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This quiz consists of 5 multiple choice and 5 short answer questions through Part 3, Wall Street Measures a Company's Price, Not Its Value and As Long As You're Reinventing, How About Reinventing Yourself?.

Multiple Choice Questions

1. Joining Howard and Orin, what is Howard Behar's role in the company?
(a) The company's soul.
(b) Vision.
(c) Financial responsibility.
(d) Silent partner.

2. What positions does Howard think would be better filled by people with skills different than his own?
(a) District managers.
(b) Store managers.
(c) Customer service representatives.
(d) Executives.

3. When the decision to take Starbucks public is announced, what does Howard feel most investment banks do not understand?
(a) The reasons why there is no franchising available.
(b) The way the company makes money.
(c) The company's intangible value.
(d) The value of the company's employees.

4. According to Howard Behar, what can cause a company to lose sales?
(a) Wasteful spending.
(b) A restrictive code of operations.
(c) An excessive amount of employees.
(d) A lack of employees.

5. Where was the third Il Giornale store opened?
(a) Tacoma.
(b) Seattle.
(c) Vancouver.
(d) Spokane.

Short Answer Questions

1. In order to spend more time with his family, what title does Howard give to Orin in 1994?

2. How is Howard's idea of creating Starbucks cafes received when he first returns from Italy?

3. What does Howard observe about the espresso bars he visits in Italy?

4. What does Howard promise in order to earn the Starbucks employees' trust?

5. With what type of cancer is Howard's father diagnosed as he is ready to move to Seattle?

(see the answer key)

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