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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. Under Gross' plan, when does an advertiser pay?
(a) After a certain number of Internet users have purchased their products.
(b) On a weekly basis.
(c) Only when a customer clicks on an ad.
(d) Upfront, before the ad is included on the search engine's Web page.

2. Who does Page admire for doing noteworthy studies but never profiting from them?
(a) Nikola Tesla.
(b) Arthur Samuel.
(c) Peter Szor.
(d) Kevin Gifford.

3. Where is the location of the first main office for Google?
(a) Page's basement.
(b) The Stanford University Library.
(c) Page and Brin's apartment.
(d) Brin's dormitory room.

4. Page and Brin select the name "Google," based on the term, "googol," which refers to what?
(a) The number 1 followed by an infinite number of zeros.
(b) The number 1 followed by 1,000,000 zeros.
(c) The number 1 followed by 1,000 zeros.
(d) The number 1 followed by 100 zeros.

5. What three elements does Google now possess to control its own destiny and profit?
(a) A search engine, a database with the most websites, and the largest number of Internet users.
(b) Tracking technology to detect the preferences of Internet users, a search engine, and a commission for all sales generated from ads.
(c) Advertisers willing to pay high rates, a search engine, and the ability to generate its own traffic.
(d) A search engine, a paid search network, and the ability to generate its own traffic.

Short Answer Questions

1. How many advertiser relationships does Google have?

2. What position does Jeff Bezos hold when he remarks that you "shouldn't have to brag" about not being evil in response to Google's recently announced motto.

3. What Palo Alto street does Google relocate to after outgrowing its current location in 1999?

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. What does Schmidt consider Battelle's idea of a Database of Intentions to be a part of?

Short Essay Questions

1. In Chapter 2, what is the general reason given that people use online search engines?

2. What is Bill Gross' intent when he introduces GoTo.com?

3. What is IdeaLab?

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

5. What are some of the problems Page and Brin encounter with webmasters after setting up the early stages of their search engine?

6. In Chapter 3, who does Battelle say mainly used the Internet in its earliest days and why?

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

8. What is PageRank and how does it work?

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

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

(see the answer keys)

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