Marketing Commons^™

비영리교육기관의 공익마케팅, Young Sik Kwak, Pil Hwa Yoo, Sung Wook Youn

Asia Marketing Journal

Inje University, a nonprofit-oriented educational institution, was ranked second in the nation and first in all the local universities in the 2001 Comprehensive Evaluation of the Universities in 25 years since it was founded. In order to find out the reason for this high reputation, we had an interview with the chairman and an in-depth interview with other school authorities, interviewed the students and the residents in the community, and collected related data for the second time. We revealed that Inje University had been performing public marketing in the areas of its management philosophy, function, form, and performance. Our interview …

소비자 비만관리 행동에 있어 자아개념과 주관적 규범의 영향 및 자기통제감의 조절변수적 영향, Hyung Shik Jung, Young Shim Kim

Asia Marketing Journal

It is frequently observed that consumers` behavior and performance in their weight control are greatly affected by the degree of self-control by the consumers themselves. In other words, effective weight control behavior is only possible when the consumers invest a substantial amount of endeavors and self-control. The present study empirically investigated the effect of the self-image congruence and subjective norm formed by self- concept reflected in weight control behavior on weight control attitude formation, actual behavior, and performance. For more in-depth research, rather than simply showing differences in performance based on self-control, the present study divided the subjects into high …

빙그레 요플레의 시장 선도적 신제품 마케팅전략, So Young Kim, Heon Soo Jung, Young Chan Kim

Asia Marketing Journal

Since launching a spoonful yogurt ``Yoplait`` for the first time in the nation, Binggrae Co. has established the reputation of the Yoplait brand, and secured its leading position in the yogurt market. This study examined how Binggrae as a market pioneer (in the spoonful yogurt market) or a market follower(in the drinking yogurt market) has developed and responded to the yogurt market in which competition between companies are becoming fierce. Instead of being bound by conventional competition rules, Binggrae was found to have implemented distinctive marketing strategies for new products. That is, providing new values, the company led the market …

고객 정보참여 행동의 결정요인과 관여의 조절역할, You Jae Yi, Soo Jin Lee

Asia Marketing Journal

The purpose of this study was to investigate the determinants of customers` information engagement, the behavior pattern from WOM to cooperation, and the moderator in the behavior pattern. The proposed three determinants, boundary personnel`s citizenship behavior, satisfaction, and commitment were significant antecedents to WOM, but not to cooperation. The path coefficient from WOM to cooperation was significant and hereby the voluntary level of cooperation was found as a higher level of voluntary behavior than WOM. Additionally, the path from WOM to cooperation was moderated by customer involvement, as the path coefficients from WOM to cooperation varied by the level of …

통합적 브랜드 전략과 창의적 미디어 솔루션을 조화시킨 마케팅 커뮤니케이션 선도기업, Eun Ju Lee, Chang Jo Yoo, Sang Lin Han

Asia Marketing Journal

Cheil Communications, a leading ad agency in Korea. has been implementing successful marketing strategies in the following three areas: (1) total strategic planning that maximizes clients` brand equity; (2) distinctive creative strategies that increase viewer acceptance with outstanding artwork; and (3) media planning and execution strategies based on systematic consumer research. This case demonstrates how Cheil Communications has empowered the clients` brands in the ever-changing marketplace, reinventing itself as a prominent global agency for the future.

확산과정에서의 세 번째 의사전달경로, Sang June Park, Chang Hoon Shin

Asia Marketing Journal

The Bass model assumes two communication channels: mass-media and word-of-mouth. In this paper, we call the mass-media Type Ⅰ channel of communications. The word-of-mouth channel means interaction between non-adopters and adopters. Let us call it Type Ⅱ channel of communications. In the real world, however, the non-adopters who are not aware of the innovation can be affected by communications with other non-adopters who are aware of it. Let us call it Type Ⅲ channel of communications to differentiate with Type Ⅱ channel. This paper analyzes the impact of Type Ⅲ channel on diffusion process. The result shows that exponential growth …

한국그런포스펌프㈜: 마케팅활동의 현지화 및 차별화, Seong Yeon Park, Hong Jai Rhee, Young Hyuck Joo

Asia Marketing Journal

This case study explores various marketing strategies of Grundfos Pumps Korea Inc. that has become a front-runner in the industrial pump market of Korea as the enterprise that got into the business later. Grundfos Group, a multinational company with its head office in Denmark, has acknowledged diversity of each country and has granted its subsidiary companies with discretionary power so that they can establish marketing strategies suitable for the market they were competing in. Grundfos Pumps Korea has been very successful in its localization and differentiation of marketing strategies. First, Grundfos Pumps Korea achieved the trust of their customers by …

음악 산업에 있어 성공적 비즈니스 모델인 Sk Telecom의 멜론(Melon), Pil Hwa Yoo, Suke Kyu Lee, Kyoung Sik Kim

Asia Marketing Journal

On November 16th 2004, SK Telecom Co., Ltd. launched ``MelOn``, an ubiquitous music service, into the first time in the world. It, new business model in Korea, was a great success in domestic music industry. Its key success factors are not only differential features of service but also the superiority of technical know-how, customer-oriented spirit, and marketing mix activities compared to many competitors. The case shows how MelOn developed and then introduces what on-line music service is identifying the key success factors and presenting visible outcomes. Furthermore discussing its business implications and future challenges.

Proof Of Concept Fund Approach To Small And Medium Enterprise Franchising And Marketing Research Findings., Omolara O. Akanji

Bullion

Over the past 20 to 25 years small scale enterprises have exploded in the informal sector of the Nigeria's businesses. The informal sector study (CBN, NISEK 2000) showed that over 25,000 small scale enterprises were in existence in the agro industrial production sector of the economy during the year 2000. This paper proffers a model of funding called "Proof of Concept Fund" as a bridging credit facility to research institutes and small scale industrialist who would want to patent/franchise budding research findings to commercialization. The study reveals that there are substantial empirical studies of countries that have used the Proof …

Tests Of Graphic Visuals And Cigarette Package Warning Combinations: Implications For The Framework Convention On Tobacco Control, Jeremy Kees, Scot Burton, J. Craig Andrews, John Kozup

Marketing Faculty Research and Publications

The World Health Organization recently adopted the Framework Convention on Tobacco Control, a groundbreaking public health treaty that will require that warning information in the form of text, pictures, or a combination of these two forms cover at least 30% of the front and back of cigarette packages. In three studies using smokers from the United States and Canada, the authors examine the effects of specific graphic visuals in the context of current U.S. verbal warnings. The findings indicate that including both graphic visual warnings, such as those used in Canada, and warning statements currently used in the United States …

2006 October, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October 2006.

Major Chinese Full-Text Electronic Information Resources For Researchers And Scholars, Jue Wang

DLPS Faculty Publications

China’s electronic publishing industry has developed very rapidly over the past decade. China has become one of the electronic publishing centers in Asia and will continue to flourish in the future. Chinese electronic databases provide the most efficient way for scholars, researchers and students to perform searches as well as to provide information for businesses and governments. In this article, the author gives a brief overview of selected databases which represent a small portion of the Chinese electronic resources and hopes it will serve as a reference to Chinese scholars world-wide.

Legally Speaking--John Doe And The Patriot Act, Bryan M. Carson

DLPS Faculty Publications

No abstract provided.

A Tough Pill To Swallow: Does The First Amendment Prohibit Wv From Regulating Pharmaceutical Companies' Advertising Expenses To Lower The Cost Of Prescription Drugs?, Brienne Taylor Greiner

West Virginia Law Review

No abstract provided.

2006 September, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for September 2006.

Optimal Order Quantities With Remanufacturing Across New Product Generations, Shantanu Bhattacharya, V Daniel R. Guide, Luk N. Van Wassenhove

Research Collection Lee Kong Chian School Of Business

We address the problem of determining the optimal retailer order quantities from a manufacturer who makes new products in conjunction with ordering remanufactured products from a remanufacturer using used and unsold products from the previous product generation. Specifically, we determine the optimal order quantity by the retailer for four systems of decision-making: (a) the three firms make their decisions in a coordinated fashion, (b) the retailer acts independently while the manufacturer and remanufacturer coordinate their decisions, (c) the remanufacturer acts independently while the retailer and manufacturer coordinate their decisions, and (d) all three firms act independently. We model the four …

Culture In Services Marketing, Malcolm Mitchell

Doctoral

This research features both theoretical and empirical work underlining the potential value of marketing to contribute to commercial performance. The theory draws from those authors who have been predominant in promoting the concept of a market orientation as an antecedent to organisational success. The marketing culture paradigm is introduced and developed to specifically consider the area of services marketing. The empirical investigation concludes that there is an acknowledged appreciation of the value of a market oriented culture, particularly at senior levels of organisation, and that a market-oriented culture can be said to be associated with market shareholding and to a …

Customer Lifetime Value : An Integrated Data Mining Approach, Chen Xu

Lingnan Theses

Customer Lifetime Value (CLV) ---which is a measure of the profit generating potential, or value, of a customer---is increasingly being considered a touchstone for customer relationship management. As the guide and benchmark for Customer Relationship Management (CRM) applications, CLV analysis has received increasing attention from both the marketing practitioners and researchers from different domains. Furthermore, the central challenge in predicting CLV is the precise calculation of customer’s length of service (LOS). There are several statistical approaches for this problem and several researchers have used these approaches to perform survival analysis in different domains. However, classical survival analysis techniques like Kaplan-Meier …

The Epistemic Consumption Object And Postsocial Consumption: Expanding Consumer‐Object Theory In Consumer Research, Detlev Zwick, Nikhilesh Dholakia

College of Business Faculty Publications

We introduce the concept of the epistemic consumption object. Such consumption objects are characterized by two interrelated features. First, epistemic consumption objects reveal themselves progressively through interaction, observation, use, examination, and evaluation. Such layered revelation is accompanied by an increasing rather than a decline of the object’s complexity. Second, such objects demonstrate a propensity to change their “face‐in‐action” vis‐à‐vis consumers through the continuous addition or subtraction of properties. The epistemic consumption object is materially elusive and this lack of ontological stability turns the object into a continuous knowledge project for consumers. Via this ongoing cycle of revelation and discovery, consumers …

It Came Out Fighting! Cadillac Motor Car Division's Dominance Of The Luxury Market After World War Ii, Jeffrey David Shively

All-Inclusive List of Electronic Theses and Dissertations

It came outfighting! is an analysis of the factors that contributed to Cadillac Motor Car Division's ascension to sales leadership in the fine car field in the years following World War II. To do this, I utilized period General Motors publications and period business publications, as well as the works of modern automotive historian. 111 Factors in play during the pre-war years, such as mechanical and styling innovations, advertising concepts, and the redefinition of the luxury car genre were considered. Cadillac's wartime production of aircraft engine parts and tanks hold the real key to postwar dominance. The War Department paid …

The Value Of Customer Co-Production In Developing New Products, Samar Mohammad Baqer

Marketing Dissertations - Archive

The concept of customer co-production has been mentioned in the marketing literature on several occasions. The lack of a clear definition and the poor operationalization in previous literature stimulated the interest to investigate it as a growing marketing concept. This dissertation investigated the perceived value of co-production in developing new products and found that it has an influence on customers' symbolic and functional reasons for purchase. In addition, the moderating effects of business communications and customers being classified classification as early adopters of innovation were found to be significant.

2006 August, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for August 2006.

한국마케팅저널 편집위원장으로부터, 상만 한

Asia Marketing Journal

No abstract provided.

인터넷 쇼핑에서 인터넷 자기효능감의 역할, Ho Bae Lee, Nam Kyeong Kwon

Asia Marketing Journal

No abstract provided.

영업성과가 우수한 사원과 낮은 사원의 성과차이에 대한 심층분석, Chang Jo Yoo, Dong Gi Youn

Asia Marketing Journal

No abstract provided.

친환경제품구매 결정요인들에 관한 모델, Yeon Shin Kim

Asia Marketing Journal

No abstract provided.

체험마케팅의 허와 실, Dae Ryun Chang

Asia Marketing Journal

No abstract provided.

Sheep Updates 2006 - Part 1, David Sackett, Kevin Foster, Ronald J. Yates, Phil Nichols, Graeme Martin, John Milton, Scott Williams, Garry Mcalister, Mark Suttie, Peter Fennessy, Jack Cocks

Sheep Updates

This session covers seven papers from different authors:

PLENARY

1. Making Dollars from Merinos, David Sackett, Holmes Sackett & Associates Pty Limited, Wagga Wagga, NSW

2. A new variety of sulla (Hedysarun coronarium)for forage production in southern Australia, Kevin Foster, Ron Yates, Phil Nichols, Department of Agriculture and Food, WA and Centre for Legumes in Mediterranean Agriculture, UWA

3. Mating - Short and fast is better, Graeme Martin, John Milton, Faculty of Natural & Agricultural Sciences, The University of Western Australia

4. Breech strike protection in sheep post 2010, Scott Williams, Program Manager Animal Health and Welfare, Australian Wool …

Part-List Cuing Effects In Advertising: When Exposure To Some Advertisements Impairs Recall Of Same-Valenced Ads, Hieu Phuc Nguyen

Marketing Dissertations - Archive

This study represents the first empirical examination of the inhibitory effect of part-list cuing in emotional print advertisements. It was hypothesized that exposure to a subset of print advertisements as cues impairs recall of the uncued ads. Additionally, exposure to positive cues would only inhibit memory for positive uncued ads, and exposure to negative ads as cues would only impair memory for negative uncued ads. Exposure to neutral ads was expected to inhibit memory for positive, negative, and neutral uncued ads. The effects of emotional versus neutral ads were also tested in both an uncued recall task and a cued …

Market Orientation And Order Of Entry Strategies: An Empirical Analysis, Anshu Saran

Theses and Dissertations - UTB/UTPA

While the relationship between market orientation and business performance has been extensively investigated, the mechanisms by which market orientation contributes to performance are still not well understood. To fill this gap in knowledge of how order of entry would affect the relationship between market orientation and performance, this research provides a conceptual framework to link two disparate concepts, or research streams in the marketing/business strategy literature, market orientation and order of entry.

Timing of entry has generated great attention (Green, Barclay, and Ryans 1995). Pioneering new markets is expensive and risky, but also potentially very rewarding. If pioneers have advantages …