Digital marketing week 2.pdf

Digital marketing week 2.pdf - Chapter 3 Learning objective...

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Chapter 3 Learning objective 1. How do macro environmental forces affect an organization in its planning, implementation and performance? Ans: Macro environmental forces are the forces which affect the trading environment, but companies operating have limited direct influence over. Organisations that monitor and respond effectively to their macro-environment can create differentiation and competitive advantages which enable the business to survive and prosper. The manager must constantly scan the environment and assess which changes are relevant to their sphere of influence. Changes in social culture, and particularly pop culture (what’s hot and what’s not), tend to be very rapid. Introduction of new technologies and changes in their popularity tend to be frequent too and need to be assessed. Governmental and legal changes tend to happen over longer timescales, although, since this is only a generalisation, new laws can be introduced relatively fast 2. List down the legal, moral and ethical constraints of digital marketing. Ans: Legal constraint: a person shall not use an electronic communications network to store information, or to gain access to information stored, in the terminal equipment of a subscriber or user unless the following requirements are met: (a) the user is provided with clear and comprehensive information about the purposes of the storage of, or access to, that information; and (b) the user is given the opportunity to refuse the storage of or access to that information. Moral constraint : The biggest moral constraint is privacy. Digital marketers can understand the customers’ needs by using personal information such as their identities, likes and dislikes. Therefore the digital marketer needs to ensure that marketing activities are consistent with the latest data protection and privacy laws. The major constraint in this is compliance with different laws prevalent in different countries.
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Ethical Constraint: The main information types used by the digital marketer which are governed by ethics include contact information, private information, platform usage information and behavorial information. Any unethical action can result in serious damage to the reputation of a company. For example, sending unsolicited email can be considered highly unethical. 3. Briefly describe how do each of the macro environmental factors affect digital marketing? Ans: Macro environmental forces are the forces which affect the trading environment, but companies operating have limited direct influence over. The manager must constantly scan the environment and assess which changes are relevant to their sphere of influence. The forces are: a. Technological forces: Changes in technology which influence marketing opportunities; create new product development opportunities; introduce new ways to access target markets through channel integration; create new forms of access platforms and applications.
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