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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

1. In Chapter 7, why did Kroc desire to buy out the McDonald brothers?
(a) They thought locally.
(b) His desires were bigger than theirs were.
(c) They thought too globally.
(d) He wanted to violate the contract.

2. Who did NOT get rich as a result of McDonald's appraisal worth?
(a) Kroc.
(b) Sonneborn.
(c) The McDonald brothers.
(d) Martino.

3. What was Kroc's second wife's name?
(a) Martino.
(b) Ethel.
(c) Joan.
(d) Jane.

4. Who did Kroc and Sonneborn use as a buffer for communication?
(a) Martino.
(b) Cotter.
(c) Their secretaries.
(d) No one.

5. What US city was the hurtful rumor about McDonald's generally confined to?
(a) Atlanta.
(b) Las Angeles.
(c) New York.
(d) Washington, D.C.

6. When was Ronald McDonald birthed as the face of McDonald's?
(a) 1963.
(b) 1964.
(c) 1965
(d) 1966.

7. How did McDonald's reshape the food service industry?
(a) By introducing new ideas.
(b) By introducing new marketing techniques.
(c) By developing benefits for the food service industry.
(d) By building its own wing of food processing trade.

8. What moved Kroc to California in the early 1960s?
(a) A love interest and divorce.
(b) Joan.
(c) Ethel.
(d) Jane.

9. What type of problems did McDonald's face in the 1970s?
(a) Public relations and profitablity.
(b) Respect.
(c) Cleanliness.
(d) Management.

10. When did Kroc's contract expire between Kroc and the McDonald brothers?
(a) 1959.
(b) 1961.
(c) 1960.
(d) 1963.

11. Who was responsible for doubling McDonald's real estate holdings?
(a) Martino.
(b) Sonneborn.
(c) Kroc.
(d) Turner.

12. What did the International branch of McDonald's ultimately realize to help them become successful?
(a) They must embrace the difference in cultures and learn from them.
(b) They need to focus on all types of ethnic foods.
(c) They are an American food industry and have to stick to American style.
(d) They need to include at least one ethnic menu item to the country it inhabits.

13. Who ran McDonald's longer than its founder, yet never showed Kroc up?
(a) Turner.
(b) Martino.
(c) Ethel.
(d) Sonneborn.

14. What rumor in the 1970s hurt McDonald's reputation?
(a) That their hamburgers were made with worms.
(b) That they did not wash their hands.
(c) That they under cooked their chicken.
(d) That they violated the health code daily.

15. What happened that tainted McDonald's image of being a safe place?
(a) A person got food poisioning and died.
(b) A robbery.
(c) A shooting.
(d) Car theft.

Short Answer Questions

1. Which of the following were NOT introduced as new products simultaneously at McDonald's?

2. As a result of franchisee-franchiser relations, what brought complications for McDonald's?

3. What does McDonald's use to generate greater efficiency?

4. Where did McDonald's first go international?

5. What was Kroc's first wife's name?

(see the answer keys)

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