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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. What are SERPs?

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

3. How is the intelligence coded to speed up and refine a search for Internet users?

4. The estimated growth of the search engine industry is expected to reach $23 billion by what year?

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

Short Essay Questions

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

2. How did Veronica differ from Archie as a search engine?

3. What was significant about AltaVista.com when it was released in 1995?

4. What eventually causes Google to use Bill Gross' model of advertising?

5. Describe the rise and fall of IdeaLab.

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

7. Explain the breakdown in searches between information and entertainment in the U.S. and a possible reason for it.

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

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

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

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

The Search is a story with a lot of creativity and innovation. It shows how people and companies can do things that may not make sense at the time but end up having an amazing impact. An example of this is Google's choice of marketing. As we now know, Google's first attempt at traditional marketing did not work and was not as effective as it would have hoped, mainly because of the cost involved. Could Google have designed its ads any differently to make them more effective?

1) Create an ad campaign for a brand new search engine using the information about Google provided in the book. Make the campaign for radio, television, or another offline media.

2) Next, describe the method Google eventually uses to market the company. Why was this method so groundbreaking at the time? What was it doing that was unheard of?

3) Now, compare your ad campaign with the approach Google created. Which one do you feel would be more effective? Why?

Essay Topic 2

In your opinion, does Google adopt an arrogant attitude along the way to the company's success? Does its attitude affect the business or how it is perceived? Was the company and its leaders unfairly categorized? Use several examples from the book to explain your opinion. Also, is it natural for successful businesses to have a similar attitude? Why?

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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