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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. How did McDonald's develop its discovery process?
(a) By ignoring its competitors.
(b) Through trial and error.
(c) By watching other restaurants.
(d) Through research.

2. What did Kroc resist that ultimately benefited him?
(a) The uniform idea of his franchise.
(b) Putting his financial position ahead of the company's.
(c) Putting his financial position behind the company's.
(d) Good food fast.

3. Where did many of Kroc's franchiser's come from?
(a) His family members.
(b) No where.
(c) Kroc's fellow golf club members.
(d) The real estate market.

4. In 1948, what happened to the grander carhop drive-in the McDonald brothers created?
(a) They reorganized the restaurant and shut everything down to start over.
(b) The restaurant wentbankrupt.
(c) The restaurant exploded.
(d) A new side item came to the menu.

5. What did Kroc want to improve as he focused on building the operating system?
(a) The marketing.
(b) The advertisements.
(c) The product.
(d) The design.

Short Answer Questions

1. What did the McDonald brothers lack to make their restaurant successful?

2. What region of the US did Kroc have difficulty expanding McDonald's?

3. When did McDonald's grander carhop drive-in become a teenage hang out?

4. What did the press focus on in regards to McDonald's?

5. Where did the McDonald brothers open a grander carhop drive-in?

Short Essay Questions

1. How did Kroc try to improve his product in other ways aside from ingredients?

2. What does the foreword of McDonald's: Behind the Arches explain about the public's understanding of McDonald's?

3. Describe when franchising began.

4. What market did Kroc first get into that propelled him towards the food production business?

5. What was the difference between the McDonald brothers vision for McDonald's and Kroc's vision for it?

6. How did Kroc redefine customer-supplier relationships?

7. How did Kroc react as McDonald's grew?

8. Explain the press and McDonald's relationship as described in the foreword.

9. Describe where the McDonald's name comes from.

10. Why did other managers adopt Kroc's principles?

(see the answer keys)

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