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