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This quiz consists of 5 multiple choice and 5 short answer questions through Part 3, Twenty Million New Customers Are Worth Taking a Risk For and You Can Grow Big and Stay Small.

Multiple Choice Questions

1. What type of music is featured on the CDs that Starbucks begins selling?
(a) Jazz.
(b) Soft Rock.
(c) Piano Ballads.
(d) Classical.

2. What is Orin's part of the Starbucks trio?
(a) Financial responsibility.
(b) Silent partner.
(c) Vision.
(d) The company's soul.

3. Why does Howard take the risk of allowing people outside of Starbucks to brew and serve their coffee on airplanes?
(a) The airlines offered a large commission on top of the profits.
(b) The stockholders of the company made it mandatory.
(c) The other executives convinced him.
(d) The chance to reach people who have not tried Starbucks.

4. As the company continues to expand rapidly, which Washington city does Howard choose to open another roasting plant?
(a) Yakima.
(b) Bellingham.
(c) Kent.
(d) Everett.

5. What does Howard feel Starbucks' competitive advantage is?
(a) The communication provided by other coffee companies.
(b) The ability to merge with other companies.
(c) The communication provided by store employees.
(d) The ability to adjust prices as needed.

Short Answer Questions

1. What year is it when Howard begins to look for people with skills different than his own?

2. What country experiences a severe frost that puts the coffee bean industry in jeopardy?

3. Where is there a potential disaster in the coffee business?

4. What position is Orin Smith hired for?

5. How does Howard initially handle the crisis of a shortage of coffee beans and increased costs?

(see the answer key)

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