internet operations, management, and access chapter two
TRANSCRIPT
Internet Operations, Management, and
Access
Chapter Two
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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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Figure 2-1: Routing an Email Message from the United States to England
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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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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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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
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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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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
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How the Web Works
• The Code: HTML
• View Source
• Header Component– Title tag
– Meta tags
– CSS
• Body Component– Viewable Content
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How the Web Works
• IP Address
• Domain Name Service– InterNIC
– Whois
– ICANN
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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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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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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
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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