垂直的 마아케팅 시스템의 效率 = The Efficiency of Vertical Marketing System

다국어 초록 (Multilingual Abstract)

The marketing sector of Korea has been in recent years in the process of having the conventional marketing channels replaced by a vertical marketing system generally adopted in the advanced industrial nations in order to rationalize the overall structure of marketing in Korea.
This research is, thus, intended for the purpose of examining and analyzing the effectiveness of the vertical marketing system. This research also attempts an examination and analysis of the elements that should be primarily considered for further enhancement of the effectiveness of the system.
The paper is divided into five parts. part One illustrates the purpose and the scope of the research. Part Two examines the characteristics-the merits and demerits- of the vertical marketing system. Part Three attempts to suggest some feasible criteria to evaluate the performance of the marketing system with. Part Four is meant for the discussion on the profitability, productivity, and some other specific criteria for the evaluation of the marketing system. Also discussed in this part are some aspects that require primary consideration for the effective execution of the strategy of the vertical marketing system.
The following several aspects must be considered prior to the actual execution of the vertical marketing system strategy:
In terms of the profitability, a special attention should be given to whether there is investment demand strong enough to compensate for the potential loss of profits expected from integration.
Secondly, priority should be given to the administrative integration or the integration by contracts rather than to the integration by ownership.
Thirdly, it is more desirable to avoid, if possible, the kinds of integration that might fall to a category that goes in between the two types of integration mentioned above.
In case that ample consideration should be given to these aspects above, business units and firms with a strong hold on the market could enhance further their profitability through the means of a highly organized vertical integration.
In terms of the productivity, it usually increases under the vertical marketing system. The scope of the increase, however, show a variety of differences according to the size of the firm, product mix, product features, and the conditions of markets and competition.
When we look at the matter of how to cut down the marketing cost, we could see that the characteristics of each industry or conditions of a particular company would make a wide range of differences in the efficiency of the cost cut-down. Automibiles or electric equipments, for example, could be sold in the market with a great increase of the cost efficiency when their manufacturers have much bigger scope of business than other firms of small business scope.

목차 (Table of Contents)

• Ⅰ. 序論
• Ⅱ. 垂直的 마아케팅 시스템의 槪念
• Ⅲ. 垂直的 마아케팅 시스템의 效率測定基準
• Ⅳ. 垂直的 마아케팅 시스템의 效率評價
• Ⅴ. 結言