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

Multiple Choice Questions

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

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

3. How does Howard consider the task of meeting the expectations of Wall Street after the company goes public?
(a) Confusing.
(b) Impossible.
(c) Daunting.
(d) Easy.

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

5. Why does Howard take the risk of allowing people outside of Starbucks to brew and serve their coffee on airplanes?
(a) The other executives convinced him.
(b) The airlines offered a large commission on top of the profits.
(c) The stockholders of the company made it mandatory.
(d) The chance to reach people who have not tried Starbucks.

6. Which one of the following is not one of the flavors of Starbucks coffee flavored ice cream?
(a) Low Fat Latte.
(b) Italian Roast Coffee.
(c) Double Mint Coffee Chip.
(d) Vanilla Mocha Swirl.

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

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

9. How was the store received in Japan?
(a) There is no record of the initial reaction to the store.
(b) Crowds lined up around the store.
(c) No one visited the store at first.
(d) It had a moderate reception.

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

11. When does Starbucks open its first store on the East Coast?
(a) April, 1993.
(b) November, 1992.
(c) March, 1993.
(d) December, 1992.

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

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

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

15. What does Starbucks develop to prevent customer burns and cut down waste?
(a) Cups with handles.
(b) Thicker cups.
(c) Cardboard sleeves.
(d) Ceramic mugs.

Short Answer Questions

1. Hired in 1991 to take Starbucks public, which firm does Dan Levitan work with?

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

3. When the decision to take Starbucks public is announced, what does Howard feel most investment banks do not understand?

4. What city in Japan hosts the country's first Starbucks store?

5. What word is used to describe Howard's pursuit of excellence in all aspects of the Starbucks company?

(see the answer keys)

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