• 유통과학연구
• /
• 제22권7호
• /
• pp.33-42
• /
• 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.

• 한국경영과학회지
• /
• 제26권1호
• /
• pp.45-60
• /
• 2001

As the advent of the Internet, most of the modern firms are now forced to use the internet as one of telecommunication tools for daily activities, Especially, as the decision units and/or makers in a firm become geographically dispersed due to the globalization trend, the need for integrating them effectively on the Internet is getting attention from researchers and practitioners much more than ever. In literature, this kind of need has been specially conspicuous in the need for coordinating production and marketing activities which are known as one of the typically conflicting with each other in terms of purposes. Lee and Lee(1999) has proposed an interesting coordination environment for production and marketing, named PROMISE. This paper is aimed at improving the coordination algorithm utilized in PROMISE and accordingly proposing a web-driven DSS for the purpose of transforming PROMISE into a web-based decision support platform for production and marketing coordination.

• 한국조리학회지
• /
• 제6권3호
• /
• pp.391-407
• /
• 2000

This is a study on the ways of improving the current Kwangju Kimch Festival. The Festival has many resources for attracting visitors. 'nevertheless. it has been criticized for marketing tools. including lack of publicity, institutional inertia. etc. A new approach for improving Kwangju Kimch Festival is needed to satisfy the needs not only for residents but also for visitors. especially japan tourists. the best way of improving the current Kwangju Kimch Festival might be the development of the product(for exemple, effective linkage system with tourist attractions) and promotion(advertising. publicity).

• 산업경영시스템학회지
• /
• 제22권52호
• /
• pp.141-153
• /
• 1999

The focus of marketing study on the strategic tools has shifted from traditional 4Ps'(product, price, place and promotion) to macro relationship marketing which places emphasis on interfirm relationships. The purpose of this study is to develope antecedent variables of relationship type which play the most important role of interfirm relationships, and the antecedent variables of relationship structure comprises three factors : 1) transactional relationship structure, 2) hierarchical relationship structure and 3) embedded relationship structure.

• 복식
• /
• 제60권8호
• /
• pp.100-117
• /
• 2010

The cosmetics industry is executing the experiential marketing strategy, which focuses the brand experiential experience for the connection with consumers and differentiated strategy for the company's brand image, according to the expansion of quality service, which increasingly consume a diverse experience. Among these, the low-priced cosmetics market is trying a variety of experiential marketing to provide positive experience of their product and their brand through a unique service or event to stimulate the motions of young woman, who are changing rapidly, and is actively utilizing the means of marketing to form brand equity for these experiential marketing. Therefore, this study is to find out the effect of customer experiential on the brand equity through a variety of experiential marketing of low-priced cosmetics brand and based on the result, we were able to find out that the experiential marketing is also used as important means of marketing for low-priced cosmetics market to secure the brand equity and to maintain long-term relationship with the customer. This is expected to provide strategic and practical implications to the cosmetic marketing managers for customer management and this will recognize the importance of customer experiential in cosmetic marketing and suggest proper marketing strategy plan. In this study, the multiple regression analysis was mainly uses to find out the influence between the variables for low-cost cosmetic brand but we're hoping to execute a study, which directly and indirectly covers the complete path by using the various parameters, which can be effected on the brand equity.

• 한국실내디자인학회논문집
• /
• 제14권6호
• /
• pp.132-139
• /
• 2005

Selling Environment is very important space in this era of sensitive consumption, which facilitates direct contacts with consumers. Interests of consumers in the 21st centuries, lie in the higher quality of life, and they wart to create their own lifestyle through purchasing of goods in the marketing environment. A company can hold dominant position in the changing marketing environment, in case it differentiate with other competing companies and keep consistencies of identity. Finishing materials of interior design elements, play an important role in making a visual images of department stores, and the usage of finishing materials transfers the images of department store to consumers This study aims to introduce theoretical backgrounds of interior materials composition, which provides important tools for decision of images of department stores, and also aims to propose design guidelines for interior finishing materials as an elements of visual marketing, through the case studies of major department stores. Depending on these intentions, present conditions of interior finishing materials are analyzed, and a fundamental planning directions of interior materials are proposed, as the strategic elements of a department visual marketing.

• Asia Marketing Journal
• /
• 제14권2호
• /
• pp.1-22
• /
• 2012

Gifticon is an innovative new service of SK Marketing & Company. Launched in the end of 2006 for the first time in the world, the mobile gift certificate is in the form of a SMS message that bears a bar code to exchange with real products sent to the intended recipient through internet portal, messenger or/and mobile phones. The service started by connecting individuals (B2C business) and was expanded to the new marketing tools of companies (B2B business). While the business took off with soft progress in the initial year of launch, Gifticon business finally gained its momentum in the growth of sales in its second and third year. Yet, the data showed that the growth of user-base was getting stagnant that the number of users remained flat for the past few months. Moreover, competition from latecomers such as Giftishow from KTF and Heartcon from LG Telecom gets fierce. Particularly in B2B sector where Gifticon has made minimal profit, competitors started aggressive promotional activities, taking away shares from Gifticon. Under these circumstances, team is facing tough strategic decisions for its long-term growth; How can they further grow the business? Should they go after more massive targets for broader user-base? Should they pursue B2B business more aggressively? This case study asks students to come up with solutions for these questions by understanding concepts, theories and models for diffusion of innovations and strategies to overcome a chasm.

• 한국의상디자인학회지
• /
• 제9권2호
• /
• pp.155-166
• /
• 2007

The purpose of the research is to provide the operation plans of internet marketing for effective application as marketing tools by analyzing the application status of marketing mix through the 30 websites of sportswear brands. Firstly, a study on the marketing mix strategy of sportswear brands presents that most brands put a high priority on promotion strategy by achieving online marketing. Secondly, compared with the other company brands which have online shopping mall, the website of sportswear brands consists of centered brand image. Therefore, based on the analysis about the variety of products and merchandise picture in each item and detailed information offer of neo-products introduction, marketing mix is insufficient in the website of sportswear and the price strategy has the least information. After website of sportswear brands is connected with online-shopping mall, guidance for its price and product is performed mainly. Consequently the sales promotion strategy of price needs development through the incentive and discount price. Promotion strategy occupies more parts than any other strategy. Especially, it allows a high proportion of the variety of events and information for the customer services. Also it needs to improve its bulletin board and Q&A board on the website for better communication with customers. Furthermore distribution strategy focuses on information such as location, contact numbers and address of the online shopping mall. Although online shopping mall has its own advantage which is marketing on the internet, it is not yet in progress.

• 한국의류학회지
• /
• 제33권1호
• /
• pp.22-32
• /
• 2009

The purpose of this study was to suggest the appropriate marketing strategies for Korean fashion companies wishing to enter the US market. In-depth-interview with documentary research were performed to investigate the seven Korean fashion companies launching in the US market as wholesalers or retailers. The interviews were executed from May to July 2007. The results of the study were summarized in accordance with Marketing Mix(4P's). In most cases, the brand targets are female customers of 20's to early 30's. The products carried by the companies are trendy with a tint of vintage and oriental feelings. The price ranges from middle to high level. Most brands are engaged in wholesaling through trade shows to sell the merchandise for department stores or specialty stores, but recently are trying to convert to retailing. Trade shows and show rooms are used as one of the promotion tools, but celebrity marketing has also been active for the promotions. Most companies suggested their superior qualities of the products as their strength, and the lack of experience and information as their weakness. Most companies forecast that the influence of FTA between Korea and the US may be limited because of Korea companies' overseas outsourcing system.

• 한국데이타베이스학회:학술대회논문집
• /
• 한국데이타베이스학회 1999년도 춘계공동학술대회: 지식경영과 지식공학
• /
• pp.125-133
• /
• 1999

The objective of knowledge discovery and data mining lies in the generation of useful insights from a store of data. This paper presents a framework for knowledge mining to provide a systematic approach to the selection and deployment of tools for automated learning. Every methodology has its strengths and limitations. Consequently, a multistrategy approach may be required to take advantage of the strengths of disparate technique while circumventing their individual limitations. For concreteness, the general framework for data mining in marketing is examined in the context of developing agents for optimizing a supply chain network.