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

Multiple Choice Questions

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

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

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

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

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

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

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

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

9. What kind of detractors launch negative claims against Starbucks?
(a) Individual and group.
(b) Only group.
(c) Only individual.
(d) Neither individual nor group.

10. Which insect does Vincent Eades use in a metaphor to describe the Starbucks way of doing things?
(a) Grasshopper.
(b) Butterfly.
(c) Spider.
(d) Ant.

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

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

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

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

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

Short Answer Questions

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

2. What date does Starbucks finally go public?

3. Who approaches Howard with the idea to sell music compilations in Starbucks stores?

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

5. Which shoe company did Scott Bedbury work at before joining Starbucks?

(see the answer keys)

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