• Journal of Korean Society of Transportation
• /
• v.20 no.6
• /
• pp.17-30
• /
• 2002

부산항은 컨테이너터미널 운영사별로 마케팅 전략 수립 및 마케팅 활동이 개별적으로 이루어질 뿐 항만 관련 유관기관(부산시, 부산지방해양수산청, 한국컨테이너부두공단, 부산본부세관)의 조화된 항만 마케팅 전략 및 역할이 수립되지 않은 상태이다. 따라서 본 연구에서는 부산항 활성화를 위한 각 주체별 활동 현황을 조사하고, 항만 이용자인 선사 및 포워더를 대상으로 마케팅 믹스(Mix, 4P: Product, Place, Price, Promotion)에 대한 설문조사를 토대로 부산항 마케팅 분석을 실시한다 이를 바탕으로 부산항이 동북아 중심항만으로 성장하는데 필요로 하는 부산항 관련 각 주체별 마케팅 관계 그리고 역할을 제시한다. IPA(Importance-Performance Analysis) 분석 결과를 살펴보면 전체 고객을 대상으로 평가했을 때 가격 믹스와 촉진믹스는 가장 중요도가 높은 것으로 분석되었으며 특히, 촉진믹스는 중요도는 매우 높으나 만족도가 낮은 것으로 분석되었다. 그러므로 마케팅 전략 수립 시 촉진 부문에도 높은 비중을 두어 선사들에게 공격적인 마케팅 활동이 요구된다고 할 수 있다. 부산항 관련 각 주체별 마케팅 역할에서 부산광역시는 부산지방해양수산청과 함께 촉진믹스에 중점을 두어야하고, 부산지방해양수산청은 촉진믹스 외에 가격믹스에서 항만 요율의 적절성과 경로믹스인 철도 수송 망의 확보가 시급한 것으로 나타났다. 한국컨테이너부두공단은 촉진믹스 외에 가격믹스에서 항만시설 사용료의 체계적인 개편이 요구되고, 터미널 운영사는 제품믹스 서비스인 공컨테이너의 효율적인 재고관리 업무서비스와 가격믹스에서 하역요율의 탄력적인 제공이 필요하다.

• Journal of Korea Society of Industrial Information Systems
• /
• v.23 no.6
• /
• pp.153-165
• /
• 2018

The study elaborates on the impact of marketing on social welfare labor business's sponsor outcome. These are the consequences. First, looking through research subjects' general marketing conditions, actions about goods, price, promotion and maintaining existing sponsors were above the average whereas actions regarding business place's internal fund-raising environment and distributions were in a low level. Second, sponsor business's outcome comparison followed by marketing generally shows significant difference due to marketing actions about goods, price, promotion and maintaining existing sponsors. Third, marketing factors which influence sponsor outcome are promotion in sponsors number. Promotion and price are the main factor of sponsoring money and sponsor ratio compared to revenue. Therefore, at the social welfare business place, marketing strategy for sponsor development should be contrived to develop various promotion which enables institution to concentrate on and enhance price negotiation ability.

• Journal of the Korea society of information convergence
• /
• v.7 no.2
• /
• pp.13-23
• /
• 2014

Recently korea society is very various. Because astounding progress of information- communications sectors is one of the most important tools is Marketing Mix. Ultimate aim of Marketingis to create true value, interact with customers and have effects with interests group. Therefore this study want to be helpful in Future research directions by considering Marketing Trend and Lifestyle.

• The Journal of the Korea Contents Association
• /
• v.4 no.4
• /
• pp.11-19
• /
• 2004

With the help of information technology the number of email users and personal home page owners are increasing. Marketers have much interest in using the email and personal home pages as a marketing promotion tool which can provide potential customers with messages they want to send. Marketers can facilitate the promotion efforts once if the profiles of potential customers' information can be databased by sending proper messages to the targeted market. Because of the merit of email and personal home page hotel firms are expected to adopt the information applications in their promotions for customers. This study proposes the Possibilities of email and personal home pages as a marketing promotion tool in the hotel industry and discusses problems to be overcome.

• Journal of Global Scholars of Marketing Science
• /
• v.1
• /
• pp.237-250
• /
• 1998

• Journal of Korea Port Economic Association
• /
• v.34 no.1
• /
• pp.19-34
• /
• 2018

This study analyzed specific ports' marketing strategies through interviews and, using fuzzy TOPSIS methodology, derived marketing strategies for the Incheon and Pyeongtaek-Dangjin ports by comparing them with the Busan port. Previous studies had concentrated on the Busan port, and the majority of these studies analyzed the present conditions and suggested 4P strategies using a marketing mix. After weighting all of the respondents' answers, the results show that among all marketing strategies, incentive provisions ranked the highest, followed by the intermediary role between the relevant agencies and companies, and last- the agent system for establishing local networks. The fuzzy TOPSIS analysis results showed that the Busan port had the best marketing performance. The most sensitive strategies, based on the sensitivity analysis, were the intermediary role between relevant agencies and companies in the Incheon port, and the incentive provision in Pyeongtaek-Dangjin port. The implications of this study are that the port management agencies' actual marketing strategies were similar to the marketing promotion strategies suggested by previous research, and thus, each port's marketing targets and their characteristics should be clearly defined.

• Korea Trade Review
• /
• v.42 no.2
• /
• pp.77-96
• /
• 2017

This paper attempts to analyze the influences of Korean global retailer's service marketing mix on local customers' satisfaction and their loyalty behaviors. Based on a literature review, three hypotheses are putting forward. The data from 139 customers in Weihai, China were used to test these hypotheses. This paper used Structural Equation Modeling to identify the relationship among the service marketing mix, the customer satisfaction and the customer loyalty behaviors. According to the empirical analysis, this study showed satisfactory data-fit of the proposed model and supported two of the three hypotheses. The empirical results indicated that the service marketing mix factors except the promotion factor take significant effect on the local customer satisfaction, and this in turn have influence on the customer loyalty behaviors. The result shows that Korean global retailers will need to leverage service marketing mix strategically when entering China. Practical implications of these findings needs to be considered for the global retailer to establish an effective marketing strategy.

• Journal of Distribution Science
• /
• v.10 no.5
• /
• pp.29-36
• /
• 2012

This paper aims to establish a Fengshui-based marketing model that companies engaged in selling dwelling spaces can utilize to increase their sales. The study is based on an investigation of appraisal statements and analysis techniques used in Fengshui. The Fengshui marketing model can be used for corporate advertising, sales promotions, public relations events, and for framing an overall marketing strategy according to changing consumer demand. As a sales promotion strategy, it can be used to influence consumer psychology and behavior. Although this study is limited to the all-pervasive advertising and marketing of houses by construction companies under installment plans, the Fengshui marketing method can also be used for the sale of store locations, space for product display, and so on. Initially, I analyze living spaces according to traditional Fengshui theory, and subsequently apply the modern method to study topographical space structures and geomagnetism disturbances. I present a standard form for writing the Fengshui appraisal statement based on the objective analytical method of Fengshui. With its shortcomings remedied, the appraisal statement can lead to high-quality advertising and increased valuations because it is based on objective data analysis and systematic evaluation of houses. In brief, I have designed the Fengshui marketing model as a sales promotion technique for the housing industry. I believe this study will contribute to the application of Fengshui in the housing industry's sales promotion efforts through high-quality advertising. Future research should evaluate Fengshui marketing in the housing industry based on case studies. Research questions to be addressed could include how Fengshui marketing has affected installment sales of houses and how Fengshui architectural practices affect general well-being. These studies would help propagate Fengshui marketing by validating its effectiveness. In addition, case studies should be undertaken to consider the practical applications of Fengshui marketing, how it can contribute to maximizing a company's image and profits, and how it can promote customer satisfaction.

• The Korean Publising Journal, Monthly
• /
• s.228
• /
• pp.5-5
• /
• 1998

각 출판사와 서점업계는 '불황의 늪'에서 벗어나기 위해 다채로운 행사와 마케팅으로 판매를 촉진하고 있다. 이 행사들이 일회성으로 그치는 것이 아니라 지속적이고 참신한 기획으로 판매를 유도해 나가야 할 것이다.

• The Journal of the Korea Contents Association
• /
• v.10 no.8
• /
• pp.292-300
• /
• 2010

In this research, the object is to analyze the impacts of the four dimensions of Marketing Mix in terms of product, price, place and promotion on store attitude and purchase intention. At the same time the mediating variables such as sense experience, feel experience and think experience in relationship among Marketing Mix and store attitude, customer experiences are also analyzed. The results show that the product, place, and promotion have significant effects on sense experience, feel experience and think experience. Another important finding is customer experiences such as sense experience, feel experience and think experience have significant effects on store attitude and purchase intention.