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

2. In 1995, how many hamburgers had McDonald's sold, according to McDonald's: Behind the Arches?
(a) Less than 200 billion.
(b) 1 million.
(c) Over 100 billion.
(d) Over 200 billion.

3. According to the author, how did Kroc set the tone of McDonald's reaction to change?
(a) The market value.
(b) Trial and error mentality.
(c) The real estate value.
(d) It happened naturally for him.

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

5. What did Kroc move to redesign after he gained complete control and ownership of the restaurant?
(a) The kitchen's layout.
(b) The bathroom layout.
(c) The architecture.
(d) The playground.

Short Answer Questions

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

2. How did McDonald's develop its discovery process?

3. What did Kroc convert the way his restaurant was ran into?

4. What other rigor, beside real estate development, did McDonald's apply to its product as a whole?

5. What percent of McDonald's did Sonneborn?

(see the answer key)

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