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This test consists of 5 short answer questions, 10 short essay questions, and 1 (of 3) essay topics.

Short Answer Questions

1. Why does Kroc say he didn't just copy the McDonald's idea instead of entering into a contract with them?

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

3. Drive-in food restaurants came into being in:

4. Who did Kroc used to work for?

5. Kroc and his staff decided that the best growth path was to:

Short Essay Questions

1. What is a phrenologist?

2. What were Kroc's impressions of the restaurant?

3. What is Kroc's theory of fighting the competition?

4. What made Kroc such a successful salesman?

5. How did drive-in restaurants come into being?

6. What problems did McDonald's face as a result of the actions of Clem Bohr?

7. How did the growth of McDonald's benefit the company's suppliers?

8. Who was Harry Sonnenburn and why did he contact Ray Kroc?

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

10. The McDonald brothers had a successful drive-in business that they closed and revamped. Why?

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

Why did Ray Kroc want to buy out the McDonald brothers? What problem did the original contract still pose to the company? What were the advantages of the buyout?

Essay Topic 2

Explain the difference between publicly held and privately held companies. What were the benefits of going public? How did Kroc, Sonnenburn and Martino benefit?

Essay Topic 3

The decision made during the early years of a business are usually crucial. What kinds of decisions did Ray Kroc make during the first two years that determined the path the business would take in terms of kind of business, management, location, etc.? Select one such decision and discuss its significance.

(see the answer keys)

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