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This quiz consists of 5 multiple choice and 5 short answer questions through Part 3, When They Tell You to Focus, Don't Get Myopic and Lead With Your Heart.

Multiple Choice Questions

1. What does Howard encourage his team to do after the disappointing holiday season?
(a) Anticipate trends and stop developing new products.
(b) Stop trying to anticipate trends and stop developing new products.
(c) Anticipate trends and develop new products.
(d) Stop trying to anticipate trends and start developing new products.

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

3. What was the problem that caused the quality of Starbucks coffee to be lower than expected on United Airlines flights?
(a) The employees were not properly trained.
(b) The coffee was served after sitting for too long.
(c) The airlines were not using the correct equipment.
(d) The shipping of coffee beans was not successful.

4. What year does Howard first meet with Pepsi to discuss the mass distribution of Starbucks products?
(a) 1991.
(b) 1993.
(c) 1994.
(d) 1992.

5. Which principles does Howard think will continue to drive Starbucks' success?
(a) Hope and innovation.
(b) Innovation and aspiration.
(c) Hope, innovation, and aspiration.
(d) Hope and aspiration.

Short Answer Questions

1. What does Howard feel Starbucks' competitive advantage is?

2. Which insect does Vincent Eades use in a metaphor to describe the Starbucks way of doing things?

3. What part of the original Starbucks logo does Howard keep for the new company?

4. Where is the housewares show that Howard attends in Italy?

5. What year does Howard realize that his idea of cafe style coffee houses is taking off?

(see the answer key)

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