• 한국IT서비스학회지
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• 제12권2호
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• pp.387-410
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• 2013

Due to the development of information technology, Convergence and Creative Economy became hot issues. For example, products become more intelligent and services are likely to be connected and integrated around core services or provided as bundle solution. Meanwhile products and services are integrated in the context of mutual supplementation, which leads to Servitization of Products and Productization of Services in many industries. Previous studies have addressed Convergence with different terms and definitions such as Convergent, Multicategory Multifunctional Product, Clouding Service, Bundle and so on from one perspective such as consumers, suppliers or technology according to a wide range of academic approaches. Thus, this study attempted to suggest the most typical convergence products released in the convergence environment and categorize those products. Furthermore, this study has pointed out the problems in the New Product Development Framework discussed in the studies on marketing by taking the situation of the public sector into account and then suggested "New Service Development Framework in the Public Sector" that are different from traditional e-Gov. approach basically and will enable the government to create public information service and provide them to enterprises or citizens. It also emphasized the importance of Business Conceptualization Stage in the framework; argued that there is a necessity of an integrative study from the perspective of technology on the basis of the approach from the perspective of marketing and Policy such as a study of consumer behaviors, design and marketing channel and Policy Integration for the development and dissipation; and furthermore suggested the cases-the development/Diffusion of Transportation Card Service in Seoul and CFC (Call for Collaboration) in Singapore-in order to verify the framework. There is a need to supplement New Service Development Framework so it is able to reflect the distinct characteristics of the public sector from the academic perspective and be used as practical guidelines for SI (System Integration) business to shift into IT Service business. Last but not the least, this study has suggested the limitations and the directions for the future studies.

• 한국산학기술학회논문지
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• 제9권3호
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• pp.702-709
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• 2008

본 논문에서는 개인화와 이동성을 결합하여 제공될 수 있는 유비쿼터스 위치 기반 서비스 기반의 u-마케팅 시스템 프로토타입을 개발하였다. u-마케팅 시스템은 기존 모바일 마케팅 시스템을 보다 더 효율적으로 지원하는 u-LBS 기반 기술을 활용한 u-마케팅 콜센터이다. 지금까지의 모바일 마케팅이 불특정 다수의 고객에게 일방적으로 홍보 내용을 전달하는 스팸 방식에 마케팅이었다면, u-마케팅 시스템은 u-LBS 기반 기술을 활용하여 이동통신사 가입 회원의 성별, 연령, 거주지, 직업과 그리고 휴대폰의 위치정보나 GPS를 통하여 가입자의 위치정보를 활용함으로써 회원사가 원하는 맞춤형 타겟 마케팅을 지원할 수 있는 위치기반의 유비쿼터스 마케팅 시스템이다.

• 경영과정보연구
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• 제3권
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• pp.257-285
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• 1999

Korea Postal Service(KPS) nowadays lies in competitive environment with alternative business such as door-to-door delivery service. Customers began to complain about postal service quality and ask the government to reform a public firm through management innovation. But, Korea Postal Service has not met the break-even point between it's revenue and expenditure because the service is under the government system and cannot independently make major decisions on products, pricing, services, personnel management, financial policies and etc. The objective of this study is to provide marketing planners and practitioners with some guidelines when they establish marketing strategies and to help marketers on theories and practical instructions about postal service marketing when they interact with customers. I. A field survey on both customer satisfaction and internal staff satisfaction was conducted to get some ideas for the marketing strategy planning. II. Practical guidelines and instructions were made for marketers to communicate with customers in various areas such as pricing, product, service demand, marketing channel, promotion, and etc. III. Some suggestions on marketing policies for planners and mangers in the marketing strategy were described including personnel resource as well as physical resource. IV. Special issues on small packet market and direct mail market were discussed and some alternative solutions were proposed. V. Database marketing strategy was emphasized to get new business opportunities such as direct mail, and to provide differential services to customers as much as their contribution into the profitability for KPS. VI. Cyber Post Office should be constructed on Internet to provide new services which are combined with physical material flow and information technologies.

• 패션비즈니스
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• 제12권4호
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• pp.46-55
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• 2008

The purpose of this study is to provide the effective internet marketing communication strategy as marketing tools by analyzing the web sites of young casual fashion brands. We've selected 19 young casual fashion brands in 3 department stores and made the classification standard - advertising, promotion, public relation(PR), customer management - and analysed the young casual fashion brands according to 4 classification standard on the web sites. As a result of study, it is found that 19 young casual brands' web sites put an emphasis on activity of customer management and promotion in general. However, they did not conduct the PR and advertising actively compared with other parts. Especially, the promotion strategy occupies more parts than any other parts through the variety of membership card's services. Also they are sending e-mails or providing 1:1(FAQ/Q&A) board to the members as a customer management to be able to help to communicate with customer through the web site.

• 한국유기농업학회지
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• 제26권1호
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• pp.73-82
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• 2018

The alternative marketing can be defined a face to face regional marketing that commodities are traded based on mutual trust and understanding which have been accumulated through relationships formation and interaction between producers and consumers. Essences of an alternative marketing are formation, expansion and solidarity of relationships between producers and consumers, mutual trust and communication, and cooperation. Based on these, it makes it's principle to trade regionally and shorten food mileage and psycho-social distance. For example, there are local food direct stores, local food markets, farmer's markets, food package sales, CSA, local food school or public meal and so on. In alternative marketing, the relationship among them is especially considered very important in marketing process, not just a flow of commodities.

• Asian Journal for Public Opinion Research
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• 제8권2호
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• pp.160-177
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• 2020

In Indonesia, concern about environmental protection is increasing. Thus, companies not only adjust their products but also create promotion strategies with environmentally friendly messages, called green marketing. This study identifies the effect of green marketing on purchase intentions. A quantitative method with an explanatory design was conducted. Data was gathered online. In this study, the population was @InnisfreeIndonesia Instagram followers. Thus, a direct message with the survey invitation was sent to randomly selected Instagram followers. Additional followers were invited daily for about a month until 100 responses were collected. The majority of respondents were Indonesian females, age 21-25. The results show that green products partially influence purchase intentions. Once consumers consider environmental friendly issues before buying a skin care product, they may identify whether the product is toxic-free, environmentally friendly, and holds a certification that identifies it as such. Thus, potential consumers tend to seek information to set expectations about the product they want to buy, prioritize them over other products, and to refer the product to others.

• 마케팅과학연구
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• 제17권3호
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• pp.83-108
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• 2007

경제, 사회, 생태의 조화를 추구하는 지속가능한 발전은 21세기에 마케팅의 중요한 도전과제 중의 하나라 할 수 있다. 사회 및 생태적 관점의 통합을 통해 마케팅은 범세계적으로 대두되는 환경과 개발을 위한 패러다임으로서 지속가능한 발전 의제에 크게 기여할 수 있으리라 기대한다. 본 논문은 국제기업환경 변화의 패러다임으로 등장한 지속가능한 발전의 의미와 마케팅 영역에 제시되는 과제로서 지속가능마케팅컨셉의 의사결정 지향적 접근을 시도한다. 본 논문에서는 지속가능마케팅의 의사결정 지향적 컨셉을 여섯단계로 체계화하며, 생태 및 사회적 문제들의 분석, 고객욕구의 분석, 규범적 지속가능마케팅, 전략적 지속가능마케팅, 운영적 지속가능마케팅 그리고 변환적 지속가능마케팅으로 구분하여 고찰한다.

• 한국철도학회:학술대회논문집
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• 한국철도학회 2011년도 정기총회 및 추계학술대회 논문집
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• pp.2174-2181
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• 2011

The purpose of this article is to highlight the relationships among market orientation, environmental turbulence, marketing capabilities, and organizational performance in railway industry(616 participants). Major findings are: 1) market orientation showed a significant effect on marketing capabilities, and organizational performance, 2) environmental turbulence functioned as a moderator not to organizational performance, but to marketing capabilities, 3) and marketing capabilities showed a strong effect on organizational performance. These findings imply that market orientation, as well as marketing capabilities, are so essential for creating a supreme performance in the railway industry.

• 무역상무연구
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• 제66권
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• pp.241-261
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• 2015

About trade show strategic practical use plan, sought practical use plan hereafter with problem in 5 side. First, need that supply reliable and objective information about exhibition utilizing active public relations of domestic trade show certification system and international certification system. Second, I need to reinforce budget support estimation to expand governmental budget support and strengthen professionalism of exhibition operation. Third, need to seek globalization strategy of exhibition industry concretely to overcome realistic limit of domestic exhibition industry. Institutional improvement for long-term public information of exhibition and participation company's satisfaction raising and infra for gallery's management result should be established. Fourth, need excavation of various first-hand field marketing that can dig various interaction method with customers and invite new customers by booth exhibition. Fifth, need professional worker positivity, deflation that fulfill knowledge that is adapted, and precedes in environment worldwide exhibition industry training actively universal exhibition industry professional worker. Foreign exhibition is an one of marketing tactics that is generalized that can approach to oversea market in less expense relatively. To measure exactly fact and participation result of exhibition that select suitable exhibition in one's own company's marketing goal in company's standpoint that participate in exhibition according as exhibition number is increased and function of exhibition is diversified became difficult.

• Journal of Preventive Medicine and Public Health
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• 제54권5호
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• pp.330-339
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• 2021

Objectives: Tobacco control in Indonesia is very lenient compared to international standards. This study explored the perspectives of tobacco control stakeholders (TCSs) on the likelihood of advancing tobacco marketing regulation in Indonesia. Methods: Data were collected from TCSs who were members of the Indonesia Tobacco Control Network group in a modified Delphi study. We collected the data in 2 waves using a questionnaire that comprised a set of closed and open-ended questions. For this paper, we analysed 2 of the 3 sections of the questionnaire: (1) tobacco advertising, promotions, and sponsorship (TAPS) bans, and (2) marketing and retailing regulations. We conducted a descriptive analysis of the scores using Stata/IC.13 and summarised the comments for each item. Results: The TCSs viewed the measures/strategies across all aspects of TAPS and tobacco marketing regulation as highly desirable, but provided varied responses on their feasibility. They rated political feasibility lower than technical feasibility for most measures. Advancing TAPS measures and prohibition of selling to minors were considered more attainable by sub-national governments, while prohibition of tobacco corporate social responsibility was considered as the least feasible measure in the next 5 years. Conclusions: Despite little optimism for substantial national-level change, there is a positive expectation that sub-national governments will strengthen their tobacco control regulation. It is paramount that the government reduce tobacco industry leverage by implementing Article 5.3 of the World Health Organization Framework Convention on Tobacco Control. Extending advocacy networks beyond tobacco control groups and framing tobacco control more effectively are necessary steps.