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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. During the crisis, what country does Starbucks buy a huge quantity of coffee from to stock?
(a) Peru.
(b) Colombia.
(c) Brazil.
(d) Venezuela.

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

3. What approach does Howard take when dealing with customer requests?
(a) He believes a company should do anything in its power to honor customer requests.
(b) He will listen to them and then explain to the customer why the company does not accept customer requests.
(c) He will listen to them, but admits that most of them cannot be fulfilled.
(d) He does not have the time to listen to them.

4. What year is it when Howard begins to look for people with skills different than his own?
(a) 1989.
(b) 1990.
(c) 1988.
(d) 1991.

5. How does Howard initially handle the crisis of a shortage of coffee beans and increased costs?
(a) He only raises the price on specific coffees.
(b) He lowers the prices on coffee.
(c) He chooses to keep his prices fixed.
(d) He raises prices on coffee.

Short Answer Questions

1. When does Starbucks face the crisis of rising coffee bean costs?

2. When was the third Il Giornale store opened?

3. Which espresso machine manufacturer does Howard seek as an investor for his new business?

4. Where was the third Il Giornale store opened?

5. What elements of Italy is Howard trying to interject into America with Il Giornale?

(see the answer key)

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