• 유통과학연구
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• 제13권5호
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• pp.91-102
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• 2015

Purpose - This study aims to build a systematic frame for effective marketing performances by prioritizing product type and pertinent channel that are appropriate for digital channel characteristics. FCB grid model was used to define a product type, and Internet communication satisfaction index was considered as a marketing performance measuring tool for digital channel. Research design, data, and methodology - As systematic understanding for Digital marketing is still unfamiliar to even professional marketer, the hypothesis was established based on preliminary research by conducting a qualitative survey of marketing experts who already experienced digital marketing in the fields as well as existing related study literature. Through a preliminary research, the degree for understanding for digital marketing, current digital marketing (including product/channel mix) execution status, and difficulties for marketers who had experienced digital marketing were figured out. Based on preliminary research, the main part of survey was designed to examine which type of product would be effective for digital marketing and which digital channel would be effective to achieve marketing performance in line with marketing objectives. To collect data, the questionnaire survey was conducted for professional marketers who had experienced digital marketing in 10 different fields including FMCG, cosmetics, distribution industry for one month (July, 10, 2014~Aug, 10, 2014). A total of 90 questionnaire were distributed and 66 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analysed using SPSS ver.18.0. Results - The analysis for product type which is pertinent to digital marketing and prioritization for digital channel per digital marketing performance type could be summarized as followings. First, high involvement buying decision type of product and rational purchasing decision type of product in FCB grid are more effective for digital marketing in terms of marketing performance. Therefore, marketers in field would prioritize considering product type before executing digital marketing. Second, factor for sales increase, potential consumer creation and brand awareness was represented respectively 31.25%, 21.9%, and 20.8% as a result of factor analysis in terms of digital marketing channel performance. Third, effective major digital channel per digital marketing performance factor was differently identified as each digital channel has its own peculiarity. For instance, search engine is more effective for increasing sales while social media such as facebook and Kakaotalk is more effective for encouraging consumer participation. Conclusions - As a result of this study, product type and peculiarity which were pertinently fit to digital marketing were identified by using FCB grid model, and also suggested framework for decision making of digital channel selection in line with marketing objectives for effective marketing performance. It also provided insight to professional marketer which type of product could be effective for digital marketing execution as well as which factors should be measured for digital marketing performance.

• 한국의류학회지
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• 제34권4호
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• pp.663-672
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• 2010

This study analyzes how the relationship marketing implement factors of masstige fashion brands influence the trust, satisfaction and repurchase intention of consumers. The survey was conducted from October $15^{th}$ to $30^{th}$ in 2008 with 330 responses used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The results show that the relationship marketing implement factors of masstige fashion brands were customer orientation, salesperson expertise, communication, brand expertise, and inducement. The relationship marketing implement factors of masstige fashion brands influence the trust and satisfaction of consumers. The trust and satisfaction of consumers influence the repurchase intention in the masstige fashion brands.

• 패션비즈니스
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• 제13권5호
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• pp.102-109
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• 2009

The purpose of this study was to investigate TV home shoppers' compulsive buying, focused on shopping orientation and marketing promotion variables. Four hundred one female home shoppers who have purchased fashion products through TV home shopping. For data analysis, descriptive statistics, factor analysis, t-test, and Cronbach's Alpha were used in this study. The results were as follows: First, approximately 17% of respondents were revealed as compulsive buyers. Second, for shopping orientation instrument, three factors of shopping orientation were found and labeled as 'indifferent', 'hedonic', and 'economic' factors. Third, compared to non-compulsive buyers, compulsive buyers had higher hedonic scores. Finally, compulsive buyers considered marketing promotion variables such as show host, scarcity sales, gift events as important factors for their purchasing than non-compulsive buyers. Based on these results, it would provide TV home shopping marketers efficient and social responsible marketing strategies.

• 디지털융복합연구
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• 제7권3호
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• pp.75-82
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• 2009

The purpose of this study is explore the effect of brand marketing on the circulation structure factors as corporation image, brand image, and purchase intention and to clarify the causal sequence model in mobile phone corporation The results confirmed the suggested hypotheses. In addition, the analyses showed that effects of both brand marketing-related variables and the circulation structure factors as CI (corporation image) and BI(brand image) and PI(purchase intention) are mediated by the other variables. Based on the findings, the study showed that the effect of brand marketing indirectly on the purchase intention is mediated by corporation image and brand image in mobile phone corporation.

• 대한안전경영과학회지
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• 제13권4호
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• pp.171-177
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• 2011

This paper reviewed the relationship between internal marketing and incremental innovation, and the moderating effect of firm size. The results of hierarchical multiple regression analysis, based on the responses from 322 employees in small business, showed that almost internal marketing factors effects positively on incremental innovation. All internal marketing factors(CEO support, compensation system, education & training, internal communication, authority delegation) appeared to be related positively with process innovation and service innovation. And all other factors(compensation system, education & training, internal communication, authority delegation) except CEO support showed to have positive relationship with operation innovation. In the moderating effects, internal communication effects more positively on incremental innovation in large firm-size than in small firm-size. But delegation effects more positively on incremental innovation in small firm-size than in large firm-size.

• 한국건축시공학회:학술대회논문집
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• 한국건축시공학회 2014년도 추계 학술논문 발표대회
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• pp.224-225
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• 2014

In recent years, the domestic construction business is continuously stagnated caused by housing depression, global financial crisis etc. To overcome these difficulties, the construction companies should reinforce the internal marketing like the service business. However, it is not easy to conduct active internal marketing reinforcement since the companies do not directly receive customers under special situation like construction. Therefore, it is necessary to resolve the urgent issue by selecting order of priority among internal marketing factors. To address this issue, the objective of this study is to analysis the internal marking factors by using Analytic Hierarchy Process.

• Journal of Information Technology Applications and Management
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• 제17권2호
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• pp.91-109
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• 2010

The success of new product is a key factor for getting competitive advantages. Marketing research has been investigating marketing capability, manufacturing technical capability, cross-functional integration, market knowledge competence, and competitive environment as the key success factors of new product advantage. Recently, the role of IT capability in enhancing new product advantage is assumed in the literature. However, the empirical studies on the role of IT capability are lacking. The purpose of this study is to identify the effects of IT capability on new product competitive advantages and the relationship between IT capability and the key success factors for new product advantage. Conducting an empirical field study, the IT capability is shown to have a direct effect on new product competitive advantages, and to be also the key success factor to make up for marketing capability and manufacturing technical capability. This study develops a conceptual model on the role of IT capability in enhancing new product competitive advantages by integrating marketing research and IS research.

• 품질경영학회지
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• 제29권3호
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• pp.18-38
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• 2001

This paper attempts to identify variables which affect Korean electronic commerce(EC) venture's strategies for the international market entry decision making. Especially in the perspective of quality management perspective, it is highly relevant question which factors are critical when the industry has high technology driven characteristics such as EC, product quality related factors or environmental factors. Technology competence, operational competence, local marketing competence, psychological barriers, domestic competition level, and local infrastructure level are included to generate the explaining model for international market entry decision. The result is that the higher technology competence and local marketing competence are the significant factors. The higher the perception in these factors, the higher the intention to enter the international market in EC industry. These factors play a pivotal role in determining to go abroad the foreign EC market. Our finding implies that the subjective confidence on quality of EC solution(technology competence) and venture's capability of maintaining it(local marketing competence) are the important factors, when EC ventures make the decisions to enter the foreign markets.

• 한국식생활문화학회지
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• 제22권5호
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• pp.575-581
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• 2007

The purpose of this study was to investigate the influence of additional marketing mix on overall satisfaction of customers at family restaurants in Seoul and Kyongki-province. In this research frequency analysis, reliability analysis, factor analysis, multiple-regression analysis were employed to analyze the data. Additional marketing mix were divided into 3 factors. Employee(${\beta}=0.352$, t(p)=7.221(0.000) had the most positive impact on overall satisfaction. And physical evidence(0.160, t(p)=3.271(0.001) and process(${\beta}=0.114$, t(p)=2.338(0.020) influenced positively(+) in order. As a result, all factors of additional marketing mix influenced significantly overall satisfaction of customers. These additional marketing mix are regarded as effective marketing tactic to reduce intangibility of food-service business. Therefore restaurant company needs to manage additional marketing mix sufficiently to maintain of customers' satisfaction at family restaurants.

• 유통과학연구
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• 제18권7호
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• pp.73-81
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• 2020

Purpose: This research examines the factors that influence organic food purchasing decisions of kindergartens in Ho Chi Minh City, Vietnam. Research Design, Data, and Methodology: A mixed-method research was utilized in this study. It included a focus group of 10 participants and a survey of 304 respondents, (quantitative research) who are employed in the selected kindergartens, using both online and paper surveys based on nonprobability and convenient sampling. The SPSS and SmartPLS 3 software were used to analyze data. Results: a) Eight factors affect the purchase decision of kindergartens; b) Environment Attention, Normative Beliefs, Trust belief on brand, Cost of meal set, and Reference group positively affect Intention behavior; c) Feeling safe positively affect Perceived Quality Product. Perceived quality of product and Intention behavior positively affect organic food Purchase Decision of kindergartens. Conclusion: Eight factors affect organic food purchasing decisions of kindergartens in Ho Chi Minh City. This study offers recommendation and solutions for a stable output of organic products in Vietnam, and ways to popularize them within the community.