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This quiz consists of 5 multiple choice and 5 short answer questions through Part 3, Wall Street Measures a Company's Price, Not Its Value and As Long As You're Reinventing, How About Reinventing Yourself?.

Multiple Choice Questions

1. Which one of the following is not included in the examples that Howard gives of gathering places that America once had?
(a) Pizzerias.
(b) Barber shops.
(c) Beauty parlors.
(d) Taverns.

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

3. How does Howard describe the service in Starbucks stores when he first begins working there?
(a) Friendly.
(b) Rude.
(c) Arrogant.
(d) Emphatic.

4. When was the third Il Giornale store opened?
(a) September 1988.
(b) July 1988.
(c) April 1987.
(d) June 1987.

5. What profession does Ron Margolis, the first investor of Il Giornale, have?
(a) Chiropractor.
(b) Optometrist.
(c) Obstetrician.
(d) Pediatrican.

Short Answer Questions

1. With what type of cancer is Howard's father diagnosed as he is ready to move to Seattle?

2. What are the preconceived notions that Howard encounters from other Starbucks employees?

3. What is Orin's part of the Starbucks trio?

4. How does Howard consider the task of meeting the expectations of Wall Street after the company goes public?

5. By incorporating some aspects of the Il Giornale logo, what color is the new Starbucks logo?

(see the answer key)

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