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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. 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 allowed Internet users access to both search engines, Archie and Veronica.
(d) It was responsible for organizing all of the websites in the database.

2. Why do advertisers like Gross' marketing system?
(a) They see an increased level of traffic to their websites.
(b) They are wasting less money in advertising costs.
(c) They are receiving discounts on their advertising to endorse GoTo.com.
(d) They are giving input to Gross on how to design it.

3. 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.

4. IdeaLab initially operates on what theory about developing new business ideas?
(a) Marketing business ideas exclusively online where startup costs are much lower than offline ones.
(b) Producing products as they are sold to avoid large investments in each new business venture.
(c) Strategically placing new business ideas in films to test the reaction of crowds before investing in them.
(d) Assembling one team to start new businesses, and reducing the time and work involved with assembling separate teams for each idea.

5. In his original vision for a Database of Intentions, what does Battelle see the database being built with?
(a) Names and addresses of Internet users.
(b) Popular search terms.
(c) A collection of stores that offered online services.
(d) The most visited websites on the Internet.

Short Answer Questions

1. What is it about the computers on Star Trek that Battelle would like to see become a reality?

2. Gross designs the precursor to Overture, GoTo.com, for what specific purpose?

3. For what does Gross start charging advertisers?

4. As Battelle points out, Internet use has grown to become more and more common, and most people are familiar with what online tool?

5. As of the first quarter of 2005, what does Google have 51 percent of?

Short Essay Questions

1. What is the key ingredient of GoTo.com that Google adopts to propel it towards success?

2. Describe the basic process of how a search engine works.

3. Describe the rise and fall of IdeaLab.

4. What is the A,B,C,D model of hiring, and how does Google avoid it?

5. How does the rapid growth of the search industry lead to huge profit increases for the Internet companies?

6. Describe the key role that Sergey Brin played in the development of Larry Page's model.

7. In 1990, which groups of people are added to the Internet users with the introduction of Archie and why?

8. What is the story of how Jerry Yang and David Filo created Yahoo and what were their original motives?

9. What is the business model that Bill Gross sets up?

10. How does the huge success of Google's pay-per-click campaign lead to a negative reaction from its advertisers?

(see the answer keys)

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