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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 6, Google 2000-2004: Zero to $3 Billion in Five Years.

Multiple Choice Questions

1. Why does Google stop doing traditional brand marketing?
(a) It isn't effective since most people didn't know who Google was yet.
(b) There is another company called Google that people are confusing it with.
(c) The marketing costs are taking up 50 percent of its revenue.
(d) Larry Page and Sergey Brin are not skilled at brand marketing and do not know how to do it effectively.

2. What percentage of search growth occurs in the U.S.?
(a) Close to 15 percent per year.
(b) More than 40 percent per year.
(c) Less than 10 percent per year.
(d) Close to 30 percent per year.

3. From which fields of doctoral candidates does Battelle think will use the database as a research tool?
(a) Mathematics, history, and archeology.
(b) Cultural anthropology, psychology, history, and sociology.
(c) Arts and science, psychology, and pathology.
(d) English, journalism, mathematics, and history.

4. Sixty-five percent of all Internet searches are estimated for what purpose?
(a) Education.
(b) To get information.
(c) Commercial use.
(d) Entertainment.

5. How is the intelligence coded to speed up and refine a search for Internet users?
(a) By only displaying websites with an exact match in content to the keywords.
(b) By eliminating duplicate website links.
(c) By correcting misspelled words entered in the search box.
(d) By suggesting additional or alternative keywords.

Short Answer Questions

1. What are SERPs?

2. After the Internet bubble bursts and capital investments for new Internet companies shrink, what happens to Overture?

3. How much funding do Page and Brin receive from Andy Bechtolsheim?

4. IdeaLab initially operates on what theory about developing new business ideas?

5. What strategy do Brin and marketing associates employ to bring in venture capital?

(see the answer key)

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