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Merchants, Click
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E-Glossary
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adaptive selling
A sales technique using a pitch adapted for each prospect in response
to the specific sales situation. Electronic commerce can make use
of this technique by gathering input from customers through effective interfaces.
adopter
A user who likes a product so much that they start to build brand loyalty
to it.
advertising objective
A specific communication task an advertising campaign should accomplish
for a specific target audience.
advertising spiral
The stages through which a product-class' Advertising passes, including:
Pioneering, Competitive and Retentive.
advertorial
A print advertisement styled to resemble the editorial format and type
face of the publication of Web site it is running on.
after marketing
The efforts a company makes after a sale is complete to insure the
individual remains as a customer of the company.
aggregator
This is a e-commerce business model in which the web site sells products
or services which it does not produce or warehouse. Rather, an Aggregator
creates an environment where multiple providers (sellers) must compete
on terms determined by the use.
anti-direct marketing
A discipline which encompasses all marketing and adevertising techniques
that operate on the principle of eliciting a negative response from prospects
or customers.
AT&T Mondex - Mastercards entry into E-Cash
AT&T Mondex, unlike most E-Cash systems, was not developed for
the Internet, but rather the real world. The concept is based on using
a credit card sized device that contains a computer chip. THis device is
called a smart card. The smart card has the ability to keep track of how
much "money" it contains. Smart cards use a reader much like traditional
credit and ATM cards. Swiping a smart card through the reader transfers
value directly to the merchants reader, just as if you were taking the
money from your wallet and handing it over. You can also transfer value
to anyone else's smart card. The primary disadvantage is the requirement
for a reader. THe Mondex smart card is backed by MasterCard and AT&T
and is likely to become a major E-Cash contender.
authenticated
Established as being a genuine user or verifying the identify of a user.
authentication certificates
Authentication Certificates contain information about who it belongs
to, who it was issued by, a unique serial number or other unique identification,
valid dates, and an encrypted “fingerprint” that can be used to verify
the contents of the certificate.
The certificates are issued by a trusted third-party organization or
company used to create digital signatures and public-private key pairs.
The role of the Certification Authority(CA) in this process is to guarantee
that the individual granted the unique certificate is, in fact, who he
or she claims to be. Usually, this means that the CA has an arrangement
with a financial institution, such as a credit card company, which provides
it with information to confirm an individual's claimed identity. CAs are
a critical component in data security and electronic commerce because they
guarantee that the two parties exchanging information are really who they
claim to be.
authentication key
A key that consists of a short string of characters, such as unique
information from the message (i.e. date, time or dollar amount) that is
used to ensure that the data in a business transaction that is sent electronically
remains unaltered. An authentication key can also be used as a form of
digital signature on many financial transactions sent electronically over
the internet. This verifies the identity of the sender.
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