외식기업의 마케팅 성과에 대한 마케팅 비용 지출의 효과

• 영문명: The Effect of Marketing Costs Expenditure on Marketing Performance of Foodservice Company
• 발행기관: 관광경영학회
• 저자명: 구원일
• 간행물 정보: 『관광경영연구』제22권 제7호, 41~55쪽, 전체 15쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2018.12.31

영문 초록

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

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Foodservice Company Marketing Performance Marketing Costs Expenditure Advertising Spending Costs Sales Promotion Costs R&D Costs