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

Multiple Choice Questions

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

2. At the time Pour Your Heart Into It was written, how many people per day are estimated to be drinking Starbucks coffee on United Airlines flights?
(a) Fifteen million.
(b) Ten million.
(c) Twenty million.
(d) Twenty five million.

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

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

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

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

7. What country experiences a severe frost that puts the coffee bean industry in jeopardy?
(a) Colombia.
(b) Brazil.
(c) Venezuela.
(d) Peru.

8. 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 online conference for the company.
(b) It is the first time he has spoken to the entire team at once.
(c) It is the first time he has indicated thoughts of selling the company.
(d) It is the first time he has not hidden his angst.

9. How do the employees and managers react to Howard's concern for the low sales?
(a) They do not appreciate his honesty.
(b) They have no reaction.
(c) They have mixed reviews.
(d) They appreciate his honesty.

10. What happens when two local managers first create a blended icy drink?
(a) The reaction is positive and the drink has a great consistency.
(b) The reaction is negative and the drink has an uneven consistency.
(c) The reaction is positive, but the drink has an uneven consistency.
(d) The reaction is negative, but the drink has a great consistency.

11. 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) U.S. News.
(b) Time.
(c) Newsweek.
(d) Business Week.

12. What type of music is featured on the CDs that Starbucks begins selling?
(a) Soft Rock.
(b) Jazz.
(c) Classical.
(d) Piano Ballads.

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

14. What year does Howard open the first Starbucks store in Japan?
(a) 1997.
(b) 1995.
(c) 1994.
(d) 1996.

15. Based on Howard's definition of corporate responsibility, what should managers be concerned with?
(a) The international communities.
(b) The communities where other people live.
(c) The communities that cannot take care of themselves.
(d) The communities where they live.

Short Answer Questions

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

2. How does Howard think the obstacles encountered can be solved?

3. As the crisis and other companies lower their prices, how much does Starbucks increase its prices to compensate for the stock they have?

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

5. Which insect does Vincent Eades use in a metaphor to describe the Starbucks way of doing things?

(see the answer keys)

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