Chapter 1-Essay Questions
1. Briefly describe the four basic categories of
e-commerce.
Answer:
Business-to-business (B2B) refers to the full range of e-commerce transaction
that can occur between two firms. Business-to-Consumer (B2C) refers to exchanges
between firms and consumers. Peer-to-peer (P2P0 exchanges involve transactions
between and among consumers. consumer-to-business (C2B) refers to aggregations
of consumers who present themselves to business as a buying group. Page: 4-5
2. Are the four types of e-commerce really
separate and distinct entities? Discuss.
Answer: While it is
fashionable to create categories, in reality, the various types of e-commerce
regularly interact. In fact, it is likely that a single chain e-commerce will
ultimately emerge—either as a distinct channel, or as a component of more
traditional channels. Page: 5
3. How has e-commerce impacted the classical
strategic planning process?
Answer: Traditionally,
strategic planning has been the slow, deliberate process of developing a set of
detailed, inter-related plans to guide all levels of the firm over the short,
medium, and long term. The dynamic, chaotic nature of e-commerce has compressed
the reaction time available to firms while injecting a level of uncertainty
that is more suited to the entrepreneurial than the bureaucratic style of
management. Page: 6
4. Briefly evaluate the potential of “sense and
respond” and “strategy as simple rules” as strategic alternatives in
e-commerce.
Answer: Sense and respond
is really the marketing concept of customer orientation brought into the
information age. Unfortunately, the approach is primarily reactive in
nature—better suited to improving existing products and defending existing
markets than creating new products and/or markets. The use of simple rules is
an entrepreneurial solution which allows important decisions to be made
quickly, within brand constraints, by front-line managers. Unfortunately,
entrepreneurship is, in many ways, the opposite of traditional
bureaucracy. Page: 8-9
43. How are the concepts of customization and
interactivity inter-related?
Answer: Customization
refers to the personalization of communications between users and a website.
This, or course, relies upon interactivity—two-way communication—over time. The
end result should be a better understanding of the consumer which can drive ALL
facets of the firm-consumer relationship.
Page: 10-11
Chapter 2- Essay Questions
1. Why might customer service pose special problems
for e-tailers?
Answer: By nature,
e-tailing is “virtual” shopping-devoid of personal contact. In return for its
impersonal shopping experience, the customer expects “good” prices AND
efficient, error-free service. Page:
50-51
2. Why must e-tailers be concerned with
security?
Answer: E-tailing
complexity enhances the real/perceived chance for mistakes. The scope of the
web attracts many potential attackers—with potential for huge damage. In the
face of increasing news reports of credit card fraud and identity theft, firms
must promote—and deliver—dependable security—BOTH with regard to data
transmission AND database storage.
Page: 57
3. Why is fulfillment critical to e-tailing
success?
Answer: Since most
e-tailers are “newer” than mail-order firms, they have no long-term reputation.
Add in their impersonal nature and consumers are buying on faith. ANY breach of
that faith-late delivery, shoddy quality, damaged goods, poor service after the
sale, poor financial/personal data security—is likely to lose the consumer
forever.
Page: 63-64
Chapter 3 Essay Questions
1. What is co-opetition? Why has it recently
become more common?
Answer: Co-opetition exists
when the same firms act as both competitors and collaborators. The phenomenon
has become more common as a result of the growing impact of the internet-—he
world without walls facilitate collaboration while promoting competition. Page: 74
2. How does a value chain differ from a value
system?
Answer: Value chains focus
primarily upon discrete collections of individuals and organizational
activities WITHIN a firm cooperating to create and deliver product/service
satisfactions. Value systems expand this cooperation to include cross-firm
efforts that benefit both end-consumers AND intermediaries. Page: 75
3. How can new-to-the-world value be created?
Answer: While this effort
is typically tied to the creation of totally new (breakthrough) products,
services, products, services, processes, or technologies. However, existing
offerings may be perceived as “new” as a result of advances in customization,
reach/access, community and/or collaboration.
Page: 79-80
4. What underlies the practice of segmentation?
What characterizes “useful” segments?
Answer: Segmentation is
founded upon the recognition of the fact that no product/service can satisfy
all of the diverse desires of a heterogeneous population. Segmentation, done
well, produces smaller, more homogeneous groups that can be identified, reached
and described (actionable) and served profitably (meaningful). Page: 89
5. How does technology impact the success of new
products in today's world?
Answer: Technology has
become a dominant force on BOTH sides of the market—a driving force for change
that is, by nature, dynamic, ethereal, and unpredictable. Innovators must
predict the willingness of consumers to accept and use the innovation, the
emergence/acceptance of supporting technologies, and the emergence/acceptance
of threatening technologies. AND, this must be accomplished inane environment
that is, by nature, chaotic and unpredictable. Page: 89
Chapter 4- Essay Questions
1. Briefly describe the basic components of the
online business model.
Answer: The value
proposition/cluster specifies the target segment(s), their desired benefits,
and the key resources required to provide them. The online offering (tangible
and intangible) is the vehicle for benefit provision. The resource system
(tangible and intangible) refers to the firm's unique assets for use in
providing those benefits. The revenue model specifies how the firm can serve
its target segments profitably.
Page: 112
2. How does the concept of a value cluster
differ from that of a value proposition?
Answer: While both focus on
customers, desired benefits, and required resources, the value cluster
recognizes that an internet firm often serves multiple segments having
different desires, will probably require partners to serve them, and solve
coordination problems effectively.
Page: 112
3. What characteristics would be possessed by
the “ideal” target segment.
Answer: Ideally, the
segment would be large and rapidly growing. It would be populated by customers
with unmet, or poorly met, needs. Finally, competitors would be weak—or
nonexistent. Page: 113
4. The ultimate success of an online business is
dependent upon the number of benefits a firm can offer its target market.
Evaluate.
Answer: Not true. Benefits
are “beneficial” only if the firm—perhaps with partners—can focus them upon
customer desires and provide satisfactions more effectively, more efficiently,
and at less cost than competitors.
Page: 115
5. Why is the postpurchase stages of the
consumer decision process MORE critical to the long-term success of the firm
than the purchase stage that has been traditionally emphasized?
Answer: No firm can live on
a one-shot sale. After purchase, the consumer decides if they will buy again—or
abstain AND tell everyone they can to do the same. The firm must focus on
post-sale satisfaction by emphasizing relevant benefits effectively provided
during product/offering development AND prepare to “fix” mistakes after the
sale to build/maintain loyalty. Page:
119
6. How must the traditional view of the resource
system be modified to adapt to the online world?
Answer: In the online
world, the focus must shift from the physical world to the virtual AND physical
world; from a supply—to a demand—side emphasis; from resources to benefits;
and, from single to multiform systems.
Page: 122-123
7. How can a firm assess the “quality” of
resource systems?
Answer: Several dimensions
should be considered. The “ideal” resource system should: (1) feature a unique
organization; (2) provide strong support for one another; (4) support the
offline system; and, (5) provide a sustainable advantage. Page: 124-125
8. Why have partnerships assumed 'critical”
importance in the online world:
Answer: In the “no-walls
world”, consumers expect all sellers to offer what they want, when they want
it, and at the lowest price. Of course, not all firms can be all things to all
people at all times. Partners allow several firms to pool their unique
strengths in order to create “virtual” synergy. Page: 127
9. Of all the potential revenue models, which is
MOST suited to the online world? LEAST suited? Defend your choice.
Answer: Least suited is
probably the lowest-price model. Lower prices require high volumes to produce
profits—often difficult in hyper-competition. The most-personalized is probably
the BEST—this model encourages full use of the unique strengths of the net to
enhance satisfactions. Page:
127-140
Chapter 5- Essay Questions
1. Why is the 7Cs critical to the success of
e-commerce efforts?
Answer: The 7Cs represent
the means of presenting and presenting the firm's value proposition. As the
“face” of the firm, the 7Cs—in the form of the firm's interface—must attract,
serve, and facilitate the retention of customers. Page: 151
2. Which of the 7Cs deals “initial”
responsibility for attracting customers and encouraging them to explore the
site? What is the offline equivalent of this factor?
Answer: A site's context
employs aesthetic and functional features to capture and serve potential
customers. Context is the “virtual” form of the brick-and-mortar factor of
atmospherics. Page: 151-152
3. Of the 7Cs, which BEST expresses the unique
advantage websites may enjoy over traditional retailers?
Answer: Websites offer the
ultimate in customization. While offline stores may attempt to tailor their
offerings, only website can facilitate USER personalization. Page: 152
4. Why is “fit and reinforcement” critical to
the successful use of the 7Cs? Which effort is MOST difficult/likely to be
overlooked?
Answer: Obviously, the
selection of these factors required for the effective presentation of the
firm's value proposition is critical to success. However, each factor must
become part of a coherent, comprehensive presentation that is mutually
reinforcing to provide its greatest impact.
Page: 153-154
5. Briefly describe the role of the two
components of context.
Answer: Context is composed
of function and aesthetics. Function refers to the speed, reliability, and
other “usability” features of the site. Aesthetics refers to the aesthetics—the
look and feel—of the site. Page:
152
6. Can form and function coexist on a single
site? How/why is this changing?
Answer: Traditionally, it
was felt that a single site could not offer BOTH “high” form and “high”
function. However, technological advances are continually enhancing the
dynamics of BOTH components. In the future, the question may be made.
Page: 159-160
7. What characteristics comprise community? What
primary advantages/disadvantages distinguish websites from traditional
retailers in this area?
Answer: Mature communities
exhibit cohesion, effectiveness, help, relationships, language, and
self-regulation. Websites have the potential to build huge, borderless
communities—IF they can overcome the problems of diversity that attend this
huge potential. Page: 160-167
8. Briefly describe the two forms of
customization a website might pursue. Which offers the MOST unique advantage to
e-tailers?
Answer: Websites may seek
to tailor their offerings to their perceptions of customer desires. Or, the
site may provide users with the tools to personalize the site to their own
needs. Personalization offers n unique advantage for e-tailers that cannot be
easily matched by traditional retailers.
Page: 170-172
9. Why would e-tailers desire to become
destination sites. What types of firms would be less concerned with this goal?
Answer: E-tailers want
customers to seek out their site, enter that site, and “stick” long enough to
purchase—and to do so repetitively. While hubs and portals sere as gateways to
other sites, and are thus less concerned with “stickiness”, they still desire
to become “destination gateways”.
Page: 179-180
10. What TWO concerns tend to be dominant among
the many commerce features that may be offered by a website?
Answer: Consumers may
choose from a large, and growing, number of websites offering similar items.
Consumers facing this choice will tend to emphasize convenience.
Page: 180-183
Chapter 6- Essay Questions
1. The traditional approach to communications
used two categories (mass and direct)—two more (personalized and general) have
been added by the internet. Each category—and subcategory—has unique advantages
and disadvantages. What MUST be the guiding principle for media selection and
why is INTEGRATED MARKETING COMMUNICATIONS essential?
Answer: Marketers cannot
MAKE the consumer view or listen to their messages—much less make them respond
in the desired way. Rather, he/she must understand the media preferences and
desired satisfactions of the target market—and use this knowledge to select the
media most appropriate for reaching the market and most suited to effective
presentation of appropriate content REGARDLESS OF “CATEGORY”. The purpose of
integrated communications is to achieve synergy from a cross-category, mutually
reinforcing campaign. Page:
196-197
2. What is the MAJOR advantage offered by
personalized online communications?
Answer: Personalized
communication allows mass marketers to come closer to the personal interaction
previously available only through the use of expensive personal selling. To the
extent that the offering can be modified to meet individual desires, the
marketer can approach the ideal of mass-customization. Page: 204-206
3. From the “dot.com flood” that dominated the
2000 Super bowl advertising wars, internet firms accounted for only 7 percent
of Super bowl advertisers in 2001. What did this decline prove?
Answer: The radical
shakeout of dot-coms proved that heavy advertising doesn't guarantee success,
that volume is not king, that profits do matter, that report sales are
critical, and that firms survive only if they provide satisfaction. In summary,
the dot-coms DID NOT suspend the old rules of survival. Page: 206-207
4. Define “brand”.
Answer: In general, “brand”
refers to customer perceptions of the firm's total offering—the “meaning” of
the product/service, its “wraparounds”, and the offering firm. In short, brand
is the customer's summary evaluation of a firm's ability to provide
satisfaction—and is, therefore, a major factor in product/firm selection. Page: 208-209
5. Why is brand likely to be even more important
for online firms than offline firms?
Answer: Online firms are
often “new”—they have not had the time to establish the reputation (perception)
enjoyed by established firms. The “virtual” nature of its customer contact
further emphasizes the importance of favorable perceptions—especially in the
initial purchase decision. Page:
209-210
6. Why is it critical—especially for online
firms—to present honest brand images and promises and to follow-through on
those promises?
Answer: Overpromises will
produce high expectations that may generate an initial purchase. But, high
expectations also make dissatisfaction more likely. In a competitive
environment, customers do not have to deal with firms they perceive as “liars”
again and they will engage in “negative” viral “demarketing” reputation/trust
is built on performance, not promises.
Page: 209-210
7. What is brand equity? Why is it important?
Answer: Brand equity is the
combination of consumer responses and benefits. It is the firm's
reputation—built upon the consumer's perceptions of promises and performance.
This “satisfaction reputation” is the basis for valuing the firm itself—as seen
in the stock market and the prices offered for firms upon their
liquidation. Page: 209-212
Chapter 7- Essay Questions
1. Why does implementation “matter”?
Answer: GOOD implementation
MAY overcome poor strategy and WILL ensure the success of good strategy. POOR
implementation WILL hamper good strategy and MAY mask poor strategy. Either
way, implementation must be a primary concern. Page: 239
2. What “special” implementation challenges are
faced by online firms?
Answer: Online
implementation efforts are challenged by higher error visibility, ease of
switching, fluid boundaries, a highly dynamic environment, and highly complex
linkages. These are, of course, the result of the unique environment that is
the internet.
Page: 240-241
3. Which of the various types of processes
proved to be the greatest problem for early dot.coms?
Answer: Customer support/handling
was the prime cause of failure for many early dot.coms. In a very real sense,
the strategy of tapping into the large worldwide web marketplace was TOO
successful. Too many firms were not prepared for the volume they generated—and
could not deliver the level of post-sale service needed to retain customers in
a hyper-competitive environment. Page:
243-244
4. Why might CRM systems be the MOST critical of
the functional software systems discussed in the text?
Answer: In the final
analysis, firms must retain its customers in order to survive and grow. Profits
result from satisfying the customer over the long-term. ANY tool that improves
that process is critical to the firm.
Page: 249-250
5. Most of the “early” dot.coms were B2C firms—and
many of them failed. Why?
Answer: The focus of early
B2C firms was sales—the net was seen as a tool to reach the HUGE worldwide
market. Ironically, many firms succeeded too well—they were not prepared to
serve the initial customers they reached. No firm can survive on a one-shot
sale. If the customer is not satisfied, they will not buy again, but will
engage in viral “de-marketing”—and the firm “dies”. Page: 252-255
Chapter 8- Essay Questions
1. What are metrics? Why are they important?
Answer: Metrics are
measurements of those activities deemed critical to implementing strategy
and/or achieving objectives. A firm must be able to evaluate progress AND
determine when changes are required.
Page: 274
2. Why are traditional financial metrics not
sufficient for evaluating the firm's progress?
Answer: Financial metrics
measure the success of past strategies—but provide no insights into future
results. These metrics are only output measures, but do not provide
firm-specific metrics that precisely track its strategy. Page: 274
3. How can the use of metrics improve the
quality of a firm's value proposition and/or business model?
Answer: A focus on metrics
“forces” the firm to define its business model, objectives, and value proposition
in precise, measurable terms. The firm benefits from ore rigorous analysis in
the planning phase—and a more objective-focused approach to
implementation/modification during the term of the plan. Improved analysis of
results—with implications for the next planning cycle—is another important
benefit. Page: 276
4. BRIEFLY describe the “limitations” of the
balanced Scoreboard Model as it applies to online firms.
Answer: While the model has
been useful, it does not provide for (1) a clear definition of strategy or
business models; (2) a clear location of organizational capabilities or
resources; or (3) a clear role for partnerships in the framework. These
omissions make it difficult to develop effective metrics to improve performance
in these important areas. Page:
279
5. How has “globalization” contributed to
problems with the use of traditional financial metrics?
Answer: In order for these
measures to be useful in the world market, they must be COMPARABLE. Yet,
different countries have differing financial reporting/accounting methods,
legal systems, ownership structures, and tax structures. As a result, global
financial metrics can be confusing (at best) or misleading (at worst). Page: 283
6. How can the “Performance Dashboard” be
implemented?
Answer: First, the business
strategy must be clearly stated. Then, it is possible to identify key actions
and outcomes in critical performance areas—and state these in clear, measurable
terms. Thirdly, appropriate metrics must be chosen to monitor key activities
and progress. Next, leading and lagging indicators must be identified and
linked to the appropriate metrics—with particular emphasis upon those that help
the firm focus on the future. Finally, metrics must be calculated to effectively
track current efforts and progress toward objectives. Page: 285-287
7. Why is the postpurchase portion of the
consumer process the MOST important part of the process?
Answer: Traditionally,
firms focused upon making the sale. BUT, firms must remember that the customer
will evaluate the firm's offering AFTER the purchase—and the results of that
evaluation will determine IF he/she will buy again. The culmination of several
POSITIVE iterations is “loyalty” and favorable recommendations. The result of
ONE negative evaluation can easily lead to the reverse. Page: 289
Chapter 9- Essay Questions
1. Why is the creation of user personas similar
to the practice of market segmentation?
Answer: A site may have to
deal with six distinct user groups having significantly different needs,
desires, and behaviors. Worse still, the individuals within each group are
diverse as well. User personas, like segmentation, seeks to group diverse users
into a manageable number of groups having similar CORE
needs/characteristics.
Page: 312-314
2. What security problems must be addressed in
site development? Which is MOST important/difficult? Defend your choice.
Answer: Security must be
provided for the network, the hardware/software comprising the system, and the
information moving or stored, in the system. While all are important, the
protection of data entrusted to the system is critical. Large volumes of
personal/financial data moving an/stored in a system is a prime target for
criminal hackers—witness increasing credit card fraud and the ultimate threat
of identity theft. Worse still, security concerns reduce the willingness of
consumers to use these systems. Page:
323
3. Rapid site design is a common goal. When is
it feasible?
Answer: Sites are more
amenable to rapid design if: (1) they are relatively small (under 30 pages),
(3) they can be quickly visually designed with minimal user input or
constraint, (3) the content is relatively static, and (4) the audience is
limited. Obviously, increased complexity/demands will require more
developmental time and effort.
Page: 324
4. Why is portability important? What must
precede the achievement of this goal?
Answer: Portability allows
a site to be accessed/used by a variety of operating systems. This requires the
development/implementation of standards. Firms/sites that insist upon
proprietary systems dramatically restrict their markets and growth
potential—witness Apple. Page: 328
Chapter 10- Essay Questions
1. What advantages are offered by the N-Tier
architecture?
Answer: Best known for
reducing complexity, this approach also offers decreased costs, improved
reliability, and scalability. Page:
343-344
2. What is the difference between flexibility
and scalability?
Answer: Flexibility refers
to ability to adapt to changes in system function. Scalability refers to the
ability of a system to be extended to handle a greater load. Ideally, a system
should offer both. Page: 345
3. Why is “performance” difficult to measure—and
impossible to “maximize”?
Answer: Performance is the
PERCEIVED speed of a system. Actual processing speed is an objective, easily
measured factor—BUT, perceived speed is subjective and relative. Faster will
never be fast enough for some. Page:
347-348
4. Why have reliability and security surged to
the forefront of system concerns?
Answer: As more
firms/individuals depend on computer systems for a growing range of activities,
dependable access becomes critical. Similarly, the volumes of sensitive
firm/personal data must be perceived as safe from loss or abuse or the system
will be avoided. Page: 348-349
5. Briefly identify and describe the roles of
the three components of the three tier architecture.
Answer: The data layer must
provide fast, reliable access to the data required to run the system. The
business-logic layer is responsible for implementing the basic rules of the
system according to the operating rules of the business. The presentation layer
is responsible for all communications between the user and the system, within
the system, and between the system and the user. Page: 352-355
Chapter 11- Essay Questions
1. What are the basic assets of any new
start-up? Which is MOST critical to success?
Answer: Any new firm is
constrained by its human and financial assets. While both are necessary, human
assets are the critical component since they will acquire, plan, and implement
the use of all other assets. Page:
371
2. When do venture capitalists tend to become
involved in a start-up? Why is this timing significant to both the start-up and
the VC?
Answer: Venture capitalists
tend to enter in the expansion stage—after concept development and prior to
launch—during the development of the management team. This period is critical
to the start-up seeking support for its final push. For the VC, the start-up
has more than a mere concept, has proved its determination, and may be more
open to negotiation/compromise in exchange for support. Page: 384-386
3. What are corporate ventures? How do their
goals differ from those of venture capitalists?
Answer: Corporate ventures
are investment entities that exist within large corporations to find and help
“grow” strategic opportunities. Their goal is primarily one of incubating
technologies that it may require strategically rather than to merely seek
financial returns. Acquisition may be the ultimate goal. Page: 388-389
4. How does a holding company differ from a
venture capitalist?
Answer: Venture capitalists
are primarily investors. The holding company has an operational focus—desiring
to own a 25 to 50 percent stake over a long period of time. Page: 391
5. Why is a business plan critical to a
start-up?
Answer: The business plan
is to often thought of as just a tool in gaining financing. Its greatest value,
however, is probably due to the fact that it “forces” the prospective start-up
to critically think through their value proposition and business model. Its
main value may be to prevent ill-advised ventures before they fail. Page: 392
6. Why is valuation of a start-up so
critical—and so difficult?
Answer: Obviously, the
future value of a firm is the basis for its ability to provide financial
returns for its investors. The rub, just as obviously, is that the investor
must try to PREDICT the future. Valuation methods may reduce risk by forcing
closer examination—but, investment is still a gamble. Page: 395-398
Chapter 12- Essay Questions
1. What is technological convergence? What
factors brought it to emerge?
Answer: Technological
convergence refers to the shift from many analog to a digital platform.
Decreasing costs, media proliferation, usage fragmentation, advancing
technology, and the pursuit of scale/scope economies have driven the
surge. Page: 413
2. How are media proliferation and audience
fragmentation related?
Answer: As more channels
for content emerge, competition for the finite audience increases. Media have
moved from “mass” broadcasting to “narrowcasting” to more specialized
sub-markets or “information-niches”. Continuing proliferation and competition
will tend to bring even more fragmentation.
Page: 415-417
3. Why is television noted as facing the
greatest fragmentation among the traditional mass media (TV, radio, magazines)
today?
Answer: TV is actually a
“laggard” in facing audience fragmentation. The demise of meaningful national
radio networks years ago forced radio stations (and affiliations) to seek
niched markets. Print media also underwent a similar process following the
demise of traditional national magazines.
Page: 421-422
4. Why was the Telecommunications Act of 1996 a
critical part of the digital explosion and audience fragmentation process?
Answer: The Act removed
artificial barriers to competition in an otherwise “borderless” world. Regional
telephone companies and cable companies were allowed to compete—resulting in
more alternatives and lower costs. The advent of more low-cost alternatives
led, in turn, to greater audience fragmentation. Page: 431
5. What does the debate over the ideal internet
“gateway” resolve down to? How is the problem likely to be resolved?
Answer: Basically,
consumers want multi-media connectivity that is cheap, simple, and portable.
Wireless technology is likely to offer the final solution by allowing
connectivity through a variety of devices both in and outside the home. Page: 437-438
6. The Telecommunications Act of 1996 cleared
the way for the advent of megamergers designed to achieve organizational
convergence. What are the advantages/problems associated with this effort?
Answer: The goal of
synergy-improved impact with the bonus of economies of scale/scope. Problems
include high capital costs, the difficulties of resolving conflicts between
internal/external constituencies, cultures, and regulators and the vagaries of
the global business environment. Page:
442-446
Chapter 13- Essay Questions
1. Briefly identify the basic regulatory issues
confronting the internet.
Answer: Regulators must
deal with questions of access, taxation, privacy/security, copyright
protection, and free speech. Page:
456
2. Why is taxation such a contentious problem in
the internet world?
Answer: Taxation is
confusing enough in just the US —which
has more than 36,000 state and local jurisdictions. When the very different tax
laws of other nations are thrown in, the result is chaos. Each taxing entity
wants their share of the huge amount of potential tax windfall. Offline sellers
cry “foul” over internet tax advantages—online sellers claim tax exemption is
both valid and necessary for the continued growth of the internet. Page: 464-465
2. Why have issues of privacy and security come
to the forefront of internet concerns:
Answer: Unauthorized access
to a user's financial/health information can have disastrous results related to
job/insurance loss, identity theft, and bankruptcy. If customers cannot trust
that their data is safe, they will be hesitant—to use the service. Page: 466-467
3. Briefly describe the two provisions of the
Digital Millennium Copyright Act of 1998 that are of greatest relevance to the
internet.
Answer: The Act made it a
crime to circumvent technological protection measures created by copyright
owners to protect their work. The Act also exempted online service providers
from liability as long as they remove the offending material and remove the
offending subscriber as soon as they become aware of the infringement. Page: 477
4. What problems does the internet pose with
regard to free speech?
Answer: The internet was
created to facilitate the free and rapid exchange of ideas. Its dynamic
architecture ensures almost complete anonymity. These characteristics,
unfortunately, make the web attractive to those desiring to distribute
obscenity and hate. The structural problems are only made worse by concerns
with security/privacy.
Page: 480-483