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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. What term does Kroc use to describe new product development?
(a) Capitalism in action.
(b) The response of customer demands.
(c) The menu is limited to his favorite dishes.
(d) The domain of the operators.

2. What is The Monotony Index, formulated by Luigi Salvenschi?
(a) The menu should be varied so customers don't become bored.
(b) The store must have music or entertainment for customers.
(c) The greater the amount of monotony in a town, the better the chances that McDonalds will be successful.
(d) Tasks should be rotated so workers don't become bored.

3. What did it cost McDonalds to buyout the exclusive licensing agreement?
(a) $16.5 million.
(b) $10 million.
(c) $5 million.
(d) $8.5 million.

4. What problem was unique to California suppliers?
(a) They wouldn't negotiate with McDonalds.
(b) They formed suppliers cartels.
(c) Some suppliers wouldn't deal with McDonalds.
(d) They weren't reliable.

5. Kroc fulfilled one of his dreams on March 8, 1969 when he:
(a) Purchased the Chicago Cubs.
(b) Formally retired from McDonalds.
(c) Set out on a world cruise.
(d) Married Joni.

Short Answer Questions

1. Where does Kroc decide he is going at the end of the chapter?

2. How did the Big Mac become a menu item?

3. In granting franchises, McDonald gives preference to:

4. Kroc assumed the title of president for one year after Harry resigned because he:

5. Why was Kroc as interested in California?

Short Essay Questions

1. What was the MiniMac concept?

2. When Kroc meets Joni Smith, what does he want her to do?

3. What did Kroc do when the McDonald brothers refused to sell their original San Bernadino location?

4. When McDonald's went public, what was the share price that the stock opened at?

5. After Fred Turner became president, what functions did Kroc perform for McDonald's?

6. How did Kroc view the price increase?

7. Why does Kroc describe the introduction of new menu items as examples of capitalism in action?

8. What philosophy regarding customer satisfaction did Kroc apply to baseball?

9. Why does Harry Sonnenburn resign the first time?

10. Why did Kroc move to California?

(see the answer keys)

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