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Electronic Marketing
Chapter 5
An Introduction to the Internet
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
The Internet as a Whole
• The Internet began as a federal government project and is
still growing because of the support of the government
• More recently, the Internet has evolved to satisfy the
demands of commercial interests
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
The Internet as a Whole
• What is the Internet exactly?
– The Internet is a worldwide computer network accessed via
modem, special communication lines or even satellite
– The Internet connects universities, government laboratories,
businesses, and individuals around the world
– It can be thought of as a virtual community of cooperation,
which covers the entire globe, spanning political, economical,
and cultural spectrums
– The Internet is “virtual” in that it has no physical “home” or
dimension, weight, or texture
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
The Internet as a Whole
• There is a significant difference between the Internet and
commercial online services
– The online services are centrally controlled and programmed to
serve the likes of the subscribers
– The Internet is decentralized with little control by any party
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
History of the Internet
• In the Beginning
– The first recorded description of interactions through
networking was in a series of memos written by J.C.R. Licklider
of MIT in August 1962
– In 1969, an experimental computer network called ARPANET
was created to provide a test-bed for emerging network
technologies
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
History of the Internet
• In the Beginning continued…
– In 1973, Bob Kahn of DARPA posed an Internet problem that
initiated the “Internetting” research program to develop
communication protocols or agreed-upon standards, allowing
networked computers to communicate transparently across
multiple, linked packet networks.
• “Packets” - information broken into many smaller units that are
easier to route through the network
• “Packet switching” - information, be it a text message, a
photograph or illustration, motion, or sound is disassembled at
the origin of the message into smaller packets
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
History of the Internet
– “Internetting” continued…
• The system of protocols, which was developed over the course of
this research effort, became known as the TCP/IP Protocol Suite
• In 1971, Ray Tomlinson of Bolt Beranek Newman (BBN,
www.bbn.com) invented the first e-mail program that could send
messages across a distributed network
• In 1972, the first e-mail utility to list, selectively read, file, forward,
and respond to messages was released
• The evolution of Telnet was developed by the National Center for
Supercomputing Applications (NCSA) and File Transfer Protocol
(FTP)
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
An Online Community Begins
• During 1980 through 1981, two other networking projects,
BITNET and CSNET, were initiated
• Computer Science NETwork (CSNET) was initially funded by
the National Science Foundation to provide networking
services for university, industry, government, and computer
science research groups with no access to ARPANET
• At its peak, CSNET had approximately two hundred
participation sites and international connections to
approximately fifteen countries
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
The Revolution Starts with the
Explosion of Personal Computers
(PCs)
• In 1982 and 1983, the first desktop PC began to appear
• During 1985 through 1986, the U.S. National Science
Foundation connected the nation’s six supercomputing
centers together. This network was called the NSFNET, or
NSFNET backbone, and today, provides a major backbone
communication service for the Internet
• In 1986, the Internet Engineering Task Force and Internet
Research Task Force (IRTF) came into existence under the
IAB to assist in the organization and standardization of the
Internet
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
Problems and Solutions
• 1988 - One of the first hard times for the Internet, an Internet
worm burrowed through the Net, affecting approximately
6,000 of the 60,000 host computers
– Soon after the worm incident, DARPA formed the Computer
Emergency Response Team (CERT)
• 2001 - viruses such as Code Red, SirCam, Nimda, and the
Klez.H worm plagued administrators and users alike
– Information on viruses and hoaxes can readily be found on the
Internet with a simple search
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
The Internet Takes Off
• 1989 - to keep up with the demand for information, the
NSFNET backbone was upgraded to “T1;” it is was now able
to transmit data at speeds of 1.5 million bits of data per
second, or about fifty pages of text per second
• In 1991, the University of Minnesota developed Gopher
• The European Laboratory for Particle Physics in Switzerland
(CERN, www.cern.ch/) introduced the World Wide Web
(WWW.w3.org/)
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
The Internet Takes Off
• To ensure privacy on the newly formed Web, Pretty Good
Privacy (PGP) security program was released
• In 1992, the Internet Society (ISOC) was chartered; this
organization is a voluntary membership whose purpose is to
promote global information exchange through Internet
technology
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
The Internet Takes Off
• The first audio multicast (March 1992) and video multicast
(November 1992) were seen and heard on the Internet
• In 1993, the NSFNET backbone network was upgraded to
“T3” meaning it is able to transmit data at speeds of 45
million bits of data per second, or about 1,400 pages of text
per second
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
The World Goes Graphical
• During the period of 1993 through 1994, the graphical Web
browsers Mosaic and Netscape Navigator were introduced
and spread through the Internet community
• WWW Worms are joined by Spiders, Wanderers, Crawlers,
and Snakes which are programs that make it easier to find
information on the Internet
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
Consumers Go Online
• Communities began to be wired up directly to the Internet
• The Web surpassed FTP in March 1995, based on byte count
• Registration of domain names was no longer free; beginning
September 14, 1995, a $50 annual fee was imposed
• In 1996, the Internet allowed phone companies to sign up
users providing the user access to the Internet; and various
ISPs suffered extended service outages, bringing into
question whether they would be able to handle the growing
number of users
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
Consumers Go Online
• In 1997, the American Registry of Internet Numbers (ARIN)
was established to handle administration and registration of
IP numbers to the geographical areas currently handled by
Network Solutions
• In 1998, Robert H. Zakon released a Web-based version of
the Hobbes Internet Timeline
http://www.isoc.org/guest/zakon/Internet/History/HIT.html
• In February of 1999, the First Internet Bank of Indiana,
became the first full-service bank available online on the
Internet.
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
Consumers Go Online
• The U.S. State Court ruled that domain names are property
and may be garnished
• Our first large-scale cyberwar took place simultaneously
with the war in Serbia/Kosovo
• In 2000, the year of the Millennium, the U.S. timekeeper
(USNO) and a few other time services around the world
reported the New Year as 1900
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
Consumers Go Online
• The year 2000, saw successful hacks of RSA Security,
Apache, Western Union and Microsoft
• In February of 2001, the world enjoyed the first live
distributed musical – The Technophobe & the Madman –
over Internet2 networks.
• The European Council finalized an international cybercrime
treaty which became the first treaty addressing criminal
offenses over the Internet.
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
Current Internet Usage Trends
• A good place to start looking at the statistical data on
Internet trends and usage is a Yahoo! home page address,
(www.yahoo.com/Computers_and_Internet/Internet/Statistic
s_and_Demographics/), where many useful sites are listed
under “Computers and Internet/Internet/Statistics”
• Stat Market (www.statmarket.com), a global site that keeps
statistics on most used browsers, operating systems,
busiest times of the day, and other useful Internet usage
research
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
Current Internet Usage Trends
• Through a Web address, additional information on Web
travelers can be obtained
• You can glean some information about the person or
organization that created a Web page by the address or
Uniform Resource Locator (URL) of the page you are
viewing
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
Current Internet Operation and
Tools
• The architecture of the Internet is simple.
• It is based on the concept of a client-server relationship
between computers and a line of transmission
• The network is flexible, the computer can be linked through
– Telephone modems
– Cable modems
– Fiber optic
– Microwave
– Satellite transmission
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
Current Internet Operation and
Tools
• E-mail stands for electronic mail. It was designed for
personal and business communications through the Internet
– To use e-mail, a user must have an electronic post office or email address. This address is comprised of:
• A user name
• A machine or host name
• A domain
– Along with e-mail come List Servers or listservs
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo
Current Internet Operation and
Tools
• Telnet
– Host has a gateway to other hosts
– Access remote Multi-User Dimensions (MUDs)
– Multi-User Simulation Environments (MUSEs)
• File Transfer Protocol
• The World Wide Web
• Search Tools
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/25/2017
2004
Joel Reedy and Shauna Schullo