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

Multiple Choice Questions

1. What strategy did Big Boys use at its beginning stages of development?
(a) Getting smaller.
(b) Getting bigger and full service.
(c) Staying local.
(d) One menu item.

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

3. What did Kroc redefine with his suppliers?
(a) Trust.
(b) Loyalty.
(c) Friendship.
(d) Customer-supplier relationships.

4. What was the 1970s defamation of McDonald's reputation an example of?
(a) McDonald's trouble with the media.
(b) How fast rumors can spread.
(c) False advertisement.
(d) Fallacy in the public opinion.

5. What did the McDonald brothers force Kroc to do?
(a) Speak at conventions.
(b) Sell franchises for less than they were worth.
(c) Sell franchices for more than they were worth.
(d) Travel to open more McDonald's.

Short Answer Questions

1. What did Kroc see fighting with maverick franchises would result in?

2. How many McDonald's did Turner open a year as a result of the successful real estate holdings?

3. What food market was at one time fraught with difficulty at McDonald's?

4. Who did Turner rely on during financial pressures?

5. Where was Kroc's first public relations firm located?

(see the answer key)

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