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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. What position is Orin Smith hired for?
(a) Advertising Consultant.
(b) Chief Executive Officer.
(c) District Manager.
(d) Chief Financial Officer.

2. How is Howard's idea of creating Starbucks cafes received when he first returns from Italy?
(a) It is rejected by the executives.
(b) It is rejected by the store employees, but supported by the owner.
(c) It is supported by the executives, but rejected by the owner.
(d) It is supported by the store employees.

3. At the time Howard visits Italy, what type of coffee is Starbucks selling?
(a) Loose bean.
(b) Mostly brewed, but some loose bean.
(c) Brewed.
(d) Mostly loose bean, but some brewed.

4. How many tenets does Howard have that remain unchanged despite the rapid growth of Starbucks?
(a) Two.
(b) One.
(c) None.
(d) Three.

5. What is the initial reaction to Starbucks in Chicago?
(a) It is ignored.
(b) It is overwhelmingly popular.
(c) It is not overwhelmingly popular.
(d) It is slightly popular.

Short Answer Questions

1. In order to spend more time with his family, what title does Howard give to Orin in 1994?

2. What other coffee company does Jerry Baldwin purchase?

3. What year does Howard leave Starbucks to open his own espresso cafes?

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

5. How does Howard describe Sheri's support?

(see the answer key)

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