Changes in marketing environment have made it feasible for functions and roles of marketing subjects who participated in marketing routes to be changed. However, there has not been a study to prove it or to deal with newly required functions. Hereupon, this study has specifically investigated and analyzed marketing functions and performance on marketing associates for seafood in Busan in order to identify how marketing functions influenced on marketing performance. Marketing function might differently influence on the performance depending on the difference of business type. Results of verifying the hypothesis are as follows. As for variables that influenced on wholesaler groups, marketing, product development+investment, information-sharing, and trade functions turned out to be influential. Among wholesaler groups, marketing, sorting, collection, market frontier+product development, integral distribution, information-sharing, and finance functions turned out to be influential. In addition to these basic results, another difference industries, restrictive range of activities, the differences in handling goods, such as by correspondence of the results to changes in the distribution environment, from the results of the present study it is possible to guess.

• 이정필(해양산업정책연구소) | Jung-Phil Lee
• 장영수(부경대학교 해양수산경영학과) | Young-Soo Jang Corresponding author