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외식기업의 마케팅 성과에 대한 마케팅 비용 지출의 효과

원문정보

The Effect of Marketing Costs Expenditure on Marketing Performance of Foodservice Company

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초록

영어

The purpose of this study is to identify marketing indicators that affect marketing performance. To do this, it analyzed the 46 foodservice companies and presented the following conclusions. First, the analysis of the indicators of the foodservice companies shows the difference according to the detailed industry type, the size of the corporation, and the association of large corporations. In this respect, the majority of foodservice companies have a difference in marketing expenditure. Second, correlation analysis shows relevance in all items, but relatively low explanatory power in R&D expenses. Third, regression analysis showed that the marketing items except R&D expenditure had an influence marketing performance. It is considered that this is due to the characteristics of foodservice companies that are sensitive to consumers' preferences, have a short product life cycle, and are easy to imitate. In other words, a large number of foodservice companies are selling their products by imitating what they have proved in the neighborhood rather than research and development. Through this study, managers can identify indicators that affect marketing performance, and it will be possible to develop a foodservice companies by managing them.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 마케팅 지출
2. 마케팅 성과
Ⅲ. 연구설계
1. 연구 기업 선정
2. 연구대상 기업의 측정 변수 및 분석
Ⅳ. 분석결과
1. 외식기업의 주요 지표
2. 외식기업의 마케팅 성과와 마케팅 지표간의 상관관계 분석
3. 외식기업의 마케팅 성과에 대한 영향력 분석
Ⅴ. 결론
참고문헌

저자정보

  • 구원일 Wonil Koo. 세종대학교 호텔외식관광프랜차이즈경영학과 조교수

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