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

Multiple Choice Questions

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

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

3. 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) Twenty five million.
(b) Fifteen million.
(c) Ten million.
(d) Twenty million.

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

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

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

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

8. How does Howard initially handle the crisis of a shortage of coffee beans and increased costs?
(a) He chooses to keep his prices fixed.
(b) He only raises the price on specific coffees.
(c) He raises prices on coffee.
(d) He lowers the prices on coffee.

9. As the CEO of Starbucks, who is Howard's primary responsibility directed towards?
(a) Only customers and partners.
(b) Only customers.
(c) Partners, customers, and shareholders.
(d) Only customers and shareholders.

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

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

12. What word is used to describe Howard's pursuit of excellence in all aspects of the Starbucks company?
(a) Unrelenting.
(b) Incomparable.
(c) Incredible.
(d) Unforgiving.

13. What year does Howard first meet with Pepsi to discuss the mass distribution of Starbucks products?
(a) 1991.
(b) 1992.
(c) 1993.
(d) 1994.

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

15. Which one of the following cities is not included in the locations for Starbucks stores that opened in 1994?
(a) Dallas.
(b) Boston.
(c) Baltimore.
(d) New York City.

Short Answer Questions

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

2. How long did it take Starbucks and United Airlines to fix the problem and raise the quality of the coffee served on flights?

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

4. How many years does it take Howard to convince the board to work with Don and his coffee extract?

5. What year does Howard open the first Starbucks store in Japan?

(see the answer keys)

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