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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 14.

Multiple Choice Questions

1. Why was Kroc as interested in California?
(a) It was the site of the original McDonald brothers stores.
(b) He wanted to get away from Chicago.
(c) The state had a potential equal to almost the rest of the US market.
(d) The McDonald brothers lived there.

2. When did Sonnenburn assume this position?
(a) 1959.
(b) 1957.
(c) 1960.
(d) 1965.

3. How does Kroc describe McDonald's?
(a) An organization of small businessmen.
(b) An organization of loosely affiliated regions.
(c) A corporate monolith.
(d) A conglomerate.

4. Fred Turner was hired to:
(a) Improve efficiency.
(b) Help new operators of franchises.
(c) Implement a new purchasing system.
(d) Handle financing.

5. What job did Ray hold in the Chicago financial market?
(a) Runner.
(b) Board marker.
(c) Stock broker
(d) Stock trader.

Short Answer Questions

1. How did Kroc view prices and price increases?

2. Kroc's view on taking risks is that risk:

3. What did McDonalds do for the first time in January 1961?

4. What was Kroc's biggest paper cup account?

5. Kroc decided to restructure the company for administrative purposes by:

(see the answer key)

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