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Aaaa Essay

2654 words - 11 pages

Slide 4. 1

Chapter 4
E-Environment

David Chaffey, E-Business & E-Commerce Management, 5th Edition, © Marketing Insights Limited 2012

Slide 4. 2

Learning Outcomes
• Identify the different elements of an organization
macro-environment that impact on an
organization‟s e-business and e-marketing
strategy
• Assess the impact of legal, privacy and ethical
constraints or opportunities on a company
• Assess the role of macro-economic factors such
as economics, governmental e-business
policies, taxation and legal constraints.
David Chaffey, E-Business & E-Commerce Management, 5th Edition, © Marketing Insights Limited 2012

Slide 4. 3

Management Issues
• What are the ...view middle of the document...

David Chaffey, E-Business & E-Commerce Management, 5th Edition, © Marketing Insights Limited 2012

Slide 4. 6

SLEPT Factors
• Macro-environment
– Social – factors that influence perceptions
– Legal – how products can be promoted and sold
– Economic – variations in econ. performance
affecting spending patterns
– Political – role of govts. and int’l organisations
– Technological – technology changes (e.g.
relative advantage, complexity, observability,
trialability, compatibility (Rogers 2003)).

David Chaffey, E-Business & E-Commerce Management, 5th Edition, © Marketing Insights Limited 2012

2

Slide 4. 7

Figure 4.1

„Waves of change‟ – different timescales for change in the environment
David Chaffey, E-Business & E-Commerce Management, 5th Edition, © Marketing Insights Limited 2012

Slide 4. 8

Implications of “Waves of change”
• Constant environmental scanning and monitoring
• Assessment of changes on business
• Impact of changes on competitiveness

David Chaffey, E-Business & E-Commerce Management, 5th Edition, © Marketing Insights Limited 2012

Slide 4. 9

Table 4.2

Significant laws which control digital marketing
David Chaffey, E-Business & E-Commerce Management, 5th Edition, © Marketing Insights Limited 2012

3

Slide 4. 10

Table 4.2

Significant laws which control digital marketing (Continued)
David Chaffey, E-Business & E-Commerce Management, 5th Edition, © Marketing Insights Limited 2012

Slide 4. 11





Factors governing e-commerce service
adoption
Cost of access
Value proposition
Ease of use
Security
Fear of the unknown

• These barriers remain and have yet to be
addressed:

Implications

„social exclusion‟ and „digital divide‟
David Chaffey, E-Business & E-Commerce Management, 5th Edition, © Marketing Insights Limited 2012

Slide 4. 12

Understanding users’ access requirements
• Webographics (Grossnickle and Raskin (2001)






Usage location (home vs work)
Access device (browser or computer platform including
mobile devices)
Connection speed (broadband vs dial-up)
ISP
Experience level
Usage type
Usage level

David Chaffey, E-Business & E-Commerce Management, 5th Edition, © Marketing Insights Limited 2012

4

Slide 4. 13

Variation in broadband subscribers per 100 inhabitants, by technology,
December 2009 (SEE ALSO Table 4.3 p.188)
IMPLICATION: TEST WEB-SERVICE FOR LOWER SPEED INTERNET ACCESS
Figure 4.2

Source: OECD (www.oecd.org/dataoecd/21/3539574709.xls)
David Chaffey, E-Business & E-Commerce Management, 5th Edition, © Marketing Insights Limited 2012

Slide 4. 14

Consumers influenced by using the online
channel

• Internet vital part of research process
• Internet used at all product acquisition stages:

Initial research… final check prior to purchase

• Multiplicity of sources
• Online information experience – often
underestimated (see Figure 4.3)

David Chaffey, E-Business...

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