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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. According to the author, what determines how managers in the restaurant business react to change?
(a) Real estate value.
(b) Corporal punishment.
(c) Market value.
(d) Corporate culture.

2. Who did Kroc and Sonneborn use as a buffer for communication?
(a) Cotter.
(b) No one.
(c) Their secretaries.
(d) Martino.

3. Who does the author compare Kroc to in the entrepreneur world?
(a) No one.
(b) Carnegie and Rockefeller.
(c) Rockefeller.
(d) Carnegie.

4. What did Kroc tolerate in his business?
(a) Accusations.
(b) Stress.
(c) Frustration.
(d) Anger.

5. According to Chapter 3, what did food franchising predate?
(a) Automobiles.
(b) Sewing machines.
(c) Chewing gum.
(d) Candy.

Short Answer Questions

1. What did Kroc move to redesign after he gained complete control and ownership of the restaurant?

2. How many stores did McDonald's have by 1978?

3. What did the McDonald brothers lack to make their restaurant successful?

4. About how many entrepreneurs were pursuing the same idea as Kroc?

5. What did Kroc begin thinking of McDonald's as?

(see the answer key)

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