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

2. What temporary solution do Starbucks employees have for serving coffee that is too hot for customers to hold?
(a) Placing it in a refrigerated container just before serving it.
(b) Waiting over a minute before serving it.
(c) Adjusting the temperatures of the coffee brewers.
(d) Using two paper cups to serve it.

3. What is Howard's initial response to the idea of serving cold drinks in the stores?
(a) He approves the request, with several stipulations.
(b) He denies the request.
(c) He approves the request with no changes.
(d) He is unsure about how to react.

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

5. When the Starbucks food and beverage department first tries to expand on the icy drink, what is the result?
(a) They develop a product that is worse than the original one.
(b) They develop a product that is good, but completely different than the original one.
(c) The develop a product that is exactly the same as the original one.
(d) They develop a product that is better than the original one.

Short Answer Questions

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

2. What country are the detractors that accuse Starbucks of paying too little for their coffee from?

3. What does Howard feel Starbucks' competitive advantage is?

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

5. Which insect does Vincent Eades use in a metaphor to describe the Starbucks way of doing things?

Short Essay Questions

1. How is the Starbucks Frappuccino created?

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

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

4. Why does Starbucks begin selling music in their stores?

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

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

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

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

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

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

(see the answer keys)

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