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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 7, The Search Economy.

Multiple Choice Questions

1. As of the first quarter of 2005, what does Google have 51 percent of?
(a) Existing Website links in its directory.
(b) The global search market.
(c) All Internet advertising.
(d) The U.S. search market.

2. Why does Google stop doing traditional brand marketing?
(a) Larry Page and Sergey Brin are not skilled at brand marketing and do not know how to do it effectively.
(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) It isn't effective since most people didn't know who Google was yet.

3. How many searches does the rest of the world perform compared to U.S. Internet users?
(a) Five times as many.
(b) Three times as many.
(c) Twice as many.
(d) Less than half as many.

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

5. What is Battelle's central focus in Chapter 2?
(a) To describe the process a search engine goes through to track Internet users.
(b) To detail the beginning of search engines.
(c) To explain the history of the Internet and why searches account for the largest percentage of Internet use.
(d) To explain how search engines work, when and why they are used, and how many people use them.

Short Answer Questions

1. After a series of company takeovers, Yahoo eventually acquired AltaVista and used it as what feature for their website?

2. What does "SEO" stand for?

3. What percentage of search growth occurs in the U.S.?

4. What component of a search engine sends information requests out on the Internet and collects the information gathered from websites?

5. How does Google try to be "less evil" than Overture?

(see the answer key)

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