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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. As the crisis and other companies lower their prices, how much does Starbucks increase its prices to compensate for the stock they have?
(a) Slightly.
(b) They do not raise their prices at all.
(c) Dramatically.
(d) Moderately.

2. How long does it take Howard and Il Giornale to reach the point of serving over 1,000 people each day?
(a) Six weeks.
(b) Six months.
(c) Two months.
(d) Two weeks.

3. What does Howard believe a business should have at its core?
(a) A good product.
(b) Financial investors.
(c) Executive input.
(d) A good example to follow.

4. What does Howard feel Starbucks' competitive advantage is?
(a) The ability to adjust prices as needed.
(b) The communication provided by store employees.
(c) The ability to merge with other companies.
(d) The communication provided by other coffee companies.

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

Short Answer Questions

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

2. Where was the third Il Giornale store opened?

3. What position is Orin Smith hired for?

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

5. What year is it when Howard begins to look for people with skills different than his own?

(see the answer key)

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