1. Internet Operations, Management, and Access Chapter Two

2. Copyright © Houghton Mifflin Company. All rights reserved.2–22–2 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

3. Copyright © Houghton Mifflin Company. All rights reserved.2–32–3 Figure 2-1: Routing an Email Message from the United States to England

4. Copyright © Houghton Mifflin Company. All rights reserved.2–42–4 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

5. Copyright © Houghton Mifflin Company. All rights reserved.2–52–5 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

6. Copyright © Houghton Mifflin Company. All rights reserved.2–62–6 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

7. Copyright © Houghton Mifflin Company. All rights reserved.2–72–7 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.

8. Copyright © Houghton Mifflin Company. All rights reserved.2–82–8 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

9. Copyright © Houghton Mifflin Company. All rights reserved.2–92–9 How the Web Works The Code: HTML View Source Header Component –Title tag –Meta tags –CSS Body Component –Viewable Content

10. Copyright © Houghton Mifflin Company. All rights reserved.2–10 How the Web Works IP Address Domain Name Service –InterNIC –Whois –ICANN

11. Copyright © Houghton Mifflin Company. All rights reserved.2–11 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

12. Copyright © Houghton Mifflin Company. All rights reserved.2–12 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

13. Copyright © Houghton Mifflin Company. All rights reserved.2–13 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

14. Copyright © Houghton Mifflin Company. All rights reserved.2–14 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