Exam 2 Flashcards
Dimensions of ecommerce security
Integrity Nonrepudiation Authenticity Confidentiality Privacy
Integrity
ability to ensure that info being displayed on a website or transmitted or received over the internet has not been altered in any way by an authorized party.
Nonrepudiation
ability to ensure that e-commerce participants do no deny their
online actions
Authenticity
ability to identify the identity of a person or entity with whom you are
dealing on the internet
Confidentiality
ability to ensure that messages and data are available only to
those who are authorized to view them.
Privacy
ability to control the use of info about oneself
DOS attacj
flooding a website with useless traffic to inundate and overwhelm the network
DDOS attack
These attacks can lead to website shutdown, making it impossible for customers to access it or make purchases. System operations can shut down indefinitely.
Encryption
Process of transforming plain text or data into cipher text that cannot be read by anyone other than the sender and the receiver. Purpose is to secure stored info and secure info transmission
5 Steps in developing e-commerce plan
- Perform a risk assessment: assessment of risks and points of vulnerability
- Develop a security policy: set of statements prioritizing the info risks, identifying acceptable risk targets, and identifying the mechanisms for achieving these targets.
- Develop an implementation plan: the action steps you’ll take to achieve the
security plan goals - Create a security organization: educates and trains users, keeps management aware of security threats and breakdowns, and maintains the tools chosen to implement security
- Perform a security audit: involves the routine review of access logs
Whats not a key factor for establishing ecommerce security
Data integrity
Confidentiality is confused with
Privacy
IoT- Internet of Things
Devices such as internet connected fridges or security cameras can be used to launch service requests against services
Asymmetric key cryptography is also known as
Public key cryptography
Methods of securing channels
Vpn
Digitsl certificates
Ssl/TLS
Firewall
Hardware or software that acts as a filter to prevent unwanted packets frim entering a network
First step in developing an ecommerce security plan
Perform a risk assessment
Paypal
Ex of online stored value payment system
PCI-DSS is a standard estsblished by
The credit card industry
NFC
Set if short range wireless technologies used to share info among devices with 2” of each other
Cryptocurrencies
Ripple
Monero
Ethereum
Online Marketing Communications used in each stage if consumer decision process
Awareness-need recognition-> search ->evaluation of alternatives -> purchase -> post purchase behavior-loyalty
Search engine marketing
Involves the use of search engines to build and sustain brands
Search engine advertising
Involves the use of search engines to support direct sales to online
Organic search
Inclusion and ranking of sites depends on a more or less unbiased application of a set of rules imposed by the search engine
Keyword advertising
Merchants purchase keywords through a bidding process at search sites, and whenever a consumer searches for that word, their ad shows up somewhere on the page
Changes Google has made to its searh engine algorithms
Panda- change in the Google algorithm to eliminate low quality sites from search results
Penguin- change in the Google algorithm to eliminate sites with low quality back links
Humminbird- semantic search component of Google’s search algorithm
Percent of US internet users research online but do not buy
13%
8% of internet users don’t shop online reporting issues of
Trust factor and hassle factors
Two most important fsctors shaping the consumers decision to purchase online
Trust and utility
Features if internet marketing
More communal
More peer to peer
More participatory
Utility considered online includes
Better prices, convenience, speed
Multi channel marketing plan contains
Mobile marketing
Website
Traditional online marketing
Website function of anchoring brand online refers to
Central point for all marketing messages
Possum
Google algorithm update related to local search
Updates targets websites that violate googles guidelines
Fred
The term search engines scouring the internet for content, looking over the code/content for each URL they find is
Crawling
Recommended amount of characters for page title
50-60
SEO is best executed when companies focus on what content is importsnt to
People
What type of ads are considered display ads?
Banner ads, rich media ads, video sdd, sponsorships, native advertising
Interactive advertising bureau
- An American advertising business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry.
- The guidelines are comprehensive recommendations of advertising experiences across diverse digital landscape including websites, mobile apps, social media, communication, and messaging experiences as well as new digital experiences like virtual reality and augmented reality
Affiliate marketing
Commissions paid by advertisers to affiliate websites for referring potential customers to
their website
Why would a merchant (seller) want to advertise on a comparison shopping engine (CSE) such as Google Shopping?
It’s a very cost effective way of advertising that does a good job of reaching the targeted
consumers
The use of Comparison Shopping Engine (CSE) marketing involves which of the following actors?
merchant, CSE, product feed
A CSE product feed is often formatted in which of the following ways?
Tab delimited
Csv
Xml
Purchasing an online ad on a CPA basis means that the advertiser
pays only for those users who perform a specific action, such as registering, purchasing, etc.
Which of the following is an automated, auction-based method for matching demand and supply for online display ads?
Programmatic advertising
Group M, the world’s largest advertising buyer, requires which of the following in order for an ad to be considered viewable?
100% of the pixels must be in view for at least one second
Ad blockers operate in a manner similar to which of the following?
Firewalls
Most frequently affected by ad blocking
social network sites
Newsgroup/forums
Gaming sites
Amazon’s Associates program is an example of which of the following?
Affiliate marketing
Affiliates are like online
Salespeople
In affiliate marketing, Rakuten advertising is sn example of an
Advertiser
How is an affiliate publisher typically paid?
Commission
Best practices for affiliate marketing
Look for additional opportunities
Work with reputable affiliates
Evaluate and adjust commissions over time
5 elements if social marketing Process
Fan acquisituon Engagement Amplification Community Brand strength
