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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. At the time Pour Your Heart Into It was written, how many people per day are estimated to be drinking Starbucks coffee on United Airlines flights?
(a) Ten million.
(b) Fifteen million.
(c) Twenty five million.
(d) Twenty million.

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

3. What keeps shoppers away during the worst holiday season in the company's history?
(a) Limited parking.
(b) High prices.
(c) Poor advertising.
(d) Bad weather.

4. What word is used to describe Howard's pursuit of excellence in all aspects of the Starbucks company?
(a) Unforgiving.
(b) Incomparable.
(c) Incredible.
(d) Unrelenting.

5. What kind of detractors launch negative claims against Starbucks?
(a) Only group.
(b) Individual and group.
(c) Only individual.
(d) Neither individual nor group.

Short Answer Questions

1. In order to spend more time with his family, what title does Howard give to Orin in 1994?

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

3. What year does United Airlines begin serving Starbucks coffee on its flights?

4. How much does Starbucks raise it's prices after the second freeze extends the crisis?

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

Short Essay Questions

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

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

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

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

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

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

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

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

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

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

(see the answer keys)

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