Chapter 3 One to One Marketing/CRM and its environment


Intelligence Resource (IR)

Praktisk Intelligence (I)/Business Intelligence (BI)/

OmverdensOvervåking (OO)





Intelligence/Business Intelligence/ OmverdensOvervåking 


Internet Marketing Intelligence

Internett Marketing  

Web utviklingsprossen 

CD/Video utviklingsprossen 

Tips& Triks 



Kunnskapskilden –  Internet Marketing Intelligence

Bench on the pier


Internet Marketing Intelligence



Kunnskapskilden – Internet Marketing Intelligence
Internet Situational Analysis of 1to1 Marketing/CRM


Research Project: Internet Situational Analysis of 1to1 Marketing/CRM  from Jan Vig  at Griffith University , Australia i 1999




Chapter 1 Introduction/overview

Chapter 2 Search Strategy

Chapter 3 One to One Marketing and its environment

Chapter 4 Environmental Scan

Chapter 5 Market analysis

Chapter 6 Competitors Analyses

Chapter 7 SWOT

Chapter 8 Critical Success factors

Chapter 9 Segmentation, Customer analysis and target markets

Chapter 10 Business Objectives and Strategies

Chapter 11 Marketing Mix tactics and Conclusions


Chapter 3

One to One Marketing and its environment


Research Project: Internet Situational Analysis of 1to1 Marketing/CRM  from Jan Vig  at Griffith University , Australia i 1999/2000


Can you imagine a football game without the players? Or without the ball? On the other hand can you think of any business operating outside its «field», its environment. There are synonymous activities between businesses and its environment since they influence each other in many ways. In a few words companies take an outside – inside view of their environment  all the time. This is a continuous process in order to monitor the changing environment and keep their strategies up-dated in order to meet the best opportunities offered. Managers faced with the need to analyze effectively the environment have to deal with a problem. The formulation of a strategy that is concerned with matching the capabilities of an organization to its environment.


Two are the main parts that need to be analyzed each time:

  • the macro environment and
  • the micro environment 



Some of the forces are «controllable» and that means they can be manipulated from the company and some others are «non controllable» factors which have to accepted as they are.


The major forces that represent the macro environment are namely:

  • demographic
  • economic
  • natural
  • technological
  • political and
  • cultural

This is a classification according to Philip Kotler.


Another well known is the PEST analysis.

Here the environment is analyzed with the use of

  • political
  • economical
  • social
  • technical environment



Both approaches can be used effectively, for the purposes of constructing an Internet scanning system to monitor changes in the macro – environment. The most important decision in monitoring the surroundings  is to select to use Web sites according to a mixed scanning strategy.


What will the new Europe look like in 2010?

A recent PricewaterhouseCoopers publication, Waving or Drowning? Four Scenarios for New Europe to 2010, explores the key social, technological, economic, environmental, and political uncertainties of the New Europe under four scenarios.



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