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

Multiple Choice Questions

1. When Louis Monier released AltaVista.com to Internet users, what company was he associated with?
(a) Computer Solutions, Inc.
(b) Google.
(c) Compaq.
(d) Digital Equipment Corp.

2. In his original vision for a Database of Intentions, what does Battelle see the database being built with?
(a) A collection of stores that offered online services.
(b) The most visited websites on the Internet.
(c) Popular search terms.
(d) Names and addresses of Internet users.

3. How do search engines generate income from advertisers?
(a) They charge advertisers a flat rate per month for their ad space.
(b) They charge a listing fee for businesses to rank higher in search directories.
(c) They collect a fee based on the amount of times an ad is displayed in search results.
(d) They receive a pay-per-click fee when a user responds to an ad.

4. What happens when Page tries to sell Google to other Internet companies?
(a) The companies are not interested.
(b) The companies attempt to use the information Page gives them to make their own websites better.
(c) The companies do not understand how to operate Google.
(d) The companies do not offer enough money.

5. What business model does Battelle give Bill Gross credit for inventing?
(a) Using the Internet to generate the maximum number of sales from its users through personalized advertising.
(b) Requiring a small monthly membership fee for access to certain Internet features.
(c) The combination of a small profit on individual transactions with a large volume of transactions.
(d) Selling an item to make as much of a profit as possible, reducing the total number of sold products needed.

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

7. What was the main problem with the way early Internet users were accessing files?
(a) The files took too long to download after they were located.
(b) They had to know the exact IP or DNS.
(c) They didn't have the training necessary to access the files correctly.
(d) It required a technical knowledge of advanced computer language.

8. Why do advertisers like Gross' marketing system?
(a) They are giving input to Gross on how to design it.
(b) They are wasting less money in advertising costs.
(c) They are receiving discounts on their advertising to endorse GoTo.com.
(d) They see an increased level of traffic to their websites.

9. Who becomes the first CEO of Google?
(a) Eric Schmidt.
(b) Sergey Brin.
(c) John Battelle.
(d) Larry Page.

10. Google's search engine analyzes how many factors when determining the relevance of the user's keywords?
(a) More than 200 factors.
(b) Between 50 and 100 factors.
(c) More than 100 factors.
(d) Less than 50 factors.

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

12. What does "DNS" stand for?
(a) Domain Name Services.
(b) Domain Name Status.
(c) Domain Name Search.
(d) Domain Name Server.

13. What company acquires Overture?
(a) AOL.
(b) Google.
(c) Microsoft.
(d) Yahoo.

14. Why did Eric Schmidt initially disagree with Battelle in the potential of search engines to be used in gathering information?
(a) He had already tried to start a search engine that failed.
(b) He didn't think they would be profitable enough.
(c) He thought it would be too time consuming to develop the search engine database.
(d) He didn't believe it was possible to create a search engine.

15. What is the main idea behind the original concept of Google?
(a) To develop a search engine that can interpret the active search tendencies of its users.
(b) To locate websites that provide the most text per page.
(c) To eliminate any websites from the search results that do not include at least 50 percent of relevant information to the keywords.
(d) To rank websites by importance as they lead back to a single Web page.

Short Answer Questions

1. Why does Google stop doing traditional brand marketing?

2. When is the first version of Google officially released?

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

4. How is the intelligence coded to speed up and refine a search for Internet users?

5. What does Gross file a lawsuit against Google for?

(see the answer keys)

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