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

2. Who approaches Howard with the idea to sell music compilations in Starbucks stores?
(a) A store manager.
(b) Orin Smith.
(c) A record label executive.
(d) Howard Behar.

3. What mistake does Starbucks make in stocking the stores for the disastrous season Howard talks about in the end of the book?
(a) They price their gift baskets too high.
(b) They do not stock enough tea.
(c) They stock expensive espresso machines.
(d) They do not stock enough coffee.

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

5. What is the profession of Don Valencia, the person that invents a coffee extract?
(a) Chef.
(b) Mathematician.
(c) Biologist.
(d) Chemist.

Short Answer Questions

1. What role does Howard talk about transitioning into at the end of the book?

2. Which principles does Howard think will continue to drive Starbucks' success?

3. What town opens Starbucks' first East Coast store?

4. Which one of the following is not one of the magazines that United Airlines places an ad in to advertise their association with Starbucks?

5. According to the incorrect claims of labor activists, how much money does Starbucks pay for a pound of coffee beans?

Short Essay Questions

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

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

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

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

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

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

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

8. What is the result of the first Starbucks international store?

9. How is the Starbucks Frappuccino created?

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

(see the answer keys)

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