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

Multiple Choice Questions

1. What did Sonneborn reduce for McDonald's?
(a) Sales.
(b) Number of stores built.
(c) Employment.
(d) Revenue.

2. How did McDonald's reshape the food service industry?
(a) By building its own wing of food processing trade.
(b) By introducing new marketing techniques.
(c) By developing benefits for the food service industry.
(d) By introducing new ideas.

3. According to author, what does McDonald's management not include?
(a) Taxes taken out.
(b) Benefits.
(c) Any steady politics.
(d) Health care.

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

5. How many stores did McDonald's have by 1978?
(a) 500.
(b) 2000.
(c) 3000.
(d) 4000.

Short Answer Questions

1. What did Kroc's behind the scene predecessor bring to the company?

2. In what state did carhop drive-ins spread rapidly?

3. Mentioned in Chapter 14, what did McDonald's avoid using?

4. What originally did not exist in McDonald's but was eventually developed to make their hamburger?

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

(see the answer key)

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