Hallmark Business School Online marketing 7

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 online advertisements 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 most value to the advertiser. Internet marketing is a growing business mainly because more and more people use the internet every day. Popular search engines such as Google and Yahoo have been able to capitalize on this new wave of advertising. 2.Online Marketing? Online marketing or internet marketing is a relatively new, but rapidly expanding and fundamentally 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 an organization. An intranet uses network technologies as a tool to facilitate communication between people or work groups to improve the data sharing capability and overall knowledge base 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 Internet access 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 controlled access 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 intranet networks 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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Hallmark Business School Online marketing 7

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 the World 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 multiple applications 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 intranet content tends to be restricted to the information most relevant to the organization. Ostensibly this allows employees to better focus on their job responsibilities by (hopefully) finding information more 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 functional groups within the organization. Access to certain intranet documents, for example, may be restricted 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 each other and Web portal administrators want all content accessible to everyone. Incidentally, it is a non-trivial implementation burden for intranet portals to support groups and group administration (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, the user community usually generates a substantial portion of their own content. The Group Documents area of the sample portal illustrates just one way that intranet content can be published. Eye candy. There is an element of salesmanship in Web portals that exists to a much lesser degree on the intranet. Eye-catching true color clickable graphics with rollover effects such as that 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 the Internet and other computer networks. Electronic commerce draws on such technologies as electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. Modern electronic commerce typically uses the World Wide Web at least at one point in the transaction's life-cycle, although it may encompass a wider range of technologies such as e-mail, mobile devices and telephones as well

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Hallmark Business School Online marketing 7

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 and collaborating 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 worldwide 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 on the 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 trying to achieve marketing objectives through electronic or digital means. Most eMarketing campaigns are performed through the use of Internet-based content, such as eNewsletters and emails. See also Internet Marketing. 9.Email marketing is a process of soliciting business prospects via email. It is essentially the same 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 tactical or 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 the 7Ps 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 top surface of the cube. The overlapping functions are placed in the lower part of the cube to convey that they operate mainly by moderating any of the functions on the top surface in addition to moderating each other. The resulting E-Marketing Mix is expressed in the acronym: 4Ps + P2C2S3 The Product, Price, Place, Promotion and Sales Promotion functions are as described in the traditional marketing mix. We note that most of the new elements are considered essential from an E-Marketing perspective and overlap across the other elements.

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

Hallmark Business School Online marketing 7

12.Small and medium enterprises or small and medium-sized enterprises (SMEs; also small and medium-sized businesses, SMBs, and variations thereof) are companies whose headcount or turnover falls below certain limits Research objectives must be All businesses need to set objectives for themselves or for the products or services they are launching. 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 time and can motivate staff to meet the objectives set. A simple acronym used to set objectives is called SMART objectives. SMART stands for Specific, Measurable, Achievable, Realistic and Time (SMART)

SMART Objective Table With Examples SMART Meaning Examples

Specific Objectives should specify For example a soft drinks company may want to achieve 3% what they want to achieve. market share in 12 months. Measurable You should be able to A 3% market share over 12 months means that each month measure whether you are meeting the market share targets can be measured against a specific goal. objectives or not. Is the 3% objective for the 12 months achievable? Does the Achievable - Are the objectives you company have the resources, man power and finances to achieve set, achievable and attainable? it? Realistic Can you realistically Is the 3% objective over a 12 month period realistic or does the achieve the objectives with the company need longer? Does the company have the skills and resources you have? resources to achieve this over the time period set. Time When do you want to achieve In our example the company have set themselves a period of 12 the set objectives? months to achieve the 3% market share target.

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Hallmark Business School Online marketing 7

13.SMART S- SPECIFIC M- MEASURABLE A ACHIEVABLE R-REALISTIC T- TIMELY 14.Anticipated changes Planned changes and research may determine the success of the changes 15.Emergent changes Unexpected and unforeseen 16.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 accounts External : Government statistics ,local regions (business information companies such as Mintel,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 providing comprehensive data on countries 19.Online survey methods 1. E-mail questionnaires 2. Web questionnaires 3. Public Chat and discussion Groups 4. Online focus Groups E-Mail Questions is an Email Help Desk featuring our Email Support Forums and Email Discussions. Our members enjoy talking about email and providing free support to people that need 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 is drawn. Although surveys come in many forms, and serve a variety of purposes, they do share certain characteristics. In order for the objectives of a survey to be met, the results must reliably project on the larger public, from which the sample is drawn. A sample can be scientifically

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

Hallmark Business School Online marketing 7

chosen so that each individual in a population has a known chance of selection. This ensures that a sample is not selected haphazardly or uses only those eager to participate. The sample size for a survey will depend on the degree of reliability necessary and how the results are to be used. A properly selected sample should be able to reflect the various characteristics of a total population within 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, industry experts, computers users, or customers that use a particular product or service. 1. Multi channel marketing strategy Defines how different marketing channels should integrate and support each other in terms of their proposition development and communication based in their relative merits for their customers and the company. 2. Blogs Personal online diary ,journal or news source compiled by one person or several people 3. Multi channel marketing Customer communications and product distribution are supported by a combination of digital and traditional channels at different points in the buying cycle. 4. E-business Electronic business - all electronically mediated information exchanges ,both within an organization 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 a business site 8. Customer to business (c2b) Customers approach the business with an offer 9. E-Government The use of the internet technologies to provide government services to citizens 10. Brochure ware site A simple site with limited interaction with the user that replicates offline marketing literature 11. Stage models Models for the development of different levels of internet marketing services 12. Transactional sites Sites that support online sales 13. Mixed mode of buying

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Hallmark Business School Online marketing 7

The process by which a customer changes between online and offline channels during the buying process. 14. Disintermediation The 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 such as supplier search and product evaluation 16. World wide web The world wide web is a medium for publishing information and providing services on the internet . It is accessed through web browsers ,which displays site content on different web pages .The content marking up web sites is stored on web servers. 17. Web servers Web 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 and retrieved using a browser . 18. Web browser Browser such as Mozilla Firefox and Microsoft Internet Explorer provide an essay method of accessing 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. Client server The client server architecture consists of client computers such as PCs sharing resources such 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 casts Individuals 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 analytics Techniques used to assess and improve the contribution of e-marketing to a business ,including reviewing traffic volume ,referrals ,click stream ,online reach data, customer satisfaction surveys ,leads and sales.

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Hallmark Business School Online marketing 7

24. Outbound internet based communication The web site and e-mail marketing are used to send personalized communication to customers Inbound internet based communications Customer enquire through web based form and e-mail. 25. Mixed mode buying The process by which a customer changes between online and offline channels during the buying process. 26. Back bones High speed communications links used to enable internet communication across a country and internationally 27. Static web page A 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 have the extension . 29. XML or extensible Markup Language A 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. Plug in An add on program to a web browser providing extra functionality such as animation 33. Streaming media Sound and video that can be experienced within a web browser before the whole clip is downloaded 34. Web 2.0 concept A collection of web services that facilitate certain behaviors online such as community participation and user generated content ,rating and tagging .

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Hallmark Business School Online marketing 7

35. Ethical standards Practices or behaviors which are normally accepted to society 36. Privacy A moral right to individuals to avoid intrusion into their personal affairs 37. Identify theft The misappropriation of the identity of another person without their knowledge or consent 38. Personal data Any information about an individual stored by companies concerning their customers or employees. 39. Notification The process whereby companies register with the data protection register to inform about their data holdings 40. Data controller Each company must have a defined person responsible for data protection 41. Data subject The legal term to refer to the individual whose data are held 42. Spam Unsolicited e- mail lusually bulk mailed and untargeted Cold list Data about individuals that are rented or sold by a third party 43. Opt in A customer proactively agrees to receive further information 44. Permission marketing Customer agrees to be involved in an organizations marketing activities usually as a result of an incentive 45. Opt out A customer declines the offer to receive further information

46. Cookies Cookies are small text files stored on an end users computer to enable web sites to identify the user

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Hallmark Business School Online marketing 7

47. Persistent cookies Cookies that remain on the computer after a visitor session has ended 48. Session cookies A cookie used to manage a single visitor session 49. First party cookies Served by the site currently in use typical for e- commerce sites 50. Third party cookies Served by another site to the one being viewed -typical for portals where an ad network will track 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 different media .such as word of mouth ,e-mail or web sites ,implies rapid transmission of messages is intended . 52. Domain name The domain name refers to the name of the web server and it is usually selected to be the same as the name of the company and the extension will indicate its type

53. Pay per click search marketing Refers 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 protected under copy right ,trade secret and patent laws. 55. Trade mark A 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 cycle A graphic representation of the maturity ,adoption and business application of specific technologies Access platform

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Hallmark Business School Online marketing 7

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 service The formal name for text messaging 59. Wi Fi(wireless fidelity ) A high speed wireless local area network enabling wireless access to the internet for mobile ,office and home users. 60. Blue jacking Sending a message from a mobile phone or transmitter to another mobile phone which is in close range via Bluetooth technology 61. Blue tooth A standard for wireless transmission of data between devices

62. Mobile commerce The use of wireless device such as mobile phones for informational or monetary transactions 63. I-Mode A mobile access platform that enables display of colour graphics and content subscription services. 64. 4-G Fourth generation wireless ,expected to deliver wireless broad band at 20-40 Mps 65. Digital radio All types of radio broad cast as a digital signal 66. Digital audio broad casting (DAB)radio Digital radio with clear sound quality with the facility to transmit text images and video 67. Web radio Internet radio is when existing broadcasts are streamed via the internet and listened to using plug 68. Fire wall

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Hallmark Business School Online marketing 7

A specialized software application mounted on a server at the point where the company is connected to the internet .its purpose is prevent unauthorized access into the company from outsiders . 69. Phishing Obtaining personal details online through sites and e-mails masquerading as legitimate businesses 70. Internet marketing strategy Definition of the approach by which internet marketing will support marketing and business objectives 71. Channel marketing strategy Defines how a company should set specific objectives for a channel such as internet and vary its proposition and communication for this channel

72. Customer touch points Communication channels with which companies interact directly with prospects customers 73. Traditional touchpoints include face to face phone and mail Digital touch points include web services ,e-mail and potentially mobile phone 74. Strategy process model A frame work for approaching strategy development

and

75. Market planning A logical sequence and a series of activities leading to the setting of marketing objectives and the formulation of plans for achieving

76. Prescription strategy Three core areas of strategic analysis ,strategic development and strategy implementation are linked together sequentially 77. Emergent strategy Strategies analysis strategic development and strategy implementation are interrelated and are developed together 78. Strategic windows Opportunities arising through a significant change in environment

79. Competitive intelligence ICII

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Hallmark Business School Online marketing 7

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

80. Strategic analysis Collection and review of information about an organizations internal marketplace factors in order to inform strategy definition

81. Resources analysis Review of the technological, financial and human resources of an organization and how they are utilized in business processes.

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

83. Brochure ware A web site in which a company has simply transferred its existing paper based promotional literature on to the internet without recognizing the differences required by this medium 84. Scenario -based analysis Models of the future environment are developed from different starting points 85. Balanced score card A framework for setting and monitoring business performance .Metrics are structured according to customer issues ,internal efficiency measures ,financial measures and innovation . 86. Efficiency Minimizing resources or time needed to complete a process doing the right thing

87. Effectiveness Meeting process objectives ,delivering the required ,outputs and outcomes 88. Performance metrics Measures that are used to evaluate and improve the efficiency and effectiveness of business processes 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

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

91. Bricks and mortar A traditional organization with limited online presence 92. Clicks and mortar A business combining an online and offline presence 93. Clicks only or internet pure play An organization with principally an online presence . It does not operate a mail order operations or promote inbound phone orders. 94. Performance drivers Critical 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 commercial advertising, often for dubious products, get-rich-quick schemes, or quasi-legal services. Spam costs the sender very little to send -- most of the costs are paid for by the recipient or the carriers rather than by the sender. There are two main types of spam, and they have different effects on Internet users. Cancellable Usenet spam is a single message sent to 20 or more Usenet newsgroups. (Through long experience, Usenet users have found that any message posted to so many newsgroups is often not relevant to most or all of them.) Usenet spam is aimed at "lurkers", people who read newsgroups but rarely or never post and give their address away. Usenet spam robs users of the utility of the newsgroups by overwhelming them with a barrage of advertising or other irrelevant posts. Furthermore, Usenet spam subverts the ability of system administrators and owners to manage the topics they accept on their systems. Email spam targets individual users with direct mail messages. Email spam lists are often created by 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 with measured 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

costs them additional money. On top of that, it costs money for ISPs and online services to transmit spam, and these costs are transmitted directly to subscribers. 96. Data Security Data Security means protecting a database from destructive forces and the unwanted actions of un 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 as encrypted credit card numbers, electronic cheques or digital cash) that is backed by a bank or an intermediary, or by a legal tender. The various factors that have lead the financial institutions to make 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 various commerce activities becomes very less. A very simple reason to prove this is the fact that in electronic transactions we save both paper and time. 3. Increasing online commerce: 98 .electronic payment system a means of making payments over an electronic network such as the Internet electronic payment system

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Hallmark Business School Online marketing 7

98. E-Commerce method for payments over Internet a means of making payments over an electronic network such as the Internet 100.web design Describes the tasks of designing HTML driven web pages to be displayed over the World Wide Web. Web design encompasses a number of important elements including color, layout, and overall graphical appearance. Web designers consider the site's audience, function, and traffic to specific sections when deciding designs. Web design has become a very lucrative business as more and more companies create websites. 101.online advertising Definition Use of internet 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/onlineadvertising.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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Hallmark Business School Online marketing 7

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 companys goals 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 of customers. Customer relationship management helps in profiling prospects, understanding their needs, and in building relationships with them by providing the most suitable products and enhanced customer service. It integrates back and front office systems to create a database of customer contacts, purchases, and technical support, among other things. This database helps the company in presenting a unified face to its customers, and improve the quality of the relationship, while enabling 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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Hallmark Business School Online marketing 7

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 of Boolean 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 do not currently provide and is similar to the identity proofing process when you apply for a personal loan or a credit card. For the Division of HIV/AIDS Prevention, this policy is being implemented initially for HIV prevention program data submitted to CDC and is relevant to users of PEMS and EvaluationWeb.The new federal policy requiring e-authentication of personal identity does not reflect on the capacity of any specific data system to protect data.Such security is assured by the CDC's Certification and Accreditation security process, through which any CDC 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 any purpose. 109.Information security means protecting information and information systems from unauthorized access, use, disclosure, disruption, modification, perusal, inspection, recording or destruction.[1]

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Hallmark Business School Online marketing 7

The terms information security, computer security and information assurance are frequently used interchangeably. These fields are interrelated often and share the common goals of protecting the confidentiality, integrity and availability of information; however, there are some subtle differences between them. Confidentiality Confidentiality is the term used to prevent the disclosure of information to unauthorized individuals or systems. For example, a credit card transaction on the Internet requires the credit card number to be transmitted from the buyer to the merchant and from the merchant to a transaction processing network. The system attempts to enforce confidentiality by encrypting the card number during transmission, by limiting the places where it might appear (in databases, log files, backups, printed receipts, and so on), and by restricting access to the places where it is stored. If an unauthorized party obtains the card number in any way, a breach of confidentiality has occurred. Breaches of confidentiality take many forms. Permitting someone to look over your shoulder at your computer screen while you have confidential data displayed on it could be a breach of confidentiality. If a laptop computer containing sensitive information about a company's employees is stolen or sold, it could result in a breach of confidentiality. Giving out confidential information over the telephone is a breach of confidentiality if the caller is not authorized to have the 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 of transaction processing. Integrity is violated when a message is actively modified in transit. Information security systems typically provide message integrity in addition to data confidentiality. Availability For any information system to serve its purpose, the information must be available when it is needed. This means that the computing systems used to store and process the information, the security controls used to protect it, and the communication channels used to access it must be functioning correctly. High availability systems aim to remain available at all times, preventing service 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 also important for authenticity to validate that both parties involved are who they claim they are.

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Hallmark Business School Online marketing 7

Non-repudiation In law, non-repudiation implies one's intention to fulfill their obligations to a contract. It also implies that one party of a transaction cannot deny having received a transaction nor can the other party deny having sent a transaction. Electronic commerce uses technology such as digital signatures and public key encryption to establish 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

Learn More

Security Resources 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 most used. Ovum, a research firm, predicts that 2.7 billion smart cards will be shipped annually by 2003. 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 slots that can be read like bank credit cards. The hardware for making the cards and the devices that can 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,

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

Hallmark Business School Online marketing 7

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 been defined by the PC/SC Working Group, representing Microsoft, IBM, Bull, Schlumberger, and other interested companies. Another standard is called OpenCard. There are two leading smart card 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 or what it declares itself to be. When a potential subscriber accesses an authentication server, a username and password may be the only identifying data required. In a more sophisticated system called Kerberos, the subscriber must request and receive an encrypted security token that can be used to access a particular service. RADIUS (Remote Authentication Dial-In User Service) is a commonly used authentication method. TACACS+ (Terminal Access Controller Access Control System Plus) is similar to RADIUS but is used with Unix networks. RADIUS employs UDP (User Datagram Protocol) and TACACS+ employs TCP (Transmission Control Protocol.

Finger scanning (fingerprint scanning) Fingerscanning, also called fingerprint scanning, is the process of electronically obtaining and storing 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 refer to traditional ink-and-paper processes and images. Fingerscanning is a biometric process, because it involves the automated capture, analysis, and comparison of a specific characteristic Learn More

Security Resources Biometric Technology

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

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

Hallmark Business School Online marketing 7

finger image. The most common methods are optical, thermal, and tactile. They work using visible light analysis, heat-emission analysis, and pressure analysis, respectively. Biometric fingerscanning offers improvements over ink-and-paper imaging. A complete set of fingerscans 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 analyze a fingerscan and compare it with thousands of other fingerscans, as well as with fingerprints obtained by traditional means and then digitally photographed and stored. This greatly speeds up the 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 from spambot programs that scour the Internet for e-mail addresses. Such addresses are easily recognized because they contain the @ symbol. Address munges should allow a real person reading 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 greynet application is a network-based program that corporate network users download and install without permission from their company's IT department. Common examples of greynet applications 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 repudiation impossible in some situations. You might send registered mail, for example, so the recipient cannot deny that a letter was delivered. Similarly, a legal document Learn More

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 has been electronically signed by the person that purported to sign the document, but also, since a

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

Hallmark Business School Online marketing 7

digital signature can only be created by one person, to ensure that a person cannot later deny that they furnished the signature. Since no security technology is absolutely fool-proof, some experts warn that a digital signature alone 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 that collectively would be difficult to repudiate. Email nonrepudiation involves methods such as email tracking that are designed to ensure that the sender cannot deny having sent a message and/or that the recipient cannot deny having received it.

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