Internet Architecture Creating Server Space

Marketing 380 Dr. Judy Strauss

Marketing 380 @ UNR: Principles of Internet Marketing 2004 Dr. Judy Strauss

What is the Internet?

Marketing 380 @ UNR: Principles of Internet Marketing 2004 Dr. Judy Strauss

You Got it
Social space Communication medium Business tool Technology And more

Marketing 380 @ UNR: Principles of Internet Marketing 2004 Dr. Judy Strauss

How Does the Internet Work (simplified version)?

Internet
Your Computer 1.2.3.4 (IP Addresses) Anothers Computer 5.6.7.8

IP (Internet Protocol) addresses are like telephone numbers for computers. They are static or dynamic, depending on ISP (Internet Service Provider)
Marketing 380 @ UNR: Principles of Internet Marketing 2004 Dr. Judy Strauss

Sending a message from one digital appliance to another on the Net

1. Satellite
1.2.3.4 5.6.7.8

Internet

2. Modem/telephone 3. Modem/cable
9.10.11.12

Marketing 380 @ UNR: Principles of Internet Marketing 2004 Dr. Judy Strauss

Enter the ISP: Moving Digital Data

MAE
(Metropolitan Area Exchange)

MAE
(Metropolitan Area Exchange)

NSP (SprintNet)
Network Service Provider

NSP (IBM)
Network Service Provider

NSP (UUNet)
Network Service Provider

Regional ISP (Earthlink)

Regional ISP

Regional ISP

Regional ISP

Local ISPs such as UNR

1.2.3.4 5.6.7.8

Internet

Marketing 380 @ UNR: Principles of Internet Marketing 2004 Dr. Judy Strauss

How To Know the IP Address of Anothers Computer?

Domain Name Servers (DNS) translate domain names typed Into an e-mail address or Web address (www.unr.edu) to IP addresses (134.66.124.255) 1.2.3.4

5.6.7.8

Internet

Marketing 380 @ UNR: Principles of Internet Marketing 2004 Dr. Judy Strauss

Another Thing LANs

Local Area Networks are a bunch of connected computers such as the lab in 312 (hard wired) or laptops in 102 (WiFi).

IPs 1.2.3.4

5.6.7.8

9.6.1.1

4.5.3.7

1.6.5.3

7.9.3.5

COBA Server
www.coba.unr.edu

WiFi in COBA (Wireless Network)

Marketing 380 @ UNR: Principles of Internet Marketing 2004 Dr. Judy Strauss

Client/Server Environment
Client (you) 1.2.3.4 COBA Server
www.coba.unr.edu

(via UNR, NSP, MAE)

http://www.dell.com Dell Server

Marketing 380 @ UNR: Principles of Internet Marketing 2004 Dr. Judy Strauss

Why is Client/Server Architecture Important?

Client
Sends request to server for files: .html, .doc, .ppt, .gif, .anything, simply by typing in the domain name and file name (http://unr.edu/homepage/jstrauss/380/week.htm) Has software to read such as e-mail (Outlook), Web (IE), and other applications

Server
Sends copies of requested files Puts cookies on client computer to track behavior Performs certain applications, such as adding data from forms to database, calculating things from forms, building Web pages from databases (Hi Judy and welcome back).

Marketing 380 @ UNR: Principles of Internet Marketing 2004 Dr. Judy Strauss

Internet Domain Names (see Chapt. 10 in E-Marketing)

Organizations spend a lot of time and money developing powerful, unique brand names for strong brand equity. For example, www.coca-cola.com.

Anatomy of a URL
A URL (Uniform Resource Locator) = Web site address = IP address (Internet Protocol) = domain name. Categorization scheme, similar to telephone area codes, that helps computer users find other computers on the Internet network.

Marketing 380 @ UNR: Principles of Internet Marketing 2004 Dr. Judy Strauss

Internet Domain Names

A domain name contains several levels http://www.dell.com
http:// = hypertext protocol www = world wide web = Not necessary and most commercial sites register their name both with and without it. dell = second level domain = The name of the company or the brand name. com = top level domain = Firms decide in which top level domain to register.

The Internet Corporation for Assigned Names and Numbers (ICANN) is a non-profit corporation that approves new names such as .biz, .name, .museum
Marketing 380 @ UNR: Principles of Internet Marketing 2004 Dr. Judy Strauss

Apple Computer Owned Second Level Domains

Company name
http://www.apple.com http://www.applecomputer.com

Product names
http://www.powerbook.com http://www.quicktime.com http://www.firewire.com http://www.webobjects.com http://www.applescripts.com http://www.ipod.com http://www.imac.com http://www.macintosh.com http://www.powermac.com http://www.ibook.com

Marketing trademarks
http://www.thinkdifferent.com
Source: http://digitalenterprise.org/
Marketing 380 @ UNR: Principles of Internet Marketing 2004 Dr. Judy Strauss

Which is Most Popular Top-Level Domain Name?

Network Wizards Internet Domain Survey Is your name taken as second level domain name? Do WHOIS search.

Marketing 380 @ UNR: Principles of Internet Marketing 2004 Dr. Judy Strauss

Registering a New Domain Name

VeriSign provides domain registering services for as low as $20 / year. Problems:
More than 97% of words in the dictionary already registered as domain names, The online name a firm desires may not be available.

A dictionary name is not necessarily the best option because it already has a meaning attached to it = difficult to build a competitive advantage.

Marketing 380 @ UNR: Principles of Internet Marketing 2004 Dr. Judy Strauss

Registering a New Domain Name

What happens if the firm name has been registered by someone else?
Come up with alternative names: DeltaComm, a software developer was the first to register www.delta.com before Delta Airlines (originally www.delta-air.com), Buy the name from the currently registered holder. Many creative Netizens register lots of popular names and offer them for sale at prices of up to millions of dollars:
GreatDomains.com allows users to buy and sell popular domain names. Cybersquatting is illegal (buying/selling a trademarked name)

Marketing 380 @ UNR: Principles of Internet Marketing 2004 Dr. Judy Strauss