Informative Role of Marketing Activity in Financial Market: Evidence from Analysts' Forecast Dispersion

Oh, Yun Kyung Korean Marketing Association 2013 ASIA MARKETING JOURNAL Vol.15 No.3

As advertising and promotions are categorized as operating expenses, managers tend to reduce marketing budget to improve their short term profitability. Gauging the value and accountability of marketing spending is therefore considered as a major research priority in marketing. To respond this call, recent studies have documented that financial market reacts positively to a firm's marketing activity or marketing related outcomes such as brand equity and customer satisfaction. However, prior studies focus on the relation of marketing variable and financial market variables. This study suggests a channel about how marketing activity increases firm valuation. Specifically, we propose that a firm's marketing activity increases the level of the firm's product market information and thereby the dispersion in financial analysts' earnings forecasts decreases. With less uncertainty about the firm's future prospect, the firm's managers and shareholders have less information asymmetry, which reduces the firm's cost of capital and thereby increases the valuation of the firm. To our knowledge, this is the first paper to examine how informational benefits can mediate the effect of marketing activity on firm value. To test whether marketing activity contributes to increase in firm value by mitigating information asymmetry, this study employs a longitudinal data which contains 12,824 firm-year observations with 2,337 distinct firms from 1981 to 2006. Firm value is measured by Tobin's Q and one-year-ahead buy-and-hold abnormal return (BHAR). Following prior literature, dispersion in analysts' earnings forecasts is used as a proxy for the information gap between management and shareholders. For model specification, to identify mediating effect, the three-step regression approach is adopted. All models are estimated using Markov chain Monte Carlo (MCMC) methods to test the statistical significance of the mediating effect. The analysis shows that marketing intensity has a significant negative relationship with dispersion in analysts' earnings forecasts. After including the mediator variable about analyst dispersion, the effect of marketing intensity on firm value drops from 1.199 (p < .01) to 1.130 (p < .01) in Tobin's Q model and the same effect drops from .192 (p < .01) to .188 (p < .01) in BHAR model. The results suggest that analysts' forecast dispersion partially accounts for the positive effect of marketing on firm valuation. Additionally, the same analysis was conducted with an alternative dependent variable (forecast accuracy) and a marketing metric (advertising intensity). The analysis supports the robustness of the main results. In sum, the results provide empirical evidence that marketing activity can increase shareholder value by mitigating problem of information asymmetry in the capital market. The findings have important implications for managers. First, managers should be cognizant of the role of marketing activity in providing information to the financial market as well as to the consumer market. Thus, managers should take into account investors' reaction when they design marketing communication messages for reducing the cost of capital. Second, this study shows a channel on how marketing creates shareholder value and highlights the accountability of marketing. In addition to the direct impact of marketing on firm value, an indirect channel by reducing information asymmetry should be considered. Potentially, marketing managers can justify their spending from the perspective of increasing long-term shareholder value.

A Study on Marketing Strategy Cases of the Young Casual Brands in L-Department Store - Focused on 5 Big Brands -

Yu Ji-Hun The Costume Culture Association 2004 Fashion, industry and education Vol.7 No.2

This study tried to suggest the effective future marketing strategies by analysing marketing strategies of five brands which were selected by sales amount and the growth rate among young casual brands in the L-Department store from 2001 to 2002. According to analysis, brand marketing could summarize to five marketing strategies such as culture marketing, emotion marketing, co-marketing, on-line marketing, and propose marketing. Culture marketing includes 'BB family marketing, star marketing, core marketing, experience marketing. One of the emotion marketing is 'Kidult marketing' which affects cute concept. Co-marketing includes 'Charisma marketing' that cooperates with distribute industry, 'Movata marketing' which cooperates with mobile communication industry, and 'Game marketing' which cooperates with game industry. There are some other marketing strategies such as consumer calling marketing, A.S.A. marketing which is for buyers, QR marketing for quick response, Web site's differentiate marketing and Logo marketing. The suggested marketing strategies for on-coming brands are 'distinguished strategy of the online contents', 'consumer calling strategy' and 'loyalty maximizing strategy'.

인공지능 마케팅 연구에 대한 고찰

이준구,김영준,김경일 한국경영공학회 2021 한국경영공학회지 Vol.26 No.1

[Purpose] This study systematically reviewed artificial intelligence marketing papers published in domestic journals, and suggested trends, implications, and future studies of domestic AI marketing research. [Methods] From 1996 to 2020, 36 AI marketing papers were reviewed as follows. First, the overall research trend of AI marketing was investigated through various classification methods such as year, academic journal, industry type, college, and research method. Second, the research topics related to artificial intelligence marketing were classified into 10 fields, and the trends of AI marketing research in Korea were analyzed. [Results] As a result of the analysis, after the Go match between AlphaGo and Lee Se-dol, AI marketing research has rapidly increased, but most of them have been reported in a small number of related journals, and research has been focused on the University of Business and Engineering. In addition, while overseas research is active not only in B2B but also in the field of B2C marketing, most of it in Korea has been studied only in the field of B2C marketing. [Conclusion] Although domestic AI marketing research has recently attracted attention, it is only an repeated test for the concept and theory of overseas preceding research. Therefore, a theoretical approach is needed to increase the diversity and activation of marketing research in domestic AI marketing research.

Development of a New Direct Marketing Channel in the Chinese Rural Market: The Case of Hongfu Fertilizer Company

Dao-sheng Li,홍진환 한국마케팅학회 2013 ASIA MARKETING JOURNAL Vol.15 No.2

Distribution channel decisions involve long-term commitments with other firms that are very difficult to change or replace. In particular, marketing channel decisions in emerging markets are much more complicated due to unfamiliar conditions and problems such as lack of market data and distribution systems. Therefore, when a company considers changing or introducing a marketing channel in an area, it is much more difficult to judge its effectiveness in an emerging market than in a developed market. In this study, we investigate the development process of a new direct marketing channel of Hongfu Fertilizer Company (hereafter Hongfu), a medium-sized Chinese fertilizer manufacturer, and propose an approach to test the feasibility of this new marketing channel in the Chinese rural market. We measure the effectiveness of Hongfu’s new marketing channel from two perspectives: i) from customers’ perspective through direct responses of farmers, which showed that a new channel can increase the convenience and lower the purchasing costs for the farmers, and ii) from the company’s perspective, by calculating the incremental profit of the company using the expansion factor (T/Q) method, which suggested that the execution of Hongfu’s strategy to expand a new marketing channel will result in an increase in profits. The results of this study contribute to the development of a methodology to test the feasibility of a new direct marketing channel in the emerging markets such as the Chinese rural market. Traditional and indirect distribution channels in emerging markets are generally not very efficient and difficult to change. Especially, in emerging markets, like the Chinese rural market, the methods of testing channel feasibility must be different from that of developed markets. Considering market situations, market experiments can be more effective then systematic market surveys in testing channel feasibility in emerging markets. This study implies that managers must learn to cope with a transition from the traditional marketing channels in emerging markets. With the development in farmers’ understanding of marketing concept, the transition from traditional marketing channel is unavoidable for all firms. Farmers in China are generally very conservative, however, their buying behaviors are changing. Therefore, fertilizer companies should try to adjust in accordance with farmers’ demand characteristics that the efforts to meet the economic needs of farmers with new marketing channels as well as trust building are critical in the near future.

MARKETING ISSUES IN MEDICAL TOURISM

Ki Nam Jin 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

Korea is a relative newcomer in the global medical tourism market. The reported success from of forerunners including Thailand and Singapore inspired Korea to consider medical tourism as a path toward economic development. In a time of economic recession, medical tourism presented opportunities to create jobs and generate revenue. After the Korean government designated medical tourism as a new growth engine in 2009, several actions including allocation of revenue, enactment of promotional law, and establishment of specialist committees were taken. In 2007, 16,000 foreign patients were treated in Korea, generating US$68 million in revenue. By 2013 this number had risen to over 210,000 patients, contributing revenue of US$390 million. The Korean government has set a target of treating over 1 million patients by 2020. Competitors including Thailand, Singapore, and India take a large fraction of the Asian medical tourism market and are continuously innovating medical tourism services and seeking to improve delivery. New entrants such as Japan are also attempting to achieve a share of the market. Furthermore, the rapid development of medical technology and changing customer generate market turbulence. In order to gain a competitive advantage in this highly turbulent market, countries need to differentiate their destination brand identity from others in the market. This involves medical tourism products providing unique values to the customers being developed and advertised. Such a context increasingly requires medical tourism industry competitors to consider marketing perspectives and skills. Marketing in the healthcare field has a relatively short history and was traditionally strictly regulated, emerging as an important tool for creating competitiveness in the healthcare field from the early 1980s (Thomas, 2010). The challenge is clear for the Korean medical tourism industry – ensuring a trajectory of growth in medical tourism requires innovative marketing campaigns. Many hospitals and clinics have developed medical tourism products and actively advertised them to target nations. The Korean government has sought to establish a favorable environment for promoting medical tourism, with actions ranging from de-regulation to allow medical institutions to undertake marketing activities targeted at foreign patients, to hosting global conferences and exhibitions. Korea also undertook a thorough review of the marketing activities of its competitors. This presentation aims to identify the marketing actions undertaken by both the Korean government and medical institutions within Korea, using it as a case to highlight the broader issues concerning the marketing of medical tourism within a regional and global marketplace. Medical tourism marketing within Korea is analyzed using the 7 Ps of marketing mix. The longstanding marketing mix framework consisting of 4 Ps was criticized as an inappropriate tool for healthcare field. The framework’s elaboration by Tracy (2014) suggested the 7 Ps – product, price, people, packaging, positioning, place, and promotion. The 7 Ps of marketing mix must be systematically reviewed, managed and coordinated. Without a vision and blueprint, marketing activities surrounding 7 Ps will be undertaken separately and sporadically. Attention to coordinating seven elements of marketing mix will ensure the most effective allocation of limited marketing resources. Marketing has the capacity to increase competitive edge. However such marketing can be a financial drain, providing a poor return on investment as measured by tourist spending per advertisement dollar. Inefficiencies, poor positioning, and misuse of channels can lead to poor returns of investment and these questions must be asked at the organizational level of providers as well as the state level and national approaches.

THE IMPACT OF MARKET ORIENTATION AND SUPPLY CHAIN ORIENTATION ON BUSINESS PERFORMANCE IN JAPANESE RETAILINGa

Yuji Sakagawa,Sami Kajalo,Fumikazu Morimura 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Retail competition in Japan has become more intense because of multiple reasons. The income and population composition are changing, and many international retailers have entered the Japanese market. It is important for Japanese retailers to differentiate from competitors and maintain a competitive advantage in the long run. To do so, Japanese retailers focus on increasing customer value by controlling their value chains. Therefore, market orientation and supply chain orientation have become very important for Japanese retailers who try to expand their market shares in the Japanese retail market. This study develops and empirically tests a model of the impact of market orientation and supply chain orientation on business performance in Japanese retailing. Theoretical Development Previous literature provides evidence on the positive impact of market orientation on business performance (e.g. Cano et al., 2004; Murray et al., 2011; Morgan, 2012; Ngo & O’Cass, 2012). There are also a few studies in the context of retailing (e.g. Griffith et al., 2006; Kajalo & Lindblom, 2015; Moore & Fairhurst, 2003; Yu et al., 2014). However, only a few studies are focusing on the relationship between supply chain orientation and marketing orientation and the impact of their interplay on business performance (e.g. Martin & Grbac, 2003; Min et al., 2007). Market orientation can be seen as the foundation for customer relationship management. The effectiveness of customer relationship management depends heavily on market intelligence. To attract new customers and retain old customers firms have to satisfy not only existing needs but also latent needs. In retailing, market orientation is very important because the organization of retailing is based on the multi-unit organization where sales staff in stores is in close contact with customers and can get direct information from the customers. Supply chain orientation (SCO) is separated into two concepts: strategic supply chain orientation and structural supply chain orientation (Patel et al., 2013). Strategic SCO is defined as the supply chain directed motivation and objectives arising from executive strategic plans and decisions. Structural SCO is defined as the behaviors and actions related to supply chain management in the implementation of its strategic plan. Therefore, strategic SCO is the antecedent of structural SCO. In retailing, many retail buyers search and negotiate with the suppliers who have the ownership of strong brands and distribution networks. In the buying process, retail buyers can get market information from suppliers. Thus, a retailer can collect market information from internal and external sources. This information is useful for the retailer to not only make marketing plan but also to revise marketing plan during its implementation process. To sum up, customer relationship management and supply chain orientation have a positive impact on marketing capabilities. Similarly, marketing capabilities have a positive impact on business performance. The theoretical framework of the study is presented in Figure 1. Data and Measurement To test the framework, we conducted a mail survey (N=243) among Japanese retailers in 2017. The scales were adapted or developed from existing literature. Market orientation (MO) was based on questions adapted from Narver and Slater (1990). Strategic SCO (STRACO) and structural SCO (STRUSCO) scales were based on Patel et al. (2013). Customer relationship management (CRM) was based on Vorhies et al. (2011), marketing capabilities (MKGCAP) was based on Morgan et al. (2003) and Vorhies and Morgan (2005). Business performance was based on Hooley et al. (2005). The measurement model was assessed using Mplus 8. The measurement model specification allows each construct to covariate with all others. The fit indexes of the measurement model were satisfactory (CFI: 0.95; TLI: 0.94; RMSEA: 0.05; SRMR: 0.05). Next, we tested the reliability and validity of measurements. The convergent and discriminate validity of the latent variables were tested by confirmatory factor analysis where all constructs are correlated (Table 1). Also, we tested the common methods variance using two methods: Harman’s single factor test and the common latent method. The results of these methods suggest that common method variance is not a problem in this study. Results and Conclusions We tested the hypotheses by applying structural equation modeling (SEM) using Mplus 8. The results are presented in Figure 1. The proposed model provides a good fit to the data (χ2= 517.1, d.f.=290, p < 0.000; CFI = 0.94; TLI = 0.94, RMSEA = 0.06, SRMR = 0.08). In addition, we assessed the mediating role of marketing capabilities by employing a bootstrapping routine (Table 2). Figure 1 presents the results of the SEM. Most hypotheses were supported, and overall the study provides evidence of the importance of market orientation and strategic SCO on business performance. The most interesting findings are related to the role of marketing capabilities and structural SCO. First, the results show that marketing capabilities serve as a mediator between business performance and customer relationship management (H7). The main aim of CRM is to establish and keep the relationship with target customers. CRM contributes to increasing the marketing capabilities by helping retailer achieve marketing objectives more effectively and efficiently (Chang et al., 2010). Second, marketing capabilities is not a mediator between business performance and structural SCO (H8). The structural SCO has a negative direct impact on business performance, while structural SCO has a positive impact on marketing capabilities which in turn has a positive impact on business performance. Japanese retailer-supplier relationships are different from that in the western economy (Chung et al., 2006). The channel members in Japan have a long-term orientation when they establish a relationship with each other. The findings of our study reflect this cultural aspect of Japanese retailing environment. Japanese retailers purchase products and services from suppliers on long-term. Economic performance is not a single decision making criteria. Instead, relationships with suppliers who do not contribute fully to economic performance continue. The result of H8 refers to this character of Japanese retailing environment.

한국 마케팅 思考의 변천에 관한 연구

문병준 한국기업경영학회 2009 기업경영연구 Vol.16 No.3

The Republic of Korea has the 60th anniversary last year and Korean companies have its 60 years history. At the turning point of this seminal history of Korean companies, this study retrospects the evolutions and trends of marketing thoughts in Korea and prospects future direction. To this end, it examined existing domestic and foreign studies regarding marketing thought schools. Resultantly, Sheth and Gardner(1982)’s six marketing schools and Shaw and Jones(2005)’s nine marketing schools classifications are perceived as most appropriate because they are and most comprehensive and quoted frequently by other studies. The nine marketing schools are as follows: marketing functions school, commodities school, institutional school, marketing management school, marketing system school, consumer behavior school, macro-marketing school, exchange school, and marketing history school. Based on these classification schemes, this study examined 400 papers published at 22 books of the Journal of Korean Marketing Association and 158 papers published at 66 books of the Korean Management Review, and 210 papers published at 36 books of the Korean Journal of Marketing, taken together 768 papers, and analyzed the history of marketing thoughts in Korea. The selection of journals to be analyzed may influence the result of the study significantly, thus it should be administered based upon a valid and reliable criteria. The citation index journals of marketing discipline cited by NRF(national research foundation) are as follows: Journal of Korean Marketing Association, Korean Journal of Marketing, Journal of Marketing Management Research, Journal of Global Academy of Marketing Science, Journal of Consumer Studies, Journal of Distribution Research, Advertising Research, Korean Journal of Advertising, Journal of Commodity Science and Technology, and Consumption Culture Study. This study selected and analyzed Journal of Korean Marketing Association and Korean Journal of Marketing which are published by the Korean Marketing Association, the leading academic association of marketing discipline in South Korea and Korean management Review published by the Korean Academic Society of Business Administration, the leading academic association of business administration discipline including marketing. The reason of choosing these journals are as follows: First, Journal of Consumer Studies, Journal of Distribution Research, Advertising Research, Korean Journal of Advertising, Journal of Commodity Science and Technology, and Consumption Culture Study are excluded because they specialized in a specific area of marketing rather than diverse areas of marketing. Second, Journal of Marketing Management Research and Journal of Global Academy of Marketing Science also publish papers of diverse areas in marketing, however, very unfortunately the authors couldn’t get the whole volumes of these journals. The analysis result shows that papers of consumer behavior school, the representative school of marketing after so called paradigm shift, occupied 41.7% in 1986, the year of inauguration of Journal of Korean Marketing Association, and they didn’t show any growth for the mean time, and recorded 52.6% share in 2004. In total, the papers of consumer behavior school has been showing the leading position by occupying 39.1%. Papers of marketing management school, another representative school in marketing occupied 16.7% in 1986, the year of inauguration of Journal of Korean Marketing Association, and increased into 41.7% and 50.0% in two consecutive years after the year and showed fluctuation between 20% and 40%. In total, the papers of marketing management school has been showing 35.8% share. These two leading schools has been occupying the majority position by recording 74.9% share. The analysis result also shows that papers of marketing functions school, commodities school, and institutional school, so called traditional schools, occupied relatively minor shar... 지난해 대한민국이 건국 60주년을 맞이하였고 그에 따라 한국 기업들도 60년의 역사를 갖게 되었다. 이러한 한국 기업사적 전환점을 맞아 본고에서는 우리나라의 마케팅 사고가 어떻게 태동되고 변천해왔는가를 회고하고 향후 전개방향을 전망해 보았다. 이를 위하여 국내외의 마케팅 사고의 학파에 관한 기존의 연구를 검토하였는데, Sheth와 Gardner(1982)가 제시한 6개 마케팅 학파분류와 Shaw와 Jones(2005)가 제시한 9개 마케팅 학파 분류체계가 마케팅 사고에 관한 연구들에서 가장 광범위하게 인용되는 분류체계인 것으로 분석되었고, 특히 Shaw와 Jones(2005)의 분류가 가장 최근에 제시된 분류체계인데다 타 학자의 분류체계를 포괄하면서 보다 세분화된 분류체계인 것으로 판단되어 본 연구에서는 이 분류체계를 채택하여 연구를 진행하였다. 본 연구에서는 이들 분류체계를 토대로 하여 국내의 마케팅 분야를 대표하는 학술지인 「마케팅연구」의 창간호부터 최근호까지의 전 22권에 게재된 총 400편의 논문과 동일한 기간 중 「경영학연구」 전 66권에 게재된 총 158편, 「한국마케팅저널」의 창간호부터 최근호까지 210편을 합하여 총 768편의 마케팅 논문에 대하여 각각 해당하는 마케팅 학파를 분류하고 한국 마케팅 사고의 변천을 분석하며 향후 과제를 검토하였다.

한국 금융회사 마케팅 현황에 대한 탐색 연구

천성용 한국마케팅학회 2010 ASIA MARKETING JOURNAL Vol.12 No.2

Marketing financial services used to be easier. Today, the competition in financial services is fierce. Not only has the competition become more intense, financial services have also changed structurally. In an environment with various customer needs and severe competitions, the marketing in financial services industry is getting more difficult and more important than before. However, there are still not enough studies on financial services marketing in Korea whereas lots of research papers have been published frequently in some international journals. The purpose of this paper is (1)to review the literature on financial services marketing, (2)to investigate current marketing activities based on in-depth interview with financial marketing managers in Korea, and (3)to suggest some implications for future research on the financial services marketing. Financial products are not consumer products. In fact, they are not products at all in the way product marketing is usually described. Nor are they altogether like services. The financial industry operates in a unique way, and its marketing tasks are correspondingly complex. However, the literature review shows that there has been a lack of basic studies which dealt with inherent characteristics of financial services marketing compared to the research on marketing in other industries. Many studies in domestic marketing journals have so far focused only on the general customer behaviors and the special issues in some financial industries. However, for more effective financial services marketing, we have to answer following questions. Is there any difference between financial service marketing and consumer packaged goods marketing? What are the differences between the financial services marketing and other services marketing such as education and health services? Are there different ways of marketing among banks, securities firms, insurance firms, and credit card companies?In other words, we need more detailed research as well as basic studies about the financial services marketing. For example, we need concrete definitions of financial services marketing, bank marketing, securities firm marketing, and etc. It is also required to compare the characteristics of each marketing within the financial services industry. The products sold in each market have different characteristics such as duration and degree of risk-taking. It means that there are sub-categories in financial services marketing. We have to consider them in the future research on the financial services marketing. It is also necessary to study customer decision making process in the financial markets. There have been little research on how customers search and process information, compare alternatives, make final decision, and repeat their choices. Because financial services have some unique characteristics, we need different understandings in the customer behaviors compared to the behaviors in other service markets. And also considering the rapid growth in financial markets and upcoming severe competition between domestic and global financial companies, it is time to start more systematic and detailed research on financial services marketing in Korea. In the second part of this paper, I analyzed the results of in-depth interview with 20 marketing managers of financial services companies in Korea. As a result, I found that the role of marketing departments in Korean financial companies are mainly focused on the short-term activities such as sales support, promotion, and CRM data analysis although the size and history of marketing departments to some extent show a sign of maturity. Most companies established official marketing departments before 2001. Average number of employees in a marketing department is about 58. However, marketing managers in eight companies(40% of the sample) still think that the purpose of marketing is only to support and manage general sales activities. It shows that some companies have sales-orie... 투자상품의 확산, 고령화 등으로 인한 금융니즈 다양화와 자본시장법 시행으로 인한 금융회사간 치열한 경쟁으로 인해 금융산업 내에서 마케팅의 역할이 더욱 중요해지고 있다. 그러나, 지금까지 다른 산업에 비해 금융산업의 마케팅 연구는 상대적으로 부족하였다. 본 연구는 향후 구체적인 금융마케팅 연구들이 진행되기에 앞서 국내 금융마케팅 연구들을 정리하고, 국내 금융회사 마케팅 담당자를 In-depth 인터뷰하여 실제 국내 금융 마케팅 현황을 조사하였다. 이를 통해 향후 금융마케팅 연구에 필요한 시사점을 얻고자 하였다. 분석 결과, 다른 산업의 마케팅과 다른 금융 마케팅만의 고유 특징에 대한 이론적인 연구가 부족하였고, 금융산업 내에서 은행, 증권, 보험, 카드 산업 간의 마케팅 특징 차이에 대한 연구도 부족하였음을 알 수 있었다. 소비자행동 관점에서 금융고객의 의사결정 과정에 관한 연구도 부족하였다. 또한, 우리나라의 금융회사의 마케팅 현황은 외형적으로 어느 정도 성숙 단계에 접어들었다고 볼 수 있으나, 실제 업무는 여전히 과거의 영업지원, 혹은 프로모션 및 CRM 데이터 분석 등 단기적인 부분에 치중되어 있었다. 그리고, 은행, 증권, 보험, 카드 회사 등 각 세부 금융산업별 마케팅 담당자들이 중요하게 생각하는 금융마케팅의 키워드와 문제 인식 정도도 서로 다름을 알 수 있었다. 본 연구는 이러한 분석 결과를 바탕으로 향후 금융마케팅 연구를 위한 시사점과 함께 6가지의 연구명제를 제안하였다.

소셜미디어를 활용한 교육마케팅믹스 효과연구

박성민,강연수 한국기업교육학회 2019 기업교육과인재연구 Vol.21 No.3

Marketing is for making customer's demands. Recently Education organization prefer relation marketing to education contents. Education organization is facing a manifold change right now. Therefore the importance of customer is steadily increasing in education market. In addition, marketing media has a decisive effect on customer's selection. There has been a noticeable increase social media. Social media is receiving attention form education organization because it is important for marketing effect. But marketing effect using social media study is also not enough. So, this paper is studied marketing effect using marketing mix with social media. The study results are as follows. First, marketing mix satisfaction using social media influenced to the education performance. Second, marketing mix satisfaction using social media influenced to education organization image. Third, education performance influenced to education organization image. The fourth, education performance influenced to education organization preference. In conclusion, marketing mix with social media exercised a discursive influence education effect. These issues should be improved through continuous research on marketing mix with social media. 마케팅의 목적은 고객의 수요를 창출하는데 있다. 최근 교육기관에서도 교육수요를 창출하고자 교육컨텐츠에 초점을 두던 마케팅에서 고객과의 밀접한 관계형성을 통한 마케팅 전략이 대두되고 있다. 현재 국내 교육기관들은 국내외적으로 급격하게 변화하는 환경에 직면해 있다. 교육시장에서 소비자에 대한 중요성은 계속 높아지고 있다. 소비자를 교육장소로 끌어들이는 전략인 교육마케팅은 그 동안 한 두 개의 미디어를 이용한 홍보에 치우쳐져 왔다. 하지만 소비자의 변화와 기존 미디어 산업에 큰 변화가 오면서 많은 부분이 온라인 특히, 최근에는 소셜미디어를 이용한 마케팅이 크게 주목을 받는 상황이다. 마케팅 효과에 민감할 수 밖에 없는 교육기관에서는 이러한 소셜미디어를 활용한 교육마케팅을 도입하고 있지만 아직까지 그 효과에 관한 연구는 미진한 상황이다. 본 연구는 기업교육기관의 소셜미디어 마케팅 사례의 분석을 통해 교육마케팅 효과를 분석하여 향후 기업교육기관의 교육마케팅에 있어 소셜미디어를 활용한 사례연구를 통해 시사점을 도출하고자 하였다. 이에 본 연구는 2019년 4월 11일부터 15일까지 P기업 인재개발원에서 동일 프로그램을 수강한 교육생을 대상으로 총 300부의 설문지를 배포하여 296부를 수거하여 누락치가 있거나 불성실한 답변을 제거한 후 290부를 분석자료로 이용하였다. 연구를 통한 소셜미디어를 활용한 교육마케팅 효과는 다음과 같다. 첫째, 소셜미디어를 활용한 마케팅믹스에 대한 만족도가 높을수록 학습성과에 대한 인식은 긍정적으로 나타났다. 둘째, 소셜미디어를 활용한 마케팅믹스에 대한 만족도가 높을수록 교육기관에 대한 이미지는 긍정적으로 나타났다. 셋째, 학습성과를 긍정적으로 인식할수록 교육기관에 대한 이미지는 긍정적으로 확인되었다. 넷째, 학습성과를 긍정적으로 인식할수록 교육기관에 대한 애호도는 높게 나타났다. 따라서 소셜미디어를 활용한 마케팅믹스는 학습자의 학습성과 향상에 영향을 주었기 때문에 향후 교육 성과개선을 위해 소셜미디어를 활용한 마케팅믹스는 적극적으로 추진되어야 할 필요성이 있다.

종합격투기 스포츠의 마케팅

홍진환(Hong, Jin Hwan),이유환(Lee, Yoo Hwan) 한국상품학회 2013 商品學硏究 Vol.31 No.6

연구목적: 스포츠 산업의 발전에 따라, 스포츠를 통한 마케팅뿐만 아니라, 스포츠의 마케팅도 점점 중요성이 높아지고 있다. 신생 스포츠단체인 UFC가 어떻게 치열한 경쟁에서 승리하여 세계 최대 종합격투기 스포츠 리그로 성장했는지에 대한 성공 요인 분석과 국제화 및 한국 시장에서의 마케팅 전략 분석을 통해서 '스포츠의 마케팅'에 대한 시사점을 찾아보았다. 연구 설계 및 방법론: 본 연구는 UFC에 대한 사례분석 방법을 이용하였다. 스포츠를 마케팅 대상으로 하는 종목/단체의 수가 한정되어 있고, 마케팅 전략 관점의 연구가 필요했기 때문이었다. 사례 연구는 2차 자료 조사와 전문가 인터뷰 등의 방법을 사용하였다. 분석 및 연구 결과: UFC의 성공 요인으로는 적극적 M&A를 통한 브랜드의 집중, TUF 프로그램, 선수를 활용한 스타 마케팅 및 애국심 마케팅 등을 들 수 있다. 그러나 이러한 UFC의 성공 요인들이 한국 시장에서의 마케팅 성공으로 이어지기 위해서는, 한국 시장 환경에 맞는 마케팅 전략과 사업모델에 대한 고려가 필요하다. 시사점 및 연구의 한계점: 본 연구는 UFC라는 신생 스포츠 단체의 마케팅 성공 사례 분석을 통해, '스포츠의 마케팅'에 있어서 브랜드 전략과 마케팅 커뮤니케이션, 글로벌 마케팅 등의 시사점을 제시한다. 그러나 사례 분석 중심의 탐색적 연구 방법론의 한계를 갖는다. 향후 연구방향: 향후 성과 분석을 포함한 실증 연구와 다른 스포츠와의 비교 분석 등을 통해 의미있는 결과를 도출할 수 있을 것으로 기대한다. 공헌점: 스포츠 산업의 성장에 따라, 스포츠간의 경쟁이 점점 치열해지고 있다. 본 연구를 통해 스포츠 종목/단체 등에 마케팅의 필요성을 인식시켜 주고, 스포츠의 글로벌 마케팅의 필요성, 각 팀의 성적보다 스포츠라는 생태계의 발전의 중요성 등의 시사점을 도출하였다. Purpose: With the rapid growth of the sports industry, the importance of 'marketing of sport' as well as 'marketing through sport' has greatly increased. The goal of this study is to explore the implications of 'marketing of sport' through the case of UFC (Ultimate Fighting Championship), a major MMA (Mixed Martial Arts) league. Design/methodology/approach: This study adopts a case study methodology to analyze the success factors of UFC along with a comprehensive marketing strategy in Korean market. Secondary data analysis and in-depth interviews are used to develop the case. Results/findings: Success factors of UFC can be summarized as aggressive M&A and brand unification, TUF(The Ultimate Fighter) program as an effective marketing communication tool, star marketing and patriotism marketing. However, these success factors are not sufficient conditions in Korean market because the UFC requires a more specific marketing program and business model in Korean market. Research implications/limitations: This study proposes several implications to sport-related organizations in order to conduct 'marketing of sport' through the success case of UFC such as branding, marketing communication and global marketing. However, this study is an exploratory study, which adopts a case study methodology that has several inherent limitations. Future work/research: The future direction of this study should include an empirical work or comparative study with other sports, hereby providing more meaningful results. Originality/value: The growth of the sports industry also arouses a strong competition among sports related organizations. This study suggest implications to the 'marketing of sport'. In addition, this study suggests the importance of global marketing of sports and sports as an ecosystem.