• Title/Summary/Keyword: marketing

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The Marketing Strategy to Stimulate Customer's Interest in Art-Gallery Business Plan

  • HAN, Soomin;KANG, Eungoo
    • Journal of Distribution Science
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    • v.18 no.8
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    • pp.47-54
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    • 2020
  • Purpose: Through strategic marketing, art galleries can help retain the artistic value in an extensively urbanized world and also provide a means to showcase aspirational messages that artworks attempt to portray. The purpose of the current study is to analyze a marketing strategy for an art gallery based on prior marketing theories. Research design, data and methodology: Scant research is available to guide regarding what elements of marketing theories should be applied to accomplish customer satisfaction in an art gallery business plan. Thus, the present authors suggest more specific marketing strategy using four traditional marketing theories for practitioners who conduct business planning strategy in an art gallery. Results: The current study suggests the synthesized model for a successful business plan of an art gallery and figured out that two distinctive segments through marketing mix and SWOT analysis are ideal because it would be easier to meet visitors' aesthetic tastes while still meeting organizational objectives. Conclusions: As all other businesses, art galleries have to adapt to survive by innovating some of the components of the marketing mix to create a competitive advantage. It also requires a strategy for that combines targeting and segmenting with the incorporation of the marketing mix to attain competitiveness.

Culture Marketing Activities of the Third World Food Restaurant on Visit Motivation and Revisit Intention : The Case of "Benares" (제3세계 음식전문점의 문화마케팅 활동이 방문동기와 재방문의도에 미치는 영향 - 베나레스를 중심으로 -)

  • Lee, Sung-Hee;Lee, Han-Myung;Lee, Sung-Hoon
    • The Korean Journal of Franchise Management
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    • v.6 no.1
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    • pp.91-111
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    • 2015
  • This paper aims to examine the effect that cultural marketing influences on visit motivation and customer responses. We found that cultural marketing promotion activities by Benares, Indian restaurant had a positive effect on motivation to visit the store. Also research showed that the cultural direction and positioning marketing activities of Benares' cultural marketing had a statistically significant positive effect on all items of customer responses, that is service, atmosphere, brand but cultural promotion and cultural support marketing activities had a positive effect only on brand, except service, atmosphere. In addition, research showed that while all items of customer responses had a positive effect on revisit intention. In other words, it was proven that cultural marketing promotion activities by the Third World restaurant influence on visit motivation and customer responses and it provides practical implications to business marketers that foodservice companies' marketing associated with cultural marketing activities can be efficient marketing strategies that influence on revisit intention.

Study of Space in Storytelling Marketing (스토리텔링 마케팅에서의 공간에 관한 연구)

  • Chung, Sun-Ah
    • Proceedings of the Korean Institute of Interior Design Conference
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    • pp.125-130
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    • 2006
  • The various kinds of consumption belong to a general category and at the same time the expression of most basic aspiration in the human life. Since the ancient times, the consuming activities have lasted with the other basic activities and the consuming space conducting consumption has developed as physical devices along with the human history. Those companies that have been given attention and getting favorable impression currently being selected by the consumers are now concentrated on the storytelling marketing. The storytelling marketing is that the emotion-oriented marketing activities give consumers the opportunities to enjoy the product contained stories to put the stories to marketing activities. It approaches to consumer with human story emotionally rather than rationally and heart rather than mind. Recently, the architecture has become artistic either it was linked and contacted media or part of marketing. We think that the story telling marketing is the eternal triangle among art, architecture and marketing that is a propensity or movement to interior at this time. I found out that the storytelling marketing methodology is able to touch the consumer's heart and stimulate consumption aspiration that makes new circumstances and experience expressing space. And for that, effective marketing methodology is to give the consumers a more exciting and enjoyable motivation in accord with the modern society to give companies positive image to customers and accordingly for the companies to gain profits. The story telling space that is filled with ideas which produce new circumstance and experience using the established narrative and theme will be required continuously and able to develop in the future.

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The Study of Educational Program Development for Self-Marketing based on Job Analysis

  • Ahn, Sang Joon
    • Journal of the Korea Society of Computer and Information
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    • v.24 no.9
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    • pp.135-142
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    • 2019
  • Given the ability and skills required by modern people, marketing can be divided into knowledge-related skill such as marketing plans, market segmentation, and marketing mix management and supportive skill such as communication, inter-organizational management, creativity, and decision making. Knowledge related skills can be nurtured in existing marketing classes, but it is recognized that special educational programs such as self marketing are needed to develop and train supportive skills regardless of education levels or major education. This paper is aimed to design for marketing educational program for the self marketing. In this study, a DACUM method job analysis to extract contents by specialists such as model setting of task and job, job statement, job analysis, education course development, and so on. In the first place, this report presents job analysis model by procedures for developing selection criteria of examination questions of the self marketing qualification. The first step is preparation for job analysis, the second step: the establishment of job models, the third step : the job specification and task analysis, the fourth step: the review of job model, the fifth step: the establishment of subjects for examination matrix table for making questions.

A Study on Homepage Analysis of Family Restaurant thorough Marketing Mix (마케팅 믹스를 활용한 패밀리레스토랑의 홈페이지 분석에 관한 연구)

  • 진양호;전진화
    • Culinary science and hospitality research
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    • v.9 no.2
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    • pp.44-63
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    • 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.

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A Comparative Content Analysis on the Journal of International Marketing: A Study of Ten Years (2004-2013)

  • Shin, Dong-Jin
    • Journal of Distribution Science
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    • v.12 no.5
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    • pp.81-92
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    • 2014
  • Purpose - This paper aims to investigate topics and trends in international marketing and cross-cultural management by conducting a content analysis of the Journal of International Marketing. Research Design, Data, and Methodology - In this study, one of the leading journals in the field of international marketing, the Journal of International Marketing, was chosen for research. A total of 199 articles were identified from a time span of ten years (2004-2013). SPSS software was used for codification and analysis of the data. Results - This study revealed some of the factors on which cross-cultural management had a strong correlation with international marketing. Of the 199 articles in the Journal of International Marketing, 64 articles related to cross-cultural management. Conclusions - A content analysis of the Journal of International Marketing comparing general articles with articles related to cross-cultural management is unprecedented. This study offers insight into the impact of cross culture on the discipline of international marketing. The findings of this research could be employed as a reference for gaining insight into the trends and influence of cross-cultural management in international marketing.

The Marketing Model Applying the Concepts of Educational Psychology in the Private Educational Service Sector

  • KIM, Seong-Gon
    • Journal of Distribution Science
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    • v.18 no.11
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    • pp.15-22
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    • 2020
  • Purpose: A marketing strategy for private institutions requires marketers to leverage consumer behaviors and educational psychologies when advertising and promoting product portfolios. Indeed, understanding consumers can make marketers more effective, and the purpose of this research is to tackle private institutions' education marketing by combining marketing theories and learning theories. Research design, data and methodology: The content analysis used in this study will be suitable because there exists numerous prior studies regarding marketing strategy and educational theories. Therefore, the current author could obtain and collect adequate textual facts from much of the literature review. Results: Marketing strategies that are mixed with educational theories increase consumer enrolment due to perceived usefulness, and this implies that an adequate marketing model could help improve sustainability and income as a result of enrollment in private educational institutions. The research also identified that marketing is connected to psychology and that marketers can exploit educational and psychological theories to increase successful enrolment in private educational institutions. Conclusions: Most importantly, the target market for private educational institutions is diverse, and institutions can use direct marketing to appeal to specific audiences. Also, the research implies that diversification strategies can increase enrolment if marketers exploit behavioral learning theories in the marketing process.

The Effects of Consumer Value and Conspicuous Consumption Tendency on the Attitude toward and Purchase Intention of Fashion Cause-related Marketing Products (소비자 가치 및 과시적 소비성향이 공익마케팅 패션제품에 대한 태도 및 구매의도에 미치는 영향)

  • Jo, Ahra;Lee, Yoon-Jung
    • Journal of the Korean Society of Clothing and Textiles
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    • v.39 no.1
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    • pp.43-54
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    • 2015
  • This study examines how consumer value and conspicuous consumption tendency influence attitudes and purchase intention toward fashion cause-related marketing products. Survey questionnaires were distributed to 326 women in their 20's to 50's living in Seoul January 2012. The instruments included measurements of consumer value, conspicuous consumption tendency, attitude toward fashion cause-related marketing products, intention to purchase fashion cause-related marketing products, and demographics. Factor analysis, correlations, and multiple regressions were conducted using SPSS 12.0. The results of this research are as follows. Consumer value affected attitude toward fashion cause-related marketing products as well as intention to purchase products. Those with a higher conspicuous consumption tendency showed a higher intention to purchase fashion cause-related marketing products, regardless of attitude toward fashion CRM products. This indicates that and association with famous prestige brands will increase the possibility of success of cause-related marketing products. The research helps establish a marketing strategy to launch new fashion cause-related marketing products by discovering the relationships between consumer consumption patterns and attitudes toward fashion cause-related marketing products.

Digital Marketing of Cotton to Generation Y College Students

  • Avila, Brenda;Ryu, Jay-Sang
    • Journal of Distribution Science
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    • v.13 no.7
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    • pp.5-10
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    • 2015
  • Purpose - Gen Y college students have emerged as a profitable consumer segment because of their growing purchasing power and influence on others' buying decisions. Digital marketing is deemed effective in increasing Gen Y college students' knowledge of and interest in products and services. This research examined the effect of digital marketing on Gen Y college students'perceptions, attitudes and purchase intentions toward cotton clothing compared to that of conventional print marketing and no marketing. Research design, Date and Methodology -Data were collected from three different groups of college students from a large university in the U.S.: the group with no cotton marketing, those with print media marketing, and those with digital marketing. Result - The findings confirmed that college students who were exposed to cotton digital marketing displayed the highest level of agreement on the benefits of cotton clothing. They also exhibited the most favorable attitudes and strongest purchase intentions toward cotton clothing. Conclusions - To target Gen Y consumers effectively, marketers should consider a digital marketing strategy to promote their products and services.

An Effect of CEO Characteristics and Marketing Activities on Management Performance of Fashion Corporate (패션기업의 최고경영자 특성과 마케팅 활동이 경영성과에 미치는 효과)

  • Ryou, Eun-Jeong;Ahn, Mi-Gang
    • Asia-Pacific Journal of Business
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    • v.11 no.4
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    • pp.103-119
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    • 2020
  • Purpose - This study aimed to clarify the effects of CEO characteristics and marketing activities on management performance of fashion corporate by using financial statement. Design/methodology/approach - This study collected a sample of total 170 companies that can obtain the corresponding data among fashion manufacturing companies listed on KOSPI. The data of the financial statements reported from 2011 to 2018 were analyzed. Correlation analysis and multiple regression analysis were conducted. Findings - First, the more the number of CEO and the younger the CEO, the more employee welfare and training expenditures of internal marketing. The age of the CEO had a negative effect on all external marketing activities. The CEO number had a negative effect on sales promotion and advertising expenditures, but a positive effect on entertainment expenditure of external marketing. Second, as a effect of marketing activities on management performance, the welfare and training expenditures of internal marketing and entertainment expenditure of external marketing had a positive effect but sales promotion expenditure of external marketing had a negative effect on management performance. Research implications or Originality - Marketing activities that consider the differentiated factors of fashion corporate are necessary. Also, the objective accounting information can provide practical information for fashion industry.