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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. Sixty-five percent of all Internet searches are estimated for what purpose?

2. What was significant about Veronica?

3. What is the core technology that supplied an algorithm for the order of websites?

4. What company acquires Overture?

5. Why did Eric Schmidt initially disagree with Battelle in the potential of search engines to be used in gathering information?

Short Essay Questions

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

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

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

4. What does a crawler do?

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

6. What was significant about AltaVista.com when it was released in 1995?

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

8. What is IdeaLab?

9. How is Brian Pinkerton's invention, WebCrawler, unique?

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

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

Understanding trends of Internet users is a key part to the success of a search engine, and Battelle talks about habits, preferences, and intent.

1) Describe the trends detailed in the book, such as countries that use Internet search, how much they use it, the times of the day Internet search is used the most, etc. Include the possible reasons for these trends and use data from the book to support your description and analysis.

2) Explain how the trends described above are used to customize the user's online experience with search and advertising. What makes this an effective marketing strategy?

Essay Topic 2

Imagine the Internet without the World Wide Web. What would search be like? Would people still be using it today? Would it have grown in other directions without the World Wide Web to connect everything?

1) Answering the questions above, describe what a world without the World Wide Web would be like and how the Internet might have developed in other ways without it. Focus on the Internet in general and Internet search, including what it might be like, how it might be used, and if it would be as widely used, along with reasons for why or why not.

2) By order of importance, explain the major contributions of the World Wide Web to Internet search. What is possible because of it? Why was it so important to the Internet's evolution in general?

Essay Topic 3

Larry Page and Sergey Brin started working on Google with a common interest in its design and potential.

1) Talk about why this common ground was so important. In what ways did it allow them to function as a team and look past their own personal issues?

2) Describe each person's place in the Google design. What did Page have that was necessary to making the project successful? How was he influenced and who inspired him to envision his design? Why was Brin's involvement crucial to Google and its original structure?

3) Use Page and Brin's story to illustrate a broader lesson of having a goal and doing what is necessary to achieve it. Point out if there is a way to know when to work with people you may not get along with, if it best for the project. Does the importance of the goal or project make a difference? Does the contribution of the person factor in as well? In what ways?

(see the answer keys)

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