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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

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

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

3. How long did it take Starbucks and United Airlines to fix the problem and raise the quality of the coffee served on flights?
(a) Four months.
(b) Two years.
(c) Three months.
(d) Three years.

4. In a 1996 survey, what percentage of United Airlines coffee drinkers described the Starbucks coffee as excellent?
(a) Seventy one.
(b) Eighty one.
(c) Fifty one.
(d) Forty one.

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

Short Answer Questions

1. Which one of the following is not a Starbucks product developed from Don's coffee extract base?

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

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

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

5. To combat the unwarranted attacks on their public image, what action does Starbucks take?

Short Essay Questions

1. How is the quality problem of the coffee served on United Airlines flights solved?

2. What changes does Starbucks make after receiving negative publicity?

3. How does Howard find a bank to take Starbucks public?

4. Why does Howard agree to allow United Airlines to serve Starbucks coffee on their flights?

5. What crisis hits the coffee industry and how does Starbucks initially react?

6. Why does Starbucks begin selling music in their stores?

7. What decisions does Starbucks make when the crisis is extended and eventually passes?

8. What causes the lowered quality of the coffee that United Airlines serves on its flights?

9. What is the paper cup problem that Starbucks encounters and how is it solved?

10. How is the idea of serving cold drinks at Starbucks first introduced to Howard and what is his response?

(see the answer keys)

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