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

Multiple Choice Questions

1. How many McDonald's did Turner open a year as a result of the successful real estate holdings?
(a) 600.
(b) 350.
(c) 500.
(d) 400.

2. Who ran McDonald's longer than its founder, yet never showed Kroc up?
(a) Martino.
(b) Ethel.
(c) Turner.
(d) Sonneborn.

3. What type of problems did McDonald's face in the 1970s?
(a) Management.
(b) Respect.
(c) Cleanliness.
(d) Public relations and profitablity.

4. What US city was the hurtful rumor about McDonald's generally confined to?
(a) Las Angeles.
(b) Washington, D.C.
(c) Atlanta.
(d) New York.

5. What did Kroc want to buy in Chapter 8?
(a) All of the McDonald's.
(b) The McDonald's name from the McDonald brothers.
(c) Nothing.
(d) International land to develop McDonald's.

6. What did Harry Sonneborn create for McDonald's?
(a) A real estate investment strategy.
(b) A recipe.
(c) A new restaurant design.
(d) A new logo.

7. What did the new strategy of Sonneborn's immediately create?
(a) Increase in sales.
(b) Low demand.
(c) High demand.
(d) Cash flow and control for McDonald's.

8. 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 sale.
(c) Reduce the price of the sale.
(d) Mark up the land.

9. What did Kroc decide to take over, after his broken engagement?
(a) The West coast.
(b) The East coast.
(c) The Southeast.
(d) The Midwest.

10. Where did McDonald's try to steer the media's attention?
(a) To the amount of hamburgers they sold.
(b) To the amount of employees they had.
(c) To the amount of fish sandwiches they sold.
(d) To the amount of french fries they sold.

11. What did Kroc increase for McDonald's?
(a) Sales.
(b) Number of stores built.
(c) Employment.
(d) Expansion in West.

12. How did McDonald's find a way to make money?
(a) With advertisments.
(b) With a new look.
(c) With real estate and strategy.
(d) With a method.

13. What did the advertising of McDonald's do to Kroc's personal life?
(a) Attracted attention to his personal life.
(b) Attracted attention to his family.
(c) Attracted attention to his good nature.
(d) Attracted attention to his management skills.

14. When was the fish sandwich developed at McDonald's?
(a) During the 1980s.
(b) It was an original menu item.
(c) During the 1970s.
(d) During the 1960s.

15. Where did McDonald's need to improve, according to Chapter 9?
(a) Marketing.
(b) Customer service.
(c) Customer satisfaction.
(d) Product.

Short Answer Questions

1. What was the entry of McDonald's into Russia a sign and reflection of?

2. What/who did Kroc support that nearly got McDonald's into trouble?

3. As a result of franchisee-franchiser relations, what brought complications for McDonald's?

4. What is the potato manufacturer called?

5. What famous icon became associated with McDonald's, after being effective with the children?

(see the answer keys)

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