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

2. What happened that tainted McDonald's image of being a safe place?
(a) A person got food poisioning and died.
(b) A robbery.
(c) Car theft.
(d) A shooting.

3. When did Maurice McDonald die?
(a) 1973.
(b) 1972.
(c) 1971.
(d) 1977.

4. What did Kroc's behind the scene predecessor bring to the company?
(a) Resentment.
(b) A balance of control.
(c) Harmony.
(d) Appreciation.

5. What other rigor, beside real estate development, did McDonald's apply to its product as a whole?
(a) Consumption.
(b) Store operations and product development.
(c) Customer satisfaction.
(d) Customer service.

Short Answer Questions

1. How much did the McDonald brothers ask for their name?

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

3. What is the potato manufacturer called?

4. Who did Kroc try to marry after his divorce?

5. Where did McDonald's first go international?

Short Essay Questions

1. Describe Fred Turner's contributions to McDonald's.

2. Why did Kroc want and even need to buy out the McDonald brothers?

3. What was the original face or mascot of McDonald's and what is its mascot today?

4. What is the McDonald's Operators Association?

5. What association with today's McDonald's took time to develop?

6. What was the result of Sonneborn's and Kroc's separate visions?

7. After Kroc owned McDonald's incorporated, what did do with its image?

8. Describe where McDonald's directed the media when it focused on Kroc's personal life.

9. Who began to take over McDonald's as Kroc's personal life became a problem?

10. What happened to make McDonald's appear to be an unsafe fast food chain?

(see the answer keys)

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