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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. Who does Page admire for doing noteworthy studies but never profiting from them?
(a) Kevin Gifford.
(b) Peter Szor.
(c) Arthur Samuel.
(d) Nikola Tesla.

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

3. How does Google try to be "less evil" than Overture?
(a) It does not allow advertisers to "buy their way" to the top of search listings.
(b) It issues a press release declaring that Google has less spam than Overture.
(c) It adopts a "smiley face" logo to place on its Web pages.
(d) It rotates ad space so that key locations are shared amongst all advertisers.

4. What is it about the computers on Star Trek that Battelle would like to see become a reality?
(a) The ability to control and coordinate transportation.
(b) Their elevated intelligence and ability to think and act on their own.
(c) Their compassion for the human race.
(d) The interaction between people and computers.

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

Short Answer Questions

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

2. IdeaLab initially operates on what theory about developing new business ideas?

3. What public relations idea does Google try after brand marketing, making it the only company not to spend any money on marketing?

4. What does Schmidt consider Battelle's idea of a Database of Intentions to be a part of?

5. What position does Jeff Bezos hold when he remarks that you "shouldn't have to brag" about not being evil in response to Google's recently announced motto.

Short Essay Questions

1. In Chapter 3, who does Battelle say mainly used the Internet in its earliest days and why?

2. In Chapter 2, what is the general reason given that people use online search engines?

3. What eventually causes Google to use Bill Gross' model of advertising?

4. Describe the basic process of how a search engine works.

5. What is the A,B,C,D model of hiring, and how does Google avoid it?

6. What was the reasoning behind BackRub for Larry Page and Sergey Brin?

7. Explain how a Database of Intentions can be useful to marketing on the Internet.

8. Describe what happens when Google tries traditional brand marketing in 1999 and what form of public relations Google replaces it with.

9. Explain the breakdown in searches between information and entertainment in the U.S. and a possible reason for it.

10. What are some of the problems Page and Brin encounter with webmasters after setting up the early stages of their search engine?

(see the answer keys)

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