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9780764548253

CIW E-Commerce Designer Certification Bible

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  • ISBN13:

    9780764548253

  • ISBN10:

    0764548255

  • Edition: CD
  • Format: Hardcover
  • Copyright: 2001-08-01
  • Publisher: Wiley
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Summary

This is the very first work on the Certified Internet Webmaster E-Commerce exam, in our dependable Certification Bible format, to appeal to motivated test-takers as well as those responsible for implementing e-commerce on the job. CIW E-Commerce Designer Certification Bible closely follows Prosoft Training's curriculum and their objectives for the CIW E-Commerce exam. Throughout the chapters and exercises, the authors use a mock Web site, created to be used as a case-study for all phases of design and development. Topics include legal issues, marketing to the web, online promotion techniques, building a web site, attracting e-customers, supporting business-to-business activities, using online storefront packages, working with IIS, working with Site Server (Commerce Edition), customization, transaction security, and management. Covers: Exam 1D0 425

Author Biography

About the Authors Chris Minnick is the founder, lead Web application developer, and business manager of Minnick Web Services. He has over 15 years of programming experience and has been developing Web sites since 1994. Margaret T. Minnick is the co-president and lead designer of Minnick Web Services, where she also works on content management and application development. She has been designing and developing Web sites since 1997. Ed Tittel is a 19-year computer industry veteran. He is currently the President of LANWrights, Inc. and Vice President of IT Certifications at Leaplt.com. Ed stays busy writing books (he has 110 titles to his credit) and magazine articles, teaching, and consulting.

Table of Contents

Preface ix
Acknowledgments xvii
Part I: E-Commerce in Context 1(136)
E-Commerce Overview
3(36)
The Reasons for E-commerce
5(1)
E-commerce opens markets
5(1)
E-commerce increases efficiency
5(1)
E-commerce expands the capabilities of traditional commerce
6(1)
The History of E-Commerce
6(1)
EDI and e-commerce before the Web
7(1)
E-commerce on the Web breaks down barriers
7(1)
The early days of the Web
7(1)
Key Concepts for E-Commerce
7(2)
Commerce
8(1)
Electronic commerce
8(1)
Forces Driving E-Commerce
9(1)
E-Commerce Trends and Forecasts
10(2)
The rapidly growing Web
10(1)
Dominant trends in the evolution of e-commerce
10(2)
The Seven Keys to E-Commerce Success
12(4)
Generating demand
13(1)
Ordering
13(1)
Fulfillment
13(1)
Payment processing
13(1)
Service and support
14(1)
Security
15(1)
Community
15(1)
Models for E-Commerce
16(1)
Business-to-consumer
16(1)
Business-to-business
16(1)
E-Commerce Pros and Cons
16(2)
Pros
17(1)
Cons
18(1)
Open Issues for E-Commerce
18(2)
Types of E-Commerce Implementations
20(3)
Entry-level e-commerce outsourcing
20(1)
Mid-level storefront software
21(1)
High-level storefront software and custom development
22(1)
Considering Hosting Issues
23(7)
Hardware requirements
24(2)
Software requirements
26(1)
Outsourced software options
27(1)
Staffing requirements
27(3)
Moving Toward the Virtual Enterprise
30(3)
Virtual enterprise pros and cons
30(1)
Virtual enterprise technologies
31(2)
Assessment Questions
33(1)
Scenario
34(1)
Lab Exercise
35(1)
Answers to Chapter Questions
35(1)
Chapter pre-test
35(1)
Assessment questions
36(1)
Scenario
36(1)
For More Information
36(3)
Legal Issues and the Internet
39(28)
Understanding the Legal Side of Online Business
41(1)
Basic Legal Concepts of E-Business
42(3)
Electronic publishing
42(1)
Intellectual property
42(2)
Liability exposures
44(1)
Intellectual Property Law and the Internet
45(3)
Copyright infringement
45(1)
Trademark infringement
46(1)
Patent infringement
47(1)
Confidentiality and Privacy Matters
48(2)
Public information
48(1)
Misuse of information
49(1)
Privacy statements
49(1)
Understanding Legal Jurisdiction
50(2)
The jurisdiction quandary
51(1)
Protecting your site from lawsuits
51(1)
Bringing crackers to justice
51(1)
Taxing the Internet
52(1)
The Internet Tax Freedom Act
52(1)
To tax or not to tax?
52(1)
International Business Issues
53(4)
Customs
53(1)
Tariffs
54(3)
Assessment Questions
57(2)
Scenarios
59(1)
Lab Exercises
60(2)
Answers to Chapter Questions
62(2)
Chapter pre-test
62(1)
Assessment questions
63(1)
Scenarios
64(1)
For More Information
64(3)
Marketing to the Web
67(36)
Understanding Web Marketing
69(5)
Immediate response
69(1)
Personal selection
69(1)
Interactivity
70(4)
Evaluating Market Potential
74(1)
Definite Goals Drive Marketing
75(3)
Developing new markets
75(2)
Improving customer interaction
77(1)
Selling new products
78(1)
Computerizing business processes
78(1)
Strategies for Marketing Online
78(2)
Web site design
78(1)
Online promotion
79(1)
Targeted marketing
79(1)
Marketing on portal sites
79(1)
Search engine placement
80(1)
Understanding Growth
80(3)
Growth drivers
80(2)
Growth barriers
82(1)
Intangible versus Tangible Goods
83(2)
Intangible goods
83(1)
Tangible goods
84(1)
Pricing Products
85(1)
Managing Market Niche: Global versus Micro
85(1)
Managing Product Delivery
86(1)
Understanding Audiences
87(2)
Log file analysis
87(1)
Polls and surveys
87(1)
Community features
88(1)
Transaction and inventory data
88(1)
Web user population research
88(1)
Responsible Web Marketing
89(1)
Don't ask too much
89(1)
Privacy statements
89(1)
Drawing the line on data gathering and analysis
89(1)
Service should remain top priority
90(1)
Examples of Web Marketing Done Right
90(5)
Dell
90(1)
UPS
91(1)
Amazon
92(3)
Assessment Questions
95(2)
Scenarios
97(1)
Lab Exercises
97(2)
Answers to Chapter Questions
99(2)
Chapter pre-test
99(1)
Assessment questions
100(1)
Scenarios
101(1)
For More Information
101(2)
Online Promotion Techniques
103(34)
Understanding Online Promotion
105(1)
Categorizing Web Sites
105(1)
Publisher sites
105(1)
Marketer sites
106(1)
Where the categories overlap
106(1)
All About Banner Ads
106(7)
Banner ad concepts and terms
107(2)
Standard banner sizes
109(2)
Types of banners
111(2)
Building Effective Banner Ads
113(6)
Banner page positions
114(1)
Tracking ad effectiveness
114(2)
Buying and selling banner ads
116(1)
Targeting banner ads
116(1)
Working with ad reps
117(1)
Banner ad networks
117(1)
Bartering for banners
118(1)
Banner referrals
118(1)
All About Search Engine Promotion
119(5)
Web directories
119(1)
How search engines index sites
119(1)
Registration
120(1)
Automating registration
121(1)
Tips and tricks for improved visibility
122(2)
E-mail as a Promotion Tool
124(3)
E-mail advertising
125(1)
Responsible bulk e-mailing
125(1)
Targeting e-mail delivery
126(1)
Managing mailing lists
127(1)
Promotion through Listservs, Newsgroups, and Chat
127(3)
Assessment Questions
130(1)
Scenarios
131(1)
Lab Exercises
132(1)
Answers to Chapter Questions
133(2)
Chapter pre-test
133(1)
Assessment questions
133(1)
Scenarios
134(1)
For More Information
135(2)
Part II: Designing an Effective E-Commerce Presence 137(162)
Building Usable Web Sites
139(22)
Understanding Web Usability
141(3)
Getting a grip on the Web
141(1)
Building basic interface standards
142(2)
Goals of E-Commerce
144(5)
Getting to the site
144(1)
Locating a product or service
145(1)
Researching a product or service
146(1)
Purchasing a product
147(1)
Streamlining the purchase process
147(2)
Page Usage and Access Behavior
149(1)
Click patterns
149(1)
Multiple paths
150(1)
Web Site Structure and Screen Flow
150(3)
Information architecture
150(2)
Screen flow
152(1)
Analyzing Web Site Usability
153(2)
Assessment Questions
155(1)
Scenarios
156(1)
Lab Exercises
157(1)
Answers to Chapter Questions
157(2)
Chapter pre-test
157(1)
Assessment questions
157(1)
Scenarios
158(1)
For More Information
159(2)
E-Service for E-Customers
161(20)
Defining E-Service
163(1)
Providing E-Service
164(6)
Synchronous e-service
164(2)
Asynchronous e-service
166(2)
Self-service
168(2)
Enacting E-Service
170(5)
Identify the customer
170(1)
Examine current Web traffic patterns
170(1)
Use suppliers when appropriate
171(1)
Use existing information
171(1)
Analyze potential tools
171(1)
Create a close relationship with the customer
172(1)
Gather information to be used for future planning
172(1)
Remove the fear of online purchasing
172(1)
Ensure privacy
173(1)
Provide transaction incentives
173(1)
Conduct service metrics
173(2)
Assessment Questions
175(1)
Scenarios
176(1)
Lab Exercises
177(1)
Answers to Chapter Questions
177(2)
Chapter pre-test
177(1)
Assessment questions
178(1)
Scenarios
178(1)
For More Information
179(2)
Supporting Business-to-Business Activities Online
181(20)
Understanding Online Business Models
183(1)
Business-to-consumer
183(1)
Business-to-business
184(1)
All About Electronic Data Interchange
184(5)
EDI explored and explained
185(2)
Who should use EDI?
187(1)
EDI on the Internet
187(2)
Security issues for EDI
189(1)
Open Buying on the Internet
189(3)
OBI explored and explained
190(1)
OBI transactions
190(1)
OBI and EDI compatibility
191(1)
OBI solutions
192(1)
The future of OBI in e-commerce
192(1)
Open Trading Protocol
192(1)
OTP explored and explained
192(1)
OTP standards
193(1)
Business-to-Business Networks
193(2)
Assessment Questions
195(1)
Scenarios
196(1)
Lab Exercises
197(1)
Answers to Chapter Questions
197(2)
Chapter pre-test
197(1)
Assessment questions
198(1)
Scenarios
198(1)
For More Information
199(2)
Entry-Level E-Commerce Outsourcing
201(22)
Understanding Entry-Level E-Commerce Outsourcing
203(8)
The appeal of entry-level e-commerce outsourcing
204(1)
Independent storefronts
204(3)
Portal storefronts
207(2)
Auctions
209(1)
Affiliate programs
210(1)
Selecting an Entry-Level E-Commerce Solution
211(4)
Generating demand
212(1)
Ordering
212(1)
Fulfillment
213(1)
Payment processing
213(1)
Service and support
213(1)
Security
213(1)
Community
213(2)
Assessment Questions
215(1)
Scenarios
216(1)
Lab Exercises
217(2)
Answers to Chapter Questions
219(3)
Chapter pre-test
219(1)
Assessment questions
220(1)
Scenarios
221(1)
For More Information
222(1)
Mid-Level Online Storefront Packages
223(34)
Understanding Mid-Level Online Storefront Packages
225(4)
Customization
226(1)
Cost
227(1)
Security
227(1)
Independence
228(1)
Administration, reporting, and set-up tools
228(1)
Variety of e-commerce functions and tasks supported
228(1)
Mid-Level Storefront Options
229(11)
iHTML Merchant
229(7)
AbleCommerce
236(1)
iCommerce ShopZone
237(2)
More mid-level options
239(1)
Selecting a Mid-Level Online Storefront Package
240(4)
Generating demand
241(1)
Ordering
241(1)
Fulfillment
241(1)
Payment processing
241(1)
Service and support
242(1)
Security
242(1)
Community
242(2)
Assessment Questions
244(1)
Scenarios
245(1)
Lab Exercises
245(10)
Answers to Chapter Questions
255(1)
Chapter pre-test
255(1)
Assessment questions
255(1)
Scenarios
256(1)
For More Information
256(1)
High-Level Online Storefront Packages
257(22)
Understanding High-Level Online Storefront Packages
259(7)
Customization
260(3)
Cost
263(1)
Security
264(1)
Administration, reporting, and installation
264(1)
Stability and performance
264(1)
Functionality
265(1)
High-Level Storefront Options
266(4)
Open Market e-Business Suite
266(2)
Allaire Spectra
268(1)
About other options
269(1)
Selecting a High-Level Storefront Package
270(1)
Generating demand
270(1)
Ordering
270(1)
Fulfillment
270(1)
Payment processing
270(1)
Service and support
271(1)
Security
271(1)
Community
271(1)
Auctions for E-Commerce
271(3)
FairMarket
272(1)
About other options
272(1)
Selecting an auction environment
272(2)
Assessment Questions
274(1)
Scenarios
275(1)
Lab Exercises
276(1)
Answers to Chapter Questions
276(2)
Chapter pre-test
276(1)
Assessment questions
277(1)
Scenarios
277(1)
For More Information
278(1)
Case Studies: Creating an E-Commerce Company
279(20)
Understanding the Role of E-Commerce in Business
281(2)
Accessibility
282(1)
Method
282(1)
Adaptability
282(1)
Business model
283(1)
Creating a Company Presence Online
283(1)
Choosing and registering a domain name
283(1)
Determining the scope of your project
284(1)
Establishing a Presence in Phases
284(4)
Information-only Web sites
285(1)
Limited-transaction Web sites
286(1)
Full-transaction Web sites
286(1)
Integrating legacy systems
287(1)
E-Commerce Case Studies
288(1)
Barnes & Noble
288(1)
Carfax
288(1)
Understanding the Implications of E-Commerce Activity
289(5)
Effect on the seven keys to e-commerce success
289(3)
Tips for a smoother transition
292(2)
Assessment Questions
294(1)
Scenarios
295(1)
Lab Exercises
296(1)
Answers to Chapter Questions
297(1)
Chapter pre-test
297(1)
Assessment questions
297(1)
Scenarios
298(1)
For More Information
298(1)
Part III: Building an E-Commerce Site Foundation 299(108)
Going Behind the Scenes
301(32)
Exploring Server Software Options
303(17)
Platform options
304(4)
Understanding the Web server's role
308(3)
Web server options
311(5)
Database options
316(4)
Choosing an E-Commerce Site Development Environment
320(4)
Assessment Questions
324(1)
Scenario
325(1)
Lab Exercises
325(6)
Answers to Chapter Questions
331(1)
Chapter pre-test
331(1)
Assessment questions
331(1)
Scenario
332(1)
For More Information
332(1)
Working with Internet Information Server
333(28)
Understanding Microsoft's IIS
335(1)
IIS Features and Functions
336(3)
Security
336(1)
Active Server Pages (ASP)
337(1)
ISAPI
337(1)
Web file formats supported
337(1)
Content management
337(1)
Site analysis
338(1)
ASP script debugging
338(1)
Index Server
339(1)
IIS Installation
339(3)
Anonymous logins account
340(1)
Starting and testing Index Server
341(1)
Managing IIS
342(14)
Internet Services Manager
342(1)
Virtual directories
343(3)
Virtual servers
346(1)
IIS Web site properties
346(8)
FTP settings
354(2)
Assessment Questions
356(1)
Scenario
357(1)
Lab Exercise
357(1)
Answers to Chapter Questions
358(1)
Chapter pre-test
358(1)
Assessment questions
358(1)
Scenario
358(1)
For More Information
359(2)
Working with E-Commerce Software: Actinic Business
361(22)
Understanding Actinic Business
363(1)
Installing Actinic Business
364(2)
Planning for setup
364(1)
Installation
364(2)
Working with Actinic Business
366(7)
Starting Actinic Business
366(1)
Exploring the Actinic interface
367(5)
Entering your company's information
372(1)
Configuring the Actinic Server
373(3)
Actinic Host mode
373(1)
Using your own ISP
374(1)
Hosting the site locally
375(1)
Publishing a Web Site with Actinic
376(1)
Assessment Questions
377(1)
Scenarios
378(1)
Lab Exercises
378(2)
Answers to Chapter Questions
380(1)
Chapter pre-test
380(1)
Assessment questions
381(1)
Scenarios
381(1)
For More Information
381(2)
Customizing an E-Commerce Site
383(24)
Understanding Web Site Customization
385(4)
Web design fundamentals
385(3)
Audience drives design goals
388(1)
Customizing Look and Feel
389(6)
Using design templates
389(2)
Using custom graphics
391(4)
Customizing the User Interface
395(4)
Assessment Questions
399(1)
Scenarios
400(1)
Lab Exercises
400(5)
Answers to Chapter Questions
405(1)
Chapter pre-test
405(1)
Assessment questions
405(1)
Scenarios
406(1)
For More Information
406(1)
Part IV: Operating and Enhancing E-Commerce Sites 407(194)
Creating Online Catalogs
409(32)
Understanding Online Catalog Functions and Components
411(5)
Catalog searching
411(3)
Structuring a hierarchical catalog
414(2)
Building Internet Catalogs
416(2)
Establishing business objectives
417(1)
Starting an online catalog
417(1)
Categorizing catalog data
418(1)
Case Study Catalog
418(17)
Refining the product list
419(1)
Developing a hierarchical outline
420(1)
Adding categories to an online catalog
421(5)
Adding products to a catalog
426(5)
Add-ons and upgrades
431(1)
Adding attributes and options to products
432(3)
Assessment Questions
435(1)
Scenario
436(1)
Lab Exercise
436(2)
Answers to Chapter Questions
438(1)
Chapter pre-test
438(1)
Assessment questions
438(1)
Scenario
438(1)
For More Information
439(2)
Processing Online Transactions
441(36)
Understanding Online Transactions
443(3)
Forms of payment
443(1)
Additional charges
443(2)
Transaction participants
445(1)
Selecting Payment Methods
446(8)
Online payment terms and concepts
446(1)
Assessing the options
447(1)
Processing credit cards
448(3)
Handling digital cash
451(2)
Online check processing
453(1)
Setting Up Transactions with Actinic
454(5)
Working with Payment Gateways
459(4)
Authorize.Net
460(1)
ClearCommerce
460(1)
CyberCash
461(2)
Assessment Questions
463(1)
Scenario
464(1)
Lab Exercises
465(9)
Answers to Chapter Questions
474(1)
Chapter pre-test
474(1)
Assessment questions
474(1)
Scenario
475(1)
For More Information
475(2)
Supporting E-Services
477(26)
Understanding E-Services Support
479(2)
New expertise needed
479(1)
Challenges of staffing
480(1)
Support options
480(1)
Supporting Asynchronous E-Services
481(4)
E-mail management systems
482(1)
Case management systems
483(2)
Supporting Synchronous E-Services
485(3)
Chat services
486(1)
Remote control or co-browsing
487(1)
Supporting Self-Service Options
488(7)
Account maintenance areas
489(1)
FAQ
489(1)
Knowledge bases
490(2)
Web-based help systems
492(1)
Bulletin boards and newsgroups
492(3)
Assessment Questions
495(1)
Scenario
496(1)
Lab Exercise
497(1)
Answers to Chapter Questions
498(2)
Chapter pre-test
498(1)
Assessment questions
499(1)
Scenario
499(1)
For More Information
500(3)
E-Commerce Transaction Security
503(40)
Understanding E-Commerce Security
505(3)
Establishing identification and authentication
505(1)
Managing access control
506(1)
Ensuring data confidentiality
507(1)
Ensuring data integrity
507(1)
Ensuring non-repudiation
507(1)
Understanding Cryptography
508(2)
Cryptography terms
508(1)
Evaluating encryption strength
508(1)
Calculating security in key lengths
509(1)
Types of Cryptography
510(7)
Symmetric encryption
510(4)
Asymmetric encryption
514(2)
One-way encryption
516(1)
Understanding Digital Certificates
517(5)
The X.509v3 standard
517(1)
Types of certificate
518(1)
Certifying Authorities
519(3)
Certificate revocation lists
522(1)
Working with Certificates
522(8)
SSL
522(2)
Requesting a digital certificate
524(4)
Submitting a Certificate Server Request file
528(1)
Installing a digital certificate
528(2)
Securing a Directory or File in IIS
530(1)
Using Secure Electronic Transactions
531(1)
E-Commerce Security Issues
532(4)
Hackers can copy any credit card information transmitted across the Internet
532(1)
The encryption used on the Internet can be easily broken
533(1)
All you need to do to protect a Web site is install a digital certificate
533(1)
It's impossible to secure a Web site
533(3)
Assessment Questions
536(2)
Scenarios
538(1)
Lab Exercise
539(1)
Answers to Chapter Questions
540(2)
Chapter pre-test
540(1)
Assessment questions
540(1)
Scenarios
541(1)
For More Information
542(1)
Managing E-Business Information
543(30)
Understanding E-Business Information Needs and Requirements
545(2)
Storing e-business information
545(1)
Online access for customers
546(1)
Company-wide access for staff
547(1)
Managing Inventory
547(4)
Determining inventory levels
547(2)
Managing inventory data
549(2)
Tracking Orders
551(5)
Storing customer information
553(1)
Tracking order status
553(1)
Customer access to order information
554(2)
Assessment Questions
556(1)
Scenario
557(2)
Lab Exercises
559(11)
Answers to Chapter Questions
570(2)
Chapter pre-test
570(1)
Assessment questions
571(1)
Scenario
571(1)
For More Information
572(1)
Managing an E-Commerce Web Site
573(28)
Understanding E-Commerce Site Management
575(1)
Site Administration Basics
575(10)
Monitoring and maintaining site content
576(6)
Monitoring and maintaining security
582(1)
Monitoring and maintaining performance
582(2)
Site responsiveness
584(1)
Analyzing Log Files
585(7)
Data that can be collected or calculated using log files
586(1)
Data not collected by log files
587(1)
Using WebTrends Log Analyzer
587(5)
Assessing Web Performance
592(3)
Load testing
592(1)
Web page diagnostics
593(2)
Assessment Questions
595(1)
Scenario
596(1)
Lab Exercise
596(1)
Answers to Chapter Questions
597(2)
Chapter pre-test
597(1)
Assessment questions
598(1)
Scenario
598(1)
For More Information
599(2)
Appendix A: What's on the CD-ROM 601(8)
Appendix B: Sample Exam 609(16)
Appendix C: Exam Objectives Matrix 625(10)
Appendix D: Exam Tips 635(4)
Appendix E: E-Commerce Resources Online 639(10)
Appendix F: Checklist: Planning E-Commerce 649(6)
Appendix G: Companies and Products Mentioned 655(10)
Appendix H: E-Commerce Bibliography 665(12)
Glossary 677(14)
Index 691(22)
End-User License Agreement 713(5)
CD-ROM Installation Instructions 718

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