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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 shoe company did Scott Bedbury work at before joining Starbucks?
(a) Converse.
(b) Adidas.
(c) Nike.
(d) Keds.

2. What was the problem that caused the quality of Starbucks coffee to be lower than expected on United Airlines flights?
(a) The airlines were not using the correct equipment.
(b) The employees were not properly trained.
(c) The shipping of coffee beans was not successful.
(d) The coffee was served after sitting for too long.

3. What type of music is featured on the CDs that Starbucks begins selling?
(a) Soft Rock.
(b) Piano Ballads.
(c) Classical.
(d) Jazz.

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

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

Short Answer Questions

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

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

3. What year did Howard open Starbucks stores in Philadelphia, Austin, and Pittsburgh?

4. How does Howard think the obstacles encountered can be solved?

5. Bringing the story full circle, what reference does Howard make at the book's conclusion?

Short Essay Questions

1. Who is Scott Bedbury and why does Howard hire him to work for the company?

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

3. Who is Don Valencia and what is the impact of his invention?

4. What conflict between his professional and personal lives does Howard experience as a result of Starbucks' quick expansion, and how does he resolve it?

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

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

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

8. How is the Starbucks Frappuccino created?

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

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

(see the answer keys)

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