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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 12, Epilogue.

Multiple Choice Questions

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

2. Why was knowing FTP (File Transfer Protocol) line commands necessary for early Internet users?
(a) It was how Internet users communicated with each other.
(b) It was a way to communicate directly with the servers.
(c) It was a way to retrieve online files.
(d) It was how they kept track of online servers.

3. What is Google criticized for by the financial press?
(a) The range of its stock prices.
(b) The number of employees the company has.
(c) The amount of time it took for the company to go public.
(d) The lawsuits filed against the company.

4. Under Google's approach to search, what comes before technology?
(a) Nothing.
(b) Profits.
(c) Ads.
(d) Humans.

5. What does Schmidt consider Battelle's idea of a Database of Intentions to be a part of?
(a) The desire to create as many websites as possible.
(b) The educational purpose of the Internet.
(c) The information media.
(d) The online entertainment sector.

Short Answer Questions

1. What should be the fundamental goal of an Internet search, according the Battelle?

2. What position does Tim Armstrong have when he says that "search turns a cost center into a profit center"?

3. Where did Monier end up working after AltaVista was sold and reworked?

4. What does Battelle think is vital to effective advertising, either on the Internet or other forms of media?

5. How does Battelle state the question needs to be formed to achieve the desired results?

(see the answer key)

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