Internet: Past and Present

1
Internet Past and Present

• Chapter 1

2
(No Transcript)
3
Learning Objectives

• To develop a marketing perspective in the
  Internet age
• To examine links from the Internets past
• To examine links to the Internets present
• To identify current effects of the Internet
  economy

4
Links From the Internets Past

• Look to the future but learn from the past
• Connections to past events, discoveries,
  innovations

5
Historical Triggers
6
Links From the Internets 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

7
Links From the Internets 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

8
Links From the Internets 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

9
Links To the Internets 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

10
(No Transcript)
11
Links To the Internets Present (contd)

• 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

12
Current Effects of the Internet Economy

• Access
• Speed
• Reduced inventory costs
• Reduced supply costs

• Worldwide exposure
• Pricing transparency
• Reduced intermediary costs
• Customer satisfaction

13
(No Transcript)
14
(No Transcript)
15
Current Effects of the Internet Economy (contd)

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

16

17
Effect on Business Processes

• Cost
• Quality
• Customer Access
• Choice

18
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

19
The Overall Effectof the Unique Characteristics
of the Internetis anImportant Shift of
Power/ControlTO THE CUSTOMER.