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

Multiple Choice Questions

1. In a 1996 survey, what percentage of United Airlines coffee drinkers described the Starbucks coffee as excellent?
(a) Forty one.
(b) Eighty one.
(c) Fifty one.
(d) Seventy one.

2. Who approaches Howard with the idea to sell music compilations in Starbucks stores?
(a) A record label executive.
(b) Howard Behar.
(c) Orin Smith.
(d) A store manager.

3. When does Starbucks open its first store on the East Coast?
(a) March, 1993.
(b) November, 1992.
(c) April, 1993.
(d) December, 1992.

4. According to the incorrect claims of labor activists, how much money does Starbucks pay for a pound of coffee beans?
(a) Two cents.
(b) Seven cents.
(c) Eight cents.
(d) Five cents.

5. What date does Starbucks finally go public?
(a) July 26, 1992.
(b) November 18, 1992.
(c) September 18, 1992.
(d) June 26, 1992.

6. How does the interior design department at Starbucks select the decor for stores?
(a) Based on suggestions from customers.
(b) Based on designs that are relevant to the current trends.
(c) Based on designs that are relevant to the local areas.
(d) Based on suggestions from employees.

7. Which year brings the worst holiday season in Starbucks history?
(a) 1995.
(b) 1997.
(c) 1994.
(d) 1996.

8. When the Starbucks food and beverage department first tries to expand on the icy drink, what is the result?
(a) The develop a product that is exactly the same as the original one.
(b) They develop a product that is worse than the original one.
(c) They develop a product that is good, but completely different than the original one.
(d) They develop a product that is better than the original one.

9. What year did Howard open Starbucks stores in Philadelphia, Austin, and Pittsburgh?
(a) 1994.
(b) 1996.
(c) 1993.
(d) 1995.

10. Based on United Airlines' estimates, how many of their customers request coffee during the flights?
(a) Between twenty five and forty percent.
(b) Between thirty and forty percent.
(c) Between thirty five and fifty percent.
(d) Between twenty and thirty percent.

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

12. As the CEO of Starbucks, who is Howard's primary responsibility directed towards?
(a) Only customers and shareholders.
(b) Partners, customers, and shareholders.
(c) Only customers.
(d) Only customers and partners.

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

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

15. Hired in 1991 to take Starbucks public, which firm does Dan Levitan work with?
(a) Wells Fargo.
(b) Goldman Sachs.
(c) Wertheim Schroder.
(d) Thomas Weisel Partners.

Short Answer Questions

1. How long did it take Starbucks and United Airlines to fix the problem and raise the quality of the coffee served on flights?

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

3. During the crisis, what country does Starbucks buy a huge quantity of coffee from to stock?

4. What happens when two local managers first create a blended icy drink?

5. What town opens Starbucks' first East Coast store?

(see the answer keys)

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