A.
Understand the origins of the World Wide Web
B.
Track the early commercial beginnings of the Internet
C.
Follow the dramatic growth of Internet marketing
D.
Learn the critical role of technology in modern marketing
II.
Introduction
A.
Evolution of technology--radio and the telegraph as
the first Internet
B.
Technology as the driver of change
C.
Technology offers opportunity, but risk and impact
D.
Advances in technology foster more innovation in the
form of incremental improvements
III.
Commercial Beginnings of the Web
A.
Noncommercial Net: 1969-1994
B.
Early take-off in 1995, Web sites lacked many of today’s
features
C.
The Virtuous Web Cycle-each element feeding off one
and onto the other
D.
Consumer & business Internet access
E.
Web sites & Web content
F.
Popular fascination
IV.
Introduction to Electronic Information
A.
Communications technology
B.
LAN Technologies
C.
LAN Defined
D.
History of the Internet
V.
Structure of the Internet
A.
Basic Structure
B.
Infrastructures
C.
Packet Switching
D.
Structure of the Internet: DNS
VI.
Dramatic growth of the Internet-A .Com World
VII. Innovative Applications
I
A.
The World Wide Web reaches world wide fans during World
Cup Soccer action
B.
Three distinct stages to customer communication on
the Web
C.
Consumer-to-consumer Commerce
D.
Consumer auctions such as eBay and Yahoo!
E.
Customers as partners
VIII.
Innovative Applications II
A.
Development of intranets and extranets
B.
20th century marketing technology--the ties
to communication & transportation
IX.
An Internet Marketing Methodology
A.
Key role of technology enabling speed, customization,
and dialogue
B.
RealAudio systems add sound and motion
C.
Which features of technology need improvement and provide
marketing opportunity
D.
Economic drivers of the Internet
X.
The Digital World
A.
Learning Objectives
B.
Understand the impact of digital technology in marketing
C.
Be able to apply the concept of Moore’s Law to technology
D.
Learn what a digital environment is
E.
Realize the importance of Interactive Media to successful
Internet marketing
F.
Relate technology to the business process
XI.
Digital technology
A.
Benefits of digital technology for marketers
B.
The impact of rapidly declining costs-- Moore’s Law
C.
Convergence of technologies--satellites, TV, radio,
computers, photography
D.
The power of exponential changes allowing faster consumer
adoption
E.
Computer technology decreases as others are increasing
(newsprint, sales costs, time)
F.
Language translation allows for global commerce
XII.
Digital Environments--Murray’s four fundamentals of digital
environments
A.
Procedural
B.
Participatory
XIII.
Digital Environments II
A.
Spatial
B.
Encyclopedic
XIV.
Digital Convergence--Interactive Media
A.
Cheap and powerful digital technology has led to a
convergence of industries
B.
Computing--in 1996 a $419 billion industry
C.
Communications, including cable, telephone, satellite,
and wireless
D.
Media content --TV shows, movies, cartoon characters,
news, music
XV. The Financial Sector
A.
Trillions of dollars are traded and/or transferred
each day (2.3)
B.
Direct deposit of paychecks--by 1995, 45.2 % of private
workforce used direct deposit
C.
Automatic payments of mortgages, student loans, insurance
premiums, etc.
D.
The coming of digital money--we are almost there!
E.
Issues--accessible, easy to use, and secure
XVI.
How Digitizing Works
A.
First digital code used by telegraph--dots and dashes
(similar to 1’s and 0’s)
B.
Many things are already stored in digitized form--like
this text!
C.
Colors are assigned a string of numbers to represent
each color
D.
The sharper the image, the more pixels (assigned strings
of numbers) needed
E.
Three dimensional digitizing
F.
The challenge of cost and time-effectiveness
G.
Be sure, capture material and store it digitally for
future use
XVII.
Business Process Point of View
A.
First-level processes are value creation that marketing
performs--marketing & selling
B.
Second level processes are more detailed and complex
C.
Substituting digital material can significantly reduce
cost--online marketing research
D.
Redesigning marketing processes to use digital--electronic
ticketing
XVIII.
Networks: Learning
Objectives
A.
Help students understand the exponential value of communication
networks
B.
Discuss the scope and capabilities of virtual value
activities
C.
Demonstrate how and why the Internet works or doesn’t
work
D.
Describe the types of networks within companies
XIX.
Marketing with Networks I
A.
Networks are a Social technology
B.
Ubiquity -- ever-present, accessible by all
C.
Expectations -- participant’s views of successful technologies
D.
Sharing -- efficiency through reciprocity
E.
Specialization -- freedom to specialize in areas of
key capabilities
XX.
Marketing with Networks II
A.
Metcalfe’s Law
B.
Measures of network value
XXI.
Self-Fulfilling Expectations I
A.
Publicity & Celebrity -- .com executives as celebrities
B.
The Economic Logic of Hype
C.
Sharing
D.
More users lead to lower per-user cost
E.
Sharing work across time zones allows for 24 hour,
7 day service
XXII.
Self-Fulfilling Expectations II
A.
Specialization
B.
Virtual Value Activities
XXIII. Why the Internet
Works
A.
Reliability
B.
American researchers focused on reliability in the
event of nuclear war
C.
Paul Baran and the use of the “new” digital technology
(1960)
D.
Efficiency
E.
British researchers focused on cost and efficiency
F.
Scalability through standards
G.
Scalability -- the capability to grow and add destinations,
locations, paths, capabilities, and resources
XXIV.
When the Internet Stumbles
A.
Breakdowns and outages -- no guaranteed service!
B.
Delay and lags
C.
Server lags -- under capacity due to shifts in demand
XXV.
Networks
Inside companies
A.
The public Internet
B.
Extranets
