• 한국정보컨버전스학회논문지
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• 제1권1호
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• pp.55-59
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• 2008

정보화 사회가 도래됨으로 인하여 우리의 생활과 기업의 마케팅도 다양하게 변화가 되었다. 정보의 획득이 손쉬워 지는 오늘날 소비자들의 욕구는 다양해지고 이에 부흥하기 위한 기업의 변화는 환경과 사회기여도까지 고려하지 않을 수 없게 되었다. 따라서 본 연구는 그린마케팅에 대한 최근의 마케팅 환경과 앞으로의 기업에서의 대응방안에 대해 알아보고자 한다. 경영환경 변화 중에서 그린마케팅이라는 화두는 기업의 경영전략에 큰 변화를 가져왔다. 환경은 기업경영과 무관하게 생각해온 과거의 경영과는 달리 오늘날에는 경영전략에서 필수불가결한 전략 중 하나가 되었는데 그것이 그린마케팅이다. 따라서 본 연구는 정보의 홍수 속에 있는 다양한 욕구를 가진 소비자를 만족시키기 위하여 마케팅의 환경변화와 그린 마케팅의 배경을 알아보고 기업의 자세와 미래를 전망하고자 한다.

• 한국조리학회지
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• 제10권2호
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• pp.59-71
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• 2004

This study .is about marketing of menu-delivery-web site through internet which is getting bigger in working-together-couples. The purpose of this study is suggesting the way which can make internet marketing to activate by means of analysing of a certain enterprise's homepage with marketing mix method. We draw the findings which is seperated by goods, price, promotion, distribution, other service according to marketing constituents. As a result of research, it was found that each company has given much more weight on some part in internet marketing's field of activity. In general, they put an empasis on activity of goods and promotion. On the other hands they didn't consider prices and delivery to be important compared with other parts. In a field of price, menu-site just announced price but in further advance, it had better offer and compare two price level when customer used menu-delivery-web site or not. And that site needed to promote and to be advertised what customer who just think using web site was expensive have benefit in the price. One of the most important things about internet-marketing was that fast and exact feedback and community made each enterprise to be able to help to communicate with customer. For these strategy to execute effectively, first company's name should be known well and goods and service the company had should be well advertised. But first of all, differentiated strategy should precede through consistency of taste and quality, consistant information update as a internet-company and sincere homepage management.

• 유통과학연구
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• 제17권12호
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• pp.33-42
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• 2019

Purpose: This study seeks to identify whether internal marketing factors have a statistically significant positive effect on the flow of services to customers of bank service employees. Specifically, the purpose of this study is to confirm the importance of internal marketing in the employees' services immersion to customers. In addition, the study seeks to identify whether employees' perceived organizational support recognition mediates between internal marketing factors and the employee's immersion in services to customers. Research design, data and methodology: This study distributed 100 questionnaires to employees working at banks to obtain data. Finally, the study conducted a statistical analysis on a questionnaire of 94 employees. For regression, factor analysis, and reliability analysis, the 24 version of the SPSS was used. For the mediation analysis, the SPSS macro developed by Hayes was used. Results: This study seeks to statistically verify which factors of internal marketing have a greater impact on employee immersion in services. Conclusions: Research verification has shown that all elements of internal marketing affect the employee's immersion in services to customers. It was also shown that the employee's recognition of organizational support mediated the relationship between factors of internal marketing and the employee's immersion in services to customers.

• 산경연구논집
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• 제12권10호
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• pp.19-30
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• 2021

Purpose: Dairy marketing cooperatives operate in the agricultural sector of the Ethiopian economy and are supposed to increase the efficiency of the marketing system. This paper aims to study factors affecting the participation of farm households' in dairy marketing cooperatives. Research design, data, and methodology: The research has focused on one primary question. What are the possible factors that affect farm households' participation in dairy marketing cooperatives? The survey questionnaire was developed and an interview was made using enumerators. A total of 1500 sample households were selected randomly using the method of sampling with probability proportionate to size. Descriptive and inferential statistical analysis (binary logit model) was used for analysis. Results: The study result revealed that among thirteen explanatory variables hypothesized to affect dairy producer farmers' participation in dairy marketing cooperatives; eleven were found to be statistically significant. From these findings, it is observed that members of the dairy cooperatives have significant advantage over nonmembers. Conclusions: Both internal and external intervention measures are suggested. Internally, the cooperatives' board of directors should design appropriate strategies to attract nonmembers to improve future participation, and, externally, government, NGOs, and other stakeholders need to emphasize methods that increase nonmembers' participation in dairy marketing cooperatives.

• 유통과학연구
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• 제19권8호
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• pp.91-100
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• 2021

Purpose: Supply chain management is a significant component of marketing strategy to achieve the overall goal of maintaining a competitive edge in the industry. To better understand and compare marketing strategies between two major distribution channels (Wholesalers and Retailers), the present study examines the various critical aspects in developing marketing strategies based on numerous prior studies. Research design, data and methodology: Qualitative research involves collecting and analyzing various non-numeric data to establish different concepts or opinions in the data. In content analysis, determining the presence of different themes, concepts, or other valuable texts and their relationships is carried out. Usually, the researchers employ three distinct methods to carry out complete content analysis. Results: Developing the appropriate marketing strategy to manage the supply chain of a business is essential. Marketing strategies should be formulated in a manner that ensures the supply chain is well organized. Applying the marketing strategy in the supply chain management, the current author utilizes the four Ps to integrate strategies for two distribution channels which are essential in ensuring proper management. Conclusions: This study concluded that utilizing the existing marketing strategies and integrating them can help in better management of the supply chain, using communication, decision making, product differentiation, and pricing.

• 디지털융복합연구
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• 제20권1호
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• pp.285-291
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• 2022

본 연구는 주얼리 브랜드를 중심으로 메타버스를 활용한 마케팅에 관한 사례를 분석하고, 메타버스 마케팅의 새로운 방향성을 모색함에 목적이 있다. 메타버스 로드맵 2.0에 대한 IT 기술적 유형과 변화를 조명하고 이를 마케팅 전략에 융합하여 분석하였다. 이러한 마케팅 전략을 바탕으로 주얼리 브랜드의 메타버스 마케팅 사례를 비교 연구하여 시사점을 도출하였다. 그 결과 성공적인 메타버스 마케팅은 가상화 공간에서 개인화된 경험을 제공하고, 고객 여정에 대한 분석이 수반되어야 한다는 점을 글로벌 브랜드의 사례에서 확인할 수 있었다. 향후 연구 방향으로, 마케팅의 투자자본수익률(ROI)에 대한 심도 있는 보완 연구를 통해 궁극적으로 주얼리 브랜드의 경쟁력을 높이는 데 기여하고자 한다.

• 유통과학연구
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• 제20권4호
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• pp.33-50
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• 2022

Purpose: This pilot study aims to conceptualize a new green marketing mix for retail consumers based on Stimulus-Organism-Response (SOR) model. Moreover, it also aims to conceptualize a testable research model of new green marketing mix with consumers' green purchasing behavior, and to validate the measurement model with traditional as well as modern suggested validating techniques. Research design, data and methodology: A pilot test data from 75 respondents of retail buyers of energy-efficient electric appliances in Pakistan were tested for the confirmatory factor analysis (CFA) by examining a measurement model of the construct through different validation techniques (like Composite Reliability, McDonald's Omega (ω), rho (ρA), HTMT, etc.) as heretofore these scales were not validated through these modern methods. Results: The results revealed that the instrument has a certain degree of reliability and validity through different validating techniques. All the measurement items reach the suggested threshold values. Conclusions: Therefore, this study conceptualized an integrated framework of all the three stakeholders of the environment (government, companies, and public or consumers) to achieve environmental sustainability. Hence, future studies can extend these findings and conduct a full-scale study to establish an empirical relationship between the 5G's of green marketing for retailing businesses and consumers' green purchase behavior.

• 디자인학연구
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• 제18권2호
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• pp.15-26
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• 2005

최근 디자인 분야의 두드러진 특징 중의 하나는 마케팅과의 결합이다. 그러나 전통적인 마케팅의 영역과 디자인마케팅의 영역에는 차이가 있어 기존의 마케팅 개념을 디자인 분야에 그대로 적용시키기보다는 새롭게 재구성되어져야 할 필요가 있다. 따라서 본 연구에서는 디자인 환경에 맞는 디자인마케팅의 개념 구성요소들을 재정립하여 디자인마케팅의 구성요소와 활용방안을 제안하는데 그 목적이 있다. 연구의 내용으로는 첫째, 디자인마케팅의 등장배경과 현황을 디자인의 학제적 특성과 관련하여 살펴보고 둘째, 전통적인 마케팅의 기본적인 개념구성요소들을 고찰하였으며 셋째, 그를 바탕으로 디자인 환경에 맞는 디자인마케팅의 개념구성요소로써 4Cs를 제안하였다. 마지막으로 새롭게 제시된 개념구성요소들을 유기적으로 재구성하여 디자인 개발 프로세스 상에서 효율적으로 활용할 수 있는 4C Mix를 제안하였다. 이론적으로 디자인마케팅의 구성요소를 전통적인 마케팅의 구성요소를 바탕으로 새롭게 재구성하였고, 실무적으로 디자이너들이 디자인 프로세스 상에서 활용할 수 있는 시장 지향적인 프레임웍을 제시했다는데 의의가 있다.

• 한국조리학회지
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• 제5권1호
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• pp.175-204
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• 1999

Today, the hotel industry in a whole are facing serious problems with a number of reasons. To overcome this situation, Customer-Oriented Marketing is considered to be a solution for the hotel F & B management, due to the potential of F & B department. The main purpose of this study was to present the Food and Beverage Marketing Mix Strategies suitable for the market characteristics. To achieve the purpose of this study, theoretical and empirical approaches were used. In review of theoritical background, basic concepts and characteristics of hotel F & B, hotel F & B marketing environment, and hotel F & B marketing mix were studied. Based on the theoritical studies and previous studies, F & B marketing mix sub-components were chosen. In this research, F & B 5P's and 1I marketing mix are discussed, they are Product, Price, Promotion, People, Physical evidence and Image. Through the survey, a number of important segment markets are emerged, which lead to essential segment markets ; business, conference and leisure market. F & B marketing mix strategies as follows. First, for the physical evidence mix, to build up the position as deluxe hotels, it is necessary to matte an investment in technical and decorative components. Second, for the people mix, to assure the service quality, the education and training programs for employee are required. Third, for the image mix, to ensure the image of hotel brand strength, the consideration for public area layout, restaurant and bar ambience, and green policy are required. Fourth, for the product and price mix, to differentiate the F & B, it is necessary to offer thorned and ethnic cuisine, and signature restaurants. Fifth, for the promotion mix, to attract more cumstomers, creative and various promotion activities, and long-term investment in customer-oriented marketing are required. There were some limitations in this study. That is, most of hotels don't operate the concrete and effective F & B marketing, have difficulty in getting data base for F & B customer. Despite their limitations, this study add some values to hotel F & B management in that it introduce the service marketing mix strategies to hotel F & B marketing.

• 복식문화연구
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• 제29권5호
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• pp.634-650
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• 2021

This study was conducted to investigate the effect of relationship and service marketing on the brand interest and behaviors among Korean and Chinese active senior consumers and whether this effect differed between the two groups. A survey was conducted by having participants complete questionnaires administered by a research firm. For empirical analysis, frequency, EFA, CFA, SEM, the metric invariance test, and multiple-group comparison analysis were performed. The analysis results revealed that relationship marketing positively affected both brand interest and consumer behavior. Although service marketing positively affected brand interest, it did not have a significant effect on consumer behavior. In other words, brand interest positively affected consumer behavior through relationship and service marketing. Multiple-group comparison analysis demonstrated that no difference existed between Korean and Chinese active consumers in terms of how relationship marketing affected their brand interest, but a difference existed in how it affected their behavior. Service marketing had a greater influence on Chinese active senior consumers' brand interest than on Korean active senior consumers. However no difference existed between the two groups with respect to how service marketing affected their behaviors. Finally, brand interest had a positive effect only on Korean active senior consumers' behavior through relationship and service marketing, but not on Chinese active senior consumers. In conclusion, relationship and service marketing should be used to enhance the brand interest among Korean active senior consumers, and business activities should be planned by building relationships with Chinese active senior consumers to affect their behavior.