• 한국조리학회지
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• 제8권1호
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• pp.1-21
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• 2002

A study is on the market ing strategy which applied the web site for family restaurant. The internet marketing that the firm uses to attract consumer needs and it can be said to be the strategic effort to cope with dynamic environmental change in the market with strategic flexibility which has competitive advantage and increase its profitablelity. This study establish an internet marketing strategy plan and it presented. First, it constructs a data base using CRM and it manages with to create the benefit model. Second, it constructs the trusted relationship of the customer using Permission marketing. Third, the virus marketing is effect ive to create customers in short duration. Forth, e-mai1 marketing for target customer is also effective Fifth, experienced marketing provides the good experience and an immersion. Sixth, tie-in marketing which co-operate with the other company is magnifies a category of customer therefore this study about internet marketing action will be hopefully continued.

• 한국유통학회지:유통연구
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• 제1권1호
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• pp.197-222
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• 1996

The objective of this study is to investigate the determinants of trust between the producer and the distributor, focusing on relational norms (mutuality, flexibility, and solidarity) and environmental munificence, in agricultural marketing channels. More specifically, followings are investigated in cucumber marketing channels ; (a) the effects of environmental munificence on relational norms, and (b) tile effects of relational norms on trust. The major findings of this study are as follows ; (1) The cucumber producers' perceived output sector munificience positively affected the mutuality and solidarity of the relational norms. (2) The mutuality and solidarity of the relational norms positively affected the trust. Therefore, the efficient marketing transaction system, mutual efforts for a fair regard between producers and middlemen, and the development of sound moral and trading custom are required in the Korean agricultural market. And also the active roles of government to develop the infrastructure of agricultural marketing and the proper roles of agricultural cooperatives to keep transaction activity fair should be clarified and proactively conducted.

• 한국의류학회지
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• 제38권3호
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• pp.334-346
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• 2014

Green marketing is efforts to achieve the environmental responsibility in all marketing activities. This study investigates the contribution of SPA fashion brands' green marketing activities to consumers' green behavior and the brands' growth as well as the natural environment. Green marketing activities are classified by product relevance and consumer participation. An online survey is conducted using scenarios developed according to the two (high/low product relevance) by two (high/low consumer participation) research design. Green consuming intention and brand attitude are compared by product relevance and consumer participation. The positive effects of product relevance and consumer participation on green consuming intention are found. The positive effects of consumer participation and the interaction effect of product relevance and consumer participation on brand attitude. Based on the results, this study suggests effective green marketing activities for fashion brands.

• 유통과학연구
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• 제12권10호
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• pp.57-65
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• 2014

Purpose - This study aims to identify the effect of corporate eco-friendly marketing, which focuses on corporate social responsibility, on the environment, natural preservation and protection, and environmental concern among consumers. Research design, data, and methodology - A total of 92 valid questionnaires were used for analysis. A structured model was established and a 3-step mediated regression test was employed to see how consumers' perception of ethical consumer behavior and price sensitivity are influential in relation to the impact of consumer's perception of eco-friendliness on the using intention in relation to eco-friendly products. Results - Three factors of eco-friendly perception all have a positive impact on ethical consumer behavior, thus lowering their price sensitivity. In particular, it is found that environmental knowledge and environmental concern are important to promote ethical consumer behavior. Conclusion - It is found that, to increase the using intention of eco-friendly products, an enterprise should practice an eco-friendly marketing strategy, deliver eco-friendly related knowledge, and include contents to allow consumers to take an interest in the environment for effective performance of marketing.

• 한국의류학회지
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• 제34권3호
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• pp.529-539
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• 2010

The environment and green are critical issues for businesses in the $21^{st}$ century. This study examines product assortments of eco-friendly products, green marketing strategies, and the marketability of Trashion products among fashion brands. Data were collected through an interview method from eight fashion brands that were actively conducting green marketing. The general activities of green marketing were to produce eco-friendly products and/or an economical support for environmental groups or green conservation campaigns. Eco-friendly products included organic cotton products, well-being products made of bamboo or beans, goods made of recycled plastic bottles, and Trashion items. The first reason was to improve the brand image, then take social responsibility, and last participate in the environmental movement. However, the price of green products and supplies of eco-friendly fabrics were the most challenging issues for fashion businesses. The marketability of Trashion products was directly opposed and managerial implications for green marketers were discussed.

• The Journal of Asian Finance, Economics and Business
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• 제9권4호
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• pp.131-142
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• 2022

The research aims to test the impact of marketing culture and rational decisions in academic entrepreneurship during entrepreneurial marketing by focusing on the main problem and the challenges that Iraqi private universities face. The most important of these challenges is probably the inability of the private universities to keep pace with the development and the environmental challenges. The researcher chose 26 private Iraqi universities/colleges for the study. The sample was taken from deans, assistant deans, and heads of departments, with 310 people distributed among the various colleges. The researcher used the electronic questionnaire as a tool for collecting information. Data analysis was based on the (SPSS) and (AMOS) programs. The researchers arrived at many conclusions. The most important finding was the impact on both the marketing culture and rational decision on academic entrepreneurship through entrepreneurial marketing. The higher administration in the Iraqi private universities/colleges always strive to adhere to the marketing values, norms and traditions through a commitment to rational decisions to achieve academic entrepreneurship. The higher administrators increase their commitment and adherence to this influence by adhering to marketing entrepreneurship.

• 한국시뮬레이션학회논문지
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• 제25권3호
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• pp.125-132
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• 2016

본 연구는 우리나라 IT기업을 대상으로 환경불확실성과 학습지향성의 상호작용이 조직성과의 하나인 마케팅역량에 미치는 영향을 탐색적으로 살펴보고자 하였다. AMOS와 SPSS를 활용한 통계분석 결과, 직원수 500인 미만의 소규모 조직일수록 자신들이 직면한 환경불확실성에 보다 적극적으로 그리고 유연하게 대응하려는 경향이 농후했으며, 이 같은 환경에의 반응을 통해 마케팅역량의 증대라는 긍정적 성과를 가져왔다. 반면에 직원수 500인 이상인 기업의 경우는 그 어떤 유의한 상호작용효과도 보여주지 못했다. 이 같은 연구결과는 조직규모에 따른 경쟁 환경 및 시장지배력의 차이가 IT기업의 환경적응 메커니즘에서도 차이를 가져온 것이라는 추론을 가능케 한다. 다만, 이 같은 유추는 IT기업의 유형과 특성이 매우 이질적이라는 점에서 일정한 한계를 지닌다. 따라서 IT산업의 표본을 확장한 후속연구와 타산업과의 비교연구에 대한 필요성이 있다.

• 디지털콘텐츠학회 논문지
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• 제15권6호
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• pp.683-699
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• 2014

본 연구는 국내 중소기업을 대상으로 인터넷마케팅의 전략적 고려와 도입의도 형성에 관여하는 요인을 파악하기 위한 목적으로 진행되었다. 혁신확산이론과 선행연구에 대한 이론적 고찰을 통하여 변수의 선정을 거쳤으며, 각 변수의 영향력을 확인하기 위한 목적으로 실증적 분석을 실시하였다. 설문조사를 통해 최종적으로 135개 기업들의 자료가 확보되었고 이들 자료들이 실증분석에 사용되었다. 실증분석 결과 경쟁강도, 거래처의존도, 인터넷마케팅 지식수준, 인터넷마케팅 경험수준은 두 개의 종속변수인 인터넷마케팅 전략적 고려 및 도입의도에 모두 유의한 영향을 미쳤으며, 학습몰입은 인터넷마케팅 전략적 고려에만 부의 영향력을, 환경동태성은 인터넷마케팅 도입의도에만 부의 유의한 영향을 미치는 것이 확인되었다. 실증분석을 종합적으로 본 결과 현재의 중소기업들은 치열한 경쟁을 완화할 수 있는 수단으로 인터넷마케팅 도입을 고려하며, 인터넷마케팅의 지식이나 경험 수준 등이 중요한 영향요인으로 나타남으로서 사전적으로 그런 지식과 경험을 가진 기업들이 그 효과성에 대한 인식이나 접근성이 더 높은 것으로 해석된다. 인터넷마케팅 지식과 경험 수준이 모든 종속변수에 매우 유의한 관련성을 보이는 것으로 나타나서 사후적으로 세부적인 인터넷마케팅 각 수단들의 지식이나 경험 수준과 종속변수들간의 관련성을 상관분석에 의해 더 심도있게 분석하고 그에 따른 결과들도 논의하였다. 본 연구는 종합적으로 인터넷마케팅 도입에 영향을 주는 변수들을 파악하고자 하였다는 점에서 가장 기본적인 의의가 있으며, 좀 더 실무적으로 의미 있는 연구방법 등을 통해 시사점을 얻고자 하였다는 점에서 의미를 찾을 수 있었다.

• 산업경영시스템학회지
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• 제19권40호
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• pp.37-52
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• 1996

Nowadays the marketing environment has become an important factor which should be seriously considered by all the managers of modern firms. The survivals of modern firms are basically influenced by the changes of marketing environment. Particularly, it is necessary for firms to pursue the rational and efficient managerial activities since the recent environment is characterized by the stiff competition and rapid changes. First of all, this paper is trying to theoretically examine how the environment of the marketing system has been changing in terms of different periods and macro-levels. Secondly, in order to understand the patterns of consumers' perceptions on the environmental changes, some hypotheses have been established and relevant data have been collected. And, in order to analyse the results of this study, the followings have been implemented : Pilot analyses on the experimental environment and variables, the selection of research methodology, the test hypotheses, and the summary of the results. Finally, some practical implications have been suggested in order to help marketing managers formulate the efficient marketing strategic.

• 산경연구논집
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• 제10권1호
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• pp.51-58
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• 2019

Purpose - Manufacturers in uncertain environments need to depend on governance mechanisms to reduce the inherent risk in these environments. However, few studies have examined which governance mechanisms a given manufacturers will develop in uncertain environments for managing the relationships with its vertical partner. This study explores how different governance mechanisms function under uncertain environmental circumstances. We also try to investigate the contextual effect of interfirm benevolence as moderator. Research design, data, and methodology - This research provide the conceptual framework of interfirm benevolence on which this research's propositions are predicted. The theoretical background for environmental uncertainty, governance mechanisms and interfirm benevolence will be discussed. Results - The expected results are as follows. Manufacturers in an uncertain environments rely on different governance mechanisms under conditions of high and low interfirm benevolence. In terms of role of interfirm benevolence, interfirm benevolence provides a better understanding of how governance mechanisms can develop in an uncertain supply markets. Conclusions - This research suggests several theoretical and practical implications between channel partners, particularly, this research offers that interfirm benevolence is a crucial competitive factor under environmental uncertainty situation. In future studies, it is necessary to investigate the effect of each governance mechanism structure on performance in an uncertain environment and various level of interfirm benevolence.