• Industry Promotion Research
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• v.7 no.3
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• pp.1-8
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• 2022

Many companies are operating and introducing the research results that corporate counseling contributes to corporate profits and improves the effective welfare of workers. This study was conducted targeting business management experts. As a research question, first, is there a difference in perception among business management experts about business counseling? Second, what is an important marketing 7P mix for revitalizing corporate counseling? Third, there will be differences in the importance of the 7P mix for marketing among business management experts. The results of the quantitative study are as follows. First, business management experts had a positive perception about the intention and necessity of corporate counseling, and marketing was higher than production management by field. The consultation model prefers an external model, and medium-sized enterprises and small and medium-sized enterprises are selected as target companies, and service and manufacturing industries are selected as target industries. The topics are recognized as interpersonal relationships and job stress. Second, price mix, product mix, people mix, and process mix are recognized as important marketing mixes, but companies consider the price mix the most important. Third, there was a difference between corporate management experts in the promotion mix and process, and marketing recognized the promotion mix as important and the process mix was important for financial management. However, there is no difference in the mixes by field except for this, so it can be said that the perception of the marketing mix is similar. Through this study, it is meaningful to present the implications of the marketing mix for awareness and activation of corporate counseling from the corporate point of view.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.536-544
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• 2020

Artists using exhibition spaces can select exhibition spaces considering marketing activities provided by operators or organizations of exhibition spaces, so it is necessary to study the relationship between marketing activities and satisfaction factors. This study examines marketing mix 7P factors, satisfaction, and prior studies as a theoretical background to demonstrate the decisive factors of the artist's exhibition hall satisfaction. As a result of analyzing the questionnaire collected from 144 artists used the exhibition hall, among the 7P factors of marketing mix, product, price, and progress process influenced the satisfaction of the exhibition hall, and the influence was in order of progress, product, and price. The suggestions are as follows. First, among the 7P factors in marketing mix, the fact that products, prices, and progress influencing the satisfaction of the exhibition place emphasizes factors related to the actual exhibition. Second, among the 7P factors in the marketing mix, the process had the greatest influence on the satisfaction of the exhibition hall, which means that the service delivery process is important.

• 한국벤처창업학회:학술대회논문집
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• 2023.04a
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• pp.129-133
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• 2023

소상공업은 서민 경제의 근간을 이루는 중요한 부분으로서, 일반 대중과 가까이에 있으며 경제 환경에 가장 민감하게 반응한다. 또한 수적인 측면과 고용창출의 측면에서 대기업 혹은 중소기업만큼 우리 경제에 큰 영향을 미치고 있다. 그러나 국내 소상공인의 창업과 폐업현황을 살펴보면, 전체 창업률은 2.1%, 폐업률은 2.5%, 음식점 업종의 창업률은 2.8% 페업률은 3.1%로 조사되었다. 음식점 업종은 소상고인 폐업률이 가장 높은 업종이며, 음식점 중에서도 커피전문점은 창업률 3.2% 폐업률 4.5%로 창업과 페업이 빈번하게 반복되는 취약한 구조를 보인다. 이는 진입장벽이 낮은 업종은 대규모 소비시장이 아닌 특정 지역이나 계층에 대한 소규모의 무한한 시장을 형성하고 많은 자본이나 대규모 고용의 필요성이 낮다. 따라서 구체적인 사업계획서 없이도 창업하게 되어 운영을 위한 전문성이나 자금이 부족한 경우가 빈번하다. 소상공인으로 창업을 할 경우 창업프로세스가 전문성의 유무에 문제가 없기 때문에 용이하다. 그로인해 전문성이 없는 비전문가로 창업을 하는 경우가 비일비재이다. 대기업이다. 프랜차이즈에 비해 마케팅 믹스활동이 미흡한 것이 현실이다. 이에 고객이 인지하는 마케팅 믹스활동이 브랜드이미지와 브랜드 충성도에 미치는 영향으로 소상공인커피전문점의 마케팅 믹스활동을 중심으로 조사할 예정이다. 그리하여 비자발적 창업을 준비하는 커피전문점 소상공인에 시사점을 제공하여 창업 시 유의할 점을 파악하도록 할 것 이다. 본 연구는 설문조사를 통해 데이터를 수집한다. 대상은 소상공인을 이용하는 고객과 소상공인을 대상으로 마케팅믹스 7P's가 브랜드이미지와 브랜드 충성도에 미치는 영향을 파악하고자 한다.

• Journal of Distribution Research
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• v.7 no.1
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• pp.105-127
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• 2002

This paper presents an analysis of how the business models of organizations are getting transformed in the Marketspace created by the Internet. We use a research model comprising the transformation scores of four Ps(Product, Price, Promotion, and Place) as dependent variables and three dimensions, Demographics, Technology, and Community elements on the Websites, as explaining variables about the Cyber Transformation of the 4Ps. While most existing literatures have focused on Website's technology, our research model includes 22 five-point-scale items; 10 Demographics /Technology items and 12 Community items. To measure the 4P's transformation scores, the authors selected 14 workable items from the Marketspace Model by Dutta, Kwan, & Segev(1997). A sample of 123 shopping mall Websites comprising three categories(grocery, jewelry/accessory, and cosmetics) from the 100hot.co.kr list are evaluated and the data is analyzed by SPSSWIN 8.0 version. The result shows that there are five significant factors, Technology, Interaction, Connectedness, Business Features, and Domain, while the average transformation scores of 4Ps are at very low level. The factor scores are used in regression analysis for each P. Two factors, Technology and Interaction are influencing all four Ps; Connectedness is influencing only two, Product and Place. Organizations must not simply take their existing business models. They have to adopt the Technology items(navigation, logo, e-mail, guide, graphics) and to facilitate the Interaction items(consulting, number/quality of bulletin boards, participation, offline events) and Connectedness(club activation, contents, partner/site link, entertainment contents) in order to get transformed in the Marketspace successfully in the near future.

• Journal of the Korea Society of Computer and Information
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• v.14 no.5
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• pp.195-200
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• 2009

This study aims to speculate the development of sponsors of social welfare facilities through marketing mix. This is the time when the logics of economy is applied for the area of social welfare. Since July 2008 when the long-term care insurance system for the elderly executed, a number of social welfare facilities which depend on governmental budget have competed for various resources, but most of them have still had serious financial difficulties. As a supplementary method to overcome the financial problem, we have to develop how to excavate and manage sponsors who fit for conditions of the facilities to secure financial resources. To develop sponsors of social welfare facilities through marketing mix in this aspect, this study is to present strategic methods for sponsor development in seven factors developed by Fine(1992): product, price, promotion, place, producer, purchaser, and probing.

• Journal of the Korea Convergence Society
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• v.11 no.8
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• pp.123-129
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• 2020

Since the artist considers the space to display the work, the artist evaluates the exhibition space after using the exhibition space. Since this can be different depending on age, career, and genre, this study analyzed the difference in exhibition hall satisfaction according to the characteristics of artists using Marketing Mix 7P. The results of the study are summarized as follows. First, the product satisfaction of 20's and oriental painting artists was high. Second, the environment satisfaction of oriental artists with 5-10 years of experience and 40 years of age was high. Third, the promotion satisfaction of more than 21 years of career and 50's was high. Fourth, the exhibition manager satisfaction of with 20's and oriental painting artists was high. the process satisfaction of 5-10 years of experience and 40 years of age and other was high.

• Culinary science and hospitality research
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• v.16 no.1
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• pp.269-279
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• 2010

This study investigates 4P's of developing food service products(Focused on Gwangju, Jeonnam area) and intends to set the direction for the relations between product, price, promotion, place and customer satisfaction and customer occupation. Statistical techniques employed includes reliability analysis and regression analysis. The study is based on the 220-questionnaire-survey conducted from July 6 to July 20, 2009 to five foodservice companies in Gwangju. The data collected of this study were analyzed with the frequency analysis, reliability analysis, and regression analysis using the SPSS 12.0 package program. The findings of this study are as follows. Firstly, there are significant product, price, promotion and place factors that affect customer satisfaction. Secondly, there are significant product, price, promotion and place factors that affect customer occupation. Thus, food service management needs to apply product, price, promotion and place strategies aggressively.

• Korean journal of food and cookery science
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• v.26 no.5
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• pp.511-520
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• 2010

The purpose of this article was to study how the 7Ps influence consumers' risk perception of eating at family restaurants in Seoul. In this study, frequency analysis, reliability analysis, factor analysis and path analysis (SEM) of the data were performed. First, reliability analysis confirmed that the 7Ps performance and risk data could be used in this investigation. Path analysis showed that the 7Ps significantly influenced customers' risk perception of eating at restaurants in Seoul. According to the results, product negatively influenced performance risk (p<0.05) and financial risk (p<0.001); price negatively influenced performance risk (p<0.001), financial risk (p<0.001), and time risk (p<0.01); place negatively influenced performance risk (p<0.01) and time risk (p<0.001); promotion negatively influenced financial risk (p<0.05) and time risk (p<0.001); process negatively influenced performance risk (p<0.001) and time risk (p<0.001); physical evidence negatively influenced performance risk (p<0.05) and financial risk (p<0.001); and people negatively influenced performance risk (p<0.05), financial risk (p<0.001), and time risk (p<0.001). As a result, we confirmed that 7Ps were an effective marketing tactic for reducing consumers' risk perception of eating at restaurants. Therefore, family restaurant companies are recommended to administer the 7Ps without additional cost.

• The Research Journal of the Costume Culture
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• v.29 no.1
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• pp.87-102
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• 2021

The purpose of this study is to investigate customer satisfaction factors that affect customer loyalty and revisit intention, and the seven factors which comprise the marketing mix that affects customer satisfaction. loyalty, and intention to revisit. The purpose of the project is to propose a research model by testing the mediated effects of customer satisfaction and loyalty using mainly factor analysis, regression analysis, and mediation analysis. First the results showed that the marketing mix 7P factors influence customer satisfaction were identified as service delivery process, product, physical basis, and promotion. The factors that influence marketing mix 7P customer loyalty were tested in the order of service delivery, physical basis, product, and distribution. Second, the factors that affect customer loyalty were artists, service, and prices whereas the factors that affect customer satisfaction were tested in the order of service, artist, cosmetics, and price. Third, the factors affecting customer revisit intention were newly derived as treatment satisfaction, professionalism, and treatment products. Fourth, the relationship between marketing mix and customer revisit intention suggested that customer satisfaction and customer loyalty has a partial sale effect. It can be suggested on the basis of these findings that the effect of makeup service with marketing mix on customer revisit intention was analyzed and a new model was derived by analyzing the mediated effect of customer satisfaction and customer loyalty.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.307-319
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• 2021

This reserch categorizes the workplace recipient into selection criteria and studies the difference of demographic characteristics, counseling usage characteristics, job burnout, and differentiation of counseling behavior according to the subtype criteria. The survey has been collected 398 employee's responses who have no experience in counseling, who belong to the companies deploying counseling program and the companies are located in Seoul and Kyunggi area. As a result of the cluster analysis, the group was divided into "People-Product Oriented Type", "People-Product-Place Oriented Type", "People-Product-Process of service assembly Oriented Type". Subtype differentiates demographic characteristic and counseling usage characteristic and it convinces that junior employees belong to "People-Product Oriented Type" and senior employees belong to "People-Product-Place Oriented Type" and "People-Product-Process of service assembly Oriented Type". "People-Product-Process of service assembly Oriented Type" is the cluster who takes counseling services most likely if the counseling requirements are raised. Each subtype shows the differentiation of job burnout and "People-Product Oriented Type" is more exposed in job burnout among the subtypes which required urgent counseling assistance. This research is meaningful to take differentiated marketing strategies in subtype basis by considering workplace counseling service selection and recipient characteristics. Furthermore, it discusses the meaning of this research and the proposal for the further investigation.