Slide 7.
The Internet macro-environment
Week 3—Chapter 3
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4th Edition, © Pearson Education Limited 2009
Slide 7.2
Figure 2.1 The Internet marketing environment
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4th Edition, © Pearson Education Limited 2009
Slide 7.3
Objectives
Major forces of internet macro-environment
Social and cultural factors
Social exclusion
Environmental and green issues related to internet usage
Legal and ethical factors
Significant laws controlling digital marketing
Technological factors
Internet, intranet and extranet
Assessing the marketing value of technology innovation
Economic factors
Globalisation
Political factors
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4th Edition, © Pearson Education Limited 2009
Slide 7.4
Figure 3.3 HSBC Virtual Forest (www.hsbc.co.uk)
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4th Edition, © Pearson Education Limited 2009
Slide 7.5
Figure 3.8 Information exchange between a web browser and a web server
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4th Edition, © Pearson Education Limited 2009
Slide 7.6
Figure 3.10 The relationship between access to intranets, extranets and the Internet
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4th Edition, © Pearson Education Limited 2009
Slide 7.7
Figure 3.19 Diffusion–adoption curve
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4th Edition, © Pearson Education Limited 2009
Slide 7.8
Figure 3.20 Example of a Gartner hype cycle
Source: Gartner (2005) Gartner’s Hype Cycle Special Report for 2005
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4th Edition, © Pearson Education Limited 2009
Slide 7.9
Figure 3.21 Alternative responses to changes in technology
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4th Edition, © Pearson Education Limited 2009
Slide 7.10
Figure 3.22 Variation in broadband penetration rates in Europe
Source: Europa (2007)
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4th Edition, © Pearson Education Limited 2009
Slide 7.11
Tutorials
Video lecture—presented by Steve Conlee (Marketing
consultant). He teaches how to use market environment
variables to promote books and files online.
http://www.youtube.com/watch?v=bBNtSP7yXhU .
Tonic games—find at least one example for each of the
topics discussed in internet micro-environmental and
macro-environmental forces that are relevant to internet
marketing companies (for example www.amazon.com,
www.ebay.com.au, and the like).
Case study 1—eBay thrives…(p. 39)
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4th Edition, © Pearson Education Limited 2009
