• Asian Journal of Business Environment
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• 제12권2호
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• pp.29-41
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• 2022

Purpose: In the era of sustainable development, the role of consumers and businesses has become increasingly important by demonstrating the importance of social and environmental issues. Accordingly, firms widely adopt cause-related marketing to fulfil corporate social responsibility. The purpose of this study is to examine factors that affect consumer attitude toward cause-related marketing with perspectives of the sustainable development goals (SDGs) and instrumental conditioning. Research design, data and methodology: Proposed research questions include effects of cognition, emotion, sustainability, and business ethics on attitude, effects of attitude on purchase intention, and effects of intention on satisfaction. This study collected the data via an online survey and applied factor and regression analysis. Results: Findings indicated that factors affect attitudes differently in cases of cause-related marketing with SDGs and instrumental conditioning. The results of this study found that business ethics affects consumer attitude and differ based on types of cause-related marketing. This study found that attitude positively affects purchase intention that also affects expected satisfaction. Conclusions: By applying perspectives of SDGs, findings of this study provide implications to producers, marketers, and policymakers to promote and achieve sustainability. In particular, the results found that business ethics should be more addressed to fulfill customer attitude.

• 한국병원경영학회지
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• 제24권1호
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• pp.21-35
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• 2019

Purposes: This study examines academic research trends and the change of patterns by analyzing researches related to healthcare service marketing from 1988 to 2016. Methodology: As research subjects, a total of 486 published articles were selected. It's to analyze them by dividing into research topics, methods and data by classifying the period into 1988-1999, 2000-2009, 2010-2016. Findings: From 1988 to 2016, 486 research articles on healthcare service marketing were published in academic journals. Research on healthcare service marketing has steadily increased. Most of the articles were about service quality, satisfaction, revisitation, and reuse. 452 research articles were quantitative research. Generally questionnaire surveys were used. Practical Implications: We suggest future research directions on the basis of the status of research on healthcare service marketing for the last 30 years.

• 한국도서관정보학회지
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• 제14권
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• pp.99-120
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• 1987

This paper tries to a n.0, pply the concept and process of marketing which have been developed in profit sector to library management. Since the end of 60's certain marketing researchers, among them Kotler, Levy, and Shapiro have advanced the theseses that marketing is not just a business organization as well. Recently libraries have been interested in markeing also. Marketing is a concept of sensitively serving and satisfying human needs through voluntary exchanges of value. Library is a value exchange system in which library service is exchanged with community's patronage. In order for library user to involve in the value exchange system voluntarily, library should analyze user's needs and offer products satisfying the needs. For doing this, library should understand marketing. In this paper, author introduces the marketing concepts and process, tries to show how to a n.0, pply the key concepts and process to public library management. The needs of marketing in library sector, the effectiveness and barriers in a n.0, pplying marketing to library also discussed.

• 한국실내디자인학회논문집
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• 제19권5호
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• pp.95-104
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• 2010

One of 21st century's main paradigms is a 'Culture', and people started to express their 'cultural desires and demands' regarding public environments. Accordingly central and local governments are paying attention to these demands from their citizens and trying to establish the policies to meet these needs. This research is done to suggest the strategy programming model to support the executions of culture-centered public designs which are based on the local resources and identities. The entire research contains three sub-topics. First topic is setting the prototype phases of strategy programming. Second topic is analyzing the associated indices for each prototype phase. Third topic is suggesting Matrix Model in which the prototype phases and their associated indices are linked. Among three topics, this paper deals with the first one - the prototype phases of strategy programming. It studies this subject in relation with Place Marketing which emphasizes the local resources and identities. The prototype phases are comprised of 3 steps for Place Strategy and 4 steps for Marketing Strategy. Place Strategy should be considered prior to Marketing Strategy because in culture-centered public design, locality has priority over other concerns. The phases for Place Strategy includes 'Resource_analyzing of local resources', 'Mission_setting a purpose', and 'Targeting_segmenting target groups'. The phases for Marketing Strategy involves 'Organization_instituting the main body and/or partnership', 'Image Positioning_setting an unique local image', 'Point_realizing the product', and 'Channel_deciding the sales promotion tools'.

• Asian Pacific Journal of Cancer Prevention
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• 제17권7호
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• pp.3505-3510
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• 2016

Cervical cancer is a major public health problem in Thailand, being ranked second only to breast cancer. Thai women have been reported to have a low rate of cervical cancer screening (27.7% of the 80% goal of WHO). We therefore aimed to apply the social marketing theory and health belief model in promoting cervical cancer screening in Kanthararom District, Sisaket Province. A total of 92 from 974 targeted women aged 30-60 years were randomly divided into two groups. The experimental group underwent application of social marketing theory and a health belief model program promoting cervical cancer screening while the control group received normal services. Two research tools were used: (1) application of social marketing theory and health belief model program and (2) questionnaire used to evaluate perceptions of cervical cancer. Descriptive and inferential statistics including paired sample t-test and independent t-test were used to analyze the data. After the program had been used, the mean score of perception of cervical cancer of experimental group was at a higher level (${\bar{x}}=4.09$; S.D.=0.30), than in the control group (${\bar{x}}=3.82$; S.D.=0.20) with statistical significance (p<0.001). This research demonstrated an appropriate communication process in behavioral modification to prevent cervical cancer. It can be recommended that this program featuring social marketing and the health belief model be used to promote cervical cancer screening in targeted women and it can be promoted as a guideline for other health services, especially in health promotion and disease prevention.

• 정보관리학회지
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• 제20권3호
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• pp.261-276
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• 2003

시민의 정보화 수준 향상을 위해 현재 서울특별시립의 공공도서관에서는 디지털 자료실을 개실하여 인터넷과 DVD 위성방송 등 다양한 전자정보원과 정보서비스를 제공하고 있으며 향후 더 많은 컨텐츠들로 서비스 할 계획이다. 이에 따라 본 연구에서는 서울특별시립 공공도서관 디지털 자료실의 활성화를 위해, S 도서관 전자정보실을 대상으로 마케팅 전략을 적용하여 디지털 자료실의 운영을 보다 체계화하여 정보서비스를 활성화하며, 궁극적으로 보다 많은 이용자를 확보하여, 이용률을 높이고 공공도서관의 정보서비스 경쟁력을 높이는 방안을 제시하고자 하였다.

• 디지털융복합연구
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• 제6권1호
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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.

• 한국조리학회지
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• 제23권6호
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• pp.99-109
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• 2017

This study aims to investigate the impacts of marketing motive (public- vs. firm-interest) and ad appeal (soft- vs. hard-sell) types on consumers' ad attitudes and behavioral intention in hotels' green advertising. From 711 US respondents, a multivariate analysis of covariance (MANCOVA) was employed to test main effects of marketing motive and ad appeal types on ad recipients' affective and cognitive ad attitudes, while controlling their environmental consciousness. Further, the study conducted a multiple regressions analysis to examine the influence of ad attitudes on respondents' intention to visit the hotel. The study found that a public-serving claim can yield more positive affective ad attitude than a firm-interested claim, regardless of ad image type (soft- or hard-sell image). The result also revealed that a soft-sell ad image can elicit more positive affective ad attitude than a hard-sell one. On the other hand, the study showed that consumers' affective and cognitive ad attitudes are significant predictors of behavioral intention (i.e., visit intention). The study provided theoretical and managerial implications for hospitality researchers and hotel marketers to effectively design hotels' green advertising to ultimately increase consumers' visit intention.

• 한국실내디자인학회논문집
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• 제26권3호
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• pp.55-62
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• 2017

As recently too many local museums have been built in the whole country, most of them cannot attract enough spectators. In order to resolve this problem, it is needed for local museums to differentiate their spaces and programs related to their exhibition. Thus, the purpose of this study was to analyze the characteristics of spaces and programs of local museums from the perspective of spatial marketing to activate them, and contribute to development of local cultures. This study targeted historical public museums located in Seoul and Incheon. Through preceding research, an analysis frame was established based on the keywords related to spatial marketing, and then the characteristics of spaces and programs of local museums were analyzed based on the frame. The study results are as follows. 1) Access convenience refers to openness that public museums located in Seoul and Incheon can embrace accessible locations, points of interest, and convenient facilities easily recognized by pedestrians. 2) Symbolic formativeness is to express symbolic historical contents in the museum lobby or exhibition to show the identity of local museums. 3) Visibility is needed for direct guidance signs or spaces to let spectators know directions and locations. 4) Public concern is for spectators and local residents to participate in local museums to share and utilize their partial spaces. 5) Interactivity is to induce activation of local museums by utilizing experience exhibition contents and having spectators directly contact exhibits. 6) Interest is related to cultural festival programs of exhibition to arouse spectators' and local residents' curiosity. 7) Participation is to activate spaces and spectators by providing educational programs. 8) Usefulness is to induce spectators' interest in local museums by providing historical, social, and cultural information. These results are expected to be used as baseline data to suggest a new direction for activation of local museums from the perspective of spatial marketing.

• 한국경영과학회지
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• 제39권3호
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• pp.117-131
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• 2014

As interests in the management of government-owned corporation rise, in these days, debt reduction and normalization of management of those companies have been proceeding under the lead of government. At this point, it is very important to seek internal marketing method for improvement of internal employees' satisfaction, loyalty and organization performance. This study analyzes impact of factors of internal marketing effect on organization satisfaction, loyalty and organization performance in the context of the domestic public companies, the Korea Electric Power Corporation (KEPCO) and the Korea Water Resources Corporation (K-WATER)'s employees empirically. There are some significant differences between the two publics. It is proved that delegation of the authority influences on internal satisfaction and organization performance in the case of KEPCO, and education and training influence on internal satisfaction and organization performance in the case of K-WATER. On the other hand, in the case of K-WATER, any internal marketing factors don't influence on loyalty. The results of this study show somewhat different characteristics depending on the characteristics of firm, however, it is expected that this study can be very useful in regards to similar public enterprises or businesses.