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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. Who suggests the name, Il Giornale, for Howard's new coffee houses?
(a) Ron Margolis.
(b) Arnie Prentice.
(c) Jerry Baldwin.
(d) Gordon Bowker.

2. What season in 1983 does Howard take his first trip to Italy?
(a) Spring.
(b) Summer.
(c) Winter.
(d) Fall.

3. 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.

4. When was the third Il Giornale store opened?
(a) June 1987.
(b) September 1988.
(c) April 1987.
(d) July 1988.

5. Who makes up the Mission Review Team of Starbucks?
(a) Only the managers of the actual stores.
(b) Only board members.
(c) Only people who work in the actual stores.
(d) People from all areas of the company.

Short Answer Questions

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

2. Which one of the following is an example of how Starbucks changes to cater to the needs of customers?

3. What profession does Ron Margolis, the first investor of Il Giornale, have?

4. What elements of Italy is Howard trying to interject into America with Il Giornale?

5. When does the first Il Giornale store open?

(see the answer key)

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