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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) $2.7 million.
(c) $170,000.
(d) $270,000.

2. What positions does Howard think would be better filled by people with skills different than his own?
(a) District managers.
(b) Customer service representatives.
(c) Store managers.
(d) Executives.

3. What position does Arnie Prentice hold when he invests in Il Giornale?
(a) District Manager of a Seattle manufacturing firm.
(b) Executive Consultant of a Seattle advertising firm.
(c) Co-Chairman of a Seattle financial services firm.
(d) CEO of a Seattle law firm.

4. At Starbucks, what kind of product does Howard strive to deliver?
(a) One that is better than what the customers know they want.
(b) One that is slightly less than what the customers know they want.
(c) One that is exactly what the customers want.
(d) One that sells well, regardless of what the customers want.

5. What city in Japan hosts the country's first Starbucks store?
(a) Nagasaki.
(b) Tokyo.
(c) Osaka.
(d) Kyoto.

Short Answer Questions

1. What approach does Howard take when dealing with customer requests?

2. What year does Howard realize that his idea of cafe style coffee houses is taking off?

3. When was the third Il Giornale store opened?

4. Where is the second Il Giornale store opened?

5. Which shoe company did Scott Bedbury work at before joining Starbucks?

(see the answer key)

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