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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. According to Howard Behar, what can cause a company to lose sales?
(a) Wasteful spending.
(b) A lack of employees.
(c) A restrictive code of operations.
(d) An excessive amount of employees.

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

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

4. Which espresso machine manufacturer does Howard seek as an investor for his new business?
(a) Faema.
(b) Athena.
(c) Bialetti.
(d) DeLonghi.

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

Short Answer Questions

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

2. How long does it take Howard and Il Giornale to reach the point of serving over 1,000 people each day?

3. During the crisis, what country does Starbucks buy a huge quantity of coffee from to stock?

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

5. What type of business did Dave Olsen have before meeting Howard?

(see the answer key)

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