• 복식
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• 제57권5호
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• pp.123-139
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• 2007

Since the late 1980's, the number of research papers published in the Journal of the Korean Society of Costume(JKSC) has increased. The JKSC is usually known for its focus on issues relevant to the aesthetics of dress, fashion design, and the history of Western or Oriental dress. The main goal of this paper is to link the academic importance of the fashion marketing field to the expansion of the journal and society. First, we defined the scope of the fashion marketing field, based on a literature review and general practices of other competitive societies and journals. First, we reviewed the curricula of the fashion marketing field from 49 universities in Korea. Next, we examined the research topics and methodology of 271 papers in the fashion marketing field published in JKSC since its first issue in 1977. By comparing the findings from the curricula and research, we drew conclusions for the fashion marketing field of the journal and society. We found that the approximately 80% of the fashion marketing courses provided at the undergraduate level are related to merchandise planning and selling processes from the company perspective. However, in more than 85% of the research papers, consumer characteristics and decision-making processes were the main focus and were used as key variables. These findings imply that more various methodological approaches are required for the research to enrich the theoretical background which, in turn, can support curricular development in fashion marketing field. The fashion marketing field in JKSC and society should make the most of accumulated knowledge in product design, symbolic aspects of fashion, and the qualitative approach in the research topics of the JKSC and society.

• 유통과학연구
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• 제19권8호
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• pp.101-112
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• 2021

Purpose: This study aims to explain the effect distribution strategy and competitiveness of entrepreneurial personality on marketing capabilities and performance, the effect of marketing capabilities on marketing performance, the role of marketing capabilities as a mediating variable on the effect of entrepreneurial personality on marketing performance, and the role of credit access moderating effect of entrepreneurial personality on marketing capabilities and performance. Research design, data, and methodology: This research was conducted in Bali, on a small clothing industry. The sample size was set at 150 respondents, using a cluster random sampling approach. Data were analyzed using descriptive analysis techniques and partial least square. Result: The findings show that; entrepreneurial personality and marketing capabilities have a significant effect on marketing performance, entrepreneurial personality has a significant effect on marketing capabilities. Another result shows that marketing capability mediates the effect of entrepreneurial personality on marketing performance, access to credit acts as a moderating predictor, and as quasi moderating the effect of entrepreneurial personality on marketing performance. Conclusions: Entrepreneurs should try to increase their knowledge and skills in marketing formally or informally. Competence in terms of individual knowledge and skills can indicate social capital investment, which indirectly contributes to one's mindset and insight.

• Asia Marketing Journal
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• 제12권2호
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• pp.111-133
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• 2010

투자상품의 확산, 고령화 등으로 인한 금융니즈 다양화와 자본시장법 시행으로 인한 금융회사간 치열한 경쟁으로 인해 금융산업 내에서 마케팅의 역할이 더욱 중요해지고 있다. 그러나, 지금까지 다른 산업에 비해 금융산업의 마케팅 연구는 상대적으로 부족하였다. 본 연구는 향후 구체적인 금융마케팅 연구들이 진행되기에 앞서 국내 금융마케팅 연구들을 정리하고, 국내 금융회사 마케팅 담당자를 In-depth 인터뷰하여 실제 국내 금융 마케팅 현황을 조사하였다. 이를 통해 향후 금융마케팅 연구에 필요한 시사점을 얻고자 하였다. 분석 결과, 다른 산업의 마케팅과 다른 금융 마케팅만의 고유 특징에 대한 이론적인 연구가 부족하였고, 금융산업 내에서 은행, 증권, 보험, 카드 산업 간의 마케팅 특징 차이에 대한 연구도 부족하였음을 알 수 있었다. 소비자행동 관점에서 금융고객의 의사결정 과정에 관한 연구도 부족하였다. 또한, 우리나라의 금융회사의 마케팅 현황은 외형적으로 어느 정도 성숙 단계에 접어들었다고 볼 수 있으나, 실제 업무는 여전히 과거의 영업지원, 혹은 프로모션 및 CRM 데이터 분석 등 단기적인 부분에 치중되어 있었다. 그리고, 은행, 증권, 보험, 카드 회사 등 각 세부 금융산업별 마케팅 담당자들이 중요하게 생각하는 금융마케팅의 키워드와 문제 인식 정도도 서로 다름을 알 수 있었다. 본 연구는 이러한 분석 결과를 바탕으로 향후 금융마케팅 연구를 위한 시사점과 함께 6가지의 연구명제를 제안하였다.

• 한국병원경영학회지
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• 제15권3호
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• pp.33-46
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• 2010

Recently, the needs for marketing activities is increasing of the hospitals, but there are no such measurement for the efficiency and the effectiveness of the marketing activities. Thus, the research aims to suggest the necessity of approach method which can combine the efficiency and the effectiveness of the marketing activities both systematically and comprehensively in line with examining the current status of marketing capability of hospitals in Korea. From the research findings, it is known that, in respect of financial performance, hospitals in Korea should establish the plan and implement accordingly in order increase both the sales revenue and profit ratio in contrast to the sales revenue through strengthening the internal marketing activities rather than the external marketing activities.

• 경영과정보연구
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• 제6권
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• pp.291-308
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• 2001

The results of this study are as follows. 1. The essential qualities of marketing ethics are that the processes which commodities and services are transferred to consummers should be made equally after they are produced. 2. The ethics of marketing management are come up with in the fields of the managements of purchasing, distribution, sales and advertising. 3. The ethics of purchasing, distribution, sales, advertising is that each management activities should be done honestly. 4. The ethics of marketing research includes the right of examiners and examinees, the attitudes of research ethics, marketing ethics platforms. 5. The right of examiners and examinees should be respected, and research attitudes should be based on conscientiousness. 6. The enactment of marketing ethics platform and the education about marketing ethics are necessary in order to keep the high level of marketing ethics.

• Asia Marketing Journal
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• 제11권4호
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• pp.121-128
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• 2010

본 논문은 소비자행동에 대한 보다 심층적인 이해를 가능하게 해주는 ethnography의 보다 효과적인 활용을 위해 마케팅과 문화인류학의 학제간 연구의 필요성을 제기한다. 최근 문화인류학자인 이용숙교수가 열린 마당에 "마케팅 연구에서의 문화인류학적 접근의 활용,"이라는 논문을 기고한 바 있다. 이용숙 교수의 논문이 문화인류학자의 관점에서 마케팅 분야에서의 ethnography 활용방안을 제시한 것이라면, 이 논문은 마케팅 학자의 관점에서 ethnography 활용방안을 제시함으로써 소비자행동 분야 연구자들의 ethnography에 대한 이해수준을 높이고자 한다.

• 한국도서관정보학회지
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• 제45권3호
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• pp.249-270
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• 2014

본 연구의 목적은 도서관 마케팅 모형의 제안에 있다. 연구 목적 달성을 위해 활용된 방법론은 국내 문헌정보학자들의 도서관 마케팅관련 연구논문들에 대한 내용분석방법이다. 관련 연구논문들에 대하여 질적 내용분석방법을 활용하여 분석하였으며, 이의 결과를 일반 비영리조직의 마케팅모형과 비교 분석하여 최종 도서관 마케팅모형을 제시하였다. 최종 도서관 마케팅모형의 구성요소는 첫째, '고객(도서관 이용자)', 둘째, '내적 환경 변화', 셋째, '외적 환경 변화', 넷째, '도서관 마케팅 목표 설정', 다섯째, '다양한 도서관 마케팅 전략', 여섯째, '구체적 마케팅 실행계획의 수립', 일곱째, '실행계획의 집행', 여덟째, '평가', 아홉째, '긍정적 평가 결과', 열 번째, '부정적 평가 결과', 열한 번째, '고객만족', 열두번째, '도서관 이용률 제고', 열세 번째, '도서관의 긍정적 사회적 가치 확립'이다.

• 유통과학연구
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• 제12권5호
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• pp.81-92
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• 2014

Purpose - This paper aims to investigate topics and trends in international marketing and cross-cultural management by conducting a content analysis of the Journal of International Marketing. Research Design, Data, and Methodology - In this study, one of the leading journals in the field of international marketing, the Journal of International Marketing, was chosen for research. A total of 199 articles were identified from a time span of ten years (2004-2013). SPSS software was used for codification and analysis of the data. Results - This study revealed some of the factors on which cross-cultural management had a strong correlation with international marketing. Of the 199 articles in the Journal of International Marketing, 64 articles related to cross-cultural management. Conclusions - A content analysis of the Journal of International Marketing comparing general articles with articles related to cross-cultural management is unprecedented. This study offers insight into the impact of cross culture on the discipline of international marketing. The findings of this research could be employed as a reference for gaining insight into the trends and influence of cross-cultural management in international marketing.

• 유통과학연구
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• 제20권2호
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• pp.65-77
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• 2022

Purpose: This study aims to identify factors affecting the adoption of e-commerce by household businesses in Vietnam's food and beverage industry. Research design, data and methodology: The integrated TAM and TOE frameworks and ten hypotheses were developed to test the relationship between relevant factors. A cross-sectional survey was conducted to collect valid data from 992 respondents who run F&B household businesses in Vietnam. Results: The empirical research results confirm all proposed hypotheses that e-commerce adoption is affected by the perceived usefulness, the perceived ease of use, vendor support partners, social expectancy, competitive pressure, subjective norm, and household resources. Meanwhile, technical readiness, environment readiness, and organization readiness are intermediate variables that influence the implementation of e-commerce in food and beverage distribution. Conclusions: The findings suggest effective orientations to foster the food and beverage e-trading practice for household businesses in developing countries. Accordingly, to encourage private household businesses to adopt e-commerce, it is necessary to focus on improving business resources, technology readiness, environment readiness, and organization readiness through raising awareness of usefulness, benefits, perceived ease of use, and increased support of vendor partners. Future research can focus on improving the efficiency of e-commerce applications in F&B distribution for both household businesses and larger-scale enterprises.

• 품질경영학회지
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• 제15권2호
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• pp.69-73
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• 1987

The aim of this study is to find out the optimal goods for the marketing research through analysing the factor effecting the marketing survey by using the experimental design method. The decisive effecting factors in relation with the marketing survey were investigated as follows; 1. A row effect (Ai; i = 1, 2, ... n) is the design sorts of woman-clothes bias. 2. A column effect (Bi; i = 1, 2, ... n) is the woman-consumer bias. In this paper the experimental design, execution and statistical analys is were conducted to find out the optimal goods for marketing research.