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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

1. What percentage of United Airlines passengers tasted their first Starbucks coffee, according to Starbucks' research?
(a) Twelve.
(b) Twenty.
(c) Sixteen.
(d) Fourteen.

2. During the crisis, what country does Starbucks buy a huge quantity of coffee from to stock?
(a) Peru.
(b) Brazil.
(c) Venezuela.
(d) Colombia.

3. What word is used to describe Howard's pursuit of excellence in all aspects of the Starbucks company?
(a) Incomparable.
(b) Incredible.
(c) Unforgiving.
(d) Unrelenting.

4. How does the interior design department at Starbucks select the decor for stores?
(a) Based on designs that are relevant to the local areas.
(b) Based on designs that are relevant to the current trends.
(c) Based on suggestions from employees.
(d) Based on suggestions from customers.

5. What keeps shoppers away during the worst holiday season in the company's history?
(a) Poor advertising.
(b) Limited parking.
(c) High prices.
(d) Bad weather.

6. What is the profession of Don Valencia, the person that invents a coffee extract?
(a) Mathematician.
(b) Biologist.
(c) Chemist.
(d) Chef.

7. Bringing the story full circle, what reference does Howard make at the book's conclusion?
(a) A crystal ball.
(b) An old letter.
(c) An old book.
(d) A fortune cookie.

8. Which one of the following cities is not included in the locations for Starbucks stores that opened in 1994?
(a) Baltimore.
(b) Dallas.
(c) New York City.
(d) Boston.

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

10. At the time Pour Your Heart Into It was written, how many people per day are estimated to be drinking Starbucks coffee on United Airlines flights?
(a) Twenty million.
(b) Ten million.
(c) Twenty five million.
(d) Fifteen million.

11. What comparison does United Airlines make about its decision to serve Starbucks coffee on its flights?
(a) Offering test drives to car buyers.
(b) Offering free samples of food at grocery stores.
(c) Offering free toys inside cereal boxes.
(d) Offering Happy Meals to kids.

12. Which shoe company did Scott Bedbury work at before joining Starbucks?
(a) Keds.
(b) Adidas.
(c) Nike.
(d) Converse.

13. How is Starbucks listed on the NASDAQ stock exchange in New York City?
(a) SBCC.
(b) SBCI.
(c) SBIU.
(d) SBUX.

14. Which music company does Howard work with to produce the compilation CDs that are sold in Starbucks stores?
(a) RedEye Music.
(b) Infinity Music.
(c) Koch Entertainment.
(d) AEI Music.

15. What does Howard feel Starbucks' competitive advantage is?
(a) The ability to merge with other companies.
(b) The ability to adjust prices as needed.
(c) The communication provided by store employees.
(d) The communication provided by other coffee companies.

Short Answer Questions

1. As the crisis and other companies lower their prices, how much does Starbucks increase its prices to compensate for the stock they have?

2. When does Starbucks face the crisis of rising coffee bean costs?

3. How was the store received in Japan?

4. When does Starbucks open its first store on the East Coast?

5. How does Howard initially handle the crisis of a shortage of coffee beans and increased costs?

(see the answer keys)

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