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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. Why was knowing FTP (File Transfer Protocol) line commands necessary for early Internet users?

2. What is an IP (Internet Protocol)?

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

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

5. How long does it take Google to go from zero to $3 billion?

Short Essay Questions

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

2. What is the business model that Bill Gross sets up?

3. Why do some believe that clickstream analysis technology could potentially be dangerous?

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

5. What is IdeaLab?

6. Briefly describe the Database of Intentions.

7. How do search engines determine the relevance of the websites they include in the search engine return pages?

8. Describe the rise and fall of IdeaLab.

9. Briefly explain the benefits of a parallel computing system and how it is applied to Google.

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

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

Google's motto stirs up a lot of controversy and many feel it is both unrealistic and hypocritical. Using the information in the book, explain the reasoning behind both of those criticisms. Also speculate on why Google chose this motto. In a broader sense of advertising, do you think that controversy is a good because of the attention it attracts? If you owned a company, would you use a controversial motto? Why or why not? What are some of the advantages and disadvantages of a controversial campaign or motto?

Essay Topic 2

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.

Essay Topic 3

Using the time line and information provided in the book, explain in detail the history of the search engine, leading up to Google, including the roles of Archie, Veronica, AltaVista, WebCrawler, Wanderer, Excite, and Lycos. Your explanation should be in chronological order explaining how each company affected the overall development of Internet search.

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