Internet Operations, Management, and Access Chapter Two.

Internet Operations, Management, and

Access

Chapter Two

Copyright © Houghton Mifflin Company. All rights reserved. 2–2

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


Figure 2-1: Routing an Email Message from the United States to England


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


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


How The Internet Works (cont’d)

• Affordability

• Lack of open access

• Lack of freedom of speech

• Undercapacity

• Complexity

• Incompatible laws

• Lack of privacy

• Security

• Irresponsible use

Barriers

An Internet For Everyone


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.


Where Most Internet Marketing Occurs

• Adjustable size

• Scroll pages

• Link within pages

• Link to other pages, sites

• Multipage displays

How The Web Works

Runs on TCP/IP and HTTP Protocols

Web Pages Are Distinguished By:

• Arrangement of text

• Graphics

• Design

• Multimedia elements

• Hypertext links


How the Web Works

• The Code: HTML

• View Source

• Header Component– Title tag

– Meta tags

– CSS

• Body Component– Viewable Content


How the Web Works

• IP Address

• Domain Name Service– InterNIC

– Whois

– ICANN


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


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


New Applications And Access Alternatives (cont’d)

• Domestic digitization

• I-wired furniture

• In-home networks

• Convergence WebTV

• Voice commands

• Internet enabled appliances

• Internet automobile navigation

• Web-enabled elevators

• Internet kiosks

At Home


New Applications And Access Alternatives (cont’d)

At Work

• Decentralized workplaces

• Mobile professionals

• Intranet work teams

Wireless and M-Marketing

• Wireless net access

• Various devices

• Drawbacks

– Slow, limited page size, dead zones, security

Internet Operations, Management, and Access Chapter Two.

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