Essay on Aaaa

2650 Words Oct 29th, 2012 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 constraints such as legal issues placed by the
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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

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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

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Slide

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