• Industrial Engineering and Management Systems
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• v.12 no.3
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• pp.234-243
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• 2013

In order to point out the best utility of a product (or a service), marketers need to clearly understand and measure the preference of the consumers. Among numerous marketing analysis techniques, the conjoint analysis is one of the popular tools for market research. One of the issues with this tool is the lack of feedback for the respondents. This paper proposes personal stepwise conjoint analysis based on an interactive Web-questionnaire allowing respondents to receive a diagnosis of their evaluation and giving the possibility to reconsider their evaluation. To validate our proposal, experimentation with forty-two respondents is also demonstrated. Experimental results, potential modifications and improvements are detailed in this paper.

• Journal of the Korean housing association
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• v.9 no.2
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• pp.51-56
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• 1998

With the improved quality of life standards interior design is recently gaining more concerns than ever before. This requires more well organized and standardized business and marketing in the field. Consequently, a few interior design firms concern about computerizing their marketing process to do this. This paper focuses on developing a computerized consulting system assisting interior design. For this a standardized consulting process is developed. The process includes the input of customer's information, surveying customer's preferences on interior design styles, estimation and budget adjustment, suggesting packages and interior items, and printing consulting results. The system developed is valuable in three different viewpoints: First, from the customer's view it can be a decision-making tool. Second, from the consultant's point of view it is a front-end marking tool. Third, it is an information collector from the viewpoint of an interior design firm.

• Journal of the Korea Society of Computer and Information
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• v.21 no.12
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• pp.91-96
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• 2016

In this paper, we propose the CRM service model for analyzing and managing location based data collected by Wi-Fi and BLE. As mobile devices became personalized, enterprises became interested in individual location, and location based mobile marketing started to stand on spotlight. Location based proximity marketing is developing along with contactless data transmission technology, and payment system that uses NFC, Beacon that utilizes BLE, as well as advertisement via Wi-Fi are being serviced. We suggest the model that mobile devices can be detected and identified by MAC address with the need of being connected to Wi-FI or Bluetooth interface. MAC addresses are not associated with any specific user account or mobile phone number. The idea is to be able to measure the amount of people which are present in a certain point at a specific time, allowing the study of the evolution of data analysis and offers effective information for decision-makings.

• Journal of Korea Technology Innovation Society
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• v.7 no.3
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• pp.681-709
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• 2004

The purpose of this study is to classify customers by e-mail responsiveness on time-series analysis and testify the effectiveness of grouping by ROI analysis. Response recency, response frequency and Activity(RFA) of e-mailing systems are adapted for Customer segmentations. ROI analysis are consisted of open, click-through, duration time, personalization, conversion rate and email loyalty index of email systems. Major findings are as follows: RFA analysis is used for customer segmentations that is fundamental process of e-CRM applications. Customers can be grouped into loyal customers, odds customers, dormant customers, secession customers, and observation customers by RFA grouping. Loyal customer group has high point in all ROI index compared to other groups. These results indicated that customer responsiveness of e-mail systems were appropriate methods to group the customer with demographic variables. Therefore, effective e-mail marketing strategy of e-Biz should have suitable active DB and Behavior targeting is best approach to enforce the target e-mail marketing.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2016.10a
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• pp.111-113
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• 2016

While big data analysis is an useful tool for reading customers' trends, questionnaire survey which directly collects the information of customer trends have been used traditionally in marketing field. In this point, this study attempts to compare the results from two methods such as big data analysis and questionnaire survey on cosmetics product brands.

• Asia Marketing Journal
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• v.18 no.1
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• pp.23-35
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• 2016

Product customization has been popular since Internet shopping began. Many firms have introduced customization configuration systems, allowing customers to choose a wide range of product attributes, attracting them to participate in the shopping process, and increasing customer satisfaction. Paradoxically, the attribute-by-attribute (AbA) choice in the customization process requires a high-information processing load resulting in shopper confusion. To reduce this confusion, the CvSS (customization via starting solution) system has recently been developed. However, this system provides solution support only for the starting point of the configuration process. Thus, in this study, the authors proposes the CvWS (Customization via Waypoint Solutions) system, which would greatly reduce the customer effort needed to complete the configuration process by using a novel approach to solve the nonlinear knapsack problem. The newly proposed system is theoretically compared with the AbA customization as well as the CvSS system. Also, its feasibility is discussed in the context of the nonlinear multiconstraint knapsack problem.

• Asia Marketing Journal
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• v.2 no.4
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• pp.54-67
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• 2000

일반적으로 거래를 할 때 판매자는 자신에 유리한 정보를 구매자에게 제공하려 한다. 하지만 자신에게 불리할 수 있는 정보를 제공하는 경우도 있는데, 이런 경우 과연 어떤 효과가 있는지 궁금하다. 제공물에 관한 부정적 정보를 제공하는 방식은 여러 가지 있지만 본 연구에서는 특히 최근 들어 그 중요성이 높아지고 있는, 구매접점에서 제공되는 것을 연구과제로 정하였다. 또한 구매자가 제품의 품질을 알기 어려운 경우에 부정적 정보 제공의 효과가 선명하게 드러날 것으로 보아 , 경험품질속성이 강한 사과를 대상으로 세 가설을 현장실험으로 검증하였다. 그 결과 제공물의 중요한 속성에 관한 부정적 정보의 제공이 해당제품의 매출에 부정적인 영향을 미치는 것으로 나타났으며 구체적으로 사과 순매출감소율이 27.6 %나 되었다. 또한 대체 제공물에 대한 유혹효과는 통계적으로 입증되지 않았으나 수치상으로 긍정적인 영향을 미치는 것으로 나타났는데, 실험에서 딸기 순매출증가율이 5.2%이었다. 하지만 사과에 대해 잘 아는 소비자들의 점포에 대한 신뢰도 증가는 통계적으로 유의하지 않았다. 연구결과로 미루어 인과스키마타에 어긋나는 정직한 정보의 제공으로 얻는 것이 별로 없으며, 약하지만 대체 제공물에서도 유혹효과가 나타난다는 점을 알 수 있다. 이렇기 때문에 판매자 입장에서 대체제품이 있는 경우, 특정제품에 대해 부정적 정보를 제공하는 의미는 어느 정도 있다고 볼 수 있다.

• Asia Marketing Journal
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• v.5 no.4
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• pp.72-90
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• 2003

웅진식품은 우리음료의 자존심을 지키는 세계적인 마실거리 문화기업으로의 기업비젼을 바탕으로 제품개발을 해왔으며, 앞으로 우리의 음료를 가지고 서양음료중심의 세계시장에서 동양음료의 시장을 개척하고자 한다. 기존의 서양음료시장의 시장구조를 깨는 새로운 형태의 음료를 개발하는 제품전략을 가지고 있으며, 자체 유통망이 경쟁사에 비하여 약하기 때문에 대형할인점과 같은 신유통에서의 강점을 살리고자 노력하였고, 가격은 기존경쟁제품보다 약간 비싸게 형성하였다. 단순한 광고도 하지만 우리의 문화를 강조하는 여러가지 커뮤니케이션 전략을 구사하고 있고, 우리음료의 세계화를 위하여 동남아시장을 우선적으로 공략할 예정이다. 지금까지 가을대추, 아침햇살, 초록매실 등 많은 힛트상품을 가지고 300명정도의 적은 인원으로 2500억의 매출을 올리고 있고, 중견기업으로의 성장을 위하여 필요한 시스템을 구축을 위해 ERP둥의 프로세스 정비를 추진하고 있다.

• Archives of design research
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• no.18
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• pp.189-197
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• 1996

Many researchers and advertisers have approached point of purchase advertising in various ways. Visual analysis. an overemphasis of design concept. or simple classification have usually dominated these reports. However. for point of purchase advertising to be considered a part of marketing strategy. its effectiveness can be more clearely analyzed. What is the most appropriate situation to effectively use point of purchase advertising\ulcorner Which category of product is most sensitive to point of purchase advertising\ulcorner Moreover, what is the relationship between point of purchase advertising and impulsive buying\ulcorner These questions will hopefully be addressed in this paper. First of all. before tackling these issues, former research on point of purchase advertising need to be classified. Also we will show how modern technology has been affected point of purchase advertising. Section6 will discuss the relationship between impulsive buying and point of purchase advertising. Finally, successful examples of point of purchase advertising in the U.S. will be introduced to support the conc] usion.

• Journal of the Korea Society of Computer and Information
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• v.16 no.6
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• pp.187-194
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• 2011

The purpose of this study was to analyze the effects of internal marketing on job satisfaction and organizational commitment of secretaries working in IT based companies. Especially, to analyze the effects of internal marketing on secretaries in IT companies, this study has adopted job specialization rather than the comprehensive market point of internal customers. Through the analysis, the following results were obtained: firstly, internal marketing factors such as effectiveness of communication, various compensation systems, and chance of educational training have positive effects on job satisfaction and organizational commitment. Secondly, job satisfaction has no impact on organizational commitment. To be able to satisfy external customers through internal marketing, communication skills has be to improved between the workers in the company, and also various compensation systems and educational training should be provided more extensively. The secretary in the company is considered a vital link between the company and customer service. In this view, the result of this study is expected to provide some managerial strategies to decision maker in the company to establish a way to increase the satisfaction and needs of internal customers in applying internal marketing.