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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

1. What does Google use as a backup in case the main plan to market keyword-based advertising fails?
(a) Paid website listings.
(b) Traffic generating software.
(c) Banner ads.
(d) Its original Stanford website.

2. For what does Gross start charging advertisers?
(a) Ad space located at the top of the Web page.
(b) A guaranteed number of visitors to their website per day.
(c) Keywords.
(d) The number of Internet users who view their ads.

3. With which well-known director does Gross create IdeaLab, a company where his ideas can be put into action?
(a) George Lucas.
(b) Steven Spielberg.
(c) Oliver Stone.
(d) Ron Howard.

4. When Gross approaches Google to sell his plan, what happens?
(a) Page and Brin cannot afford to pay Gross what he is asking for it.
(b) Page wants to use it, but Brin rejects it.
(c) Page and Brin both reject it.
(d) Brin wants to use it, but Page rejects it.

5. What is the core technology that supplied an algorithm for the order of websites?
(a) PageSort.
(b) PageListing.
(c) PageRank.
(d) PageVolume.

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

7. Why was the WebCrawler so unique?
(a) It could index the full text of Web documents instead of just titles.
(b) It was responsible for organizing all of the websites in the database.
(c) It transferred files directly to a specified computer.
(d) It allowed Internet users access to both search engines, Archie and Veronica.

8. How long does Schmidt take before understanding the place of a search engine and agreeing with Battelle?
(a) Three years.
(b) Two years.
(c) One year.
(d) He never agrees with Battelle.

9. Where is the location of the first main office for Google?
(a) The Stanford University Library.
(b) Page and Brin's apartment.
(c) Brin's dormitory room.
(d) Page's basement.

10. 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) Less than half as many.
(d) Twice as many.

11. Search traffic typically increases during what two times of the day?
(a) The morning and late afternoon.
(b) The morning and early afternoon.
(c) The morning and evening.
(d) The afternoon and evening.

12. What strategy do Brin and marketing associates employ to bring in venture capital?
(a) They offer discounts to advertisers who contribute to the company.
(b) They place a Donation option on the Google website to encourage visitors to support them.
(c) They set up live demonstrations.
(d) They begin contacting the owners of the most visited websites on the Internet.

13. Who developed the first search engine for the World Wide Web?
(a) John Battelle.
(b) Brian Pinkerton.
(c) Alan Emtage.
(d) Matthew Gray.

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

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

Short Answer Questions

1. In 1993, what university created Veronica, the second search engine?

2. As Battelle points out, Internet use has grown to become more and more common, and most people are familiar with what online tool?

3. What was Excite's most notable feature?

4. After much consideration, what core value does Google adopt as its motto in 2001?

5. How do search engines generate income from advertisers?

(see the answer keys)

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