Lecture 2
The marketing environment
Digital: technology
- The gap in the human-computer interface will lessen as more decisions are made
automatically on our behalf.
- This may free up our time and resources for more fulfilling uses of our tme or
condemn us to static behaviours
- Platforms and programmes will achieve even high levels of integration offering
multiple services on demand either through the traditional keyboard, touch screen,
voice commend, gesture control or eye tracking.
Digital: ecological
- The increasing rate of innovation leads to quicker product obsolesce. If these
producers are not re-used or recycled their disposal in landfill can cause significant
waste of precious metals along with damage to soil, water and air habitats.
- Remote working could reduce the ecological damage caused by the construction,
operation and maintenance of workplaces, commuting from home to work, and the
duplication of equipment and facilities.
Digital: legal
- Ethical issues relating to data privacy will need to regulate and policed
- Cybercrime and the private/public bodies that counteract it will see significant
growth as the scale and complexity of the internet and our reliance upon it, grows at
exponential rates.
Power of buyers
- Consumer protection legislation covering distance selling regulations and advertising
standards will no longer be fit for purpose in the context of complex global,
potentially unregulated supply chains
- Ethical issues relating to data privacy will need to be regulated and policed
Power of sellers
- Sellers have access to global markets, through multiple intermediaries and can also
access many re-sale networks
- This could represent a significant opportunity or a significant threat depending upon
the readiness of the organisation
- Market and consumer data offer the opportunity for a significant increase both in
sales revenue and sales volume using dynamic pricing.
Threat of new entrants
- Many companies fear not only their established competitors but those who have yet
to emerge.
- Digital technologies allow rapid and scalable innovation, coupled with the freedom
of an entrepreneurial mindset they can disrupt ehole industries.
The marketing environment
Digital: technology
- The gap in the human-computer interface will lessen as more decisions are made
automatically on our behalf.
- This may free up our time and resources for more fulfilling uses of our tme or
condemn us to static behaviours
- Platforms and programmes will achieve even high levels of integration offering
multiple services on demand either through the traditional keyboard, touch screen,
voice commend, gesture control or eye tracking.
Digital: ecological
- The increasing rate of innovation leads to quicker product obsolesce. If these
producers are not re-used or recycled their disposal in landfill can cause significant
waste of precious metals along with damage to soil, water and air habitats.
- Remote working could reduce the ecological damage caused by the construction,
operation and maintenance of workplaces, commuting from home to work, and the
duplication of equipment and facilities.
Digital: legal
- Ethical issues relating to data privacy will need to regulate and policed
- Cybercrime and the private/public bodies that counteract it will see significant
growth as the scale and complexity of the internet and our reliance upon it, grows at
exponential rates.
Power of buyers
- Consumer protection legislation covering distance selling regulations and advertising
standards will no longer be fit for purpose in the context of complex global,
potentially unregulated supply chains
- Ethical issues relating to data privacy will need to be regulated and policed
Power of sellers
- Sellers have access to global markets, through multiple intermediaries and can also
access many re-sale networks
- This could represent a significant opportunity or a significant threat depending upon
the readiness of the organisation
- Market and consumer data offer the opportunity for a significant increase both in
sales revenue and sales volume using dynamic pricing.
Threat of new entrants
- Many companies fear not only their established competitors but those who have yet
to emerge.
- Digital technologies allow rapid and scalable innovation, coupled with the freedom
of an entrepreneurial mindset they can disrupt ehole industries.
