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

2. Where is there a potential disaster in the coffee business?
(a) In coffee roasting and brewing, but not serving.
(b) In coffee brewing, but not roasting or serving.
(c) In coffee roasting, brewing, and serving.
(d) In coffee roasting, but not brewing or serving.

3. What year does Howard open the first Starbucks store in Japan?
(a) 1994.
(b) 1996.
(c) 1997.
(d) 1995.

4. How does Howard consider the task of meeting the expectations of Wall Street after the company goes public?
(a) Daunting.
(b) Confusing.
(c) Easy.
(d) Impossible.

5. How long did it take Starbucks and United Airlines to fix the problem and raise the quality of the coffee served on flights?
(a) Three months.
(b) Two years.
(c) Four months.
(d) Three years.

Short Answer Questions

1. In a 1996 survey, what percentage of United Airlines coffee drinkers described the Starbucks coffee as excellent?

2. What position does Howard hire Lawrence Maltz for?

3. Which one of the following is not a Starbucks product developed from Don's coffee extract base?

4. When does Howard have to report a major financial loss to the board?

5. Which shoe company did Scott Bedbury work at before joining Starbucks?

(see the answer key)

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