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

Multiple Choice Questions

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

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

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

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

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

6. 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.

7. How does Howard consider the task of meeting the expectations of Wall Street after the company goes public?
(a) Easy.
(b) Impossible.
(c) Confusing.
(d) Daunting.

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

9. What mistake does Starbucks make in stocking the stores for the disastrous season Howard talks about in the end of the book?
(a) They do not stock enough tea.
(b) They price their gift baskets too high.
(c) They do not stock enough coffee.
(d) They stock expensive espresso machines.

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

11. As the company continues to expand rapidly, which Washington city does Howard choose to open another roasting plant?
(a) Everett.
(b) Bellingham.
(c) Yakima.
(d) Kent.

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

13. What country are the detractors that accuse Starbucks of paying too little for their coffee from?
(a) Cuba.
(b) Brazil.
(c) Colombia.
(d) Guatemala.

14. Throughout the crisis, what do the Starbucks executives remain committed to providing?
(a) The biggest selection of non-coffee products in their stores.
(b) The best prices in the coffee industry.
(c) The most variety of coffee products in their stores.
(d) The best quality coffee.

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

Short Answer Questions

1. When does Starbucks open its first store on the East Coast?

2. What comparison does United Airlines make about its decision to serve Starbucks coffee on its flights?

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

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

5. What word is used to describe Howard's pursuit of excellence in all aspects of the Starbucks company?

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