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

Multiple Choice Questions

1. What is Battelle's concern with Google's motto?
(a) It is not accurate.
(b) It is too hard to understand.
(c) It is too unrealistic.
(d) It was unfairly taken from a lesser known company by Google.

2. What part of the University of California is intentionally denied access to search?
(a) The guidance offices.
(b) The Arts and Sciences Building.
(c) The library system.
(d) The computer lab.

3. Why does Google decide not to sell stock during its first few years?
(a) It doesn't think there will be enough shareholders to make it a worthwhile endeavor.
(b) All of the principal partners in the company are against it for ethical reasons.
(c) The stock market crash deters it from participating in an unstable market.
(d) It generates enough cash from income, so it is not necessary to sell stock to raise capital.

4. What year does Google finally decide to go public and sell company stock?
(a) 2005.
(b) 2006.
(c) 2004.
(d) 2003.

5. What notion does Battelle use in his story?
(a) Nobility.
(b) Greed.
(c) Immortality.
(d) Heroism.

6. Battelle's examples are based on what Internet function?
(a) Advertising.
(b) Search.
(c) Blogs.
(d) Email.

7. Who would the "perfect search" work similarly to?
(a) A mechanic.
(b) A salesperson.
(c) A teacher.
(d) A reference librarian.

8. What date does Google's stock officially open on the NASDAQ?
(a) October 30.
(b) November 24.
(c) September 8.
(d) August 19.

9. How long does Battelle envision a name being included in a search engine's index?
(a) Until the year 3000.
(b) 100 years.
(c) Forever.
(d) Until computer technology is replaced.

10. In what month of 2004 does Google file its IPO?
(a) June.
(b) April.
(c) November.
(d) February.

11. Regulation requires that a company must report as if it were public when it has how many employees?
(a) Over 2,000.
(b) Over 150.
(c) Over 500.
(d) Over 1,000.

12. What specific topic from previous chapters does Battelle talk about in illustrating his examples?
(a) Clickstream analysis.
(b) Keywords.
(c) Paid search.
(d) Internet lawsuits.

13. What does Battelle think is vital to effective advertising, either on the Internet or other forms of media?
(a) The potential customer's intent.
(b) A product that appeals to as many different demographics as possible.
(c) Name recognition.
(d) A rapid increase in users or viewers.

14. What new role does Eric Schmidt take on as Google grows?
(a) The daily management routines.
(b) Overseeing the company's advertising campaigns.
(c) Human Resources Manager.
(d) Securing additional capital investments.

15. What question does the Florida Supreme Court attempt to answer in 2003?
(a) How much information should be available on the Internet?
(b) What government ethic laws apply to Internet advertisers?
(c) How much profit should an Internet company be allowed to generate?
(d) Does online theft carry the same penalty as offline theft?

Short Answer Questions

1. What does Google try to offer as a way to solve the major problems websites are having with its search engine?

2. Why might having three corporate leaders in a company be seen negatively on Wall Street?

3. What does Mark Maughan do that Battelle finds worth noting?

4. What has Yahoo learned that Google has not up until this point?

5. Google's association with what country signals the potential for the company to compromise its values?

(see the answer keys)

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