Question 1

Market capitalization refers to the value of a firm calculated by multiplying its _____ by the number of shares.

Accepted Answer

share price

Question 2

Which of the following represents the market capitalization of a firm?
A) Share price × Number of shares
B) Market share × Industry size
C) Revenue - Expenses
D) Earnings per share × Share price
E) Cash and Liquid Assets - Debt Obligations

Accepted Answer

Market capitalization is calculated by multiplying the share price of a firm by its number of outstanding shares. This represents the total value of the company as perceived by the market.

Question 3

Google's stated mission is to:
A) establish itself as the most valuable media company in the world.
B) organize the world's information and make it universally accessible and useful.
C) pair Internet surfers with advertisers and earn revenue along the way.
D) foster technological innovation to promote a knowledge-driven culture.
E) make the world more open and connected.

Accepted Answer

Google's stated mission, as seen on their official website, is to organize the world's information and make it universally accessible and useful.

Question 4

JCPenny was one of Google's largest advertisers, spending millions a month in ads, yet Google punished the firm in search rankings when it detected that Penny violated Google's policies on gaming search results.

Accepted Answer

This statement is true. In 2011, JCPenney was penalized by Google for violating their policies on gaming search results, resulting in a significant drop in their search rankings. Despite being one of Google's biggest advertisers, JCPenney's actions were not tolerated and Google took corrective action.

Question 5

If a Web site is not the first page on a public server, it isn't linked to from another public page, and no one has submitted the link to Google for indexing, then it will not appear in Google results.

Accepted Answer

This statement is true. To appear in Google search results, a website must be public and accessible, linked to from other public pages, or submitted to Google for indexing. If none of these conditions are met, Google's search crawlers will not discover and include the website in its search results.

Question 6

If a firm's pages are not near the top of query results, customers may never discover its Web site. This has led to _____ becoming a critical function for many marketing organizations.
A) last mile access
B) geotargeting
C) outsourcing
D) content adjacency
E) search engine optimization

Accepted Answer

The statement directly mentions the importance of a firm's pages appearing near the top of query results for customers to discover its website. This is where search engine optimization (SEO) comes into play, making it a critical function for many marketing organizations.

Question 7

Google earns more annual advertising dollars than any other U.S. media company.

Accepted Answer

According to eMarketer, Google's ad revenue in the U.S. was $46.80 billion in 2019, making it the top earning media company.

Question 8

A(n) _____ is a search performed on Google or any other search engine.
A) impression
B) PageRank
C) query
D) link
E) crawl

Accepted Answer

A query is a search term that a user input in a search engine to retrieve relevant results.

Question 9

Google's largest source of income is allowing any organization to pay for higher placement in search engine query results.

Accepted Answer

Google's largest source of income is not based on paid search results, but through advertising revenue from companies using Google's AdWords program to display ads on the search results page and other websites.

Question 10

Search engines use _____ to discover documents for indexing and retrieval.
A) caches
B) landing pages
C) web-crawling spiders
D) proxy servers
E) interstitials

Accepted Answer

Search engines use web-crawling spiders (also known as bots or crawlers) to discover documents for indexing and retrieval. These spiders start at a website's homepage and follow the links to other pages on the site and other websites, building an index of the content they find along the way.

Question 11

_____ is the process of creating a series of bogus Web sites, all linking back to the pages one is trying to promote.
A) Click scam
B) Link fraud
C) Phishing
D) DNS cache poisoning
E) SQL injection

Accepted Answer

The process described is known as link fraud, where fake websites are created and linked to a target website in an attempt to manipulate search engine rankings. The goal is to improve the visibility of the target website in search engine results by creating the illusion of popularity and relevance through the creation of additional links.

Question 12

____________ is the category of online advertising that captures the most advertising dollars.

Accepted Answer

The answer of ____________ is the category of online advertising...

Question 13

In recent years, online advertising has been growing fast, but growth has not been as fast as the growth in television advertising.

Accepted Answer

This statement is incorrect. In recent years, online advertising has actually been growing faster than television advertising.

Question 14

Which of the following parameters significantly influences the rank of a Web page in Google's search results?
A) The number of other pages linking to a given page
B) The maximum bid for click-through rates
C) The quantity of content on a Web page
D) The number of keyword matches in the content
E) The quality of content on a Web page

Accepted Answer

The answer of Which of the following parameters significantly influences...

Question 15

Which of the following statements holds true for search engine optimization (SEO)?
A) It refers to the process of improving an ads rank in Google's online advertising listings.
B) It refers to the process of improving a page's organic search results.
C) It refers to Internet content that can't be indexed by Google and other search engines.
D) It refers to a temporary storage space used to speed computing tasks.
E) It refers to software that traverses available Web links in an attempt to perform a given task.

Accepted Answer

SEO refers to the process of optimizing a webpage to improve its ranking in organic search results on search engines like Google, Bing, and Yahoo.

Question 16

Which of the following statements holds true for the term spider?
A) It refers to the Internet directory service that allows devices and services to be named and discoverable.
B) It refers to the process of improving a page's organic search results.
C) It refers to Internet content that can't be indexed by Google and other search engines.
D) It refers to a temporary storage space used to speed computing tasks.
E) It refers to software that traverses available Web links in an attempt to perform a given task.

Accepted Answer

The term spider refers to software that traverses available Web links in an attempt to perform a given task, such as indexing web pages for search engines.

Question 17

When performing a search via Google or another search engine, a user actually searches what amounts to a copy of the Web, stored and indexed on the search engines' computers.

Accepted Answer

Search engines like Google use web crawlers to scan and store copies of web pages in their databases. When a user performs a search query, the search engine's algorithms search through this indexed copy of the web to generate relevant results for the user.

Question 18

Web developers can easily block Google from indexing their otherwise publicly accessible content.

Accepted Answer

Web developers can use a file called "robots.txt" to instruct search engine bots like Google's not to index certain pages or sections of their website. Therefore, they can block Google from indexing their content.

Question 19

Much of the technology used by Google consists of components such as microprocessors and hard drives that might be found in conventional home computers.

Accepted Answer

This is because Google's data centers are made up of thousands of individual servers, each containing these components. However, the technology and software that ties these servers together and allows for efficient data processing is unique to Google's infrastructure.

Question 20

The bulk of Google's revenue comes from _____.
A) licensing
B) advertising
C) registration charges
D) Android
E) user fees

Accepted Answer

Google's primary source of revenue comes from advertising, specifically through its AdWords and AdSense programs.

Quiz 18: Google in Three Parts: Search, Online Advertising, and Beyond

Market capitalization refers to the value of a firm calculated by multiplying its _____ by the number of shares.

Which of the following represents the market capitalization of a firm?

Google's stated mission is to:

JCPenny was one of Google's largest advertisers, spending millions a month in ads, yet Google punished the firm in search rankings when it detected that Penny violated Google's policies on gaming search results.

If a Web site is not the first page on a public server, it isn't linked to from another public page, and no one has submitted the link to Google for indexing, then it will not appear in Google results.

If a firm's pages are not near the top of query results, customers may never discover its Web site. This has led to _____ becoming a critical function for many marketing organizations.

Google earns more annual advertising dollars than any other U.S. media company.

A(n) _____ is a search performed on Google or any other search engine.

Google's largest source of income is allowing any organization to pay for higher placement in search engine query results.

Search engines use _____ to discover documents for indexing and retrieval.

_____ is the process of creating a series of bogus Web sites, all linking back to the pages one is trying to promote.

____________ is the category of online advertising that captures the most advertising dollars.

In recent years, online advertising has been growing fast, but growth has not been as fast as the growth in television advertising.

Which of the following parameters significantly influences the rank of a Web page in Google's search results?

Which of the following statements holds true for search engine optimization (SEO) ?

Which of the following statements holds true for the term spider?

When performing a search via Google or another search engine, a user actually searches what amounts to a copy of the Web, stored and indexed on the search engines' computers.

Web developers can easily block Google from indexing their otherwise publicly accessible content.

Much of the technology used by Google consists of components such as microprocessors and hard drives that might be found in conventional home computers.

The bulk of Google's revenue comes from _____.