Transcript Chapter One

Chapter
Two
Internet Operations,
Management, and
Access
Chapter Two
Learning Objectives
• To understand how the Internet, the world’s largest
internetted network of computer networks, works
• To be able to explain why the Internet operates
smoothly, even though it is not governed by any
single entity, government, or organization
• To identify attributes of the World Wide Web that
make it so conducive to marketing activities
• To learn about new technologies and how they are
affecting the Internet and the consumers and
enterprises that rely on it
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2–2
Figure 2-1: Routing an Email Message
from the United States to England
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2–3
How The Internet Works
• Operating rules - the TCP/IP standards
• Bandwidth – transmission capacity
– Broadband and narrowband
• Access
– Dial Up, DSL, Cable, LAN, Wireless
• Data transported in data packets
• Redundancy
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2–4
How The Internet Works (cont’d)
• Routers
– Internet traffic cops keep data flowing
• Servers
– Serve data
• Software
• Internet services
– Email, Usenet, FTP, Chat, IM, WWW, VOIP etc.
• Intranets and extranets
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2–5
How The Internet Works (cont’d)
Barriers
• Affordability
• Incompatible laws
• Lack of open access
• Lack of privacy
• Lack of freedom of
speech
• Security
• Irresponsible use
• Undercapacity
• Complexity
An Internet For Everyone
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2–6
Internet Management
• Cooperative management
• U.S. government agencies
– FTC, FCC, NSF, FBI, NSA, etc.
• Private Companies
– Telecoms, ISPs, RSPs, cable, registrars, etc.
• Voluntary professional organizations
– ISOC, IRTF, ISTF, W3C, ICANN, EFF, etc.
• Self-regulation
– TRUSTe, VIPPS, BBBOnLine, etc.
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2–7
How The Web Works
Where Most Internet Marketing Occurs
Runs on TCP/IP and HTTP Protocols
Web Pages Are Distinguished By:
• Adjustable size
• Scroll pages
• Link within pages
• Link to other pages, sites
• Multipage displays
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•
•
•
•
•
Arrangement of text
Graphics
Design
Multimedia elements
Hypertext links
2–8
How the Web Works
• The Code: HTML
• View Source
• Header Component
– Title tag
– Meta tags
– CSS
• Body Component
– Viewable Content
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2–9
How the Web Works
• IP Address
• Domain Name Service
– InterNIC
– Whois
– ICANN
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2–10
How The Web Works (cont’d)
Web facilitates marketing exchanges through
links, real time interactivity, 24/7/365 access,
personalization, customization, relationships
– Web pages and sites create marketing opportunities
– Web addresses are marketing tools
– URLs, domains, and names
– Portals are marketing tools
– The web brings marketing offers directly and
personally to target markets
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2–11
New Applications And
Access Alternatives
Internet marketers must understand customers,
develop insight
• Where they go online
• How they go online
• Why they go online
• When they go online
• What they do online
• Are they adopting new technologies and access
alternatives
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2–12
New Applications And
Access Alternatives (cont’d)
At Home
•
•
•
•
•
•
Domestic digitization
I-wired furniture
In-home networks
Convergence WebTV
Voice commands
Internet enabled
appliances
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• Internet automobile
navigation
• Web-enabled elevators
• Internet kiosks
2–13
New Applications And
Access Alternatives (cont’d)
At Work
• Decentralized
workplaces
• Mobile professionals
• Intranet work teams
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Wireless and M-Marketing
• Wireless net access
• Various devices
• Drawbacks
– Slow, limited page
size, dead zones,
security
2–14