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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. Which one of the following is not one of the magazines that United Airlines places an ad in to advertise their association with Starbucks?
(a) Time.
(b) Business Week.
(c) Newsweek.
(d) U.S. News.

2. How much does Ron Margolis invest in Il Giornale?
(a) $200,000.
(b) $250,000.
(c) $100,000.
(d) $150,000.

3. How many more stores does Howard open in Chicago to prove that it can catch on in that market?
(a) Three.
(b) Five.
(c) Four.
(d) Six.

4. Which University granted Howard a scholarship?
(a) The University of Michigan.
(b) Northern Michigan University.
(c) Eastern Michigan University.
(d) Michigan State University.

5. Which founding principles does Howard plan on extending to everyone who comes into contact with Starbucks?
(a) Integrity and respect.
(b) Creativity and respect.
(c) Integrity and innovation.
(d) Creativity and innovation.

Short Answer Questions

1. Why does Howard take the risk of allowing people outside of Starbucks to brew and serve their coffee on airplanes?

2. What is the official name of the Starbucks company when Howard first visits it in Seattle?

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

4. Throughout the crisis, what do the Starbucks executives remain committed to providing?

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

(see the answer key)

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