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This test consists of 5 short answer questions, 10 short essay questions, and 1 (of 3) essay topics.

Short Answer Questions

1. As a result of Kroc's desire to take McDonald's forward, what did he decide to do to expand his restaurant?

2. Who was Frank Cotter?

3. Which of the following were NOT introduced as new products simultaneously at McDonald's?

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

5. What did McDonald's have trouble with in Chapter7?

Short Essay Questions

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

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

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

4. Describe the sandwich strategy.

5. In regards to real estate today, what is McDonald's considered?

6. Discuss the state of McDonald's in 1961 as described at the end of Chapter 8, The Buyout.

7. In the 1960s where did McDonald's need to build strength and how did they do it?

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

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

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

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

Compare and contrast how Kroc's invention and development of a fast food industry was likened to Carnegie's and Rockefeller's steel and oil companies.

Essay Topic 2

Discuss how McDonald's first plunged into the advertisement world. Explain what happened as a result of the initial advertisements McDonald's submitted to newspapers and television.

Essay Topic 3

Analyze and discuss the advertising effectiveness McDonald's in targeting a specific audience. How did this help to develop McDonald's place in society?

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