.20 no.3
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• pp.63-81
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• 2018

This research examines how the announcement of a celebrity endorsement contract with a brand can influence consumers' judgment of its future growth in a market. Using both behavioral experiments and an event study analysis, we find that when the brand is perceived to be technology-focused (versus marketing-focused), the information about the celebrity contract can lead consumers to view the brand's future as less promising. Furthermore, we identify consumers' inferences about the quality of the brand as a psychological factor underlying this effect. This paper provides evidence that star-marketing can sometimes signal management's misjudgment about resource allocation for a brand, which unduly invests in celebrity marketing at the expense of quality improvement for the product.

• Journal of Korean Society for Quality Management
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• v.40 no.4
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• pp.615-630
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• 2012

Purpose: The purpose of this research is to identify the factors effecting on the software firm performance through RBV(Resource-Based View) perspective. Methods: The data have been analyzed via the multiple regressions between 3 performance indexes, which are revenue, operational income rate and employment, and 7 independent variables. Results: The results show that company age, capital intensity, training expense, marketing expense, and export revenue effect on the firm performance, whereas R&D expense and debt ratio do not so. Conclusion: This study can contribute the decision process of the investment priority of resources and competencies at the software firms to maximize the return on investment.

• Journal of Distribution Science
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• v.18 no.12
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• pp.101-109
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• 2020

Purpose: This study points out that psychological marketing practice can align to narcissism among women through showing urgency and scarcity. While women are competitive, jealous, and attention seeking, marketers can offer limited-time offers to increase the urge of customers to purchase. Research design, data, and methodology: To conduct a content analysis, the present author obtained data from various databases such as ABI/INFORM, EBSCO/ EBSCO, ProQuest, and EBSCO. Ultimately, this study investigated both latent and manifest themes of narcissism and psychological marketing concepts to find solutions that leaders can use to initiate change in organizations. Results: The current study suggests that narcissistic women insist on having the best things but still have the inability to acknowledge other people's feelings. Therefore, psychological marketing can utilize such traits to ensure that the quality of their commodities matches their promises during marketing and that their customer's needs are not infringed at the expense of another customer's needs Conclusions: One of the implications of narcissism in marketing provides is that brands can easily gravitate towards litigations especially amidst unhealthy competitions. In the process of getting customers to acknowledge another brand as a better option, the competition may stir corporate conflict.

• Journal of Global Scholars of Marketing Science
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• v.17 no.4
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• pp.91-111
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• 2007

Marketing is said to be a zero sum game i.e. each gain of customer for a firm is always at the expense of some other firm's customers. Therefore in a marketplace churn is a natural occurrence. Churn in Indian telecom market is among the highest in growing telecom markets. By using binary logistics regression analysis based models based covering a sample of 822 Indian telecom subscribers; this paper attempts to examine the determinants of churn. The future churn is found to be dependent on satisfaction level of the customer with the service provider, attitude and loyalty of the customer variables, intended churn (i.e. intention to churn) and current loyalty (defined as intention to recommend) and distraction (i.e. intention to experiment).

• Journal of the East Asian Society of Dietary Life
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• v.16 no.6
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• pp.772-776
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• 2006

The purpose of this study was to examine the differences in satisfaction of leisure life and quality of life using standardized evaluation tools developed by WHO. Resource availability when dining out was measured by objective index(time of dining out, dining out expense) and subjective index(perceived satisfaction with time of dining out and dining out expense). In this study, 500 questionnaires(male & female adults) located in Seoul and the metropolitan area were sampled by convenience sampling and gather in 433 sheets of questionnaire. Data was analyzed by frequency analysis, factor analysis, reliability analysis, correlation analysis and regression analysis using SPSS Win 12.0. As a result there was high positive correlation between time of dining out, dining out expense and perceived satisfaction with time of dining out and dining out expense. Moreover, dining out resources impact on leisure life satisfaction and quality of life. Leisure life satisfaction had fairly high effects on quality of life. Since there is an increase in leisure time the desire to improve quality of life while enjoying dining out as a part of leisure life is increasing and as various forms of consumption takes place, it suggests that segmentation of dining out market is necessary and marketing strategy should be established.

• Journal of Distribution Science
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• v.20 no.5
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• pp.119-127
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• 2022

Purpose: The purpose of this study is to analyze the Cost-Effectiveness Analysis (CEA) of wholesale and retail brokerage businesses in Korea. And give managerial implications and contribute to academics. Research design, data and methodology: This research empirically analyzes the relationship between expenses and business performance. As for business performance, this research considered two financial performances; sales and profit. As for antecedent variables, this research measured three cost investment expenses; human resource management (HRM), marketing (MKT) and corporate social responsibility (CSR). This research used frequency analysis, correlation analysis, stepwise regression analysis and curve estimation analysis. Results: The result shows that HRM and CSR positive significant influence on sales yet marketing negatively significant influence on sales. And for profit, HRM and CSR give a positive significant influence. However, marketing's influence was not significant. According to curve estimation analysis, the relation between individual cost and performance, best functional relation was all quadratic functions. Some results show ∩ shape and others show shape. Conclusions: Based on this study result, implications for practical management to Wholesale and Retail Brokerage companies in Korea. And the contribution to academics is expected. Also, based on the limitation of this study, future research is suggested.

• Journal of Information Technology Applications and Management
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• v.23 no.4
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• pp.83-100
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• 2016

In this paper, we present the DEA (Data Envelopment Analysis) application case study to investigate the regionally distinctive telco management characteristics of the Asia-Pacific countries. This study attempts to exploit the implications of DEA for the assessments of core process capabilities of telcos. Accordingly, we extract input variables of CAPEX (capital expenditure), operating expense, marketing expense, and number of employees, each to reflect the competitiveness of the core processes such as fixed asset utilization, operation & sales efficiency, and white collar productivity. In conjunction with the input variables, the output variables are chosen as EBITDA (Earnings Before Interest, Taxes, Depreciation and Amortization), ARPU (Average Revenue per User), and number of subscribers. The computational testing results, conducted with total 37 telcos of the 12 Asia-Pacific countries, are analyzed in various ways to understand the distinctive performance characteristics across the region. The managerial implication captured from this study provides useful insight for using DEA as the international telco management purpose.

• Journal of Distribution Science
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• v.14 no.10
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• pp.147-152
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• 2016

Purpose - High quality films are affected by both the production stage and various variables such as the size of the movie investment and marketing that changes consumers' perceptions. Consumer preferences should be recognized first to ensure that the movie is successful. If a film is produced without pre-investigation and analysis of consumer demand and taste, the probability of success will be low. This study investigates the balance of production costs, marketing costs, and profits using game theory, suggesting an optimization strategy using the simplex method of linear programming. Research design, data, and methodology - Before the release of the movie, initial demand is assumed to be driven largely by marketing costs. In the next phase, demand is assumed to be driven purely by a movie's production cost and quality, which might also further determine consumer demand. Thus, it is essential to determine how to distribute pure production costs and other costs (marketing) in a limited movie production budget. Moreover, it should be taken into account how to optimally distribute under the assumption that the audience and production company's input resources are limited. This research simplifies the assumptions for large-scale and relatively small-scale movie investments and examines how movie distribution participant profits differ when each cost is invested differently. Results - When first movers or market leaders have to choose both quality and marketing, it has been proven that pursuing a strategy choosing only one is more likely than choosing both. In this situation, market leaders should maximize marketing costs under the premise that market leaders will not lag their quality behind the quality of second movers. Additionally, focusing on movie marketing that produces a quick effect while ceding creative activity to increase movie quality is a natural outcome in the movie distribution environment since a cooperative strategy between market competitors is not feasible. Conclusions - Government film development policy should ignore quality competition between movie production companies and focus on preventing marketing competition. If movie production companies focus on movie production quality improvement then a creative competition would ensue.