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This is “A Manager’s Guide to the Internet and Telecommunications”, chapter 12 from
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Table of Contents
Chapter 12
A Manager’s Guide to the Internet and
Telecommunications
12.1 Introduction
There’s all sorts of hidden magic happening whenever you connect to the Internet. But what really
makes it possible for you to reach servers halfway around the world in just a fraction of a second?
Knowing this is not only flat-out fascinating stuff; it’s also critically important for today’s manager
to have at least a working knowledge of how the Internet functions.
That’s because the Internet is a platform of possibilities and a business enabler. Understanding
how the Internet and networking works can help you brainstorm new products and services and

understand roadblocks that might limit turning your ideas into reality. Marketing professionals
who know how the Internet reaches consumers have a better understanding of how technologies
can be used to find and target customers. Finance firms that rely on trading speed to move billions
in the blink of an eye need to master Internet infrastructure to avoid being swept aside by more
nimble market movers. And knowing how the Internet works helps all managers understand where
their firms are vulnerable. In most industries today, if your network goes down then you might as
well shut your doors and go home; it’s nearly impossible to get anything done if you can’t get
online. Managers who know the Net are prepared to take the appropriate steps to secure their
firms and keep their organization constantly connected.
12.2 Internet 101: Understanding How the Internet Works
LEARNING OBJECTIVES
1. Describe how the technologies of the Internet combine to answer these questions: What are
you looking for? Where is it? And how do we get there?
2. Interpret a URL, understand what hosts and domains are, describe how domain registration
works, describe cybersquatting, and give examples of conditions that constitute a valid and
invalid domain‐related trademark dispute.