1. E-MARKETING, 6TH
EDITION
JUDY STRAUSS AND RAYMOND FROST
Chapter 4 - Building Inclusive E-Markets

2. Overview of Global E-Marketing
Issues
 Internal Environment
 Value System
 Mission and Objectives
 Management Structure and Nature
 Internal Power Relationships
 Human Resources
 Company Image and Brand Equity
 Miscellaneous Factors (Physical assets, R & D and
Technological Capabilities, etc.)
 External Environment
 Micro Environment
 Macro Environment

3. E-Business Environment
 Micro Environment
 Suppliers
 Customers
 Competitors
 Marketing Intermediaries
 Financers
 Publics
 Macro Environment
 PEST Analysis
 Global Environment
 Economic Condition
 Developed, Emerging, Least Developed Countries (LDC)
 Country Orientation
 Capitalist, Communist, Republic

4. Competitive Analysis: Porter’s Five
Forces
 Rivalry among existing firms
 No. of firms and their relative market share, strength
etc.
 State of growth of industry
 Fixed or storage cost
 Invisibility of capacity augmentation
 Product standardization
 Switching costs
 Threat of Substitutes
 Counterfeit products

5. Competitive Analysis: Porter’s Five
Forces
 Bargaining power of suppliers
 Extent of concentration and domination in the supplier industry
 Importance of the product to the buyer
 Importance of the buyer to the supplier
 Switching costs
 Extant of differentiation and standardization of the product
 Potential for forward integration by suppliers
 Bargaining power of buyers
 The volume of purchase relative to the total sale of the seller
 The importance of the product to the buyer in terms of the total cost
 Extant of differentiation and standardization of the product
 Switching costs
 Potential for backward integration by buyer
 Importance of the industry’s product w.r.t. the quality of the buyer’s product
 Extent of buyer information

6. Competitive Analysis: Porter’s Five
Forces
 Threat of New Entrants
 Government policy
 Economics of scale
 Cost disadvantages independent of scale
 Product differentiation
 Monopoly element
 Capital requirement

7. Market Opportunity Analysis
 Market share Vs. Market penetration
 Stage of PLC
 Complementary products
 IT accessibility and affordability
 Usage innovation
 Market Similarity
 Different versions of website
 Product differences
 Payment Issues
 Perceived Risk
 Fraud and Phishing/web-spoofing

8. Factors Affecting E-Marketing
 Technology readiness
 Discomfort, Insecurity, Innovativeness, Optimism
 Internet connection costs
 Connection speed
 Electricity issues
 Digital Divide
 Concept of missed calls
 Mobile payments
 EMI financing
 Mobile SMS / Apps