This exam preparations summarizes all the important knowledge necessary to pass an E-Commerce exam:
History of the Internet (when? Why? Background? Political background?);
Difference between www and Internet / Who invented www;
Typical services of www;
Technical background (what inventions, how many listeners);
New Economy;
Some Definitions;
B2C/B2B/C2B/C2C;
What is Intranet / Extranet?;
Information Society;
Five key drivers;
Moore’s law;
Web 2.0;
Comparing services of Web 1.0 and Web 2.0;
Push & Pull Communication;
1-2 mega trends;
Attributes of value added;
Revenue sources;
Social media (criteria);
Small world (what is the idea? Where used?);
Storytelling;
Viral Marketing (+ examples);
Marketing in eCommerce.
Table of Contents
1. History of the Internet (when? Why? Background? Political background?)
2. Difference between www and Internet / Who invented www
3. Typical services of www
4. Technical background (what inventions, how many listeners)
5. New Economy
6. Some Definitions
7. B2C /B2B/C2B/C2C
8. What is Intranet / Extranet?
9. Information Society
10. Five key drivers
11. Moore’s law
12. Web 2.0
13. Comparing services of Web 1.0 and Web 2.0
14. Push & Pull Communication
15. 1-2 mega trends
16. Attributes of value added
17. Revenue sources
18. Social media (criteria)
19. Small world (what is the idea? Where used?)
20. Storytelling
21. Viral Marketing (+ examples)
22. Marketing in eCommerce
Research Objectives and Topics
This document provides a foundational overview of the evolution, technical infrastructure, and economic impact of the Internet and the World Wide Web, with a specific focus on the transition toward social-media-driven marketing strategies.
- Historical evolution of the Internet from ARPANET to modern commercial use.
- Technical differences between the Internet, the WWW, and Intranet/Extranet systems.
- Economic shifts, including the rise and fall of the New Economy and the "dot-com" bubble.
- Strategic shifts from traditional push-based advertising to modern, interactive pull-communication and social media marketing.
Excerpt from the Book
12. Web 2.0
= participate, be active, have an interactive part, web as a platform
Tim O‘Reilly (2005): „Like many important concepts, Web 2.0 doesn‘t have a hard boundary, but rather, a gravitational core. You can visualize Web 2.0 as a set of principles and practices that tie together a veritable solar system of sites that demonstrate some or all of those principles, at a varying distance from that core“.
no real existing definition
not a new invention but a proceeding realization of the original objective of the network of people (only a new system and way to use it)
concept leans on versions of the software products
users create, publish & share contents
users are connected by social networks
Chapter Summary
1. History of the Internet (when? Why? Background? Political background?): Outlines the origins of the Internet, beginning with Cold War military requirements and the development of ARPANET.
2. Difference between www and Internet / Who invented www: Defines the technical distinctions between the global infrastructure of the Internet and the hypertext-based World Wide Web.
3. Typical services of www: Categorizes various online services, ranging from basic communication tools like email to bulletin boards and information retrieval systems.
4. Technical background (what inventions, how many listeners): Discusses the rapid diffusion of Internet technology compared to traditional media like radio and television.
5. New Economy: Analyzes the economic impact of IT, the speculative "dot-com" bubble of the late 90s, and market volatility.
6. Some Definitions: Clarifies terminology regarding eCommerce and eBusiness and their organizational overlap.
7. B2C /B2B/C2B/C2C: Maps the different business models existing in digital environments between consumers and businesses.
8. What is Intranet / Extranet?: Distinguishes between internal corporate networks and extended services accessible to external stakeholders.
9. Information Society: Explores the shift toward intangible information products and the resulting global information overflow.
10. Five key drivers: Identifies technological growth, digitalization, networking, data volume, and information relevance as the primary forces shaping the digital age.
11. Moore’s law: Explains the observation that processor speeds double every 18 months.
12. Web 2.0: Examines the paradigm shift toward user-generated content, participation, and social interaction.
13. Comparing services of Web 1.0 and Web 2.0: Contrasts static content delivery with the dynamic, user-centric nature of Web 2.0.
14. Push & Pull Communication: Compares traditional broadcast marketing models with modern, interactive two-way communication.
15. 1-2 mega trends: Discusses the "death of control" and media fragmentation in the age of widespread self-publishing.
16. Attributes of value added: Highlights interactivity, dynamism, and decentralization as key digital values.
17. Revenue sources: Explains how digital businesses generate income through advertising, user charges, and cross-selling.
18. Social media (criteria): Defines social media as platforms for participation, collaboration, and community-driven content generation.
19. Small world (what is the idea? Where used?): Introduces Milgram’s concept of social distance and its application in online social networks.
20. Storytelling: Analyzes the role of authentic narrative in effective modern marketing strategies.
21. Viral Marketing (+ examples): Outlines the strategy of leveraging peer-to-peer recommendations for content spread.
22. Marketing in eCommerce: Reviews the evolution of marketing strategies from traditional 4P models to modern, social-media-integrated approaches.
Keywords
Internet, WWW, Web 2.0, New Economy, eCommerce, eBusiness, Social Media, Digitalization, Viral Marketing, Storytelling, Moore's Law, Networking, Information Society, Push and Pull Communication, Branding
Frequently Asked Questions
What is the primary focus of this work?
This document provides a comprehensive overview of the digital landscape, covering the historical development of the Internet, the economic implications of the digital age, and the evolution of marketing strategies from Web 1.0 to Web 2.0.
What are the central thematic fields discussed?
The core themes include the technical history of the Internet, the shift to an Information Society, the mechanics of the "New Economy," and the fundamental changes in how companies communicate with customers through social media and digital platforms.
What is the primary goal of the provided text?
The goal is to provide a structured educational overview that helps readers understand the transition from traditional, centralized communication models to decentralized, user-generated, and highly interactive digital environments.
Which scientific or theoretical frameworks are used?
The text utilizes concepts such as Moore's Law, the "Small World" hypothesis by Stanley Milgram, and established business models like B2B, B2C, and the 4P marketing mix to frame the discussion on digital evolution.
What does the main part of the work cover?
The main body examines technical infrastructure (like Intranet/Extranet), the distinction between Web 1.0 and Web 2.0, revenue generation strategies, and modern communication shifts like viral marketing and storytelling.
Which keywords best characterize this work?
Key terms include Internet, Web 2.0, eCommerce, Digitalization, Social Media, Viral Marketing, Information Society, and Interactive Communication.
How does the author define the "dot-com" bubble?
The bubble is described as a period of speculative over-investment in the late 90s, where traditional business metrics were ignored in favor of market share, eventually leading to a massive market correction in 2000-2001.
What is the difference between an Intranet and an Extranet?
An Intranet is a private, internal network for company employees using Internet standards, while an Extranet extends that infrastructure to authorized external partners, suppliers, and customers.
Why is Storytelling considered essential in modern marketing?
Storytelling is seen as a key to success because it provides authenticity and encourages consumers to identify with a brand, which is more effective than traditional, interruptive, one-way advertising.
- Arbeit zitieren
- Laura Herrmann (Autor:in), 2012, Summary E-Commerce, München, GRIN Verlag, https://www.grin.com/document/277880
