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Understanding Environmental Forces in E-Commerce: The Macroenvironment

This chapter explores the macroenvironmental forces that impact e-commerce businesses, focusing on both foreign and domestic environments. It highlights the significance of the physical environment, key cultural influences, demographic trends, technological advancements, economic conditions, and the legal landscape that shapes marketing practices. In the context of the 21st century's "Global Village," it discusses new opportunities and challenges that arise for marketers navigating through diverse societal forces.

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Understanding Environmental Forces in E-Commerce: The Macroenvironment

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  1. CHAPTER THREE Environmental Forces in an e-commerce World: The Macroenvironment

  2. Objectives • Describe foreign and domestic environments • Understand effects of the physical environment • Understand key cultural forces • Identify effect of key demographic trends • Understand impact of technology • Explain influence of economic conditions • Appreciate influence of the legal environment

  3. The 21st Century • Emergence of the “Global Village” • New opportunities • New global challenges www.census.gov/ipc/www/wp98.html

  4. The 21st Century • Macroenvironment (Chapter 3) • Broad societal forces that influence every business and nonprofit marketer • Microenvironment (Chapter 4) • Consists of its customers and the economic institutions that shape its marketing practices

  5. Physical environ. Science & Tech. Economic & Competition Socio- cultural Demo- graphic Political & Legal Macroenvironmental Influences on the Marketing Mix Marketing Mix

  6. Ecological systems Natural resources Climate Geography Pollution levels Water & Air Macroenvironment:Physical Environment

  7. Social values Macroenvironment:Sociocultural Forces Beliefs Values

  8. Key American Values • Freedom • Achievement & success • Work ethic • Equality • Patriotism/nationalism • Individual responsibility & self-fulfillment

  9. Macroenvironment:Demography “..the study of the size, composition, and distribution of the human population in relation to social factors such As geographic boundaries.” See: www.census.gov

  10. The changing US population Migration Urbanization Sunbelt growth Age & Generations Aging “boomers” Generation “X” Generation “Y” Macroenvironment:Key Trends D • Changing household • Family & household income • Multicultural population

  11. Y ? X Generation Y 1979-1994 Generation X 1965-1976 Baby Boomers 1946-1965 Seniors Pre-1946 Demographics: Age Segments in the U.S.

  12. Macroenvironment: Changing World Populations • Europe • Pacific Rim • South and Central America • Asia

  13. World Population Growth 2050 8.9 billion 2010 7 billion Billions of people 1930 2 billion 1820 1 billion 1987 5 billion

  14. Macroenvironment: Science and Technology • Digital technology and the Internet • Will change the face of marketing around the world! • Health technology • Space technology • Communications technology

  15. Macroenvironment: Economic & Competitive Forces • Competitive Structure • Pure competition • Monopolistic competition • Oligopoly • Monopoly

  16. Macroenvironment: Economic & Competitive Forces • Economic conditions • Business cycle • Economic health

  17. Macroenvironment: Politics and Laws Limit Actions Require Actions Prohibit Actions

  18. Macroenvironment: Politics and Laws • Three levels of U.S. law • Federal • State • Local • International laws • Individual countries • Multinational bodies (e.g., European Union)

  19. Review • Describe foreign and domestic environments • Understand effects of the physical environment • Understand key cultural forces • Identify effect of key demographic trends • Understand impact of technology • Explain influence of economic conditions • Appreciate influence of the legal environment

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