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This quiz consists of 5 multiple choice and 5 short answer questions through Part 3, Crisis of Prices, Crisis of Values and The Best Way to Build a Brand is One Person at a Time.

Multiple Choice Questions

1. When does the first Il Giornale store open?
(a) February 1987.
(b) July 1986.
(c) April 1986.
(d) September 1987.

2. How many tenets does Howard have that remain unchanged despite the rapid growth of Starbucks?
(a) Three.
(b) None.
(c) One.
(d) Two.

3. What is Orin's part of the Starbucks trio?
(a) Financial responsibility.
(b) Silent partner.
(c) Vision.
(d) The company's soul.

4. What country experiences a severe frost that puts the coffee bean industry in jeopardy?
(a) Brazil.
(b) Venezuela.
(c) Peru.
(d) Colombia.

5. What is Howard's primary role in Starbucks during the time when he is joined by people to help the company expand?
(a) The company's soul.
(b) Silent partner.
(c) Vision.
(d) Financial responsibility.

Short Answer Questions

1. How much does Starbucks raise it's prices after the second freeze extends the crisis?

2. Throughout the crisis, what do the Starbucks executives remain committed to providing?

3. What does Howard feel Starbucks' competitive advantage is?

4. How much money does Howard estimate it will take to launch his new coffee house business?

5. Where is there a potential disaster in the coffee business?

(see the answer key)

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