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

2. Why does Howard insists that Starbucks remain company-owned and not franchised?
(a) To maximize profits.
(b) To avoid partnerships.
(c) To simplify advertising.
(d) To control quality.

3. What position is Orin Smith hired for?
(a) Chief Executive Officer.
(b) Advertising Consultant.
(c) Chief Financial Officer.
(d) District Manager.

4. When does Howard have to report a major financial loss to the board?
(a) 1988.
(b) 1989.
(c) 1991.
(d) 1990.

5. What does Howard believe a business should have at its core?
(a) A good product.
(b) Financial investors.
(c) A good example to follow.
(d) Executive input.

Short Answer Questions

1. Which one of the following cities is not included in the locations for Starbucks stores that opened in 1994?

2. As the company continues to expand rapidly, which Washington city does Howard choose to open another roasting plant?

3. What is the purpose of a company Mission Statement?

4. Under Howard's new plan, what is the minimum hours per week that a Starbucks employee has to work in order to receive health care benefits?

5. Which one of the following is not included in the examples that Howard gives of gathering places that America once had?

(see the answer key)

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