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Digital Marketing

Chapter 3 revision

QuestionAnswer
Key macro-environment factors Political forces Economic forces Social forces Technological forces Legal forces Environmental forces
Economic forces Globalisation Economic growth Interest rates Exchange rates
Technological forces Changes in technology that influence marketing opportunities, create new product development opportunities, introduce new forms of access platforms and applications
Political forces National governments and transactional organisations have an important role in determining the future adoption and control of the Internet and the rules by which it is governed
Legal forces Determine the methods by which products can be promoted and sold online. Laws and ethical guidelines that seek to safeguard individuals' rights to privacy and businesses' rights to free trade
Social trade Cultural diversity among digital communities, that influences use of the Internet and the services businesses provide online
Privacy A moral right of individuals to avoid intrusion into their personal affairs
Types of information collected online 1. Contact information 2. Profile information including personal information 3. Access platform usages 4. Behavioural information on a single site 5. Behavioural information across multiple sites
Social factors Social exclusion -Access divide -Usage divide -Divide stemming from the quality of use
Created by: Zeni
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