View a FREE sample

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

2. How much older than Howard is Orin Smith?
(a) Ten years.
(b) Fifteen years.
(c) Twenty years.
(d) Five years.

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

4. How was the store received in Japan?
(a) It had a moderate reception.
(b) Crowds lined up around the store.
(c) There is no record of the initial reaction to the store.
(d) No one visited the store at first.

5. When does Starbucks face the crisis of rising coffee bean costs?
(a) February 1994.
(b) June 1994.
(c) July 1995.
(d) March 1995.

Short Answer Questions

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

2. What do Howard, Orin, and Howard Behar become known as within the Starbucks organization?

3. According to Howard Behar, what can cause a company to lose sales?

4. As Howard, Orin, and Howard Behar are running the company, how does Howard feel about franchising?

5. Where was the third Il Giornale store opened?

(see the answer key)

This section contains 317 words (approx. 2 pages at 300 words per page) View a FREE sample