• Title/Summary/Keyword: E-Marketing

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Effective Marketing Module to the Optimization of Consumer Information in Mid-small e-Commerce Shopping Mall (중소 전자상거래 기업의 소비자정보 최적화를 위한 효율적 마케팅 모듈: e-CRM 연동전략을 중심으로)

  • Kim, Yeon-Jeong
    • Journal of Global Scholars of Marketing Science
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    • v.14
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    • pp.125-144
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    • 2004
  • The purpose of this study is to classify customer bye-mailing responsiveness on time-series analysis and RFM module and testify the effectiveness of grouping by ROI analysis. RFM (Recency, Frequency, Monetary Value) analysis are used for customer classification that is fundamental process of e-CRM application. ROI analysis were consisted of open, click-through, duration time, conversion rate, personalization and e-mail loyalty index. Major findings are as follows; Customer segmentation were loyal customer, odds customer, dormant customer, secession customer and observation customer by Activity email module. And Loyal, dormant and secession customer are segregated by RFM module. Loyal customer group have higher point of all ROI index than other groups. These results indicated that customer responsiveness of e-mailing and RFM analysis were appropriate methods to grouping the customer. Mid-small Internet Biz adapted marketing strategy by optimization of consumer information.

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Ethical Behaviors for Conducting Research based on the Perspective of Marketing Researchers

  • Junhyuck SUH
    • Journal of Research and Publication Ethics
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    • v.4 no.1
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    • pp.23-29
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    • 2023
  • Purpose: While prior research has identified ethical issues in marketing research, more research needs to identify specific ethical behaviors that marketing researchers should adopt. This research addresses this gap by identifying a few ethical behaviors that marketing researchers should consider. Research design, data and methodology: The present study has a justification to collect adequate textual data in the current literature using screening process based on the marketing ethics topics and themes, and ethical behaviors of marketing researchers. Results: Based on the literature analysis, a marketing ethics model, which included the principles of fairness, honesty, responsibility, and respect for stakeholders. Since the rise of e-commerce and technology, a growing demand for a method to analyze website user behavior has been growing. Researchers in the field of marketing are responding to this demand by creating innovative interactive platforms. Conclusions: The term "ethical practices in market research" refers to a collection of best practices that, when followed, increase the likelihood that the research carries out is ethical, fair, and accurate. Because there needs to be more theoretical work done on the topic, there should be more empirical studies on ethical behaviors in marketing research.

A Study on e-Port Strategies in Korea (우리나라 항만(港灣)의 e-Port 구현전략(具現戰略)에 관한 연구(硏究))

  • Song, Chae-Hun;Oh, Han-Mo;Bae, Sang-Mok
    • International Commerce and Information Review
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    • v.4 no.2
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    • pp.279-301
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    • 2002
  • Lately, one of the most representative phases on business world is the diffusion of internet business. This change has been making new port business model called 'e-Port' in maritime transport. The focus of this article is to suggest some strategies on the implementation of e-Port in Korea. To research and analyze the e-Port realities, we first reviewed the previous study on Internet Marketing and e-Business. Six strategies that are critical on e-Port model were classified: (1) contents, (2) community, (3) commerce, (4) connection, (5) communication, (6) customization. Secondly, we chose and evaluated website of eight ports: Hongkong, Singapore, Antwerp, Hamburg, as successful e-port models. And then, we investigated actual conditions of e-Port in Pusan, Inchon, K wangwang, and Gusan. And then we try to find effective plan on the operation of e-Port.

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A Case Study of eCRM on Marketing Developments of the Insurance Company in an e-Business Environment (e-비즈니스 환경에서 eCRM을 이용한 보험회사의 마케팅 전개 사례 연구)

  • Baek, Ju-Hyun;Kim, Tai-Young
    • Journal of Korean Society of Industrial and Systems Engineering
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    • v.33 no.1
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    • pp.98-107
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    • 2010
  • This paper reviews a case study of the use of eCRM weblog analysis for understanding of customer information and Customer-specific marketing Strategy by Korea's leading insurance company with the changing situation of the business environment due to the introduction of e-Business. This study examines how eCRM Solution is introduced and how range used in the insurance industry, and discuss the business performance and operational effectiveness of eCRM Solution.

Factors Affecting Viral Marketing Effectiveness in Social Network Sites (소셜 네트워크 사이트의 구전 마케팅의 효과성 영향 요인)

  • Kim, Sin Tae;Kim, Jong Woo
    • Journal of Information Technology Services
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    • v.13 no.3
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    • pp.257-274
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    • 2014
  • Social Network Services (SNSs) have grown to be new and promising tools of marketing. By referring to researches done on e-mail viral marketing, this paper operationizes SNS viral marketing effectiveness to accurately reflect marketing success in SNS environment, and tries to identify its affecting factors. As potential affecting factors, fan size, advertisement type, existence of engagement elicitation and incentive are identified. By sampling real advertisement postings on Facebook, we showed that fan size, advertisement type, and engagement elicitation are factors affecting SNS viral marketing success. This research expanded the conventional model of viral marketing into SNS settings to improve understanding on SNS viral marketing. Motivation is discussed as an important factor, and this research showed that viral campaign can be more successful when it triggers internal motivation to engage, but not the external motivation. This research could also be a guide for practitioners on how to post a successful advertisement in SNSs.

A Study on Viral Marketing Strategy for Community Website of Scientists and Engineers (과학기술자 커뮤니티 사이트를 위한 구전홍보 전략 연구)

  • Jung, Hye-Ju;Yoon, Jung-Sun
    • Journal of Information Management
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    • v.43 no.2
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    • pp.151-168
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    • 2012
  • A viral marketing has been an effective marketing tool in various fields. In this study, we applied a viral marketing strategy for managing the Internet community website of scientists and engineers, KOSEN(www.kosen21.org). We developed a function that enables members to send promotional e-mails to their acquaintances, and we also designed a reward system for the members who participated in KOSEN viral marketing. With these strategies, KOSEN members reacted positively on the rewards (i.e., mileage points, gift card) and also the loyalty members took part in the viral marketing program more actively than other members. Furthermore, an attractive event was very effective for the prompt reaction of the viral marketing. Managing loyalty members is necessary for the continuous effects. The viral marketing strategies and analysis results of this research could be used for the management of an Internet service.

A study on Maritime Marketing strategy in the information Era (정보화시대 해운마케팅 전략에 관한 소고)

  • 김대진;전준수
    • Journal of Korea Port Economic Association
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    • v.18 no.2
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    • pp.47-64
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    • 2002
  • Global Shipping companies and harbor facilities have tried to construct e-business network to strengthen the competitiveness in this rapidly changing cyber environment. from now on, in a few years, it will be backward enterprises and business that could not adapt this e-business currency, international shipping companies has been together The intta and The GTnexus web site for customer need to fulfill Gradually this currency is going to expand in the world The goal of this research is to study up-to-date internet marketing strategy and global shipping company's present condition of on-line marketing. it will be helpful to make domestic marketing business competitive and to acquire superior position for Domestic shipping company in market.

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Determinants of Customers Churn in Emerging Telecom Markets: A Study Of Indian Cellular Subscribers

  • Kavita, Pathak;Rastogi, Sanjay
    • Journal of Global Scholars of Marketing Science
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    • v.17 no.4
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    • pp.91-111
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    • 2007
  • Marketing is said to be a zero sum game i.e. each gain of customer for a firm is always at the expense of some other firm's customers. Therefore in a marketplace churn is a natural occurrence. Churn in Indian telecom market is among the highest in growing telecom markets. By using binary logistics regression analysis based models based covering a sample of 822 Indian telecom subscribers; this paper attempts to examine the determinants of churn. The future churn is found to be dependent on satisfaction level of the customer with the service provider, attitude and loyalty of the customer variables, intended churn (i.e. intention to churn) and current loyalty (defined as intention to recommend) and distraction (i.e. intention to experiment).

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A Study on the Effects of Excessive Price Discounts etc. on Consumer Purchase Intention in Internet Shopping Mall (인터넷쇼핑몰의 과다한 가격할인 및 선착순경매가 소비자의 구매의도에 미치는 영향에 관한 연구)

  • Moon, Tae-Hyun;Park, Ju-Young
    • The KIPS Transactions:PartD
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    • v.14D no.4 s.114
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    • pp.395-406
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    • 2007
  • The development of e-commerce made a great effect on all the aspect of marketing mix. Especially, marketing stimuli of Halfplaza.com, excessive price discounts and auction by order of arrival, spread out gradually in internet shopping mall industry. The study showed that excessive price discounts combined with auction by order of arrival increased consumer's perceived value, but decreased perceived risk. In conclusion, legal protections must be established since consumers tend to be vulnerable to various marketing mix of deceptive e-commerce players.

The Moderating Role of Attribution in Penalty Judgment: An Empirical Study in the Financial Service Industry

  • Kim, Young "Sally" K.
    • Journal of Global Scholars of Marketing Science
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    • v.16 no.3
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    • pp.1-16
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    • 2006
  • Many financial service organizations use various types of penalties (e.g., late payment fee, overdraft fee), often inflicting customer complaints and, in extreme cases, attrition. This study examines how customers evaluate penalties using concepts from attribution theory and literatures of social justice and customer satisfaction/dissatisfaction. The study hypothesizes that both cognitive (i.e., attribution, perceived fairness, disconfirmation) and affective (i.e., emotion) responses influence customer's penalty judgment and tests the effect of moderation between attribution and perceived fairness on penalty judgment. The study uses a cross sectional survey design and collects data using the critical incident technique. The results show that attributions have significant moderating effects on the relationship between perceived fairness and dissatisfaction with the penalty and that perceived fairness, emotion, and attribution have a significant influence on penalty evaluation. The study provides discussion of the findings and managerial implications.

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