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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. What percentage of search results includes paid ads for Google and Yahoo?
(a) More than 75 percent.
(b) 50 to 60 percent.
(c) Less than 40 percent.
(d) 40 to 50 percent.

2. Why does Google stop doing traditional brand marketing?
(a) It isn't effective since most people didn't know who Google was yet.
(b) The marketing costs are taking up 50 percent of its revenue.
(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.

3. How do search engines generate income from advertisers?
(a) They charge advertisers a flat rate per month for their ad space.
(b) They charge a listing fee for businesses to rank higher in search directories.
(c) They collect a fee based on the amount of times an ad is displayed in search results.
(d) They receive a pay-per-click fee when a user responds to an ad.

4. How many advertiser relationships does Google have?
(a) More than 225,000.
(b) Less than 100,000.
(c) Less than 50,000.
(d) More than a million.

5. What was significant about Veronica?
(a) It listed websites in alphabetical order for easier access.
(b) It had a database that was twice the size of Archie.
(c) It used a program that connected directly to a file instead of to a computer.
(d) It was the first search engine that included keywords.

Short Answer Questions

1. IdeaLab initially operates on what theory about developing new business ideas?

2. Why is clickstream data so important to search engines?

3. How does the media view Google in 2002?

4. Before changing to Yahoo in 1995, what was the original name given to the search engine in 1994 by creators, Jerry Yang and David Filo?

5. After much consideration, what core value does Google adopt as its motto in 2001?

Short Essay Questions

1. Briefly describe the Database of Intentions.

2. How do Page and Brin originally try to make money with Google,? What is the result and their subsequent plan?

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

4. What does Google call its pay-per-click program, and what does Google combine it with to get the edge over other search engines?

5. Describe what happens when Google tries traditional brand marketing in 1999 and what form of public relations Google replaces it with.

6. How is Brian Pinkerton's invention, WebCrawler, unique?

7. Explain the origin of the "Google" name and why it was chosen.

8. How do search engines determine the relevance of the websites they include in the search engine return pages?

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

10. What is an example of a company or website that uses clickstream analysis? How does this company or website use it?

(see the answer keys)

This section contains 1,041 words (approx. 4 pages at 300 words per page) View a FREE sample