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

2. Which music company does Howard work with to produce the compilation CDs that are sold in Starbucks stores?
(a) Infinity Music.
(b) AEI Music.
(c) RedEye Music.
(d) Koch Entertainment.

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

4. In order to spend more time with his family, what title does Howard give to Orin in 1994?
(a) President and Chief Executive Officer.
(b) President and Chief Operating Officer.
(c) Executive Partner.
(d) Vice President.

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

Short Answer Questions

1. When does Starbucks open its first store on the East Coast?

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

3. How does the interior design department at Starbucks select the decor for stores?

4. What date does Starbucks finally go public?

5. What happens when two local managers first create a blended icy drink?

Short Essay Questions

1. What is an example of a negative claim that was made against Starbucks?

2. What issues does Howard deal with as he attempts to keep Starbucks small while growing big?

3. What makes the 1995 holiday season so disappointing for Starbucks?

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

5. What key events happen on the year that Howard turns forty?

6. What is historic about the meeting that Howard calls after the 1995 holiday season?

7. What reference is included at the end of Pour Your Heart Into It, and how does it reflect Howard's success with Starbucks?

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

9. How is Howard's reaction to the 1995 holiday season received by employees and what things does he encourage them to do?

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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