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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. How much money does Howard estimate it will take to launch his new coffee house business?
(a) $1.7 million.
(b) $170,000.
(c) $2.7 million.
(d) $270,000.

2. Which one of the following is an example of how Starbucks changes to cater to the needs of customers?
(a) Replacing all sugar packets with a healthy alternative.
(b) Making their stores bigger for increased safety.
(c) Including low fat or skim milk in their drinks.
(d) Hiring more employees to serve customers faster.

3. What year does Howard realize that his idea of cafe style coffee houses is taking off?
(a) 1988.
(b) 1989.
(c) 1987.
(d) 1986.

4. Who suggests the name, Il Giornale, for Howard's new coffee houses?
(a) Gordon Bowker.
(b) Arnie Prentice.
(c) Ron Margolis.
(d) Jerry Baldwin.

5. Joining Howard and Orin, what is Howard Behar's role in the company?
(a) The company's soul.
(b) Silent partner.
(c) Financial responsibility.
(d) Vision.

Short Answer Questions

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

2. What positions does Howard think would be better filled by people with skills different than his own?

3. As the crisis and other companies lower their prices, how much does Starbucks increase its prices to compensate for the stock they have?

4. What country experiences a severe frost that puts the coffee bean industry in jeopardy?

5. What city in Japan hosts the country's first Starbucks store?

(see the answer key)

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