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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
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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
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Links From the Internet’s Past
• Look to the future but learn from the past
• Connections to past events, discoveries, innovations
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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
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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
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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
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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
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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
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Links To the Internet’s Present (cont’d)
• HTML Berners Lee
• Mosaic (University of Illinois)
• Netscape
• Internet Explorer
• Firefox ?
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Current Effects of the Internet Economy
• Access
• Speed
• Reduced inventory costs
• Reduced supply costs
• Worldwide exposure
• Pricing transparency
• Reduced intermediary costs
• Customer satisfaction
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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