• Knowledge Management Research
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• v.12 no.3
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• pp.73-96
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• 2011

Recent market saturation makes the local retailers consider an attempt to innovate the market with the retailer's brand. This is the retailers' efforts to expand the market control through the enhancement of private brands. As the competition among manufacturers extends to the competition between manufacturers and retailers, the marketing knowledges of manufacturers need to be diversified to the ones that can be applied to the manufacturers and retailers due to their bilateral competition. This research concentrates on the customer acquisition strategy (attack strategy) and customer retention strategy (defense strategy) in the place of both sides of manufacturers and retailers. Also this research targets to develop the differential marketing strategies for target market's National Brand(NB)/Private Brand(PB) purchase by analyzing individual customer's purchase probability on repurchase and switch-purchase of NB and PB. This study is based on the data of frequently consumed product, tomato ketchup on scanner panel from the ERIM data of University of Chicago, USA. This study compares and analyzes the NB and PB repurchases and switch-purchase of 4 types. The comparisons provide the informations that which factors should be managed for the attack strategy, the defense strategy, and the differential marketing strategies both for manufacturers and retailers. This research is expected to contribute on cumulating the industrial knowledges of retailers' and manufacturers' survival strategy, expecially focusing on the effect of marketing factors and consumer-characteristic factors.

• International Journal of Computer Science & Network Security
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• v.22 no.2
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• pp.47-56
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• 2022

The article defines the principles of formation of digital marketing strategy of enterprises in the conditions of intensification of competition on the international market. The stages of development of digital marketing strategy of enterprises in the conditions of intensification of competition in the international market are substantiated, which includes: setting goals, which envisages observance of the principles of SMART-scheme; product or service analysis; monitoring of competitors; analytics of definition and segmentation of the target audience of the enterprise; selection of digital marketing tools and channels for promotion on the international market of products or services; formation of a unique, unique trade offer, selection of indicators for evaluating the effectiveness of digital marketing strategy and its tools. It is proved that according to the principle of SMART method of goal setting it is necessary that the goals have: specificity, measurability, achievability, relevance, achievement of the goal should be limited in time, have specific deadlines. To increase the effectiveness of digital marketing strategy, it is necessary to analyze the internal and external environment using the method of SWOT-analysis, the advantage of which is a comprehensive assessment of the company, competitors and the industry as a whole in the face of competition in the international market. The main indicators of evaluation of the effectiveness of digital marketing strategy in the conditions of intensification of competition on the international market are substantiated.

• Journal of Korean Library and Information Science Society
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• v.38 no.3
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• pp.277-296
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• 2007

This study aims to propose that archives introduce marketing strategies for their archival reference services. Target marketing which is based on market segmentation for customer satisfaction is popular among enterprises in these days. Market segmentation strategy of target marketing need to be used for user centered archival reference services in archives. This study proposed that demographic, geographic, psychographics, and use variables can be used for archival user segmentation. And for the user segmentation, archives should collect data of use and users systematically.

• Asia Marketing Journal
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• v.15 no.1
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• pp.23-42
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• 2013

To overcome the profitability challenge these days, many global banks are increasingly focusing on cost efficiency through more efficient banking processes, such as online and mobile banking, whereas a number of other banks choose to differentiate their services for retaining and attracting the most valuable customer segment (Deloitte, 2011). While global banks in the retail banking industry are adopting either of these two business models as a strategic choice for their long-term growth, KB Kookmin Bank, one of the leading retail banks in South Korea, has begun to operate 'KB Rockstar' as a strategic channel, particularly designed to target college students in the youth market. The new marketing strategy has resulted in a positive impact on its brand image in customers' perception as well as a drastic increase in the number of youth customers. In this study, we analyze the case of 'KB Rockstar' and summarize the key factors for its success from a marketing perspective. First, 'KB Rockstar' is not simply a good channel strategy, but an innovative marketing strategy that aligns place, product and promotion together in order to create a synergy effect, resulting in the successful implementation of the bank's targeting strategy. Second, the strategy effectively establishes 'KB Rockstar' as a brand targeted to youth customers while also competently strengthening the image of the corporate brand, KB Kookmin Bank. The skillful implementation of organically combined marketing mix strategies has enabled the successful launch of the bank's sub-brand. Third, the strategy considers a retail bank branch as not only the place that makes sales transactions in order to generate short-term profits, but also the place that builds a long-term relationship with customers in order to maximize their lifetime values in the long run.

• Journal of Information Technology Services
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• v.11 no.3
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• pp.103-127
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• 2012

With the advent of SNS (Social Network Services), the product reviews by friends in SNS are intensively utilized for online marketing. However, there is a lack of empirical evidence on the actual marketing effect of SNS reviews, although we need to identify who can be the target of SNS marketing in terms of customer attributes, preferences, or experiences. In this study, we investigate the moderating role of customer attributes in identifying the effect of SNS reviews on customer purchasing decision. As the moderating variables, we adopt 'information search experience' and 'perception of information overload'. Research results evidence that, in order to understand the effect of SNS reviews in a comprehensive manner, we need to examine it in the context of various related factors such as 'information search experience' and 'perception of information overload'. The results show that the persuading effect of SNS reviews for product purchasing is stronger for the customers with the lower information search experiences as well as the lower perception on the information overload on the web. This result delivers managerial implications on who can be the target customers of SNS marketing.

• Culinary science and hospitality research
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• v.3
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• pp.57-81
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• 1997

Recently foodservice industry marketing environment changes rapidly and the qualitic change of demand is accelerated from high growth phase to low growth on industrial environment. To actively competely with the foreign brands that runs with the developed management skills and enough fund, the domestic should classify the customers first and develop the menu. To introduce the modern management technique to pursue the management utility by establishing the market segmentation forcusing the target market and discriminating strategy of menu and service. The method of this study is focused on the changes of foodservice industrial environment and alternatives.

• Fashion & Textile Research Journal
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• v.9 no.2
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• pp.211-220
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• 2007

The purpose of this study is to analyze characteristics and marketing strategies of the British, French and Italian luxury fashion brands. The subjects of this study are 27 fashion brands which have more than 50 years of tradition and are also members of the Walpole, Comit$\acute{e}$ Colbert, and Altagamma. The common marketing strategies of the luxury fashion brands were; the renewals in the product concept which harmonized traditional elements with modern elements which are designed to meet the needs of new target consumers, the renewals in the promotion such as the large scale of advertising, the frequent publications about the brands, sponsorship of events, the renewals and expansion of distribution channels in global fashion cities, the opening of flagship shop and the renovation of existing shops. Simultaneous renewals in product concepts, in promotion and in distribution will be an effective marketing strategy. Also, a continuous investment in renewal strategies is a key to the success of luxury fashion brand renewals.

• The Journal of Information Technology
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• v.5 no.3
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• pp.157-168
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• 2002

This study examined the present condition of convention of convention in Korea and the establishment of strategies for the convention marketing. It is defined as establishing a direction of decision-making for the achievement of efficiency in the convention activities and consists of the following steps; firstly, to set up a target market through the analysis of the convention market and the itemization of the market, and then to draw up a budget and adopt a strategy of convention marketing. Based on this plan of convention marketing, I think the 7P strategy variables such as product, price, passage, and promotion, as well as the participant, physical proof, and process of service assembling should be fixed to attain the target market, for the convention industry is a field of service industry.

• Journal of Industrial Convergence
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• v.15 no.1
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• pp.9-15
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• 2017

This study aims to present a direction for the efficient TV commercial marketing strategy at the market by analyzing the relationship between technology and the smart-phones' TV commercial especially 'iPhone series' and 'galaxy S series'. As the results of the factor analysis of the hardwares, slogans and TV commercial for the target smart-phones, TV commercial is the way of the expression for the technology through the meaning of the value. And the meaning of value is defined by reclassifying the expression technique of each scene of TV commercial into nouns and adjectives. Setting a slogan is very important because it is making memorable motto or phrase for the consumer and it decide the image of the product. So the correct configuration of the slogan is a keystone that is important for creating a TV commercial and has a profound impact on product image formation.

• Journal of Industrial Convergence
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• v.2 no.2
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• pp.47-68
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• 2004

The term "social marketing" was first introduced in 1971 to describe the use of marketing principles and techniques to advance a social cause, idea, or behavior. Social Marketing is a strategy for changing behavior. It utilizes concepts of market segmentation, consumer research, product concept development and testing, directed communication, facilitation, incentives, and exchange theory to maximize the target adopters' response. Social marketing requires knowledge of each target-adopter group, including its 1. social demographic characteristics, 2. psychological profile and 3. behavioral characteristics. To know the target adopters in these three related ways enables social marketer to make more accurate predictions. In addition to differentiating among and selecting target adopter groups, the social marketer will identify influence-holding groups, or influentials, who can affect a program's success. Great changes and opportunities exist to produce changes in the ways that individuals and groups think and behave and in meeting human needs. The balance of the scales of social change, we hope, will shift away from the use of force and violence to the use of persuasion and voluntary action. I trust that this dissertation will be useful highlighting the strategies and means of peaceful, planned social change designed to elevate the quality of life.