• The International Journal of Costume Culture
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• v.3 no.3
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• pp.193-200
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• 2000

Recently Korean firms are increasingly interested in Internet business while the number of Internet users reaches more than 10 million in Korea. As e-commerce develops rapidly, customer-oriented marketing for online business becomes very important. The issue of how to achieve customer satisfaction in Internet business and how to plan a marketing strategy for online business faced managers of Internet business. Customer-satisfaction is much more important for Internet businesses than for traditional offline 'brick and mortars'. Marketing activities need to be carried out on customer-orientation to achieve high level of customer satisfaction. This paper will discuss how to develop customer-oriented marketing for online business. It will specifically study the characteristics and success factors of Internet business, differences between online marketing and traditional marketing, selection of target market, and online marketing-mix strategy for e-business in view of customer-orientation. Finally it will suggest a future direction for online fashion business by applying the customer-oriented marketing of Internet business to the fashion business.

• Culinary science and hospitality research
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• v.20 no.2
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• pp.136-151
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• 2014

To adapt to the constant change in the foodservice industry, dietary life is not only evolving variously and complicatedly, but eating-out styles are also changing fast. In this reality, this study is intended to examine the effects of marketing mix strategies on perceived value and loyalty in Korean restaurants. To achieve this, a survey was carried out to total 300 customers of Korean restaurants in Seoul from June 11 to June 30, 2013. The results were as follows. First, service experience, price and store image in Korean restaurants had a positive effect on the perceived value. Second, price, advertisement and store image in Korean restaurants had a positive effect on the loyalty. Third, the perceived value had a significant positive effect on the loyalty. As stated above, service experience, price and store image, and price, advertisement and store image in Korean restaurants had an effect on the perceived value and the loyalty, respectively. Also, the perceived value had an effect on the loyalty. Consequently, these factors are very useful as marketing mix strategies in Korean restaurants.

• Information Systems Review
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• v.24 no.2
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• pp.1-20
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• 2022

Researchers are making contradictory claims through the concept of superstars and long tails about how the development of IT technology affects demand distribution. Unlike previous studies that focused on changes in demand from a macro point of view, this study explored whether the relationship between a company's marketing activities and consumer response differs depending on the product location (i.e., superstar vs. long tail) from a micro point of view. Based on the marketing mix framework, hypotheses were developed based on the relevant literature. In the case of empirical analysis, 2,835 daily data from 63 Korean films were tested using the quantile regression method. As a result of the analysis, it was found that the influence of marketing mix factors on sales varies depending on the location of the product. Specifically, the appeal breadth of the film and the effect of owned media are enhanced in superstar products, and the effect of acquisition media in long-tail products is enhanced and the negative effects of competition are mitigated. Unlike previous studies that focused on macroscopic changes in demand distribution, this study suggested marketing activities suitable for practitioners through microscopic analysis.

• Asian Pacific Journal of Cancer Prevention
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• v.17 no.8
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• pp.3939-3943
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• 2016

Background: According to recent statistics, the breast cancer rate is growing fast in developing countries. In North West of Iran, the incidence of breast cancer after esophageal and gastric cancers has the highest rate. Previous studies have also indicated that women in this region show reluctance to do breast cancer screening. There is a great need for change to promote breast cancer screening among women. Social marketing is a discipline that uses the systematic application of commercial marketing techniques to promote the adoption of behavior by the target audience. Materials and Methods: In the present qualitative study, thirty-two women with breast cancer were interviewed about their experiences of breast cancer screening. A semi-structured interview guide was designed to elicit information specific to the 4 P's in social marketing. Results: Three main categories emerged from the analysis: price, service and promotion. Subcategories related to these main categories included factors effective in increasing and decreasing cost of screening, current and desirable features of screening services, and weakness of promotion. Conclusions: Screening programs should be designed to be of low cost, to meet patients' needs and should be provided in suitable places. Furthermore, it is essential that the cultural beliefs of society be improved through education. It seems necessary to design an executive protocol for breast cancer screening at different levels of primary health care to increase the women's willingness to undergo screening.

• International Commerce and Information Review
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• v.13 no.4
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• pp.3-21
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• 2011

In this study, several experiments were designed to test the effectiveness of social media in export marketing. In particular, the experiments were made using Twitter and Facebook. The results showed that users' interest were able to increase the effects combined with B2B and B2C marketing events. The B2C marketing events could be made by personal target Event, Poll event, guest comments and social commerce. The B2B marketing was performed using Page Manager, Affiliate page, building and affiliate marketing group. Special features of Facebook such as social plug-in, Twitter integration, and Photo Tagging were found effective. A couple of implications were found in this study. First, the link between social media channel system was key success factor in effective export marketing. Second, the corporate marketing mix and social media consistent with the marketing mix strategy, communication between the managers and the managers' competencies were obtained for the key success factors.

• Proceedings of the Costume Culture Conference
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• 2000.09a
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• pp.3-12
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• 2000

Recently Korean firms are increasingly interested in internet business while the number of internet users reaches more than 10 million in Korea. As e-commerce develop rapidly, customer-oriented marketing for online business becomes very important. The issues of how to achieve customer satisfaction in Internet business and how to plan a marketing strategy for online business faced managers of Internet business. Customer-satisfaction is much more important for internet business than for traditional offline 'brick and mortars'. Marketing activities need to be carried out on customer-orientation to achieve high level of customer satisfaction. This paper will discuss how to develop customer-oriented marketing for online business. It will specifically study the characteristics and success factors of internet business, differences between online marketing-mix strategy for e-business in view of customer-orientation. Finally it will suggest a future direction for online fashion business by applying the customer-oriented marketing of Internet business to the fashion business.

• The International Journal of Costume Culture
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• v.9 no.1
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• pp.15-26
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• 2006

The purposes of this study were 1) to identify the dimension of perceived service quality of fashion retail stores in the basis of expanded marketing mix, 2) to investigate the effect of each dimension on long-term orientation/customer satisfaction, trust, commitment and WOM/repurchase intention) on perceived service quality. The questionnaires were administered to 333 women shopped in a fashion retail store in Gwang-ju city. Data were analyzed by using exploratory and confirmatory factor analysis, Cronbach' ${\alpha}$, and multi-regression analysis. The results were as follows: 1) The dimension of perceived service quality based on expanded marketing mix were classified as follow: product, price, place, promotion, people, physical evidence, process services. Long-term orientation was categorized into four factors: customer satisfaction, trust, commitment, WOM/repurchase intention. 2) For the effect of the perceived service quality by dimension, product, people, physical evidence, process services have significant effect on long-term orientation, while price, place, promotion services have not significant.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.7
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• pp.151-160
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• 2021

The purposes of this research were: 1) to analyze the confirmatory factors with the business operational model of entrepreneurs of small and medium enterprises (SMEs) in the textile and clothing industry, and 2) to verify the congruence of the model with the operational ways of the entrepreneurs of SMEs in the textile and clothing industry. The sample consisted of 500 small and medium enterprise entrepreneurs in the textile and clothing industry. This study was quantitative research and the instrument used to collect the data was a questionnaire. The data was analyzed using 1^st order and 2^nd order of confirmatory analysis (CFA). The findings of this research revealed that the model of SMEs in the textile and clothing industry was overall at a high level. Four main factors were used for the model of SMEs in the textile and clothing industry by their importance in descending order as follows: marketing mix (MM), collaboration network (CN), production inventory management (PIM), and creativity (CT). The results of verification of model congruence revealed the model of SMEs in the textile and clothing industry was fit and in accordance with the empirical data.

• Journal of the Korean Geographical Society
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• v.41 no.1 s.112
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• pp.39-57
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• 2006

Place marketing strategy is an research or policy field of cultural politics on which various meanings, discourses and practices are deployed, contested and negotiated surrounding the development or destruction of urban cultures. So it is needed to correct and concrete understanding about the cultural significations of place marketing strategy. In that sense, this study aims to establish the concept and methodology of place marketing strategy as urban culture development strategy. At first, the theory of cultural politics of space and cultural political approach to the place marketing strategy are reviewed. And then, basic concept of place marketing strategy and the process of place marketing strategy are established. Finally, with drawing the cultual political factors(named SAUNE factors), the methodology of place marketing strategy is systematized.

• Journal of the Korean Home Economics Association
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• v.46 no.8
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• pp.121-133
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• 2008

The purpose of this study was to decipher the BRQ (Brand Relationship Quality) Construct of fashion product consumers and to identify influencing variables. Consumption values of consumers, fashion product attributes and marketing communication instruments were investigated as affecting variables. A questionnaire was distributed to 350 women between the age of 20 and 50 living in Seoul and other metropolitan areas from Mar. 5 to Mar. 18, 2008. Collected data were analyzed by factor analysis, reliability, multiple regression, frequency and percentage using SPSS (Version 15,0) statistical Package. The results were as follows: Firstly, the BRQ Construct of fashion product consumers was proved to be composed of five factors; 'self-connective love', 'pursuing symbol', 'trust', 'intimacy', and 'knowledge'. Secondly, consumption values had a significant effect on the BRQ Construct and their explanatory power was 32%, 'Epistemic value' was the most significant variable affecting BRQ. 'Functional value' had a significant influence on some BRQ factors. Thirdly, explanatory power of fashion product attributes affecting BRQ was 45%. 'Aesthetic attribute' had significant effect on all BRQ factors, while 'functional attribute' showed significant effect on only 'pursuing symbol', 'trust', and 'intimacy'. Finally, marketing communication mixes showed 21% explanatory power and 'word of mouth' and 'display' among marketing communication mixes were found as the most influential variables affecting the BRQ Construct.