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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 12, High Gear, Chapter 13, Media Magic.

Multiple Choice Questions

1. What was McDonald's considered to be in regards to the real estate world?
(a) A subsidiary.
(b) The greatest real estate company in the world.
(c) A monopoly.
(d) The weakest real estate company in the world.

2. What did McDonald's charge that enabled them to afford the land they planned to build on?
(a) Mark up the sale.
(b) Reduce the price of the sale.
(c) Reduce the price of the land.
(d) Mark up the land.

3. What happened when Kroc took over McDonald's?
(a) Nothing immediately.
(b) The economy rose.
(c) Things took off.
(d) The economy plunged.

4. What did Kroc avoid in the franchise business?
(a) Laziness.
(b) Fast income.
(c) Dictating control.
(d) Territorial fights.

5. What other rigor, beside real estate development, did McDonald's apply to its product as a whole?
(a) Customer service.
(b) Store operations and product development.
(c) Customer satisfaction.
(d) Consumption.

Short Answer Questions

1. What did Sonneborn's idea involve?

2. What type of strategy is formed when the land owner subleases to the franchises?

3. What did McDonald's need to secure mortgage loans for multiple stores and large lenders?

4. How did McDonald's have to appear to investors to have the support of large lenders?

5. Who remained to be the McDonald's spokesman throughout the 1970s?

(see the answer key)

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