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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

1. As the crisis and other companies lower their prices, how much does Starbucks increase its prices to compensate for the stock they have?
(a) Slightly.
(b) They do not raise their prices at all.
(c) Moderately.
(d) Dramatically.

2. To combat the unwarranted attacks on their public image, what action does Starbucks take?
(a) Increases philanthropic activity.
(b) Launches a negative campaign to defame their accusers.
(c) Launches a positive campaign to save their reputation.
(d) Hires more lawyers.

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

4. Bringing the story full circle, what reference does Howard make at the book's conclusion?
(a) A crystal ball.
(b) An old letter.
(c) A fortune cookie.
(d) An old book.

5. What town opens Starbucks' first East Coast store?
(a) Newport.
(b) Washington, D.C.
(c) Brentwood.
(d) Wilmington.

6. What year does United Airlines begin serving Starbucks coffee on its flights?
(a) 1996.
(b) 1997.
(c) 1995.
(d) 1994.

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

8. Which area has Starbucks stores that become frustrated about the lack of cold drinks to offer customers?
(a) Los Angeles.
(b) Seattle.
(c) Santa Monica.
(d) New York.

9. What percentage of United Airlines passengers tasted their first Starbucks coffee, according to Starbucks' research?
(a) Sixteen.
(b) Twenty.
(c) Twelve.
(d) Fourteen.

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

11. What is significant about the meeting Howard has with the Seattle team to share his concerns for the unreached sales goals?
(a) It is the first time he has indicated thoughts of selling the company.
(b) It is the first time he has spoken to the entire team at once.
(c) It is the first online conference for the company.
(d) It is the first time he has not hidden his angst.

12. Which one of the following is not a Starbucks product developed from Don's coffee extract base?
(a) Beer.
(b) Ice cream.
(c) Instant coffee mix.
(d) Bottled beverages.

13. How is Starbucks listed on the NASDAQ stock exchange in New York City?
(a) SBCI.
(b) SBCC.
(c) SBUX.
(d) SBIU.

14. Which city has labor activists that attempt to defame Starbucks?
(a) San Francisco.
(b) Boston.
(c) Denver.
(d) Chicago.

15. What city is United Airlines based out of?
(a) New York.
(b) Seattle.
(c) Chicago.
(d) Dallas.

Short Answer Questions

1. What keeps shoppers away during the worst holiday season in the company's history?

2. According to the incorrect claims of labor activists, how much money does Starbucks pay for a pound of coffee beans?

3. Based on United Airlines' estimates, how many of their customers request coffee during the flights?

4. How was the store received in Japan?

5. What mistake does Starbucks make in stocking the stores for the disastrous season Howard talks about in the end of the book?

(see the answer keys)

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