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This test consists of 5 short answer questions, 10 short essay questions, and 1 (of 3) essay topics.

Short Answer Questions

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

2. What happens to prove that Google can generate billions of dollars in revenue from developing search engines and databases?

3. What is the first management style that Google uses?

4. What company eventually bought WebCrawler in 1995?

5. According to the 2004 research paper, how often do 85 percent of U.S. users perform Internet searches?

Short Essay Questions

1. How do Page and Brin originally try to make money with Google,? What is the result and their subsequent plan?

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

3. What is an example of a company or website that uses clickstream analysis? How does this company or website use it?

4. Describe the rise and fall of IdeaLab.

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

6. What is the concept behind "paid search?"

7. How does the huge success of Google's pay-per-click campaign lead to a negative reaction from its advertisers?

8. What is Bill Gross' intent when he introduces GoTo.com?

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

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

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

In your opinion, does Google adopt an arrogant attitude along the way to the company's success? Does its attitude affect the business or how it is perceived? Was the company and its leaders unfairly categorized? Use several examples from the book to explain your opinion. Also, is it natural for successful businesses to have a similar attitude? Why?

Essay Topic 2

1) Looking at the original design for Internet search and seeing it implemented, do you think that society is better off for having it? Use situations from the book to explain why or why not, including the ways the Internet in general has made life easier and the ways it has been misused. The points should tie back in with your main position of the overall effect online search has on society being either positive or negative.

2) Use the technology advances and discoveries in the book to determine how influential it is becoming. Is there too much technology in the world, not enough, or just the right amount? Is it progressing at the right pace, too fast, or not fast enough?

Essay Topic 3

The pay-per-click advertising system revolutionized the way search engines generated income. Bill Gross is the person credited for bringing it to the online forum.

1) First, break down Bill Gross' business model from the basic concept to its specific application to online search engines. Include all data from the book as necessary. What made it a natural fit for the Internet? How did Gross build GoTo.com, what is his original intention with it, and how did that lead to one of the most important advertising schemes in the history of Internet search?

2) Examine how Page and Brin use Gross' model to create AdWords and take their search engine to new levels. Explain in detail what three elements were brought together to make Google the biggest and most successful search engine. Was this a tribute to their ability to piece everything together, or did they just take Gross' plan and run with it as some believe?

3) Describe Page and Brin's decision to reject pay-per-click when Gross first approaches them. Were they correct to do so? Why did they reject it? What does it say about them and the plan itself that they adopted it one year later? Also mention the lawsuit and whether you think Page and Brin got away with paying less than they should have considering what pay-per-click did for Google as a company.

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