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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 10, Google Today, Google Tomorrow.

Multiple Choice Questions

1. What three elements does Google now possess to control its own destiny and profit?
(a) A search engine, a paid search network, and the ability to generate its own traffic.
(b) Tracking technology to detect the preferences of Internet users, a search engine, and a commission for all sales generated from ads.
(c) Advertisers willing to pay high rates, a search engine, and the ability to generate its own traffic.
(d) A search engine, a database with the most websites, and the largest number of Internet users.

2. Who does Battelle fear will use clickstream data to abuse the privacy of Internet users?
(a) Website owners.
(b) Search engine companies.
(c) The government.
(d) Other Internet users.

3. What was significant about Veronica?
(a) It used a program that connected directly to a file instead of to a computer.
(b) It listed websites in alphabetical order for easier access.
(c) It was the first search engine that included keywords.
(d) It had a database that was twice the size of Archie.

4. What position is Shona Brown hired for?
(a) Director of Communications.
(b) Accounts Supervisor.
(c) President of Corporate Affairs.
(d) Vice President of Business Operations.

5. As Google expands, Page and Brin focus on what important area?
(a) Hiring additional employees.
(b) Rebranding the company with a new motto.
(c) Media exposure.
(d) New product development.

Short Answer Questions

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

2. The basic model of a search engine has remained largely unchanged since when?

3. Where is the location of the first main office for Google?

4. What causes many advertisers to have a negative view of Google?

5. What is the average response rate for paid ads on Google or Yahoo?

(see the answer key)

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