slide 4.1 dave chaffey, e-business and e-commerce management, 3 rd edition © marketing insights ltd...
TRANSCRIPT
Slide 4.1
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
CHAPTER 4E-ENVIRONMENT
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Learning outcomes Identify the different elements of an
organization macro-environment that impact on an organization e-business ande-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.
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Management issues What are the constraints placed on
developing and implementing an e-business strategy by thee-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?
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
SLEPT Factors Macro-environment
Social Legal Economic Political Technological
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
SLEPT: Social
Include the influence of consumer perceptions in determining usage of the Internet for different activities
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
SLEPT: Economic
Variations in the economic performance in different countries and region affects spending patterns and international trade
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
SLEPT: Political
National governments and transnational organizations have an important role in determining the future adoption and control of the Internet and the rules by which it is governed
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
SLEPT: Technological
Changes in technology offer new opportunities to the ways products can be marketed
Figure 4.1 ‘Waves of change’ – different timescales for change in the environment
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Factors governing Internet adoption Cost of access Value proposition Ease of use Security Fear of the unknown
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Internet Access
Consumers and businesses who uses Internet vary according to countries
Within each country, adoption of the Internet vary significantly according to individual demographic characteristics
Broadband adoption
Figure 4.2 Global variation in number of PCs per hundred population and percentage Internet access in 2004Source: ITU (www.itu.int/ITU-D/ict/statistics/)
Figure 4.3 Variation in demographic characteristics of UK Internet users: (a) gender, (b) age, (c) social gradeSource: eMori Technology Tracker – www.mori.com/technology/trackerdata.shtml
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Consumers influenced by using the online channel Psychographic segmentation
Realistic enthusiasts 14% Confident brand shoppers 18% Carefree spenders 19% Cautious shoppers 14% Bargain hunters 21% Unfulfilled 14%
Figure 4.4 Percentage by category who bought offline after researching onlineSource: BrandNewWorld: AOL UK / Anne Molen (Cranfield School of Management) / Henley Centre, 2004
Figure 4.5 Development of experience in Internet usage
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
B2B Profiles
The percentage of companies with access
Influenced online Purchase online
Figure 4.6 Percentage of businesses that order onlineSource: DTI (2004), Fig 7.3a
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Why personal data are valuable?1. Contact information2. Profile information3. Behavioral information (on a single
site)4. Behavioral information (on multiple
site)
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Ethical issues and data protection
Ethical issues concerned with personal information ownership have been usefully summarized by Mason (1986) into four areas:
1. Privacy – what information is held about the individual?
2. Accuracy – is it correct?3. Property – who owns it and how can ownership be
transferred?4. Accessibility – who is allowed to access this
information, and under which conditions?
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Ethics – Fletcher’s view Fletcher (2001) provides an alternative
perspective, raising these issues of concern for both the individual and the marketer:
1. Transparency – who is collecting what information?
2. Security – how is information protected once collected by a company?
3. Liability – who is responsible if data is abused?
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
The eight principles for data protection
Fairly and lawfully processed; Processed for limited purposes; Adequate, relevant and not excessive; Accurate; Not kept longer than necessary; Processed in accordance with the data subject's
rights; Secure; Not transferred to countries without adequate
protection.
www.dataprotection.gov.uk
Figure 4.7 Information flows that need to be understood for compliance with data protection legislation
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Anti-spam legislation
To protect individual privacy and with intention of reducing spam or unsolicited commercial e-mail (UCE)
‘Sending Persistent Annoying e-Mail’ Anti-spam legislation can be viewed at
http://www.spamlaws.com
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Avoiding SPAM
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Regulations on privacy and electronic communications Privacy and Electronic Communications
Regulations (PECR) Act1. Applies to consumer marketing using
email or SMS text messages2. Is an ‘opt-in’ regime3. Requires an opt-out option4. Does not apply to existing customers
when marketing similar products5. Contact details must be provided
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Regulations on privacy and electronic communications
6. The ‘From’ identification of the sender must be clear
7. Applies to direct marketing communications
8. Restricts the use of cookies
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Understanding cookies
A data file placed on your computer that identifies an individual computer Persistent Temporary or session First-party Third-party
Cookies are stored as individual text files dave_chaffey@british_airways.txt FLT_VIS\K:bapzRnGdxBYUU\D:Jul-25-1999\
british-airways.com\0 425259904 293574 26 1170747936 *
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Using Cookies
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
What are cookies used for?
Personalizing a site for individual Online ordering systems Tracking within a site Tracking across sites
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Viral e-mail marketing
To reassure web users about threats to their personal information
TRUSTe ISIS – a UK accreditation initiative getsafeonline
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Checklist of compliance
Follow privacy and consumer protection Inform the user Ask for consent for collecting sensitive personal
data Reassure customers by providing clear privacy
statements Let individual know when cookies are used Never collect or retain personal data Amend incorrect data Only use data for marketing Provide the option to stop receive information Use appropriate security technology
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Legal – Sparrows eight areas1. Marketing your e-commerce business 2. Forming an electronic contract 3. Making and accepting payment 4. Authenticating contracts concluded over
the Internet5. E-mail risks 6. Protecting Intellectual Property 7. Advertising on the Internet 8. Data protection.
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
1.Marketing your e-commerce business Domain name registration Using competitor names and trademarks
in meta tags Using competitor names and trademarks
in pay-per-click advertising Accessibility law: hukum bagi orang
berkebutuhan khusus
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
2.Forming an electronic contract E-commerce sites must contain easily
accessible content that clearly states The company’s identity including address The main features of the goods or services Prices information The period for which the offer or price is
valid Payment, delivery and fulfillment Substitution
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Economic/Political Ensuring companies competitive
Funding for education and technology Promoting new technology e.g. broadband 12% in UK, 70%
Taiwan, South Korea Achieving government efficiencies
E-government – all UK services online by 2005 Singapore ‘Intelligent Island’
Taxation regimes Legislation for offshore trading.
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
E-commerce and globalization The increase of international trading and
shared social and cultural values Language and cultural understanding English becoming the lingua franca of
commerce Tailoring e-commerce services for
individual countries or regions
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Political factors
Promoting the benefits of adopting the Internet
Enacting legislation to protect privacy or control taxation
Providing guidelines and assistance for compliance with legislation
Setting up international bodies to coordinate the Internet
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
E-government
The application of e-commerce technologies to government and public services
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Technological issues Need to be able to assess new innovation Rate of change
Which new technologies should we adopt? Monitoring for new techniques Evaluation – are we early adopter Re-skilling and training
Are our systems secure?
Figure 4.10 Diffusion–adoption curve
Figure 4.11 Example of a Gartner hype cycleSource: Gartner (2005) Gartner’s Hype Cycle Special Report for 2005
Figure 4.12 Alternative responses to changes in technology
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Activity 4.1 List all the social, legal and ethical issues
that the manager of a sell-side e-commerce web site needs to consider to avoid damaging relationships with users of his or her site or which may leave the company facing prosecution.
You can base your answer on issues which may concern you, your friends or your family when accessing a web site.
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Activity answer – this lecture Cookies – laws and consumer perception on
placing these Are we limiting access to information from certain
sections of society (social exclusion)? Privacy of personal information entered on a web
site Sending unsolicited e-mail Replying promptly to e-mail Copyright Site content and promotional offers/adverts are in
keeping with the different laws in different countries
Providing text, graphics and personality in keeping with social mores of different countries
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Summary
1. Environmental scanning and analysis are necessary in order that a company can respond to environmental changes and act on legal and ethical constraints on its activities
2. Environmental constraints are related to the micro-environment variables reviewed in chapter 5 and the macro-environment variables in this chapter using the SLEPT mnemonic
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Summary
3. Social factors that must be understood as part of the move to the Information Society include buyer behaviour characteristics such as access to the Internet and perceptions about it as a communications tool
4. Ethical issues include the need to safeguard consumer privacy and security of personal information. Privacy issues include collection and dissemination of customer information, cookies and the use of direct e-mail
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Summary
5. Legal factors to be considered by e-commerce managers include: accessibility, domain name registration, copyright and data protection legislation
6. Economic factors considered in the chapter are the regional differences in the use of the Internet for trade. Different economic conditions in different markets are considered in developing e-commerce budgets
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Summary
7. Political factors involve the role of governments in promoting e-commerce, but also trying to control it
8. Rapid variation in technology requires constant monitoring of adoption of the technology by customers and competitors and appropriated responses
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Tugas
Di Indonesia, undang-undang apa saja yang berhubungan dengan pemanfaatan ICT? Mengatur apa sajakan hukum2 tersebut?