• Asia Marketing Journal
• /
• v.20 no.1
• /
• pp.49-68
• /
• 2018

It is appropriate and useful to interpret some product classification schemes as buyer behavior models; such classifications permit investigations of discrepancies between classification predictions and actual buyer behavior. We review existing product classifications and identify underlying behavioral assumptions of various classification schemes that have been used in the marketing discipline for more than nine decades. Recognizing the irrelevance of existing product classifications for current products, we propose a new reclassification framework by incorporating transparency concepts. Based on this extended product classification, we highlight the potential roles of product classification study as an important link between consumer research and marketing strategy, emphasizing behavioral implications.

• Asia Marketing Journal
• /
• v.19 no.3
• /
• pp.1-17
• /
• 2017

The current research examines whether and when cause marketing, whereby firms link product sales to the support of a charity or cause, can increase charitable giving and happiness. Previous research suggests that cause marketing might reduce charitable giving and happiness among consumers. However, the present research finds the opposite result by introducing nostalgia as a moderator; cause marketing can enhance consumers' charity giving when their nostalgia is triggered. Moreover, results show that charitable giving increased by cause marketing improves feelings of happiness, suggesting that people view charitable behavior as a means of enhancing happiness. Interestingly, charitable giving and happiness are promoted by the situational priming of nostalgic events, but not by chronic individual differences such as nostalgia proneness.

• Asia Marketing Journal
• /
• v.6 no.2
• /
• pp.69-87
• /
• 2004

This study introduces the marketing case of KT NESPOT, the new product marketing strategy of hi-tech communication services. Hi-tech products have different characteristics and the marketing strategy from introduction to growth stage is particularly important for the success of such products. This case explored the characteristics of hi-tech products, analyzed the marketing environments, and suggested how such new products can succeed in marketing.

• Asia Marketing Journal
• /
• v.12 no.2
• /
• pp.177-196
• /
• 2010

• Journal of Korea Society of Industrial Information Systems
• /
• v.6 no.3
• /
• pp.95-106
• /
• 2001

Rapidly changing today's market requires new and innovative marketing approaches. Relationship marketing is one of the innovative marketing approaches. The key elements of the relationship marketing concept are the attraction, maintenance and enhancement of customer relationships for competitive advantage. Customer information provides the foundation for relationship marketing activities within an organization. Relationship marketing is not possible without the development and use of a database marketing system. Often the greatest obstacle in achieving advantage from relationship marketing is the development of a database marketing system. Thus, it is imperative marketers identify the characteristics necessary for successful database marketing if they hope to practice relationship marketing. A lot of researchers conclude that organizational barriers are the true, key critical issues in obtaining competitive advantage from database marketing. While Fletcher, et al. found strong evidence f the importance of organizational variables on database marketing, this area of research is largely unexplored. The objective of this research is to provide additional empirical evidence of the relationship between organizational variables and database marketing sophistication.

• Asia Marketing Journal
• /
• v.15 no.2
• /
• pp.29-47
• /
• 2013

Distribution channel decisions involve long-term commitments with other firms that are very difficult to change or replace. In particular, marketing channel decisions in emerging markets are much more complicated due to unfamiliar conditions and problems such as lack of market data and distribution systems. Therefore, when a company considers changing or introducing a marketing channel in an area, it is much more difficult to judge its effectiveness in an emerging market than in a developed market. In this study, we investigate the development process of a new direct marketing channel of Hongfu Fertilizer Company (hereafter Hongfu), a medium-sized Chinese fertilizer manufacturer, and propose an approach to test the feasibility of this new marketing channel in the Chinese rural market. We measure the effectiveness of Hongfu's new marketing channel from two perspectives: i) from customers' perspective through direct responses of farmers, which showed that a new channel can increase the convenience and lower the purchasing costs for the farmers, and ii) from the company's perspective, by calculating the incremental profit of the company using the expansion factor (T/Q) method, which suggested that the execution of Hongfu's strategy to expand a new marketing channel will result in an increase in profits. The results of this study contribute to the development of a methodology to test the feasibility of a new direct marketing channel in the emerging markets such as the Chinese rural market. Traditional and indirect distribution channels in emerging markets are generally not very efficient and difficult to change. Especially, in emerging markets, like the Chinese rural market, the methods of testing channel feasibility must be different from that of developed markets. Considering market situations, market experiments can be more effective then systematic market surveys in testing channel feasibility in emerging markets. This study implies that managers must learn to cope with a transition from the traditional marketing channels in emerging markets. With the development in farmers' understanding of marketing concept, the transition from traditional marketing channel is unavoidable for all firms. Farmers in China are generally very conservative, however, their buying behaviors are changing. Therefore, fertilizer companies should try to adjust in accordance with farmers' demand characteristics that the efforts to meet the economic needs of farmers with new marketing channels as well as trust building are critical in the near future.

• Journal of Korean Library and Information Science Society
• /
• v.45 no.3
• /
• pp.249-270
• /
• 2014

The purpose of this research is to suggest a library marketing model. To achieve the study purpose, this research adopted content analysis methodology. The research papers relating to the subject library marketing were analyzed using qualitative content analysis method. In addition, the study result was revised through the comparison with the general nonprofit marketing process model. As a result, library marketing model was proposed. The final library marketing model was composed of the following elements: 1)Customers(Library users), 2)Internal environmental changes, 3)External environmental changes, 4)Set library marketing goals, 5)Various library marketing strategies, 6)Specific marketing strategy tactics, 7)Implementation of the tactics, 8)Evaluation, 9)Positive evaluation result, 10)Negative evaluation result, 11)Customer satisfaction, 12)Increased library usage rate. and 13)Establishment the positive social value of library.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.39 no.1
• /
• pp.43-54
• /
• 2015

This study examines how consumer value and conspicuous consumption tendency influence attitudes and purchase intention toward fashion cause-related marketing products. Survey questionnaires were distributed to 326 women in their 20's to 50's living in Seoul January 2012. The instruments included measurements of consumer value, conspicuous consumption tendency, attitude toward fashion cause-related marketing products, intention to purchase fashion cause-related marketing products, and demographics. Factor analysis, correlations, and multiple regressions were conducted using SPSS 12.0. The results of this research are as follows. Consumer value affected attitude toward fashion cause-related marketing products as well as intention to purchase products. Those with a higher conspicuous consumption tendency showed a higher intention to purchase fashion cause-related marketing products, regardless of attitude toward fashion CRM products. This indicates that and association with famous prestige brands will increase the possibility of success of cause-related marketing products. The research helps establish a marketing strategy to launch new fashion cause-related marketing products by discovering the relationships between consumer consumption patterns and attitudes toward fashion cause-related marketing products.

• Journal of Distribution Science
• /
• v.18 no.11
• /
• pp.15-22
• /
• 2020

Purpose: A marketing strategy for private institutions requires marketers to leverage consumer behaviors and educational psychologies when advertising and promoting product portfolios. Indeed, understanding consumers can make marketers more effective, and the purpose of this research is to tackle private institutions' education marketing by combining marketing theories and learning theories. Research design, data and methodology: The content analysis used in this study will be suitable because there exists numerous prior studies regarding marketing strategy and educational theories. Therefore, the current author could obtain and collect adequate textual facts from much of the literature review. Results: Marketing strategies that are mixed with educational theories increase consumer enrolment due to perceived usefulness, and this implies that an adequate marketing model could help improve sustainability and income as a result of enrollment in private educational institutions. The research also identified that marketing is connected to psychology and that marketers can exploit educational and psychological theories to increase successful enrolment in private educational institutions. Conclusions: Most importantly, the target market for private educational institutions is diverse, and institutions can use direct marketing to appeal to specific audiences. Also, the research implies that diversification strategies can increase enrolment if marketers exploit behavioral learning theories in the marketing process.

• Journal of Distribution Science
• /
• v.13 no.7
• /
• pp.5-10
• /
• 2015

Purpose - Gen Y college students have emerged as a profitable consumer segment because of their growing purchasing power and influence on others' buying decisions. Digital marketing is deemed effective in increasing Gen Y college students' knowledge of and interest in products and services. This research examined the effect of digital marketing on Gen Y college students'perceptions, attitudes and purchase intentions toward cotton clothing compared to that of conventional print marketing and no marketing. Research design, Date and Methodology -Data were collected from three different groups of college students from a large university in the U.S.: the group with no cotton marketing, those with print media marketing, and those with digital marketing. Result - The findings confirmed that college students who were exposed to cotton digital marketing displayed the highest level of agreement on the benefits of cotton clothing. They also exhibited the most favorable attitudes and strongest purchase intentions toward cotton clothing. Conclusions - To target Gen Y consumers effectively, marketers should consider a digital marketing strategy to promote their products and services.