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

2. How long does it take Howard and Il Giornale to reach the point of serving over 1,000 people each day?
(a) Two months.
(b) Six months.
(c) Two weeks.
(d) Six weeks.

3. Which one of the following is an example of how Starbucks changes to cater to the needs of customers?
(a) Replacing all sugar packets with a healthy alternative.
(b) Hiring more employees to serve customers faster.
(c) Including low fat or skim milk in their drinks.
(d) Making their stores bigger for increased safety.

4. What point does Howard make in response to the less than positive reaction that his new employee plan receives from board members?
(a) It will eliminate employee theft.
(b) It will prevent employee lawsuits.
(c) It will increase store profits.
(d) It will increase employee loyalty.

5. Which insect does Vincent Eades use in a metaphor to describe the Starbucks way of doing things?
(a) Grasshopper.
(b) Butterfly.
(c) Spider.
(d) Ant.