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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. Based on United Airlines' estimates, how many of their customers request coffee during the flights?
(a) Between twenty five and forty percent.
(b) Between thirty five and fifty percent.
(c) Between thirty and forty percent.
(d) Between twenty and thirty percent.

2. What type of business did Dave Olsen have before meeting Howard?
(a) A tea brewer manufacturing company.
(b) A university deli.
(c) A coffeemaker manufacturing company.
(d) A university coffeehouse.

3. When does Starbucks face the crisis of rising coffee bean costs?
(a) February 1994.
(b) July 1995.
(c) March 1995.
(d) June 1994.

4. Which company did Jeff Brotman found before helping Howard with Starbucks?
(a) Costco.
(b) Best Buy.
(c) Kohl's.
(d) K-Mart.

5. How much older than Howard is Orin Smith?
(a) Fifteen years.
(b) Five years.
(c) Twenty years.
(d) Ten years.

Short Answer 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?

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

3. How long does it take Howard to convince Starbucks to begin serving espresso?

4. How long do Howard and Jerry Baldwin negotiate before Howard is hired at Starbucks?

5. What year does United Airlines begin serving Starbucks coffee on its flights?

(see the answer key)

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