• Title/Summary/Keyword: Marketing power

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A Study on the Communication Strategy to Risk Management of Agri-marine Products Distribution Policy (농수산물 유통정책의 위기관리에 따른 커뮤니케이션전략에 관한 연구 - 유통정책 갈등해소에 대한 스캐닝, 모니터링을 중심으로)

  • Kim, Man-Ki
    • Journal of Digital Convergence
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    • v.6 no.1
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    • pp.63-73
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    • 2008
  • The present study attempted to explore effective scanning and monitoring in process of risk management on agri-marine products distribution policy. The interest public's group interests clash in accordance with theme for issue on marking policy. For executing a better systematic scanning and monitoring on actual affairs of marketing, selecting information personnel, gathering and analysing information, issue and risk management and their valuation with ongoing and simultaneously. Especially, In order to explore effective scanning and monitoring as a model of risk management, the study attempted to analyze within and without environment of marketing, to analyze issue management strategy, to evaluate issue activity for likelihood and impact, risk cycle analysis, interest public's group concerned, grade of interest public's group threatened(power, legitimacy, willingness), rapport(staying close, credibility, meeting expectation). And the study make an ongoing observation progress of subjects, and the serious subjects need have made an close observation. The study suggested to establish friendly relationship between organization and interest public's group, and to regularly accomplish two-way symmetric communication.

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A Study on The Brand Image Elements of Housing Cultural Center (주택문화관의 브랜드 이미지 요소에 관한 연구)

  • Kim, Jung-Yoon;Lee, Hyun-Soo
    • Proceedings of the Korean Institute of Interior Design Conference
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    • 2007.11a
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    • pp.26-29
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    • 2007
  • By changing housing market, housing cultural center furnishes information, value added, image of housing. For publicity their unique house, construction companies provide not only concrete and substantial material but also sensible and capacity service through the community space of housing cultural center. The consumer's experience of housing cultural center have an effect on purchase power apartment. The image of enterprise is important to select commodities to consumers. Though main clients are women, housing cultural center has not space concept and aim to concern for them. According to begin women a group of consumers, they have purchasing power in family. Apartment is no exception. Housing cultural center is used as continuous culture space that provide various experiential chance for consumer, especially women by systematize and distinct design detail and feature component. Accordingly, the purpose of this study is an analysis about community space of housing cultural center with the woman marketing based on experience.

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Muscling My Way to My Positive Future: Physical Exertion of Strength and Preference for Risk

  • Cho, Eunice Kim;Ahn, Hee-Kyung
    • Asia Marketing Journal
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    • v.22 no.1
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    • pp.27-39
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    • 2020
  • Building on the growing literature on how physical bodily expressions influence psychological processes, the authors propose that exerting physical strength decreases risk perceptions and increases preference for risky options by increasing perceptions of control or agency. The present research is based on the belief of "no pain, no gain", that when an individual exerts physical strength and effort, he believes he can be the agent in bringing about the desired outcome. Because of this automatic association between exerting physical strength and the sense of being in control of the outcome, the authors hypothesize that even in situations where the outcome is determined by chance and luck, individuals exerting effort feel they have more control and thus choose riskier, but more desirable, options. Furthermore, this research clarifies the distinction between physical exertion of strength, high- and low-power poses, and psychological power.

The Analysis and Strengthening Method of Export Competitive Power of Medical Device Industry - With Respect to Medical Device Industry in Gangwon Area (의료기기산업의 수출경쟁력 분석 및 강화방안 -강원지역 의료기기산업을 중심으로-)

  • Lee, Kang-Bin
    • THE INTERNATIONAL COMMERCE & LAW REVIEW
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    • v.45
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    • pp.191-238
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    • 2010
  • The purpose of this paper is to make research on the trend of the worldwide medical device market, the trend of the medical device market in the major foreign countries, the present status of the medical device industry in Korea and Gangwon area, the present status of export competitive power and the SWOT analysis of competitive power of the medical device industry in Gangwon area, and the strengthening methods of export competitive power of the medical device industry in Gangwon area. As the research method, the questionaire for the strengthening of export competitive power of the medical device industry in Gangwon area was carried out from August 13 to Otober 22, 2009. The worldwide medical device market in 2008 is estimated at USD 210.2 billion, with the United States being the largest market, followed closely by Japan and Western Europe. In 2006, the worldwide export amount of medical devices recorded USD 121.1 billion and the worldwide import amount of medical devices recorded USD 126.3 billion. As of the end of 2008, the number of Korea's medical device manufacturers expanded to 1,726. The production amount of Korea's medical device industry in 2008 recorded 2,525 billion won, and the domestic market volume of medical devices in 2008 recorded 3,618 billion won. Korea's export amount of medical devices in 2008 recorded USD 1,132 million and recorded a 9.67% growth compared to the previous year, and the import amount of medical devices recorded USD 2,123 million and recorded a 1.43% reduction compared to the previous year. As of the end of 2008, the number of Gangwon area's medical device manufacturers expanded to 81. The production amount of Gangwon area's medical industry in 2008 recorded 380 billion won, and Gangwon area's export amount of medical devices recorded USD 269 million and recorded a 0.25% reduction compared to the previous year, and the import amount of medical devices recorded USD 3 million and recorded a 39.63% reduction compared to the previous year. According to the result analysis of the questionaire for the strengthening of export competitive power of medical device industry in Gangwon area(August 13~October 22, 2009), the competing country of the export medical device is the United States being the highest ranking. Comparing to the collective competitive power level 100 of the competing country, the collective competitive level of the export medical device is 60 below and 70-80 below being the highest ranking. Comparing to the quality level 100 of the United States, EU and Japan, the quality level of the export medical device is 80-90 below being the highest ranking. Comparing to the design level 100 of the United States, EU and Japan, the design level of the export medical device is 90-100 below being the highest ranking. Comparing to the technology level 100 of the United States, EU and Japan, the technology level of the export medical device is 80-90 below being the highest ranking. According to the SWOT analysis of competitive power of medical device industry in Gangwon area, the strength is the abundant expert manpower of the medical device in Wonju area. The weakness is the fragility of the brand recognition of the medical device industry. The opportunity is the demand increase of the new medical device owing to the advanced age of population. The threat is the difficulty of entry into overseas market owing to the request of the new specification certification of the medical device. In order to strengthen the export competitive power of the medical device industry in Gangwon area, the following measures should be taken by the government, local self-government body, related organization and medical device industry : the development of new technology and design, the enhancement of brand recognition. the acquisition of the foreign specification certification, the building of overseas distribution channel and after sales service channel, the positive participation in overseas medical device exhibition and opening of medical device exhibition, the training of expert manpower, the strengthening of overseas marketing, and the application of FTA and the establishment of counter measures against FTA. In conclusion, the medical device industry in Gangwon area has the difficulty in the entry into the overseas market owing to the shortage of overseas marketing capability. Therefore, the government and local self-government body should make the intensive and systematical support for overseas marketing of the medical device industry. For the support of overseas marketing, the government and local self-government body should provide positively the support of expenses for the acquisition of foreign specification certification, the support of participation in the overseas medical device exhibition, the despatch of market development mission, the increase of the support amount for R&D investment fund, and the training of expert manpower of medical devices.

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Grundfos Pumps Korea Inc.: Localization and Differentiation (한국그런포스펌프 (주): 마케팅활동의 현지화 및 차별화)

  • Park, Seong-Yeon;Rhee, Hong Jai;Joo, Young-Hyuck
    • Asia Marketing Journal
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    • v.8 no.3
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    • pp.101-121
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    • 2006
  • This case study explores various marketing strategies of Grundfos Pumps Korea Inc. that has become a front-runner in the industrial pump market of Korea as the enterprise that got into the business later. Grundfos Group, a multinational company with its head office in Denmark, has acknowledged diversity of each country and has granted its subsidiary companies with discretionary power so that they can establish marketing strategies suitable for the market they were competing in. Grundfos Pumps Korea has been very successful in its localization and differentiation of marketing strategies. First, Grundfos Pumps Korea achieved the trust of their customers by its high quality and consistent pricing strategies and has expanded its market very successfully with continuous product innovation and new product ideas. Second, it increased its brand awareness and recognition by brand differentiation along with the product differentiation strategy, which is exceptional in industrial market. It has conducted creative marketing activities and strategies to build brand equity and successful customer relationship management.

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The Effects of Power-of-Speech and Sex of Source on Persuasion, in Radio CM (라디오 광고에서 언어 힘의 설득 효과와 정보원 성(性)의 영향)

  • Chun, Hyun-Suk;Lyi, De-Ryoung
    • Journal of Global Scholars of Marketing Science
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    • v.16 no.1
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    • pp.93-116
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    • 2006
  • The main purpose of this study is to examine whether power-of-speech have an impact on persuasion in radio CM and to determine what is stronger variable either power-of-speech or sex of source. Previous research showed confused result about this issue. Some research supposed the effect of power-of-speech depend on sex of source/Carli, 1990) but the others supposed it is not(Holtgraves & Lasky, 1999; Erickson, Lind, Johnson, & O'Barr, 1978). So present research is designed to show empirical evidence about this issue examining the interaction between effect of power-of-speech and sex of source. Result revealed that power-of-speech affects strongly on persuasion and that effect have no interaction with sex of source. This result means that the effect of power-of-speech is stronger than the effect of sex of source. But in attitude toward product exceptionally, female source using powerful speech induce more favorable attitude toward product than female source using powerless speech whereas male source using powerful and powerless speech induce same attitude toward product.

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Innovation Capability and Sustainable Competitive Advantage: An Entrepreneurial Marketing Perspective

  • TEGUH, Sriwidadi;HARTIWI, Prabowo;RIDHO, Bramulya Ikhsan;BACHTIAR, Simamora H.;SYNTHIA, Atas Sari;NOOR, Hazlina Ahmad
    • The Journal of Asian Finance, Economics and Business
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    • v.8 no.5
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    • pp.127-134
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    • 2021
  • This study aims to determine the role of innovative capabilities as a mediator in analyzing entrepreneurial marketing's effect on sustainable competitive advantage in food and beverage micro-, small-, and medium- enterprises (MSMEs). Data was obtained from a food and beverage store manager in Tangerang City, comprising 119 samples. Furthermore, the G⁎Power, a tool used to calculate statistical power analysis for various t-tests, F tests, χ2 tests, z tests, and several exact tests, was used to determine the number of research samples, the α error probability of 5%, and 3 variables. The data collection method used questionnaires with Likert Scale 1-5 to indicate strongly disagree to strongly agree. To analyze data, we used Path Analysis supported by SmartPLS statistics software. Path analysis is a form of multiple regression statistical analysis that is used to evaluate causal models by examining the relationships between a dependent variable and two or more independent variables. It aims to provide estimates of the magnitude and significance of hypothesized causal connections between sets of variables. The data processing process took place in two stages, namely the estimation model testing with validity and reliability, and the structural model testing to decide the impact or correlation between variables utilizing the t-test. The result showed a positive and significant effect of entrepreneurial marketing to innovative capability and competitive advantage through the innovative capability of MSMEs.

Combined Response Modeling for Individual Marketing by RFM and Confidence

  • Lee, Jea-Young;Lee, Ho-Kuen
    • Journal of the Korean Data and Information Science Society
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    • v.19 no.2
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    • pp.597-608
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    • 2008
  • Marketing has been used the power of data and information technology in the pursuit of personal marketing of products and service to customers, based on their preferences and needs. We analyzed the performance of twenty six combined(RFM and Confidence) response modeling methods that were proposed by Zahavi and Levin(l997) and Sho, et al.(1999). As a result, we were able to increase about 3.5%p. forecasting accuracy of customers response through combination with confidence(C) that is able to consider characteristics of product than using the single RFM model that is practically the most widely used.

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Interactive Advertisement that Feels and Experiences

  • Kim, Yuji;Lim, Chan
    • International journal of advanced smart convergence
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    • v.8 no.3
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    • pp.13-19
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    • 2019
  • In this paper, we propose and implement VVVV base interactive advertisement. It has now expanded from the traditional marketing methods of television, radio, newspapers and magazines to become a digital marketing era. However, it is still in the form of infusion-type advertising, similar to traditional marketing techniques. For more innovative we put story and design elements into digital technology. Consumers will feel fresh excitement as they experience advertising. Emotional stories and image will also provide an element for customers to talk to each other. The propose advertisement is design to recognize the movement of people in the corridor by using Arduino and ultrasonic sensor installed in the passageway where many people pass. Arduino and VVVV takes people's movements for a values. This values change the advertising image. In this case, we applied the mask in VVVV so that the image to be reproduced and the image of the background role are displayed when the person passes the sensor. By realizing this interactive advertisement, the objective is to increase the buyer's purchasing power by approaching the buyer more effectively than the existing advertisement.

A cultural and gender analysis of Compulsive Buying Behavior's core dimensions

  • LEE, Jaemin
    • The Journal of Economics, Marketing and Management
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    • v.7 no.3
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    • pp.29-43
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    • 2019
  • Research Purpose - The purpose of this study was to investigate marketing stimulation and impulsive buying of Internet shopping mall. Research Question - Despite these unstable factors, the Internet shopping mall market has become more popular than traditional distribution channels such as department stores and discount stores due to the increase in the number of Internet users, a gradual increase in the consumption of high-priced items. Research Method - The data were collected from 301 women living in Seoul, Gyeonggi, Gwangju, Daegu, and Gyeongnam province in Korea on May 2018. Statistical methods used in the study were frequency, F-test, Duncan test, factor analysis, Cronbach's α, correlation coefficient, and multiple regression. Result - All The reliability of these questions is Cronbach's α =. 775. Factor 5, which is 12.367 % explanatory power, is said to consist of three questions: price, discount bag, and no-carrying; thus, the reliability of the question is Cronbachs' α. The ratio of the five factors in body random cases was 66.096 %, and the reliability of the questions was higher than. 770 as a result of the reliability analysis.