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

Multiple Choice Questions

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

2. Which shoe company did Scott Bedbury work at before joining Starbucks?
(a) Converse.
(b) Keds.
(c) Nike.
(d) Adidas.

3. What role does Howard talk about transitioning into at the end of the book?
(a) A colleague.
(b) An advisor.
(c) A cheerleader.
(d) A silent partner.

4. 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) Three months.
(c) Three years.
(d) Four months.

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

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

7. Which one of the following is not a Starbucks product developed from Don's coffee extract base?
(a) Instant coffee mix.
(b) Beer.
(c) Bottled beverages.
(d) Ice cream.

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

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

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

11. According to the incorrect claims of labor activists, how much money does Starbucks pay for a pound of coffee beans?
(a) Five cents.
(b) Seven cents.
(c) Two cents.
(d) Eight cents.

12. 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 other executives convinced him.
(c) The stockholders of the company made it mandatory.
(d) The airlines offered a large commission on top of the profits.

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

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

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

Short Answer Questions

1. Bringing the story full circle, what reference does Howard make at the book's conclusion?

2. Which year brings the worst holiday season in Starbucks history?

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

4. What is Howard's initial response to the idea of serving cold drinks in the stores?

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)

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