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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 does McDonald's use to generate greater efficiency?
(a) Negative reinforcements.
(b) Positive reinforcements.
(c) Promptness.
(d) Loyalty.

2. What did Sonneborn's idea involve?
(a) Buying more land.
(b) Developing its own land.
(c) Creating a separate real estate agency.
(d) Farming its own crops.

3. Which of the following were NOT introduced as new products simultaneously at McDonald's?
(a) The Egg McMuffin.
(b) The Quarter Pounder.
(c) The Apple Pie.
(d) The Big Mac.

4. What happened that tainted McDonald's image of being a safe place?
(a) A person got food poisioning and died.
(b) A shooting.
(c) Car theft.
(d) A robbery.

5. Who did Kroc try to marry after his divorce?
(a) Joan.
(b) Jane.
(c) Ethel.
(d) Martino.

Short Answer Questions

1. Where did McDonald's try to steer the media's attention?

2. What percent of McDonald's did Sonneborn?

3. What type of strategy is formed when the land owner subleases to the franchises?

4. When was the fish sandwich developed at McDonald's?

5. How did McDonald's reshape the food service industry?

Short Essay Questions

1. What is the McDonald's Operators Association?

2. When and how did McDonald's international began to diversify?

3. What was the original face or mascot of McDonald's and what is its mascot today?

4. Describe where McDonald's directed the media when it focused on Kroc's personal life.

5. After Kroc owned McDonald's incorporated, what did do with its image?

6. What was the result of Sonneborn's and Kroc's separate visions?

7. Why did Kroc move to California in the early 1960s?

8. Describe the sandwich strategy.

9. What nearly happened to McDonald's as Kroc and Sonneborn's conflict grew?

10. Discuss the state of McDonald's in 1961 as described at the end of Chapter 8, The Buyout.

(see the answer keys)

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