• 산학경영연구
• /
• 제12권
• /
• pp.67-82
• /
• 1999

본 연구는 벤처기업이 진입하려는 시장의 환경에 따른 전략의 선택이 벤처기업의 성과에 미치는 영향을 분석하고 벤처기업이 추구해야할 전략의 대안을 찾고자 한다. 가격과 촉진경쟁의 차별적 상황 즉, 가격경쟁(High, Low)/ 촉진경쟁(High, Low)의 환경에서 벤처기업의 전략적 선택을 검증하였다.

• 한국병원경영학회지
• /
• 제5권1호
• /
• pp.24-39
• /
• 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.

• The International Journal of Costume Culture
• /
• 제9권1호
• /
• pp.15-26
• /
• 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.

• 산업융합연구
• /
• 제8권1호
• /
• pp.1-18
• /
• 2010

The purpose of this study is to examine the impacts of sports marketing mix factors on brand equities and consumer behaviors. The findings of this study are as follows: first, there are differences in sports marketing mix factors, depending on individual characteristics. Differences are found in gender and living standard with regard to individual characteristics and prices. second, there are differences in brand equities, according to individual characters. third, sports marketing mix factors impact brand equities. fourth, the sports marketing mix factors impact perceive quality, brand recognition, location related to brand image and products. fifth, sports marketing mix factors impact brand equities and consumer behaviors. In regards with brand equities and repeat purchases, sports marketing mix factors impact promotion, products, perceived quality and image. In satisfaction, the sports marketing mix factors impact location, price promotion and product recognition. In the intention of transmission by word of mouth, the factors impact price, products, perceive quality and image.

• 복식
• /
• 제57권6호
• /
• pp.160-171
• /
• 2007

This research studied men's cosmetics purchasing behavior based on the level of interest one has in one's appearance, the country of origin, and the sales promotion of the cosmetics. The study was conducted by experimental $2{\times}[2{\times}2]$ design by combining the 3 variables mentioned above. The Independent variables in this research were levels of appearance interest(high vs. low), the country of origin(Korean vs. foreign), and types of sales promotion(discount vs. coupon). The dependent variables were the purchase behaviors including favor to cosmetics and purchase intent. Two hundred male consumers participated for the study. Data analysis conducted were factor analysis, cluster analysis and ANOVA. The results were as follows. 1. Male consumers' cosmetics favorness: 3-way significant interaction, in appearance interest, the country of origin, and types of sales promotion, was found for favor to male cosmetics. When male subjects were provided with price discounts and skin care coupons for the Korean cosmetics, they didn't reveal significant differences in favor, regardless of the level of appearance interest. However, for the imported cosmetics, male subjects with high appearance interest showed more favor to the cosmetics than the ones with low appearance interest. 2. Male consumers' purchase intent: 3-way significant interaction, in appearance interest, the country of origin, and types of sales promotion was found for the purchase intent. When male subjects were provided with price discounts and skin care coupons for the Korean cosmetics, they didn't show significant difference in purchase intent, regardless of their appearance interest. However, for the imported cosmetics, male consumers with high appearance interest reported more purchase intent than the ones with low appearance interest.

• 복식문화연구
• /
• 제20권2호
• /
• pp.169-183
• /
• 2012

This study was aimed at finding out the preferences and satisfaction levels regarding the type of fashion retailer's sales promotion based on consumers' empirical characteristics. A total of 223 questionnaires were used for the survey of this study. The methods of this study were descriptive analysis, factor analysis, reliability tests, one-way ANOVA, $t$-tests and ${\chi}^2$-test. The consumer groups were divided by habitual experience and self-evaluated knowledge relate to apparel product. The results of this study showed that consumers have different preferences and post-utilization satisfaction regarding the type of sales promotion offered by fashion retailers. Consumers with more experiences in apparel product and with higher self-evaluated knowledge were more active in utilizing the benefits offered through the value-added type of sales promotions, such as the gift certificate or coupon. Consumers with more experience in apparel product also showed higher satisfaction with both the utilitarian and hedonic types of sales promotions, such as gift certificate offer, special price, price discount event, and coupon or courtesy card offer. Furthermore, consumers with higher self-evaluated knowledge showed higher satisfaction with the utilitarian types of sales promotion, such as gift certificate offer and regular sale. Therefore, by identifying the accurate understanding of consumers'empirical characteristics, an enterprise might be able to satisfy consumer by offering more appropriate and subdivided types of sales promotion.

• 보건행정학회지
• /
• 제24권3호
• /
• pp.203-204
• /
• 2014

• 마케팅과학연구
• /
• 제9권
• /
• pp.47-75
• /
• 2002

본 연구의 목적은 준거가격, 가격할인취지 및 가격-품질 연상 심리 수준이 가격할인 광고 의류제품의 속성 평가에 미치는 영향을 규명하는데 있다. 연구설계는 준거가격(제시, 미제시)$\times$가격할인취지(미제시, 재고처분, 판매촉진)$\times$가격-품질 연상 심리 수준(높은 집단, 낮은 집단)에 의한 피험자간 3원 요인설계에 의하였다. 조사대상자는 여자 대학생들로, 준거가격과 가격할인취지가 다르게 조작된 6개 자극물들 중의 1개 자극물에 노출 되어 광고된 의류제품의 속성들을 평가하였다. 본 연구의 결과 첫째, 의류제품의 봉제 및 직물과 라벨 속성 평가에는 준거가격 제시 유무, 가격할인취지, 가격-품질연상 심리 수준이 상호작용 하여 영향을 미쳤다. 둘째, 봉제 및 직물 속성과 라벨 속성 평가에 대한 준거가격 제시효과는 가격-품질연상이 낮은 집단에서는 가격할인취지가 제시되지 않았을 때 나타났으며, 가격-품질연상이 높은 집단 에서는 가격할인취지가 재고처분으로 제시되었을 때 나타났다. 셋째, 자켓 의류제품의 제작 속성 평가에 대한 준거가격 제시 유무, 가격할인취지, 가격-품질 연상 심리 수준의 상호작용 효과는 비유의적이었으며, 가격-품질 연상 심리 특성의 주효과만 발견되었다.

• 복식문화연구
• /
• 제17권1호
• /
• pp.120-131
• /
• 2009

The purpose of this study was to suggest the repositioning strategy for Korean character/career women's wear brands by comparing them with masstige brands. The subjects were 240 Women in their twenties and early forties in Seoul and the metropolitan area. The data had been collected by self-administered questionnaire and analyzed by frequency and biplot. The results of the study were as follows: (1) The brand preference was 'Time'(33.3%), 'Michaa'(12.5%), and then 'Mine'(8.8%) in sequence; (2) For brand differentiation, the attributes of 'store image', 'comfortableness', 'brand reputation', and 'promotion' were found out to be important in sequence; (3) The national character/career brands were favored by theirs 'store image', 'quality', and 'design', while imported masstige brands were favored by theirs 'comfortableness', 'brand reputation', 'promotion', and 'perceived price'; (4) Among brands, 'Time' had been highly evaluated, but comparatively showed weakness on 'perceived price', 'comfortableness', and 'promotion'.

• 한국조리학회지
• /
• 제9권2호
• /
• pp.44-63
• /
• 2003

This study is about internet marketing of family restaurant through marketing mix and we found out the way which can make to activate by means of analysis of family restaurant's homepage. This study was done as following precedure. First, we've compared between characteristic was based on contents distinctive quality of family restaurant's homepage through the marketing mix. And in the next step, we've compared and ana lysed homepage of family restaurant which was chosed by the internet surfing. In the last, we evaluate strategy of marketing mix which is going well in the each field of business and then research of the way can improve internet-marketing. We draw the findings which is seperated by goods, price, promotion, distribution, other service according to marketing constituents. As a result of study, it is found that each company has given much more weight on some part in internet marketing's field of activity. In general, they put an emphasis on activity of goods and promotion. On the other hands they don't consider prices and delivery to be important compared with other parts. One of the most important things about internet-marketing is that fast and exact feedback and community makes each firm to be able to help to communicate with customer. It's like off-line-restaurant make use of free-coupon and an anniversary service.