View a FREE sample

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

Short Answer Questions

1. How many searches does the rest of the world perform compared to U.S. Internet users?

2. What does Google use as a backup in case the main plan to market keyword-based advertising fails?

3. With which well-known director does Gross create IdeaLab, a company where his ideas can be put into action?

4. When Louis Monier released AltaVista.com to Internet users, what company was he associated with?

5. Google's search engine analyzes how many factors when determining the relevance of the user's keywords?

Short Essay Questions

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

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

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

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

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

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

7. What is IdeaLab?

8. Briefly describe the Database of Intentions.

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

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

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

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 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

1) Using all of the information in the book about both companies, create two different essays. One will be present a case from Google's perspective while the other will be made from Yahoo's point of view. The main topic is the cultural difference between the companies, specifically their approach to search and the way human elements and technology work.

2) After you have finished both essays, write a short conclusion paragraph explaining which side you agree with more and why.

(see the answer keys)

This section contains 937 words (approx. 4 pages at 300 words per page) View a FREE sample