• Journal of the Korea Society of Computer and Information
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• v.14 no.10
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• pp.141-148
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• 2009

This paper studies important factors of mobile phone marketing including experiences on entertainment, information, reliability and complaints by analyzing actual materials. The result shows that information, reliability, experiences are more significant than other factors. In case of information, the appropriate message is associated with marketing activities. Reliability and benefit on advertisement are significant. Also, experience has a positive effect on marketing activities. Therefore, this study suggests that mobile marketing should consider significant factors such as information, reliability, and experience.

• Journal of Global Scholars of Marketing Science
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• v.3
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• pp.253-263
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• 1999

(주) A유통은 IMF시대의 경제불황에도 불구하고 PC 판매액을 전략적 마케팅활동을 통해서 5개월만에 200% 성장을 이루었고 '99년에는 250% 성장을 계획하고있다. (주) A유통의 컴퓨터 사업부는 '98년 8월 마케팅부서를 개편하면서 전략적 마케팅계획을 수립하였다. 마케팅계획의 핵심은 고객의 입장에서 (주) A유통의 영업활동을 평가하고 판매자 입장에서 제공하는 편익이 아니라 고객의 입장에서 고객이 원하는 편익을 제공하는 것이었다. '98년 IMF 상황만큼 국내경기 여건이 어려웠기 때문에 기업의 모든 경영지표가 역(-)성장을 기록하는 상황이었으나 막대한 경영자원의 투자 없이 전략적 마케팅 활동만으로 PC 판매액을 두배 이상 성장시키는 결과를 가져왔다.

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

• The Journal of Society for e-Business Studies
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• v.14 no.1
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• pp.121-142
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• 2009

In this study, the marketing activity of medical service providers via Internet was considered as a new technology for approaching this problem and the consumers' acceptance of the new marketing activity was analyzed through the TAM (Technology Acceptance Model) path analysis. The path analysis was conducted for the non-insured medical departments and the insured medical departments. The path analysis revealed that the consumers felt usefulness of the marketing activity of non-insured medical service providers, which means that they have intention to accept and are satisfied with the Internet marketing activity provided by non-insured medical service departments. On the other hand, in the case of insured medical service, it was clarified that the 'easy of use' preferentially affects the users' intention of accepting the marketing activity rather than 'usefulness'.

• Asia Marketing Journal
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• v.5 no.4
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• pp.132-152
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• 2003

기업의 사회적 책임 인식이 미약한 편인 우리나라의 경우 사회공헌활동도 대부분 구호차원에서 전개되어 왔다고 하여도 과언이 아니며, 대부분의 활동도 일부 대기업을 중심으로 이루어져 왔다. 한편 최근 몇몇 기업들이 공익과 기업의 성공이라는 두 목적을 성취하려는 공익연계마케팅(cause-related marketing)에 대하여 증진된 관심을 보이고 있는 가운데 우리가 참고할 만한 사례로는 어떠한 것이 있을까 ? 우리나라 공익연계마케팅의 시작이라고 볼 수 있는 사례는 유한킴벌리가 1984년부터 시작하여 지금까지 진행하여 온 '우리강산 푸르게 푸르게' 캠페인이다. 물론 많은 어려움과 위험을 내포하고 있겠지만, 우리나라의 공익연계마케팅활동이 더욱 확산·활성화되기를 희망하는 것이 본 사례연구의 거시적 취지이다. 구체적으로 본 사례는 유한킴벌리의 공익연계마케팅활동의 내용을 상세히 살펴본 후 관리적 차원에서 그 내용을 분석하였다. 또한 공익연계마케팅활동의 바람직한 방향과 시사점, 그리고 더 생각해 보아야 할 과제들에 관하여 논의하였다.

• Management & Information Systems Review
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• v.31 no.4
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• pp.197-215
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• 2012

The purpose of this study is to verify the influence on customers' experiences of products, prices, places of advertisements, staffs, and physical environments, and the impact on store attitudes and revisit intentions of the customers' experiences. For this, in this study marketing activities and store attitude factors were selected as sub-factors and the empirical analysis was carried out. As a result of the analysis, of dimensions that comprise those marketing activity factors, physical environments, prices, and places had a positive impact on store attitudes. In addition, the stores' positive attitude on hypermarkets had a positive influence on the customer's revisit intention. The results of the study suggest that hypermarkets can utilize the experiential marketing using customer experience factors as their important strategic factor through moving away from their traditional marketing activities.

• Digital Contents
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• no.5 s.96
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• pp.60-64
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• 2001

과거의 마케팅은 기업이 상품을 만들어 특별한 고객 정보분석이 없이 상품에 대한 홍보 및 광고가 주류를 이루는 것과 달리 현대에는 이러한 마케팅 활동에 의한 기업의 수익을 향상시키는데 한계를 느끼고 이러한 상황에서 고객에 대한 이해를 바탕으로 한 마케팅 활동이 등장하게 됐다. 이러한 고객에 대한 이해를 바탕으로 영업, 마케팅, 고객서비스 프로세스를 재구성하는 일련의 활동을 고객관계관리, 즉 CRM이라한다.

• Journal of Global Scholars of Marketing Science
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• v.15 no.2
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• pp.71-97
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• 2005

Previous studies on brand performance have extensively investigated the topics of how marketing activities influence brand awareness and image only from a perspective of consumers and of how much brand awareness or image is related to brand performances. This study, unlike previous ones, proposes a theoretical framework and analyzes empirical data from a perspective of firms. We extend previous work by considering the mediating effects of brand management system and marketing mix activities on the relation between market orientation and brand performance, Furthermore, this study examines the relationships between market orientation and brand performance using a data set of marketing or brand managers in 1000 firms. The results show that firms possessing higher levels of brand management system, marketing mix, market orientation exhibit superior brand performance. Besides, brand management system and marketing mix play a mediating role between market orientation and brand performance. This study also offers some practical implications and future research questions based on the current findings.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.520-530
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• 2015

This study aimed to research the mediating effects of customer satisfaction on the relationship between marketing mix activities and brand loyalty in chicken restaurant. This study intended (1) to analyze the factors of marketing mix activities in chicken restaurant, (2) to research the effect of marketing mix activities on brand loyalty, (3) to research the mediating effects of customer satisfaction on the relationship between marketing mix activities and brand loyalty. Data were collected from undergraduates who visited the nationwide chicken restaurants by face-to-face interview. The questionnaire was distributed of the 400 copies and used 331 in the analysis. The results of this study revealed that (1) the factors of the marketing mix activities were price, promotion, place and product, (2) product only had significant influence on brand loyalty, (3) the effect of product on brand loyalty was significant influence by mediating effect of customer satisfaction.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.28 no.1
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• pp.143-165
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• 2017

This study aims to examine the effect of students' library after-school activities on the students and the school library from a marketing perspective and to recommend marketing strategies for school libraries. For the purpose, a questionnaire survey was conducted at nine middle schools in Seoul and Gyeonggi Province, and a series of statistical analyses with the survey data was performed in order for hypothesis testing. The results suggest that the effects of the school library marketing including customer loyalty were influenced by the student assistants' activities such as internal and experiential marketing factors. Furthermore, the activities of student library assistants can be linked to word-of-mouth marketing. Based on the results, ways to use student assistants in school library marketing are suggested.