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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. What did Kroc found in 1952?
(a) McDonald's Corporation.
(b) McDonald's arches.
(c) McDonald's mascot.
(d) McDonald's System, Inc.

2. About how many entrepreneurs were pursuing the same idea as Kroc?
(a) 30.
(b) 15.
(c) 12.
(d) 13.

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

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

5. What did the press focus on in regards to McDonald's?
(a) The outside.
(b) The corporation.
(c) The inside.
(d) The grade of food quality.

Short Answer Questions

1. In 1948, what happened to the grander carhop drive-in the McDonald brothers created?

2. What happened when Kroc took over McDonald's?

3. What region of the US did Kroc have difficulty expanding McDonald's?

4. What does the author compare McDonald's operational system to?

5. What strategy did Dairy Queen use at its beginning stages of development?

Short Essay Questions

1. Describe the parts of the McDonald's process.

2. Describe when franchising began.

3. Describe the state of California in the early 1930s and its relationship to curbside restaurants.

4. What did Kroc believe happened if one fought maverick franchises?

5. What market did Kroc first get into that propelled him towards the food production business?

6. How did Kroc try to improve his product in other ways aside from ingredients?

7. How did Kroc react as McDonald's grew?

8. What did Kroc end up fighting about with one of his franchise manager's?

9. What helped end Kroc's difficulty in obtaining success in the West?

10. Describe where the McDonald's name comes from.

(see the answer keys)

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