2 Marks Question

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Hallmark Business School Online marketing 7

Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

1.Internet Marketing

Communicate a company's message about itself, its products, or its services. Conduct research as to the nature (demographics, preferences, and needs) of existing and

potential customers.

Sell goods, services, or advertising space over the Internet.Internet marketing

Marketing efforts done solely over the Internet. This type of marketing uses various onlineadvertisements to drive traffic to an advertiser's website. Banner advertisements, pay per click(PPC), and targeted email lists are often methods used in Internet marketing to bring the mostvalue to the advertiser. Internet marketing is a growing business mainly because more and morepeople use the internet every day. Popular search engines such as Google and Yahoo have beenable to capitalize on this new wave ofadvertising.

2.Online Marketing?

Online marketing or internet marketing is a relatively new, but rapidly expanding andfundamentally important aspect of strategic implementation. Indeed in many organizations, it

may be regarded as a functional aspect of marketing strategy and certainly of the business model.

Final Touch Inc considers online marketing very different from ordinary business marketing and

brings six categories of organic benefit: costs are reduced, capability is increased,

communications are refined, control is enhanced, customer service is improved and competitive

advantage may be achieved depending on the competitors reaction.

3.Intranets and Extranets

Intranet is the generic term for a collection of private computer networks within anorganization. An intranet uses network technologies as a tool to facilitate communicationbetween people or work groups to improve the data sharing capability and overall knowledgebase of an organization's employees.Intranets utilize standard network hardware and software technologies like Ethernet, WiFi,TCP/IP, Web browsers and Web servers. An organization's intranet typically includes Internetaccess but is firewalled so that its computers cannot be reached directly from the outside.A common extension to intranets, called extranets, opens this firewall to provide controlledaccess to outsiders.

An extranet is a computer network that allows controlled access from the outside for specific

business or educational purposes. Extranets are extensions to, or segments of, private intranetnetworks that have been built in many corporations for information sharing and ecommerce.

Most extranets use the Internet as the entry point for outsiders, a firewall configuration to limit

access, and a secure protocol for authenticating users.

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2/23

Hallmark Business School Online marketing 7

Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

4.What is a Portal ?

A web portal or links page is a web site that functions as a point of access to information in theWorld Wide Web. A portal presents information from diverse sources in a unified way.Apart from the standard search engine feature, web portals offer other services such as e-mail,news, stock prices, information, databases and entertainment. Portals provide a way for

enterprises to provide a consistent look and feel with access control and procedures for multipleapplications and databases, which otherwise would have been different entities altogether.Focus. Intranet portals offer news, event calendars, and email just as Web portals do, yet intranetcontent tends to be restricted to the information most relevant to the organization. Ostensibly thisallows employees to better focus on their job responsibilities by (hopefully) finding informationmore quickly, and it might also reduce the site's support burden.

Security. On the sample intranet portal (above) you can find several references to "groups":Group Members, Group Documents, Group Links, and so on. These correspond to functionalgroups within the organization. Access to certain intranet documents, for example, may berestricted to certain individuals or project teams with a "need to know." This concept is

essentially foreign to Web portals where individual visitors tend not to collaborate with eachother and Web portal administrators want all content accessible to everyone. Incidentally, it is anon-trivial implementation burden for intranet portals to support groups and groupadministration (adding and removing groups and members, maintaining access rights, auditing,and so on).

Authoring. Web portals tend to be produced by third parties. In intranets, on the other hand, theuser community usually generates a substantial portion of their own content. The GroupDocuments area of the sample portal illustrates just one way that intranet content can bepublished.

Eye candy. There is an element of salesmanship in Web portals that exists to a much lesserdegree on the intranet. Eye-catching true color clickable graphics with rollover effects such asthat on the MSNBC start page don't contribute much to the bottom line of an intranet portal.

5.Electronic commerce

Electronic commerce, commonly known as e-commerce, ecommerce, eCommerce or e-comm,refers to the buying and selling of products or services over electronic systems such as theInternet and other computer networks. Electronic commerce draws on such technologies aselectronic funds transfer, supply chain management, Internet marketing, online transactionprocessing, electronic data interchange (EDI), inventory management systems, and automated

data collection systems. Modern electronic commerce typically uses the World Wide Web atleast at one point in the transaction's life-cycle, although it may encompass a wider range oftechnologies such as e-mail, mobile devices and telephones as well

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Hallmark Business School Online marketing 7

Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

6.E-business

E-business (electronic business), derived from such terms as "e-mail" and "e-commerce," is the

conduct of business on the Internet, not only buying and selling but also servicing customers andcollaborating with business partners. One of the first to use the term was IBM, when, in October,

1997, it launched a thematic campaign built around the term. Today, major corporations are

rethinking their businesses in terms of the Internet and its new culture and capabilities.

Companies are using the Web to buy parts and supplies from other companies, to collaborate on

sales promotions, and to do joint research. Exploiting the convenience, availability, and world-

wide reach of the Internet, many companies, such as Amazon.com, the book sellers, have already

discovered how to use the Internet successfully.

7.E-commerce (electronic commerce or EC) is the buying and selling of goods and services onthe Internet, especially the World Wide Web. In practice, this term and a newer term, e-business,are often used interchangably. For online retail selling, the term e-tailing is sometimes used.

8.eMarketing Definition: eMarketing, e-Marketing, or Electronic Marketing is the act of tryingto achieve marketing objectives through electronic or digital means. Most eMarketing campaignsare performed through the use of Internet-based content, such as eNewsletters and emails. Seealso Internet Marketing.

9.Email marketing is a process of soliciting business prospects via email. It is essentially thesame as direct mail except that instead of sending mail through the postal service, messages are

sent electronically via email.

10.What is the marketing mix?

The marketing mix is one of the most famous marketing terms. The marketing mix is the tacticalor operational part of a marketing plan. The marketing mix is also called the 4Ps and the 7Ps.The 4Ps are price, place, product and promotion. The services marketing mix is also called the7Ps and includes the addition of process, people and physical evidence.

11.The E-Marketing Mix

The preceding discussion leads to the E-Marketing taxonomy portrayed on a cube in Figure 2.

Functions that do not as much moderate other functions (non-overlapping) are shown on the topsurface of the cube. The overlapping functions are placed in the lower part of the cube to conveythat they operate mainly by moderating any of the functions on the top surface in addition tomoderating each other. The resulting E-Marketing Mix is expressed in the acronym:4Ps + P2C2S3 The Product, Price, Place, Promotion and Sales Promotion functions are asdescribed in the traditional marketing mix. We note that most of the new elements are consideredessential from an E-Marketing perspective and overlap across the other elements.

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Hallmark Business School Online marketing 7

Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

12.Small and medium enterprises or small and medium-sized enterprises (SMEs; also smalland medium-sized businesses, SMBs, and variations thereof) are companies whose headcountor turnover falls below certain limits

Research objectives must be

All businesses need to set objectives for themselves or for the products or services they arelaunching. What does your company, product or service hope to achieve?

Setting objectives are important, it focuses the company on specific aims over a period of timeand can motivate staff to meet the objectives set.

A simple acronym used to set objectives is called SMART objectives. SMART stands forSpecific, Measurable, Achievable, Realistic and Time (SMART)

SMART Objective Table With Examples

SMART Meaning Examples

Specific Objectives should specifywhat they want to achieve.

For example a soft drinks company may want to achieve 3market share in 12 months.

Measurable You should be able tomeasure whether you are meeting theobjectives or not.

A 3% market share over 12 months means that each monmarket share targets can be measured against a specific goal.

Achievable - Are the objectives youset, achievable and attainable?

Is the 3% objective for the 12 months achievable? Does t

company have the resources, man power and finances to achieit?

Realistic Can you realisticallyachieve the objectives with theresources you have?

Is the 3% objective over a 12 month period realistic or does tcompany need longer? Does the company have the skills aresources to achieve this over the time period set.

Time When do you want to achievethe set objectives?

In our example the company have set themselves a period of months to achieve the 3% market share target.

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Hallmark Business School Online marketing 7

Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

13.SMART

S- SPECIFICM- MEASURABLEAACHIEVABLE

R-REALISTICT- TIMELY14.Anticipated changesPlanned changes and research may determine the success of the changes

15.Emergent changes

Unexpected and unforeseen16.Opportunities based changes

When the changes are initiated as reaction to unanticipated opportunities and events

17.Gathering the data

18.Begins with the secondary /desk research

It can be internal and external

Internal : sales records ,customer lists, internal surveys, annual accountsExternal : Government statistics ,local regions (business information companies such asMintel,Dun & Bradstreet as well as the Newspaper publishers like the Financial Times(www.FT.com ) and Wall Street journal (www.wsj.com) have migrated to online providingcomprehensive data on countries

19.Online survey methods1. E-mail questionnaires2. Web questionnaires3. Public Chat and discussion Groups4. Online focus Groups

E-Mail Questions is an Email Help Desk featuring our Email Support Forums and EmailDiscussions. Our members enjoy talking about email and providing free support to people thatneed email help.

20.what Is a Web Survey?

A survey is a method of gathering information from a number of individuals, known as a sample,in order to learn something about the larger population from which the sample isdrawn. Although surveys come in many forms, and serve a variety of purposes, they do sharecertain characteristics. In order for the objectives of a survey to be met, the results must reliablyproject on the larger public, from which the sample is drawn. A sample can be scientifically

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Hallmark Business School Online marketing 7

Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

chosen so that each individual in a population has a known chance of selection. This ensures thata sample is not selected haphazardly or uses only those eager to participate. The sample size fora survey will depend on the degree of reliability necessary and how the results are to be used. Aproperly selected sample should be able to reflect the various characteristics of a total populationwithin a very small margin for error. There are many surveys that study the total adult

population but many others that focus on selected populations: employees, academics, industryexperts, computers users, or customers that use a particular product or service.

1. Multi channel marketing strategyDefines how different marketing channels should integrate and support each other in terms oftheir proposition development and communication based in their relative merits for theircustomers and the company.

2. BlogsPersonal online diary ,journal or news source compiled by one person or several people

3. Multi channel marketingCustomer communications and product distribution are supported by a combination of digitaland traditional channels at different points in the buying cycle.

4. E-businessElectronic business - all electronically mediated information exchanges ,both within anorganization and with external stakeholders supporting the range of business processes.

5. Business to business (B2B)Commercial transaction between an organization and other organization

6. Business to customer (B2C)Commercial transaction between an organization and customers

7. Customer to customer (C2C)Informational or financial transactions between customers but usually mediated through abusiness site

8. Customer to business (c2b)Customers approach the business with an offer

9. E-GovernmentThe use of the internet technologies to provide government services to citizens

10.Brochure ware siteA simple site with limited interaction with the user that replicates offline marketing literature11.Stage modelsModels for the development of different levels of internet marketing services

12.Transactional sitesSites that support online sales

13.Mixed mode of buying

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The process by which a customer changes between online and offline channels during thebuying process.

14.DisintermediationThe removal of intermediaries such as distributions or brokers that formerly linked a

company to its customers.15.Rein mediation

The creation of new intermediaries between customers and suppliers providing services suchas supplier search and product evaluation

16.World wide webThe world wide web is a medium for publishing information and providing services on theinternet .It is accessed through web browsers ,which displays site content on different web pages .Thecontent marking up web sites is stored on web servers.

17.Web serversWeb servers are used to store the web pages accessed by web browsers .They may also

contain databases of the customers or product information ,which can be queried andretrieved using a browser .

18.Web browserBrowser such as Mozilla Firefox and Microsoft Internet Explorer provide an essay method ofaccessing and viewing information stored as HTML web documents on different web serves.

19.Uniform (Universal) resource locator (URL)A web address used to located a web pages on a web server

20.ClientserverThe client server architecture consists of client computers such as PCs sharing resourcessuch as a data base stored on a more powerful server computer

21.Internet service provider (ISP)A provider enabling home /business users a connection to access the internet .They can also host web- based applications

22.Pod castsIndividuals and organizations post online media which can be viewed in the appropriate

players including the IPod which first sparked the growth in this technique

23.Web analyticsTechniques used to assess and improve the contribution of e-marketing to a business,including reviewing traffic volume ,referrals ,click stream ,online reach data, customersatisfaction surveys ,leads and sales.

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Hallmark Business School Online marketing 7

Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

24.Outbound internet based communicationThe web site and e-mail marketing are used to send personalized communication to customersInbound internet based communications

Customer enquire through webbased form and e-mail.

25.Mixed mode buyingThe process by which a customer changes between online and offline channels during thebuying process.

26.Back bonesHighspeed communications links used to enable internet communication across a countryand internationally

27.Static web pageA page on the web server that is invariant.

28.HTML(Hyper text Markup language )A standard format used to define the text and layout of webpages.HTML files usually havethe extension .

29.XML or extensible Markup LanguageA standard for transferring structured data unlike HTML which is purely presentational.

30.GIF (Graphics Interchange Format )A graphics format and compression algorithm best used for simple graphics

31.JPEG(Joint Photo graphics Experts Groups)A graphics format and compression algorithm best used for photographs

32.PluginAn addon program to a web browser providing extra functionality such as animation

33.Streaming mediaSound and video that can be experienced within a web browser before the whole clip isdownloaded

34.Web 2.0 conceptA collection of web services that facilitate certain behaviors online such as communityparticipation and user generated content ,rating and tagging .

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Hallmark Business School Online marketing 7

Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

35.Ethical standardsPractices or behaviors which are normally accepted to society

36.PrivacyA moral right to individuals to avoid intrusion into their personal affairs

37.Identify theftThe misappropriation of the identity of another person without their knowledge or consent

38.Personal dataAny information about an individual stored by companies concerning their customers oremployees.

39.NotificationThe process whereby companies register with the data protection register to inform about

their data holdings

40.Data controllerEach company must have a defined person responsible for data protection

41.Data subjectThe legal term to refer to the individual whose data are held

42.SpamUnsolicited e- mail lusually bulk mailed and untargetedCold listData about individuals that are rented or sold by a third party

43.Opt inA customer proactively agrees to receive further information

44.Permission marketingCustomer agrees to be involved in an organizations marketing activities usually as a result

of an incentive

45.OptoutA customer declines the offer to receive further information

46.CookiesCookies are small text files stored on an end users computer to enable web sites to identifythe user

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Hallmark Business School Online marketing 7

Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

47.Persistent cookiesCookies that remain on the computer after a visitor session has ended

48.Session cookiesA cookie used to manage a single visitor session

49.First party cookiesServed by the site currently in use typical for e- commerce sites

50.Third party cookiesServed by another site to the one being viewed -typical for portals where an ad network willtrack remotely or where the web analytics software places a cookie

51.Viral marketing

A marketing message is communicated from one person to another ,facilitated by differentmedia .such as word of mouth ,e-mail or web sites ,implies rapid transmission of messages isintended .

52.Domain nameThe domain name refers to the name of the web server and it is usually selected to be thesame as the name of the company and the extension will indicate its type

53.Pay per click search marketingRefers to when a company pay for a text ads to be displayed on the search engine results

pages when a specific key phrase is entered by the search users

54.Intellectual property rights (IPRS)Property the intangible property created by corporations or individuals that is protectedunder copy right ,trade secret and patent laws.

55.Trade markA trademark is a unique word or phrase that distinguishes your company

The mark can be registered as plain or designed text ,artwork or a combination .

56.Hype cycleA graphic representation of the maturity ,adoption and business application of specifictechnologiesAccess platform

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Hallmark Business School Online marketing 7

Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

A method for customers to access digital media

57.Technology convergence\A trend in which different hardware devices such as TVs computers and phones merge and

have similar function

58.Short message serviceThe formal name for text messaging

59.WiFi(wireless fidelity )A high speed wireless localarea network enabling wireless access to the internet for mobile,office and home users.

60.Blue jackingSending a message from a mobile phone or transmitter to another mobile phone which is inclose range via Bluetooth technology

61.Blue toothA standard for wireless transmission of data between devices

62.Mobile commerceThe use of wireless device such as mobile phones for informational or monetary transactions

63.I-ModeA mobile access platform that enables display of colour graphics and content subscriptionservices.

64.4-GFourth generation wireless ,expected to deliver wireless broad band at 20-40 Mps

65.Digital radioAll types of radio broad cast as a digital signal

66.Digital audio broad casting (DAB)radioDigital radio with clear sound quality with the facility to transmit text images and video

67.Web radioInternet radio is when existing broadcasts are streamed via the internet and listened to usingplug

68.Fire wall

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Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

A specialized software application mounted on a server at the point where the company isconnected to the internet .its purpose is prevent unauthorized access into the company fromoutsiders .

69.PhishingObtaining personal details online through sites and e-mails masquerading as legitimatebusinesses

70.Internet marketing strategyDefinition of the approach by which internet marketing will support marketing and businessobjectives

71.Channel marketing strategyDefines how a company should set specific objectives for a channel such as internet andvary its proposition and communication for this channel

72.Customer touch pointsCommunication channels with which companies interact directly with prospects andcustomers

73.Traditional touchpoints include facetoface phone and mailDigital touch points include web services ,e-mail and potentially mobile phone

74.Strategy process modelA frame work for approaching strategy development

75.Market planningA logical sequence and a series of activities leading to the setting of marketing objectives

and the formulation of plans for achieving

76.Prescription strategyThree core areas of strategic analysis ,strategic development and strategy implementation arelinked together sequentially

77.Emergent strategyStrategies analysis strategic development and strategy implementation are interrelated andare developed together

78.Strategic windowsOpportunities arising through a significant change in environment

79.Competitive intelligence ICII

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Hallmark Business School Online marketing 7

Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

A process that transforms disaggregated information into relevant, accurate and usablestrategic knowledge about competitors ,positions ,performance ,capabilities and intentions

80.Strategic analysisCollection and review of information about an organizations internal marketplace factors inorder to inform strategy definition

81.Resources analysisReview of the technological, financial and human resources of an organization and how theyare utilized in business processes.

82.Portfolio analysisEvaluation of value of current e-commerce services or applications

83.Brochure wareA web site in which a company has simply transferred its existing paper based promotionalliterature on to the internet without recognizing the differences required by this medium

84.Scenario -based analysisModels of the future environment are developed from different starting points

85.Balanced score cardA framework for setting and monitoring business performance .Metrics are structuredaccording to customer issues ,internal efficiency measures ,financial measures and innovation .

86.EfficiencyMinimizing resources or time needed to complete a process doing the right thing

87.EffectivenessMeeting process objectives ,delivering the required ,outputs and outcomes

88.Performance metricsMeasures that are used to evaluate and improve the efficiency and effectiveness of businessprocesses

89.Key performance indicators (KPIs)Metrics used to assess the performance of a process and /or whether goals set are achieved

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Hallmark Business School Online marketing 7

Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

90.Strategy formulationGeneration ,review and selection of strategies to achieve strategies objectives

91.Bricks and mortarA traditional organization with limited online presence

92.Clicks and mortarA business combining an online and offline presence

93.Clicksonly or internet pure playAn organization with principally an online presence .It does not operate a mail order operations or promote inbound phone orders.

94.Performance driversCritical success factors that determine whether business and marketing objectives are met

Prototype

95.What is spam?Spam is flooding the Internet with many copies of the same message, in an attempt to force the

message on people who would not otherwise choose to receive it. Most spam is commercialadvertising, often for dubious products, get-rich-quick schemes, or quasi-legal services. Spamcosts the sender very little to send -- most of the costs are paid for by the recipient or the carriersrather than by the sender.

There are two main types of spam, and they have different effects on Internet users. CancellableUsenet spam is a single message sent to 20 or more Usenet newsgroups. (Through longexperience, Usenet users have found that any message posted to so many newsgroups is often notrelevant to most or all of them.) Usenet spam is aimed at "lurkers", people who read newsgroupsbut rarely or never post and give their address away. Usenet spam robs users of the utility of thenewsgroups by overwhelming them with a barrage of advertising or other irrelevant posts.

Furthermore, Usenet spam subverts the ability of system administrators and owners to managethe topics they accept on their systems.

Email spam targets individual users with direct mail messages. Email spam lists are often createdby scanning Usenet postings, stealing Internet mailing lists, or searching the Web for addresses.Email spams typically cost users money out-of-pocket to receive. Many people - anyone withmeasured phone service - read or receive their mail while the meter is running, so to speak. Spam

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Hallmark Business School Online marketing 7

Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

costs them additional money. On top of that, it costs money for ISPs and online services totransmit spam, and these costs are transmitted directly to subscribers.

96.Data SecurityData Security means protecting a database from destructive forces and the unwanted actions ofun authorized users.

97.Electronic Payment Systems:Definition:

Electronic Payment is a financial exchange that takes place online between buyers and sellers.The content of this exchange is usually some form of digital financial instrument (such asencrypted credit card numbers, electronic cheques or digital cash) that is backed by a bank or anintermediary, or by a legal tender. The various factors that have lead the financial institutions tomake use of electronic payments are:

1. Decreasing technology cost:The technology used in the networks is decreasing day by day,which is evident from the fact that computers are now dirt-cheap

and Internet is becoming free almost everywhere in the world.

2. Reduced operational and processing cost:Due to reduced technology cost the processing cost of variouscommerce activities becomes very less. A very simple reason toprove this is the fact that in electronic transactions we save bothpaper and time.

3. Increasing online commerce:98 .electronic payment system

a means ofmaking payments over an electronic networksuch as the Internet

electronic payment system

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Hallmark Business School Online marketing 7

Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

98.E-Commercemethod for payments over Internet a means of making payments over an electronic network suchas the Internet

100.web design

Describes the tasks of designing HTML driven web pages to be displayed over the World WideWeb. Web design encompasses a number of important elements including color, layout, andoverall graphical appearance. Web designers consider the site's audience, function, and traffic tospecific sections when deciding designs. Web design has become a very lucrative business asmore and more companies create websites.

101.online advertising

Definition

Use ofinternet as an advertising medium where promotional messages appear on a computer

screen. Since the communication software (browser) reveals sufficient information about the

site's visitors, online advertising can be custom-tailored to match user preferences.

Read more: http://www.businessdictionary.com/definition/online-

advertising.html#ixzz1oz1Pr5UV

online advertising measures

Definition

Five basic measures are: (1) Visitor, someone who voluntarily connects to a website. Advertisers

try to get visitors' names, age, gender, address (or zip code), visit frequency, preferences, usage

patterns, etc. (2) Visit, act of the visitor connecting to the website. Any uninterrupted visit (no

matter how short or long) is considered one visit. (3) Page view, what pages were viewed or

requested by the visitor. (4) Ad view, number of page views multiplied by the number of ads on

each page. (5) Click, visitor clicking mouse button on a linked object (the ad that carries the

visitor to the advertiser's website).

102.online analytical processing (OLAP)

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Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

Definition

Software that allows a user to interact with a very large online database (data warehouse) and

request and receive practically any report in the desired format.

103Customer relationship management (CRM)

Definitions (2)

1. A management philosophy according to which a companysgoals can be best achieved

through identification and satisfaction of the customers' stated and unstated needs and wants.

2.

A computerized system for identifying, targeting, acquiring, and retaining the best mix ofcustomers.

Customer relationship management helps in profiling prospects, understanding their needs, andin building relationships with them by providing the most suitable products and enhancedcustomer service. It integrates back and front office systems to create a database of customercontacts, purchases, and technical support, among other things. This database helps the companyin presenting a unified face to its customers, and improve the quality of the relationship, whileenabling customers to manage some information on their own.

104. Search engine optimization

Definition

Refers to the process of improving traffic to a given website by increasing the site's visibility in

search engine results. Websites improve search engine optimization by improving content,

making sure that the pages are able to be indexed correctly, and ensuring that the content is

unique. Going through the search engine optimization process typically leads to more traffic for

the site because the site will appear higher in search results for information that pertains to the

site's offerings.

105. Search engine marketing (SEM)

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Definition

Internet marketing method that focuses on purchasing ads which appear on the result pages of

search engines such as Google. Many search engines offer ways for individuals or businesses to

purchase ads, which typically appear above or to the right of the content on the search result

pages. Typically, the higher the fee one offers to pay for an ad, the higher the ad will appear on

the page, depending upon how much competition there is to appear on that page. Depending

upon the agreement, one may pay a flat fee for a given length of time, or may pay a given fee for

each click that they receive to their ad.

107.Search engine

Definition

Computer program that searches databases and internet sites for the documents containing

keywords specified by a user. Some search engines allow inclusion ofBoolean operators (see

Boolean search) such as 'And,' 'Or,' 'Not,' that make a search specific and faster.

108. Electronic authentication

(E-authentication) is the process of establishing confidence in user identities electronically

presented to an information system. E-authentication presents a technical challenge when this

process involves the remote authentication of individual people over a network, for the purpose

of electronic government and commerce.

108.Why is e-authentication required?

eAuthenticationis intended to provide an additional layer of data security that data systems donot currently provide and is similar to the identity proofing process when you apply for apersonal loan or a credit card. For the Division of HIV/AIDS Prevention, this policy is beingimplemented initially for HIV prevention program data submitted to CDC and is relevant tousers of PEMS and EvaluationWeb.The new federal policy requiring e-authentication of personalidentity does not reflect on the capacity of any specific data system to protect data.Such securityis assured by the CDC's Certification and Accreditation security process, through which anyCDC data system must pass in order to be utilized by external (to CDC) users.

108.Who is required to be "authenticated"?

User identity authentication will be required of all individuals accessing CDC systems for anypurpose.

109.Information security means protecting information and information systems fromunauthorized access, use, disclosure, disruption, modification, perusal, inspection, recording ordestruction.[1]

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Famila Sujanee.S M.A(lItt).,M.B.A.,M.Phil

The terms information security, computer security and information assurance are frequently usedinterchangeably. These fields are interrelated often and share the common goals of protecting theconfidentiality, integrity and availability of information; however, there are some subtledifferences between them.

Confidentiality

Confidentiality is the term used to prevent the disclosure of information to unauthorizedindividuals or systems. For example, a credit card transaction on the Internet requires the creditcard number to be transmitted from the buyer to the merchant and from the merchant to atransaction processing network. The system attempts to enforce confidentiality by encrypting thecard number during transmission, by limiting the places where it might appear (in databases, logfiles, backups, printed receipts, and so on), and by restricting access to the places where it isstored. If an unauthorized party obtains the card number in any way, a breach of confidentialityhas occurred.

Breaches of confidentiality take many forms. Permitting someone to look over your shoulder atyour computer screen while you have confidential data displayed on it could be a breach ofconfidentiality. If a laptop computer containing sensitive information about a company'semployees is stolen or sold, it could result in a breach of confidentiality. Giving out confidentialinformation over the telephone is a breach of confidentiality if the caller is not authorized to havethe information.

Integrity

In information security, integrity means that data cannot be modified undetectably.[citation needed]This is not the same thing as referential integrity in databases, although it can be viewed as a

special case of Consistency as understood in the classic ACID model oftransaction processing.Integrity is violated when a message is actively modified in transit. Information security systemstypically provide message integrity in addition to data confidentiality.

Availability

For any information system to serve its purpose, the information must be available when it isneeded. This means that the computing systems used to store and process the information, thesecurity controls used to protect it, and the communication channels used to access it must befunctioning correctly. High availability systems aim to remain available at all times, preventingservice disruptions due to power outages, hardware failures, and system upgrades. Ensuring

availability also involves preventing denial-of-service attacks.

Authenticity

In computing, e-Business, and information security, it is necessary to ensure that the data,transactions, communications or documents (electronic or physical) are genuine. It is alsoimportant for authenticity to validate that both parties involved are who they claim they are.

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Non-repudiation

In law, non-repudiation implies one's intention to fulfill their obligations to a contract. It alsoimplies that one party of a transaction cannot deny having received a transaction nor can theother party deny having sent a transaction.

Electronic commerce uses technology such as digital signatures and public key encryption toestablish authenticity and non-repudiation.

110 .smart card

A smart card is a plastic card about the size of a credit card, with an embedded microchip that

can be loaded with data, used for telephone calling, electronic cash payments, and other

applications, and then periodically refreshed for additional use. Currently or soon, you may be

able to use a smart card to:

Dial a connection on a mobile telephone and be charged on a per-call basis Establish your identity when logging on to an Internet access provider or to an online

bank Pay for parking at parking meters or to get on subways, trains, or buses Give hospitals or doctors personal data without filling out a form Make small purchases at electronic stores on

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Security Token and Smart Card Technology

the Web (a kind of cybercash) Buy gasoline at a gasoline station

Over a billion smart cards are already in use. Currently, Europe is the region where they are mostused. Ovum, a research firm, predicts that 2.7 billion smart cards will be shipped annually by2003. Another study forecasts a $26.5 billion market for recharging smart cards by 2005.Compaq and Hewlett-Packard are reportedly working on keyboards that include smart card slotsthat can be read like bank credit cards. The hardware for making the cards and the devices thatcan read them is currently made principally by Bull, Gemplus, and Schlumberger.

How Smart Cards Work

A smart card contains more information than a magnetic stripe card and it can be programmed

for different applications. Some cards can contain programming and data to support multiple

applications and some can be updated to add new applications after they are issued. Smart cards

can be designed to be inserted into a slot and read by a special reader or to be read at a distance,

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such as at a toll booth. Cards can be disposable (as at a trade-show) or reloadable (for most

applications).

An industry standard interface between programming and PC hardware in a smart card has beendefined by the PC/SC Working Group, representing Microsoft, IBM, Bull, Schlumberger, and

other interested companies. Another standard is called OpenCard. There are two leading smartcard operating systems: JavaCard and MULTOS.

authentication server

An authentication server is an application that facilitates authentication of an entity that attempts

to access a network. Such an entity may be a human user or another server. An authentication

server can reside in a dedicated computer, an Ethernet switch, an access point or a network

Authentication is the process of determining whether someone or something is actually who orwhat it declares itself to be. When a potential subscriber accesses an authentication server, ausername and password may be the only identifying data required. In a more sophisticatedsystem called Kerberos, the subscriber must request and receive an encrypted security token thatcan be used to access a particular service. RADIUS (Remote Authentication Dial-In UserService) is a commonly used authentication method. TACACS+ (Terminal Access ControllerAccess Control System Plus) is similar to RADIUS but is used with Unix networks. RADIUSemploys UDP (User Datagram Protocol) and TACACS+ employs TCP (Transmission ControlProtocol.

Finger scanning (fingerprint scanning)

Fingerscanning, also called fingerprint scanning, is the process of electronically obtaining andstoring human fingerprints. The digital image obtained by such scanning is called a finger image.In some texts, the terms fingerprinting and fingerprint are used, but technically, these terms referto traditional ink-and-paper processes and images.

Fingerscanning is a biometric process, because it involves the automated capture, analysis, andcomparison of a specific characteristic

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of the human body. There are several different ways in which an instrument can bring out thedetails in the pattern of raised areas (called ridges) and branches (called bifurcations) in a human

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finger image. The most common methods are optical, thermal, and tactile. They work usingvisible light analysis, heat-emission analysis, and pressure analysis, respectively.

Biometric fingerscanning offers improvements over ink-and-paper imaging. A complete set offingerscans for a person (10 images, including those of the thumbs) can be easily copied,

distributed, and transmitted over computer networks. In addition, computers can quickly analyzea fingerscan and compare it with thousands of other fingerscans, as well as with fingerprintsobtained by traditional means and then digitally photographed and stored. This greatly speeds upthe process of searching finger image records in criminal investigations.

munging

Munging is the deliberate alteration of an e-mail address on a Web page to hide the address fromspambot programs that scour the Internet for e-mail addresses. Such addresses are easilyrecognized because they contain the @ symbol. Address munges should allow a real personreading the content (as opposed to a program scanning it) to easily deduce the true e-mail

address.

greynet (or graynet)

Greynet is a term for the use of unauthorized applications on a corporate network. A greynetapplication is a network-based program that corporate network users download and installwithout permission from their company's IT department. Common examples of greynetapplications include instant messaging, peer-to-peer collaboration and conferencing programs,streaming media players, and RSS readers.

nonrepudiation

Nonrepudiation is the assurance that someone cannot deny something. Typically, nonrepudiation

refers to the ability to ensure that a party to a contract or a communication cannot deny the

authenticity of their signature on a document or the sending of a message that they originated.

To repudiate means to deny. For many years, authorities have sought to make repudiationimpossible in some situations. You might send registered mail, for example, so the recipientcannot deny that a letter was delivered. Similarly, a legal document

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Security Resources PKI and Digital Certificates

typically requires witnesses to signing so that the person who signs cannot deny having done so.

On the Internet, a digital signature is used not only to ensure that a message or document hasbeen electronically signed by the person that purported to sign the document, but also, since a

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digital signature can only be created by one person, to ensure that a person cannot later deny thatthey furnished the signature.

Since no security technology is absolutely fool-proof, some experts warn that a digital signaturealone may not always guarantee nonrepudiation. It is suggested that multiple approaches be used,

such as capturing unique biometric information and other data about the sender or signer thatcollectively would be difficult to repudiate.

Email nonrepudiation involves methods such as email tracking that are designed to ensure thatthe sender cannot deny having sent a message and/or that the recipient cannot deny havingreceived it.