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

Multiple Choice Questions

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

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

3. 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 coffee.
(b) They price their gift baskets too high.
(c) They do not stock enough tea.
(d) They stock expensive espresso machines.

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

5. 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 free samples of food at grocery stores.
(c) Offering Happy Meals to kids.
(d) Offering free toys inside cereal boxes.

6. 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) Twenty five million.
(c) Twenty million.
(d) Ten million.

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

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

9. How much does Starbucks raise it's prices after the second freeze extends the crisis?
(a) Just over ten percent.
(b) Just under five percent.
(c) Just over five percent.
(d) Just under ten percent.

10. What was the problem that caused the quality of Starbucks coffee to be lower than expected on United Airlines flights?
(a) The shipping of coffee beans was not successful.
(b) The coffee was served after sitting for too long.
(c) The employees were not properly trained.
(d) The airlines were not using the correct equipment.

11. What city is United Airlines based out of?
(a) New York.
(b) Dallas.
(c) Seattle.
(d) Chicago.

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

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

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

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

Short Answer Questions

1. As the CEO of Starbucks, who is Howard's primary responsibility directed towards?

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

3. Based on United Airlines' estimates, how many of their customers request coffee during the flights?

4. What person is quoted at the very beginning of Chapter 21?

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

(see the answer keys)

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