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Slide 4.1
CHAPTER 4
E-ENVIRONMENT
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 4.2
Learning outcomes
Identify the different elements of an organization macro-environment that impact on an organization 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 governmental e-business policies, economics, taxation and legal constraints.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 4.3
Management issues
What are the constraints placed on developing and implementing an e-business strategy by the e-environment? What factors influence the adoption of new digital media and how can we estimate future demand for online services?
How trust and privacy can be assured for the customer while seeking to achieve marketing objectives of customer acquisition and retention?
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 4.4
SLEPT Factors
Macro-environment
Social
Legal
Economic
Political
Technological
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 4.5
SLEPT: Social
Include the influence of consumer perceptions in determining usage of the
Internet for different activities
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 4.6
SLEPT: Legal and ethical
Determine the method by which products can be promoted and sold online Governments, on behalf of society, seek to safeguard individuals right to privacy
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 4.7
SLEPT: Economic
Variations in the economic performance in different countries and region affects spending patterns and international trade Dave
CHAPTER 4
E-ENVIRONMENT
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 4.2
Learning outcomes
Identify the different elements of an organization macro-environment that impact on an organization 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 governmental e-business policies, economics, taxation and legal constraints.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 4.3
Management issues
What are the constraints placed on developing and implementing an e-business strategy by the e-environment? What factors influence the adoption of new digital media and how can we estimate future demand for online services?
How trust and privacy can be assured for the customer while seeking to achieve marketing objectives of customer acquisition and retention?
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 4.4
SLEPT Factors
Macro-environment
Social
Legal
Economic
Political
Technological
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 4.5
SLEPT: Social
Include the influence of consumer perceptions in determining usage of the
Internet for different activities
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 4.6
SLEPT: Legal and ethical
Determine the method by which products can be promoted and sold online Governments, on behalf of society, seek to safeguard individuals right to privacy
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 4.7
SLEPT: Economic
Variations in the economic performance in different countries and region affects spending patterns and international trade Dave