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This test consists of 5 short answer questions, 10 short essay questions, and 1 (of 3) essay topics.

Short Answer Questions

1. For what amount is Overture finally sold?

2. Where did Monier end up working after AltaVista was sold and reworked?

3. According to the 2004 research paper, how often do 85 percent of U.S. users perform Internet searches?

4. How long does Schmidt take before understanding the place of a search engine and agreeing with Battelle?

5. How many advertiser relationships does Google have?

Short Essay Questions

1. Explain how a Database of Intentions can be useful to marketing on the Internet.

2. What is the concept behind "paid search?"

3. What is IdeaLab?

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

5. Describe the rise and fall of IdeaLab.

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

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

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

9. What was the reasoning behind BackRub for Larry Page and Sergey Brin?

10. Briefly explain the benefits of a parallel computing system and how it is applied to Google.

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

Understanding trends of Internet users is a key part to the success of a search engine, and Battelle talks about habits, preferences, and intent.

1) Describe the trends detailed in the book, such as countries that use Internet search, how much they use it, the times of the day Internet search is used the most, etc. Include the possible reasons for these trends and use data from the book to support your description and analysis.

2) Explain how the trends described above are used to customize the user's online experience with search and advertising. What makes this an effective marketing strategy?

Essay Topic 2

It has often been stated that to understand where something is going, you must first understand where it has been. Now that you know the history of Google and Internet search, take some time to write about where you think the future of search engines is headed. In your opinion, is it a good future? Why or why not? How about the Internet in general? What possibility might lie ahead for online information processing? Finally, which areas of life are we likely to see Internet search expand to next?

Essay Topic 3

As Google tries to keep up with the company's remarkable growth rate, Page and Brin make some key decisions.

1) Describe the decisions made with the hiring process, new people brought in, and the restructuring of Google during this time. What might have happened if the company did not make these changes? How much credit should Page and Brin receive for recognizing the need for the change and taking action?

2) Explain the Tablets and the concept behind them. Were they useful? In your opinion, should most companies have a similar template in place? Why or why not?

(see the answer keys)

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