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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 does McDonald's use to generate greater efficiency?
(a) Promptness.
(b) Negative reinforcements.
(c) Loyalty.
(d) Positive reinforcements.

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

3. When was Ronald McDonald birthed as the face of McDonald's?
(a) 1964.
(b) 1963.
(c) 1965
(d) 1966.

4. What was the entry of McDonald's into Russia a sign and reflection of?
(a) Fall of resistance to the US.
(b) Social and political change.
(c) Progress.
(d) Surrender.

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

Short Answer Questions

1. Where did McDonald's try to steer the media's attention?

2. What did Kroc's behind the scene predecessor bring to the company?

3. Who did Kroc have business tension with?

4. In Chapter 7, why did Kroc desire to buy out the McDonald brothers?

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

Short Essay Questions

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

2. Describe the rumor of the mid 1970s and its effect on McDonald's image.

3. Describe the sandwich strategy.

4. What else did McDonald's do to redefine the food service industry?

5. What did Kroc decide to focus on after his broken engagement?

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

7. What nearly happened to McDonald's as Kroc and Sonneborn's conflict grew?

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

9. Discuss the introduction and result of Chicken McNuggets on the McDonald's menu.

10. How did Kroc attempt to make money when McDonald's had problems despite its operating system?

(see the answer keys)

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