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

2. Which one of the following cities is not included in the locations for Starbucks stores that opened in 1994?
(a) Boston.
(b) Baltimore.
(c) New York City.
(d) Dallas.

3. What year does Howard realize that his idea of cafe style coffee houses is taking off?
(a) 1986.
(b) 1988.
(c) 1987.
(d) 1989.

4. How many more Starbucks stores does Howard open in 1992 as opposed to 1991?
(a) Twenty one.
(b) Thirty five.
(c) Eleven.
(d) Five.

5. 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 believes a company should do anything in its power to honor customer requests.
(c) He will listen to them and then explain to the customer why the company does not accept customer requests.
(d) He does not have the time to listen to them.

Short Answer Questions

1. Where is the housewares show that Howard attends in Italy?

2. What does Howard observe about the espresso bars he visits in Italy?

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

4. How much does Ron Margolis invest in Il Giornale?

5. What does Howard promise in order to earn the Starbucks employees' trust?

(see the answer key)

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