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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. Who wrote the book, Broken Heartland?
(a) Osha Gray Davidson.
(b) John Mack Faragher.
(c) Robert H. Vine.
(d) Meredith Ogilby.

2. In 1973, what causes the fast food industry to temporarily lose stock value?
(a) The death of Ray Kroc.
(b) The Arab oil embargo.
(c) The advent of health food markets.
(d) Mad cow disease.

3. What potatoes are considered the perfect frying potato?
(a) Baby Red.
(b) White Rose.
(c) Yukon Gold.
(d) Russet Burbank.

4. How does Michael Witzel characterize the drive-in restaurants of the early 1940's?
(a) As "circular meccas of neon".
(b) As "terminal migrations of taste".
(c) As "wholesome expressions in dining".
(d) As "gaudy relfections of the American psyche".

5. What takes over Southern California, completely changing the lifestyle of the population there?
(a) The assembly line.
(b) Television.
(c) The railway system.
(d) The automobile.

Short Answer Questions

1. In 1997, what does Rod Taylor of Brandweek say was one of the most successful promotions in the history of American advertising?

2. What is phosphate used for in potato farming?

3. In the Ray A. Kroc museum, what appears when certain buttons are pushed?

4. To which organization is Wernher von Braun a member during World War II?

5. McDonaldland borrows its distinctive look from where?

Short Essay Questions

1. What causes the fast food chain expansion in Colorado Springs to thrive so well?

2. How are poultry contracts constructed?

3. Why does Colorado Springs gain a series of new military bases after World War II?

4. What odd mix of traits makes J.R. Simplot so successful?

5. How does the consumer react to McDonald's switch from fresh to frozen french fries?

6. Why are teenagers perfect candidates for working in the fast food industry?

7. What is Carl Karcher's personal philosophy?

8. According to one account, why does the deal to put McDonald's in Disneyland initially fall through?

9. Why is the automobile industry not content with just reaping the rewards of government-subsidized road construction?

10. How does the character Ronald McDonald come to be?

(see the answer keys)

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