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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 does Howard feel Starbucks' competitive advantage is?
(a) The communication provided by store employees.
(b) The ability to adjust prices as needed.
(c) The ability to merge with other companies.
(d) The communication provided by other coffee companies.

2. As Howard turns forty, what magazine features his picture on the cover?
(a) The Economist.
(b) Money.
(c) Forbes.
(d) Fortune.

3. What other coffee company does Jerry Baldwin purchase?
(a) Peet's Coffee and Tea.
(b) Peet's Coffee.
(c) Peet's Coffee, Tea, and Spices.
(d) Peet's Coffee and Spices.

4. What is Howard Behar's position when he helps Starbucks become accepted in Chicago?
(a) He is in charge of Starbuck's promotions.
(b) He is in charge of Starbuck's retail operations.
(c) He is a member of the Chicago City Council.
(d) He is a lawyer in Chicago.

5. What approach does Howard take when dealing with customer requests?
(a) He does not have the time to listen to them.
(b) He will listen to them, but admits that most of them cannot be fulfilled.
(c) He believes a company should do anything in its power to honor customer requests.
(d) He will listen to them and then explain to the customer why the company does not accept customer requests.

Short Answer Questions

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

2. Which area has Starbucks stores that become frustrated about the lack of cold drinks to offer customers?

3. Which music company does Howard work with to produce the compilation CDs that are sold in Starbucks stores?

4. What product is Starbucks purchasing from Hammarplast when the company catches Howard's attention?

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

(see the answer key)

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