How Do You Harness the
Power of the Web?

Student Learning Outcomes
1. List and describe the ways in which B2C e-commerce businesses personalize your shopping experience on the Web.
2. Define how B2C e-commerce businesses create Web sites that are “sticky.”
3. Describe the various marketing and advertising strategies B2C e-commerce businesses use to reach you.
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Student Learning Outcomes
4. Discuss your payment options for making e-commerce purchases and the methods e-commerce businesses use to ensure the security of those transactions.
5. Describe how to publish and maintain a
Web site.
6. Discuss how Web developers use
XHTML, XML, CSS, and other Web technologies to make e-commerce and m-commerce Web sites.
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Student Learning Outcomes
7.
Compare and contrast client-side Web programming languages with server-side
Web programming languages.
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Explore the world of e-commerce by addressing two major topics:
– Business to consumer e-commerce activities
– Web site authoring and management
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• E-commerce is commerce that technology facilitates and enhances
– Reach more customers
– Distribute information quickly
– Establish relationships
– Be innovative in commerce functions
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Electronic commerce – Commerce that is facilitated and enhanced by technology
Business to consumer (B2C) – Business selling products and services through e-commerce to customers who are primarily individuals
Business to business (B2B) – Business selling products and services through e-commerce to customers who are primarily other businesses
 SimNet Concepts Support CD: “B2B and E-Commerce”
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8.1 Keys to Success in B2C
Electronic Commerce
Businesses must follow sound business principles
Personalize the consumer shopping experience
Create Web sites that consumers want
To visit frequently
“Sticky”
Effectively market
And advertise their sites
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Personalizing The Shopping
Experience
• Web personalization is the process of customizing a Web page or series of Web pages according to a customer’s preferences
– Example: Amazon.com
• Shopping cart software that stores information about your e-commerce purchases
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B2C e-commerce businesses strive to create
“sticky” Web sites with a high degree of usability
• Usability refers to how easy it is to use a
Web page or site
• Electronic catalog an electronic product or service presentation in which you enjoy a rich combination of media
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• M-commerce (mobile e-commerce) allows you to use wireless devices such as smart phones or PDAs to buy and sell products and services through Web e-commerce

SimNet Concepts Support CD:
“E-Commerce and Shopping Online” and “Internet Appliances”
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p.8.228 Fig. 8.2
Amazon.com’s “Sticky”
Web Site
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Building E-Commerce Web
Site
• C2C Selling
– List your products in a virtual auction
– Specify minimum price, description, and length of time for the auction
– Credit cards or digital money
• B2C Selling
– Use an e-commerce enabled Web site host
– Pop-ads
– Internal malls
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B2C Marketing and
Advertising Strategies
Register a Site with
Search Engines
Banner Ads and Click-
Throughs
Affiliate Programs
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Registering a Site with
Search Engines
• Search engines give you the ability to find Web sites by key word or words or by asking questions
• Cost can range from free to several thousand dollars per year
– Yahoo! Express
– WebMaster p.8.229 Fig. 8.3
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Advertising: Banner Ads and Click-Throughs
• Banner ad a graphical advertisement that will take you to another site if you click on it
– Pop-up ad a small Web page containing an advertisement that appears on your computer screen outside the current Web site loaded into your browser
– Pop-under ad a form of a pop-up ad that you do not see until you close your current browser window
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• Click-through is information that is captured when you click on an ad to go from one
Web site to another
• The business that placed the ad must pay the hosting site for every click-through
– CNET and Gateway p.8.230 Fig. 8.4
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• Affiliate program (associate program) allows an e-commerce business to sell goods and services via another Web site
• Businesses can make money just by creating a “sticky” Web site that people visit and then click on links to other affiliate sites
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Marketing To and Through
Customers
Viral Marketing
Opting in and Opting out Personalization Filtering
Pop-Up Ads
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Opting In and Opting Out
Opting in – is when an individual gives a Web site permission for alternative uses of their personal information
Opting out – is when an individual says no to alternative uses of their personal information
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• Viral marketing is a set of techniques that ecommerce businesses use to gather personal information about individuals, use that information in their own promotional campaigns, and sell that information to other e-commerce businesses p.8.232 Fig. 8.6
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Collaborative Filtering
Psychographic Filtering
Adaptive Filtering
Profile Filtering
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8.2 Payment Methods and
Secure Transactions
E-Commerce Payments options for paying for purchases on the Internet:
Credit Card
Financial
Cybermediary
Future: Digital
Cash
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• Financial cybermediaries are Web-based companies that make it easy for one person to pay another person or Web-based business over the Internet
• One of the best know is
PayPal which is widely used by people participating in auctions on eBay p.8.234 Fig. 8.7
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Secure Sockets
Layers
Secure Electronic
Transactions
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Creates a secure and private connection between a Web client and Web server
Secure Sockets
Layers
Encrypts the information
Sends the information over the Internet
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Secure Electronic
Transactions
1. Creates a secure and private connection between the Web client and Web server
2. Encrypts the information
3. Sends the information
4. Merchants can verify a customer’s identity by securely transmitting credit card information to the business that issued the credit card for verification
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8.3 Web Authoring and Web
Site Management
• Web authoring involves creating attractive and functional Web sites
• Web site management deals with creating, updating, and managing Web sites quickly and efficiently
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• It is easy to create your own Web page
• Should be familiar with HTML
– Hypertext Markup
Language
– Basic language to create Web pages
 SimNet Concepts Support CD:
“HTML - The Language of the
Internet” p.8.238 Fig. 8.9
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• Lets you decide how information will appear on a page
• Place commands in angle brackets <>
• Commands are called HTML tags
– Commands specify the formatting of information
• HTML tags are placed in an HTML document
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Format
Tags
Meta
Tags
Heading
Tags
Image
Tags
List
Tags
Link
Tags
HTML has
Over
1,000
Tags
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• Basic formatting tags:
– Bold <strong> and </strong>
– Italics <em> and </em>
– Underline <u> and </u>
• Heading Tags:
– Presents a title for your page
• <h1> and </h1> to <h6> and </h6>
• Meta Tags:
– provide information for search engines about your
Web page
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• List Tags
– Present information in the form of a list
• <ul> and </ul>
• <ol> and </ol>
• Link Tags
– Create links to other sites, pages, downloadable files, and e-mail
– <a href="http://www.wmich.edu">Western
Michigan University</a>
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• Image Tags:
– Allows you to insert photos or other images
– Image formats
• JPEGs – Joint Photographics Expert Group
• GIFs – Graphics Interchange Format
• PNG – Progressive Network Graphic
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• WYSIWYG HTML editors
– Netscape Composer
– Amaya HTML Editor
• Allows you to change the displayed version instead of the actual HTML document
• Web site management software

SimNet Concepts Support CD: “HTML Editors”
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• Web site management allows you to create, update, and manage all of your web pages quickly and efficiently
– Macromedia
Dreamweaver
– Microsoft FrontPage
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• FTP program is used to move files between computers so people can view them on a Web server
– Example: Iswitch.com
File Transfer Program:
WS_FTP

SimNet Concepts Support CD: “Web Hosting”
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8.4 Advanced Web
Technologies
Cascading Style Sheets (CSS)
XML (Extensible Markup Language)
XHTML (Extensible Hypertext Markup
Language)

SimNet Concepts Support CD: “Programming Languages”
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Types of Cascading Style
Sheets
Inline CSS: Changes the appearance of a single
HTML tag in one HTML document
Embedded CSS – changes the appearance of a
single type of HTML tag in one HTML document
External CSS: Uses a stylesheet file to change a
single type of HTML tag in an entire Web site
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XML (Extensible Markup
Language) Terminology
• XML is a markup language that uses customized tags to describe how to organize and exchange information between applications
• XML Syntax is a set of rules and standards used to organize information for XML use
• XML declaration tells Web browsers what XML version you are using
• XML element set of XML tags (open and close)
• Well-formed XML document is an XML document that meets all syntax requirements
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• Many wireless devices such as PDAs, smart phones, and cellular phones interpret Web information using wireless application protocol
 SimNet Concepts Support CD: “Wireless Communications” p.8.246 Fig. 8.15
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Wireless Application
Protocol
• WAP is a collection of communications protocols that allows wireless devices to access the Web. For WAP to work, you need three items:
Web Server
Web-enabled Device WAP Gateway
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Client-Side Web
Programming Languages
• Client-side Web programming languages employ the computing power of users’ Web browsers to add functionality to Web pages
• Most common client-side programming is
JavaScript
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Server-Side Web
Programming Languages
• Client-side Web programming languages use Web server resources to retrieve information, process information, and customize
Web pages for users
• Web developers commonly use these scripts:
– Common Gateway Interface
– Active Server Pages
– Hypertext Preprocessor
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Common Server-Side
Scripts
CGI
Common
Gateway
Interface
ASP
Active
Server
Pages
PHP
Hypertext
Preprocesso r
A specification that enables all
Web clients to interact with all
Web servers
Uses a combination of
HTML,
VBScript, and specific commands to build interactive
Web pages
Is a server-side scripting language Web developers use to create dynamic Web pages
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• Web developers must continually strive to keep their skills current in order to keep their Web sites competitive
• Certification is becoming a much sought after achievement in the IT market
 SimNet Concepts Support CD: “Careers”
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• Adaptive filtering
• Affiliate program
• Active Server Page
• Banner ad
• B2C e-commerce
• Common Gateway
Interface (CGI)
• Click-through
• Client-side Web programming language
• Collaborative filtering
• Cascading Style Sheet
• Electronic catalog
• Electron commerce
• Encryption
• Financial cybermediary
• Hypertext Markup
Language (HTML)
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• JavaScript
• M-commerce
• Opting in
• Opting out
• Hypertext
Preprocessor
• Pop-under ad
• Pop-up ad
• Profile filtering
• Psychographic filtering
• Secure Electronic
Transaction (SET)
• Secure Sockets
Layer
• Server-side Web programming language
• Shopping cart
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• Usability
• VBScript
• Viral marketing
• Wireless Application
Protocol (WAP)
• Web developer
• Web personalization
• Extensible HTML
(XHTML)
• Extensible Markup
Language (XML)
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1. Defining a B2C E-Commerce Business
 What’s your path to profitability?
2. Creating a Web Page with Style
 Can you use CSS?
3. Organizing Information with XML
 Explore XML syntax
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Hands On Projects
E-Commerce
1. Getting Your Site on a Search Engine
2. Using Personal Portals
 Customize your Web entry
3. Buying Clothes/Return Policies
 What if they don’t fit?
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Hands On Projects
Ethics, Security & Privacy
1. To Pop-Up or Not: Effective or Annoying?
 Do you like them popping up everywhere?
2. Are Cookies Bad for You?
 Are they bad for your computer?
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Hands On Projects on the Web
1. Evaluating an E-Commerce Experience
2. Analyzing Advertising
 Are Web ads effective?
3. Exploring Web Development Resources
4. Watching the Wireless Web
 Are you wirelessly wired to the Web?
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Hands On Projects
Group Activities
1. Exploring Job Opportunities
 How do they compare to June 2003?
2. Surveying Web Site Development Habits
 Who does what?
3. Surveying E-Commerce Habits
 Do many people really shop on the Web?
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