Chapter 3 - Internet macro-environment

Learning Objectives

How does a macro-environment impact the execution of an organization's Internet marketing strategy?

There are several key macro-environment elements that can impact the Internet marketing strategy of a business. Each element can impact a strategy in their own unique way, which is why a business needs to plan for each one carefully.


The first type of element that can impact a business Internet marketing strategy is society in which they sell their product or service. Society influences how a person will use the Internet and if they will buy a product or service online. There are some societies that do not have access to high-speed Internet, which can lead to them not buying online. In some societies, people do not have the trust in buying products or service online, because they paying cash when making purchases. All of these factors can shape the way a business creates and executes their Internet marketing strategy.

Marketing Mix

There are many marketing strategies that can be used by a business in order to make their e-commerce business successful. In the following summary we will work our way through some of the more important aspects of e-commerce marketing strategies.

The Product

One important part of the marketing strategy would be the product or service. The product or service, itself, has to be marketable. The product or service must meet the needs of the customers being targeted. One way to meet the needs of the customers and insure there is a demand for a product is to use mass customization. This allows a customer to choose the exact specifications they want from your product or service. It is a huge competitive advantage for a business, because there is cost savings associated to producing a product or service that a customer wants. There is also a satisfaction from the customer side of things, because they get only what they need.