1. 1 E-marketing Environment:(Contn'd) by Dr. Ranjeet Verma E-marketing Environement 2

2. 2 PPT series Introduction

3. 3 Outline Micro Environmental Factors for E- marketing Solution References

4. 4 Keywords Micro Environment

5. 5 Introduction A Company's marketing environment consists of the actors and forces outside marketing that affect the marketing management's ability to develop and maintain successful transactions with its target customers. It is worth considering the environmental factors that have influenced and driven the internet growth and ongoing development, as well as its sway upon the factors. The factors are grouped under: Micro Macro

6. 6 Introduction The organisation that fails to consider the influences of the environment around it will be in imminent danger. The organisational response to the environment will give clear indications concerning its marketing and corporate culture, aims and objectives. The internal environment of a company comprises of Vision and Mission, Management Structure, Values, Human Resources, Physical Assets and requirements for e-marketing processes. Here is the example of the E-marketing Company which can help out to achieve the objectives of the organisations

7. 7 The factors consist of: Suppliers Distributors Stakeholders Competitors Micro Environmental Factor

8. 8 The Internet has had a major impact on existing supplier arrangements as partnership relationships and more intimate vertical integration is desired to streamline supply chanis and improve effeciency. Technologies such as electronic data interchange(EDI) and extensible mark-up-language(XML) have enabled improved information exchanges. The Internet has opened up the market for many companies to access potential new suppliers across national boundaries faster Suppliers

9. 9 The 'Now Society' places more demands on distributors regarding their performance to meet customer expectations and to overcome the delivery problems associated with the early dot.com operators The internet has impacted upon traditional distribution channels removing some intermediaries(disintermediaries whilst creating new channels(reintermediaries) in existing markets In addition, the internet comes into its own with information based 'products' with negligible distribution cost involved once the 'product' has been produced, such as, for example an e-book Distributors

10. Stakeholders As part of any organisation's promotional planning, communicating effectively with various stakeholders or 'publics' is critical for successful ongoing relationships. With careful use of e-mail and the corporate website, intranets and extranets, stakeholders can be informed influenced, persuaded and sold to in a faster and more flexible way 10

11. Competitors Some competition issues have already been discussed earlier within the Ten C's Framework. The Reality of the Internet is that it has created more competition both within and across national boundaries 11

12. References Book: Richard Gay, Alan Charlesworth, and Rita Esen, "Online Marketing A customer-led approach" Oxford, Indian Edition 12