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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

1. Who is credited for opening the first McDonald's?
(a) Gibson.
(b) Kroc.
(c) Richard and Maurice McDonald.
(d) Schindler.

2. What did Kroc's franchise's begin to deviate from after the Agates stabilized?
(a) The red, yellow, and white color theme.
(b) Nothing.
(c) Ronald McDonald as their mascot.
(d) The confines of Kroc's model.

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

4. How did McDonald's develop its discovery process?
(a) By watching other restaurants.
(b) Through trial and error.
(c) Through research.
(d) By ignoring its competitors.

5. What did Kroc see fighting with maverick franchises would result in?
(a) Respect.
(b) A good partnership.
(c) A bad relationship.
(d) Fighting about everything.

6. In 1995, according to McDonald's: Behind the Arches, how many American's had eaten at McDonald's at least once in the previous year?
(a) 96%.
(b) 98%.
(c) 100%.
(d) 97%.

7. What did the McDonald brothers lack to make their restaurant successful?
(a) Organizational skills.
(b) People skills.
(c) Manners.
(d) Recipes.

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

9. What would get someone fired from McDonald's?
(a) Bad hygiene.
(b) Tardiness.
(c) Rude customer service.
(d) Poor perfromance.

10. What did Kroc want to improve as he focused on building the operating system?
(a) The advertisements.
(b) The marketing.
(c) The product.
(d) The design.

11. What type of structure does McDonald's have?
(a) Family appeal.
(b) Good food fast.
(c) Fundamentally federal.
(d) State.

12. What did Kroc mandate in his restaurants?
(a) Excellence.
(b) Health care.
(c) Cleanliness and fastidiousness.
(d) The best quality of everything.

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

14. What did Kroc do when circumstances made demands?
(a) Negotiate.
(b) Adapt.
(c) Change.
(d) Revolutionize.

15. Who suggested opening a lab for McDonald's to run its tests and experiments?
(a) Martino.
(b) Maurice.
(c) Richard.
(d) Kroc.

Short Answer Questions

1. According to the author, what determines how managers in the restaurant business react to change?

2. According to the author, what was Kroc considered to be above anything else?

3. Why did managers adopt Kroc's principles?

4. What rival chain went out of business in Chapter 6?

5. What did the McDonald brothers force Kroc to do?

(see the answer keys)

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