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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) Seventy one.
(c) Eighty one.
(d) Fifty one.

2. During the crisis, what country does Starbucks buy a huge quantity of coffee from to stock?
(a) Venezuela.
(b) Brazil.
(c) Peru.
(d) Colombia.

3. What is preventing Starbucks from switching to a polystyrene cup?
(a) Convenience.
(b) Cost.
(c) Recycling.
(d) Availability.

4. How was the store received in Japan?
(a) It had a moderate reception.
(b) No one visited the store at first.
(c) There is no record of the initial reaction to the store.
(d) Crowds lined up around the store.

5. How does Howard initially handle the crisis of a shortage of coffee beans and increased costs?
(a) He only raises the price on specific coffees.
(b) He chooses to keep his prices fixed.
(c) He lowers the prices on coffee.
(d) He raises prices on coffee.

6. When does Starbucks face the crisis of rising coffee bean costs?
(a) March 1995.
(b) June 1994.
(c) July 1995.
(d) February 1994.

7. Which one of the following is not one of the magazines that United Airlines places an ad in to advertise their association with Starbucks?
(a) Business Week.
(b) Newsweek.
(c) Time.
(d) U.S. News.

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

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

10. What is Howard's initial response to the idea of serving cold drinks in the stores?
(a) He denies the request.
(b) He approves the request with no changes.
(c) He is unsure about how to react.
(d) He approves the request, with several stipulations.

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

12. How long did it take Starbucks and United Airlines to fix the problem and raise the quality of the coffee served on flights?
(a) Three months.
(b) Three years.
(c) Two years.
(d) Four months.

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

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

15. Which one of the following is not one of the flavors of Starbucks coffee flavored ice cream?
(a) Italian Roast Coffee.
(b) Low Fat Latte.
(c) Vanilla Mocha Swirl.
(d) Double Mint Coffee Chip.

Short Answer Questions

1. What year does Howard first meet with Pepsi to discuss the mass distribution of Starbucks products?

2. What year does United Airlines begin serving Starbucks coffee on its flights?

3. As the CEO of Starbucks, who is Howard's primary responsibility directed towards?

4. What country are the detractors that accuse Starbucks of paying too little for their coffee from?

5. What does Starbucks develop to prevent customer burns and cut down waste?

(see the answer keys)

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