View a FREE sample

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

Multiple Choice Questions

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

2. 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) U.S. News.
(c) Time.
(d) Newsweek.

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

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

5. During the disappointing holiday season, how is the design of the packaging changed, making it unacceptable to customers?
(a) Only in size options.
(b) Neither in design nor size options.
(c) In design and size options.
(d) Only in design.

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

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

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

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

10. 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 better 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 worse than the original one.

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

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

13. What does Howard encourage his team to do after the disappointing holiday season?
(a) Stop trying to anticipate trends and start developing new products.
(b) Stop trying to anticipate trends and stop developing new products.
(c) Anticipate trends and develop new products.
(d) Anticipate trends and stop developing new products.

14. What city in Japan hosts the country's first Starbucks store?
(a) Tokyo.
(b) Osaka.
(c) Nagasaki.
(d) Kyoto.

15. What comparison does United Airlines make about its decision to serve Starbucks coffee on its flights?
(a) Offering test drives to car buyers.
(b) Offering Happy Meals to kids.
(c) Offering free toys inside cereal boxes.
(d) Offering free samples of food at grocery stores.

Short Answer Questions

1. What temporary solution do Starbucks employees have for serving coffee that is too hot for customers to hold?

2. As the company continues to expand rapidly, which Washington city does Howard choose to open another roasting plant?

3. What year did Howard open Starbucks stores in Philadelphia, Austin, and Pittsburgh?

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

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)

This section contains 595 words (approx. 2 pages at 300 words per page) View a FREE sample