The Internet: Past And Present Chapter One. Copyright © Houghton Mifflin Company. All rights reserved.1–21–2 Learning Objectives To develop a marketing

The Internet:

Past And Present

Chapter One

Copyright © Houghton Mifflin Company. All rights reserved. 1–2

Learning Objectives

• To develop a marketing perspective in the Internet age

• To examine links from the Internet’s past

• To examine links to the Internet’s present

• To identify current effects of the Internet economy


A Marketing Perspective In the Internet Age

• Marketing brings buyers and sellers together to facilitate satisfying exchanges

• Practically anything can be marketed

• Internet marketing is marketing in electronic environments


Links From the Internet’s Past

• Look to the future but learn from the past

• Connections to past events, discoveries, innovations

Figure 1-1: Historical Triggers


Links From the Internet’s Past: Communication

• Long history of written communication– Cave drawings

– Egyptian hieroglyphics

• First information revolution and the dissemination of ideas

• Second information revolution led by the Internet


Links From the Internet’s Past: Industrialization

• Two industrial revolutions led by inventions in England and U.S.– Mechanized manufacturing, modern industries,

modern marketing

– Steam power for manufacturing and transport

– Electricity, chemicals, internal combustion engine

• Some groups and individuals fought rapid change in societies– Luddites


Links From the Internet’s Past: Numeration

• Thinking quantitatively and expressing relationships in numeric form

• Thinking machines– Charles Babbage's digital analytical engine

– Ada Byron's computer program

– Herman Hollerith's punch cards

– Eniac


Links To the Internet’s Present

• Changes since the first information revolution– Population growth

– More channels for mass and interpersonal communication

– Innovations diffuse more rapidly

– Moore's law and the power of the chip



Links To the Internet’s Present (cont’d)

• Contributions of The Cold War and Sputnik

• Initial ARPA and DARPA research

• Four peer computer nodes connected in 1969

• Development of TCP/IP protocols

• Release of the World Wide Web– Open, not proprietary


Links To the Internet’s Present (cont’d)

• HTML Berners Lee

• Mosaic (University of Illinois)

• Netscape

• Internet Explorer

• Firefox ?


Current Effects of the Internet Economy

• Access

• Speed

• Reduced inventory costs

• Reduced supply costs

• Worldwide exposure

• Pricing transparency

• Reduced intermediary costs

• Customer satisfaction




Current Effects of the Internet Economy (cont’d)

• Tomorrow's Internet– Faster and more stable – More secure – Virtual reality – New jobs and occupations – Wireless– Speech commands– Multiple concurrent web access– Barrier-free– Web 2.0


Web 2.0

• Blogs

• Wikis– Open (wikipedia.org)

– Proprietary (class wiki)

• RSS / XML

Documents

The Internet: Past And Present Chapter One. Copyright © Houghton Mifflin Company. All rights reserved.1–21–2 Learning Objectives To develop a marketing