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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. Where was the third Il Giornale store opened?
(a) Vancouver.
(b) Tacoma.
(c) Seattle.
(d) Spokane.

2. What other coffee company does Jerry Baldwin purchase?
(a) Peet's Coffee and Spices.
(b) Peet's Coffee, Tea, and Spices.
(c) Peet's Coffee.
(d) Peet's Coffee and Tea.

3. How long has Howard been working at Starbucks when he takes his first trip to Italy?
(a) Two years.
(b) One month.
(c) One year.
(d) Two months.

4. Which one of the following is an example of how Starbucks changes to cater to the needs of customers?
(a) Making their stores bigger for increased safety.
(b) Replacing all sugar packets with a healthy alternative.
(c) Including low fat or skim milk in their drinks.
(d) Hiring more employees to serve customers faster.

5. How much money does Howard estimate it will take to launch his new coffee house business?
(a) $2.7 million.
(b) $270,000.
(c) $1.7 million.
(d) $170,000.

Short Answer Questions

1. How long does it take Howard to convince Starbucks to begin serving espresso?

2. What profession does Ron Margolis, the first investor of Il Giornale, have?

3. What part of the original Starbucks logo does Howard keep for the new company?

4. At Starbucks, what kind of product does Howard strive to deliver?

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

(see the answer key)

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