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

Multiple Choice Questions

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

2. What position does Tim Armstrong have when he says that "search turns a cost center into a profit center"?
(a) CEO of Yahoo.
(b) VP of advertising at Google.
(c) Marketing consultant to both Google and Yahoo.
(d) VP of sales at Google.

3. 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.

4. According to Battelle, what two entities are public companies held accountable to?
(a) Its customers and employees.
(b) Its competitors and shareholders.
(c) Its advertisers and customers.
(d) Its leaders and shareholders.

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

6. Which company's news and legal citation services are not allowed to use search?
(a) Yahoo.
(b) LexisNexis.
(c) Microsoft.
(d) CNN.

7. 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 rapid increase in users or viewers.
(c) A product that appeals to as many different demographics as possible.
(d) Name recognition.

8. In Chapter 12, The Epilogue, Battelle discusses how Internet searches can lead to what unintended consequence?
(a) New and enlightening discoveries.
(b) Information about other Internet users.
(c) Spam.
(d) Pop-up ads.

9. What are "The Tablets?"
(a) Ten ideas for expanding the company in different directions.
(b) A declaration of the company's principals and values.
(c) Detailed employee protocol when dealing with the media or press.
(d) A set of new regulations that the company must follow based on SEC rulings.

10. What is the major difference between Google and Yahoo at this point?
(a) Yahoo has failed and rebounded.
(b) Google is advertising in offline campaigns.
(c) Google is making a profit, while Yahoo is not.
(d) Yahoo is making a profit, while Google is not.

11. How does Battelle describe the path Google is taking?
(a) Chaotic.
(b) Innovative.
(c) Immoral.
(d) Destructive.

12. What does Google try to offer as a way to solve the major problems websites are having with its search engine?
(a) An apology.
(b) A detailed report of exactly how and why the problem occurred.
(c) A set of webmaster guidelines for the best SEO practices.
(d) A refund for all businesses that were affected.

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

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

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

Short Answer Questions

1. What does Google do to offend Wall Street?

2. What is Google criticized for by the financial press?

3. What is the drawback of the Internet that Battelle discusses at the beginning of Chapter 8?

4. In one example that is cited, what does a son learn about his mother from an Internet search that causes the two to stop talking?

5. What is one way for a website to avoid being banned from Google's index?

(see the answer keys)

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