• International Commerce and Information Review
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• v.13 no.4
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• pp.3-21
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• 2011

In this study, several experiments were designed to test the effectiveness of social media in export marketing. In particular, the experiments were made using Twitter and Facebook. The results showed that users' interest were able to increase the effects combined with B2B and B2C marketing events. The B2C marketing events could be made by personal target Event, Poll event, guest comments and social commerce. The B2B marketing was performed using Page Manager, Affiliate page, building and affiliate marketing group. Special features of Facebook such as social plug-in, Twitter integration, and Photo Tagging were found effective. A couple of implications were found in this study. First, the link between social media channel system was key success factor in effective export marketing. Second, the corporate marketing mix and social media consistent with the marketing mix strategy, communication between the managers and the managers' competencies were obtained for the key success factors.

• The Korean Journal of Health Service Management
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• v.7 no.3
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• pp.137-147
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• 2013

This study classifies the marketing mix of LASIK eye surgery clinics into 7Ps, examines the influence of each factor of 7Ps(product, place, price, promotion, process, people and physical evidence) on customer satisfaction, and investigates the effect of customer satisfaction on trust and relationship commitment. Survey of 500 patients who received surgeries in 3 eye clinics in Busan area was conducted through self-administered questionnaires, and, with this data, path analysis was performed to estimate the study model. Main result showed that, among 7Ps, product, price, promotion, people and physical evidence had significant positive effect on customer satisfaction which, in turn, had significant positive effect on trust and relationship commitment. Also, it was found that trust positively affected relationship commitment. This result would be considered helpful in medical institution's efforts to establish trust on customer satisfaction and maintain relationship commitment. It also implies that, in order to enhance competitiveness in increasingly competitive medical market, establishment of proper marketing strategy is urgently required where the determinants of customer satisfaction are effectively administered and ultimate relationship commitment of customers based on trust can be maintained and enhanced.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.12 no.10
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• pp.4328-4336
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• 2011

The aim of this study is to find changes of the attributes that influence the purchase of cut roses during recent five years(2007~2011) and suggest some implications on ways to promote cut roses marketing. For this purpose, a survey was conducted through the Internet among 1,100 randomly chosen people living in Seoul, Inchon and Gyeonggi Province in 2011. A total of 1,023 valid replies were received for the analysis of the survey which was carried out by the subsidiary consulting firm. The survey panels and estimation models to analyze changes of consumers' preference attributes during recent five years are same to them of Kim, et al.(2007). That is, empirical analysis tools such as ordered probit model, multinomial logit model, and conjoint analysis were used according to Kim, et al.(2007). This paper suggests several policy implications to set up the target market of cut roses and marketing mix strategy to specify the best 4P(product, price, place and promotion).

• The Journal of the Korea Contents Association
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• v.11 no.3
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• pp.377-388
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• 2011

Different from earlier studies which investigated Chinese market from the perspective of macro strategy, this study compares importance of marketing-mix between Korean and Chinese consumers from that of basic marketing. As elements of marketing-mix for the comparison, product quality, brand, product price, atmosphere of a shopping store, advertising, and price discount are selected. The survey research was conducted to test hypotheses in major Korea and Chinese cities, Seoul, Pusan, Beijing, and Shanghai, from Jan. to Feb. 2010. A total of 315 respondents born in 1980s were interviewed individually by well-trained Chinese and Korean research assistants. Results show that the importance of the product price is higher among Chinese while the importances of the brand and the advertising are higher among Korean. It is also found that the product quality is evaluated more importantly among Chinese while the atmosphere of the shopping store is among Korean within .1 significance level. The mean difference of the importance of the price discount between both countries' consumers is not found statistically.

• Asia Marketing Journal
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• v.17 no.1
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• pp.55-67
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• 2015

Despite the well-known predictive power of Dirichlet model on customer loyalty, deviations of share of category requirement (SCR) predicted by Dirichlet model from actual SCR have been repeatedly reported. It has been shown that these deviations can be systematically explained by some factors such as brand's market share, product positioning strategy, purchase volume and retail marketing mix strategies. Presuming that brand equity would be additional sources of these deviations, current study assesses the incremental predictive power of brand equity by using over 4,000 brand-level observations for the consumer packaged goods industry in the U.S. Our model estimations indicate that brands that exhibit higher brand equity enjoy excess loyalty, with the primary driver being volume premium, rather than price premium. Overall, our findings support the notion that idiosyncratic brand properties can explain excess behavioral loyalty, a notion that is in stark contrast with the Dirichlet view of the world: brand equity does not exist.

• Cartoon and Animation Studies
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• s.19
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• pp.145-159
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• 2010

Similar to the other cultural contents, the character industry is based on the media which acts as the technological background. In fact, the character industry is the process of that a created character accesses to the consumers via media, builds its value and becomes licensed as a brand in the market. Therefore, it is crucial to select the most effective media for the consistence of a character in the market, as well as for construction of a higher brand quality of the character. Today, "Webtoon" might be considered as one of the marketing means which utilizes the Internet media for raising the character as a brand. Webtoon has apparent strength because it can be produced in shorter period and with less expense than through other media. Furthermore, Webtoon can be simply featured by the easiness of two-way communication and transference to another media through it. For these reasons, and according to the result of analyzing some Korean Webtoons, it seems obvious that the most effective media in character marketing is the Internet. In addition to the Internet, the strategic development in the media-mix is also important for establishing a brand of a character. However, the effective media-mix is available only when the character's external identity meets with the trait of its media. For the purpose of learning how the media-mix works when a character reaches for the consumers, a character "Hamataeng" was born and used in the experiment. This study will explain the marketing process through the use of own-created Webtoon and other contents, and suggest the ways to build a brand of a character. In addition, it is also indicated that a media-mixing strategy for transformation and expansion of the character to other media.

• Journal of the Society of Cosmetic Scientists of Korea
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• v.32 no.4 s.59
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• pp.269-282
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• 2006

In this study, we tried to scrutinize the status and problems of domestic cosmetics industry. On the basis of theoretical study, we examined the strategic marketing skill and tactics of foreign products to devise a strategy for domestic cosmetics with the help of marketing mix of foreign competitors: so to say 4 Ps. The core of the empirical research is hereby the effect of consumers' behavior. The conclusion of the research can be summarized as following: the most important problem of domestic cosmetics industry is the poor brand power. It has been confirmed that the consumer needs are various and dynamic. Analysis of 4 Ps of marketing factors of foreign goods shows this very clearly. Consumers tend to rely upon the brand name of the product rather than the quality, when they don't have enough information or knowledge on the product. This conclusion teaches us to make an effective strategy of marketing. It is brand power and brand cultivating. This study may give domestic marketers a motive to predict the future and succeed in existence and prosperity.

• The Journal of Korean Academic Society of Nursing Education
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• v.6 no.2
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• pp.233-246
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• 2000

The purpose of this study was to investigate the real condition of hospital marketing and concrete strategy on medical consumers need for enhance the effectiveness of hospital management. The data were collected from January 27 to February 3, 2000 at a general hospital located in M city to 205 in-patients and out-patients by questionnaires. The research tool was based on literatures. The data was analysed by the use of percentage, mean, t-test and ANOVA by SAS(Statistical Analysis System) Package Program. The results of this study are summerized as follows: 1. Mean score of the marketing mix (4P 's) was 3.1 in total and each mean score was 3.6 in product, 2.5 in prices, 3.3 in place and 3.1 in promotion. The following are the items which received the highest scores in each: 'The hospital is clean' in service category; 'the prices of meals at the restaurant the patients' families use are reasonable ' in price sphere. In distribution, 'it is easy to locate the hospital' and in promotion,'we'll use this hospital again' and 'we'll recommend this hospital to others'. 2. Marketing mix factors(4P's) was significantly different on the general characteristics in terms of marriage status, occupations and the period of hospitalization. 3. The most important reason for choosing this hospital was 'This is a general hospital with good facilities' and the next were 'The hospital staffs are kind and the hospital is clean' and 'The traffic is convenient to come'. The most important factors contributing to a good image formation of the hospital were 'this is a clean hospital', 'This is a hospital with kind people' and 'this hospital is equipped with good medical facilities'. 4. The factors for making a good image concerning the nursing service were professional knowledge, good nursing skills and kindness. After grasping the marketing conditions of the hospital aided by the above-mentioned research results, the researchers concludes that it is necessary to develop an institutionalized service strategy to increase the satisfaction the patients feel about the hospital facilities and kindness of the staff and as a result, to differentiate it from other medical institutions.

• Korean Journal of Agricultural Science
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• v.38 no.2
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• pp.369-381
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• 2011

Ginseng in Korea has not only the big production value but also till a good reputation from overseas in the name of 'Korea Ginseng'. Having spread rapidly nationwide from 2000 year, its production keeps on increasing but its consumption becomes lazy and its price is also falling down because of comsumer's concern about mainly overusing pesticide for ginseng. In order to cope with this problem, the government introduced the GAP certification system to ginseng in 2006 to reflect consumer's needs for food safety. This system will be a good opportunity to promote ginseng consumption dramatically. In this aspect it is very important to know how well this system is established and how ginseng farmers build marketing strategies to draw new wind in the market. This study was carried out to look over the GAP certified ginseng system and show its marketing strategies using 4P's(product, place, promotion and price). The main results are as follows. GAP ginseng system currently has some weaknesses such as lack of systematic certification management and after-service, nonrealistic certification fee and poor linkage from production to consumption. In the marketing mix strategies, product strategy suggests that the most desirable appearance be transplanted ginseng filled with branch roots and 4 to 5 year-ginseng, and it is necessary to choose multi-brand strategy divided for present into for self-sufficiency and family brand strategy by use if its brand enlarges to processed products in the future. In the place strategy, 3 stages like 'producer group' - 'GAP certified facility' - 'sales shop' are based as the physical marketing channel according to traceability, and connected with giant retail market and environment friendly stand, and if its sales volume enlarges, it should be considered the GAP ginseng specialized marketplace which is a type of chain store. In the promotion strategy, the promotion of government level is necessary at first and producer alliances require the promotion targeting at the group of women under 40 with differentiation from price, quality, and safety. In the price strategy, the early stage-high price strategy which sets 20~25% higher for self-sufficiency and 30~35% for present is desirable.

• Journal of Distribution Research
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• v.8 no.2
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• pp.1-18
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• 2003

This study has tried an integrated approach toward consumer response difference between the online internet shopping mall and the off-line department store focusing on the moderating role of shopping value according to shopping situation. This study has analyzed consumer behavior differences between online and off-line channel formats in one framework and identified differences in consumer behaviors between the two channel formats. Managerial implications of this paper include measuring the effects of the integration of online and off-line channel and developing multichannel strategy. This paper suggests marketers to develop channel strategies based on customer segmentation criteria reflecting different consumer shopping value between online and off-line channel formats rather than developing strategies based only on the conventional marketing mix.