• Asia Marketing Journal
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• v.2 no.3
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• pp.1-25
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• 2000

기금조성은 대학이 활용가능한 중요한 재원확보수단이다. 그럼에도 불구하고 국내 대학의 경우 기금조성 성과는 매우 미흡한 실정이며 이에 대한 연구 역시 체계적이지 못하며 지극히 소수만이 발표되고 있다. 본 연구는 대학의 효과적인 기금조성을 위한 전략적 방향을 마케팅 관점에서 제시하고 있다. 국내 55개 4년제 대학의 기금조성부서장을 대상으로 한 서베이 분석결과, 국내 대학의 기금조성활동은 대체로 도입기에 있으며, 그 성과가 매우 저조한 것으로 나타났다. 본 연구는 기금조성에 있어 마케팅 관점에서의 접근, 특히 시장지향성과 체계적인 장기전략계획의 수립이 기금조성 성과와 매우 밀접한 관련을 맺고 있으며, CEO와 대학구성원의 몰입이 기금조성 관련변수에 광범위하게 영향을 미치고 있음을 확인하고 있다. 본 연구는 향후 기금조성관련 연구를 촉진하기 위해 기금조성모형과 연구문제를 제시하고 있으며, 대학의 정책입안자에게 필요한 경영암시도 제공하고 있다.

• Asia Marketing Journal
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• v.4 no.4
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• pp.28-50
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• 2002

본 연구는 마케팅성과에 대한 Kotler의 접근법을 원용하여 한국의 대표적인 제조기업과 서비스 기업들의 마케팅 성과에 영향을 주는 요인들을 발견하고 경영 시사점을 제시하기 위한 모델을 개발하였다. 제조 분야에서 10개 기업, 서비스 분야에서 9개 기업을 각각 선정하여 전체 19개 기업의 마케팅 성과의 수준을 평가해 보았다. 확인요인분석 결과 제조기업의 마케팅 성과요인으로는 마케팅 인력, 마케팅 조직, 마케팅 전략이 추출되었고 서비스기업의 요인으로는 마케팅 인력, 마케팅 정보, 고객지향성, 마케팅 전략이 추출되었다. 5개의 마케팅성과요인과 제품력, 유통력, 판촉력, 가격력으로 구성된 마케팅역량, 그리고 고객만족 간의 관계를 규명할 목적으로 구조방정식모형을 구축하고 관계들에 관한 가설들을 검증하였다. 요인분석결과 제조기업은 마케팅인력, 마케팅 조직, 마케팅 전략의 세 요인이 유의한 요인으로 나타났으나, 서비스 기업에서는 마케팅 인력, 마케팅 정보, 고객지향성, 마케팅 전략의 4요인이 유의하게 나타났다. 각 요인의 평균치 분석결과, 서비스기업이 제조기업에 비해 마케팅성과 영향요인, 마케팅역량과 고객만족에서 모두 우세하게 나타났다.

• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.614-625
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• 2013

The nostalgia marketing is active in various industrial areas. The nostalgic theme is emerging as a new trend in the film industry. This thesis attempts to investigate empirically the effect of nostalgia, the expectation and the evaluation on the intention to watch a movie. Nostalgia is a sentimental yearning for a former place or time. Expectation is classified into the utilitarian and the hedonic one; the evaluation into the subjective and the objective one. This thesis analyzed the effects of these five factors on the intention to watch a movie. The result shows that the older group felt more nostalgic than the younger; women more than men. Regarding the age, 10-20s are affected by the hedonic expectation, the subjective evaluation, and nostalgia, and over 30s are affected in order of the hedonic expectation and nostalgia. In terms of sex, men are affected most in order of the hedonic expectation, nostalgia and the subjective evaluation. Women are affected most in order of the hedonic expectation and the subjective evaluation. These results indicate that the marketing strategy needs to vary according to age and sex.

• Asia Marketing Journal
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• v.15 no.1
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• pp.83-105
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• 2013

During recent decades, the number of mixed attribute products (henceforth mixed products), which have both utilitarian and hedonic benefits, has increased dramatically. Despite these products' growing popularity, academic research has paid little attention to them, and there remains a gap between theory and the real world. Hence, our study was undertaken to understand consumers' perceptions about and behaviors toward mixed products, as well as factors affecting the evaluation and choice of these products. We divided mixed attribute products into two categories: mixed utilitarian products (utilitarian products adding hedonic attributes) and mixed hedonic products (hedonic products adding utilitarian attributes). We then showed how adding different attributes affects consumers' perception, willingness to pay (WTP), and the choice of mixed attribute products compared to pure utilitarian or pure hedonic products. We conducted an experiment using a within-subject design. A total of 160 office workers and college students participated in the study. The pure utilitarian product used in the study was orange juice, and the mixed utilitarian product was carbonated orange juice. The pure hedonic product was chocolate, and the mixed hedonic product was polyphenol enriched chocolate. Results showed that consumers perceived a mixed utilitarian product to be less utilitarian, less pleasurable and more guilty than a pure utilitarian product. On the other hand, a mixed hedonic product was perceived to be more utilitarian, less pleasurable and less guilty than a pure hedonic product. Also, WTP for a mixed hedonic product was higher than WTP for a pure hedonic product, but WTP was lower for a mixed utilitarian product than for a pure utilitarian product. Furthermore, mixed hedonic products were likely to be evaluated more favorably when they were presented together with pure hedonic products, more so than when they were presented alone. Finally, when compared to low self-control participants, high self-control participants chose mixed hedonic products more frequently. The present study contributes to the existing literature on utilitarian and hedonic consumption by adding to the sparse literature on the consumption of products that have both utilitarian and hedonic purposes. Also, our research findings provide several useful implications for practitioners in related fields. First, the current study provides marketers with a useful guide for understanding consumers' perceptions of these types of products, and helps to predict how adding different attributes influences these products. Second, this study has examined the conditions that may moderate the evaluation and choice of hedonic base products and this finding will serve as a good reference for marketers of mixed hedonic products in marketing communication strategy, in-store marketing and targeting. Specifically, comparative advertising with a pure hedonic product will be beneficial for a mixed hedonic product. Also, displaying mixed hedonic products near pure hedonic products may enhance the effectiveness of in-store marketing of mixed hedonic products.

• Journal of Distribution Science
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• v.10 no.5
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• pp.29-36
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• 2012

This paper aims to establish a Fengshui-based marketing model that companies engaged in selling dwelling spaces can utilize to increase their sales. The study is based on an investigation of appraisal statements and analysis techniques used in Fengshui. The Fengshui marketing model can be used for corporate advertising, sales promotions, public relations events, and for framing an overall marketing strategy according to changing consumer demand. As a sales promotion strategy, it can be used to influence consumer psychology and behavior. Although this study is limited to the all-pervasive advertising and marketing of houses by construction companies under installment plans, the Fengshui marketing method can also be used for the sale of store locations, space for product display, and so on. Initially, I analyze living spaces according to traditional Fengshui theory, and subsequently apply the modern method to study topographical space structures and geomagnetism disturbances. I present a standard form for writing the Fengshui appraisal statement based on the objective analytical method of Fengshui. With its shortcomings remedied, the appraisal statement can lead to high-quality advertising and increased valuations because it is based on objective data analysis and systematic evaluation of houses. In brief, I have designed the Fengshui marketing model as a sales promotion technique for the housing industry. I believe this study will contribute to the application of Fengshui in the housing industry's sales promotion efforts through high-quality advertising. Future research should evaluate Fengshui marketing in the housing industry based on case studies. Research questions to be addressed could include how Fengshui marketing has affected installment sales of houses and how Fengshui architectural practices affect general well-being. These studies would help propagate Fengshui marketing by validating its effectiveness. In addition, case studies should be undertaken to consider the practical applications of Fengshui marketing, how it can contribute to maximizing a company's image and profits, and how it can promote customer satisfaction.

• KOREAN JOURNAL OF CROP SCIENCE
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• v.47
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• pp.124-134
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• 2002

The sweetpotato, Ipomoea batatas L. (Lam.), is one of the important summer upland crops in Korea and has been used as human food, industrial yaw material and vegetable. Sweetpotato has been consumed for human foods such as boiled, roasted, fried or salad etc. It should be developed for higher quality as a snack or health food, primarily through improving the eating and marketing qualities as well as nutritional value. Its quality after cooking or processing is a complex one combining the aroma, taste, texture and fiber content. The other important qualities for consumers are root shape, size, skin color, flesh color, insect and disease resistance, nutritional components and safety from phytoalexins(toxic stress metabolites) etc. Korean people generally prefer to red skin color, round or elliptic shape and dry texture, yellow flesh color of sweetpotato which is high in starch content including vitamins and nutrients. The almost factors of quality components of sweetpotato are genetically controlled by breeder, but postharvest handlings and marketing management for making high quality goods should be done thoroughly according to the quality evaluation criteria of sweetpotato from the moment of harvest until shipping them to the market by farmers and the other users. This paper describes current status and prospects of the quality evaluations and researches in sweetpotato roots in Korea.

• Journal of Distribution Science
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• v.22 no.7
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• pp.73-82
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• 2024

Purpose: This study aims to identify the assessment criteria on textile and apparel supply chain management performance. Research design, data, and methodology: An integrated method of Delphi, quantitative survey, and ANP, in which Delphi with Kamet principle was applied to define the set of criteria, quantitative survey with reliability and validity test was utilized to ensure the match between the set of criteria and the whole textile and apparel industry, and ANP was used to derive weights of these criteria. Results: The set of supply chain management performance evaluation criteria composes of seven criteria namely order fulfillment quality, agility, costs, asset management, information sharing, innovation, and product development and 19 sub-criteria. Conclusions: This study theoretical contribution is the proposition of the set of evaluation criteria on supply chain performance. Regarding practical contribution, the study findings are guidelines for T&A companies in assessing and improving their supply chain capability. However, the findings are only for Vietnamese T&A context. Future research, therefore, may be expanded to other regions or countries' T&A industry. Additionally, future step to this study may be the utilization of other techniques of MCDM or methodological approaches like multiple regression, PLSSEM in defining weights of criteria or performance evaluation.

• The Korean Journal of Franchise Management
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• v.15 no.3
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• pp.17-25
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• 2024

Purpose: Color induces psychological responses in consumers, and the importance of color in marketing strategies is continuously emphasized. In particular, color can significantly influence consumers' purchasing decisions, even for food products. In this context, this study aims to examine the role of color naming in affecting consumers' product evaluations and purchase intentions for food products, with a focus on how the times of consumption acts as a moderating variable. Research design, data and methodology: This study designed the experiment using the Qualtrics program and recruited a total of 206 participants residing in the Eastern United States through the Amazon Mechanical Turk. Result: The experimental results showed that the ambiguity of color naming had different effects on consumer product evaluation and purchase intention depending on the times of consumption. Specifically, during the daytime, ambiguous color naming led to more positive evaluations and higher purchase intentions for the product, whereas these effects diminished during the nighttime. Conclusions: Considering the time of consumption in marketing strategies is essential for applying color naming effectively.

• YAKHAK HOEJI
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• v.50 no.3
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• pp.145-153
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• 2006

The adverse events which do not appear in the approval process tend to occur more frequently at the early stage of the use. Therefore new drugs, drugs with different active substances or routes of administration, or drugs with explicitly different efficacy added are particularly chosen for re-examination, and go through a study, which is conducted on 600 to 3,000 subjects over 4 to 6 years. Since the re-examination system was implemented in January 1995, 880 drug products have been designated as the subject of re-examination and among them 194 drugs have been completed their re-examination as of until March 2005. Post Marketing Surveillance to insure drug safety should be correlated with re-examination of new drug, re-evaluation of drug, and adverse event monitoring system. And the first labeling change should reflect all information collected for a defined period of time after the marketing authorization is granted. Furthermore centralized management through spontaneous reporting system of adverse event for whole period of time would be the most desirable type of system.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.5
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• pp.683-694
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• 2015

This study defines the concept of triple media and examines various marketing media that influence a consumer's purchase of outdoor fashion brands. We explore the effects of gender and age on information searches related to outdoor fashion brands and purchase criteria related to outdoor clothing. A survey of consumers who visited stores was conducted. We targeted consumers between the ages of 15 and 50 and analyzed 764 questionnaires. The results show that triple media involve eight factors: five factors (printed ads or radio ads, campaign ads, Internet ads, TV ads, and store ads) in paid media, one factor (direct marketing) in owned media, and two factors (channels of social network services, channels of direct promotion) in earned media. Further, the evaluation/appraisal criteria of outdoor clothing consist of four attributes (practicality, promotional activities, product power, and customer service). The teenager group showed significantly low usage of campaign ads, direct marketing, and direct promotion, while the use of Internet ads is particularly high among teenagers compared to other age groups. Moreover, teenagers are least likely to rely on practicality when evaluating clothing and are most likely to value product power. Additionally, women show significantly high usage of direct marketing. In terms of the clothing appraisal criteria, women assign higher value to practicality and promotional factors than men. The theoretical and managerial implications of the findings are discussed.