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

2. What does Howard encourage his team to do after the disappointing holiday season?
(a) Stop trying to anticipate trends and stop developing new products.
(b) Anticipate trends and develop new products.
(c) Anticipate trends and stop developing new products.
(d) Stop trying to anticipate trends and start developing new products.

3. How does Howard consider the task of meeting the expectations of Wall Street after the company goes public?
(a) Daunting.
(b) Easy.
(c) Impossible.
(d) Confusing.

4. What year does Howard open the first Starbucks store in Japan?
(a) 1996.
(b) 1994.
(c) 1995.
(d) 1997.

5. What does Howard feel Starbucks' competitive advantage is?
(a) The communication provided by other coffee companies.
(b) The ability to merge with other companies.
(c) The communication provided by store employees.
(d) The ability to adjust prices as needed.

Short Answer Questions

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

2. Which city has labor activists that attempt to defame Starbucks?

3. Which one of the following is not one of the flavors of Starbucks coffee flavored ice cream?

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

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

Short Essay Questions

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

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

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

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

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

6. How is the Starbucks Frappuccino created?

7. What issues does Howard deal with as he attempts to keep Starbucks small while growing big?

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

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

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

(see the answer keys)

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