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Chapter 3

STUDY
PLAY
5 factors of the Internet Macro-Environment
Social factors; Legal and ethical issues; Technological factors; Economic factors; Political factors
2 most important macro-environment factors for internet marketers
Legal and ethical issues; Technological factors
Earlier view of 5 aocial factors affecting adoption of internet
No perceived benefits
Lack of trust
Security problems
Lack of skills
Cost of access
4 technological conditions
How easy it is to use; security; availability; opportunity to try products
Evaluating demand levels today and near future
Internet access among target customers; Internet use among target customers; Buying behavior of target customers
2 legal issues
privacy; abuse of information
3 examples of abuse of information
Contact information; Profile information; Behavioral information (on a single site or across sites; Purchase history, site visited etc.)
4 customizing steps
traffic building, motivation, collecting data, dialogue
traffic building
to generate traffic
motivation
To offer necessary incentives
collecting data
To ensure the collection of customer data
dialogue
To keep a dialogue based on the customers interest and profile
EU principles regarding personal data
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
Permission marketing principles
E-mail / sms (Opt-in and opt-out); Collection, storage and use of customer related information
(Clear and comprehensive information about the purpose; Opportunity to refuse the collection, storage or use)
Other Legal Aspects: Domain name system
a domain name is an internet address; in order to obtain one, the domain name must be available. Then, you can register it; It should be treated as a trademark - digital; may firms have registered many domain names, including misspellings of their one domain names, or names that are similar
3 Important Aspects of Technology Factors
Access platforms like mobile or wireless access devices; Technology convergence; SMS messaging (SMS applications such as database building, location-based services, sampling/trial, sales promotions)
5 new technologies
rss readers, tagging, mash-up, wikis, social networks
3 strategies for technology adoption
"Wait and see"-approach; Fast-follower; "Early-adopter"-approach
3 notes about strategies for technology adoption
Knowledge of opportunities and threats presented by the changes is essential; New technologies may be fads - not living up to their promise; Nevertheless, a careful review of new technologies is required
Consumer Propositions - Mobile or Wireless Access
Not Fixed Location; Location-Based Services; Instant Access/Convenience; Privacy; Personalization; Security
M-Commerce
Use of wireless devices for informational or monetary functions
3 notes about M-Commerce
Levels of product purchases by mobile phones have proved very low; Mainly phone ringtones, music downloads, games etc.; Better access speed may change it (3G)