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RISS 인기검색어
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- 저자 : 정규엽(Jeong Gyu Yeob) (검색결과 2 건)
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2003 Peace Cup Korea 스폰서쉽 효과 측정
정규엽(Jeong Gyu Yeob),하인주(Ha In Ju) 한국호텔외식관광경영학회 2004 호텔경영학연구 Vol.13 No.1
Sponsorship of events, particularly sporting events is to be one of the most rapidly growing forms of advertising, has received much recent attention in the marketing and advertising literature. An Important aspect of whether the event sponsorship achieves marketing/promotion aim is the extent to which patrons at an event are actually aware of the corporations that are sponsoring the event. Therefore, the purpose of this study is to measure sponsorship effectiveness for investigating awareness and purchase intention of the level of awareness of major sponsors of the 2003 Peace Cup Korea of the TV audience. The results of the study revealed that the audience recognition of major sponsors which were TOTO, Adidas was about 50%, that the audience who recognized with major sponsors exactly are more purchase intentions than the audience who not recognized at all.
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정규엽(Jeong Gyu Yeob) 한국호텔외식관광경영학회 2003 호텔경영학연구 Vol.12 No.2
Marketing must be concerned with all exhilarating deals and all painful little problems that should be done in each and every part of the whole organization to achieve the corporate purpose of creating as well as keeping customers. This means marketing is a consolidating view of the entire business process. Before understanding the nature and identity of marketing, it would be great help to understand philosophy especially with relation to marketing perspective. Philosophy, giving wisdom rather than knowledge, is the fundamental infrastructure of all sciences. Without philosophy true nature of science cannot be deeply understood. This author tries to philosophize core elements of marketing, e.g. methodology; the nature and meaning; apportunity, threat, and competition; and innovation. In paralell profound meaning of internal marketing and relationship marketing, which are two important areas in the hospitality industry, are philosophized. Whenever, wherever, whatever, and how marketers perform their marketing jobs, they must keep the rule of fulfilling consumers` or customers` needs and wants with solving their (customers`) problem. All marketing knowledges are based on experience and subject to change according to constantly and rapidly changing environment and market. Keeping the rule of above mentioned marketing formula is the only one way to survive and succeed in the war-market place.
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