nethra.u_client server arhitecture and web marketing

7/27/2019 Nethra.u_client Server Arhitecture and Web Marketing

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1.CLIENT SERVER ARCHITECTURE

Client/server architectures are used in LANs, WANs, and the Web. In a client/server

architecture, the client computers typically request services, such as printing, information

retrieval, and database access, from the server, which processes the clients’ requests. The

computers that perform the server function usually have more memory and larger, faster disk

drives than the client computers they serve. Recall from Chapter 2 that Web browser software

(for example, Microsoft Internet Explorer or Mozilla Firefox) is the software that makes

computers work as Web clients. Thus, a Web browser is also called Web client software.

The Internet connects many different types of computers running different types of operating

system software. Because Web software is platform neutral, it lets these computers

communicate with each other easily and effectively. This platform neutrality was a critical

ingredient in the rapid spread and widespread acceptance of the Web.

The main job of a Web server computer is to respond to requests from Web client computers.

The three main elements of a Web server are the hardware (computers and related

components), operating system software, and Web server software. All three of theseelements must work together to provide sufficient capacity in a given situation.

When a person uses a Web browser to visit a Web site, the Web browser (also known as a

Web client) requests files from the Web server at the company or organization that operates

the Web site. Using the Internet as the transportation medium, the request is formatted by the

browser using HTTP and sent to the server computer.

When the server receives the request, it retrieves the file containing the Web page or other

information that the client requested, formats it using HTTP, and sends it back to the client

over the Internet. When the requested information — a file containing the text and markup tags

of a Web page, in this instance — arrives at the client computer, the Web browser software

determines that the information is an HTML page. It displays the page on the client machine

according to the directions defined in the page’s HTML code. This process repeats as theclient requests, the server responds, and the client displays the result. Sometimes, a single

client request results in dozens or even hundreds of separate server responses to locate and

deliver information. A Web page containing many graphics and other objects can be slow to

appear in the client’s Web browser window because each page element (each graphic or

multimedia file) requires a separate request and response.

The basic Web client/server model is a two-tier model because it has only one client and

one server. All communication takes place on the Internet between the client and the

server. Of course, other computers are involved in forwarding packets of information across

the Internet, but the messages are created and read only by the client and the server

computers in a two-tier client/server architecture.Three-tier architecture extends the two-tier architecture

to allow additional processing (for example, collecting the information from a database

needed to generate a dynamic Web page) to occur before the Web server responds to

the Web client’s request. The third tier often includes databases and related software

applications that supply information to the Web server. The Web server can then use the

outputof these software applications when responding to client requests, instead of just

deliveringa Web page.



OSI THE OPEN SYSTEM INTERCONNECTION (OSI) model describes how data is

sent and received over a network. It consists of seven layers: the physical layer, data link

layer, network layer, transport layer, session layer, presentation layer, and application layer.

The Open Systems Interconnection (OSI) model is a suggested standard for

communication that was developed by the International Organization for Standardization

(ISO). The OSI reference model describes how data is sent and received over a network.

This model breaks down data transmission over a series of seven layers. Each layer has a

responsibility to perform specific tasks concerning sending and receiving data. All of the

layers are needed for a message to reach its destination.

The OSI model gives software developers a standard for developing communication

software. The OSI model provides the standard for communication so that different

manufacturers' computers can be used on the same network.

The 7 Layers Of The OSI Model are as follows:

Layer 7 – The Application

This layer is the identifying and validating level of communication. 3 main areas of functioning of the application service provider are naming desired communication and users,

determining the availability of resources and synchronizing the applications communication.

End-user communication protocols like SMTP, FTP, TFTP, HTTP and telnet live here.

Layer 6 – The Presentation This layer functions as a dual-traffic conversion and coding of data for the packets sent and

received from Layer 7. It also ensures data bundle commonality between each end. Examples

that live here include JPEG, GIF, and Quicktime.

Layer 5 – The Session This could be considered the control layer of the model. The session establishment,

maintenance and termination amongst top layer applications happens here

Layer 4 –

The Transport The responsibility for the transmission of data, both reliable and connectionless (wireless) is

the role of layer 4. The transport layer does this by end to end flow control, data stream

organization of upper layers (5-7), error checking, recovery and management of virtual

circuits. Powerful communication protocols such as TCP operate on this layer.

Layer 3 – The Network

This web access layer defines the hierarchy of the data flows for connections, grouping

devices together by common web addresses. This is the IP home. All network routers operate

on this level.

Layer 2 – The Data Link

Data transmission over a physical medium is defined by this layer. Devices such as switchesand bridges on the Ethernet depend on this layer. LAN’s using MAC addresses and WAN’s

live here.

Layer 1 – The Physical layer The electrical and physical connections of the web characterize this layer. NIC cards and

router interfaces operate on this level.



2.WEB MARKETING

Web marketing is the marketing of products or services over Internet.

Distributes information of products to the global customers at low cost.

Ties together creative and technical aspects of the Internet, including design,

development, advertising, and sales.

The term marketing mix describes the combination of elements that are used to achieve the

goals for selling and promoting products and services.

When a company decides which elements it will use, it calls that particular marketing mix its

marketing strategy.The the four Ps of marketing: product, price, promotion, and place.

Product is the physical item or service that a company is selling. The intrinsic characteristics

of the product are important.

But customers’ perceptions of the product, called the product’s brand, can be as important asthe actual characteristics of the product.

The price element of the marketing mix is the amount the customer pays for the product.

Promotion includes any means of spreading the word about the product. On the

Internet, new possibilities abound for communicating with existing and potential customers.

The issue of place (also called distribution) is the need to have products or services available

in many different locations.

Product based Marketing strategyManagers at many companies think of their businesses in terms of the products and services

they sell. This is a logical way to think of a business because companies spend a great deal of

effort, time, and money to design and create those products and services. If you ask managers

to describe what their companies are selling, they usually provide you with a detailed list of the physical objects they sell or use to create a service. When customers are likely to buy

items from particular product categories, or are likely to think of their needs in terms of

product categories, this type of product-based organization makes sense. Most office supplies

stores on the Web believe their customers think of their needs using a product category

structure. For example, both The Home Depot and Staples use product categories as a very

strong organizing theme in the design of their Web sites.

Market segmentation Market

• Market segmentation is dividing the pool of potential customers into segments and

targeting specific portions of the market with advertising messages

– Segments are usually defined in terms of demographic characteristics – Micromarketing is a term suggesting that we can target very small market

segments

• Geographic segmentation: Where are they?

• Demographic segmentation: Income, race, education, etc.

• Psychographic segmentation: variables such as social class, personality, or lifestyle

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