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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. How many years does it take Howard to convince the board to work with Don and his coffee extract?
(a) Four.
(b) Three.
(c) One.
(d) Two.

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

3. How do the employees and managers react to Howard's concern for the low sales?
(a) They do not appreciate his honesty.
(b) They appreciate his honesty.
(c) They have no reaction.
(d) They have mixed reviews.

4. What is significant about the meeting Howard has with the Seattle team to share his concerns for the unreached sales goals?
(a) It is the first online conference for the company.
(b) It is the first time he has not hidden his angst.
(c) It is the first time he has indicated thoughts of selling the company.
(d) It is the first time he has spoken to the entire team at once.

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

Short Answer Questions

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

2. How is Starbucks listed on the NASDAQ stock exchange in New York City?

3. When does Starbucks face the crisis of rising coffee bean costs?

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

5. As Howard turns forty, what magazine features his picture on the cover?

Short Essay Questions

1. How does Starbucks choose the design for its stores?

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

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

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

5. When does Starbucks list its first public stock on the market and how does it do?

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

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

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

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

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

(see the answer keys)

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