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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. At Starbucks, what kind of product does Howard strive to deliver?
(a) One that is better than what the customers know they want.
(b) One that is slightly less than what the customers know they want.
(c) One that is exactly what the customers want.
(d) One that sells well, regardless of what the customers want.

2. 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.

3. What is the employee stock option plan for Starbucks called?
(a) Starbucks Stock.
(b) Bean Stock.
(c) Coffee Stock.
(d) Starbucks Coffee Stock.

4. What profession does Ron Margolis, the first investor of Il Giornale, have?
(a) Chiropractor.
(b) Pediatrican.
(c) Optometrist.
(d) Obstetrician.

5. In order to spend more time with his family, what title does Howard give to Orin in 1994?
(a) President and Chief Executive Officer.
(b) Vice President.
(c) President and Chief Operating Officer.
(d) Executive Partner.

Short Answer Questions

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

2. As Howard, Orin, and Howard Behar are running the company, how does Howard feel about franchising?

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

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

5. What type of music is featured on the CDs that Starbucks begins selling?

(see the answer key)

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