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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. When McDonalds went public, what was the initial offering price of the stock?
(a) $18.
(b) $25.
(c) $35.
(d) $22.50.

2. Which of the following was not one of Kroc's failures?
(a) The Hulaburger.
(b) Filet-O-Fish.
(c) Raymond's restaurant.
(d) Jane Dobbins Pie Tree chain.

3. Where does Kroc decide he is going at the end of the chapter?
(a) Portland.
(b) California.
(c) Las Vegas.
(d) Florida.

4. Why did McDonalds introduce the Filet-O-Fish sandwich?
(a) Kroc liked fish sandwiches.
(b) Customers were demanding fish sandwiches.
(c) Catholics could not eat meat on Fridays and McDonalds was losing too much business.
(d) Part of normal menu expansion.

5. What was June Martino's nickname?
(a) Snoopy.
(b) The Vice-President of Equilibrium.
(c) The Business Lady.
(d) The Gentle Lady.

Short Answer Questions

1. What other sports team did Ray Kroc purchase?

2. What, according to Kroc, is the common fallacy about money?

3. Kroc felt that it was good policy to continue new store development in an economic downturn because:

4. Why did McDonalds have low volume in California?

5. Where did Kroc meet Joni Smith?

Short Essay Questions

1. Why didn't Kroc make Fred Turner president right after Harry resigned? Why did he want the position himself for one year?

2. Why did McDonald's introduce the Filet-O-Fish sandwich?

3. What was the biggest area of disagreement between Sonnenburn and Kroc?

4. How did Kroc handle in management duties in 1963?

5. What philosophy regarding customer satisfaction did Kroc apply to baseball?

6. What does Kroc describe as the most fulfilling function in his job?

7. Why did Kroc decide to buyout the McDonald brothers?

8. Why does Kroc describe the introduction of new menu items as examples of capitalism in action?

9. When McDonald's went public, what was the share price that the stock opened at?

10. Why did Kroc move to California?

(see the answer keys)

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