• 지역과문화
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• v.8 no.1
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• pp.77-93
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• 2021

The importance of cultural goods marketing in the management of museums is increasing as the museum's cultural goods are taking an important part in the profit.This study analyzes the differences in cultural goods between the National Palace Museum and the National Palace Museum through the 4P strategy of marketing products, prices, channels and promotion. While the National Palace Museum emphasizes cooperation with other companies in terms of products, the National Museum of Korea focuses on developing its own products.In terms of price, the two museums have different strategies because of their different market share.In terms of space, the National Palace Museum sells cultural goods through a variety of electronic merchants, while the National Museum of Korea is distributed through a special website.In terms of promotion, the Palace Museum uses online social media marketing strategies, while the National Museum of Korea collects ideas and develops cultural products through open recruitment activities every year. This research is of new significance to the development of cultural products in China and Korea through comparison between the National Palace Museum and the National Museum of Korea.

• Asia Marketing Journal
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• v.16 no.2
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• pp.39-57
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• 2014

There has been recognition of the increasing importance of cooperation as an element of marketing strategy. Such cooperation is confined to four levels based on product development, sales promotion, pricing arrangements, and place (or distribution) mechanisms as the usual marketing 4Ps mixed (Varadarajan 1986). At present, however, little is known about the nature of tie-in promotion as a cooperative sales promotion comparing three other levels. The primary goal of this study is to examine the effect of consumer - tie-in promotion relationship on loyalty. The construct of consumer - tie-in promotion relationship is based on the previous research on consumer-brand relationship. In addition, this study divides the concept of loyalty into host brand loyalty and partner brand loyalty to reflect the characteristics of tie-in promotion including program in order to determine the effect of the consumer - tie-in promotion relationship on loyalty. The results showed that the three dimensions of the consumer - tie-in promotion relationship (i.e., commitment, intimacy, and interdependence) had significantly positive effect on program loyalty. The effect of program loyalty is significantly on both host and partner brand loyalty. This study empirically tested the relationships among consumer - tie-in promotion relationship, program loyalty, host brand loyalty, and partner brand loyalty, and then compared with the difference in the suggested model for the target customers and non-target customers. As a result, for target customers, intimacy and interdependence among dimensions of consumer - tie-in promotion relationship had significantly positive influence on program loyalty. In case of non-target customers, however, commitment and interdependence among dimensions of consumer - tie-in promotion relationship had significantly positive influence on program loyalty. Also, program loyalty had significantly positive impact on host brand loyalty and partner brand loyalty in both target and non-target customers. This study has significance in that it addresses the need to identify research and academic implications by analyzing the consumer - tie-in promotion relationship to determine the relationship between tie-in promotion and loyalty, which has not been clearly described by previous studies. Furthermore, this study builds a foundation for firms and managers actively using tie-in promotion to establish tie-in promotion strategies that can maximize loyalty for both host and partner brands from the consumers' point of view.

• Korea Journal of Hospital Management
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• v.5 no.1
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• pp.24-39
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• 2000

This paper aims to analyze the effects that marketing mix variables have on the marketing performance of pharmaceutical manufacturers. It examines how product characteristics, price, marketing channel and promotion effort influence the sales and market share of anti-ulcer drugs in the markets for clinics and hospitals separately. Empirical results from 29 products of anti-ulcer drugs show that sales in hospitals are affected by the profit per prescription to the physician, brand name drugs relative to generics, and the age of ingredients since its introduction to the markets. Profit per prescription to the hospital, relative price, age of ingredients and promotion effort have positive effects on the market share.

• Culinary science and hospitality research
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• v.10 no.2
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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.

• Industry Promotion Research
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• v.7 no.3
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• pp.1-8
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• 2022

Many companies are operating and introducing the research results that corporate counseling contributes to corporate profits and improves the effective welfare of workers. This study was conducted targeting business management experts. As a research question, first, is there a difference in perception among business management experts about business counseling? Second, what is an important marketing 7P mix for revitalizing corporate counseling? Third, there will be differences in the importance of the 7P mix for marketing among business management experts. The results of the quantitative study are as follows. First, business management experts had a positive perception about the intention and necessity of corporate counseling, and marketing was higher than production management by field. The consultation model prefers an external model, and medium-sized enterprises and small and medium-sized enterprises are selected as target companies, and service and manufacturing industries are selected as target industries. The topics are recognized as interpersonal relationships and job stress. Second, price mix, product mix, people mix, and process mix are recognized as important marketing mixes, but companies consider the price mix the most important. Third, there was a difference between corporate management experts in the promotion mix and process, and marketing recognized the promotion mix as important and the process mix was important for financial management. However, there is no difference in the mixes by field except for this, so it can be said that the perception of the marketing mix is similar. Through this study, it is meaningful to present the implications of the marketing mix for awareness and activation of corporate counseling from the corporate point of view.

• Journal of Distribution Science
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• v.22 no.7
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• pp.33-42
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• 2024

Purpose: The furniture industry has a huge potential for growth in Indonesia. Due to Indonesia's vast natural resources, furniture designers, makers, and retailers are given ease of access. The research analyzes the influence of service quality, promotion, product, and price on brand image and purchase intention in Indonesia's furniture distribution channels. Research design, data, and methodology: The variables used are service quality, promotion, product, price, brand image, and purchase intention. This research is cross-sectional research, which will be conducted among the furniture consumers in Indonesia, from the Instagram followers of a community as of 31 July 2023 with 837.5 thousand followers. The tools that will be used are surveys, conducted according to the sample size and processed using SMARTPLS 4 and the SEM-PLS model. Results: The findings urge that some variables have a significant influence on purchase intention directly but become less significant when influenced by brand image. Some variables can influence purchase intentions significantly through brand image, even if the certain variable did not have a significant influence on purchase intention directly. Conclusions: By knowing the significance of the variables towards brand image and purchase intention, ones with major influence can be implemented as a strategy to improve marketing in Indonesian furniture distributors.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.4 s.163
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• pp.563-573
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• 2007

This study attempted to understand the addictive internet buying tendencies and how self-esteem, materialism, and self-control influenced the addictive internet tendencies and how those variables affected those when people receive marketing promotions on internet shopping mall. A total 883 cases were collected as data through internet survey on the consumers who had purchased fashion products. Internet fashion buyers were classified into high-purchasing, low-purchasing, and non-purchasing groups. These groups were showing differences among self·esteem, materialism, and self-control. High purchasing group was showing low self-esteem and self·control and high materialism than others. Variables that affect addictive buying tendencies of internet fashion product were shown accordingly brand promotion, materialism, web display promotion, and self-esteem. Marketing promotions were contributed more on the internet addictive buying tendencies than consumers' socio-psychological variables. So as to induce rational buying behavior, excessive product promotion and discount price promotion should be reduced.

• Journal of Intelligence and Information Systems
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• v.16 no.4
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• pp.213-225
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• 2010

Data mining has empowered the managers who are charge of the tasks in their company to present personalized and differentiated marketing programs to their customers with the rapid growth of information technology. Most studies on customer' response have focused on predicting whether they would respond or not for their marketing promotion as marketing managers have been eager to identify who would respond to their marketing promotion. So many studies utilizing data mining have tried to resolve the binary decision problems such as bankruptcy prediction, network intrusion detection, and fraud detection in credit card usages. The prediction of customer's response has been studied with similar methods mentioned above because the prediction of customer's response is a kind of dichotomous decision problem. In addition, a number of competitive data mining techniques such as neural networks, SVM(support vector machine), decision trees, logit, and genetic algorithms have been applied to the prediction of customer's response for marketing promotion. The marketing managers also have tried to classify their customers with quantitative measures such as recency, frequency, and monetary acquired from their transaction database. The measures mean that their customers came to purchase in recent or old days, how frequent in a period, and how much they spent once. Using segmented customers we proposed an approach that could enable to differentiate customers in the same rating among the segmented customers. Our approach employed support vector regression to forecast the purchase amount of customers for each customer rating. Our study used the sample that included 41,924 customers extracted from DMEF04 Data Set, who purchased at least once in the last two years. We classified customers from first rating to fifth rating based on the purchase amount after giving a marketing promotion. Here, we divided customers into first rating who has a large amount of purchase and fifth rating who are non-respondents for the promotion. Our proposed model forecasted the purchase amount of the customers in the same rating and the marketing managers could make a differentiated and personalized marketing program for each customer even though they were belong to the same rating. In addition, we proposed more efficient learning method by separating the learning samples. We employed two learning methods to compare the performance of proposed learning method with general learning method for SVRs. LMW (Learning Method using Whole data for purchasing customers) is a general learning method for forecasting the purchase amount of customers. And we proposed a method, LMS (Learning Method using Separated data for classification purchasing customers), that makes four different SVR models for each class of customers. To evaluate the performance of models, we calculated MAE (Mean Absolute Error) and MAPE (Mean Absolute Percent Error) for each model to predict the purchase amount of customers. In LMW, the overall performance was 0.670 MAPE and the best performance showed 0.327 MAPE. Generally, the performances of the proposed LMS model were analyzed as more superior compared to the performance of the LMW model. In LMS, we found that the best performance was 0.275 MAPE. The performance of LMS was higher than LMW in each class of customers. After comparing the performance of our proposed method LMS to LMW, our proposed model had more significant performance for forecasting the purchase amount of customers in each class. In addition, our approach will be useful for marketing managers when they need to customers for their promotion. Even if customers were belonging to same class, marketing managers could offer customers a differentiated and personalized marketing promotion.

• Proceedings of the Korea Society of Costume Conference
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• 2003.10a
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• pp.74-74
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• 2003

The study was done to provide domestic fashion multi-shops with basic information about the marketing strategies through an investigation the marketing strategies for domestic multi-shop dealt with imported product only.

• Korean Journal of Organic Agriculture
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• v.15 no.1
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• pp.25-42
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• 2007

Hansalim is a cooperative organization dealing with environmental-friendly/organic products(EFOP), which is pursuing both movement and business. Hansalim consists of producer's organizations and consumer's organizations, and always talks over organization structures and management directions all together. Hansalim has the movement goal of values and a world view for all lives, and so produces, distributes and consumes the EFOP as a way of achieving the goal. Hansalim was founded in 1986, and has about 130,000 members, the total sales of about 93.6 billions, 19 regional hansalims and one logistics center in 2006. Product strategy and promotion strategy are remarkable among green marketing mix of hansalim. Product strategy focuses safety, the environmental intimacy, differentiation and superiority of products. And the characteristics of promotion strategy are spontaneity, the self-control, cooperative spirit, mutual trust and close relationship among producers, consumers and staffs in charge.