• Title, Summary, Keyword: 마케팅믹스

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A study on Marketing Analysis and Role Sharing for Busan Port (부산항의 마케팅 분석 및 주체별 역할에 관한 연구)

  • 허윤수;정태원
    • Journal of Korean Society of Transportation
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    • v.20 no.6
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    • pp.17-30
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    • 2002
  • 부산항은 컨테이너터미널 운영사별로 마케팅 전략 수립 및 마케팅 활동이 개별적으로 이루어질 뿐 항만 관련 유관기관(부산시, 부산지방해양수산청, 한국컨테이너부두공단, 부산본부세관)의 조화된 항만 마케팅 전략 및 역할이 수립되지 않은 상태이다. 따라서 본 연구에서는 부산항 활성화를 위한 각 주체별 활동 현황을 조사하고, 항만 이용자인 선사 및 포워더를 대상으로 마케팅 믹스(Mix, 4P: Product, Place, Price, Promotion)에 대한 설문조사를 토대로 부산항 마케팅 분석을 실시한다 이를 바탕으로 부산항이 동북아 중심항만으로 성장하는데 필요로 하는 부산항 관련 각 주체별 마케팅 관계 그리고 역할을 제시한다. IPA(Importance-Performance Analysis) 분석 결과를 살펴보면 전체 고객을 대상으로 평가했을 때 가격 믹스와 촉진믹스는 가장 중요도가 높은 것으로 분석되었으며 특히, 촉진믹스는 중요도는 매우 높으나 만족도가 낮은 것으로 분석되었다. 그러므로 마케팅 전략 수립 시 촉진 부문에도 높은 비중을 두어 선사들에게 공격적인 마케팅 활동이 요구된다고 할 수 있다. 부산항 관련 각 주체별 마케팅 역할에서 부산광역시는 부산지방해양수산청과 함께 촉진믹스에 중점을 두어야하고, 부산지방해양수산청은 촉진믹스 외에 가격믹스에서 항만 요율의 적절성과 경로믹스인 철도 수송 망의 확보가 시급한 것으로 나타났다. 한국컨테이너부두공단은 촉진믹스 외에 가격믹스에서 항만시설 사용료의 체계적인 개편이 요구되고, 터미널 운영사는 제품믹스 서비스인 공컨테이너의 효율적인 재고관리 업무서비스와 가격믹스에서 하역요율의 탄력적인 제공이 필요하다.

The Regional Mix Types and Models in Place Marketing Strategy : Focusing on Gwangju-Jeonnam Region (장소마케팅 전략의 지역믹스 유형 분석과 시론적 모델 연구 - 광주.전남 지역을 사례로 -)

  • Lee, Mu-Yong
    • Journal of the Korean association of regional geographers
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    • v.15 no.2
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    • pp.226-249
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    • 2009
  • This study aims to establish the regional mix types and models of place marketing strategy. For this purpose, eighty seven cases of place marketing in Gwangju-Jeonnam region during the last two years are reviewed, Twenty seven types of regional mix are abstracted according to space, theme, subject, target, and factor. There are five spatial types(urban mix, zoning mix, zoning urban mix, package urban mix, zoning mix, and space package mix), eight thematic types(culture mix, history mix, tourism mix, industry mix, administration mix, environment mix, transportation mix, and PR mix), five subject types(central government led public mix, local government led public mix, enterprise led private mix, civil society led private mix, and private public partnership mix), four target types(resident mix, tourist mix, enterprise mix, and common mix), and five factor types (organization mix, image mix, point mix, target mix, and channel mix). In the basis of these types, the twenty two primary model of regional mix, and the one hundred twenty six secondary model of regional mix are established.

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Segmentation Strategy for Attracting Tourists to EXPO 2012 Yeosu (여수세계박람회 관람객 유치를 위한 세분화전략)

  • Kim, Gil-Sung
    • International Area Studies Review
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    • v.13 no.2
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    • pp.770-788
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    • 2009
  • This paper attempts to develop STP Strategy of EXPO 2012 Yeosu for attracting tourists. STP in marketing strategy refers to the process of market segmentation, market targeting, and positioning. I tested four demographic variables(age, occupation, nationality, and sex) to segment the market or the visitors of EXPO 2012 Yeosu effectively. The statistical result shows that age, occupation, and nationality are significant. Based on the three demographic factors and the visitor's purpose, I classified the expected visitors of EXPO into 12 groups, and selected 6 targeted groups: a group of Korean students with the purpose of study, a group of Korean professionals with the purpose of business, a group of foreign students with the purpose of study, a group of foreign professionals with the purpose of business, a group of Korean people in general with the purpose of tourism, and a group of foreign people in general with the purpose of tourism. In this paper, I have suggested a differentiated marketing mix for six targeted groups each.

An Empirical Study on Determinants of Satisfaction of The Artist's Exhibition Hall Using Marketing-Mix 7P's (마케팅믹스 7P를 이용한 미술작가의 전시장 만족도 결정요인 실증연구)

  • Han, Soo-Min
    • The Journal of the Korea Contents Association
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    • v.20 no.5
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    • pp.536-544
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    • 2020
  • Artists using exhibition spaces can select exhibition spaces considering marketing activities provided by operators or organizations of exhibition spaces, so it is necessary to study the relationship between marketing activities and satisfaction factors. This study examines marketing mix 7P factors, satisfaction, and prior studies as a theoretical background to demonstrate the decisive factors of the artist's exhibition hall satisfaction. As a result of analyzing the questionnaire collected from 144 artists used the exhibition hall, among the 7P factors of marketing mix, product, price, and progress process influenced the satisfaction of the exhibition hall, and the influence was in order of progress, product, and price. The suggestions are as follows. First, among the 7P factors in marketing mix, the fact that products, prices, and progress influencing the satisfaction of the exhibition place emphasizes factors related to the actual exhibition. Second, among the 7P factors in the marketing mix, the process had the greatest influence on the satisfaction of the exhibition hall, which means that the service delivery process is important.

The Mediating Effects of Customer Satisfaction on the Relationship between Marketing Mix Activities and Brand Loyalty in Chicken Restaurant (마케팅믹스활동과 브랜드 충성도와의 관계에서 고객만족의 매개효과 연구: 치킨전문점을 중심으로)

  • Lee, Sang-Hee;Kim, In-Bok
    • The Journal of the Korea Contents Association
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    • v.15 no.7
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    • pp.520-530
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    • 2015
  • This study aimed to research the mediating effects of customer satisfaction on the relationship between marketing mix activities and brand loyalty in chicken restaurant. This study intended (1) to analyze the factors of marketing mix activities in chicken restaurant, (2) to research the effect of marketing mix activities on brand loyalty, (3) to research the mediating effects of customer satisfaction on the relationship between marketing mix activities and brand loyalty. Data were collected from undergraduates who visited the nationwide chicken restaurants by face-to-face interview. The questionnaire was distributed of the 400 copies and used 331 in the analysis. The results of this study revealed that (1) the factors of the marketing mix activities were price, promotion, place and product, (2) product only had significant influence on brand loyalty, (3) the effect of product on brand loyalty was significant influence by mediating effect of customer satisfaction.

The Effects of Anticipated Benefits from Introducing e-business Activities by Traditional Shipping and Port Logistics Firms on Their Performance in Marketing Mix and Global Competitiveness (항만물류기업의 온라인 비즈니스화를 통한 마케팅 경쟁력과 글로벌 경쟁력 강화 방안)

  • Yi, Jun-Sub
    • Journal of the Korea Industrial Information Systems Research
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    • v.12 no.5
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    • pp.183-200
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    • 2007
  • This study examines the relationships between typical anticipated benefit factors of introducing online business activities by traditional brick-and-mortar shipping and port logistics companies and their performance in marketing mix and global competitiveness. Three major benefit factors were derived including improved trust, information acquiring and limitation of offline business activities. The three empirically derived critical synergy factors were then used to examine how they improve the firms performance in marketing mix and global competitiveness. The results of structural equation modeling method show that the anticipated benefit factors significantly influence the firms' performance in marketing mix. Subsequently, marketing mix significantly influence the firms' global competitiveness. The results provide useful guidelines for the shipping and port logistics firms to develop appropriate marketing mix strategies to improve their global competitiveness.

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Influence of Marketing Mix on Customer's Attitude and Purchase Intention -Mediating Effects of Customer Experiences- (마케팅믹스요인이 점포태도와 구매의도에 미치는 영향 -고객체험의 매개역할을 중심으로-)

  • Fan, Qing-Ji;Kim, Won-Kyum;Cui, Guang
    • The Journal of the Korea Contents Association
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    • v.10 no.8
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    • pp.292-300
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    • 2010
  • In this research, the object is to analyze the impacts of the four dimensions of Marketing Mix in terms of product, price, place and promotion on store attitude and purchase intention. At the same time the mediating variables such as sense experience, feel experience and think experience in relationship among Marketing Mix and store attitude, customer experiences are also analyzed. The results show that the product, place, and promotion have significant effects on sense experience, feel experience and think experience. Another important finding is customer experiences such as sense experience, feel experience and think experience have significant effects on store attitude and purchase intention.

The Relationships among Marketing Mix, Constraints, and Consumers' Revisiting Intentions: Focusing on Screen Sport Theme Parks (마케팅믹스, 제약요인 및 재방문의도 간의 관계: 스크린 스포츠 테마파크를 중심으로)

  • Lee, Kyongmin;Jeon, Yong-Bae;Kim, Se Yun
    • The Journal of the Korea Contents Association
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    • v.17 no.12
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    • pp.473-484
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    • 2017
  • The purpose of this study was to examine the relationships among marketing mix, constraints, and consumers' revisiting intentions in screen sport theme parks. For this purpose, a survey was given to a convenience sample of 253 customers of screen sport theme parks located in the Seoul and Dae-gu metropolitan cities in South Korea. The data were then analyzed using frequency statistics, correlations, and multiple regression analysis. The major findings of this study were as follows. First, the marketing mix had a significant effect on the constraints of customers in screen sport theme parks. Second, the marketing mix had a significant effect on the revisiting intentions of customers in screen sport theme parks. Third, intrapersonal constraints alone had a significant effect on the revisiting intentions of customers in screen sport theme parks.

The Cyber Transformation of Marketing Mix Model : An Empirical Study of Korean On-line Shopping Malls (마케팅 믹스 모델의 사이버 전환에 관한 실증적 연구)

  • 이영순;서봉철
    • Journal of Distribution Research
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    • v.7 no.1
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    • pp.105-127
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    • 2002
  • This paper presents an analysis of how the business models of organizations are getting transformed in the Marketspace created by the Internet. We use a research model comprising the transformation scores of four Ps(Product, Price, Promotion, and Place) as dependent variables and three dimensions, Demographics, Technology, and Community elements on the Websites, as explaining variables about the Cyber Transformation of the 4Ps. While most existing literatures have focused on Website's technology, our research model includes 22 five-point-scale items; 10 Demographics /Technology items and 12 Community items. To measure the 4P's transformation scores, the authors selected 14 workable items from the Marketspace Model by Dutta, Kwan, & Segev(1997). A sample of 123 shopping mall Websites comprising three categories(grocery, jewelry/accessory, and cosmetics) from the 100hot.co.kr list are evaluated and the data is analyzed by SPSSWIN 8.0 version. The result shows that there are five significant factors, Technology, Interaction, Connectedness, Business Features, and Domain, while the average transformation scores of 4Ps are at very low level. The factor scores are used in regression analysis for each P. Two factors, Technology and Interaction are influencing all four Ps; Connectedness is influencing only two, Product and Place. Organizations must not simply take their existing business models. They have to adopt the Technology items(navigation, logo, e-mail, guide, graphics) and to facilitate the Interaction items(consulting, number/quality of bulletin boards, participation, offline events) and Connectedness(club activation, contents, partner/site link, entertainment contents) in order to get transformed in the Marketspace successfully in the near future.

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The Impact of Brand Management System and Marketing Mix Activities on Brand Performance (브랜드경영시스템과 마케팅믹스활동이 브랜드성과에 미치는 영향에 관한 연구)

  • Cho, Byoung-Tak;Lee, Jin-Yong;Park, Seong-Yong;Lee, Jae-Hyung
    • Journal of Global Scholars of Marketing Science
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    • v.15 no.2
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    • pp.71-97
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    • 2005
  • Previous studies on brand performance have extensively investigated the topics of how marketing activities influence brand awareness and image only from a perspective of consumers and of how much brand awareness or image is related to brand performances. This study, unlike previous ones, proposes a theoretical framework and analyzes empirical data from a perspective of firms. We extend previous work by considering the mediating effects of brand management system and marketing mix activities on the relation between market orientation and brand performance, Furthermore, this study examines the relationships between market orientation and brand performance using a data set of marketing or brand managers in 1000 firms. The results show that firms possessing higher levels of brand management system, marketing mix, market orientation exhibit superior brand performance. Besides, brand management system and marketing mix play a mediating role between market orientation and brand performance. This study also offers some practical implications and future research questions based on the current findings.

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