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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 14.

Multiple Choice Questions

1. How does Kroc describe McDonald's?
(a) An organization of loosely affiliated regions.
(b) An organization of small businessmen.
(c) A conglomerate.
(d) A corporate monolith.

2. Fred Turner was hired to:
(a) Handle financing.
(b) Implement a new purchasing system.
(c) Improve efficiency.
(d) Help new operators of franchises.

3. McDonalds lost business after the price increase. How long did it take for the customer counts to recover?
(a) Three months.
(b) One year.
(c) Seven months.
(d) They never achieved their pre-price increase level.

4. Which product did Ralph Sullivan pioneer?
(a) The Multimixer.
(b) The hot fudge sundae.
(c) A revolutionary new paper cup.
(d) A milk shake made with frozen milk.

5. During World War I, Ray:
(a) Stayed home.
(b) Was rejected.
(c) Joined as an ambulance driver.
(d) Stayed in school.

Short Answer Questions

1. Why did Ray move to New York?

2. How did Kroc view prices and price increases?

3. What was Harry Sonnenburn involved in at this time?

4. What term does Kroc use to describe new product development?

5. When did Sonnenburn assume this position?

(see the answer key)

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