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

2. Which year brings the worst holiday season in Starbucks history?
(a) 1997.
(b) 1995.
(c) 1996.
(d) 1994.

3. Which insect does Vincent Eades use in a metaphor to describe the Starbucks way of doing things?
(a) Grasshopper.
(b) Butterfly.
(c) Ant.
(d) Spider.

4. How much does Starbucks raise it's prices after the second freeze extends the crisis?
(a) Just over five percent.
(b) Just under ten percent.
(c) Just under five percent.
(d) Just over ten percent.

5. What does Howard encourage his team to do after the disappointing holiday season?
(a) Anticipate trends and stop developing new products.
(b) Anticipate trends and develop new products.
(c) Stop trying to anticipate trends and start developing new products.
(d) Stop trying to anticipate trends and stop developing new products.

Short Answer Questions

1. What temporary solution do Starbucks employees have for serving coffee that is too hot for customers to hold?

2. What person is quoted at the very beginning of Chapter 21?

3. What is significant about the meeting Howard has with the Seattle team to share his concerns for the unreached sales goals?

4. Which music company does Howard work with to produce the compilation CDs that are sold in Starbucks stores?

5. What is preventing Starbucks from switching to a polystyrene cup?

Short Essay Questions

1. Why does Howard agree to allow United Airlines to serve Starbucks coffee on their flights?

2. How does Howard find a bank to take Starbucks public?

3. What is the result of the first Starbucks international store?

4. What decisions does Starbucks make when the crisis is extended and eventually passes?

5. How is the Starbucks Frappuccino created?

6. What changes does Starbucks make after receiving negative publicity?

7. What makes the 1995 holiday season so disappointing for Starbucks?

8. How is the quality problem of the coffee served on United Airlines flights solved?

9. Why does Starbucks begin selling music in their stores?

10. What causes the lowered quality of the coffee that United Airlines serves on its flights?

(see the answer keys)

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