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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

1. What happens when Page tries to sell Google to other Internet companies?
(a) The companies are not interested.
(b) The companies attempt to use the information Page gives them to make their own websites better.
(c) The companies do not offer enough money.
(d) The companies do not understand how to operate Google.

2. What should be the fundamental goal of an Internet search, according the Battelle?
(a) To provide people with information in an efficient way.
(b) To make advertising easier for companies.
(c) To understand the habits of Internet users.
(d) To make people's lives easier.

3. How does the media view Google in 2002?
(a) As a deceitful company.
(b) As an honest company.
(c) As a failing company.
(d) As a company that is growing too fast.

4. What company eventually bought WebCrawler in 1995?
(a) Microsoft.
(b) AOL.
(c) Yahoo.
(d) Google.

5. What does Google use as a backup in case the main plan to market keyword-based advertising fails?
(a) Banner ads.
(b) Traffic generating software.
(c) Its original Stanford website.
(d) Paid website listings.

6. How is the intelligence coded to speed up and refine a search for Internet users?
(a) By only displaying websites with an exact match in content to the keywords.
(b) By eliminating duplicate website links.
(c) By correcting misspelled words entered in the search box.
(d) By suggesting additional or alternative keywords.

7. What is the first management style that Google uses?
(a) One that requires all employees to report to the CEO on a daily basis.
(b) A concept that gives each employee partial ownership of the company through stocks.
(c) A corporate hierarchy with a chain of command and a flattened organization.
(d) One that allows the owners to talk directly with the employees.

8. What does Google add to the concept of parallel computing to make it even more beneficial?
(a) Huge, cost-effective scaling by using inexpensive hardware.
(b) Twice as much hardware to double their results.
(c) The plan to build all of their own hardware to reduce labor and equipment costs.
(d) The notion of allowing other companies access to their hardware to cut operating costs.

9. What is the main idea behind the original concept of Google?
(a) To locate websites that provide the most text per page.
(b) To rank websites by importance as they lead back to a single Web page.
(c) To eliminate any websites from the search results that do not include at least 50 percent of relevant information to the keywords.
(d) To develop a search engine that can interpret the active search tendencies of its users.

10. GoTo.com is founded on what line of thinking?
(a) Internet users who have not made purchases online should be charged a service fee for using search engines.
(b) Internet users will be willing to pay for a faster search engine with more targeted results.
(c) Advertisers will be willing to pay more to have paying customers directed to their websites instead of higher volumes of low-quality traffic.
(d) Advertisers who sell online products rely on incredible amounts of traffic to their websites to stay in business.

11. What strategy do Brin and marketing associates employ to bring in venture capital?
(a) They set up live demonstrations.
(b) They offer discounts to advertisers who contribute to the company.
(c) They begin contacting the owners of the most visited websites on the Internet.
(d) They place a Donation option on the Google website to encourage visitors to support them.

12. Why does Google stop doing traditional brand marketing?
(a) The marketing costs are taking up 50 percent of its revenue.
(b) It isn't effective since most people didn't know who Google was yet.
(c) There is another company called Google that people are confusing it with.
(d) Larry Page and Sergey Brin are not skilled at brand marketing and do not know how to do it effectively.

13. Why was the WebCrawler so unique?
(a) It could index the full text of Web documents instead of just titles.
(b) It transferred files directly to a specified computer.
(c) It was responsible for organizing all of the websites in the database.
(d) It allowed Internet users access to both search engines, Archie and Veronica.

14. What does Susan Wojcicki rent to Page and Brin for them to use to develop further technology?
(a) A computer lab.
(b) An office building.
(c) A room in her house.
(d) A garage.

15. Sixty-five percent of all Internet searches are estimated for what purpose?
(a) To get information.
(b) Entertainment.
(c) Commercial use.
(d) Education.

Short Answer Questions

1. When Gross approaches Google to sell his plan, what happens?

2. What public relations idea does Google try after brand marketing, making it the only company not to spend any money on marketing?

3. What percentage of search results includes paid ads for Google and Yahoo?

4. Before the World Wide Web, who mainly used the Internet?

5. What is Battelle's central focus in Chapter 2?

(see the answer keys)

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