• International Journal of Computer Science & Network Security
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• v.22 no.2
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• pp.47-56
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• 2022

The article defines the principles of formation of digital marketing strategy of enterprises in the conditions of intensification of competition on the international market. The stages of development of digital marketing strategy of enterprises in the conditions of intensification of competition in the international market are substantiated, which includes: setting goals, which envisages observance of the principles of SMART-scheme; product or service analysis; monitoring of competitors; analytics of definition and segmentation of the target audience of the enterprise; selection of digital marketing tools and channels for promotion on the international market of products or services; formation of a unique, unique trade offer, selection of indicators for evaluating the effectiveness of digital marketing strategy and its tools. It is proved that according to the principle of SMART method of goal setting it is necessary that the goals have: specificity, measurability, achievability, relevance, achievement of the goal should be limited in time, have specific deadlines. To increase the effectiveness of digital marketing strategy, it is necessary to analyze the internal and external environment using the method of SWOT-analysis, the advantage of which is a comprehensive assessment of the company, competitors and the industry as a whole in the face of competition in the international market. The main indicators of evaluation of the effectiveness of digital marketing strategy in the conditions of intensification of competition on the international market are substantiated.

• Journal of the Korea Safety Management & Science
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• v.14 no.3
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• pp.245-257
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• 2012

Business environment, competition among firms in recent years, diverse and fragmented by the symbol of the consumer has become very complex and intense. Nevertheless, for the best performance of firms differentiated their company strives to have unique core competencies. In this study, reviewing the internal customer support activities and existing research on market orientation and then how it affects the future strategy for the internal customer support activities. Through the results of this study, first, to appear understanding of the effect of education and training to customers in enterprise-wide, strategic plan through competitor analysis, improved communication between departments, etc need to design to be effective in performance of company in a long term when in planning and training for employees such as job training, service training and training for improving service mind. Second, employment stability and internal communications to the employee's customer orientation showed no significant affect. This is considered for employees due to lack of fear or anxiety, so the employer could focus on his role in the current organization willing to participate actively for goals of the organization. Finally external customer orientation in the employee's customer orientation did not affect the analysis results which is appeared to in companies are constantly communicating with employees through the company's position and the difference between the employee's position is necessary to look for ways to narrow down.

• Korea Journal of Hospital Management
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• v.6 no.3
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• pp.90-108
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• 2001

This research examines the compensation package maximizing the utilities of internal customers by applying the market segmentation theory. Data were collected from four Korean hospitals in Seoul, Pusan and Kyunggi-do. The research is designed to seek the compensation package maximizing the utility of doctors and nurses by applying the market segmentation theory. The compensation package for doctors and nurses was classified into 5 attributes which are level of salary, payment method, education, promotion, reward method. The test results were as follows. First, the relative importance of each attribute in the compensation package is different. The level of salary is the most important, reward method is the next. Second, the utility of doctors increases by 8.7%, when they are segmented on the basis. of their preference for compensation attributes while that of nurses increases by 39.8%. The results of this study imply that the utility of doctors and nurses increases with differentiated compensation package for internal customer segmented by their preference.

• Journal of the Korea Safety Management & Science
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• v.9 no.3
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• pp.173-182
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• 2007

We suggested the policy of labor management in pump manufacturing industry through survey in order to improve competitive ability. In pump manufacturing industry, since it is difficult to find sufficient worker having technical skill and knowledge concerning pump manufacturing technology, therefore the industry must cultivate the employee systematically. We reached the result, production engineer and R&D engineer play an important role to improve competitive ability in pump manufacturing industry. Though they need technical education, the effect of education was not satisfactory. To solve this problem, suitable technical education course must be devised. Marketing reinforcement is a important factor in pump manufacturing industry. To achieve marketing reinforcement, each company must develop their present technology further and raise marketing ability to expand internal and external business. It is also consulted to use IT technology.

• Journal of Information Technology Applications and Management
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• v.11 no.1
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• pp.175-187
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• 2004

Many companies have integrated their internal processes with the aid of information technology. Now the focus is on interconnecting trading partners. Collaborative commerce (also known as c-Commerce) has a key role. It is not just about making it easier for business to communicate. It is about by breaking down barriers along the entire length of the supply chain. Some c-Commerce links are permanent, others get established when and where they are needed. c-Commerce is helping business in electronic supply chains to improve product delivery while cutting costs, to strengthen relationships and to reduce lead time. In this paper, we propose the concept of collaborative commerce, and design and implement Collaborative Commerce Portal (CCP) system of small and medium enterprise for marketing support. The technical definition of CCP is set of all technical elements can do collaborative commerce between small and medium enterprises with Internet or Internet. The target information of CCP includes usual and unusual information and all other information of companies used as process events. Through this, it enhances efficiency of business processes, core information sharing and marketing activation.

• Asia Marketing Journal
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• v.25 no.4
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• pp.194-206
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• 2024

The study aimed to analyze jay-customer behavior's impact on service industry employees' job stress to understand the importance of personnel management. Additionally, it aimed to identify strategies for managing job stress by examining perceived organizational support's moderating effects. The results show that the subdimensions of jay-customer behavior (i.e., verbal aggression, physical aggression, and sexual harassment) positively influenced employees' job stress. Second, job stress acts as a mediator between customer verbal and physical aggression and customer orientation, but not between customer sexual harassment and customer orientation. Third, organizational support had a moderating effect on the association between customer verbal aggression and job stress. This study demonstrates how jay-customer behavior negatively affects employees and threatens their well-being. It not only enriches the research on jay-customer behavior but also provides implications for service companies toward developing internal marketing strategies for enhancing employee happiness and fostering customer orientation.

• Journal of Korea Spatial Information System Society
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• v.11 no.4
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• pp.74-84
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• 2009

GIS based new postal marketing method is presented in this paper with spatiotemporal mining to cope with domestic mail volume decline and to strengthening competitiveness of postal business. Market segmentation technique for socialogy of population and spatiotemporal prediction of consumer propensity to purchase through spatiotemporal multi-dimensional analysis are suggested to provide meaningful and accurate marketing information with customers. Internal postal acceptance & external statistical data of local districts in the Seoul Metropolis are used for the evaluation of geo-lifestyle clustering and spatiotemporal cube mining. Successfully optimal 14 maketing clusters and spatiotemporal patterns are extracted for the prediction of consumer propensity to purchase.

• Asian Journal of Business Environment
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• v.13 no.1
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• pp.21-30
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• 2023

Purpose: The study analyzes the impact of attitudes toward food influencers on consumer purchase intention. It also aims to identify factors affecting consumers' attitudes toward food influencers. Research design, data and methodology: Based on the responses collected from 500 randomly selected consumers, the study analyzes the relationship based on the factors of influencer marketing. The authors test the conceptual model using multivariate linear regression analysis after validating the internal consistency of the data using Cronbach's Alpha reliability test and exploratory factor analysis (EFA). Results: The study finds that purchase intention is positively correlated and significantly impacted by the attitude towards influencer. The study further finds that attitude towards influencer is positively correlated and significantly impacted by source attractiveness, product match up, and source familiarity. However, source credibility is found to be an insignificant construct impacting attitude towards influencer. Conclusions: The study gives a guided solution to marketers and brand practitioners about the importance of influencer marketing in the food industry and its effectiveness in generating purchase intention. The present paper bridges a gap pertaining to antecedents and factors that impact attitudes toward food influencers and consumer purchase intention. To the authors' knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on purchase intention in the food industry.

• Journal of Global Scholars of Marketing Science
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• v.8
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• pp.233-267
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• 2001

The management environment in Korea today is undergoing rapid changes; in particular, domestic corporations and businesses are confronting formidable adversity with IMF crisis and WTO. Though cost cutback, higher quality, rapid production, and diversification of products were accepted as important requirements for competitiveness in the past, they have been replaced by brand power. Consumption patterns have changed their focus from function to image orientation. This is why managers in corporations have invested enormous amounts of resources into producing powerful brands, which can attract consumers' attention greatly enough to improve the image of their products. Brands are regarded as a vital vehicle for marketing strategies and thus as a legal asset. Brands with remarkable and favorable image can secure a loyal consumer groups stable revenues. M & A, currently active between corporations, makes brand equity all the more important. The purpose of the present study was to investigate the effect of internal marketing and increased brand diversification on brand equity by combining them as influential factors with marketing mix factor. For this purpose, literature review was make on previous fragmented studies of influential factors on brand equity build-up. Based on the findings of this study, some operational implications were suggested for marketing managers. The findings and implications of the present study are as follows; First, efficient communication among organization members was found to have a significant effect on product quality. Second, job satisfaction and efficient communication among members was shown to significantly influence price policies. Thirdly, efficient communication among organization workers proved to have a significant effect on distribution strategies. Forth, efficient communication among members was demonstrated to significantly influence advertisement and other public-relations activities. Fifth, opacity of market environment appeared to have a significant effect on product quality, prior market entrance as perceived by organization members turned to be of negative influence on product quality. Sixth, opacity of market environment was found to have a significant effect on price policies. Seventh, opacity of market environment was shown to be of significant effect on distribution strategies. Eighth, grater opacity of market environment proved to improve advertisement and other public-relations activities. Ninth, price policies, distribution strategies, advertisement and public-relations activities were found to have a significant effect on brand equity value. To sum up these findings, in order for corporations and businesses to cope with consumers' needs that are increasingly segmented, internal marketing strategies and brand diversification should be implemented so as to generate greater synergy effect. It is also important to stress that differentiated, higher competitiveness should be secured for Korean corporations and businesses to survive in the drastically changing, globalized market environment. In this regard, continuous and long-term management strategies for brand equity build-up should be ensured and is essential in the present unlimited competition. The last but not least important point to notice is that to increase brand equity value, intensive investment and constant emphasis should be made on internal marketing management on intra-organizational members before strengthening external marketing.

• Food Science and Preservation
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• v.10 no.1
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• pp.1-5
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• 2003

This study was carried out to extend a marketing shelf-life of the Jeju greenhouse mandarin fruits. Total soluble solids were not showed any significant differences by the temperatures and pre-treatments during the marketing period. Acid content and firmness of the fruits were gradually decreased, which were better in cold than in room temperature treatment. The fruits washed in electrolyzed acid water(pH 2.4∼2.7) maintained freshness higher than those of control Internal CO$_2$concentration of those was 1.0 ％ more or less in the beginning marketing stage, but increased along the marketing period in mom temperature. Especially Internal CO$_2$concentration of wax-coated fruits rapidly increased more than any other, whereas it was a little decreased in cold treatment. After 10 days in room temperature, decay ratio of the fruits was below 4.0% in electrolyzed acid water washing, compared to 10.4% in control. After 30 days in cold temperature, decay ratio was only 3.7% in electrolyzed acid water washing compared to 4.4% of wax-coated treatment and 7.4% of control. The weight loss among the pre-treatments in room temperature had no significant differences and was higher than in cold one.