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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. Where did Kroc locate his first franchise?
(a) Arlington Heights, Illinois.
(b) Des Plaines, Illinois.
(c) Oak Park, Illinois.
(d) Downtown Chicago.

2. Earl Prince wanted Kroc to:
(a) Go into business selling Multimixers.
(b) Cancel his order for cups.
(c) Work for Prince Castle.
(d) Not contact him.

3. Kroc's original contact with the McDonald brothers provided that each franchise unit:
(a) Had to be an exact copy of the original.
(b) Could be designed in any way.
(c) Ccould not use the McDonald name.
(d) Could be designed in any way but had to use the colors of the original.

4. Kroc found the 1927-37 period exciting because of:
(a) The building bang.
(b) The stock market boom.
(c) The growth of the paper cup industry.
(d) The growth of his family.

5. What does Kroc feel is required to make money?
(a) Good training.
(b) One must spend money to make money.
(c) Business school graduates.
(d) Good luck.

Short Answer Questions

1. Why did the brothers refuse Kroc's original offer?

2. What product was Kroc selling before forming McDonalds?

3. Kroc and his advisors wanted McDonald's to be known:

4. How did Kroc resolve the problem of the french fries?

5. What did the McDonald brothers call Kroc?

Short Essay Questions

1. Where was Ray Kroc's background?

2. How did Kroc keep his salary from being cut during the Depression?

3. What decision did Kroc and his staff make regarding restaurant development?

4. Why did McDonald's decide to operate and own some of the stores instead of leasing franchises?

5. What is one of Kroc's basic beliefs, given on the first page of the book?

6. What is a phrenologist?

7. Why didn't Kroc have a lawyer represent him in his original negotiations with the McDonald brothers?

8. How did Kroc learn about the McDonald brother's restaurant?

9. What contract clause caused problems for Kroc?

10. Why did Kroc return to Chicago from New York?

(see the answer keys)

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