Internet Marketing Analysis
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Soviet Union launches Sputnik
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Oct 4 1957
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Pres Eisenhower creates ARPA, a DOD project
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Feb 1958
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DARPA
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ARPA changes name to....
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DARPA in 1996
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Changed back and forth from DARPA to ARPA and settled on....
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1 megabyte
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A large novel - Size of a tiny ant
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1 gigabyte
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Info in the human genome - Size of a short person
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1 terabyte
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Annual world lit. production - Size of the Auckland Harbor Bridge
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1 petabyte
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All US academic research libraries - Length of New Zealand
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1 exabyte
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2/3's of the annual production of info - Diameter of the sun
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The research that culminated in the ARPAPNET - the precursor of the Internet
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DARPA initiatives and funding from the National Science Foundation (NSF) led to...
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Jan 1,1983 - ARPAPNET's Network Control replaced by TCP/IP
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The dawn of the modern Internet
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1991: Commercial restrictions...
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lifted on the Internet
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the Internet's main high speed lines and nodes to private industries
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1995: NSF hands over...
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The Internet's Characteristics (7)
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1. Network of Networks 2. IP devices 3. Non-proprietary (PUBLIC) 4. Worldwide 5. Cooperative 6. TCP/IP (Transmission Control Protocol/Internet Protocol) 7. Synchronous and asynchronus data exchange
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IETF (Internal Engineering Task Force)
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Primary organization which oversees standards for the Internet - an open international community of network designers, operators, vendors, and researchers
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ICANN (Internet Corporation for Assigned Names and Numbers)
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Responsible for IP address space allocation and domain name system management
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InterNIC (Network Information Center)
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Currently defunct - Played a role similar to ICANN in the past
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IAB (Internet Architecture Board)
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A technical advisory group of the Internet Society, which is responsible for overseeing the technical evolution of the Internet
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Highest number of Internet Users by Country
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China
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Highest Internet penetration rate by country
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Iceland US is 20 something?
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The "fathers" of the Internet
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Robert "Bob" Kahn Vint Cerf
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The concept of the "killer app" IBM PC
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the spreadsheet
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The concept of the "killer app" Macintosh
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desktop publishing
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The concept of the "killer app" The Internet
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Email
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Ray Tomlinson (employee of BBN - company instrumental in the development of ARPAPNET)
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Inventor of the email
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1971 by Tomlinson
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First email sent when and by whom
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The rise of the Web Static Websites BrochureWare
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websites or web pages produced by converting a company's printed marketing or advertising material into an Internet format.
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The rise of the Web Web 2.0 Characteristics (3)
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1. User generated content 2. Emphasis of usability 3. Interoperability
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The rise of the Web Web 2.0 Origin of the Idea
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O'Reily
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The rise of the Web Web 2.0 Requirements
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Server side languages Databases
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e-commerce
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According to your instructor, which of the following is the most prevalent spelling of the term of electronic commercial transactions?
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1983
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The origin of the Internet can be traced back to a modest project that began in _____.
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Small and simple
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Personal resume websites are best examples of websites that are ______ ___ ________.
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UK
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What is the nationality of the person who invented the WWW?
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e-governance
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The website operated by the City of Denton and the USA.gov website are both best classified as sites that deal with ______.
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Every 12 hours
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According to one expert's estimates, the quantity of human knowledge used to double every 25 years at about the end of WWII. In the near to intermediate future, however, that kind of growth is expected to take place every _______.
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US National Science Foundation (NSF)
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Which of the following organizations played a key role in the genesis of the Internet?
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Server side language examples
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PHP ASP.net Java Python C C++ Go ColdFusionMarkupLanguages (CFML) Perl
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Google.com
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Alexa's Rankings: Most Popular Website
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1. Power shift - to the consumer 2. Time compression / Increased velocity 3. Death of distance / Global reach 4. Knowledge placement / Primacy of Intellectual Capital 5. Interoperability / Interdisciplinary focus 6. Market deconstruction / disintermediation
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Name The new rules of the evolving economy (6)
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Market deconstruction / disintermediation
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Channel bypass DELL Casper
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e-commerce
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Commercial transactions conducted electronically on the Internet
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E-business
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"All about time cycle, speed, globalization, enhanced productivity, reaching new customers and sharing knowledge across institutions for competitive advantage" - said by: Louis V. Gerstner, Jr. (ex-Chairma, IBM)
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EB = EC + BI + CRM + SCM + ERP
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E-business formula
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Digital marketing / e-marketing / Internet marketing
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"the marketing of products and services using digital channels to reach consumers" - said by: Financial Times Lexicon enables engagement like Pepsi's "Do us a flavor" campaign
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Inbound marketing
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Idea is to pull consumers (instead of "spray and pray") and turn strangers into promoters of your business Seth Godin said that it is "similar to permission marketing"
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Brian Halligan, CEO of HubSpot
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Who introduced Inbound Marketing?
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Amazon.com Zappos Southwest Airlines
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Name Inbound Marketing - Examples of companies
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Inbound Marketing definition from HubSpot
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Using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention. Sharing is caring and inbound marketing is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, attracts qualified prospects to your business and keeps them coming back for more.
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Generate interactivity Create interest / excitement Sustain relationships with customers
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Essence of Digital Marketing (Name the 3)
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Philadelphia Zoo
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Example of the Essence of Digital Marketing
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Depends on who you ask - different people see it differently
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What is e-commerce / Internet marketing?
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"The Elephant in the Dark" - remember video
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What is e-commerce / Internet marketing like?
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Technical (engineering) Creative (art) Commercial (business)
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Different functions within digital marketing
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All (technical, creative, commercial) centered around project management
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The different functions within digital marketing in larger companies is....
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A large and complex type/scope of website example(s) are...
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Web 2.0 sites Facebook, USA.gov Portal for Indian Railways Alibaba.com .... and more
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One of the 2 types of website categorization is based on...
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Type of ownership: Personal Commercial Governmental Non-profit
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The second type of website categorization is based on...
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Type of the "transaction dyad": Business-to-consumer (B2C) Business-to-business (B2B) Consumer-to-business (C2B) Consumer-to-consumer (C2C)
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Amazon, Dell computers
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B2C examples
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Alibaba.com
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B2B examples
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Fotolia, UpWork.com, webmasters using Google AdSense
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C2B examples
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eBay, craigslist, GumTree, Airbnb
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C2C examples
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Amazon Affiliate serves both C2C and C2B
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Overlap of models example
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e-governance "x2y" types
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G2C G2B G2G G2E
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Business Model
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How businesses expect to create revenues and generate a profit
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A SIMPLE business model
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A company makes goods and sells it to its customers Revenue exceeds costs, thus there is a profit
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Categories of business models
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Advertising Affiliate Marketing Brokerage Merchant Subscription
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Amazon affiliate
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Example of affiliate marketing
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Priceline
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Example of brokerage
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Manufacturers - Dell.com e-tailers - Amazon, WalMart, Staples Bit vendors - Getty Images, StockPhotos, iTunes
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Examples of merchant
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Netflix, Spotify Also traditional companies like Adobe Systems, Microsoft
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Examples of subscription
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"pure play" e-tailers
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Amazon and Newegg is an example of what under merchant business model
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"click and mortar" or "brick and click"
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Staples and WalMart is an example of what under merchant business model
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Community business model
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All social media sites Thrives on loyalty Associated with high levels of involvement
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Revenue Model vs. Business Model
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_________ are how you plan on making money and _________ are how you plan to continue to make money. - said in an article by: James Garvin
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a mix of revenue models
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Typically organizations use....
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earliest, easy, not
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Advertising was one of the ________ models and seems ______ but it is ______
