• Asia Marketing Journal
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• 제16권1호
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• pp.195-214
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• 2014

Many oil refinery companies have been proactively carried out marketing activities to survive in highly intensified service station industry. In 2012, SK Energy ranked number one in three customer satisfaction surveys (NCSI, KCSI, and KS-SQI). SK Energy's success is in its differentiated customer satisfaction business strategy. SK Energy has been implementing various marketing activities. As a part of the activities, it issued an affinity credit card with on spot discount privilege for the first time in the oil refinery industry. SK Energy also issued EnClean bonus card for OK Cashbag points that can be used for discounts at the service stations. On top of all, SK Energy generated point value-up with '3K Exclusive Privilege' program. In addition, team 'CS 119' was formed to noticeably improve the service. 'CS 119' visited each service station, diagnosed its CS service level then provided customized field training for improvement. Long-termimplementation of 'ACE Program', a field-base CS monitoring system, regularly checked customer satisfaction level. 'ACE Program' has significantly contributed improving SK Service Station's service quality and customer satisfaction. This case reviews customer satisfaction marketing activities SK Energy carried out. The focus is on distinctive factors that distinguish SK Energy's customer satisfaction marketing activities from competitors.

• 산학경영연구
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• 제12권
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• pp.1-27
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• 1999

마케팅 사고의 진전은 시장의 경쟁상황에 따라 진전되어 왔다고 할 수 있다. 경쟁이 보다 심화되면서 급기야 시장은 개인을 표적으로 하는 개별마케팅이 주를 이룰 것으로 보이는 데 이러한 상황에서는 소비자와의 관계를 자산화하는 관계마케팅을 중시하지 않으면 안된다. 이는 관계형성 자체가 자산이라는 인식하에서 이루어지고 있다. 관계로 인해 형성되는 자산가치를 극대화 하기 위해서 마케팅 커뮤니케이션은 통합적 마케팅 커뮤니케이션(IMC) 관점에서 실행되어야 하나 기존의 IMC는 기업차원의 PR을 소홀히 하고 있어 기업차원의 PR도 통합시켜 기업자산의 가치를 극대화할 필요가 있다.

• 복식
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• 제59권7호
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• pp.140-153
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• 2009

In the 21st century called an age of culture and art beyond the information and technology, many companies are developing various art marketings. Cases of the art marketing especially utilizing Korean features among art marketings are being increased recently. It is creating new values as a characteristic based on the cultures value of Korea. This thesis examined cooperative product development focusing on collaborative trends between designers, artists and companies through research on product and art marketing using Korean features. Additionally, by studying features of culture promotional event including exhibition and contest sponsorship, advertisement and packaging and the meaning of futures art marketing were discussed. Though, to date, academic researches have not been thoroughgoing enough in this field, it is considered that cultural product commercializing cultural particularity can strengthen the national image with acknowledgement of the global value as the art marketing using Korean features can contribute to improve recognition and the national image. Based upon this study, the value of Korean features on which custom culture of Korea dwells will be able to give a help to the designer and artist for progressing collaboration with companies as well as the companies for introducing new cultural characteristic to marketing, in the future-proof point of view. Additionally, it will be able to help the government planning the policy for intensifying the national image as a reference.

• 마케팅과학연구
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• 제3권
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• pp.235-251
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• 1999

This research deals with the basic ideas and implementation used for developing competitive advantage in the market they serve. The market to which a company belongs is continuously evolving, not static. Therefore, the company is required to adopt a suitable strategy in the market it serves. Marketing strategy establishment requires continual adjustment in the strategy content and redirection in organizational actions to address emerging market problems and opportunities. Much of the strategic implementation is characterized by firefights aimed at solving emerging, unforeseen problems. The concept of strategy was originally introduced to provide companies with a rational means of coping with environmental changes. An old Oriental proverb said that "knowing myself and then understanding others is the best way to success". In line with the proverb, the starting point of marketing strategy establishment for the competitive advantage is to understand the activities of a company wholly. After analyzing the scope of its activities, a company has to understand the market structure, to review competitive environments, to formulate the base of the competitive strategy and to adopt differentiation strategies for obtaining the competitive advantage.

• 유통과학연구
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• 제21권9호
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• pp.55-66
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• 2023

Purpose: Specialized marketing strategies are needed by limited resources, such as Entrepreneurial Marketing (EM), a marketing activity based on specific conditions characterizing village-owned enterprises (VOEs). Therefore, this research aimed to examine the effect of EM on the financial and non-financial performance of VOEs in Indonesia. Research design, data and methodology: Data were collected by distributing questions on a 5-point Likert scale to 153 VOEs directors in Rokan Hulu District, Indonesia. The collected data were analyzed using the partial least squares structural equation model with SmartPLS 3.0. Results: The results showed that EM positively and significantly affected the financial and non-financial performance of VOEs, as well as on operational performance. Conclusions: EM played an important role in the improvement of many aspects of the performance of VOEs. The Indonesian government also need to consider EM various characteristics when recruiting directors. It is important to note that this research is the first to examine the impact of EM on VOEs.

• 간호행정학회지
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• 제12권1호
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• pp.5-13
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• 2006

Purpose: The aim of this study was to analyze effects of internal marketing activities on nurse's motivation based on the Herzberg's two factor theory. Methods: The subjects of this study were 521 nurses who were working in the 4 general hospitals located in Seoul and Incheon area. The data were collected by self-reporting questionnaires. The data were analyzed using descriptive statistics and path analysis. Results: The mean score of nurse's perception of internal marketing was 3 point, and it was similar to previous studies results. In the motivation factors, the most satisfied factor was a responsibility. Advancement was the most unsatisfied factor. In the hygiene factors, the most satisfied factor was a technical supervision. Policy and administration were the most unsatisfied factors. Internal marketing activities affecting on nurse's motivation were different by each motivation-hygiene factors. In an aspect of motivation factors, the statistically significant internal marketing factors were paid-leave, employee welfare and communication, however, in hygiene factors, education, employee welfare and reward. Conclusion: These results will be used to develop a macro or micro internal marketing strategies to enhance nurse's motivation based on motivation factors and hygiene factors.

• 산경연구논집
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• 제11권2호
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• pp.49-59
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• 2020

Purpose: Online and social media and mobile shopping are increasing and companies are required to provide personal information in order to supplement the non-invasive characteristics of the channels. With the increased provision of personal information, consumers' personal and social concerns about the prevention of personal information infringement are also increasing, and in response, personal or opt-in marketing has emerged to compensate for reckless information abuse. Despite the background of this emergence, the existing prior studies are limited to ignoring the negative feelings of consumers in the real world, including only the net function and positive effect of the opt-in mail. Research design, data and methodology: The research framework was intended to utilize the impact of human marketing activities on consumer attitudes combined with positive and negative factors. Factors that positively affect attitudes toward permation marketing were presented, such as informality, and perceived risks were presented as negative impact factors. Also, based on previous prior research, the prior factors of opt-in marketing were to present the effect on purchase intent through the medium of attitude toward opt-in marketing. Results: In this study, we used the framework of a two factor theory to address positive and negative factors as a leading factor in the customer attitude toward opt-in mail advertising, and as a result, functionality and personalization have a positive effect on customer attitude and perceived risk have a negative impact on customer attitude. In addition, it was confirmed that the customer attitude formed this way affects the intention to purchase again. Conclusions: This study suggests that we have demonstrated that marketing, an opt-in marketing that has been recognized as part of marketing that is deployed after obtaining customer consent, has been applied without any other marketing methodology. E-mail advertising at this point also provides practical implications that the system safeguards are in place under an opt-in protocol or system, and that even if an e-mail advertisement is carried out, customers will need to look at the level of awareness about the risks, and suggests that they need to consider the customer's journey that could lead to purchase at the content level.

• 월간포장계
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• 통권215호
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• pp.86-91
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• 2011

• 한국콘텐츠학회논문지
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• 제22권7호
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• pp.202-215
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• 2022

본 연구는 현재 소비 그룹인 MZ세대의 주요 정보 소통 및 학습과 놀이 등의 배경이 되는 게이미피케이션 기법과 이에 기반한 디지털 마케팅의 특징을 파악하고, 국내외의 게이미피케이션을 활용한 디지털 마케팅 사례들의 특징과 요소들의 비교 분석을 시도하여 효과적인 MZ세대를 겨냥한 게이미피케이션 디지털 마케팅 방안을 제시하는데 그 목적이 있다. 연구 과정의 요약은 다음과 같다. 첫째, MZ세대와 게이미피케이션의 특징과 정의를 기술하고, 개념을 명확히 하였다. 둘째, 국내외의 게이미피케이션 사례를 비교 분석하였다. 연구 결과, 눈에 보이는 요소들, 예를 들어, PBL(Point, Badge, Leaderboard)에만 초점을 맞춰 게이미피케이션의 메커니즘과 구조들의 유기적 연결에 실패하여 재미를 추구하는 MZ세대의 특성을 반영하지 못하는 게이미피케이션 디지털 마케팅을 경계해야 한다. 또한, 제공하는 보상(포인트, 배지, 리더보드 등)이 아무 가치가 없다고 느껴 보상을 얻는 재미를 잃고 이탈하는 고객들을 방지해야 한다.

• 디지털산업정보학회논문지
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• 제11권1호
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• pp.157-169
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• 2015

In digital marketing, means of public relations and marketing of enterprises are changing into marketing techniques of predictive analytics. A significant study can be carried out by an analysis of 'the patterns of customers' uses' using big data on major portal sites and SNSs and their correlation with related keywords. This study analyzes the origins of mythological characters in major brands such as Nike, Hermes, Versace, Canon and Starbucks. Also, it extracts related keywords and relevance using big data on portal sites and SNS and their correlation. Nike marketing that reminds people of 'the goddess of victory, Nike' formed a good combination of the brand with relevance. Most of them are based on Greek mythology and have rich materials for storytelling and artistic values in common. Hopefully, this case analysis of foreign brands would become a starting point of discovering the materials of the domestic mythological characters.